BALTIMORE, Jan. 17, 2017 /PRNewswire/ — Last year, automotive sales achieved a record number of 17.5 Million units for the year, shattering previous numbers. Forecasters project an even bigger 2017, as the car buying process has changed forever with 95% of shopping and research taking place online. Dealerships have become more accessible to consumers who are previewing the digital showroom, scoping online reputation, and reading reviews before ever visiting the physical store.
Cactus Sky has combined their digital marketing suite of products into an integrated solution to form a holistic approach. Dealer Influence is designed to “influence” consumers from the research process to the ownership experience and beyond. By combining Cactus Sky Digital’s products: Lead Igniter, Conquest eMail, eReputation Builder, Owner Retention, and their newest product, Testimonial Builder, automotive dealerships no longer have to buy several products to cover what they need to succeed in 2017. This service is all-inclusive, influencing the entire car buying and ownership experience.
“The goal is to make the whole greater than the sum of its parts when it comes to a dealership’s digital presence,” said Peter “Webdoc” Martin, founder and president of Cactus Sky Digital, eReputation Builder, and Testimonial Builder. “Most dealers have vendors with overlapping products all taking credit for the same sale. With Dealer Influence they get a complementary system that works together, and the accurate reporting they deserve.”
One of the most impactful components of this package is eReputation Builder. This is because in the last 24 months, online reputation has become the primary influencer for American car buyers. Unhappy customers today are more likely to leave a negative online review, influencing other prospective buyers. This aspect of the integrated product encourages consumers to use the Proprietary “Not Satisfied” system, and address the grievances in a “private” offline channel, protecting their online reputation. In turn, happy customers are encouraged to leave a positive review on various review sites to help proactively build the dealership’s online reputation.
“The ‘Not Satisfied’ system has helped protect our online reputation from angry customers and allowed us to address issues privately while helping us achieve a 4.0 Google+ Rating with over 400 reviews,” said Bill Bolander, Digital Marketing Director of Jerry’s Toyota (Baltimore, MD).
Conquest eMails are another key piece of successful digital marketing. In 2008, Cactus Sky was the first company to introduce Mass eMail Marketing to the auto industry and for 2017 they have another “first” as part of their integrated solution. Unlike other vendors selling conquest email, the new integrated solution has a database development feature never offered before. When a prospect opens the email and clicks through to the dealer’s website to start shopping, these “warm prospects” will be added to the dealer’s proprietary prospect list and will receive more relevant automated messaging.
“In 2016 we broke our all-time sales goals and we can contribute some of the success to Cactus Sky and their products. We see a definite lift in internet and floor traffic every time they send out a campaign,” said Vince Odoardi, General Sales Manager of Rockland Chrysler (Rockland, NY).
As the car buying process has evolved into a multi-month user-driven experience, Lead Igniter touches base every step of the way, keeping the dealership top of mind and ensuring that proper follow up is provided. Lead Igniter focuses on a sales and service relationship building strategy that incorporates data mining and monthly messaging to reactivate dead leads and drive traffic back to the dealership. The system utilizes marketing automation and real-time action notifications to ensure that customers are contacted in a professional and timely fashion. Dealerships across the United States and Canada have added Lead Igniter to their marketing plans to increase business without buying more leads.
“I was skeptical about the benefits of the marketing automation but we have been able to track sales directly related to the follow up. The open rates are more than double of our other email marketing,” said Glenn Gent, General Sales Manager of Horace Nissan (Farmington, New Mexico).