11-Point Marketing Checklist for Dealerships of Any Size

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2. Commit to a Data-Driven Approach At the end of the day, successful marketing comes down to targeting the right prospects, with the right offer, in the right format, at the right time. This requires dealers to not only know their customer but understand them to accurately predict their next steps. Traditional equity mining tools only tell you one half of the story. To truly commit to a data-driven marketing strategy look to: 3. Maximize Your Dealership Customer Portfolio While success will undoubtedly look different at every dealership, making the most of your marketing efforts requires identifying the best potential opportunities across your customer portfolio – starting with the customers you know best. This includes: Customers who service their vehicles at the dealership are 2.5x more likely to buy from that same dealer. Roadster Dealer Impact Study, 2020 800.801.0018 | info@automotiveMastermind.com ©2022 automotiveMastermind ® . All rights reserved. | A business unit of IHS Markit™ LEARN MORE automotiveMastermind.com ̆ Advanced Tools & Platforms Leveraging tools like Mastermind that integrate with data from your CRM and DMS empowers your team to understand where current and potential customers are in the buying cycle. ̆ Proactive Targeting Utilizing these tools, task your sales and marketing teams to identify proactive opportunities to connect with customers – preferably before they've started shopping around – such as customers nearing the end of their lease or warranty in the next 90 days. ̆ Predictive Marketing Campaigns Stay a step ahead of prospective customers with personalized messaging that sets the stage for an excellent buying experience, incorporating customer insights to craft proactive, consistent communications. ̆ Your Dealership Team Outside these tools, ensure your entire team is well-informed on your sales and marketing strategy, including both their roles and responsibilities and any potential incentives to inspire dealership-wide support. ̆ Service Customers Remember: Service loyalty drives sales loyalty. Review all service appointments for the next three days to identify and engage the best service-to-sales prospects, such as those: » Out of warranty » Over lease mileage » Experiencing a new product design » Experiencing a decrease in payment » Driving an in-demand used vehicle ̆ Loyalty Buyers Stay in consistent communication with your loyalty audience. Remember: Not only do loyalty customers typically offer dealers the highest ROI, they're also the most likely to generate future service and other fixed-ops revenue. ̆ Conquest Opportunities With brand and dealership loyalty at historic lows due to the inventory crisis, now is the perfect time for dealers to consider conquesting buyers who previously may not have considered your brand. To win net-new buyers, take a personalized approach to engaging conquest customers to demonstrate why they trust your dealership from that very first touchpoint. Interested in learning how Mastermind empowers dealers to identify and market to customers across their loyalty, service, and conquest portfolios? Contact us today.

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