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.
×
Mike Gorun

Mike Gorun Managing Partner/CEO

Exclusive Blog Posts

5 Reasons You Should Seek Out Consumer Generated Content

5 Reasons You Should Seek Out Consumer Generated Content

It may seem like a good idea to always be the one writing about your dealership, but in reality consumer-generated content is as important, if not more so,…

DealerRater Reviews now Available on Cars.com

DealerRater Reviews now Available on Cars.com

DealerRater pushed a press release today that they have pushed reviews to the Cars.com Platform. According to the press release, this is about three millio…

Why Should You Attend NADA 2017

Why Should You Attend NADA 2017

As you investigate the possibility of attending NADA in New Orleans this year, you might be questioning the benefits of attending. It’s possible that…

The Most Wonderful Time of Year for Luxury

The Most Wonderful Time of Year for Luxury

It’s that time of year again: lights line the houses, the air is brisk, and luxury manufacturers are trying to make sure their vehicles are the best …

The Recruiter: Episode 4- People Use Google to Find Jobs

The Recruiter: Episode 4- People Use Google to Find Jobs

How to title your help wanted ad so it gets found on the internet. Please use Google in their job search. Use what people call themselves on their resu…

How Did Howdy Honda Drive Customers to Their Facebook Page with Cookie Recipes?

Nothing creates warm-fuzzy feelings quite like cookies. That’s why Howdy Honda in Austin , TX recently used LoyaltyTrac, their service rewards program, to conduct an email campaign centered around the holidays and cookies.

Colorful, cheerful emails were sent to all of Howdy Honda’s service reward members, encouraging them to submit their favorite holiday cookie recipe to be included in a downloadable cookbook that the dealership would create and distribute in its December email. Members were encouraged (but not required) to post their recipes on Howdy Honda’s Facebook wall. Every member who sent in a recipe received a bonus 10,000 service rewards points redeemable towards any service of choice.

The email campaign achieved an open rate of nearly 20%, far surpassing the Direct Marketing Association’s (DMS) average of 12-14% for opt-in lists. More than 50 members clicked through to the dealer’s Facebook page, resulting in many cookie recipes being posted on their Facebook wall. The campaign’s focus was to engage service rewards members using social media, but a nice added bonus was that the campaign also generated service appointments that averaged $250 per RO in customer pay work.

Other LoyaltyTrac auto dealerships have achieved similar results with various non-solicit campaigns. Emailing seasonal recipes to service rewards members as a “thank you” or vehicle safety tips and do-it-yourself guidelines are other examples of how you can gain appreciation from your customers.

Howdy Honda’s cookie campaign is just one example of how customized campaigns work to build customer loyalty. LoyaltyTrac is a rewards-based loyalty and retention platform that may be points-based, activity-based or incentive-based, and extends the experience of a dealer’s loyalty program into Facebook and Twitter by making customers’ actions in social media both trackable and rewardable.

However, before you design your own campaign, LoyaltyTrac makes the following recommendation: service managers should assign every recipe to one employee so they can bring in the various treats. After all, you wouldn’t want to hand out recipes that you haven’t personally tried, would you? We didn’t think so!

Happy Holidays and enjoy the treats, customer goodwill and extra revenue!

Larry Schlagheck
Nice work, Mike. So simple, yet effective. And, the seasonal tie-in adds that much more to it. Where this idea really stands out is the forethought put into it. It's always easy to come up with Holiday ideas when you're throwing down turkey leftovers, but these ideas have to come when the kids are in costumes and collecting candy . . . at the latest. Anyone have a good idea for Valentine's Day?
Jim Bell
Great idea. To take it one step further, are you going to get a book made up of the recipes for the customers to buy?
Mike Gorun
Thanks for your comments! Larry: We'll have to keep you posted on Valentine's Day, but something we did for Mother's Day this last year could easily be modified for Valentine's Day. We had our clients offer $10 off any service when their members either brought in a picture of their mother or mother-figure. Probably the key is using the emotion already connected to the holiday and finding a way to tie that back to your business. Create opportunities for positive customer experiences. Jim: Several of our clients that ran this campaign - including Howdy Honda - are compiling the cookbook as a free PDF, available for download on their respective websites.
Jessi Hales
For any of you interested in seeing how the final cookbook turned out, please check it out here: http://www.howdyhonda.com/holiday-cookie-cookbook While we've been impressed with the response that Howdy Honda received from its Rewards Members, I'm personally even more impressed by the response from the dealership. The thought and care that went into the landing page and cookbook design are both palpable and sincere. Hats off to Iris Claudio at Howdy Honda (Marketing Coordinator) for spearheading this project and creating a fun, emotional and personal way for building relationships with customers this holiday season! I'm sure it's one not many of us involved will not be quick to forget.

 Unlock all of the community & features  Join Now