In this article we explore how an Automotive Dealer used ABN to build a text messaging (SMS) database of their best customers, and how they communicate via mobile marketing channels.

Text Marketing, or SMS as it is also known, is seen by many of the sharpest marketing minds as the eventual replacement for email marketing. Why?  People read email messages from businesses at a 25-30% rate while 95% of people read their text messages, and the demographics as to who uses text are expanding.  Kids, soccer moms, and even senior citizens now send and receive text messages on a daily basis. Are we saying to stop what you are doing?  Not at all.  Just realize that communication platforms continue to EVOLVE! Be prepared to take advantage of new methods. Some of the best retailers, restaurants, and service providers are launching text marketing because of its ease of use.

This form of automotive marketing is permission-based. The customer initiates the relationship by opting in to receive future specials and/or information.  In many cases, retailers will offer some type of incentive as a reward for initiating the process. To Opt In they simply use their mobile device to text a “keyword” to a special phone number, or short code.

Trust me, people really do this.  My wife gets text messages from retailers all the time.  I know this because there is no way she could spend so much money in so little time unless she had retailers coming to her! So how do you develop a Text Marketing Database, and what are the key elements?  Your Dealer Relations Manager will help you with your specific situation, but below is a general set of key components:

1. Objective: What is the overriding goal for this campaign, in this case we will make it to get new car incentives in front of potential buyers.

2. Call to Action: A simple marketing message saying “Thinking about a new car, Text 123XYZ to 22600 and you will get a monthly new car special!  Start saving today!”

3. Keyword placement: You have to get this in front of people. This can be added as content to your Facebook page, you can embed the message on your YouTube videos, it can go on a video that plays on your TV network (which we do), and it can go on your Digital Signage. Really this message needs to go on any piece of marketing material that you have. Think about it, if you do an ad today, and it is in the paper for one day, it is done right then and there. Now if someone Opts-In off of that ad, it lives on every month in the Text Realm. So give an ad a life!

4. Response Text: When the customer Opts-In, a response text will be sent to them, maybe an instant incentive to get them to transact business immediately. For example, that text might be, “Buy a car this week and get $250 in accessories at no charge, show this text!”  That might entice them to come in this week to do business.  They can share it with a friend so it can go viral. But, you think about what would be best for you.

5. Ongoing Communication.  Develop your monthly communications to your database.  Provide your Dealer Relations Manager with what it is that you would like to send, and when you would like it sent, end of month, first of month etc…  Be thinking about your goal.  Is it to reduce inventory of a certain model, remove aged inventory, to gain volume to meet a sales goal?  Future texts might be something like:

a. This week, come test drive the new #$%^ and get a $50 gas card! Show this text.
b. 3 Left! $4000 off select #$%^%. When they’re gone they’re gone.
c. Buy a car this week and get a free Headrest TV installed!

Those of you that read to the bottom, here is the wisdom in all this.  Your goal is to gain 100% share of mind when it comes to car purchases.  When you advertise in a paper you are in there with 30 other dealers on that one day.  Do you have top of mind there?  No, BUT, if you are able to entice a potential buyer to allow you to have the most intimate form of communication with them, messaging them on the device in their pocket on a monthly basis, you will be touching them whenever it is that they seriously enter the buying market.  Let us help you EVOLVE!