Page 112 - Australian Paint & Panel Nov-Dec 2020
P. 112

                  72
BEST PRACTICE AWARDS
PAINT&PANEL NOVEMBER / DECEMBER 2020 WWW.PAINTANDPANEL.COM.AU
                  DIGITAL EXCELLENCE
               FLOW AUTOBODY
            WE’RE NOT SAYING FLOW IS SERIOUS ABOUT THEIR DIGITAL, BUT THEY ACTUALLY HAVE A VIDEOGRAPHER ON STAFF. THEIRS IS AN INCREDIBLY THOROUGH REBRAND.
 D
   IGITAL EXCELLENCE IS
about more than social me-
dia and a good website – but winners Flow Autobody in Queensland have gone to next level in this field. Jai Aguilar is a sec- ond generation shop owner that took over Platypus Creek Collision – as it was known then – back in 2015. Aguilar didn’t follow in the trade but comes from a business management back-
ground which has proven invaluable. Having run the company and kept a keen eye on industry developments he sees the opportunity for the business to grow, possibly in time to multi-sites and wanted a name which would reso- nate. As the company worship at the altar of 5S so they chose Flow – which works on many levels. They used a company to build the logo and to create
a brand identity.
In order to build the brand online you need content – and lots of it. So Aguilar hired a fresh out of university in-house vid- eographer and designer who works in the shop three days a week creating content.
Click on their website and a chat pop up window appears as well as the offer of a free e-book called The ultimate guide to hassle-free repair – sign up and download. There’s an excellent blog covering different aspects of repairs. There is a customer portal to track a re- pair, get realtime updates and communi- cate at the click of a button. There’s a strategy for Linkedin, Facebook, and In- stagram. The long term strategy is to have 10,000 followers on Facebook with- in 12 months. “It’s about building cred- ibility and social proof,” says Aguilar.
The shop is currently at capacity and undertakes a lot of fleet work. In the long term when they bring another site
online the brand equity they have built will give them a leg up.
The videographer isn’t just utilised for external communication. Flow stand- ardises every process and there will be a video for ‘how to’ do any aspect of the business. Flow is currently building its own training app and there will be a li- brary of every SOP which will be invalu- able when training new staff or opening up other sites.
The shop is on the road to I-CAR gold and will be documenting the journey so that customers understand what it means in terms of time and money in- vestment and essential knowledge.
We’ve focussed on the digital market- ing here because it is so outstanding, however the business uses all manner of other digital tools to help with work- flow, parts ordering and accurate colour matching as well.
     ABOVE: Check out Flow’s digital collateral – it is outstanding.
SPONSORED BY
      













































































   110   111   112   113   114