Fixed Ops Marketing
Is your service marketing broken?
In 2018, service and parts sales totaled over $116 billion for new vehicle dealerships. An increase of nearly $2 billion from 2017.
Drivers need to service their vehicles far more often than they buy new ones. Yet the majority of dealership marketing is focused on sales, not service.
By neglecting your service marketing, not only are you giving up on your share of those profits, but you lose the retention value that service customers bring to your sales business.
Marketing your fixed ops areas helps you gain new customers, retain current ones, and recapture the ones who haven’t been back.
Without it, drivers have no reason to choose you over every other dealership and independent repair center.
- How much of your dealership revenue is generated by service compared to how much of your budget you spend to market it?
- How much of your website is devoted to sales compared to the space focused on fixed operations?
- How much could you increase overall dealership profits by driving more service business?
Through locally-targeted online advertising, you can compete for the customers closest to you who need your service the most—and you can feel confident that your investment is returning the most qualified service leads that will drive business to your bays. Use your fixed ops advertising to bring in customers by promoting your renowned service tech team, roadside assistance packages, shuttle service, OEM-certified staff, or anything else that sets you apart from other dealerships and independent repair centers.
Database marketing means digging deep into each customer’s profile, analyzing up to 500 data points, and then choosing the perfect sales scenario for the fixed ops services you want to drive into your shop. The quality of a completely customized service offer means your customers never have a reason to take their vehicles anywhere else but straight to your doors.
Social and video advertising
Social media and video consumption is life as we know it. Serve targeted social ads to key audiences on the platforms where they go for service and vehicle insights. The diverse ad types at your disposal—and the talented staff to help you strategize for maximum impact—let you choose the ideal format for collecting qualified leads, providing more information to service shoppers, or showcasing specific services or specials to targeted lists.
People are predictable, but not always logical. Gain a better understanding of which types of campaigns, deal proposals, and possible up-sells your customers are likely to respond to. Most importantly, learn how to meet your customer needs, increase visits to your service bays and build lifetime service value through proper, intelligent analytics right at your fingertips.
Keep your dealership top-of-mind with your customers in between appointments. Highlight specials and promotions for those who are in-market while providing helpful articles and useful, engaging information to gain trust and to establish you as the go-to expert for future service customers. Track all interactions with your newsletter content and get the enablement tools to follow up with those who have shown interest but have yet to take action.
Email and direct mail
Keep the lines of communication open between service visits with email and direct mail pieces to capture service business and drive service retention. Through targeted marketing messages, you can capture more recommended-not-done repairs, ensure driver safety by sending factory recall notices, reach dormant customers with offers inviting them to return, and send scheduled maintenance reminders to current customers so they know in advance which service they need and why they should get it from you.