Maximize Customer Retention Across Individual Lifecycles and Expand your Reach with Marketing Automation

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1 Maximize Customer Retention Across Individual Lifecycles and Expand your Reach with Marketing Automation Sponsored By

2 PANEL INTRODUCTIONS Matthew Welch General Manager Auburn Volkswagen Adam Shiflett Senior Director of Marketing DrivingSales Valerie Vallancourt Vice President of Marketing Outsell

3 VALERIE VALLANCOURT Vice President of Marketing Outsell

4 IT COSTS 5X 25X MORE TO ATTRACT NEW CUSTOMERS Source: The Value of Keeping the Right Customers, Amy Gallo, Harvard Business Review, October 29, 2014

5 Poll question #1 What are you doing to retain sales customers? a) Nothing b) c) Direct mail d) Phone calls e) Engagement through social media f) Other g) Mix of B-F

6 Poll question #2 What are you currently doing to retain service customers? a) Nothing b) c) Direct mail d) Phone calls e) Engagement through social media f) Engagement in the service drive g) Other h) Mix of B-G

7 The Value of Retaining Existing Customers Repeat business Word of mouth referrals Save on acquisition costs

8 The most successful customer retention tactics include: Loyalty Programs Data-Driven Engagement Reputation Management Source: Client Heartbeat

9 So what is Marketing Automation?

10 Marketing automation example

11 Dynamic Marketing Automation Clicks DMS Data Mobile Data OEM Data Shopping History Web Browsing Data CRM Data Marketing Automation DYNAMIC CONTENT Incentives Online Preferences Social 3 rd Party Data Lifecycle Data

12 Marketing automation gets people to the lot your job is to keep them there

13 Every single customer retention tactic also plays into service retention Loyalty Programs Data-Driven Engagement Reputation Management

14 Service Customer

15 The Age of Uber, Spotify, Netflix LISTEN TO ME KNOW ME CONNECT ME HELP ME

16 Marketing Automation DYNAMIC CONTENT

17 Service specific Loyalty Program Provide check-in options for: Dealer website Mobile app Social Sites

18 You need to invest in your service facility because the more satisfied [customers] are with your service, the more loyal they will stay to your business. Source: IHS Automotive, 2015

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21 Engage customers with data-driven communications

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23 88% OF CONSUMERS READ ONLINE REVIEWS TO DETERMINE THE QUALITY OF A LOCAL BUSINESS 80% OF SHOPPERS SAY THEY ARE MORE LIKELY TO TURN TO THEIR SOCIAL NETWORKS FOR CAR BUYING ADVICE 30% DEALERS WITH NEGATIVE REVIEW SCORES MAY LOSE 30% OF THEIR SEARCH TRAFFIC

24 New vehicle purchase!

25 An increase in customer retention by as little as 5 percent can lead to increased profits of 25% - 95% Source: Institute of Management Sciences

26 Service Retention SUCCESS Loyalty Programs Data-Driven Engagement Reputation Management

27 Be the Netflix of car shopping

28 MATTHEW WELCH General Manager Auburn Volkswagen

29 UNKNOWN TERRITORY AND INCONSISTENT LANDSCAPE How could we as a dealership team: 1. Serve and bless our customers while still operating successfully 2. Retain as many of our customers as possible 3. Identify them 4. Sort them 5. Communicate with relevant content

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31 ALL ABOUT SOCIAL

32 Loyalty Programs

33 Data-driven Engagement

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35 Top of mind for 2017: Communication Team Goals Custom Content Social Media

36 ADAM SHIFLETT Senior Director of Marketing DrivingSales

37 REMEMBER THE CUSTOMER DATABASE

38 Your dealer s LOYALTY PROGRAM competes with every program your customer has

39 IS YOUR DATA READY FOR BATTLE?

40 TIME TO FIX YOUR SALES FLOOR

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42 KEY TAKEAWAYS Data is your secret weapon Retention starts with Loyalty Data driven engagement Reputation management Marketing Automation technology makes these tasks easier but must be dynamic Auburn VW recommends focusing on video, social, and automated, individualized marketing communications

43 PRESENTER INFO Matthew Welch General Manager Auburn Volkswagen Adam Shiflett Senior Director of Marketing DrivingSales Valerie Vallancourt Vice President of Marketing Outsell