3 million. It’s a big number, eh? That’s how many emails 3 Birds sent out the week of Black Friday 2013, the highest day of email sends ever by volume in company history. Email marketers pay attention to numbers like these, and with good reason. Email...

What in the world does “Integrated marketing” mean? It’s simple, really. No matter whether you’re talking to your audience through Facebook, a blog post, a newspaper advertisement, a television spot, or in person at the dealership, the audience...

No matter whether you’re talking to your audience through Facebook, a blog post, a newspaper advertisement, a television spot, or in person at the dealership, the audience member’s impression of you and your dealership should be consistent in tone and quality; there should be an easily recognizable “voice” for your dealership. That's it; that's integrated marketing. While tools like the 3 Birds' Wire platform certainly make finding and maintaining a dealership voice easier, pruning your existing customer communication channels is doable for anyone.

The consumer relationship with their dealership and/or dealership service provider is like any other relationship, really: it takes transparency and a level of trust and hard work in order to succeed. “Marketing” often has a negative connotation, as if marketers are responsible for prying hard-earned dollars from the hand of consumers or pushing unnecessary products and services. The truth is that half the time consumers want to spend their money—it’s fun! The other half of the time consumers need to spend their money. Never is this more true than when it comes to the automotive retail and service space. Not only do your customers need a vehicle, they need to get that vehicle serviced on a regular basis. What can you do to ensure that they service with your dealership?

Why is consistency important? Just as claiming and optimizing listings on multiple review sites boosts SEO, using a consistent voice whenever interacting with the customer through a digital channel (and matching that same voice when the customer visits the dealership) boosts virtual “SEO” in the consumer’s mind. Consumers value consistency for the same reason that search engines do: consistency indicates authenticity and authority. Making sure the facts are correct, especially the Name, Address, and Phone Number (NAP), are correct and consistent across review sites and social media sites are key for this. But how do you ensure consistency when the pieces are less concrete, like your dealership’s online voice?

3 Birds’ customers enjoy a plug-and-play way to achieve consistency across communication channels with our Digital CMO Marketing Packages, an all-in-one marketing solution that’s kind of like having a CMO for every season at your dealership. One of our tips that is the easiest to implement and always has a really rewarding level of return is also pretty simple. Don’t you love it when that happens? Here’s how it works: You send a campaign with Vehicles A, B, and C to a list of 5,000 recipients. 3 days later, 250 people have clicked on the “View Inventory” for Vehicle A, 118 for Vehicle B, and 336 for Vehicle C. Want more great engagement rates and data? Push prospects farther down the sales funnel to purchase by suppressing recently sold customers and sending the rest a killer deal for the very vehicle you already know they’re interested in! We’ve seen open rates of up to 39% using this method of targeted follow-up.

Whichever method you use in your dealership, keeping these principles in mind can help build consumer loyalty and trust and keep your customers coming back long after the Black Friday and End of the Year specials are over. Contact us to keep the conversation going and for more great tips like these.

Data by itself isn’t enough—it’s knowing how to use that data that is truly valuable. One of the strengths of the Wire is the ability to cut through the noise to find the data that can help your dealership grow. Here’s what you should be thinking about the next time the “big data” discussion comes up.

Data by itself isn’t enough—it’s knowing how to use that data that is truly valuable. One of the strengths of the Wire is the ability to cut through the noise to find the data that can help your dealership grow. Here’s what you should be thinking about the next time the “big data” discussion comes up.

Using data to gauge your customers’ interest
Each dealer’s customer base is unique. Using the newsletter as a testing ground for different content gives you the opportunity to see, in a quantitative way, what topics customers are drawn to. Do you have an enthusiast following for the brand you represent? Are your customers bargain hunters? Which models are they drawn to overall? Using content that connects with each of these questions, you can use engagement data (clicks/opens/etc.) to determine interest.

Identifying follow-up opportunities
Once you have the interest question nailed down, it’s time to look at the numbers to identify where your follow-up time and money can best be spent. For instance: you had an article about the new 2014 Honda Accord and 120 people clicked on it. That's some pretty powerful business intelligence that you can use in subsequent conversations over email or in person to tailor your subject line, messaging, and incentives to capitalize on that interest. The result? Exceptional email open rates, conversion opportunities, and motivated customers eager to learn more quickly.

Create a user story/profile
Another powerful use for data comes in creating “user stories”—profiles of typical customer activity that can help you maximize your messaging on a broader basis. With the data available in the Wire, you can piece together a puzzle of who customers are and where they are in their customer lifecycle.

If your latest newsletter has a review about the Ford Escape and an article about the Escape’s new technology, and the same customer engaged with both, it’s safe to say they’re interested in an Escape. Now, imagine that same customer clicked on the “New Inventory” or “Value Your Trade” link. They’re beyond interested. They’re raising their hand.

Analyzing timelines can help guide your content strategy in future newsletters—and your dedicated account strategist at 3 Birds is here to help you do just that.

Compare and contrast customer activity
Sending newsletters and campaigns gives you two different looks at your customers. Often you’ll get two completely different groups engaging with the content. Some customers will have just bought a car, so they’ll connect more with the softer marketing piece of the newsletter or service-related information. If a customer is looking for a deal on service or a new ride, on the other hand, the campaigns may gain more traction. By identifying and comparing these customers, you can take your “user stories” to the next level to be able to see what research is being done (auto reviews, inventory shopping, trade valuation) and what types of offers are appealing (lease vs. purchase, low APR vs. cash off or $0 down, etc.). Gather all this information, predict the questions the customer would have following their interactions, and be the first to provide them with the knowledge and the deal they’re looking for and you’ve got yourself a customer.

Delving into a rich pool of data and applying it to your current strategies is fun! (We might be a bit biased.) Even if data analysis doesn't lie squarely in your wheelhouse, your account strategist is also available to help you get the most out of the product. It’s that level of dedication that keeps delivering value for your dealership month after month—and all it takes is one click to start the conversation today.

3 Birds gears up for the office desk-decorating contest and our Digital Facilitators' quad is dressed to the nines for the occassion!

3 Birds gears up for the office desk-decorating contest and our Digital Facilitators' quad is dressed to the nines for the occasion!


Elf is an office favorite, apparently!



We're loving the holiday cheer in the office these days. Check back in after the holidays for the winners of our desk-decorating contest.