GENERATE AND EXPAND NEW BUSINESS

Remember the definition of omotenashi? It’s “sense of hospitality” or “warmhearted service.” In honor of that concept and our theme for this issue — the ideal way to embrace this concept is to hold a Customer Appreciation Event, whether it’s in-person or virtual, we review some suggestions on how to make this happen.

Customer Appreciation Events are an excellent way to give back to your loyal customers and can drive existing and potential customers to look at you in a different light. They also provide an opportunity to demonstrate your company culture and increase awareness of you and your brand.

GETTING STARTED

Planning makes perfect. To get things started, first, take our 3-minute Lexus Event Survey and then follow the below-suggested event steps:

STEP 1: SET GOALS AND EXPECTATIONS

Meet with your team and decide what it is that you want to achieve:

• Get valued customers to attend
• Reconnect with lost customers
• Ensure customer retention by building a closer relationship with existing customers
• Prospect for new business

STEP 2: DEFINE YOUR AUDIENCE

Once you know your goals, define your audience:

• Local IRFs
• Estimating partners
• Existing customers
• Potential new customers
• Lost customers
• Local insurance company representatives

Once you have defined your audience, reach out to your wholesale parts business partners that are relevant to the business you are trying to attract and ask them to assist you in staging the event.

STEP 3: PLAN YOUR EVENT— LIVE OR VIRTUAL

Although not everyone can attend your event, you can find a way to make the connection. You may want to consider holding more than one event. You can also record the event presentation, post it to your YouTube channel, and email it to those who cannot attend. Next, get with your marketing team to iron out the details.

• Determine the optimum time for your audience. Query your customers to let you know the best time to hold your event: during lunch, after hours, or on the weekend?
• Do you want to hold it in the Parts Department or a meeting room?
• Create a compelling offer to encourage them to attend and to buy from you now – i.e., offer a special discount on Lexus Genuine Parts for the next 30 days

STEP 4:  MARKET YOUR EVENT: CRAFT YOUR MESSAGE/INVITATION

Now that you know your goals and your audience, get with your marketing team and craft an invitation. Focus on what attendees will get out of the event. Consider a “teaser” email to entice your audience or provide a discount offer on a part. For example: “Want to cut installation times? Join us and discover the how!”  “20% off part purchase at the event”.

STEP 5: PLAN INTERESTING AND ENGAGING INTERACTIONS

Before the event, work with your marketing team to create a short and engaging presentation that touts the benefits of doing wholesale business with your dealership. Two simple rules to making an engaging presentation are to use fewer words and more visuals and animation. Start by establishing genuine connections with your audience:

1. Keep it simple
2. Share a personal experience
3. Provide relevant examples
4. Interact with your audience. This keeps them engaged
5. Point out something important about the audience or the current setting.

CREATE HUMAN ENGAGEMENT IN A DIGITAL WORLD

If you are holding a virtual event, consider working with your marketing group to create an event web page on the dealership website. Invite your customers and then hold a Zoom meeting where you can follow the same format as the live event.

STEP 6: GET READY FOR THE BIG DAY

You and your team have worked hard to plan a memorable and effective event. Use that momentum to be sure that your event runs smoothly:

• Make sure your staff is engaged and understands the goals
• Focus on your facilities — Invite guests to check out your Parts Department and showcase how you can provide the parts they need faster!
• Encourage your staff to have a pad and take notes on each customer:
  • Find out how they like their parts delivered
  • The best way to communicate with them – phone, text, or email
  • Note the specific importance for that customer
• Have a high-quality memento for attending, as well as business cards for staff

STEP 7: AFTER THE EVENT

The key to a successful Customer Appreciation Event is follow-up:

• Call, text, or email your attendees with a thank you and your next steps to reconnect
• Ask them if there is anything else they need

Holding a Customer Appreciation Event is your opportunity to meet one-on-one with your customers to show your customers that you care about their needs and demonstrate the value of doing business with you and your dealership. By remembering omotenashi and treating each attendee as a guest in your house, you’ll go a long way in building long-lasting business alliances and forging new relationships.

You can take the Lexus Event Survey to share your event needs.

FOR MORE ON PSX:
https://videos.psxcellerator.com/