Four Essential Ways to Maximize Marketing Results

By OneCommand

New vehi­cle fran­chised deal­ers spent near­ly $6.37 bil­lion on adver­tis­ing in 2011; up from $5.88 bil­lion in 2010. And although the indus­try still val­ues tra­di­tion­al media as a reli­able source for cus­tomer mar­ket­ing; they have also begun to embrace dig­i­tal chan­nels as well. This cre­ates an inter­est­ing, dynam­ic, mar­ket­ing trend in the auto indus­try.

No mat­ter how you choose to mar­ket to your cus­tomers, how will you ensure your deal­er­ship is get­ting the most out of each mar­ket­ing dol­lar? How can you max­i­mize your staff’s effi­cien­cy while also increas­ing response rates and low­er mar­ket­ing costs?

• Inte­grate Data: When pos­si­ble take advan­tage of a true data inte­gra­tion ser­vice. It will not only save your staff loads of time, but you can also ensure the right mes­sage is being deliv­ered to the right cus­tomer at the right time. If pos­si­ble use a seg­men­ta­tion tool to save pre­cious mar­ket­ing dol­lars, and then cre­ate groups of cus­tomers to com­mu­ni­cate cam­paigns based on their spe­cif­ic needs. This will allow you to pro­vide a more per­son­al one-to-one mar­ket­ing strat­e­gy.

• Append Data: Ensure your com­mu­ni­ca­tions are reach­ing all cus­tomers by com­plet­ing a data append quar­ter­ly. You can assure that your data is up-to-date with the most recent cus­tomer infor­ma­tion, plus you can cor­rect any miss-keys that your staff makes when imput­ing the data. By updat­ing your data and replac­ing any wrong or miss­ing infor­ma­tion, you can rest assured that your mes­sage is reach­ing all of your cus­tomers.

•Use Mul­ti-Chan­nel: Not every cus­tomer likes to receive the same mes­sage in the same way. The younger gen­er­a­tion prefers dig­i­tal com­mu­ni­ca­tions because they are less intru­sive and can be viewed quick­ly. Your old­er cus­tomers may pre­fer to have their infor­ma­tion in a more tra­di­tion­al manor, such as print, TV or even radio. It is impor­tant to use a mul­ti-chan­nel approach so cus­tomers receive the right mes­sage through their pre­ferred chan­nel of com­mu­ni­ca­tion.

• Mea­sure, Mea­sure, Mea­sure: You will nev­er know what works, if you don’t mea­sure it. So, every time you com­plete a mar­ket­ing cam­paign be sure to review the response rates, costs asso­ci­at­ed and time sav­ings for your staff. Then you can begin to set bench­marks and work to improve these num­bers with each mar­ket­ing cam­paign. Just remem­ber you can’t improve what you can’t mea­sure.

By using these four tech­niques you will max­i­mize your mar­ket­ing results and give your deal­er­ship an edge.

Con­tact the experts at OneCom­mand!




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