Repaint Reporter

4 I N S I D e l I N e Best in Class Marketing John Parran Marketing Director Automotive Refinish USCA It can't be emphasized enough how important effective marketing is to making customers aware of your business, your products and your services. Aim to be the "best in class" in your market and success is sure to follow. Promotion-wise, there are some great "best in class" marketing examples throughout this issue of the Repaint Reporter, from PPG's newly- painted show truck—an image-building, traveling billboard—to the innovative promotional activities that Nu-Look Collision Centers is well known for throughout its local community. Yet all too often people have too narrow a view of marketing and its role. Some view "promotion" and "marketing" as one and the same. But, as we all should be continually aware of, marketing encompasses much more than that. It encompasses everything required to satisfy the customer's needs. In classic terms, it means delivering on each of the "4 P's" involved in the marketing mix—Product (and service), Price, Place and Promotion. Or said another way, it's all about having the right product at the right time at the right place at the right price. In today's competitive marketplace, one cannot afford to underperform in any of these areas. The aim is to be "best in class" throughout the marketing mix. And here again, you'll find great examples in this issue of how "best in class," progressive shops are satisfying customer needs with PPG products and support—from the advancements in duplicating OEM finishes afforded by our leading waterborne basecoat technology (product), to the value gained by reducing cycle time performance, thanks to the implementation of Lean Six Sigma principles as taught by MVP Green Belt Training. The profile on Gerber Collision & Glass' use of PPG's PaintManager ™ software illustrates how detailed monitoring of material costs can work effectively to control quality and costs and help justify a supplement, when appropriate. Finally, if you feel your business' marketing effort is underperforming or needs re-energizing, consider signing on to MVP's new Accelerated Sales & Marketing Systems course (see page 25). No other training course of its kind even comes close to covering the latest thinking in how to elevate your game and create a "best in class" marketing plan. PPG Refinish on social media Love us in the shop—like us on Facebook! Network with PPG Refinish on Facebook and you'll stay in touch with the latest news and events, plus discover interesting links, photos and more. You'll also find PPG Refinish on Collision Hub, the networking and referral website created for the collision repair industry— collisionhub.com. Fujian Daimler names PPG refinish supplier to distributors Shanghai, China—As an important production base within Daimler's global strategy, Fujian Daimler (FJDA) has successfully imported top-class Mercedes-Benz vans. With the expansion of its sales network in China, FJDA has designated PPG as its centralized supplier of aftermarket refinish paints. This is the first automotive manufacturer in China that has engaged in centralized procurement of waterborne automotive refinish coatings, with 25 FJDA distributors exclusively providing PPG products. The first Fujian Daimler Aftermarket Distributor Conference was held July 7–8 at Fujian Daimler Automotive Co., Ltd. The director of FJDA's after-sales department encouraged distributors to pay more attention to after-sales services, and in particular to waterborne automotive refinish. "The reason why we choose waterborne paints is that they are 'green,' which is good for the environment, painters and drivers." PPG employees introduce the efficient "green" workshop simulation to Fujian Daimler aftermarket distributors.

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