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Optimizing the mechanics of automotive CRM

MASTER THE CAR BUYING JOURNEY WITH RADICALLY SHARPER TARGETNG

DIGITAL MARKETING AUTOMATION
 REVVED UP WITH A HUMAN TOUCH

CRM has always been about one thing: developing more loyal and profitable customer relationships. Period. Finding customers, keeping customers, and moving customers toward a mutually rewarding long-term relationship. It’s a highly analytical, highly strategic endeavor with deep roots in the fertile field of data science.

But there's an art to it.

That’s where having the right automotive CRM marketing partner is invaluable. Culturally, we’re car people. Always have been. And our passion helps us know what to say when, where, and how…intriguing, informing, and persuading prospects and owners from the start of the sales funnel through the entire ownership lifecycle.

Processing speed + brain power

Too many partners and experts blindly rely only on the automation side of data analysis, letting computers do all the “thinking.” But the beauty behind a well-designed, deftly-executed CRM program isn’t just the management and manipulation of big data, it’s the actionable insight afforded by the human element, and passionate expertise in automotive. That’s where Plan B excels. We’re big enough to do it right, and small enough to do it better. We access the same data stores. Use the same analytical tools and methodologies. But instead of just letting artificial intelligence spit out some indecipherable technobabble and pretending it’s a cure-all to the woes of marketing in the digital age, we also apply good old fashioned brainpower (the human element!) to the programs we create. And that makes all
the difference.

Radically sharper targeting

The problem with most digital ad buys today is that you end up wasting precious marketing dollars talking to people who aren’t interested in — or capable of — buying what you’re selling.

A better way to reach the qualified few is with Radically Sharper Targeting. We’ve pioneered a way to merge data stores for the purpose of identifying high-value targets with both a likelihood of brand interest and a propensity for buying the kinds of vehicles you make. That means more of your marketing budget can be invested in precision-purchased media that has a much higher chance of connecting with the right people at the right time.

Today’s data also affords us a glimpse into whether someone is ready to buy, and if so, what kind of message might best appeal to them. So now you can deliver ads that are every bit as relevant as they are timely. Curious? Let us put together a test program so we can show you how Radically Sharper Targeting works…pinpointing the people you’re looking for, and making it easier than ever for them to connect.

  • Identify and segment the most interested, motivated target consumers
    Define dealerships with highest sales potential and select test MSA’s
  • Pinpoint target consumers within the MSA’s
  • Develop campaign creative relevant to specific target segments
  • Communicate to targets across all stages of their buying journey

A proven formula

We have a blueprint, project plan, and materials scheduled to deliver radically sharper
 targeting at a lower cost

Brand raw data

Allows us to define test markets 
+ more selling success

3rd party raw data sources

To prime the pump with
potential buyers

Predictive Data
 Analytics

For better strategic targeting to reach the right audience at the right time

Creative message strategy

To proudly declare its luxury position with the flexibility
to localize

Reporting &
 Optimization

To continually refine targeting and messaging and sell more

Program execution

Specific tactics, campaign schedule and Budget allocation

Our approach to automotive CRM

We are experts in optimizing the mechanics of Automotive CRM. From making timely Handraiser connections 
to “in-market” conquesting to integrated loyalty programs, our CRM program design, systems management, and world-class creative expertise has helped global automotive brands drive quality leads, brand preference and
 long-term loyalty.

We focus on those key moments in the very unique journeys that all car shoppers, new owners, mid-life owners, in-market owners and brand loyalists travel along. We then tailor our strategies to “own” those key moments by delivering personalized and compelling content and offers that inspire action. We do this not only by knowing and understanding the various parts of the journey, but also by utilizing data cues that allow us to identify what key moment someone is in along that journey, and what their individual preferences are. We map out sophisticated programs designed to leverage this intelligence and dynamically deliver the most personalized and relevant offerings at key moments along the way. Below is a diagram of a typical journey to help illustrate how we customize messaging based on moments and preferences:

A data-driven program keeping owners engaged with the brand at critical points throughout the ownership cycle

THE RIGHT PERSON, TIME, AND MESSAGE

We are in tune with the car buyer of todays psyche and know where, when, and what to say to whom, to move cars
off the lot. Consider this. It’s been suggested there are five key phases in a consumer’s car-buying journey, and different online (trackable!) behaviors associated with each phase.

We use our formula to identify when someone is within each phase and thoughtfully develop the right content for
each phase to optimize virtually every touchpoint. This moves customers closer and closer to the products they want…down to the precise inventory available and the exact dealership where they can make the purchase.

Build a shortlist

Narrowing the universe of options down to a few brands and
 models of interest.

Explore features

Comparing features across a broad spectrum of categories including comfort, convenience, performance, safety, reliability, and more.

Crunch the numbers

Calculating financial scenarios to maximize the amount of vehicle
 a budget can buy.

Locating "the one"

Browsing local inventories for vehicles that meet all
 the buying criteria.

Validate the offer

Confirming the details of the deal are fair, often while at
 the point of purchase.

PLAN B OFFERS FULL-CYCLE CRM SERVICES

Our expertise spans a comprehensive range of CRM-related services, but we’re equally skilled at adapting our offerings to meet the needs of clients whose CRM efforts are in different stages. Some clients need help building programs from the ground up. Others need support migrating data and implementing newer technology. Some just need training and support, or want to take advantage of the latest data-driven optimizations afforded by today’s marketing stack tools.

Access & analyze

Data 
Acquisition, 
Research and 
Analysis

Business 
Process review 
& Roadmap

Design & configure

Technology 
Platform Selection 
& Comparison

System 
Implementation 
and Integration 
Strategy

Stabilize, utilize & optimize

User Adoption 
& Change 
Management

Digital Marketing 
& Automation 
Strategy

Data Analytics 
& KPI Analysis

Automotive clients, for example, may only require Data Acquisition & Analysis and Hyper-Targeted Digital Marketing Execution

Access & analyze

Data 
Acquisition, 
Research and 
Analysis

Business 
Process review 
& Roadmap

Design & configure

Technology 
Platform Selection 
& Comparison

System 
Implementation 
and Integration 
Strategy

Stabilize, utilize & optimize

User Adoption 
& Change 
Management

Digital Marketing 
& Automation 
Strategy

Data Analytics 
& KPI Analysis

Jaguar: a roaring crm success

Watch how Plan B's Full-Cycle CRM program for Jaguar North America drove leads, brand preference and long-term loyalty.

Case study: Jaguar cars

Meet Lucas De Jong

Director, CRM, Marketing Automation, & Data Analytic Systems

Skilled in finding useful insights through data analysis, Lucas is a natural-born problem solver with a growth mindset and genuine passion for all things CRM, from strategic planning to system implementation and optimization. His daily mission is to unlock the power of Data, CRM, and Automation to facilitate the effective use of technology for clients. He delivers the ability to observe customer behavior and develop best practices for reaching and connecting with them. He has experience optimizing luxury automotive CRM strategies, most recently working to develop custom platforms and programs for McLaren Automotive and their dealerships.

Lucas has an M.S. in Integrated Marketing Communications from the Medill School of Journalism at Northwestern University. When he’s not preaching the CRM gospel, he’s managing complex relationships at home with his wife, baby boy, and two Dachshunds. He’s also been known to try his hand at extreme sports from time to time, including motocross, surfing and snowboarding, to name a few.

We Are Car People

Let’s get social

No pressure. Just an honest discussion about a better way forward.

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