CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
Is it too early for planning for Fall and Winter Communication?
I was checking out my Facebook feed a couple days ago and sure enough somebody posted a picture from Costco of a Christmas tree they are selling - in August!
Of course there were many reactions from people "are they crazy?", "it's only August!", "gets earlier every year"... etc.
However as we know Costco does a great job with merchandising products and sure there were a few trees going out the door, along with wrapping paper, bows, big Santas and much more holiday fun.
It is hard to believe but customers are going to be preparing for the winter soon - of course great time to start the focus on tires, wipers, general maintenance and even offering new vehicle options to older model vehicle owners.
Being prepared for a couple months in advance is a great way to stay ahead of the curve - but of course in automotive we are always on a countdown for the end of the month. But what if we looked ahead and took some time for building out automated engagement now for October, November and December? Have a number of wipers in inventory? Want to look at building tire sale? Know that SUV sales can increase in the fall?
In fact using automated marketing it is possible to set up a campaign now that will trigger October 1st and run through the following months to customers who you haven't seen in XX days prior to sending - have an email go out everyday automatically to those people and engage them in an offer. Automate it so that after a week if they don't open it send another message, with another offer.
Taking it to the next step - take time to set up a full "Fall Season" schedule for building communication flows to customers. Once set up as new customers are added they automatically enter the flow process! Should a customer record be updated than decision based sending can automatically be adjusted. Set it up and forget it... let the platform send out communication on a daily basis and keep the communication moving.
There are a number of triggers that may be set up to text customers based on interaction - tire coupons after opening an email, voice mail from sales manager after interacting with an email.
Building fall and winter communication early allows for having a process in place that isn't rushed and can actually be adjusted if needed as moving forward. Want to test two type of communication to measure results? That can be done easily and allow for changing in the future months. Customer doesn't interact with tire offer? Perhaps an oil change offer will be more enticing to them when the receive the message.
Lots of ideas can generate interest and ensure that everyday something occurs to work on filling the pipeline for sales and service customers.
Now, I wish you a Happy Holiday Selling Season!