A change of season brings a whole new opportunity to strategically target and engage your customers. And with Essentials™, aligning your marketing with the start of fall – or with any special promotions or goals you have – is easy. Explore the scenarios below to find out how you can drive more profits today.
1. You want to promote fall sales and service
Take advantage of effective (and timely) creative campaigns for the new season. Choose a seasonal service campaign to promote fall maintenance, provide a heating system special and more. Or, select a fall sales campaign to lift seasonal sales.
Once you have a campaign selected, target the customers you know will benefit most. For service, request your list by RO dates to pinpoint customers who serviced the previous fall, or widen your target to include customers who haven’t serviced in the last 90 days. And for sales, engage customers with an older model year, high estimated odometer or even by type of vehicle they previously purchased (new/used).
2. You want to target service customers who haven’t been in
Re-engaging customers who haven’t serviced recently can be tough – which is why Essentials offers sincere We Miss You campaigns to get the message across. Provide compelling offers to ensure they come back to your dealership. And target those who haven’t been in for several months.
Losing a Service Advisor? For customers that drop off after their Advisor is no longer at your dealership, send them the We Miss You campaign, too. Let them know that just because their Advisor is gone, you’re still dedicated to providing them with the best vehicle care: your Marketing Services Representative (MSR) can target all customers by employee, ensuring only they receive your extra-special offers.
3. Car Care Month is approaching – and you want to make sure your service lane is full
Encourage customers to take advantage of the great savings they can use during Car Care Month: be sure to inform customers with plenty of time to spare to ensure they’re saving – and you’re gaining. Deliver your campaign with a few enticing offers to a larger audience of customers who’ve visited in the last year. Then, provide one or two offers with increased savings for those with low customer spend.
To learn more about Essentials campaigns and list-building best practices, please reach out to your Performance Manager.
Customer Only | January 10, 2019