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Table of Contents Promoting and Marketing Your App...................................... 1 General Public................................................... 2 Digital Marketing.................................. 3 Traditional Marketing.......................... 4 Your Customers................................................ 5 E-Mail Blast........................................... 5 Press release........................................ 6 In-store POS/POP................................ 7 POS/POP Examples............................ 8 Email Correspondence....................... 9 Staff Awareness.............................................10 ROI with Push Notifications..................................................11 What to do with Push Notifications............12 Push Notification Tools.................................12 Best Practices.................................................13 Measure Your App Performance..........................................14 Your Mobile App Marketing Checklist.................................15
Promoting and Marketing Your App Getting Downloads From Day One, this is the most important number when it comes to your dealer app. All other metrics and analytics will be second to this number. Why? Quite simply, this is your audience, and the larger your audience, the more success you will have.
Digital Marketing Email Blast
Press Releases
MARKETING
In Store POS/POP
Staff Awareness
Best Practices
SO LET’S GET STARTED! 1
Analytics
General Public Marketing to the general public, or those not in your database, is a fundamental part of business. These potential leads are extremely valuable. The best approach to garnering as much attention as possible is to be at the right place at the right time. Having an app gives you a huge competitive advantage. It is another place your brand will have presence and opportunity to reach these potential customers. Marketing your app to the general public is key to getting results.
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Digital Promotions and Online Marketing Using your Website, mobile Website and social media sites is a powerful way to publicize your app. It should have significant visibility on your dealership’s homepage. Your Websites should incorporate rotating banners, linkable buttons and a landing page with the app description, links and QR codes. Using all your social media platforms (Facebook, Twitter, Google+, etc.) is a great way to get exposure for your app. Social media has the ability to reach targeted audiences quickly and generate more prospects in a cost-effective way.
Website Examples:
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NOW HERE IS SOMEONE THAT GETS IT!
Traditional Marketing As important as digital marketing is this day and age, traditional channels of marketing are still of high value for exposure. TV, radio and print all still play an important role at the dealership. Your dealership app is part of your brand, therefore, any and all marketing efforts should include a mention of your dealer app. Whether it be a icon on a billboard or print ad or mentioned on your radio or TV spot at the closing remarks. It’s vitally important to let your prospective customers know that they can reach you through mobile. Above is an example of a dealership that is making sure that the public can access their dealer app. Ask yourself, is it really necessary to market your Website like you did 15 years ago? Today’s customer will automatically go to your Website without you advertising it. Why not take that valuable ad space and use it to drive customers to the most convenient communication tool in history, the mobile phone?
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Your Existing Customers There are a number of reasons why you want your existing database of customers using your app, but the No. 1 reason will be retention and lead generation. Your app will be the most powerful tool in keeping a digital “leash” on your existing and potential clients. A concentrated effort must be made through all traditional channels of communication to inform your customers of your dealer app.
Email Blast It’s one of the most convenient methods of promoting your company’s app, along with its benefits to customers and prospects. An email blast is first dedicated to introducing the app, and all following email blasts should have mention of the app. For your existing customers, it should highlight reasons to download the app, such as quick service appointments, digital coupons, announcements and specials. 5
Press Releases
Press releases can be a great way to get the word out about your app and, if you use a press release effectively, it can serve many purposes. In addition to announcing your app, it will improve brand image, help drive interest and expand public knowledge.
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In Store Advertising POS/POP Having point of sale (POS) or point of purchase (POP) materials for your app allows the customer and the app to come into contact. It’s a great way for customers to physically learn about your app, which will lead to more downloads. You should have postcards, posters, table tents, hang-tags, stickers and anything else you can think of to expose and promote your app in a physical manner. This is, without a doubt, a must do. Your brand image may demand a more subtle approach, but, regardless, even the manufacturers supply you with indoor signage. This will also have a secondary effect in the fast-paced, ever-busy environment that is the dealership. Having these materials highly visible to the staff will remind them of the importance and function of the app. It will demonstrate the investment your organization has committed to the app — driving consistency in making it part of your staff’s daily routine.
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Examples of POS/POP packages include Business Cards, Posters, Postcards, Handouts, Signage, Desk Toppers and more
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Footers and Signatures In all Email Correspondence Attention: Modify all your email templates, especially those in your CRM, to include mention of your app.
Thanks once again for your business. Robert Truskautki CEO – chief executive officer YourBestDealer
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Staff Awareness Your app should become part of your company’s culture. An effective method to do that is to have a staff who is wellinformed and experienced with the app. This is one of the most important parts of your mobile marketing strategy. People trust your staff to sell them cars and service. They are the automotive authorities in your customers lives. When they ask your customers to download the app, they will more than likely do it.
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ROI Through Push Notifications Dealerships struggle every day to connect with both existing and potential customers. They invest a lot of money into marketing with minuscule results, and yet we have come to accept this as standard in our business. Mobile apps are dramatically changing these limitations. Through the use of Push Notifications you can get more than 90 percent of your customers looking at your specials. Creating them is simple and effective through our dealership dashboard, and they can include coupons, brochures and videos.
97% View Rate can lead to a more than
50% conversion
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What should you do with Push Notifications? Push notifications have a variety of uses: • Announcements • Coupons (for service, sales or parts) • App-only specials • Promos (Special Day events, etc.) • Direct communication with customer • Video — tutorials, new vehicles • Location targeting – competitor, businesses
Push Notification Tools Geo-fencing is a locationbased service that sends messages to smartphone users who enter a selected location. Dealers automatically send promotions to customers' smartphones when they enter chosen locations (competitive dealers or service providers).
Customer Targeting allows the segmentation/separation of your customers based on data collected in the app. This is then applied to a push message of your creation allowing you to select which group of individual(s) will get that particular message.
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Push Notification
Best Practices Consistency Continually creating push notifications generates tons of traffic. On average, dealers tend to benefit most from two monthly notifications with special events as an addition. This will vary according to your marketing practices, but a minimum of once a month is a must.
Geo-Fencing This feature must be put into play as soon as the app is live. That will allow all customers to benefit from this vital and highly effective push notification tool.
Customer Targeting As your download count increases, so will the data collected on your customers. This data will be invaluable in creating campaigns tailored to the individual needs of your customers.
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Google Analytics can be used to provide the in-depth reporting needed to realize your app’s impact on your business. This robust reporting engine is already in use at nine out of 10 dealerships. This information is easily accessed, and can report vital information so can take steps to make sure your app is being maximized.
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“If you expect nothing from anybody, you’re never disappointed.” Sylvia Plath “It is in doing things and not reading about them that results come about.” Stephen Richards As can be seen throughout this guide, mobile success can be had by applying principles already in practice at your dealership. Apps are quickly becoming an indispensable tool in automotive. Take advantage of this new tool to connect with your customers in a way that is beneficial to both you and them.
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Your App Marketing Checklist Reminder Culture q Announce to Staff q Build Excitement q Staff Downloads
Digital q q q q q q q q
Website Social Media Posts and Reposts Press Release Email Blast \ Newsletter Dedicated webpage about the App Video \ Commercial TV \ Radio On Hold Call Recording
Process q Part of Sales Process at Vehicle Delivery q Part of Service Process at time of Check-In
Physical q Point of Purchase Material – Posters, Banners, Tent Cards, etc. q Magazine and Newspaper q Billboard q Customer Mailings and Coupons q Back of Service Invoices