Did you know an average of 489 property-damage-only accidents happen every hour? That's greater than 4.2 million annually. Did you know the busiest season for collision repair businesses is the summer and nearly half of all business is new business? (Approximately 52 percent is repeat business.) That leaves a large amount of room for generating new repeat customers and increasing sales and profit.

Currently, 88 percent of collision repair businesses spend an average of $18,159 on marketing and advertising. This is a $3,000 increase from 2001. With the average customer base extending 26 miles from the business' door, using media such as local radio, signage, newspaper and the Yellow Pages are fine plans of advertising action.

According to the “How's Your Business?” survey, most collision businesses rely on a strong reputation, word of mouth, the Yellow Pages, the radio and newspaper to get the advertising job done.

ASA's online Information Center has a large number of marketing and advertising articles available within the Members Only section of the ASA Web site (www.asashop.org), or you can phone Denise Caspersen at (800) 272-7467, ext. 236.

Stat Corner is written by Denise Caspersen, ASA's research management specialist. She can be reached at (800) 272-7467, ext. 236.

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