The document discusses common gaps in dealership marketing strategies that reduce effectiveness. It identifies 10 questions about a dealership's customer database and how they collect and update customer contact information. Maintaining accurate customer data is important as typical email list annual churn is 25-50% and email marketing averages a 44x return on investment. The document advocates segmenting customers and personalizing communications based on behaviors and preferences rather than generic messaging. It provides examples of how non-promotional content engages customers more and how the top 20% of customers account for a large portion of revenue and business. Overall, the document promotes using customer data analytics to improve marketing strategy and maximize returns.
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More Related Content
Is There a BIG Hole in Your Marketing Strategy?
1. IS THERE A BIG HOLE IN YOUR
MARKETING STRATEGY?
10 Common Gaps that Reduce the Marketing Effectiveness
In Even the Most Progressive Dealerships
7. - How many records do you have in your customer database?
8. - How many records do you have in your customer database?
- What percentage do you have email addresses for?
9. - How many records do you have in your customer database?
- What percentage do you have email addresses for?
Telephone numbers?
10. - How many records do you have in your customer database?
- What percentage do you have email addresses for?
Telephone numbers? Text opt ins?
11. - How many records do you have in your customer database?
- What percentage do you have email addresses for?
Telephone numbers? Text opt ins? Social media contacts?
12. - How many records do you have in your customer database?
- What percentage do you have email addresses for?
Telephone numbers? Text opt ins? Social media contacts?
- Do you ask customers to specify their preferred
communication channel?
13. - How many records do you have in your customer database?
- What percentage do you have email addresses for?
Telephone numbers? Text opt ins? Social media contacts?
- Do you ask customers to specify their preferred
communication channel?
- How do you update your customer data?
14. - How many records do you have in your customer database?
- What percentage do you have email addresses for?
Telephone numbers? Text opt ins? Social media contacts?
- Do you ask customers to specify their preferred
communication channel?
- How do you update your customer data? Through the
Service Drive?
15. - How many records do you have in your customer database?
- What percentage do you have email addresses for?
Telephone numbers? Text opt ins? Social media contacts?
- Do you ask customers to specify their preferred
communication channel?
- How do you update your customer data? Through the
Service Drive? Through third party data providers?
44. Replacing database loss through unsubscribes
Average cost of a 3rd party lead: $21
780 x $21 = $16,380
THE COST OF IRRESPONSIBLE EMAILING
Putting the loss in perspective.
46. BUY A CAR FROM ME
SERVICE YOUR
CAR WITH ME
WRITE A REVIEW
TO HELP ME OUT
53. Not only are your best customers
responsible for more revenue, they also
engage 290x more than others
+ 63% CLICKS
Benefits of Non-Promotional Content:
+ 61% SERVICE VISITS
+ 28% VEHICLE PURCHASES
55. Can take a number of different forms:
- Not having a follow up plan based upon the data generated
- Not using data to develop predictive models
- Not joining different data sets for more in depth analysis and insight
FOLLOW UP OPPORTUNITIES
59. JOINING DIFFERENT DATA SOURCES
TOGETHER FOR DEEPER INSIGHT
3rd
Party
Leads
SEM
Behavioral
Data
Website
DMS
CRM
66. So why do our lifecycle communications assume that all vehicle
owners behave exactly the same way?
Demographic data is not enough.
Intent must be taken into account.
Smart use of data will predict when each customer is likely to service
within the next month. Same for likely to purchase.
69. MAKE THE MOST OF YOUR MARKETING DOLLARS
42%
OF VEHICLE
PURCHASES
44%
OF SERVICE
REPAIR
ORDERS
44%
OF STORES
GROSS
MARGIN
IN AN IMPORT STORE*, THE TOP 20% OF
CUSTOMERS CREATED:
*During a 6 month period
71. Look at all of your marketing and advertising activity in one calendar.
72. Leverage Tier 1 and Tier 2 advertising support to your advantage.
“A man who stops advertising to save money….” henry ford
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Provide your customers with informational content about how to care for their vehicles.
Your customers don’t always have an automotive need. Your communications with them should not just be about advancing your needs to sell and service vehicles. Send varied communications that include non-promotional content.
Send other messages without any expectation of receiving anything in return. Birthday and anniversary greetings – emails, card, telephone calls. I spoke with a client recently, a person who has been in the industry for 30 years as a DP, an consultant, VP of Sales for small and mid-sized groups. He related that he still speaks with is stores everyday to make sure that someone has the list of all of the customers having birthdays that day and that each and every one will receive a call from the dealership wishing them a happy birthday and nothing else.
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When you you put together a campaign or communication, do you do so with the follow up plan or strategy in mind? Do you know what you put each vehicle, incentive, lease special, vehicle review, etc. in because you know what your follow up action is? Do you have a follow up message in mind that you intend to send to people who click on certain content? Do you know in advance that people who interact with certain content will receive a telephone call? Do you know what the word tracks fo rthe call will be?
Your ongoing data collection strategy can and should also feed predictive models.
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When you send varied commnunications that include both promotional and non-promotional content, you create opportunities to learn more about your customers. When they are demonstrating signs of purchase intent, what they are interested in, likes and dislikes to create personas…
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Recent Google Think Insights study found that consumer intent is more valuable than demographic data. Excessive reliance upon demographic data results in more missed opportunities than one would expect. A couple of examples noted in the study – 40% of baby products are purchased by homes with no children.