Zipcode Target Marketing specializes in Service Department Marketing for auto dealers. Our single focus is on Service Customer Retention and Retrieval and increasing customer pay labor and parts sales. That’s why we hit the mark for our clients every time using the ServiceChecks™ program. Our dealers response rates are typically 15% on the low end and up to 40% on the high end which is 15 times greater than the national average for direct mail. Most dealers realize a 100% return on investment within the first 90 days. In fact, our dealers enjoy well over a 500% return on investment.
The Zipcode Target Marketing 4 Step ServiceChecks™ program identifies customers who are not responding to your current marketing efforts and substantially increases your service traffic. The highest increase is in customer pay labor and parts sales because we target customers in their last year of warranty and 10 model years back. Not only do we bring in customers, but the most lucrative kind! Our program increases the number of RO’s, dollars per RO, and ASM closing ratio. Whether your service drive is in a slump or running like a well oiled machine, our program is like a shot in the arm. The results are immediate and long lasting. “Best of All We Guarantee Your Investment!”
A dealer’s top priority should be to stop defection and increase retention. Most people perceive dealership service departments to be too darned expensive. Hence, the mass defection from dealerships to independent shops and value based chains. ServiceChecks™ transforms the customers perception from “You are too expensive” to “You are the same price or better than the other guys.”. Price being equal, most people have greater confidence in the quality of technicians and repair work at a dealership. The fact is, they’d rather do business with you. You just have to give them a cost incentive without sacrificing profits which is what our ServiceChecks™ do!
“Our program will bring you new customers, regain your lost customers, keep your existing customers loyal to your dealership, fight customer defection to aftermarket providers, and arm your service advisors with the necessary tools to up-sell and cross-sell like never before…and remember thats 100% customer pay labor and parts sales we are focusing on!”
–Mark J. Payne, Former Client now President
The 4 Components of the ServiceChecks™ Program:
1. S.M.A.R.T. Analysis – Identifies Your Target Audience (Allows you to determine your most effective marketing strategy!)
2. ServiceChecks™ – Deployment of the Most Reactive Marketing Weapon in Your Arsenal
3. On-Site Advisor Training and Launch – Gets your staff ready to up-sell and cross-sell like never before.
4. Web Based Reporting – Results are tracked to the penny only from the pieces that were mailed out and brought in.
The S.M.A.R.T. Analysis is essentially your marketing hit list. The more targeted your audience, the more responsive they will be. When you advertise to a targeted audience using a rifle and scope approach rather than waste money mailing to the masses using a shotgun approach, you save money and get far better results. The Market Analysis consists of a blend of existing customers harvested from your DMS and new prospects through list acquisition.
We perform an in depth analysis of your current service customer base. We use sales, service and parts records from your DMS, to effectively profile and sort customers into groups of current, inactive and lost customers. Spending history is also factored in. We then cultivate your potential new customer base including those who are driving your brand, living in your most lucrative zip codes but with no history at your dealership.
All data is cleansed, producing the most accurate list; void of duplicates, wrong addresses or outdated information. The S.M.A.R.T. Analysis becomes the property of the dealership and can be used for a multitude of marketing efforts storewide. Once your S.M.A.R.T. analysis is complete, we formulate a customized marketing mix of current, inactive, lost and potential new customers and create your S.M.A.R.T. mailing list which will identify the customers who have the highest propensity to respond. Next, we fire away with our highly effective ServiceChecks™.
ServiceChecks™ get the highest response rates of any direct mail piece bar none. ServiceChecks™ make it past the garbage can toss every time for two main reasons. The first is because the manufacturer’s logo appears in the return address area of the envelope and looks like an important notice from the manufacturer. It peaks curiosity, gets opened and gets read! Secondly, the weight of the checkbook inside the envelope is so substantial, it warrants further inspection.
Once they start flipping through the 12 ServiceChecks™, customers will notice savings vouchers in the form of checks. They begin to feel like they have cash in hand. Next, they’ll notice the long 18 month expiration period. The customer realizes they can come in for service when they want and they’ll get a break on the service they actually need. In most cases, they have a pent up need for a MAJOR repair and these vouchers ease their fear of a large repair bill thus driving them into your dealership as opposed to the independents. There is simply no greater motivator to spur the consumer into action. For the more “service minded” customers who strictly adhere to their car manual’s suggested maintenance schedule, the ServiceChecks™ are perceived as a loyalty program for repeat visits.
By eliminating short term expiration dates and overly specific offers, the customer doesn’t feel baited or pressured. Quite the contrary, they feel empowered and excited. Customers near the end of their warranty are spurred into action and into your service drive. With 12 ServiceChecks™, there are 12 opportunities to visit your service drive. This isn’t a churn and burn piece, it’s a relationship building piece.
We set you up for success. The program includes the cost of a Zipcode Target Marketing national trainer to perform on site training for all of your service writers, managers and cashiers. Phone and webinar support is also included to refresh or retrain if you have personnel changes. Our trainers will reveal to your service advisors the most successful word tracks and strategies to increase up sell and closing ratios
Web Based Reporting
ALL RESULTS ARE BASED SOLEY ON THE CHECK BEING BROUGHT INTO THE DEALERSHIP. Each ServiceCheck™ has a bar code and UPN which is scanned by your cashier or service writer at the time of redemption. So measuring the results of your marketing program has never been more immediate or accurate. You’ll know at any moment in time exactly how well the program is doing for you. We provide you with scanners so you retain control over data entry and never have to question the integrity of your results.
All reports are web based. There’s no complicated software to learn. There are 7 standard reports and a number of customized reports that we automatically email to management as often as you like or if you prefer to login manually, it’s a simple web address.
What if the program doesn’t deliver as promised?
With a 15 year track record of success for our clients, our program’s results are SO consistent and predictable that we offer a money back guarantee if you don’t earn a full Return on Your Investment.
How long before I get a Return on Investment?
Most customers of Zipcode Target Marketing realize a full R.O.I. within the first 60 days.
Why should I use your program if I’m already spending money on service department advertising?
Our program can exclusively target the customers who are NOT responding to your current marketing efforts.
Can I use Co-op for your program?
Yes, in most cases. We’ll even file the paperwork for you.
Will I be wasting advertising dollars on active customers?
No, we can drill down and focus on your non-responders and inactive customers.
What if I want to focus heavily on new customer acquisition?
We’ll attract scores of customers driving your brand with no history at your dealership and focus less on your existing customers.
What if I want to poach customers from nearby dealerships or independents?
We can target zip codes around a competing dealership or independent shop.
Are ServiceChecks™ more expensive than postcards?
Postcards have a 1% response rate. ServiceChecks™ have a minimum 15% response rate. To get the same response rates mailing a postcard, you would have to mail the postcard at least 15 times, if not more, which ends up costing 3 times as much as a ServiceCheck™ campaign. You get what you pay for in response rates.
Don’t ServiceChecks™ offer the customer too high of a discount?
On the surface, it might seem like too large a discount but the net effect for our dealers, on average, is only a 12% discount.
How long after the mail drop will ServiceChecks™ be redeemed in our store?
Customers will start coming in as little as one week after the drop and provide a steady flow of business for the entire 18 month period.
What kind of a Return on Investment can I expect?
A typical result is a 500%+ Return on Investment. (Results based on a 60% blended gross profit.)
Can we purchase ServiceChecks™ to use as hand-outs?
Yes! ServiceChecks™ are a great tool to use when a customer is dissatisfied. They’ll always leave happy, if they leave with a checkbook in hand. They have an incentive to return and you have another opportunity to provide a more positive experience. They are also great to reward loyal customers.
“We have been on the Service Check Program for over three years now. I was recently at the Jaguar/Land Rover national parts and service meeting and we were noted as being the only dealer in the entire country to have an increase in customer retention over the past three years. The Service Checks are the reason for this.”
Terry Springer, Parts And Service Director
Alpine Jaguar, Ft. Lauderdale, FL
“I was skeptical at first when they told me the results I should expect but I figured I had nothing to lose by trying it since they have a money back guarantee. I was shocked to see the program worked as they said it would. I even set up a specific toll free phone number to track the calls that it generated and we were receiving unique callers all the way up to and past the 18 month expiration date. By far the best customer retention tool we have ever used.”
Lee Payne, Owner/Dealer Principal
Planet Honda/Planet Hyundai, Denver, CO
“I have been in the business for many years and I believe that this is one of the top customer retention tools on the market. I have been using this program consistently for several years and it is definitely one of the top two reasons my retention levels with General Motors comparison to other dealers is so high.”
Guy Denig, Fixed Operations Director
Century Buick GMC , Tampa, FL