To develop your matrix marketing program you have to know the specifics of your customers so that you can zero in on the information, products and services they will most likely want to hear about or need. This is where you employ any data that you have collected about customers. Customers can be segmented into ‘cells’ according to many variables, including: estimated income, age, marital status, geographic location, occupation, past purchases or other pertinent data. Of course, the more information you can collect on your dealership’s customers, the better. While this article focuses on how to use that data, you should always be on the lookout for ways to find out more about your customers and potential customers and to collect that data for customization purposes.

 

To develop your matrix marketing program you have to know the specifics of your customers so that you can zero in on the information, products and services they will most likely want to hear about or need. This is where you employ any data that you have collected about customers. Customers can be segmented into ‘cells’ according to many variables, including: estimated income, age, marital status, geographic location, occupation, past purchases or other pertinent data. Of course, the more information you can collect on your dealership’s customers, the better. While this article focuses on how to use that data, you should always be on the lookout for ways to find out more about your customers and potential customers and to collect that data for customization purposes.

Determine Communications for Each Cell

Once you’ve segmented your customers into these cells, you need to determine how you will communicate with each cell. For example, you may send quarterly service discount coupons to customers who have recently purchased an automobile. Potential customers, those who have visited your site but have not yet purchased from you, may receive monthly e-mail updates detailing new inventory and special offers for first-time buyers. The point is to develop communication materials that target what the customers in each cell want and need.

Define business rules for each cell

“Business rules” for cells are essential to make sure you don’t bombard your customer base with too much information. A key business rule would be identifying the maximum number of communication pieces customers in each cell can receive in a given month, quarter or year. Additional rules can include details on specific customers such as ‘Do not contact’ status, preferred method of contact and other issues, all of which can be defined and spelled out.

Prepare a detailed plan document

The final step is to prepare a detailed plan document. The document should include all the specific definitions of each cell: the specific attributes of the target group, an overview of the mail or email piece that will be sent, timing of when the piece will be mailed, and an estimated count of how many customers will receive the piece. The document should also include a month-by-month schedule for all the cells in the matrix marketing program that your dealership can follow. With this step complete, you are ready to go!

Matrix marketing systems are a highly effective way to increase a dealership’s business, but they can be confusing at first if you don’t have experience with the concept. You might need professional help to set one up and get started. There are expert interactive and online marketing companies in the automotive space that can get you up and running in no time – and on your way to better customer relationships and increased sales.

 

Vol. 3, Issue 2