Digital Dealer - April 2020 - 32

MARKETING & ADVERTISING

Customer Retention

By
Courtney Evans
VP Product Marketing,
Affinitiv

Turbocharge Your
Owner Retention
Program (ORP)
Marketing

>

Most auto dealerships do some
or all of their service marketing
through manufacturer owner retention programs (ORPs). The purpose
of ORPs is stated in the name -- to
retain customers. But how well do these
programs deliver on that promise?
The results from ORPs are all over the
board. Some dealerships effectively use
their ORPs to increase customer retention,
while other dealers experience lackluster
results.
The main reason why many ORPs underperform is due to a "one-size-fits-all"
marketing strategy. It's not uncommon for
dealers to create offers based on what they
think the customer wants, instead of what
the customer needs.
To turbocharge your ORP marketing
results, you may need to modernize your
service marketing strategy so you can
send relevant, personalized campaigns to
customers based on where they are in the
ownership lifecycle.
It's important to take a holistic approach

32

[ d i g i t a l d e a l e r. c o m ]

Use Data
to Increase
Relevancy
" The main reason
why many ORPs
underperform is
due to a "one size
fits all" marketing
strategy. "

to marketing so that your dealership can
become a part of your customers' daily
lives, deliver a better customer experience, and stay top of mind when service is
needed.

The only way to accurately
predict a customer's needs
is to leverage customer data
and predictive analytics. If
a customer recently had an
oil change, they don't need a
coupon for an oil change one
month later. When a customer
is approaching their 30,000mile maintenance, they
should receive an offer, not
only for that specific service
but an additional offer based
on other services they'll likely
need, based on their vehicle
make, model, and mileage.
Predictive analytics
automatically generates the
best offer for a customer
based on that person's
previous actions and
behavior. When a customer
clicks or doesn't click on your
offer, if a coupon is redeemed

April 2020



http://www.digitaldealer.com

Digital Dealer - April 2020

Table of Contents for the Digital Edition of Digital Dealer - April 2020

Digital Dealer - April 2020
Up To Speed|Tech, Dealer News, & People On The Move
Direct From Facebook |Q&A With Facebook
Fixed Operations Fundamentals That Drive Critical Service Customer Retention
Succession Planning Estate Taxes - Still A Problem For Succession
Buy/Sell The 2019 Buy/Sell Market In Review And Expectations For 2020
Branding Sorry, Your Customers Aren't Buying It
Analysis What’s Next In Tier 2 Advertising? Making The Case For “Direct-To- Dealer”
Process & Performance Why Sales Efficiency Needs To Be Your Mantra In 2020
Branding When Dealership Leads Aren’t Enough To Make Your Month
Customer Retention Turbocharge Your Owner Retention Program (Orp) Marketing
Website Less Is More: Optimizing Websites Through Design
Seo/Sem Google Changes The Google My Business Rules For Car Dealers
Digital Retail Lessons From Amazon: How Dealers Can Avoid Becoming The Next Blockbuster
Industry Happenings |Nada 2020 - A Quick Look Recap
Fixed Operations Trading Dollars For Service And Trading Service For Dollars
Digital Dealer - April 2020 - CT1
Digital Dealer - April 2020 - CT2
Digital Dealer - April 2020 - Digital Dealer - April 2020
Digital Dealer - April 2020 - Cover2
Digital Dealer - April 2020 - 1
Digital Dealer - April 2020 - 2
Digital Dealer - April 2020 - 3
Digital Dealer - April 2020 - 4
Digital Dealer - April 2020 - 5
Digital Dealer - April 2020 - Up To Speed|Tech, Dealer News, & People On The Move
Digital Dealer - April 2020 - 7
Digital Dealer - April 2020 - Direct From Facebook |Q&A With Facebook
Digital Dealer - April 2020 - 9
Digital Dealer - April 2020 - Fixed Operations Fundamentals That Drive Critical Service Customer Retention
Digital Dealer - April 2020 - 11
Digital Dealer - April 2020 - Succession Planning Estate Taxes - Still A Problem For Succession
Digital Dealer - April 2020 - 13
Digital Dealer - April 2020 - Buy/Sell The 2019 Buy/Sell Market In Review And Expectations For 2020
Digital Dealer - April 2020 - 15
Digital Dealer - April 2020 - 16
Digital Dealer - April 2020 - 17
Digital Dealer - April 2020 - 18
Digital Dealer - April 2020 - 19
Digital Dealer - April 2020 - 20
Digital Dealer - April 2020 - 21
Digital Dealer - April 2020 - 22
Digital Dealer - April 2020 - 23
Digital Dealer - April 2020 - Branding Sorry, Your Customers Aren't Buying It
Digital Dealer - April 2020 - 25
Digital Dealer - April 2020 - Analysis What’s Next In Tier 2 Advertising? Making The Case For “Direct-To- Dealer”
Digital Dealer - April 2020 - 27
Digital Dealer - April 2020 - Process & Performance Why Sales Efficiency Needs To Be Your Mantra In 2020
Digital Dealer - April 2020 - 29
Digital Dealer - April 2020 - Branding When Dealership Leads Aren’t Enough To Make Your Month
Digital Dealer - April 2020 - 31
Digital Dealer - April 2020 - Customer Retention Turbocharge Your Owner Retention Program (Orp) Marketing
Digital Dealer - April 2020 - 33
Digital Dealer - April 2020 - Website Less Is More: Optimizing Websites Through Design
Digital Dealer - April 2020 - 35
Digital Dealer - April 2020 - Seo/Sem Google Changes The Google My Business Rules For Car Dealers
Digital Dealer - April 2020 - 37
Digital Dealer - April 2020 - Digital Retail Lessons From Amazon: How Dealers Can Avoid Becoming The Next Blockbuster
Digital Dealer - April 2020 - 39
Digital Dealer - April 2020 - Industry Happenings |Nada 2020 - A Quick Look Recap
Digital Dealer - April 2020 - 41
Digital Dealer - April 2020 - Fixed Operations Trading Dollars For Service And Trading Service For Dollars
Digital Dealer - April 2020 - Cover3
Digital Dealer - April 2020 - Cover4
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