Fixed Ops Journal - April 2022 - F8

FIXED OPS JOURNAL
NO MORE
SPRAY AND PRAY
"
KEN WYSOCKY
foj@autonews.com
advertising budgets
D
ealership sales departments have
traditionally feasted on bountiful
digital marketing budgets
and tactics while fi xed ops departments
had to nibble on the
leftover scraps, usually in the form of " sprayand-pray "
direct-mail campaigns.
But that dynamic is changing. Fast.
" We're on the cusp of an advertising revolution
in fi xed ops, " says Alexi Venneri,
co-founder and CEO of Digital Air Strike. Th e
group provides digital marketing services to
5,000 dealership clients.
" Dealerships have increased their [fi xed
PAGE 8 APRIL 2022
and have lots of new tools
in their toolboxes, " she
adds, referring to text campaigns
and ads on streaming
video platforms. " Th at's
one good outcome from
COVID ... dealerships have
learned to embrace that
side of their business. "
But it's not about pushing
for more service just for service's sake. With
vehicle inventories so low, fi xed ops departments
now also serve as a valuable conduit for
snagging trade-ins by off ering appraisals to
customers, particularly those whose leases or
Venneri: Dealers
leveraging data
Leader: Finitely
target audiences
" We're on the cusp of an
advertising revolution in fi xed ops. "
Alexi Venneri, CEO, Digital Air Strike
Retailers tap targeted digital advertising to boost fi xed ops departments
ops]
warranties are close to expiration,
she notes.
" Th ey're holistically leveraging
their DMS data
and then using digital marketing
to promote tradeins, "
Venneri told Fixed Ops
Journal.
Profi table approach
Sands Automotive Group,
which owns three Arizona dealerships - a
Chevrolet store and a Kia store in Surprise and
a Chevrolet store in Glendale - has been using
text campaigns and ads on video streaming
services such as Hulu and AMC since 2019.
"

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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