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
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̆ 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.
