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 1

2 ? Customers in DMS Prospects in CRM 2

3 is the most effective way to reach your unsold leads Harder to deliver past spam filters 2012 ISPs shifted to the Engagement model 3

4 Engagement ISPs ENGAGE or get BULKED 50 to 70 percent of Your Customer and Prospect Database is Comprised of these ISPs 4

5 Data Cleaning Sample of a Dealership Hygiene Report 5

6 Remove Hard Bounces Re 6

7 Data Cleaning Remove potential spam traps Hard bounces Invalid addresses 20 to 30 of the data is lost percent during this process 7

8 Unsold Internet Leads in the CRM Prospect for Sales and Service

9 You are sitting in a pot of Increase Gold Sales without spending MORE money $20 Average Third-Party Lead Cost (10,000 leads x $20=$200,000) 5 to 15 percent Average Internet Closing Ratio 9

10 Re-engage Unsold CRM Leads 95% Did not purchase from your dealership 25% 99% Consumers who report no contact from dealership Of prospects are in your PMA 10

11 Follow-Up is Paramount 41% Purchased their vehicles from another dealer 33% of leads buy after three months 11

12 Target Your ENTIRE CRM Dormant, Inactive Leads Active Leads 12

13 Reach and Engage Your Unsold Leads Optimize subject lines Generate content for successful delivery Monitor your campaigns 13

14 Monthly Sales and Service Marketing on a Preset Schedule Send monthly s out to the ENTIRE database every month 14

15 is a Relationship- Building Tool Key elements of every campaign: Should be HTML Local Phone Number Links to: New Vehicles Pre-Owned Service Coupons Trade-in Value Personalized

16 Service Opportunity Satisfied Service Customers Eventually BUY Cars Convert service customers to NEW car buyers Keep local prospects engaged with your dealership 16

17 Service Coupons for All Makes and Models Bring in additional customers Reactivate dormant leads 17

18 Mobile Coupons Coupons are Cost- Effective and Trackable 18

19 Existing Customers in DMS Customer Composition Vehicle Sales Active Service Lost Service Orphan Owners 19

20 Increase Your House List Count to Up to 30 Percent Less than 5 % is what the average dealership has of its customers addresses in the DMS 20

21 How to Collect s at the Dealership?? Top-down mandate Monitor Spiff the cashier Educate the team

22 Reactivate Lost Service Customers Active Customers Inactive Customers 22

23 Orphan Service Customer Conquest Marketing Service customers to whom you did not sell a car. Happy service customers will eventually purchase a new vehicle. 23

24 Your Entire Audience Monthly Consistent professional messaging will keep your dealership top-of-mind 24

25 Automated Messaging Pre-Built Sequential Targeted Messages Triggered Conditionally, Based on User Responses Improve Response Rates Build Relationships Educate Customers Qualify Leads Close Sales 25

26 The Mobile Challenge 26

27 Most Popular Activities on Smartphones 27

28 66% of customers are reading marketing messages on a mobile device 28

29 Non Mobile- Enabled s Look good on a desktop but do not reformat for the mobile audience If you have to pinch and zoom 29

30 What Do You Do When You Get One? 30

31 Mobile- Enabled s reformats for smaller screens Buttons are finger-sized Phone numbers are clickactivated Text is readable without pinching and zooming 31

32 Create Relationships Find out interests Market based upon them Engage Based Upon Interest 32

33 Drive More Leads to Your Dealership s Website Feed your BDC Phone Ups Internet Leads Unsold Traffic Owner Retention Database Mining Referral and Lead Generation 33

34 Drives High Quality Website Traffic 34

35 Targeted Follow-Up Use report data to follow up on prospects based upon interest Used cars New cars Service Send info based upon what they clicked

36 Clicker Reports Reports tell you which customers click through from the to your website and show you at what they are looking Address Link Description Full Name H-Phone W-Phone Make Model Year Salespers on New Vehicles Michael Marc Chevrole t dredm@baybroad. net kbert@yahoo.com Lorenp@Comcast. net Silverado New Vehicles David Red Unknown Pre-Own Vehicles Lorenzo Villa Chevrole t New Vehicles Paul Loren Chevrole t Tleidy@aol.com New Vehicles Tom Leydi Chevrole t Camaro Traverse Tahoe

37 ff Feed your BDC with warm prospects based on their activities 37

38 Key to INCREASING Sales and Service Revenue Deliver mobile-enabled s to your customers and prospects monthly

39 Track Your Results: s Sent s Delivered Spam Complaints Unsubscribe percentage Clickers Sales New Customers Previous Service RO Counts Website Traffic Closing Percentage 39

40 Reporting Process Dealership generates a report of ENTIRE historic CRM Report includes ALL dormant and inactive prospects - with and without s CRM Data export 40

41 Summary Clean Your Databases Follow Up Until They BUY or DIE Professional Content Track Results Conquest Coupon Page Maximize engagement Use Mobile-Enabled s 41

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43 Please visit the NADA University Online booth in the Expo Hall for information on accessing electronic versions of this slide presentation and the accompanying handout material, and to order the workshop video-recording. Increase Sales and Fixed Ops With Marketing Peter Webdoc Martin President Cactus Sky Digital Bradenton, FL 43