COVER STORY
by Alana Bonillo
Alliance Members ‘Celebrate Resilience’ at Annual Meeting and Leadership Conference May 20 was a great day for the Alliance. After more than a year of being unable to hold in-person events, AASP-MN members united for a successful, well-attended and socially distant Annual Meeting and Leadership Conference at the Nicollet Island Pavilion in Minneapolis. Truly “Celebrating Resilience,” the theme of this year’s event, the gathering recognized Alliance volunteers, included presentations on best business practices and technology, featured vendors and brought members together to socialize and network for the first time since the pandemic began. Addressing members face to face for the first time since 2019, AASP-MN Executive Director Judell Anderson commended all for their strength and dedication during these trying times. “You never missed a beat. You quickly changed your business operations to keep your employees and your customers safe. You adapted and innovated with new customer-service options, technology and marketing strategies. You engaged in new ways with your community to support those who needed it most, and you enthusiastically connected with other shop owners to share ideas and best practices for operating in this new environment. You continuously reminded me of how fortunate I am to be part of this industry.” The celebration got underway immediately as Anderson recognized retired shop owner Pat Whelan with an honorary lifetime membership. Updates from the Alliance included notice that longtime lobbyist Kevin Walli has announced his retirement and that his colleague, Sam Richie, will take his place. Richie provided a brief update on the Alliance’s many legislative efforts currently underway. Since last year’s Annual Meeting and Leadership Conference was canceled, Alliance leaders set out to catch up on two years’ worth of volunteer recognition. “We are here to celebrate surviving 2020,” Matt Feehan, immediate past president, proclaimed. Feehan asked attendees to stand and recognize themselves for getting past the hard times “with grace and patience.”
Longtime Alliance supporter Pat Whelan (pictured here with AASP-MN Executive Director Judell Anderson) was awarded an honorary AASP-MN lifetime membership.
16 | June 2021
Despite the hardships of the past year, Feehan proudly reported the Alliance has been successful throughout, as it maintained a 91 percent membership retention rate and was able to award $19,000 in scholarship funds. Through online meetings and clinics, it continued to offer valuable information and programs to the membership. “The Alliance is very valuable, but only to those people who chose to use it,” Feehan advised. Incoming and outgoing Board members for the 20192020 and 2020-2021 year were recognized in addition to 26 member companies that achieved Winners’ Circle status. Wayne Watson (Auto Works Automotive Service Center, Woodbury) won the Member Recruiter of the Year for 2019; Mike Cox (Ed's Collision Center, Maple Grove) and Carl Thomas (Lancer Service, St. Paul) both won Member Recruiter of the Year for 2020. “Now more than ever, we need a champion and an ally. We need the Alliance,” President Tom Archambault stated. With changes coming down the pike with advanced vehicle technology and the future of autonomous cars around the corner, he stressed how important it is to rely on the Alliance, which continues to support the automotive industry by providing information and doing work that really matters.
Virtual Sessions Complete AASP-MN Annual Meeting & Leadership Conference Education Slate Available to conference registrants through June 10, this year’s virtual sessions consist of eye-opening presentations from industry veteran speakers Kim and Brian Walker (Shop Marketing Pros), Kristen Felder (Collision Hub) and Rick White (180 Business Solutions). All the speakers will host a live Q&A session later in June for attendees to ask questions and share ideas about the content in real time. “Know Your Numbers: Marketing KPIs,” presented by Kim and Brian Walker (and sponsored by Axalta Coating Systems and Podium), gives viewers all the tools they need to make the most of their online presence to help bring more customers through the door. In the area of social media, Kim suggests that businesses focus on numbers that track reach and engagement in addition to page likes and followers. She advises shops to take a good look at their content (such as photos and videos) to determine what people respond to most. Timing is also key. “If you aren’t reaching enough people, you can decide what you need to change,” she suggests. “Maybe it’s when you are posting. Get to know your audience and think about their routine. Do you feel your audience will be more apt to engage late at night or early in the morning?” “Prove It! File Documentation for Profit,” presented by Felder and sponsored by FinishMaster, provides an extensive overview of how collision shops can build files that will protect their businesses and help them get paid for the work they do.
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