Deliver Quality and Value to Your Customers to Drive ROI

by Laura Noonan, published in Dealer Marketing Magazine – July 2010

Quality and value…two words that many people are focused on right now, no matter what their position on the business food chain, whether they’re a consumer or a business owner. As we forge ahead through 2010, quality and value are two key messages you will want to convey in your marketing and advertising campaigns: not only from a product standpoint, but also from a service standpoint.

Think of all the business services you use to make your operation run smoothly—communications, customer management tools, the phone system, and so many others. Are they the best? Do they deliver the quality and value that you expect? Do they allow you to effectively talk to your audience?

Let’s take your marketing and advertising communications as an example and look at the business services you deploy to deliver quality and value to your customers.

Qualityleads to credibility

A quality ad campaign is one that is appealing to, and resonates with, consumers. It should leave them with a favorable opinion of your business and a perception of credibility—a dealer they would want to buy a vehicle from. Quality advertising always includes an easy way for customers to get in touch with you. If you offer a local or toll-free numeric phone number, like 866-432-6897, it is going to be hard for people to remember. If you advertise with a vanity number, like 1-800-NEW-HYBRID, however, you make it easier for people to remember you when they want to call.

Make sure you work with a phone service and number provider that best fits your needs: a quality provider that offers flexibility with their services and delivers value.

Value drives response

Value-added (along with quality) advertising campaigns generate a surge of consumer response and deliver leads. When a campaign brings customers into your dealership (with phone calls, web leads, or walk-ins) your ROI for the campaign improves, the cost-per-lead goes down, and the value of your advertising campaign, in relation to the business strategy goes up!

Also, the call data that your telecommunications provider delivers should be easy to access, understand, and manipulate for various reporting needs. Robust call data is valuable because it can show trends, including your busiest business hours and what campaigns are driving the most inquiries. Armed with this important data, you can plan staffing and marketing resources according to when you’ll be busiest, where your leads are coming from and which marketing sources deliver the best ROI.

As part of your team, your service partners should help you deliver these key emotional and financial aspects—quality and value to your customers.

Laura Noonan has 16 years of experience in the vanity 800 number and telecommunication services industry. Contact Laura, or call 1-800-NEW-SALE for more information on toll-free vanity 800 numbers and call tracking services.