“Internal before external” is an age-old principle in communications. It is just as relevant now as it was in the past – especially when you want to or have to reach your target audience “indirectly.” This principle applies to almost any automotive manufacturer or importer in the German market – with the exception of subsidiaries. But even they have to continuously motivate people with new campaigns and promotions. From seasonal or warehouse-driven sales and increasing customer satisfaction through to service promotions and strategic positioning, the dealership is an essential sales partner that has to be involved.
Selling service: Services and new cars Satisfied customers are a good thing. Enthusiastic customers are even better. They are more forgiving and they return and recommend you to others. Customer perception matters. This is true for the entire time the vehicle is owned: from initial purchase through service experiences all the way up to resale. You have to score points and constantly surprise them with positive brand and dealer experiences. Referral and repurchase rates are confirmations of success: Loyal and enthusiastic customers make the difference!
Seasonal service campaigns
No sell-out without sell-in: the most eye-catching service campaigns are useless if the dealer is not actively involved and is not thoroughly and explicitly informed about the promotion ahead of time. That is why, in our experience, professional dealer information is an absolute “must.”
Two dates each year are firmly anchored with seasonal sales promotions: spring/summer and autumn/winter. Just about every manufacturer or fast fitter offers a spring or autumn/winter check-up at this time of year to bring their customers into the workshop.
At SNOOK Frankfurt, we constantly have the opportunity to use all of our creative skills. For over 20 years, we have developed and implemented national and cross-European service campaigns for Alfa Romeo, Fiat, Lancia, Chrysler, Jeep, Opel, Chevrolet, Hyundai and Kia among others.
Trade-fairs and events
Experience the brand. Increase sales. Conferences, conventions, trade fairs and events: experience-oriented and emotional contact with an audience guarantees the most success – especially in B2B communication. Personal contact, direct dialog and Face2Face presentation open opportunities that can hardly be opened through paper and listeners.
Receive directly. Sell directly. Direct reception is the most important sales area at a dealership. Although on average, 80% of sales for a dealership are generated through new vehicle sales, aftersales add on average 60% to revenue. A main spark for revenue is direct or dialog-based reception. The concept and knowledge of this has circulated in the automotive world for more than 20 years. “Experiential” direct reception is, however, only more or less present from dealer to dealer or importer to importer – this is a big task!
Emotional identification meets roof boxes and co. The time for matter-of-fact/rational accessory brochures is over. Emotions that reflect the desire for security, comfort and individuality are in demand. Admittedly, you do not have to be an aftersales professional to develop and produce accessory brochures. But in addition to creativity and knowledge of the product, our love of detail also gives us a considerable advantage. What sets us apart here is, on the one hand, our profound experience with accessories. But on the other hand, it is also how we handle mundane challenges with speed, enormous flexibility, 100% reliability, and absolute cost consciousness – and we do this while delivering first-class quality.
Wheels and tires
Adjust them correctly – and they keep moving! The wheel and tire business is also profitable on many levels. Dealerships and workshops enjoy two contacts per customer each year through active loyalty via professional wheel and tire management. In times of increasing periods between workshop visits and decreasing average contacts (less than 1 contact per year) a promotion such as a “tire hotel” is worth the money – as long as it is not just about storing the wheels and tires. There is also the potential for replacement business: ¼ of all registered vehicles need new tires. Concrete figures: 12 direct receptions per day produce on average 3 tire replacement customers – that means 12 new tires!
A brand needs a foundation. Characteristics, features, values: When describing and creating a brand, it is often more about psychology and philosophy – or like manufacturing a vehicle. The chassis is like the foundation of the brand personality. With every added part and every visible line, the brand reveals an element of their concept: this creates the brand image. To positively influence this image – or even change it – is not only the most important element, it is one of the biggest challenges in strategic brand management.