is there a big hole in your marketing strategy?

IS THERE A BIG HOLE IN YOUR MARKETING

STRATEGY?10 Common Gaps that Reduce the Marketing Effectiveness In Even the Most Progressive

Dealerships

- How many records do you have in your customer database?

- How many records do you have in your customer database?

- What percentage do you have email addresses for?

- How many records do you have in your customer database?

- What percentage do you have email addresses for? Telephone numbers?

- How many records do you have in your customer database?

- What percentage do you have email addresses for? Telephone numbers? Text opt ins?

- How many records do you have in your customer database?

- What percentage do you have email addresses for? Telephone numbers? Text opt ins? Social media contacts?

- How many records do you have in your customer database?- What percentage do you have email addresses for?

Telephone numbers? Text opt ins? Social media contacts?- Do you ask customers to specify their preferred

communication channel?

- How many records do you have in your customer database?

- What percentage do you have email addresses for? Telephone numbers? Text opt ins? Social media contacts?

- Do you ask customers to specify their preferred communication channel?

- How do you update your customer data?

- How many records do you have in your customer database?

- What percentage do you have email addresses for? Telephone numbers? Text opt ins? Social media contacts?

- Do you ask customers to specify their preferred communication channel?

- How do you update your customer data? Through the Service Drive?

- How many records do you have in your customer database?

- What percentage do you have email addresses for? Telephone numbers? Text opt ins? Social media contacts?

- Do you ask customers to specify their preferred communication channel?

- How do you update your customer data? Through the Service Drive? Through third party data providers?

25-50%TYPICAL ANNUAL CHURN RATE FOR

EMAIL LIST

MediaPost, 2014

4400%AVERAGE ROI FOR EMAIL MARKETINGThat's a return of about $44.25 for every $1 you

spend

Outbound Engine, 2015

7,000UNIQUE VISITORS

PER MONTH

7,000UNIQUE VISITORS

PER MONTH

RESPONSIBLE OFFENDERSVS

23,000DATABASE

23,000DATABASE

RESPONSIBLE OFFENDERSVS

+140 from website conversions

+140 from website conversions

RESPONSIBLE OFFENDERSVS

+140 from website conversions

4 email campaigns

+140 from website conversions

4 email campaigns

RESPONSIBLE OFFENDERSVS

+140 from website conversions

4 email campaigns1 newsletter (23,000)

+ 3 targeted emails (3,000)

+140 from website conversions

4 email campaigns4 blasts (23,000 x 4)

RESPONSIBLE OFFENDERSVS

+140 from website conversions

4 email campaigns1 newsletter (23,000)

+ 3 targeted emails (3,000)31,000 total emails

+140 from website conversions

4 email campaigns4 blasts (23,000 x 4) 92,000 total emails

RESPONSIBLE OFFENDERSVS

+140 from website conversions

4 email campaigns1 newsletter (23,000)

+ 3 targeted emails (3,000)31,000 total emails

0.3% unsubscribe = -69

+140 from website conversions

4 email campaigns4 blasts (23,000 x 4) 92,000 total emails

1.0% unsubscribe = -920

RESPONSIBLE OFFENDERSVS

+140 from website conversions

4 email campaigns1 newsletter (23,000)

+ 3 targeted emails (3,000)31,000 total emails

0.3% unsubscribe = -69

+71

+140 from website conversions

4 email campaigns4 blasts (23,000 x 4) 92,000 total emails

1.0% unsubscribe = -920

-780

RESPONSIBLE OFFENDERSVS

23,071DATABASE

22,220DATABASE

RESPONSIBLE OFFENDERSVS

Replacing database loss through unsubscribesAverage cost of a 3rd party lead: $21

780 x $21 = $16,380

THE COST OF IRRESPONSIBLE EMAILINGPutting the loss in perspective.

BUY A CAR FROM ME

SERVICE YOUR CAR WITH ME

WRITE A REVIEWTO HELP ME OUT

GIVE TO GET

GIVE TO GET

NEW MODEL

GIVE TO GET

AUTO REVIEW

GIVE TO GET

VEHICLE EDUCATION

GIVE TO GET

V

LIFESTYLE

Not only are your best customers responsible for more revenue, they also engage 290x more than others

+ 63% CLICKSBenefits of Non-Promotional

Content:+ 61% SERVICE VISITS

+ 28% VEHICLE PURCHASES

Can take a number of different forms:- Not having a follow up plan based upon the data generated- Not using data to develop predictive models- Not joining different data sets for more in depth analysis and

insight

FOLLOW UP OPPORTUNITIES

JOINING DIFFERENT DATA SOURCES TOGETHER FOR DEEPER INSIGHT

3rd Party Leads

SEM

Behavioral

Data

Website

DMS

CRM

LEARN MORE ABOUT YOUR CUSTOMERS

>60%OF CUSTOMERS DON'T

FOLLOW MANUFACTURER

RECOMMENDATIONS.

Dealer Marketing Magazine

So why do our lifecycle communications assume that all vehicle owners behave exactly the same way?

Demographic data is not enough. Intent must be taken into account.

Smart use of data will predict when each customer is likely to service within the next month.  Same for likely to purchase.

ARE YOU THROWING GOOD MONEY AFTER BAD CUSTOMERS?

$ $$ $$$ $$$$

MAKE THE MOST OF YOUR MARKETING DOLLARS

42%OF VEHICLE PURCHASES

44%OF SERVICE

REPAIR ORDERS

44%OF STORES

GROSS MARGIN

IN AN IMPORT STORE*, THE TOP 20% OF CUSTOMERS CREATED:

*During a 6 month period

Look at all of your marketing and advertising activity in one calendar.

Leverage Tier 1 and Tier 2 advertising support to your advantage.

+Banners & Digital Assets

+

DAY OF SEND

COPY OF ADS

TIME OF SEND

SUBJECT LINE

COLOR OF BUTTONS

SHAPE OF BUTTONS

ETC.

CASE STUDY: Day of Week Testing on a Newsletter

Open Rates Increased by

11.15%

3 Birds Marketing

SMALL CHANGES,

BIG DIFFERENCE.