This document discusses strategies for maximizing profit from a dealership's existing customer database. It recommends focusing as much on retaining current customers as acquiring new ones. It promotes using data mining of the customer database to identify opportunities through targeted alerts, such as when customers are eligible to upgrade their vehicle or extend their warranty. Regular communication through email, direct mail, and other channels is encouraged to maintain relationships and identify sales opportunities over the long term.
A multifaceted sign product benefiting:
~ Small to medium sign shops,
~ Sign supply companies & distributors,
~ Advertising agencies,
~ End-users.
"It's the best alternative to lettering a car or SUV!"
A multifaceted sign product benefiting:
~ Small to medium sign shops,
~ Sign supply companies & distributors,
~ Advertising agencies,
~ End-users.
"It's the best alternative to lettering a car or SUV!"
Elevations Credit Union understands that buying a car can be overwhelming, especially if it's your first time. That's why we've teamed up with Automotive Avenues to help you through the process. This presentation provides helpful tips on simplifying the buying process, budgeting and more.
Learn more about our low-rate auto loans and car-buying service by visiting https://www.elevationscu.com/personal/loans/auto-loans
Watch a video of the presentation: http://bit.ly/X5gM14
Nott Autocorp has been featured many times in the Manitoba based Style Magazine. It is the most widely distributed magazine in Manitoba, mainstream but upscale, directed towards consumers, businesses, and lifestyles of those pertaining to Manitobans.
"Style Manitoba celebrates 12 years of steady growth, and throughout that time, the magazine has been honoured with a silver award for graphic excellence in an international competition. Issued four times per annum, Style Manitoba fulfills the function that urban publications should, acting as a magnet for community thought and a showpiece for Manitoba and Western Canada. The publication crosses several markets, penetrating and retaining certain niches better than do other media."
- Style Magazine
www.nottautocorp.com
www.stylemanitoba.com
Let Brilliant Mobile help you Sell more cars, Sell more Accessories, Announce Promotions, Engage Customers, Build Customer Loyalty & Build Customer Relationships, and Grow your Customer Database to Increase Profitability
Elevations Credit Union understands that buying a car can be overwhelming, especially if it's your first time. That's why we've teamed up with Automotive Avenues to help you through the process. This presentation provides helpful tips on simplifying the buying process, budgeting and more.
Learn more about our low-rate auto loans and car-buying service by visiting https://www.elevationscu.com/personal/loans/auto-loans
Watch a video of the presentation: http://bit.ly/X5gM14
Nott Autocorp has been featured many times in the Manitoba based Style Magazine. It is the most widely distributed magazine in Manitoba, mainstream but upscale, directed towards consumers, businesses, and lifestyles of those pertaining to Manitobans.
"Style Manitoba celebrates 12 years of steady growth, and throughout that time, the magazine has been honoured with a silver award for graphic excellence in an international competition. Issued four times per annum, Style Manitoba fulfills the function that urban publications should, acting as a magnet for community thought and a showpiece for Manitoba and Western Canada. The publication crosses several markets, penetrating and retaining certain niches better than do other media."
- Style Magazine
www.nottautocorp.com
www.stylemanitoba.com
Let Brilliant Mobile help you Sell more cars, Sell more Accessories, Announce Promotions, Engage Customers, Build Customer Loyalty & Build Customer Relationships, and Grow your Customer Database to Increase Profitability
In this digital age, there are now more and more opportunities for faster, more profitable processes. No matter what your dealership role, Think Fast! will give you insights into how you can improve performance, increase profit and make your customers happier.
Purpose of the presentation today is to educate, enlighten, inform, and entertain you about some of the intricacies of purchasing or leasing your next vehicle!
We will attempt to answer all your questions and if we can’t we promise to get you the answer to your question by the end of the next business day!
DealerLink - Real Time Exclusive Special Finance Leadsdw_n_cinti
DealerLink leads are Real Time Exclusive Special Finance leads from people already searching for cars and making sure that they qualify of an auto loan.
They are people who are ready, willing, and now able to buy a car.
Call Dave @ 513 294-8767
AutoSuccess addresses the specific, researched needs of new car and light truck dealerships by providing entrepreneurial, cutting-edge, solution-based editorials to increase dealership profits and reduce expenses
AutoSuccess, magazine, sales, new, used, selling, salespeople, vehicle, dealer, dealership, leadership, marketing
For similar content visit http://www.autosuccesssocial.com/
To our shareownersAs regular readers of this letter w.docxedwardmarivel
To our shareowners:
As regular readers of this letter will know, our energy at Amazon comes from the desire to impress
customers rather than the zeal to best competitors. We don’t take a view on which of these approaches is more
likely to maximize business success. There are pros and cons to both and many examples of highly successful
competitor-focused companies. We do work to pay attention to competitors and be inspired by them, but it is a
fact that the customer-centric way is at this point a defining element of our culture.
One advantage – perhaps a somewhat subtle one – of a customer-driven focus is that it aids a certain type of
proactivity. When we’re at our best, we don’t wait for external pressures. We are internally driven to improve
our services, adding benefits and features, before we have to. We lower prices and increase value for customers
before we have to. We invent before we have to. These investments are motivated by customer focus rather than
by reaction to competition. We think this approach earns more trust with customers and drives rapid
improvements in customer experience – importantly – even in those areas where we are already the leader.
“Thank you. Every time I see that white paper on the front page of Amazon, I know that I’m about to get
more for my money than I thought I would. I signed up for Prime for the shipping, yet now I get movies, and TV
and books. You keep adding more, but not charging more. So thanks again for the additions.” We now have more
than 15 million items in Prime, up 15x since we launched in 2005. Prime Instant Video selection tripled in just
over a year to more than 38,000 movies and TV episodes. The Kindle Owners’ Lending Library has also more
than tripled to over 300,000 books, including an investment of millions of dollars to make the entire Harry Potter
series available as part of that selection. We didn’t “have to” make these improvements in Prime. We did so
proactively. A related investment – a major, multi-year one – is Fulfillment by Amazon. FBA gives third-party
sellers the option of warehousing their inventory alongside ours in our fulfillment center network. It has been a
game changer for our seller customers because their items become eligible for Prime benefits, which drives their
sales, while at the same time benefitting consumers with additional Prime selection.
We build automated systems that look for occasions when we’ve provided a customer experience that isn’t
up to our standards, and those systems then proactively refund customers. One industry observer recently
received an automated email from us that said, “We noticed that you experienced poor video playback while
watching the following rental on Amazon Video On Demand: Casablanca. We’re sorry for the inconvenience and
have issued you a refund for the following amount: $2.99. We hope to see you again soon.” Surprised by the
proactive refund, he ended up writing about the experience: “Amazon ‘noticed that I experienced ...
This rebroadcast of the 2018 NADA presention of a Cox Automotive study shows why Inventory Acquisition Services for Dealerships is one of the hottest trends being implemented at successful used car dealerships. As one dealer put it, "When it comes to trying to find inventory I'd rather have a commercial fishing long-line than a cane pole. The more eyes I have on auction inventory the better results I am going to have." Zulia Lopez - One Stop Autos
Don't get owned marketing your Certified Pre-Owned Inventory (CPO) - Presente...Ian Cruickshank
Bring CPO Marketing to the Next Level
We know that pre-owned shoppers evaluate cars differently than new car shoppers. Pre-owned buyers evaluate the make, model and the individual vehicle, while new car shoppers typically only evaluate the model and trim.
However, many OEMs still market their CPOs the same way they market their new vehicles: through branding and incentives but not down to the individual vehicle.
Luckily, dealerships have been marketing individual vehicles for years and have made amazing strides at optimizing inventory based marketing. Come learn about the technology and optimization tips that OEMs can use to bring CPO marketing to the next level.
You’ll learn:
Which dealership marketing techniques can easily translate to CPO campaigns
What advances in technology have been made to enable better marketing
New metrics to gauge success for CPO campaigns
Ri-genr8 is a revolutionary tool that is designed to help Business Managers flag customers in your database who are potential buyers WHEN they are ready to consider a purchase. It will tell you who to call and more importantly, why? You will know:
• The right time to call
• The right customer to call
• With the right information
• About the right product
It integrates the world’s best F&I and vehicle sales practices, helping you to sell more vehicles and F&I.
1. Buried Treasure: Finding the Profit
Hidden in your database
with Julian Johnston
Senior Director of Product Consulting | AutoAlert
Julian.Johnston@AutoAlert.com
2. My Goal For Today
My goal is for all of you to go back to your
dealerships and place as much focus on
your current customer base as you do
conquesting new customers.
3. #1 GOAL
OUR
WILL ALWAYS BE
SELLING VEHICLES
MORE UPS + HIGH CLOSING RATIO
= MORE SALES
AND
A Pillar of Our Industry
7. If I asked you…
• Number one lead source?
• Monthly Visitors on your website?
• How many of them were unique?
• What was the average bounce rate of your website?
• VDP vs. Homepage
• 3rd party vs. Targeted Ad
• Avg Response time on internet leads
• Closting ratio
8. Do you know are you
following up with your sold
customers?
The (Not So) Simple Question…
9. Sales 101
So, why aren’t we putting focus on this
part of our business?
11. Retention
OEM’s Focus on Retention
WE HAVE ALREADY GOTTEN THEM TO SAY: YES!
THAT’S THE HARDEST PART
AND
12. NADA AVG: $650
10,000 X 650 =
$6.5 Million
BUILDING
INVENTORY
STAFF
Your No. 1 Asset?
13. What are you doing to
maximize the profitability of
your database?
Your No. 1 Asset?
14. When was the last time you
did an audit on your CRM
Sold (Delivered) process?
Yes. Your CRM does Follow Up.
15. What is Data Mining?
• The practice of examining large databases in
order to generate new information
• The process of analyzing data from different
perspectives and summarizing it into useful
information - information that can be used to
increase revenue, cuts costs, or both.
16. What is Data Mining?
Using your data to
communicate value to
your current customers on
a consistent basis.
20. • Purchased
vehicle less that
two years ago.
• -$1700 of
inequity
• Currently paying
$956
• Been in service 8
times in 18
months
• Can lower
monthly payment
Custome
r B
Who would you rather call?
Custome
r A
21. • 6 payments left
on current
vehicle
• $4200 of equity
in vehicle.
• Currently paying
$234 a month
• An upgrade
would increase
monthly payment
by: $165
Custome
r B
Great opportunity?
Custome
r A
24. Upgrade Alert
Mileage Alert
Warranty Alert
Service Alert
Contract Alert
Flex Alert
In-Market Alert
Customers can upgrade to a 2016/17 model for the same payment.
Your customer is in the service lane. Say hello, with a relevant offer in hand.
Upgrade Lease Customers to a 2016/17 model before mileage penalties occur.
Offer extended warranties, even if they did not purchase with you.
Be the first to know when contracts are ending on a lease or purchase.
Identify buyers who are eligible to trade now, trading their current vehicle for new.
Recognize shopping patterns that define a customer is READY TO BUY.
Custom OEM Alert Private Offers or Data Segment Alerts provided by OEMs.
Plenty of Revenue Streams, but…
TARGETED & SEGMENTED ALERTS
25. 25
Upgrade Alert
Mileage Alert
Warranty Alert
Service Alert
Contract Alert
Flex Alert
In-Market Alert
Customers can upgrade to a 2016/17 model for the same payment.
Your customer is in the service lane. Say hello, with a relevant offer in hand.
Upgrade Lease Customers to a 2016/17 model before mileage penalties occur.
Offer extended warranties, even if they did not purchase with you.
Be the first to know when contracts are ending on a lease or purchase.
Identify buyers who are eligible to trade now, trading their current vehicle for new.
Recognize shopping patterns that define a customer is READY TO BUY.
Custom OEM Alert Private Offers or Data Segment Alerts provided by OEMs.
TARGETED & SEGMENTED ALERTS
DID YOU KNOW?
15% - 20% OF YOUR DMS
CAN UPGRADE AND KEEP
THEIR PAYMENT THE SAME?
New Vehicle. Similar Monthly Payment.
26. First-Party
Audience
The Unknown
Shopper
Audience Segments $
SEM
Not a current customer or has previously
purchased at your dealership.
The unknown digital shopper = high costs for
your dealership.
$600+ is the current average cost to obtain
an unknown customer.
Current customer who knows and
trusts the dealership.
Customer who has purchased in the past.
A service customer but purchased at
another dealership
Less than $150 cost to obtain, with the
highest profit potential.
27. • How do we let all of these
customers know about this
opportunity?
• How do we do it consistently
without burning them out?
The Data is Great. Now What?
28. Data Mining is a PROCESS
not a CAMPAIGN.
The Data is Great. Now What?
29. • Don’t burn through your database
• CRM Sold Process vs. Marketing budget
• Multi-Channel:
o Email
o Phone
o Mail
o Targeted Digital Ads
• Consistency is key!
PROCESS not a CAMPAIGN
31. 31
Customers who have purchased
with you before and could trade
keys today at the same payment.
Mileage Alerts
10X
More likely to
convert
6XMore likely to
convert
Retail Contract End and
Retail Upgrade Offers are
Lease segments are up to
Vehicle Buy Back
SOLD CUSTOMERS
CONTRACT
LEASE
Hello, JOHN this is Julian Johnston from Ford.
I'm looking at your contract that shows 3 payments left on your 2011,
Taurus SEL and the payment is $447. Is this correct?
I'm calling because we have someone specifically interested in your
Taurus. As compensation to you, if we can give you a new Taurus
keeping your payments about the same, could we have your car back
today?
32. • Plant the seed early and often
• Consider adding “Vehicle Buy Back” to your vehicle
delivery process. Which does two things:
1. Plants the seed before they leave the store
2. Sets the stage for every conversation going forward
• WARNING: there is a burn rate for this type of message
Vehicle Buy Back
34. Millennials Calling Millennials?!
• I won’t even answer the phone when my family
calls, let alone an unknown number.
• …and I am not alone.
• Honestly, this isn’t even limited to millennials.
• What is your plan for this?
35. How to Let the 20% Know
• Phone
• Text Messaging
• Email
• Targeted Ads
• Mail
36. Email – Deliverability Issues
I know that half of my advertising
dollars are wasted….I just don’t
know which half.
- John Wannamaker
38. The King is Back – Direct Mail
• The Galpin Story
• Direct Mail is not dead. Junk Mail is
Dead.
• Majority Check Their Mail Everyday
39. FIRSTNAME][LAST NAME]
[ADDRESS]
[YEAR] [MAKE] [MODEL/TRIM]
[PAYMENT] [PAYMENTS REMAINING] [CONTRACT END DATE]
[ESTIMATED MILEAGE] [WARRANTY EXPIRATION]
[LAST SERVICE DATE]
• Consumers get
statements for
EVERYTHING
• You can easily send
one too…and should
• Much A/B testing
went into this format
Introducing The Statement…
41. • Story about the
statement + Laura
• The Ultimate Trojan
Horse
• Conditioning your
customers
• Bringing the process
together
Introducing The Statement…
42. Upgrade Alert
Mileage Alert
Warranty Alert
Service Alert
Contract Alert
Flex Alert
In-Market Alert
Customers can upgrade to a 2016/17 model for the same payment.
Your customer is in the service lane. Say hello, with a relevant offer in hand.
Upgrade Lease Customers to a 2016/17 model before mileage penalties occur.
Offer extended warranties, even if they did not purchase with you.
Be the first to know when contracts are ending on a lease or purchase.
Identify buyers who are eligible to trade now, trading their current vehicle for new.
Recognize shopping patterns that define a customer is READY TO BUY.
Custom OEM Alert Private Offers or Data Segment Alerts provided by OEMs.
Now That the Foundation Is Set
TARGETED & SEGMENTED ALERTS
43. 43
Upgrade Alert
Mileage Alert
Warranty Alert
Service Alert
Contract Alert
Flex Alert
In-Market Alert
Customers can upgrade to a 2016/17 model for the same payment.
Your customer is in the service lane. Say hello, with a relevant offer in hand.
Upgrade Lease Customers to a 2016/17 model before mileage penalties occur.
Offer extended warranties, even if they did not purchase with you.
Be the first to know when contracts are ending on a lease or purchase.
Identify buyers who are eligible to trade now, trading their current vehicle for new.
Recognize shopping patterns that define a customer is READY TO BUY.
Custom OEM Alert Private Offers or Data Segment Alerts provided by OEMs.
TARGETED & SEGMENTED ALERTS
Warranties: The Linchpin Nobody Is Talking About
DID YOU KNOW?
WHEN WARRANTY EXPIRES
CUSTOMER IS 80% MORE
LIKELY TO DEFECT FROM
YOUR BRAND
44. 44
Upgrade Alert
Mileage Alert
Warranty Alert
Service Alert
Contract Alert
Flex Alert
In-Market Alert
Customers can upgrade to a 2016/17 model for the same payment.
Your customer is in the service lane. Say hello, with a relevant offer in hand.
Upgrade Lease Customers to a 2016/17 model before mileage penalties occur.
Offer extended warranties, even if they did not purchase with you.
Be the first to know when contracts are ending on a lease or purchase.
Identify buyers who are eligible to trade now, trading their current vehicle for new.
Recognize shopping patterns that define a customer is READY TO BUY.
Custom OEM Alert Private Offers or Data Segment Alerts provided by OEMs.
TARGETED & SEGMENTED ALERTS
Upgrade Lease Customers to a 2016/17
model before mileage penalties occur.
41% Closing
Ratio
Lease Customers
45. 45
Upgrade Alert
Mileage Alert
Warranty Alert
Service Alert
Contract Alert
Flex Alert
In-Market Alert
Customers can upgrade to a 2016/17 model for the same payment.
Your customer is in the service lane. Say hello, with a relevant offer in hand.
Upgrade Lease Customers to a 2016/17 model before mileage penalties occur.
Offer extended warranties, even if they did not purchase with you.
Be the first to know when contracts are ending on a lease or purchase.
Identify buyers who are eligible to trade now, trading their current vehicle for new.
Recognize shopping patterns that define a customer is READY TO BUY.
Custom OEM Alert Private Offers or Data Segment Alerts provided by OEMs.
TARGETED & SEGMENTED ALERTS
You can even conquest with your data
DID YOU KNOW?
20% OF YOUR SERVICE
CUSTOMERS CAN UPGRADE
EVEN IF THEY DIDN’T BUY
FROM YOU
46. Customers who did not PURCHASE
4,900Avg Per Dealership
Soft Credit
Pull
50-100
people
These people come to the dealership every day.
You have the advantage because they are already
in your dealership.
Service Customers
How To Convert?
47. 47
Upgrade Alert
Mileage Alert
Warranty Alert
Service Alert
Contract Alert
Flex Alert
In-Market Alert
Customers can upgrade to a 2016/17 model for the same payment.
Your customer is in the service lane. Say hello, with a relevant offer in hand.
Upgrade Lease Customers to a 2016/17 model before mileage penalties occur.
Offer extended warranties, even if they did not purchase with you.
Be the first to know when contracts are ending on a lease or purchase.
Identify buyers who are eligible to trade now, trading their current vehicle for new.
Recognize shopping patterns that define a customer is READY TO BUY.
Custom OEM Alert Private Offers or Data Segment Alerts provided by OEMs.
TARGETED & SEGMENTED ALERTS
The Future Is Now
• In-Market Shopping Behavior
• Demographic Information
• Social Queues
• All make for a personalized
experience
48. • We will always be conquesting
• National Sales Decline
• The future has even more competition
• PUT FOCUS on your current customers
• If you don’t, you are doing all the hard work and not
reaping the benefits
2017 – Year of Retention
The Why Slides
5.First Party Audience vs The unknown shopper
High Cost of Marketing
When you consider where majority of Digital Marketing is spent you are in Competition with everyone -against every similar brand, Every Non Brand, Your own Tier 2 associations and even your primary OEM’s
