put the "blast" in the past
DESCRIPTION
This presentation given by Kristen Judd, President of 3 Birds Marketing at the Ignite Dealer Conference in Minneapolis in 2011 provides automobile dealers with ways to make their marketing strategic instead of reactiveTRANSCRIPT
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Put the “Blast”In The Past How to Stop Reacting and Get StrategicWith Your Digital Marketing
Kristen Judd
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About 3 Birds Marketing
3 Birds’ Mission: To help businesses keep the bird in the hand and use it to attract the two in the bush.A full service, content and data driven agency poweredby our integrated multi-channel marketing platform
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Remember the good old days?
When communicating with your customers was easier?
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It’s more complicated today
Multiple consumer touch points
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So many messages, so little time
>30 billionPieces of content shared each month on Facebook1
200 millionNumber of tweets per
day on Twitter2
>3,000,000Number of daily check-ins on Foursquare3
10 vs. 50Median number of text messages sent and
received per day by an adult who texts as compared with the number of text
messages sent and received by a teen(aged 12-17) who texts4
3,000-5,000Number of advertising and marketing messages the average American is exposed to each day
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10:33am “Internet goes down. No! Call help desk.”
10:36am “Connection restored. Worst 3 minutes of my life.”
Fierce competition for consumers’ undivided attention
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Consumers have more power and higher expectations
• Information is readily accessible on the internet
• Consumers have moreof a voice and are sharing information
• Consumers are used to anon demand model of media consumption
• They know you have their data and expect you to use it wisely
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Competition and Clutter
Businesses have to work harder to cut through the “noise” with their marketing messages.
Marketing communications need to be relevant and engaging in order to capture and command consumers’ attention.
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Email:
Efficient and Effective
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Easier Said Than Done?
Running an automobile dealership is a balancing act that involves putting out fires and keeping all of the balls in the air
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Are You “Reactionary” or “Strategic” When It Comes to Your Dealership’s Digital Marketing?
Strategic
1. Marketing plan for 3 - 6 months
2. Consistent send pattern for email campaigns
3. Sends targeted campaigns
4. Traditional advertising and digital marketing are coordinated
5. Monitor campaign performance data
6. Follow up plan in place
Reactionary
7. Plans to get emails out within 24 hoursof OEM incentive
8. Depends on how monthly sales are going
9. “e-Blasts” the whole list
10.Traditional advertising and digital marketing are disconnected
11.What does CTO rate mean again?
12.If I send it, they will come
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Let’s Get Started
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How to Become More Strategic
1. Think like a consumer2. Clearly define campaign goals3. Have a follow up plan4. Understand metrics
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Put on your consumer hat
Would you want to receive this email the month afteryou bought a car from this dealership?
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PLEASE
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DON’T
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SEND
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THIS
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Avoid Creating Consumer Confusion Through Consistent Branding
From CRM Templates to Sales and Service Campaigns
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More is not always more
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What are you trying to accomplish?Consider:―What is your primary objective?―What do I want the customer to do?―Who will this appeal to most?―What do I need to offer to get them
to do it?―Would including multiple calls-to-
action detract from what I’m trying to accomplish?
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Leverage Campaigns and Branding Across Channels
Email Website Banners Landing Page
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Make loyal customers aware of incentive cash for Pilot purchases
Strategic marketers follow up on your data
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Target customers to flip into a new vehicle through service bay
Follow up to schedule high-ticket service appointments
Plan your follow up action before you even send
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Work smarter, not harder
Email Campaign ReportUnderstand your metrics to market more intelligently and effectively
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Putting Theory Into Practice
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To Start: A Small Investment of Time Will Yields Better ReturnsFrom There: Continue Layering
Ask yourself these questions:1. What is my main offer/objective?2. Who is most likely to respond
to the offer?3. How do I plan to follow up?4. How did the campaign perform?
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Thank You.
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Connect with me:Me: Kristen JuddMy company: 3 Birds MarketingWebsite: http://www.3birdsmarketing.comBlog: http://www.3birdsmarketing.com/blog3 Birds Twitter: @3birdsmarketingMy Twitter: @kwjudd3 Birds Facebook: https://www.facebook.com/3birdsmarketing