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Alex is on to something here.  I’ve been doing this type of targeted marketing for a few years in the automotive industry and one of my favorite, most profitable examples would be the equity customers.  If you can come up with a list of these customers and then target down specific year/make/models and on top of that make sure they purchased in a certain year range you’ll see a great return.  

 

The one thing the most often is overlooked; however, is multiple avenues of marketing.  Don’t just send a mailer, or just make a phone call.  To draw these customers back in you need to make sure you’re communicating to them in a way that will ensure contact.  In my experiences an email, followed by a mailer (so the customer has something to touch and hold and feel) and then tied together with a live phone call to actually set the appointment is the best way to get them into your store and spending money with you!

 

For service, I like to go out over 12 months for the lost customers.  There are too many service cycles that are 6 months or longer now.  But remember; include service offers even with your sales pieces.  If you have an equity customer sitting in your waiting room, wouldn’t you want to know about them, or at least have a second run at them?

 

Let me know if you have any more questions.