Full Name
I
Company
I
Job Title
I
Email
Fixed Ops in a MultiChannel World
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
Agenda
How Customers Are Viewing Information
Many channels and many ways to connect
Channels To Watch
Develop Turnkey approach (holistic)
Tying in Manufacturer Programs
XXYY
Timing
Additional Talking Point
XXYY
Timing
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
What Mediums Do You Use?
To view your news?
Follow-up with Friends?
Need information quick?
Source of entertainment?
When your planning a trip?
Ask Your Self – “Am I all that
different than my customers”
Ask Yourself
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
Customers Are Engaging
Your Customers
Today’s consumer has a lot going on in life. So they
leverage what matters most just like we do…many
platforms.
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
Customers Are Engaging.
Your Customers
Simultaneous
Usage
Sequential
Usage
Consider how a customer interfaces with their world
…Various age demographics approach each differently.
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
Many Age Demographics.
Millennials – Internet in home
Gen X – Grew-up with Tech
Boomers – “Swinging Sixties”
Pre 1945 – War Born
Your Customers
Keeping age demographics in mind…What influences
drivers to get their vehicles fixed?
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
What Influences Drivers?
Quality & Trust Trump Price
Offers and deals are important to drivers for vehicle
service, but even more important is great customer
service they can rely on.
Your Customers
Google+ Sterling Driver Insights Study
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
What Influences Drivers?
Little Difference Among Service Brands
Drivers tend to stay with one shop due to lack of
differentiation among service providers
Your Customers
Google+ Sterling Driver Insights Study
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
What Influences Drivers?
Are your advertising & marketing dollars focused
appropriately?
Your Customers
Google+ Sterling Driver Insights Study
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
Marketing Channels
Email
Direct Mail
Which Channels
Paid Ads
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
Email Marketing - Types
Traditional Mass
Targeted/Retargeted
One-on-One
Newsletter
Personalized
The Benefits
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
Email Marketing Benefits
Low Cost – High ROI
Easy To Track
Broad Reach
Personalized
Measurable Results
Interactive – Easy to Share
The Benefits
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
Benefits of Email on Mobile
Opens Grew by 30%
Email
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
Direct Mail
Quality Conquest Lists
Less Competition vs. Email
Longer ‘Counter Life’
Customer Must Touch It
Wrap Manufacturer Program
Interactive – Easy to Share
Direct Email
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
Traditional Paid Ads
Dealerships
Service & Repairs
Parts & Accessories
CPC - .55-$1.40
CTR - .82%-1.69%
CPC: 1.39 - $2.64
CTR: 1.08% -2.52%
CPC: .52 - $.94
CTR: 1.15% -2.71%
Bing PPC
Bing Automotive Insights – Location targeting trends
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
Traditional Paid Ads
Automotive Ad Scheduling Trends
Bing Automotive Insights
Andrew Oxendine I
Fixed Ops Director
I
OxendineA@gmail.com
Traditional Paid Ads
Automotive Ad Scheduling Trends
Bing Automotive Insights
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
Targeted Social Media Paid Ads
Your Segmented list
Upload to Facebook
Matches Email or Phone #
Displays Ads in Timeline
Custom
Google
Audience
PPC
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
Targeted Social Media Paid Ads
Strong Calls To Action
Great Relevant Images
List Not Broad
Consistent Messaging
Custom Audience
Musts
Test Campaigns (A & B)
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
Targeted Social Media Paid Ads
Lookalike Audience
Lookalike Audiences are people similar to an audience of
interest
Image Source: Moscow Times – Sept. 2013
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
Targeted Social Media Paid Ads
Costs & Rates
CPC - $.27
CTR - 1.5%
Cost less than
traditional PPC
Audiences
CPC Source: TechCrunch CPC Study - 2015
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
Social Media & Reputation Reviews
Loudest Silent Channel
• Opinion of your customers
that dictate your reputation
• Open 24 Hours
• Cost-effective
• Great Way To Engage by
responding
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
Multi-Channel Takeaway – Costs
Economies of Scale
When combining more channels
Response Rates can increase
substantially (30-60%)
List Size
Think Micro Campaigns. FB &
Direct Mail cost should be $250$600/campaign each.
Free Campaigns
Increase positive reviews. Do not
abuse email
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
Multi-Channel Takeaway – 3 Cs
Combine Channels
Always launch more than one
channel at a time.
Coordinate Data
All data segments must be the
same for each channel. Message
content must also be the same and
look the same if possible
Consistent Messaging
Not all channels will be equally
effective for the same data list or
channel. Be consistent.
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
Multi-Channel Takeaway – Timing
Manufacturer Programs
Supplement sales and service
journey programs to enhance a
particular time in the journey
Recently Sold
Accessories and additional
warranties sell much easier during
the first 60 days of ownership
Alternate Timing
Customer do not always respond
to the same channel every time.
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
Many Moments In Time
Tokyo – August 25, 1991
9.86
Berlin – August 06, 2009
9.58
Andrew Oxendine I
Fixed Ops Marketing Director
I
OxendineA@gmail.com
Contact Info
Andrew Oxendine
Fixed Operations Marketing Director
Email: OxendineA@Gmail.com
Share an important takeaway you received
from this session using hashtag #DD20
for a chance to win an iPad
Traditional Paid Ads
Dealerships Click-Thru Rates: .082% - 1.69%
Bing Automotive Insights – Ad Click Thru Rates - Dealerships
Andrew Oxendine I
Fixed Ops Director
I
OxendineA@gmail.com
Traditional Paid Ads
Parts & Accessories Click-Thru Rates: 1.15% - 2.71%
Bing Automotive Insights – Ad Click Thru Rates – Parts & Accessories
Andrew Oxendine I
Fixed Ops Director
I
OxendineA@gmail.com
Traditional Paid Ads
Service & Repairs Click-Thru Rates: 1.08% - 2.52%
Bing Automotive Insights – Ad Click Thru Rates – Service & Repairs
Andrew Oxendine I
Fixed Ops Director
I
OxendineA@gmail.com