Increase Sales and Fixed Ops With Marketing

Transcription

1 Increase Sales and Fixed Ops With Marketing Peter Webdoc Martin, President Cactus Sky Digital Bradenton, FL and Baltimore, MD Cell MD Office FL Office 1

2 The views and opinions presented in this educational program and any accompanying handout material are those of the speakers, and do not necessarily represent the views or opinions of NADA. The speakers are not NADA representatives, and their presence on the program is not a NADA endorsement or sponsorship of the speaker or the speaker s company, product, or services. Nothing that is presented during this educational program is intended as legal advice, and this program may not address all federal, state, or local regulatory or other legal issues raised by the subject matter it addresses. The purpose of the program is to help dealers improve the effectiveness of their business practices. The information presented is also not intended to urge or suggest that dealers adopt any specific practices or policies for their dealerships, nor is it intended to encourage concerted action among competitors or any other action on the part of dealers that would in any manner fix or stabilize the price or any element of the price of any good or service. 2

3 Learning Objectives Upon completion of this workshop, you will be able to: Use marketing to reach unsold leads and reactivate prospects that are sitting in your CRM. This includes all the inactive or dormant leads going back five to seven years. Clean both your CRM and DMS databases of spam traps, hard bounces and invalid addresses to protect your dealership from being black listed so to improve deliverability. Develop a monthly marketing plan and schedule. Create effective s that will generate a positive response and drive traffic to your dealership website. Set up automated -marketing schedule to target service and sales customers with specific monthly campaigns and offers. Increase service revenue and recapture lost service customers Understand the importance of a mobile-responsive campaign and the difference of mobile-enabled and non-mobile-enabled . Use as a relationship building tool, not a sales pitch. Rate Your Marketing: How s your marketing? _ Mobile-enabled s _ Custom personalized message _ Content specific for sales or service prospects _ Links to service coupons _ Value your trade-in button _ Dynamic vehicle banners tied to model of interest _ Opt-out campaign _ Scrub out potential spam traps and invalid addresses 3

4 DO NOT Send an Campaign Before Cleaning Your Data. Most CRM and DMS databases contain up to 30 percent bad or invalid addresses. Sample hygiene report: 4

5 What Every Campaign Should Have: Before you send your mass -marketing campaign, make sure you have these. Key Elements of Every Campaign: _ HTML Format _ Local Phone Number _ Link to New Vehicles _ Link to Pre-Owned Vehicles _ Service Coupons _ Value Your Trade-In Button _ Personal Content What Is the Automated-Messaging Advantage? Most dealers have over 10,000 records in their CRM and over 30,000 in their DMS. It is impossible to properly follow up with that many contacts without marketing automation. Triggered Conditionally, Based on User Responses Improve Response Rates Build Relationships Educate Customers Qualify Leads Close Sales 5

6 Service Coupons Are the Key to Successful Marketing. Most dealerships only have brand-specific coupons on their website. When conquest marketing you need to: 1. Have aggressive offers 2. Have coupons for all makes and models. 78 percent of all service customers are woman. Example of Service Coupon Microsite: 6

7 How to Collect s at the Dealership: Top-down mandate Monitor collection and accuracy Spiff the cashier Educate the entire team Reactivate Lost Service Customers Active Customers Inactive Customers Orphan Service Customer Conquest Marketing Service customers to whom you did not sell a car. Happy service customers eventually purchase a new vehicle. 7

8 66% of People Are Reading Their s on a Smartphone. Most CRMs are not capable of sending out mobile-adaptive s. What is the mobile-enabled advantage? Mobile-Enabled Non Mobile-Enabled Customers are checking their on mobile devices 78 percent of recipients will delete a non-mobile-enabled Mobile-enabled s: o Reformats to fit smaller screen o Uses finger-sized buttons o Phone numbers are click to call o Text is resized without pinch and zoom MOST POPULAR ACTIVITIES ON SMARTPHONES: 8

9 Summary of Steps to Successful Marketing: 1. Clean your data sending to invalid addresses, spam traps, and hard bounces hurts your sending reputation. Improve deliverability by only sending campaigns to clean data. 2. Mobile-enabled s if your s are not mobile-enabled your customers are deleting them. Mobile-enabled s reformat to the smaller screen and can be read without pinching and zooming. 3. Send monthly sales and service messages target your prospects with specific s based on their interests. 4. Include the following links: New-Vehicle Inventory, Pre-Owned Inventory, Value Your Trade-In, Service Coupons. 5. Prompt, targeted follow-up feed your BDC with hot leads with clicker reports based on interest. 9