Transcript Presentation Slides - 18th Digital Dealer Conference

Stop Using the Same Playbook as
Your Competition
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
Agenda
• The Market Today
• Target Your Marketing
º Limitations of Your Database
º OEM Programs
• Best Practices
• Q&A
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
The Market Today
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
Customer Expectations
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
Pressures
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
The Zero Moment of Truth
Old Model
Today’s Model
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
Industry
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
Target Your Marketing
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
Expectations
o How Customers behave
o Buying Patterns
o Technology
o Customer Experience
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
Identifying Marketing Problems
“Blast” campaigns
Wrong messages
Compliance
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
Why is This Important?
• Customers expect personalization
• Potentially turning away customers
• Customer Retention
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
Limitations of Your
Database
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
Data Matters
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
Identify Database Problems
• Outdated vehicle
information
• Undeliverable addresses
• Missing/invalid email
addresses
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
Why is This Important?
• Money spent
• Customer
expectations
• Communication is
key
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
OEM Programs
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
Overview of Offerings
Ready-to-go
messages
Approved
Co-op programs
vendor lists
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
General Pros & Cons
 OEM compliant
 OEM relationship
× Limits who they will contact
× OEM database, not dealership database
× OEM-focused branding
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
Why Should I Care About the Cons?
Could you
be
sending
less
–
direct
mail
vs.
Yoube
decide
Could
recapturing
morenot
customers?
Bring you
customers
to your
your customers
store,
just any
email marketing?
OEM store
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
Best Practices
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
Best Practices
Have a process for cleaning the database
•
•
•
•
Email collection is imperative!
No more email blasts & blanket mailers
Shy away from using a CRM tool for all of your marketing
•
Stay in contact – but only with relevant, targeted messages
•
If using an OEM program, find another way to fill the gaps
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
Identifying a Good Provider
Open ROI reporting
•
•
Customizable
•
Creates strategy from clean data
•
Look for a partner, not a vendor
•
Service, not tool
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
Best Types of Services
• Data-driven strategy
• Regular reporting and
strategy meetings
• Proactive
• Listens to you
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
Q & A Session
Kristen Adams | Naked Lime | Marketing and Advertising Sales Consultant | [email protected]
Contact Info
Full Name:
Kristen Adams
Company:
Naked Lime Marketing
Job Title :
Marketing and Advertising Sales Consultant
Email:
[email protected]
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