CRM

Marketing by the Weather

Well as I sit here in Toronto Canada with the snow falling outside, I am reminded of a great low cost marketing opportunity – Snow Tires! If you are currently utilizing a CRM you should be marketing to Service Customers based on weather events.

For example, if the weather forecast calls for snow in 3 days you DON’T have time to advertise Winter tires in the newspaper, or on radio or TV. However, you do have time to create a 20% off Winter Tires 2 Day Web Special, post it on your web site and more importantly EMAIL it to a particular segment of your customer database, like vehicles over 2 years old, or by model. Just tell them to mention “Snow” as the coupon code word. You get a quick injection of business by utilizing a “Call to Action” and the customer gets a great deal.

Plus, you can truly track your response rate since you know how many emails were sent and how many customers used the coupon code when booking the appointment.

This is just one example of season email marketing, you can also advertise “Get ready for Spring Specials”, “AC tune-ups for Summer”. Just remember be creative and segment you customer database so that no individual owner is receiving more than 2 to 3 emails per month. This includes all emails such as Dealership Newsletters, Sales emails and AfterSales emails. Any more than about 3 a month and you risk being added to the customers dreaded spam list.

So get out there and utilize your CRM to direct market in a quick, measurable and profitable way!”

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