MMG Magazine Jan-Feb 2015 NADA Edition

Leaders in the sale of quality Mopar Parts.

The exchange of information by like size dealers

in a non-competitive environment. Mopar Masters Guild

In This IssuePresident Rick Cutaia ............................... 2

MMG Convenes in San Francisco... 3-24

NY Industry Associations Introduce

Crash Parts Bill ........................................25

MMG Supporting Vendors .............26-27

UPS .............................................................28

Reynolds & Reynolds..............................29

FenderBender/Ratchet+Wrench .........30

Katzkin .......................................................31

OEConnection ....................................32-33

Elite Extra...........................................34-35

Autobody News ........................................36

Magneti-Marelli ......................................37

CDK Global ........................................38-39

Rousseau Storage .....................................40

Tracy Industries ................................41-43

Top SEO Trends fir 2015 ................44-46

SPECIAL REPORT - Collision

Industry Reacts to CNN’s Story ....47-48

State Farm Issues Response to

CNN Report ........................................48-49

2014 MMG Committee..........................50

Jan - Feb 2015

Mopar Masters Guild Members Convene in San Francisco for 23rd Annual Meeting

Pages 3-24

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Mopar Masters Guild Magazine

Jan-Feb 2015

From the Desk of MMG President Rick Cutaia

What Business Are We Really In?

As I was taking in our latest MMG mee ng in San Francisco, I realized what business we are really in. It’s not the parts business; it is actually the people business.

People are what we actually manage day in and day out, whether it is our employees, wholesale customers, service customers, vendors, sales associates, or managers from other departments- we are day in and day out dealing with people. It is not ARO, dealer rewards, deadlines, forecasts- it’s all about the people.

The one thing that makes us all successful is our ability to manage people- not just the people that work for us, but the people that want to do business with us. They do business with us because our people have established a rela onship with them and have formed a trust and a bond with each other by providing a high level of service that has been reinforced me and me again, by providing a high level of customer sa sfac on.

When we take care of people, we do what we have been put in to posi on to do by our dealers across the country: to grow and maintain a successful parts opera on, that ul mately takes care of people and in return they con nue to buy parts and purchase new automobiles which make the whole dealer body a thriving business that will stay profi table.

I would like to say a big “Thank You” to the folks from Mopar that took the me out of their busy schedule to meet with us while at NADA I know each of the Guild members really appreciate it as well!

Don’t forget to mark your calendars for April 20/21 for our Chrysler Performance 20 group mee ng in Dallas.

Sincerely,Rick CutaiaMMG [email protected]

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The exchange of information by like sized dealers in a non-competitive environment.

Leaders in the Sale of Quality Mopar Parts

Mopar Masters Guild Convenes for 23rd Annual Event in San Francisco

Our des na on for the 2015 Mopar Masters Guild Mee ng was beau ful San Francisco, California. With a diff erent format this year, (there would be no Chrysler 20 Group Mee ng) everyone began ar-riving on Wednesday January 21st. That evening we all enjoyed the Guild’s Welcome Recep on held at McCormick & Kuleto’s Restaurant in Ghirardelli Square. This event is always great to catch up with friends and colleagues to see what has been going on during the past year.

Thursday January 22nd

When you gather a group of professionals such as the members of the Mopar Masters Guild, challeng-es and adversity are topics that are constant. This is how we began this year’s mee ng in San Fran-cisco. Our original mee ng spot that was secured for our event abruptly decided to close their doors on January 1st. Kudos to our Planning Chairman Tom Kellogg and the Execu ve Commi ee along with Event Coordinator Jillian Farber to perform some last minute magic and secure McCormick & Kuleto’s for our dura on.

Continued on Page 4

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Jan-Feb 2015

Continued from Page 3

As we have talked about many, many mes during the existence of the Mopar Masters Guild, any informa on that is obtained via the newsle er will not off er a complete and concise picture of what went on at our mee ngs. We stress the importance of a ending these mee ngs and invite every-one who meets the Mopar Masters Club criteria to join the Mopar Masters Guild, a end these meet-ings and enjoy the wealth of knowledge and informa on that is presented and shared. Our cover-age of Vendor presenta ons, Mopar Execu ves’ presenta ons and dialogue will only lightly touch upon what was presented.

Our mee ng began with opening remarks from MMG President Rick Cutaia discussing the changes to the agenda. Says Cutaia, “Let’s all remember why we are here. We’re here to share informa on and ideas to make ourselves and everyone else be er at what we do. Any informa on that you get at these mee ng will only benefi t your company’s bo om line.”

A endees for the 2015 Mopar Masters Guild Mee ng were:Ken Kremer Zimmer CDJRDan Hu on Tom O’Brien CJDSusan McDaniel Bill Luke CJDLarry Morris Fred Beans DCJJoe McBeth Dallas DCJJohn Russo Dallas DCJRandy Rogers Huffi nes CJDLouis Ossuna Huffi nes CJDTom Kellogg Harold Zeigler CDJCasey Brown Allen Samuel DCJ Continued on Page 5

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Roy Benner Allen Samuel DCJRick Cutaia Rick Hendrick DCJRAndy Reed Allen Samuel DCJPaul Allred Stateline CJDMarvin Windham Benchmark CDJRGerry Oakes Performance Auto GroupMike Opperman Performance Auto GroupRick Monteiro Jack Powell CJDBrent Hoge Larry Miller CJDRCody Eckhardt Larry Miller CJDRMike Gerber Rairdon CJDRDon Cushing Bald Hill DCJRDean Taylor Dependable DodgePhil Krueger Dependable DodgeChris Brodeur Glenn E. Thomas Co.Tom Schelonka Griffi ns Hub CDJRAlan Yancey Hayes CDJRJ.D. Ipsen Ken Garff West Valley ChryslerMike Nelson Normandin CJDREd Lueras Perkins Motor Co.

A er the introduc ons, we were presented with the Trea-surer’s Report by Susan McDaniel followed by the Secre-tary’s Report also by Susan. Susan took over the role of Trea-surer a er the resigna on of former Treasurer Mark Skinner who moved on to a non-Chrysler store. (We all missed you Mark!) Mo ons were made to accept each report and were unanimously accepted.

2015NADA Planning Chairman, Tom Kellogg was recognized by the Guild for the me and eff ort that he put in to making this event happen. This (MMG Mee ng) is a very large task that takes up much me throughout the year to organize. Thank you again, Tom!


Continued on Page 6

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Jan-Feb 2015

We then covered the various Commi ee Reports with up-to-date informa on from our Suppor ng Vendors and any of their new product off erings.

We then moved on with guild business discussing ideas and ways to make our departments more ef-fi cient, produc ve and profi table! Obviously, the biggest value you can derive from these mee ngs is the valuable informa on that you bring back to your dealership. Most of the me, the ideas or chang-es that you implement from this forum usually ends up paying for your trip. Quite a value! Listening to what works and what presents a challenge in our daily business is such a produc ve part of these discussions. It’s the sharing of these ideas that helps make members more successful. If you hear an idea that appeals to your business plan you can feel confi dent that you can contact that manger for more informa on on implemen ng that idea in your store.

Some of our conversa ons were on: DMS Systems Tire Sales Customer Reten on ARO Dealer Rewards Capacity/Tech Training Collision Marke ng RO Counts/$$ Per RO WHI Solu ons/Nexpart Magne -Marelli New & Innova ve Opera ons

Our discussions then moved forward to the Posi ves & Nega ves from 2014. What worked well for your business and what didn’t work well this past year?

Following our ini al guild business and discussions was our fi rst guest speaker of the day, Randy Johnson. Randy Johnson is the Founder and President of Car People Marke ng. Before opening Car People Marke ng in 2001, Randy grew up in the independent repair business in West Virginia before eventually becoming the Corporate Fixed-Opera ons Director for 17 dealerships in Florida. Today, he is a highly sought a er keynote speaker for leading service and parts events across the country and recognized as an automo ve industry thought-leader.

Randy is passionate about helping dealership service departments thrive and is deeply commi ed to the products his company off ers. Randy’s real-world and direct approach coupled with his grit drives our success and the success of his clients.


Continued on Page 7

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Randy’s Presenta on was:

6 Ways to Sell More Parts & Service1. Bury the Hatchet2. Run Parts & Service Like Sales3. Fix Your Phone Problem4. Be More Convenient5. Spiff for Tires & Wipers6. Accessorize All Trucks in Stock

Anyone who has witnessed one of Randy’s presenta- ons knows very well that he means business. YOUR

business. He is always entertaining and informa ve.

Randy Johnson’s presenta on will be available soon via You Tube through the Mopar Masters Guild Website. Watch your email for more informa on! For more informa on on Car People Marke ng, click here h p://www.carpeoplemarke ng.com/

Our next guest speaker was Jim Ward, President of Extra Trax, LLC. Jim gave us a presenta on on Leveraging Technology Trends in Parts Distribu on. Jim men ons, “We have been able to compile all this knowl-edge and informa on and give a high lever look where we see this type of technology today. Some of the chal-lenges certainly hit home with you guys (a endees) as far as many of you being the leaders on the wholesale side from a parts distribu on standpoint. We can cer-tainly say that because we work with all the other brands and nobody has a group like this (the Mopar Masters Guild) that really focuses on parts. So, a lot of what we’ve learned we’ve actually learned from your group so thank you!”

Jim covered: New Innova ons in Dealership Parts Distribu on How these Innova ons can make your opera ons more effi cient Ideas to help implement advances in technology in your business


Continued on Page 8

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Jan-Feb 2015

Benefi ts of Integrated Dispatch Management Op mized Rou ng Return on Investment (ROI)

“The fi rst rule of any technology used in a business is that automa on applied to an effi cient opera- on will magnify the effi ciency. The second is that automa on applied to an ineffi cient opera on will

magnify the ineffi ciency.” ~Bill Gates

More guild business followed this presenta on with talk on: VIO’s Crossdocking MRS’a Online Presence in the Marketplace Mechanical Marke ng Fuel & Freight Special Handling Charges Tracking Retail Rela onships with New Car Purchasers

These discussions were then followed by our next guest speaker Lee Harkins, Co-founder, President and CEO of M5™ Management Services, Inc. of Pelham, Ala-bama. M5™ is a consul ng and coaching fi rm specializing in fi xed op-era ons for the automo ve service industry. Lee has been in the fi xed opera ons coaching and consul ng fi eld for 29 years. He has had the opportunity to work with some of the most recognized dealerships in the country. His client list reads as the who’s who of the industry. His ability to keep his ideas and methods of helping dealerships improve their busi-nesses has earned him a well-respected reputa on for achieving tremen-dous results for his clients. He con nually challenges himself to expand his knowledge of the business. The driving force is helping people improve their performance which will, in-turn, improve their lives.

Lee has worked with the majority of the OEM’s in developing dealership improvement programs. He has developed, wri en, and delivered some of the most successful im-provement plans in the industry.



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He is an accomplished fi xed opera ons speaker, author, trainer, consultant, and performance coach. His common sense and ethical approach has been his trademark.

Lee’s most cherished mes are working in-dealership with his clients. He has maintained rela onships with many clients for well over 28 years. They see great value in his guidance and coaching. Lee says, “Working side-by-side with dealership staff is my most rewarding moments. I love it! They give back much more than I will ever give them. Knowing you’ve helped people improve their performance and they appreciate your eff orts is an enormous mo vator. Working in dealerships keeps me current with the ever changing trends and expecta ons of the retail customer.”

His presenta on was “The Ul mate Goal of Our Business….Sell the Customer their Next Vehicle….”

Lee covered: What makes your opera on diff erent from other Independent Service Providers? Why should you earn “Vendor of Choice” status with your customers? What is Customer Reten on? Everyone should be unifi ed to one defi ni on Eight things you must get right to be profi table Hire the right people Develop a focus for your department Change your opera on to market condi ons

Our next guest speaker was Eric Evanoff , Director of Na onal Field Opera ons – Dealer Tire who gave us a great look at “Myths & Millennials.”

Eric covered: Tires vs. “regular parts” Margin vs. money How to fi ght the “myths” in the industry Retail store compe ve shop results What happens when consumers call regarding

replacement res? Handling the call Closing the sale Guess who’s coming to your dealership? Millennials! (And things they avoid!)


Continued on Page 10

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Jan-Feb 2015

This ended our fi rst day of mee ngs. We adjourned and made prepara ons for our Annual Mopar Masters Guild Cocktail Recep on.

If there is any guild event that everyone always looks forward to, it has to be the Mopar Masters An-nual Cocktail Recep on. Every year the guild makes an eff ort to secure a venue that everyone will not only talk about, but allows the comfort of being away from daily business which allows mee ng with peers, industry execu ves and supporters in a relaxed atmosphere. This year, in San Francisco, the guild enjoyed a Cable Car ride to Pier 40 for a four hour night cruise of the Bay aboard the Yacht, California Spirit. Here are some of the scenic views of our experience:



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Jan-Feb 2015

Friday January 23rd

Another change in our format this year was using our second day to visit the conven on fl oor to meet with our Suppor ng Vendors. The guild met with Reynolds & Reynolds, OEConnec on, CDK Global, Elite Extra and Snap-On Business Solu ons.

Here are some photo opportuni es from those mee ngs:



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Jan-Feb 2015

Saturday January 24th

A er breakfast we con nued with our guild business and discussions were: Future NADA Mee ngs Future Chrysler 20 Group Mee ngs Business Center Business Conferences MMG Magazine & Website Con nuing posi ves & nega ve s from 2014 Wi-Tech Express Lane Powertrain Employee Training Requirements BSL’s ARO Alerts Inventory Mix



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Our fi rst guest speaker of this day would be Doug Johnson, Director, OEM Development for Katzkin. Doug was joined by Kirk Sco , Vice-President OEM Division. Before turning over the fl oor to Doug, Kirk did give us one sta s c in his statement. He says, “We sell 16,000 leather interiors to your dealerships ev-ery year. 4,000 of those go through Mopar; 12,000 of those go through the dreaded a ermarket. So that’s $12 million dollars’ worth of business that’s going through “the front of the house” that we would like to see put back IN the house!” Interes ng info!

Doug thanked everyone for their support and wants to con nue with Katzkin and Mopar making forward progress. He then pre-sented metrics that applied during 2014. Doug covered the top Katzkin users in the country, many of which were in a endance. He also covered:

Delivery Time Sa elite Loca on Customiza on Be er Selec on Online Tool Available – www.moparvis.com Kiosk Tool in Dealerships Training



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Jan-Feb 2015

A er a short break we welcomed our Tier 2 Suppor ng Vendors in our Vendor Fair format. Each ven-dor was able to set up a loca on just outside our mee ng room.

Par cipa ng in this year’s Vendor Fair was:• Corporate Billing LLC Jeff Leavi – Vice President

• FenderBender/Ratchet+Wrench Magazine Chris Messer – Publisher

• Rousseau Storage Benoit Toussaint – Sales Director – Rousseau Storage• Buddy Trammel, Trammel Equipment Co. – Automo ve Dealership Equipment Specialist

• AutoBodyNews Barbara Davies – Co-Owner/General Manager



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Jan-Feb 2015

A er lunch we then moved to a favorite por on of our MMG Mee ng, our Mee ng with Mopar.

The interac on with Execu ves from Mopar is one of the main reasons that Mopar Masters Guild members a end this mee ng. Our coverage with Mopar here is just highlights of our interac on since we feel that par cipa on is needed at this mee ng to enjoy the full benefi t of what is off ered.

Ross McGinnis – Vice President, Mopar Sales & Product Development took to the fl oor. (Mr. McGinnis replaces Pat Dougherty who has taken on a diff erent role within the company) Ross thanked everyone for welcoming Mopar and gave us a bit of his background. Says Ross, “Some of my thoughts on what I envision is that when we meet, this group is really represen ng the whole en re dealership body from the parts side and we can work together to see what we can do to sell more parts, engage the custom-er, improve the customer experience and, at the end of the day, be more profi table. We are all in this busi-ness to make money but part of that is engaging the customer and improving the customer experience.” Ross then introduced us to the rest of his team:

Tom McCarthy – Vice President, Technical Service Opera ons JoAnn Heck – Director of Service & Customer Experience Michael Cockell – Mopar Sales & Field Opera ons Manager Skip Olson – Senior Manager Sales Repor ng & Analy cs Jeff Conklin – Head of Capacity Planning Frank Donnelly – Senior Manager, Maintenance Por olio

Mike Cockell then asked that we go around the room to introduce ourselves. Mike then spoke to the group asking, “How do we achieve our targets? How do we get there?”

Mike then had Skip Olson give us some facts and fi gures to show where we are most eff ec ve with parts sales. Skip also gave us updates on where the business is at today and where they believe we’re going. Where are our greatest opportuni es concerning repair/retail/collision? According to Skip, there will be a jump in car parc in 2015 which means greater opportuni es for everyone.



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Some of the dialogue that followed: Mopar Glass Program Fascia Core Program – Opera on Green Core Promo Programs Conquest Program Parts Procurement Magne -Marelli WHI/Nexpart – Mechanical Parts Tire Objec ves/Tire Sales MSER Convenient Scheduling VOR Recalls

Following Skip was Jeff Conklin who off ered up informa on on Service Capacity. “It’s all about the customer experience. How do we keep that customer coming back to our dealerships? It can chal-lenge us to come up with some unique ideas on how to achieve that,” says Conklin. Jeff also tells us that vehicle sales dictate that our businesses will be busier with these customers returning to our dealerships. Our hours of opera on are not keeping pace with vehicle sales. Where are we at with technician count? The challenge in the marketplace, as well as other brands, is where can we get more technicians?

These concerns opened up another great discussion with Mopar and our group with ideas, processes and solu ons bantered around. Jeff gave us more:

Key areas eff ec ng Dealer Service Capacity Enhanced Data Feedback from the Service Advocacy Survey Valida on of Dealership Data

o # Stallso Technicianso Technician Available Hours

A rac on of new technicians Business Planning Tool Dealer Process Improvement Opportunity Dealership “Best Prac ces”



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Jan-Feb 2015

Service Eff ec veness Rela onshipo VIO/Stallo VIO/Technician

Capacity Planning Tool

There was plenty of interac on during this discussion and sharing our ideas and concerns with poten- al solu ons that will be off ered by Mopar will show posi ve results in the near future.

JoAnn Heck then spoke to us on several subjects concerning Customer Care and processes that are being put in place to improve the customer experience. Some of the subjects covered: Alterna ve Transporta on, incen ves for Customers, Dealer Input. Much of this is in the making with changes possible so we will not elaborate on these subjects.

Mike Cockell then fi nished up our mee ng with his team by thanking the guild for their me and hos-pitality but mostly for the input during this day.

(L-R) JoAnn Heck, Mike Cockell, Ross McGinnis, Skip Olson, Tom McCarthy, Frank Donnelly, Susan McDaniel, Andy Reed, Rick Cutaia, Jeff Conklin

The Mopar Masters Guild would like to thank Ross, Mike and the Mopar team for taking their valuable me to meet with us as we all move forward to a common goal.

MMG President Rick Cutaia then made a mo on to adjourn and this concluded the 23rd Annual Meet-ing of the Mopar Masters Guild. Thank you all for your a endance and we look forward to seeing more of you in Las Vegas in 2016.

Ar cle submi ed by Don Cushing


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NY Industry Associations Introduce Crash Parts Disclosure and Consent Bill

Wri en by Chasidy Rae Sisk - Autobody News

New Yorkers are known for always being on the go, and 2015 is star ng off with a bang as the New York State Auto Collision Technician Associa on (NYSACT) has introduced a bill on behalf of all the state’s industry associa ons which, if passed, will require disclosure and consent before non-OEM parts can be used in a repair. Ed Kizenberger, Execu ve Director of the Long Island Auto Body Repairmen’s Associa on (LIABRA), briefl y discusses what is going on in New York.

“Currently, there is no requirement for disclosure or consent when a ermarket parts are u -lized in the repair process,” Kizenberger explains. NY Reg 64 speaks to the use of non-OEM crash parts only as it pertains to the insurer and the collision repair facility, but the proposed bill would include the consumer, expanding upon this regula on to req uire that consumers be aware when non-OEM parts are used in the repair and also that they provide consent before these parts are installed on their vehicle.

Kizenberger states, “it’s a consumer protec on bill with three important components. First, it prevents insurance carriers from requiring the use of a ermarket or non-OEM parts for the fi rst three years of a vehicle’s life; only OEM parts can be u lized for repairs during that me period. Once a vehicle is more than three years old, the repair facility must disclose the use of non-OEM parts to the consumer in a way they understand in order to provide informed consent and authoriza on. Finally, because it is so important to restore the vehicle to pre-loss condi on, the insurance company will be fi nancially responsible for any issues that may arise from the use of those non-OEM parts.”

Kizenberger also explains that this is the beginning of the new legisla ve session, and this is only the fi rst of several bills that NYSACT has asked their sponsors to introduce into legisla on. As the legisla ve session progresses, NYSACT plans to introduce several more bills, and next up is their parts procurement bill which will be introduced in the near future.

Source: www.autobodynews.com

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Jan-Feb 2015

Double digit growth in e-commerce auto parts sales is changing the competitive landscape.Are you prepared to change with it?UPS® can help Chrysler dealers tap into this expanding channel for greater e-commerce growth and profits.

Provide a better customer experience with UPS delivery and returns options. Customers can reroute or reschedule their home parts deliveries with UPS My Choice® and experience faster and more convenient returns with preprinted return labels.

Keep efficiency up and costs down with UPS services. UPS delivers earlier to more businesses and ZIP Codes than any carrier and can match transport mode to delivery need to help save you money. One UPS driver for all deliveries and pickups also minimizes interruptions in your day.

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for processing credit and debit card transactions.

Why does your dealership need to care?All automotive retailers need the capability to process EMV cards by October, 2015, or risk being liable for fraudulent charges.

How can Reynolds help?Reynolds has partnered with OpenEdge, a division of Global Payments, to offer dealerships ReyPAY: an

integrated, secure, and efficient electronic payment solution customers can use in store, online, and

on mobile devices. ReyPAY helps keep you EMV compliant and create a retail experience similar

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The latest addition to Reynolds Retail Management System: ReyPAY.

EMV IS COMING ARE YOU READY?

In partnership with OpenEdge, a division of Global Payments.

© 2015 The Reynolds and Reynolds Company. All rights reserved. Printed in the U.S.A. 1137080 1/15

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Jan-Feb 2015

WE ARE A PROUD SUPPORTER OF THE MOPAR MASTERS GUILD.©2014. ALL RIGHTS RESERVED.

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Jan-Feb 2015

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Jan-Feb 2015

www.EliteEXTRA.com

Thank you for the hospitality MMG showed EXTRA at NADA.

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Manage leads, prospects and customer informationLog calls, emails and visits in real-timeCreate and capture sales leads from all touch-pointsAssign leads to salespeople automatically or manually

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*20% automated rebate on orders ends March 31, 2015 and is extended to Independent Repair Facilities, Warehouse Distributors, Fleets and non-Chrysler Group dealerships. Internet sales to consumers are not eligible for this rebate. No rebate form or invoice required. Offer excludes batteries. Chrysler Group LLC reserves the right to audit dealer parts usage. Total monthly purchases must reach $100 or more to receive automated rebate. Offer excludes Chrysler, Jeep®, Dodge, Ram, SRT® and FIAT® vehicles. Available at participating dealers. Cannot be combined with any other offers.

Magneti Marelli delivers the best part for every vehicle in your shop. We offer over 30 product lines and every part is available when you need it. With Magneti Marelli parts you’ll reduce comebacks, improve cycle times and increase customer satisfaction to new levels. Visit MoparRepairConnection.com for details.

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Jan-Feb 2015

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Come see how we’re taking Fixed Ops Faster Forward.™ Service Edge with ePayments: one of many new solutions shown at NADA 2015.

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From January 1, 2015–December 31, 2015, repair shops and fleet customers have a chance to win a 2016 Ram 1500 or a 2016 Polaris RZR just by purchasing Mopar® Remanufactured Powertrain parts through your local Chrysler, Dodge, Jeep® or Ram dealerships.

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Jan-Feb 2015

Top SEO Trends for 2015By Chris Sheehy | SEO specialist

Quite o en, the small talk we have with the businesses we meet as well as with our industry colleagues revolves around the current state of SEO best prac ces.

From SEO experts to DIY SEO dabblers, everyone seems focused on making 2015 the year of discovery for small business.

For us, January has always been a me to reassess our client strategies for the upcoming year. This is when we take both a retrospec ve assessment of what has worked in 2014 as well as a futures look of what we think will im-pact small business visibility on search engines in 2015.

The following SEO ps are what we predict we will be prescribing to our clients for the upcoming year (or at least un l the next algorithm change). We didn’t list them in any par cular order, so while you read along try to envision how your business stacks up against these objec ves.

Here’s hoping you discover yourself in 2015!

Cita on BuildingA cita on is any men on of a business’s (complete) contact informa on, and for local businesses it’s one of the most important elements for local discovery. Cita on building (think Yelp, Google Plus, YP.com) not only off ers a direct link to your business, but it plays a vital role in quan fying your busi-ness contact informa on building online brand recogni on and authority.

Content Marke ngCrea ng and sharing stories that drive purposeful ac on or provides inten ul branding shouldn’t happen by chance or out of your control. The no on that social media would be the marke ng bull-horn for business is so 2007. Content marke ng in 2015 will need to have the end solu on planned in advance of publishing. Shares and likes are too easy to game and haven’t been all that successful in driving signifi cant monetary ROI. Eff ec ve content marke ng in 15 will drive quan fi able lead genera- on, sales or branding.

Image & Video Op miza onImage and video sharing sites like Pinterest, Instagram, YouTube, Vimeo and the increasing importance in organic image/video search will con nue to drive the demand for fi lename and property op miza- on. DYK: the fi lename of images and videos is the most important element impac ng online discov-

ery? (You’re not alone if you didn’t)Continued on Page 45

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Keyword ResearchAs long as search engines answer search queries based on text or voice input (interpreted as text) using the right words to market your business will remain the most powerful a ribute of any online marke ng ac vity, on any channel, through any source. The axiom that “Content is king” is nearly cor-rect for it is the (key)words of the content that truly rule the marke ng world – online and in print.

Map Marke ngFor brick and mortar businesses, online discovery is only half the job, driving that traffi c to your door is the second part, and being listed on the most popular map and GPS services will be vital as personal-mobile and in-vehicle connec vity usage con nues to skyrocket.

Meaningful Interac onReceiving social engagement through keyword focused inten ul wording will trump likes, shares, and RTs by chance in the upcoming years. And it’s about me too – we love caturday as much as you do, but social signals are just far too easy to game, so the value of their signal poten al has so far been under-realized. Social interac on needs to focus on providing customer service and driving sales, leads and branding. Meaningful marke ng with calculated interac on con nues to add value to social mar-ke ng in 15.

Mobile Op miza onHaving viewers squint to view your website in the ny screen of a cellphone or tablet isn’t going to work in 2015. Having a website that serves appropriately for each device (responsive) is nearly man-datory today, and Google is recognizing sites who are responsive by marking them as being “Mobile-friendly” within mobile searches. How quickly websites load is also an increasing (ranking) SEO ele-ment to focus on – especially for mobile viewing. Check your mobile stats on Google Analy c to decide how eminent a mobile conversion is for your business.

NAPIn our experience, we fi nd nearly every business has errors in their business cita on (above) data. The data that ma ers most for local businesses is their Name, Address, and (local) Phone number – aka: NAP. Typical errors include business lis ng with old addresses and old phone numbers, call tracking numbers or inconsistent use of unit/suite numbers. Varia ons of a business name will also cause dis-crepancies in NAP. Like cita on building – this is a founda onal element of local marke ng.

Old School is New School (again)The basic elements of SEO never go out of style – META Title (ranking factor) and META Descrip on (conversion element) op miza on, keyword targe ng, having a correctly forma ed contact page, us-ing the footer for your global address, images with unique fi lenames and alternate a ributes, META robot usage – these (and more) need to be addressed for each primary page of a website.



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Jan-Feb 2015

There are 200+ elements on each page of a website that Google uses as a ranking factor. We see hundreds of businesses each year with great looking websites and vibrant social media channels who struggle with online visibility because these 200 elements of website SEO were overlooked. Nail the basics before digging deeper into more advanced SEO techniques or diging deep into social and con-tent marke ng.

PPC & SEO Combined StrategiesPay-per-click (PPC) adver sing like Google AdWords, Bing Ads, and Facebook Ads was one of our most requested service off erings last year, and we were not alone – 2014 was a banner year for the whole PPC industry. The success of PPC is largely dependent on three factors: 1. Keyword selec on 2. Com-pelling copywri ng 3. Synergy on the website landing page between 1&2. Managing PPC campaigns with knowledge of website SEO will con nue to be a winning combina on for business adver sing in the upcoming year(s).

SchemaA rela ve newcomer and nearly unknown tool for non-professionals is structured markup code most commonly referred to as its standards name of “Schema”. This universal code works for the major search engines and adds addi onal data (in search engine language) for things such as contact infor-ma on, products, services, product reviews, and business review ra ngs (think Zagat reviews). This simple code was a powerhouse for local businesses in 2014 and will con nue in importance in 15.

About Chris Sheehy - Local SEO Specialist & FounderSide Walk Branding Co. h p://SidewalkBranding.co

In addi on to ge ng businesses discovered, Chris is also a consultant, speaker & presenter to business groups and associa ons, writer, diner junkie, social networker, local business advocate, husband & father, and lover of anything with a driver’s seat and a loud engine.

Of his occupa on: “I’m in the discovery business...”• Mo o: “be DISCOVERED”• Named a Tech Entrepreneur and listed on “RI’s 13 to watch in 2013” by GoLocalProv• College Technical & Curriculum Advisor at New England Ins tute of Technology• Named Best SEO Firm - “Best in Search” 2012 & 2013• Blog syndicated at Guy Kawasaki’s Alltop, B2B, & Yahoo Small Business• Interna onally published• Men oned in Forbes.com and NASDAQ.com• Frequent contributor to Rhode Island Small Business Journal & RI Crea ve Magazine• Named a Top-5 Startup in New England by Mass High Tech• Speaker to: American Marke ng Associa on, SCORE, Small Business Administra on, business groups


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ST. PAUL, Minn., Feb. 12, 2015—CNN’s report on insurance-related issues in the collision repair indus-try aired on Anderson Cooper 360 on Wednesday, and as the video made its rounds on social media Thursday, reac on from collision repairers poured in.

Some praised the piece for bringing about consumer awareness of these issues—including the slew of insurance-related li ga on that helped push the story to the forefront.

However, overall reac on was mixed.

Allison Fry of Eaves Law Firm serves as the liaison council for the plain ff s in the mul district suit taking place in Florida—one of the myriad of issues covered in CNN’s report. Fry told FenderBender on Thursday that her offi ce wasn’t en rely pleased with the report, but felt it was “a good start” to increase dialogue and na onal recogni on of the issues the collision repair industry faces today. “We would’ve loved it to be much more extensive, but everything they said was absolutely accurate,” Fry said. “I was both angered and amused by the insurance companies and the representa ve they shoved in front of the camera to take the heat.” Fry added that her fi rm’s suit has documented evi-dence of insurers forcing shops and consumers to use specifi c remanufactured parts, despite claims made by an insurance representa ve in the CNN story.

In an interview with FenderBender Thursday morning, Darrell Amberson, chairman of the Automo- ve Service Associa on, called the CNN report “harsh” and said it seemed to stop short of giving a

well-rounded view of what takes place in the collision repair industry as a whole. Amberson is the president of opera ons of LaMe ry’s Auto Body, a mul -shop opera on in the Minneapolis area. “It’s not an accurate portrayal of what we see in our world,” Amberson said, in reference to the LaMe ry’s Midwest market. “There’s an implica on that we’re forced to use a ermarket parts or rebuilt parts that are defec ve, and that insurers are forcing us to do inaccurate repairs. That’s not the case.” Steering is an issue, Amberson said, as are unsafe repairs. But he felt the report did not do an accu-rate job of portraying why these issues truly occur and the many shops around the country—including those in direct repair programs—that perform safe and accurate repairs. “Our company always takes the stance of quality fi rst,” he said. Amberson wasn’t alone in his cri que.

One reader posted on the FenderBender Facebook page that, “I understand the insurance company’s [sic] are cu ng mes and trying to have us use the cheapest parts available, but the technician who repaired or should I say didn’t repair that rail chose to do a bad job. You can’t blame the insurance company on a bad repair.” That may be true, Fry said, but she says in many cases consumers are the ones put in awkward posi ons of making choices they are unqualifi ed to make, such as determining whether an insurer-suggested remanufactured part is adequate in their vehicle.

SPECIAL REPORT: Collision Industry Reacts to CNN’s Story on Insurer-Repairer Issues


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Jan-Feb 2015

The CNN story looked at unsafe repairs performed at a Service King loca on in Mississippi, and had various industry experts discuss issues with remanufactured parts. It also included interviews with the a orney generals of both Louisiana and Mississippi, both of which are involved in legal ac on against insurers.

The CNN reporter also spoke with John A. Eaves Jr., whose suit insluced more than 500 shops.

These issues were part of an extensive feature FenderBender wrote in January.

In the end, Amberson said that raising consumer awareness was a very posi ve result of the CNN story, and he hopes it helps consumers be more mindful of what their rights are during the collision repair process. S ll, he wishes the report would’ve given a more well-rounded picture of the industry today. “I thought the report almost implied that the insurers are harsh and constantly steering, and I fi nd that exaggerated,” Amberson said. “That’s not what we see. Does it happen on occasion? Sure. Are some insurance companies more aggressive than others? Sure. But for the most part, the insur-ers we deal with are conscien ous about it and respec ul of it and try to let the customer make the decision.” “Body shops in par cular and we here at our fi rm, are very pleased there has been some na onal coverage,” Fry added. “If nothing else, it shines a lot on what’s happening.”

Source: FenderBender Magazine/Ratchet+Wrenchwww.fenderbender.com


State Farm Issues Response to CNN Report, Insurer Accusations

ST. PAUL, Minn., Feb. 12, 2015—CNN’s report on insurance-related issues in the collision repair industry aired on Anderson Cooper 360 on Wednesday, and as reac on poured in Thursday, one of the industry stakeholders at the heart of the feature, State Farm Insurance, issued a response to FenderBender.

The CNN story covered a number of industry issues, including lawsuits from the a orney general’s offi ce in Louisiana, as well as a mul district case involving more than 500 shops being tried in Florida.

State Farm is named as a defendant in both cases.

State Farm spokesman Dick Luedke told FenderBender on Thursday that the insurer provided CNN with a full response to the allega ons brought about by insurers and the inquiries made by CNN reporters in the story.

Of the informa on provided, only “a small por on ... was used in the report,” Luedke said via email.


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“We are disappointed that CNN did not choose to report what ... already [has been] reported, that all of the counts in the mul -district li ga on in Florida that are specifi c to the state of Florida have been dis-missed twice, although the court has permi ed the Florida plain ff s a third chance to replead,” Luedke said. “Moreover, a Magistrate Judge has recently recommended to the District Judge that the Mississippi complaint also be dismissed. We did make CNN aware of those rulings.”

Luedke provided FenderBender with State Farm’s full response to CNN’s inquiries:

The allega ons in the lawsuit fi led by the a orney-general in Louisiana are not in line with State Farm’s mission to serve the needs of its customers, and our long, proud history of achievements in advancing vehicle safety. Here is a link to State Farm’s safety history: GoodNeighbors.comOur customers choose where their vehicles are going to be repaired. We provide informa on about our Select Service program while at the same me making it clear they can select which shop will do the work.A vibrant, profi table auto collision repair industry is in the interest of State Farm. At the same me, we are advocates on behalf of our customers for reasonable repair costs. We believe repair-

er profi tability and quality auto repairs that are reasonably priced can both be achieved. State Farm is a defendant along with dozens of other insurers in the li ga on rela ng to issues that have been raised by some auto body repair facili es. We want you to know that State Farm has excellent working rela onships with thousands of body shops across the country, and that they are serving millions of our customers who consistently indi-cate their sa sfac on with our handling of their claims. Here is some evidence of that:

The just-released American Customer Sa sfac on Index from the University of Michigan rates State Farm above all other na onal insurance companies. h p://www.propertycasu-alty360.com/2014/11/17/report-consumers-reasonably-sa sfi ed-with-pc-insu?t=personal

State Farm has consistently scored well above average in the JD Power auto claims sa s-fac on surveys. Among the 23 auto insurers included in the latest survey, State Farm was 3rd. h p://www.jdpower.com/press-releases/2014-us-auto-claims-sa sfac on-study

These fi ndings should surprise no one given that State Farm has been the leading insurer of autos in the na on since 1942.

We also want to point out to you that our customers are totally free to choose where to take their vehicle for repair. If they choose an independent auto body repair facility that takes part in our Select Service program, they receive from that repair facility a na onal, limited life me repair warranty, something they don’t necessarily receive from a repair facility that is not part of our Select Service program.

Source: FenderBender Magazine/Ratchet+Wrenchwww.fenderbender.com


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Jan-Feb 2015

2015 MMG Committees2015 MMG Committees President Rick Cutaia Rick Hendrick DCJR - Charleston, SC Vice President Andy Reed Allen Samuels DCJ – North Richland Hills, TX Treasurer Susan McDaniel Bill Luke CJD – Phoenix, AZ Secretary Susan McDaniel Bill Luke CJD – Phoenix, AZ Executive Committee All of the above as well as: Marvin Windham Benchmark CJD – Birmingham, AL Rick Monteiro Jack Powell CJD – Escondido, CA Joe McBeth Dallas DCJ – Dallas, TX Paul Allred Stateline CJD – Fort Mill, SC Committees: Vendor Chairman Paul Allred Stateline CJD - Fort Mill, SC Newsletter Don Cushing Bald Hill DCJ – Warwick, RI Nada 2015 Planning TBA Membership TBA

Finance Committee Steve Hofer Park CJ – Burnsville, MN Rick Cutaia Rick Hendrick DCJR - Charleston, SC Joe McBeth Dallas DCJ – Dallas, TX Vendor Committees CDK Global Gerry Oaks Baxter CJD – Omaha, NE Paul Allred Stateline CJD – Fort Mill, SC Andy Reed Allen Samuels DCJ – North Richland Hills, TX Rick Monteiro Jack Powell CJD – Escondido, CA R&R Rick Cutaia Rick Hendrick DCJR – Charleston, SC Susan McDaniel Bill Luke CJD – Phoenix, AZ Marvin Windham Benchmark CJD – Birmingham, AL OEConnection Snap-On Dan Hutton Tom O’Brien CJD – Greenwood, IN Paul Allred Stateline CJD – Fort Mill, SC Steve Hofer Park CJ – Burnsville, MN Dealer Tire Susan McDaniel Bill Luke CJD – Phoenix, AZ Marvin Windham Benchmark CJD – Birmingham, AL Joe McBeth Dallas DCJ – Dallas, TX Elite Extra Rick Monteiro Jack Powell CJD – Escondido, CA J.D. Ipsen Ken Garff West Valley CJDR - Wesy Valley City, UT Larry Morris Fred Beans CJDR - Doylestown, PA UPS Glen Hojnacki Milosch’s Palace CJD – Lake Orion, MI Tracy Industries Mike Mulkins Go Chrysler Jeep West - Golden, CO

GuidePoint Mike Mulkins Go Chrysler Jeep West - Golden, CO

Katzkin Mike Gerber Rairdon CDJ - Kirkland, WA

MMG Magazine Jan-Feb 2015 NADA Edition

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