Get the Message
In today’s digital age, it’s easier than ever to reach and market to customers. Through search, display, YouTube and social, you can put your messaging and products in front of as many customers as you want. Customers are bombarded with automotive messages every day. So, how can you break through the noise and get more relevant messages to your customers?
The good news is you have all of the information you need to do this right in your DMS. Your DMS holds information about your current —and even potential — customers. Using your DMS data to inform your advertising campaigns will allow you to improve your ad messaging and creative, increase your retention rates, and decrease your acquisition costs, which can ultimately make your marketing dollars go further.
Here are three tips to help you get started.
Tip 1: Use your DMS data to inform your messaging and creative
Your DMS has a lot of information about where your customers are in their lifecycle of engaging with your dealership. Your DMS can also tell you more about what your customers are interested in, what they do, their families, and more. This gives you the information to tailor your messaging and creative to each customer, which will make them more likely to engage with you.
Tip 2: Strategically place messaging and offers to improve customer retention
Knowing where your customer is at in the lifecycle of their current vehicle also allows you to customize their experience. If the DMS tells you that you have a customer within three months of their lease term, why not start showing them relevant ads of the vehicle they want and lease specials? Not only does this increase your retention, it also increases the amount of data in your DMS.
Tip 3: Use the data to get new customers at a cheaper cost
Use your DMS to create lookalike audiences that match your strongest customers. Imagine if you had a customer that bought a new vehicle every year and had it serviced consistently. You’d probably say, “I wish I had more customers like that!” With your DMS audiences, you can match those customers to find more like them.
One dealer`s results using a DMS-informed advertising strategy
Get started by outlining your goals and challenges. Understand what you want and need to accomplish and why, and make sure your team is on the same page. Then, talk with your vendor to outline your goals and performance benchmarks.
If you’d like more information on how to increase your sales with DMS audience targeting, watch our Automotive News webinar here.