June 2011 Success Story

Tough Metro Market? Yeah, Right.

Antwerpen Hyundai dominates with quirky TV ads and targeted digital marketing Don’t talk to Antwerpen Hyundai about the typical challenges found in large metropolitan areas like tough competition, almost nonexistent customer loyalty and dwindling employee retention.

The Baltimore-area dealership, one of the largest Hyundai stores in Maryland, has flourished despite the challenges. Quirky television commercials, a focus on customer service and a targeted

integrated marketing strategy has Antwerpen repeatedly capturing 30% of the sales volume for all of Maryland, and as much as 50% for the local Baltimore market. Meanwhile, it has grown its customer database by 20% while maintaining a high customer retention rate.

First, Antwerpen Hyundai has set themselves apart from the crowd with a quirky style of television

commercials that is unique to the Antwerpen family of dealerships.

“We have some crazy commercials and it’s become our claim to fame. Our TV ads have branded our dealership – everyone knows us when they walk through our doors,” says Michael Antwerpen, general manager of the Catonsville store. “My general sales manager, Jeff Glascoe, is in most every commercial with me. I think peo-

Success Story ple get a kick out of seeing us on TV and then coming in and working with us.”

Recognizing the value of live-action ads Antwerpen Hyundai naturally moved beyond just television and now uses video to further promote their dealership online to appear on top of the leading search engines like Google, Yahoo, Bing and YouTube in their local market. Working with a video search engine optimization (VSEO) company has greatly improved their search engine ranking and page one results.

“People would rather watch the movie than read the book,” says

Karry Moore, president and cofounder of www.Car-mercial. com, the VSEO company that Antwerpen Hyundai uses. “Google reports that consumers are 55% more likely to click on thumbnail video images than static links, so Google gives more ranking authority to video which gets them on the top of search engine results.” As a result in-market consumers see positive videos about Antwerpen Hyundai and the vehicles they sell when searching in their local market.

Essentially Antwerpen is targeting their television spots to viewers online, so rather than only one percent of those who view

the ads on TV being in-market to purchase a vehicle, close to 100% of online viewers are in-market to buy a vehicle.

Antwerpen customers are increasingly loyal which is tough for such a high volume dealer in a competitive market. One of their primary goals is to make sure that every customer receives the quality service that the dealership has built their name on.

“We have some of the best sales experts in the business. Our highly trained sales team has earned a credible reputation with our customers over their many years of service and commitment,” Ant-

In a Nutshell Antwerpen Hyundai consistently captures 30% sales volume for Maryland and has grown their active customer base by 20% year to date with an integrated marketing strategy.

• Antwerpen Hyundai has a unique style of television commercial that has branded their dealership.

• Antwerpen Hyundai invests in their employees. Their highly trained veteran sales team has an invaluable reputation with customers which helps to build customer retention.

• Antwerpen Hyundai utilizes Video Search Engine Optimization (VSEO) to dominate their local search engines with positive videos to promote their dealership and the vehicles they sell by working with a VSEO company called www.Car-mercial.com.

• Antwerpen Hyundai successfully grows their dealership through the use of a targeted digital marketing platform that consistently communicates with customers from point of purchase and regular maintenance to in-equity status by sending targeted mail and email campaigns that reect the appropriate status of the customer’s vehicle. Antwerpen Hyundai works with www.TeamVelocityMarketing.com to execute this strategy.

• Antwerpen Hyundai provides excellent customer service to keep their customers coming back year after year.

Success Story

“Antwerpen Hyundai has had great success and grown its customer base 20% by implementing a targeted digital marketing strategy,� says David Boice, president of www.TeamVelocityMarketing.com the targeted marketing company Antwerpen Hyundai uses.

Success Story werpen says. “It doesn’t matter whether it’s sales or service, when customers come in they see the same veteran staff year after year and I’m proud of that. Good people are hard to find and harder to keep, just like loyal customers. My staff is second to none in the business.”

“Every campaign promotes every profit center, new, used, finance, service and parts, which makes the rate of return dramatically better,” says David Boice, president of www.TeamVelocityMarketing.com the targeted marketing company used by Antwerpen Hyundai.

Antwerpen Hyundai also has grown its active base of customers by keeping their active customers active, reactivating customers who are ‘lost’ or not as active as the dealership would like, and finding new customers by targeting ready in-market buyers who are more likely to buy or service with their dealership. They send targeted mail and email with custom messaging that reflects the appropriate status of the customer’s vehicle that includes a thank you for recent purchasers, maintenance reminders to vehicles not yet in equity, but who may be due for maintenance, and very persuasive promotions like the Antwerpen Hyundai Vehicle Exchange Program or their infamous “Buy 1 Get 1 Free” offer, where customers buy one new Hyundai vehicle and get the second vehicle for one dollar – currently the second vehicle is a 36-month lease covered

by Antwerpen.

“We’ve got it covered,” says Antwerpen. “We stay in touch with our customers regularly throughout the life cycle of their vehicle.

People don’t just get a great deal from us; we take pride in keeping our customer’s cars in the same condition that they rolled off the showroom floor.” In fact, Jack Antwerpen, Michael’s father, authored and published a special children’s book that they give to every young family who purchases a vehicle with their dealership, “Mom and Dad Beware, Jack Says Yes to Routine Car Care”.

“Better car maintenance also leads to better quality trades from customers when they’re ready to buy from us again,” says Antwerpen.

“We’ve significantly improved the overall health of our trade pattern by also targeting in-market Hyundai owners with later model years.

Hyundai is such a great brand and so reliable people naturally keep them longer. Last year we saw a

lot of 2000, 2002, and 2003 trades, but now our top trades are 2007 and 2008.”

With all their success and attention to customer service, they naturally have systems in place to monitor customer-related activities such as inbound sales and service calls. Antwerpen is a stickler for monitoring customer’s calls to make sure every call is handled properly.

“Years ago I realized the value of having our calls monitored to ensure excellent customer service, plus it’s a great training tool for our staff. The phone is a great asset if you handle it right.”

Poster