AskPatty NADA Email Presentation

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How to Effectively Use eMail Marketing T6-3 Sunday, February 4, 2007 11:00 a.m. - 12:15 p.m. Room: N102 Monday, February 5, 2007 8:30 a.m. - 9:45 a.m. Room: N102 Tuesday, February 6, 2007 11:00 a.m. - 12:15 p.m. Room: N102 Peter Martin AskPatty.com 6151 Lake Osprey Drive Suite 335 Sarasota, FL 34240 941-870-2254 [email protected] Peter is considered an industry expert on eMail Marketing and Advertising. His extensive background in the retail automotive industry provides him with a keen insight into advertising and marketing products. During the internet marketing explosion he was the co-host of the Automotive Satellite Television Network show “Net Gain-Success on the Internet”. He is also a regular speaker at the NADA conventions. In 1999 he developed the first video email technology and presently has patents pending on the technology that he first pioneered. Prior to joining AskPatty as well as CarsMagazine.com, Peter was the Business Development Director for DME of Daytona Beach, Florida one of the largest Direct Marketing Firms in the country. Peter was the Director of the ZLEADS division of Zimmerman advertising. Peter has also owned and operated his own advertising and marketing firms, as well as having performed in top level positions in some of the nation’s top automotive agencies. Prepared for 2007 NADA Convention Workshop Program Track 6 : Technology - Combining Clicks & Bricks

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AskPatty NADA Email Presentation

Transcript of AskPatty NADA Email Presentation

  • 1. How to Effectively Use eMail Marketing T6-3Sunday, February 4, 2007 11:00 a.m. - 12:15 p.m.Room: N102Monday, February 5, 20078:30 a.m. - 9:45 a.m.Room: N102 Tuesday, February 6, 2007 11:00 a.m. - 12:15 p.m.Room: N102 Peter Martin AskPatty.com 6151 Lake Osprey Drive Suite 335 Sarasota, FL 34240 941-870-2254 [email protected] Peter is considered an industry expert on eMail Marketing and Advertising. His extensive background in the retail automotive industry provides him with a keen insight into advertising and marketing products. During the internet marketing explosion he was the co-host of the Automotive Satellite Television Network show Net Gain-Success on the Internet. He is also a regular speaker at the NADA conventions. In 1999 he developed the first video email technology and presently has patents pending on the technology that he first pioneered.Prior to joining AskPatty as well as CarsMagazine.com, Peter was the Business Development Director for DME of Daytona Beach, Florida one of the largest Direct Marketing Firms in the country. Peter was the Director of the ZLEADS division of Zimmerman advertising. Peter has also owned and operated his own advertising and marketing firms, as well as having performed in top level positions in some of the nations top automotive agencies. Prepared for 2007 NADA Convention Workshop Program Track 6 : Technology - Combining Clicks & Bricks

2. The views and opinions presented in the workshop handout material are those of the speakers and do not necessarily represent the views or opinions of NADA. The speakers are not NADA representatives and their presence on the program is not an NADA endorsement or sponsorship of the speaker or the speakers company, product or services.Nothing that is presented during this workshop is intended as legal advice. The purpose of the workshop program is to help dealers improve the effectiveness of their business practices. The information presented is also not intended to urge or suggest that dealers adopt any specific practices or policies for their dealerships. Each dealership must make an individual decision, based on its unique facts and circumstances, to adopt or implement specific practices, policies, techniques, or methods of doing business. Consult your attorney regarding the legality of any policy or procedures that your dealership adopts.All convention workshops are copyright 2007 by NADAand may not be used without prior written permission. Participants may not audio-record or video-record the workshops.Prepared for 2007 NADA Convention Workshop ProgramTrack 6 : Technology - Combining Clicks & Bricks 3. How to Effectively UseeMail Marketing Presented by:Peter Martin President AskPatty.com Learning Objectives How to effectively reach consumers via e- mail. How to capture e-mail addresses for your customers. How to incorporate new e-mail technologies into your present marketing.1 4. In the world of email marketing, talking to millions of people isrelatively simple the hard part istalking to one. 2 5. The Value of eMailOn workdays, 53% of business users checkeMail six or more times a day. On average, business users spend 49 minutesper day managing their eMail accounts.-Garner Report as reported in Digitrends MagazineeMail is # 1 for ROI Survey shows eMail earns the Highest ROI3 6. Customer Retention Loyalty is your best marketing tool. Automotive News, Nov. 22, 2004Group 1 is using eMail to increase service business and bring inactive customers back into the dealership. House VS Rental ListsHouse ListsRental Lists Send your offer blind toGenerally used for people who have agreedretention, to receive 3rd party offersnewsletters, etc opt-in is key here!!Lower cost per Sole objective has to becontactto collect name for future useLimited only by whatyouve collected Usually 4-5000 minimum,about customers and$300 - $500 CPMyour ability to keepthem engaged 4 7. Lead Providers Autotrader, autobytel, Dealix, Edmunds, Motor Trend, Woman Motorist, Automobilemag.com, AOL Autos, Kelley Blue Book, Yahoo Autos, IntelliChoice, AutoTrader.com, MSN, and hundreds moreInternet Leads Industry studies show that Internet customers who submit leads are serious about buying a car - 42% will so do within a one month, and 68% within three months, according the R.L. Polk5 8. Mass eMailings Saturation emailing Target prospects by zip code and send them eMail offers to generate dealership and web site traffic. Drive these consumers to your web site for internet specials for both sales and service. A Walk Ins C (Lead capture taken by Salesperson) Q Potential U Responses I Internet WebsiteDealershipT RDatabase Entered into For Looking Users ContestH EFor Test Driving (Self-guided towebsite containingAlead capture)N For Getting a Quote PCustomerK RProfiles areFor E-Mailing Us Oused to createsubsequent YFor Your Interest S PhoneThank You O P Prospects Gather email throughmessagesFor Entering Contest phone interview and U E contest offer C T S The contest incentive provides a lead capture form to obtain crucialcrucial demographic information as well as an e-Mail address. e-6 9. Web Site Leads Real Problem Lead AcquisitionData Capture Start a dialog Problem: 80% of unique web site visitors will not return to your website.Solution: Include an email address data capture form on the homepage to extend the opportunity for a dialog. 7 10. Data collection List Building 8 11. Contests DrawOnline ContestsOnline Contests help you to build an Opt-in database. Visitor fills out Lead Capture Form Email Video Brochure is automatically sent to prospectLead passed to Dealership 9 12. Customer RetentionIts always easier and cheaper to keep old customers than find new ones. Dan Lawlor, senior analyst with J.D.Power, eMail allows you to build relationships with your customers and prospects. By sending out personalized emails it will cut through the clutter and maximize your return on investment.Your customers The average dealership has less than 2%of its customers email addresses10 13. Average Match RatesIncrease yourdealershipsemail houselist count byup to 30%Matching Process Your existing customerYour file is matched against our database is sent to eMail permission-based eMail appendeMail Matching database. When a match is Matching for processing. solution found, the email address is added to your file. eMail EnhancementAt the completion ofthe eMail matchingProcess, theA Welcome eMail is sent to yourenhanced file is sent customers introducing onlineback to you.communications to them, Enhanced and giving them an opportunity to Consumer decline receiving any further Database for online communications. Marketing11 14. A single email can makeor break a relationship12 15. SAMPLE ONLY Subtle BrandingFrom the desk of Jack Bernstein Steve, We need to get on top this story about the presidential election scandal. I need 2000 words on my desk by noon tomorrow. Contact Jane Edwards if you have any questions. Regards, Jack Bernstein 8BEFORE Spam headline-Preview Poor logowindow placement No personalization 5 second test (reject) Problematic HTML Poor call-to-action Poor creative No quick links No postal address No signature found No unsubscribe 13 16. AFTER- Preview window Descriptive headline Great logo placement Personalization (name) 5 second test (winner) Call-to-action (freebie) Multiple quick links Includes signature Includes postal address Includes unsubscribe Includes privacy policy 14 17. Retain Customers for LifeRetain customers with personalized contentdelivered on a personalized schedule Quick-turnaround customer service with inboxQuick-reply automation & management Deliver affinity-building post-sale content, i.e. affinity-post-product usage tips, instructions, accessoryoffers, etc.15 18. How Many eMailsSolution: Problem: Simple, Easy, Fun, #1 reason for unsubscribing isRelevant, irrelevant content.The offer makes me feel goodSpamming Spamming is a big annoyance and a major detriment to the Internet industry. No legitimate business promotes, supports, or approves of spamming in any way. New laws regarding unsolicited e-mail are currently pending in many states around the country rendering spamming a civil offense under the CAN-SPAM Act of 2003. 16 19. Bi-Monthly eMails Consistent communications is critical. Send aService eMail the beginning of the month and aSales eMail the middle of the month. Average Dealership DMSeMail is the most cost effective way to reach theINACTIVE 61% of the customers in your DMS17 20. Service eMailService Coupons You can have a unlimited number of online coupons.18 21. Sales e-Mail on a Pre-Set Schedule Pre-A Service CycleOffering JanFebMar Apr 1NewYears14Special:Free ValentinesDetail Special: New23 Leasing Easter Promo: OfferEasterSpeciale-Mail CalendarSales eMail 19 22. Use Icons What day time is BEST ? 20 23. Video eMail Breaks through the clutter of traditional advertising with WOW effect. Sends video presentations to demonstrate products. Makes Internet more personal and interesting. Video eMail Sample 21 24. Retain customersby building brand affinityeNewsletterseNewsletters and special offers are among the most welcomed opt-in emails. 22 25. Video eNewsletter 23