Current Situation Dealers Spend $8,000,000,000 in Advertising Annually (not including manufacturer’s) GOAL - Drive Traffic from the living room to the Showroom! Sophisticated Demographics to determine Age, Income, Geography, Propensity to Buy your product, etc. Q. Where are the Dealerships Best Prospects? Pre-Disposed to buy your Products and Services A. In your Service Waiting Area!
"You can have anything you want in life if you'll just help enough other people get what they want"! Zig Zigler
HERE IS WHAT YOUR CUSTOMERS ARE SEEING IN DEALERSHIPS TODAY! Average wait time is 1 hour and 32 minutes
Three Questions 1. Is this environment conducive to conducting business? (up-sells) 2. Is it acceptable to allow competing dealers and brands to advertise in your facility? 3. Shouldn’t you be taking advantage of the time these customers are spending inyourDealerships to Communicate and Educate them?
Here’s The Opportunity With your Private Television Network you can now deliver: The Right Message To The Right Prospects In The Right Place At The Right Time Best Possible Marketing Scenario!
The Right Messages CBS Entertainment (Must entertain 1st) 70/30, 12 hour loop, monthly updates, 3-12 min segments Fixed Operations Tech Tips, ‘Ask J.T.’ , Service ‘Transactional’ Spots Sales National and Regional TV Spots Product Walk Arounds, Dealer Spots, Time Sensitive LF Brand / Educate Long Format Did You Know?
Service “In fact, during a recent internal study we were able to prove a direct link between a good service and future car sales.” “if a customer comes into a store for service just once, the chance of them later buying a car from that dealership jumps to nearly one third. Even better the percentage increases with each additional positive visit. And, after five visits... the likelihood they will buy a new car from the dealership nearly doubles. “
COMPETITIVE OUTLETS Goodyear Service Centers – 811 Jiffy Lube Service Centers – 2,000 Pep Boys Service Centers – 560 Midas Service Centers – 2,602 Firestone Auto Care Centers – 1,500 Wal Mart Service Centers – 2,400 Auto Value / Bumper to Bumper – 2,500
Key to Success is the Right Content Walk Arounds Tech TipsTransactional SpotsF & I Air Conditioner A/C Service LoJack Air Filters Vehicle Detailing Extended Service Agreement Batteries Tires Gap Insurance Belts & Hoses In Cabin Air Filter Road Hazard Brakes Certified Body Shop Prepaid Maintenance Fluids Parts and Accessories Gas Cap A/C Deodorizer Sales Transactional Spots Headlights Extended Warranty New Car - Right Now … Oil Change Rotate and Balance Warranty – New Car / New Warranty Tire Pressure Alignment Fuel Economy – Tire Wear Timing Belt Used Cars – Wiper Blades Dent Removal Window Tint Ask JT’s All Makes and Models Independent vs. Dealership Service Batteries Movie Features Premium vs. Regular Octane Windshield Cracks Body Shop Used Cars Importance of Survey Bluetooth Daily News Extended Warranty Brakes RSS Feeds Green Tips PSA’sRegional Marketing
Used to Be Happy Customer told 3 people Unhappy Customer told 10 people Today Happy Customers inform 300 people Unhappy Customers inform 1,000 people
WORD OF MOUTH Word of Mouth has gone Digital Social Networking (4th largest – 340M Visitors 08)
Advertising Age, July 2009 “But the question being bandied about in advertising circles is whether that vast experience could work against Bob Lutz in an age in which selling cars is increasingly about amplifying peer-to-peer recommendations and data-driven direct marketing and less about the mass-market commercials that have long been the mainstay of most of GM’s brands”
‘WORD OF MOUTH’ ABN can assist in getting your customers Emotionally Engaged! ABN Can Educate Your Customers ABN Can Reinforce Key Attributes – Lowest Cost of Ownership ABN Can ‘Educate’ Customers/Employees Key Facts - Made in America ABN can communicate complex messages
Loyalty matters much more in this period of extreme competitiveness with declining sales
If you’re not aggressive on keeping current and orphaned customers, someone will go after them
“AS WE SAY AT ABN” “Manufacturers and Dealers can either take control of their customers experience by communicating with them while they’re at the dealership OR They can continue to ignore them, wait until they go home, and then try to reach them via traditional advertising methods to drive them back to the dealership.”
WHAT COMMUNICATES BETTER? 1 mail piece 24 minutes of multi media messaging
Subscription Pricing Monthly Subscription $1,695 12 Months $1,395 24 Months $1,195 36 Months One Time Hardware and Installation $2,598 ($1,999 Hardware, $599 Installation) Wouldn’t you agree it’s significantly easier to drive a customer from YOUR service waiting area 15 feet to your new car inventory than it is to drive them from THEIR living room to your showroom?
SpecialPricing Monthly Subscription $999.00 First and Last Month Up front ( 13 months) One Time Hardware and Installation Hardware provided by ABN $599 Installation