HELPING A CRUCIAL INDUSTRY MAKE THE COMEBACK OF THE CENTURY
Taking the reigns of automotive accounts during the economic despair of 2008 presented some unprecedented challenges. However, it turned out to be an unparalleled opportunity that I wouldn’t trade for anything. I’ve been able to cultivate a depth in this vertical that goes far beyond retail advertising and marketing.
From global to local levels at all tiers, I helped Ford, Toyota, Jaguar, Land Rover, Volvo and the nation’s largest auto retailer, AutoNation, emerge from the crisis stronger than ever. I’ve developed successful, strategic sales and service-focused programs for luxury and mass market OEMs in every relevant medium.
KEEPING OWNERS IN THE FOLD
I’ve created, named, mapped and implemented CRM owner retention cadences that utilize advanced analytics and driver behavioral data for precision-targeted communications. These programs keep owners in the dealer service network and drastically improve the rate of repeat vehicle sales.
STRATEGY AND CONCEPTS FOR MULTI-TIER Marketing Programs
I've developed hundreds of campaigns and programs that are the backbone of every OEM sales marking effort. I've adapted each one for a range of media and for specific targets.The program below is one example of these comprehensive sales campaigns.
INNOVATIVE ONGOING PROGRAMS
I turned a letter offering early lease termination into a branded program--complete with a catchy name. Lease Release now retains a huge number of lease customers by letting them get a new vehicle early.
ANNUAL CUSTOMER APPRECIATION EVENT
I rebranded the lackluster "Customer Appreciation Days" as the THANKYOUTHON, utilizing and reinforcing Toyota's tremendous equity in their TOYOTATHON event. Now THANKYOUTHON generates excitement, goodwill and sales every year at dealerships nationwide.
Customized per OEM, these apps improve service scheduling, create a sales interface and strengthen the customer/dealership bond.
Sites designed for better implementation of dealer programs, training and reporting of results.
Mobile responsive sales and service communications program designed for customers who request it.
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KEEPING SERVICE BAYS FILLED WITH RETURNING CUSTOMERS
The call to increase service traffic and revenue is constant. The campaigns I develop have to do more than that, though. Every communication must offer an incentive to visit, a reason to do so urgently, and, most importantly, reassurance that owners are making the right move by choosing dealer service.
FORTIFYING, REFRESHING AND GUARDING INVALUABLE LOCAL BRANDS
A very few local dealerships have built bonds of trust and affection within their communities that give them a great advantage. I've been fortunate enough to be entrusted with several of these brands, balancing the need to move forward and the value of touting their history.