Franchise Update Magazine Issue II, 2011 | Page 30

CMO roundtable
reputation, and we provide them with
ongoing training through bimonthly
webinars and articles posted on our intranet. They also have a social media
policy that includes a “how to use” section to guide them through the maze of
social media as well as how to manage
their reputation as a business owner (vs.
their personal persona).
Warren Stoll, Maaco
Vice President of Marketing

Our brand is built on a
very proud history that
began with our founding
nearly 40 years ago. A
great deal of value is attached to this heritage, and we seek to
enhance our image and presence as North
America’s body shop for all types of collision repair and auto painting, with everything we do.
Unlike most other automotive aftermarket providers, Maaco’s 475 collision
repair and auto painting centers perform

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Franchiseupdate Iss u e II, 2 0 1 1

“Our brand
is built on a
very proud
history that
began with our
founding nearly
40 years ago.”
repairs that are immediately visible to the
consumer. In fact, you might say each
consumer’s vehicle is “transformed” at
our shops. CSI Survey results reveal that
more than 9 out of 10 customers say that
Maaco shops have met, or exceeded, their
expectations. But as we know, unhappy
customers are much more likely to tell
others about their experiences than happy
ones are. Today, that effect is often multiplied on the Internet.
For all these reasons, Maaco takes

online brand reputation management
very seriously. We have put in place a
comprehensive social media management and publishing tool with the following objectives:
1) Brand reputation: prompt response
to and resolution of all customer issues.
2) Positive message distribution: publication of favorable comments and franchisees’ community-oriented activities.
3) Friends and followers: engagement and ongoing interaction with our
expanding online community of friends
and followers.
4) Promotions: posting of Maaco
videos and other advertising and promotional content.
5) Lead generation: creation of a positive brand image that generates more calls
and visits to our centers.
Maaco’s online reputation management
assures that we can create and monitor
the social media buzz, immediately engage with people when necessary, and
measure the results. n