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Courtney Evans

Courtney Evans Vice President of Product Marketing

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Courtney Evans Blog Posts

Knowing Your Customer vs. Looking for the Sale

by Courtney Evans Mar 27, 2020

Knowing Your Customer vs. Looking for the Sale

by Courtney Evans Mar 27, 2020
How well do you know your sales and service customers? Not just the customers who have purchased a car in the last month, or the ones who get their cars se…
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New Trends Require New Marketing Strategy

by Courtney Evans Feb 28, 2020

New Trends Require New Marketing Strategy

by Courtney Evans Feb 28, 2020
What are your marketing goals in 2020? One of the biggest pain points for dealers is deciding where to spend their marketing dollars to get the results the…
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Owner Retention Programs: The Good, the Bad and the Ugly

by Courtney Evans Jan 31, 2020

Owner Retention Programs: The Good, the Bad and the Ugly

by Courtney Evans Jan 31, 2020
Most auto dealerships do some, if not all of their service marketing with their manufacturer owner retention programs (ORPs). The purpose of ORPs is stated…
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Beyond the ORP: Creating a Single, Cohesive Marketing Strategy

by Courtney Evans Dec 27, 2019

Beyond the ORP: Creating a Single, Cohesive Marketing Strategy

by Courtney Evans Dec 27, 2019
Owner retention programs (ORPs) are one of the most used marketing tools and have been used by dealerships for many years. However, most ORPs are run in a …
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5 Essential ORP Communications

by Courtney Evans Nov 8, 2019

5 Essential ORP Communications

by Courtney Evans Nov 8, 2019
Your dealership has probably been using an owner retention program (ORPs) for years, but when was the last time you evaluated the effectiveness of each com…
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5 Ways to Modernize Your Owner Retention Program (ORP)

by Courtney Evans Oct 11, 2019

5 Ways to Modernize Your Owner Retention Program (ORP)

by Courtney Evans Oct 11, 2019
Most dealers have been using an owner retention program (ORP) for years. Sometimes referred to as a service connection program or trigger-based communicati…
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Use Data to Improve the Customer Experience

by Courtney Evans Sep 13, 2019

Use Data to Improve the Customer Experience

by Courtney Evans Sep 13, 2019
When we think of using customer data, it’s often in the context of marketing. I’ve written previously on how data can be used to drive action a…
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Use Customer Data to Build Better Relationships

by Courtney Evans Aug 9, 2019

Use Customer Data to Build Better Relationships

by Courtney Evans Aug 9, 2019
For such a small word, the word ‘data’ packs a pretty big punch. Some marketers get overwhelmed when they hear it because they believe it&rsquo…
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Increase Your Marketing ROI with 3rd Party Data

by Courtney Evans Jun 21, 2019

Increase Your Marketing ROI with 3rd Party Data

by Courtney Evans Jun 21, 2019
Most marketers think of third-party data as something to be used in conquest marketing. While it's true that we must rely on 3rd-party data to acquire …
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Why Your Marketing Goals are All Wrong

by Courtney Evans Jun 7, 2019

Why Your Marketing Goals are All Wrong

by Courtney Evans Jun 7, 2019
Most people think about marketing as a way to generate immediate ROI. For every email campaign sent out, we measure its success with metrics like open rate…
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Let's Get Visual: Targeting Auto Shoppers with Video

by Courtney Evans May 3, 2019

Let's Get Visual: Targeting Auto Shoppers with Video

by Courtney Evans May 3, 2019
One of the biggest challenges for dealers today is knowing which marketing channels deliver the best reach, frequency and ROI. For marketers everywhere, it…
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Customer Loyalty: Playing the Long Game

by Courtney Evans Apr 5, 2019

Customer Loyalty: Playing the Long Game

by Courtney Evans Apr 5, 2019
How long does it take to build customer loyalty? It might start with a great sales experience, but if a customer feels like they've been taken advantag…
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Making PPC Clicks Count

by Courtney Evans Mar 1, 2019

Making PPC Clicks Count

by Courtney Evans Mar 1, 2019
As many dealership marketers know, search campaigns are a necessary part of a multi-channel marketing strategy. The danger with search campaigns is the pot…
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5 Keys to Successful Social Ads Campaigns

by Courtney Evans Jan 11, 2019

5 Keys to Successful Social Ads Campaigns

by Courtney Evans Jan 11, 2019
When it comes to social media advertising, Facebook reigns supreme with Instagram a close second. These are ideal platforms on which to raise brand awarene…
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How to Grow Loyalty with Service Marketing

by Courtney Evans Jan 4, 2019

How to Grow Loyalty with Service Marketing

by Courtney Evans Jan 4, 2019
For car dealers, the opportunity to create loyal customers might start with a sale, but true loyalty is created in the service department. According to a 2…
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