SERVICE COMBAT STRATEGY

Size: px

Start display at page:

Download "SERVICE COMBAT STRATEGY"

Camilla Green
5 years ago
Views:

1 Increased Customer Retention, Increased Revenue

THE PROBLEM Dealerships across the nation are losing customers. They re trying to refill the void through a variety of marketing methods, but this will never deliver the results they need.

2 THE PROBLEM Dealerships across the nation are losing customers. They re trying to refill the void through a variety of marketing methods, but this will never deliver the results they need. The fact is, there is no customer retention plan that can offer 100% retention! THE REASON Dealerships are losing customers because customers are no longer loyal to a specific dealership or make. In addition, vehicle owners aren t buying vehicles as frequently as they used to and they re driving older vehicles for longer periods of time. This means that vehicle owners aren t in the market as frequently as they used to be and, even when they are in the market, they re not visiting the dealership they bought from in the past. THE DISCOVERY If vehicle owners are no longer loyal to their dealerships and they re holding onto their vehicles for longer, then the only way to drive those customers to your dealership is through your service department! The fact is, the likelihood of a customer purchasing their next vehicle at your dealership is dependent on their interactions with your service department. Additionally, digital marketing now influences nearly 60% of vehicle purchases at the dealership and the influence is even stronger when it comes to post-purchase service. The biggest opportunity for dealers is to utilize digital marketing for their fixed ops. This combination can strengthen customer retention, bring new customers into your dealership more frequently, increase automotive repair orders, and lead to more vehicle sales over time.

3 Nearly 25% of all automotive searches are related to parts, service, and maintenance. The thing is, the digital influence is most powerful when it comes to post purchase service, and nearly 25% of all automotive searches are related to parts, service, and maintenance. Because digital is so key to reaching vehicle owners post-purchase and service is so key to retaining customers, we realized that the best way to increase customer loyalty, revenue, and sales is to utilize the power of a service-facing digital campaign strategy. THE COMPETITION One of the reasons digital marketing is so critical to service departments is that it allows them to digitally attack and defend against competing dealerships and, most importantly, third-party mechanics. The average vehicle owner takes their vehicle for service 2.7 times per year, with each visit averaging around 178 dollars. But only 30% of these service visits are conducted at a dealership level and only 17% of those visits occur at the dealership where the vehicle was purchased.

4 Vehicle owners turn to third-party mechanics because of two key reasons: 1. Third-party mechanics are cheaper 2. Third-party mechanics are more convenient People are searching for vehicle service near them and they re turning to third-party mechanics for their needs. THE MISCONCEPTIONS Vehicle owners value dealerships for their high-quality service and knowledgeable staff, but they don t trust dealerships to provide them with the best prices or the most time-efficient service. Top 5 Reasons Why Service Customers Go to the Dealer 1. They know my vehicle 2. Certified/highly qualified technicians To learn more about developing 3. Knowledgeable your staff automotive micro-moment strategy for increased ROI, be sure to check out our presentation at: 4. Use of genuine parts, tools, and diagnostic equipment 5. Explain services rendered/comfortable waiting room and services Top 5 Reasons Why Service Customers Don t Go to the Dealer 1. Total cost is not reasonable 2. They will over charge me 3. Unreasonable labor charges 4. Unreasonable parts charges 5. Distance/Location

Our answer is the Service Combat Strategy This strategy works because of two main reasons: 1. It addresses vehicle owners main concerns with dealerships and their service departments. 2.

5 CHANGING THE GAME We created our Service Combat Strategy as a solution to the problem of customer retention and third-party mechanics. What can you do to change these misconceptions and drive more traffic to your service department? Our answer is the Service Combat Strategy This strategy works because of two main reasons: 1. It addresses vehicle owners main concerns with dealerships and their service departments. 2. It capitalizes on today s trends to reach vehicle owners with marketing that resonates with them and influences them to take action. In order to accomplish this, the Service Combat Strategy is comprised of three main components: 1. Highly Targeted Advertising 2. Carefully Structured Landing Pages 3. Strategically Created Offers

1 2 CAREFULLY 3 STRATEGICALLY HIGHLY TARGETED ADVERTISING It all starts with paid search and Facebook advertisements. These ads are highly targetable!

6 1 2 CAREFULLY 3 STRATEGICALLY HIGHLY TARGETED ADVERTISING It all starts with paid search and Facebook advertisements. These ads are highly targetable! They can be the answer to search engine requests, targeted to customers in your database, and/or displayed to similar audiences through Customer Match. These ads are specifically targeted to reach current and potential customers who are seeking service that your dealership can provide. If vehicle owners are searching for service near them, then you can be the answer to their search. STRUCTURED LANDING PAGES Once clicked, these highly targeted ads send the viewer to an OEM-specific service landing page. Here, they can see your service hours, location, get directions, ask a question, schedule a service, and more. Plus, they ll find information that directly addresses their top concerns about dealership service departments. CREATED OFFERS On the landing page, viewers will be offered a discount for their service needs, whether they re seeking a tire rotation, oil change, or annual check-up so, they ll know they re getting the best deal on the highest quality of service. ABC Honda Dealership Why Dealership Name Value Proposition Value Proposition Genuine Honda Parts SCHEDULE SERVICE Call: PRINT COUPON Address COUPON

This strategy is geared towards increasing your service revenue and helping you retain customers, but these benefits correlate directly to vehicle sales.

7 This strategy is geared towards increasing your service revenue and helping you retain customers, but these benefits correlate directly to vehicle sales. This is because, as stated previously, the likelihood of a customer purchasing their next vehicle from your dealership is dependent on their interactions with your service department. And, because these interactions directly relate to future buying behavior, the more positive interactions a customer has, the more money you ll make, and the more cars you ll sell. Your technicians are more highly qualified, have access to higher quality parts, and have an intimate knowledge of your customers vehicles. Service customers know and believe this. They just have to be convinced that you can do all of this for the same or even less money than your competition. If you can convince them of this, then you will win their service business, and their loyalty. This is how the Service Combat Strategy can help you increase customer retention, revenue, and even vehicle sales. [ Interested in continuing the conversation about Service Combat Strategy, or want to learn more about J&L Marketing? CONTACT US TODAY. [ inquiry@jandlmarketing.com jandlmarketing.com

DIGITAL MARKETING. Better Experience. Better Results.

DIGITAL MARKETING. Better Experience. Better Results. DIGITAL MARKETING Better Experience. Better Results. THE PROBLEM These days, vehicle shoppers are visiting fewer and fewer dealerships before purchasing a vehicle. Instead of doing their shopping at a