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Jared Hamilton
From: Jared Hamilton
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Jeff Giere

Jeff Giere Strategy Analyst

Exclusive Blog Posts

Modern Online Shopping

Modern Online Shopping

Computers have been used for more things than computing and gaming for some time now, in fact most people now use their computers for shopping online than …

Are all 3rd Party trade in leads the same (like banging your head into a wall)?

Are all 3rd Party trade in leads the same (like banging your head into a wall)?

Over the last year, we have used several companies to assist in the "Hurry Up and grab these hot trade-in leads" trend.  We trained staff.&n…

10 Steps to Become a Servant Leader

10 Steps to Become a Servant Leader

The term “servant leadership” was first coined in an essay written by Robert Greenleaf in 1970. Later he expanded the essay into a book, which …

So how do you get leads to reply to you, anyways?

So how do you get leads to reply to you, anyways?

There is nothing more frustrating for the Internet/BDC Department (or for your sales team) than receiving a bunch of new leads... every single day... that …

The Best leads are Where now

The Best leads are Where now

As the internet and marketing manager, I am flooded with information from all parts of our buying process daily.  How many "real" leads d…

Service Marketing: To Reach Younger Drivers, Go Beyond Recommendations

Though every vehicle today comes with a recommended maintenance schedule from the manufacturer, many consumers don’t follow them. What’s worse, some may not even know they exist! We recently surveyed 1,000 auto dealer customers and found that younger generations are less likely to follow manufacturer recommendations than their older counterparts. While 61% of Baby Boomers claim to have fulfilled all recommended maintenance in the last year, only 37% of Millennials and 18% of Gen Z followed all the manufacturer’s recommendations.

                

A 12-month study of purchase-to-service rates across a national sample of 300 auto dealers tells a similar story: younger generations are less loyal to the dealer after purchase than older generations. Only 49% of Millennials return for service within a year after buying a car, and that decreases further with Gen Z. Driving this trend is a mistrust of manufacturer recommendations and an inability to afford the cost of recommended services. To combat this, dealers should find ways to earn the trust of younger clientele and remain competitive with their service incentives.

                  

What’s at stake if dealers rely solely on the manufacturer’s recommended service schedule (and by the same token, marketing cadence)? Significant service business––potentially thousands of dollars per customer––lost. To give today’s customers the experience they’re looking for, dealers should use an engagement-focused marketing approach with multiple touchpoints for every service opportunity throughout the customer lifecycle.

An omni-channel service marketing strategy allows dealers to begin the conversation with their customers well before the first recommended service in order to build rapport and trust. Additionally, multiple reminder touchpoints leading up to their recommended service due date give dealers an opportunity to generate appointments early, without advertised discounts. They can then offer incentives to more cost-concerned customers who are unlikely to come back for service otherwise.

The numbers are clear: manufacturer recommendations alone won’t keep Millennials and Gen Z coming back. Instead, dealers should focus on earning their loyalty by first earning their trust. And building meaningful relationships through consistent, high-engagement marketing is a great place to start.

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