“But I am a Service Director, not a marketing expert!”
Today, we have been tasked to wear several hats, some of which we are not experts at, and do not want to be. In any case, we must market relevant, Dealership Branded and useful communications to our service customers to drive traffic and retention metrics. The majority of the time our next Sales customer, will come from the service lane. Prospecting for new customers is expensive and lackluster in response.
In this article we will look at a “recipe” for successful service marketing.
Inspect what you are doing today, by measuring your ROI response. The reports from your current marketing provider should include a 6–12 month sample. Verify with you advisors that they physically see these offers walk through the door. Pick out a few responses your vender is taking credit and quantify the communication brought them in as the report implies.
Do not over communicate by using multiple venders. You may be duplicating efforts with multiple offers. Many times these offers are different and confusing to your customers. An example; OEM sponsored communication offers a $39.95 LOF and a secondary provider is sending $29.95 LOF. If the offer confuses the customer, in most cases it will not get used. By reducing overlap, you will save money and do a better job communicating to your customer base.
Don’t over think your special offers. The KISS (Keep It Simple Stupid) principle works well here. Offers should be comprised of Sales Price, retail and Savings Amount. Limit the disclaimers. $10.00 off your next service visit is a simple and good example.
To summarize, make you offers simple and make it easy for your customers to do business with you. Once you have done your homework, communications can easily be inspected once a month for validation. To read the complete “Life is Full of Recipes” article and others, Check Out the CIMA Blog.
Would you like a fresh set of eyes or a second opinion as to your marketing efforts today? Do you have ideas or questions you would like to bounce off of someone? Are you having P/S Club or 20 group meeting and want to have quality marketing content for discussion? I would be happy to help if I can. Send me an email at rwelsh@cimasystems.NET.
National Sales Director
CIMA Systems Inc.