As part of my training and consultancy with OneCommand, a leading national automotive CRM marketing company with headquarters in Cincinnati, Ohio and Costa Mesa, California, I've produced a video titled " Simplifying Fixed Operations Marketing" based upon my recent White Paper by the same name. (a pdf copy of this White Paper is available for download on this Blog).
This short 17 minute video highlights the key elements considered to be the basis of a truly solid marketing strategy
within the service department of a U.S. automotive dealership.
A concurrent theme that comes out in all of videos and the White Paper is the need of sound management and processes within the service drive. Both videos that focus on the Service Drive, as well as the White Paper, key in on how important this is. From a consulting standpoint, a real depth of knowledge of processes is CRITICAL towards the success of a dealership's fixed operations department and goes hand in hand with having a depth of knowledge in marketing and CRM marketing systems and strategies.
A case in point would be Freeman Motors, a Toyota/Lexus dealership in Santa Rosa, California.
Without selling flushes or other added-value chemicals, and without discounting their Oil, Lube and Filter services, they are able to maintain one of the highest customer retention rates in the country. (Based upon their monthly response analysis reports within their CRM software system).Dan McNamee
, the Service Manager at Freeman Motors, speaks to processes in both videos.
Another individual interviewed for the Simplifying Fixed Operations Marketing video is Dominic Campanelli
, Fixed Operations Director of the Sullivan Auto Group. A brilliant industry leader, Dominic has a clarity of understanding when it comes to micro-marketing (another acronym for segmentation marketing) and service drive processes.
To view click here:http://video.google.com/url?docid=-2452032933025213066&esrc=rss_uds&ev=v&len=1006&q=Peter+Bachner+(site%3Avideo.google.com+OR+site%3Ayoutube.com)&srcurl=http%3A%2F%2Fvideo.google.com%2Fvideoplay%3Fdocid%3D-2452032933025213066&vidurl=http%3A%2F%2Fvideo.google.com%2Fvideoplay%3Fdocid%3D-2452032933025213066%26q%3DPeter%2BBachner%2B%2528site%253Avideo.google.com%2BOR%2Bsite%253Ayoutube.com%2529%26hl%3Den&usg=AL29H23tZahWBf_qwjYvehDyMP3ghud3ig