The marketing strategy section of your marketing plan will form your facility's goals into one cohesive set of marketing strategy statements. This statement should summarize relations with key customer types, such as individual vehicle owners and referral sources, and also explain how you will uniquely position the facility compared to other collision repair businesses in the marketplace. These statements on your marketing strategy should be measurable and provide a clear course of action to differentiate your company from the competition. Specific areas to cover in your strategy statement include financial, quality, technology, personnel and more. Both provide measurable strategies.
Financial benchmarks can be tracked, goals set and monitored.
Achieving the goals provides the shop operator with a clearly defined marketing advantage. Better performance equates to better service for the customer. The second statement provides a direction for investment and selling strategies. Many would say because they are required to have them to service the insurers they work with in their market. On the other hand, having the ability to communicate electronically, whether with estimates, images, or repair progress updates, will set many repairers apart from competitors who do not make the investment.