According to research released by NPD during the Global Automotive Aftermarket Symposium in May, when a new car dealership closes, taking with it the service department, the vehicle owners previously serviced by that dealership change service providers as follows:
• 51% continue to use a new car dealer service department, although it may be at a less convenient location;
• 12% don’t know where to get the car serviced or repaired;
• 10% choose a source other than the new car dealer or the independent garage for service;
• 3% do more themselves (DIY); and
• 24% turn to the independent automotive service center.
Realizing that approximately three out of four people turned away by a closing car dealership do not choose the independent, the Car Care Professionals Network (CCPN)’s executive committee has developed, tested and introduced a program to help the independent repair shop members of CCPN go after a bigger portion of those vehicle owners abandoned by the closing new car dealer.
Teaming with the marketing people at R. L. Polk & Co., the CCPN executive committee and the Automotive Aftermarket Industry Association (AAIA) staff have created a direct mail program specifically targeting the owners of the vehicle makes represented by their closing car dealership.
By using a highly targeted vehicle owner list, the mailing cost is reduced as fewer promotional cards are mailed to households not owning the specific make of vehicle. This eliminates needless printing and mailing costs, while still getting the message to those vehicle owners who are in need of a new source of service.
The promotional pieces are highly targeted as well, having a theme or message directed toward the vehicle owner in search of a new service and repair facility.
“The message on these cards is not a generic service and repair message,” said CCPN Director Dave Caracci, “but a message targeted directly at winning the vehicle owner over to the independent shop, as the new car dealer they have used for years disappears. This is not your typical mass-mailing promo piece.”
With multiple mailing cards and designs to choose from, as well as customization available as requested by the CCPN member shop, the mail piece, as well as the very targeted mailing list, can be highly customized to help the independent repair shop get the most cost-effective targeting possible.
By using this program, which is available today, to go after a bigger share of the closing new car dealer’s service and repair business, the independent CCPN member shops have the biggest chance in their lifetime of gaining new customers from the ranks of those previously returning to the new car dealer for the work.
“There has never been a better time than right now, as vehicle owners search for a new service provider, and the program from AAIA/CCPN is ready to use today,” added Caracci.
The program is available to any member of CCPN. For more detailed information on CCPN membership or for shop owners who wish to discuss the use of the Car Care Professionals Network Target Marketing Program, contact Sue Kalish, senior director of education at AAIA. She can be reached at (301) 654-6664 or at [email protected].
