February 2012 Fast Track Your Marketing (760) 494-0294 J OHN @ ROJOMAXOPP. COM RojoMaxOpp.com

February 2012

Fast Track Your Marketing

(760) 494-0294JOHN@ROJOMAXOPP.

COMRojoMaxOpp.com

Proprietary and confidential. Do not distribute.

• 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


Facebook

E-mail Newsletter

Text Broadcas

t

How does a V-Twin dealer connect with their customers in a digital world?

Media Landscape



ThenMoving from traditional

to a digital foundation

Now

Radio

TV

Newspaper

Yellow Pages


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


What are some of the most common online

activities?

Facebook, Twitter Google, Yahoo, Bing

E-mail

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


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.


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


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?


Dealer Logo & Contact

Info

Tip of the Week

Valuable content &

info

Link to Facebook and

Website

Dealer

Connection

Email MarketingImportant Elements


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


Customer appreciation

Featured product, coupons

Invitations to visit

dealership

Tip on safety,

maintenance

Email MarketingTopic Ideas


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


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


• 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?


Text Message MarketingExample Messages


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


Facebook is a destination for your customers

Facebook Optimization

Your success depends on creating and sharing information that is useful to your customers


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


Creating a Facebook Page for your Business• http://www.facebook.com/pages/create.php

Facebook OptimizationGetting Started


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


6 out of 10… • Expect access to exclusive content, events, or sales• Expect company offers, discounts or promotions through

Facebook

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


Great Content• Regular Posts• Contests & Promotions• Videos & Photos• Fan and Brand Interaction

Video

Contest

Interaction

Facebook OptimizationGreat Content


• 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


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


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


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:


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


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


The Local Search Ecosystem is complicated.

Local SearchIt’s Complicated


Accurate

Complete

Name Address Phone

Visible

Local SearchElements of Local Search


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


• 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


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


Detailed Business Information

Photos & Videos

Events, Special Offers

Business Reviews

Logo or Image

…Or This

Local SearchWhy it’s Important


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


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


Facebook

E-mail Newsletter

Text Broadcas

t

How does a V-Twin dealer connect with their customers in a digital world?

Questions?


• Stop by Booth #467

• Ask about show specials

• Learn more…

Thank you for

attending!

Documents

February 2012 Fast Track Your Marketing (760) 494-0294 J OHN @ ROJOMAXOPP. COM RojoMaxOpp.com