Intersections eNewsletter - July 2009

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Intersections eNewsletter
INTERSECTIONS is a monthly eNewsletter published by Traffic Builders, Inc.

Working as a group can reap major benefits

By Chuck Patton

Owner/CEO

Toy cars on map

How can all of the service departments in a group work smarter together than they do working individually? Will it save them money? You are ahead of the curve if you have spent time thinking about these questions. There are some very strong benefits to acting as a group such as cost savings, a consistent message, efficiency and the ability to manage the goal of growing a dealership. The payoff can be big, but not every dealer group has the resources to pull it off. read more...

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Case Study: Building a brand in the auto market

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The Challenge:
To create a larger and unified market presence to build manufacturer brand loyalty and a stronger individual brand identity.

The Solutions:
All service customer RO records and prospect lists for each participating dealer were merged into one master group comparison list for the purpose of removing duplication of mailings and allowing prospective customers the opportunity to choose between seven dealers, rather than receiving a message from a dealer to which they have no loyalty. Traffic Builders designed a colorful, powerful mailer that encompassed all seven dealers, who picked their own price points and offers. Each individual mailer dropped in May 2008 with a 60-day expiration. It featured an offer and premium.

The Results...

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Product: Group Promotions

Toy cars in jar

Group promotions allow for more buying power. Many new promotional ideas are too expensive for one franchise, but when spread over many, become very manageable in both time and money. Returns will go up because you can be more aggressive about marketing for your specific dealership and not be prisoner to the manufacturers' program. read more...

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July 2009
IN THIS ISSUE

Featured Designs

The strategy behind your marketing message comes to life with the design. Whether it's a four-color seasonal mailer with targeted coupons or a postcard announcing an Open House, the look and feel of a design really gets you noticed. Creative promotions include consistent branding and the ability to highlight dealership amenities. Keeping your name in front of customers while promoting your dealership's value and convenience means increased response rates, customer frequency and revenue.

Peace of Mind

Help them take the edge off by providing coupons that will keep that young driver safe on the road.

Dealer Times

Have your customers read all about the latest service offers at your dealership? This mailer gives extra-helpful tips and so many extra reasons for customers to come to you to service their vehicles.

Back to School Savings

This Back to School design really puts your dealership at the head of the class. Valuable coupons plus a list of customer benefits makes this mailer or postcard a really smart move.

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Importance of Branding

One of the first steps in building a strong and frequent customer base is establishing your dealership's service marketing branding.

Consistency sells.
Establishing a consistent brand on all of your service marketing pieces builds strong brand recognition.

Being unique.
A strong and unique brand allows your dealership to stand out among the competition and highlights your service department's benefits.