Ask a group of marketing personnel to share their secrets for reaching customers and you may be surprised by the long list and the apps available to simplify specific tasks.
- Emma (myemma.com) can be utilized to segment and manage e-mail data. Group customers by origin of contact (lawn mower customer, parts counter, sign up at farm show, etc.), then refine by type of product and location. The program updates customer information vs. duplicating, avoiding multiple contacts.
- Capture email addresses with pre-printed cards offering customer rewards, like a free flash drive loaded with dealership information, in exchange for data. CustomerTRAX (customertrax.com) seeks new customer data through email blitzes that offers entry in a drawing as incentive. Information technology staff at customer clinics taking iPad surveys works well; always ask customers’ preferred contact method.
- Zapier (zapier.com) connects Salesforce, Google Sheets and Gmail apps to automate tasks and transfer data between platforms. One facet allows sending emails to new customers from the CRM, providing a link to rate their newly-purchased product on Google. “Thank you” email coupons can motivate new customers to return for a second dealership touch point.
- Many customers prefer contact through texting, and Zip Whip (www.zipwhip.com) converts texts to emails for communication over land lines.
- EZ Texting (www.eztexting.com) allows you to text marketing information to customers, but prior approval must be granted before using.
- Customer online chats may be a passing fad or the wave of the future. LiveChat (www.intercom.com/live-chat) enables dealerships to provide chat services for potential customers and also shows social media pages of those contacting the dealership. Fastline also offers a chat service.
- Monitoring negative internet comments can be a challenge but Google Alerts (www.google.com/alerts) offers a free service sending an email notification any time a dealership name is mentioned on the web.
- Video can be effective for product spotlights, remarketing trades, equipment maintenance training, showcasing community involvement, employee bios and customer profiles and testimonials, which tend to get shared on social media. Screens at parts counters can play promotional videos and be available for parts lookup. Touch screens can help market used equipment in the showroom or at outside events over Wi-Fi.
- Yext (www.yext.com) allows having one Facebook page among multiple locations and segmenting the information provided to individual subscribers. On the topic of social media, remember demographics; Facebook patrons tend to be 45 or older, while Instagram is effective for younger audiences like hunters who may be compact tractor prospects. Snapchat is not widely used by potential customers.
- Geo-fencing, provided by both Google and Facebook, monitors phone locations and can send marketing material to customers in a defined area. It can target competitors’ lots and serve social media ads to people visiting them. Geo-fence ads can economically reach fair, concert or rodeo attendees, while avoiding expensive sponsorships.
- When developing marketing material, inexpensive graphics for newsletters, blog posts and direct mailers can be sourced from Canva (www.canva.com). Sourcing graphic artists to bid on larger projects can be done at 99designs (99designs.com).
- Finally, the backbone of all marketing remains personal contact and special events are a proven way to reach customers. Those most successful include technology and precision agriculture, farm safety, planter demonstrations, field days with test plots and new product introductions. Establishing multiple touch points, including face-to-face, social media, email, print and dealer newsletters, encourages attendance. Divide securing RSVPs between sales, parts, service and marketing personnel to spread workload and encourage customer interaction. Consider partnering with outside vendors, like an insurance company, to share event responsibilities. Scaling down the number of customers invited allows more personal interaction and greater incentives for attending.
