Automotive Dealer Program

 

These tough economic times bring tough sales for dealers. Layoffs, shortened shifts, and pay-cuts are causing consumers to spend more wisely, as they are ultimately spending less. Educated customers are not necessarily unwilling customers; however, every person that walks on the lot is crucial to a dealer's survival. In addition to new clients, returning customers are vital to company revenue, and building buyer loyalty is imperative.

You are about to learn about the most innovative Automotive Marketing Program available to dealers across North America today.

Akamai Marketing Group has developed a comprehensive marketing program that will change the way dealers drive traffic to their stores.

Imagine?

• A marketing program that drives traffic without the overuse of reduced pricing and the standard deep discount concept.
• A marketing Program that makes the dealer money even if he sells nothing.
• A marketing program that the dealer pays for one time and yet it will continue to drive traffic for years to come.
• A marketing program that helps strengthen local business and community relations.
• A marketing program that benefits the consumer as well as the dealer.
• A marketing program that is totally automated.
• A marketing program that is completely accountable.
• A marketing program that uses state of the art technology that tracks 100% of the activity and reports all the results back to the dealer.
• A marketing program that is designed to make the dealer more money while keeping his customers completely satisfied.
• A marketing program that has numerous other advantages, to many to list here.

Traditional Marketing sources just don't work anymore!

Consumers aren't buying all the fluff that dealers have been using for years. They have become much more sophisticated and as such aren't swayed by fancy newspaper ads or fast talking commercials.

Due to the fact that traditional advertising has lost its ability to drive traffic dealers are resorting to lead providers, search engine optimization strategies, referral services and a gambit of services designed to get the dealer more business. The truth is these services are using the dealers and are simply offering tools and services designed to wage a battle between dealers, customers and other dealers. These so called services and software designed to “help” the dealer offer the lowest prices, carry the right inventory, list the dealer inventory in all the right places and capture the greatest number of customer reviews. But who are they really helping?

Here's what most dealers just aren't realizing: these services (the companies offering these tools and services) are not the dealer's friends. They are parasites, feeding off of the discount mania relationship that exists between dealer and customer. Consider this: the dealer pays a service provider so the customer can find the lowest price? That seems backwards. We'd prefer the dealer pay the provider to find the customer who's willing to pay the most. Dealers are discounting themselves right out of business and they are financing their own demise.

Marketing experts agree that retaining customers at your Dealership is far easier than acquiring them. If that's the case, then why do so many dealers spend so much money on marketing to new customers and so little on marketing programs for existing customers?

Justifying a Customer Loyalty Program

According to a marketing Metrics study, the average dealership has a 60-70% success rate for repeat sales with an "active customer:; a 10-15% chance of repeat sale to a "lost customer"; and only a 5-15% chance of sale to a prospective customer.

Loyal customers always tend to spend more money at your dealership and refer others. Does it not make sense to entertain a good loyalty program? A good loyalty program will improve your dealership profits, grow your revenue and greatly expand your customer database.

In today's competitive market where every car dealer is offering similar vehicles and services, preventing customer defection will have a huge impact on your bottom line. The right customer loyalty program may be just the thing to jump start lagging sales and capture potential customers from your competitors who do not offer a comprehensive customer loyalty program.

A Customized Loyalty and Rewards Program

People enjoy getting rewards. Customers are willing to spend more when they're rewarded for their loyalty to your brand. In fact, more than 80 percent of customers who participate in a rewards-based customer loyalty program say their participation in the program influenced their purchasing decisions.

Loyal Customers…the Secret Recipe to Solid Profits.

When something different and unexpected happens in our lives, we simply cannot wait to share that experience with others. This kind of surprise – the kind we can't keep bottled up – is the kind of response you want to generated from your interaction with your customers.

When your customers are pleasantly surprised by their encounters with your dealership and its people, they will talk about you…a lot. When your customers consistently talk favorably about you to others, new loyal (and highly profitable) customers are created. As we all know, there is nothing more powerful than a personal testimonial to promote your business, and we can provide the platform for your customers to get that message out to your market place via all their friends and family and your own branded social network.

So, how do you create these kinds of unbeatable personal testimonials?

Launch a Branded Loyalty Program and Social Network. 

Customers will brag about you, be more loyal to you, and spend more money with you when you have the courage to surprise and delight them every time they visit your dealership. One proven way to create such strong customer engagement with your dealership is to reward them for their continued loyalty by launching a dealership branded, rewards-based loyalty program at your dealership.

Give your customers a platform to talk about you.

Don't rely on third party sites to promote your dealership. Be proactive by allowing your customers to network and talk about how great their experience was at your store via your own social networking site.

Dare to be Different.

Don't be fooled with the “one loyalty program fits all” pitch. Most OEM programs are designed to level the playing field and instill “sameness” in their dealer base, but is that what you want for your business? Sameness is one of the worst possible traits for a dealership and always leads to reduced profits. Your loyalty program should always have the ability to be customized based on your specific goals, so have the courage to break the mold and think creatively. Your customers will appreciate the effort. It is this courage to be different that your customers will remember and ensure you clearly establish yourself in a different league than your local competitors. Think about it, if your program is the same as the guy down the street, what is the point?

Surprise and Engage Your Best Customers.

A successful customer loyalty program is one that always engages your customers on an emotional level. Keep in mind, as your customers' expectations grow, your efforts to surprise, reward and engage them will position your dealership as different, special and worthy of their business. These elements are critical to building customer loyalty.

Here are a few ideas for establishing a successful loyalty program:

• Offer exciting rewards or incentives your customers want. Show your customers your desire to offer an unbeatable experience by having the courage to be creative with your program benefits.
• Increase reward or incentive levels as a customer's loyalty (and spending) increases . Customers will appreciate your growing gestures of thanks and keep coming back.
• Create an atmosphere of surprise. Occasionally add surprise rewards or incentives for no apparent reason. Done right, this will dramatically change the way your customers value your dealership.
• Interact with your clients via your own branded social network that will keep the communication channels open and drive more business.   

Driving Loyal Customers Is a Dealership-Wide Effort. 

A successful loyalty program should incorporate every area of the dealership that might touch a customer. This includes Sales, F&I, Service, Parts, the cashier – and even your service techs. A successful customer loyalty rewards program that builds excitement will look for all opportunities to engage customers and surprise them. Consider the possibilities:

• Delight . Sue enters the service lane for scheduled maintenance. The advisor informs her she's accumulated enough rewards to earn a “free” dinner for her and her family at a popular area restaurant. Do you think she might tell others about that experience – and start the word-of-mouth ball rolling?
• Surprise . Tom visits your showroom. Your salesperson builds value into the sale and the dealership by proudly explaining what makes your dealership different, including the valuable benefits offered in your loyalty program. Your salesperson smartly shares with Tom how it works and highlights the exclusive benefits your program offers, such as exclusive discounts available at local area merchants.
• Communicate . Often a small, but timely reminder of how the customers‘ rewards are accumulating can drive their continued loyalty. For instance, remind customers they're just rewards away from earning a free detail at that their next service visit…think they won't be back?

These days, every successful dealership must do more to create customer interactions that leave the customer “wowed.” If not, the result is to be viewed as a commodity, no different from a dozen other competitive dealerships in the customer's market area.

The right loyalty program, one that truly helps to differentiate your dealership, is one that helps you create value in your business and pride in your employees. When customers and your community recognize your dealership's unique difference, they'll spread the word and help your business grow by the most powerful and least expensive marketing available – a personal testimonial via the social network.

Find out more about your very own branded social network here.