Using Bumper: How to Properly Target a Database to Find Lost Business.

Now this is going to be a rather transparent article, it's a large world full of different software that have separate outcomes of their designs. It's now time to take a look at which ones are right for your dealership, while many dealers are solely focused on lead generation; we often find that client retention and lost business is an after thought. While this is a great way to create a significant social presence and brand yourselves, you're missing out on a substantial amount of clientele that's already been inside the dealership.

The purpose of Bumper is to bring those people back into the doors of the dealership, a person who has at one point provided you with their contact information or even purchased from you. Ideally, wouldn't you want that person coming back consistently for things like parts and service? Not only that, but you may potentially be losing them to a competitor around the corner. With Bumper we can target your database to create unique, heavily engaged campaigns for all departments while using things like Emails, Direct Mail (measurable engagement rates) Ring less Voicemails and Personal Web-Pages. Something that looks like this:

The Personal Web-Page will be the directional path clients are sent to from either an email or direct mail piece. Overlaying over top of your website, customers are able to print an offer, play a video, look at a brochure and update their ownership status. In addition to this, people can click the call to action to book an appointment straight from the Personal Web-Page. If they click on the "X" at the top right of the page, they are sent to whatever URL link you'd like (Typically your dealership website onto your inventory list or service page). These are template campaigns that you can easily select the type of campaign you'd like to run. For example, we have things like Unsold Prospects, New Model Launches, Lapsed Service, Two Day Sales. Since this is an automotive specific tool, most of the styles you're looking for will already be in the system.

Based on that prospects engagement on the Personal Web-Page, they are going to be placed categorically into three different buckets. Engaged, warm and hot leads will be how your active campaign will reflect the live metrics. For this "mock" campaign, you can see that there were 565 invites sent out. I have now accumulated 16 cold leads, 6 warm and 4 hot leads. They are divided in the buckets as such:

The engaged lead has taken minimal path engagement on this campaign, they have viewed the Personal Web-Page, viewed the offer and watched the video.

The warm lead is similar to the hot leads engagement, aside from there being no form submission.

As you can see, the hot lead has actually submitted a form entry and viewed the Personal Web-Page twice. They also watched the video, viewed the offer and the voucher

Based upon the engagement on the three lead categories, your sales team is able to effectively sell to people that are already in your database by tailoring their conversations to the information they've been provided with.

Being able to filter your campaigns based on finance equity, last service visits, vehicle years and models and many more specialized filters designed specifically to drive past customers back into your doors. For this particular campaign, we have the filtering set to 50% of the database, and any customer who has lapsed service over the last 12-18 months.

Not only that, but we have the "exclusion days" set to 31 days. This means that you won't be bombarding the same people if you were to run this campaign again the following month. As you can also see, you have quick slide fields for vehicle year/mileage, purchase year and maturity for lease or financing. We're also able to select a particular model, so if we're running the above campaign we would filter for the Audi R8 under vehicle model selection.

This process really allows you to not bombard your database, but specifically target them to achieve the best ROI possible. From here, we proceed to customizing the photo and text assets to achieve the final result:

As you can see, different OEMs with have different styles of colors, and layouts. This way the content is all unique, that's a large part to play with using Bumper -setting yourself apart from competitors.

Here is where we can review a brief demonstration of creating a campaign with Bumper:

Today it's almost foolhardy to think that a tool like Bumper isn't necessary to retain a long lasting customer. Having said that, it needs to be communicated that these leads aren't going to sell themselves. While you're tracking the lead engagement upon the Personal Web-Page - they need to be consistently followed up with. As a salesperson, if I had a lead submit a form entry more than once I haven't done my job correctly. Utilizing a cyclical fashion to delegate and distribute leads (you can see my article on lead follow up for more information) to ensure the most positive experience for the customer, and the most efficient process for you.

You will receive access to a dedicated performance manager to your account, someone to help you as much or as little as you'd like. Best practices for leads, campaign creation and customization. The software is made in house by a full team of developers who ensure the constant updates and upgrades to Bumper.

If you have any questions regarding the platform or if you'd even like to conduct a full demonstration with myself, feel free to reach out to me directly.

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Zackary Fulmer