CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
I was checking into a local restaurant with Four Square in Atlanta and I was presented with a new screen sponsored by American Express.
The program is called "Shop Small".
The promotion was supporting small businesses with a twist: Amex will credit MY card based on my checkin and payment with an Amex Card.
So, my friend took me out to Cafe Sunflower in Atlanta and when I checked in, I was presented with an offer to save $10.
I had to link my Amex Card to activate the promotion and then charge the meal with my Amex Card.
I decided to follow the process and it was very easy. I entered by Amex Card number and was quickly linked to Amex. This "loaded" the special.
Once I unlocked this special and the only thing I had to do is pay for the meal on my Amex card.
I had a great meal at Cafe Sunflower and when the check was presented, I paid with my Amex card.
I few minutes later, I received a message on my iPhone as shown on the third photo on the right. It was a surprise how fast the actually happened.
I was very impressed at the process and how location based marketing worked with Amex. This was a clear BENEFIT of being an Amex card member.
I felt that AMEX reached out to me to offer this benefit. They also offered this program at the Mexican restaurant I had lunch with today.
Something is brewing. This is very proactive and it felt very good. If it feels very good, should it be something that dealers should investigate?
I suggest that your dealership investigate local based marketing opportunities. The strategies may vary from high-line brands to entry level brands.
I have some ideas on this but I would like to hear what you have to say. I want to recognize Eric Miltsch for being a pioneer in educating dealers about location based marketing.
Does the fact that consumers buy cars every 3 years nullify these proactive offers?
Should location based marketing be used for service?
What say you?
Brian Pasch, CEO
PCG Digital Marketing
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