Wisconsin Automotive News Winter 2017

WANWinter17.qxp_* December AASP 1/31/17 3:34 PM Page 1

The Official Publication of the Wisconsin Auto Collision Technicians Association Ltd.

Winter 2017

The Importance of Knowing Shop Procedures

PLUS: www.grecopublishing.com

Replacing a Quarter Panel - The Right Way Rethinking Your Shop’s Facebook Page

WANWinter17.qxp_* December AASP 1/31/17 3:34 PM Page 2

WANWinter17.qxp_* December AASP 1/31/17 3:34 PM Page 3

2016-2018 WACTAL BOARD of DIRECTORS President Larry Terrien MJ Collision Center larry@mjcollisioncenter.com Vice President Mark Williams Williams Auto Body mark@williamsautobody.com

Winter 2017

Vol. 4, Number 2

CONTENTS

Secretary/Treasurer Ronnie Goss Goss Auto Body, Inc. ronnie@gossautobody.com

PRESIDENT’S MESSAGE ........................................................5 Following Manufacturers’ Recommendations

Treasurer Sue Black Dean’s Auto Body suzieq@deansautobody.com

WACTAL RECRUIT-A-MEMBER PROGRAM ....................................5

Directors Eileen Haberman Glen's Auto Body, Inc. Mike Miyagawa M & M Auto Body Inc. Michael Taylor Zimbrick Chevrolet-Sun Prairie Tracy Black Dean’s Auto Body, Inc. Association Administration Sue Peterson wactal@execpc.com / info@wactal.com (800) 366-9482 Lobbyist Jolene Plautz jplautz@aol.com

by Larry Terrien

LOCAL NEWS ....................................................................7 Rural Wisconsin Shapes Election Results In Memory: Glen Haberman SAVE THE DATE! 2017 WACTAL Conference Schedule ........................8 COVER STORY ....................................................................9 The Importance of Knowing Shop Procedures

by Mike Lanza, Manager, Business Consulting Services, Sherwin-Williams Automotive Finishes

WACTAL MEMBER SPOTLIGHT ................................................11 Shepy’s Auto Body, Beaver Dam, WI

by Nicolas Fernandes

TALKING TECHNICAL ................................................................12 Replacing a Quarter Panel: THE RIGHT WAY

by Larry Montanez III, CDA & Jeff Lange, PE

MARKETING FEATURE ..............................................................14 Rethinking Your Shop’s Facebook Page

by Lee Emmons PUBLISHED BY: Thomas Greco Publishing, Inc.

WACTAL BENEFIT PROGRAM ..................................................17

244 Chestnut St., Suite 202 Nutley, NJ 07110 PHONE: 973-667-6922 • FAX: 973-235-1963 ADVERTISING: 973-667-6922 • alicia@grecopublishing.com

WACTAL MEMBERSHIP APPLICATION ........................................18

PUBLISHER: Thomas Greco (thomas@grecopublishing.com) SALES DIRECTOR: Alicia Figurelli (alicia@grecopublishing.com) CREATIVE DIRECTOR: Lea Velocci (lea@grecopublishing.com) EDITORIAL DIRECTOR: Joel Gausten (joel@grecopublishing.com) ASSISTANT EDITOR: Nicolas Fernandes (nick@grecopublishing.com) OFFICE MANAGER: Donna Greco (donna@grecopublishing.com) www.grecopublishing.co7 Wisconsin Automotive News is published quarterly by Thomas Greco Publishing, Inc., 244 Chestnut Street, Suite 202 Nutley, NJ 07110. Distributed free to qualified recipients; $48 to all others. Additional copies of Wisconsin Automotive News are available at $5 per copy.

Reproduction of any portions of this publication is specifically prohibited without written permission of the publisher. The opinions and ideas appearing in this magazine are not necessarily representations of Thomas Greco Publishing, Inc. or of WACTAL. Copyright © 2016 by Thomas Greco Publishing, Inc. Cover image © www.istock.com

Winter 2017

ADVERTISER’S INDEX AP Media ................................................15 Morrison’s Auto Parts ..............................4 Axalta Coatings........................................IFC P&L Consultants......................................12 Body Shop Supply Co. ............................6 Straight and Square ................................19 Buerkle Hyundai ......................................19 West Bend Mutual Insurance ..................OBC Dentsmart ................................................16 Zorn Compressor & Equipment ..............10 International Autos Waukesha..................8 3

WANWinter17.qxp_* December AASP 1/31/17 3:34 PM Page 4

4

Winter 2017

WANWinter17.qxp_* December AASP 1/31/17 3:34 PM Page 5

Following Manufacturers’ Recommendations We are hearing a lot lately about following manufacturers’ recommendations regarding parts, procedures, tools and equipment for specific repairs on specific vehicles. Many manufacturers are pushing certification programs to repair their vehicles. Most of these programs come at a significant investment in time and money. On the other side of the coin, we are constantly being pressured to reduce the cost of claims, but how do these cost reductions affect the integrity of our repairs?

As shop owners and repair technicians, we have a lot riding on our repair work. Our customers deserve to be made whole after a loss in regard to value, safety, fit and functionality of their vehicle. Is that aftermarket part really “only cosmetic,” and can you guarantee that it will perform exactly the same as an OEM part in a subsequent collision? Can you assure the customer that there are no issues with any of the electronic systems in their vehicle even though you did not do a pre- and post-scan? Are those

President’s MESSAGE

“short cuts” that you had to take during the repair process because the “insurance company wouldn’t pay for that” going to affect the structural integrity of the vehicle? Do your technicians have the resources available to them to properly repair today’s vehicles?

If you are ever called in to court, it will do you absolutely no good to say “that’s all the insurance company would pay for,” or “the customer didn’t want that repaired,” or “I didn’t know….” As the repair professional, it is your duty to know, and the insurance company will say that they only pay the bill and that it is ultimately your responsibility to decide what parts and procedures are correct.

So, how much are you willing to compromise on the repair?

At what point are you putting what the owner is entitled to in jeopardy by not following manufacturers’ recommendations? Are you willing to save a few bucks on the claim at the expense of sending out a repair that does not meet factory specifications?

Larry Terrien WACTAL President

Recruit-a-Member Program For each member an existing WACTAL member recruits, the sponsoring (existing) member will receive a one-time $50 credit toward their membership dues. There is no limit on the number of members an existing member can recruit. If the dollar amount of the credits exceeds the sponsoring member’s annual dues, the excess amount will carry forward to subsequent years.

No monies will be paid out and credits cannot be cashed out. Credits cannot be split amongst multiple members. The sponsoring member’s individual and business name must be listed on the new member’s Application for Membership as the sponsoring member.

If the new member had been a WACTAL member during the prior calendar year, no commission will be allowed.

This program can be rescinded or amended without prior notice. In the event the program is rescinded or amended, credits for applications received after the change will be processed under the new program.

No credits will be issued if the program is rescinded.

Winter 2017

5

WANWinter17.qxp_* December AASP 1/31/17 3:34 PM Page 6

6

Winter 2017

WANWinter17.qxp_* December AASP 1/31/17 3:34 PM Page 7

Local

Rural Wisconsin Shapes Election Results The November election led to a Republican sweep in Wisconsin, fueled by the large number of GOP votes from rural counties. Donald Trump led the way garnering the most votes for president and Ron Johnson retained his US Senate seat. Trump became the first Republican Presidential candidate to capture Wisconsin since Ronald Reagan in 1984.

Republicans in the state senate held all their current seats, won the open 18th senate district and Patrick Testin defeated Senator Julie Lassa. They will come back with a 20-13 GOP majority. Senator Scott Fitzgerald continues to lead his caucus as Majority Leader, with Roger Roth running the floor action as Senate President.

The state assembly will come back with one more Republican member to add to their strong hold of the house with a 63-36 majority. All incumbent Assembly Republicans running for re-election retained their seats. Democratic Representative Chris Danou lost his bid for re-election to Treig Pronschinske.

Speaker Vos will control his house, with Jim Steineke as majority leader.

On the Democratic side, Jennifer Shilling will lead the senate side and Peter Barca remains as minority leader of the assembly.

WACTAL will again be working hard on behalf of the collision industry, with new and returning legislators. A new bill already in drafting will allow for replaced VIN tags. Insurance industry concerns always top our legislative agenda.

If you have any questions regarding the legislature, please feel free to call our lobbyist, Jolene Plautz at (608) 576-1870.

NEWS

In Memory: Glen Haberman Glen Haberman, owner of Glen’s Auto Body in Waukesha, passed away November 20. Glen is survived by his wife of 67 years, Eileen; sons Dr. Glen D. Haberman and Dr. Craig A. (Diane) Haberman; grandchildren Dr. Kathryn (Christopher Raulin) Haberman, Andrew Haberman and Alexander Haberman.

Glen served in the US Army during the Korean War receiving the Korean Service Medal with three Bronze stars, two Overseas Bars and the United Nations Service Metal.

For the past 46 years, Glen owned and operated Glen’s Auto Body in Waukesha. Glen was very dedicated to the collision repair industry and WACTAL. He served on the WACTAL board for many years and his wife, Eileen, currently serves on the WACTAL board. Glen and his wife could always be seen at WACTAL events and they attended many national industry events. His dedication to making the industry better will be missed.

Our condolences to the Haberman family. Glen will be missed by those who knew and loved him.

WAN

SAVE THE DATE!

The 2017 WACTAL Conference will be held April 28-29 at the Hilton Garden Inn in Oshkosh, WI. Winter 2017

WWW.WACTAL.COM FOR DETAILS

7

WANWinter17.qxp_* December AASP 1/31/17 3:34 PM Page 8

Local

NEWS

SAVE THE DATE! WACTAL 2017 Conference April 28 - 29, 2017 Hilton Garden Inn - Oshkosh, WI WACTAL invites members and supporters to two days of education and industry information at the association’s 2017 annual conference on April 28-29. Join WACTAL along with representatives from I-CAR, Assured Performance, General Motors and more, as well as internationally renowned speaker Mike Anderson of Collision Advice presenting his acclaimed “Positioning Yourself in the Collision Repair Industry” course to attendees.

Please see below for a tentative schedule of events, and be on the lookout for updates leading up to the event. WACTAL looks forward to seeing you there!

Friday, April 28, 2017 12:30pm 1pm - 5pm 1pm - 5pm 5:30pm – 11pm

Registration Positioning Yourself in the Collision Repair Industry and Negotiation Best Practices - Presented by Mike Anderson NEW16 – Vehicle Technology and Trends 2016 (I-CAR class) Off-site reception at EAA

Saturday, April 29, 2017 7:30am 8am - 12pm 8am – 12pm 8am - 8:45am 9am – 10:30am 10:45am – 12:15pm 12:30pm - 4:30pm 8

Registration SPS10 – Replacement of Steel Unitized Structures (I-CAR class) ALT03 – Alternative Fuel Vehicle Damage Analysis and Safety (I-CAR) Membership Meeting Manufacturer Certification - Presented by Assured Performance Pre- and Post-Repair Scanning - Presented by General Motors WCS04 - Squeeze-Type Resistance Spot Welding (I-CAR class) Winter 2017

WANWinter17.qxp_* December AASP 1/31/17 3:34 PM Page 9

The Importance of Knowing Shop Procedures You may ask...“Why do I need written procedures in my business?” The simple answer: You have employees.

Employees will test limits and act as they deem fit in workplace situations, so you need a strategy for developing, communicating and enforcing a set of policies and practices that reflect your standards of acceptable behavior.

But, a successful strategy does more than draw boundaries; it also recognizes and addresses people's needs.

Employees need rules that produce a work environment that’s predictable and limits variations.

In particular within the collision repair industry, procedures provide the framework for an organization to operate successfully. They define what your organization does and how it does it.

Clear procedures support effective decision making and delegation because they provide guidelines on what people can and cannot do, what decisions they can make and what activities are appropriate.

A clear framework means there will be fewer misunderstandings, debates or finger pointing about what to do in particular situations or who is responsible.

There will be transparency and consistency in the way you operate as an organization and make decisions.

The ultimate goal of every ‘Procedure’ is to provide everyone with a clear and easily understood plan of action required to implement. A well written procedure will also help eliminate common misunderstandings by identifyWinter 2017

ing job responsibilities and establishing boundaries for all employees. Good procedures actually allow managers to control events in advance and prevent the organization (and employees) from making costly mistakes. You can think of a procedure as a road map, where the trip details are highlighted in order to prevent a person from getting lost or wandering off an acceptable path identified by the company’s management team.

The policies and procedures your collision repair facility needs will depend on a number of factors such as the type of work you do (insurance DRP repair, restoration, etc.) and the size of your business, as some employees may have several duties.

It is important to see developing and implementing procedures as a process that a business works on over a period of time. Smaller organizations in particular will have limited resources and need to be realistic about what they can expect to achieve. For these businesses, slow and steady wins the race. It’s imperative that any procedure, especially a new one, is strictly adhered to and measured for compliance.

Procedures should also be deployed

Cover

STORY

by Mike Lanza, Manager, Business Consulting Services Sherwin-Williams Automotive Finishes

throughout the entire organization so everyone is involved and accustomed to adherence. Any breach of procedure should be dealt with immediately in order to uphold its individual integrity as well as all others. If necessary, the penalty for breach should dictate its severity of consequence, i.e. a warning, write up or a dismissal from the organization.

Last but not least, procedures should be reviewed often to ensure they’re in alignment with the goals of the organization. If changes are made, contact all personnel with the updated procedure(s) immediately.

The key to success is to devote the time and resources it takes to develop procedures for your business before the need arises. It's an investment that can pay large dividends in increased productivity and minimized mistakes.

WAN

Mike Lanza is manager-business consulting services for Sherwin-Williams Automotive Finishes. He has over 30 years of automotive industry experience managing collision centers, independents and MSOs. He is a proven leader, with expertise in business center expansion through Lean and process-driven operations, and is also a Lean Six-Sigma Green Belt.

9

WANWinter17.qxp_* December AASP 1/31/17 3:34 PM Page 10

10

Winter 2017

WANWinter17.qxp_* December AASP 1/31/17 3:34 PM Page 11

Shepy’s Auto Body Beaver Dam, WI

WACTAL

Member

SPOTLIGHT

by Nicolas Fernandes

WAN recently had the opportunity to interview WACTAL member Jeff Schepp, owner of Shepy’s Auto Body in Beaver Dam, WI. The independent shop has been specializing in collision repair and auto restorations since 1980. As Schepp explains, the shop prides itself on talking to customers on a one-to-one basis and making sure nobody is treated like “just a number.”

Wisconsin Automotive News: How did you get involved in the automotive industry?

Jeff Schepp: I started painting cars when I was back in high school. So I’ve been painting cars for a good strong 40 years.

WAN: Are there any additional services your company provides other than collision repair?

JS: My son and I both race open-road modifieds and we ice race in the winter so we’re involved with the racing communities pretty heavily.

WAN: Has your business undergone any major changes recently that you’d like to promote?

JS: We added on a few years ago. We went with a new style booth. We’ve added the Axalta/DuPont line; we mix all our own paint now.

WAN: In your opinion, what has been the biggest change to the industry that you’ve seen over the years?

JS: Quality, whether it be parts, whether it be the paint. Customers expect a lot more today than they did 20, 30 or 40 years ago.

WAN: Do the customers’ high expectations bring more of a challenge to your business?

JS: Yes. The customers, through the internet and social media or digital marketing, they’re a lot more knowledgeable. So they’re expecting a lot better quality because they can see it on YouTube.

WAN: What initially inspired your shop to join WACTAL? What benefits do you see to being members?

JS: Better shop awareness for new technology and stuff like that.

Being a member helps us promote the business and stay with or ahead of the game for the new technologies and innovations that are coming out.

WAN: Is your company affiliated with any other associations / groups?

JS: We’re just pretty much an independent shop. We do a lot of work for dealerships around here, but we’re not actually affiliated with any. We’re also looking into things like the Chamber of Commerce.

WAN: What makes your company stand out from the competition?

JS: This is a family owned business. People walk in the door here and they’re a name, not a number. We greet, meet, and talk to everybody on a one-to-one basis so that they’re not just a number on a work order.

WAN: What do you feel is the most challenging aspect of being a collision repairer in 2017?

JS: Customer awareness, for the shop of choice, making sure that the customer’s aware that it is their vehicle and they have the right to have it repaired wherever they would like, not where the insurance company suggests.

WAN: What advice would you give to a shop that is currently struggling in today’s industry?

JS: Be honest with your customers, always do your best and talk to your customers one-on-one. Don’t try and be above them or talk down to them. Try and make sure that they’re on the same level as you; explain to them what you’re doing and just keep doing a good job.

Shepy’s Auto Body - Beaver Dam, WI WAN Winter 2017

11

WANWinter17.qxp_* December AASP 1/31/17 3:34 PM Page 12

Talking

TECHNICAL

By Larry Montanez III, CDA and Jeff Lange, PE

Replacing a Quarter Panel: The RIGHT WAY At the 2016 SEMA Show, Larry Montanez offered a Repairer Driven Education (RDE) case study of the procedures for steel quarter panel replacements. The program discussed required operations and materials to replace a steel quarter panel on three procedurally similar vehicles: A 2015 Honda Accord, a 2015 Toyota Camry and a 2015 Audi A5. The concept and goal of this presentation was to have the attendees gain a better understanding of OEM repair procedures and protocols, where to locate them, how to decipher them and how to explain the additional operations and costs to restore the vehicle to its pre-loss condition. Joining method differences such as (but not limited to) Bonding, Silicone Bronze/MIG Brazing, MAG welding and STRSW were discussed. Special attention was

given to the calculations and explanations of feather, prime and block sand and weld zone area damage repair operations.

OEM steps were reviewed for the class in a broken-down format to better explain the hows and the whys for these procedures. In the case of Audi’s erWin, Larry asked the attendees the following questions: Why does the battery need to be disconnected during repairs? Audi’s erWin explains that “before welding, you must disconnect both battery terminals and cover both battery posts.”

Are you performing post-collision inspections? The erWin explains that “after every accident, [the] seat belt system must be checked systematically. If damage is

determined when checking the test points, [the] customer must be informed regarding [the] necessity of changing belts. Before beginning separation work, straightening or dent removal, remove mechanically activating belt tensioners without load detection [release lock]. With electronically activating belt tensioners, the battery Ground [GND] strap must be disconnected.”

Are you pre-scanning the vehicle and postscanning (in-house or at a dealer)? The Audi erWin explains that “if electronic components were removed for service, and/or involved in a collision and then reused or replaced, these are to be checked for function according to the available documentation after installing. To do this, check all DTC memories with a tester and correct any possible malfunctions present.”

Are you pre-measuring the vehicle structure, steering and suspension components?

According to erWin, “Damage to the running gear and assembly mountings, which could have serious effects later on, is sometimes not discovered when accident vehicles are being repaired.” The paragraph goes on to state the importance of visual checks and measurements of the structure mounting points, steering and suspension components that must be performed.

Do you road test every vehicle? The following is stated in erWin: “Finally, a proper road test after repairs ensures that the vehicle is safe to drive and can be handed over to the customer.”

There was also some time spent on how to look up the repair information and how to read the pictures using the “Legend” for the illustrations outlining cut areas, distances, welding operations, foam and adhesive locations. Pictures of the vehicle disassembled, with quarter panel removed and inner structure exposed, were discussed to determine how

12

Winter 2017

WANWinter17.qxp_* December AASP 1/31/17 3:34 PM Page 13

many inner panels were damaged from the removal and installation and required repair and refinishing. (In this case, there were 20 areas.)

It was emphasized that the final invoice is written during the triage. If the following procedures are adhered to, this will ensure nothing is forgotten and there should only be a supplement for dealer services. Lines in italics are repeated from part 1. Lines in standard print are new or additions.

Wash the vehicle prior to the damage analysis. This will ensure all damage can be seen and that the vehicle is free of any foreign substances prior to repairs beginning.

Walk around the vehicle for a visual inspection. Check panel gaps and operation, wheel position at each corner and look at panels for variations or deformities.

Take notes and photographs. Make sure photographs are taken at all steps. This will assist in documenting the job not only for your liability, but also if a suit needs to be brought against the insurer for refusal to pay.

If vehicle is operational, start it and note the mileage and if any MILs are illuminated. Take a photograph to verify which MILs were or were not illuminated.

Scan the vehicle systems regardless of whether there were MILs preset. (Not all DTCs will set a MIL.) Print a copy for the file (hard copy or electronic), take note of history and current codes. You will need to look up the codes and make notes on the system they are related to.

Take some quick measurements. If any misalignment is found, then pre-measure the vehicle. In this case, there was no misalignment of structural components or mounting points for steering and suspension (or the components themselves). The only displaced components were those being changed as assemblies. Frame time was added for the pull to the outer wheelhouse panel.

Now, it is time to start writing the damage report – but first, check the OEM repair procedures. Check only with the OEM website.

(In this case, we used Audi erWin.) Have a technician disassemble the vehicle.

After examination and verifications, disassembly was then performed. The vehicle Winter 2017

was re-examined and benched, and the quarter panel was removed for another examination to finalize the damage report.

See below for the quarter panel categories as presented in the class: FRAME EXHAUST SYSTEM WHEELS REAR BUMPER REAR BODY PANEL REAR LAMPS TRUNK LID QUARTER PANEL BACK GLASS WINDSHIELD ROOF PILLARS, ROCKER, FLOOR DOOR SEATS & TRACKS RESTRAINT SYSTEMS CONSOLE ELECTRICAL INSTRUMENT PANEL FENDER RADIATOR SUPPORT INFORMATION LABELS MISCELLANEOUS OPERATIONS AND SUBLET SERVICES (32 OPERATIONS)

After examination of the damage report, the final numbers were $16,665.27. The damage reports for the Honda Accord Coupe and Toyota Camry four-door were a little less (about $12,000) due to part price differences and the fact that refinishing over the roof and on to the right uni-side was not necessary. See

the estimate totals above. If you’re interested in a class like this one (or on any other topic), please feel free to contact P&L Consultants.

Larry Montanez, CDA is co-owner of P&L Consultants with Peter Pratti Jr. P&L Consultants works with collision repair shops on estimating, production and proper repair procedures. P&L conducts repair workshops on MIG & Resistance Welding, Measuring for Estimating and Advanced Estimating Skills.

P&L also conducts investigations for insurers and repair shops for improper repairs, collision reparability and estimating issues. Larry is ISO 9606-2 Certified for Audi and Mercedes-Benz and is a certified technician for multiple OEM Collision Repair Programs. P&L can be reached by contacting Larry at (718) 891-4018 (office), (917) 860-3588 (cell) or info@PnLEstimology.com.

Jeff Lange, PE is president of Lange Technical Services, Ltd. of Deer Park, NY (www.LangeTech.net). Jeff is a Licensed New York State Professional Engineer who specializes in investigating vehicle and component failures. Lange Technical Services, Ltd. is an investigative engineering firm performing forensic vehicle examinations and analysis for accident reconstruction, products liability and insurance issues. Jeff can be reached at (631) 667-6128 or by email at Jeff.Lange@LangeTech.net.

WAN

13

WANWinter17.qxp_* December AASP 1/31/17 3:34 PM Page 14

Rethinking Your Shop’s Facebook Page For years, you’ve heard that your auto body shop had to have a Facebook business page. Between the marketing consultants you’d run into at workshops, emails from vendors with marketing tips or the sales calls you’d receive several times a week, the message was clear – Internet marketing was going to make or break your business. And if you didn’t even have a Facebook page? You were in serious trouble. So, naturally, you set up a Facebook page for your shop. Now what?

Don’t Sell Like an Advertiser – Engage Like a Friend!

Before you begin brainstorming ideas for Facebook posts, make sure to start by thinking about the reasons your potential customers are using Facebook. Are they using Facebook to find the latest coupons? Did they join Facebook to see the best advertisements? No. People use Facebook because they want to connect with other people and find useful, interesting and fun content to interact with.

Think of Your Audience as a Community!

Facebook presents a great opportunity to engage with potential customers in your service area. Conventional wisdom dictates

that the average collision customer is willing to travel between seven to 10 miles for auto body repair. This hyper-local focus is an advantage that every regional shop has over every national chain.

What Should You Post?

Even if you have a strong feeling for your local market, it can be challenging to come up with new ideas for posts, especially for an auto body shop. If you don’t offer mechanical services, how do you create coupons or offers on collision repairs? Most independent shops, very understandably, don’t want to get into the business of doing self-pay all-over paint jobs – so you can’t make an offer related to that.

These are all good questions, but again we’re kind of missing the point. Your primary goal on Facebook should be to engage like a friend, not sell. Think of yourself as a curator of interesting, useful and fun content. Once you open up your sources for posts beyond the immediate concerns and needs of your business, you’ll find that there are so many things you can post to your Facebook page.

Here are some ideas for Facebook posts:

Have Fun with Something Topical. It hopefully goes without saying that every business should be very careful about posting something “topical.” However, if the subject is light and relevant to the industry, take the opportunity to do something fun. In a recent example, Dorn’s Body & Paint in Mechanicsville, VA created a post commenting on the Pokémon Go sensation. Many drivers were reporting getting into accidents while playing the game, so Dorn’s created a tonguein-cheek meme with a picture of a Pokémon and the message, “Don’t let this guy…be the reason you crashed your car.” This post got 131 shares and even more comments and likes. This worked because it was the kind of fun thing that a friend might share with you on Facebook.

Be a Consumer Advocate. Many shop owners are familiar with this approach, in which we share content that proves that we are on the consumers’ side and we’d like them to get the safest, highest-quality repair possible. However, we sometimes forget that there are many other ways in which a person can be a consumer advocate. For example, you can be an advocate to protect area consumers from drunk drivers, or you can campaign against driving while texting. Getting involved in these kinds of charitable causes is great for building your relationship with the local community. This also presents a better alternative to talking about highly technical, complicated consumer issues (such as the importance of OEM parts), which might be lost altogether on the average consumer.

Take Part in Local Events. Social media is a great place to cross-promote local sponsorships or participation in local events.

Think about sponsoring a local 5K to support a cause that’s close to the hearts of people in the community. These kinds of events can often be a great networking opportunity and can lead to

WANWinter17.qxp_* December AASP 1/31/17 3:34 PM Page 15

Marketing

FEATURE

by Lee Emmons

links from other local websites, which greatly benefits your search engine optimization.

Engage with Local Car Clubs/Car Enthusiasts. Attend a local Cars and Coffee meetup, or look for times when local car clubs are having events. These are great opportunities to build your relationships with local clubs and build your reputation as an authority in all things automotive. Take pictures of these events and share them to Facebook.

Next thing you know, all of the members of that car club now follow your page; when they get into an accident, you’re the first place they think of.

Post Behind-the-Scenes Photos. Your online presence (website, social media profiles, reviews) represents your digital storefront. Most people make their buying decisions before they ever set foot in your store or even speak to someone at your organization. The impression you make through platforms like Facebook may be the only impression your potential customer has to work with. You have an opportunity to build trust through your Facebook page by letting your followers get to know the people who work for you, as well as the kind of work they do.

Winter 2017

Post pictures behind the scenes and tell stories about your people. (Just make sure you’re projecting the right kind of image.)

Share Reviews from Major Review Sources. One of the best things you can do is to re-share great reviews from platforms like Google and Yelp directly to your Facebook page or other social media platforms.

Social media and review sites are basically word of mouth, and you can make the best out of the positive word of mouth you receive by sharing those reviews rather than just waiting for people to find them. We’ve also found that re-shared reviews get a much higher percentage of engagement in comparison to other types of posts.

Share Car Maintenance Tips. If you offer mechanical services as well as collision repair, you may feel like there’s a conflict of interest in sharing DIY content. However, there will always be an angle for sharing useful car care or car safety information that won’t keep people from hiring you for the services you offer. If you’re able to share this kind of content, it will help position you as the authority in the industry and encourage people to keep coming back to your page for useful information.

15

WANWinter17.qxp_* December AASP 1/31/17 3:34 PM Page 16

MARKETINGFEATURE Integrate Your Website Content Marketing Strategy with Social Media. Every body shop should be writing new content for their website on a monthly basis. And by this, I don’t mean that every shop needs to write a blog article every month for the sake of posting something. Every month, you should evaluate your website for gaps in the content, and new pages should be written to fill those gaps. For example, are there services that your shop provides that aren’t covered on the website? Are there questions that your customers are asking on a regular basis that could be answered by a new page on the website? Social media should be a place to share these new pages (as well as important older pages from the website). Social activity connected to the website is a good thing, and your content strategy for your website should be integrated with your content strategy for your social media marketing.

Use Geo-Targeted Facebook Ads. Facebook is a pay-to-play platform. To get decent exposure to your posts, it will require an investment for boosting ads and creating other paid campaigns. The good news, though, is that Facebook offers the lowest cost-perimpression form of advertising available on the internet. A $5 boost can increase a post’s reach by a multiple of 10. Consider a small budget for increasing the likes to the Facebook page within your services area or for ads promoting your brand within that service area.

Post a Variety of Content. Last, and possibly most importantly, make sure you are varying and testing different types of posts. The worst rut that a Facebook page can get into is when that page gets stuck on posting one kind of thing over and over again. This is the best way to ensure that your page will be boring and lack engagement.

When you’re coming up with things to post to your Facebook page, remember to mix it up and be creative. Have fun with your posts, because more people on Facebook will respond to you if you’re being fun. Think about what content would be seen as interesting and useful in your local community. Then, make sure you post things that help your community to get to know you better.

Lee Emmons is chief marketing officer of AP Media based in Sykesville, MD. He and his agency are certified Google Partners, with certifications in AdWords and in Google’s Video Advertising Advanced Certification. Marketing for auto body shops has become his passion and personal area of expertise. You can visit his company’s website at AbsolutePerfectionMedia.com.

WAN

Increase Your Sales and Support the State’s Most Influential Automotive Repair Association!

Get In on the Start of Something BIG! Contact Alicia Figurelli 973-667-6922 alicia@grecopublishing.com www.grecopublishing.com

16

Winter 2017

WANWinter17.qxp_* December AASP 1/31/17 3:34 PM Page 17

Winter 2017

17

WANWinter17.qxp_* December AASP 1/31/17 3:34 PM Page 18

18

Winter 2017

WANWinter17.qxp_* December AASP 1/31/17 3:34 PM Page 19

Winter 2017

19

WANWinter17.qxp_* December AASP 1/31/17 3:34 PM Page 20