Most auto dealerships do some, if not all of their service marketing with their manufacturer owner retention programs (ORPs). The purpose of ORPs is stated in the name: to build customer loyalty. But how well do these programs deliver on that promise?
The results from ORPs are all over the board. Some dealerships effectively use ORPs to…Continue
Owner retention programs (ORPs) are one of the most used marketing tools and have been used by dealerships for many years. However, most ORPs are run in a silo, separate from the rest of the dealership’s marketing strategy.
This practice results in an inconsistent, less than optimal experience for dealership customers. The way it currently…Continue
One thing is certain. Sending out the same communications with the same messages via the same channels, again and again, isn’t a winning strategy. The goal of an ORP is to…Continue