How a bodyshop is leveraging social media to succeed

Social media channels aren’t just about gossip and rumours, they can be useful tools to grow your business. The Bodycentre has leveraged them to attract new clients from around the globe

The Bodycentre in Norwich first opened its doors in 1995 before social media as we know it existed. But the world has changed in the intervening 26 years and so has The Bodycentre. The family-run business has embraced social media, using it as a platform to attract international attention and grow its business.

Proud of the quality of its repairs, in 2015, Sam Elwin, son of The Bodycentre co-owner Donna Woodgate, started posting the bodyshop’s work on social media. This created an enviable social media following, attracting viewers and customers from around the world.

Among other tools and equipment, The Bodycentre uses Spies Hecker paint and Elwin thought people would enjoy a behind-the-scenes look at the repair process, and at the same time, help the public understand the procedures and products that are involved in a quality repair.

“As well as being followed by our local clients, we have car enthusiasts and car clubs from around the country following our Facebook and Instagram feeds,” said Elwin. “But it was our YouTube videos that really attracted international attention – their channel views have reached over two million.”

The business has built on its local customer base too, which has aided its growth and exposure. The Bodycentre has a long-standing contract with Norwich City FC and the business works on many of the players’ high-end cars. Onel Hernandez’ Audi R8 V10 or Nathan Redmond’s Range Rover Sport Project Kahn anyone?

“Our followers love to watch these repairs on social media. And the more we put out, the more work we attract,” continued Elwin. “Customers bring their cars to us from all over the UK and from abroad. For instance, Jaguar Land Rover in Germany recently sent us a long-wheel base Range Rover for a full body kit conversion, which led to even more social media interest and foreign enquiries.”

Louis Woodgate, who co-owns The Bodycentre with his wife Donna, said: “Our priority has always been to offer the best possible repairs and customer service. This is why we decided early on to move away from insurance work and concentrate on OEM approvals and private jobs, like classic car restorations and modifications.

The business has continued to invest in its facilities, working closely with suppliers such as Spies Hecker to enable The Bodycentre to expand the repairs it offers.

For The Bodycentre’s continued success in the real and virtual world, it’s vital it keeps up with the latest refinishing trends, from special effect colours to products and tools. But it also needs to continue to feed its social media platforms so clients and potential customers can see the quality of their work.