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Auto Dealerships are now taking advantage of SMS Text Message marketing to build a more profitable business. What text messaging offers the dealership is the ability to construct a contact database from the mobile telephone numbers of their patrons. Of course, having a contact database is not significantly different from having an email or newsletter list, except for people’s response to receiving text messages. Currently, according to multiple research firms, SMS messages are opened and read at a rate of 90%, and this compares to average email open rates of 39%. This means that when your dealership promotes itself using a text message, you can generally assume that the message has, at least, been read.
Once your dealership has collected the mobile number, they will have automatically been placed in a database to manage. There are then, several exciting possibilities for you to put in place to market your business.
1.) Design a Campaign to Bring In Loyal Customers for Service Promotions
2.) Design a Campaign to Bring In Customers For an Event, such as a Sale
3.) Design a Campaign to Bring In Customers Who would want to participate in a contest
4.) Design a Campaign to Bring In Customers Who Might want a Service menu item
When these possibilities are mentioned to dealership owners and managers, sometimes their immediate reaction is that these options don’t seem to bring in any new customers. That is a fair assessment; however, new customers are not the main objective for this kind of SMS Message marketing. The true objective is to bring the customer back to the dealership faster than they would have come otherwise.
For instance, a customer comes to the dealership and is instructed on the signage in the store to text a code to a certain number, and then he or she will be given a discount on their purchase. Customers, who are price sensitive, will take the option, and get a return SMS message with the correct code to display to redeem their discount.
However, now this person is part of that store’s contact database. Therefore, when the managers feel as if they have a special offer or discount to send out to that person and all of those who took the same discount, they will send a message to them. SMS becomes profitable based on how it is used. Typically, you are taking a situation where your dealership would normally take a ‘hit’ and bringing in your proven buyers with a special deal. That is where the list of four possibilities comes in.
For example, looking at the first possibility; profits come as a result of generating more revenue than a dealership would have been able to do solely with traditional advertising. When the message is sent on a traditionally slow day or night, and is sent with a ‘special’ that is attention grabbing; the dealership can bring more prospects to their location. For every client or customer that comes in over the average number of patrons that normally come in, that particular day or time becomes more profitable for the business.
Another key to the profitability is the fact that an SMS messaging system is flexible and relatively inexpensive, when implemented by an experienced professional. Our company routinely customizes solutions that fit the unique customers each business has, at a price that makes sense for the business and fits their budget. We work with Auto Dealers on how to put together a game plan that makes the best use of mobile marketing. Call us today so that we can show you how to customize a text messaging plan to begin more generating more potentially profitable special days and nights.