Marketing and advertising may be classified technically as an expense, but rather than thinking of your efforts as a cost of doing business, what if you considered those efforts an asset to growing your business?
Let me explain. Today’s customer demands a quick, easy and enjoyable purchasing experience from any retailer, including your dealership. Your marketing strategy must be designed to fulfill those expectations as well as to address your unique business needs over the long haul
Why do I call this the Texas Three-Step? Simply because I’m from Texas and it sounds cool. Oh, and it’s a three-step marketing process.
It always seems that the more personal a marketing plan is, the more effective it is. Engagement is the premise behind this monster. Let’s begin with what you’ll need:
First, you need a CRM and a customer base. Chances are, if you’re reading this article, you have both in place. If not, try a newspaper ad. You’ll begin this campaign as you would an email blast. Let’s use these parameters as an example: customers who own a 2006-2014 Ford F-150. First, we’re going to download these customers into a .csv file. Hold on to this file — you’ll need it in all three steps.
Dealerships that identify their most valuable customers immediately set themselves up for success. They know there’s power behind the relationships they build with shoppers, and the more they interact, engage and improve the customer experience, the more loyalty and trust they’ll gain.
Relationships take work. In fact, building relationships can sometimes seem like a lot more work than simply tossing marketing materials out and hoping something sticks. But we’ve learned over time that guesswork marketing is no way to build a brand. Instead, smart dealerships rely on solid data insights to help them reach consumers and stand out as leaders in today’s marketplace. Technology continues to change to meet business needs, and nearly limitless shopper insights are right at dealerships’ fingertips. From that point, it’s up to dealers to leverage the most important insights and utilize them to build relationships that keep shoppers coming back.
Automotive marketing and the consumer’s path to purchase are constantly evolving. Using the strategy you started 2016 with is not going to cut it come January. There are four key areas to success that must be at the forefront of your planning for 2017.
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