Zeigler Chrysler Dodge Jeep in Downers Grove was once closed point Chrysler dealership, which Chrysler closed down for roughly 2 years while identifying a strong dealer group to take it over. When it reopened under the leadership of the Zeigler Auto Group in 2009, many may have questioned reopening during the middle of the most challenging economic situation that we’ve seen in this century, but that didn’t stop Zeigler Auto Group and with their new integrated marketing strategy they are seeing double, up 98% in sales as well as service.
Like many dealerships, Zeigler Chrysler Dodge Jeep faces ongoing challenges of how to grow their dealership amidst a recovering economy surrounded by tough competitors. Brian Malpeli, General Manager at Zeigler Chrysler Dodge Jeep, also has a sound goal of “striving for steady growth. Lots of people believe in fast and furious growth, but we want to achieve growth that lasts and provides hard systemic results.” To achieve this growth Malpeli transitioned the dealership to a new integrated marketing strategy that promotes all their profit centers; new, used, finance, service and parts, to attract, sell, service and retain more customers for less cost.
Malpeli set the new plan in motion with a comprehensive five-year historical analysis of the dealership’s sales and service transactions to determine customer trends. Those findings were then compared to leading third-party and industry data to establish consumer patterns within the local market.
Using this data enabled Zeigler Chrysler Dodge Jeep to identify vehicle owners with the greatest probability of buying or servicing with the dealership, their perfect prospect. The research also pinpointed same-brand owners who had never visited the dealership and off-brand owners with a greater percentage of crossing over to the brands it sells. With their ideal market identified, Zeigler Chrysler Dodge Jeep implemented a comprehensive targeted marketing strategy using mail and email campaigns that consistently speak to its customers and prospects with custom messaging.
“WE ARE CONSTANTLY MINING OUR DATABASE AND THE SURROUNDING AREA IN ORDER TO GROW BUSINESS INSTEAD OF HITTING DIFFERENT HOUSEHOLDS.” –Brian Malpeli, General Manager
“We send high-end campaigns promoting our best sales offers to our perfect prospects. The campaigns always include service messaging that is relevant to the customer’s vehicle service status,” comments Malpeli. For example, customers who are active with the dealership and come in for regular service receive $24.95 “the Works” coupons. Customers who are categorized as lost, or who do not return to the dealership for service regularly, receive a $19.95 “the Works” coupon. The same goes for Chrysler, Dodge and Jeep owners who have never been to Zeigler Chrysler Dodge Jeep.
“We are constantly mining our database and the surrounding area in order to grow business rather than just hitting different households. We do exit surveys and have discovered we retain over 60% of our service customers, especially first time oil changes. So it is essential we communicate with these customers at the correct moment of their vehicle’s life cycle. Our strategy creates a win-win environment; the customer receives less, we spend less money and we have gotten much better results.”
In order to sustain the level of excellence and customer service Zeigler Chrysler Dodge Jeep is known for, the store regularly trains and communicates with its employees so they are fully knowledgeable when customers call or visit the dealership. The training includes having the entire sales team participates in monthly campaign kick-off meetings where all the details, offers, and promotions are thoroughly explained. They also cover the dealership in point-of-sale banners, brochures, and hang tags that constantly draw attention to the dealership’s current campaign. Everywhere a customer turns, there is something pitching service, sales or encouraging them to exchange their current vehicle for a new one.
“Zeigler Chrysler Dodge Jeep’s sales has increased 98%, 156% inside their primary marketing area over the same 8-month period from last year because they are targeting the right customers and prospects in their own backyard,” says Budd Blackburn, owner of www.TeamVelocityMarketing.com,the targeted marketing company Zeigler Chrysler Dodge Jeep uses. “Zeigler Chrysler Dodge Jeep does a great job of consistently communicating with their customers which helps keep customers active and creates customers for life.”
Zeigler Chrysler Dodge Jeep increases 98% in sales and service
WHAT THEY DO
1 Conduct in-depth market research to identify customer trends and establish their ideal market.
2 Communicate consistently to customers (old, lost and new) with tailored messaging that grows the dealership’s customer base.
3 Target owners driving off-brand vehicles with tendency to switch to Chrysler, Dodge or Jeep..
4 Display consistent messaging and point of sales advertising in all profit-yielding departments of the dealership to attract, sell, service and retain
more customers for less cost.
5 Monitor inbound calls to ensure customers are handled properly so marketing strategy provides results.
RESOURCES THEY USE
1 DMS: ADP
2 Targeted Marketing Company: Team Velocity Marketing
3 Call Monitoring: CallRevu
1 Conduct research and analysis of customer database along with leading industry data and trends to define ideal market.
2 Communicate consistently with customers throughout life cycle of their vehicle and provide offers that are appropriate based on customer
3 Implement a marketing strategy that affects all profit centers with combination messaging to attract, sell, service, and retain more customers
profitably for less cost.
4 Monitor all inbound calls to guarantee customers are handled with exceptional service and professionalism and that inbound leads
are handled properly so your investment yields results.
“Zeigler Chrysler Dodge Jeep does a great job of consistently communicating with their customers which helps keep customers active and creates customers for life.” –Budd Blackburn, owner of Team Velocity Marketing, the company that Zeigler Chrysler Dodge Jeep hired for their sales and service marketing