October 29, 2020  
 
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Marketing a Collision Services Business

Small and medium size collision services businesses can compete and even outperform larger competitors. All it takes is the right marketing plan.

Small-mindedness has no place in great marketing. In fact, a strong marketing strategy can give a small business high visibility in the marketplace.

Staying on track requires attention to detail and a commitment to foundational marketing principles.

Make Sure You Have a Good Business Sign

A great sign is a 24/7 marketing tool for your company. Despite the fact that collision services businesses come in all shapes and sizes, signage can be used by any collision services business to communicate the company's value to their customers. Is your sign visible and attractive? Does it reinforce your brand and value proposition? Does your signage invite customers to take the next step or does it simply annoy them? These are the kinds of questions you'll need to ask about both exterior and interior sign elements.

Given the fact that signage in collision services businesses has unique characteristics, avoid glossing it over as an afterthought. Talk with somebody who knows a lot about business signage advice and get their input before you create new business signs.

Newsletters

Despite the unrelenting demands of generating content on a monthly or quarterly basis, a company newsletter has promising potential as a marketing device. We've seen a lot of company newsletters over the years, and the best ones use a thought leadership strategy to advance key value propositions and raise the company's profile as a dominant presence in the industry. These days, collision services businesses to distribute newsletters through online channels (e.g. in email campaigns and as PDFs on the company website).

Cost Tracking

The economy is a constant concern for people who own a collision services business. You can't afford to waste money on inferior marketing resources. Since every dollar counts, it pays to buy mailing lists from trusted vendors. A solid mailing list minimizes the risks associated with stale leads or leads that fall outside of your marketing parameters.

In addition to purchasing first-rate mailing lists, we advise our business partners to carefully track the costs and returns for each of their marketing channels. If a specific marketing channel fails to meet your expectations, consult with a professional marketing firm about how to make the channel more productive or eliminate it from your marketing mix.

More Articles on Marketing

Given your interest in marketing and in collision services businesses, you might find these additional resources to be of interest.

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Selling a Collision Services Business


Conversation Board

Have something to add on this topic? We're always interested in hearing about new strategies for marketing to collision services businesses, and we welcome your feedback, tips, and questions!


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