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Improving paragon’s service marketing strategy

How did they do it? Paragon completely changed how

over the last five years. They contact

they were marketing their service

100 percent of those customers every

department when they implemented

month with aggressive offers that

a more aggressive marketing strategy

attract conquest customers, and standard

that communicates with every single

offers that attract active customers

consumer who owns a Honda or

so they don’t cannibalize their current

Acura in their market. They communicate

margins. They make targeted phone

on a monthly basis via e-mail, text,

calls

mail and live calls, whether they

who both need major maintenance

bought from them or not. Paragon

and are in an equity position and have

consistently

the ability to upgrade into a new

communicates

Honda/Acura

owners

with

every

all

month

to

high-quality

customers

vehicle for the same or lower payment.

starting with a “thank you” for buying, introduction to service, minor and

Next, Paragon implements an integrated

major service reminders, CSI calls,

marketing campaign through e-mail,

equity

notices.

text, direct mail, live targeted calls, as

“The strategy was so successful that a

well as search engine marketing (SEM)

lot of customers who didn’t even buy

and social media advertising that delivers

a car from us actually felt that they

custom offers based on the customer’s

did because we communicated with

activity level with the dealership and

them more often than the dealership

where they are in the ownership cycle.

they

alerts

and

bought

recall

from

originally,”

Benstock said.

The campaign drives consumers to their service Website where customers

“Paragon is able to price their CPO vehicles more competitively against the market and make a healthy profit” David Boice

Owner of Team Velocity Marketing and Autopilotplus.com

Paragon’s strategy starts

can view hundreds of offers that they

with identifying what

can print out or save on their phone.

they call “perfect

Last month alone, 1,921 coupons were

prospects” — Honda

printed from their Website — bringing

owners who live

those customers into their service

in the ZIP codes

department. Customers can also schedule

that have generated

their service appointment on the

80 percent of their

Website or call and e-mail the dealership

profitable revenue in

if they prefer. After an appointment

their service department

is scheduled, the call center makes

AutoSuccess February 2012  

The #1 Sales-Improvement Magazine for the Automotive Professional - featuring Tier10 Marketing

AutoSuccess February 2012  

The #1 Sales-Improvement Magazine for the Automotive Professional - featuring Tier10 Marketing

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