Consumer Preferences: Turn Them to Your Advantage
Our tough economy means people are hunkering down and looking to save money whenever and wherever possible. By shifting your marketing emphasis away from new vehicles and towards your service, parts, and pre-owned vehicle departments, you can take advantage of this market change while continuing to offer your customers the services they need.

Consumers are holding onto vehicles longer
As families struggle with rising mortgage payments and a tanking economy, we’re seeing the effects on the number two household expense for most families: their cars. Consumers are turning away from buying new cars and doing whatever they can to hang on a bit longer to their current vehicles. An April 10, 2008, National Public Radio Marketplace Report stated that the main benefactors of this change in focus are repair shops and dealership service departments. People are writing big checks for heavy-duty repairs, like new transmissions and engines; repairs that in the past may have led them to a new vehicle. So how can you turn this changing market to your advantage? Use your e-newsletter to promote service, parts and used vehicles.

Promote your parts department

Since more consumers are opting to keep their current vehicles instead of upgrading, consider that they may be receptive to making the old feel new with accessories. Capitalize on this new trend by using your e-newsletter to promote your parts department. For example, include an article entitled: “Top Five Accessories to Upgrade Your Vehicle for Summer” with links to your parts department and accessories specials. Or, include an image of one of your best-selling models accessorized with high-quality add-ons, complete with links to accessory descriptions and promotions.

Promote your service department

Rising prices mean that consumers are starting to value vehicle utility over vehicle image. Translation: the shift away from new vehicles means consumers are prepared to invest more in vehicle maintenance, so promote your service department now to win more sales. One of the best ways to do this is to include service specials and promotions in your e-newsletter. Some e-newsletter services include sophisticated coupons designed to boost customer response, with the most cutting-edge offering mobile coupon functionality. This means that when a consumer receives an e-newsletter with a mobile service coupon, they simply enter their cell phone number into the space provided and the coupon is sent to their phone as a text message. Now when they visit your dealership they only have to ‘show their phone’ to redeem the coupon. It’s fast and simple and increases the likelihood that your offers will attract more customers.

Promoting your pre-owned vehicles
In another National Public Radio report, broadcast on May 5, 2008, industry experts estimated that a million fewer new cars will be sold this year than last year That’s a huge number and means that if you want to attract the segment of consumers who are considering trading-in a vehicle, heavily promote your pre-owned vehicles. Your e-newsletter is a perfect place for this type of promotion since you can include interactive vehicle photos alongside Request A Quote or Get More Information links which, when clicked, send the customer’s information to you for immediate follow-up. Instead of static printed ads that may contain only a basic vehicle description and phone number – which the customer has to remember to take down and then call – the e-newsletter makes the process simple and intuitive so you generate more leads and sales.