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What makes an effective offer? What will motivate consumers to change their buying habits and bring their vehicles to your service department? The time-honored rules of effective coupon offers
dictate that a discount must:
1. Represent a significant perceived value for the consumer
2. Be easy to use
3. Offer a discount on the dealership's primary services
That's why offering 2% off probably won't bring customers in your service bays and an offer with a laundry list of exceptions in fine print, such as “only valid on Tuesdays and Wednesdays,”
will go straight from your customers' hands into the wastebasket. However, we recently noticed a trend that on the surface seems to defy rule number 3, or at least suggest that rule number 1
trumps rule number 3.
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The Challenge:
Addressing the request from your owner or general manager to reduce your advertising budget by 25%.
Analyzing the advertising in a given time frame to determine the consequence of reducing advertising spending.
The Solutions:
Since this dealer was looking to reduce his costs by 25%, we used the method of reducing his participation by 25% (per promotional period) as the means to reduce his costs. We examined this
situation both from a general marketing perspective, as well as a results-oriented perspective.
- We know that having the dealer's message in front of his customers on a frequent basis is more likely to ensure success than a one-time mailing because frequency is a basic marketing and
advertising principle that would be violated if this dealer decided to reduce his monthly participation.
- Therefore, since we could not recommend reducing frequency, we explored reducing the audience (mail size).
The Results...
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The Database Diagnostic is Traffic Builders' proprietary system that provides insight into a successful marketing plan for your dealership. With dial-in access to your database, we will create
a series of reports to provide your sales representative a snapshot of your customer trends and behaviors.
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