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February 2012
Fast Track Your Marketing
(760) 494-0294JOHN@ROJOMAXOPP.
COMRojoMaxOpp.com
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• Simplifies and Fully Manages
• Improves customer trust and loyalty
• Increases repeat and referral business
• Generates fresh new customers for every department
Today’s Speaker
TODAY’S SPEAKER: JOHN VAUGHAN-CHALDY,
PRESIDENT
Max Opp Marketing keeps you connected to new and existing customers
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E-mail Newsletter
Text Broadcas
t
How does a V-Twin dealer connect with their customers in a digital world?
Media Landscape
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Proprietary and confidential. Do not distribute.
ThenMoving from traditional
to a digital foundation
Now
Radio
TV
Newspaper
Yellow Pages
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Radio
Magazines
Newspaper
Yellow Pages
Source: 1Forrester Research, 2010 and YPA PYP References, 2005-2009. 2emarketer forecasts 2009 - 2013, May 2011.
Media Landscape
MobileVideoSocial
Why is this important?• To increase sales, parts, and repairs your advertising dollars
should follow your customers
-19%
+45%
Online
People do less of this
and more of this
Proprietary and confidential. Do not distribute. Source: eMarketer, December 2011
Online + Mobile Newspaper + Magazines
Media Landscape
To gain a customer’s attention, make sure you are reaching them where they spend the most time each day
VS.
Nearly 4 hours per day
44 minutes per day
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What are some of the most common online
activities?
Facebook, Twitter Google, Yahoo, Bing
65%
92% 92%
Source: 1The Pew Research Center’s Internet & American Life Project, 2010 - 2011 Tracking Survey.
2BlogHer and iVillage “2010 Social Media Matters Study” Nielsen Company, April 2010
Media Landscape
EmailSearchFacebook
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Why are we here today?
Annual Spend+$6,346
Yearly Purchase by Dept.Units = +0.2
Parts = +2.3Repairs = +0.8
Average Parts or Service $ Per Visit
+$40
Joe Average vs Top 25%1
Source: 1ADP Lightspeed Data Services, Dec. 2011. Study included over 150,000 powersports customer rom 1991 to 2011. 2Source: V-Sept 2011
Study Conducted By:
Only 11% of customer purchasing a major unit (motorcycle) return to the same dealer for parts and service2.
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Email newsletter marketing takes care of your current customers rather than constantly chasing down new ones
E-mail Newsletter Marketing
A 5% improvement in customer retention can cause an increase in profitability of between 25% - 85%
Source: Reichheld and Sasser, 1990 - V-Sept
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Email Marketing isn’t a novel• No one is going to read a 3 page e-mail• Don’t overload with offers from every manufacturer• Effective e-mails are fun, informative, short and to the point
Email Marketing isn’t all about your business• Every email shouldn’t be about spending money• Customers will ask “What’s in it for me?”• Every single e-mail should add legitimate value
Email Marketing isn’t spam• Consumers agree to receive your emails (Opt-In)• Your subject line must demand attention• Be creative by adding relevant pictures.• No repetitive emails
Email MarketingWhat isn’t Email Marketing?
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Dealer Logo & Contact
Info
Tip of the Week
Valuable content &
info
Link to Facebook and
Website
Dealer
Connection
Email MarketingImportant Elements
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Email MarketingExample Campaign
• Pleasant greeting and casual comments• Products, upcoming events, Tip of the
week • Connects to specific areas of your
website • Access driving directions or shopping • Promotions for upcoming events• Connects to the dealers Facebook page
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Customer appreciation
Featured product, coupons
Invitations to visit
dealership
Tip on safety,
maintenance
Email MarketingTopic Ideas
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CREATE AND MAINTAIN YOUR CUSTOMER DATABASE
• Implement “permission” based system for gathering email
addresses
• Initiate use in Service, Parts, Sales, and Website departments
• Funnel information on a consistent bases to a single location
A growing customer database is the
foundation of email marketing
Email MarketingGetting Started
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Text messages (SMS) are an incredibly effective and
powerful marketing method.
92%
Avg. Open Rate
15minutes
20%
Avg. Response Rate
Read in less than
Speak directly and almost instantly to your customers
Text Message Broadcast Marketing
Source: RoJo Max Opp, 2011
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• Instantly Promote Special Sales and/or Events
• Increase Service Appointments & Parts, Sales Purchases
• Drive Customers Online or into Your Store
• Improve Retention & Loyalty
• Improve Customer Service
• Acquire New Customers
• Stay connected
Text Message MarketingHow can it be used?
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Text Message MarketingExample Messages
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Make It Personal• Short, simple and personal.
Give Customer Incentive to Join• Discounts or Special Offers
Include a Call-To-Action • Go to Web site• Go in-store, • Watch a video
Explain The Purpose• Types of messages• Frequency of messages
DON’T Ignore Timing• Avoid busy times of the day
DON’T Prevent Opt-Outs• Remove uninterested customers
DON’T Overuse SMS Marketing• Don’t pester your customers
DON’T Be Generic• One size does not fit all• Make messages specific• Segment messages by groups
SMS
SMSThe Do’s The
Don’ts
Text Message MarketingThe Do’s and Don’ts
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Facebook is a destination for your customers
Facebook Optimization
Your success depends on creating and sharing information that is useful to your customers
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That means 100 likes to your page exposes your dealership to 19,000 friends at only the first level!
Source: Facebook, December 2011
The Average Facebook
user has 190
Friends
Facebook Optimization
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Creating a Facebook Page for your Business• http://www.facebook.com/pages/create.php
Facebook OptimizationGetting Started
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Facebook Wall• Share messages, links,
photos, or videos with fans
Recent Photos• Displays 5 recent photos
Sidebar• Create more pages to share
with your fans
Business Photo or Logo
Comments or Likes• Fans can like or comment on
your posts
Likes• Tracks how many users like
your Facebook page
Facebook OptimizationElements of a Facebook Page
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6 out of 10… • Expect access to exclusive content, events, or sales• Expect company offers, discounts or promotions through
4 out of 10… • Expect the company to post updates, photos, and videos• Expect to share company updates w/friends, family, and co-
workers
Source: ExactTarget, September 2011
Facebook OptimizationFan Expectations
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Great Content• Regular Posts• Contests & Promotions• Videos & Photos• Fan and Brand Interaction
Video
Contest
Interaction
Facebook OptimizationGreat Content
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• Learn which posts are being read by your customers
• See which posts are getting shared with others
We show you how well your Facebook page is doing
Facebook OptimizationWe Track Progress with Insights Analytics
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Be StrategicSocialize with a plan or purpose.
Be InteractiveSocial is not a one-way communication channel.
Be ResponsiveMonitor Facebook for people seeking input from you.
Be ValuablePost comments, links, tips, and offers that add value to fans
Facebook OptimizationBest Practices
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Simply put, Go Local connects businesses and consumers at a local market level
Provides the following solutions and more:
• Search Engine Marketing
• Local Listings
• Social Media
• Local Perception
• 50+ national/regional brands • 30+ Industries/Verticals• $40M in media management
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1) Pay Per Click 2) Organic 3) Local
Search Engines
Source: 1BlogHer and iVillage “2010 Social Media Matters Study” Nielsen Company, April 2010.
Over 90% of Americans use Search Engines to help them with their purchase decisions
There are 3 opportunities to be found:
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Organic• 2 out of 3 online shoppers click organic listings1
Search Engines
Organic listings appear because of their relevance to the search terms, as opposed to being advertisements like Pay Per Click
Source: 1DIYSEO November 2009.
Visibility in organic results
is based on your website
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Local Search
Ensure your local listings are visible, accurate, and complete when consumers search locally
97% 97%of consumers search for local businesses online
Source: Google, 2011
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The Local Search Ecosystem is complicated.
Local SearchIt’s Complicated
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Accurate
Complete
Name Address Phone
Visible
Local SearchElements of Local Search
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Take control of your business listings by following these best practices
1. Claim and build out your listing with Google Places
2. Claim your listings on other top sources & over 230 directories
3. Monthly updates of ALL information to Search Directories
Local SearchBest Practices
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• Yahoo• Bing• Superpages• Mapquest• Citysearch• Yelp• Yellowbook• Foursquare• Whitepages• YellowBot• Local.com• Manta.com
Claim your Places with additional properties that want your information.
Local SearchClaim Your Business on other Top Sites
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Would you prefer they see this…
A Google Place Page receives an average of 150 to 500 visitors per month
Local SearchWhy it’s Important
Source: Go Local, 2011
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Detailed Business Information
Photos & Videos
Events, Special Offers
Business Reviews
Logo or Image
…Or This
Local SearchWhy it’s Important
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Data distribution among local search sites is extensive
Data Providers submit monthly feeds through a trusted process to many online sites to build their databases with business listings
Local SearchFeed Your Information to Data Providers
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Summary
Create and share content that is useful to your customers• Average Facebook user has 190 Friends• That means 100 likes to your page exposes your dealership
to 19,000 friends at only the first level!
Retain current customers rather than chasing down new ones• A 5% improvement in customer retention can cause an
increase in profitability of between 25% - 85%
Speaks directly and almost instantly with your customers• 92% open rate• Read within 15 minutes• 20% response rate
Ensures your business listings are visible, accurate, consistent,and robust where consumers are searching• 97% of consumers search for local businesses online
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E-mail Newsletter
Text Broadcas
t
How does a V-Twin dealer connect with their customers in a digital world?
Questions?
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• Stop by Booth #467
• Ask about show specials
• Learn more…
Thank you for
attending!
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