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Show Love to Build Loyalty

Earning, maintaining, and fostering relationships with customers is a large endeavor. You have to find new and inventive ways to keep your dealership top-of-mind to ensure they return to you for future vehicle needs. This month, OneCommand is promoting many ways to show love to customers. Here are three simple ideas for you to demonstrate your thanks and appreciation to customers to build loyalty. Make Your Dealership Personal Has anyone ever told you that it’s the little things that count? When building customer loyalty, it is absolutely true. Find ways to motivate your employees to make every interaction with customers personal, from how they approach a new customer on the lot to greeting a customer driving into your service drive, from spending time explaining a specific service to a customer to having fresh coffee in your waiting lounge. Each time there is an opportunity for your dealership to make a positive impression on a customer, encourage them to do so. It will go a long w... Read Post

Show Love to Build Loyalty with Upcoming Holidays

If you made a resolution for 2016 to earn additional loyalty from customers, then this post is for you. In the past, marketers would say retaining  customers is much easier and more cost effective than going out and soliciting new business. This still rings true today; however, with the growing number of marketers vying for your customers’ attention and the increased competition in the automotive arena, you may need to step up your customer loyalty game. Here are a couple of ideas you can use to show love to customers and build customer loyalty by leveraging the upcoming holidays. Show Love with Valentine’s Day Most Americans view Valentine’s Day as just another “Hallmark holiday”. But no matter who you are, and even if you think Valentine’s Day is senseless, you’d appreciate it if someone wished you well on this day of love. Think about leveraging this opportunity to build customer loyalty by letting customers know how much they mean to you. You could send customers a ... Read Post

Start Your New Year Off Right with Dealership Advantages

The new year brings new possibilities and an opportunity to start again. This January, think about reconnecting with current and inactive customers to demonstrate why they should do business with your dealership. Most consumers are looking to save money and time in the new year, so when you’re communicating your specific dealership advantages, you’ll want to make sure to highlight these specific benefits. Here are two ideas to get you started. Find Ways to Save Giving customers discounts can be a very slippery slope. How much should you discount? Will you be able to hit revenue numbers when discounting? Will you actually build purchasing behaviors and loyalty when you discount services, or will your customers go to the business that offers the best discount? These are all questions you should ask yourself before determining how you will help your customers save money in the new year. Think about offering a punch card that allows customers to buy three oil changes and get a fourth ... Read Post

Start Your New Year Off Right with Vehicle Education

The 2015 calendar year ended with a bang in the automotive industry, surpassing all vehicle sales expectations and previously set records. Industry experts have concluded that 2016 is on record to outpace 2015, making it the new record for auto sales in the U.S. The excitement around vehicle sales is great and you’ve probably reaped the benefits attributed to these numbers. However, we’d like to focus today on how you convert these new sales customers into loyal service customers. Here are two campaign ideas to start your new year off right by keeping your dealership top-of-mind and educating your customers about their new vehicle purchase. Explain Technology Features Each year, the models produced by automakers have more and more technology features. They haven’t brought to market a driver-less vehicle yet, but we all know it’s on the horizon. Help build confidence with your customers and brand awareness for your dealership by sending vehicle education tips about the new tech... Read Post

OneCommand Thanks Customers and Sends Holiday Wishes

2015 was a great year for us at OneCommand, but it wouldn’t have been possible without you. The team at OneCommand is grateful to you for allowing us to partner in your success. We look forward to all of the new possibilities 2016 will bring with our loyal clients.

From our team to yours, have a wonderful and safe holiday, and a joyful and prosperous new year.
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Send a New Year’s Message to Customers

As 2015 quickly comes to a close and we look ahead to 2016, it’s time to get started on your end-of-the-year marketing. The next campaign in the OneCommand Holiday Marketing Guide is for New Years. We’ll provide three ideas to help you reflect on the current year and look forward to the bright future of the coming year. Ask for Honest Feedback The end of the year is a perfect time to reflect on what’s been working well and what hasn’t and make the necessary adjustments and goals to do better in the coming year. Often times, however, you don’t know what is working and what is not from a customer’s perspective. Think about delivering customers an end-of-the-year message that solicits their honest, unbiased feedback. Inform them why you are doing this and that you want to make 2016 even better than 2015 and you need their help to do so. A communication like this is always well received by customers and typically very beneficial for businesses. You might even want to provide a... Read Post

Create Loyalty with a Holiday Campaign

Can you believe it? The end-of-year holidays are right around the corner! That means it’s time to start planning your dealership’s holiday marketing. This week, as part of OneCommand’s Holiday Marketing Guide, we’ll discuss three ways you can capitalize on the holiday season to create customer loyalty and ensure they visit you for vehicle needs in the coming year. Get Involved Locally The holidays typically bring out the best in everyone and as such, people tend to be more giving during the holiday season. This type of goodwill presents the perfect opportunity for you to put together a give back campaign. You could do a traditional toy collection or canned food drive; or, you could get outside the box and get creative. However you decide to get involved with your local community and give back to those in need during the holiday season, you’ll promote goodwill and drive your dealership’s brand awareness. Give Stuff Away Now I know what you’re thinking. “I don’t have ... Read Post

Drive End-of-the-Year Sales by Targeting Current Customers

Up next in OneCommand’s Holiday Marketing Guide is an easy way to drive end-of-the-year sales to your dealership. We all know marketing to current customers to keep them coming back is significantly cheaper than going out and conquesting for new business. Although bringing in new business is extremely important, try these three ideas to put current customers into your sales pipeline. Find Pre-Owned Opportunities Chances are you have several pre-owned vehicles in such high demand that they are sold before they ever hit your lot. Look into your database to determine if any of your current customers drive one of these desirable vehicles. Then, reach out to them to see if they are interested in selling their vehicle. If so, you have a win, win; you’re able to stock your pre-owned inventory lot with desirable vehicles and potentially sell a new vehicle. Find Equity Opportunities Another way to find potential sales for an end-of-the-year push is to look into your database and find cust... Read Post

Get Customer's Vehicles Ready for Colder Weather

Last week, we kicked off our Holiday Marketing Guide with Thanksgiving campaign ideas to help you demonstrate your appreciation to customers, give back to your community, and drive top-of-mind awareness for your dealership. This week, we move to the backend of your business and focus on increasing service visit frequency and dollars spent per RO. That’s right, it’s time to get your customer’s vehicles ready for the colder weather ahead and here are three campaign ideas to help you do just that. Inform Customers Typically customers neglect their vehicle’s service schedule because they are either too busy and it never makes their priority list, or they aren’t aware of the specific maintenance needs for their vehicle. Either way, communication is the key to making sure customers maintain their vehicles regularly. All you need to do is take the time to put together an informational service communication about the maintenance needs for a vehicle as the colder weather sets in. Cus... Read Post

Show Thanks this Thanksgiving

This year is quickly coming to a close, which means it’s time to start planning your end-of-the-year marketing. Throughout November and December, OneCommand will be providing you weekly campaign ideas to drive your end-of-the-year sales and service traffic and revenue. This week is all about Thanksgiving marketing and how to demonstrate your thanks; here are three ideas to get your creative juices flowing. Go Social Chances are your dealership already has a social media presence of some kind, be it a Facebook, Google+, or Twitter page. Leverage your social pages to say thanks to customers. Take pics of customers who come in for maintenance work in your Service Department or of customers who just purchased a vehicle from your store. Then, post these pics on your social media channel of choice as a month long Give Thanks campaign. This is a great way to show off your customers and make them feel special while promoting your dealership at the same time. Please remember to always ask fo... Read Post

Get Creative with Facebook Advertising

It’s no secret that consumers are inundated by advertising. They are bombarded from all angles without any way to escape. In fact, consumers are becoming numb and only have subliminal or subconscious recognition of the everyday advertising targeted towards them. In addition to trying to stand out among the overwhelming number of ads, marketers are challenged with how to best get the prospective customer’s information to execute meaningful follow-up. These tasks become daunting for even the most experienced marketers, let alone small business owners struggling to promote their brand in the marketplace. So what’s the answer? If you’re like most marketers, there are three deliverables to obtain when putting together an advertising strategy: Measure return on investment Target an audience capable of purchasing your product Collect leads with actionable data With so many different types of advertisements and platforms, how do you know which one to choose for your business? Good ... Read Post

Get Creative with Lost Soul Marketing

How are you recapturing customers who have not returned to your dealership for service work? Are you communicating with customers who purchased from you but have gone elsewhere to service their vehicle? What type of incentives and messaging are you providing to these segments of customers to entice them to visit your Service Department? If you’re like most dealers, you’re losing customers every day to aftermarket service facilities for a variety of reasons; they think your dealership is more expensive or it takes too long to complete service work. Even with these misconceptions about having service work performed at your dealership, you can reach out and combat these assumptions with creative lost soul marketing. Offer Competitive Pricing One of the biggest fallacies about dealerships is that they are more expensive than aftermarket service facilities. To combat this misunderstanding, make sure you research your local aftermarket competitors to ensure your pricing is in line and t... Read Post

Get Creative with Halloween

You may have noticed Halloween and fall decorations adorning your favorite retail stores or maybe you’ve seen the random Halloween outlet stores popping up in shopping centers near you. With the excitement building around this much anticipated holiday, you may want to get in on the fun. Halloween is the time of year for goblins and ghouls, but it’s also a time to get creative. Demonstrate your creative side to customers and prospects with one of these Halloween marketing ideas. Host a Costume Contest People who spend money and time on their Halloween costumes want to show them off, that’s why hosting a Halloween costume contest is a great way to bring top-of-mind awareness to your dealership. You could run a traditional contest and incentivize people to dress up and come to your dealership, or you could take a simpler approach and host the costume contest on your social media channels. Leveraging social media for your contest improves your dealership’s online reputation, reac... Read Post

Get Creative with Fall Car Care

For many Americans, October marks the beginning of fall. For some of the country, the leaves have already started to change and the weather is getting cooler, but for the automotive industry, October is known as Fall Car Care Month. The month of October presents the perfect opportunity for Service Departments everywhere to increase traffic by reaching out to customers about needed fall maintenance. Most dealerships will be offering tips and savings to drive people into their service drives and this type of marketing is a great idea and probably much needed. But, what if you did something a little different this year? What if you decided to get really creative with your fall car care marketing? Instead of just delivering tips and savings to customers, what if you hosted targeted events at your dealership? Check out these two event ideas to promote fall car care by getting creative. Host a DIY New Owner’s Clinic This year think about hosting a DIY event in your Service Department. I... Read Post

Harvest Your Database to Send Meaningful Messaging

It’s hard to believe, but it’s time to start planning your end-of-the-year marketing. As we roll into the holiday season, many dealerships are thinking about how they will increase their end-of-the-year revenue and move more vehicles off their lot. However, many consumers are deciding where they’ll buy their next vehicle in the coming year, or if they’ll be going back to the same dealership for future service work on their current vehicle. The end of the year is the perfect time to communicate with existing customers, build brand loyalty, and keep them coming back to you for their vehicle needs. Today, we’ll share four tips to help you harvest your database, deliver a meaningful message to your customers, and ensure you’re their dealer of choice. Target the Right Customers First things first, you’ll need to decide which customers you’ll target with your end-of-the-year marketing. If your goal is to keep customers loyal to your dealership throughout 2015 and into 2016, ... Read Post

Harvest Your Database to Find Additional Sales

All month long we’ve been focused on mining your dealership’s most valuable asset, your database, and this week is no different. Let’s take this opportunity to concentrate on driving qualified, ready-to-buy customers to your showroom. How you ask? Here are three ways to harvest your database to find additional sales this month. Look for Customers to Upgrade Everyone who has ever bought a new vehicle loves it for at least the first three years, but by year five, they start to get the new car itch. Especially because the newer models have come out with new enhancements, body styles, and technology. Look into your database and find customers who purchased a vehicle from you five or more years ago and who have visited your Service Department in the past year. This will help you target vehicles professionally maintained at your store. Trade In, Trade Up Another great segment of customers to harvest out of your database are people who bought a vehicle from you and are now in a favora... Read Post

Harvest Your Database to Increase Foot Traffic

Hosting an event at your dealership can be costly and if not done properly, you can spend a lot of money without a lot of return. To get the most bang for your buck, you’ll need to harvest your database to ensure you communicate to the right customers to drive them into your dealership for your event. Here’s how you can increase foot traffic and make the most out of a fall event. What Type of Event? First things first, you will have to determine what type of event you’ll host. Will you host an end-of-summer BBQ to thank customers for their loyal patronage or will you host a model year close out event to move 2015s off your lot to make room for the 2016s? The possibilities are endless and are only limited by your imagination. Be sure your event fits your dealership needs and budget. Which Customers Will You Invite? Once you’ve determined your event type, you need to decide on the target audience to invite. Be sure to segment your database so that you invite the right people. F... Read Post

Harvest Your Database to Recapture Lost Souls

Every OEM sets key performance indicators for their dealer franchise owners. Most OEMs look at the same type of metrics, but often have slightly different measurements to determine the success of their dealers. One metric almost every OEM is looking to capitalize on is recapturing lost customers. Harvest your database to find your greatest potential with lost souls and use creative marketing and incentives to drive them back to your dealership. Segment Your Database When looking at your database, you have four types of service customers: Your most loyal customers – they spend a lot and visit a lot. New vehicle owners – they visit often, but don’t spend a lot. Big ticket customers – they only visit for major services but go elsewhere for minor services. Bargain hunters – they shop around for the best deal and go there. By understanding your customers’ shopping patterns, you can ensure you target the right segment to maximize results and save money by not marketing to lo... Read Post

Keep Your Summer Momentum Going by Energizing Your Conquest Strategy

Every year, dealers across the country try to keep pace with the current marketing trends for the fear of falling behind and losing out to the competition. Not only do you need an excellent retention marketing strategy to ensure customers come back to you, but your dealership also has to find a way to attract potential buyers. Not to mention there are thousands of to-do items that you have to check off every day to keep your store running properly. With so much going on, how do you find time to put together a conquest strategy that works without breaking the bank? Today you’ll learn how to keep your summer momentum going by energizing your conquest strategy. Start with Data Every good marketing strategy starts with data. Often times for conquest programs, this data comes in the form of a purchased list simply because it is not readily available at our fingertips. When venturing out to acquire a purchased list, be sure the consumers have opted-in to receive information about vehicles... Read Post

Keep Your Summer Momentum Going with Fuel Savings Marketing

Finding the right marketing message to keep customers coming back to you can be difficult. You either have to know exactly where they are in their ownership cycle or you have to have extremely relevant content. Good news! This week’s campaign ideas will give you three ways to connect with current customers with pertinent fuel savings messaging to keep your summer momentum going. Offer DIY Tips Every consumer in America wants to save at the pump, but how? With the majority of the country paying close to $2.50 for a gallon of gas and some parts reaching as high as $3.50, fuel economy is still a hot topic. Think about offering your customers fuel savings tips. For example, you could inform them that properly inflated tires and clean air filters improve a vehicle’s fuel economy. Or, you could tell them things like driving with the windows up and the AC on actually helps a vehicle’s fuel economy. By leveraging a current topic and providing helpful DIY tips, your dealership will stay ... Read Post

Keep Your Summer Momentum Going with Labor Day

It’s hard to believe Labor Day, the unofficial end of summer, is just around the corner. Since Labor Day weekend is one of the most popular times of the year to buy a vehicle and often there are additional incentives from your manufacturer, you’ll want to make sure you are top-of-mind with customers, potential prospects, and your community. Here are three ways to leverage the Labor Day holiday weekend to keep your summer momentum going. Host an Event It doesn’t really matter what type of event you host for the holiday weekend, drawing people to your dealership in a non-sales manor will increase foot traffic. Think about hosting a BBQ, customer appreciation event, or even an end of summer party. Whichever you choose, make sure you have activities planned to keep people on your lot and have your sales staff present to ensure they build rapport with your attendees. Meet or Beat If your dealership has great customer service, your employees care about your customers, and you’ve wo... Read Post

Keep Your Summer Momentum Going with Back-to-School

Can you believe it? The back-to-school season is already in full swing. If you’ve visited any major retail outlet, checked your mailbox, or watched commercials, you’ve probably noticed that marketers are promoting back-to-school savings. This means, now is the perfect time for your dealership to capitalize on the season with relevant back-to-school marketing. Here are three ways you can promote your dealership, drive business to your store, and generate additional traffic and revenue to keep your summer momentum going. Offer Back-to-School Tips With the hustle and bustle of the back-to-school season, many parents are thinking about new schedules, prepping their kids for the first day, and getting organized. Chances are these parents are not thinking about their vehicles or the maintenance it will need to be ready for the carpool lane. Think about offering customers helpful back-to-school vehicle tips and service savings to ensure their vehicles are in proper working order for the ... Read Post

Revive Your Unsold Prospect Follow-Up in 6 Easy Steps

Is your dealership looking for more vehicle sales? Do you spend an exorbitant amount on advertising and marketing to acquire new prospects? How many times have you lost a potential sale because you don’t have a proper follow-up process for these incoming prospects? The only way to truly master your dealership’s follow-up is to figure out a way to maximize results and minimize effort. Check out these six easy tips to revive your unsold prospect follow-up. Implement Data Collection One of the most important things a business can do to improve prospect follow-up is collect pertinent information. So many times salespeople are unable to follow up with a prospect because they don’t have all the necessary information to do so. You’ll want to set a standard for data collection among your sales team. This standard should reflect what type of marketing you’ll be doing to follow up with these potential buyers. For example, if you plan to use email marketing to communicate with potentia... Read Post

Celebrate Summer with All-Star Baseball

Every year, thousands of Major League Baseball games are played with millions in attendance. These same baseball fans are gearing up for the long awaited All-Star Game coming up July 14th.  Believe it or not, your dealership can leverage these enthusiasts’ excitement to drive sales and service business. How, you ask? With creative, relevant marketing. Check out these three ideas to celebrate summer with All-Star baseball. Get Active Here in Cincinnati, if the Reds combine 11 strikeouts during a home game, LaRosa’s (a local pizzeria) allows every fan with a ticket from that game to redeem it for a free pizza. This is an example of how a local business can get involved with the sport of baseball to promote their brand. Similarly, your dealership could offer discounts for events that transpire during the All-Star Game, such as offering $10 oil changes if a local player hits a home run or a similar promotion that may fit your particular business model.  Create a Contest Everybody l... Read Post

Light Up Your Marketing with Video

Video has become one of the most important mediums for marketers and is quickly becoming the preferred method of media consumption for consumers. Every marketer dreams of the day when they produce a video with content worthy of thousands and possibly millions of viral shares. But let’s dial these dreams back a little and save ourselves the pain of wasting endless hours devising the perfect video scenario to be viewed by the world wide web. Instead let’s focus on how your dealership can utilize video in everyday marketing to engage current customers and keep them coming back to you for future vehicle needs. Today we’ll share six things you need to know about marketing with video. Get Noticed with Video It’s no secret that people like to consume their content through video. When looking at major video platforms like YouTube, you quickly understand the impact video has on our society; YouTube reports every day people watch hundreds of millions of hours on YouTube to generate bill... Read Post

Let Your Marketing Shine with a Summer Road Trip

The official start to summer is Sunday, June 21st and this day presents the perfect opportunity to reach out to customers with a seasonally relevant campaign. For many American families, the summer months mean packing up the kids and heading on a road trip to see family or spend some time vacationing. Today we’ll share three ways you can leverage these summer road trips to make your marketing shine. Leverage Timely Marketing When families pack for a trip to the beach or a week at grandma’s house, they think about essential items they will need for their trip. Some families even remember to have their vehicle serviced and maintenance items inspected before hitting the road. You can drive these families to your dealership by delivering a timely message with service discounts specific to their needs. Think about it; if you know most families will be taking a vacation in the next 60 days, then right now is the time when you should be communicating a road trip service package that will... Read Post

Let Your Marketing Shine with July 4th

For most Americans, the 4th of July is synonymous with fireworks, cookouts, lounging in the sun, and an extra day off work. In the car industry, the 4th of July is one of the biggest vehicle sales days of the year. Retail marketers everywhere are getting ready to capitalize on this summer shopping day to move inventory. How will you make your marketing stand out? How will you get your message heard and build brand awareness in the sea of marketing presented to consumers for the big weekend? Here are three ideas to let your 4th of July marketing shine. Host a Selfie Contest If you haven’t started using your social media channels to promote seasonally relevant content about your dealership, then this idea may be a perfect way to start. Think about hosting a patriotic themed selfie contest. There are several ways to run a photo contest, but probably the easiest is on Facebook. Tell participants to post their favorite patriotic selfie on your page. Then, award prizes to the most popular... Read Post

Let Your Marketing Shine with Father's Day

As a marketer, one of your jobs is to constantly search for new ways to reach out and drive brand awareness. With Father’s Day right around the corner, now is the perfect opportunity to not only connect with customers and prospects, but also honor local dads in your community. How will you demonstrate your appreciation? How will you make your dealership stand out among the wave of Father’s Day marketing? Here are three creative ways to let your marketing shine this Father’s Day. Make Life Easier Think about services that make dads’ lives easier. What if you offered to pick up and drop off local dads’ vehicles for needed service maintenance during the week of Father’s Day? You could set a stipulation for a certain radius around your dealership. Not only would this gesture bring you increased service traffic, but it would give dads more time to spend with their families. Think About the Kids During the next couple of weeks leading up to Father’s Day, make a card creation ... Read Post

Everything You’ve Ever Wanted to Know About Directory Listings

Have you ever wondered how search engines like Google work? How do they decide which ranking your dealership will receive for a given set of keywords? You may be aware search engines use algorithms to determine search rankings. These algorithms are a form of artificial intelligence, which are constructed to mimic the way humans think, and return the best results for the user’s search in a matter of a couple milliseconds. Nobody knows exactly what logic is used, but it is rumored more than 3,000 attributes construct a local ranking algorithm. Today we’ll dive into one of the top influencers of local search ranking, directory listings management. What Are Directory Listings? Let’s start by explaining what directory listings are. Simply put, they are entries across the web that identify your dealership. They are typically made up of components like dealership name, phone number, address, and website URL, and are used so consumers can find your business. Think about your dealership Read Post

Honor Loyal Customers to Keep Them Coming Back

Whether you believe it or not, your customers are your dealership’s most valuable asset. Especially the loyal ones who continue to come back regularly for service work and purchase multiple vehicles from your dealership. If you’re under the belief that all customers should be treated equally, then this post may not be for you. In fact, we believe your most loyal customers deserve extra savings and attention to ensure they continue to come back to your dealership for future vehicle needs. Here are three easy to implement ideas to honor your customers. Offer a First Class Experience If you identify loyal customers who are scheduled to visit your Service Department, think about rolling out the red carpet. Start by having one of your Service Advisors greet them with a small gift upon arrival. Then, have refreshments and free goodies ready to satisfy them as they wait for their vehicle’s service work to be performed. Maybe even offer free shuttle services, free car wash and vacuum, o... Read Post