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Mike Gorun's ADM Blog (256)

What Incentives Does Your Dealership Use to Bring Customers Back?

Prospects decide where to buy, in part, based on the speed and quality of sales follow-up. Statistics prove that if you can get your prospect back into your dealership quickly you will have a much higher likelihood of closing the sale. Dealers using an incentive program (such as our BeBack card), find that approximately 18% - 20% of prospects return and purchase a vehicle within 10-15 days of receiving the incentive card.…

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Added by Mike Gorun on August 14, 2012 at 1:20pm — No Comments

New Survey Reveals Growing Influence of Mobile & Social Media on Retail Purchase Decisions

A new survey reveals that mobile and social media have a growing influence on retail purchase decisions. Here is a summary of the Consumer Insight Panel survey results conducted by Empathica, Inc. and published in a recent blog on Loyalty 360 (Loyalty Marketer’s Association):

 

  • Ÿ Half of consumers with smartphones have looked for online reviews…
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Added by Mike Gorun on August 7, 2012 at 12:39pm — No Comments

Self-Managed Pre-Paid Maintenance Programs Keep Customers Coming Back

Pre-paid Maintenance Plans (PMPs) keep customers returning to your service department and increase upsell opportunities, which is critical to increasing the service bottom line. Today’s self-administered, self-managed PMPs are appealing to customers, particularly those buying mainline domestic and import brands who seek value in everything they buy.

 

Today’s technology-driven plans make it very easy for dealers to customize what is offered in a PMP. Plans that provide the…

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Added by Mike Gorun on July 24, 2012 at 2:44pm — No Comments

Ramping Up Your Loyalty Program?

 Last month General Motors announced a new compensation structure based on customer retention. The pay plan affects 29,000 salaried employees in the U.S., who will be paid bonuses based on how well they promote customer loyalty through return purchases and services. Third-party sales data and internal numbers will determine if a dealership hits its loyalty…

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Added by Mike Gorun on July 10, 2012 at 3:40pm — No Comments

4 Tips for Using Social Media to Promote Your Loyalty Rewards Program

Who doesn’t love free stuff? If your dealership has a loyalty program that allows customers to accrue rewards points, one of the best ways to encourage people to sign up is the promise of free stuff and/or valuable discounts down the road. Customers who purchase a vehicle or come into your service department are ideal prospects for a loyalty program, but what about the customers who haven’t visited your shop lately? What about friends of your customers?

Social Media is a great…

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Added by Mike Gorun on June 19, 2012 at 11:57am — No Comments

Here’s Your Sign! Building Employee Morale.

One of my favorite comedians is Bill Engvall, who does the “here’s your sign” gags. (i.e. A buddy and I went fishing. When we got to the dock I pulled out a big string of bass. Some guy on the dock asks, “Hey, y’all catch them fish?” I said, “Nope. We talked ‘em into giving up. Here’s your sign!”)

As business managers and/or owners, we all like to think we’ve got a pulse on employee morale, which is a critical component to how successful a business is. As someone who makes a…

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Added by Mike Gorun on June 5, 2012 at 12:54pm — No Comments

Incredible Acts of Customer Service Inspire Incredible Customer Loyalty

What’s the most incredible act of customer service you have ever performed for a customer, and did it inspire their undying loyalty? In this story by Peter Shankman, he recounts how after a long travel day he boarded a plane, tired and hungry. As a joke, he tweeted out to Morton’s steakhouse to please have a Porterhouse waiting for him at the airport when he landed. Of course he was not…

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Added by Mike Gorun on May 30, 2012 at 10:11am — 6 Comments

Clever iPad Promotion and New UltraCare PPM Program Helps Hare Chevrolet Crush Aftermarket Service Shop Competition.

I have been doing regular blogs about successful promotions in dealerships that come to my attention. In this blog I wanted to let you know about a Prepaid Maintenance Plan (PPM) promotion that was extremely successful at Hare Chevrolet.

 

Hare Chevrolet has improved customer retention and increased its Customer Pay RO count by 12% since instituting a dealer branded Prepaid Maintenance Program (PPM) earlier this…

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Added by Mike Gorun on May 22, 2012 at 12:56pm — No Comments

Build Loyalty with Five Metrics: #5—Member Repurchase Intent

Dealerships with the most effective loyalty programs drive results in five key areas: marketing responsiveness, sales-to-service conversion, service visitation, retail member spend and member repurchase intent.

 

This is the final blog in a five-part series where I explain how loyalty programs improve each of these metrics. Last week I touched on retail…

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Added by Mike Gorun on May 15, 2012 at 4:01pm — No Comments

Build Loyalty with Five Metrics: #4—Retail Member Spend

Dealerships with the most effective loyalty programs drive results in five key areas: marketing responsiveness, sales-to-service conversion, service visitation, retail member spend and member repurchase intent.

 

This is the fourth blog in a five-part series where I explain how loyalty programs improve each of these metrics. Last week I touched on service…

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Added by Mike Gorun on May 8, 2012 at 2:21pm — No Comments

Build Loyalty with Five Metrics: #3—Service Visitation

Dealerships with the most effective loyalty programs drive results in five key areas: marketing responsiveness, sales-to-service conversion, service visitation, retail member spend and member repurchase intent.

 

This is the third blog in a five-part series where I explain how loyalty programs improve each of these metrics. Last week I touched on…

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Added by Mike Gorun on May 2, 2012 at 11:52am — No Comments

Build Loyalty with Five Metrics: #2—Sales-to-Service Conversion

Dealerships with the most effective loyalty programs drive results in five key areas: marketing responsiveness, sales-to-service conversion, service visitation, retail member spend and member repurchase intent.

 

This is the second blog in a five-part series where I explain how loyalty programs improve each of these metrics. Last week I touched on…

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Added by Mike Gorun on April 24, 2012 at 11:03am — No Comments

Build Loyalty With Five Metrics: #1—Marketing Responsiveness

Dealerships with the most effective loyalty programs drive results in five key areas: marketing responsiveness, sales-to-service conversion, service visitation, retail member spend and member repurchase intent. This blog will address the first of these: marketing responsiveness.

 

In a recent study, we tracked 14.8 million loyalty-based marketing communications and matched those communications to specific labor operation codes in the dealerships’ service DMS. Here are the…

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Added by Mike Gorun on April 17, 2012 at 3:19pm — No Comments

What do Dealers Have to Say About Their Service Rewards Programs?

Two weeks ago I posted a blog on this site detailing hard facts, numbers and results from dealerships’ loyalty programs. But sometimes facts aren’t enough and dealers want to hear what other dealers are saying.

 

In our latest ebook, titled “The Hard Facts and Financial Impact Report: Auto Dealership Loyalty Programs & The Effects They Have on Profitability,” we…

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Added by Mike Gorun on April 10, 2012 at 12:51pm — No Comments

Is Your Dealership A Customer Service Champion?

A couple of weeks ago, J.D. Power and Associates released a report titled “Beyond Satisfaction: J.D. Power 2012 Customer Service Champions—Brands That Deliver Service Excellence to Maximize Business Results.” The report concluded that consumers prefer brands with excellent customer service and don’t always focus on the lowest price. Auto related brands identified as “Champions” include Cadillac, Jaguar, Lexus and MINI.

 

Why is customer satisfaction important? J.D. Power…

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Added by Mike Gorun on April 3, 2012 at 11:04am — No Comments

You Want Hard Facts? You Got ‘Em!

Do customer loyalty programs work? A popular national chicken franchise spends more money on its loyalty program to retain customers for its $2 sandwiches than most dealerships spend to retain customers for $60,000 vehicles purchased from them. Does this make any sense?

 

Yet I hear all the time from dealers who are unsure about the benefits of customer loyalty programs and want to see hard facts about the ROI.

 

Well, now they can. In our newly released, free…

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Added by Mike Gorun on March 27, 2012 at 10:15am — No Comments

One Promotion Does Not Fit All

Email and snail mail promotions are great methods for creating customer loyalty. However, you need to make sure that the information customers include during the signup process is accurately addressed in the marketing. There’s no greater feeling than receiving an unexpected coupon or discount on something you want to purchase. It’s a completely different story when the promotion is for something random that doesn’t remotely pique your interest.

 

Here’s an example of a mail…

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Added by Mike Gorun on March 20, 2012 at 9:30am — No Comments

Customer Loyalty Infographic

The National Business Research Institute has created a valuable infographic focused on customer loyalty. NBRI explains, “Customers are a business’ most important asset, without them the business wouldn’t exist. So it’s imperative to keep these customers happy and improve their loyalty to your business.” They add, “We created this customer loyalty infographic to help you not only understand it, but to help you cultivate that loyalty among your own customers.”

We found NPRI’s…

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Added by Mike Gorun on March 6, 2012 at 8:48am — No Comments

Is the Customer Still Always Right?

The customer is always right.” was coined and made famous by retailers including Selfridges and Marshall Field’s (now Macy’s) around the turn of the 20th century. It’s a phrase that most of our parents and grandparents had ingrained into their brains as children, and yet it somehow appears to have been lost in…

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Added by Mike Gorun on February 28, 2012 at 8:21am — No Comments

How did Bristol Toyota Scion create a Valentine’s Day email campaign with a 58% open rate?

Everyone knows Valentine’s Day celebrates the ladies. That’s why Bristol Toyota Scion in Bristol RI, recently used LoyaltyTrac, their service rewards program, to conduct an email campaign centered on Valentine’s Day being “Ladies’ Day”. Colorful, Valentine’s-themed emails were sent to all of their service reward members, with the Subject Line: Be Our Valentine - View Your Gift Inside. The email included an offer: Ladies Receive $15 Off Any Service of $35 or More.…

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Added by Mike Gorun on February 23, 2012 at 7:51am — No Comments

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