Page 13 - GIADA-Jan-2018-Final

MARKETING

manufacturer of breakfast cereal could text of these offers as an extension of “nobody The more quickly you familiarize yourself
a coupon code to grocery shoppers entering walks.” with its capabilities, including how it can
or exiting a geofenced supermarket. help and hurt your dealership, the sooner
It’s important to remember that you can’t you’ll be increasing your conquest sales and
Conquest and retention applications take down a geofence your competitor separating your dealership from the pack. n
As an automotive dealer, you can use has set around your dealership, but your
geofencing to build business in a number defensive play should include a deep Steve Stepanek is a strategist at Latcha +
of ways. understanding of your competitors and Associates in Farmington Hills, Michigan.
their current offers. With this knowledge, He has built meaning and business behind
First, you can use geo-fencing to identify you can develop your own set of some of the world’s best-known brands,
competitive dealership locations, and text countermeasures to remain competitive. including Ford, H.J. Heinz, Marlboro, GM,
new or used vehicle offers to customers and Goodyear, and served in senior strategy
shopping there when they enter the vicinity You’ll also want to develop special offers to and executive management positions at JWT,
of the new-vehicle showroom or used car your dealership’s inbound customers (those Ogilvy, Leo Burnett, and BBDO. His client-
sales lot. This gives you the opportunity to who cross your geofence). side experience includes leadership positions
“hit customers with your best shot” before at Audi of America and Acxiom Corporation
they pull into your competitor’s lot. Geofencing is no longer a
marketing tool of the future.
A second approach is to send service offers Please visit our
via text to your existing customers when It’s here now, and it’s time
they enter a competitive service provider. to make it part of your calendar of events
dealership’s marketing and on page 4.
Finally, you can geo-fence business
locations that compliment your dealership’s sales strategy.
business. For example: gas stations, car
washes, auto parts stores, and other high-
traffic retail locations, like big-box stores.
This will extend the reach of your retail
marketing.
Play offense and defense
What does all of this mean for you as a
dealer? It means you need to be prepared to
play both geofencing offense and defense.

Your offensive playbook should include Sunsets are beautiful, unless
optimized conquest offers to counter the
strengths and leverage the weaknesses of
each competitive dealer in your area. it’s your GPS network.

Additionally, you should consider inbound
and outbound new and used sales, service, Switch now to 4G LTE.
and parts offers triggered by your own
geofence around your dealership. Think
4G LTE is the only cellular network that will be growing, leaving
behind older technologies. If you are looking for a long term
MARK YOUR CALENDARS! solution, look at our 4G LTE GPS trackers.
Find out how much more SVR Tracking can do for you besides

2018 Convention & Expo basic locate. You’ll be amazed at how far we’ve come!
July 12-14, 2018 Call, Email or Text. We pride ourselves on providing the best training and
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2 W Bay Street Call or text 770-871-0051.
Savannah, Georgia 31401 E-Mail aragps@mailga.net ARA GPS

GIADA Independent Auto Dealer JANUARY 2018 | 11