Challenge:
Mossy Toyota service department faced a unique challenge. The dealership was under construction and the service department was working out of a leased facility down the street from the actual dealership. The manufacturer’s goals of increasing Units In Operation within their PMA meant Mossy Toyota needed to increase local traffic quickly. With the dealership still in the final stages of development and the anticipation of a new state-of-the-art, high tech facility two months away, Mossy Toyota could not wait for the construction to be completed.
Strategy:
Advanced Marketing Strategies started immediate analysis of the PMA to determine that the opportunity for the dealership was in asking prospects to actively participate in creating their own service facility! Using the dealership’s customer base, lists from the manufacturer and Polk predictor list, Advanced Marketing Strategies developed a three pronged campaign that asked prospects to provide feedback in what was important to them in a service facility. A survey was created that allowed prospects to enter this information online then receive a free gift once the survey was complete.
Results:
Mossy Toyota received feedback from more than 700 service prospects, resulting in an additional 200 Repair Orders for the month. Additionally, the feedback from the effort allowed Mossy Toyota to customize a follow up campaign once the facility was complete.
