Collision Centre Marketing
Course Overview
Proven Approaches to Gaining Access to Work
In today’s competitive environment, effective marketing is just as important as the ability to perform quality repair work. This course focuses on how to formulate and execute a comprehensive marketing strategy aimed at four primary market segments – the consumer, insurance DRP, insurance agents, and non-traditional sources. Participants learn all about the marketing process and how to develop and implement a marketing plan using proven strategies. An effective and well-planned marketing effort will position your business to attract new customers from a variety of sources.
COURSE OBJECTIVE
To develop a comprehensive marketing strategy which will attract new customers and increase business.
TOPICS COVERED
The MVP Excellence & Marketing Model
Marketing Features, Advantages & Benefits
The Strategic 5 P’s of Marketing – Participants will rediscover the significance of marketing their company based on sound marketing fundamentals, including the Five-Ps of Marketing: (1) Product, (2) Price, (3) Placement, (4) Promotion and (5) People. In addition, an in-depth study will identify your company’s unique ‘features’, ‘advantages’ and ‘benefits’ which can then be used to build a powerful brand in your local market.
Conducting a SWOT Analysis – Participants will conduct an actual SWOT Analysis on their local collision repair market. Utilizing this very popular, proven, and effective analysis tool, collision centre owners and managers will discover the (1) Strengths, (2) Weaknesses, (3) Opportunities and (4) Threats they face in their local markets.
Building a Successful Marketing Brand – Successful marketing strategies are not a ‘one-size-fits-all’ approach. Therefore, this course covers proven methodology which enables collision centre owners and mangers to effectively divide their customers into four primary market segments – (1) Consumer, (2) Insurance DRP, (3) Insurance Agents, and (4) Non-Traditional. By creating a focused marketing plan, based on proven principles of market segmentation, bodyshops can effectively identify and reach customers in select target markets.
• Marketing to Consumers
• Marketing to Direct Repair Providers
• Marketing to Insurance Agents
• Marketing to Non-Traditional Customers
Monitoring & Measuring Your Marketing Plan – A highlight of the class is the use of a market research case study to develop a marketing strategy for a ‘real world’ application. Small groups will work together on the case study and give brief presentations on their recommendations.
WHO SHOULD ATTEND
Shop Owners, Managers & Key Personnel
COURSE LENGTH
2-day class
CLASS SIZE
10 minimum, 20 maximum
CERTIFICATION & TRAINING MATERIALS
I-CAR students are eligible to receive 3.50 Gold Class points for this course. Automotive Management Institute (AMI) students are eligible to receive 28 Accredited Automotive Manager (AAM) credits. Participants will receive a student manual, course hand-outs, lunch, refreshments, and an MVP certificate of completion.
MINIMUM REQUIREMENTS
Any PPG customer is eligible to attend any MVP Business Fundamentals course.
