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Denim Simkins

Denim Simkins Director, Fixed Ops

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3 easy steps to improve your message to your customers


e7c235960f5952c40c34597979a45eea.jpg?t=1Today marketing to someone and getting through to them are 2 very different methods of operation.

Most everyone to this point has migrated their marketing campaigns to effectively reach out via Email / mail and phone to improve your ROI on your marketing spend. I want to discuss the next chapter of marketing and making sure your budget is effectively being used and driving more traffic to your store. In short if we are not delivering pertinent information at the correct time we will miss our window.

#1 – Go Mobile – make sure all of your Email marketing campaigns are mobile friendly so when they load on their smaller devise the user has an easy time to navigate the screen. If this is an inconvenience they simply wont wait the time it takes to load and then your message is not heard and then also possible dis-credited. The following statistics will show you the importance on needing to have your marketing events happening mobile friendly.

  • Seventy nine percent of your customers view their Email on their smart phone.
  • The latest information suggests that over half of your customers will then also make a purchase decision from their phone.
  • Seventy percent  of users that view their Email on their phone stated that the information they received influenced their buying behavior.

#2 – Build Value – One of my favorite authors and sales motivator Jeffrey Gitomer often states, “customers hate to be sold but they love to buy”. This statement rings true to me every time I am in front of a customer or creating the next marketing special.

  • Build value in the special. There are many reasons you have to offer why your special is the best option for their vehicle, lets start talking about those very loudly.
  • Talk about the importance and value of performing the special. Remind them that a detailed service history will allow them to sell their vehicle or trade their vehicle in with a higher value do to the maintenance being completed.

#3 – Quick / Clean  - We all have received one of those emails and when you open it up you are stunned due to the amount of information or text you have to read though to determine if this email is of any value to you. Most of the time since this is being done on a mobile devise a clear visual message will be most effective.

  • Make the subject line message short and brief
  • Add links within the message to take your customers to micro MOBILE READY sites to give them more information.
  • Make it visually clear and simple.

So here are 3 easy rules to make sure your marketing efforts are more effective in getting through to the on the go customer. Make it clear and easy, create value and ensure your customer will be able to view your information while standing in line at the grocery store.

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