Preowned Sales Departments Are Booming!

The pandemic has shifted a lot of businesses in places they are not familiar with. Have you maximized your preowned business?

Internal research is showing that preowned strategies are driving major growth during the pandemic! Typically our clients have a small focus on preowned car sales, but now that demand is higher, they are crushing the competition!

We use a pandemic analogy to explain this effect on why some dealerships are dominating in the auto industry currently:
Restaurant owners who were organically selling through home delivery methods prior to pandemic/shutdown were the ones that stayed in business and dominated the competition during the shutdown! The restaurants that catered to “dining in only”, are struggling to make ends meet.

If you are a dealership who didn’t experience record sales in June and/or July, I would highly suggest that you dig into the foundation of your business.

  • Analyze your inventory mix every month (you’ll need cars to execute a plan to sell)
  • Analyze your current multichannel advertising (most of our clients are spending less and selling more due to demand)
  • Analyze your leads and where they are coming from(do you have enough?)
  • Analyze your lead processes(how are your staff or business development reps managing and nurturing your leads?)
  • Analyze the showroom show rate to appointments (This can potentially help you optimize your closing strategy)
  • Analyze your overall return on investment (ROI)

Can’t do this on your own? Sounds like a lot? T3 can help you through this important process.

Stop wasting your money.

By utilizing all of T3 Marketing’s targeting solutions for preowned car sales, you will be able to drive more sales, book more service appointments, and finance more shoppers than ever before. After implementing these strategies, our clients instantly see more qualified leads, less ad spend waste, and continuous dealership growth.

Book a consultation today!

High-Frequency Automotive Marketing

Car Shoppers Ignore Your Marketing… Until Now

Have you ever thrown away a mail piece, didn’t read an email, ignored a voicemail, or scrolled past a display ad? Of course, we all have! And car shoppers do the same. Luckily we have a solution to minimize the amount of ignored marketing and maximize the amount of marketing that is consumed, understood, and acted on.

High Frequency, Multi-Channel Marketing

At T3 Marketing we rely heavily on our high frequency, multi-channel marketing strategies. We understand that a consumer can easily ignore one element of our outreach but it becomes harder to ignore and easier to consume marketing that is personalized to them, delivered through 3 or more mediums, and seen 5 or more times in a 30-day timeframe.

So How Do We Do This?

We utilize the following mediums to communicate our message to a hyper-targeted list of prospects:

Start With A Goal

Every marketing campaign begins with a goal. Let’s assume that our goal is to sell more cars to people who are likely to trade in their vehicle. We want to encourage car owners to trade in their vehicle and upgrade to a newer vehicle. Our next steps are to gather a list of prospects that we feel may be in a position to trade in their vehicle and potentially interested in purchasing a vehicle from your dealership. Most of the time this would be someone that meets one or more of the following criteria:

  • Has owned their vehicle for 3 or more years and hasn’t opened another automotive loan since this purchase
  • Has purchased at your dealership
  • Hasn’t purchased from your dealership but does own the same brand vehicle that you sell
  • Has serviced their vehicle at your dealership but has never purchased from your dealership
  • Has a lease that is expiring in the next 1 – 6 months

The Right Data Is Vital To Your Success

After we have our goal and our target prospects, now we need to create our messaging. We want this messaging to be extremely personalized and very natural in its delivery. Let’s assume that we are a Nissan dealership and we want to target vehicle owners that own a Nissan that is 3 – 6 years old. We also have proof that this person has not purchased another vehicle since the purchase of this Nissan. Now we want to create hyper-personalized messaging that resonates with them. 

Personalized Messaging Is Key

We will send out and create a direct mail piece, email, voicemail scripts, text messages and display ads that all communicate the same message. Then we will deploy these over the course of 30 days. Each piece of communication will help educate them on the fact that they can sell their vehicle for $##,### and purchase a brand new vehicle without changing the amount that they pay each month. 

If we JUST send a mailer, JUST send an email, JUST leave a voicemail, etc then it is VERY likely that our message will be ignored. To avoid being ignored we do the following:

  • Send an email that lets the consumer know that you just sent them a mailer that contains an offer to buy their vehicle
  • Send a handwritten letter that shows that consumers that you know that they drive a 2014 Nissan Altima, you are willing to purchase it for $##,### and they may be able to purchase a 2020 Nissan Altima and possibly lower their monthly payments. 
  • Send an email letting them know that they should have received the offer in the mail. We will recite the offer in this email. 
  • Leave a voicemail that lets them know that you have reached out by mail and email. Let them know that you have an aggressive offer to purchase their vehicle and that you’d like to talk.
  • Begin to serve them display ads that encourage them to trade in their vehicle and upgrade to the latest model

Increased Response Rates = More Cars Sold

When this is done correctly, the consumer cannot possibly ignore your message. There is a very high chance that they heard your communication, consumed it, and now have the option to respond or not. 

It’s undeniable that high frequency, multi-channel marketing increases your response rates on every marketing campaign. By doing this, you can make the most of the data that you are targeting.

We Want To Help You

Book a Consultation Today!

The RIGHT way to target on Facebook

Are you tired of feeling like you aren’t getting your money’s worth on Facebook and Instagram marketing?

This is a common issue that we hear all the time: “I just don’t see the real value”. Well T3 Marketing has answers. Most advertisers only use the basic functionality of Facebook & Instagram. This is very basic “interest” based targeting and just does not cut it when trying to target strategically. T3 Marketing offers a variety of targeting that uses REAL intent-based data such as Polk Automotive Owner/Shopper data, Visa/Transunion financial data, and much more!

These are some of the ways that T3 Marketing is changing the way car dealerships increases revenue:

In-Market Audiences: With T3, you can target people who have been identified as in-the-market for vehicles – but we go much more granular than that. Our dealerships are able to target makes (such as Honda or Toyota shoppers), vehicle ownership age (such as bought a vehicle 3 years ago), style (such as pickup truck shoppers), and much more.

Financing: As part of your sales strategy, offering financing options is huge for your dealership. We can help you target people who are subprime, people who are actively researching car loans, and household incomes.

Service: Service is one of the largest areas for growth in a car dealership. We offer a variety of targeting for service campaigns including vehicle make owners (people who own a Honda or Toyota etc.) and people who spend a lot of money at repair shops (people who are always upgrading their vehicles).

Stop wasting your money.

By utilizing all of T3 Marketing’s targeting solutions for Facebook and Instagram, you will be able to drive more sales, book more service appointments, and finance more shoppers than ever before. After implementing these strategies, our clients instantly see more qualified leads, less ad spend waste, and continuous dealership growth.

Book a consultation today!

How Does A Dealer Brand Their Business?

Branding is more important than ever. People think it’s complicated, but the truth is, it isn’t.

Branding = Storytelling

A good brand tells a clear story. A good story resonates with audiences and makes them feel an emotional connection, creating trust. If an audience trusts a brand, they develop loyalty. Brand loyalty creates a customer for life.

Branding is more than just a logo. A brand represents the relationship you have with the community as well as your entire customer experience. Often referred to as a ‘promise,’ it communicates your values, purpose, and personality as a business that is a realistic reflection of what your customers can expect.

Crafting a good brand goes a long way in helping to deliver on your promise as the company you say you’ll be. Some considerations:

  1. Be authentic – no one wants to buy a lie. Always communicate your compelling vision. Over promising and under delivering is needless to say bad for business and could potentially ultimately result in the demise of the company. Sell what your vision is for the next year, 3 years, 5 years but be honest about where your company is today. There is no finish line in business.
  2. A great brand impacts more than just Sales. A good brand with clear stories is valued higher by your employees, your customers and your investors. No one wants to invest their time or money into a company they don’t understand.

Creating awareness of your brand experience is crucial. It is important to have a well thought out,  strategic plan to create the brand experience that you want your audience to have, because a good brand doesn’t just happen.

Why Branding is Important:

  1. Branding promotes awareness and recognition. People tend to do business with companies they are familiar with. If your branding is consistent across all mediums and is easy to recognize, it will help people feel more at ease purchasing from you. Which can then result in building credibility and trust for your brand.
  2. A strong brand helps set you apart and protects you from the competition. In today’s world market, it is crucial to stand out from the crowd in the competitive global economy. Ask yourself how your brand can stand out from the thousands or even millions of similar organizations around the world?
  3. Your brand tells people about your business’ blueprint. Giving customers full transparency of the company from its core through the full brand experience, from the logo to the way that your phones are answered. Always be communicating to your customer what type of company you are. Ask yourself, are we telling the right story?
  4. A good brand provides unity, motivation, direction and clarity for employees that they need to be successful. It tells them how to act, how to speak, and how to achieve the business’ goals.
  5. A strong brand generates loyalty and ultimately referrals. People love to tell others about the brands they prefer and why. Loyal customers are influential to others and will continue to support the brand in good and bad times.
  6. A strong brand builds perception and helps customers know what they can expect. By being consistent and clear in the brand messaging, the customer will feel at ease since they know exactly what to expect every time they experience the brand.
  7. Your brand represents you and your promise to your customer. It is important to keep in mind that your brand represents you as well. You are the brand, your employees are the brand, your consistent messaging through marketing are the brand. Ask yourself, what are you going to deliver (promise) to your customer?
  8. Your brand helps you create clarity and stay focused. It’s very easy to get busy with the day-to-day and doesn’t take long to be a long way from your original goals or plans. A clear brand strategy helps you stay focused on your mission and vision as a business and be strategic with your marketing efforts, saving you time and money.
  9. Your brand helps you personally connect with your customers at an emotional level, that leaves them feeling good when they buy your brand. A strong brand makes customers happy when they engage with it, because purchasing is an emotional experience.
  10. A strong brand is an asset. It provides your business value, well beyond finances or physical assets. What you present to the public is a big part of who you and your business are. A lot is at stake and strong branding will make the difference between revenue+sales or debt+liquidation.

Most companies don’t understand the importance of CONSISTENCY with branding. 

The best branding is built on a strong idea – an idea that you and your employees can hold on to, can commit to, and can deliver upon. 

Your brand is the identity that customers recognize. Branding is how customers perceive you and the blueprint of the business. May your brand be the symbol of happiness, comfort, loyalty and long lasting impressions. When your organization is clear on the brand vision and can deliver on the promise of the brand, you will see great success while building brand loyalty among your customers.

Book a consultation today!