WASHINGTON-The National Tire Dealers & Retreaders Association has developed two programs it said will help dealers generate new business and hold on to established customers by promoting products and services. The NTDRA is offering dealerships of any size the ability to offer in-store promotions, service reminders, customer feedback surveys and targeted direct mail, through Data National Corp.
The Data National program has six components:
Autotrac, a database marketing program members can use to increase repeat business;
New Mover, a program designed to help dealers reach potential customers who recently have moved into their marketing areas;
Holiday cards specifically designed for the automotive aftermarket;
Low-cost cashier handouts that allow dealers to market their products to customers while they are in the store;
A customer survey that can provide information on what customers think about the service they receive; and
A targeted mail program that uses the information developed from the Autotrac data base to identify prospective customers.
The association's other new program, the Independent Tire Dealer On-Hold Network, is a communications system that pitches products and services to customers who have been ``put on hold'' during a telephone call.
Participating dealers can receive either of two four-minute, on-hold messages that are professionally scripted and recorded by professional announcers with targeted music, the NTDRA said.
Option one features a customized identification and five generic messages; option two includes three customized and three generic messages.
Both options are updated every three months. A special option allows dealers to use an advanced message playback system that lets LaBov & Beyond-the company providing the service-update the messages directly through the phone line.
NTDRA members interested in these new services can contact the association at (800) 876-8372. For the On-Hold Network, they also can contact the service directly: (800) 365-2268.