When identifying segments, such consumer characteristics as age, profession, hobbies are taken into account, but in any case, it is necessary to proceed from the set tasks. To correctly determine the target audience, the parameters should be specified as accurately as possible.
The goal formulated in the example requires us to characterize the categories of customers who might be interested in the model. These include:
Those who purchased a car of this brand more than 4 years ago may have a need for a more modern model.
Those buyers in our database mom database who viewed information about this model in the last 3 months (it usually takes up to a third of a year to choose a vehicle and make a decision to buy it).
Thus, it is necessary to divide clients into two categories:
current (grouped by models and date of purchase);
potential (classified depending on the time of consultation with the seller about the possibility of purchasing a car of this brand).
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Selecting communication channels and developing messages for each customer group
Here you need to answer the question: how many mailings should be sent and at what time, and also think about what you will write in them.
In our case, the car dealership owner would like to conduct two SMS mailings in May 2023. It makes sense to do the first one in the first days before the weekend, and the second one in the third week, so that there is time to study customer requests and close the monthly sales plan.
Mailing recipients can be offered to attend various events, participate in promotions, to make them want to make a purchase. If the seller has communities on social networks, they can be used as platforms for communication with buyers.
Selecting communication channels
Evaluation of the effectiveness of activities
Now that the company has established communications with clients, it is time to identify the results. It is necessary to draw a conclusion on how CRM marketing has affected sales, determine the effectiveness of the activities and, if necessary, supplement the strategy.
Let's imagine that at the beginning of the month the effect of the events held was insignificant. Then there is a need to quickly adjust the action plan at the end of May in order to achieve the goals. Here it is worth considering that CRM marketing is focused primarily on those clients with whom the company has already concluded transactions, and other mechanisms must be used to achieve the planned indicators. This system is similarly arranged in other markets. To attract new customers, standard interaction channels are used: PR in the media, contextual and targeted PR, outdoor advertising, etc.
Great opportunities open up for a company if it achieves full automation of its customer base. In this case, it can establish strong connections with consumers, avoiding additional expenses on promotion. At the same time, this task should never be the responsibility