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LKQ of Washington invests $2.5 million in recycling ... - Parts & People

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Return<strong>in</strong>g to rotation, ASRW ’11 is deemed a success with <strong>in</strong>creased attendance<br />

Keynote speaker Chris Brogan, a bus<strong>in</strong>ess<br />

market<strong>in</strong>g consultant, speaker, and writer,<br />

tells ASRW attendees that us<strong>in</strong>g social<br />

media takes time, but so does any<br />

effective way to attract customers and<br />

referrals.<br />

hundred people who follow him on Twitter,<br />

ask<strong>in</strong>g what they’d like him to tell those<br />

who repair cars for a liv<strong>in</strong>g.<br />

Brogan said several recommended that<br />

shops build trust by educat<strong>in</strong>g customers<br />

and do<strong>in</strong>g simple th<strong>in</strong>gs like call<strong>in</strong>g<br />

customers when promised.<br />

“But the No. 1 word I saw over and over<br />

and over aga<strong>in</strong> <strong>in</strong> people’s tweets was<br />

‘honesty,’” Brogan said. “Be honest.”<br />

Brogan drew lots <strong>of</strong> laughter from ASRW<br />

attendees as he shared a number <strong>of</strong> his own<br />

suggestions:<br />

• Go digital <strong>in</strong> your shop wait<strong>in</strong>g area,<br />

<strong>of</strong>fer<strong>in</strong>g wireless Internet service and maybe<br />

even an iPod for customers to use. “<strong>People</strong><br />

aren’t go<strong>in</strong>g to walk away with them; you<br />

have their car,” Brogan joked.<br />

• Th<strong>in</strong>k <strong>of</strong> social media <strong>in</strong> a similar way<br />

— as an extension <strong>of</strong> the customer’s<br />

experience with your shop. Twitter and<br />

Facebook <strong>of</strong>fer a way for a customer to<br />

ma<strong>in</strong>ta<strong>in</strong> a relationship with you when their<br />

vehicle isn’t <strong>in</strong> your shop, Brogan said.<br />

“You want people to th<strong>in</strong>k <strong>of</strong> you before<br />

they’ve had their accident or they need your<br />

service,” he said. “You want to be top <strong>of</strong><br />

m<strong>in</strong>d and back <strong>of</strong> the head. It’s a really<br />

weird spot. It’s right about where people<br />

start go<strong>in</strong>g bald first.”<br />

• Keep it light and personable. Social<br />

media are about conversations, not just<br />

advertis<strong>in</strong>g, Brogan said. Comment and<br />

respond, don’t just post your own content.<br />

Send your emails from a person’s name at<br />

your shop, not just “<strong>in</strong>fo@” or “sales@”.<br />

Use a photo rather than your logo as the<br />

icon on your Facebook or Twitter accounts,<br />

Cont<strong>in</strong>ued on page 14<br />

by John Yoswick<br />

Orlando, Fla.—A new location and new<br />

features such as a symposium for multishop<br />

operators (MSOs) helped organizers <strong>of</strong> the<br />

2011 International Autobody Congress &<br />

Exposition (NACE) and Congress <strong>of</strong><br />

Automotive Repair & Service (CARS)<br />

attract about 2,000 more people than last<br />

year’s event did.<br />

“Com<strong>in</strong>g <strong>in</strong>to this year, we said if even<br />

one more person showed up this year than<br />

last year, it would be a success,” said Ron<br />

Pyle, executive director <strong>of</strong> the Automotive<br />

Service Association (ASA), which holds the<br />

two events together under the Automotive<br />

Service & Repair Week (ASRW) label. “But<br />

we went beyond that significantly.”<br />

After seven years <strong>in</strong> Las Vegas, ASRW<br />

organizers have returned to a rotation <strong>of</strong><br />

cities host<strong>in</strong>g the event, <strong>in</strong>clud<strong>in</strong>g Orlando<br />

this year and New Orleans next October.<br />

Pyle said attendance was up about 15<br />

percent this year over last, putt<strong>in</strong>g it well<br />

above 18,000 people.<br />

The four-day event <strong>in</strong>cluded almost 90<br />

tra<strong>in</strong><strong>in</strong>g sessions as well as a trade show that<br />

cont<strong>in</strong>ued to demonstrate the ongo<strong>in</strong>g<br />

impact <strong>of</strong> the economy and growth <strong>of</strong> other<br />

sales avenues; about 240 companies (30<br />

fewer than last year) filled a comb<strong>in</strong>ed<br />

50,000 square feet <strong>of</strong> booth space<br />

(compared to 90,000 square feet <strong>in</strong> 2009).<br />

But Pyle said the return to mov<strong>in</strong>g the<br />

show to locations other than Vegas clearly<br />

paid <strong>of</strong>f, with a significantly larger<br />

percentage <strong>of</strong> the attendees from the<br />

Southeast region <strong>of</strong> the country, and with 40<br />

percent <strong>of</strong> those who pre-registered<br />

<strong>in</strong>dicat<strong>in</strong>g they had not attended the event <strong>in</strong><br />

the past.<br />

Mak<strong>in</strong>g social media work<br />

Social media was a common topic at this<br />

year’s ASRW, <strong>in</strong>clud<strong>in</strong>g a keynote address<br />

by Chris Brogan, a bus<strong>in</strong>ess market<strong>in</strong>g<br />

consultant, speaker, and writer.<br />

Brogan said that just prior to his ASRW<br />

address, he sent out a tweet to the several<br />

<br />

<br />

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<br />

<br />

Mitchell 1 SocialCRM<br />

creates the magnetic pull your shop needs to keep your current customers and attract new<br />

ones. Through a f<strong>in</strong>ely<br />

calibrated comb<strong>in</strong>ation <strong>of</strong> verified ed consumer reviews, social media management, and proven<br />

follow-up communication programs, SocialCRM is the<br />

comprehensive and high-performance rmance toolkit your shop needs<br />

to energize your bus<strong>in</strong>ess for success.<br />

800.410.0529<br />

www.m1socialcrm.comom<br />

©2011 Mitchell Repair<br />

Information Company.The Mitchell 1 name is used here<strong>in</strong> by permission from Mitchell International, which<br />

h has no ownership <strong>in</strong>terest <strong>in</strong> Mitchell 1.<br />

<strong>Parts</strong> & <strong>People</strong> November 2011 Page 13

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