Scot Eisenfelder's Blog (68)

Is Facebook Marketing Still a Valuable Strategy? Absolutely.

Recently Facebook announced that it will stop using data from third-party data aggregators to supplement its own data that it uses for ad targeting. What does this mean for car dealers?

 

Until this announcement, Facebook collected data from three sources which it used to accurately target its users with ads. These sources were:

 

  • Facebook’s…
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Added by Scot Eisenfelder on April 18, 2018 at 9:42am — No Comments

Yield Management: What We Can Learn From Airlines

If you have flown recently there are two unescapable and related facts: (1) nearly every seat is full and (2) nearly every seat is priced differently. This is because airlines realize that planes taking off with empty seats represents lost revenue that will never come back. Our service bays and technician time are pretty much the same – idle time is revenue lost…

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Added by Scot Eisenfelder on April 11, 2018 at 9:53am — No Comments

Searching for Service: Tips for a Successful PPC Campaign

When consumers search for vehicle service options in your area, does your dealership’s website appear on the search engine results page (SERP)? For most dealers, ranking organically for search terms is difficult because their websites are optimized for sales and not necessarily for service. Additionally, it’s difficult to compete with aftermarket service centers that have…

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Added by Scot Eisenfelder on April 4, 2018 at 9:43am — No Comments

Service Conquest: Success is in the Data

As new vehicle sales profits become more difficult, it is important to increasingly turn your attention to growing your service business.  Dealers are rightly interested in finding new service customers to replace lost customers. However, service conquest is very difficult because you must overcome three challenges: reaching current driver, determining service need, and…

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Added by Scot Eisenfelder on March 29, 2018 at 9:30am — No Comments

How to Capture More Service Potential from Current Customers

By many historical measures, service opportunities have never been greater for auto dealers. In the last decade auto sales have boomed, creating an unprecedented service opportunity tailwind for the next decade. More factory scheduled maintenance programs are driving initial service visits. Increased CPO volume has created more reconditioning and used vehicle service…

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Added by Scot Eisenfelder on March 20, 2018 at 10:08am — No Comments

Why Omni-Channel Beats Multi-Channel Marketing

Lately I’ve heard the terms omni-channel and multi-channel marketing used interchangeably. Yet there’s a distinct difference between the two terms, and several reasons why I believe omni-channel marketing is a more effective approach for auto dealers.

 

Years ago, we realized that not all customers can be reached by a single channel such as mail, email,…

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Added by Scot Eisenfelder on March 15, 2018 at 8:57am — No Comments

Affinitiv Releases Free eBook for Auto Dealers: Why Service Absorption is a Dangerous Number

eBook offers a detailed guide on how to grow service profits using revenue per units-in-operation

Chicago, IL—March 13, 2018—Affinitiv, a leading provider of marketing and technology services to automotive manufacturers and dealerships, today announced the release of a free eBook for auto dealers, titled Why…

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Added by Scot Eisenfelder on March 13, 2018 at 6:11pm — No Comments

How to Promote Tentpole Events on Facebook

A ‘tentpole’ event at your dealership is one of those big-deal events that you really want to be successful. It could be a sale, holiday event, new product promotion or a community event that you’re sponsoring.

 

Tentpole marketing is a strategy that generates social buzz around your event that drives traffic to your dealership or to the event you’re…

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Added by Scot Eisenfelder on March 7, 2018 at 9:56am — No Comments

Variable Pay Plans: Motivators or Impediments?

To manage and motivate their service advisors, m…

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Added by Scot Eisenfelder on February 26, 2018 at 9:18am — No Comments

Fort Bend Kia Adds More Than $416,000 to its Bottom Line with Affinitiv’s Social Roots™ 1:1 Facebook Campaigns

Chicago, IL—Feb 19, 2018—In 2017, Fort Bend Kia added more than $416,000 to its bottom line with Affinitiv’s Social Roots TM 1:1 Facebook campaigns. Social Roots 1:1 is a unique digital advertising solution that leverages DMS data and trigger-based algorithms to drop targeted sales and service messages right into Facebook newsfeeds.

 

Last year, Fort Bend Kia generated…

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Added by Scot Eisenfelder on February 19, 2018 at 9:36am — No Comments

Expand Your Digital Service Marketing Strategy

When a person wants to buy a vehicle, a dealership is the first place they think of. When a person needs to get their vehicle serviced, a dealership is not necessarily the first place they think of. For service, there’s plenty of choices and competition for dealers.

 

That’s why service marketing is more important than ever. Historically in dealerships, service…

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Added by Scot Eisenfelder on February 19, 2018 at 9:30am — No Comments

An Amazing Business Opportunity That Nobody is Doing

Whenever a need arises in the marketplace, inevitably an entrepreneurial spirit…

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Added by Scot Eisenfelder on February 12, 2018 at 9:21am — No Comments

5 Strategies to Increase Auto Group Market Values

Industry consolidation is a trend that will remain strong for some time to come. I get a lot of calls from investors, and one of their most frequent questions is a…

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Added by Scot Eisenfelder on February 7, 2018 at 9:33am — No Comments

5 Challenges Dealers Face in Growing Service Profits

To grow profits in today’s automotive environment, many auto dealers are focusing on…

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Added by Scot Eisenfelder on January 22, 2018 at 9:30am — No Comments

Attention Customers…Are You Paying Attention?

One of the biggest marketing challenges is to capture the attention of your intended audience. We are all bombarded with hundreds of marketing messages every day, and to a great degree, we have learned how to “tune out” messages that don’t interest…

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Added by Scot Eisenfelder on January 15, 2018 at 9:43am — No Comments

Brand Centric Growth

I once heard influential thinker Michael Porter say that strategy is as much about what you choose not…

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Added by Scot Eisenfelder on January 8, 2018 at 9:26am — No Comments

Auto Subscription – The Dealers’ New Frontier

There is currently much talk in the industry regarding automotive subscriptions…

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Added by Scot Eisenfelder on December 15, 2017 at 8:54am — No Comments

Affinitiv Introduces Connectiv1, an End-to-End Marketing Platform for Auto Dealers and Manufacturers

Predictive analytics engine allows dealers to leverage their data and conduct multi-channel campaigns

designed to increase customer retention

Chicago, IL—Dec 5, 2017— Affinitiv, a leading provider of marketing and technology services to automotive manufacturers and dealerships, today introduced the…

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Added by Scot Eisenfelder on December 5, 2017 at 11:18am — No Comments

Competing Against Nothing

When asked who a…

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Added by Scot Eisenfelder on November 29, 2017 at 9:17am — No Comments

Putting the “R” Back in CRM

Too often, CRM…

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Added by Scot Eisenfelder on November 16, 2017 at 9:16am — No Comments

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