In brief, we don’t Spam. Never. Not only are there legal implications now but worse is getting our servers blacklisted. If that ever happened we would be in big trouble. Once your server has been blacklisted by an ISP then it blocks all future mail from you. So if we had a dealer client send Spam then we have more to lose than they do.
Does Motorola think Permission-Based Marketing is a good thing?
“Permission-Based Marketing is directly in-line with the Best Customer Practices of Motorola’s Pinnacle of Customer Excellence Award and has the ability to enhance some of them as well”
Mark Prioletti
Manager, Motorola Marketing Services
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What is your number one source of sales year after year?
It’s easy to see if you are an Authorized Motorola dealer. Simply logon to Business Online and go to your Turf Builder Reports / Exports. Run the “Marketing Method by Vertical Market” report for any month or any year.
It should be no surprise – its repeat business and on average it accounts for 70% or more of your total business.
On average, Repeat Customers Spend 67% More than New Customers and it is Five Times as Expensive to Acquire a New than it is to Retain a Customer Email is one of the best ways to retain customers because it establishes consistent and personal communication. *Source: Bain and Company 2002
In terms of staying in regular contact with your customer base, what is the most effective in the marketing mix?
It’s email marketing. There is no faster, efficient, and reliable mode of communicating with your customer base available.
Changing the Role of the Motorola Dealer Sales Team
Michael Dell characterizes the direct business today as “different combinations of face-to- face, ear-to-ear, keyboard-to-keyboard. Each has its place. The Internet doesn’t replace people. It makes them more efficient.” As dealers begin to move routine interactions to the Web and enable a their customers and prospects to do some things for themselves, it will free up sales reps to become true consultants instead of just sales people by providing them the time for human touch or face-to-face where it really matters.
ROI
Motorola Dealers that adopt an Integrated Web Marketing Initiative will be the first to benefit form the increased efficiencies and streamlined processes that the Internet provides as well as realizing a quick ROI and a substantial competitive advantage.
All-in-One Marketing
Email Marketing Combines Direct Marketing, Newsletters, Surveys, and Commerce, “All-in-One”.
Unlike the traditional forms of offline marketing that dealers have used for years (Direct Mail, Yellow Page Advertising, and Print Ads) which all focus solely on demographic and geographic segmentation, Online Direct Marketing allows dealers to leverage the use of the web to capture, analyze and track the behavior patterns of their prospects and customers that subscribe to their Email Marketing Programs.
Opt-in Wireless provides a comprehensive suite of reporting tools bundled around an email deployment solution that enables dealers to execute and evaluate their email marketing strategies. Now you can actually see the results and ROI of your marketing campaigns without ever having to wonder about them again. These reports will enable you to understand your results and provide you the ability to refine your messages to progressively improve your response rates. You can deliver the right message to the right person at the right time, every time.If you have any doubt how much the email has worked its way into your daily life, just ask yourself this:
How Many Times a Day Do You Check Your Email?
Among business users, more than one-half (53%) check their email six or more times daily and 34% check constantly, according to Gartner Group. The company also estimates that these individuals spend approximately 49 minutes per day on average to manage their email.
Why Email Marketing a good fit for your dealership.
Consider these benefits:
- Reduce Customer Communication Costs - No Paper or Postage
- Complement your Offline Marketing Efforts
- Immediate Results that You Can Actually See with LIVE Online Campaign Reporting
- Greater Response Rates
- Provides Automated Sales Leads
- Instant Referrals with the "Click of a Mouse"
- Builds Stronger Customer Relationships with Integrated Surveys for Customer Feedback
- Saves Your Sales Reps Time, so they can Focus on New Business and Large System Sales
- 100% Motorola Co-op Pre-Approved
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For Sales Reps:
- Saves Time. Not only Hours, but Days.
- Automated Source of Sales and Leads
- Increase Sales
- Increased Customer Retention
For Sales Managers and Owners:
- It Costs Less, is Faster, and has Greater Response Rates than Direct Mail
- Provides Immediate Results that you can actually see
- Know that All your Customers are being Contacted on a Regular Basis
- Receive Feedback from Your Customers
For Airtime, Rentals, and Service Departments:
- Increase Sales
- Easily Provide Customers with Updated Rates and Procedures
- Send Promotions and Specials
- Notify Customers of Service Bulletins and FCC Regulations
Real Time Reporting
No More Guessing Games!
See all of your Email Campaign Results in Real-Time and easily find out who
your hottest prospects are!
“Click Here” is only one example of a hyperlink. When hyperlinks are clicked, they are called Clickthrus. Clickthrus represent some of your best prospects based on their actionable Interest. Not only did they open the email, but they also “clicked-through” to your Web Site for more information - and clickthrus are trackable!
Now, you can see exactly which prospects are interested, instead of wondering.
- See Exactly Who Opened Them
- See “Clickthrus” in your Campaign
- See How Many Times Your Campaign was Forwarded to other Prospects
Visual Message Reporting |
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What you see below is part of both an actual Email Marketing Newsletter “Standard Message Report” and our “Visual Message Report” that one of our Motorola Dealer clients sent out to their existing customers.
Nothing is faster or more effective than Email Marketing to your existing customers - with results you can actually see and now even better ever!.
Each colored box below displays the number of unique clickthrus for its respective link. You can click on any link in your email marketing campaign to display its detailed information box and click the link again to close it. See the colored box with 31 Clicks?
As you can see, the Visual Message Report shows you not only what your customers can see but also that, so far, 31 of them have “clickedthru” to see more inforamtion on the Motorola DTR550 and DTR650 radios.
“Clickthrus” represent some of your best prospects based on their actionable interest. Not only did they open the email, but they also “Clicked-through” to your Web site for more information – And clickthrus are trackable.
Email Marketing vs. Direct Mail
When used to market to existing customers, it’s not a fair fight. Email provides direct interaction with your customers - direct mail does not. In Brief Email Marketing: • Is Faster (Minutes not Weeks)• Response is Immediate (48 Hours for 90% of Responses)• Provides Direct Engagement with Your Customers• Has Higher Response Rates• Offers Live Reporting• Costs Less to Send and Produce And, you can see who your hottest prospects are! Are you still waiting to begin your marketing campaigns for the new radios and promotions? If so, you are behind already.
No Time to Lose
Once Motorola announces a new promotion or product you need to inform your customers about it as soon as possible. Unlike direct mail which takes 2 to 3 weeks to print and deliver to you and another few weeks to actually reach your customers, our Email Campaigns can be sent out to your entire customer base in some cases in a matter of hours.
Send digital media to you current clients and send print media to your prospects. You will save money and your marketing will be more effective.
Renovate your dealership’s marketing to stay competitive now and in the long- term.
Contact us for a live demo of our email marketing solutions.
Discover why Motorola's most successful dealers are turning to Opt-in Wireless for all of their marketing needs.
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