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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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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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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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