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Personalize Marketing to Meet Consumer Expectations
When your dealership doors reopen, many of your customers will have just spent the preceding months
doing virtually all their shopping and media consumption through sites and tools that rely on predictive
analytics to generate personalized and targeted offers. Months of continuous usage of Amazon and
Netflix will have sped up the existing trend of American consumers expecting personalized and targeted
offers – and their annoyance at marketers who misunderstand who they are or what they want and
need.
For dealers, this means integrating marketing, sales and F&I to ensure that prospects receive an
actionable and transparent offer at the appropriate point in the marketing and sales cycle. Consumers
trained to "buy it now" will have even less patience than ever before with conditional offers that they
may see as "bait and switch" behavior by dealers.
From Prospecting to Long-Term Loyalty
Once you've identified your best prospects, you're presented the opportunity to not only convert them,
but to start building long-term loyalty. To do so, personalization needs to be carried throughout the
customer experience.
Customer offers, and the insights on which they're based, should be in front of any team member who
engages with prospects. That might be in your BDC, in your salesroom or even in your service drive
when an appointment is made to service the customer's existing vehicle.
Proactive Recovery to Future Success
Dealers who cannot effectively identify and engage post-shutdown leads or meet the post-pandemic
expectations of consumers will struggle to find opportunity in the future. What worked before won't
necessarily work when things reopen, and there will be little room for "business as usual" in the auto
industry for some time to come.
However, dealers that embrace this opportunity to shift their focus and accommodate changing
consumer demand will build long-term loyalty relationships that will pay dividends for years to come.
Contact us
to learn how Mastermind can help you jumpstart your auto sales.
NEARLY 80% OF CONSUMERS ARE MORE LIKELY TO DO BUSINESS WITH A
COMPANY THAT OFFERS PERSONALIZED EXPERIENCES
ANA/DMA Response Rate Report, 2018
