Targeted drive belt (serpentine belt) replacement service campaigns in Service Departments have proven to be a lucrative marketing opportunity. Most manufacturers recommend a drive belt inspection and/or replacement once a vehicle has reach 5 years of age or 100,000 kms. As a result, these campaigns represent a strong mix of older/higher-kilometer vehicles to target from a customer retention and vehicle lifecycle point of view.
Here are some strategies to capitalize on this opportunity:
Educational Content: Create informative video and text content on your website, social media, or in-store about the importance of drive belts in a vehicle's performance. If possible, leverage available content from the manufacturer on replacement intervals to explain how regular inspections and timely replacements can prevent breakdowns and extend the life of the vehicle.
Promotional Packages: Develop service packages that include drive belt inspections, replacements, and related services. Offer discounts or special promotions for customers who opt for these packages.
Targeted Advertising: An accurate customer database selection is crucial for the success of a targeted marketing campaign. Ensure you are only sending this message to customers whose vehicle falls into the recommended inspection/replacement intervals for a drive belt replacement, and make sure to scrub your list to remove customers who have already had this service performed in the past.
Online Presence: Ensure your Service Department has a strong online presence with a user-friendly website. Optimize your website to accommodate customers who prefer to schedule their appointment online and give them the ability to click once button from your digital marketing message to arrive directly on your Online Appointment Booking tool.
Staff Training: Ensure that your staff is aware of the current marketing campaign and are well-trained to communicate the importance of drive belt maintenance and provide excellent customer service. Knowledgeable and friendly staff who are consistent with your marketing message will instill trust and confidence in customers.
Track Campaign Results: Remember to track the success of your marketing efforts by monitoring key performance indicators (KPIs) such as customer engagement, service bookings, and revenue directly generated from drive belt services, along with any additional parts & labour sales associated with their visit. Adjust your strategy based on the feedback and data you receive to continually improve and refine your marketing approach
We have extensive experience in running targeted drive belt campaigns for car dealers and will make sure the necessary checklist of strategies above are complete, ensuring the success of your campaign. These campaigns have the potential to generate massive returns on your marketing investment by increasing your average customer visits per year, recapturing valuable lost customers, and giving your technicians/service advisors the ability to identify and right-sell additional recommended services to increase parts & labour sales during the customer’s service visit.