Fixed Ops Marketing

Is your service marketing broken?

Drivers need to service their vehicles far more often than they buy new ones. Yet the majority of dealership marketing is focused on sales, not service.

By neglecting your service marketing, not only are you giving up on your share of those profits, but you lose the retention value that service customers bring to your sales business.

Marketing your fixed ops areas helps you gain new customers, retain current ones, and recapture the ones who haven’t been back.

Without it, drivers have no reason to choose you over every other dealership and independent repair centre.

Ask yourself:

How much of your dealership revenue is generated by service compared to how much of your budget you spend to market it?
How much of your website is devoted to sales compared to the space focused on fixed operations?
How much could you increase overall dealership profits by driving more service business?

Drive profitable service business

Generating service business for your dealership can be done using reactive or proactive marketing measures.

Reactive marketing

Reactive service marketing means providing immediate help to a customer with a specific problem.

Digital advertising

Through locally-targeted online advertising, you can compete for the customers closest to you who need your service the most. Use your fixed-ops advertising to bring in customers by promoting your towing options, roadside assistance packages, shuttle service, or anything else that sets you apart from other dealerships and independent repair centres.

Proactive marketing

Proactive service marketing means generating demand, so the next time they need service, they think of you first.

Email marketing

Keep communication going between service visits with emails. Ensure driver safety by sending factory recall notices and reminders for recommended-not-done repairs that encourage service visits. Send scheduled maintenance reminders to current customers so they know in advance which service they need why they should get it from you.

Read about automated email follow-up to encourage customers to return for declined services.