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Chris Lentz

President at AutoSweet
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Recent Posts

Automotive Marketing Strategy: Loyalty

Posted by Chris Lentz on August 6, 2019

Your DMS and/or CRM are repositories of customers that have already placed their trust in you and from whom you should be able to get more service or sales business in the future. You should be keeping those customers informed of specials on an ongoing basis with regular touches.

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Topics: Loyalty, Marketing

Automotive Marketing Strategy: Branding - Tell Consumers Why They Should Buy from You

Posted by Chris Lentz on August 1, 2019

Be proactive about telling your prospects why they should buy from you.  Many consumers are researching or thinking about the idea of purchasing a vehicle for three to six months prior to pulling the trigger; 78% of them don’t know where they will buy within 3 months of their purchase(1) .  You need to use that time to influence their decision and regularly remind them of your brand.

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Topics: Marketing

Automotive Marketing Strategy: Mobile

Posted by Chris Lentz on July 23, 2019

Shoppers have fundamentally changed how they consume advertising because they have fundamentally changed where they consume media. The online communities where consumers spend an ever increasing amount of time is where you need to deliver your advertising. Consumers are doing their research in these discovery platforms, such as Google, craigslist, YouTube, Facebook Marketplace, letgo and OfferUp, mostly on their mobile devices. They are also spending large amounts of time in online channels like Facebook and Instagram. You must get your advertising on those platforms and ensure your site is mobile friendly to deliver your values and branding to those consumers.

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Topics: Marketing

Automotive Marketing Strategy

Posted by Chris Lentz on July 15, 2019

If you’re interested in growing your business, you’re likely already asking yourself how you can market better tomorrow than you did today. Whether you’re having a good month/quarter/year or a bad one, you should be looking at what you can do better. Today, we’re seeing the most success for dealers that are following these five key strategies. If you follow these and learn to reach your audience where they are, you will succeed.

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Topics: Marketing

The Importance of Phone Tracking Numbers in Marketing

Posted by Chris Lentz on May 3, 2019

We work with a lot of dealers and deliver effective, measurable marketing for them on a variety of platforms. As a matter of course, we recommend and configure different tracking numbers for each type of advertisement that we run regardless of the platform or the delivery mechanism. Every so often a dealer asks if they can just publish their primary phone number on their advertising. I think the request goes back to the day when having a cool, memorable phone number was a worthwhile marketing tactic. Today though, connections are instant and consumers don’t remember phone numbers; they click to call or text. And so whatever number you put on your marketing efforts should support both calling and texting. And it should be tracked. It should likely not be your primary dealer phone number. In this article, I’ll give you a few examples of what we do and why it’s important.

In every ad, we make our tracking phone numbers prominent and visible in every part of the ad. And importantly we configure numbers that are able to be called or texted. You really need to let a consumer reach you the way that they want and you should provide texting, phone calling and emailing as options for them to interact with your dealership.

It’s interesting to note that 65% of the leads we generate are from phone calls, about 25% are from text/chat and 10% are from email. Consumers, especially the low funnel consumers that we drive from classified ad channels like craigslist, letgo and Facebook Marketplace, like to call and they like immediate answers. We also track all of these interactions, so that you can follow up with them, review your staff’s interactions, and use them for Return on Investment (ROI) reporting.

Having multiple numbers for each of your marketing efforts is especially important to help in measuring ROI. The AutoSweet platform lets a dealer deliver marketing on classified platforms like craigslist, letgo, and Facebook Marketplace, or SEM ads on platforms like Google Display Network, Facebook or in-app advertising, and through email marketing. So a lot of marketing channels. And because all marketing should be measured, we ensure that we have different tracking for each channel. You should too. And you should measure the effectiveness of your campaigns. Having separate tracking numbers is essential to being able to spend your money wisely.

Lastly, I’d like to point out the importance of phone number rewrites on your website. We drive a ton of traffic to dealer websites, over 3 Million clicks a year, so we know dealer sites and how they perform. When someone comes to your website, it’s important to track where they came from so that you can measure your marketing effectiveness. We assist with that by rewriting phone numbers on your website so that they match the advertising channel. Every time someone visits your site from an ad, we track where the ad was from, and ensure that the number presented matches the advertising channel. Our service is proprietary and customer written for dealer websites, but I’m pointing this out so that if you’re doing advertising be sure to look for a tracking system that allows this.

I hope this gives you a good picture of our use of tracking numbers and some ideas about what you should be doing. If you are in the Automotive, RV, trailer, marine or power sport markets and you want to work with someone that can do all the heavy lifting for you, feel free to give us a call.

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Topics: Marketing

4 Simple Ways to Build Your Business by Keeping Your Customers

Posted by Chris Lentz on January 23, 2018

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You spend a lot of money and time acquiring customers. Don't waste it! In this fast paced digital age, where customer allegiance changes with every new offer that comes out, dealerships need to be constantly evaluating their retention programs and looking for ways to keep the customers that they have already acquired.  The key to building relationships is in building trust and keeping your dealership ever present in the consumer’s mind.

 

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Topics: Email Marketing, Reputation Management, Loyalty

Targeting Better Conquest Marketing Prospects Through Your DMS

Posted by Chris Lentz on November 21, 2017

AutoSweet uses the customers in your DMS to connect to prospects that you’ve never spoken with before.


Gaining traction with people that aren’t familiar with your brand, the product that you sell or whom have never bought from you before can be challenging.  The practice of marketing to those individuals is called Conquest Marketing and it is a necessary component of a complete automotive dealership marketing plan.  

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Topics: Email Marketing, Conquest

Dealers are Winning with Facebook, Are You?

Posted by Chris Lentz on September 12, 2017

Dealers 'Like' Facebook for Driving Sales

Auto dealers are driving traffic, sales and brand awareness so successfully with Facebook that some have changed their advertising spend to put more into this channel.  What do they know and how can you get into the action? There are countless resources on how to best advertise on Facebook and it is easy to get lost in them. Below is a clear, concise outline for success that any dealer can follow to start winning Facebook.

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Topics: Insider, SweetClassifieds, Facebook

Craigslist Update -- Search Relevancy

Posted by Chris Lentz on September 7, 2017

Craiglist Search Relevency is a Thing of the Past

 

In August, 2017, Craigslist updated its search algorithm to make WHEN you post the single most important factor in getting eyes on your ads. Some of the primary methods posters have used for years no longer provide any benefit, and your 2 week old post will NOT be on the front page anymore no matter the content. If you are not aware of and using this change to get leads, this is not a nice to have suggestion that you can take or leave, but a very powerful insight that every Craigslist ad poster should make sure they are taking advantage of as soon as possible.  

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Topics: Insider, SweetClassifieds, Craigslist

Reaching Your Audience

Posted by Chris Lentz on September 5, 2017

Converting web visitors is what all dealers are striving for; you know this is the gateway to increased sales. You are taught over and over again that getting consumers to your Vehicle Detail Pages (VDPs) will increase your leads. You design those pages with offers, calls to actions, and dynamic content in an effort to decrease bounce rates and increase interest in your products which should in turn finally help them convert. These are all good things, but the real question is,

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Topics: Insider, Google, Email, SweetMail, ZMOT