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This is the presentation Kristen Judd, President and C0-Founder of 3 Birds Marketing, gave at the 11th Digital Dealer Conference in Las Vegas in October 2011. Judd provides actionable tips for ways automobile dealers can use their online presence to dispel negative perceptions about dealership Service Departments.
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How to use online channels to overcome consumers’ negative perceptions about dealership service departments
Consumer Perceptionis YOUR Reality
About 3 Birds
3 Birds’ Mission: To help businesses keep the bird in the hand and use it toattract the two in the bush.
A full service, content and data driven agency poweredby our integrated multi-channel marketing platform
I know about negative perceptions15 years as a criminal defense attorney
Perception vs. reality.Does it even matter?
Common consumer perceptions aboutdealership service departments in general
1. The work will be more expensive
– As compared to independent shops or national repair chains
– Or due to “upselling” of unnecessary work
2. The experience will be less convenient
Independent shops preferred for pricedealerships favored for knowledge & expertise
2010 Google/Compete PTSA Study
Acknowledging the elephant in the roomOkay. Now how do we let consumers know that it’s not that way in our Service Department?
Go where the customers are
55%of consumers with automotive service needs use the internet to research service
2010 Google/Compete PTSA Study
33%of consumers with automotive service needs searched online to find service locations close to where they live
Start with your website
It’s not just domestic brand dealers
Highline brand dealers are guilty too
Dating vs. marriage
Don’t blow your chance to create lifetime customers
Make service tools and information easily accessible Your website should make it easy to:• Schedule service appointments• Find current service specials and
coupons• Find service related information
about their model• Ask service questions, get advice or
find tips
Don’t stop there
Go beyond the basics
Take the bull by the horns
Educate and show how your dealership is different by using:• Website
• Newsletters/Email
• Social
• Review Sites
• Blog
Transparency in service pricing
If you beat the independent shops and national chains on some services, openly promote that by showing price comparisons for those services
Are you able to do a price match guarantee on specified services or repairs?
Consumer educationExplain the value proposition:• Specialized OEM trained/certified technicians
• Ongoing training programs by manufacturer for service staff
• Most current and in-depth knowledge of vehicle enhancements and repair techniques
• Extensive inventory of factory parts in-stock
Added value accounts for the added cost
It doesn’t pay to be penny-wise, pound-foolish
Convenience and amenitiesWhat do you do to make service easier and more pleasant for your customers?
• Shuttle service• Close to public transportation• Proximity to shopping• Complementary rental cars• Picking up/dropping off vehicles at home or work• Extended service hours• Early/late/weekend drop off options• Complementary car wash with service• Comfortable service waiting area• Wi-Fi and work stations• Refreshments and snacks• Tire rotations included with tire purchases• Movie tickets• Play area for kids
Little things go a long way with customers
Actionable ideas
1. Enhance the service portion of your website or maintain a separate service website– With service tips and FAQ– Information about what scheduled maintenance entails
2. Create a service blog3. Send an email newsletter or service emails with service information and specials4. Share service related information on social media sites
– Tweet and post service tips – Create how to videos– Participate in forums and Q and A sites
5. Spotlight the service staff– Profile the people who keep customers’ cars in top condition– Give them a voice as helpful experts
Negative perceptions about YOUR dealership
Sticks and stones may break your bones, but names can kill your bottom line
Resist the urge to bury your head in the sandActively look and listen
– Google yourself– Go to review sites
Ask the hard questions– Do we have a perception problem?– Do we have a process problem?
Fix process problems
Consistently monitor your dealership’sonline reputation
Respond promptly and openly
Tips for responding to negative comments and reviews:• Don’t get into a public “he
said, she said” debate online• Apologize that the experience
was less than satisfactory• Try to move the conversation
offline• Where appropriate,
acknowledge that you blew it
Say Thank You
Don’t get so focused on managing the negative that you forget to appreciate the happy customers who
take the time to share positive experiences
Thank You Me: Kristen JuddMy company: 3 Birds MarketingBooth #: 1209Website: http://www.3birdsmarketing.comBlog: http://www.3birdsmarketing.com/blog3 Birds Twitter: @3birdsmarketingMy Twitter: @kwjudd3 Birds Facebook: https://www.facebook.com/3birdsmarketingLinkedIn: http://www.linkedin.com/pub/kristen-judd/1a/563/548