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Introducing…
“Every Visit Counts”
DPS Web ConferenceNovember 30, 2004
Meeting Agenda Context Review of “Every Visit Counts” details Rules of engagement Sales Expectations (Contact and Accountability) Compensation Q & A Next web conference
Meeting Objectives
Complete understanding of…
The Kia “Every Visit Counts” program
Sales expectations
Let’s make one thing CLEAR…
THIS IS MUCH BIGGER THAN YOU MAY
THINK!1. How many Kia dealers sell and service
other brands?
2. What would it be worth to you, if
suddenly you had warm access to 20 –
30 dealers in your territory?
3. Do you want other OEM endorsements?
Kia Snapshot Kia projects a 12th consecutive year of sales growth
Wants to improve retention, but can’t benchmark exact performance
Sales are great but… customer retention at 3+ years of ownership does not meet expectations
Multi-phased marketing strategy is similar to our PerfectCircle methodology
Contracted with Newgen for retail marketing (Up for evaluation next spring, term cycles in June/July)
Recently released a “FREE, No Strings Attached Oil Change” offer targeted to Kia owners with either 1, 2, or 3 year anniversary dates between Nov ‘04. and March ‘05. Kia pays for the mailing, PLUS $16 for each oil change completed under this program.
Key Value Propositionfor what you are about to see
Increased customer-pay visit frequency
Increased customer retention
Enhances current marketing effectiveness
Overview A customer retention program endorsed by Kia (Kia is excited
about this program! They like the integrated fit with their other programs.)
DPS is the exclusive, endorsed provider
Program is co-op’d by Kia (up to 50%, if funds are available)
3 packages of Punch-a-DealTM 2 Key tags templates, 2 wallet card templates, 1 static cling template, and 2 direct mailers templates. Each package is available with 3 quantities, and two options
Includes promotional tools to optimize exposure and customer awareness
Complimentary to existing retail marketing strategy
Dedicated program coordinator (Dione Maynor), phone number: 877 KIA TAGS, and a program website: www.dpscrm.com/kiatags
Program Packages Bronze Silver Gold
Program Packages Bronze
Option A: includes “Every Visit Counts” Punch-A-DealTM Key Tags (Size: 2 5/8’ x 1 1/8’) with a choice between two (2) Kia approved designs, one (1) custom hole punch, one (1) standard/non-imprinted
point-of-purchase (POP) counter top display, shipped to your location. Option B: includes option ‘A’ features plus a matching quantity of
the Kia “Every Visit Counts” wallet cards.
Program Packages Silver
Option A: includes Bronze package Option A contents plus – 2 additional POP counter top displays (total of 3), Initial supply of 1,000 imprinted LOF static cling labels designed to enhance the Kia “Every Visit Counts” message.
Option B: includes option ‘A’ features plus a matching quantity of the Kia “Every Visit Counts” wallet cards.
Program Packages Gold
Option A: includes the Silver package Option A contents plus – One (1) large (30”x36”) custom vinyl banner that promotes the key tag program within your dealership.
Option B: includes option ‘A’ features plus a matching quantity of the Kia “Every Visit Counts” wallet cards.
Package PricingAvailable Packages: 500 1,500 2,500
Bronze : Option A: Includes “Every Visit Counts” Punch-A-Deal TM Key Tags (Size: 2 5/8’ x 1 1/8’) with a choice between two (2) Kia approved designs, one (1) custom hole punch, one (1) standard/non-imprinted point-of-purchase (POP) counter top display, shipped to your location.
$528 $770 $899
Option B: includes option ‘A’ features plus a matching quantity of the Kia “Every Visit Counts” wallet cards.$1,038 $1,269 $1,398
Silver : Option A: Includes Bronze package Option A contents plus – 2 additional POP counter top displays (total of 3), Initial supply of 1,000 imprinted LOF static cling labels designed to enhance the Kia “Every Visit Counts” message.
$725 $906 $1,023
Option B: includes option ‘A’ features plus a matching quantity of the Kia “Every Visit Counts” wallet cards.$1,151 $2,410 $3,339
Gold: Option A: Includes the Silver package Option A contents plus – One (1) large (30”x36”) custom vinyl banner that promotes the key tag program within your dealership.
$821 $1,263 $1,567
Option B: includes option ‘A’ features plus a matching quantity of the Kia “Every Visit Counts” wallet cards.$1,282 $2,505 $3,406
Additional Items
Wallet Cards
Vinyl Banners
POP Displays
(Actual samples attached)
Static Clings
Program EnhancementsDirect Mail Distribution Option
Face copy Inside copy for tag only
Inside copy for combo
Program PricingAdditional Items
500 1,500 2,500 Each
$495 $1,335 $1,975$70 $180 $250
$35$7$99
$650 $1,725 $2,475
Wallet CardsStatic Cling Labels
PunchesPOP Displays
BannersDistribution Option
Distribution Option can be ordered in any quantity 500 and aboveQTY Cost
< 1499 $1.30
< 2499 $1.10
>2499 $0.99
Program Promotion Kia approved press release Internal Kia release (40+ field DPSM’s plus
management team) Executive level exposure within Kia Promotion on front page of Kia Extranet (Kdealer) Direct mail package sent to all 654 Kia retailers DPS internet website Dedicated Kia toll free telephone number Dedicated DPS program manager
Roles and ResponsibilitiesKia and DPS
DPS Promotion Distribution Support Kia initiatives Order entry/billing Fulfillment Program management
Kia Promotion Co-op funding Influence Escalation Support
Rules of Engagement Do not make direct contact with Kia DPSM’s Do not overtly sell DPS capabilities that compete with
Newgen contract DO begin contacting your Kia dealers on 12/6 DO promote the program and shamelessly promote
our relationship with Kia to your advantage DO encourage curious Kia dealers to check out our
website DO position DPS as THE CLMSM marketing leader DO document and report every contact (more on that
later)
Roles and ResponsibilitiesDPS field sales and Program Coordinator
DPS Field Sales Promotion and sales Enrollment paperwork Submission of order Quality control Follow-up and proofing Reporting
Program Coordinator
Promotion and sales
Central point of contact
Order entry Interface with
suppliers Quality control Follow-up and
proofing Reporting
Order Entry Process(see process map for detail)
Rep collects order and completes e-paperwork Rep e-mails paperwork to Dione Dione submits orders twice per month (~15th
and 30th) Proofs sent directly to Dione Dione contacts sales rep to finalize proof
approval Order is manufactured and shipped in ONE box Customer is invoiced
Order Paperwork Hard Copy (manual and must be faxed or
mailed in) E-Version (automated and will be e-
mailed)
Compensation Plan
Bronze commission rate 2.00%
Bronze RetailSales
Commission Total Compensation
500 $543 $10.86 $10.861,500 $1,033 $20.66 $20.662,500 $1,373 $27.46 $27.46
With Wallet Cards… Bronze commission rate 2.50%
Bronze w/ wallet cards RetailSales
Commission Total Compensation
500 $1,038 $25.95 $25.951,500 $2,368 $59.20 $59.202,500 $3,348 $83.70 $83.70
Silver commission rate 3.00%
Silver RetailSales
Commission Total Compensation
500 $681 $20.43 $20.431,500 $1,141 $34.24 $34.242,500 $1,462 $43.87 $43.87
With Wallet Cards… Silver commission rate 3.50%
Silver w/ wallet cards RetailSales
Commission Total Compensation
500 $1,151 $40.29 $40.291,500 $2,410 $84.34 $84.342,500 $3,339 $116.85 $116.85
Gold commission rate 4.00%
Gold RetailSales
Commission Total Compensation
500 $821 $32.85 $32.851,500 $1,263 $50.50 $50.502,500 $1,567 $62.68 $62.68
With Wallet Cards… Gold commission rate 4.50%
Gold w/ wallet cards RetailSales
Commission Total Compensation
500 $1,282 $57.69 $57.691,500 $2,505 $112.74 $112.742,500 $3,406 $153.26 $153.26
Expectations 100% contact by January 10th
Contact: a live, documented conversation with the decision maker
Pipeline reports due to sales manager every Monday morning for previous week’s activity
If no contact by 5th attempt, escalate to your sales manager, Rusty will escalate to Kia corporate, Kia corporate will make field contact with the DPSM
25% enrollment (164 dealers) by EO March 50% enrollment (327 dealers) by EO May 75% enrollment (491 dealers) by EO July
Sales Tips and Best Practices Demonstrate the advantage of combining wallet cards with the
order Sell the benefits of a comprehensive mix of promotional
materials (POPs, Banners, Static Clings, and mailers) Sell at least the Silver package Option B at a 1,500 quantity Sell the benefits of rapid deployment with out direct mail
distribution option Sell the benefits of implementing TWO types of key tags, one for
active customers, and one for inactive customers. THEN, bundle in the direct mail distribution option.
Order enough POP’s for EVERY sales desk, F&I, Service Advisor desk, waiting room tables, and cashier counters.
Order at least three banners (one for service drive, one for waiting room, and one for the showroom)
Questions and Answers
?
Thank You!
Next web conference: December 6th at 9:00am
• NEW sales pipeline reporting tool and process• NEW automated contract
• NEW retention benchmark report