All posts by Odenza

social-media-strategy-main-image

The “Delight and Surprise” Social Media Strategy

By | Generating More Referrals, Improving Social Media Engagement, Marketing | No Comments

Are your reviews not where they should be? You probably know what you need to do but just can’t get it quite right.

Let’s face it, it’s human nature to leave bad reviews. When people are upset they will more than happily take to social media and roast your company.

But when customers are happy, they generally don’t say anything. You need to give them a reason to step up, and exert some effort to leave you a review that is going to be of big benefit to you.

We have some tips, some tried and true methods, to not only increase the quantity of reviews on Google, Facebook and other websites; but to also up your average score.

Our program will increase your average score, surprise and delight your customers, get you more reviews, and motivate your sales people.

There are two different strategies you can use simultaneously to really amp up your reviews; or you can use them one at a time to address particular issues.

Number one: contest

This is the easiest strategy and involves running a contest inside your company.

Let all your customers know that, every week, you’ll be giving away a complimentary five-day cruise for two people and all they have to do to be eligible is to leave a review on your Facebook page, Google, or whatever other sites you would like.

You can deliver this message through a post on your Facebook page, via an email to your customer base, through newsletters, or on point-of-sale material directly in your store.

In order to get your sales team behind the program, we recommend using our tickets and entertainment program or a gift card to Amazon or Starbucks for whoever collects the most reviews by month’s end.

Make the contest fun, use some balloons, or table talkers to promote the contest inside the organization and put some oomph behind it.

NOTE: Word of advice from our own experiences.

If you run this program for longer than a month make sure you change up the gift. Although your customers will not really notice any difference, your internal staff and your sales team will get bored. We have a variety of different trips and different gifts you can use to keep it fresh.

Number two: point-of-sale review

point-of-sale

This strategy is designed to capture the reviews at the very moment your customer is thrilled with your service. It requires the full participation of your sales team, as well as some reminders and push from you or sales management.

After every sale, when the customer is thrilled about their purchase, tell the customer you have a surprise for them. Thank them for their business and reinforce the fact that customer satisfaction is paramount to your business. Ensure this is achieved by giving them a complimentary trip to Las Vegas.

Then, while they are still surprised and delighted, ask them:

“Reviews are really important to our business. Would you mind if we took a picture of you holding the Las Vegas voucher; and then could you please post it on your favorite social media site and use #OurCompany?”

Now, remember not to use your own phone. Your sales people must use the phone of the customer to take the photograph.

Once the photograph has been taken it is immediately uploaded to the customer’s social media by pressing just a couple of buttons. While they are doing this, they can also post the great review using the same photo. You must give your sales team a few hints that they can pass along to the customer, such as:

• “Look at my new car from ABC motors, and best of all my sales rep Tom surprised me and Jerry with a trip to Las Vegas! Thank you so much, five stars.”

• “Here we were buying furniture at ABC furniture store and our sales rep NG surprised us with a complimentary vacation – you’re the best! Five stars.”

You may have found in the past that customers are tentative to open their social media to such a request; but when they are in the middle of being delighted with a complimentary gift you just gave them, they will be thrilled to do it for you.

Word of advice: Find out which social media platform is their favorite before you give them the surprise.

If they don’t have a Facebook account, or a Yelp account, or have never posted anything on Google before and have no idea what it is they’re meant to do, then you’re probably going to have a hard time getting them to do anything.

You have to work at reviews, because your competition is also working. They don’t come quickly and they don’t come easily, but if you implement these simple few steps you will start to see improvement in both the quantity and your score.

Research tells us that a half-point increase in an average review can mean a 25% lift to some businesses. It’s simply something you cannot ignore. Good luck.

Get in touch

If you want to learn more about travel incentives or what we do here at Odenza, you can reach out to us by calling 1-866-883-2968 or by simply filling out the form at the bottom of this page.

travel-incentives-101-podcast

Odenza Launches Travel Incentives 101 Podcast

By | Odenza News | No Comments

This week, Odenza officially launched its Travel Incentives 101 podcast. In this first episode, titled “Travel Incentives and the Automotive Industry,” David Murton chats with Rick Peters, the president Odenza Marketing Group; and Pav Sangha, Odenza’s Vice President of Marketing.

The podcast explores how the travel incentives industry came to be, and how auto dealers can best take advantage of these incentive products to drive more business and grow sales.

You can listen to the podcast below or by visiting https://anchor.fm/travel-incentives-101

Lauryn-Lowe

Odenza December 2017 Scholarship Winner

By | Odenza News | No Comments

Congratulations to Lauryn Lowe from Plantation, Florida, who is the winner of Odenza’s December 2017 scholarship: the Odenza Marketing Group Volunteer Award.

Lauryn graduates from Fort Lauderdale High School in 2018 and plans to attend Stanford University and pursue a major in English.

Message from the Scholarship Recipient:

“I am truly grateful for this scholarship! I plan to become a screenplay writer and an ophthalmologist in the future. Thus, this grant will allow me to pursue my Bachelor’s Degree in English and study biochemistry at Stanford.”

You can learn more about the Odenza Marketing Group Volunteer Award here.

president_club_award_odenza2018

Odenza Receives President’s Club Award

By | Odenza News | No Comments

Odenza: 2018 President’s Club Award Recipient

Odenza has received a President’s Club Award, marking a fantastic beginning to 2018. Awarded by Vacation Express, the President’s Club Award recognizes travel agencies that have provided outstanding service while also hitting productivity milestones.

As a company devoted to providing the best possible service to its travel customers and travel certificate recipients, awards such as these provided by Vacation Express are cause to celebrate.

To everyone who organized their trips through Odenza in 2017, and to every travel customer and client we’ve had over the years, thank you helping us because what we are today.

Here’s to a bigger and even better 2018!

same-car-incentivizing-customers-main

Same Car, Same Specs: Incentivizing Customers to Choose You Over the Competition

By | Automotive, Gaining a Competitive Edge, Powerful Closing Tools, Standing Out from Your Competitors | No Comments

This article originally appeared on LinkedIn

If you’re an auto dealer, then no doubt you already know who your competitors are. After all, knowing who you’re up against allows you to work on standing out from them. But sometimes that’s easier said than done, and you’re still left with that question: “How do I stand out from my competition?”

That’s exactly what I’ll be answering here by focusing on three key areas:

1. Knowing your competitors
2. How incentives give you a competitive edge
3. Marketing for the highest returns

Knowing Your Competitors

Competition offers consumers more and more choice. And while this is fantastic for the customer, it does mean that you need to spend time ensuring you actually understand your competitors.

But what exactly does understanding them mean? Consider the following when getting started:

Where they’re located: the closer they are, the easier it is for a prospective customer to check out their offers – but even if they’re a town or two over, don’t underestimate a customer’s drive to get the most bang for their buck

What they sell: naturally, your biggest perceived competitors will be those that sell the same vehicles as you do

What payment options they offer: outright purchases, monthly installments, interest-free for X number of months/years, etc.

Perks: what do customers get from your competitors when buying from them? A year of free fuel, complimentary check-ups, extended warranties, cash-back, etc.

How they market themselves: is their marketing better than yours? Are they more active on social and most digital channels, or they more traditional with print, TV, radio, etc.?

With location, you owe it to yourself do a quick Google search of your competition. Let’s say you’re a Kia dealership located near Cleveland, Ohio. When you do a quick Google search of competitors within that space, Google Maps returns the following results:

kia-competitor-analysis

As you can see from the top 5 results alone, all of the dealerships have great customer ratings, and all of them are within reasonable proximity of one another. Across some of these dealerships within the region, they offer monthly payments such as:

• $223 per month (36 months) for the 2017 Kia Sorento LX
• $184 per month (36 months) for the 2017 Kia Sorento LX
• $179 per month (36 months) for the 2017 Kia Sorento LX
• $229 per month (36 months) for the 2018 Kia Sorento LX

You get the picture. Point being, all offers are within a $50 difference per month, with the 2018 model being the most expensive.

HOW ARE YOU GOING TO STAND OUT?

What if you’re that dealer offering the 2017 model at $184 per month and your prospective customer is seriously considering the $179 per month deal? What makes your slightly more expensive offer more appealing than your competitors? Same monthly payment option, same model, same color…

With the right perk, you can turn the tide in your favor.

Now, what would make a customer want your offer?

Travel Incentives! An Auto Dealer’s Competitive Edge

Okay, so you have $184 per month vs. $179 per month. The former, over a 36-month period, is an additional $180. That extra $180 the customer is putting into that dealership can be completely accounted for with a travel incentive.

Image the dealership with a slightly higher monthly repayment rate handed their customer a travel certificate that allowed them and their partner to go on a 5-day cruise with food, beverages (save the alcoholic variety), and entertainment all included.

What is $5 per month compared to a cruise that will offset that slight price increase by thousands?

The customer buys a vehicle, and then they get a cruise. And if a couple is buying the Kia Sorento LX, chances are good they’re parents. It’s often how the vehicle is marketed.

Gifting the parents with a relaxing cruise where they can spend five romantic and rejuvenating days together certainly beats saving $180 over three years. This is a great approach to incentivizing customers to go with you.

Marketing for the Highest Return

When it comes to actually marketing your incentive offer so that it will help you stand above the rest, you need to have full buy-in. After all, travel incentives are designed to help make it easier for your dealership to close more sales.

The list below shows some of the essential points to remember for the best marketing performance:

• Make sure you and your management team are all onboard with the effort (the aforementioned full buy-in);

• Ensure your sales staff are jazzed about the campaign and offer the trips at the point of sale (read here to learn more about getting your sales team behind an incentive initiative);

• Make sure you have put up all marketing materials in the showroom – posters, balloons, window decals, etc.;

showroom-example-1

showroom-example-2

showroom-example-3

• Market the incentive on your website, social accounts, email, and other digital channels;

• Work any advertisements of the campaign into your current budget – do not go beyond it;

• Boosted posts on Facebook are a great way to promote the campaign for little money. $25 per week is more than enough for good exposure; and

• Again, offer the travel certificates at the point of sale – do not wait for customers to ask, because most rarely will. You want people to know the offer is still ongoing, and this will create a bigger buzz and bring in more customers.

Along with the above points, take some time to consider how you’d like to implement these incentives into your sales efforts. Will they be used purely as closing tools or will they be part of a larger promotion or contest?

We have even more great advice here on how to get the most out of travel incentives across various applications.

Let’s Talk

Ready to best your competitors? Fill out the form belowcontact us online, or give us a call on 1-866-883-2968.

make-your-dealership-stand-out-banner

How to Make Your Dealership Stand Out

By | Automotive, Outstanding Marketing, Powerful Closing Tools, Standing Out from Your Competitors | No Comments

This article originally appeared on LinkedIn.

You have a dealership full of fantastic vehicles for sale, but across from you is another dealer that also offers great vehicles. To your right is another dealership, and to their right there’s yet another. It’s a common scenario that most auto dealers face across the country.

For you, it creates one simple challenge: how on earth do you make your dealership stand out from the rest? For anyone seriously considering a new vehicle, or just a random passer-by, they have so many to choose from. Beyond the vehicles’ manufacturer logos, it can be a bit tough to differentiate. So either you hope they really love the lineup of vehicles you’re selling, or you find a way to command their attention so they give more than a passing gaze.

Know Your Customers and Competition

Your Customers

One of the first essential steps to standing out is getting to know everything you can about your customers and your competitors. First of all, where is your dealership located? Is it in a high-class suburban city area surrounded by neighborhoods comprising mansions? Or is it in a working class part of suburbia where many people earn an average wage?

You need to understand the financial status of your customers, as well as what they consider important in life, to narrow down what and how you should be selling. Chances are a husband and wife who both work full-time and have three kids aren’t going to be taken by a luxury sports car. They want a safe vehicle that can do good mileage on a single tank of gas, has modern amenities with plenty of cargo space, and is built for the long-run.

By knowing who your local – and therefore most frequent – customer base is, it will allow you to refine all other aspects of your dealership, too.

Your Competitors

Naturally, you want to know your competitors. No one ever won a sales war by just “winging it.” What do your competitors do to make their dealerships stand out? Look at things such as signage, which cars they have displayed prominently out front, how their dealers dress, how their dealership is laid out, the promotions they run – even go in and assess how they greet you. What words and accompanying mannerisms do they use?

auto-competition-concept

Knowing your competitors goes far beyond the physical location, of course. What does their website look like? If they’re on social media, what voice do they employ? Be sure to check their vehicle listings and the language used there. Also of critical importance, and relating to the above point about your customers, how do they treat their customers both in-person and online? If they have great relationships with their customers, you want to find out why.

All of the above matters, because it’s essential to the next point…

Define Your Image and Brand

It’s hard to tell you exactly what to do here, because every dealership differs. But, suffice to say, a luxury brand dealership wouldn’t want to have untidy dealers with dirt on the floors, or horrendously unkempt restrooms.

In the end, though, it doesn’t matter whether you sell Ferraris or Fords, all dealerships should look clean and professional – that’s a given; but differences will naturally exist. For example, Fords are typically family vehicles whereas a Ferrari is more of a one or two-person luxury vehicle. So while having standalone chairs for customers to sit on could make sense in a Ferrari dealership, you may want to have couches at a Ford dealership so that mom, dad, and their two kids can all comfortably rest.

Beyond these basics, however, your image and branding can reflect the emotions and mental associations you want your customers to experience. Blue has been tied to feelings of security of safety – why do you think Facebook, a social network that handles billions of users’ personal data, settled on blue as its dominant color?

The colors you choose for your particular dealership and how they fit into your branding outside of the manufacturer logos can greatly inform the emotional association people form of you. For such emotional links to be effective, those very same feelings must be elicited through your products, customer service, and all other customer-based experiences.

Marketing

We know a lot about automotive marketing here at Odenza: 70% of our clients are in the auto industry. Along with a unique travel promotion being a fantastic way to stand out from the other dealerships around you, you need to have an ongoing and defined marketing strategy.

travel-the-world

This marketing, whether executed through more traditional mediums or newer digital channels, is how you push your dealership beyond the confines of its physical location. In many ways, it’s how you can take your image and your brand and give it that definitive presence it both needs and deserves.

If your target market is the typical family earning an average wage, then drive your entire presence to that. Create images and branding of smiling families going on adventures in your vehicles – the manufacturers you’re working with may have such images for you to utilize. But what about writing blogs about fantastic local road trips, getaways, or festivals that are perfect for families to enjoy?

Do you host a family day at your dealership? It could be something worth considering. If you do, just remember to keep their priorities in mind.

Of course, we understand that there are always parameters when you’re a dealer – there are things you can or can’t do depending on the vehicles you sell. However, parameters are never a barrier to creativity. Once you know your customer base and what your competitors are or are not doing, you can start to build a brand and marketing strategy that appeals to your customers and excels where your competitors are dragging along.

The best way to market is to embrace all channels. You can utilize the traditional avenues when you want to promote something to your local base on a broader level. Digital channels, be they social media, email, blogging, or video-sharing, are a great way to maintain a consistent presence and to build a relationship with your ideal base. Digital marketing also allows for impressively specific micro-targeting.

This way, you maintain an ongoing presence that keeps your dealership front-of-mind so that when you do run a promotion, be it a travel offer or otherwise, those local customers – or even customers one or two towns over – will have a higher likelihood of being driven in. Remember that a promotion still needs to make a real impression. If there isn’t anything of actual value on offer in the eyes of your target market, then you’ll find the ROI significantly lacking.

Want to Stand Out? Get in Touch

For the past 20 years, Odenza has helped auto dealers across North America stand out and succeed through the utilization of travel incentives. With a wide range of incentives to choose from and the ability to help dealers build their presence on and offline, Odenza Marketing Group is committed to helping businesses of all sizes make a mark and, most importantly, succeed.

If you’d like to find out more, be sure to contact us online, fill out the form below, or call us on 1-866-883-2968.