Reaching the right people, at the right time, with the right message is key to successful marketing. Because of this, understanding the life cycle of your customers is an important part of your overall marketing strategy. Would you send a sales message to a customer who recently purchased a car? Or…would you send a service message offering a discount on their first service visit? Those are rhetorical questions, but mapping out this communication strategy, for all profit centers, can help maximize your margins.
The automotive industry has many profit centers, and it’s up to dealerships to incorporate awareness opportunities in its marketing on all of them. Why would you leave the success of your collision center up to insurance companies? There are many ways to reinforce, throughout the customer journey, that you should be afforded first consideration when in the need of body shop work. Whether it’s new, used, acquisition, F&I, service, and yes…even collision, no profit center should be neglected. Think of each of these profit centers as your children that all need to be cared for in order for them to flourish. When all of your profit centers flourish, so do your margins.