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January 20, 2011Click Here to Subscribe to This Newsletter
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CRM SOLUTIONS

Connecting the Missing Link in CRM 

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Christian Thornton

One of the fundamental tenants of CRM (Customer Relationship Management) success is to warehouse customer and vehicle data, push various kinds of communications to customers through different channels, and thereby prevent customers from defecting simply due to pursuit and follow-up neglect. 

Proactive and relevant communication is fundamental for improving customer acquisition and retention across all profit centers. Yet, getting customer and vehicle data into your CRM for immediate and ongoing action by the appropriate team member has been cumbersome, error prone, and time consuming. For instance, how are leads handled that come from the many types of online car-shopping sites where you market inventory? How about service appointment requests or credit inquiries from your website? Or, what about sales and service records from your dealer management system?...

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CRM SOLUTIONS

Full Appreciation of a Three-Course Meal

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Bryan Anderson

For many, a nice meal at a restaurant typically includes the ordering of an appetizer, an entrée, and a dessert. One course pleasantly compliments the next, especially when the courses are based on recommendations from the chef. The ingredients, preparation, and cooking style all contribute to a complex marriage of tastes that make the overall combination extremely appetizing. If you’re a food enthusiast, you can especially appreciate how it all works together. Automotive CRM really is no different. 

The first course, which we know as Internet Lead Management (ILM), should be light and packed with flavor. This part of the meal brings a small taste of what is to come. And when we are talking about lead management it has to be quick and easy, yet power packed. A powerful, but easy to use, solution must convert more leads to active prospects, enabling everyone in the dealership to effectively manage real business opportunity—fully engaging customers, positively setting the tone for the entire sale. Not a bad way to start the meal...

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ADVERTISING SOLUTIONS

How To Take Control Of Your Advertising article 4 image

Tom Letizia

To be successful with advertising, you need to spend properly. If you are like most dealers, however, you are not sure what works and what does not.

Follow these five steps in 2008, to take control of your advertising, and you will reap more benefits from your precious advertising dollars.

1. Put better controls on media. Find out what pulls and what does not. For print, put a special phone number in each ad to monitor how many calls you receive because of your ad. Whos Calling or Call Bright can provide this service in an easy to view daily audit. This is vital when running print. This information will tell you what days pull best and if a publication warrants continued use.

2. Re-evaluate your media buy.Are you getting enough gross rating points? If you do not have enough coverage in your broadcast area, you are wasting money. Just because you are getting a low rate on a show or station does not mean it is a good buy...

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DIRECT MARKETING SOLUTIONS

TV/Cable + Direct Mail: The One-Two Punch!  article 5 image

Dick Haugan

For years my company has focused on direct mail that produces results, even without the hype and giving away something, just for coming in. After several years of experimenting with conventional direct mail, we found a strategy and a format that is powerful and works consistently. Now we are working on attaching the emotion of powerful TV/cable advertising in concert with a proven direct mail program. 

Declining newspaper circulation 

The original challenge was to find a direct mail channel that would augment newspaper advertising. In every segment of the country, readership is declining. Printed papers are not likely to disappear in our lifetime, but every Friedman-Swift and Doring report seem to indicate that about 50 percent of buyers and shoppers never consult the newspaper. So the question is, how can we effectively reach that untapped 50 percent? Furthermore, most newspaper ads look the same- often times, competing auto retailers blend together on the same page...

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COMING UP IN DEALER MARKETING MAGAZINE'S NEXT ISSUE:

FEBRUARY 2011: MUST-SEE VENDORS OF NADA 2011
Cover: Preview of exhibitor products and services including bonus editorial coverage and exhibit hall floor-plan pullout map

MARCH 2011: THE BEST OF NADA 2011
Cover: The Best Exhibitors share their advice and experiences from NADA 2011

APRIL 2011: The Sorcerers of the Service Department
Cover: Fixed Operations & Service Department Experts discuss ways to find more profit in the service lanes.

DealerMark LLC | dealermarketing.com | 16521 13th Avenue West Lynnwood, WA 98037
Phone: 888-385-7526 |
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