DealersEdge Professional Forums

Looking for ideas on how to increase Service Traffic. New Saturn Facility located in a market where their are Saturn Vehicles already registered. Now using Saturn Service Direct mail. Traffic is still slow.

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I would recommend getting in touch with one of the targeted direct mail companies such as Newgen or TVI (have used both - both very good)and have them put together an aggressive mailer for the Zip Codes around the dealership that you wish to target. They have very accurate databases and do get results. They are going to cost quite a bit more than the bargain basement mail houses, but you get what you pay for.

Have you considered doing an open house/car clinic type of event? I know Saturn owners are really into that sort of thing.

Live remotes of radio station broadcasts are another big traffic generator, and the cost is generally pretty reasonable. Most stores use these mainly for vehicle sales, but coupled with the car clinic they work for service business also, and you could share the cost with the Sales Dept.

Another company you can use is On-Line Administrators. Their "Peak Performance" product is used at some Saturn dealerships along with other dealers. They offer targeted mailings by analyzing your customer base. It's been very effective. You can visit them on www.onlineadm.com or contact them at 800-888-0024.

Good Luck

MBailey pretty much summed it up. I have looked into TVI for direct mailings and from what I have seen, heard, and read, they do a very good job. We don't currently use them but all the research I did looked good.
A couple other medias we are using include local cable company broadcasts and the internet. The local cable advertisements can be very cost effective and will target the paticular audience you are looking to attract. As for internet, this may take a bit more work and creativity, but with the right program it really does work. Good Luck!

*** more intervention from your friendly moderator***

Hi, everyone ... thanks for reading and posting and generally supporting this forum, but again I need to step in shed a little light.

I am not going to be as harsh this time around, and I really don't mind people posting that they have a service or product to offer if it fits in the general theme of the request (believe me, if you cross the line on outright advertising I'll let you know) BUT you have to at least tell us you are part of the company you're promoting.

That being said Stan M's post originated from the recommended company's URL. Just letting you know.

Sorry for the interruption ... now back to the posts


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** Rob, Editor WD&S **
Help is only a message post away!
robc@dealersedge.com

Hey Rob, no sales pitch here, only an idea or two!

Building service traffic is different than building showroom traffic. People get used to service and tend to stick to those they are comfortable. Direct mail works well for vehicle sales because the people buy a car once every three-four years whereas service happens 3-4 times per year.

First, any contemporary DMS will generate service reminders. You can produce and mail them yourself and actually control the process. Aftermarket reminder companies charge you a premium and take you out-of-the-loop. We send about 50 reminders every day.

Second, new owner clinics/service clinics should be conducted every 90-120 days (depending on your sales volume). Invite service customers, too so they can learn about your dealership.

Third, the best idea I've ever had to drive service traffic was to provide free maintenance service for 2 years with every vehicle sold. Consistent with other luxury brands but we pay the freight. Costs about $200 per sale (applies to both new and used sales).

You could provide a SmartCare for $255 for 2 years. GM will pay you retail for the services and if you have 100% useage you almost earn the money back. You can also sell SmartCare.

Here's the considerations: 1) Giving a SmartCare incurs an initial expense (and does not guarantee a return) but with our 'gift', we charge the expense when/if it happens. 2) SmartCare can be used at any GM dealership, our service only works at our dealership. 3) This gets people tied to your shop and if they don't come back, no expense.

Finally, does this drive traffic? Absolutely, but it took time. We've been doing this for 5 years and our service runs near capacity most of the time. We also sell about $4 (not counting the extra warranty) for every $1 we spend, not bad return on advertising.

This is a terrific close in the sales office as well.

Any of you with several dealerships is a group could provide the service network-wide.

e-mail me if you want more detail.

scott

ps. Most luxury brands provide this as part of the sale but only covers new vehicles. It's important to cover used cars since they are more service intensive.

[This message has been edited by sallen1 (edited 10-13-2000).]