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DMEautomotive to Host Webinar to Discuss The Changing Service Loyalty Landscape [Manufacturing Close - Up](Manufacturing Close - Up Via Acquire Media NewsEdge) DMEautomotive (DMEa), the science-inspired, results-based automotive marketing company, reported it will host a free webinar with Automotive News on March 27th at 2 p.m. Eastern Daylight Time to reveal key findings from The Changing Service Loyalty Landscape white paper. The DMEa authored paper, a study of the auto service shopper (and the entire market) to date, topples industry myths and reveals data that could have a dramatic impact on the future of dealership service marketing strategies, the Company reported. "Our number one goal in this webinar is to provide dealerships with foundational data that will help them refocus their service marketing away from costly misperceptions that have been dictating strategies and towards a new emphasis on the realities of today's auto service shopper," said Mike Martinez, DMEa's Chief Marketing Officer, who will co-host the webinar with Doug Van Sach, DMEa's VP of Strategy and Analytics. Peter Brown, Publisher of Automotive News will moderate the webinar. In a release, DMEa noted details of the webinar: The new research detailed in the webinar will reveal a hyper- competitive service market in serious flux, marked by a low rate (23 percent) of loyal auto service customers. Among the myths busted by these findings are 1) that independent service providers are dealerships' biggest business threat (aftermarket chains are); and 2) that dealer loyalists spend more on service relative to those of other providers (independent and aftermarket loyalists spend and service more). The webinar will also introduce new findings from DMEautomotive's forthcoming white paper, "Marketing Success in the Changing Service Loyalty Landscape." All attendees will automatically receive a free copy of The Changing Service Loyalty Landscape whitepaper, the first in a series of white papers to be released by DMEautomotive on the service market in 2012. Webinar registrants will also receive DMEautomotive's soon-to-be-released Marketing Success in the Changing Service Loyalty Landscape. DMEautomotive's Strategy & Analytics division's reports are based on a recent survey of 4,000 U.S. vehicle owners.[1] "The Changing Service Loyalty Landscape" (available for free on DMEautomotive.com) analyzes the decision-making process behind service center selection; consumer loyalty rates and demographics, and industry share-of-wallet realities for dealerships, independents and aftermarket chains. The second report (available in March 2012) analyzes shoppers' communications preferences (by frequency, platform, and service outlet type), providing service businesses with outreach strategies that can better retain the "loyals," while converting more of the "swing shoppers" and disloyalists. ((Comments on this story may be sent to [email protected])) (c) 2012 ProQuest Information and Learning Company; All Rights Reserved. |