Auto dealers are intent on selling as many cars as possible so their marketing strategy should include reaching out to buyers who are new to the brand, conquesting, and strengthening loyalty from existing customers. Maritz Research points out that too few dealers are contacting consumers who have purchased a vehicle from them in the past. As a result, they are missing a perfect opportunity to sell to a key audience.
Chris Travell, vice president of strategic consulting for the Automotive Research Group at Maritz Research, says that dealers are paying too much attention to the concept of a single sale. The firm’s research shows that 20% of auto buyers don’t hear again from the dealer after the sale. But, a year later, 40% of consumers are already thinking about their next purchase and hearing from the dealer about whether they are satisfied or have suggestions could go a long ways toward increasing the chances of another sales.
Dealers are also not making use of their upcoming lease expiration data. In 75% of these cases, consumers aren’t hearing from dealers about new options to consider after their lease ends.
Analysts say dealers could make a big impression on existing buyers by checking in with personalized email or direct campaigns to see if the owner is happy 1 or 2 years after a purchase and also in advance of a lease expiration. Because vehicles are one of the most significant purchases for most consumers, dealers should keep in touch with existing buyers for the long-term. It’s a delicate balance to find the right contact frequency. Some dealers may be tempted to go all out while others may limit their communications but 62% of customers say they want some kind of contact.
If you’re working with auto dealers, help them determine which type of contact would be most meaningful to consumers.
To learn more about vehicle shoppers and owners of any major brand, check out the AudienceSCAN report available on the Research Store at ad-ology.com.