Issue link: https://ppgrefinish-na.uberflip.com/i/348212
despite being located in a state where growth is uncommon these days, vision collision is expanding—opening its fourth autobody repair facility in the lansing, mich. market later this year. why are the owners there so confident and upbeat about their future? Co-owner Jack brown sees it this way: "We know we have a strategy that works." the strategy begins with marketing. Vision has two full-time employees dedicated to the discipline of marketing. one focuses on insurers and the other is charged with marketing Vision Collision's capabilities to fleet owners and managers. "in a market like ours, we can't afford to advertise," says Jack. "but we can talk to the people who talk to the people." in other words, they take pains to proactively reach those who are likely to influence the repair decision: dealerships, insurance agents, fleet managers, etc. aMonG the stRateGies used by vision collision's MaRketinG teaM: • A custom-designed "goodie box" filled with donuts or lunch items, used to gather people for a conversation about current needs (and how Vision can help solve them) • A wrecked vehicle on a trailer taken around to various insurance agents; Vision offers to display the insurance agent's name and logo beneath the display as part of a campaign against drunk driving • A custom-decaled Vision vehicle travels around town to provide mobile estimating • A fixed up car is given away to a deserving high school student to promote customer loyalty and garner media attention with nominal cost • News, feedback and promotions/events are posted on facebook • Televisions in the nicely-appointed waiting rooms run looping videos that include mention of Vision's use of the environmentally-conscious Aquabase ® Plus waterborne paint system • Vision supports the community through such activities as car washes and team sponsorships Market Vision Collision at a Glance 4 repAir fACilities 46,000 sq. footAge $6M CoMbined AnnuAl sAles 50 eMployees 12 yeArs in business 6 repAir bootHs 2 prep deCks aquabase ® Plus pAint systeM SAVVy Vision Collision 6