RASTAR

         DEALER
         SOLUTION




RIGHT MESSAGE. RIGHT CUSTOMER. RIGHT TIME.
ii
ONE-TO-ONE MARKETING
  Sending the RIGHT MESSAGE to the
              RIGHT CUSTOMER at the
              RIGHT TIME.
RASTAR DEALER SOLUTION
    A Dialogue Marketing Approach

    IMAGINE THE NEW SALES POTENTIAL
    You know that your sales...
SEGMENT THE AUDIENCE                                   TYPICAL CUSTOMER SEGMENT BREAKDOWN

                               ...
SALES COMMUNICATIONS
    OVERVIEW

    In your customer database is a very predictable number of customers who will purcha...
CREATE A DIALOGUE WITH CUSTOMERS AND PROSPECTS




                                                    Each dealership sen...
Customers Who Are
    READY TO PURCHASE
    There are a few major reasons why existing customers decide it’s time to buy a...
READY TO PURCHASE SALES LETTER



                              Dealership information



                                ...
Prospect Communications for
    CONQUEST SALES

    OVERVIEW

    Instead of trying to acquire new customers by mass-maili...
CONQUEST SALES LETTER


Billboard messages include pre-
owned vehicles, new car offers and
special store messages.        ...
Customers and Prospects Who Are
     IN THE MARKET
     OVERVIEW

     Most hand raisers are willing to tell you when they...
IN THE MARKET SALES LETTER



Billboard messages include pre-
owned vehicles, new car offers and
special store messages.
 ...
SERVICE AND PARTS
     OVERVIEW

     After customers buy a vehicle, some are naturally consistent about coming back for s...
SERVICE LOYALTY SEGMENTATION




Service customers fall into the following segments:

NEW CUSTOMERS
• These customers just...
Service and Parts
     NEW CUSTOMERS
     WHO ARE THEY?

     • These customers just came into the dealership for their fi...
Service and Parts
     RISERS
     WHO ARE THEY?

     • These customers are in the early stages of their customer experie...
Service and Parts
     HIGH VALUE CUSTOMERS
     WHO ARE THEY?

     • These customers come in more often than average—4 o...
Service and Parts
STRUGGLERS
WHO ARE THEY?

• These customers are about to miss a critical service visit.
• They have not ...
CO-OPERATIVE PROGRAM SERVICES
     Rastar provides extensive services to help dealerships ensure that their
     campaigns...
GM CO-OP SAMPLE:




                                                The GM Goodwrench logo must
                         ...
TOYOTA CO-OP SAMPLE:



                                                                            Toyota red/black/white...
HYUNDAI CO-OP SAMPLE:




                                                                   The flying H and logotype mus...
REPORTS AND METRICS
     The bottom line of this program is your bottom line. One of the best ways to achieve success
    ...
Monthly Reports on Our Campaigns
You will receive comprehensive monthly reports, including this “Executive Summary” of res...
NEED MORE INFORMATION?

For answers to questions on the
Rastar Dealer Solution, start here:

Darren Gray
National Sales Ex...
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Launch Guide

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Launch Guide

  1. 1. RASTAR DEALER SOLUTION RIGHT MESSAGE. RIGHT CUSTOMER. RIGHT TIME.
  2. 2. ii
  3. 3. ONE-TO-ONE MARKETING Sending the RIGHT MESSAGE to the RIGHT CUSTOMER at the RIGHT TIME.
  4. 4. RASTAR DEALER SOLUTION A Dialogue Marketing Approach IMAGINE THE NEW SALES POTENTIAL You know that your sales customers share common traits. What if you could take a snapshot of your best customers and find others just like them who have not considered your dealerships in the past? Now you have a powerful set of tools to help you attract and sell to car buyers before they visit your competitors. Rastar provides extensive data-mining services to build a list of prospects who share the same characteristics as your current customers. Think of it. These are people who would be likely to consider your dealerships when making their next vehicle purchase; they simply haven’t been contacted by you yet. When you combine a highly targeted mailing list with powerful creative and compelling offers, the result is increased showroom traffic and, ultimately, more sales. CREATING MORE OF YOUR BEST SERVICE CUSTOMERS Once you make a sale, your ongoing business success depends on loyal customers who regularly bring their vehicles in for service, repairs, tires and accessories. Taking good care of these high- value customers is a smart strategy. But not all customers are created equal. Some buy and then only come in for occasional service. Others buy a car and then disappear. By creating a dialogue with customers to better understand their needs, you can tailor incentives to turn “struggling” customers into high value customers. The Rastar Dealer Solution allows you to send the right message, to the right customer at the right time. SET THE BENCHMARKS To measure the success of your marketing efforts, it’s critical to start with benchmarks against which you can measure. The Valu-Trak Report can provide you with your exact starting benchmarks for sales, service, retention and more. It also shows the areas to target for greatest improvement. The Valu-Trak Report is a powerful tool to increase sales and retain service customers. The additional revenue potential is huge. 2
  5. 5. SEGMENT THE AUDIENCE TYPICAL CUSTOMER SEGMENT BREAKDOWN STRUGGLING CUSTOMERS HIGH VALUE CUSTOMERS Customers for sales and service fall into 1900 CUSTOMERS 1200 CUSTOMERS several categories. Each of these segments 15.7% 9.9% should be treated differently, with communications and offers that address DEFECTED CUSTOMERS NEW AND RISING CUSTOMERS 8000 CUSTOMERS 1000 CUSTOMERS their specific needs and interests. 66.1% 8.2% The main audience segments are: Sales • Ready To Purchase (customers who probably will buy soon) • Conquests (prospects who are similar to your best customers) • In The Market (people who have told you they will buy soon) Service • New Customers (recent buyers and service customers who will need future service) • Risers (customers who come in often) • High Value (customers who come in for all their service) • Strugglers (customers who may be going elsewhere for service) When you know each customer’s level of past spending—and their potential for future spending— the communications to them can be customized with exactly the right message and offers to bring them in again. CREATE A DIALOGUE When customers come in for a test drive or for your current sales and service offers, you have positive feedback. The natural result is increased sales and revenue. But even if some customers don’t come in, the Rastar Dealer Solution offers easy ways for them to respond —on a reply card or on a website. This dialogue, or two- way communication, is a huge step toward knowing what they want, being able to offer it to them and increasing their level of business with you. 3
  6. 6. SALES COMMUNICATIONS OVERVIEW In your customer database is a very predictable number of customers who will purchase a new or used vehicle this month. Whether they purchase from you or someone else, they will buy—soon. Some are at the end of their leases. Others are coming to the end of their financing terms. And still others are simply at a point where they are ready to purchase or lease a vehicle now. The trick is to know who those customers are. And that’s a skill we’ve got nailed down! By communicating frequently with these customers—at just the right time with exactly the right offers—we can increase the number of customers who make a repeat purchase. 4
  7. 7. CREATE A DIALOGUE WITH CUSTOMERS AND PROSPECTS Each dealership sends a sales promotion letter with current offers to customers and prospects who, based on our analysis, are selected as “Ready To Purchase” a vehicle. A significant number of these customers and prospects tell us—on the reply card or website— what and when they plan to purchase. These hand raisers are now treated as “In The Market.” We now send a customized “In The Market” letter to each hand raiser, featuring a photo of the preferred vehicle. Sales offers and spe- cial incentives are highlighted. These hand raisers respond by coming in to buy or lease a vehicle. 5
  8. 8. Customers Who Are READY TO PURCHASE There are a few major reasons why existing customers decide it’s time to buy a new vehicle. 1. They are coming to the end of their leases within the next nine months. 2. They own an older vehicle that is ready to be replaced. 3. They are coming to the end of their financing terms. STRATEGY By sending these customers personalized mailers and e-messages relevant to their decision to buy, we can increase the number of existing customers who come back for a repeat purchase. We can also get them to tell us well before they purchase what they are looking for and when they intend to buy. This gives you a chance to carry on a dialogue with them before your competitors are even in the game. MESSAGING • We value your business. • We invite you to let us know when you will be in the market. • If you are ready now, you deserve something extra for your loyalty. RESULTS • They will come in and buy or lease a vehicle. • They will raise their hands—on the website or by reply card—to say they are considering a vehicle. This puts them “In The Market.” 6
  9. 9. READY TO PURCHASE SALES LETTER Dealership information Sales theme The letter tells “Ready to Purchase” customers that we value them and invite them to come see our latest savings and offers. Billboard messages include pre-owned vehicles, new car offers and special store messages. We ask them to tell you their upcoming purchase plans. 7
  10. 10. Prospect Communications for CONQUEST SALES OVERVIEW Instead of trying to acquire new customers by mass-mailing to everybody—which is costly— we’ll create a profile or “model” of your best customers. Then we’ll find other people in each market area who have the same interests, preferences, lifestyles, income and more. This is a more effective way to get better prospects and make more conquest sales. STRATEGY By sending these prospects personalized mailers and e-messages relevant to their interest in buying, we can start a dialogue long before the competitors are even aware of these prospects. We motivate them to come in for a test drive or reply with details on what and when they intend to purchase. This approach increases your conquest sales now. It adds new customers to your database. And it increases your ability to sell more service, parts, accessories—and repeat vehicle purchases— in the future. MESSAGING • You seem like our kind of customer—we’d like to be your dealer. • We invite you to let us know when you will be in the market. • If you are ready now, we’d like to give you something extra for choosing us. RESULTS • They will come in and buy or lease a vehicle. • They will raise their hands—on the websitte or by reply card—to say they are considering a vehicle. This puts them “In The Market.” 8
  11. 11. CONQUEST SALES LETTER Billboard messages include pre- owned vehicles, new car offers and special store messages. The letter tells prospects that “we carefully selected you as our kind of customer” and invites them to take advantage of your latest offers. Featured offer We ask them to tell you their upcoming purchase plans. 9
  12. 12. Customers and Prospects Who Are IN THE MARKET OVERVIEW Most hand raisers are willing to tell you when they intend to purchase, what vehicles they want to consider and where they intend to make their purchases. We call this “dialogue marketing”— which means we are listening and responding to what they ask for. Finding and communicating with these hand raisers gives you a competitive edge and a big head-start compared to your competitors. Given the current market, you need this kind of edge. STRATEGY We communicate with these hand raisers every month until they make a purchase or indicate that they bought elsewhere. The goal is to get them to come into the store for a test drive and then to discuss current incentives. For existing customers, we may offer them something special for coming in to consider a vehicle purchase. The letter includes information, current offers and a prominent picture of the exact vehicle they are considering. MESSAGING • You told us what and when you want to buy—and we listened. • Here’s a photo of the model you like, along with current incentives. • We invite you to come in to test-drive this model. • If you’ve changed your mind on the model or timing for your purchase, simply tell us and we’ll provide new information to accommodate your plans. RESULTS • They will continue to tell you their plans, or any change of plans. • They will come in and buy or lease a vehicle. • They will become loyal service customers and, eventually, repeat buyers. 10
  13. 13. IN THE MARKET SALES LETTER Billboard messages include pre- owned vehicles, new car offers and special store messages. The letter tells people who are “In The Market” that we listened, and we name their vehicle in the letter copy. They are invited to come in and test-drive their selected vehicle. We feature a photo of the exact model each recipient requested. We ask them to let you know if their model preference or purchase timing has changed. 11
  14. 14. SERVICE AND PARTS OVERVIEW After customers buy a vehicle, some are naturally consistent about coming back for service. Others are not. By managing communications to fit each customer’s activity and timing, we can increase retention throughout the ownership cycle. The service letters open a dialogue with customers. The offers match the service schedule for their vehicles, along with other savings they might like, such as detailing or accessories. In addition, the reply card questions encourage customers to talk to us about their satisfaction, plus future service and vehicle purchase plans. By tracking customer visits and responses, we will know whether or not they are remaining loyal to the store. Loyal customers receive “thank you” messages and moderate offers. Potential defectors are told of the advantages of dealer service combined with deeper discounts on vital maintenance. 12
  15. 15. SERVICE LOYALTY SEGMENTATION Service customers fall into the following segments: NEW CUSTOMERS • These customers just came in for their first service transaction. • They either just purchased a new vehicle or bought a vehicle somewhere else and came in for their first service visit. RISERS • These customers are in the early stages of their customer experience. • They will be due soon for their second, third or fourth service visit. • They have been in for service recently. HIGH VALUE CUSTOMERS • These customers come in more often than average—4 or more visits. • They spend more when they come in. • They came in recently and will return again soon. STRUGGLERS • These customers are about to miss a critical service visit. • They have not been in by the predicted date and need encouragement. • They could have fallen into this group from any of the other groups. FORMER CUSTOMERS • These customers have not been in for service for a long time. • They are difficult to get back into service. • They are best approached to purchase or lease another vehicle. 13
  16. 16. Service and Parts NEW CUSTOMERS WHO ARE THEY? • These customers just came into the dealership for their first transaction. • They either just purchased a new vehicle or bought one somewhere else and came in for their first service visit. STRATEGY AND MESSAGING • Thanks for purchasing a new or used vehicle, or thanks for coming in for your first service visit. • Thank you for choosing us—be sure to visit us for your next scheduled service. • You have chosen an excellent dealership offering special benefits and privileges. • Servicing your vehicle regularly is a great investment. • Let us introduce you to our service department. • Here are some incentives and coupons for your first visit. • Please fill out the reply card so we can serve you better. FREQUENCY OF COMMUNICATIONS • Only once, and within a few weeks of purchase or first service visit. The letter is a “Thank You” for choosing your dealership and directs them to the savings coupons on the back for future service and parts purchases. Features dealer service advantages or a service reminder. Billboard messages include service offers or fulfill co-op program requirements. We invite them to tell you more about their service preferences. 14
  17. 17. Service and Parts RISERS WHO ARE THEY? • These customers are in the early stages of their customer experience. • They will be due soon for their second, third or fourth service visit. • They have been in for service recently. STRATEGY AND MESSAGING • We appreciate your growing loyalty. • Consider all the different services we offer. • Maintaining your vehicle with us is a smart decision. • You need to come in regularly to keep your vehicle in top condition. • Be sure to bring your vehicle back for the next visit soon—especially with some of these savings. • Please fill out the reply card so we can learn what you think and want. FREQUENCY OF COMMUNICATIONS • Every three months. We invite them to tell you how you’re doing, to recommend you to friends, The letter congratulates and to tell you about their next vehicle “Risers” for maintaining purchase plans. their vehicles well, emphasizes the advantages of continuing to choose you for service and directs them to offers on the back. 15
  18. 18. Service and Parts HIGH VALUE CUSTOMERS WHO ARE THEY? • These customers come in more often than average—4 or more visits. • They spend more when they come in. • They came in recently and will return again soon. • Most of these customers will come in anyway. STRATEGY AND MESSAGING • We appreciate your loyalty and business. • Here’s a small token of our appreciation for your loyalty. • What can we do to help you with your vehicle needs? • Would you consider doing even more business with us? • Be sure to come back for the next service visit soon—especially with these savings offers. • Please fill out the reply card so we can learn what you like, what you want or if you plan to buy a vehicle soon. FREQUENCY OF COMMUNICATIONS • Send them a communication two times per year. The letter thanks them for their loyalty and business, emphasizes the advantages of continuing to use you for service and directs them to offers on the back. Billboard messages include service offers, parts and accessories, the option of a dealer “Thank You” gift on their next visit, or to fulfill co-op requirements. 16
  19. 19. Service and Parts STRUGGLERS WHO ARE THEY? • These customers are about to miss a critical service visit. • They have not been in by the predicted date and need encouragement. • They could have fallen into this group from any of the other segments. STRATEGY AND MESSAGING • Bring your vehicle in for the next scheduled service. (We want to rescue these customers before they defect from the dealership forever.) • Here are bigger savings to motivate you to come back. (These are stronger incentives than any other segment receives.) • What can we do to get you back? • Why are you leaving? Can we can fix it? • Please fill out the reply card so we can learn more about your thoughts. If they do not respond to the last struggler mailing or e-message, we will phone them for a personal conversation with offers. FREQUENCY OF COMMUNICATIONS • First communication when they are within 60 days of the predicted defection date. • Second communication when they are within 30 days of the defection date, if they do not come in after the first communication. • If they do not come in after the second communication we will make a phone call within 5 days of the predicted defection date. This may vary by brand and service interval, but may The letter talks directly about service that is now feature estimated mileage, a service light system, due and urges the customer to come in. Store services needed or a specific service offer. advantages are highlighted. The large savings in the offers are pointed out. We ask them if they are servicing their vehicle elsewhere, why, and what you can do to win their business back. We also ask about their next vehicle purchase plans. FORMER CUSTOMERS • These customers have not been in for service for a long time. • They are difficult to attract back for service. • They are best approached in the sales program when it’s their predicted time to purchase or lease another vehicle. 17
  20. 20. CO-OPERATIVE PROGRAM SERVICES Rastar provides extensive services to help dealerships ensure that their campaigns are eligible for available co-operative program funds. DESIGN We have a large knowledge base of co-op program requirements for major auto manufacturers. Our creative team designs campaign materials to meet these co-op requirements. This includes correct language, images, trademarks, etc. and incorporation of state-specific disclaimers on MSRP and lease offers. PRE-APPROVAL Prior to printing, Rastar’s co-op specialists submit campaign letters to the manufacturer for pre-approval. If changes are required, our co-op specialist works with the manufacturer and/or the client to collect required information. With changes incorporated, the co-op specialist resubmits the letters to the manufacturer. Upon manufacturer approval, campaign materials move into production and printing. CLIENT SUBMISSION ASSISTANCE After mailing, Rastar provides the client with the following materials to facilitate client submission: • Printed letter sample • Postal receipt • Itemized statement of costs • Copy of the pre-approval notice In some cases, manufacturers require a list of mailing recipients. Rastar provides mailing lists in manufacturer-required format. 18
  21. 21. GM CO-OP SAMPLE: The GM Goodwrench logo must occupy space on the front and back of the letter size equaling 5% of the total letter. This logo must also appear on each coupon. Dealer information, location, hours, contact, etc. must be listed. 19
  22. 22. TOYOTA CO-OP SAMPLE: Toyota red/black/white logo should be: black logo on light/white background or a white logo reversed out of Toyota red or on a field of 70% or darker. Dealer information, location, hours, contact, etc. must be listed. “Parts and Service” logo, and “Moving Forward” logo must appear secondary to main Toyota logo. If dealership doesn’t have its own URL, www.toyotaownersonline.com must be included. Recommended Service — On service letters, the recommended service needs to be detailed and coincide with the estimated mileage listed. 20
  23. 23. HYUNDAI CO-OP SAMPLE: The flying H and logotype must be used together at all times. The “Hyundai Genuine Parts” logo or the “Hyundai Genuine Service” logo must be used on all service letters. “America’s Best Warranty” must be referenced in the body copy of the letter at least once. Recommended Service — On service letters, the recommended service needs to be detailed and coincide with the estimated mileage listed. 21
  24. 24. REPORTS AND METRICS The bottom line of this program is your bottom line. One of the best ways to achieve success is to increase the lifetime value of existing customers. Through reports and metrics, we will see how to increase the loyalty and profitability of your customers. We’ll also know the exact return on investment. REPORTS Measuring performance is the key to effective campaign management. The monthly reports will tell you what was mailed, to whom and the results. You’ll see a breakdown of campaign performance along multiple dimensions. • Overall campaign results and effectiveness. • Specific response and conversion rates by segment. • The migration of individual customers toward greater or lesser loyalty. • The effectiveness of follow-up communications to customer responses, service and sales purchases and repeat transactions. • Key dealership performance elements. • Areas for improvement. METRICS The metrics for a program like this are complex—but also provide the power to achieve an all- new level of success. From baseline benchmarks to predictive modeling, metrics are at the heart of being able to send the right message, to the right customers, at the right time. • Analytics include customer transaction history, prospect selection models, geographic analysis and more. A key analytic is identifying lifestyle characteristics of current customers. • Segmentation divides customers into groups with similar characteristics, such as potential buyers or service customers. These segments are used to target messages and offers. • Profiling tells who your customers really are based on key behaviors, demographics and lifestyle. In the end, we are better able to target the right messages and offers. • Predictive Modeling is a sophisticated technique to analyze past behaviors of each customer segment—then be able to predict the likelihood to respond to an offer, increase in loyalty, service more often and, eventually, purchase a vehicle again. 22
  25. 25. Monthly Reports on Our Campaigns You will receive comprehensive monthly reports, including this “Executive Summary” of results for the most recent marketing campaign. Online Reports and Metrics You will have access to a powerful Web tool called PointCast, which enables you to see and update customer data, run reports, modify program parameters and more. This real-time tool shows customer responses as they come in. You will also be able to access online dealership marketing tools as they are developed. 23
  26. 26. NEED MORE INFORMATION? For answers to questions on the Rastar Dealer Solution, start here: Darren Gray National Sales Executive dgray@rastar.com (801) 990-6495

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