Chicago, IL- November 14, 2018- Affinitiv announced today it has completed all requirements to participate in the Digital Advertising Program under the GM Dealer Digital Solution. 

This allows dealers the opportunity to leverage in-Market Retail (iMR) funds to reimburse themselves for the cost of their Digital Advertising services.  Please refer to the iMR Dealer Program guidelines located at www.gmlam.com for further information.

Providers who are participating in the Digital Advertising Program provide advertising solutions that include:

Improved efficiency, coordinated spend and strategy across all tiers of advertising

Participation commitment for:

-Streamlined packages each offering full service solutions for sales and fixed ops

-A single, managed monthly fee with cap

-Performance accountability

-Day 1 Go-to-Market readiness

-Strategic and tactical advertising coordination with brands and LMAs

Dashboard for visibility into performance

If you have any questions about the benefits of Digital Advertising Program, contact Affinitiv at 888-865-3166 or via email at GMSupport@affinitiv.com

About Affinitiv:

Affinitiv is a leading marketing technology company serving automotive manufacturers (OEMs), dealership groups, and individual dealers. Affinitiv’s Connectiv1 Platform is designed to provide a 360° view of customer, vehicle, dealership and marketing campaign effectiveness all in one place. It makes it easy for auto dealerships to leverage data and target customers with the right message at the right time on the right communication channel.

Affinitiv enables dealerships to produce, manage, measure and optimize omni-channel communications to drive brand loyalty and increase revenue. Affinitiv’s digital and analytic capabilities support a consistent customer experience through the entire ownership lifecycle. Affinitiv was formed in 2016 and is headquartered in Chicago, IL.

Did you know the customer data sitting in your DMS is the most valuable asset you own—even more valuable than your real estate and inventory combined? Yet I don’t know any dealers that have a budget or defined strategic objective to invest in, increase and maintain the value of this asset.

When you have comprehensive customer data, you know something about every household in your primary market area (PMA). What if you had records of multiple contacts within each household, knew their contact information, what vehicles they own, where they get those vehicles serviced and what their buyer values are?

You would never have to purchase another television or radio ad again. You could simply engage in meaningful and personal communications with the few thousand most profitable households in your PMA.

The more knowledge you acquire about your PMA, the lower your marketing budget will be and the more success you will have. Good customer data makes it easy to identify your most profitable customers who are responsible for 70 percent of your gross profits. Once you know who they are and what their needs are, you can send them timely and relevant offers.

You can also build customer profiles and create conquest campaigns that target prospects in your PMA with similar profiles.

The challenge is that most dealers do not treat market knowledge as a strategic asset, and hence do not invest in purposeful knowledge accumulation.

Type of Data to Collect

The more you know about your customers, the better. Set a goal to acquire as much information as possible. Start with answering these questions.

How many households are in your PMA? This number can be obtained from census records.

What is the percentage of households in your PMA that you can contact right now? Ideally you want contact information for 100 percent, but shoot for 90 percent as a minimum.

Set a goal to gather the following information on each household, so that you can identify which households to target:

* Physical address

* Phone number

* Email address

* Income range

* Media preferences; where they get their news, are they on Facebook or Instagram, do they respond to snail mail, emails or texts?

* Cars owned; year, make, model

 Assign a Value to Your Data

It’s important to assign value to your customer data so that you can establish a current benchmark, set a goal for improvement, and provide motivation to keep staff accountable for collection efforts.

Too often dealers measure money spent on a campaign only as it relates to how many car sales can be immediately attributed to that campaign. When they purchase third-party leads, they measure how many leads were purchased that month vs. how many cars were sold that month. That should not be the goal.

If you have an opportunity to acquire knowledge about a household in your PMA, such as a name and email address or phone number, what is that worth to you?

Would it make a difference if you knew that every email address was worth ten dollars? How about twenty dollars? Fifty dollars? Is a phone number worth more or less than an email address? We know that a second form of contact is far more valuable than a birth date.

Create a method for assigning a value to this data. It doesn’t matter if the value you assign is 100 percent accurate. Start somewhere, even if it’s arbitrary.

Remember, the data you collect today is valuable even if it doesn’t turn into a sale this month. Once you have assigned value to your data, you might discover that paying $30 for a third-party lead in your PMA is a bargain, even if that person doesn’t purchase a vehicle from your dealership.

Data Collection Strategies

Collecting data is a challenge. Dealers have always struggled with having salespeople and service advisors collect email addresses. Gathering actionable data requires a two-part strategy:

1)   Conduct marketing and media campaigns that generate knowledge

2)   Focus your team’s efforts and measure what you manage

Strategies to update your customer data include quarterly appending of your database, buying third-party leads and investing in conquest campaigns.

Additionally, leverage the power of social media to curate new and lookalike audiences. Invest in community events and hold prize drawings as a means to gather contact information.

Does your manufacturer have programs to partner with schools and other organizations in your community? Take advantage of these programs to collect data on potential prospects and referrals.

Offer free trade-in appraisals and a used-car purchase program with no obligation to buy new. Create an incentive or spiff for employees that enter the most customer data every month.

Purchase vehicle registration data from Experian and invest in mobile and SMS technologies that make it easier for your employees to collect data.

Also recognize that data is a depreciating asset, therefore some effort is required just to maintain the status quo.

By no means is this a comprehensive list of data collection strategies. Be creative and figure out which strategies add the most value to your data gathering efforts.

The effectiveness of your sales and marketing campaigns depend entirely on how much actionable customer data is in your DMS. Start treating your data like the valuable asset it is. If you invest in your data with the goal of growing its value, it will return a far greater ROI than any other asset you currently own.

Today one of five vehicles on the road are under recall. This year alone there have been 46 million vehicle owners notified of a recall; seven million of which are not related to the Takata airbag issue.

Recalls represent a significant revenue opportunity for dealership service departments. Whenever a customer comes in for a recall repair, there’s an opportunity to identify additional needed repair work. Our data shows that an average recall RO is $695, more than double the average RO amount of $335. Clearly that’s incentive to bring in recall customers.

Yet, the current completion rate for recalls is 75 percent. Manufacturers are not happy about it and dealers shouldn’t be either. As an industry we can do much better.

The primary reason consumers don’t bring their vehicles in for recall work is because they don’t know that a recall has been issued. This is proof enough that the current method for notifications is highly inadequate. Manufacturers are required to send first-class mail to vehicle owners within 60 days of notifying the NHTSA.

But addresses change frequently so many vehicle owners never receive their notifications. If they do, the mailer is set aside as non-urgent and soon forgotten.

Dealers can and should take a more proactive stance in marketing recalls to their own customer base. Our data shows that when recall messages are delivered across all channels; e.g. mail, email, social media, phone and display ads, there’s a 5X better response rate.

Recall Marketing Best Practices

Dealers can find out about recalls as soon as the NHTSA is notified, which allows them to alert their customers ahead of the manufacturer notices. Here’s what we recommend:

Send the first email to your customers before they receive the manufacturer notice. Alert them to a recall, include a “save the date” message and encourage them to look for the recall notice in the mail.

Send a mailer. The manufacturer’s mailer won’t mention your dealership by name. Send your own mailer that does.

Send a second email. Wait a couple weeks until after your mailer goes out, then send a follow up email. Ratchet up the urgency and safety precautions.

Phone Calls. Recall notifications by phone are not regulated by the FTC in the same way as other types of phone solicitations. As long as there is no offer and you’re simply trying to get the customer to schedule an appointment for their recall, these calls are allowed.

Social Media. Drop recall notice reminders into the news feeds of your customers on Facebook and Instagram. When they log in, they will see a notice with your dealership name and phone number on it, or they can click directly on the post and be taken to your online scheduler. This is a very cost-effective method of delivery because only the vehicle owners with recalls are notified.

Display Ads. Create visual display ads with a recall notice reminder that will follow recall customers around the Internet. Again, very cost effective because you’re only advertising to a small percentage of your customer database with a specific need.

The Right Offer

Another reason why customers don’t bring in their vehicles for recall repairs is because the issue is non-urgent. The inconvenience factor for most people is huge. Bundling a recall repair with another offer is an effective way of overcoming this obstacle. According to our data:

·        52% of loyal customers say they would come in for a recall if it was bundled with another service

·        51% of lost and older customers say they would come in for a recall if it was bundled with an oil change

Not all manufacturers allow offers in your recall notices, however, so check guidelines.

It also helps to set customer expectations in your messaging. Let them know how long it will take to complete the service. If you have a pick-up/drop-off service for their vehicles so they can stay at home or work, let them know. Promote your waiting room amenities such as free WiFi and refreshments.

If you decide to conduct a recall marketing event, keep in mind that the average response time is 45 to 90 days. Don’t measure the campaign’s effectiveness in one month; wait 90 days to calculate your ROI. Dealers that follow these recall marketing recommendations can expect to see a $17 ROI for every dollar spent.

Strategic partnership creates a full-service automotive marketing platform and enhances digital capabilities for combined customer base

Chicago, IL- September 17, 2018- Affinitiv announced today the strategic acquisition of Caldwell & Kerr Enterprises. Affinitiv, an industry leading provider of customized, omni-channel owner retention programs and innovative service lane software solutions, will combine with Caldwell & Kerr Enterprises, experts in digital and new media (audio/video) marketing, to provide the automotive industry with comprehensive solutions for each stage of the customer lifecycle.

“This is an exciting opportunity. We realized the value we could add to our clients after a successful joint project earlier this year. Given the increasing demand for digital marketing and new media creative solutions, it is no surprise they’ve grown significantly over the past few years. This acquisition truly makes us the marketing authority for all marketing spend within a dealership,” commented Affinitiv COO, Adam Meier.

Affinitiv offers automotive OEM, dealer groups and individual dealerships a complete view of customers: from market entry to point-of-sale, their first service appointment to major maintenance needs and beyond.

Caldwell & Kerr Enterprises partner, Paul Caldwell stated, “I've always known that our company had the potential to lead the automotive marketing industry, and I could see we needed the right partner to get us there. Affinitiv makes this a certainty with their breadth of client relationships and complementary solutions.”

Ensuring a true end to end marketing option for dealerships nationwide, the combined company will pair consultative planning with its unique digital, data and omni-channel marketing capabilities. This data-driven and consultative approach ensures that the most effective, accurately targeted omni-channel strategies are implemented, with an acute focus on specific client objectives.

“Our new amplified capabilities will help our clients extend their digital reach, better connect with new and existing customers, plus enjoy stronger campaign results than ever before,” said Scot Eisenfelder, CEO of Affinitiv. “We’re thrilled to have yet another way to enhance our client’s marketing initiatives.”

Caldwell & Kerr Enterprises is also pleased to provide its employees with more growth and development opportunities through Affinitiv. Tom Kerr, Caldwell & Kerr Enterprises partner commented, “Joining a service marketing powerhouse like Affinitiv will open many doors for our team members and we are excited to share these opportunities with our talented, dedicated, hard-working staff.”

About Affinitiv:

Affinitiv is a leading marketing technology company serving automotive manufacturers (OEMs), dealership groups, and individual dealers. Affinitiv’s Connectiv1 Platform is designed to provide a 360° view of customer, vehicle, dealership and marketing campaign effectiveness all in one place. It makes it easy for auto dealerships to leverage data and target customers with the right message at the right time on the right communication channel.

Affinitiv enables dealerships to produce, manage, measure and optimize omni-channel communications to drive brand loyalty and increase revenue. Affinitiv’s digital and analytic capabilities support a consistent customer experience through the entire ownership lifecycle. Affinitiv was formed in 2016 and is headquartered in Chicago, IL.

About Caldwell & Kerr Enterprises, an Affinitiv Company:

Caldwell & Kerr Enterprises is the automotive retail industry's leading provider of traditional and digital marketing. The company was launched in 2017 to unify the power and resources of CK Advertising, Ember Social and DyGen Digital. Today, Caldwell & Kerr Enterprises is one of the nation’s largest full-service automotive retail marketing companies. Current dealership clients represent the vast majority of vehicle manufacturers, including some of the largest publicly traded dealer groups and numerous Automotive News Top 125 Dealer Groups. In 2018, the agency formed a strategic partnership with Affinitiv to become the automotive industry’s one-stop-shop for comprehensive marketing throughout the customer lifecycle.

Scot Eisenfelder explains the differences between personalized and broadcast media and how engaging with consumers on multiple media channels will benefit your dealership.

Free monthly webinars designed to help auto dealers maximize revenue potential

Chicago, IL—August 20, 2018— Affinitiv, a leading provider of innovative marketing and software solutions to dealerships, today announced a free educational webinar series for auto dealers. “Revenue Rescue” webinars will take an in-depth look at the solutions, strategies and safeguards proven to help auto dealers maximize their revenue potential from common challenges they face every day. Every month a new topic will be presented.

“The goal of this webinar series is to answer the questions we frequently hear from dealers,” said Scot Eisenfelder, CEO of Affinitiv. “Our experts will show dealers how to tap into overlooked resources that can help them recover revenue that’s often left on the table.”

The first webinar is titled “The Right Side of Recalls” and is scheduled for Wednesday, August 22nd at 1 p.m. EST.

 “The Right Side of Recalls” will share recall management best practices that build customer trust and generate repeat business. In this webinar, Affinitiv will reveal the most effective strategies on how to alert customers and create a sense of urgency to drive them into your service lane. Webinar attendees will learn how to:

• Use events to support their recall strategy
• Create a multi-channel marketing plan to reach more recall customers
• Increase service appointments
• Convert recall ROs into loyal customers

“When faced with a recall, many dealers are unsure how to get the word out or make the most of the opportunity,” said Eisenfelder. “We want to take the stress out of recall events and ensure dealers see them as a chance to connect with customers, not as a burden.”

To register for “The Right Side of Recalls” or to learn more about Affinitv’s webinars, click on this link: https://www.affinitiv.com/revenue-rescue-affinitiv-webinar-series/

About Affinitiv:

Affinitiv is a leading marketing technology company serving automotive manufacturers (OEMs), dealership groups, and individual dealers. Affinitiv’s Connectiv1 Platform is designed to provide a 360° view of customer, vehicle, dealership and marketing campaign effectiveness all in one place. Connectiv1's advanced predictive analytics engine makes it easy for auto dealerships to leverage data and target customers with the right message at the right time on the right communications channel.

Affinitiv enables dealerships to produce, manage, measure and optimize omni-channel communications to drive brand loyalty and increase revenue. Affinitiv’s digital and analytic capabilities support a consistent customer experience through the entire ownership lifecycle. Affinitiv was formed in 2016 and is headquartered in Chicago, IL.

Most dealers know how many cars they sell on a weekly, monthly and annual basis. But if I asked you how many new customers you acquired this year, would you know the answer?

On the service side, you probably know how many ROs were closed last month and how much revenue was generated, but do you know how many new service customers you acquired? How many of those ROs were customers that you sold a vehicle to

In this business, we talk a lot about improving the customer experience, but if you’re going to run a truly customer-centric dealership, a mindset shift is needed. It’s natural to track numbers related to revenue, but if that is your only focus and priority, it will show in the way you conduct business with your customers.

Selling a car is more than a transaction. It’s an opportunity to develop a new relationship. Let’s give an example of a “sell the car” mindset vs. an “acquire a customer” mindset.

John and Suzy are both on your lot looking at cars. John lives 50 miles away and visited your store because he heard you’re having a sale and you have the vehicle he wants. Suzy lives five miles away and is also looking for a deal. Who gets the better deal?

A salesperson with a “sell the car” mentality might look at John and think, this guy lives in another town so I’m never going to see him again. I will discount $500 off MSRP just so I can make the sale. That same salesperson might look at Suzy and think, this woman lives so close by, there’s a good chance I can get her back in here. Therefore, I won’t give her as good a deal as I gave John.

This mindset is the exact opposite of what it should be. With this mindset, you will never see John or Suzy again.

A salesperson with an “acquire a customer” mentality will offer the bigger discount to Suzy because she does live close by. If you can get Suzy to become a regular service customer and/or repeat sales customer, her lifetime value as a customer will far exceed that of John’s.  So, it makes more sense to give her the discount and make the effort to acquire her as a customer.

Even better than a discount off MSRP is another type of incentive that establishes an ongoing relationship. For example, a service incentive. I’d rather give $500 of free service or aftermarket accessories than $500 off the cost of a car. You still make the sale and you have the opportunity to introduce her to your service department.

The same mindset shift can apply to your service department as well. Many dealers run conquest campaigns offering large discounts to consumers outside their PMAs. What is the point? You might get some ROs but you are not acquiring new long-term customers. With this type of marketing, you are buying transactions, not investing in relationships.

On the other hand, if you offer customers within a 15-mile radius a compelling reason to come in, you are creating opportunities to build long-term relationships. Coupons work well but I wouldn’t always rely on discounting tactics. For your best and most loyal customers, free loaners cars, movie tickets and other value-added offers can be incentive enough.

To build a customer-centric business, a fundamental shift in mindset is required. Instead of focusing on the number of cars sold, ROs closed and gross revenue generated, focus on how many new customers you are acquiring and how to retain them.

CEO & Executive Chairman Scot Eisenfelder shares his opinion on Facebook's importance to automotive marketing.

Affinitiv CEO & Executive Chairman Scot Eisenfelder explains why omni-channel marketing is so important for results in today's marketing strategies.

Affinitiv CEO & Executive Chairman Scot Eisenfelder explains why single attribution is a fool's errand in this video blog.