Kristen Adams | Naked Lime | Marketing and Advertising Sales
Consultant | [email protected] Stop Using the Same Playbook as
Your Competition
Slide 2
Agenda The Market Today Target Your Marketing Limitations of
Your Database OEM Programs Best Practices Q&A Kristen Adams |
Naked Lime | Marketing and Advertising Sales Consultant |
[email protected]
Slide 3
The Market Today Kristen Adams | Naked Lime | Marketing and
Advertising Sales Consultant | [email protected]
Slide 4
Customer Expectations Kristen Adams | Naked Lime | Marketing
and Advertising Sales Consultant | [email protected]
Slide 5
Pressures
Slide 6
The Zero Moment of Truth Kristen Adams | Naked Lime | Marketing
and Advertising Sales Consultant | [email protected] Old Model
Todays Model
Slide 7
Kristen Adams | Naked Lime | Marketing and Advertising Sales
Consultant | [email protected]
Slide 8
Industry Kristen Adams | Naked Lime | Marketing and Advertising
Sales Consultant | [email protected]
Slide 9
Target Your Marketing Kristen Adams | Naked Lime | Marketing
and Advertising Sales Consultant | [email protected]
Slide 10
Expectations Kristen Adams | Naked Lime | Marketing and
Advertising Sales Consultant | [email protected] o How Customers
behave o Buying Patterns o Technology o Customer Experience
Why is This Important? Customers expect personalization
Potentially turning away customers Customer Retention Kristen Adams
| Naked Lime | Marketing and Advertising Sales Consultant |
[email protected]
Slide 13
Limitations of Your Database Kristen Adams | Naked Lime |
Marketing and Advertising Sales Consultant |
[email protected]
Slide 14
Data Matters
Slide 15
Identify Database Problems Kristen Adams | Naked Lime |
Marketing and Advertising Sales Consultant | [email protected]
Outdated vehicle information Undeliverable addresses
Missing/invalid email addresses
Slide 16
Why is This Important? Kristen Adams | Naked Lime | Marketing
and Advertising Sales Consultant | [email protected] Money spent
Customer expectations Communication is key
Slide 17
OEM Programs Kristen Adams | Naked Lime | Marketing and
Advertising Sales Consultant | [email protected]
Slide 18
Overview of Offerings Kristen Adams | Naked Lime | Marketing
and Advertising Sales Consultant | [email protected] Co-op
programsApproved vendor lists Ready-to-go messages
Slide 19
General Pros & Cons OEM compliant OEM relationship Limits
who they will contact OEM database, not dealership database
OEM-focused branding Kristen Adams | Naked Lime | Marketing and
Advertising Sales Consultant | [email protected]
Slide 20
Why Should I Care About the Cons? Bring customers to your
store, not just any OEM store Kristen Adams | Naked Lime |
Marketing and Advertising Sales Consultant | [email protected]
You decide your customers Could you be recapturing more customers?
Could you be sending less direct mail vs. email marketing?
Slide 21
Best Practices Kristen Adams | Naked Lime | Marketing and
Advertising Sales Consultant | [email protected]
Slide 22
Best Practices Have a process for cleaning the database Email
collection is imperative! No more email blasts & blanket
mailers Shy away from using a CRM tool for all of your marketing
Stay in contact but only with relevant, targeted messages If using
an OEM program, find another way to fill the gaps Kristen Adams |
Naked Lime | Marketing and Advertising Sales Consultant |
[email protected]
Slide 23
Identifying a Good Provider Kristen Adams | Naked Lime |
Marketing and Advertising Sales Consultant | [email protected]
Open ROI reporting Customizable Creates strategy from clean data
Look for a partner, not a vendor Service, not tool
Slide 24
Best Types of Services Kristen Adams | Naked Lime | Marketing
and Advertising Sales Consultant | [email protected] Data-driven
strategy Regular reporting and strategy meetings Proactive Listens
to you
Slide 25
Q & A Session Kristen Adams | Naked Lime | Marketing and
Advertising Sales Consultant | [email protected]
Slide 26
Contact Info Full Name: Company: Job Title : Email: Kristen
Adams Naked Lime Marketing Marketing and Advertising Sales
Consultant [email protected] Share an important takeaway you
received from this session using hashtag #DD17 for a chance to win
an iPad.