Fast Track Sales & Marketing Workshop

DRIVING HOME EXCELLENCE

FAST-TRACT Marketing Workshop

CHERYL SENKORELATIONSHIP & MARKETING MGR

26001 Aurora Road * Bedford Hts., OH 44146TEL: 440.374.4000 CELL 440.227.8820

EML: [email protected]

SECOND LOCATION AT:4182 Mayfield Road * South Euclid, OH 44121 TEL: 216.381.7686

mailto:[email protected]

Introducing Cheryl Senko

FAST-TRACK Marketing Systems

• BA Communications & Public-Relations from Baldwin-Wallace

• 15+ years of experience in the Automotive Aftermarket

• 10+ years of Small Business Experience

• Marketing & Training Professional

About Mayfield Collision Centers

Full service body shop that specializes in collision repairs Family owned and operated since 1989


www.mayfieldcollisioncenter.com

Workshop GoalsLearning Objectives

• 9 Steps to create a Fast-Track Marketing System

• Capitalizing Social Media & Internet resources

• Understanding fundamental Multigenerational Marketing

Welcome to Boot Camp!



Rough Waters?


Rising Consumer Expectations

Shrinking Market

Tough Economic Conditions

Competition

Shrinking pool of qualified employees

CHANGE!

Whirlwind Mentality

• Technology changes EVERYTHING

• Things are never going back to the way they used to be

• Nothing is more certain than CHANGE

• Time is the new currency


4 Unshakable Truths

Agenda• 9 components of the FAST

TRACK• Social Media & Internet

Trends• Exploring Multigenerational

Marketing


9 Steps to Create a FAST-TRACK Marketing System

What is Marketing?“Marketing is EVERYTHING you do to promote your business from the moment you conceive of it, to the point at which customers buy your product or service and begin to patronize your business on a regular basis.”


Source: Conrad Jay Levinson, Guerilla Marketing

Goal: Differentiation• Distinguishing your

business from the competition

• Making your business attractive to a target audience

• Delivering value in the eyes of your customer – WIFFM?


Step 1: Identify & Examine Market Trends

• Industry publications• News Feeds• Facebook Pages• LinkedIn• Internet Web Sites• Sales History of your

Company



Shrinking Market

Increasing Customer Demands

Aging Fleet

Fewer Accidents

Shrinking pool of qualified

technicians

Insurer Consolidation

Complex Vehicle Technology

Step 2: Create a “Manager of First Impressions”

• Who will lead your marketing initiative?

• Dedicated Time• Team Support• Industry Knowledge• Self Driven• Defined Budget• Comfortable with

Internet/Social Media


Primary Focus of Job = Marketing, otherwise they’ll just be overwhelmed

Step 3: Who is your Customer?• Don't make the mistake of

marketing your product or service before you've defined your customer or client

• Who pays the bill?• Think of your "ideal" client

or customer as a person. • Visualize him or her in

detail. "See" what he or she does, thinks, and wants– Generational Marketing

Considerations


Consumers

Insurance Partners

Claimants Policyholders

Dealer

Internal Dealer Work

Dealer Customers

Mayfield Collision Centers

Goal: Create WIIFM Benefits for all parties, define those benefits in terms your

customer will understand

Step 4: Conduct a Competitive Analysis

• SWOT Analysis– Strengths – what do they

do well?– Weaknesses – what

makes them vulnerable– Threats –how are they a

threat to you?– Opportunities – What

opportunities exist for your competitors?


Sources of Competitive Intelligence

• Former Employees• Vendors• Industry news articles• Competitors’ web

page• Shared Customers


SWOT Example – ABC Collision• STRENGTHS

– State-of-Art Facility– Positive Industry Press– Contractual Dealer Relationships– Convenient Location

• WEAKNESS– High employee turnover– Poor Insurance Relationships– Negative Cash Flow– No social media presence

• OPPORTUNITES – Increase referrals from dealer relationships– National franchise opportunities– Strong alliances within Industry– Speaking/Presentation opportunities

• THREATS– Increase in costs of doing business– Lack of talent to maintain customer quality

controls– Negative perception from insurance partners– Inconsistent Quality of Repairs FAST-TRACK Marketing Systems

How could MCC differentiate ourselves from this competitor and capitalize on their weakness?

SWOT Example – Differentiation• STRENGTHS

– State-of-Art Facility– Positive Industry Press– Contractual Dealer Relationships– Convenient Location

• WEAKNESS– High employee turnover– Poor Insurance Relationships– Negative Cash Flow– No social media presence

• OPPORTUNITES – Increase referrals from dealer relationships– National franchise opportunities– Strong alliances within Industry– Speaking/Presentation opportunities

• THREATS– Increase in costs of doing business– Lack of talent to maintain customer quality controls– Negative perception of insurance partners– Inconsistent Quality of Repairs


ABC Body Shop

• STRENGTHS - Differentiate– Promote awareness of facility and staff training– Promote use of eco-friendly products– Offer on-line status updates to customers– Create and submit positive press releases to

industry publications

• WEAKNESS – Capitalize Upon– Recruit ABC’s best employees– Maintain strong Insurance Relationships– Run an economically sound business

• OPPORTUNITES - Differentiate– Create an easier relationship for dealer partners –

no contract required– Build stronger awareness of MCC within industry– Seek opportunities to grow business in home

market

• THREATS – Capitalize Upon– Share customer testimonials– Create a strong Social Marketing Campaign– Create and sustain internal quality controls Mayfield Collision Centers

Step 5: Document your VALUES• Marketing Plan’s foundation

should represent the VALUES that your business is built upon

• Communicate your values to staff, customer & partners.

• Ensure that your IMAGE truly represents the Values of your organization

• Consistently promote Values throughout all marketing messages


Step 6: Create Program Elements• PowerPoint presentation that summarizes value proposition of your product• Stickers, ads, social media utilization• Idea bank of specials, sales, promotions that you can run to support program

elements• Focus on BENEFITS for your customers, create a WIIFM

– People buy BENEFITS not FEATURES

• Test program elements with key customers and employees


Once you’ve defined your program elements, package the program through printing, copy writing, web design, and other support materials

Mayfield Collision Centers’ Values• Create a win-win situation for all parties – the customer, our

employees, insurance partners, vendors, and MCC• CARE for our Customers

– Try diligently to create an extraordinary customer care experience– Pro-actively keep customers informed on the status of their vehicle’s

repairs– Create a hassle-free collision repair process

• Be recognized as the Employer of Choice within our markets• Be a good corporate citizen

– Reduce impact of environmental footprint– Be involved and support the community


Step 7: Establish Time Lines & Benchmarks• Define your Budget• Establish goals

– Increase gross sales by 25%– Create Facebook page with 100

LIKES– Provide consistent message

throughout all internet directories

– Hold 2 open house events for key partners

– Capitalize on 5 community support opportunities

• Benchmark often and early


Step 8 – Execute and Build AwarenessRepeat, repeat, repeat the message, it will take much longer than you think!


Step 9: Monitor & Adjust

• First try is whatever, second try will be better

• Don’t be afraid to modify your plan to fix something that’s not working or take advantage of a sudden opportunity

• Remember to benchmark the performance of your campaign


The 9 Steps to create a FAST-TRACK Marketing System

1. Identify & Examine Market Trends

2. Create a “Manager of First Impressions”

3. Define who is your customer4. Conduct a competitive analysis5. Document your company’s

values6. Create Program Elements7. Establish time lines &

benchmarks8. Execute & Build Awareness9. Monitor & Adjust


Are you on the fast-track like this Sherwin-Williams racer?

Social Media & Internet Trends

The 21st Century Consumer



Social Media proliferation

1950’s 1971 1979 1984 1991 1995 1998 – 2004 2006 - 2012

PartyLines

EmailListservs

DiscussionForums

1st personalwebsite

Web is bornTim Berners-Lee

Classmates.com

1st SocialNetworking

site

i2GO

Justin Hall1st Blogger

MP3Podcasts

RSS

WardCunningham

Father of Wiki

When the medium becomes this big….Brands

jump in…

Scal

ing

to th

e m

asse

sEvolution of Social Media

Connecting, Communicating, Engaging, ConversationConnecting, Communicating, Engaging, Conversation

Social Media Reality Check


65% of online consumers use social media at least once a day61% are researching products/services to purchase36% depend on social media to help them with purchase decisions70% believe companies involved in social media are working to keep their business

Source: CNW Group/Leger Marketing, Social Media Reality Check survey, March 2009

Social Media Reality Check


85% of social media users believe that a company should go further than just having a

presence on social sites and should also interact with its customers

79 % of companies on the Fortune 100 list are using social media as a marketing tool!

2.2 BILLION Internet Users by 2013


LIVE Social Media Demonstration


Let’s take a look at how Mayfield Collision Center uses social media and internet sites to promote our business.

Getting Started…


1. Create Your Social Media Strategy2. Engage Existing & Prospective Customers3. Get Your Message Across:

Promote additional products & services Expand into new markets Recruit new employees

4. Build and Manage Your Relationships Establish your brand position Encourage word-of-mouth marketing Provide opportunities for feedback

Goal: Staying Visible


• Fans• News Feed• Create deeper connection• Joining Events and Groups• Links to external sites• Connect with other professionals• Keeps you engaged with your customers• Consistent monitoring of posts and feedback

Multigenerational Marketing

Generational Marketing

Identifying generational distinctions provides an innovative framework for understanding individual differences. Marketing to distinct generations can lead to a competitive advantage for your organization.


Manager of First Impressions


Gen Xer

Gen Yer

Boomers

Matures

Become “Likable” to Consumers


• We’re Similar• Something in Common• Understand Their Worldview

– Generational Perspective

Not only do we tend to do business with people we like, we also do business with people that we believe are like us.

Stereotyping Caution


Grouping people based on year of birth is only one informative factor. Customers must also be viewed and understood as individuals with a multitude of diverse characteristics.


• 1965 -1976

• 1977 - 2000

• 1946 - 1964

• 1909 -1945

The Matures

Baby Boomer

Gen Xers

Gen Yers


• 45 Million

• 73 Million

• 80 Million

• 45 Million

The Matures

Baby Boomer

Gen Xers

Gen Yers

Sandwich Generations


People born near the end or beginning of the two generations are referred to as the Sandwich Generation.

Formative Impact


A Generation shares a common history and collective knowledge that help define who they are.


Significant Events Role Models Technology Education Media

Matures: Characteristics


1925-1945

• Self-sacrifice for greater good

• Conservative and loyal• Patriotic and civic

minded• Dependable and

reliable• Respect for authority• Delayed gratification• Strong work ethic

Boomers: Characteristics


1946-1964

• Optimistic concerning possibilities

• Believes in growth and expansion

• Pursues personal gratification• Work defines who they are• More liberal and idealistic• Internally motivated• Very competitive

Gen X: Characteristics• Taught to question authority• Appear disillusioned and

defensive• Self-reliant and resourceful• Individualistic and somewhat

cynical• Work-life balance a priority• Technology literate• Short time horizons• Informality


1965-1976

http://images.google.com/imgres?imgurl=http://library.thinkquest.org/08aug/00926/TonyHawk_468x481.jpg&imgrefurl=http://library.thinkquest.org/08aug/00926/Legends.htm&usg=__vlUvSz17uZ4eW1rSSYZQ-jTukkg=&h=481&w=468&sz=43&hl=en&start=93&um=1&tbnid=CC7oBCa6FnHR4M:&tbnh=129&tbnw=126&prev=/images?q=x-games+skateboarding&ndsp=18&hl=en&safe=active&rlz=1G1GGLQ_ENUS310&sa=N&start=90&um=1

Gen Y: Characteristics• More self-focused than other

generations• Grew up cared for &

protected• Comfortable accepting

diversity• Civic & community minded• Group or team oriented• “Friends” with their parents• Technology driven!


1977-1994

How do you market to

these groups?



Matures: Marketing Approach


1925-1945

• Traditional communication styles

• Use of testimonials• Emphasize customer service

& quality• Use verbal communication• Emphasis punctuality• Recognize contributions• Let them hang-out!

Boomers: Marketing Approach


1946-1964

• Promote Quality-Speed-Cost• Convey they control the

relationship• Help them feel victorious

with solutions• Provide a very positive

experience• Present customized solutions• Use nostalgia in marketing• Use appropriate technology

Gen X: Marketing Approach• Promote clean professional

image• Provide clear and

appropriate details• Promote immediate

gratification• Treat customers as partners• Feature unique solutions• Peer-to-peer relationships• Offer low stress approaches• Be sensitive to special needs• Use appropriate technology


1965-1976


Gen Y: Marketing Approach• Capitalize on self-focused

marketing• Emphasis immediate

gratification• Focus on diversity• Provide unique solutions• Highlight “green” enviro-

friendly technologies• Relationships defined

differently• Technology driven


1977-1994

Always Remember…


• People’s final decisions are 85% emotional and 15% logical.

• As managers of first impressions, are you prepared to communicate with all 4 Generations?


Tomorrow’s Customer: Are You Ready?

Tomorrow’s Customer: Are You Ready?

THANK YOU!


CHERYL SENKORELATIONSHIP & MARKETING MGR

26001 Aurora Road * Bedford Hts., OH 44146TEL: 440.374.4000 CELL 440.227.8820

EML: [email protected]

SECOND LOCATION AT:4182 Mayfield Road * South Euclid, OH 44121 TEL: 216.381.7686

mailto:[email protected]

Fast Track Sales & Marketing Workshop

Business

Transcript of Fast Track Sales & Marketing Workshop