Yeah. I said it. I know that I’m the Director of Community at Blue Sky Factory. I realize that I’m a huge advocate of social media. In my list of “things I love,” social media is right up there with email marketing.
So what gives? How can I make such a (bold) statement?
Meet Malcolm Atherton
Look at the picture on the right. That’s Malcolm. He’s the owner/founder of Atherthon Collision. A few months ago, I was looking for a collision shop to fix the dent in my wife’s Chevy Malibu (long story) so we could trade it in. I googled “Collision Shop Salt Lake City” and called a few places. Neither of them could help me. But – and this is the key – both recommended Altherton Collision. Both. I called Atherton. Malcolm answered on the 2nd ring. After a brief conversation, he told me to “bring her in.”
I typically would be doling out some link love at this point in the post. However, there is nothing to link to. Seriously. Atherton Collision and Malcolm do not have:
- A website
- A blog
- A twitter account
- A marketing budget
Hear From Malcolm
Thanks to the iPhone 3GS (video!), I was able to do a brief interview with Malcolm. Learn how he’s been able to be successful … even without social media as part of his strategy (gasp!).
Can’t see the video? Try this.
Some Examples Of My Exchanges With Malcolm
Malcolm is not your average collision shop owner. A few examples:
- The dent in the Malibu (& the window that would not roll up): He called several junk yards to find the best price for me.
- The cracked side view mirror in the Volvo: He called the Volvo dealer. When we learned that it was going to be >$100 for a replacement part, Malcolm referred me to a glass shop. He called, got a quote for me, and even told me to bring the mirror back to him & he’d install it for free.
Why Malcolm Will Be In Business Forever
Malcolm gets it. It’s all about doing good work, building a strong reputation, letting your customers and partners be your (free) marketing team, and repeating the process. Would hiring a Director of Community benefit Atherton Collision? It might, but I doubt it. Malcolm needs to continue doing business the old fashioned way. He needs to continue practicing the golden rule and taking care of people.
So, it’s now time to ask yourself a few questions. What will keep you in business forever? Do you really need social media to be successful?
DJ Waldow
@djwaldow
