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After completing a lengthy study of the chat providers in the automotive industry, I thought that I would take on a smaller but equally debatable topic - gift cards as incentives to come to the dealership.
As far as I know, there is Hook Logic, Showroom Magnet, and Intice. Am I missing any? If you've used any of these, what was your experience?
I'm a big fan of the concept but I have never really taken a deep dive into the process and results. I am going to be meeting with two of the three next week for certain and if I can nail down a time with the third, it's on. This is going to be quicker than the chat exploration because of the limited number of companies involved, but it might be even harder. From what I've heard so far, all three seem like excellent choices.
If anyone has any insight into any of these services or if you know of others out there, please let me know via email or here in the comments. Thanks!
I've used both Hook Logic and Intice. I'm torn on whether or not they actually sold me any more cars or not though. I like the idea of them, and yes, both drove some traffic to showroom (not a ton, but some), but I always wondered if that person wouldn't have come in anyways.
I started wondering that after looking at which of my sales staff was giving me the coupons to process and I noticed that I never once had a gift card request given to me by my top 3 salesmen. Now this may not be the most accurate of measurements, but these guys were stone cold killers on the phone and excellent closers in person.
My thoughts then went to, "Why not invest more into building and training my staff to sell our value propositions and the lifetime of value for being our customer, instead of a few bucks that's quickly squandered."
I guess I'm trying to say that I probably won't use these service again to drive new traffic to the showroom. I hope that by the time they've hit my site, they've done their research or seen my reviews and have already decided to pay me a visit.
However, I do like the feature that allows you to go after people with particular vehicles you are interested in. We have used that in the past to get some people to let us appraise their car and ultimately bought quite a few cars "off the street" that made great inventory pieces.
I would suggest that if you didn't get more with either Hook Logic or Intice that was because they weren't used properly on your site. Having looked at your site http://www.lexingtonchevy.com/ I would say you need a product like this more than most other dealers as I couldn't find any type of offer at all on your website.
Justin the question you should ask yourself when looking at your website is "Why would someone submit a lead to you?" If you cannot answer "what is in it for them?", your visitors likely cannot answer that question either.
I don't know what you shown appointment rates were from your top sales guys but I can tell you that our dealers average 53% shown appointment rate across the board as of this morning.
To get this type of shown appointment rate there are a few things the application would need to have:
There are many other things needed to make an incentive based program work but that is an entire blog post that I will write separately, don't wanna hijack your post JD.
If it wasn't doing at least the things I mentioned above then I can see how you might be questioning or disappointed in the results.
"If a hammer isn't used properly then it still builds a crappy house"
Justin I would submit that your negative experience with Incentive Based Marketing is more of a result of poor implementation & limited product capability not the concept.
I have a question?
How come you have no prices on your used cars? It took me so freaking long to even see if your site even carried used cars. That could be the main reason Hook Logic and Intice didn't work.
My advice would be to get some professional consulting on your site and get your site healthy, then give Larry a ring and look at his product.
Manny I would agree with you that the site needs some optimization help. As ShowroomMagnet is pay for performance only we would end up doing that with the product. Just makes sense for us to do that.
Thanks for the input guys. I used Hook Logic and Intice at a previous group I was with. I was just chiming in based on my experience. Every one of our stores had excellent conversion rates, were merchandised what I think most experts would agree as properly, and were in general, really nice sites. We just didn't see the ROI I feel like we should have seen on them and as such, I'd rather spend my money elsewhere.
My current site is so far out of whack its not even funny, but there is a good reason for that.
I just started at this dealership Wednesday. I have a ton of work to do.
As for the pricing not being displayed, we had some mis-communication between Vauto and Cobalt and the various settings previous management had set. I just got access to everything I need on Friday.
I understand Justin it wasn't an indictment of you at all, I know your one of the better internet guys out there. If you need any help you know you can just email me.
Thanks Larry. And I'm gonna take you up on that sometime and shoot you an email. I've got a ton of work to do at this store, and lots of new ideas I need to bounce off of someone.
Starbucks gift cards are the best - #FYI.
We have Starbucks cards, we'll get you one JD.
I think we can help him out