By Peter DeTrempe, Taylor Strategic Relationships
You are the proud new owner of an auto dealership. You acquired that dealership because you believe that you can improve the business, and will invest significant resources to drive sales and service through customer retention programs. You also want to attract new customers. To do this, think outside of the box. For example, there are ways to expand your market reach by introducing your dealership to neighbors who are also new to the market. And to do this before your competitors win them over.
As economic and other conditions improve, more people are relocating. In 2012, according to the U.S. Census, nearly 16.9 million people moved between counties, with long-distance interstate moves accounting for about 7 million of those, up nearly 5% over 2010, said USA Today in “Census: Americans are Moving Again.”
The number of new movers continues to grow exponentially, owing to a favorable real estate market driven by an improving economic and jobs climate coupled with historically low interest rates and an increasing supply of new and existing homes.
As any recent mover will attest, there are an abundance of companies waiting to welcome you to their neighborhood. Offers from retailers, entertainment, hospitality companies and professional services (home improvement, security, landscaping, dentists, doctors, etc.), will quickly find their way into your mailbox. Yet for the most part automotive dealers have stayed on the sideline, waiting for the consumer to find them.
In that situation, the consumer is likely to find their way to an aftermarket service provider who has either reached out to them with offers or who is perceived as being in a more convenient location with more convenient hours, though this is often not the case. So it is the consumer’s perception of convenience that drives them to your competitor’s showroom or service bay.
Why leave prospective customers to a chance encounter? You can learn from other marketers and create a proactive communications plan to make those new neighbors your new customers, as well. Here are a few steps to create a strong and compelling New Mover Strategy:
- There are many sources of new mover data available. Test various lists for their timeliness and accuracy as well as the availability of key demographic attributes matching your customer profile.
- Develop a process for accessing new mover data that can be applied in a variety of formats to create personalized marketing campaigns across multiple channels, including direct mail, email, and outbound calls .
- Create an automated workflow to identify owners vs. prospects using your manufacturer’s owner database. Develop highly personalized and relevant campaigns to promote your service and sales to your newest neighbors.
- Measure and modify your campaigns using different data sources, creative formats and, most importantly, varying offers to determine the most effective promotions for your dealership.
From one new neighbor to another new neighbor, be among the first to welcome them to the neighborhood. They just might become your newest customer, as well.
Peter DeTrempe is responsible for developing automotive marketing strategy and innovative marketing programs, including new mover campaigns, for Taylor Corporation. He can be reached at 214-437-5453 or pjdetrempe@taylorcorp.com.
