The document discusses strategies for selling more of Wynn's automotive services. It recommends prospecting for new customers by raising awareness of services and building word-of-mouth advertising. It also suggests thanking past customers for purchases to encourage repeat business and reminding customers who purchased services 1-2 years ago that their warranty will expire to incentivize returning. Email campaigns are outlined for potential, current, and past customers using informative videos and coupons. Performance is tracked at the dealer, associate, regional and national levels.
Here is the PowerPoint that Randy Johnson, President of Car People Marketing, used during his key-note presentation for the 2010 Hendrick Automotive Fixed Operations Summit.
Here is the PowerPoint that Randy Johnson, President of Car People Marketing, used during his key-note presentation for the 2010 Hendrick Automotive Fixed Operations Summit.
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IS20G15 - Lights, Camera, Traction! Closing More Deals with the Power of Vide...Sean Bradley
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Lord Baltimore Hotel
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21. 1. Potential Buyers All of the customers in the database are potential Wynn’s buyers. Each month we send a “Wynn’s Service Tip of the Month” video email that includes links to the dealers website and a printable E-Service Couponto entice customers in to buy Wynn’s services.
22. Randy Johnson Chevrolet Fred Jones Wynn’s Service Tip of the Month Dear Fred, Please click on the play button to view an informative Service Tip of the Month video – and don’t forget to click on the E-Service Coupon tab to save money on your next Wynn’s Service purchase. Thank You, Randy Johnson Chevrolet
23. Randy Johnson Chevrolet Fred Jones Wynn’s Service Tip of the Month Click, Print & Save! Print
24. 2. Current Buyers Customers that bought a Wynn’s service in the current month, are automatically sent a “Thank You” video email. The Thank You video also includes the printable E-Service Coupon to entice them to return for more Wynn’s services in the future.
25. Randy Johnson Chevrolet Fred Jones Thank You for Your Recent Wynn’s Service Purchase Dear Fred, Thank you for your recent Wynn’s Service purchase. Please click on the play button to view an informative video – and don’t forget to click on the E-Service Coupon tab to save money on your next Wynn’s Service purchase. Thank You, Randy Johnson Chevrolet
26. Thank You for Your Recent Wynn’s Service Purchase Randy Johnson Chevrolet Fred Jones From: Randy Johnson Chevrolet To: Fred Jones Click, Print & Save! Print
27. 3. Past Buyers Customers that purchased a Wynn’s service 1 or 2 years ago are sent a “Warranty Expiration” video email. This is designed to remind them about the importance of the Titanium Warranty and to entice them in to have the service re-done. We also include the printable E-Service Coupon – and if they don’t respond in 30 days, we send a Scratch & Save Mailer to remind them again.
28. Randy Johnson Chevrolet Fred Jones Warranty Expiration Notice Dear Fred, On 7/8/2008 you had a Wynn’s Service performed on your vehicle and in order to keep your Lifetime Titanium Warranty up to date you need to have the service done again. Your Titanium Warranty is worth up to $4000! Please click on the play button to view an informative video – and don’t forget to click on the E-Service Coupon tab to save money on your next Wynn’s Service purchase. Thank You, Randy Johnson Chevrolet
29. Warranty Expiration Notice Randy Johnson Chevrolet Fred Jones From: Randy Johnson Chevrolet To: Fred Jones Click, Print & Save! Print