Getting Started: App Downloads

Let’s start at the beginning.  Dealers cannot have the “If we build it, they will come” mentality when it comes to having a dealership branded mobile app.  The first thing to consider when planning your mobile marketing strategy is acquiring downloads.  This is extremely important as the success of your mobile app implementation hinges on this critical step.    

Companies worldwide are investing mega-cash to ensure that they become a part of the real estate installed on a consumer’s phone and it’s been paying off.  It is being predicted that by the end of 2013 there will be well over 82 billion app downloads.  Since a dealership’s customer makes one of their largest purchases when they buy a car, the dealer should have a share in that real estate.  Dealers only need to make low costs changes to their existing marketing solutions to increase the number of people that download the app. 

Acquiring downloads should be of utmost importance and should come only second to creating a quality app. This can be linked to the effort that a dealership puts into marketing their website.  Practically all marketing efforts that a dealership makes, revolve around the promotion of their website.  Inclusion of their app should imitate this effort.  Regardless of how feature rich your app is, how many push notifications you create, or all the integrations that it has, if only a handful of your prospects or customers have it installed on their phone, can you truly call your mobile app a success?      

Here is where your Mobile App solutions partner comes in.  Ensure that they have a Mobile Marketing Strategy and Launch Program that will catapult your new or existing apps download count soon after your launch. They should be dedicated to the automotive industry if they are to offer a “true” mobile solution.  They also should have a proven track record of success. Consider these Stats:

The Experience Auto has over 37,000 downloads, Planet PowerSports over 16,000 downloads, San Diego Harley Davidson over 15,000 downloads, and Schomp Auto Group has over 12,000 downloads. 

These companies not only understand the power of mobile, they saw the need to first build a foundation in which they could continue to build on.  Now with a solid foundation, they can implement a Marketing Strategy that will produce the right results.   For example Paragon Auto Group, number one Honda and Acura dealer, is able to successfully extend their sales and service marketing campaigns to the thousands of customers that have downloaded their App.  The results: 5 times more of their customers read and respond to their Push Notifications over the same message sent via email blasts. 

Another step that is extremely critical in this process is adoption by the dealership staff.  This starts at the top.  Management typically makes the decision about an app, however, this eagerness about inclusion of mobile with the dealer shouldn’t stop when they sign on the dotted line.  The message needs to be sent to the staff that this isn’t the new “solution for the month” but it’s actually something that will be implemented in the existing processes there at the dealership.  Training by the mobile app provider with the staff for adoption into these existing processes, is essential.  The staff needs to understand that if an existing customer, or a potential customer, enters the dealership and they own a smartphone, they need to walk out with the app.   

Accountability is important.  Hold someone at the dealership accountable for the success of the app.  There are various ways in which to measure success but first measure it on the amount of downloads.  The point is:  If management places a level of importance on mobile, your staff will as well.        

Your app needs to be part of your brand just like your website and mobile website. But it doesn't end at downloads. In the upcoming articles, we will be examining additional metrics that contribute greatly to true performance and return on investment. The idea is to create raving fans, which in turn will create increased profits for the dealer, which will lead to increased retention.  This can be addressed with a power dealership branded mobile app that is downloaded by everyone who conducts business with the dealer. 

Edited By: Briana Supardi - DealerApp Vantage