The document provides guidelines for dealers to improve customer engagement and increase sales. It recommends setting defined and measurable goals such as increasing customer requests by 3% and web traffic by 5%. It emphasizes making the customer the main focus by providing needed information at each step of the shopping process. Metrics and processes should be regularly measured and adjusted as needed to maximize the 80% value content and 20% promotional content across online and offline tools like websites, social media, emails and print. Co-branding with manufacturers and using brand power is also advised to improve return on investment.

1. A COMMUNICATION
INTRODUCTION
for dealers

2. Goals
Defined and measurable goals

3. Goals
Defined and measurable goals
- Increase of 3% on customer request
- Increase 5% web traffic
- Increase 10% potential customers data base

4. Customer centered
The product is no longer important.
Now the main character is the customer

5. Customer centered Shopping process

6. Customer centered Shopping process
On each step of the process, give
the customer the information they
need.

7. Hyper-Informed customer
80% Value content
20% Promotional content

8. Tools
Off Line
- Direct contact
- Telephone
- Shop
- Printed magazine
On Line
- Web
- Email marketing
- Social Network
- Referals
- Influencers
- Opinion leaders
- New media

9. Measure and control
Put the main goal in the center
If needed, change the process
If more needed, change the goal
- Define specific times in calendar
for measurement

10. ROI Return of Investment

11. Cobranding
Rely on your manufacturer
Use the power of the brand

12. WEB
URL name no -
Pop-up for lead generator
Added value for lead generator
No links to Socials
No information of engines
No keyword on engines
No external link to mother brand
= Mystery and misinformation
Less added value to web
Responsive
Keywords in menu
UX
Lead generator
Landing for engines

13. Facebook
Profile Image
Posts in two languages segmentation
No engagement content
No tagging the brand
look at the numbers of the boat reference now that we shared it
Send Boat Reference information for
web
Add links to web for more information of the product
Good you are here! Are your customers here?
Contact telephone
In the office content
In the shop content :)
Good promotion
GREAT boat reference
Good is a Page, not a profile!
Do you have more than one
Manager?

14. Linkedin
Drop de capitals!
Separate history from content
Be more precise
Publish updates and news
Linkedin is for people, create a
worker’s profile and participate in
groups
Good you are here! Are your customers here?