Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
DMEautomotive

DMEautomotive

Exclusive Blog Posts

My Dealership Story - Kristy Elliott

My Dealership Story - Kristy Elliott

Meet Kristy Elliott, the Dealer Operator at Sunshine Chevrolet and check out her dealership story. Learn how Kristy came from the non-profit world to …

Start With Why - David Mead at DrivingSales Presidents Club

Start With Why - David Mead at DrivingSales Presidents Club

DrivingSales was so excited to have David Mead as a keynote speaker during Presidents Club. David works at the Start With Why foundation with Simon Sinek, …

You Have a Position to Fill – Who Do You Hire?

You Have a Position to Fill – Who Do You Hire?

As much as you try to avoid employee churn, you’ll always need to hire someone. It might be to replace a staff who’s moved on in their care…

6 Tips for Better LinkedIn PPC Advertising

6 Tips for Better LinkedIn PPC Advertising

With a little over a year’s experience with LinkedIn Advertising and some insights from a connection at LinkedIn, I’ve put together a list of 6…

The 3 Laws of Extreme Ownership

The 3 Laws of Extreme Ownership

“These are all things that may help you justify your results. But is your dealer any happier because of this?” I just finished reading a…

Capitalizing on Vehicle Ownership Retention in Direct Marketing

With the global economy slowly bouncing back from the depths of a recession, automotive manufacturers are expecting to see a similar bounce back in vehicle sales and leases.  Assuming that both trends go hand in hand that people are more willing to spend on cars thanks to an increase in consumer confidence – automotive direct marketers may be emboldened to try and capture these newly-interested customers with new vehicle marketing campaigns. 

But will new vehicle purchases really rule the day for automotive marketing?  In actuality, customer retention and automotive service marketers may be the ones benefitting the most from the economic upswing.

Why?

In research conducted by R.L. Polk & Co., a premier provider of automotive information and marketing solutions, the trend appears to be heading in another direction – a growing number of vehicle owners are holding onto their vehicles longer than expected.

The study notes that in 2001, vehicle owners held onto their automobiles for 47.5 months.  Fast forward to 2010’s second quarter, and the data shows that rate has climbed to 52.2 months.  Some factors that contribute to this rising number may include the economic climate, tighter financing rules by lenders, warranties/extended warranties, and the increase in vehicle durability ratings.

So how can automotive customer retention and service marketing campaigns capitalize on the trend of owners keeping their vehicles for longer than expected?  DMEautomotive recommends developing proactive, multi-channel communications that talk to your customers about your retention and service programs. Broadcast your customer loyalty initiatives, or create seasonal service campaigns.

When these initiatives are successful, you not only build your service base and reach customers who hold onto their cars – you’ll also create relationships for when customers are in the market to make a purchase.  And with the economy starting to trend towards the black, that time may be fast approaching.

 Unlock all of the community & features  Join Now