Put the "Blast" in the Past
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This presentation given by Kristen Judd, President of 3 Birds Marketing at the Ignite Dealer Conference in Minneapolis in 2011 provides automobile dealers with ways to make their marketing strategic instead of reactive
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Put the "Blast" in the Past
- 1. Put the “Blast”In The Past How to Stop Reacting and Get StrategicWith Your Digital Marketing Kristen Judd
- 2. About 3 Birds Marketing 3 Birds’ Mission: To help businesses keep the bird in the hand and use it to attract the two in the bush. A full service, content and data driven agency poweredby our integrated multi-channel marketing platform
- 3. Remember the good old days? When communicating with your customers was easier?
- 4. It’s more complicated today Multiple consumer touch points
- 5. So many messages, so little time >30 billion Pieces of content shared each month on Facebook1 200 million Number of tweets per day on Twitter2 10 vs. 50 Median number of text messages sent and received per day by an adult who texts as compared with the number of text messages sent and received by a teen(aged 12-17) who texts4 >3,000,000 Number of daily check-ins on Foursquare3 3,000-5,000 Number of advertising and marketing messages the average American is exposed to each day
- 6. Fierce competition for consumers’ undivided attention 10:33am “Internet goes down. No! Call help desk.” 10:36am “Connection restored. Worst 3 minutes of my life.”
- 7. Consumers have more power and higher expectations Information is readily accessible on the internet Consumers have moreof a voice and are sharing information Consumers are used to anon demand model of media consumption They know you have their data and expect you to use it wisely
- 8. Competition and Clutter Businesses have to work harder to cut through the “noise” with their marketing messages. Marketing communications need to be relevant and engaging in order to capture and command consumers’ attention.
- 9. Email: Efficient and Effective
- 10. Easier Said Than Done? Running an automobile dealership is a balancing act that involves putting out fires and keeping all of the balls in the air
- 11. Are You “Reactionary” or “Strategic” When It Comes to Your Dealership’s Digital Marketing? Strategic Marketing plan for 3 - 6 months Consistent send pattern for email campaigns Sends targeted campaigns Traditional advertising and digital marketing are coordinated Monitor campaign performance data Follow up plan in place Reactionary Plans to get emails out within 24 hoursof OEM incentive Depends on how monthly sales are going “e-Blasts” the whole list Traditional advertising and digital marketing are disconnected What does CTO rate mean again? If I send it, they will come
- 13. How to Become More Strategic Think like a consumer Clearly define campaign goals Have a follow up plan Understand metrics
- 14. Put on your consumer hat Would you want to receive this email the month afteryou bought a car from this dealership?
- 15. PLEASE
- 16. DON’T
- 17. SEND
- 18. THIS
- 19. Avoid Creating Consumer Confusion Through Consistent Branding From CRM Templates to Sales and Service Campaigns
- 20. More is not always more
- 22. What do I want the customer to do?
- 23. Who will this appeal to most?
- 24. What do I need to offer to get them to do it?
- 26. Strategic marketers follow up on your data Make loyal customers aware of incentive cash for Pilot purchases
- 27. Plan your follow up action before you even send Target customers to flip into a new vehicle through service bay Follow up to schedule high-ticket service appointments
- 28. Work smarter, not harder Understand your metrics to market more intelligently and effectively Email Campaign Report
- 29. Putting Theory Into Practice
- 30. To Start: A Small Investment of Time Will Yields Better ReturnsFrom There: Continue Layering Ask yourself these questions: What is my main offer/objective? Who is most likely to respond to the offer? How do I plan to follow up? How did the campaign perform?
- 31. Thank You.
- 32. Connect with me: Me: Kristen Judd My company: 3 Birds Marketing Website: http://www.3birdsmarketing.com Blog: http://www.3birdsmarketing.com/blog 3 Birds Twitter: @3birdsmarketing My Twitter: @kwjudd 3 Birds Facebook: https://www.facebook.com/3birdsmarketing
Editor's Notes
- According to Nielsen:82% of Americans spend time online93% of Americans own mobile phonesFacebook Statistics:>750 million active users50% of active users log on to FB on any given dayOver 700 billion minutes per month spent on FB>30 billion pieces of content shared on FB each monthTwitter:
- This is just the tip of the iceberg…Statistics regarding the volume of information shared online are truly mind boggling:1. One in every nine people on Earth is on Facebook ( This number is calculated by dividing the planets 6.94 billion people by Facebook’s 750 million users)2. People spend 700 billion minutes per month on Facebook3. Each Facebook user spends on average 15 hours and 33 minutes a month on the site4. More than 250 million people access Facebook through their mobile devices5. More than 2.5 million websites have integrated with Facebook6. 30 billion pieces of content is shared on Facebook each month7. 300,000 users helped translate Facebook into 70 languages8. People on Facebook install 20 million “Apps” every day9. YouTube has 490 million unique users who visit every month (as of February 2011)10. YouTube generates 92 billion page views per month (These YouTube stats don’t include videos viewed on phones and embedded in websites)11. Users on YouTube spend a total of 2.9 billion hours per month (326,294 years)12. Wikipedia hosts 17 million articles13. Wikipedia authors total over 91,000 contributors14. People upload 3,000 images to Flickr (the photo sharing social media site) every minute15. Flickr hosts over 5 billion images16. 190 million average Tweets per day occur on Twitter (May 2011)17. Twitter is handling 1.6 billion queries per day18. Twitter is adding nearly 500,000 users a day19. Google+ has more than 25 million users20. Google+ was the fastest social network to reach 10 million users at 16 days (Twitter took 780 days and Facebook 852 days)Bottom Line: There are a lot of people online sharing a lot of content.
- This is an excellent illustration of the how media consumption is weighted strongly toward new media particularly online and mobile devices. The internet is the backbone of daily activity. Her journal reflects how the notion of being out of touch, even for a few minutes while the internet is down, is unthinkable. Moreover, most of her other media consumption is layered on top of her internet use.Also, demonstrates the challenge marketers and advertisers face to reach consumers. What comes through in the excerpts from her hourly journal is the impression that Millennial expect to be able to consume information on an on-demand basis. Not enough to just find them. Message must be relevant and interactive to truly connect.
- There is much debate about the actual number. Some marketers have attempted to determine
- 58% of consumers say email is a great way for companies to stay in touch with them (Merkle, “View from the Inbox 2009 Report.”)Used correctly, email is an incredibly efficient and cost effective way to communicate with customers and prospects.Email usage is consistently high across genders, race/ethnicity, age, education and socio-economic groups. 92 % of all online adults use email and 62% of them send or read emails daily.57% of consumers say getting an email from a company they have done business with gave them a more positive impression of the company (ClickZ)In a recent survey, email was identified by consumers as the media activity least likely to be given up for a week (Study conducted in partnership with Pace University’s School of Business IDM labs)Even the heaviest social media users were found to use email more.
- I am not telling anyone sitting in this room anything that you don’t already know. An automobile dealership is a complex organization. You have multiple departments – new and used vehicle sales, service, parts, accessories, finance, etc. – that take a large number of people to run and all of the HR issues that go along with that. You’re selling a product and services to an increasingly informed group of consumers. Some days it must feel like all you do is put out fires and you have all you can do to keep all of the balls in the air.
- It is easy to see how your digital marketing efforts can be reduced to simply reacting to the manufacturer’s specials and incentives, or sending emails out toward the end of the month in an effort to stimulate sales and make your numbers for the month. As the percentage of customers shopping for vehicles online continues to increase, more and more automobile dealers are shifting more of your marketing and advertising budget from traditional to digital. Email is an incredibly cost effective way to communicate with your existing customers and prospects. Given the time constraints, I am going to focus on email marketing because it provides a solid foundation for your dealership’s digital marketing program. In this room, there are dealerships that are in all different places on the continuum between reactive and strategic marketing. No matter where your dealership falls on this continuum, there is always room for improvement. Here are a few questions to help you assess You don’t need to answer out loud.Do you have a six month digital marketing plan? A three month plan? Do you know at the beginning of the month how many email campaigns you will be sending that month?Do you follow a consistent send pattern for your email campaigns each month?When you send email campaigns, do you regularly send to your entire customer database?Do you segment your email lists and tailor campaigns to where your customers are in the vehicle lifecycle?Do you know how many times each month your customers are “touched” by your dealership via email messages?Do you coordinate your traditional advertising with your digital marketingTo present consistent dealership branding across channels?To present consistent a uniform marketing message?To track effectiveness and develop data?Do you look at the reporting data on campaign performance? Do you follow up on your email campaigns based upon the way your subscribers interacted with the content?Do you refer to your email campaigns as “e-blasts”?
- It’s easy to become so immersed in the automotive world we inhabit that we forget that not everyone else lives, eats and breathes cars, especially customers.Apply what you know – if you had just purchased a car 3 months ago, would you want to receive hard sell sales messages from the dealership where you bought your car? Or, my VP of Marketing recently purchased a new Ford Explorer from a dealership in Detroit and drove it back to Chapel Hill, NC. Not only does she receive sales emails from the dealership, she also receives service campaigns and even direct mail pieces when the likelihood that she will return to Detroit from Chapel Hill for service is minimal at best.Avoid the everything but the kitchen sink mentality that believes that the more offers included in an ad or a campaign, the more likely it is that something will appeal to everybody. More is not always more.There are reasons to send email campaigns other than selling cars. <Gasp!> By giving customers something of value, in the form of service tips, content, information about new model releases, etc., without immediately expecting to receive something in return, you strengthen your relationship with your customers. This goes hand in hand with establishing a follow up planApply what you know about your customersDon’t try to be all things to all peopleGive value without expecting an immediate return Avoid dealer speak
- This is an email that a BMW store that shall remain unnamed recently prepared and sent out – just this past Labor Day. The BLUE boxes are there to anonimize the offending dealership, like they do on COPS to protect the people who are innocent until proven guilty.Let me just emphasize again, this is a BMW dealership.This email was prepared and sent, not through an ESP, not even through their CRM, but through Outlook.
- This does not say highline to me.The images have been stripped out.
- There are coding errors and odd symbols included.This email includes a 2011 BMW X5 with a MSRP of over $64,000, but this email looks like it was printed at Kinkos.This does not represent BMW well, not compliant.It also does not represent the dealership brand well. And it certainly is unlikely to appeal to someone shopping for a vehicle with a price tag of over $50,000.
- The way UNSUBSCRIBE requests are handled is like nail on a chalkboard to me.
- Again, think like a consumer. Consumers receive a lot of email. And direct mail. I have seen dealerships where the internet sales process emails look completely different from sales emails. And sales emails look nothing like service emails. And direct mail pieces have different logos, or branding or color pallate. Can lead to consumer confusion. Consumers can’t tell if they are receiving these messages from different dealerships, from the OEM, etc. As an automobile dealership, you are more than just the brand you sell. Your dealership is a brand unto itself and should have it’s own brand identity so consumers make the connection with your dealership and you can strengthen your relationship with your customers this way.This is an example of consistent branding. The eCommerce templates that are sent out through the CRM when a prospect submits a lead on their website are branded the same way as sales emails, service emails and the website. This dealership’s customers know when they are receiving a communication from them because the branding is consistent and recognizable. It represents the dealership brand well.
- Don’t overwhelm your customer with information. These look like newspaper ads. There is a great deal of information in these offers and it is unclear where the reader’s eye should go or what action a recipient should take. What is the intended action these campaigns are supposed to prompt?You don’t have to include as much information and as many different offers in each piece if you are sending more specific offers and messages to groups that are likely to be interested in those more finely tuned offers.
- Sometimes a simple, well optimized single CTA campaign is the most effective way to present a sales message. Another option is to send an offer to a segment of your customer list.The 2 emails displayed here are examples of simpler targetted email campaigns.The first, the Supersale was an email campaign for a one day sale. The objectives were simple – to get customers to go to the sales event. The CTAs in the campaign were to get an InstaQuote on a vehicle then to print a coupon for an extra $500 off the low internet price. The other was a targetted Honda Insight campaign.Sure, at the end of the day it’s all about selling cars and selling service. But spending the time to go beyond asking yourself DISC and DISS when creating email campaigns and deciding who to send them to.Selling cars and selling service are almost always the ultimate goals of dealership marketing initiatives but don’t forget to consider secondary and tertiary objectives of campaigns such as strengthening your dealership’s relationship with its customers by giving valuable information without expecting anything immediately in return and developing valuable data for use in developing future campaigns.
- If you’re going to go to the trouble of creating an email campaign, take the time to consider simple ways to extend the reach of your message.Here, the dealer created a Black Friday style event that was announced to customers in an email, with an accompanying landing page with additional details about the event for interested customers. Web banners for the dealer’s main website were created to capture unique web vistiors and make them aware of the event.
- Blasting then waiting for floor ups to walk in the door is not strategic. If you send it some may come, but you’re missing out on additional potential sales. With a little advance planning, you can have a strategy in place for following up on your campaigns so that you’re not leaving any potential sales or service opportunities on the table.Here, a Honda dealer included a vehicle review of the 2011 Honda Pilot in his monthly email newsletter sent to customers and prospects. The inclusion of the Pilot review was strategic because Honda was offering extra incentives for loyal Honda owners who purchased a Pilot or an Accord. By including the review, this dealer planned to follow up on the click data and contact the customers who clicked on the Pilot review with a courtesy call to let them know about the additional incentives available on Pilots that month. You should know your follow up plan before you even send
- Similar strategy followed by this Honda dealer with respect to the inclusion of a service coupon for service on Hondas with more than 75,000 miles. This Honda dealers followed up on the click data to see which customers that clicked had scheduled service appointments and made a point to review their finance and service history before their scheduled service appointment in a pro-active effort to present new vehicle options to customers coming in for these service appointments.Alternatively, if appointments were not scheduled, courtesy calls were made to see about setting appointments.
- Understanding basic email campaign performance metrics is an important way of developing a better understanding of what aspects of your email marketing program are working and where you have room for improvement.We’re not suggesting that you need to become an email marketer, but having a good grasp on some of the key performance indicators will help you to become increasingly strategic (otherwise know as less reactive) with your email program. You don’t need to go back to school, go to a seminar, or read up on it online. Any good marketing partner should be happy to spend time educating clients about deliverability issues, list hygene, open rates, click rates, click to open rates, list segmentation, best practices and any other questions you may have about you email program.Once you have a good fundamental understanding, you can track the development of your program and better appreciate the impact of practicing good list management, sending segmented campaigns, etc.