Resource Guide. Your complete toolbox for successful service marketing

Transcription

1 Resource Gude Your complete toolbox for successful servce marketng

2 SRS In Ths Gude 3 Introducton 5 Customer Segmentaton SPS 7 Servce Remnder System (SRS) 16 Servce Prospectng System (SPS) 23 Honda Owner Workshop (HOW) 24 LCC Emal Communcatons 25 Reportng 33 Servce Smarts Onlne (SSO) 39 Dealer Servces Group/Program Headquarters HOW REPORTING ntroducton customer segmentaton lcc emal communcatons reportng SSO servce remnder system (srs ) servce smarts onlne (sso ) 40 Prcng and Marketng Calendar servce prospectng system (sps ) honda owner workshop (how ) dealer servces group /program headquarters prcng and marketng calendar 2

3 ntroducton Honda Honda Lfetme Customer Care (LCC) s desgned to provde Honda dealers wth an easy and effectve system for attractng and retanng servce customers. To acheve ths goal, LCC ncludes a wde varety of servce marketng programs and materals. The elements of LCC are: Servce Remnder System (SRS) Servce Prospectng System (SPS) Honda Owner Workshop (HOW) Dealer Servces Group (DSG) Reportng and Database Management Exclusve LCC benefts: Enrollment onlne through N or wth support from Honda Program Headquarters and your Marketng Consultant SPS 40K/100K and OnDemand Co-op funds, based on Lapsed/Inactve response rate The LCC Coupon Lbrary, AHM brand mages, logos and art Honda corporate database (ncludes multple cleansng processes to valdate and update database nformaton) Detaled reports wth ndustry-leadng results SPS Seasonal based on Lapsed/Inactve malng depth ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 3

4 ntroducton LCC Customer Lfecycle ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 4

5 customer segmentaton Customer Segments Our research shows that Honda servce customers fall prmarly nto four segments: 1. New: Purchased vehcle n past 12 months, but no servce vst When a New customer does not respond wthn the frst nne months of purchasng ther vehcle, they could be reassgned to ther closest Honda dealershp, dependng on proxmty (f a customer s geographcally closer to another dealershp, they wll be reassgned to that dealershp). 2. Actve: Servce vst n past 12 months If the customer was prevously Actve at another dealershp, the customer would have to generate two ROs that are more than 20 days apart to become Actve at the new dealershp. 3. Lapsed: No servce vst n past months When a customer moves to Lapsed status from Actve status, they potentally could be reassgned to ther closest Honda dealershp, dependng on ther proxmty to the dealershp. If a customer s geographcally closer to another dealershp, they wll be reassgned to that dealershp when movng to the Lapsed status from Actve, regardless of whether they purchased or servced ther vehcle prevously at another dealershp. 4. Inactve: No servce vst n 24+ months NEW: Convenence and value Customers n the NEW segment purchased a Honda vehcle, but have not yet come n for servce. Wth the Honda Servce Remnder System (SRS), New customers wll receve communcatons that focus on educaton, convenence, amentes and reasons to servce ther vehcle at the dealershp. After ther frst servce vst, customers wll receve a Thank You postcard and wll move to the Actve customer segment. New Customers that do not resde n the sellng dealer s Area of Statstcal Analyss (ASA) wll be reassgned as New customers to ther closest dealer after 9 months of no servce. And they wll be sent a communcaton ntroducng them to ther closest dealer. They wll be then reassgned to Lapsed f they do not go n for servce wthn the next 3 months. New customers are lkely to cte past experence or dscourtesy as reasons for not gong to ther dealer for servce. They exhbt the least loyal atttudes, and are most lkely to say: I can thnk of many good reasons to contnue usng ths outlet, but also many reasons to swtch. Types of offers and campagns to consder for New customers: Promote accessores and frst servce Match any compettor Frst ol and flter change free Honda Owner Workshop Express Servce offers Honda Owners Ste OnDemand Malers Seasonal Malers wth coupons targeted by segment SRS Malers wth smart coupons for specfc mantenance ntervals SRS Malers wth Mantenance Mnder educaton coupons Metro Maler At Rsk OnDemand ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 5

6 customer segmentaton ACTIVE: Mantan trust Customers n the ACTIVE segment have been to the dealershp for servce wthn the last 12 months. Wth the Servce Remnder System, Actve customers wll receve tme/mleage-based servce remnders that focus on expertse, Honda Genune Parts & Servce, loyalty and customer apprecaton. Customers wth Mantenance Mnder vehcles wll receve Mantenance Mnder-approprate communcatons. If they don t respond to the Actve customer communcatons wthn 12 months, they wll move to the Lapsed segment. Of the four segments, Actve customers have the most postve feelngs toward ther dealer. They rate dealers hgher than ndependents n all areas except reasonable cost and locaton. They are also the most lkely to say they defntely wll return to ther dealer for servce. Types of offers and campagns to consder for Actve customers: Specal offers to make the customer feel premer Scheduled mantenance offers, ncludng prce Mantenance Mnder offers, ncludng prce (to Mantenance Mnder vehcle owners) Express Servce and Seasonal offers Onlne Servce Schedulng OnDemand Malers (Custom Photo OnDemand, Prce Comparson, Test Drve) Honda Owner Workshop (HOW) 40K/100K Targeted Parts Malers Tre Customer Rebate Offer LAPSED: Tell the value story Customers n the LAPSED segment haven t been to the dealershp for servce wthn the past months. Targetng Lapsed customers wth the Seasonal Maler and wth OnDemand communcatons can help brng these customers back to the dealershp for servce. If they respond wthn 12 months, they wll be moved to the Actve segment. If they don t respond wthn months, they wll be moved to the Inactve segment. These customers rate ther dealer hgher than the ndependent repar facltes on all dmensons except prce/value, reasonable tme and convenent locaton. They are just as lkely as Actve customers to be satsfed wth the Honda brand and just as lkely to say they defntely wll repurchase. Types of offers and campagns to consder for Inactve customers: Strong offers focusng on prce/ value, dealer convenence and amentes Low-prce ol change or match any compettor offer Free nspecton offers (tres, battery, brakes, etc.) Often needed servces (rotaton, balance, algnment, brakes, etc.) Strong offers focusng on prce/ value, dealer convenence, amentes, trust and honesty Low-prce ol change Match any compettor Free nspecton offers Seasonal offers Seasonal offers 40K/100K Targeted Parts Malers Prce Comparson Custom Photo OnDemand OnDemand Malers Metro Malers Tre Customer Rebate Offer INACTIVE: Compettve prcng Customers n the INACTIVE segment haven t been to the dealershp for servce n 24+ months. They see lttle dfference between dealers and the aftermarket and are motvated by prce. They are the least lkely to say they defntely wll return to ether ther dealer or an ndependent repar faclty. Inactve customers are the least lkely to say they defntely wll purchase another Honda vehcle. Target these customers wth Seasonal, Express Servce and OnDemand malers (compettve tmng belt and repar tems). Some of these customers are new to your area or have had poor servce experences elsewhere. Once an Inactve customer responds to an offer, they wll move to the Actve segment. Types of offers and campagns to consder for Inactve customers: 40K/100K Targeted Parts Malers Prce Comparson Custom Photo OnDemand OnDemand Malers Metro Malers Tre Customer Rebate Offer ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 6

7 servce remnder system (srs) Honda LCC Communcaton Flow Custom Photos Prce Comparson Tre Rebate ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 7

8 servce remnder system (srs) The Honda Servce Remnder System (SRS) provdes a drect connecton to New and Actve Honda owners through targeted remnders sent to customers usng the method of communcaton they prefer standard mal or emal (eremnders). These personalzed messages are tmed to reach customers just as the vehcle s due for servce. The Honda SRS program ncludes separate communcatons for New (RDR wthn the last 12 months, but no RO) and Actve (RO wthn the last 12 months) customers. For vehcles equpped wth the Mantenance Mnder system, Mantenance Mnder logc uses each customer s average tme between vsts and average daly mleage for accurate servce recommendatons (updated wth each RO). New customers that do not resde n the sellng dealer s ASA wll be reassgned as a New customer to ther closest dealer after 9 months of no servce, and they wll receve a communcaton ntroducng them to ther closest dealer. If they do not go n for servce wthn the next 3 months they wll be reassgned as Lapsed. New Customers: If a New customer responds to any communcaton n the New Customer Communcaton Cycle the customer wll be consdered Actve and wll start to receve the Actve communcatons. Actve Customers: A customer who lves n a dealer s ASA and doesn t respond to a letter wthn 12 months wll receve the Transtonal Letter. Addtonal SRS nformaton: SRS only uses your RDR and RO data (extracted daly usng multple cleansng processes that valdate and update your data) Maled weekly, standard postage 90-day response wndow from mal date for New customers 60-day response wndow from mal date for Actve customers One servce vst from a New customer determnes ther servce dealer Actve customers who complete two consecutve vsts (more than 20 days apart) at a dealershp other than ther current servce dealer wll be reassgned to the new dealer Enrollment and changes are handled by your Marketng Consultant To feature your appontment schedulng URL on all SRS communcatons, smply contact your Marketng Consultant. To vew your current SRS letters: SRS letter proofs are updated on the Interactve Network (N) each week. To vew the letters, go to the Lfetme Customer Care page and then select the Servce Remnder System box. Clck on Vew Reports and then select the SRS Campagn Proofs report (lsted under the weekly reports). The name of the campagn s posted at the top of each letter, whch allows you to easly vew specfc campagns and letters. Tele-Schedulng: As an optonal way to remnd customers that they are due for servce, dealers may choose to replace the Overdue Scheduled Mantenance Remnder letter wth a personalzed phone call. The Tele-Schedulng program provdes two knds of calls: the frst s a frendly remnder, and the second s for schedulng an appontment. The convenent Tele-Schedulng servce s avalable at an addtonal charge. ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 8

9 servce remnder system (srs) Here s what the Servce Remnder System offers: Servce Customer Thank You Postcard 4 x 6 full-color postcard wth varable text Dear Jule: There s no substtute for experence. And now that your 2010 Accord has about 30,000 mles, t s tme for our Honda-traned Servce Remnder Self-Maler 8.5 x 10.5 maler customzed wth magery of the owner s model type servce, call for an appontment at (800) Month Transtonal Maler 8.5 x 10.5 self-maler wth fve coupon offers One-tme enrollment once you set up your SRS coupon preferences, your communcatons are sent out automatcally What s Mantenance Mnder? The Mantenance Mnder system montors how you drve and remnds you when t s tme for servce. Ths onboard computer also judges your drvng condtons and habts, and then calculates the remanng engne ol lfe, dsplayng t as a percentage. The technology of the Mantenance Mnder system allows you to enjoy your vehcle wthout wonderng when t s due for your next servce. R04 Many customzaton optons nclude your dealershp logo, full-color amenty and socal network logos, ol company logos (for 19 manufacturer co-op funds), onlne schedulng lnks, Express Servce logos (f applcable) and more Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 2/28/13. Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 2/28/13. genune servce <Sgnature Name> 95 HOMETOWN HONDA Custom dealershp sgnature Servce Department Hours: 8:00 a.m. 5:00 p.m. M-W-F 9:00 a.m. 9:00 p.m. Tuesday, Thursday 9:00 a.m. 3:00 p.m. Saturday Appontment requred Closed Sunday <Ttle> YOUR 2010 ACCORD NEEDS SERVICE. Toll Free: Servce: Get the most out of Accord ownershp! Vst the offcal Honda Owners ste at New Servce Customer Thank You postcard genune extras Your Look for these Mantenance SCHEDULE Mnder codes on your dashboard: ACCORD R04 s tmantenance Mnder? Symbol What What Means Number What to Do Ol and Flter Change A B The Mantenance Mnder system montors Replace just engne ol. t s how you drve and remnds you when tme for servce. Ths onboard computer also Replace engne ol and andhabts, and judges your drvng condtons then the remanng engne ol lfe, olcalculates flter. Also nspect dsplayng t as a percentage. The technology varous systems of the Mantenance Mnderand system allows you to enjoy your vehcle wthout wonderng when components (see applt s due for your next servce. 1 TIME TO SERVICE cable servce manual for detals). Hometown Honda TIME TO Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 2/28/13. SAVE When the Mantenance Mnder con appears, contact us for a servce appontment! 5 ess. e your busn We apprecat Watch for the wrench. TIME TO A01 Ol and Flter Change Fewand thngs are more Rotate tres, check tre pressure and condton. mportant to the overall Replace ar cleaner element, check drve belt, and performance of your Honda s Few thngsdust are more mportant to the engne the olflter. flter that replace andthan pollen overall performance of yourwe Honda s keeps t clean. use Honda engne thantransmsson the ol flter thatflud keeps t transfer flud (f equpped). Genune ol flters, specfcally Replace and clean. We use Honda Genune ol flters, desgned for your Honda. Replace spark plugs, replace specfcally desgned for your Honda.tmng belt (f equpped), needs ts 30,000-mle mantenance! 1995 nspect water pump, and nspect valve clearance. Hometown Honda Don t keep you r Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Replace engne coolant. Expres 2/28/13. CIVIC Replace rear dfferental flud (f equpped). 6 genune convenence May vary between model and model year. D01 HOMETOWN Wheel Balance Specal HONDA PRSRT STD U. S. POSTAGE PAID Your Honda s AMERICAN HONDA MOTOR CO., INC. Properly balanced wheels can provde a Program Headquarters smoother rde and more unform tre wear. P.O. Box 205 Mlwaukee, WI Our Honda-traned techncans wll balance your wheels and properly nflate all four tres. For a Guaranteed Onlne Servce Appontment, scan here or vst Whee Balance Specal 15% A01 Ol and Flter Change Ol and Flter Change Few thngs are more mportant to the overall performance of your Honda s Few thngs are morethan mportant to the engne the ol flter that overall performance of yourwe Honda s keeps t clean. use Honda engne than the ol flter that keeps t Genune ol flters, specfcally clean. We use Honda Genune ol flters, desgned for your Honda. specfcally desgned for your Honda. 123 Man Street Anytown, USA <Sgnature> Recently Recovered Postcard 5.5 x 11 overszed, two-coupon postcard customzed wth magery of the owner s model type 13-Month Welcome Maler 8.5 x overszed self-maler wth two coupon offers VIN: Sncerely, Overdue Servce Postcard 5.5 x 11 overszed, two-coupon postcard customzed wth magery of the owner s model type 9-Month Welcome Maler 8.5 x overszed self-maler wth two coupon offers THANK YOU techncans to gve t the expert attenton t needs. For qualty Properly balance d wheels can provde smoother rde and a more unform tre wear. Our Honda-traned Have an Phone? Stop n now to techncans wll balance your wheels and actvate your Accord s Sr hands- properly nflate all four tres. free voce recognton capabltes! Prces may OFF Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 5/28/13. vary by model. Plus tax where applcable. durng wrte-up. Not Please present coupon to be combned wth any other dscounts. Expres 2/28/13. D01 15 watng. overdue for servc e. Ol and Flter Chang Ol e and Flter Chan ge Few thngs are more mportant to the performance of your Honda s engne overall flter that keeps than the ol t % OFF clean. We use Honda Few thngs ol flters, Genune are more mporta specfc nt your to the d for overall perform ally desgne Honda. ance of your Honda s engne than the ol flter that keeps Hometow t clean. n Honda We Prces may vary by use Honda model. Plus tax wheregenun e ol specfc durng wrte-up. applcable. Please flters, ally Not todesgne present coupon be combned wth d for your any other Honda. dscounts. Expres 2/28/13. And savngs. A01 A Servce Remnder Maler <> welcomes you to servce and savngs. Look nsde! Overdue Servce postcard PRSRT STD U. S. POSTAGE PAID AMERICAN HONDA MOTOR CO., INC. A01 Ol and Flter Change Program Headquarters P.O. Box 205 Mlwaukee, WI Ol and Flter Change Few thngs are more An extensve LCC Coupon Lbrary to assst wth offer selecton (ncludng Mantenance Mnder, Express Servce, model-specfc tre coupons, and more) mportant to the overall performance of your Honda s Few thngs are morethan mportant to the engne the ol flter that overall performance of yourwe Honda s keeps t clean. use Honda town engne than the olhome flter that t Genune ol flters, specfcally a keeps Hond clean. We use Honda Genune ol flters, desgned for your Honda. specfcally desgned for your Honda. Introducng servce that s CLOSE TO YOU 123 Man Street Anytown, USA PRSRT STD U. S. POSTAGE PAID AMERICAN HONDA MOTOR CO., INC. 19 Headquarters Program Hometown Honda P.O.byBox Prces may vary model. Plus tax where applcable. Please present e,towi coupon durng wrte-up. Not be combned wth any other dscounts. Mlwauke genune servce 95 Expres 2/28/13. da.com Hours: Servce Department 8:00 a.m. 5:00 p.m. M-W-F Thursday 9:00 a.m. 9:00 p.m. Tuesday, 9:00 a.m. 3:00 p.m. Saturday Appontment requred Closed Sunday Welcome to <>. Specal offers nsde for your 2013 Accord. We re close. We re convenent. And we ve got coupons! Toll Free: Servce: COME BACK SOON. we offer al. Keep t spec Welcome communcaton Your Honda wll thank you! 9 Welcome to the HONDA famly. 95 More offers nsde. A1A Watch for the wrench. Ol and Flter Change Few thngs are more Ol and mportant Flter Change to the overall performance of your Honda s engne than the Few thngs ol areflter morethat mportant the keeps ttoclean. overall performance of your Honda s We use Honda Genune ol engne than the ol flter that keeps t flters, specfcally desgned clean. We use Honda Genune ol flters, your Honda. specfcallyfor desgned for your Honda. We re here for you and all your servce needs. Larry H. Mller Downtown Honda Spokane Look for these Mantenance Mnder codes on your dashboard: A01 Symbol What t Means Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 5/31/14. Number What to Do A Replace just engne ol. 1 Rotate tres, and check tre pressure and condton. B Replace engne ol and ol flter. Also nspect varous systems and components (see applcable servce manual for detals). 2 Replace ar cleaner element, check drve belt, and replace dust and pollen flter. For VIN: Replace transmsson flud and transfer flud (f equpped). 4 Replace spark plugs, replace tmng belt (f equpped), nspect water pump, and nspect valve clearance. 5 Replace engne coolant. 6 Replace rear dfferental flud (f equpped). You made a decson somethng specal. to start Now decde to keep 20 t specal. J04 % Recently Recovered postcard Sales-to-Servce Maler OFF Tre Balance and Rotaton and rotated Properly balanced wheels gas mleage, tres can last longer, mprove rde and more and provde a smoother Honda-traned unform tre wear. Our your wheels and techncans wll balance tres. rotate and nflate all four Prces may vary by model. Plus tax where applcable. Please present coupon be durng wrte-up. Not to combned wth any other dscounts. Expres 5/31/15. Honda Genune Parts Factory-Traned Techncans Complmentary Mult-Pont Inspecton For VIN: Transtonal communcaton ntroducton customer segmentaton lcc emal communcatons reportng servce remnder system (srs ) servce smarts onlne (sso ) servce prospectng system (sps ) eremnder honda owner workshop (how ) dealer servces group /program headquarters prcng and marketng calendar 9

10 servce remnder system (srs) Flter optons for SRS communcatons In addton to usng specfc mantenance coupons to promote regular mantenance, the Honda SRS program can target customers more effectvely wth varous letter flter optons. These letter flter optons allow dealershps to cater ther coupons to ft the customer needs and vehcle types. Some optons allow you to target customers at specfc mleage levels when they are due for wear pont servce. Flters avalable on SRS communcaton coupons: Hybrd: Hybrd vehcles 4- or 6-cylnder letters: 4- or 6-cylnder vehcles Mantenance Mnder: Vehcles equpped wth the Mantenance Mnder System 4-wheel drve: 4-wheel drve vehcles Retal Dealer: Vehcles purchased at the dealershp Mleage Bands: Vehcles wthn a certan mleage band Model type: Flter by specfc model type, such as Honda Crosstour Wear pont flter: Target your Actve customers when they re due for specfc wear pont servces (brakes, batteres, tmng belts, tres) when you use the wear pont flter for SRS communcatons. Smply set t up, and we ll take care of the rest Example of flter uses: Hybrd flters: Use for ol change coupons to promote the Hybrd prcng (f t dffers from the regular prce). Retal Dealer flters: Offer specals to customers who purchased ther vehcle at the dealershp (or dd not purchase ther vehcle at the dealershp). Ths s a useful flter to apply to SRS letters f the dealer offers specal deals for customers who purchased from them, such as free ol changes for the lfe of the vehcle. Mleage Bands: Place a mleage band on the letters for Actve customers who are due for addtonal recommended servces (40,000-80,000 mles for brakes, tres and batteres, 60,000-90,000 mles for tmng belts). Please refer to the LCC Coupon Lbrary for nformaton about coupons for all LCC programs. The LCC Coupon Lbrary s posted on N n the Resource Secton. ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 10

11 Sncerely, servce remnder system (srs) <Sgnature> <Sgnature Name> <Ttle> YOUR 2010 CIVIC NEEDS SERVICE. Enhanced Dealer-Recommended Servce Follow-Up Communcaton. Get the most out of Cvc ownershp! Vst the offcal Honda Owners ste at Dear Jule: The Dealer-Recommended Servce Follow-Up Letter remnds customers about ther recently declned recommended servce(s). There are two versons of the letter to help brng these customers back to your dealershp: Thank you for your recent vst! When we last saw you, we recommended addtonal needed work for your <2010 Cvc>. When t comes to mantenance, sooner s always better than later, so ths TIME TO Dear Jule: SCHEDULE Thank VIN: you for your recent vst! When we last saw you, we s just a remnder to brng your vehcle n for ths suggested servce. Your Call for an appontment at (123) CIVIC Verson A (Generc) Sncerely, Remnds customers that they declned a needed servce <Sgnature> Comes wth two generc offers chosen by the dealer <Ttle> recommended addtonal needed work for your <2010 Cvc>. When 123 Man Street Anytown,TIME USA TO t comes to mantenance, sooner s always better than later, so ths genune servce SERVICE Generc servce(s) lsted here Department s just Servce a remnder tohours: brng your vehcle n for ths suggested servce. <Sgnature Name> For Verson A letters, LCC scans each RO for trgger words ( declned, refused, dd not want, etc.) and automatcally ntates the follow-up letter, wthn 10 days of recept of the RO. Contnued on next page... needs recommende servce. 8:00 a.m. 5:00 p.m. M-W-F a.m. 9:00 p.m. Tuesday, Thursday Call for9:00 an appontment at (123) :00 a.m. 3:00 p.m. Saturday Appontment requred TIME TO YOUR 2010 CIVIC Closed Sunday SAVE NEEDS SERVICE. Toll Free: Sncerely, Servce: Get the most out of Cvc ownershp! Vst the offcal Honda Owners ste at Dscount on Vehcle Servce <Sgnature> TIME TO SCHEDULE Save on vehcle servce (ncludng parts and labor) Your <Sgnature Name> TIME TO SERVICE CIVIC TIME TO SAVE needs recommended servce. Dscount on Vehcle Servce <Ttle> 10% Dscount on retal purchases from CIVIC 15% Dscount on retal purchases from YOUR NEEDS or more SERVICE. 25% Dscount on retal purchases from GetHometown the mosthonda out of Cvc ownershp! Vst the offcal Honda convenence Prces maygenune vary by model. Plus tax at where applcable. Please present coupon Owners ste durng wrte-up. Not to be combned wth any other dscounts. Expres 2/28/13. V2A Generc coupon offer #2 Save on vehcle servce (ncludng parts and labor) TIME TO For a Guaranteed Onlne Servce SCHEDULE Appontment, scan here or vst 10% Dscount on retal purchases from % Dscount on retal purchases from % Dscount on retal purchases from or more To receve your servce remnder by emal, go to TIME TO SERVICE Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 2/28/13. V2 genune extras Your CIVIC needs recommended servce. Sample of Generc Dealer-Recommended Servce Follow-Up communcaton TIME TO SAVE Dscount on Vehcle Servce V2A Save on vehcle servce (ncludng parts and labor) 10% Dscount on retal purchases from % Dscount on retal purchases from ntroducton customer segmentaton lcc emal communcatons reportng servce remnder system (srs ) servce smarts onlne (sso ) servce prospectng system (sps ) 25% Dscount on retal purchases from or more honda owner workshop (how ) dealer servces group /program headquarters prcng Hometown and marketng calendar Honda Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 2/28/13. 11

12 <Sgnature> <Sgnature Name> servce remnder system (srs) <Ttle> YOUR 2010 CIVIC NEEDS SERVICE. Get the most out of Cvc ownershp! Vst the offcal Honda Owners ste at Enhanced Dealer-Recommended Servce Follow-Up communcaton Dear Jule: When we last saw you, we recommended <recommended servce, Verson B (Specfc) recommended servce, and recommended servce> for your <2010 Remnds customers about ther declned servce(s) by specfcally dentfyng the servce(s) Comes wth specfc coupon offers related to the declned servce Cvc>. When t comes to mantenance, sooner s always better suggested servce. Call for an appontment Dear at (123)Jule: When LCC receves the Declned Labor Op codes, they wll send the follow-up letter wth the correspondng coupons wthn 10 days 123 Man Street Anytown, USA needs ts 30,000-mle mantenance! genune servce Cvc>. When t comes to mantenance, sooner s always better Servce Department Hours: <Sgnature Name> 8:00 a.m. 5:00 p.m. M-W-F than later, so ths stime just a TO remnder to brng vehcle n for ths 9:00 a.m. 9:00 p.m. Tuesday, your Thursday Declned lsted here a.m. 3:00 p.m. Saturday SAVE 9:00 servce(s) requred suggested servce. Call forappontment an appontment at (123) YOUR 2010 CIVIC Closed Sunday <Ttle> NEEDS SERVICE. DECLINED LABOR OP CODE GUIDE lcc emal communcatons reportng Declned Labor Op Codes (What you enter nto ther RO) DECBARS DECBKRS DECCAF DECEAF DECERS DECFBKR DECMMAB DECMM16 DECRBKR DECSTSH DECTBRS DECTIRS DECTIRO servce remnder system (srs ) servce smarts onlne (sso ) Toll Free: Servce: Get the most out of Cvc ownershp! Vst the offcal Honda Owners ste at Sncerely, VIN: Wheel Balancewww.hometownhonda.com Specal 123 Man Street Any genune extras Properly balanced wheels can provde <Sgnature> a smoother rde and more unform tre Your wear. Our Honda-traned techncans <Sgnature Name> wll balance your wheels and properly <Ttle> nflate all four tres. TIME TO SCHEDULE genu CIVIC TIME TO SERVICE customer segmentaton CIVIC VIN: TIME TO recommended servce, and recommended servce> for your <2010 Servce Advsors wll need to enter the correct Declned Labor Op codes nto the RO Labor Op area, Labor Op descrpton or the RO comments area Your When we last saw SERVICE you, we recommended <recommended servce, Sncerely, For Verson B letters, dealers must frst set up ther Declned Servce Coupons. Then: ntroducton TIME TO SCHEDULE than later, so ths s just a remnder to brng your vehcle n for ths <Sgnature> Declned Servces (What your customer declned) Battery replacement Brake servce general Cabn ar flter Engne ar flter Exhaust repar/servce Front brakes Mantenance Mnder prmary servces Mantenance Mnder sub tems Rear brakes Struts/Shocks Tmng belt repar Tre replacement Tre rotaton YOUR 2010 CIVIC NEEDS SERVICE. needs ts 30,000-mle mantenance! TIME TO SAVE genune convenence Prcesthe may vary by model. whereownershp! applcable. PleaseVst presentthe coupon Get most out Plus of tax Cvc offcal durng wrte-up. Not to be combned wth any other dscounts. Expres 2/28/13. Owners ste at Wheel Balance Specal Honda 15 % Toll Free: OFF Servce: Targeted coupon offer #2 Properly balanced wheels can provde a smoother rde and more unform tre wear. Our Honda-traned techncans wll balance your wheels and properly nflate all four tres. Servce Departme 8:00 a.m. 5:00 p.m 9:00 a.m. 9:00 p.m 9:00 a.m. 3:00 p.m Appontment requ Closed Sunday genu TIME TO SCHEDULE Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 2/28/13. % OFF For a Guaranteed Onlne Servce Appontment, scan here or vst Your CIVIC To receve your servce remnder by emal, go to TIME TO SERVICE Sample of Specfc Dealer-Recommended Servce Follow-Up communcaton needs ts 30,000-mle TIME TO SAVE mantenance! genun Wheel Balance Specal Properly balanced wheels can provde a smoother rde and more unform tre wear. Our Honda-traned techncans wll balance your wheels and properly nflate all four tres. servce prospectng system (sps ) Hometownworkshop Honda honda owner (how ) dealer servces group /program headquarters Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 2/28/13. prcng and marketng calendar 15 F A w % OFF To receve your se go to 12

13 servce remnder system (srs) Here are some suggested offers for the New SRS letter cycle. Please refer to the LCC Coupon Lbrary for nformaton about coupons for all LCC programs. The LCC Coupon Lbrary s posted on N n the Resource Secton. NEW Letter Cycle Sales-to-Servce: A03/P33 - Ol change M05 - Dscount on Accessores R04 - What s Mantenance Mnder (educatonal) 3-Month Mantenance Educaton: A03/P33 - Ol change M05 - Dscount on Accessores Y01 - WYO about makng onlne appontments Mantenance Mnder R06 - (Servces A or B and 1-6) Y01 - WYO about makng onlne appontments M05 - Dscount on Accessores 6-Month Mantenance Due: A03/P33 - Ol change M05 - Dscount on Accessores Y01 - W-Y-O about makng onlne appontments J03 - Tre rotaton Mantenance Mnder R06 - (Servces A or B and 1-6) Y01 - W-Y-O about makng onlne appontments R01 - Is t tme for Recommended Mantenance? 9-Month Mantenance Benefts: A03/P33 - Ol change J03 - Tre rotaton OR A06/P35 - Combo ol change and tre rotaton N04 - Free nspecton wth any servce Mantenance Mnder Y01 - W-Y-O about makng onlne appontments R01 - Is t tme for Recommended Mantenance R06 - (Servces A or B and 1-6) * New Reassgnment Customers that purchased outsde of the dealer s ASA wth no RO actvty n 9 months wll be reassgned as New to the closest dealer. Newly Reassgned* New 9-Month Welcome: A03/P33 - Ol change J03 - Tre rotaton B04 - Dscount on vehcle servce M05 - Dscount on Accessores P42 - What s Mantenance Mnder? P coupons - Express Servce 12-Month Transtonal: A03/P33 - Ol change J03 - Tre rotaton V2A/B04 - Dscount on servce L05 - We match any compettor offers P42 - What s Mantenance Mnder? P coupons - Express Servce ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 13

14 servce remnder system (srs) Here are some suggested offers for the Actve SRS letter cycle. Please refer to the LCC Coupon Lbrary for nformaton about coupons for all LCC programs. The LCC Coupon Lbrary s posted on N n the Resource Secton. ACTIVE Letter Cycle New Customer Thank You: (No coupons) Scheduled Servce Remnder*: Q01-Q03 - Dscount on mnor, ntermedate & major A03/P33 - Ol change V2A/B04 - Dscount on vehcle servce Mantenance Mnder Remnder: R06 - (Servces A or B and 1-6) R05 - Dscount on servce Overdue Servce Remnder*: Q01-Q03 - Dscount on mnor, ntermedate & major A03/P33 - Ol change Mantenance Mnder Overdue: R06 - (Servces A or B and 1-6) R05 - Dscount on servce Recommended Servce Follow Up: B04 - Dscount on vehcle servce V02 - Varable dscount on vehcle servce Ol Change Remnder (optonal)*: A01 A06 - Ol change P02 & P2A - Express Servce Ol change 12-Month Transtonal: A03/P33 - Ol change J04 - Tre balance and rotaton J coupons - Tres, wheels and algnment B04 - Dscount on vehcle servce L05 - We match any compettor offers L02 - Honda Parts dscount P coupons - Express Servce Inspecton coupons * Actve Reassgnment Customers that servce outsde of the dealer s ASA wth no RO actvty n 13 months wll be reassgned as Lapsed to the closest dealer. Newly Reassgned Lapsed 13-Month Welcome: V2A/B04 - Dscount on servce A03/P33 - Ol change J04 - Tre balance and rotaton J coupons - Tres, wheels and algnment L05 - We match any compettor offers L02 - Honda Parts dscount P coupons - Express Servce Inspecton coupons * Only for 7,500 and 10,000 mle vehcles ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 14

15 servce remnder system (srs) Recently Recovered and Warranty-Only Customers Recently Recovered customers are owners who were Lapsed or Inactve and have come back to your dealershp for servce. Warranty-Only customers are owners who were Lapsed or Inactve and generate a warranty-only repar order at your dealershp. Snce nether of these customer segments have shown the tendences to actvely servce at a Honda dealershp, we have segmented them out further to allow you to select better offers to try to attract them. About 50% of customers n the Recently Recovered or Warranty-Only status wll come back to your servce department after ther frst servce, and they make up about 15% of your database. Customers stay n ths status untl they generate two repar orders at least 60 days apart. Some of the benefts of these communcatons: Overszed coupons that are eye-catchng and persuasve Tmely wear-pont offers prmarly targetng models wthout Mantenance Mnder More aggressve servce offers of your choosng Recently Recovered and Warranty-Only Communcaton Cycle Recently Recovered/Warranty-Only Scheduled Mantenance Communcaton Recently Recovered/Warranty-Only Overdue Mantenance Communcaton Recently Recovered/Warranty-Only Scheduled 2 Mantenance Communcaton Recently Recovered/Warranty-Only Overdue 2 Mantenance Communcaton Transtonal Communcaton ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 15

16 servce prospectng system (sps) Thnkng of creatng a marketng campagn? Start wth ServceSmarts Onlne Frst! ServceSmarts Onlne has always been one of the most effectve tools for understandng your market and dentfyng opportuntes, allowng you to fne-tune your marketng campagns and target your customers. By usng the Total UIO Map wth LCC Marketng, you can access a number of tools to make your marketng even more effectve, ncludng: Identfy Total UIO (Unts In Operaton) wthn and outsde your ASA Revew Total UIO counts by segment and communcaton medum Apply specfc customer crtera Select specfc census tracts to target See a runnng calculaton of your % of New, Actve, Lapsed, Inactve customers and combned See a runnng total of your campagn cost estmate Push customer selectons nto N for completon of an LCC Marketng campagn And you can do all ths before begnnng the process of buldng your marketng campagn. Your customer selecton choces from ServceSmarts wll be submtted drectly nto the customer selecton step when buldng your malers on LCC va N. In short, the ServceSmarts Total UIO Map plots all of the UIO assgned to you. The map enables you to target groups usng crtera flters, allowng you to send your UIO selectons drectly to the LCC applcaton when buldng a servce marketng campagn. These features are located under the Market tab. Save tme wth easy campagns, usng the My Fles functon on ServceSmarts Onlne. Usng My Fles, you can set up custom crtera that can be used repeatedly across campagns. Once you choose the customers you wsh to target for a partcular campagn, as well as other specfc crtera (such as length of ownershp, vehcle type, etc.), you can save the nfo on My Fles and easly access t the next tme you create a smlar campagn. Fnd out more about ths tmesavng feature n the ServceSmarts Onlne secton of ths Resource Gude. ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 16

17 servce prospectng system (sps) SPS Co-operatve Funds All dealers enrolled n the Seasonal Maler porton of the SPS program or the 40K/100K Targeted Parts Maler and OnDemand Maler portons of the SPS program are elgble for co-op advertsng funds. Seasonal Maler Co-op Advertsng Funds The SPS Seasonal co-op formula encourages dealershps to reach addtonal Lapsed and Inactve customers wth a much greater return. It also helps lower the cost of your Seasonal communcatons, so you can ncrease the number of communcatons you send. Example: Lapsed & Inactve Malng Depth Co-op Dscount Cost of Surface Here s the breakdown by the numbers: Total Lapsed/Inactve customers AVAILABLE = 6,000 Total Lapsed/Inactve customers SELECTED = 3,900 (65%) Elgble co-op = 0.10 per communcaton Cost of Emal 0-49% %-59% %-84% % If a Honda dealershp mals to 65% of ts 6,000 avalable Lapsed and Inactve customers, how much wll the SPS Seasonal co-op help t save? 40K/100K and OnDemand Co-op Advertsng Funds For both the 40K/100K Targeted Parts Maler and OnDemand Malers, the percentage of co-op advertsng funds s based on the response rate from Lapsed and Inactve customers: the hgher the response rate, the greater the Co-op funds earned. Co-op funds can reduce your drect mal costs and are credted to your dealershp s Parts Balance Forward account after the maler expraton date. SPS response rate/co-op calculaton: Lapsed/ Inactve Customer Response Rate Co-op Avalable 0% to 2.4% 0% 2.5% to 3.5% 5% 3.6% to 4.5% 10% 4.6% to 5.5% 15% 5.6% to 6.5% 20% 6.6% to 7.5% 25% 7.6% to 8.5% 30% 8.6% to 9.5% 35% 9.6% to 10.5% 40% Co-op s gven to a dealer based on Lapsed/Inactve customer response rates. If the dealershp had a 5% Lapsed/Inactve response rate, Honda would cover 15% of the cost of that maler. Cost before Co-op = 2, Surface = 3,000 x 0.72 = 2, Emal = 900 x 0.15 = Total co-op credt savngs = Cost after co-op = 1, Surface: 3,000 x 0.62 = 1, Emal: 900 x 0.05 = Co-op funds are automatcally appled to your total campagn costs, so you can realze the co-op credt mmedately. Based on the total Lapsed/Inactve malng depth, a co-op dscount s appled. ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 17

18 seasonal maler Each Seasonal Maler has an attractve seasonal desgn approprate to when the maler goes out. A new creatve look each quarter offers you an opportunty to promote your parts and servce department. Here s what the Seasonal Maler has to offer: Self-maler wth sx coupons Select customers by segment, model year, model type, odometer, UIO sold as, sold by, last servce date, number of vsts, ZIP code or dstance from your dealershp If you have more than 750 names on your malng lst, the Seasonal Maler may be sent out n three flghts (at your request) to help dstrbute ncomng servce volume Many customzaton optons ncludng dealershp logos Use the coupon lbrary or wrte-your-own offers and ad lnes Seasonal Malers stand alone or work together to create a cohesve quarterly campagn to Lapsed/Inactve customers 90-day response wndow from malng date Ablty to send targeted coupons to each of your customer segments You may purchase your malng lst, whch ndcates whether surface mal or emal was sent Includes a free follow-up emal after 30 and 60 days to non-responders Tps for creatng an effectve Seasonal campagn: Use the avalable optonal text and logos to provde addtonal nformaton about the dealershp amentes and servces provded; ths educates the customer wthout usng up a valuable coupon (out of the sx total) Use easy enrollment to copy the offers you sent same tme last year Or use the select recommended coupons to populate and then prce Send targeted coupons to each of your customer segments Send the seasonal campagn each quarter to keep your dealershp s name n front of customers Surface Pop-up Summer Savngs Insde Save wth these Summer servce offers! Front or Rear Brake Specal. Consectetuer Elt. Adpscng Lorem Ipsum Dolor St Amet. Texas State Inspecton. Consectetuer Elt. Adpscng Lorem Ipsum Dolor St Amet. Keep summer runnng smoothly. Save bg on these Honda Genune Servce specals. Clck to vew ths emal n your web browser Check out these exclusve offers for you and your Honda! OFF OFF Seasonal Maler Enrollment Perod Coupon Vald Perod (90-days) Parts Acct. Bllng* Sprng January Aprl, May, June March Summer March July, August, September June Fall June October, November, December September Wnter September January, February, March December Track your campagn s progress daly onlne wth MyLCC Reportng. *Deferred bllng s avalable for OnDemand and Seasonal communcatons. Front or Rear Brake Specal. Consectetuer Elt. Adpscng Lorem OFF Ipsum Dolor St Amet. Tmng Belt and Water Pump Replacement OFF Consectetuer Elt. Adpscng Lorem Ipsum Dolor St Amet. Ol Change wth Mult-Pont Inspecton OFF Consectetuer Elt. Adpscng Lorem Ipsum Dolor St Amet. Ol Change wth Mult-Pont Inspecton OFF Consectetuer Elt. Adpscng Lorem Ipsum Dolor St Amet. Clck to vew and Clck to schedule a servce prnt valuable coupons appontment onlne 123 Man Street Anytown, US Toll-Free: Servce: Servce Department Hours: 8:00 a.m. 5:00 p.m. M-W-F 9:00 a.m. 9:00 p.m. Tuesday, Thursday 9:00 a.m. 3:00 p.m. Saturday Appontment requred Closed Sunday Emal verson ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 18

19 ondemand malers These versatle self-malers and postcards are deal for last-mnute marketng promotons of all knds. Whenever you want to send an OnDemand Maler, smply enroll n LCC va N. Surface communcatons wll be produced and sent Frst Class n fve busness days, allowng you to reach your customers quckly. Emal-only versons are sent wthn 48 busness hours. OnDemand Malers have a lot to offer: Varety of creatve desgns from tradtonal to contemporary Unque Express Servce postcards (for Express Servce dealers only) OnDemand creatve optons allow you to: publcze specal events; promote your Express Servce drve; announce tre rebate offers; ntroduce your servce department staff n words and pctures; compare your prces and servces wth local IRFs; get a quck boost n parts sales, and more Select customers by segment, model year, model type, UIO sold as, sold by, last servce date, number of vsts and by ZIP code or dstance from your dealershp A varety of avalable formats: 2-coupon postcard, 5- and 7-coupon self-maler, and more Use the coupon lbrary or wrte your own offers and ad lnes 30/60/90/120-day response wndow from malng date (dealers can select one of these response wndows or specfy ther own) Deferred bllng No mnmum amount sent Emal-only campagns Where the rubber meets the rebates. Score bg rebates on bg-name tres at your Honda dealer. See Back for Servce Offers Not sure when to use OnDemand Malers? Here are some excellent opportuntes: You have recently moved, remodeled, gone through a buy/sell or had a dealershp name change Busness s slow and you would lke to see a quck boost n servce sales You have recently become an Express Servce dealer and would lke to promote Express Servce Accessores or parts-specfc creatve, such as the tre rebate maler and brake or battery communcatons You may want to showcase your compettve prcng You may want to ntroduce your servce advsors and staff Creatve avalable for holday and specal events Tps for creatng an effectve OnDemand campagn: Take nto consderaton the current envronment that may affect your customers decsons; for example, f gas prces are hgh, use coupons to promote servces that help ncrease fuel economy If survey results show that customer awareness of your Express Servce s low, use an Express Servce postcard to promote and ncrease awareness of the benefts of ths convenent servce If you send malers to ZIP codes that are farther from your dealershp, offer entcng offers and dscounts to help motvate them to drve the extra mles for ther servces When sendng an OnDemand maler to customers closer to the dealershp, try hghlghtng servces wth compettve prces to help customers make the decson to use your dealershp rather than an ndependent servce shop down the road Prce Comparson Maler The Prce Comparson Maler can be used to demonstrate your servce department s compettve prcng. Your Marketng Consultant wll complete the prce comparson process for you! ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 19

20 custom photo ondemand maler Ths Custom Photo OnDemand Maler s unque marketng tool for you to reach your customers. The many customzaton optons allow you to gve ths OnDemand Maler a unque look just for your dealershp. Help customers get to know your servce personnel and get to know your servce manager. Showcase your dealershp wth your servce team s pctures and words! Uploadng your mages wth the LCC Photo Upload tool s fast and easy. Avalable on LCC va N under Servce/Marketng/LCC/SPS by clckng on: Upload/Vew/Edt Dealershp Images Promote your dealershp wth your Servce Manager s pcture and a letter Introduce your servce staff by ther photo, name and wth a personal greetng (up to 4) Include pctures of your servce department, servce bay, customer lounge and unque areas Includes 7 coupon areas and numerous customzaton optons, ncludng dealershp map, logo, ad lnes and more A message from <your dealershp name here>: There s nothng that gves me more joy than seeng a satsfed customer leavng our dealershp. That means our servce was topnotch, our Honda-traned techncans were professonal and the offer the customer receved was excellent. And here at <HometownHonda>, we strve to gve every customer that enters our dealershp the best level of servce possble. Every vst. Every day. We hope to see you soon. Servce Drector Respectfully, Servce Drector HONDA SERVICE COUPON Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 6/15/12. Battery Inspecton HONDA SERVICE COUPON Everyday drvng condtons can affect your battery more than you thnk. Come n today for a battery nspecton Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 6/15/ % OFF C01 FREE Meet our servce team: For over three years, I love the relatonshps that I ve bult over tme. And I plan to work harder to buld new ones. I look forward to helpng you. Mary Connor Servce Advsor Joe McCarthy Servce Advsor Sue Shannahan Servce Advsor Sam Leonard Servce Advsor In the last seven years, I make sure I gve my clents the same servce and professonalsm that I would expect. I m lookng forward to helpng you. I recently joned the team and we take prde n helpng our clents feel rght at home. Ths s the perfect place for me to help you. For nne years, I know that clents come back because we delver the best servce possble. Call me f there s anythng I can do for your Honda. Get ready for summer! Get your Honda ready for the season Our extended hours are convenent to your lfestyle Schedule servce appontments onlne at owners.honda.com State-of-the-art Honda dagnostc equpment HONDA SERVICE COUPON Tmng Belt Replacement A broken tmng belt can damage your engne. Our Hondatraned techncans wll nstall a Honda Genune tmng belt. We ll also nspect the water pump, camshaft, crankshaft seals and other belts. Not all vehcles are equpped wth tmng belts. Please see your owner s 10 manual or call us for detals. % Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 6/15/12. OFF HONDA SERVICE COUPON Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 6/15/ Wth Coupon HONDA SERVICE COUPON Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 6/15/12. I01 95 Wth Coupon Check us out. You can depend on us for all your servce needs. ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 20

21 40k/100k targeted parts malers sent at the rght tme for you and your customers! Defeat aftermarket shops at ther own game wth the all-new 40K/100K Targeted Parts Maler. Now you can reach customers when they need new parts the most: at 40,000 and 100,000 mles. By promotng great prces on common wear tems lke brakes, tres, batteres and tmngfront belts, you customers to your servce drve or Rear Brakecan Specaldraw morebattery wth 100-Month Lmted Warranty and away from your compettors. D06 Replace front or rear brake pads* Inspect dscs, calpers, brake lnes, hoses, master cylnder and wheel cylnders C04 Great performance and a great warranty wth a Honda Genune battery. Our 100month lmted warranty provdes full coverage for the frst 36 months and prorated coverage for the remanng months. * Dsc resurfacng or replacement, wheel cylnder and calper repar, and master cylnder replacement extra,f needed Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 12/30/14. For VIN: J10 We Sell Tres for Your Honda Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 12/30/14. For VIN: Tre Sze Model facng or replac * Dsc resur extra,f needed. t replacemen B04 We know you have many choces when t comes to servcng your Honda, but why trust anyone other than your Honda dealer? Our Honda-traned techncans know your Honda, and you can feel confdent the job wll be done rght the frst tme. Use ths coupon toward any servce Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 12/30/14. For VIN: P20 5/65 R15 P20 5/55 R16 P23 5/70 R16 P20 5/60 R16 P23 5/65 R16 P20 5/70 R15 P22 5/60 R16 P18 5/70 R14 WITH 15 J10 Dscount on 99 ON WITH COUP B04 Vehcle Model Each as low as Accord Cvc Plot Accord Odyssey CR-V Odyssey Cvc comes to ces when t your have many cho trus t anyone other than We know you why w your r Honda, but ncans kno ser vcng you traned tech e rght Our Hondajob wll be don ler? the dea nt da fde Hon. con any ser vce you can feel pon toward Honda, and. Use ths cou the frs t tme t ble. Please presen Honda Hometown by model. Plus tax where applca dscounts. wth any other ed Prces may vary to be combn wrte-up. Not coupon durng For VIN: Expres 12/30/ 15% OFF ON WITH COUP t ble. Please presen Honda Hometown by model. Plus tax where applca dscounts. wth any other ed Prces may vary to be combn wrte-up. Not coupon durng For VIN: Expres 12/30/ Hometown Honda OFF PRESORTED STANDARD PAID US POSTAGE 1234 PERMIT NO Honda Hometown et 123 Man Stre Any town, USA HOURS: ART MEN T SER VICE DEP 5 p.m. a.m. Mon. Fr. 8 6 p.m. Tues. 9 a.m. 6 p.m. Sat. 9 a.m. I03 3 p.m.* Tmng Belt and Water PumpSun. 12 p.m.men t only *By appont Replacement PRESORTED STANDARD US POSTAGE PAID PERMIT NO 1234 DON T WAIT! A broken tmng belt can damage your engne. Refer to your owner s manual for recommended replacement. Replace tmng belt and water pump Inspect camshaft and crankshaft seals SERVICE DEPARTMENT HOURS: Mon. Fr. 8 a.m. 5 p.m. Tues. 9 a.m. 6 p.m. Sat. 9 a.m. 6 p.m. Sun. 12 p.m. 3 p.m.* *By appontment only - Your customers wll receve 4 coupons wth wear tem offers, and 1 coupon wth a servce offer of your choce Malers sent to owners of vehcles wthout tmng belts wll default to four coupons COUPON All 40K/100K Targeted Parts communcatons are surface mal OR emal, dependng on customer preference, and each pece has a 90-day expraton 100K Targeted Parts Maler: At 100,000 mles, we ll send a 5-coupon communcaton Hometown Honda featurng Brakes, Tres, Batteres, Tmng Belts and a servce offer 123 Man Street Anytown, USA ed Prces may vary to be combn wrte-up. Not coupon durng For VIN: Expres 12/30/ t ble. Please presen Honda Hometown by model. Plus tax where applca dscounts. wth any other % - Your customers wll receve 3 coupons wth wear tem offers, and 1 coupon wth a servce offer of your choce Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 12/30/14. For VIN: t ble. Please presen Honda Hometown by model. Plus tax where applca dscounts. wth any other Dscount on Vehcle Servce anty ty great warran ance and a Great per form tery. Our 100 Genune bat vdes full wth a Honda warranty pro month lm ted frs t 36 months and the anng months. coverage for rem the for erage prorated cov nder ke pads* t or rear bra es, mas ter cyl Replace fron calpers, brake lnes, hos s, r cylnder Inspect dsc nders, and maste calper repar and wheel cyl ement, wheel cylnder and Tre Sze Each as low as Accord Cvc Plot Accord Odyssey CR-V Odyssey Cvc Lmted Warr Specal e or Rear Brak Frontoffers Enroll once, select your once and the program does the rest! After your one-tme enrollment, the 40K/100K Targeted Parts Maler wll 95 communcate to customers on a weekly bass as they reach 40,000 and ,000 mles 229 Servce nda want to target: Actve, Lapsed, Reaches all the customer segments for Your Hoyou We Sell Tres Inactve and New customers who purchased a Certfed Used vehcle 95 40K Targeted Parts Maler: At 40,000 mles, we ll send a 4-coupon communcaton featurng Brakes, Tres, Batteres and a servce offer P205/65R15 P205/55R16 P235/70R16 P205/60R16 P235/65R16 P205/70R15 P225/60R16 P185/70R14 C04 D06 ed Prces may vary to be combn wrte-up. Not coupon durng For VIN: Expres 12/30/ Maler has to offer: Here s what the 40K/100K Targeted Parts Enrollng n the 40K/100K Targeted Parts Maler Program s easy on LCC va N: 10 0-Month Battery wth Not all vehcles are equpped wth tmng belts. Please see your owner s manual or call us for detals Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 12/30/ Man Street Anytown, USA SERVICE DEPARTMENT PHONE: (800) (800) Rght off the 476 freeway SERVICE DEPARTMENT HOURS: Mon. Fr. 8 a.m. 5 p.m. Tues. 9 a.m. 6 p.m. Sat. 9 a.m. 6 p.m. Sun. 12 p.m. 3 p.m.* *By appontment only Honda-traned servce professonals Convenent hours Come celebrate our 10th annversary 100K Targeted Parts Maler 40K Targeted Parts Maler ntroducton customer segmentaton lcc emal communcatons reportng servce remnder system (srs ) servce smarts onlne (sso ) servce prospectng system (sps ) honda owner workshop (how ) dealer servces group /program headquarters prcng and marketng calendar 21

22 the sps prce comparson communcaton The LCC Servce Prospectng System (SPS) Prce Comparson Maler s a practcal and hghly effectve way to let your customers know how compettve your servce department s compared to Independent Repar Facltes (IRFs). And your Marketng Consultants can help make buldng your maler ncredbly fast and easy by dong your Mystery Shoppng for you. (You can select ths Mystery Shop opton on N when you buld your Prce Comparson Maler. There wll be an added cost of just 75 for ths convenent servce.) In addton to your superor value for vehcle servce, you may also want to set yourself apart from your compettors by showng customers your dealershp amentes, such as complmentary coffee, car wash or shuttle servce. Beng aware of your amentes can help encourage customers to choose you over the competton, and you can nclude these on your Prce Comparson Malers, just below the prce comparson table. You may also order a set of two custom Prce Comparson Posters (24 x 36 ) to support your marketng campagn n-dealershp. Your poster order also comes wth a free webszed dgtal mage of your poster to upload to your webste for ncreased onlne exposure. The cost s only 122 per set of two posters. We do t even better. We not only offer you Honda-traned techncans, Honda Genune Parts and a factory-backed warranty - we add all these extras! For qualty servce at everyday low prces, choose <>. HOmEtOwn TIRES 205/60R1692V BATTERY 100 MO. INS. OIL & FILTER CHANGE HOSE & BELT PACKAGE QUALITY SERVICE AT EVERYdAY Low PRICES Our Prce PEP BOYS SEARS JIFFY LUBE DISCOUNT TIRES FIRESTONE AFTRMRKT FLTR AFTRMRKT PRTS FRONT BRAKES AFTRMRKT PRTS AFTRMRKT FLTR AFTRMRKT PRTS AFTRMRKT FLTR SPS Prce Comparson Maler wth comparson chart and amenty logos MO AFTRMRKT FLTR AFTRMRKT PRTS AFTRMRKT PRTS FREE BATTERY TEST YES NO NO NO NO NO FREE SHUTTLE SERVICE YES NO NO NO NO NO FREE CAR WASH WITH SERVICE YES NO NO NO NO NO EARLY BIRD/LATE NIGHT DROP OFF YES NO NO NO NO NO COMPLIMENTARY COFFEE YES NO NO NO NO NO Survey completed on <date> based on <year> <model>. We do t even better. For qualty servce at everyday low prces, the choce s clear: <> HOmEtOwn QUALITY SERVICE AT EVERYdAY Low PRICES The dealer takes responsblty for all publshed prces. TIRES 205/60R1692V BATTERY 100 MO. INS. OIL & FILTER CHANGE HOSE & BELT PACKAGE Our Prce PEPBOYS SEARS JIFFY LUBE DISCOUNT TIRES FIRESTONE AFTRMRKT FLTR AFTRMRKT PRTS FRONT BRAKES AFTRMRKT PRTS AFTRMRKT FLTR AFTRMRKT PRTS AFTRMRKT FLTR MO AFTRMRKT FLTR AFTRMRKT PRTS AFTRMRKT PRTS FREE BATTERY TEST YES NO NO NO NO NO FREE SHUTTLE SERVICE YES NO NO NO NO NO FREE CAR WASH WITH SERVICE YES NO NO NO NO NO EARLY BIRD/LATE NIGHT DROP OFF YES NO NO NO NO NO COMPLIMENTARY COFFEE YES NO NO NO NO NO Survey completed on <date> based on <year> <model>. Dealershp responsble for collecton of compettve prces. SPS Prce Comparson n-dealershp poster ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 22

23 honda owner workshop (how) Everyone loves a party and that s what the Honda Owner Workshop (HOW)s all about. By helpng your New owners celebrate ther recent Honda purchase and welcomng back your Actve customers, you also help them feel comfortable wth your dealershp and encourage them to return for all of ther vehcle needs. The HOW plannng webste and celebraton kt make t easer than ever to welcome New and Actve owners to the Honda famly. HOW ntroduces them to every aspect of your dealershp, makes them feel at home wth the Parts and Servce Department and most of all helps you buld customer satsfacton and lastng relatonshps. Durng a HOW event, new owners wll: Meet dealershp Parts and Servce staff and famlarze themselves wth the dealershp Hear about the benefts of Honda Genune Servce and Honda Genune Parts Learn the mportance of scheduled mantenance See demonstratons of vehcle features HOW Benefts In addton to provdng your customers wth a warm welcome to the Honda famly, HOW events also provde the followng benefts: Improved customer satsfacton Increased Parts and Servce busness Postve word of mouth More repeat busness and referrals Lastng customer relatonshps You are nvted! Thanks for attendng our event on November 15. We look forward to provdng you wth the best possble ownershp experence! Thank You card An exclusve nvtaton for <John Smth> Invte (postcard) Thank you! The HOW event plannng webste The HOW event plannng webste lnked to N has all the nformaton your dealershp needs to plan and complete a successful HOW event. Smply vst the webste for complete assstance wth the followng: Settng a date for your event Creatng customzed nvtatons and thank you cards (surface and/or emal) Mantanng your guest lst Ablty to add a follow-up call to customers wth the BDC opton Stayng up to date wth the steps you need to take for a successful HOW event Strateges and best practces Resources and nformaton that can be handed out and revewed at your event HOW webste Welcome sgn Your HOW event s made to order. From welcome sgns and banners to name tags, balloons and gveaways, the materals you choose wll play a bg part n makng your celebraton a success. Once agan, the HOW webste helps you wth everythng you need. The frst tme you create a HOW event, you wll order a custom merchandsng kt that ncludes the followng tems: HOW-themed event banners and sgns, gveaways, balloons, raffle tems and more. After the ntal kt purchase, addtonal kts and ndvdual kt tems may be ordered at any tme. ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 23

24 lcc emal communcatons Currently, f an emal address s avalable, t wll be used as the frst lne of communcaton. If the emal address s bad or ncorrect, the customer wll be sent a surface communcaton and the dealer wll be charged for the surface communcaton and credted for the emal. An emal customer s: Anyone who has an emal address n the corporate database, regardless of whether they have opted n Corporate database emal addresses are collected through varous sources, but the man source s drectly from you through closed ROs A vald emal address wll overrde a customer s surface mal address However, f they opt out, or f the emal address s nvald, we wll revert them back to surface mal Customers who create an account on the Honda Owners Ste and select e-communcaton as a preference wll automatcally be opted n to receve Servce Remnders and Servce Offers (Seasonal, 40K/100K Targeted Parts malers and OnDemand), so encourage your customers to sgn up today. What does ths opportunty mean to you and what do you need to do? Convertng more customers from surface mal to emal means your costs may go down because the cost of sendng emal s only 15 cents each and gves you the opportunty to possbly ncrease your revenue! Ask customers for ther emal address and enter t nto ther RO when they come n for servce; ths helps buld your lst and helps ensure accuracy of emal addresses Emal customers tend to respond better, whch helps you generate more revenue too You don t need to do anythng f you re enrolled n these programs, emal versons of the communcatons wll be automatcally sent to your emal customers If we receve a bounce back emal from one of your customers ndcatng they have a bad emal address, we ll revert them back to surface mal, so you won t have to worry because we re stll communcatng to them We collect emal addresses from the dealer DMS systems n two ways from an RDR or from a Repar Order Seasonal emal landng page ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 24

25 reportng All LCC program reportng s calculated by trackng the VINs that were maled for one of the campagns and matchng them to the Repar Orders generated wthn the tmeframe of the maler. MyLCC Dashboard Landng Page Wth the MyLCC Dashboard Landng Page, you now have a one-stop destnaton for all your up-to-date marketng reports. The landng page, accessble drectly through N, has the followng features: Rollng 12-month results of all your Marketng Campagns (for Seasonal communcatons, report s based on the last four campagns) Key Metrcs: Revenue, Program Cost, Avg. CP /RO, ROI, and Response Rate Addtonal Marketng Campagn secton, ncludng results on Metro Maler Campagns Monthly Customer Counts by Segment and a lnk to the Customer Counts Report Many other useful metrcs lnked drectly to the landng page Where to go Access the MyLCC Dashboard Landng Page drectly through N, va: Servce > Marketng > Lfetme Customer Care > LCC Resources & Reports Under LCC Reports, smply clck Vew Reports for any program (SRS, SPS, and Metro Maler) and then clck MyLCC Reportng. Ths wll take you drectly to the MyLCC Dashboard Landng Page. ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 25

26 reportng Other reports avalable through MyLCC Reportng: Monthly - SRS Program Summary Explanaton of letters sent, response rate and revenues for most recent month and YTD - SRS Response Rate Summary Customer segment breakdown of performance based on tme from malng to response - Vehcle Status Report Reflects any customer nformaton updates to the customer profle (ncludng address, phone number, emal etc.) Updates for that VIN are shown n grayed areas Snce we cannot feed ths back nto dealer s DMS, have your cashers prnt ths and update ther systems once per month - Old Car/Hgh Mleage Lst of actve customers fallng nto ths crtera (owned vehcle 5 years/75k mleage) Weekly - SRS Campagn Proof Actual copes of letters One sample of each sent Vew offers that you selected - Work Due Schedule (see next page for detals) Lst of letters maled out for the prevous week Shows who was maled to and for what Use to contact overdue customers and new customers ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 26

27 reportng Work Due Schedule more detals: It lsts all customers who are due for a mantenance servce and wll be recevng an SRS letter n the upcomng week. The report allows dealers to vew and flter the customers by customer name, letter type, VIN, model year, model, servce due, last vst, last mleage and servce advsor. Benefts of the Work Due Schedule: Antcpate customers scheduled mantenance and create a greater awareness of the potental busness n the servce department Use report to call customers due for servce to help them schedule appontments Identfy hgh-rsk customers who have receved a second Overdue Scheduled Mantenance Remnder Database Mantenance We collect data daly from all dealers wth an extracton agreement. Records are updated based on vald ROs collected. Ths ncludes: - Customer segment (e.g., Inactve to Actve, etc.) - Current mleage /servce date - Phone numbers - Ownershp changes Only f new owner generates an RO, unless enrolled n F&I collecton (used, not certfed) Please ask your Marketng Consultant for detals on dealer enrollment and elgble DMS systems - Address changes Address/ownershp changes are only transferred to us va ROs; any changes smply made n the dealer s DMS wll not be notced; to update records wthout RO generaton, please contact your Marketng Consultant Natonal Change of Address (NCOA) appled quarterly Vehcle Ownershp Transfer (VOT) appled quarterly (stops malng to customer who no longer owns vehcle; f new owner vsts dealershp and generates RO, we would start communcatng wth the new owner) ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 27

28 reportng onlne mylcc Keep up wth the speed of busness wth dynamc onlne reports! Knowledge s power, and now you can have access to daly reports on your marketng ntatves. Not only do these onlne reports show metrcs and results for your marketng communcatons faster, they delver the nformaton wth easy-to-use graphcs that make understandng and sharng the results quck and easy for your whole team. How to access MyLCC Reportng or any LCC program reports Accessng any of your LCC program reports s easy. Smply log n to the N and clck Servce on the man menu bar. Then clck Marketng on the left menu. On the LCC home page, clck on Servce Remnder Systems (SRS) or any other program and then clck the Vew Reports lnk. Advantages of MyLCC Reportng nclude: Tmely All MyLCC Reports (Servce Remnder, 400K/100K, OnDemand, Metro Maler, Seasonal) are refreshed daly wth updated metrcs Dynamc Results are nteractve and comparatve Easy Samples of actual communcatons and offers you sent can be dsplayed n easy-to-read fashon Comprehensve Compare your response rates, average dollars per RO, and ROI wth Natonal, Regonal, Zone and Dstrct averages Relevant Informaton you can use, ncludng response rates by customer segment and meda LCC home page on N ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 28

29 reportng onlne mylcc On the SRS Reports page, clck on MyLCC Reportng under the Daly Reports secton. Ths wll take you to the Reportng landng page. On the MyLCC Reportng Landng page, you wll fnd upcomng announcements and future enhancements to the LCC programs. Clck on the Campagn Report Category to vew the avalable reportng lnks. For example, selectng the Servce Remnder Report lnk wll take you to the SRS Summary Page. SRS Reports page Report lnks Reportng landng home page ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 29

30 reportng onlne mylcc Features and benefts of Onlne LCC Reportng Thanks to daly data extracton, a refresh of your reportng wll be conducted every nght and wll be ready for you when you log n the next day. Each new set of reports wll gve you a deep nsght nto how your offers are drvng customers to your door. They do so by allowng you to compare communcaton type (for example, emal vs. surface mal), as well as customer segment. You can also see how your dealershp compares wth the Natonal, Regonal, Zone and Dstrct averages. Campagn reports use a tab system at the top of each page for easer navgaton. Current SRS Reportng tabs nclude Summary, Detals, Trends, Rollng 13 and Lsts. The Summary tab provdes a concse snapshot of how a partcular program s performng. Here, you wll fnd your dealershp s Campagn Report Detals, Key Metrcs, Response Metrcs and Fnancal Metrcs for your open, non-expred campagns and for expred campagns from prevous months. SRS Report Detals Tab By clckng the Detals tab of your SRS Report, you can see an temzed lst of your response rates by communcaton type and by meda both surface mal and emal. You can also clck on the Vew Samples button to see the letter type by segment and meda and vew the offers for that communcaton. Under the Fnancal Metrcs secton, you can see the number of Rejected Emal Records. Clckng on the lnk wll automatcally export a lst of customers for whom emal addresses were rejected. SRS Report Summary Tab ntroducton customer segmentaton lcc emal communcatons reportng servce remnder system (srs ) servce smarts onlne (sso ) servce prospectng system (sps ) Clckng Vew on the Samples functon provdes a snapshot of your Servce Remnder communcatons honda owner workshop (how ) dealer servces group /program headquarters prcng and marketng calendar 30

31 reportng onlne mylcc The Trends tab on the SRS Report provdes a complete overvew of both Revenue and Responders. Revenue s broken out by Customer Pay and Warranty, as well as Parts and Labor. Responders s shown by total responders, responders by segment and meda type. SRS Report Trends Tab (Responder Vew) SRS Report Trends Tab (Revenue Vew) ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 31

32 reportng onlne mylcc The Rollng 13 tab on the SRS Report provdes a year-over-year comparson of Response, Revenue, Return on Investment (ROI) and program cost by customer segment n both graphc and table vews. The Lsts tab on the SRS Report provdes you wth a lst of Communcatons, Responders, Customer Pay Repar Orders (CPRO), Total Repar Orders (RO) and your Bllng Summary for a specfed perod of tme. You can also export the lsts as an Excel fle or convert the bllng summares to a PDF. SRS Report Rollng 13 Tab (Graphc Vew) SRS Report Lsts Tab SRS Report Rollng 13 Tab (Table Vew) ntroducton customer segmentaton lcc emal communcatons reportng servce remnder system (srs ) servce smarts onlne (sso ) servce prospectng system (sps ) honda owner workshop (how ) dealer servces group /program headquarters prcng and marketng calendar 32

33 servcesmarts onlne (sso) You must SEE your opportuntes before you can seze them! The best way to grow your busness s to know your busness. And wth ServceSmarts Onlne (on LCC va N), you can have better and faster nsght nto how your parts and servce department s performng. It provdes the tools you need to quckly assess your performance, dentfy new revenue opportuntes and help maxmze your marketng potental. ServceSmarts Onlne gves you: Fast nsghts nto retenton ndcators and revenue opportuntes Regular monthly updates Easy access va any Internet connecton Informatve, easy-to-navgate maps, charts and reports Interactve flters to fnd what you re lookng for and more The Dealer Summary page delvers quck nsghts The landng page or Dealer Summary provdes an at-a-glance analyss of your performance and opportuntes, and t s a great place to start buldng your marketng strateges. The Dealer % Actve metrc dsplays your Actve UIO as a percentage of your total UIO and allows you to compare your performance wth the prevous month and wth the natonal average. You can also vew your total vsts per UIO, your mgraton of customers between segments (New, Lapsed and Inactve to Actve, etc.) and more. ServceSmarts Onlne Dealer Summary page Dealer Summary Page: Key Terms Each specfc feature of the Dealer Summary Page s explaned below: Dealer % Actve The percentage of assgned UIO that have vsted your dealershp for servce n the last 12 months Vsts per UIO The percentage of assgned UIO that returned at least 2 or more tmes n the last 12 months Segment Mgraton Indcates the gan or loss of Actve servce customers UIO Breakdown Analyss of the total UIO count by segment (New, Actve, Lapsed and Inactve) Opportunty from UIO Shows potental revenue from convertng New, Lapsed and/or Inactve servce customers to Actve RO Count and Average per RO Shows the total count and average dollars spent per Repar Order wthn a 12-month perod ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 33

34 servcesmarts onlne (sso) Segment Mgraton Trend report Segment Mgraton Trend Reports keep you up to date on customer movement between segments. Your postve segment mgraton shows how many New, Lapsed and Inactve customers have converted to Actve status. Lkewse, the negatve segment mgraton shows New and Actve customers who have converted to Lapsed. Segment Mgraton Benchmark report Segment Mgraton Benchmark Reports compare your dealershp s rate of segment mgraton (New, Lapsed and Inactve to Actve, for example) to the Natonal, Regonal, Zone and Dstrct averages. ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 34

35 servcesmarts onlne (sso) The ServceSmarts Total UIO Map ntegrates seamlessly wth LCC Marketng The ServceSmarts Total UIO Map plots all of the UIO assgned to you. The map enables you to target groups usng crtera flters, and the ntegraton allows you to send your UIO selectons drectly to the LCC applcaton when buldng a servce marketng campagn. Total UIO Map ServceSmarts Onlne s one of the most effectve tools for understandng your market and dentfyng opportuntes, allowng you to fne-tune your marketng campagns and target your customers. And wth the ntegraton of the ServceSmarts Total UIO Map and LCC Marketng, you can: Identfy Total UIO (Unts In Operaton) wthn and outsde your ASA Revew Total UIO counts by segment (New, Actve, Lapsed and Inactve) and communcaton medum (surface and emal) Push customer selectons nto LCC va N (Selectons nclude ZIP code, model, model year, dstance from dealer, odometer readng, and communcaton type [emal/surface]) Select specfc census tracts to target See a runnng calculaton of your % New, Actve, Lapsed, Inactve customers and combned See a runnng total of your campagn cost estmate Save specfc crtera to smplfy campagns that you do on a regular bass Identfy and locate the type of Independent Repar Facltes (IRFs) n your ASA Access campagn strategy crtera from LCC ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 35

36 servcesmarts onlne (sso) By usng pre-set crtera, ether recommended by Honda or your own, the process of buldng your marketng campagn s even easer than before! Your customer selecton choce from ServceSmarts wll be submtted drectly nto your campagn allowng you to focus on compettvely prced offers! My Fles on ServceSmarts Onlne Wth My Fles, you have the ablty to set up custom crtera that can be used repeatedly across campagns. For example, you may choose to set up crtera focusng on New and Actve customers who are approachng ther eghth month of ownershp. By savng ths nfo on My Fles, you can smply log nto SSO each month and, wth a few clcks, submt your saved crtera to LCC and send an OnDemand that targets only New/Actve customers who have owned ther Honda for eght months. In a smlar fashon, the LCC Fles opton offers pre-set crtera recommended by Honda to accurately target customers for specfc campagns. Ths opton provdes a quck and effectve shortcut for buldng a varety of communcatons. Accessng your My Fles and LCC Fles n the Total UIO map s smple: In the upper rght-hand corner, select the Change Crtera Settngs (or check-mark box). In the lower left-hand corner of your screen, you ll notce two buttons: Open Crtera: Here you can open prevous crtera you already created n My Fles, or you can open LCC Fles to vew Honda s predetermned crtera lsts. Save Crtera: Here you can save any new crtera lsts that you may want to use agan. ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 36

37 servcesmarts onlne (sso) Opportunty by Model Year Opportunty by Model Year Use ths report to help dentfy whch model year has the most opportunty wthn New, Lapsed and/or Inactve customer segments. Opportunty by Model and Model Year Opportunty by Model and Model Year After revewng the Opportunty by Model Year report, you can dentfy whch models wthn a specfc model year have the greatest opportunty, allowng you to target the most promsng model type wthn the New, Lapsed and/or Inactve customer segments. ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 37

38 servcesmarts onlne (sso) Dealer % Actve Shade Map wth IRF overlay Informaton regardng compettors the Independent Repar Facltes (IRFs) n your area s updated quarterly. These IRF lsts can be used to reveal your servce department s true competton. Usng the SSO map, you can dentfy compettors locatons n relaton to your dealershp. Then, usng census tracts or ZIP codes, you can target nearby customers wth malers showng your compettve prces, expert servce, etc. Ths nformaton can also assst parts managers wth marketng wholesale parts to Independent Repar Facltes. ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 38

39 Team up wth the pros. marketng consultants by zone Manager of Shows and Exhbts Consultant can make t easer to plan for success. Just call Honda Program Themed OnDemands New Test-Drve OnDemand marketng tools nsde ths ssue dealer servces group/program headquarters Even wth all of the optons and possbltes, Honda Lfetme Customer Care s easy to admnster and manage thanks to the Dealer Servces Group (DSG) a team of marketng professonals who admnster and support servce marketng programs for Honda. Our Marketng Consultants are experts n automotve servce marketng programs and are dedcated to your success wth every part of Honda LCC, from hnts and tps through actual buldng of campagns. DSG can help mprove the performance of the program wthout requrng more work from you! The Marketng Consultant s role: Analyze program performance and buld marketng plans to help maxmze results Answer questons and provde nformaton about the program Gude you through the enrollment process for any of the program malers Assst you n customzng all malers Assst n updatng all your nformaton, ncludng selecton and prcng for coupon offers Coordnate customer lsts, report requests, etc. Proofread mal peces to verfy accuracy before each malng Educate your dealershp about new enhancements to the LCC programs, as well as about specal programs that requre manual enrollment by your Marketng Consultant (nstead of enrollng on N) Addtonal reference materal avalable to dealers enrolled n LCC programs: 1. Honda LCC Lbrary shows current coupons, ad lnes, logos, varable letters and nserts (avalable on LCC va N under LCC resources) 2. Powerng Up newsletters hghlght program updates on a quarterly bass (maled and avalable on LCC va N) 3. Quck Reference Gudes are publshed to help dealershps navgate program enhancements and enrollment on LCC va N 4. Results Letters are emaled to Servce Managers when Seasonal Malers are avalable 5. eblast communcatons remnd dealers of enrollment dates, parts and accessores promotons, when new creatve optons are avalable and LCC program enhancements 6. Onlne lnk to your SRS letters s avalable on LCC va N whenever you need to vew your current letter copy or coupon offers to coordnate your LCC programs 7. Dashboard Reports wth LCC program results are emaled monthly and avalable on LCC va N (see Dashboard secton of Gude for more detals) 8. Artcles and messages on servce landng page on N Honda Parts and Servce Newsletter MEET HONDA SERVICE MARKETING S NEW MANAGER honda owner workshop honda servce remnder system honda servce prospectng system Honda vet knows how to keep t real, and keep t specal. Few managers can clam broader experence wth both the Honda and Acura brands than Jm Lee. Hs extensve brand knowledge and real-world nsghts wll now help to gude and focus the Honda Servce Marketng team to whch Jm was apponted n September to manage. Sales and Marketng Communcatons acumen. A 25-year Honda veteran, Jm s career growth and management expertse are reflected n hs prevous postons wth the company that nclude: Parts and Accessory Marketng; Dstrct Sales Manager for Acura; Assstant Manager of Sales Tranng, Sales Communcaton, and Auto Shows and Exhbts. Wnter 2016 Jm Lee new head of Servce Marketng team. A genune brand ambassador. Pror to hs appontment as Manager of Servce Marketng, Jm spent 2½ years as Manager of the Experental Marketng team for both Honda and Acura, engagng consumers at notable events such as the Honda Classc, Lttle League World Seres, IndyCar races, the Sundance Flm Festval and the New Orleans Jazz Festval. Jm Lee succeeds Melza Humphrey, who was apponted GET TO KNOW YOUR LCC MARKETING CONSULTANT Zone n on expert servce marketng Help. Tmely, nsghtful support s just a call away. Puttng together a successful marketng plan for your parts and servce busness s a whole (800) lot easer when you have the help of knowledgeable marketng professonals. And that s precsely what all 14 members of the Honda LCC Marketng Consultant team are. Each s a dedcated professonal whose purpose s to help you plan, execute, track and optmze your ongong servce marketng efforts. Your Honda LCC Marketng Consultant team ncludes: Honda Team Leader, Jod vonspreckelsen; Feld Reps, Brandon Reeves and Baley Musser; plus 11 Marketng Consultants organzed by Zone. Zone 1 Ncole Hage Zone 2 Ern Vehrng Zone 7 Chelsea Mkesell Whether you d lke help developng next year s servce marketng plan, Meet Jm Lee Zone 3 Mke Jones Zone 8 Cody Zegler dentfyng new sales opportuntes, Know your Marketng Consultant Zone 4 Yee Thao Zone 9 Slena Smth analyzng last quarter s results Feld-proven marketng tps Zone 5 Shanee Alston Zone 10 Kenny Mtchell or selectng the rght programs, Sprng ROs grow Zone 6 Sarah Huber Zone 12 Katrna Matter your LCC Feld Rep and Marketng AHM targets arbag recalls Headquarters at (800) Natonal Test-Drve program Questons? Call Program Headquarters at (800) ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 39

40 prcng and marketng calendar SRS prcng: Servce remnder postcard and self-maler 0.76 Includes standard postage One-tme, ongong enrollment call Honda Program Headquarters New customer thank you postcard 0.46 Includes frst-class postage One-tme enrollment call Honda Program Headquarters eremnder 0.15 Automatc wth SRS enrollment SPS prcng: Seasonal 0.72 Includes standard postage. Less co-op mones whch are based on the depth of malers sent to Lapsed and Inactve customers OnDemand 0.71 Includes frst-class postage. Self-maler or overszed postcard. Co-op based on response rate of Lapsed and Inactve customers Custom Photo OnDemand 0.73 Self-maler format, ncludes photos from your dealershp uploaded on the LCC Image Upload Tool 40K/100K Targeted Parts Malers 0.67 Includes standard postage. Two self-maler versons n Self-maler formats wth (a 40K and a 100K verson) wth a focus on Targeted Parts (brakes, tres, battery and tmng belt) esps (Seasonal, OnDemand and 40K/100K) Other prcng: 0.15 Seasonal ncludes a free follow-up emal to non-responders after 30 and 60 days Data Extracton 75/mo Monthly fee Dealer Logos FREE Talk to your marketng consultant Maps 150/map Map n LCC system: changes are free Customer Lsts 100/request* One tme charge per request 4-tmes per year. Enrollment on LCC va N Anytme enrollment on LCC va N. OnDemand sent n 5 busness days of enrollment. Emal wthn 48 hrs Anytme enrollment on LCC va N. OnDemand sent n 5 busness days of enrollment after mages are approved. Emal wthn 48 hrs One-tme, ongong enrollment on LCC va N Automatc wth Seasonal enrollment on LCC va N. Defaults to emal f emal address s avalable. Bounced emals are sent surface Honda Owner Workshop (HOW) per emal Prnt mal prcng ncludes frst-class postage. Self maler or overszed postcard nvtatons, as well as a thank-you postcard to attendees. Emal prcng ncludes ntal nvtaton emal, follow-up RSVP emals and thank you emals Ongong enrollment on LCC va N, enrollment must be completed 29 days pror to the event * You can request to have a complete customer lst of all the customers maled to wthn one campagn. Ths contans all customer segments ncludng Lapsed and Inactve customers as long as these customers are part of the mal fle. ntroducton customer segmentaton servce remnder system (srs) servce prospectng system (sps) honda owner workshop (how) lcc emal communcatons reportng servce smarts onlne (sso) dealer servces group/program headquarters prcng and marketng calendar 40

41 prcng and marketng calendar Hometown Honda 123 Man Street Anytown, USA Toll Free: Servce: PRSRT STD U. S. POSTAGE PAID AMERICAN HONDA MOTOR CO., INC. Program Headquarters P.O. Box 205 Mlwaukee, WI JANUARY genune servce Servce Department Hours: 8:00 a.m. 5:00 p.m. M-W-F 9:00 a.m. 9:00 p.m. Tuesday, Thursday 9:00 a.m. 3:00 p.m. Saturday Appontment requred Closed Sunday we offer FEBRUARY MARCH Keep t specal. More offers nsde. Ongong Enrollment Throughout the Year You made a decson to start somethng specal. Now decde to keep SRS t specal. SRS Communcatons nclude: Sales-to-Servce Servce Remnder Overdue Servce Postcard Welcome Communcaton 20 % OFF Tre Balance and Rotaton Properly balanced wheels and rotated tres can last longer, mprove gas mleage, and provde a smoother rde and more unform tre wear. Our Honda-traned techncans wll balance your wheels and rotate and nflate all four tres. Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 5/31/15. Honda Genune Parts Factory-Traned Techncans Complmentary Mult-Pont Inspecton For VIN: Summer Enrollment Seasonal Thank you Summer Seasonal Maler Wnter Coupons Vald Specalty OnDemand Campagns Sprng specals for your Honda! D06 Front or Rear Brake Specal Replace front or rear brake pads* Inspect dscs, calpers, brake lnes, hoses, master cylnder and wheel cylnders Great performance and a great warranty wth a Honda Genune battery. Our 100month lmted warranty provdes full coverage for the frst 36 months and prorated coverage for the remanng months. * Dsc resurfacng or replacement, wheel cylnder and calper repar, and master cylnder replacement extra,f needed Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 12/30/14. For VIN: J10 We Sell Tres for Your Honda Tre Sze P205/65R15 P205/55R16 P235/70R16 P205/60R16 P235/65R16 P205/70R15 P225/60R16 P185/70R14 Model See back for servce deals. B Man Street Anytown, USA Nobody does t better. Who else offers Honda-traned techncans, Honda Genune Parts and a factory-backed warranty? For qualty servce at everyday low prces, the choce s clear: <>. SERVICE DEPARTMENT HOURS: Mon. Fr. 8 a.m. 5 p.m. Tues. 9 a.m. 6 p.m. Sat. 9 a.m. 6 p.m. Sun. 12 p.m. 3 p.m.* *By appontment only 40K/100K Targeted Parts Communcatons HOmetOwn BATTERY 100 MO. INS. OIL & FILTER CHANGE 15 HOSE & BELT PACKAGE FRONT BRAKES PEPBOYS SEARS JIFFY LUBE DISCOUNT TIRES FIRESTONE AFTRMRKT FLTR 2899 AFTRMRKT FLTR AFTRMRKT PRTS AFTRMRKT PRTS PRESORTED STANDARD US POSTAGE PAID PERMIT NO AFTRMRKT FLTR AFTRMRKT PRTS AFTRMRKT PRTS Ongong Enrollment Throughout the Year % OFF QUALITY SERVICE AT EVERYdAY Low PRICES Our Prce TIRES 205/60R1692V Survey completed on <date> based on <year> <model> Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 12/30/14. For VIN: Tre Sze Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 12/30/14. For VIN: D06 AFTRMRKT FLTR AFTRMRKT PRTS 85 MO The dealer takes responsblty for all publshed compettve prces. OnDemand (Postcard, Self-maler or Emal only) nclude: Prce Comparson Test Drve Tre Rebates Express Servce P205/65R15 P205/55R16 P235/70R16 P205/60R16 P235/65R16 P205/70R15 P225/60R16 P185/70R14 Model J B04 We know you have many choces when t comes to servcng your Honda, but why trust anyone other than your Honda dealer? Our Honda-traned techncans know your Honda, and you can feel confdent the job wll be done rght the frst tme. Use ths coupon toward any servce Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 12/30/14. For VIN: Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 12/30/14. For VIN: Score bg rebates on bg-name tres at your Honda dealer Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 12/30/14. For VIN: Dscount on Vehcle Servce Each as low as Accord Cvc Plot Accord Odyssey CR-V Odyssey Cvc Where the rubber meets the rebates. C04 Battery wth 100-Month Lmted Warranty Great performance and a great warranty wth a Honda Genune battery. Our 100month lmted warranty provdes full coverage for the frst 36 months and prorated coverage for the remanng months We Sell Tres for Your Honda We know you have many choces when t comes to servcng your Honda, but why trust anyone other than your Honda dealer? Our Honda-traned techncans know your Honda, and you can feel confdent the job wll be done rght the frst tme. Use ths coupon toward any servce. Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 12/30/14. For VIN: Hometown Honda 9995 Dscount on Vehcle Servce Sprng Replace front or rear brake pads* Inspect dscs, calpers, brake lnes, hoses, master cylnder and wheel cylnders * Dsc resurfacng or replacement, wheel cylnder and calper repar, and master cylnder replacement extra,f needed Prces may vary by model. Plus tax where applcable. Please present coupon durng wrte-up. Not to be combned wth any other dscounts. Expres 12/30/14. For VIN: Expert servce you trust. Save now. Front or Rear Brake Specal Valentne s Day Each as low as Accord Cvc Plot Accord Odyssey CR-V Odyssey Cvc OnDemand Campagns New Year s Day C04 Battery wth 100-Month Lmted Warranty 15 % OFF YOU CAN GET Hometown 123 Man BRIDGESTONE VISAStreet PREPAID CARD Honda Anytown, USA BY MAIL ON A * WHEN YOU BUY FOUR ELIGIBLE PREMIUM BRIDGESTONE TIRES, INCLUDING SERVICE DEPARTMENT HOURS: OFFER VALID MARCH 15 APRIL 30, 2015 PRESORTED STANDARD US POSTAGE PAID PERMIT NO 1234 Mon. Fr. 8 a.m. 5 p.m. Tues. 9 a.m. 6 p.m. Sat. 9 a.m. 6 p.m. Sun. 12 p.m. 3 p.m.* *By appontment only See partcpatng Honda dealer for redempton form and complete offer detals. *Prepad card s ssued by MetaBank, Member FDIC, pursuant to a lcense from Vsa U.S.A. Inc. The prepad card s gven to you as a reward and no money has been pad by you for the card. No recurrng payments. Card vald for up to 6 months, unused funds forfet at mdnght EST the last day of the month of the vald thru date. Card terms and condtons apply; see MyPrepadCenter.com/ste/Brdgestone. Offer good n the U.S. Clam form requred. Certan restrctons and lmtatons apply. For elgble tres and complete detals, vst BrdgestoneTre.com. Elgble tres must be purchased from nventory between March 15 Aprl 30, Vod n Puerto Rco. Cannot be combned wth any other offer. See Back for Servce Offers Ongong Enrollment Throughout the Year Mals weekly to customers as they reach ether the 40,000 or 100,000 mleage mark. Great month to have a HOW event HOW Enrollment Perod ntroducton customer segmentaton lcc emal communcatons reportng servce remnder system (srs ) servce smarts onlne (sso ) servce prospectng system (sps ) honda owner workshop (how ) dealer servces group /program headquarters prcng and marketng calendar 41