Fixed Ops Journal - April 2022 - F11
DIGITAL
continued from Page 9
increased during the last six months to the
point that the service department plans to
hire three more technicians, Bowden adds .
Powerful marketing tool
For Bowden, texting is a no-brainer marketing
tool.
" It's all about marketing to customers in the
best way they want to be marketed to, "
Bowden says.
" Texting is a great tool for educating and informing
our customers about our competitive
pricing, certifi ed technicians and excellent
customer service - and the fact that we
service all makes and models.
" Th ink about it - you wake up and you
text, " she notes. " You eat, you text. You sit in a
meeting and text. It's convenient and an extremely
effi cient way to communicate. And
customers prefer it. "
To underscore that point, Venneri notes
Bowden: " It's all about marketing to customers
in the best way they want to be marketed to. "
that the annual Digital Air Strike survey
showed that 60 percent of respondents prefer
to never speak to someone in a service
department.
Another key advantage: Th e texts include a
link consumers can use to schedule service
immediately, which only adds to the convenience
factor, she noted .
Bowden says the group still uses traditional
forms of marketing, such as emails, phone
calls and mailers. But she sees the writing on
the wall - and it looks a lot like a text message.
" I'm
36 years old, and we're a fourth-generation,
107-year-old dealership, " she says .
" Th e way we did things for a long time has
obviously worked.
" But like in all industries, how people consume
information and communicate is rapidly
changing, so it was important to me to
make sure we're at the forefront of that, " she
says . " When I joined fi ve years ago, we were
behind. But now we're partnering with companies
like [Digital Air Strike] that are helping
us get ahead of the eight ball when it
comes to digital marketing. "
And making sure the service department
gets more than just marketing scraps.
https://www2.rytecdoors.com/l/83702/2022-03-07/bgcxd9
Fixed Ops Journal - April 2022
Table of Contents for the Digital Edition of Fixed Ops Journal - April 2022
Fixed Ops Journal - April 2022 - Intro
Fixed Ops Journal - April 2022 - F1
Fixed Ops Journal - April 2022 - F2
Fixed Ops Journal - April 2022 - F3
Fixed Ops Journal - April 2022 - F4
Fixed Ops Journal - April 2022 - F5
Fixed Ops Journal - April 2022 - F6
Fixed Ops Journal - April 2022 - F7
Fixed Ops Journal - April 2022 - F8
Fixed Ops Journal - April 2022 - F9
Fixed Ops Journal - April 2022 - F10
Fixed Ops Journal - April 2022 - F11
Fixed Ops Journal - April 2022 - F12
Fixed Ops Journal - April 2022 - F13
Fixed Ops Journal - April 2022 - F14
Fixed Ops Journal - April 2022 - F15
Fixed Ops Journal - April 2022 - F16
Fixed Ops Journal - April 2022 - F17
Fixed Ops Journal - April 2022 - F18
Fixed Ops Journal - April 2022 - F19
Fixed Ops Journal - April 2022 - F20
Fixed Ops Journal - April 2022 - F21
Fixed Ops Journal - April 2022 - F22
Fixed Ops Journal - April 2022 - F23
Fixed Ops Journal - April 2022 - F24
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