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Jared Hamilton
From: Jared Hamilton
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Make a Resolution to Vehicle Maintenance

If your goal for 2015 is to drive additional service traffic and revenue to your dealership, then this week’s campaign idea is for you. Chances are your customers have made New Year’s resolutions for all kinds of things, like losing weight, stopping a bad habit, or self-improvement. Think about asking your customers to make a New Year’s resolution to stay current on their vehicle’s maintenance.

Resolve for Better Vehicle Maintenance
With a consumer’s busy life, they often forget about their vehicle and the maintenance it needs to continue to be in top working order. By sending them a communication and asking them to make a resolution to their vehicle, you bring the topic of vehicle maintenance to their attention and your dealership top-of-mind.

Remind Customer of Their Resolution
There is a big difference between making a resolution and keeping a resolution. You will need to have a plan of attack in place to remind customers to keep their vehicle maintenance resolutions. Think about sending helpful reminders every quarter about their 2015 vehicle maintenance resolutions or put together a type of calendar for customers who have resolved for better vehicle maintenance to keep them on track.

Reward Customers for their Resolutions
Provide a reward at the end of 2015 for customers who have kept their resolution throughout the year. You could offer them a gift such as a free oil change or car washes for 2016. Anything would be appreciated and would ensure your customers always come back to you for any future vehicle service needs.

New Year’s resolutions are a great way to connect with customers, increase brand awareness, and drive additional traffic and revenue. January presents the perfect time for you to ensure your customers are resolving to keep up with vehicle maintenance.

Joe Henry
Kristen, P.M. is harder and harder to bring to the forefront b/c the factories and sales are pitching fluids for ever (which also tranfers into the customer's mind "I don't need P.M.") We all know tires, brakes, filters wear with every revolution of the wheel, but what is your advice on programs giving the customer a realistic reason to come in for maintenace? LOL, recalls have kind of brought them in regularly, but like the song from Urban Cowboy, that is looking for luv in all the wrong places
Grant Gooley
Nice! I like the angle on this idea. It's great when you can tie in something so relevant to someones life, like "New Years Resolutions" to a promo that can make the dealership money! It's not easy to create buzz month after month! 10/10 on creativity :)
Kristen Williams
Joe, thanks for your comments. Our dealers see these same type of challenges from their OEM and customer database as well. We've found that consistent communication with your database keeps customers coming back. We of course employ a reminder system for customers who are approaching their recommended service intervals, but we also send monthly communications to the database to keep the dealer and message relevant and educate customers about seasonal maintenance needs. This two prong approach keeps the customers coming back again and again.
Kristen Williams
Thanks Grant! Appreciate your comments.
Joe Henry
Thanks Kristen, maybe you can give us a little more detail on what the verbiage or general promotion is that makes a customer see value in the dealer’s P.M.? And the reason I feel that any programs like you have are so important these days to dealers is not only is dealer profit leaving big time, but techs incomes are plummeting and techs are leaving the industry like refugees running from ISIS. So it is more than a customer benefit, it’s a dealer benefit too

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