Stop Using the Same Playbook as Your

Competition

Agenda

• The Market Today

• Target Your Marketing

º Limitations of Your Database

º OEM Programs

• Best Practices

• Q&A

The Market Today

Customer Expectations

Pressures

The Zero Moment of Truth

Old Model

Today’s

Model

16-17 Million 2016 projections : 931/units/yr

23 Million Units – Sales and Service Opportunity

Low Point

550/units/yr

4400

Dealers

Closed

Target Your Marketing

Expectations

Identifying Marketing Problems

“Blast” campaigns.

Wrong messages.

Compliance.

Why is This Important?

• Customers expect personalization.

• Potentially turning away customers.

• Customer Retention.

Limitations of Your Database

Data Matters

Identify Database Problems

• Outdated vehicle information.

Identify Database Problems

• Undeliverable addresses.

Identify Database Problems

• Missing/invalid email addresses.

Why is This Important?

• Money spent.

• Customer expectations.

• Communication is key.

OEM Programs

Overview of Offerings

Co-op programs.

Overview of Offerings

Approved vendor lists.

Overview of Offerings

Ready-to-go messages.

General Pros & Cons

OEM compliant.

OEM relationship.

× Limits who they will contact.

× OEM database, not dealership database.

× OEM-focused branding.

Why Should I Care About the Cons?

Bring customers to your store, not just any OEM store.

Why Should I Care About the Cons?

You decide your customers.

Why Should I Care About the Cons?

Could you be recapturing more customers?

Why Should I Care About the Cons?

Could you be sending less – direct mail vs. email marketing?

Best Practices

Best Practices

• Have a process for cleaning the database.

• Email collection is imperative!

• No more email blasts & blanket mailers.

• Shy away from using a CRM tool for all of your marketing.

• Stay in contact – but only with relevant, targeted messages.

• If using an OEM program, find another way to fill the gaps.

Identifying a Good Provider

• Open ROI reporting.

• Customizable.

• Creates strategy from clean data.

• Look for a partner, not a vendor.

• Service, not tool.

Best Types of Services

• Data-driven strategy.

• Regular reporting and

strategy meetings.

• Proactive.

• Listens to you.