March, 2006		  
A Monthly Web Communication To Keep You Informed		  
Number 200603

Did you know

In a recent survey, 57%

of dealer sales and

marketing managers said

they need to understand

how to build a strong

dealer brand in their

market.

Live Audio! Hear the latest :60 radio spot from International Marketing. (Make sure your sound is enabled, and speakers are on. Refresh this page to hear again.)

EDITORS NOTE The vision for Dealer Marketing is that we facilitate dealers' ability to use marketing to profitably support their businesses, specifically helping them "balance" their customer portfolio to include more small fleet business and sales from stock. The Dealer Marketing team will use this newsletter as a monthly forum to highlight local activity focused on improving sales and profitability in under-performing markets. Following are just a few things Dealer Marketing in cooperation with dealers and regional personnel are developing locally to support our corporate and target dealers' goals.

CONTENTS

BUILD NORTH AMERICA "SEVERE SERVICE WOW FINANCING EVENT"
by Justina Morosin
 
'07 EMISSIONS - WE'RE ALL IN THIS TOGETHER
 by Bill Dougherty
 
CF SALES BLITZ SPARKS INTEREST
 By Christi Emminegger
 
DEALER MARKETING - WHO'S WHO?
 
BUILD NORTH AMERICA "SEVERE SERVICE WOW FINANCING EVENT"
This program runs from February 1st - July 1st. It encourages dealers to take advantage of the Build North America 2006 - Severe Service Stock Sales Program.
GE Canada and International are pleased to offer the following finance program which provides dealers access to low-interest rates and flexible loan and lease structures to assist with their Severe Service truck sales efforts.

Promotional dates are February 1st - April 30th. The marketing kits include: Windshield inserts for stock trucks, outdoor banners, poster, counter cards and customized dealer ad mats.

In order to participate in this program, trucks must be coded under the Build North America program as per International's records to be eligible. Results are tracked by the number of applications submitted to GE and the number of deals completed by
GE versus the number of stock units ordered under the program.
 
DEALER OVERVIEW:
Dealers who stock under Build North America receive:
1)     An aggressive finance program which provides low interest rates and flexible loan and lease structures to assist with their SSVC truck sales efforts
2)     Target Marketing Dealers receive a "Severe Service WOW Financing Event" marketing kit that is designed to drive traffic and stimulate retail sales from stock. The kit also gets dealers accustomed to quarterly marketing campaigns targeted towards the retail customer. Non-Target dealers can order Marketing Kits for a Fee
 

CUSTOMER OVERVIEW
Customer communication is designed to:
1)     Create a retail experience at the dealership by using windshield inserts, outdoor banners, posters and counter cards with take ones
2)     Stimulate retail sales / sales from stock / awareness in dealer's AOR by advertising program using customized dealer ad mats
 
'07 EMISSIONS - WE'RE ALL IN THIS TOGETHER
2007 emissions regulation is currently one of the hottest topics among our customers. In February and early March, International hosted a series of 10 Emissions Summit meetings in major cities across the United Sates and Canada. Events garnered more than 1000 customer and dealer attendees in an effort to educate and encourage them to get orders in on 2006 product while they still can. Chicago International alone has reported a minimum of 8 sales subsequent to their session.

It doesn’t stop there… The events are so popular, individual dealers have requested content and help conducting their own customer emissions events.

On February 23, Hawkeye International held an emissions summit, and supported it using a full range of marketing communications tactics including pr, print and radio advertising, direct mail, and telemarketing. Several deals were completed on-site
during the event due to the dealership’s creative vehicle display with prominent signage showing the difference between ’06 and ’07 pricing.

Hawkeye Results:
The event helped to close a 40 truck 9400 deal that had been brewing for some time. (The negotiation actually went on upstairs during the event). Two stock 4100s were sold off the floor. The dealership is currently quoting an additional18 trucks and seem to have a lock on an additional 3 right now as direct result of this session.

Jim Woodison, sales manager, said, he wouldn't hesitate to do an event like this again.

In the Southeast region, Carolina International is holding emissions events at all four of its South Carolina locations. Events have been held in three locations to date with the Darlington event to be held soon. Carolina international worked with international and local Cat, Cummins and fuel vendors to secure speakers for the events. The fuel representative provided attendees with insight that exceeded customer expectations

Carolina Results:
The dealership expects to reach more than 200 customers across 4 events. The events have lead directly to at least 20 sales so far.
 
CF SALES BLITZ SPARKS INTEREST
One of the most cost effective ways to spark customer interest and consideration is to encourage trial of International products and the dealership. In our business, encouraging trial often means taking product to the customer versus driving traffic to the dealership. A well executed sales blitz can not only help drive product and dealership trial but effectively educate sales professionals and drive high quality leads.

A recent example Archway International in St. Louis, MO gathered truck and parts sales professionals and sent them out in demo units to prospective CF customers. Christi Emminegger and sales manager, Tim Siner started the day with a CF training session and competitive comparison discussion. Sales professionals were equipped with product information, parts specials, and a coupon worth $50 toward each customer’s next parts purchase before heading out for the day.
Summary:
  • Nominal cost to dealer and to International.
  • 5 teams of truck and parts sales professionals met with about 75 customers in one day.
  • Follow-up leads are tracked in the dealer’s customer database.
  • The dealership is currently quoting 2 4100’s as a result of the effort and has a number of CF follow-up calls to make.