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Last week, we kicked off our Holiday Marketing Guide with Thanksgiving campaign ideas to help you demonstrate your appreciation to customers, give back to your community, and drive top-of-mind awareness for your dealership. This week, we move to the backend of your business and focus on increasing service visit frequency and dollars spent per RO. That’s right, it’s time to get your customer’s vehicles ready for the colder weather ahead and here are three campaign ideas to help you do just that.
Typically customers neglect their vehicle’s service schedule because they are either too busy and it never makes their priority list, or they aren’t aware of the specific maintenance needs for their vehicle. Either way, communication is the key to making sure customers maintain their vehicles regularly. All you need to do is take the time to put together an informational service communication about the maintenance needs for a vehicle as the colder weather sets in. Customers will appreciate the helpful reminder and reward you with increased service traffic and revenue.
Make it Fun
Let’s face it, having service work performed on your vehicle is not the most thrilling and entertaining thing one can spend their time doing. What if you made this experience a little more fun for your customers? Think about allowing each customer a chance to win a discount or free service. All you have to do is make snowflakes with different savings amounts written on them (including a free one) and either tape them somewhere in your service drive or put them in a jar for customers to draw. There are so many simple ways for you to turn the pain of vehicle service maintenance into a fun experience.
As the weather turns colder, there are certain things that Americans like to do, such as hibernate indoors, drink hot chocolate, and warm up next to a hot fire. Think about how you can make servicing a vehicle easier for your customers as the colder weather sets in. You could offer to pick up and drop off their vehicle so they don’t have to venture out into the cold or provide premium hot beverages and treats in your Service Department’s waiting area. The possibilities for offering convenience options to your customers is endless, so put a twist on it and make it your own.
If you’re looking to drive traffic and revenue to your Service Department before the end of the year, now is the time. Leverage the colder weather ahead to increase service visit frequency and dollars spent per RO with your customers.