ADM serves Car Dealers, Automotive Marketing Pros and Internet Sales Managers
25% of those consumers spend up to an hour shopping for the best online discount deals and marketers are catching on: digital offers increased by 37% in 2010. Even without the statistics to back up couponing, most sales professionals intuitively realize that our country’s financial travails in the recent years ushered in a new era of value-centric consumers and that trend is here to stay.
Professionally designed Service & Parts coupons in print ads are a given, but online ones seem to be hit & miss. Sometimes the miss is literal, as in missing completely. How often have you clicked through automotive sites’ Service & Parts & Specials only to find the ubiquitous “None listed at this time-check back soon.”?
Here is a recent example of JAZELauto's Professional Couponing System, custom-designed for a client's Honda website. Both Service Coupons and Parts Coupons are calendared on the back-end to rotate monthly (expiration dates need to be manually configured bimonthly; in this case the client subscribes to our website management program so we do it for them, but it'd be simple to do on their own too if they preferred such.)
Instead of the standard "Print Coupon" call-to-(in)action, wherever it makes sense we use a trackable action call (such as "Schedule Service" or "Order Part" linking to those forms) so we can measure online conversions via Analytics & continue to improve coupon offers.
It may not look it, but this was a labor-intensive project, requiring dozens of hours of research (our mission was to create the best-looking & performing online coupons anywhere). We compiled and proofed a scary-looking XL spreadsheet detailing offers, fine print, rotation, etc. which required dealer coordination. Within the JAZELauto Creative team we worked to not only produce good design but also imbue the dealer's brand values (personable, helpful, friendly) into the offers as well as the look & feel of the coupons via imagery use, tone of language in the copy of the offers, taglines, etc.
We created 20 offers total (10 for service & 10 for Parts/Accessories and we rotate 5 of each group monthly with a 30-day expiration date). Instead of scrambling to come up with what Service/Parts Specials to feature, or worse, show no Service & Parts coupons, with such a system in place a dealership has its entire year planned. We will probably reassess offers based on Analytics and dealership staff feedback halfway through the year & fine-tune as needed.
I realize that I may be preaching to the choir because it seems to me that most of the professionals engaged in a forum such as ADM try our hardest to have all aspects of our online marketing presence dialed in. I hope though, that for those who may have had it on a “To Do List” for a while and may have just needed a bit of inspiration for the New Year, that this post serves as such.