By the way, this is the same marketing automation app that allows you to take photos with purchase of your customers and send them a “Congratulations” text and email on their new bike, and post that to your Facebook page. Think about fitness ads & infomercials. It’s all about testimonials and before and after photos because there is no more compelling content for a business than social proof. A picture really is worth a thousand words. If you sell 100 units a month and every customer had 100 Facebook friends to share their photo with, you could be increasing online visibility to 120,000 more friends and family of riders each year.
But… back to implementation. This will not be an “easy button” install with your staff, rarely anything new ever is, right?
Here are some ideas:
To see this app live in action go to: www.powersportsmarketing.com/UMM
This new feature is now live and we’re looking for a few progressive Firestorm Website dealers who wanna try it out. Give us a call at 877-242-4472 or email us at email@example.com if you’d like to participate in our beta group.
Thunder Harley-Davidson is one of those dealerships that prides themselves on bringing quality products, service and relationships to their community. This is articulated in their mission statement: “Building lasting relationships with our partners and employees while serving the recreational and travel community. Our core values shall be based on honesty and integrity and service to the Community.”
So, while they have customer relationship part handled with their incredible staff, General Manager, Jared Lautzenheise knows that they need to ensure that their prospective customers find exactly what they are looking for BEFORE they ever step into the dealership.
Jeff took advantage of the Harley Digital program and worked with PSM Account Executive, John Ambuehl to create a plan to migrate their website to the Firestorm Website platform.
They wanted a site that had a look and feel that celebrated their 25th Anniversary and played on their name: Thunder Harley-Davidson.
But, they also wanted a site that generated more leads and was easy for their team to maintain. They are in the business of creating lasting relationships with Harley enthusiasts, so maintaining their website was not something they wanted to create headache or heartache for anyone.
In just over 3 weeks, Jared had a brand new website, with a totally new logo that has the cool thunderbolts and lightening and nods to the longstanding heritage of the dealership.
And even better, their leads have sky-rocketed. In the last quarter, their leads have more than doubled every month since the new site has been live. Jared’s team gets to focus on creating more of those WOW customer experiences with more leads coming in the dealership each month. And, they can do what they love most: share the Harley experience, because as a Certified Harley Website provider, the heavy lifting of updating promotions and model year updates, etc are all done for them.
Does your marketing plan integrate to create a seamless experience for your customers and your team? Want to see how the Digital Marketing packages can help grow your business while making your life much easier? Give us a call to learn more about our Digital Marketing products – we’d love to help you like we’ve helped hundreds of other dealerships: 877-242-4472.
Hawkeye Motor Works is a family owned Honda Powerhouse Dealership in Davenport, IA. Situated in a massive 30,000 square foot facility and headed by Joel Reno who has over 31 years’ experience in the industry. Honda Powerhouse. All Honda. All the time!
As a past Sharp Shooter client, Hawkeye wanted to give our new Bullseye Program a shot and they’re sure glad they did. Many dealers are taught that their advertising dollars should ‘Get their name out there’ or ‘Build their brand’. Those are decent enough ideas of course, but to who? Who do you want to get your name out to? Who do you want to identify with your brand? And ultimately…don’t you want more from your marketing dollars?
The Bullseye Program has three key goals: 1) Create desire from proven riders & enthusiasts in your backyard 2) Speed up the buying cycle for those considering an upgrade & 3) Generate leads from those who are actively in the market.
Building your brand and getting your name out there are happy bi-products of good, direct-response marketing, which is exactly what this program is. Think about this for a second, what else do you want your marketing to accomplish for you?
We start by focusing on the 3-6% of riders who live in your immediate backyard and we utilize a three-part data strategy to identify them. The first group of folks we focus on is your Active Customers, people who’ve spent money with you in the past 12 months. Our job is to keep them active and increase the number of times they visit your dealership this year, so they spend more money. The 2nd group we target are your Inactive Customers. The average dealership has less than 30% of their customer base actively spending money with them. Our job is to reactivate them, so they begin spending money with you again. Lastly, we go after Conquest prospects. These are people who ride what you sell, live in your backyard, but have never bought from you. These three groups of people should make up the majority of the 3-6% of proven riders in your backyard and ultimately where the majority of your sales should come from over the next 12 months.
Once we identify a Dealership’s Buying Base, we carve them up into unique thirds and target the first 1/3 in month one, a different 1/3 in month two and the final 1/3 in month three. This allows us to touch every real opportunity a dealership has to sell a unit in their market once per quarter, four times per year. By rotating through your Buying Base, it ensures you drive new and different traffic each month into the dealership, generate new and different leads and load your sales staff up with new and different Sales Appointments & Hot Leads each and every month of the year (more on that later). We call this an ‘Evergreen Strategy’ because it will continue to produce new opportunities every single month of the year.
The Bullseye Program is a 16-day campaign making you less susceptible to the weather on a single day and ensuring your staff isn’t overwhelmed so you’re better able to maximize the opportunities we create. Because this is an integrated multi-channel direct marketing campaign, the timing of when everything drops is very important. We mail on a Thursday, which is when your Custom Landing Page goes live, Onboarding is setup, and your marketing materials are sent to you. Your mail hits homes on Monday, then on Tuesday we send the first email, as well as launch your Facebook and Instagram Targeted Ads. The next day, we begin making Live Calls to the first 100 leads, making up to 3 attempts to reach them over the next few days. On Thursday we send the second email out. On Friday you’ll receive a campaign update report to show you how were doing. The following Wednesday we send out the third email, and the campaign ends that Saturday. Then, we send you a Campaign Wrap Up report the following Monday.
Hawkeye Motor Works finished their campaign with over 93,000 impressions to riders in their backyard, over 160 leads generated for their Sales, Service & Parts Departments (including 91 Unit Leads!), an additional 436 website visitors, 253 Newly Onboarded Customers and 31 Sales Appointments & Hot Leads!
Josh, the Sales Manager said, “It was seamless and effective. For me, it was organized and easy; I sat back and the leads came in. Excited to do another one with an upcoming giveaway.”
Call us right now at 877-242-4472 so we can build your Buying Base and develop a marketing plan for the 4th quarter. I highly recommend setting up a ‘Hallow-Thanks-Mas’ campaign. Halloween, Thanksgiving (Black Friday) and Christmas provides the perfect excuse to kick-off a 90-Day Bullseye Campaign. This will ensure you are creating desire with the proven riders in your backyard, speeding up the buying cycle of those considering an upgrade and capturing those actively in the market during a critical 90 day period where the average household in your market will spend more than 70% of their entire annual discretionary budget.
The only question is, how much of that wallet-share are you going to capture? This program guarantees you set your dealership up for success now through the end of the year. Check out the insert for killer campaign options and for more information on how the Bullseye Program can help you achieve your marketing goals in 2019, call me on my direct line 877-242-4472 ext: 112. Happy selling.
Out of anyone in the world, who’s most likely to buy a unit from you right now? Hands down, it’s the prospect standing on your showroom floor.
Who is the second most likely person to buy a unit from you right now? It’s the folks browsing inventory on your website (your virtual showroom).
While I have a lot to say about increasing your closing ratio for customers who are already at the dealership, in this article we’ll hone in on the second type – people browsing inventory on your virtual showroom. I’ll warn you that this is an advanced subject, but if you’ll follow me for a minute you’ll discover a new type of lead that’s grossly underutilized.
On average, only about 2% of your website traffic fills out a form and identifies who they are, and not all of them are sales leads. Do the math and that’s 98% or your website traffic that remains anonymous. You have no idea who’s on your website unless they fill out a form.
Here’s the crazy compelling part… here is breakdown of page views for the typical dealership:
• Inventory/Sales Pages: 80%
• Home Page: 15%
• All Other Pages Combined: 5%
Bingo! Of the 98% who don’t fill out a form, most of them are looking at your inventory!
Based on the huge gap between the 80% of prospects viewing inventory pages on your website and the 2% who fill out a form, we realized something had to be done. Therefore, we developed our Firestorm Onboarding system.
Once activated, we’re able to begin identifying past customers who are browsing inventory on your website, even if they don’t fill out a form! Whether your website generates 20 leads per month or more than 200, we’ll identify hundreds of additional customers looking at inventory.
This is exciting because all customers fall into 3 phases:
Phase 1: Ready to buy right now, just waiting for the right moment. With good marketing, they’re more likely make a move and buy from you.
Phase 2: Planning to buy somewhere between 2 weeks and 12 months. Left to their own timeline they’ll procrastinate, but with good marketing you can advance their buying cycle.
Phase 3: Will not be buying another unit for at least 1 year out.
Of these 3 phases, which ones would be browsing inventory on your website?
It’s not Phase 3 customers because they’re at least a year out from purchasing. So, they’re not really doing any research yet. That means it must be customers in phases 1 and 2, which makes complete sense. People don’t often waste time researching/browsing things they’re not interested in buying in the near future.
Our Firestorm Website Tracking system sends you a list every day of the Phase 1 & 2 customers we’ve identified so you can market to them and increase the chances they buy from you. In fact, we automatically email these folks a Buy Back email, or another customized message.
These emails are sent out automatically every day only to customers who’ve visited inventory pages on your website. You don’t have to lift a finger. The email comes from a person at your dealership, usually the Sales Manager, with an offer you’ve approved. Then, our most successful clients take the next step of having a salesperson follow-up to make sure they received the email and move them to the next step, which is hopefully a visit to the dealership.
While the email is triggered by a website visit, we don’t mention it. Both the email and the phone call have the feeling of, “we’re reaching out to some of our customers and you were next on my list.” We even provide a script and training to the Salesperson who’ll be following-up with this new type of lead.
If you want to quantifiably sell more units and make more money, schedule a demo of our Firestorm Website Tracking system. We make what could be very complicated, easy to implement. Give us a call at 1-877-242-4472.
P.S. Want to submit YOUR question for “Ask Tory”? Just email your question to firstname.lastname@example.org and let Tory know what question you’d like to have answered in a future issue of the UMM Newsletter.