Service is arguably the most important part of the dealership. That said, at Frederick Nissan we do several different forms of marketing. The most important form of marketing starts with our "Sales to Service Handoff." Educating the customer on what s/he can expect from the service department. That is everything from scheduling an appointment online or on our mobile app, manufacturer maintenance, and our customer appreciation days.
To educate the customer about these events, etc. after s/he have left the store we strongly encourage the download of our mobile app. The mobile app (via AutoMotion) has been a powerful tool. We use the application for service by geofencing five key service centers in the Frederick area. Namely, our competition. Where we are then able to offer a stronger offer to the customer, which will come in the form of a push notification. It does not get any easier that, seriously.
Note that I do understand that the customer has to have the application to get the push notification. However, because we have such a strong sales to service hand-off, the app is downloaded. And we do, often, see customers coming into the store with the coupon that was targeted to them.
The other means of marketing we do for our customers is offering "text to mobile" coupons online. Knowing what offers will spark interest by reviewing click rate, conversion, and op-code usage in the DMS.
My biggest piece of advice for service marketing starts with what I mentioned earlier. That is educating the customer on the *value* of your service center at the time of the sale. Encouraging them to download the mobile app where s/he will receive special offers. Having that foundation enables you yet another platform to market your service center.