Being named one of ABRN's Top Shops doesn't just give collision shops bragging rights in the industry; it also can help boost a shop's profile in the community, and even help increase business. Shops that have been named one of the 10 Top Shops are promoting the awards in their advertising, in their shops, and online, and they report that doing so has raised their profile in their respective markets.
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Shops use the award plaque, website notices, e-mail blasts, banners, advertisements and other material (this year winners were even provided with a QR bar code to use in advertisements) to promote the honor, and nearly all of them have found that doing so increases their credibility with customers and insurers.
"We use it in all of our media, every advertisement, everything we do," says Jimmy Lefler, owner of Lefler Collision & Glass in Evansville, Ill., which was ranked as the Top Shop in 2010, and made the top 10 in 2011. "The first thing I did when we went out to receive the award, was I scheduled phone-in interviews with some local radio stations and the local news channel. I talked to them live from Vegas, and that's how we kicked things off."
Lefler also put a banner on each of his locations, and even put the messaging on the giant airplane banner that the shop deploys at the local air show, the local PGA golf tournament and other events. That number-one or top-10 designation also is on every piece of signage that the shop uses at the events the company sponsors around town.