What makes your auto repair shop memorable, and are you sharing that story with your customers? Recorded at ASTA 2026 in Raleigh, NC, Melissa “Birdie” Patterson, founder of Bird's iSocial, explores why authentic marketing begins with the people, personality, and culture that make every auto repair shop unique. From a memorable “shop chicken” to customer pet photos, community involvement, and even dad jokes, Birdie shares how everyday experiences can become powerful marketing opportunities. What You'll Learn (00:00:00) Intro (00:04:30) The Power of Connection: Amazing Women in Automotive (00:12:00) What's Your Shop Chicken? Finding Your Unique Story (00:17:00) Birdie's Journey Into Auto Repair (00:20:00) Organic Search and AI: Connecting With Customers Online (00:26:00) Authentic Marketing: Turning Shop Culture Into Content (00:30:00) Working ON Your Business: Leadership, Systems, and Coaching (00:35:00) Investing in Yourself: Personal Growth and Business Freedom Authentic marketing starts inside your business, with your people, your culture, your community, and the experiences customers remember. When you combine that authenticity with intentional marketing, strong leadership, and a commitment to growth, you're not just promoting your shop. You're building relationships, trust, and a business people want to support. Your shop already has a story. Make sure your customers get to hear it. Melissa 'Birdie' Patterson, Bird's iSocial and Growing Shops: https://www.birdsisocial.com/ ASTA (Automotive Service & Tire Alliance):  https://astausa.org/2027-Expo Thanks to our Partners, NAPA Auto Care and NAPA TRACS