Digital Dealer - May 2018 - 26
By Jim Boldebook
Founder,
CBC Automotive
Marketing
// Advertising
& Marketing
Your Best
Advertising
Target!
The best money you'll
ever spend on
advertising is targeting
the people you consider
your 'best' customer!
Because the simple truth
is, your 'best' customer is
probably your happiest,
most satisfied customer
who likes the way you do
business! And it's a good
bet there are more 'best'
customer opportunities
out there in the same
locales, the same zip
codes, the same neighborhoods, in similar
socio-economic, age
demographics.
Why do these 'best'
customers like you? Do
you ever get emails, snail
mails, telephone calls, or
personal visits from people who have had their
BUILDING A
DATABASE AND LIST
OF THESE 'BEST'
CUSTOMERS AFFORDS
YOU THE OPPORTUNITY
TO CONDUCT TRUE VIP
INVITATION SALES WITH
MINIMAL ADVERTISING
EXPENSE."
expectations exceeded?
Every dealer I've ever
met, even those who
struggle with CSI, have
'best' customers who like
them, buy multiple vehicles from them, patronize
the service department,
recommend friends and
family. And coincidentally
generate higher grosses
for the dealership. If you
used the 'brand survey
template' I've offered at
no cost over the past few
years, you might have
a better handle on your
greatest brand perception
strengths (email me if
you would like a copy).
There has never been
a more important time
in our automotive retail
history than right now to
analyze what your brand
stands for. What, in the
perception of your 'best'
customers, you do better
than the competition.
Do you have an email
'list' for all of your employees? Why not? Having
an employee email list
opens the opportunity to
communicate in real time
on a variety of subjects.
Consider a 'survey
monkey' email to every
employee... or just a
simple question: "What
are the reasons our 'best'
customers do business
with us?" In lieu of an
email, ask your managers
to do group meetings with
every team member to
solicit feedback.
Now define your 'best'
customers. Ask the
Continued on pg. 28
26
M AY 2 0 1 8
D I G I TA L D E A L E R . C O M
Table of Contents for the Digital Edition of Digital Dealer - May 2018
Digital Dealer - May 2018
Contents
Letter from the Show Director
Stop Waiting, Start Changing
Technology Does Not Replace Your People!
Key Buy/Sell Trends for 2018
What’s Tomorrow?
Save Today…Gone Tomorrow
Three Pointers to Maximize Purchased Unit Profitability
Your Best Advertising Target!
NADA Recap BY ARNOLD TIJERIN
Digital Dealer 24 Conference & Expo Recap
Put a Ring on It
“Voicemail:” Untapped Opportunity
10 Questions to Ask When Hiring a Social Media Manager
Omni-what? Your Dealership and the Emergence of the Omnichannel Approach
Digital Dealer - May 2018 - CT1
Digital Dealer - May 2018 - CT2
Digital Dealer - May 2018 - Digital Dealer - May 2018
Digital Dealer - May 2018 - Cover2
Digital Dealer - May 2018 - 1
Digital Dealer - May 2018 - Contents
Digital Dealer - May 2018 - 3
Digital Dealer - May 2018 - Letter from the Show Director
Digital Dealer - May 2018 - 5
Digital Dealer - May 2018 - 6
Digital Dealer - May 2018 - 7
Digital Dealer - May 2018 - Stop Waiting, Start Changing
Digital Dealer - May 2018 - 9
Digital Dealer - May 2018 - Technology Does Not Replace Your People!
Digital Dealer - May 2018 - 11
Digital Dealer - May 2018 - 12
Digital Dealer - May 2018 - 13
Digital Dealer - May 2018 - Key Buy/Sell Trends for 2018
Digital Dealer - May 2018 - 15
Digital Dealer - May 2018 - 16
Digital Dealer - May 2018 - 17
Digital Dealer - May 2018 - 18
Digital Dealer - May 2018 - 19
Digital Dealer - May 2018 - What’s Tomorrow?
Digital Dealer - May 2018 - 21
Digital Dealer - May 2018 - Save Today…Gone Tomorrow
Digital Dealer - May 2018 - 23
Digital Dealer - May 2018 - Three Pointers to Maximize Purchased Unit Profitability
Digital Dealer - May 2018 - 25
Digital Dealer - May 2018 - Your Best Advertising Target!
Digital Dealer - May 2018 - 27
Digital Dealer - May 2018 - 28
Digital Dealer - May 2018 - 29
Digital Dealer - May 2018 - 30
Digital Dealer - May 2018 - 31
Digital Dealer - May 2018 - 32
Digital Dealer - May 2018 - 33
Digital Dealer - May 2018 - NADA Recap BY ARNOLD TIJERIN
Digital Dealer - May 2018 - 35
Digital Dealer - May 2018 - Digital Dealer 24 Conference & Expo Recap
Digital Dealer - May 2018 - 37
Digital Dealer - May 2018 - 38
Digital Dealer - May 2018 - 39
Digital Dealer - May 2018 - Put a Ring on It
Digital Dealer - May 2018 - 41
Digital Dealer - May 2018 - “Voicemail:” Untapped Opportunity
Digital Dealer - May 2018 - 43
Digital Dealer - May 2018 - 10 Questions to Ask When Hiring a Social Media Manager
Digital Dealer - May 2018 - 45
Digital Dealer - May 2018 - Omni-what? Your Dealership and the Emergence of the Omnichannel Approach
Digital Dealer - May 2018 - 47
Digital Dealer - May 2018 - 48
Digital Dealer - May 2018 - Cover3
Digital Dealer - May 2018 - Cover4
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https://www.nxtbook.com/nxtbooks/digitaldealer/201809
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