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Steve Tuschen

Steve Tuschen Fixed Operations Director

Exclusive Blog Posts

Top 6 Things Car Dealers Do To Make Car Buying Difficult

Top 6 Things Car Dealers Do To Make Car Buying Difficult

[youtube https://www.youtube.com/watch?v=3R7Y3kZIDVg] Your Turn To Drive discusses Top 6 Things Car Dealers Do To Make Car Buying Difficult.  Jim D…

Choose the correct CRM for your dealership OR pay dearly

Choose the correct CRM for your dealership OR pay dearly

With all the CRMs on the market today, finding the right one for your dealership is becoming more challenging than ever. There have been massive changes in…

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5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

Looking for a new way to win over people more likely to send a text message than to call? Set up this free message extension for your text ads on the Googl…

Must-See NADA 100 Expo Displays for Fixed Ops

Must-See NADA 100 Expo Displays for Fixed Ops

New Orleans is ramping up for the 100th anniversary of NADA, and the convention promises to be outstanding. You’ll be entertained at the NADA100 Carn…

Why Social Media Marketers Won’t Replace Your Sales Team

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Attacking The Aftermarket

85be27e4d765b4ce27f004ffb781f3c9.png?t=1With recent results published from NADA regarding the aftermarket shop owning seventy three percent of the service and repair business, I knew we needed to get proactive in searching out the aftermarket customers and try to begin to understand what drives their traffic.

My marketing strategy consists of using the OEM to stay in touch with my retained customers across three brands Nissan, Chevrolet and VW. I make sure that the offers stay fresh and all traditional channels of marketing are being used effectively. This has allowed me to maintain and grow an active customer database all why staying within budget. We use this as a way to keep our name and specials in front of our customers and routinely monitor what coupons are most effective and being brought back to the store.

Where we have put a lot of thought and really started to get proactive is in attracting the other segments of business.

#1 – Increasing conquest traffic. I looked at all customers that may have purchased our brand anywhere and go directly after them. This segment may include the do it yourself customer and the collision repair customer, it doesn’t matter, I want them in my shop. To attack these customers I will do quarterly mailers to different brands each month with accelerated specials to just get the car in the door. The special is updated regularly to keep it fresh. After reviewing the response of these customers I say the offer has to be aggressive to have the customer darken your door.

#2 -  GEO Marketing – I have targeted the independents close to me that appear to have a solid book of business. I circle that area and market their customers with a special that says we work on all makes and all models. I have located the tire stores near me and sent their households the same buy 3 get one free plus we match any advertised price. Our program is somewhat new but just last month we have information that 156 customers have clicked on our ad from their phone. We are also able to see that 21 customers came in from that special alone.

In April alone I can account for 19 new VIN numbers in my system averaging $286 per repair. In addition our tire business is growing one hundred percent each month this year, and while we weren’t asleep last year in selling tires we have climbed to the larges in our zone.

Denim Simkins
@Steve that is a great idea and sounds like you are having some great success. In April if you had 19 new vins coming in and an average of $286 that equals close to $5500 of incremental sales revenue. Sounds like that will help you fund future marketing events and continue to eat into the aftermarket success. Good job.

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