Building Your Product Support Marketing Plan-Building Your Product Support Marketing Plan

Video Transcription

Video Summary

In this video transcript, Larry Baysinger discusses the importance of parts and service marketing for dealerships. He welcomes the audience and emphasizes the wide variety of people and products represented. Larry breaks down six key areas to cover in building a product support marketing plan, starting with determining who is responsible for marketing and budgeting. He suggests that service and parts managers are the key players responsible for coordinating this effort and need to work closely together. The next step is to determine the target audience, which can include current customers, competitive customers, and governmental agencies. Larry highlights the need to identify and establish relationships with these target customers. He goes on to discuss what dealerships can market, such as maintenance contracts, equipment inspections, and maintenance kits. He provides various methods for spreading the word about the marketing plan, including using CSR and PSSR, sending out flyers, using emails and phones, and utilizing social media platforms. Finally, Larry stresses the importance of developing a timeline for implementing the marketing plan to ensure that it is executed effectively. He suggests dividing the timeline into quarters, accommodating slow times, prior to season of use, during the season, and before the next season. He concludes by emphasizing the need to measure marketing success and stay realistic with goals.

Keywords

parts and service marketing

dealerships

product support marketing plan

target audience

establish relationships

marketing options

maintenance contracts

equipment inspections

spreading the word

measuring marketing success