Digital Dealer - August 2019 - 39

PUT SOME THOUGHT INTO WHICH TARGET BUCKETS
MAKE SENSE AND MATCH IT WITH A MESSAGE THAT
RESONATES WITH THAT CUSTOM AUDIENCE."
dealership's updated loyalty
and retention program.
Finding the appropriate
touch points to message
your audience and encourage them to come in
between purchases will
directly affect a dealership's
bottom line.
One, we know that 70%
of people who purchase a
vehicle from a dealership do
not return to the same dealership. But yet, three out of
four people who return to
the dealership of purchase
within 12 months said they
would likely buy their next
vehicle there(4).
Two, 65% of vehicle
owners have their vehicles
serviced outside the dealership(5).
In the short term, the
goal of your loyalty program is to help capitalize
on opportunities to capture
additional revenue. Think
about cross-selling services
during maintenance, repair,
or warranty service visits.
What percentage of your
customers are potentially eligible to swap keys? What's
your service lane selling
strategy, and how valuable
is that incremental visit?
The average service
department accounts for
nearly half of a dealership's
gross profit with margins up
10% in 2018(6).
In the long term, the success of the program helps
dealerships build upfront
loyalty that will payoff down-

stream the next time that
customer is in-market.
So, how can Facebook
help with execution?
To start, you'll first need
to filter your customer relationship management data
into a handful of pre-defined
buckets that make sense
for your dealership: sold not
serviced, lease maturity,
due for service, equity position, declined service, etc.
Chances are you've already

- from their own CRM
database to create Custom
Audiences. This information
is completely anonymized,
aggregated, and secured on
Facebook servers.
If this data is continuously
uploaded to the platform,
these targets will automatically update. And as your
customers become eligible
for their next scheduled
service for example, your
always-on campaign will

AND AS YOUR
CUSTOMERS BECOME
ELIGIBLE FOR THEIR
NEXT SCHEDULED
SERVICE FOR EXAMPLE,
YOUR ALWAYS-ON
CAMPAIGN WILL DELIVER
THE PERSONALIZED
MESSAGE AT THE
APPROPRIATE TIME."
segmented these audiences
or have your own custom
buckets built already.
A dealership knows who
bought, what they bought,
and when they bought it. It
is the identification or who,
and when, that allows dealerships to deliver ongoing,
personalized, and timely
messages.
Dealerships can then
use these customer and
prospect details - such
as email addresses, phone
numbers, first or last
names, zip codes and cities

deliver the personalized
message at the appropriate
time.
What oil change offers
are you running that you
could put in front of an
abandoned customer list?
What dealer incentives
would make sense to in-equity customers or those
six months from coming
off-lease?
Put some thought into
which target buckets make
sense and match it with a
message that resonates
with that custom audience.
D I G I TA L D E A L E R . C O M

Then allow Facebook to be
your new, cost-effective,
and dynamic loyalty and
retention strategy. Your
Facebook advertising will
help your dealership run
campaigns that both align
with your customer's expectations on relevant messaging and drive meaningful
and profitable outcomes for
your dealership.
SOURCE/NOTES:

1. https://mobilesyrup.
com/2017/08/22/80-percentnetflix-shows-discoveredrecommendation/
2. https://www.mckinsey.com/
industries/retail/our-insights/
how-retailers-can-keep-up-withconsumers
3. https://www.salesforce.com/
content/dam/web/en_us/www/
documents/e-books/state-of-theconnected-customer-report-secondedition2018.pdf
4. https://www.coxautoinc.com/
learning-center/2018-fixed-opsstudy/
5. https://www.coxautoinc.com/
learning-center/2018-fixed-opsstudy/
6. https://www.nada.org/
WorkArea/DownloadAsset.
aspx?id=21474855962

ADAM PAVKOV is a Client
Partner on Facebook's automotive
Global Sales team, focusing on
supporting partner growth and
promoting effective advertising
solutions for the retail auto
industry. Prior to Facebook,
Adam was Director of Product
Management at Cox Automotive,
working across both the product
development and corporate
strategy teams focused on
developing advertising solutions
and providing consultation for
OEM and dealership clients.
Adam has been in the automotive
industry for 10 years and has
helped develop ad products for
Kelley Blue Book, Autotrader,
Dealer.com and Haystak Digital
Marketing.

AUGUST 2019

39


https://mobilesyrup.com/2017/08/22/80-percentnetflix-shows-discoveredrecommendation/ https://mobilesyrup.com/2017/08/22/80-percentnetflix-shows-discoveredrecommendation/ https://mobilesyrup.com/2017/08/22/80-percentnetflix-shows-discoveredrecommendation/ https://mobilesyrup.com/2017/08/22/80-percentnetflix-shows-discoveredrecommendation/ https://www.mckinsey.com/industries/retail/our-insights/how-retailers-can-keep-up-with-consumers https://www.mckinsey.com/industries/retail/our-insights/how-retailers-can-keep-up-with-consumers https://www.mckinsey.com/industries/retail/our-insights/how-retailers-can-keep-up-with-consumers https://www.mckinsey.com/industries/retail/our-insights/how-retailers-can-keep-up-with-consumers https://www.salesforce.com/content/dam/web/en_us/www/documents/e-books/state-of-the-connected-customer-report-second-edition2018.pdf https://www.salesforce.com/content/dam/web/en_us/www/documents/e-books/state-of-the-connected-customer-report-second-edition2018.pdf https://www.salesforce.com/content/dam/web/en_us/www/documents/e-books/state-of-the-connected-customer-report-second-edition2018.pdf https://www.salesforce.com/content/dam/web/en_us/www/documents/e-books/state-of-the-connected-customer-report-second-edition2018.pdf https://www.salesforce.com/content/dam/web/en_us/www/documents/e-books/state-of-the-connected-customer-report-second-edition2018.pdf https://www.coxautoinc.com/learning-center/2018-fixed-ops-study/ https://www.coxautoinc.com/learning-center/2018-fixed-ops-study/ https://www.coxautoinc.com/learning-center/2018-fixed-ops-study/ https://www.coxautoinc.com/learning-center/2018-fixed-ops-study/ https://www.coxautoinc.com/learning-center/2018-fixed-ops-study/ https://www.coxautoinc.com/learning-center/2018-fixed-ops-study/ https://www.nada.org/WorkArea/DownloadAsset.aspx?id=21474855962 https://www.nada.org/WorkArea/DownloadAsset.aspx?id=21474855962 https://www.nada.org/WorkArea/DownloadAsset.aspx?id=21474855962 http://www.Dealer.com http://www.DIGITALDEALER.COM

Digital Dealer - August 2019

Table of Contents for the Digital Edition of Digital Dealer - August 2019

Digital Dealer - August 2019
A Message from the Show Director
Generational Leadership
Leasing Is Now - Know the Maintenance Requirements or Else
What You Don't Know Can and Will Hurt You
The Customer Buy Center: A Better Way to Build Inventory
Level Up: Drive a Better Clicks-to-Bricks Connection
Interview with Titus-Will Toyota
Inside Digital Dealer 27
Reaching for High-Star Ratings
You Keep Talking, But Are Your Customers Listening?
16 Ways to Damage Your Professional Brand & Fail at Social Selling
Why Public Relations Is Essential for Your Dealership
Using Facebook to Jumpstart Your Loyalty and Retention Programs
‘Medium and Message’ Magic!
3 Simple Ways to Communicate Better with Your Customers and Increase Sales
The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - Digital Dealer - August 2019
Digital Dealer - August 2019 - Cover2
Digital Dealer - August 2019 - 1
Digital Dealer - August 2019 - 2
Digital Dealer - August 2019 - 3
Digital Dealer - August 2019 - A Message from the Show Director
Digital Dealer - August 2019 - 5
Digital Dealer - August 2019 - Generational Leadership
Digital Dealer - August 2019 - 7
Digital Dealer - August 2019 - Leasing Is Now - Know the Maintenance Requirements or Else
Digital Dealer - August 2019 - 9
Digital Dealer - August 2019 - What You Don't Know Can and Will Hurt You
Digital Dealer - August 2019 - 11
Digital Dealer - August 2019 - 12
Digital Dealer - August 2019 - 13
Digital Dealer - August 2019 - The Customer Buy Center: A Better Way to Build Inventory
Digital Dealer - August 2019 - 15
Digital Dealer - August 2019 - Level Up: Drive a Better Clicks-to-Bricks Connection
Digital Dealer - August 2019 - 17
Digital Dealer - August 2019 - Interview with Titus-Will Toyota
Digital Dealer - August 2019 - 19
Digital Dealer - August 2019 - 20
Digital Dealer - August 2019 - 21
Digital Dealer - August 2019 - 22
Digital Dealer - August 2019 - 23
Digital Dealer - August 2019 - 24
Digital Dealer - August 2019 - 25
Digital Dealer - August 2019 - Inside Digital Dealer 27
Digital Dealer - August 2019 - 27
Digital Dealer - August 2019 - 28
Digital Dealer - August 2019 - 29
Digital Dealer - August 2019 - Reaching for High-Star Ratings
Digital Dealer - August 2019 - 31
Digital Dealer - August 2019 - You Keep Talking, But Are Your Customers Listening?
Digital Dealer - August 2019 - 33
Digital Dealer - August 2019 - 16 Ways to Damage Your Professional Brand & Fail at Social Selling
Digital Dealer - August 2019 - 35
Digital Dealer - August 2019 - Why Public Relations Is Essential for Your Dealership
Digital Dealer - August 2019 - 37
Digital Dealer - August 2019 - Using Facebook to Jumpstart Your Loyalty and Retention Programs
Digital Dealer - August 2019 - 39
Digital Dealer - August 2019 - ‘Medium and Message’ Magic!
Digital Dealer - August 2019 - 41
Digital Dealer - August 2019 - 3 Simple Ways to Communicate Better with Your Customers and Increase Sales
Digital Dealer - August 2019 - 43
Digital Dealer - August 2019 - 44
Digital Dealer - August 2019 - 45
Digital Dealer - August 2019 - The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - 47
Digital Dealer - August 2019 - 48
Digital Dealer - August 2019 - Cover3
Digital Dealer - August 2019 - Cover4
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