Spotlighting driver awareness during deer season can enhance your shop's community profile

Body shops can help buck the trend of car-deer crashes by participating in programs promoting increased driver vigilance while at the same time enhancing name recognition for your business.

Most states with heavy deer populations have driver alertness campaigns, holding community education events and distributing free brochures that you can hand out to potential customers.

Check with your state’s department of transportation to see what’s available.

Running your own brand of public service-type announcements in the media – including a tag line mentioning your shop – is another successful strategy, says Chuck Jessen of Jessen Productions/PreFab Ads, a producer of television spots tailored exclusively for the collision industry.

A Jessen commercial called “Deer Hit” takes a humorous approach, featuring two deer driving an SUV bearing down on a human pedestrian. Says one deer to another: “It’s like they want to be hit.”

“A lot of times people will tune out a traditional message,” Jessen points out. “If you have a funny commercial they’ll tell their friends about it and talk about it by the water cooler the next day.”

Purchasing the ad rights grants you market exclusivity, meaning another shop won’t be airing the same spot in your area. The professionally produced package includes a smooth voiceover announcement and subtitle highlighting the sponsoring shop. Last year the commercials ran in 31 markets; so far this year about 40 shops have bought into the program.

“We’re building awareness and keeping your name out there,” Jessen explains to ABRN readers. “If they have an accident, that’s the name they’ll recall” when vehicle repairs are required.

“Winning them over with humor is a good first step in building a relationship with your potential customers,” he contends. “These spots will help increase your recognition and stature among insurance agencies and prospective employees. Overall, they help build momentum for your shop, making you appear to be one of the premier body shops in town. They are just one more tool to help you reach your marketing goals.”

Deer migration and mating season, known as “the rut,” generally runs from October through December. Suburban sprawl has severely impacted typical deer habitats, creating a dramatic increase in deer-car confrontations.

The Insurance Institute for Highway Safety estimates that there are more than 1.5 million deer-vehicle collisions each year, causing about $1.1 billion in damage, up to 200 deaths and more than 10,000 injuries.

According to the Insurance Information Institute, the average claim for collision damage is about $3,000, with costs varying depending on the type of vehicle and severity of the wreck. Claims involving medical payments can add thousands of dollars to the cost.

It is widely believed that car-deer run-ins are vastly under-reported to authorities, with many drivers opting to quietly pay out-of-pocket for the repair. State highway workers retrieve many more deer carcasses than what is reflected in the officially recorded statistics, plus some motorists will stop and opt for some take-home venison.

A study of claims from 2005 to 2006 by State Farm Insurance found that the states with the most car-deer crashes were: Pennsylvania, Michigan, Illinois, Ohio, Georgia, Virginia, Minnesota, Texas, Indiana and South Carolina.

“It’s an unfortunate result of having a thriving white-tailed deer population,” says Amar C. Bhajandas, district executive for the Pennsylvania Department of Transportation. “Some of these crashes are unavoidable because deer do step into the path of vehicles. But driving defensively and alertly can give a motorist an edge in many instances.”

In Michigan, October has been declared Car-Deer Crash Safety Awareness Month. In 2006, the state saw a 4 percent increase in car-deer wrecks. Twelve people were killed, compared to nine in 2005. Overall vehicle damage topped $130 million. The average insurance claim amounted to about $2,135 in damage, usually to the front end, often resulting in the car having to be towed from the scene, according to Jack Peet, chairman of the Michigan Deer Crash Coalition (MDCC).

The organization has an array of publicity materials pushing its “Don’t Veer for Deer” initiative urging drivers to stay in their own lane when a deer appears in the headlights.

Police statistics show that most motorist deaths and injuries occur when they swerve to avoid the deer and then strike a fixed object such as a tree, sign or another vehicle. “No one wants to see the deer destroyed,” says Peet, “but striking the animal is often the safest action.”

Although drivers should be aware of deer at all times, 80 percent of all car-deer crashes occur on two-lane roads between dusk and dawn, he adds.

Deer are herd animals and frequently travel in single file. If you see one deer cross the road, chances are there are more waiting, notes Penney Melchoir, field coordinator for the Michigan Department of Natural Resources.

At Erie Insurance, “We’ve been reviewing data since 1999, focusing on how to reduce collisions and keep people safe,” reports rate analyst Darrin Birtciel. “Interestingly, our statistics show that customers who have a deer claim one year are three times more likely to have another deer claim the following year, so if you travel in an area frequented by deer, it’s a good idea to use extra caution,” he advises.

Body shops can help by getting the word out that deer can indeed be dangerous.

Click here to view the Jessen commercial: http://prefabads.com/naked_deer.htm