Marketing the Service Drive
Successfully marketing the service drive
hinges on identifying customers who will
need service – optimally before they do.
This starts with the lowest hanging fruit in your
dealership's customer portfolio, such as those
approaching the end of their warranty or those
who will soon be due for service.
Research regularly finds consumers are unlikely
to travel more than 20 miles for a car service.
Rather than trying to reel in conquest service
customers from far away, prioritize marketing
to existing local customers and audiences.
An inner 10-mile radius is typically the prime
territory for a dealership's service marketing
campaigns, targeting local same-brand owners
who have purchased their current vehicle from
another rooftop and expanding into other
similar brands whose vehicles their technicians
are prepared to repair.
50% of customers
prefer email
communication and reminders
between service visits,
while
32% prefer texting
and only
12% prefer calls.
Drivesure 2020
