BEYOND BEST PRACTICES: 10 Outside the Box Ways to Use AutoHook’s Private Offers

[The 2020 Edition]

AutoHook is best known for converting online traffic into showroom visits using private offers and test drive incentives on dealer websites and third-party sites. These private offers and incentives, combined with our untouchable attribution model, has proven to be one of the most (if not the most) cost-effective ways to get customers physically into your showroom and into the driver’s seat of a vehicle, where you have the best possible chance of closing a sale.

What many dealers don’t realize, is that AutoHook’s capabilities go far beyond rewarding customers for visiting your showroom for a test drive. Our most successful dealers use AutoHook to boost revenue across multiple departments – not just new car sales.

Customized incentive campaigns can be executed at any time to support any and all of your unique initiatives from securing more service customers to acquiring more quality trade-ins for your used inventory. The following are 10 ways to use AutoHook’s private offers to further boost your bottom line. All customization options below have proven successful at actual dealerships across the U.S. and are free of charge for current customers. In this case, more sales (and the data to prove they came from us) really are just a phone call away.

1. Boost Specific Model Performance

Depending on your brand, we know there are certain models you can’t stock enough of and others that overstay their welcome on your lot. Use higher value test drive offers on the vehicle details pages (VDPs) of the models in your inventory that may need a little help. If you know you have a high defection rate tied to a specific new car model, you can incentivize customers who land on those VDPs or submit a lead for that model with a greater value incentive, say a private offer for $50-100 when they come in for a test drive. Target and boost any model that may be underperforming or even a single VIN.

The same logic can be applied to your used and CPO inventory. Offer higher value incentives only on stubborn or aging inventory you can’t seem to move. A great example came from Jim Burke Automotive Group on a 2016 Subaru Impreza.

“We needed to move the Impreza ASAP and we were able to accomplish this utilizing AutoHook’s Web2Show solution via our Dealer.com website. We did an increased, targeted offer for the Impreza’s stock number only of $100 for a test drive and sold the vehicle in just 4 days. We are thrilled with the quick turnaround of this specific vehicle targeting campaign and will definitely continue to use AutoHook’s solutions in the future.”

-          Gordon Gibbs, President, Jim Burke Automotive Group

2. Target Underperforming ZIP Codes

Increase the value of private offers in areas where you’re struggling. AutoHook can set up custom filters to target your website visitors located in specific ZIP Codes where you see high defection rates or where you know you’re getting crushed by competitors. For example, offer a $65 test drive incentive only to customers located in the ZIP Codes you define and a $35 reward to website visitors in your backyard. The further away the ZIP Code, the higher the reward should be. Planet Honda did this and saw outstanding results. They identified three ZIP Codes where they were losing the most sales to competitors. They increased their test drive offers from $35 to $50 for any customer viewing inventory on their website located in one of these areas. We tracked their sales attributed to AutoHook incentives over six months, and their results speak for themselves. Check them out below or read the complete case study here.

3. Incentivize Your Service Drive

With new car sales forecasted to decline in 2019, dealers need to shift focus to service and parts to make up for potential losses in new car sales revenue. We’ve had dealers get extremely creative with using private offers to persuade customers to choose their dealership for their service needs rather than the local body shop shown the street. Use AutoHook to get more service appointments by offering customers who book appointments online a special reward that can only be redeemed when they come in for their appointment. You can also use our Issue Instant Reward feature when setting up appointments over the phone to help ensure they show up.

Another idea is to target specific segments of service customers by pulling contact lists from your CRM that meet certain criteria. For example, pull a list of customers that are due (or overdue) for their first service appointment and email them an offer for a $25 reward when they complete their first scheduled vehicle maintenance at your location. The same can be applied to your parts department or special service events. For example, “Get an instant Amazon eGift Card when you schedule an appointment to come in for our Spring Tire Sale!” Or, “Receive a $100 Visa eGift Card when you purchase a complete set of tires!”

Dealers have also used AutoHook to incentivize service customers who have a desirable vehicle for their used inventory or vehicles that exceed a certain mileage range. In addition, you can always pull a list of appointments you already have on the books and use our Bulk Coupon Generator (just call us and we’ll do it for you) to reward your service customers with a $25 gift card to test-drive one of your new vehicles instead of sitting around waiting for their car to be serviced. Who wouldn’t want to get paid to take a spin in a vehicle that peaks their interest while they wait? Use our Issue Coupon Code or Issue Instant Reward features for customers sitting in your waiting area that may not have received a pre-generated offer to test drive a new vehicle.

4. Revive Dormant Leads

Use the Lead History report in the AutoHook portal to pull a list of anyone who completed an AutoHook test drive offer lead form but has not yet come in to redeem their gift card. You can also pull a list of all leads in your CRM that are 90 days or older (or a timeframe of your choice) and reengage them with a $50 offer to visit your showroom for a test drive. AutoHook can help you set up custom targeted offers based on the leads (or even lead sources) you want to influence.

5. Integrate Across Digital Marketing and Social Campaigns

Using AutoHook’s Triggered Links feature, custom incentive campaigns can be set up on your dealership’s social media pages and in paid social ads. We can also integrate private offers into paid search and display campaigns, or on any landing page or microsite. You can even use AutoHook in your social ad campaigns to reward customers for booking a service appointment online or to promote a discount on parts.

6. Get More Quality Trade-Ins for Your Used Inventory

Target customers with a private offer to get them to trade in their desirable car and purchase or lease a new one from you. Simply pull a list of customers in your CRM that have a lease expiring in the next 90 days or a time frame of your choice. Offer them a $50-100 Visa Gift Card to come in and test drive a newer model and trade in their lease early. If you have equity mining software, pull a list of lease pull ahead customers and email them with a unique offer to get out of their lease early and into a new vehicle.

7. Get More Positive Reviews

Who doesn’t need more positive reviews? Use AutoHook as an enticement for customers to leave reviews, testimonials, or feedback of their experience buying or servicing their vehicle at your dealership. Give happy customers a reason to take the time to write you a good review by emailing them a link to instantly redeem a Visa or Amazon virtual gift card. Our Issue Instant Reward feature is the perfect way to say thank you on behalf of your dealership for submitting a positive review. Testimonials can be used in a multitude of ways to show off the value of your unique dealership experience or a specific salesperson.

If you identify a list of customers you want to solicit for reviews, you can call our Client Success Team and they will help you utilize our Bulk Coupon Generator to create unique incentive codes for each contact on your list. We can create email campaigns on your behalf or you can include a unique triggered link in your own personal emails to customers.

8. Protect Your Reputation

On the flip side, you can use the Issue Instant Reward feature for any customer who complained or had a poor experience at your dealership. Not that that would ever happen at your store…but know it’s available for you to have in your back pocket, should that problem ever arise.

9. Get More Customer Referrals

Use the Issue Instant Reward feature as a great way to say “thank you” to any customer who refers your dealership to their friends and family. Issue Coupon Code can be leveraged to lock in referrals over the phone in those states that allow referral payments. Check with your state Dealer Association for more information.

A great example came from a Kia dealership that runs a strong referral program and uses AutoHook incentives as their fulfillment and measurement tool. AutoHook worked with their Internet Sales Director to build a set of special Issue Instant Reward placements ranging in value up to $200 and marked each as a Referral Gift. This dealership loves having the gift card fulfillment process completely handled for them. They can also track the specific placements to see who refers the most people to buy and how much they need to offer to incent the best referrals. Additionally, this will make your accounts payable department very happy, in that they only have to write one single check for all of the output in a given month.  

10. Magnify Existing Campaign Success

Piggyback on OEM launch campaigns including new model launches, holiday sales events, loyalty programs and more. Use higher dollar offers to drive those intenders into your showroom instead of defecting to a competitor. Holding a private or special sales event unique to your dealership? Use AutoHook as a way to get more customers to attend and test drive one of your vehicles. One of our largest dealer groups loves to use our Issue Instant Reward feature to create customized marketing campaigns around holidays including Black Friday, Valentine’s Day and Summer Sales Events.

The customization opportunities AutoHook offers are endless. So much so, that we truly struggled to cut this list down to 10. If you ever think of your own creative way you’d like to integrate our private offers, give us a call and we will help make it happen.

Contact AutoHook’s Dealer Support Team anytime at 855.532.3274 or email us at DealerSupport@UrbanScience.com.

The Automotive Marketing Home Run

By David Metter

The four bases that make up a baseball diamond can be directly related to the car shopper’s journey. We all know the path begins online. The final destination, or home base, is the dealership. The goal is to surpass all your bases and arrive back at home, or rather, get buyers into your store. You can’t get a home run without rounding the other three bases - that would be cheating. Similarly, in the car business, there are three obstacles you have to conquer first and foremost, before returning home for the win.

First Base: Meet Expectations

The expectations of today’s digitally equipped consumers have skyrocketed. Souring shopper standards have caused additional complexities within the marketing landscape. There are more media outlets than ever before. New developments in mobile and wearable devices are generating more buzz than an overcrowded group text. Our access to data is exploding. Social media advertising opportunities are #Trending. But with all this technological innovation has come consequences. These advancements mean one thing for dealers and marketers: more competition. The following are guidelines to rise above and defeat the competition.

In a recent study, eMarketer reported 97% of US corporate executives say their customers expected an efficient, fast, cost-effective, and personalized level of experience. The two most critical components in automotive marketing today are speed and personalization. Cost aside, if you don’t offer a seamless, personal experience that spans from your digital advertising all the way to your showroom, having the lowest price in town isn’t going to matter - because buyers won’t make it to your dealership if you lack the first two pieces of the equation.

When a pitch is thrown to home plate, the batter has less than a tenth of a second to make a decision on whether or not to take a swing. When it comes to your website and mobile site, the same holds true. The modern-day consumer is flat out impatient. Google says 70% of smartphone users will leave a site that has a lagging load time and 67% will switch websites if it takes too many steps to get the relevant information they’re looking for. Dealers have a total of two seconds to ensure their mobile site experience prevails – slightly more time than a player at bat, but a very small window nonetheless.

According to AutoConversion, personalization of messaging is something we can and should be measuring. “Consumers now expect and respond better to messaging that is better customized to them personally, thus customization has become a key measurable characteristic with marketing attribution, an idea unimagined only a few years ago.”

Second Base: Establish Trust

I don’t care how you do it. Or at what inning in the game you earn their trust. But trust is paramount when it comes to selling cars. Choosing which vehicle to purchase and where to buy it is a large, emotionally dense decision. Whether it’s trust in a brand, a dealership, or a salesperson, it is ultimately that sense of security that makes people feel like they’re being provided with a personal, reliable experience. That feeling of comfort will translate across channels into vehicles sold.

Salespeople are already at a disadvantage when it comes to trust. A new survey from HubSpot says, “Only a mere 3% of people consider salespeople to be trustworthy.” Dealers need to be cognizant of this when staffing sales and BDC staff. Your team’s ability to communicate with honesty and transparency should be equally as important as their experience and knowledge of your inventory.

The same rules apply in marketing. Your brand, your digital campaigns, your “why buy” messaging, and your reputation management, all must collectively paint a picture of trust. A dependable brand provides helpful tips and easy access to information. Dealers can establish integrity by sharing useful advice or articles throughout their digital endeavors, not necessarily related to their given product. 

Third Base: Achieve Conversion

We know vehicle details page (VDP) visits are important. There is no denying the correlation between VDP views and units sold. But what is even more important is the experience your VDP offers once the customer gets there. Your landing pages need to do three things: be easy to navigate, load fast, and above all, convert. Ask yourself, how do your VDPs incentivize customers to take that next step toward home base (your showroom)? KissMetrics says a one second delay in page response can result in a 7% reduction in conversions.

And finally…

Home Plate: Your Dealership

The culmination of the home run occurs when all these factors are simultaneously in play. The trajectory includes every digital touch point (base) that ultimately drove a buyer into your showroom. Just as players must work together as a team, these micro-moments must all work in harmony in order to meet expectations, establish trust, and offer a fast and personal experience.  

Auto Attribution: Are We Stuck in the Minor Leagues?

By David Metter

There are a lot of rookie players in the game when it comes to accurate attribution reporting (measuring your digital sales return on investment). More often than not, the task of obtaining valuable sales attribution metrics is put on the bench due to their roaring complexity. The problem is not the data. The data is there; we just need the right players in the game to tell us what to do with it and how it connects. Obscure conundrums of the digital world can be “attributed” to the ongoing development of new media channels and information available. This new-age, omni-channel playing field has resulted in an upheaval of brand interaction opportunities – leaving the one source that led to a sale increasingly difficult to pinpoint. Keyword being difficult, not impossible.

The concept of attribution itself is relatively simple. According to DrivingSales, “Attribution allows you to understand which elements of your marketing mix were involved in the purchase decision process, and ideally, which were the most effective.” The problem lies in securing truthful statistics. What use is big data when you can’t put it into perspective and draw logical conclusions? If we knew which touch point led to a sale, wouldn’t we have a much better gage on how and where to spend our ad dollars?

In Google’s recent article, they highlight one consumer’s 900+ digital interactions that took place preceding her final vehicle purchase.

·      The Good News: That’s 900 opportunities for dealers and manufacturers to engage customers with relevant, impactful information. Or in Google’s words, 900 chances to “be there and be useful.”

·      The Bad News: The more digital interactions that make up a single consumer’s online profile, the more difficult it becomes to identify which interaction was the tipping point that led to the purchase.

Experian’s Global Marketer Report highlights the current depth of the issue. “The biggest hurdles and key priorities for marketers this year are dependent on having accurate, enriched data, linked together in a central location for a complete customer view.” In 2016, 81% of marketers are still struggling to attain this information. “Proper revenue attribution is crucial to determining each channel or touch point’s role in the customer journey.” But the reality is too many marketers have very little, if any understanding of which investments are paying off.

So let’s get to the point. The answer to the title of this blog is an obvious YES. Overall as an industry, we are stuck in the minor leagues when it comes to correctly measuring ROI. It’s a huge problem for marketers. But I assure you there is hope. If we only had the reporting to know which interaction point transformed a browser into a buyer, we could make much smarter, more efficient decisions with our money.  

So, what are we going to do about it? First, manufacturers and dealers need to hold themselves accountable for seizing the limitless opportunities to connect. Second, ask yourself if you’re holding your vendors accountable for providing you with the attribution metrics that led to a sale? And I don’t mean how many clicks, impressions or unique site visitors your vendors have sent your way. That’s all great to know. But the major league players know that those executions drove traffic into your showroom and they know how many sales they got you.

CDK’s eBook, Automotive Moneyball says it best. “Leads, clicks, visits and VDP views all have value—as do inventory searches and hours & directions lookups. They just can’t tell the whole story when viewed in isolation. No single number can. They’re simply incomplete—pint-sized, partial pictures of the shoppers they represent.”

The major league players have the good stuff: clear, proven, and complete attribution models. However, it is up to you to key up your bases with ONLY major league vendors.

As the former CMO of one of the largest dealer groups in the country, I know from experience how difficult this can be. I also know that dealers are not getting the most out of their vendors for a variety of reasons - one being lack of time, another being the fear they may try and upsell you during a meeting...I get it. But the truth is, vendors are the experts (think of a player using better equipment) and their expertise is up for the taking - just make sure your scouts know how to draft the players with major league talent.