How are you recapturing customers who have not returned to your dealership for service work? Are you communicating with customers who purchased from you but have gone elsewhere to service their vehicle? What type of incentives and messaging are you providing to these segments of customers to entice them to visit your Service Department? If you’re like most dealers, you’re losing customers every day to aftermarket service facilities for a variety of reasons; they think your dealership is more expensive or it takes too long to complete service work. Even with these misconceptions about having service work performed at your dealership, you can reach out and combat these assumptions with creative lost soul marketing.

Offer Competitive Pricing
One of the biggest fallacies about dealerships is that they are more expensive than aftermarket service facilities. To combat this misunderstanding, make sure you research your local aftermarket competitors to ensure your pricing is in line and then tout your competitive pricing, as well as advertise that your factory trained technicians are using certified OEM parts that are made specifically for your customer’s vehicle. Also, show your customers a side-by-side comparison of everyday services so they begin to realize servicing at an aftermarket is not less expensive and often times more costly.

Offer Convenience Options
There are several ways you can demonstrate to customers that servicing at your dealership doesn’t mean it will be a hassle. If you have the ability to do it, offer an express service in 45 minutes; this probably won’t apply to every service you offer but it could work for most minor services. Also, think about offering a free pick up and drop off shuttle for customers. Lastly, you can really step up your competitive advantage and allow customers to stop by without an appointment to have service work performed. These types of processes within the dealership demonstrate to customers that your Service Department is just as easy, if not easier, to work with than an aftermarket service facility.

Some of these ideas won’t work for every dealership but if they are an option for you, try implementing them now or put your own spin on some of these ideas to draw more customers back to your Service Department. Additionally, don’t forget to market these changes to customers so they’re aware and can begin using them.

How are you recapturing customers who have not returned to your dealership for service work? Are you communicating with customers who purchased from you but have gone elsewhere to service their vehicle? What type of incentives and messaging are you providing to these segments of customers to entice them to visit your Service Department? If you’re like most dealers, you’re losing customers every day to aftermarket service facilities for a variety of reasons; they think your dealership is more expensive or it takes too long to complete service work. Even with these misconceptions about having service work performed at your dealership, you can reach out and combat these assumptions with creative lost soul marketing.

Offer Competitive Pricing
One of the biggest fallacies about dealerships is that they are more expensive than aftermarket service facilities. To combat this misunderstanding, make sure you research your local aftermarket competitors to ensure your pricing is in line and then tout your competitive pricing, as well as advertise that your factory trained technicians are using certified OEM parts that are made specifically for your customer’s vehicle. Also, show your customers a side-by-side comparison of everyday services so they begin to realize servicing at an aftermarket is not less expensive and often times more costly.

Offer Convenience Options
There are several ways you can demonstrate to customers that servicing at your dealership doesn’t mean it will be a hassle. If you have the ability to do it, offer an express service in 45 minutes; this probably won’t apply to every service you offer but it could work for most minor services. Also, think about offering a free pick up and drop off shuttle for customers. Lastly, you can really step up your competitive advantage and allow customers to stop by without an appointment to have service work performed. These types of processes within the dealership demonstrate to customers that your Service Department is just as easy, if not easier, to work with than an aftermarket service facility.

Some of these ideas won’t work for every dealership but if they are an option for you, try implementing them now or put your own spin on some of these ideas to draw more customers back to your Service Department. Additionally, don’t forget to market these changes to customers so they’re aware and can begin using them.

You may have noticed Halloween and fall decorations adorning your favorite retail stores or maybe you’ve seen the random Halloween outlet stores popping up in shopping centers near you. With the excitement building around this much anticipated holiday, you may want to get in on the fun.

Halloween is the time of year for goblins and ghouls, but it’s also a time to get creative. Demonstrate your creative side to customers and prospects with one of these Halloween marketing ideas.

Host a Costume Contest
People who spend money and time on their Halloween costumes want to show them off, that’s why hosting a Halloween costume contest is a great way to bring top-of-mind awareness to your dealership. You could run a traditional contest and incentivize people to dress up and come to your dealership, or you could take a simpler approach and host the costume contest on your social media channels. Leveraging social media for your contest improves your dealership’s online reputation, reach, and engagement, plus you don’t have to go to the trouble of hosting an event at your dealership.

Once you’ve determined which social media channel you’ll use to host your contest, be sure to promote it everywhere, like your digital and print marketing, your website, and your complementing social media platforms. Be sure in your communications to reference how winners will be awarded and what the winners will receive. You’ll want to make sure the prizes are worth talking about to gain excitement and reach for your campaign.

Host a Trunk or Treat
Now-a-days many families take their children to Halloween events long before October 31^st. In fact, some trick or treat events happen as early as September. The kids (and grown-ups) get extra candy and more than one wear out of their Halloween costumes. Think about hosting a trunk or treat event at your dealership. This is a great way to drive brand awareness, foot traffic, and fun to your dealership.

All you’ll need to do is buy a bunch of candy, decorate your dealership for the Halloween festivities, and communicate with customers, prospects, and members of your community. Then, have your staff and 2015/2016 lineup strategically stationed around your lot so the kids get the perks of the candy and the parents get to see your newest models.

Halloween is a great time of year to get outside the box with your marketing. This year, get creative with your marketing to drive more business to your dealership.

You may have noticed Halloween and fall decorations adorning your favorite retail stores or maybe you’ve seen the random Halloween outlet stores popping up in shopping centers near you. With the excitement building around this much anticipated holiday, you may want to get in on the fun.

Halloween is the time of year for goblins and ghouls, but it’s also a time to get creative. Demonstrate your creative side to customers and prospects with one of these Halloween marketing ideas.

Host a Costume Contest
People who spend money and time on their Halloween costumes want to show them off, that’s why hosting a Halloween costume contest is a great way to bring top-of-mind awareness to your dealership. You could run a traditional contest and incentivize people to dress up and come to your dealership, or you could take a simpler approach and host the costume contest on your social media channels. Leveraging social media for your contest improves your dealership’s online reputation, reach, and engagement, plus you don’t have to go to the trouble of hosting an event at your dealership.

Once you’ve determined which social media channel you’ll use to host your contest, be sure to promote it everywhere, like your digital and print marketing, your website, and your complementing social media platforms. Be sure in your communications to reference how winners will be awarded and what the winners will receive. You’ll want to make sure the prizes are worth talking about to gain excitement and reach for your campaign.

Host a Trunk or Treat
Now-a-days many families take their children to Halloween events long before October 31^st. In fact, some trick or treat events happen as early as September. The kids (and grown-ups) get extra candy and more than one wear out of their Halloween costumes. Think about hosting a trunk or treat event at your dealership. This is a great way to drive brand awareness, foot traffic, and fun to your dealership.

All you’ll need to do is buy a bunch of candy, decorate your dealership for the Halloween festivities, and communicate with customers, prospects, and members of your community. Then, have your staff and 2015/2016 lineup strategically stationed around your lot so the kids get the perks of the candy and the parents get to see your newest models.

Halloween is a great time of year to get outside the box with your marketing. This year, get creative with your marketing to drive more business to your dealership.

For many Americans, October marks the beginning of fall. For some of the country, the leaves have already started to change and the weather is getting cooler, but for the automotive industry, October is known as Fall Car Care Month.

The month of October presents the perfect opportunity for Service Departments everywhere to increase traffic by reaching out to customers about needed fall maintenance. Most dealerships will be offering tips and savings to drive people into their service drives and this type of marketing is a great idea and probably much needed.

But, what if you did something a little different this year? What if you decided to get really creative with your fall car care marketing? Instead of just delivering tips and savings to customers, what if you hosted targeted events at your dealership? Check out these two event ideas to promote fall car care by getting creative.

Host a DIY New Owner’s Clinic
This year think about hosting a DIY event in your Service Department. Invite customers who have recently bought a vehicle from you and may or may not have visited your service drive yet. Have a technician, or two, on hand to demonstrate simple DIY services that the customers can complete on their own, such as changing windshield wipers, checking tire inflation, inspecting hoses, or checking engine fluids.

This type of event will not only educate your customers and teach them about their newly bought vehicle, but it will also introduce them to your Service Department staff. This type of targeted event will get these new customers comfortable with your service team to ensure they come back to you for future vehicle needs.

Host a Vehicle Check Up Event
The National Car Care Council encourages service facilities to host vehicle checkup events for their communities. If your dealership decides to host an event like this, you can register with the national website and leverage the free promotions, tools, and resources available at http://www.carcare.org/industry-participants/host-an-event/. All you’ll need for an event like this is to communicate with current and prospective customers to generate participants, set up a clearly identified and designated drive-thru lane, and create a checklist for your technicians so all wear indicators are clearly checked and a completed list is returned to the participants. If you want, you can offer free maintenance brochures, refreshments, entertainment, and more. The list goes on and on.

Now is the time to put together your October fall car care marketing! If you’re looking to put a spin on your marketing and go for something a little different, try out one of these event ideas and remember to get creative.

For many Americans, October marks the beginning of fall. For some of the country, the leaves have already started to change and the weather is getting cooler, but for the automotive industry, October is known as Fall Car Care Month.

The month of October presents the perfect opportunity for Service Departments everywhere to increase traffic by reaching out to customers about needed fall maintenance. Most dealerships will be offering tips and savings to drive people into their service drives and this type of marketing is a great idea and probably much needed.

But, what if you did something a little different this year? What if you decided to get really creative with your fall car care marketing? Instead of just delivering tips and savings to customers, what if you hosted targeted events at your dealership? Check out these two event ideas to promote fall car care by getting creative.

Host a DIY New Owner’s Clinic
This year think about hosting a DIY event in your Service Department. Invite customers who have recently bought a vehicle from you and may or may not have visited your service drive yet. Have a technician, or two, on hand to demonstrate simple DIY services that the customers can complete on their own, such as changing windshield wipers, checking tire inflation, inspecting hoses, or checking engine fluids.

This type of event will not only educate your customers and teach them about their newly bought vehicle, but it will also introduce them to your Service Department staff. This type of targeted event will get these new customers comfortable with your service team to ensure they come back to you for future vehicle needs.

Host a Vehicle Check Up Event
The National Car Care Council encourages service facilities to host vehicle checkup events for their communities. If your dealership decides to host an event like this, you can register with the national website and leverage the free promotions, tools, and resources available at http://www.carcare.org/industry-participants/host-an-event/. All you’ll need for an event like this is to communicate with current and prospective customers to generate participants, set up a clearly identified and designated drive-thru lane, and create a checklist for your technicians so all wear indicators are clearly checked and a completed list is returned to the participants. If you want, you can offer free maintenance brochures, refreshments, entertainment, and more. The list goes on and on.

Now is the time to put together your October fall car care marketing! If you’re looking to put a spin on your marketing and go for something a little different, try out one of these event ideas and remember to get creative.

It’s hard to believe, but it’s time to start planning your end-of-the-year marketing. As we roll into the holiday season, many dealerships are thinking about how they will increase their end-of-the-year revenue and move more vehicles off their lot. However, many consumers are deciding where they’ll buy their next vehicle in the coming year, or if they’ll be going back to the same dealership for future service work on their current vehicle. The end of the year is the perfect time to communicate with existing customers, build brand loyalty, and keep them coming back to you for their vehicle needs. Today, we’ll share four tips to help you harvest your database, deliver a meaningful message to your customers, and ensure you’re their dealer of choice.

Target the Right Customers
First things first, you’ll need to decide which customers you’ll target with your end-of-the-year marketing. If your goal is to keep customers loyal to your dealership throughout 2015 and into 2016, then you’ll want to start by identifying who your most loyal customers are. We’d recommend including anyone who has purchased more than one vehicle from your store in their lifetime, or had their vehicle serviced at your dealership one or more times in the past 12 months. These customers are considered active and are more likely to see your holiday marketing as goodwill and keep you as their preferred dealership.

Determine Your Delivery Method
In almost every instance, you’ll want to deliver marketing messages in the most cost-effective manner, mostly because you’re looking to drive traffic and usually volume marketing means more feet on your lot.  Your end-of-the-year marketing is a time to think a little differently by spending a little more per piece and targeting the right audience. By doing this, you’ll reap the rewards of getting in front of your most loyal customers. These customers already know your dealership and are loyal to your brand, so spending more to keep them coming back will reap a big payoff. Think about delivering a nice direct mail campaign; don’t send another tri-fold or a flashy sales piece with a list of incentives and specials, but a nice holiday card that demonstrates your commitment to your customers and generates additional brand loyalty.

Get Creative with Messaging
The truth is car dealerships get a bad rap. They’re known for taking too long to sell and service a vehicle, weaseling people out of money, and I’m sure you can add a few more to the list. But the reality is, car dealerships are just like every other franchised retail store in America. They care about their customers, they want them to come back, and yes, they want to make money. Let your holiday marketing be an opportunity to put a face to your dealership, demonstrate your appreciation for their business, and show your humanistic side. Don’t solicit their business, but ask them to return to your store in the coming year. Be sure to also thank them for their patronage and wish them well in the new year.

Deliver On Time
Something you’ll want to keep in mind is the timing of your message. The holiday season is typically hectic for many Americans, so you need to make sure your holiday cards reach your most loyal customers at exactly the right time. Typically holiday cards should arrive in mailboxes between Thanksgiving and Christmas. If your holiday greeting cards don’t make it to your customers in a timely manner, they will not be received as a sincere thought, and you’ll have missed your opportunity to score extra points in the loyalty department.

It may be hard to put yourself into holiday mode so far in advance, but if you’re going to leverage this end-of-the-year strategy, harvest your database, and deliver a meaningful message to your customers, you need to get started now. Holiday cards are a great way to demonstrate your appreciation for your customers’ business, strengthen their affinity for your dealership, create top-of-mind awareness, and make a lasting impression on your customers as we head into the new year. Stop stalling; don’t wait another day. Start planning your holiday marketing strategy today!

It’s hard to believe, but it’s time to start planning your end-of-the-year marketing. As we roll into the holiday season, many dealerships are thinking about how they will increase their end-of-the-year revenue and move more vehicles off their lot. However, many consumers are deciding where they’ll buy their next vehicle in the coming year, or if they’ll be going back to the same dealership for future service work on their current vehicle. The end of the year is the perfect time to communicate with existing customers, build brand loyalty, and keep them coming back to you for their vehicle needs. Today, we’ll share four tips to help you harvest your database, deliver a meaningful message to your customers, and ensure you’re their dealer of choice.

Target the Right Customers
First things first, you’ll need to decide which customers you’ll target with your end-of-the-year marketing. If your goal is to keep customers loyal to your dealership throughout 2015 and into 2016, then you’ll want to start by identifying who your most loyal customers are. We’d recommend including anyone who has purchased more than one vehicle from your store in their lifetime, or had their vehicle serviced at your dealership one or more times in the past 12 months. These customers are considered active and are more likely to see your holiday marketing as goodwill and keep you as their preferred dealership.

Determine Your Delivery Method
In almost every instance, you’ll want to deliver marketing messages in the most cost-effective manner, mostly because you’re looking to drive traffic and usually volume marketing means more feet on your lot.  Your end-of-the-year marketing is a time to think a little differently by spending a little more per piece and targeting the right audience. By doing this, you’ll reap the rewards of getting in front of your most loyal customers. These customers already know your dealership and are loyal to your brand, so spending more to keep them coming back will reap a big payoff. Think about delivering a nice direct mail campaign; don’t send another tri-fold or a flashy sales piece with a list of incentives and specials, but a nice holiday card that demonstrates your commitment to your customers and generates additional brand loyalty.

Get Creative with Messaging
The truth is car dealerships get a bad rap. They’re known for taking too long to sell and service a vehicle, weaseling people out of money, and I’m sure you can add a few more to the list. But the reality is, car dealerships are just like every other franchised retail store in America. They care about their customers, they want them to come back, and yes, they want to make money. Let your holiday marketing be an opportunity to put a face to your dealership, demonstrate your appreciation for their business, and show your humanistic side. Don’t solicit their business, but ask them to return to your store in the coming year. Be sure to also thank them for their patronage and wish them well in the new year.

Deliver On Time
Something you’ll want to keep in mind is the timing of your message. The holiday season is typically hectic for many Americans, so you need to make sure your holiday cards reach your most loyal customers at exactly the right time. Typically holiday cards should arrive in mailboxes between Thanksgiving and Christmas. If your holiday greeting cards don’t make it to your customers in a timely manner, they will not be received as a sincere thought, and you’ll have missed your opportunity to score extra points in the loyalty department.

It may be hard to put yourself into holiday mode so far in advance, but if you’re going to leverage this end-of-the-year strategy, harvest your database, and deliver a meaningful message to your customers, you need to get started now. Holiday cards are a great way to demonstrate your appreciation for your customers’ business, strengthen their affinity for your dealership, create top-of-mind awareness, and make a lasting impression on your customers as we head into the new year. Stop stalling; don’t wait another day. Start planning your holiday marketing strategy today!

All month long we’ve been focused on mining your dealership’s most valuable asset, your database, and this week is no different. Let’s take this opportunity to concentrate on driving qualified, ready-to-buy customers to your showroom. How you ask? Here are three ways to harvest your database to find additional sales this month.

Look for Customers to Upgrade
Everyone who has ever bought a new vehicle loves it for at least the first three years, but by year five, they start to get the new car itch. Especially because the newer models have come out with new enhancements, body styles, and technology. Look into your database and find customers who purchased a vehicle from you five or more years ago and who have visited your Service Department in the past year. This will help you target vehicles professionally maintained at your store.

Trade In, Trade Up
Another great segment of customers to harvest out of your database are people who bought a vehicle from you and are now in a favorable equity position. Most of these customers don’t even realize they have built up equity in their vehicle and some don’t even know what equity means. These customers are perfect to target and entice with a new vehicle, especially because many times your sales team can get them into a new vehicle for the same monthly payment or less.

Contact Lease Terminations
We all know once someone’s lease expires they have to return the vehicle, but from where will they get their next vehicle? Customers who have leases expiring soon are a great group to harvest from your database because you already know they’re going to need a new vehicle. If you have an early termination program, be sure to communicate the details to this group of customers and also promote any current lease specials your dealership is offering.

The truth is, your database is full of opportunity, and all you need to do is find it. Delivering on any of the three strategies mentioned in this post will help your dealership bring additional sales by the end of the month.

All month long we’ve been focused on mining your dealership’s most valuable asset, your database, and this week is no different. Let’s take this opportunity to concentrate on driving qualified, ready-to-buy customers to your showroom. How you ask? Here are three ways to harvest your database to find additional sales this month.

Look for Customers to Upgrade
Everyone who has ever bought a new vehicle loves it for at least the first three years, but by year five, they start to get the new car itch. Especially because the newer models have come out with new enhancements, body styles, and technology. Look into your database and find customers who purchased a vehicle from you five or more years ago and who have visited your Service Department in the past year. This will help you target vehicles professionally maintained at your store.

Trade In, Trade Up
Another great segment of customers to harvest out of your database are people who bought a vehicle from you and are now in a favorable equity position. Most of these customers don’t even realize they have built up equity in their vehicle and some don’t even know what equity means. These customers are perfect to target and entice with a new vehicle, especially because many times your sales team can get them into a new vehicle for the same monthly payment or less.

Contact Lease Terminations
We all know once someone’s lease expires they have to return the vehicle, but from where will they get their next vehicle? Customers who have leases expiring soon are a great group to harvest from your database because you already know they’re going to need a new vehicle. If you have an early termination program, be sure to communicate the details to this group of customers and also promote any current lease specials your dealership is offering.

The truth is, your database is full of opportunity, and all you need to do is find it. Delivering on any of the three strategies mentioned in this post will help your dealership bring additional sales by the end of the month.