Automotive customer retention personalization strategies

Automotive industry marketing experts share loyalty info

The right automotive marketing agency: make the best choice

Incorporate email into your automotive digital marketing

Benefits of Email Marketing Supercharged in Era of Mobile

In 1978, the first-ever email marketing message was broadcast to 400 people. Gary Thuerk, a Digital Equipment Corp. (DEC) marketing manager, sent that email promoting DEC machines, an effort resulting in $13 million worth of sales. So, from the very beginning, email marketing = effective marketing.

Now, granted, part of that huge success came from its novelty, with no other email marketing messages competing for attention in anyone’s inboxes. But this form of marketing is still extremely powerful, and here are three reasons why email marketing is still the right choice in today’s marketing landscape.

Accessibility

One of the key benefits of email marketing is accessibility by the consumer. Before the influx of mobile devices, consumers were tied to their desktop computers to access their emails. This limited the marketing opportunities to certain times of the day. But, as Direct Marketing Association points out, the prevalence of mobile devices has made email marketing even more effective, as consumers have access to their email at all times. In fact, the average person checks their smartphone 34 times a day and more than 50% of all opened emails come from mobile devices. During the month of December, this statistic jumps to nearly two-thirds.

Cost Effectiveness

Email marketing is also a cost effective option for your business. It’s estimated that, for every $1 spent on email marketing, the ROI is $38. And, with nearly 2 out of 3 consumers having made a purchase online as a result of an email, this kind of ROI is certainly nothing to scoff at. In a survey of marketers, 89% use email marketing as their primary method of generating leads, and 20% link email marketing to their company’s primary source of revenue.

Customer Communication

In addition to these benefits, email marketing also allows you to keep your customers and potential customers informed about your product. Many US shoppers (28%) actually seek out information by subscribing to emails from vendors. Consumers want to stay informed about their favorite brands. The higher the quality of the content of the email, the better chance you have for conversion. For instance, if a video is added to an email there is an average rise in revenue of 40%.

While email marketing is not a new technique, it certainly gives you bang for your buck. By being accessible to your customers and keeping them informed about your products, you will see a higher return on investment and reap the benefits.

Automotive Digital Marketing Includes eCommunication Targeting

If you want to start an email marketing program or skyrocket its success, AutoAwards’ program (eCycle) is a smart choice. We have in-depth expertise in email communication along with thorough knowledge of the auto industry. This combination gives us a one-two punch in enhancing your marketing needs. Our program engages consumers by providing automated and personalized email campaigns. This allows you to reach your customers in a timely and effective manner that, when integrated into any of our dealer loyalty program, leads to customer retention and brand loyalty.

Here is more information about our automotive digital marketing eCycle program, a crucial piece in your dealer loyalty program.  Contact us online to discuss your automotive digital marketing needs or call us at 302-696-6000.

Boost dealer loyalty with targeted transactional marketing

Evolution of the Power of Email Marketing

Remember the days before email marketing? When direct mail and telemarketing were the best options to reach the widest demographic in a specific geographic region? That began to change about 45 years ago when Raymond Tomlinson sent the world’s first email, and now 4 billion email accounts will send an estimated 200 billion emails this year! Who could have imagined that? And, this number is expected to increase by 3-5% every year. Looking at these numbers, it’s clear that email marketing is crucial in today’s business environment, so let’s take a more in-depth look at how email became the marketing force it is today.

Before the internet, direct mail was the main way to target your audience. This method was time consuming, though, and not necessarily cost effective. These documents had to be sent to the printer (which could be quite costly), and then you needed to pay for the postage to mail them out. Then, with no analytics or metrics to go by, it was a guessing game as to whether the message you were trying to convey ever reached the intended target.

The introduction of the internet has obviously changed the marketing landscape, and drastically. Hotmail, which opened in 1996, was the first free personal email service and would revolutionize the way marketers communicated with their customers. Marketers could send large amounts of data to a wide range of potential customers via sending mass emails.

The mass email style of marketing led to consumers being inundated with unsolicited mailings, prompting email marketing to be more regulated in 1998 by the Data Protection Act, which gave consumers an opt-out option. In response to consumer demand for less spam mail, AOL began to give customer complaint information to email service providers in 2004. This allowed savvy marketers to use the complaints as a metric by interpreting consumer complaints.

You can’t follow the evolution of email marketing, of course, without discussing the mobile phone. In 1992 the first smart phone was introduced. By 2012, over 40% of all marketing emails were opened via a mobile device. This became a game changer for marketers.

You can now send emails with specific targeting directly to the audience of your choosing. Along with this benefit, marketers can receive real time feedback from their email marketing program that lets them know the effectiveness of their campaigns. Another key evolution: personalized email marketing campaigns.

Boost Dealer Loyalty through Targeted Email Solutions

AutoAwards has an email solution that engages customers and inspires dealer loyalty, which means you can enhance your bottom line by having experts – AutoAwards – support your automotive digital marketing program. Our marketing expertise in the automotive industry is second to none and will set you apart from others. The AutoAwards’ eCommunication targeting allows you to interact with your customer by delivering the right message at exactly the right time.

Find information on our eCycle targeting program to boost dealer loyalty here.

Then contact us online to discuss your automotive digital marketing needs or call us at 302-696-6000.

Discover another key component to building auto loyalty

Gift Cards: the Universal Gift, Ideal to Build Auto Loyalty

“Whether you are buying a gift card from someone’s favorite clothing store or giving free downloads from iTunes to the music lover in your life, gift cards guarantee that people will love what you give them.” (WiseBread.com)

Nothing can make someone’s day quite like receiving a gift card. In fact it has been reported that 62% of people would like to receive a gift card instead of a traditional gift. Plus, gift cards have been the most highly requested holiday gift for 8 years consecutively. In addition, gift cards have a greater perceived value than that of traditional gifts. Almost half of all consumers polled reported preferring a $25 gift card over an item valued at $50. (Now, think about that last statistic! Gift cards are treasured, even when at HALF the value of the other choice! That says something.)

Gift cards are also very popular as corporate incentives. According the Incentive Gift Card Council, they are more effective than cash with three out of four survey respondents saying they could create a “more exciting and memorable program using . . . gift cards than they could with cash.”

So, why are they so popular? Well, it isn’t always easy to get someone exactly the right gift, right? In fact, so many missteps are made when gift shopping that nearly 50 billion dollars’ worth of holiday gifts are returned every single year. That’s crazy, isn’t it? In many instances, duplicate gifts have to be at the core of these returns, but you never can have too many gift cards because they allow you the option to choose what you truly want.

Plus, when you give someone a gift card from a favorite place, whether it’s a restaurant, bookstore, clothing boutique and so forth, you’re basically giving them free money along with permission to use it on themselves! A car-related gift card allows the owner to spend it on an urgent need or on something that isn’t necessary needed, but sure is wanted. They’re just an all-around practical choice.

Gift Cards and Building Auto Loyalty

Working with a dealer loyalty program that integrates gift card rewards is a time-tested strategy in increasing your customer retention and, in turn, increasing your bottom line. Plain and simple, customers love gift cards, and they are more likely to revisit your dealership if given an incentive to do so. AutoAwards’ dealer loyalty program can help you do this by customizing an auto loyalty program geared towards meeting your goals.

Find out more how AutoAwards offers gift card options as part of dealer loyalty programs and overall automotive digital marketing. Contact us online to discuss your automotive digital marketing needs or call us at 302-696-6000.

AutoAwards begins automotive digital marketing in 1991

Important Events of 1991

Ah sweet nostalgia . . .

The year was 1991. A gallon of gas was only $1.12 and a pound of bacon cost $1.95. A dozen eggs? 85 cents!

Bryan Adams was singing (Everything I do) I Do it For You on the radio while Bette Midler belted From a Distance and Marky Mark and the Funky Bunch had us all dancing to Good Vibrations. Meanwhile, we were all saying “Hasta la vista, baby,” just like Arnold Schwarzenegger in Terminator 2 Judgment Day (Come on, everyone has said that at least once!).

The grunge music era began and was defined by the 1991 release of Nirvana’s Nevermind album. This style of music, starting in Seattle, would dominate the airwaves and, for some, this was a change in not only music but fashion as wearing flannel became the norm.

It was also a big year for sports. The Minnesota Twins won the World Series against the Atlanta Braves in a series that went all the way: seven nail-biting games. The New York Giants won the Super Bowl against the Buffalo Bills by one point in a game that had us all on the edge of our seats. The Chicago Bulls won the NBA Championships (and the beginning of their world domination!), the first of six championships between 1991 and 1998.

While these are certainly important highlights of the year, technology advances in 1991 were also stunning. The internet was made available to commercial users for unlimited access. The number of computers on the internet reached a staggering 1 million. In addition, the first GSM call (the technology that made up mobile) was made. When you think about the fact that 85% of the world is now covered by mobile telephone technology, this is a huge benchmark in history. While these two things (mobile and the internet) seemed unrelated at the time, they changed the way we communicate forever.

Automotive Digital Marketing in 1991

AutoAwards, by NuCar Consulting, also began its journey in 1991 by creating dealer loyalty programs that really make a difference for both small and large businesses. Here at AutoAwards, we design and implement customized dealer loyalty programs, one that’s exactly right for you.

Contact us online to discuss your automotive digital marketing needs or call us at 302-696-6000.

Boost engagement w/ automotive loyalty program/CRM software

Customer Engagement and Loyalty

When you hear the word “engagement,” different things can come to mind: a commitment to attend a special gathering, or that exciting stage when a couple plans for a life together, or the connection one has with an idea, person or event.

The word also has real implications for the future success of your business. A mammoth study by Rosetta Consulting in 2014 reveals that, the more engaged your customers are, the more likely they are to continue to choose your brand. Let’s take a look at some examples where the principle of engagement reigns supreme.

Welcome to the Wonderful World of Disney! Have you visited? Even if you haven’t, you can be sure someone in your circle of family and friends has. In fact, 70% of Americans have visited Disney. Given the cost and travel involved, this statistic is amazing. But, consider an even more impressive fact: virtually every single American has been to Disney by way of movies, music, TV shows and assorted merchandise, and the company successfully transitions their customers from one purchase to another. The love goes on and on!

Not surprisingly, their clientele have a visceral emotional connection with the brand. Walt Disney wanted his customers to feel that way, and insisted that the theme park be developed with the idea of welcoming people into the Magic Kingdom as “guests.” Hospitality is the premiere commodity, and it works!

In December of 2013, Amazon sold an average of 426 items per second in the run up to Christmas, and has mastered the art of creating a relevant, ongoing conversation with customers. With precision, Amazon tracks the browsing history, purchasing history and product ratings of its customers. Amazon utilizes this information to recommend products that anticipate the needs of its clientele. Each interaction is a launching pad for the next event. The company has established itself to its consumer base as efficient, reliable and customer-focused.

If you want to see solid evidence of Apple’s highly engaged customer base, ask anyone under 25. This group will wax eloquently as they show you all the cool features, and talk about how their iPhone is efficient, easy to use, and of high quality. Apple has more than just customers. They have supporters who are happy to continue their relationship with this titan of technology. In 2012, when the iPhone 5 was on the brink of release, over 1,400 customers waited anxiously outside Apple’s flagship store, barely able to contain their enthusiasm.

Apple has the kind of faithful consumer base that everyone dreams of. But how do you make the dream a reality for your business? Does that mean endless hours of surveys and interviews?  Do you have to be a technology wizard to gain and maintain engaged customers?

Automotive Loyalty Program and CRM Software to the Rescue

Good business is about understanding the wants and needs of your customers, and then building relationships. AutoAwards provides the first with our proprietary automotive CRM software; the second, with our top quality automotive loyalty program.

We can assist you by providing real time data reporting, benchmarking, goal assessment and complete turn-key support. The flexibility of our technology enables you to offer memorable and branded experiences that keep customers engaged with your company and increase their spend.

With our automotive loyalty program, you can build unparalleled customer loyalty and give your clients opportunities to earn rewards based on customized program parameters that mesh with their distinct needs. By rewarding your best customers for their loyalty, you create a long-term relationship with consumers who are engaged with your brand, and happy to buy from you. Keep your customers engaged throughout the life cycle! Contact us online about our automotive CRM software and loyalty program or call 302-696-6000.

Traits of highly engaged customers and how to gain loyalty

Five Indicators of a Highly Engaged Customer

You can’t hit a target if it isn’t in your sights, right? Successful businesses thrive as they grow a base of highly-engaged customers, but do you know what yours look like? Let’s take a brief look at five key indicators of a highly engaged customer.

1.  It’s Personal

Engaged customers lead with the heart when it comes to the brand they favor. There is a real connection and rapport that these customers feel toward the products and services they love. They see themselves reflected in the designs, features and ads the brand offers. In a word, these customers feel listened to by their brand. And, they believe they are receiving personalized, customized care. Everybody loves that kind of attention!

2. The Customer Perceives Value

An engaged customer is one who perceives that his or her distinct emotional needs are being addressed and met through their preferred brand. In the previous post we talked about the Apple iPhone and how teens are so enthused about this product. Apple has been able to market effectively to youth by understanding their desire to appear as hip and cool. The iPhone’s design, features, and image cater to this need. Not surprisingly, Apple is massively popular among teens and young adults, who understand that the company gets them.

3. The Connection is Emotional

As with any other type of relationship, the connection between a customer and his/her preferred brand is colored with emotion. We all know that certain sounds, smells and sights can trigger memories and feelings. Engaged consumers are those who continue to accumulate positive emotional associations related to their brand of choice. The emotional satisfaction gained by this interaction causes customers to be eager to spend repeatedly. In fact, a 2014 Rosetta Study on customer engagement found that engaged customers were six times more likely to believe that “this brand is worth more than I pay for it.”

4. There is a Relationship of Trust

Customers who are engaged believe their brand of choice is trustworthy. Because of numerous positive interactions, these consumers are ready to listen to their brand’s advice and to trust the company regarding new products and innovations. Businesses who work to actively engage their clientele are rewarded with consumers who give them their vote of confidence. These buyers will choose them over competitors based on positive past experiences and the careful attention they have received.

5. Money Isn’t Everything

Highly engaged consumers are not afraid of spending. Again, the Rosetta Study documented that this group spent 60% more than other consumers, on average, per transaction. Furthermore, they are five times more likely to say those magic words: “This is the only brand I would choose.” The same pattern was present no matter the industry, from athletic clothing to fast food. Investing in developing a customer base that is highly engaged is the path to exponential growth of your business. “Even small improvements in engagement metrics can dramatically increase your value to your customer.”

Automotive Dealership CRM Software Provides Insights

The good news is that the effort your business makes to increase customer engagement can have substantial results. Are you ready to get started, but feeling a little intimidated about where to begin? AutoAwards has developed our automotive CRM software and dealer loyalty program with you in mind.

Our technology will assist you in developing unique, memorable and branded experiences that will create rapport and ongoing relationships with your clients throughout the entire customer life cycle. We work with you to develop a system that is customized, allows for seamless integration, and captures your unique customer metrics. If you are looking for better customer data and greater insights to drive a more personalized customer experience, we are here to help! The time is now to engage your customers throughout the life cycle with our automotive loyalty program and CRM software.  Check us out online or call 302-696-6000 today.

Loyalty programs have multiple benefits for your dealership

Overall Benefits of Loyalty Programs

Loyalty programs are great incentives to entice consumers to try new products as well as build repeat business. To make a loyalty program successful, there are two key items that have to be addressed:

• Ease of use
• Useful incentives

A simple points system (or a similar system) is often helpful, because consumers are turned off by complicated ones. Your customers don’t want to have to complete an algebraic equation to determine how close they are to a reward!

If done correctly, consumers are likely to continue to use the service and, in turn, continue their patronage. You can offer the consumer an incentive based on the amount of dollars spent (i.e., points based on dollars spent) or on repeat purchases (i.e., a percentage off of future purchases). Either of these systems will bring in business and increase your bottom line.

According to the Nielson Global Survey of Loyalty, 75% of respondents worldwide stated that getting reduced prices (or products for free) made the greatest impact on loyalty program enrollments. The cost of the program plays into the enrollment, as well. Nearly half of the consumers said that if the program was too expensive, they had no interest in participating.  However, if the program is priced right and the consumers receive a true benefit, the customers feel appreciated, and the old adage “a happy customer tells a friend” will certainly help to grow your business. This creates word of mouth advertising that is a valuable tool in your marketing strategy.

Here’s the bottom line. Loyalty programs that meet these requirements prove to the consumer that they are valued by a company and help to bring in new consumers.

Benefits of Dealer Loyalty Programs for Your Business

Loyalty programs also provide companies, like your dealership, with valuable data and analytics. When consumers sign up for a loyalty program, their purchases can be tracked. This helps companies anticipate market trends and target their consumers more specifically.

In fact, a loyalty program is one of the best tools available to dealerships today. Implementing this type of program into your marketing strategy can increase sales, dealership growth and your bottom line. By not having a loyalty program in place, you are missing out on potential data (and revenue!) that your competitor may be taking advantage of.

AutoAwards Dealer Loyalty Program

The potential for an increase in your bottom line driven by customer loyalty is unmatched by other tools in your marketing strategy. Our automotive loyalty program allows your consumers incentive-based programs based on parameters that are set to meet your needs. Customers will have your brand on the top of their minds with continued invitations to receive rewards for making purchases through your dealership.

Customer interaction rewards can include dinner gift certificates, reservations to exclusive events or certificates for discounts for future purchases at your dealership. Contact us online to discuss your automotive loyalty program or call 302-696-6000 today.