Automotive

Now, more than ever, consumers are using their own research skills on the internet to help make their vehicle purchase decisions. Saving time, convenience and the ability to compare prices and dealers are major factors in the popularity of automotive websites. According to Forrester Research, new car buyers in the United States in 2003 rated Consumer Reports as the most important source of automotive information (cited by 74% of respondents), followed by non-car company websites (68%), advice from friends (61%), car company websites (59%) and auto dealership personnel (57%). Forrester also predict that by 2007, 37% of all new car sales will be the direct result of a specific purchase decision made online.

Since so many consumers start their vehicle research process six months before purchase, a 3-6 month multichannel contact programme is required to leverage contact from the initial research stages into test drives and subsequent purchases. Touchpoint provides the tools to help you capture initial interest into a prospect database then manage an ongoing communication programme that can lead to those purchases.

Lead Generation
Touchpoint’s tools help you generate leads from website visitors that can be funnelled into an ongoing conversion programme. Using requests for brochures, subscription to new product announcement lists and forms to capture test drive requests, you can grow your prospect database quickly and easily. Touchpoint’s request forms and online surveys can help you segment these leads to determine which stage of the purchase cycle consumers are currently in.

Media Effectiveness
Touchpoint lets you track media effectiveness of online and offline advertising. You can measure quantity and quality of generated leads against the media spend you use.

Ongoing Communications
The key to turning initial interest into converted sales is to execute a communication programme that maintains contact with the consumer as they go through their research/purchase cycle. Touchpoint can easily help you manage communications that include new product announcements, event invitations, invitations for test drives and newsletters.

Service Reminders
In addition to customer acquisition, servicing existing customers is important to any customer retention programme. Touchpoint lets you easily send email and txt service reminders to customers who take part in your warranty and service programmes.