Generation “C” is not a demographic. It's everyone. Your existing and potential customers are all connected, and in control. Today’s connected consumers require all businesses, including collision repairers to connect, communicate, market to, sell and service them in the same ways they connect and communicate! Om September 18th 2015 Frank Terlep, CEO and Lead Sherpa of Summit eMarketing Sherpa’s introduced more than 250 Canadian Collision Industry Forum attendees to several tools, technologies and techniques today’s Canadian collision repairers, insurers and other industry participants need to utilize to connect with, communicate, market to, sell and service today’s “connected consumer.”

1. Marketing to, Selling and
Servicing The Connected
Canadian Consumer
Frank Terlep | Lead Sherpa

2. Digital Sales, Marketing and Customer Service
Solutions for Automotive Businesses
 Digital Marketing Planning and Strategy
 Custom Website Design and Development
 Template Based Websites
 SEO (Search Engine Optimization)
 Social Media Marketing
 Email Marketing
 Mobile and Text Message Marketing
 Mobile App Design and Development
 Online Reviews & Reputation Management
 Content Creation and Curation
 Local Search Optimization
 Custom Application Design and Development
Mention this Brochure and receive a FREE Digital
Marketing Evaluation and Recommendation Report
888.377.2661 www.emarketingsherpas.comsales@emarketingsherpas.com

3. What is a “Connected Consumer”?
93% of the 10,000 consumers surveyed by A.T.
Kearney were “connected” to the Internet 2 or
more times per day!
More than 50% of the 10,000 consumers
surveyed were “connected” EVERY HOUR!

4. What
Percentage of
Canadian
Consumers are
“Connected?”

5. The Canadian Connected Consumer

6. The Canadian Connected Consumer

7. The Canadian Connected Consumer
• 4 Hours and 53 Minutes: Amount of time
individual Canadians spend EVERY DAY online
using a desktop or laptop computer
• Canadian mobile device users are connected
for an average of 1 hour 51 minutes.
• 68% of Canadians have a Smartphone
• 89% of Canadian Smartphone users search for
local product or service information
Source: Canadianinternet.com 2014

8. The Canadian Connected Consumer
• Canadian’s have the highest social media
network penetration in the World. 82%
of Canadians use a social network by
comparison to 75% of Americans.
• 91% of Canadian Internet users have a
social media account and 66% have used
social media in the past month.
• 85% have a Facebook account and 57%
have used Facebook in the past month.
Source: Canadianinternet.com 2014

9. The Canadian Connected Consumer

10. The Canadian Connected Consumer

11. What Percentage of
Your Company’s
Marketing Budget
and Activities are
Focused on the
Connected
Consumer?

12. How Should a Business Market to, Sell and
Service Today’s Connected Consumer

13. 10 MUST HAVE Tools and Technologies Needed to Market
To, Sell and Service Today’s Connected Consumer

15. It’s What the Consumer Wants!!!!!

16. This Stuff Works!!!!!!!

18. How The Connected Consumer Searches For
Local Businesses

19. Your Web Presence

20. Do Digital Impressions Matter?
Web
presence
[

21. Your Shop’s Website
• Your shop’s website is your on-
line/digital lobby
• #1 Reason to have a website is
drive business t o your door
• SEO
• Social Media
• 5-15 Seconds
• Call to Actions
• Include videos
• Include a Blog

22. Your Shop’s Website
• Include appointment options
• Include repair status options
• Integration with social media
sites
• Include reviews and ratings
• Include digital ads, promotions
and coupons
• Incorporate Analytics
• You MUST have a Mobile site
strategy

23. Is Your Website Invisible?
Search Engine Optimization

24. Search Engine Optimization

27. • CASL covers the sending of "commercial electronic messages" that may be
accessed by a computer in Canada (which usually just means cases where the
recipient is in Canada). CASL covers more than just email -- it also covers texts, IMs,
and automated cell phone messages sent to computers/phones in Canada.
• Explicit Consent
• Implied Consent

28. • EXPLICIT CONSENT DEFINED: All requests for consent must touch on the following three points:
• Purpose(s): You must specify exactly why you want the consent (e.g., "We'd like to send you
newsletters and occasional special offers").
• Information: You must give your identifying/contact information as well as the contact info of
anyone else you're getting the consent on behalf of. This includes name, mailing address, and
a phone number or email for contact.
• That they can "un-consent": You must tell them that if they want to withdraw their consent,
they can.

29. IMPLIED CONSENT
• 1) You have an active business relationship with the recipient.
– An active business relationship exists if you have sold something to the recipient within the past 2 years, or the recipient has made an
inquiry about your products at any point within the 6 months before you sent the email in question.
• 2) The recipient published his or her email for the world to see with no caveats about terms
of being contacted.
– For instance, if someone puts their email address on their website, but doesn't include a caveat like "but don't send me anything" or
"no spam, please".
• 3) Someone whose "business activities" are relevant to the message you're sending has
given you their contact info without indicating they don't want to receive your messages.

30. • All messages you send must include the following three points:
• Identity: You must identify yourself as the sender of the message, and give the
identity of anyone you're sending it on behalf of.
• Contact Info: You must provide contact information that lets the recipient easily
contact you.
• Unsubscribe Mechanism: You must give the recipient a free and easy way to
unsubscribe via a link to a website. That link has to be valid for at least 60 days,
and you have to make sure the unsubscribe request is honored within 10 days.

32. Why is Email Important to Your
Business?

33. Why is Email Important to Your
Business?

34. • Emails to Unsold Estimates
or Repair Quotes
• Thank You Emails with
Integrated Customer
Surveys or Request for
Online Reviews
• 30 Day After the Repair
Follow Up
• Special Offer Emails
• Educational
What Type of Emails Should You Send?

35. • Informational Emails
• New Service Offering
Emails
• Shop or Employee
Certifications
• Co-Marketing Emails
• Event Invitations
• Holiday Emails
• Seasonal Emails
• Use Your Imagination
What Type of Emails Should You Send?

37. Canada’s Connected Mobile Consumer

40. • 90% of the Canadian population can
send/receive a text message
• 98% of consumers read their texts in 3 minutes
or less!!!
• New and Novel
• Less intrusive than phone calls
• More effective than email
• Creates a “buzz”
• SMS/Text marketing has a 7-10% response rate
• Mobile number should be required during
vehicle check in process
• Ideally used for vehicle status , online review
requests, special communicatons/offers
Mobile/Text Message Marketing and
Communications

41. Smart Phones and Apps

42. Smart Phones and Apps

43. Mobile Marketing Recommendations
You MUST have a Mobile Website
Text Messaging is required today
• Unsold Estimate Follow Up
• Vehicle Repair Status
• 7-10% Promotion Response Rate
Smartphone Apps
• Real estate on the consumer’s smart
phone
• Communications, Branding, & Retention
• Makes is EASY to contact your business
• Now more affordable than ever !!!
• No excuse not to offer one!!!

44. Today’s Connected Consumers and Online
Reviews…

45. Online Reviews REALLY Matter!

46. Online Reviews REALLY Matter!

47. Online Reviews REALLY Matter!

48. Online Reviews REALLY Matter!

49. Online Reviews REALLY Matter!
Source: BrightLocal 2015

50. • 88% Read Reviews/8-10% Provide
Reviews
• Take ownership, have a plan
• Respond to ALL reviews
• Your responses should not be generic
• Short, simple and sweet
• Leave your personal emotion out of
your reply
• Don’t offer gifts or bribes
• Take the conversation off-line
• Don’t sell
React & Respond

51. Online Reviews Recommendations
You Must Get Reviews – Not an
Option ANYMORE!
Focus
• Yellowpages.ca
• Google +
• YELP
Its as Simple as Asking
• Make it Easy!!!
• Use Email and Text to Request Reviews
• Hand Out Review Request Cards
• Use Point of Sale Technology

54. Social Media Recommendations
You Must Have a Presence
Focus…
• Whatever You Feel Works
• Facebook
• Google+
• LinkedIn
What…
• Educational, Entertaining and
Community
• Customer Service
• Advertising
• Fun

55. • One minute of video equates to 1.8 Million
Words. (Dr. James McQuivey, Forrester)
• 59% of viewers will watch a video to completion
that is less than one minute. (Wistia)
• 92% of mobile video viewers share videos with
others. (Invodo)
• 65% of executives have visited a vendor’s site
after watching a video. (Forbes 39% have called a
vendor after watching a video)
• When marketers included a video in an email,
the click-through rate increased by 200 to 300%
(Forrester)
The Connected Consumer and Video
• The average internet user spends 88% more time
on a website with video. (Mist Media)
• 64% of consumers are more likely to buy a
product or service after watching a video about
it. (comScore)
• Visitors who view videos stay on a shop’s web site
an average of 2 minutes longer than those who
don’t view videos (comScore)
• 74% of all internet traffic in 2017 will be video:
• 69% of smartphone users say videos are a perfect
solution for viewing as it offers a quick way for
consumers to grasp an overview of a product or
service

56. Video Marketing Recommendations
Keep it Simple
Where
• YouTube Channel
• Website
• Vimeo
• Facebook
• Instagram
• Periscope
What Types of Video
• Welcome Video on Site
• Shop Tour
• Customer Referrals
• Cool Cars
• Repair Stories

57. Point of Sale Marketing Technology

58. What is Point of Sale Marketing Technology?
1Collision, WI: “The Digital Lobby Platform gives us the
ability to upsell”
Golden West Collision, CA: “We recently got our The
Digital Lobby Platform up and running in our lobby and
on the first day we received so many compliments”

59. Why Point of Sale Marketing Technology?

60. A CRM System……
• Automates and Manages a
Shop’s Web, Social, Mobile
and POS Marketing Activities
– Unsold Estimate/Quote
Follow Up and Sales System
– Website and Integration
– On-Line Appointments
– Email Marketing & Retention
– Text Messaging & Retention
– Social Media Integration and
Management
– Digital Ads and Promotions
– Mobile Apps
– Customer Reviews
– Reputation Management
– Point of Sale Marketing
Technology

61. Where Does a CRM Platform “Fit” in a Collision Repair Business?
Estimating
Systems Shop Management
Accounting
Software
CRM Platform: Sales.
Marketing,
Communications,
Customer Service

62. WIIFY

63. • Increase Sales:
• Sell Consumers How, Where and When
They Want Your Service
• Unsold Estimate Sales and Follow Up
• Additional Services
• More Referrals
• Improve Customer Service
• Service Consumers Where, When and How
They Want
• Email, Text, Web, Social Media and Mobile
• Improve Local and National Brand
• Touch Consumers Where, When and How
They Want
• More and Better Online Reviews
• Own Real Estate on the Consumer’s Smart
Phone
• Educate Consumer
Your Return On Investment

64. 10 MUST HAVE Tools and Technologies Needed to Market
To, Sell and Service Today’s Connected Consumer

69. We Help Businesses Capture, Service and Retain More Customers, Revenue and
Profits Through the Proper Use of Web, Social and Mobile Tools, Technologies and
Techniques
888.377.2661 www.emarketingsherpas.comsales@emarketingsherpas.com