July/August 2019

16 AFTERMARKET JULY/AUGUST 2019 BUSINESS www.aftermarketonline.net All the latest business tips, tricks and kit to keep you one step ahead BUSINESS ADVICE ZF Aftermarket is looking to help garages boost their digital marketing. With this in mind, the latest episode in the long-running TRW ‘True Originals’ campaign provides some tips on digital marketing tools and analytics, with the idea being to help garages modernise their communication techniques. As the company points out, digitalisation within the industry is increasing at a fast rate. Statistics showing the rising amount of time customers spend online, and how online reviews influence purchasing decisions, should be taken very seriously. ZF Aftermarket is suggesting workshops should adapt their communications accordingly. According to Ben Smart, Global Marketing Director ZF Aftermarket, businesses can increase sales and customer loyalty through digital marketing and social media, without the need to spend a lot of money: “By 2020, an entire generation, Generation C for ‘connected’, will have grown up in a digital world immersed in an online culture and well versed in social networking methodology. Furthermore, figures show that by next year the average person will be spending 84 minutes a day watching videos online.” Russ Stanley, Director of Revolution Porsche based in Brighouse, West Yorkshire is featured in a video as part of the campaign. Russ explains how through early adoption of digital marketing he increased loyalty and managed to promote business growth: “Our interactive website means that customers can contact us outside of working hours, and social media has allowed us to grow far more quickly and easily. Every time we send an e-mail we ask our customers to follow us so it’s really easy to organically build up a good database. Sharing links to forums, exhibitions and other websites, together with engaging and relevant information about our team enables customers to interact. “We also practice video servicing logging, where we send videos to our customers so they can actually see what work their vehicle needs – a good way of sharing information that really builds trust and confidence. Digital marketing costs very little other than your time, but the reach and rewards can be fantastic.” The video can be found on #ORIGINALWORKSHOPS – a hub of advice, tips, videos and more. New web-based essays include: What is digital marketing and how can it benefit your workshop? How to use digital marketing and social media to create a simple referral process 12 tips for building and managing your social media markets How the customers of tomorrow are shaping the future of digital marketing Ben Smart concluded: “Digital marketing can significantly benefit garage workshops because, with very little cost, it can keep customers engaged, prompt return visits and establish a connection that increases customer loyalty. It can also increase business awareness and expand the potential customer base as those you reach begin to share offers and news with their friends.” Cloud improves Ellis efficiency County Antrim-based motor factor Ellis Autoparts has credited MAM's Autopart Online for helping to improve its productivity. The business recently moved to the cloud-based Autopart Online after its servers were due an upgrade. Manager Libby Keatley commented: "We have two extra screens for staff to use, which has increased productivity. During busy spells, anyone in the office can now jump on the phones without having to stop what they are doing and come downstairs to help the counter staff." "We have potentially saved a substantial amount of money, as if we do want to integrate other cloud-based features in the future, we have laid the groundwork rather than reinvesting in an outdated site-based system." The business said Autopart Online has enabled them to speed up many of their core processes such as the morning boot-up and day-end routine. The cloud has also accommodated faster loading times. "This is invaluable during busy periods when the phones are ringing off the hook," noted Libby. We have been very pleased with our experience with MAM. The changeover was smooth and well managed, and we were kept well informed at each stage of the process. MAM also provided us with a 'dummy copy' of our new Autopart setup on one of the workstations so that we could test it out before the main switch over, which was brilliant." TRW's 'True Originals'