Tagged: car marketing

The higher the bar, the further the fall

CitNOW

Expectations. We all have them. Of ourselves, of our families, of our colleagues. Before you buy a cup of coffee from Starbucks, you have an expectation of the service you will receive, the price you will pay, the taste of the product. Those expectations form a large part of our satisfaction with our experiences: the higher the expectation, the harder it is to achieve a sense of its realisation. This means that, in the car marketing arena, an understanding of your customers’ expectations is essential to your ability to satisfy them. Volkswagen have harnessed this fact in an effort to capture after-sales business. In a world where price is so often prioritised over brand, franchised dealerships consistently struggle to retain customers’ business after the initial purchase. Enter VW’s latest after-sales campaign, whereby they offer to match any genuine like for like quote for repairs that use VW parts in a set radius around the dealership. One franchised… Read more »

Your car dealership on their screen

CitNOW

iVendi, a motor dealer technology company, has released a statement advocating increased online video content. Their director James Tew said: “Many dealer websites have no video content at all yet internet usage statistics show that more and more people are watching video online, partially as a result of better broadband connection speeds but also because of the development of smartphones and tablet devices”. He emphasised the importance of harnessing consumer behaviour, saying: “Demand for online video can only increase and dealers should be thinking about meeting this challenge“. CitNOW is already working with 3 out of the top 5 AMI groups to develop their video content. Digital vehicle presentations, which offer a more in-depth and personal view of both new and used cars, are becoming an integral step in many dealerships’ car marketing strategy. However, the application of car dealer video is not limited to the product aspect of the sales’ process; increasingly dealer principals are… Read more »

Word of mouth: are you losing business?

CitNOW

Every time I buy a product from Ebay or Amazon I am asked to leave feedback. How did the seller do? Was the product delivered on time? Were any complaints resolved swiftly? Most of these requests are filed in my mind under ‘excellent idea, must get round to replying’, and then promptly consigned to oblivion. I’m all in favour of feedback, in fact I do a little victory dance whenever I receive positive feedback on my Amazon seller account, but somehow I never quite get round to returning the favour. It probably won’t come as a shock to you that customer satisfaction is important: customer dissatisfaction is even more so. For every customer complaint you have received, there are 26 more who have, in true British style, remained silent. However, while your client may not express their disgruntlement to you, they will to their friends. A dissatisfied consumer will tell between 9… Read more »

The future used car market and you

CitNOW

Vehicle return on investment is up to 90.6% in the last 12 months.  Am-online attributes the figure to the increasing recognition by dealers of the importance of the used car market, to offset the difficulties faced with after-sales revenues.  The figure represents a reality in which dealers are getting more profit while selling cars more cheaply. Analysis by ASE of retailer data shows there is a clear increase in the return on investment and profitability of vehicles which are: • Held for 30 days or less • Below £5,000 • More than five years old In keeping with these tips, Mike Jones, ASE chairman warned that success in the used car market relied on skill and precision: “Buying these vehicles effectively requires time, focus, management and skill – factors which may all be lacking in a franchised dealer. Time is frequently diverted into more pressing (although less profitable) new vehicle issues. Leaders in the business need to recognise this and act accordingly”…. Read more »

Car dealer videos in car marketing: John Lewis’ highstreet example

CitNOW

John Lewis adverts are something of a festive hallmark. They take months to make, cost a stunning £6 million, and involve an army of producers. And yet again John Lewis have announced a boost in profits over the Christmas period, success ascribed to their Snowman ad. Sales were up 13% from last year, making a total of £648.8m over five weeks, at a time when people are still zealously watching their bank balances. Contrary to expectations, online sales have risen in tandem with store sales: the online market isn’t detracting from the numbers walking into the shop. The effectiveness of video isn’t limited to individuals either. According to research on b2b tech buyers, 72% of consumers researched a product within three months after seeing a tech-related video for it and 54% visited a vendor website or contacted a vendor for more information. It works the other way too: another survey… Read more »