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Recently, we delved into the topic of reputation management and how online communities have impacted automotive sales and marketing efforts. In that posting, we highlighted two tenets that are front and center in those strategies – reactive and proactive marketing.
We noted that proactive marketing acts as a guide that sets the course of your direct automotive marketing campaigns. In that same breath, we noted it provides direct marketing professionals an active role in continuing to inform customers on products and services. Being proactive also has been known to impact and drive positive results to your dealership’s bottom line.
What we didn’t cover – however – is how an automotive dealership or direct marketer can effectively utilize their arsenal (digital, social and traditional media) in being proactive for their reputation management plans. The following provides a brief snapshot on how to effectively put together a pro-active campaign.
Mission: Control. Above all, the main advantage to being proactive in your automotive marketing campaigns is the ability to control the message through your varying marketing vehicles. In setting up a good and controlled strategy, you’ll be able to keep your spending in check, monitor your efforts and effectively measure your initiative’s return value.
Active Listening. Simply put, active listening requires the listener to understand, interpret, and evaluate what they hear. By doing so, customer relationship management can help improve through reducing conflicts, cultivating understanding and improving cooperation. Making use of online tools like HootSuite and Addictomatic can help serve as a launching point in trying to determine what consumers – both current and prospective – are saying about your product or service. Once that information is compiled, a framework for a proactive campaign can be constructed.
Engagements That Ring. A proactive direct marketing campaign – email, print or social media – requires some level of engagement. Engagement allows for the fostering of relationships with your clients and helps in getting a read on their reactions, both positive and negative. Specifically, loyalty-based and seasonal-based programs are two tried-and-true avenues explored in proactive marketing plans.
Stay on Track. With your customer databases and past budgets in hand, you can track the patterns you used in your initiatives to influence a message. This allows you to target your prospective or current customers to get results and thus, nurture customer loyalty.
When putting together a proactive marketing strategy, keeping these four points in mind as a base will help give your automotive marketing plans a firm footing. Being able to control your message, actively listen to your consumers, engage and by staying on message with your campaigns will go a long way into creating a successful initiative that will deliver results.
~ Missy Jensen, Social Media Manager at DMEautomotive
Missy designs, deploys and maintains the social media initiatives for DMEautomotive in an effort to increase brand awareness, distribute company and industry news, provide updates on products and services and promote consumer engagement. Missy enjoys the process of learning; researching and watching projects come to fruition!
Prior to her transformation into a web specialist and work with DMEautomotive, she has 10 years of experience in the marketing and communications industry. Missy served as the Director, Handicapping & Communications for a regional golf association and helped successfully launch and maintain a cutting edge technology-based ticket resale program on behalf of the St. Louis Cardinals.
Missy attended St. Lawrence University where she graduated Magna Cum Laude with a BS in Psychology. She also holds a Master’s Degree from Miami University in Oxford, OH. She can be reached at firstname.lastname@example.org and check her out on LinkedIn.