In marketing your collision repair shop, you might feel compelled to stand by the old impersonal methods of communication that many other auto body shops have been delivering to consumers for decades. Maybe you believe that it will impress customers and help you look more professional. Maybe you’re simply out of ideas for how to brand your business. Well, I want you to take a step back and re-think your collision repair marketing strategies. What clichéd taglines are you using? What generic photos litter your website pages? How genuine is your writing voice? In this age of internet marketing, your answers to these questions can mean the difference between real success and utter failure.
Why? Because people don’t respond to generic; they want products and services that stand out among all the others. I don’t need to quote statistics in order to convince you of this—just think about your own experience as a consumer. Think about the products you see every day, like an Apple iPhone, a Ford truck, a Starbucks coffee. When you think of these things, it doesn’t take much effort to conjure up a distinct image, a logo, and a backstory. A major reason why these companies have been so successful is that they’ve built upon the stories of who they are.
That’s what you need to do with your body shop.
In order to be a top competitor for auto body business in your city, you need to set yourself apart from the rest. Of course you’ll need to have a well-run shop with great techs and friendly customer service. But equally important is the image that you present of who you are. Are you a fast-paced, high-end collision repair shop or are you a European specialist? Maybe you’re really into restoration or customization. Perhaps your shop has been around for decades and is a neighborhood favorite. All of these factors are important and help tell the story of your shop.
If you’re thinking about re-branding or polishing up your current branding, storytelling is the perfect starting point. Here are some helpful questions to consider:
· What does your shop do especially well?
· How many years have you been in business?
· Who are your clientele?
· What prompted the original owners to start this business?
· Who are the primary leaders at your shop?
· What is your shop’s mission?
· What is the look and feel of your shop?
· How involved are you in the community?
· How sophisticated is your shop equipment?
· Who are your technicians?
Take your answers and use them to develop your story. There’s no need to manufacture details or glorify what you do. Instead, be honest, wholehearted, and personal. Present pictures of your shop, your techs, and your history on your website. Include your mission wherever you can. Consumers crave sincerity, so be genuine in telling your own unique narrative.
Do you have questions about storytelling and your collision repair marketing?
At Stratosphere Studio, we would be happy to answer any questions you might have. Our team specializes in marketing for all branches of the automotive industry, including collision repair and auto mechanical repair.