Smart Thinking from OneCommand
The car dealer marketing landscape has changed drastically due to the introduction of new social media sites, the sophistication of SEO logic, and the need to incorporate mobile capabilities into every campaign. The world of mass marketing through newspapers, TV, and radio is over. To really reach your customers and keep them coming back, you’ll need to utilize a one-to-one marketing approach, wherein the messaging your customers receive is specific and personal to them.
Here are three ways you can ensure your message reaches your customers in a meaningful way to build owner loyalty and reduce marketing costs.
Leverage a Multi-Channel Creative Library
One easy way to save on marketing costs is by leveraging a multi-channel library. Typically, these types of programs offer email, direct mail, and an assortment of other types of creative graphic and editorial content. By taking advantage of a creative library, you can reduce your graphic design costs and typically deliver your communications faster than starting from scratch and working with your local ad agency. OneCommand’s Campaign Tool Kit offers our clients four to six campaigns each month and each of these campaigns is designed to ensure you receive maximum results with minimal effort.
Segment Your Data to Ensure You Reach the Right Customers
The old mass marketing model was to deliver the same message to every customer, but the truth is consumers typically drown these types of communications out. Now, more than ever, consumers want messaging that is specific and relevant to them and their needs. So, delivering a promotion for the new 2014 Mustang to a customer that just bought a pre-owned Focus probably won’t resonate well; they will think of the marketing as impersonal, un-targeted, and most likely a communication like this will hurt your chances of gaining their loyalty. If you think about it hard enough, you may find that a lot of the mass marketing messages you send to customers aren’t helpful, important, or relevant to their current needs.
Save Money by Layering Communications
The OneCommand team has been at this “dealership marketing thing” for awhile and through our experience, we’ve found that dealers are always looking for ways to save money. So, the next time you decide to run a marketing campaign, think about utilizing digital communications first, like voice, email, and text messaging. Then, layer in direct mail for those customers who did not respond to your first digital marketing effort.
Since digital communications are cost effective and typically deliver the best response, start your marketing campaign by delivering these to your customers; then, if you need to, layer in a direct mail campaign to entice customers even more. This process will help you receive the most out of your marketing dollars.
Next time you decide to deliver a marketing message to your customers, remember we live in a one-to-one marketing world and these types of communications are more personal and relevant to your customer’s needs.