Overview

Summary

The automotive industry is continuing to face tough times and most dealers are cutting costs while at the same time trying to find efficient ways to increase customer frequency of purchase and dollars spent. In today’s market every dollar counts and has to work harder to bring customers to your door. Believe it or not you can find inexpensive ways to generate traffic and keep your customers coming back. The key to affordable marketing is relevancy. This time of year your customers are most likely experiencing a heat wave, that’s why we recommend hosting an AC Clinic in your service drive to assure your customers cooling systems are running at their best. Any customer who has experienced AC problems in the past will jump on an opportunity to get free advice from automotive experts, before the summer heat spoils their fun. Follow these simple steps to make your AC Clinic a success: 1. Decide on a Date: Pick an evening during the week, typically Tuesday, Wednesday & Thursday evenings return the best results. Block off a two hour window, where no appointments will be booked. 2. Send Invitations: Make sure to communicate all details at least a week before the AC Clinic, include a method for customers to RSVP so you will know how many people to expect. You can use a call tracking number that points all incoming calls to one person who is responsible for documenting or point customers to an online registration form. 3. Promote Your Event: You will want to start by leveraging channels that are already in use, such as: newspaper, radio, your website, hold music, and in-store signage. 4. Engage Your Staff: Be sure to inform advisors of the agenda and goal for the clinic, they should also be ready to book appointments on the spot. Your sales staff should also be aware of the initiative and may be needed to convert any possible leads to a new purchase. 5. Setup Shop: Make sure to clean the service drive, bays and waiting areas. Setup chairs for customers to sit and have tables with forms so you can capture customer contact information. If you can afford it have refreshments and appetizers for your customers or you can have promotional items available for giveaways.

Results

A PA dealer used email to invite 9,350 customers to their AC Clinic - resulting in 349 closed ROs for $64K in revenue and 6 vehicle sales. A NJ dealer also used email to invite 6,033 customers to their AC Clinic - resulting in 224 closed ROs for $45K in revenue and 10 vehicle sales.