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You are an automotive service director just coming out of the General Manager’s office, he asks you why the repair order count is not growing. What is the answer? How do you grow a service department business in a down economy?
Well, the basic answer is customer loyalty and customer retention. But, we know that customer loyalty went out the window with the cassette player.
In today’s economy, with an independent repair shop and express lube center around every corner how do you keep the customers loyal? You must keep them engaged. You must keep your automotive service business top of the mind, you must keep your automotive service business top of their mind when the buy need happens, or a service need arises.
Top of the mind awareness is when your dealership service department owns that space between your customer’s ears, and they think of you and only you when the time for service arises. So, how do you achieve top of the mind awareness?
First, let’s look a basic service department advertising strategy. A typical service department will send out a quarterly tri-fold mailer to everyone in their database. Also, they have a reminder letter that goes out when they think the customer is due for service. That is it! This represents 90% of automotive dealerships across the nation. A mailer, and a reminder. Others will say, we have loyal customers. Typical customer loyalty and customer retention is 28-34%, but what about the other 68-72% or customers that are easily swayed?
To achieve top of the mind awareness, your name must constantly be in front of the customer at all times. But, not with goods and services. Typical dealership marketing strategy as described in the Paragraph above, is constantly telling the customer, “BUY MY SERVICE”! Top of the mind awareness tells the customer, “Here is a way to save money on insurance”, or “Here are 7 tips for your next roadtrip”. You are creating a relationship.
With typical marketing (this is called “Push” marketing) a customer will tune you out. With Top of the mind awareness marketing (this is called “Pull” marketing, or attraction marketing) You keep the customer engaged via timely, useful, and informative information. Then when the service need arises, they will think of you, the dealership that built the amazing relationship with the customer. Now, that is an automotive service marketing strategy.
Now, it can get very expensive trying to keep your name, and brand in front of your customers at all times. The best way and most cost effective way to accomplish this is through an Email marketing campaign.
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Source: http://ezinearticles.com/?The-Easy-Way-to-Maintain-Dealership-Service-Department-Customer-Loyalty-and-Retention&id=3573439
