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Alexia Henson's ADM Blog (9)

Perception vs. Reality: Are You Seeing your Service Department through your Customers’ Eyes?

Many consumers have the perception that servicing at a dealership is more expensive than at independent service providers. Whether this applies to your service department or not, independents acquire customers through consistently advertising competitive prices. Unfortunately, this seems to be working well for them as…

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Added by Alexia Henson on February 3, 2017 at 5:00am — No Comments

Consistency: Better Than a Crystal Ball

If you’re like most dealers, you may feel that you don’t want to inundate your customers with mail.

However, the issue is that your competitors are most likely sending mail to the same customers that you’re trying so hard not to overwhelm.



It’s difficult to decide whether to mail…

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Added by Alexia Henson on November 28, 2016 at 5:00am — No Comments

Just a Gimmick? Or Are Giveaways Really Needed?

Do you shy away from giveaways and win-a-prize type mailers? If you’re like most dealers, you probably do. Giveaways are frowned upon for fear of attracting customers who are more interested in winning a prize than buying a car.



Customers come into your dealership daily. When asked if they need…

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Added by Alexia Henson on October 20, 2016 at 6:25am — No Comments

Stay out of the Trash by Training Your Customers

When I consult with dealers about service mailers, I often find that their approach contradicts what they’re looking to achieve.



On one hand, dealers know how incredibly competitive the market is, so they send out service coupons to ensure customers don’t defect due to a competitor’s offer. But on the other…

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Added by Alexia Henson on September 1, 2016 at 6:00am — No Comments

Catch More Customers with a Contagious Sales Event

Do you remember the days when your mailers were based on actual sales events? Let’s go back in time: back to the days when the sale ran for eight hours only or was valid for just two days—not five. The idea was to crowd the showroom and create a buying atmosphere with a real sense of urgency, as…

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Added by Alexia Henson on July 29, 2016 at 8:07am — No Comments

How Two Birds with One Stone Protects Your Investment

Have you ever considered targeting your sales and service customers simultaneously?

Try placing a service offer in with your next sales mailer. I promise you’ll be happy with the results.

Service has become a highly competitive market. Shops now exist on practically every street corner. It’s hard to find a…

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Added by Alexia Henson on June 27, 2016 at 6:00am — No Comments

Why Do Your Marketing Results Disappoint?

When I talk to dealers that are disappointed with their email and direct mail marketing results, my biggest question is this:

 

Why would you send out an email offer to your customers that you would not PAY to send out via direct mail or other methods?



I see it happen all the…

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Added by Alexia Henson on April 28, 2016 at 5:27am — No Comments

The Cross-Media Approach: Are We Practicing What We Preach?

When I look at advertising strategies in our industry, one of the most consistently missed opportunities I see is dealerships who are trying to save money by marketing to all their customers through email, and only sending mail to customers without an email address on file.

These dealers often ask me, “Now…

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Added by Alexia Henson on February 12, 2016 at 10:56am — No Comments

Why Giving Discounts to Your Regular Customers Makes Sense

Have you ever wondered about businesses that give discounts to regular, loyal customers—those who already expect to (and do) pay full price? After all, there’s a reason these customers are loyal: they obviously understand the value of superior service—so they should be paying full price,…

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Added by Alexia Henson on January 11, 2016 at 5:00am — No Comments

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