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At last week’s J.D. Power 2010 Automotive Internet Roundtable I moderated a panel on location-based services, which examined how automakers and dealerships are leveraging check-in services to attract new business and to reward loyal customers.
Joining me on the panel were representatives of both social media platforms as well as retailers that are using location-based services to promote their businesses. Contributing their expertise were:
Topics covered during the session included ways that both automakers and dealerships are now using check-in services, what to do before getting started, how to get started, potential pitfalls and how to go beyond the check-in. The 2010 Automotive Internet Roundtable videos are now available online, if you would like to view the entire location-based services panel discussion.
A few interesting tidbits from the discussion:
—While having a special offer for service is a great way to reward your most loyal customers, it may benefit the dealership in other ways. “Our Mayor has bought one car from us and has referred three additional people to us in the past three months,” according to Miltsch. “We have had at least three actual sales from this so far and, most importantly, this is free.”
—Lowe is not drinking the LBS Kool-Aid. His point of view on location-based services? “If you’re giving your Mayor free floormats, but not responding to the 10 negative reviews on your Yelp listing, you’re doing it wrong.”
—For those who are looking to get started, Pearson suggests setting goals beforehand and having an understanding of what you are trying to accomplish.
—Frisbie predicted that, “In the near future, observing check-ins by your friends will become a primary way in which people discover local businesses.”