Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
In a recent article on Forbes.com, “The Final Frontier: Customer Expectations,” Robert Passikoff points to a shift in the past 15 years: customer expectations have increased significantly, rising 24 percent in all categories. After explaining how customer loyalty is measured and providing an example…Continue
Added by Mike Gorun on February 21, 2012 at 9:00am — No Comments
Developing meaningful relationships with clients requires you to connect with them on a personal level. The more you know about a customer, the easier it is to sell them services and/or products that meet their individual needs. It also helps you determine which type of marketing the customer will be most receptive to.
Effectively engaging customers through direct marketing channels hinges on several key principles:
Added by Mike Gorun on February 1, 2012 at 10:00am — No Comments
Prepaid Maintenance Plans (PPMs) have traditionally been used as a customer retention tool by dealers, and rightfully so. Paying up front for services is a guaranteed way to get customers back into the service lane. But the pricing and structure of many PPMs administered by third parties did not make the plans very profitable for the dealerships, and even more important, for the customers.
The new generation of self-administered, self-managed PPM plans offer many benefits…Continue
Added by Mike Gorun on January 24, 2012 at 8:27am — No Comments
In last week’s posting, we began counting down the top 12 strategies for building a successful customer loyalty program in 2012. In part 2 of this series, condensed from Driving Retention and from Customer Loyalty: How to Earn It How to Keep It by Jill Griffin, we continue our countdown of the top 12 action steps you can take to implement a customer…Continue
Added by Mike Gorun on January 17, 2012 at 8:30am — No Comments
Does your business strategy for 2012 include a customer loyalty program? On an annual basis, loyalty program members outspend other customers by as much as 45%. As you prepare your goals and resolutions for the new year, think about building a loyalty program that focuses on keeping a core group of customers coming back repeatedly as opposed to a marketing program that achieves short term results.
In part 1 of this blog, condensed from Driving Retention and from…Continue
Added by Mike Gorun on January 10, 2012 at 8:42am — No Comments
Representing more than 1.7 billion consumers worldwide, of which 77 million are in the US, the so-called ‘Millennial’ generation (aka. ‘Generation Y’) is presenting marketers with some new challenges and changes as it comes of age and takes the reins of the global consumer economy, according to a study by Aimia (formerly Groupe Aeroplan).
To compare the attitudes and behaviors of Millennials (born between the…Continue
Added by Mike Gorun on December 27, 2011 at 9:28am — No Comments
The week between Christmas and New Year’s is a busy time of year for many auto dealers. It can be challenging for salespeople to keep up with all the showroom traffic, but that’s no excuse to let extra revenue opportunities fall through the cracks! While the customer is still engaged at the sales desk is the perfect time for a salesperson to boost revenue with the following programs:
Pre-Paid Maintenance Program: What…Continue
Added by Mike Gorun on December 20, 2011 at 10:35am — No Comments
Facebook Marketing Solutions recently held a series of six marketing bootcamp webinars for Facebook business pages. In case you missed them, here are brief summaries of some of the highlights:
1) Why Facebook for Business? Besides the fact that 800 million people are on Facebook, word of mouth marketing is twice as likely to result in engagement and four times as likely to result in purchase than any other form of marketing.
2) Connecting with Customers: Facebook provides…Continue
Added by Mike Gorun on December 13, 2011 at 9:55am — No Comments
When a dealership offers a prepaid maintenance program (PPM) to its customers, what does the store hope to get in return? Customer affinity is one thing, but there are other benefits to this bottom line-driving F&I product.
Not only does a PPM plan deliver affinity, it provides dealers with…Continue
Added by Mike Gorun on December 6, 2011 at 12:14pm — No Comments
The holiday season is here – a time for free shipping and 20% off everything!
At least that’s what a bulk of the major retailers out there tend to focus on this time of year. For many of us – regardless of the holiday(s) we each celebrate – the focus of this holiday season is on family and friends, on creating memories and sharing traditions, on expressing gratitude and love. It is a season of goodwill and giving.
As a business, are you focusing on the steep rise in sales you…Continue
Would you rather have 1 million Facebook fans or 100 loyal customers? Until recently, businesses have generally focused on the number of fans they acquired, trying to get a high number of people to “like” their page. The number of Facebook fans your business has, however, is immaterial if you have no relationship with them as customers.
A recent post on All Facebook: The…Continue
Added by Mike Gorun on November 16, 2011 at 2:54pm — No Comments
In September, Groupon launched the first phase of Groupon Rewards, a new platform that tries to provide businesses with a way to build customer loyalty. Groupon Rewards’ release comes amid concerns from merchants that Groupon customers…Continue
Added by Mike Gorun on November 8, 2011 at 1:17pm — No Comments
A good loyalty program consists of much more than simply rewarding your customers’ repeat business. In many ways, the repeat business generated by customer rewards is only scratching the surface of the loyalty and retention benefits available with such a program. A recent article published by ITC Infotech details how businesses can include customer-centric processes in implementing their customer loyalty programs…Continue
Added by Mike Gorun on November 1, 2011 at 10:40am — No Comments
Every business that has offered a loyalty rewards program has seen a variety of responses to every reward offered. Some rewards are rarely – if ever – redeemed by members, while another reward may seem to be the only reward members want. And while we may switch out unused rewards for others we see as more valuable, the success of that reward will likely remain low unless we’ve evaluated and employed the characteristics of highly successful rewards in our own reward selection.
Added by Mike Gorun on October 25, 2011 at 9:02am — No Comments
As the economy has continued to fluctuate almost constantly, businesses have been forced to adapt processes and strategies to fit changing economic demands. One of the biggest changes in the automotive industry is that dealers are no longer able to wait for customers to come to them. Dealerships need to ensure that their sales teams are prepared to first find the sales.
Sales people will generally focus on the processes that deliver the dollars, and these processes have changed.…Continue
Added by Mike Gorun on October 18, 2011 at 10:51am — No Comments
Rewards drive behavior, whether you’re training your dog to sit, potty-training your toddler or encouraging specific buying habits from your customers. By rewarding the behavior you want and not rewarding the behavior you would like to discourage, you can generally predict the direction a behavior will trend.
Perhaps the most crucial part of customer loyalty programs are the rewards, and a good reward will accomplish many different things. We’ve provided a list of the eight…
Added by Mike Gorun on October 11, 2011 at 12:05pm — No Comments