“The U.S. auto industry’s seven fat years of rising new-vehicle sales are over,” claims David Kushma, Deputy Editor of Fixed Ops Journal.

In his commentary, Kushma cites the gruesome predictions for sales numbers in 2017, 2018 and 2019 — U.S. sales of new cars are trucks are going to fall.

Estimates show that over 2 million less vehicles will be sold in 2019 than in 2016 averaging almost 10 cars per month, per dealership. Amid falling sales, dealerships must emphasize service unless they can afford to sell 100+ less cars per year.

How do you entice customers to bring their car in for service?

You can do direct mail and hope the coupon lands in the mailbox the day before a customer needs an oil change or you can blast out emails hoping that your message gets seen and opened — and then wish the recipient needs that service at that time. But this scattershot approach removes a personalized approach that the customer demands. Timing and relevance of the message is everything if you want to drive behavior and not cause communication fatigue with customers.

OneClick Loyalty is designed to deliver the right message at the right time via personal owner websites direct from the dealership. And that message tells the customer about your dealership and why they should return for service offering them the right functionality and conveniences that brings them back.

Service is a $99 billion opportunity for dealerships to engage with customers and offer a level of service they can’t get anywhere else.

Service starts on the dealership’s digital properties such as their website or social media. It is almost certain that a customer will visit a dealership’s digital properties prior to bringing their vehicle in. They’re looking for a variety of information including pricing and coupons, reviews, service scheduler, as well as amenities such a shuttle service or free WiFi.

In a recent webinar hosted by Automotive News titled: “Turn One-Time Visitors into Lifetime Customers – The $99 Billion Opportunity,” the speaker, Jim Roche, mentioned how necessary it was for a dealership to put the cost for services right on the webpage. He compared the lack of a price to buying an airplane ticket online not knowing the cost, going to the airport and then finding out the price you have to pay after boarding your flight.

It’s hard to compete with the third-party service centers and quick lube spots that offer oil changes right now for $20.

But it’s proven that people will pay more for better service. In fact, 53% of consumers expect dealerships to offer higher quality service; those consumers are also willing to pay 10-15% more for dealership work.

The expected downturn provides dealerships with the opportunity to show off their service bays. It will keep revenue steady and initiate a springboard for turning car buyers into customers for life.

With OneClick Loyalty, dealerships can compete with the service centers and provide a better customer experience throughout the ownership lifecycle.

It’s no longer news that most dealerships lose money on the sale of a vehicle and try to make up the losses in F&I and service.

What about accessories?

Accessories are a $40 billion per year industry with consumers spending money on everything from steering wheel covers to floor mats to bike racks.

Dealerships only realize 8% of it, meaning there is over $36 billion being spent elsewhere.

It’s time for dealerships to grasp onto the lucrative accessories category to significantly increase profits.

Where to Begin?

If you’re advertising accessories and want to help people decide what might be best for their vehicle, think about where you live.

Accessories are not universally popular, but rather, can be determined based on region. On a cold, wintry day in Michigan, offer heated seats – many chilly consumers wouldn’t mind the added comfort. For Arizona residents, tinted windows may be the way to go, plus you can ensure they comply with the law regarding how dark windows can be.

Here are some of the most popular accessories found intermittently in the top 5 best sellers throughout the United States:

• Floor Mats – Ranked 1^st or 2^nd in almost every region
• Window Tints – Popular in the south and west, as well as portions of the Midwest
• Alarms and Recovery – These rank on the lists but don’t encompass the top spot. Besides keeping the vehicle safe, most insurances will offer a 10% discount on the comprehensive coverage premium when cars are outfitted with a theft-deterrent.

Customization

What if you knew how to help your customers get the accessories they need based on their interests? Most car buyers will purchase from you then get the add-ons they want at a later time somewhere else.

But, what if you knew they loved biking or skiing or surfing or drove long distances on open highways? This means you could make your message relevant to your customer. What good is offering a ski rack if they don’t like skiing? How beneficial might a hood shield be for those who want a higher level of protection against bugs and stones?

There are many ways to find out what the customer would need added to their car. A salesperson should be able to get some information from the customer simply by asking what they like to do for fun. However, if you are not able to acquire this information or you want to offer accessories to existing customers, a survey can provide the answers.

Simple surveys asking to identify areas of interests or driving patterns can provide a dealership with the right tools to sell accessories.

In a world where everyone wants to be unique and customize just about everything to fit their lifestyle and interests, you can provide the means to help them meet their needs. Car seat covers, interior accessories, even license plate frames can help increase a customer’s excitement level for their vehicle.

OneClick Loyalty gives the dealership a personal approach to engaging with the customer. With surveys and promotions right on the customer’s personal website and tailored to that individual, a dealership can learn more about their customers and increase retention by offering the types of products and services that speak to them.

The peak of excitement for a car buyer is the moment they drive their new vehicle off the lot. What better feeling is there for a customer than to drive away with something better and newer than what they arrived in. The emotions are high!

Sports is all about emotions too. The highs of championships, the tribal feeling of belonging to a group and the loyalty one has toward their favorite team or school.

There are obvious benefits of having a presence in the local community but it can also provide free publicity, boost sales and increase retention. Best of all, it’s a welcoming marketing initiative – people can skip commercials but they can’t fast forward through “Your Dealership Name” on the front of a youth baseball jersey.

Car dealerships across the United States are seeing the benefits of sponsorship. Recently, the Brunswick Auto Mart in Ohio signed a 15-year contract as a sponsor for the high school field allowing maintenance and other costs to be covered so school dollars can be used for the classroom. A car dealership helping with education costs? Who wouldn’t want to support them?

Here are three ways that sponsoring sports can create a positive emotional experience with your dealership long after the customer drove off the lot.

1. Positive Community Impact

As a local company, your dealership can show that it understands the needs of the community. When you sponsor a local sports team, event or field, you aren’t just advertising, you’re showing you know what’s important to the community and the benefits of team sports.

In an era where the consumer is looking for brands that go beyond sales and shows a positive impact in the world, your dealership will have a slew of customers who support you because you support what’s important to them.

2. Additional Advertising

Car dealerships can also use the opportunities through sponsorship to increase their brand awareness and showcase new products.

Brand awareness could be anything from a name on the jersey to a billboard or ad on the scoreboard.

If you’re looking to showcase your inventory, you could bring cars to test drive or present the types of vehicles that may entice those in attendance of a sporting event. What better way to show the conveniences of a vehicle for transporting equipment and team members than having it available for all the parents to see?

In the case of Brunswick High School signing the 15-year contract, Athletic Director Pietro Demonte said, “(We) reached agreements with local auto dealers, helping the businesses reach newly-licensed students who might be in the market for a car.”

Sponsorships can also bring media mentions i.e. free advertising. When local newspapers and blogs write stories about the game or major sponsorship ventures, they share your involvement exposing you to more potential customers who are glad you are doing your part in the community.

3. Cost Reduction

How much is a direct mail campaign? A commercial?

First of all, advertising via local sports sponsorships is considerably less expensive while enjoying considerable, consistent exposure to a market that is close in proximity to your dealership. By advertising through a direct and emotional means like sports, it gives your potential and current customers a connection to your business – more than almost any 30-second spot between local morning news segments could provide.

Second, there could be tax incentives. With many youth sports being listed as a non-profit group, your sponsorship could even be a means to a tax break.

According to NAYS, the National Alliance for Youth Sports, Inc, “What the company may find is that their sponsorship also goes a long way to strengthen the bond between their brand and their community.”

You don’t have to stop at the local youth sports level. There are many higher-level teams and sports eager to have you as their sponsor – Soccer clubs, minor league teams, and 5k races to name a few. Dealerships near major universities can often take advantage of sponsorship opportunities through the colleges or universities who, in turn, allow them to use the school logo on their advertising.

A sponsorship for a local sports team or event is a magnificent way to help retention rates. When a customer sees your car dealership taking an active role in the community, they are more likely to want to keep giving you business.

There is a reason the Detroit Lions play at Ford Field, the Anaheim Ducks play at the Honda Center and Toyota is the official vehicle of the Chicago Cubs – cars and sports go well together and car companies know that they can get their brand in front of tons of customers when they pay for sponsorships.