20. DEALERSHIP MARKETING & SALE PROMOTION (1 day)
WHO FOR
All dealership management from Dealer Principles through to Sales, Service and Parts Managers who wish to promote their business through more effective marketing.
AIMS OF THE PROGRAMME
• To Equip Managers With An Understanding Of What Marketing Is And What It Can Do For Their Business.
• To Ensure Practical Actions And Ideas Are Considered So As To Generate More Customer Interest In Their Dealership.
• To Understand Why Customers Buy And How You Can Capitalise On This.
• To Learn Key Customer Retention Strategies That Can Be Utilised Back In The Dealership.
• To Know Why Internal Marketing Is Perhaps Just As Important As External Marketing.
THE MAIN THEMES THAT WILL BE COVERED ARE:-
• What Is Marketing?
• What Is Public Relations?
• Marketing To Your Key Stakeholders
• Who Are Your Key Stakeholders?
• Customer Care - Is It A Spectator Sport Or A Fundamental Responsibility Of All?
• Key 'Moments Of Truth'
• Levels Of Expectation Versus Reality
• What Is A Successful Company Or Organisation?
• Straplines And Mission , Vision & Values And What They Do
• How And Why We Should Create A Vision
• What Causes Customer Loyalty
• Can We Create Customer Loyalty And If So, How?
• The Top 10 Customer Retention Strategies For Sales, Service & Parts
• Product Branding To Instil Loyalty
• Customer Vehicle, Servicing & Finance Buying Cycles
• Pricing Strategies
• What To Market?
• Key Prospecting Principles
• The 10 Dimensions Of Customer Service
• The 10 Attributes Of Highly Effective Marketing
• The Laws Of Marketing
• PEST & SWOT Analyses
• The 4 P's Of Product & The 7 P's Of Service Marketing
• Communicating Value
• What Happens When There Is A Paradigm Shift [What Is A Paradigm?]
• How To Prepare Customers For Change
• The Customer As An Appreciating Asset
• The Future And Technology
• How Can Any Company Make A Difference In The Marketplace?
• Making Marketing Fun And Effective
• The Principles Of Internal Marketing
• Building Your Own Dealership Marketing Plan
• Business To Business Marketing
• Customer Satisfaction Tracking - To Increase CSI Scores, Get Referrals & Create Repeat Business.
• How Mystery Shopping Works, Their Criteria For Marking Telephone And In-Person Visits
• Audio/Video Recording
• Focus Groups - What They Are How To Use
• How To Run A Focus Group
• Customer Sales, Service And Parts Focus Groups
• Who Controls What and How We Market
• The Committee Of Advertising Practice (CAP).
• The Advertising Standards Authority (ASA).
• Independent Television Commission (ITC).
• The Radio Authority.
• The Broadcasting Standards Commission (BSC)
• The Price Marking Order 1999
• Trade Descriptions Act 1968
• Control Of Misleading Advertisements Regulations 1988
• Consumer Protection Act 1987
• Data Protection Act & Marketing
• Editorial And Product Placement Advertising
• Means Of Direct Marketing
• Telemarketing, Mailings, Fax, Internet Marketing
• Manufacturer Marketing Requirements
• Advertising Campaigns
• Manufacturer Support For Marketing
• Seasonal Advertising
• Discussion on:-
How To Build Your Own Database On Word & Excel And Mail merge It To Letters & Labels