Muzi Motor Group Makes Sales and Service Personal IMN Loyalty Driver supports dealership brand awareness and long-term customer loyalty.

Muzi Motor Group is a successful New England Auto Group with two dealerships – Muzi Chevrolet and Muzi Ford. The company had relied on newspaper and radio ads to drive sales and awareness, but found that with a noisy and hyper-competitive local auto sales market, traditional approaches weren’t elevating the Muzi brand effectively, and there was little measurable return-on-investment. Additionally, the company had a presence on Facebook and Twitter, but wasn’t effectively using those channels to engage with customers on a regular basis. Muzi decided there had to be a better way to influence long-term customer loyalty and sales.

To improve customer engagement, Muzi selected Loyalty Driver, IMN’s digital marketing solution for the automotive industry that supports branded email newsletters and content. Muzi did not have a previous email marketing program, so it was important that Loyalty Driver was intuitive and easy to use.

“Loyalty Driver was easy to integrate with our existing customer database and the IMN client service team is the Gold Standard when it comes to transferring their knowledge and experience.

COMPANY:

Muzi Motor Group

SOLUTION:

Loyalty Driver® for Automotive

CHALLENGE:

The dealer sought to establish

more personal relationships with

customers and prospects while

improving awareness, engagement

and revenues.

RESULTS:

Muzi issues approximately 10,000

email newsletters each month with

very low opt-out rates and steadily

increasing user engagement with

targeted coupons and offers.

Muzi can attribute 15 car sales

over 4 months to the email

newsletter program.

With a focus on increasing internet sales

leads and conversions, it was clear that we

needed a better tool to drive customers and

prospects to our website, and engage with

them around offers and incentives that

matter to them – whether it’s a test drive,

maintenance or for research.

MICHAEL FULLERMuzi FordeCommerce Sales Manager

They are a committed partner and continue to work closely with us to ensure we are maximizing our opportunities for success,” said Fuller.

In addition to IMN’s service expertise, Muzi selected Loyalty Driver based on its industry-leading, highly targeted newsletter content that encourages recipients to take action. The customizable newsletter format enables Muzi to feature monthly general interest articles including seasonal trends and maintenance tips like adjusting tire pressure for warm weather, the importance of testing car batteries in the winter, or popular Fall travel destinations. Tied to these articles, Muzi can customize its own Vehicle Spotlight section where it features a new or used model it is trying to move off the lot. The dealerships can also include service coupons for routine maintenance or special offers.

Through the use of relevant, engaging content and offers, Muzi is now regularly communicating with customers and prospects, sending approximately 10,000 emails a month with nearly zero opt-out requests. The email newsletter has proven to be especially useful to influence sales and services revenues during slower volume months, like after the holiday season.

Since engaging with IMN, Muzi can attribute nearly 15 car sales over the past 4 months to the email newsletter program. With IMN’s analytics capabilities, Muzi can track the number of people clicking on particular articles to determine what topics have the greatest impact, while also recording the number of respondents clicking on, and redeeming, coupons. There has been a steady increase in user engagement associated with offers each month.

Going forward, Muzi will continue to expand its use of Loyalty Driver, adopting more formal reporting and measurement initiatives to better track ROI. Muzi will also be extending its use beyond email to better target and regularly engage customers through social media channels like Facebook and Twitter.

IMN has provided us with a

more personalized, non-intrusive

relationship-building tool that

ensures Muzi remains top-of-

mind for customers, no matter

what their automotive needs

may be. This level of engagement

that encourages a specific

action was simply not possible

with broader, more generic

approaches. Additionally, with

limited marketing resources, IMN

has provided us with an excellent

tool that we can easily manage

and remain productive. IMN has

consistently over-delivered since

the beginning of our

work together.

IMN | www.imninc.com | 781.672.7000 © 2012 iMakeNews, Inc.