For a lot of business owners, especially in the collision industry, “marketing” is a dirty word. It’s an added expense that most small shop owners consider a luxury. Yet nowadays, having a marketing strategy has become a necessity and is considered one of the most important key components to running a successful business.
And as the industry continues to evolve at a rapid pace, shop owners need to understand how they want to progress their businesses, and how to utilize marketing to help them create a family legacy and generational wealth.
Join Matt DiFrancesco and Micki Woods, a Marketing and Business Growth Strategist for the collision industry and host of the Body Bangin’ podcast as they discuss why investing in marketing can reap huge dividends down the road and how her experience as a body shop owner allowed her to apply marketing strategies that helped other shops accelerate their growth and increase revenue.
They talk about :
(03:34) How Micki transitioned from shop owner to marketer
(10:20) How Micki convinced shop owners to move to some modern, more effective marketing strategies out there.
(13:09) Why Micki prefers to go for the low hanging fruit when it comes to marketing
(15:27) Why shop owners should market their certifications
(17:19) Why is there a big pushback with marketing
(20:29) Educating consumers vs. being “salesy”
(21:34) One of the benefits of hiring a marketing firm
(21:58) New marketing tools that are changing the game
(24:34) What is geo-fencing?
(28:43) Matt’s bad experience with a marketing company
(29:22) Why the “set it, forget it” strategy doesn’t work
(30:29) Why having too many clients now is not a reason to skip marketing
(31:34) The best time to market
Connect with Micki Woods
Email: Micki@Mickiwoodsmarketing.com
Phone: 805-857-6310
Website: www.MickiWoods.com | www.Collisioncentermarketing.com
Podcast: https://mickiwoods.com/body-bangin/
Connect With Matt DiFrancesco:
matt@highliftfin.com
(814)201-5855
LinkedIn: Matt DiFrancesco
LinkedIn: High Lift Financial
Facebook: High Lift Financial
About Our Guest:
Micki Woods is a lover of businesses. So when the owner of the collision shop that her ex-husband manages decided that he wanted to sell the business, Micki offered to buy it from him. For 3 years, she managed the owner’s side of the business while her ex-husband continued to manage the shop.
But when the recession happened, she decided to sell the business. Unfortunately, her landowner made it difficult to sell it to the new owner. So the new owner ended up offering her a job to work as his marketer instead. For the next 5 years, her efforts helped increase the shop’s sales from $600,000 up to $750,000 – $1M a month.
When the shop owner passed away, Micki went independent and started doing marketing jobs for body shops across the US and into Canada.
Today, Micki is an Auto Collision Industry Marketing Specialist and host of the Body Bangin’ podcast, where she discusses all things Body Shop and Marketing related. She’s also a writer and contributor to industry publications for body shop businesses. Micki has also been nominated recently as one of the most influential women in the collision industry.