ADM serves Car Dealers, Automotive Marketing Pros and Internet Sales Managers
Just writing a longer "piece", maybe even a White Paper on QR codes and was wondering how you Pros ion the dealerships are using it and how the adaption to them and your designated customers is going along?
Any input would be great and I appreciate your time for giving me some more knowledge.
VJ (a.k.a. Volker Jaeckel)
Having a sales event and want to advertise in the paper? Use QR Codes. QR Codes in newspapers make effective use of newspaper space which direct shoppers along a lead funnel towards conversion.
Want to inform prospects shopping your car lot about how awesome your online reputation is? Place QR Codes in the windows of each vehicle to direct people shopping your lot to independent customer reviews page. Also, a good sales person with a positive online reputation can improve the visibility of their customer review page by placing QR Codes on their business cards that link to their independent customer review pages.
Are those crickets I hear chirping?
It's not clear why any dealership would invest resources in QR codes when they are only actively used by maybe 1% of potential buyers. Hard numbers for usage are impossible to find as QR Code firms only report percent growth instead of actual number of users because they have to hide the raw data or marketers would know what a complete niche fad the technology is in the U.S.
John's suggestions are great but would be more effective if an SMS call to action was substituted for a QR code. Text messaging is actively used by ~75% of consumers and can open up a channel for ongoing communications instead of providing a dead end WAP experience via QR code.
Stan - When implementing a marketing tactic costs ZERO, and results in more conversations between sales professionals and the targeted audience, then that is a remarkable ROI in my Automotive Marketing Guide! Low Cost/No Cost items that position a dealership's brand in a leadership and progressive position should not be ignored by ALL dealerships.
I have experienced GREAT RESULTS with SMS and the ability it provides to have a much more intimate conversation with consumers... But, the combination of BOTH the use of QR codes and texting capabilities will be far more effective than either tactic in and of itself.
QR codes are "conversation enablers" right now. Something different, so that (as Jimmy Vee puts it) "same is lame!" doesn't happen.
I know a dealership in Chicago that uses them extensively just for that purpose. And well.
Keith - Both you and Jimmy Vee are on target... During the 100th Digital Dealer Conference I handed out over 100 of my new Tier 10 Marketing business cards and the QR code (shown below) was the content that triggered about 50 conversations! Why not put them on each sales person and manager's business cards so that they too get the benefit of the conversation starter that QR codes seem to be at the present time... Heck, who knows, in a couple of years it may be the hologram emitter that you put onto your business cards to achieve the same effect!
Ralph - like the photo but to me the most interesting data is your area code - 505 (New Mexico). I don't know where you live now but with mobile phone number portability capturing your cell phone number is almost like capturing your social security number - it may be the same for the rest of your life - whereas your email address, office phone and QR code may change a couple of times during the course of owning a vehicle.
If dealers want to all but guarantee they can stay in touch with a customer for the entire customer lifecycle it is critical that they try to capture mobile phone numbers and, hopefully, opt them in to ongoing digital communications via SMS and MMS.