Join NADA’s ’5 Ways To Engage the Next Generation of Owners’ Seminar

February 1st, 2013

Did You Know That Your Service Center is at Risk of Becoming a Senior Center?

Research from DMEautomotive shows that dealership loyal customers tend to be between 55 and 75 years old, and without serious change, dealerships are going to miss out on the next generation of owners!

In a survey, where thousands of consumers were asked about their service behavior, we discovered information that has shaped our understanding of the next generation.

Join Steve Dozier, DMEautomotive’s National Training Director, at the 2013 NADA Convention and Expo on…

  • February 8 at 12:15 pm in W 308AB
  • February 8 at 2 pm in W 307CD
  • February 11 at 10:30 am in W 307AB

…as he shares ‘Five Ways to Engage the Next Generation of Vehicle Owners.’

Learn to identify a loyalist, swing loyalist and disloyalist customer and understand their implications. Recognize the current aftermarket threat to dealerships and acquire useful tips to combat this problem. Gain insight into the next generation of consumer purchase behavior and gain a better understanding of how to engage these customers.

Arm yourself with these five specific strategies to keep your customers coming back, and discover the best tools to help implement them with in your dealership.

The Experts Speak: Pre-Paid Maintenance Plans

January 21st, 2013

Dealers love the “breakage” fees that come from under-used Prepaid Maintenance plans (PPM) but did you know that PPMs, when used by your customer, can play a major role in retaining consumers and maintaining their loyalty?

Mike Gorun, CEO at Performance Loyalty Group, says, “Dealers have been slow to embrace the retention and income possibilities of PPM.” And Mike Martinez, CMO at DMEautomotive, explains, “[PPM] is one of the most powerful loyalty tools at a dealer’s disposal.”

So why isn’t PPM getting the attention it deserves when it comes to customer retention (keeping your customers coming back) and loyalty (getting them to stick)?

A study, which polled 2,194 vehicle owners who had their car serviced over the course of the previous 12 months, found that 56 percent of those participating in a PPM plan are likely to return to the dealership for service even after their plan expires. And for those who used their plan for all maintenance during their contract, 62 percent report they are likely to return after the expiration of their plan.

Average dealer post-warranty retention rates only reach about 22 to 40 percent. PPM programs “can more than double the service business that typically bleeds to the aftermarket,” said Gorun. “Even a PPM plan given away for free would more than pay for itself by the end of its contracted term” due to the likelihood of vehicle repurchase and continued service at the dealership.

Service departments are one of the best ways to not only drive retention but also seize the most wanted (and needed) treasure of dealerships, customer loyalty. And with the rise of technology and shift to the digital world, dealers can finally identify a loyalist, swing loyalist and disloyalist walking through their dealership, and therefore target their most wanted customers.

“In the last 10 years everything has gone electronic and is integrated in to the DMS (dealer management system), it’s all automatic on the back-end side. It makes it very easy for the dealer,” said Gorun.

Using these tools (such as PPM and loyalty plans) is less expensive than traditional advertising and marketing efforts, but also more effective at keeping customers around, said Martinez. And with PPM plans being customizable, dealers can add basically anything their customers want, need or value – ultimately increasing revenue from all ends and lowering costs for the dealer.

In the words of Joe Lescota, Director of Dealer Development for NIADA, PPM plans are a win – win for both dealers and customers. “It’s a great way to keep customers and avoid the high cost of gaining new customers.”

To learn more about the benefits of a Prepaid Maintenance Plan please read, “Prepaid Maintenance Drives Retention, Profits” in Auto Dealer Monthly’s January 2013 issue found here: http://autodealermonthly.epubxp.com/i/99735.

Don’t Waste Your Consumer’s Time: Just Give Them What They Want

January 15th, 2013

By: Mike Martinez, Chief Marketing Officer of DMEautomotive

Adapting to the mobile world means more than just doing what looks cool to keep up with the latest mobile technologies – it means knowing exactly WHY and HOW to use these vital channels of communication.

Be honest with yourself – how many times have you thrown QR codes (that checkerboard square looking graphic that consumers can scan with their phone to connect to a webpage, or perform other actions) onto all of your marketing materials ‘cause it’s what the cool kids are doing? It’s gotten kind of ridiculous – I’ve even seen QR codes on busses – like I’m going to run alongside the bus just to scan the QR code?

Dealers that adopt cutting edge technologies like QR codes but then use them everywhere to feed people irrelevant sales messages, or general product and business information, are not only wasting the customer’s time – but also their own time and money.

So how can you be sure that the information you feed consumers is actually of any substance – and therefore adding value to their every day life?

Well strategically choose your channels, and use them wisely.

During the past year, less than a fifth of service customers report having scanned a QR code. And those that did were typically directed to product information or links to a webpage they could have otherwise easily navigated to them themselves. QR codes are a “scan and go” channel – to be used as a way of directing your customers to an immediate call to action – not a fancy way of sending them to your website (and not to mention with an empty purpose).

These simple links to existing pages are a waste of time – if you are going to offer a QR code it needs to provide the consumer with value and functionality that they couldn’t otherwise get just by going to your website. From a direct consumer survey conducted by DMEautomotive, we know that auto service customers are looking for coupons, discounts, store promotions and the ability to schedule online appointments.

And when it comes to mobile apps, twice the number of customers (44%) report using a mobile app versus a QR code, and actually 2 in 3 auto service customers are using them at least once daily, providing more opportunities to embrace this always on consumer behavior. Unlike QR codes, mobile apps provide a constant customer connection.

Mobile app-using customers report accessing coupons, discounts, the latest dealer incentives and rebates the most, with accessing service reminders, vehicle history, and service appointment scheduling following close behind.

It’s the digital age, if you’re not giving the consumer what they want, they’re going to find it somewhere else. And now knee deep into the second wave of technology adoption, its time for dealers to get it right – aligning their offerings with what consumers actually demand and to quit this game of follow the leader.

*Findings are based on a national survey of 2,000+ U.S. vehicle owners conducted by DMEautomotive’s Strategy & Analytics division.

Mike Martinez is Chief Marketing Officer of DMEautomotive, the industry leader in science-based, results-driven automotive marketing that provides a range of marketing services to the biggest and most innovative automotive organizations in the industry. For more information, email info@dmeautomotive.com.

 

Why Lithia Gains Success in a Digital World

January 4th, 2013

Check it out!! Digital Dealer’s January 2013 publication features Rob Bennett, General Manager, and Charlie Brown, Internet Director at Lithia Chrysler Jeep Dodge of Eugene, unlocking the secret to success with in their store’s Internet sales strategy.

Lithia Chrysler Jeep Dodge of Eugene is the number one Chrysler Jeep Dodge dealership in sales volume in Oregon, beating out 29 other Chrysler Jeep Dodge dealerships in that state. They sold more than 2000 vehicles over the Internet in 2012 with a 50/50 split between new and used vehicles.

When asked how they drive traffic to their website, Charlie references the DMEautomotive Customer Journey as a key contributor to their success. “We also use DMEautomotive, out of Florida, to produce our newsletter and they are helping contribute to our success in driving up Internet sales leads,” he said. “DMEautomotive also does all of our direct email to customers. We have an extensive email list and they manage that for us very effectively, and that results in a substantial amount of sales leads.”

Discussing the shift to digital advertising, the guys also refer to MyLithia, Lithia’s dealer branded mobile app powered by DMEautomotive. They’ve increased their digital spend by 37 percent and their overall spending for the store is down by 3 percent, due to digital advertising being less expensive than traditional advertising. “We’re spending less to drive more sales,” said Rob.

Read more about Lithia’s Internet and Digital Sales experience at http://www.bluetoad.com/publication/?i=140353, in Digital Dealer’s January 2013 Cover Story.

Could Mobile Apps Be Bigger Than TV?

December 20th, 2012

The time people spend on mobile apps (127 minutes) is actually gaining on the time people spend watching TV (168 minutes). * That’s an increase of 35 percent from one year ago. And when it comes to the auto population, 2 in 3 auto service customers that use mobile apps use them at least daily. **

If your dealership is already running a mobile app, imagine what next year will look like if you’re consumers continue to increase the time they spend on mobile apps. You will be reaching customers that you couldn’t even touch before!

The time spent on Mobile App Games (46%) continues to take the lead, followed by Social Networking (26%), Entertainment (10%) and Utilities (10%). *

With these findings in mind, it’s clearer than ever that your store must have a mobile app in this emerging digital world in order to survive and thrive. And it’s not about getting the consumer to use specific tools with in the app – it’s about getting them to use any tool in the app, getting them to stick. Offering your consumer fun, useful features like games, social networking and utilities (the most used apps out there) that will initially get them in your app, and ultimately using your app.

So when the TV loses a revolutionary battle to the mobile app world, be glad you were there to catch the millions of consumers who will be falling into the palm of your hand.

*Flurry Analytics

**Findings are based on a national survey of 2,000+ U.S. vehicle owners conducted by DMEa’s Strategy & Analytics division.

Your Mobile App’s Privacy Policies and Terms and Conditions: What They Mean to Your Business and To Your Customers.

November 20th, 2012

Just because it’s mobile doesn’t mean that advertising laws and regulations don’t apply! The need for a prominent disclosure of terms and conditions and a privacy policy in mobile apps is rapidly evolving, and dealers are at risk if they are using an app that doesn’t comply.

The Federal Trade Commission (FTC) and the state of California are leading the charge when it comes to mobile app compliance; and although the law hasn’t yet caught up with such things as push notifications and location tracking, the big “push” is being put on the mobile app privacy front.

If you fail to remain compliant with in your mobile app, it can be costly. For instance, the FTC can seek civil penalties of up to $16,000 per privacy violation – measured by each consumer download – and the California attorney general is authorized to seek up to $2,500 per application download if privacy terms are not provided to California residents who download the application.

Mobile applications represent (or should) the ultimate advertising channel to provide consumers with choice. In other words, unlike a text message where consumers may not have provided prior express (and soon to be written) consent, a mobile application must be downloaded, and consumers have the choice at the device level to control how the application will perform.

In other words, with a mobile app, consumers have the choice as to whether push notifications are received and location tracking is engaged, etc. The only thing a consumer does not have direct control over is how his or her personal information is shared.

And with consumer and regulator concern being centered on the theft or misuse of personal information, privacy issues can reach far beyond the customer’s mobile device. A breach of privacy could mean losing your customers, and therefore your business.

DriverConnect, the dealer branded mobile app by DMEautomotive, is currently the only app provider that we’re aware of to prominently display privacy and other terms with in their mobile app. Upon the download of the app, the terms are displayed as a pop up – overtaking the screen. Terms are also always available in the “Tools” menu for view by the customer at any time.

It’s always important to take best practices advice directly from regulators. The FTC directs application developers and owners to tell the truth about what your application can do and don’t mislead about what it can’t do.

Always disclose key information clearly and conspicuously. That means putting the terms where consumers can see them, big enough to read and written so they can understand. Design and update the application with privacy in mind – don’t make it an afterthought—and any disclosure that would be included in a print advertisement should also be listed on an app-based advertisement.

Finally, be transparent. If you share consumer information, then say so. Tell consumers what information is collected and what is done with that information. And be sure to keep consumer information secure! Offer choices – allow consumers to opt-out of certain practices. But most importantly, honor your privacy promises.

*The information provided herein is for educational and informational purposes only and should not be construed as legal advice. Readers should always obtain the advice of independent legal counsel related to their own specific and unique circumstances.

Do you know what the FTC stands for? What about the FCC? The DNC? Or the TCPA?

November 12th, 2012

These are acronyms that your business MUST be familiar with.

The FTC is the Federal Trade Commission and its mission is to “to prevent business practices that are anticompetitive or deceptive or unfair to consumers; to enhance informed consumer choice and public understanding of the competitive process; and to accomplish this without unduly burdening legitimate business activity.” The FTC, in relevant part, regulates telemarketing and commercial email.

The FCC is the Federal Communications Commission, and it regulates telemarketing. Its regulations also allow for consumers to bring their own action.

The TCPA stands for the Telephone Consumer Protection Act – which was signed into law in 1991 and is regulated and enforced by the FCC. It specifies the rules for telemarketers, including what is required when calling a wireless device or residence.

The DNC is the “Do Not Call” list. It’s a list that organizations maintain to enforce a consumers request to be removed from marketing efforts.

So why should you care about these terms?

Because the regulators and consumer rights attorneys are cracking down, and you could be one communication away from an expensive class action lawsuit or even bankruptcy.

Companies have paid millions of dollars in civil penalties to the FTC for not acknowledging things like a customer’s request to be put on a company-specific DNC list or for transmitting deceptive Caller ID names. It is imperative that you honor your customer requests and only present the correct information on all occasions.

When it comes to direct mail, ask is the advertisement true? And can you prove it? Watch out for superlatives. Make sure you present clear and conspicuous disclosures -and in some cases special disclosures may even be required. Be careful with “free” and sweepstakes or giveaways. And remember – with direct mail it’s important to become friends with the asterisk to help consumers find the disclosures of material terms related to the offer.

Email Advertisements should not have false or misleading header information and should identify the message as an advertisement. Tell recipients where you’re located and how they can opt out if they so desire. You must honor the opt out requests promptly. And as always – monitor what others are doing on your behalf. If you fail to do any of these things you may have a CAN-SPAM problem—and be fined up to $16,000 for EACH non-compliant email.

And note: there is a new rule! You must obtain prior express WRITTEN consent to make certain communications to wireless devices and prerecorded calls to a residence.

Now there is a new technology that the law is just now catching up with: Mobile apps. This channel makes it easier to get express permission. Make sure your mobile app is applying best practices by providing accurate terms and conditions. .

Know the law or hire someone who does. Use respectable vendors that also watch out for changes in the law. Join industry trade associations and other groups. Know your state regulators and don’t be afraid to ask questions. Review your insurance policies. Are you protected from advertising injury? Why not?

*The information provided herein is for educational and informational purposes only and should not be construed as legal advice. Readers should always obtain the advice of independent legal counsel related to state and federal law applications to specific and unique circumstances.

The October Automotive Conferences: Who’s Where, What and Why?

October 19th, 2012

Let us know what you think!

Which automotive conference(s) are you attending? - Which speakers are you excited to hear? - Where’s the place to be?! Who do you think will win the DSES Best Idea Contest?

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 First Up! DrivingSales Executive Summit, October 21-23, 2012 Bellagio Hotel, Las Vegas, Nevada.

 DrivingSales is being put on the map this year teaming up with J.D Power and Associates for an automotive weekend to remember. The event is for Dealership Executives and created specifically to fuel Dealership Operators with cutting edge strategies and peer-to-peer collaboration. DSES wants the automotive industry to become inspired and provides key networking opportunities with the industry’s most successful innovators. They even have a Best Idea Contest! Have you implemented a great idea into your store? Submit it to the DSES contest!

Sunday, October 21, 2012 opens the conference with Dennis Galbraith, Executive Director of DrivingSales Data, presenting “Big Data: A Look at the Growing Importance of Data From a DrivingSales Perspective” and concludes with Luke Wroblewski, author and former CPO of BagCheck and former Chief Design Architect (VP) at Yahoo! Inc., presenting “Mobile Websites & Consumer Behavior: How your world is changing in the palm of your hand.” 

Keynote and breakout speakers and presentations include:

  • Florian Zettelmeyer, Professor of Marketing at NorthWestern University,“Advanced Marketing: The Economica of the Internet Inside the Dealership”
  • Rand Fishkin, CEO of Seamoz, “The art and science of advanced search engine marketing”
  • Jim Flint, Local Search Group, “Moneyball: Extra Innings”
  • Billy Beane, GM of the Oakland A’s,“MoneyBall Metrics: Discovering value in your data and delivering profit building strategies”
  • …And more!

The DrivingSales Best Idea Contest takes place from 11 a.m. to 12 p.m. on the first day of the conference. Participants will present their idea on stage and the winner and runner ups will be announced soon after! Prizes total to about $10,000. That’s some big money!

The Driving Sales Innovation Cup will happen from 3:15 p.m. to 4:15 p.m. on the same day. Just like the Best Idea Contest, The Innovation Cup participants will present their solution on stage and a panel of dealers will assess and determine the winner of the contest. Check out DMEautomotive’s Driver Connect Mobile App – It’s a finalist in the contest! Wish us luck!

There’s an incredible amount of opportunity at the DSES, and it’s jam packed with events and presentations. You’ll take away so many new ideas and have the driving inspiration and motivation you need to achieve your company goals!

Visit the DSES website for more information.

 

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J.D. Power and Associates Automotive Marketing Roundtable, October 23-25, 2012, Bellagio Hotel, Las Vegas, Nevada.

This October conference, previously called Automotive Internet Roundtable, is a also a three-day occasion and one of the industry’s most significant marketing events. With over 1200 attendees last year, this years attendees will have the chance to collaborate with major automotive professionals, ranging from companies like Facebook, Google, Ford, MINI USA and Pandora, through Question and Answer sessions, networking gatherings and catered receptions.

To kick off the event, Tom Salkowsky, Head of Marketing at MINI USA, will share the awesome achievements and experience the company has embraced in the last 10 years. Supported by a non-conventional marketing approach, you can find out how MINI USA has thrived with the help of the digital and social world.

Events proceed through 9 p.m. that day.

The following day, Wednesday, October 24, 2012, presentations include: 

  • Taking on the World with Art & Science
  • The Multi-Screen Conundrum: Creating Brand Experiences that are Platform Agnostic
  • Integrating Entertainment and Technology while Preserving Safety in Vehicles
  • Are Automotive Brands Now Social Media Companies? Content Best Practices for Social Media Platforms
  • Eight Insightful Data Presentations
  • …And more!

Presentations and panels continue into the night.

To start off the morning on Thursday, October 25, 2012, J.D. Power will highlight trends, challenges and opportunities that the automotive industry faces in 2013. This is an important presentation to attend. Dozens of presentations and panels fill up the rest of the day. At 2:30 DMEautomtive’s CMO, Mike Martinez, is speaking on the panel, “Connecting with Millennials – The Next Generation Auto Consumers,” make sure to check him out! Lots of good info there.

The Marketing Roundtable concludes with “Deconstructing the Mobile Sound Byte” moderated by Sharon Knitter, Senior Director of Mobile at Cars.com, and discussed by four panelists, representing companies that range from Hooklogic to Mediacom.

With such a wide variety of Automotive, Social Media and Web based companies and professionals, you’re sure to leave this 3 day conference with some serious insight, data and hopefully some awesome connections. As the phrase goes, “it’s all about networking.” So get out there people! 

For more information visit the J.D. Power and Associates website.

 

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 The 13th Digital Dealer Conference and Exposition, October 23-25, 2012, Mirage Hotel and Casino, Las Vegas, Nevada

With over 100 sessions, workshops and case studies, Digital Dealer is dedicated to Internet and technology solutions for franchised dealers and managers. It is the biggest technology-specific event for dealers and managers to learn how to use technology and the Internet to sell and service more vehicles, more profitably. 

The morning of October 23, 2012, begins with a Peer Networking Roundtable for dealership attendees only. An intro session, “Intro to the Fundamentals of Online Automotive Marketing: A primer for those who are in catch up mode,” is also taking place at the same time. The session is presented by the Manager of Industry Education at AutoTrader.com, Tori Morandi.

Digital Dealer also offers “Innovation hours” which are product demonstration set up in dating style and focused on the benefits that new solutions, applications and technology offer your dealership. Attending this session will inform you about 10 new products in just a matter of hours – sessions like this can help determine what products might be right for your store.

Digital Dealer sessions officially begin at 1:30 p.m. and run through 5:20 p.m. Sessions include:

  • How to Hook Shopper Online and Buyers on the Lot
  • The Seven Needs of online Buyers
  • Case Study: How JM Lexus is Using iPads in the Sales Process
  • Igniting your Service Department
  •  5 Simple Strategies to Sell More Cars Now
  • …And plenty more!

General Sessions begin much earlier on Wednesday, October 24, 2012, starting at 8a.m. Sean Wolfington. Chairman and CEO of The Wolfington companies will present a Case Study: How Dealers Integrate Traditional, digital, Social and Mobile Marketing to increase Sales and Service. He will reveal best practices of the most successful dealers and how they integrate multiple marketing mediums to sell, service and retain more customers for less cost.

Dozens of back-to-back sessions will continue after the General Sessions.

The final day of Digital Dealer is full of insightful and important presentations, from “Data Do’s and Don’ts,” “Rev Up Your Internet Advertising ROI” to “Real World Case Studies on how Dealers are Dramatically Increasing their Loyalty and Retention to Increase Service and Repeat Sales.”

By the way, Digital Dealer does a great job of implementing YouTube videos of the Digital Dealer Conference Presenters speaking about what you can learn in their session. Check it out on their website above the session details tab for each individual session.

Key speakers at Digital Dealer include:

  • Joe Castle, Founder and CEO of  SocialDealer, Castle Automotive Group, AutoCare Warranty Cooperation and Castle Capital Management LLC.
  • Jim Dunn, VP/GM of South Florida-based JM Lexus (The #1 Lexus dealership in the world).
  • Chris Ice, VP of Products at Xtime.
  • Todd Kinzle, CEO and co-founder of Auction Genius
  • Sta Zalud, Director of Dealer Services for NADA Used Car Guide
  • …And many more!

Visit the Digital Dealer Website for more information.

How is your company connecting, on a scale of 1 – Facebook?

October 8th, 2012

Facebook has definitely made a legendary impact on the growth of Internet use across the world and set the highest standard for social media as we know it, but how can your company capitalize on the accomplishments of this social phenomenon?

October 4, 2012 was a seminal day in Facebook history. The company officially hit over one billion users, and that’s not just accounts, its people actively using the site. Mark Zuckerberg, founder and CEO of Facebook, posted a statement to his page thanking users for this honor.

With over 6 million people subscribed to Zuckerberg’s page, more than 500,000 people “liked” the post in the first day alone. And the number is growing by the minute.

Only hours after the announcement of this break through, the company released a brand video, made “to express what [Facebook’s] place is on this earth.” And if I must say so myself, they come to some massive conclusions (Click here to view the video).

They compare the website to tangible structures that pull people, and the world, together by saying chairs, doorbells, basketball, airplanes, bridges, dance floors and the most impactful of all – the universe – “are like Facebook.”

The video shares a fact that we build great nations because, as the human race, we want to feel apart of something. And if you feel alone? Don’t worry – you’re not, because there’s Facebook. Ultimately, through the power of Facebook, the universe can now connect.

However, it wasn’t just the words of the young narrator that provoked a powerful response, it was the cultural images portrayed throughout the entire video. A man reading on his front porch, a man smoking outside his home in the Middle East, a man sitting in China, children playing in the street, dancers performing in studio, family and friends gathered around a dinner table, all connected through the simple commonality of a chair. Facebook used this idea to honor and connect with the everyday objects that unite the people of the world.

Through these simple, yet profound, sequences, Facebook is touching life – relating to individuals spread far across the earth – and letting the world do the talking.

Over 168,000 people have “liked” the video so far.

With over 70 percent of the U.S. web audience on Facebook (and growing), about 50 percent of 18 to 34 year olds checking the site right when they wake up and 28 percent of the population checking Facebook on their smartphone before they’re even out of bed, you can finally be one of the first things people think about in the morning.

You have the opportunity to communicate with the most gigantic audience out there, reaching new demographics and new populations that you’ve never had the chance of influencing before. Facebook allows your company to create an image and a brand beyond your typical marketing approach. It’s about real time interaction outside the normal workspace.

So with the number of Facebook users increasing by the day, are you as connected as you should be? Or are you missing out on a whole population?

 

Pre-Paid Maintenance Plans and the Stage 5 Clinger

October 3rd, 2012

With the rise of the Internet, the rapid increase of the mobile revolution, even showrooming, and dealers, aftermarkets and independents all vying for the attention of the same consumers, it’s safe to say that your customers just aren’t as easy as before. And with that, cue the “stage 5 clinger.”

Inspired by the comedy, Wedding Crashers, a “stage 5 clinger” is typically a person who is attached, slightly obsessive and just won’t disappear at the end of a relationship. Now does that sound like the kind of customer your store could use?

Recent DMEautomotive research shares that pre-paid maintenance plans keep your consumers sticking around even after the expiration of their plan. Nearly 3 in 5 consumers reported they are likely to continue servicing at the dealership after their pre-paid plan expires – compared to average dealer post warranty retention rates of 22% – 40% (depending on vehicle make and age). The bottom line is that increasing your sales of pre-paid maintenance programs has the potential to double your service retention and therefore your service profits.

Once you cement that bond with the consumer, by implementing a pre-paid maintenance plan, it’s important to keep working at the relationship. While the majority (69%) report using their plan for “all” scheduled maintenance, a surprising 25% have only used it for “some” of their covered services. So even though a free or paid-for plan is in place, your customer is choosing to service somewhere else.

Winning the heart of your customer in the beginning can turn your connection in to a long-term commitment.  The key is getting the consumer to cling. How much your consumer uses their plan, and whether they exclusively service with your dealer, correlates with a significantly higher likelihood to continue service with you post-plan. For instance, 62% of those that use plans for “all” service are likely to stick with your store. And nearly two times the consumers in that group report they’re very likely (30%) to return to you – but those that only have “some” maintenance performed under the plan are 13% less likely to return.

 

 

 

 

 

 

Overall, 56% of those with a maintenance plan report they’re likely to keep servicing at your store when the plan expires (with only 1 in 5 claiming they’re unlikely to). So there you have it. If you’ve been searching for this long-term customer relationship, implement a maintenance plan, and keep your consumers clinging– Stage 5 Clinging.