Optimizing the mechanics of automotive CRM
MASTER THE CAR BUYING JOURNEY WITH RADICALLY SHARPER TARGETING
DIGITAL MARKETING AUTOMATION REVVED UP WITH A HUMAN TOUCH
CRM has always been about one thing: developing more loyal and profitable customer relationships. Period. Finding customers, keeping customers, and moving customers toward a mutually rewarding long-term relationship. It’s a highly analytical, highly strategic endeavor with deep roots in the fertile field of data science.
But there's an art to it.
That’s where having the right automotive CRM marketing partner is invaluable. Culturally, we’re car people. Always have been. And our passion helps us know what to say when, where, and how…intriguing, informing, and persuading prospects and owners from the start of the sales funnel through the entire ownership lifecycle.
Processing speed + brain power
Too many partners and experts blindly rely only on the automation side of data analysis, letting computers do all the “thinking.” But the beauty behind a well-designed, deftly-executed CRM program isn’t just the management and manipulation of big data, it’s the actionable insight afforded by the human element, and passionate expertise in automotive. That’s where Plan B excels. We’re big enough to do it right, and small enough to do it better. We access the same data stores. Use the same analytical tools and methodologies. But instead of just letting artificial intelligence spit out some indecipherable technobabble and pretending it’s a cure-all to the woes of marketing in the digital age, we also apply good old fashioned brainpower (the human element!) to the programs we create. And that makes all the difference.
Radically sharper targeting
The problem with most digital ad buys today is that you end up wasting precious marketing dollars talking to people who aren’t interested in (or capable of) buying what you’re selling.
A better way to reach the qualified few is with Radically Sharper Targeting. We’ve developed a way to merge data stores for the purpose of identifying high-value targets with both a likelihood of brand interest and a propensity for buying the kinds of vehicles you make. That means more of your marketing budget can be invested in precision-purchased media with a much higher chance of connecting with the right people at the right time.
Given trends toward an increase in consumer privacy protections, such as Google’s plan to phase out third-party cookies by 2023, now is the time to nail down testing and new strategies to execute the kinds of programs that yield more and better leads. And that makes each day even more critical as digital marketers seek creative ways to improve the mileage of their investments.
Today’s data is powerful, as it affords us a glimpse into whether someone is ready to buy, and if so, what kind of message might best appeal to them. So now you can deliver ads that are every bit as relevant as they are timely. Curious? Let us put together a test program so we can show you how Radically Sharper Targeting works…pinpointing the people you’re looking for, and making it easier than ever for them to connect.
- Identify and segment the most interested, motivated target consumers
- Define dealerships with highest sales potential and select test MSA’s
- Pinpoint target consumers within the MSA’s
- Develop campaign creative relevant to specific target segments
- Communicate to targets across all stages of their buying journey
A proven formula
We have a blueprint, project plan, and materials scheduled to deliver radically sharper targeting at a lower cost
Brand raw data
Allows us to define test markets + more selling success
3rd party raw data sources
To prime the pump with potential buyers
Predictive Data Analytics
For better strategic targeting to reach the right audience at the right time
Creative message strategy
To proudly declare its luxury position with the flexibility to localize
Reporting & Optimization
To continually refine targeting and messaging and sell more
Program execution
Specific tactics, campaign schedule and Budget allocation
Our approach to automotive CRM
We are experts in optimizing the mechanics of Automotive CRM. From making timely Handraiser connections to “in-market” conquesting to integrated loyalty programs, our CRM program design, systems management, and world-class creative expertise has helped global automotive brands drive quality leads, brand preference and long-term loyalty.
We focus on those key moments in the very unique journeys that all car shoppers, new owners, mid-life owners, in-market owners and brand loyalists travel along. We then tailor our strategies to “own” those key moments by delivering personalized and compelling content and offers that inspire action. We do this not only by knowing and understanding the various parts of the journey, but also by utilizing data cues that allow us to identify what key moment someone is in along that journey, and what their individual preferences are. We map out sophisticated programs designed to leverage this intelligence and dynamically deliver the most personalized and relevant offerings at key moments along the way. Below is a diagram of a typical journey to help illustrate how we customize messaging based on moments and preferences:
A data-driven program keeping owners engaged with the brand at critical points throughout the ownership cycle
THE RIGHT PERSON, TIME, AND MESSAGE
We are in tune with the car buyer of todays psyche and know where, when, and what to say to whom, to move cars
off the lot. Consider this. It’s been suggested there are five key phases in a consumer’s car-buying journey, and different online (trackable!) behaviors associated with each phase.
We use our formula to identify when someone is within each phase and thoughtfully develop the right content for
each phase to optimize virtually every touchpoint. This moves customers closer and closer to the products they want…down to the precise inventory available and the exact dealership where they can make the purchase.
Build a shortlist
Narrowing the universe of options down to a few brands and models of interest.
Explore features
Comparing features across a broad spectrum of categories including comfort, convenience, performance, safety, reliability, and more.
Crunch the numbers
Calculating financial scenarios to maximize the amount of vehicle a budget can buy.
Locating "the one"
Browsing local inventories for vehicles that meet all the buying criteria.
Validate the offer
Confirming the details of the deal are fair, often while at the point of purchase.
PLAN B OFFERS FULL-CYCLE CRM SERVICES
Our expertise spans a comprehensive range of CRM-related services, but we’re equally skilled at adapting our offerings to meet the needs of clients whose CRM efforts are in different stages. Some clients need help building programs from the ground up. Others need support migrating data and implementing newer technology. Some just need training and support, or want to take advantage of the latest data-driven optimizations afforded by today’s marketing stack tools.
Access & analyze
Data Acquisition, Research and Analysis
Business Process review & Roadmap
Design & configure
Technology Platform Selection & Comparison
System Implementation and Integration Strategy
Stabilize, utilize & optimize
User Adoption & Change Management
Digital Marketing & Automation Strategy
Data Analytics & KPI Analysis
Automotive clients, for example, may only require Data Acquisition & Analysis and Hyper-Targeted Digital Marketing Execution
Access & analyze
Data Acquisition, Research and Analysis
Business Process review & Roadmap
Design & configure
Technology Platform Selection & Comparison
System Implementation and Integration Strategy
Stabilize, utilize & optimize
User Adoption & Change Management
Digital Marketing & Automation Strategy
Data Analytics & KPI Analysis
Jaguar: a roaring crm success
Watch how Plan B's Full-Cycle CRM program for Jaguar North America drove leads, brand preference and long-term loyalty.
Case study: Jaguar cars
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