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Kristen Judd

Kristen Judd CAO

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New 3 Birds Study Finds that a Major Dealership Profit Center is Seriously Under-Represented Online

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Majority of dealerships lack service-related website content 

Chapel Hill, N.C., August 7, 2014 – 3 Birds Marketing, a developer and provider of software-assisted marketing solutions, services and analytics to the automotive vertical, today released the results of its industry-leading survey of service-related content on dealership websites. The whitepaper, Content, Communication and Keeping Customers Coming Back: Using Digital to Distinguish Your Service Department and Improve Your Bottom Line,” illustrates that although service-related website content can help dealerships increase customer retention, fixed ops revenue, and consumer trust, the majority of dealerships in the United States lack basic content about common services, service programs, and service department amenities.  

3 Birds analyzed the websites of more than 900 dealerships located all across the United States that sell highline, import, and domestic brands. The findings include:  

  • 61% of dealership websites have less than five pages of service related content  
  • 82% of dealership websites do not include a “Why Service Here” value proposition   
  • 7 out of 10 dealership websites do not mention OEM service programs  

The fact that more than 70 million searches on service-related topics happen on Google every month shows that consumers are looking for information and transparency around vehicle service, yet many dealerships are missing an opportunity to be the source of that information for their customers and other consumers by not providing rich content about vehicle service on their websites.  

"We have long suspected that dealerships in general were not providing consumers with the content they've been looking for online. In fact, this perceived lack of service-related content on dealerships' main websites is what inspired the creation of our Fixed Operations Marketing Suite," commented Kristen Judd, CEO, 3 Birds Marketing. "Our proprietary study confirmed these suspicions and has allowed us further insight into the state of service-related content in the industry. The bottom line is dealerships have a tremendous opportunity to provide information that consumers want which will help to increase their transparency, further positioning themselves as trusted partners in the ongoing care of their customers’ vehicles." 

Dealership representatives, manufacturers, and industry stakeholders can request a copy of the whitepaper via: http://www.3birdsmarketing.com/papers/2014-service-study. For speaking engagement requests, brand analysis, or further information, contact us at http://3birdsmarketing.com/contact.  

About 3 Birds Marketing, LLC 

3 Birds Marketing is a WBENC-certified provider of software-assisted marketing solutions, reporting and analytics, and consulting and training focused in the automotive retail space. 3 Birds has helped automobile manufacturers, distributorships, advertising agencies, dealer associations, automobile dealership groups and dealerships demand, attract, and convert modern digital consumers through enterprise-level integrated marketing technology, outstanding client services, and extensive marketing and automotive retail experience. 3 Birds was founded in 2009 and is headquartered in Chapel Hill, North Carolina. Visit www.3birdsmarketing.com to learn more.

 

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