PARR MOTO’S
MARKETING HANDBOOK
The development and successful execution of a Marketing Plan is one of the central keys for success of any Harley-Davidson® dealership. In most cases, a marketing process is second only to sales process in importance for a local retail operation. Most Harley-Davidson® dealerships, however, operate their marketing plans without the benefit of structure, guidelines or measurement. We have developed this marketing resource handbook for use by operators of H-D® dealerships and their on-site Marketing staff to provide structure and accountability towards the marketing efforts of the business. This handbook is presented with the assumption that a singular marketing manager is responsible for the marketing duties for a dealership. We recognize that, in many case, the marketing duties for a dealership are divided up among a variety of managers and staff. In either case, this handbook outlines a structured approach based on areas of marketing and specific tasks that should be performed on a daily basis in order to execute the marketing plan. While some marketing managers may have a clear idea of what tasks to perform each day, most could benefit from a more structured approach to marketing their dealership. Building A Weekly Calendar To build the calendar, we take a typical workday of 8 hours and claim approximately 5 hours each day to focus on necessary tasks that need to be completed to ensure success. This will leave 3 or more hours per day for other tasks that need to be completed at the marketing person’s discretion. We have outlined estimated time that should be spent focusing on each category, which is meant to provide a solid and flexible foundation. Look for the DEDICATED TIME ON CALENDAR symbol for the time to place in your daily calendar.
Dealerships senior management and Parr Moto should sit with the marketing person and review each category on this list. Look for the SCORING symbol for what will be reviewed.
The dealership may have specific tasks for the marketing person to manage that is not outlined in this document that will need to be added.
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RESEARCH
30 minutes to 1 hour everyday
Research is where ideas are born. By staying current on the news – sports – business – entertainment and your industry, marketing ideas will be plentiful. Bookmark your local paper/s – local entertainment guide/s & local business publication/s and review first thing everyday. Sign up for e-newsletters from the top 10 dealers in the country as well as your neighboring dealers. Visit their websites and see what they are doing. Try not to copy or mimic their efforts. Instead, use these ideas for inspiration as you plan promotions unique to your store and marketplace. Look for any opportunity to create a marketing item for your core customers, Brand “X” riders or the “new to the sport” demographic. Sharing and communicating information is one of the most important things a marketing person can do for a store. Your research can benefit each department. When you observe information relevant to other departments, make the appropriate people in your dealership aware of this. Is another dealer is running an interesting promotion? Your sales manager will want to know about this. If a neighboring dealer is planning a large-scale event, you will want to be aware of this for your store’s marketing planning. In a nutshell, stay informed. Additionally, general marketing awareness research is very important. Here are a few sites that have great content about advertising and marketing. www.marketingprofs.com www.bsfreemarketing.com www.adage.com Please add them to your list of resources and sign up for their free e-newsletters. Get familiar with their structure and content so when you need help, you’ll know where to find answers. There are thousands of places to get information so “ABR”…Always Be Researching! Check for notable dates (is there anything in the area that may conflict with my event/is there anything going on in the area that would be a good opportunity for external marketing of your store with bounce back cards or staff presence)? What marketing tools are available that may be beneficial to my dealership?
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• • • • •
Were the local papers/websites/blogs read daily? Were the top dealers’ sites reviewed at least twice a week? Were neighboring dealers’ sites reviewed at least twice a week? List 3 new things in the world of advertising that could benefit our dealership? Employee to show reporting system.
H-D NET
15 minutes everyday
Harley-Davidson® does an excellent job of providing communication and resources through its web platform – H-D Net. It is one of the most important tools available to a dealership’s marketing team and should become a central part of their daily duties. Visit www.h-dnet.com - Log on and check for updates each morning immediately after reviewing the local media/papers. Also, review in detail all current promotions at least twice a week. Check the “My Communications” postings and look for any marketing related topics. Also see what is listed under “My Critical Communications”. Pay attention to the General Communications section, also, as it often contains information relevant to marketing. Finally, look in the “Dealer Marketing Engine / On-line Ad Planner” for any updates. • Look for new promotions that allow you to get ahead? Valentine’s Day collection has been shipped to dealership. Let’s send out an eblast. Spring gift with purchase launches March 1st, how does that fall into our March plan? • Post event dates to h-dnet dealer event entry tool.
• Provide any new information on the site. • Quiz employee if necessary.
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DEPT. INFO. MINING
2 hours per week
Once a week, have a one-on-one meeting with each Department Manager. Ask them to tell you what products or services existing customers and prospects should know about. Have them explain the benefits to the dealership and the customers alike so you can help promote to your customers. • • • • •
What does my dealership do differently than other dealerships? What do we know, but the public may not know? Is the public aware of all of our promotions? What if we change our walk-through process after a bike sale? What are the highest traffic drivers, #1 sellers, desired products that customers are looking for? • What are the loss leaders of each department for the week/month?
• Did you meet with each department head once a week? • Provide report.
BRAINSTORMING
2 hours - once per month
Once a month, hold a brainstorming session and invite all department heads to join. Make sure to have a focused agenda that is based on the needs of each department. Ask each department head to write down at least 3 ideas they have to better market their department? Please let them know this is not asking them to be marketers but to give them an opportunity to provide input and guidance. Consider how one department can help another? Review events and promotions that have been done in the past and how you can build on this in the future?
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Immediately after, digest and put the collective efforts into an actionable outline. Schedule a meeting with senior management and present your plans. Start an “Ideas list” and keep it updated. While you may not use all the items on the list, it is a great reference tool for future meetings. • Last year’s military appreciation night was a success because of X, it would be great if we did this differently. • Seat exchanges once a quarter with an e-blast/in-house push. • Scratch off cards, gimmicks, hands-on events?
• Did you hold at least 1 brainstorming session this month? • Provide 3 solid ideas that came from the session.
MARKETING CALENDAR
1 hour – twice per week for a focused planning session and as need ed based on new information.
We suggest using Google apps for e-mail, calendar and document sharing but any good system will do as long as you have one that allows any appointed persons to view. The marketing plan should be based on an annual plan. Your dealerships marketing calendar should always be organized and outlined at least 90-days out. While changes will happen, this is the goal to strive for. Dates, times, events, rides, etc. should be laid in and plans in place in advance to achieve desired goals. The minute you plan or learn about an on-site event – promotion – notable date to consider – media run – etc. go in and update the plan. Review of the plan should happen on a minimum of a monthly basis. • Is Rider’s Edge® being focused on as planned? • Do we have enough Military Events scheduled? • Is there a garage party scheduled for March, a helmet exchange for April, and a safety event for May?
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• Is there a good mix of grass roots marketing with mass media marketing to pull in new customers and keep our existing ones happy? Have I touched our customer base with a direct mail piece? • Promotion for data collection.
• Is the marketing calendar up to date 90 days out? • Did senior management receive a pro-active monthly review?
EVENT PLANNING
Complete during miscellaneous time
Planning great events is an art form that comes from experience. The ability to conceptualize, plan and execute every aspect of an event is highly important. A portion of time needs to be dedicated each week to focusing on all details to ensure a good event. Making sure to estimate the crowd and have appropriate food – drinks – music – vendors - marketing initiatives – measurement tools if applicable – staff communication – etc is paramount. Envision the event over and over in your head and ask yourself “What could go right and what could go wrong?” Create a checklist of items that need to be covered right down to the trash can locations. A customer who comes to a dealer event and has a good experience will tell 3 people. Customers with a bad experience will tell many, so make sure you are not the latter. • What events naturally attach to a certain time of year? Military, Garage Parties, Check your Helmet Month, Motorcycle Safety Month, Women’s Riding Month, Ride to Work Day, Million Mile Monday. Does it make sense to attach an event to these times of year? • Charitable rides/sponsorships that are held onsite and bring people to your dealership. • Military Appreciation Events. • Sales Events/Special Order Events/Sidewalk Sales for aged inventory. • Used Bike Zone Events/Demo Station Events/Seat Exchanges/Men’s and Women’s Garage Parties. • Bounce backs should be used at each event calling a customer back for a later date/promotion. • Invite business groups to use your space as a venue. • Am I touching the new bike buyer in a timely manner? Should I invite them in for a new owner’s night? • Rider’s Edge® reunions…am I following up with past graduates on bike specials and rental specials.
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• Did I fill out a post promotional overview to track the success and failures of this event to keep in mind for next time?
• Did any events that occurred during the month have all bases covered? • Were the objectives and expectations of the event met? • Do you think there were unsatisfied customers at your event? Why?
IN-STORE MARKETING
2 hours per week
If a customer sets foot inside your doors, they are interested in something. Make sure they do not leave without knowing EVERYTHING you have on special. Further, make sure that when they do leave, they have something in their hands that invites them back. This suggests that a flyer is created each week and placed in every customer’s hands whether they purchase something or not. EVERY customer. Using displays is a great way to highlight your products and services to customers. Some displays will be provided by corporate or suppliers. Other times you will need to get creative and conceptualize and construct them. Ex. Harley-Davidson’s® free cooler with purchase would be well suited to create a hanging tree of coolers from the ceiling. This paired with appropriate signage would make a BIG impact to your customers. If you are planning a military appreciation event, dress mannequins in uniform; get supplies from the local surplus store. Place flagpoles in the display of the different service branches, etc. The atmosphere of the dealership is also a highly important part of the retail marketing experience. Make sure the stage is set for success. When a customer arrives, the music should be good and at the correct volume - Counters should be free of clutter – Signage should be easy to read – Light bulbs should all be working – Etc. Here are a few reference sites: www.instoremarketer.org www.allbusiness.com www.greatnortherncorp.com
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• Is there a board of specials that customers see as soon as they walk through the door? • Walk into the dealership each morning and assess the dealership’s atmosphere from walking in from the parking lot, walking through the front door, each department. Does the consumer see everything they need to see? What can I change to better enhance or remove confusion? • Do an inventory count on referral cards, used bike hangtags, etc. Do I need to order more before I run out? • Is there any old signage that needs to be taken down? • Are all fixture templates up to date? • Do all bikes have a hangtag on them for consistency? • Are the receptionists answering the phone with the promo of the day? • Is the message clear on what we are trying to say? • Are all departments in the know for the current promotion? • Hold an employee e-mail sign-up competition. The employee who signs up the most customers within a given time frame wins X. • Employee referral competition.
• Did every customer leave with at least 1 reason to come back? • What positive changes were made in the retail environment to allow customers to better identify our marketing messages? • Provide report. • Are all displays set-up in the correct locations and look good? • Do they clearly depict the marketing message?
GRASS ROOTS
2 hours each week
Grass roots marketing may be one of the hardest to clearly define. Grass roots marketing can be generally categorized as direct involvement in community and local functions, causes or events; building bottom up awareness of your dealership through people not media. Review the local media to shop opportunities. Find out if a local DJ, news anchor or any other recognizable person may be interested in taking a learn to ride course for free and talk about it either on air, in print, on your social media portal or other. Bring radio DJ’s breakfast once a week. Include a cool dealer t-shirt – coffee mug – mouse pad or any other items they may keep. After a while, they will start to talk about you and your dealership on the show for free!
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Consider having low-cost t-shirts made with a message that you want customers to promote for you such as “I lost 2 wheels at H-D® of XXX” or any other message. You can give them away at events, during contest, etc. Street teams are a great way to get added exposure at off-site events. Whether you have attractive men and women wear shirts that read H-D® of XXX street team or other, consider a consistent approach for recognition. Identify and create a list of local businesses that will allow you to place your marketing flyers or posters inside their business. First go for the like-minded and then move on to new opportunities. You will be amazed how many places allow this. Become an active member of your Chamber of Commerce and any other relevant business or civic groups that present opportunities for you to create important awareness of your business. Here are a couple good reference sites: http://www.inc.com/guides/marketing/24074.html http://www.gmarketing.com/ • • • • • • • • •
Local colleges. Local bars/venues/restaurants. Charitable Organizations. Phone calls personally inviting customers in for PROMO X. Answering the phone with the promo of the day. Host charity rides/events (allow them to use your venue for the event). Social Media/Web. Polling/Surveying customers for what they want to see more/less of. Look into the next BIG THING: Mobile marketing….does this make sense for my market, for my customer base? • Send handwritten thank you notes to anyone who visited your dealership and bought a T-shirt, a bike, left a comment. • Set up a comments box in the dealership and have forms for customers to fill out their good or bad experience. Be sure to follow up with the customer with a thank you and a redemption if they had a bad experience. • Set up a comments box in the dealership for employees to comment on each other’s performance: Thanks to Bob in parts for referring customer X to me to help him get geared up for Bike Week. He ended up buying $300 in leathers.
• Provide a list of businesses you have successfully had them agree to place your marketing messages within their business. • Provide any speaking groups – street team ideas or plans – etc
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COMMUNICATION
2 hours twice per week and as needed
Communicating the marketing plan is a highly important part of the marketing department. It is your marketing team’s responsibility to make sure all staff members are informed of all activities tied to the store’s marketing plan. If your dealership holds an all-staff meeting, you should be prepared to present all the promotional activities planned for the month and beyond. This is the best opportunity to excite, educate and get buy-in from the staff. Make sure everyone understands the importance and their roles in the plan. Hold daily huddles with department heads to reinforce the plan and get feedback on how things are going? The Marketing Manager MUST stay fully educated and aware of each department’s promotional offerings at all times. Further, it is the Marketing Manager’s responsibility to educate all department heads and front line employees of promotional activities. Create and manage a dashboard that shows every marketing program or promotion broken down by department. This is the dealership’s master sheet to see everything being done to drive the business. EX: SERVICE Constant - Guaranteed lowest prices on tires when installed by dealer Current – $30 Oil change special EX. MAJOR UNITS Constant - None Current – Additional $1,000 trade allowance This should be maintained constantly. Create an inter-office flyer with all promotional activities and distribute to all departments every week. Make sure all frontline employees understand what each promotion means to the dealership and exactly what they can do to help.
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Additional sales opportunities can be lost or gained if a customer and employee engage in conversation and a relevant topic comes up about their Harley® needs specific to another department. Be intuitive, continually ask yourself if the staff is really embracing the marketing plan and clearly communicating the plan to your customers? Communicate the marketing calendar to the department managers and frontline staff. See if they can bring anything to the table for an upcoming event.
• Were the marketing materials and promotions presented to the staff in an engaging and exciting fashion? • Were there any instances where the staff was not informed about an event or promotion? • Did every front line employee receive a flyer and clear communication of the marketing activities? • Quiz employee of department specials. • Provide copies of inter-office flyers.
UPDATE BUDGET
2 hours per week
Like every part of your business – marketing and advertising has a budget to adhere to. Verify the advertising budget is up to date and accurate. Meet with any persons that have authority to add or remove dollars from the budget to ensure that every line item is accurate. Identify management and any other appropriate persons such as accounting who can benefit from staying up to date on the budget and send an update at a minimum on the 1st and the 15th of each month for review.
• Is the advertising budget up to date? • Is it over or under? • Show documentation.
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DATABASE MINING & MANAGEMENT
2 hours per week
For many consumers, e-mail has become their preferred method of communication. Increasing the size of your electronic database is a constant focus that can never get overlooked. Document your current number and create a tracking sheet with the current number of e-mail addresses on your list and with the current open rate. Now make your plan for acquiring new e-mail addresses. Consider a monthly giveaway where a display or displays are created in the dealership such as a mannequin with a leather jacket as the month’s prize. Place a registration box and signage that says, “Win me”. Have a tear pad with areas for name, e-mail and phone number. Once a week, empty the box and have the data loaded into your e-blasting platform and the name, e-mail and phone loaded into your master database. Consider changing the prize each month but try and keep the display area consistent. Somewhere near the front entrance is best. You will find that duplicate information comes in but that’s ok. Update the customer’s information if needed. Of course, every cashier should ask for an e-mail address each and every time but the display approach is a great back up. If your dealership has a mobile phone text program, then follow the same structure as e-mail mining each week to increase your mobile phone database.
• Did you create a display or other way of encouraging customers to give their information? • Did the number of e-mail addresses increase by a notable percentage each month? • Provide report.
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E-BLASTING
30 minutes Monday and Thursday for PSN dealers. For others that offer immediate delivery, still do this on Mondays and Thursday and schedule for a 10am delivery on Tuesdays and Fridays for consistency. Deliver your e-mails Tuesday mornings and then again on Friday mornings. These are the best days for customers to open your email. Try to stay away from Mondays and weekends if possible. • • • • •
Do I have a calendar made out for my eblasts for the next 30 days? What are my call-to-action messages? Do they have clear timelines? Do I need to focus on a certain department? How many bounce backs occurred? Do I need to reinstate any emails? What was my open rate and click thru rates on each eblast for the month?
• Did e-blasts get out on time and accurately each week? • Provide report.
SOCIAL MEDIA
15-30 minutes a day
Social media has become a standard form of communication among your customers. Having an updated Facebook and Twitter page should become a standard practice incorporated into your marketing plan. Never let your social media portals become dated. Make sure you are using this valuable tool for what it is best intended…direct interaction with your customers and prospects. DO NOT use this medium to only send sales messages. Talk about things you may be doing for charity – The military – Stories from customers – Tips and advice to improve their riding experience – Stories of new riders – etc. People do not want to be directly sold to in social media postings. Good news is you can now place ads next to postings to accomplish both - staying social and connected to your customers while also getting sales messages out.
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• Congratulations to Mr. Bill Smith, proud new bike owner of a 2012 XXX with picture of Bill on his new bike (ask permission prior to posting). • Congratulations to Bill Smith for winning our referral competition…he is now on a $1000 shopping spree at H-D Lakeland. • Rider’s Edge® student testimonials. • Rentals specials. • Pictures of events posted regularly. • Flyers for promotions and events posted regularly. • Bike of the week. • Comment about the weather and how its perfect riding weather or it’s rainy so it’s a great day to have a rain gear special. • Engage with the followers. What’s your best Harley riding experience?, Where are you riding this weekend? • Our H.O.G.® chapter raised XXX for XXX.
• Is the information on your social sites “content rich” and have substance for readers? • Did the amount of users increase by a notable percentage?
PAY-PER-CLICK ADVERTISING
15-30 minutes twice weekly
If your dealership is using this service, make sure to check the status and update the ad words as necessary twice a week. Ensure that the individual who receives on-line leads is getting them and measuring the quality. Verify the ad word campaigns are focused on the correct message. • Incorporate sales/promotions into your PPC campaigns. • Incorporate other departments (service, rentals, Rider’s Edge®).
• Was the monthly budgeted allocation used wisely? • Provide results from the sales department. • Provide analytic report of ad word performance.
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WEBSITE
1 hour - 3 times per week
Verify the home page has all current promotions loaded if a placeholder is available. Verify the events page is up to date. If an employee list is on your site, check for any necessary updates of contact information, photos, etc. Make sure there is no missing information on any page on the site. Check your dealer’s used bike section. Make sure you are as close to 100% up to date as possible. Make sure all pictures are consistent and that multiple shots are taken of each bike. Test the lead system each week to make sure the leads are going to the appropriate person/s. Outdated websites give the customer a negative impression of the dealership. • • • • • • • •
Is my events calendar updated? Is my Rider’s Edge® schedule updated? Upload photos from dealership, event. Upload videos (videos help with SEO). Is my inventory accurate? Is each department represented properly? Is there any missing content? Are our hours updated for seasonality?
• Do all pages on the site have up to date information? • Is the overall look and feel of the site good? • Are all used bikes presented properly?
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PRODUCTION
Complete during miscellaneous time
Making sure that all graphic, audio or video productions look good, have the right information and are delivered at the right time is very important. Making sure that all information necessary for a good promotion is mined well in advance and accurately and then turned into compelling promotional materials comes with knowing how your customers will view or react to the materials. Try to stay away from using bad clip art and such. Harley-Davidson® is real and the marketing materials should try and reflect that as much as possible. Consider using video to set yourself apart from other dealerships. It is fairly easy to use devices like a flip camera to capture testimonials – event highlights – bike walk arounds – new product mentions –Rider’s Edge® testimonials – dealer tours, etc. Easy to use editing software is also readily available. Consider starting a YouTube channel to post your videos. You can place a link on your website. Get all jobs into production well in advance when possible and ensure they are compliant.
• Were all productions completed on–time and accurately? • Were all productions something the customers and the dealer’s principals happy with as a good representation of dealership?
M.A.P.
As needed
NEVER allow a marketing message to be sent out of your dealership without prior approval from the M.A.P. department. Clearly communicate the rules and penalties to any necessary employees. Often times the parts or sales departments will post items to e-bay and other on-line sites. Make sure they verify the postings with you prior to release. If this system is followed, your dealership will never have an issue or violation.
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• Did 100% of the outbound marketing materials get prior approval from the M.A.P. department? • Did your dealership receive an M.A.P. violation? • Provide M.A.P. approvals.
OUTBOUND SALES CALLS
1 hour each week
Every dealership should be making outbound sales calls. When you sales department makes their calls, make sure they are provided with marketing information other than just bike offers. While they have a customer on the phone, make sure the sales staff tells them about the upcoming event or promotion the customer should know about. Consider making calls that don’t always ask customers to buy, but rather inviting them to an event at your dealership. Verify that your team has all the tools and training necessary to facilitate the calls.
• Did the sales or any other departments that make outbound calls receive a script of information to speak with customers and prospects? • Provide scripts.
MASS MEDIA
As needed
You will be approached every week with a radio – television – print publication – web service or other trying to sell you media time. They will have a compelling presentation as to why their station or product is the best for you and your dealership. You must be able to give them your professional courtesy and more importantly be able to cut through the clutter. While their product may look nice, get them to provide undisputable information so you can determine a “Cost-per-impression.” Whenever possible, ask them to put their medium to the test. If they are so sure of their service, they will offer to run a measurable “call-to-action” ad for a limited time for free however, only do this if you would actually consider moving forward with them.
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Keeping a good relationship with your local media is very important. Bookmark your local radio stations websites and refer to them often especially the classic rock and country stations. See if any opportunities are there.
• Did you try to identify a media outlet that your dealership could benefit from providing products or services? • Was the local media treated professionally?
PUBLIC RELATIONS
2 hours per week
Mine and create a list of all P/R channels in your area. This would include contact information for all local news stations, newspapers, business publications, radio stations, rider magazines, etc. P/R comes in many forms and is subject to interpretation, but basically if you create subject matter that surrounds your customers, new products, new services, events, etc. and send to the various media outlets…that’s P/R. While good P/R people are well connected, you can still get your messages picked up. Just do not send sales messages. Stations are required to commit a portion of their airtime to running PSA’S. Make sure to take advantage of this whenever you can. As an example, May is national safety awareness month. Reach out to your local stations and ask them to run spots to help increase the awareness of motorcycle safety?
• Did you send out at least one press release a month? • Did you follow-up to see if your release was picked up? • Provide report.
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CO-OP
30 minutes per week as needed
Go to H-D Net and check your current status then review the marketing plan and verify the items you plan on using to acquire your allocations. Make sure you have all necessary verification to submit to corporate such as notarized scripts from radio stations, copies of printed materials, etc. Co-op is free money that should ALWAYS be taken full advantage of. Try to ensure you maximize your quarterly allocations without rollover if possible.
• Are you up to date on co-op and identified where you plan to claim upcoming allocations? • Provide plan for future co-op claims. • Provide report.
ON-HOLD MESSAGE
Check once a week and update as needed
When customers are placed on-hold, it is very important that they are informed about upcoming events, promotions, general services and other relevant information. Check the message and make sure it is up to date. It is a bad reflection on the dealership to have outdated information while customers are on-hold. If you record the message using an employee, you may want to consider contracting a third party resource for a more professional approach if budget allows. Here are a few sites for reference: www.imagelineonhold.com www.onholdbusiness.com www.easyonhold.com
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• Is your on-hold message up to date? • Does it contain valuable information about products and services? • Is it a professional representation of your dealership?
RECEPTIONIST (IF AVAILABLE)
15-30 minutes per week
Make sure whoever answers the phone is up to date on any promotions you have running. Provide them a weekly cheat sheet for their quick reference. Make sure they know how to field calls and who to send customers to for more information. Also make sure to provide them with the inter-office marketing dashboard sheet so they know about all event and promotional activities going on. Ex. 1 - Thank you for calling Harley-Davidson® of XXX where all week t-shirts are buy 1 get 1 half off, how can I help you? Ex. 2 - Thank you for calling Harley-Davidson® of XXX home of the lowest prices on installed tires, how can I help you?
• Did the receptionist answer the phone with a provided script that included a marketing message? • Was a marketing dashboard provided at least weekly?
SURVEYING
1 hour each week
To know if your customers are happy with the dealership, you have to ask them. Take the time to get to know customers to the point that they will give you honest feedback about your dealerships marketing activities or any other information. Let them know how important their feedback is to you. Set up a list of questions such as would they like more or less events – more specials in certain areas – more areas to hang out – more product – etc
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Here are some links that can help: There are affordable on-line survey sites that can be helpful to place in your e-blast and on your site. www.surveymonkey.com is a great one. http://www.advancedsurvey.com/articles/writing_a_customer_survey.asp
• Did you talk to at least 5 customers this month? • Provide report.
SUMMARY Once your calendar is complete, share it with your management. This will allow them to know what you are doing and when. You and your management will know when to schedule meetings and review time to show your results.. A marketing process, just like a sales process, requires organization, persistence and an attention to details. By following this system, you will be able to better plan, track and measure your efforts and qualify your results. We are always available to answer any questions or assist in any way necessary to help maximize your dealerships marketing efforts. Harley-Davidson® marketing is what we do and the tools we have available will make it much easier for you to follow the process and have success. Call us any time at 866-772-1381 or on the web at www.parrmoto.com
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Notes
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