One billion sales opportunities lost by automobile brands
- iclick
- 2023-01-04
By serving a number of automotive industry customers, we have found that both the passenger car brand and the tire brand have two missions that are unchanging: the discovery of potential customers and the repurchase of the old customer. They always want to find more sales opportunities through holiday promotions. Some brands have invested tremendously and achieved remarkable results. Some brands have no way to find effective WeChat marketing solutions so far.
Sticking to the original technical advantages and marketing ideas has proved to be very low in the input-output ratio under the marketing ecology created by WeChat. Today, based on Parllay’s two years’practical experience, we introduce three practical strategies to help automobile companies achieve their core goals.
1、Identify car purchasers
After Parllay big data statistical analysis, the annual behavior data of a WeChat official account with hundreds of thousands of users is far more than 10 million. Traditional CRM and human eyes are not recognizable. We need to adopt new methods to understand users, communicate with them, and discover their interests and behavior characteristics.
For example, by launching car clubs or clubs, influential car owners call on new car owners to actively join and leave their mobile phone numbers through WeChat. Or by offering related services, such as insurance, maintenance, etc., to attract owners to join. In short, the premise of all marketing, enterprises need to identify customers in the users, this work needs both marketing planning and technical support. Parllay is a very flexible platform, low-cost, fast online, carry-in feeling.
2 Identify sales opportunities
Customers and potential customers are not the same before they spend money. They are also different psychologically and on WeChat. Many well-known automotive companies use CRM to draw customer profile, which can transform user purchases. But the reason for the huge cost and little effect is that the profile of potential customers and customers are not the same in essence. Trying to use CRM (the wrong tool) to track user behavior on WeChat was futile at first. The correct way is to know the user’s behavior well, and then draw a portrait of the potential customer, as a guide to distinguish potential customers and intended customers from users, and then follow them up in a timely manner. Use Parllay and CRM to avoid ineffective CRM upgrades and to suspend rough marketing activities to maximize profits.
3、 Identify customer groups
Data from WeChat in 2015 showed that 70% of users like to read content related to their interests. Pushing promotional activities to old customers not only causes advertisement harassment, but also makes a huge difference in his mind in case the customers see the newly purchased car reduce its price and increase its activity. The great experience that marketers strive to create vanishes in an instant. Salesmen encourage potential customers to try driving in stores, while users receive summer maintenance guidelines, which may be useful, but when can KPI be completed? According to Parllay’s data, precise pushing articles to intended customers can improve reading to 90%, which is undoubtedly beneficial to customer communication of automobile brands.
