A BIG WELCOME can have BIG RESULTS.

Transcription

1 A BIG WELCOME can have BIG RESULTS. HOW Program Guide

2 The HOW and why of Honda Owner Workshops. When customers are a part of the family, they remain a part of your business. It s time to celebrate! Everyone loves a party and that s what the Honda Owner Workshop (HOW) is all about. By helping your new owners celebrate their recent Honda purchase, you also help them feel comfortable with your dealership and encourage them to return for all of their vehicle needs. Now, with the all-new HOW enrollment website and celebration kit, it s never been easier to welcome new owners to the Honda family. HOW introduces new customers to every aspect of your dealership, makes them feel at home with the Parts and Service Department and most of all helps you build customer satisfaction and lasting relationships. So put together your guest list and start blowing up some balloons. The new HOW program has arrived, and it s time to celebrate. Who knew that increasing customer satisfaction and retention could be so much fun? 1

3 What dealers are saying about HOW. Dealerships around the country are already reaping the benefits of the Honda Owner Workshop:. Great PR for the store and all its departments. Once we answer all the customers questions about their products, they are the best Honda customers we could ask for. On average, 80% of attendees return as regular customers and repeat buyers. These customers become your best customers and are vocal about it. Word of mouth is truly your best advertisement. The customers love us for it. They feel like we care about their needs. -HOW Dealer Survey The Honda Owner Workshop may be held throughout the year whenever you want to reach out to your new owners and welcome them to your dealership family. Customers will be able to meet your dealership team, including your Accessories staff and Service Advisors. They will also gain more insight into their vehicle s maintenance needs, warranty coverage and other valuable information. It s all designed to boost customer satisfaction and loyalty for parts, service and new vehicle sales. 2

4 A big event starts with little effort. Thanks to the HOW enrollment website and celebration kit, hosting a fully outfitted and effective Honda Owner Workshop is simpler and more effective than ever. And by holding a HOW celebration 3 or 4 times a year (or more often if you like), your dealership can build strong and lasting ties to customers when it is most effective to do so: at the beginning of the ownership cycle. During a HOW event, new owners will: Meet dealership Sales, Service and Parts staff Hear about the benefits of Honda Genuine Service and Honda Genuine Parts Learn the importance of scheduled maintenance See demonstrations of vehicle features HOW Benefits In addition to providing your customers with a warm welcome to the Honda family, HOW events also provide the following benefits: Improved customer satisfaction Increased Parts and Service business Positive word of mouth More repeat business and referrals Lasting customer relationships Your Marketing Consultant is ready to help at any stage of the event process. Just call (800)

5 Introducing the HOW event planning website: HOW to get started! The HOW event planning website linked to in has all the information your dealership needs to plan and complete a successful HOW event. Simply visit the home page and enter a prospective date for your HOW event. The website will automatically let you know if your proposed date allows sufficient time for preparation. HOW website Welcome Page 4

6 HOW Invitations Once you ve chosen a date for your HOW event, the HOW website will link you directly to in to officially set the date, choose an event coordinator, and create your invitations. These customized invitations include all your event-specific information, such as: Your invitee s name Your dealership name and location Contact information Event date and time Option 1 Welcome to the family! You are invited! An exclusive invitation for <John Smith> Invite (selfmailer) There s no party like a Honda party! Join us for a special celebration created just for our new Honda owners. Bring a guest or the whole family for: < A friendly introduction to our service advisors and staff> < Dinner, refreshments and door prizes> < Special savings on future parts and service visits> < An important safety presentation> RSVP: Visit hondownerworkshop.com/rsvp or call <WYO Contact Name> at <WYO contact phone number> by <4 days before event >. It s time to celebrate! We look forward to welcoming you to the Honda family. An exclusive invitation for <John Smith> WHEN: <Friday, November 15, 2011> <6:00 pm - 7:30 pm> WHERE: <Hometown Honda> <1234 Sample Street> <Anytown, MI 48025> Honda Owner & Workshop Celebration An exclusive invitation for <John Smith> Invite (postcard) Hometown Honda 1234 Sample Street Anytown, MI We look forward to seeing you! Invite ( ) Option 2 Option 3 Invite (selfmailer) Invite (selfmailer) Invite (postcard) Invite (postcard) Invite ( ) Invite ( ) The HOW program will automatically or send these invitations first-class to your new Honda owners for the date you have selected. 5

7 K01 HOW Program Guide HOW Thank You Cards To simplify the process, you will also build thank you cards during this step. Thank you cards will be sent after you submit your final attendee list following the event. Option 1 We look forward to seeing you again! Discount on Honda Genuine Accessories Some Honda owners get tremendous personal satisfaction from installing Honda Genuine Accessories to personalize and enhance the appearance of their Honda. Bring this coupon to our Parts Department and save! Dealer Name xxx-xxx-xxxx M05 20 % OFF Prices may vary by model. Plus taxes and fees where applicable. Please present coupon during write-up. Not to be combined with any other discounts. Expires xx/xx/xx. HOMETOWN HONDA < Hometown Honda > < 1234 Sample Street > < Anytown, MI > < hometownhonda.com > PRESORTED FIRST CLASS U.S. POSTAGE PAID AMERICAN HONDA MOTOR CO., INC. Thank you! < John Q. Sample > < 1234 Anyplace Avenue > < Anytown, MI > Thanks for attending our event on <November 15>. We look forward to providing you with the best possible ownership experience! You may choose to send a postcard, self-mailer or an version of the invitation. You may also choose to include a coupon with your thank you card to encourage repeat service visits to your dealership. Thank You card Thank you! Honda Owner & Workshop Celebration Thank you for attending our event on <November 15>. We look forward to providing you with the best possible ownership experience! Hometown Honda 1234 Sample Street Anytown, MI Oil and Filter Change Changing your Honda's oil and filter regularly is your first step to help ensure its long life Replace engine oil per specifications (up to five quarts) Install Honda Genuine oil filter Check/adjust fluid levels $18.95 with coupon Hometown Honda Prices may vary by model. Plus tax where applicable. Please present coupon during write-up. Not to be combined with any other discounts. Expires 12/31/09 We look forward to seeing you again! Thank You with coupon Option 2 Option 3 Thank You card Thank You card Thank You Thank You 6

8 HOW Guest List The HOW website will also keep track of your entire HOW guest list, indicating which invitees have responded to their invitations and will be attending. This information is continuously updated when guests respond through the HOW RSVP page (and you can update information on your own), allowing you to plan your seating, catering and other event elements accordingly. You will also be reminded via when it s time to contact non-responding invitees. HOW website Attendees Page Once the event is over, simply submit your list of attendees. Thank you postcards or s will be sent automatically to your guests, and you can start tracking follow-up visits! 7

9 HOW time flies! Your personal HOW assistant. Approximately two hours after you ve named a date and created invitations, your HOW timeline will officially be underway. And the HOW website will leap into action as your personal, party-planning assistant. Not sure when to order extra event materials? Unsure when to set up catering or contact non-responding invitees? Don t worry! The HOW To-Do List has it covered. HOW To-Do List Your customized HOW To-Do List is made up of step-by-step reminders to help you create a successful HOW event from start to finish. Just click on the To-Do List tab on the HOW website to view your updated timeline. The HOW website will also send you reminders when important actions need to be taken. Just complete the tasks by the dates indicated, and you can create a new owner welcome that is simple, fun and effective. 8

10 Your HOW event is made to order! What s a dealership celebration without balloons, graphics and other party materials? Once again, the HOW website helps you with everything you need. From welcome signs and banners to name tags, balloons and giveaways, the materials included with your HOW merchandising kit will play a big part in making your celebration a success. HOW website Ordering Page By making sure you have all the necessary elements and a few personal touches you will show your new owners that you value them and care about their needs. 9

11 2011 American Honda Motor Co., Inc. All rights reserved. John Smith Sales Representative HOMETOWN Your Street Twon, MI (000) HONDA John Smith Sales Representative Your Street Twon, MI (000) HOMETOWN HONDA HOW Program Guide Your HOW event is made to order! continued The first time a dealer creates a HOW event, he or she will order a custom merchandising kit that includes the following items. After the initial kit purchase, additional kits and individual kit items may be ordered at any time. Your Marketing Consultant is ready to assist you at (800) HOW materials: Welcome 1 Large banner 1 7 Station signs (6 Pre-printed and 1 Dry-erase) 1 Resource DVD Raffle tickets HOW resource DVD Name tags Free-standing welcome sign latex balloons Participant folders Jotter pads with pens (giveaway) 50 1 Vehicle information reference board 1 Roadside assistance kit (raffle prize) Acrylic tumblers (giveaway) 5 5 Double-wall tumblers (giveaway) 10

12 Your HOW floor plan The Honda Owner Workshop is the ideal way to introduce your customers to every aspect of your dealership. This suggested floor plan helps demonstrate how a HOW event can highlight your dealership s designated areas and services. At the completion of the event, customers can leave with a free gift, service coupons and even a newly washed car. Honda Owner Welcome and Celebration Tour Stops HOW POP Welcome Demonstration Area Registration/name tags Agenda Refreshments Meeting space Display vehicles/demos Service Write-Up Introduce service advisors Show service process Emphasize importance of regular maintenance in dealership Service Bay Tools/hoists Express Service area Parts department Technicians Service intervals Inspection process Accessories Thank you gifts HOW POP HOW POP Customer Lounge Customer amenities Play area Wi-Fi Shuttle service HOW POP End of Tour Area Final remarks Question/answer Premium thank you gift Service offers Return washed car HOW welcome sign HOW POP Chairs Registration Pick up name tags Agenda sign Refreshments HOW branded cups, plates and napkins 11

13 HOW much does it cost? Staging a successful HOW event provides incredible value for your dealership in terms of customer satisfaction, repeat business, referrals and service visits. Because of this, the small investment you make in HOW will pay for itself many times over. Invitation cost per event: - Surface: $ 0.82 each (including Thank You card) - $ 0.21 each (including Thank You ) Standard event kit: $ 400 Supplemental materials: Prices vary by item. See the Ordering page of the HOW website for complete details and pricing Catering: Cost will vary depending on your choice of catering (all catering is at the discretion of the dealership). Make it fun and affordable, keeping in mind the time of day the event will be held. 12

14 Get started today! The sooner you bring your new owners back to the dealership, the better. So get your HOW celebration started today. To begin, visit the HOW Enrollment Website located on in. And feel free to call your Marketing Consultant at (800) for help, guidance and additional information. 13