stop using the same playbook as your competition
TRANSCRIPT
Agenda
• The Market Today
• Target Your Marketing
º Limitations of Your Database
º OEM Programs
• Best Practices
• Q&A
16-17 Million 2016 projections : 931/units/yr
23 Million Units – Sales and Service Opportunity
Low Point
550/units/yr
4400
Dealers
Closed
Why is This Important?
• Customers expect personalization.
• Potentially turning away customers.
• Customer Retention.
General Pros & Cons
OEM compliant.
OEM relationship.
× Limits who they will contact.
× OEM database, not dealership database.
× OEM-focused branding.
Best Practices
• Have a process for cleaning the database.
• Email collection is imperative!
• No more email blasts & blanket mailers.
• Shy away from using a CRM tool for all of your marketing.
• Stay in contact – but only with relevant, targeted messages.
• If using an OEM program, find another way to fill the gaps.
Identifying a Good Provider
• Open ROI reporting.
• Customizable.
• Creates strategy from clean data.
• Look for a partner, not a vendor.
• Service, not tool.