MileOne Marketing Team Wins
Every member of the MileOne marketing team is crucial to our success. With everyone working together we have developed a strong reputation which we will continue to build upon with our “fact-based decision making” approach to the business.
With that in mind, we would like to highlight recent outstanding professional and personal triumphs.
Moving On Up!
Congratulations to Jenny and Laura on their promotions! Jenny's new role as Manager, Marketing Communications has her working to build a measurable and actionable lifecycle communications architecture to support sales and service as well as the body shops. Jenny will work with Hoosh on improving the way we communicate with customers and prospects.
Laura has been promoted to Regional Marketing Manager for the Heritage division alongside Danielle. Laura will be taking a leadership role for the Owings Mills stores as well as Mercedes-Benz of Annapolis.
Congratulations to both Jenny and Laura on these well-deserved promotions.
Bringing Customers Back
Our regional marketing coordinators Laura, Kate, Lindsey and Victoria, along with Jessica and Stef, work diligently to respond to all negative reviews on our online platforms. Ron Filling, Heritage Toyota Catonsville Service Director, took the time to thank Jessica’s efforts when she reached out to a customer and coordinated the effort to retain that individual as a customer:
"I want to thank our marketing team for assisting us in responding [to negative reviews]. We received a review from a customer recently about long wait times and the length of time it took us to complete diagnostics on concerns he had with his vehicle. He claimed he was never coming back and was never buying a car from us again! Because of everyone’s efforts, we reached out to him ourselves and explained our diagnostic steps as well as why we take the time we do to complete those steps. [He ended up returning] last Thursday after our response. I am sure I don’t say thank you enough, but I really appreciate the work put in to address our customers concerns."
Although it only takes a few moments to send a response to a negative review, it can have a huge impact on the way a customer views the company. Thank you Jess for your articulate and passionate response to assist in bringing this customer back to Heritage.
Wowing Fellow MileOners
The Ambassador Program has recently been in a state of flux as multiple heads try to come together and make the program more streamlined and easier for employees and their family/friends to understand and utilize. The marketing team has been involved in the launch of the program. One in particular, Erica, worked with the CIC to create templates for employees to fill out to take advantage of the program.
The original job for creating the templates was to go to eLead, but when they ran behind on the project, Erica spoke up and took control. Within 24 hours, the templates were presented and approved. Randy Brobston, Call Center Director at Hall, was amazed at the quick turnaround.
“You guys are all amazing”, he said. “Nothing ever goes this fast. Thanks for your efforts.”
Great job, Erica! The new Ambassador Program will be formally launched early in the 2nd quarter.
Using Innovation and Creativity to Increase Open Rates
In February, the creative team sat down with Hoosh to find a way to increase open rates in our service emails. They came up with a new functionality through Movable Ink that has paid off in spades. All service emails, except those for the Silver Spring division, featured a coupon directing users to a scratch-off feature that offered them a special discount. The click-to-open rates (percent of clicks to opens) had a huge jump across all divisions that used the functionality in February.
Click-To-Open (CTO) for February Service Emails
|
CTO |
Heritage |
Hall |
MotorWorld |
|
January |
23.27% |
7.75% |
12.08% |
|
February |
43.3% |
31.8% |
35.7% |
Based on the open rate and click-through comparisons across like brands, there was a huge increase in opens from the January service emails to the February service emails:
Mercedes-Benz comparison
|
|
Wilkes-Barre |
Owings Mills |
|
Change in CTO |
+264% |
+8% |
Nissan comparison
|
|
Hall Nissan VB |
Hall Nissan Chesapeake |
|
Change in CTO |
+129% |
+991% |
Subaru comparison
|
|
Heritage Subaru OM |
Heritage Subaru Catonsville |
|
Change in CTO |
+66% |
+159% |
The marketing team thrives on innovation and creative thinking – thank you to the creative team for this brilliant addition to how we communicate with our customers.