Put the "Blast" in the Past

Put the “Blast”In The Past How to Stop Reacting and Get StrategicWith Your Digital Marketing

Kristen Judd

About 3 Birds Marketing

3 Birds’ Mission: To help businesses keep the bird in the hand and use it to attract the two in the bush.A full service, content and data driven agency poweredby our integrated multi-channel marketing platform

Remember the good old days?

When communicating with your customers was easier?

It’s more complicated today

Multiple consumer touch points

So many messages, so little time

>30 billionPieces of content shared each month on Facebook1

200 millionNumber of tweets per

day on Twitter2

>3,000,000Number of daily check-ins on Foursquare3

10 vs. 50Median number of text messages sent and

received per day by an adult who texts as compared with the number of text

messages sent and received by a teen(aged 12-17) who texts4

3,000-5,000Number of advertising and marketing messages the average American is exposed to each day

10:33am “Internet goes down. No! Call help desk.”

10:36am “Connection restored. Worst 3 minutes of my life.”

Fierce competition for consumers’ undivided attention

Consumers have more power and higher expectations

• Information is readily accessible on the internet

• Consumers have moreof a voice and are sharing information

• Consumers are used to anon demand model of media consumption

• They know you have their data and expect you to use it wisely

Competition and Clutter

Businesses have to work harder to cut through the “noise” with their marketing messages.

Marketing communications need to be relevant and engaging in order to capture and command consumers’ attention.

Email:

Efficient and Effective

Easier Said Than Done?

Running an automobile dealership is a balancing act that involves putting out fires and keeping all of the balls in the air

Are You “Reactionary” or “Strategic” When It Comes to Your Dealership’s Digital Marketing?

Strategic

1. Marketing plan for 3 - 6 months

2. Consistent send pattern for email campaigns

3. Sends targeted campaigns

4. Traditional advertising and digital marketing are coordinated

5. Monitor campaign performance data

6. Follow up plan in place

Reactionary

7. Plans to get emails out within 24 hoursof OEM incentive

8. Depends on how monthly sales are going

9. “e-Blasts” the whole list

10.Traditional advertising and digital marketing are disconnected

11.What does CTO rate mean again?

12.If I send it, they will come

Let’s Get Started

How to Become More Strategic

1. Think like a consumer2. Clearly define campaign goals3. Have a follow up plan4. Understand metrics

Put on your consumer hat

Would you want to receive this email the month afteryou bought a car from this dealership?

PLEASE

DON’T

SEND

THIS

Avoid Creating Consumer Confusion Through Consistent Branding

From CRM Templates to Sales and Service Campaigns

More is not always more

What are you trying to accomplish?Consider:―What is your primary objective?―What do I want the customer to do?―Who will this appeal to most?―What do I need to offer to get them

to do it?―Would including multiple calls-to-

action detract from what I’m trying to accomplish?

Leverage Campaigns and Branding Across Channels

Email Website Banners Landing Page

Make loyal customers aware of incentive cash for Pilot purchases

Strategic marketers follow up on your data

Target customers to flip into a new vehicle through service bay

Follow up to schedule high-ticket service appointments

Plan your follow up action before you even send

Work smarter, not harder

Email Campaign ReportUnderstand your metrics to market more intelligently and effectively

Putting Theory Into Practice

To Start: A Small Investment of Time Will Yields Better ReturnsFrom There: Continue Layering

Ask yourself these questions:1. What is my main offer/objective?2. Who is most likely to respond

to the offer?3. How do I plan to follow up?4. How did the campaign perform?

Thank You.

Connect with me:Me: Kristen JuddMy company: 3 Birds MarketingWebsite: http://www.3birdsmarketing.comBlog: http://www.3birdsmarketing.com/blog3 Birds Twitter: @3birdsmarketingMy Twitter: @kwjudd3 Birds Facebook: https://www.facebook.com/3birdsmarketing