By Chuck Patton | Owner/CEO
It's time for a mid-year review. Remember the automotive service marketing objectives you put into place at the beginning of the year? How are they working for you? Are you on-track to
meeting your goals? Are you ahead or behind where you wanted to be?
Depending on the answers to these questions, you may want to consider making adjustments to your marketing plan for the second half of the year. As you take stock and plan your next six months, consider the
following areas of opportunity upon which you can capitalize.
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CHALLENGE
To increase customer frequency and revenue through a cost-effective, targeted marketing program for a group of dealerships in a northern Midwestern metropolitan area.
An average dealership has 63-70% of their customers coming in only one time per year. So out of every 10,000 customers who have serviced with a particular dealership,
roughly 7,000 serviced only one time within the past 12 months. Bringing back only 20% of these 7,000 one-time customers a second time could potentially mean $252,000
in additional revenue in a year. Since most surveys indicate that keeping an existing customer is five to seven times more profitable than acquiring a new one, it's obvious
that luring back customers who are already familiar with the dealership is a cost-effective way to get more for your marketing dollar.
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