Well, thanks to the rise of data-driven advertising platforms, your team can now target the specific audience that has the highest chance of interacting with your dealership or a specific offer.
To help dealerships across the country harness the power of audience marketing platforms, the team of automotive marketing experts at Aspen Automotive has created our very own version of this for our clients, known as AMP.
Ready to learn more about how this exclusive feature provides you with the insight you need to attract new customers? Let’s take a look.
What is AMP?
To begin, let’s first delve into what AMP actually is. Aspen’s AMP platform is an omni-channel direct marketing platform. This comprehensive database gathers all the data we have about the prospects that are most likely to interact with your dealership.
From there, our data-analyzing gurus determine the best communication method for each customer based off of their demographics. Some of the consumer information served up by AMP includes:
- Ability to buy
- Credit range
- Trade-in vehicle
- Readiness to buy
- Loan prequalification
For instance, if a younger buyer shows up in our AMP platform, we’ll evaluate their internet-surfing habits and make the best decision on how to reach them, whether that’s through social media, text, or another method of communication.
Once we’ve figured out which technique is ideal, we’ll contact your leads on the channel they use most. When all is said and done, AMP elevates your dealership’s ability to make valuable connections with prospective consumers that result in a sale.
Aspen AMP: The Benefits of Audience Marketing
Staying in the automotive advertising game requires the use of industry-leading technologies that shine a light on potential buyers. That’s why AMP is the perfect solution to your dealership’s marketing needs.
Rather than treating every lead like a part of the herd, AMP allows your team to hone in on the lifestyle, habits, and preferences of your most promising consumers.
Then, our marketing professionals deploy the techniques that have the highest probability of resulting in action on the part of the customer—whether that’s visiting your showroom or applying for financing.
Of course, it always helps to visualize the tangible effects of such a platform. Luckily, AMP equips our clients with numerous benefits, such as:
- Improved communication
- Efficient lead generation
- Faster sales
- Better customer satisfaction
- Increased revenue and more
Why are these benefits associated with our AMP platform? Think about it: People respond to information that’s tailored to their lifestyles.
Instead of pouring your advertising budget into a campaign that might fall flat with a certain subset of your potential buyers, AMP allows you to evaluate data and build your direct marketing campaign based on what the consumer prefers.
Not only does that help your dealership maximize its budget, but it also results in better customer engagement and increased sales.
Enhanced Leads = More Conversions
The value of Aspen’s AMP platform lies in its ability to nurture your leads. The more you enhance the experience these people have, the more likely they are to continue to move along the buyer’s journey and hit all the right conversion points.
AMP helps make this happen with more personalized communication tailored to every generation, from traditionalists (“mail me!”) and boomers (“call me!”) to more modern GenX (“email me!”) and millennial (“text me!”) leads.
Start with 3 ways to reach out
You can drive more qualified leads with AMP. The platform supports three different ways to reach out to prospects, so you can tailor a strategy that meets the needs of your marketing campaign. These methods include:
- AMP Mailer. A program mailer is sent to homes in your geotargeted area.
- AMP Email. An invite is mailed to qualified leads’ inboxes.
- AMP Text Message. A message is sent directly to qualified leads’ phones.
If your leads are interested in what you have to offer, they’ll have three ways to reach you. For one, they can text message the AMP platform and receive instant feedback with custom automated reply messaging.
Leads can also call the AMP platform. Local phone numbers are used for leads who choose to call. Callers also have the option to be transferred to the dealership to speak directly with the sales team, so you can guide the conversation from there.
Finally, leads can visit a PURL, or personalized URL. These personalized landing pages can be reached via the email message or the mailer. With this method, leads will be able to answer survey questions that will automatically generate additional analytics and link responders to your dealership website.
Monitor real-time analytics
To market well, you need to measure and analyze the right data. The AMP platform provides all the analytics you need via an intuitive program dashboard. You’ll be able to see the overall number of responses for all channels involved in a campaign, including:
- Phone
- PURL
- SMS
In addition, with relevant information—like distance from the dealership—you can get a clearer picture of who’s interested in what your campaign has to offer.
Program stats also include charts that indicate a lead’s ability to buy, as well as their credit range and answers to generated survey questions.
So, how will you keep all those incoming leads organized? With the Program Contact CRM, you can view and respond to them as needed—and see how the person responded to the event (mailer, email, etc.). You can clearly see how to contact your leads and even send outgoing SMS texts in the AMP platform.
Learn More About Aspen’s AMP Platform Today!
Customer engagement and automotive marketing personalization should be among the many priorities of a success-driven dealership. Fortunately, the team at Aspen Automotive is ready to provide your team with the sales-boosting insights of our AMP platform.
To seize the power of this feature, all you have to do is contact us by sending us an email or giving us a call today!
