American Executive Magazine recently interviewed Jack Donachie regarding International Cars’ impressive success over the years. His focus on customer service along with Moore & Scarry’s digital advertising expertise has propelled the group of dealerships past the competition.
International Cars has six dealerships spanning Massachusetts and New Hampshire: Dover Honda, Dover Chevrolet, Dover Auto World Collision Center, Porsche of Stratham, Audi Stratham and Honda North. The founders of International Cars created an environment that was customer focused. Donachie explained that marketing automobiles is difficult by nature. “As customers move from brand to brand, the most important marketing tool we have is our superior customer service at each location,” he said.
Prior to Donachie’s arrival to the company in 2008, each dealership took care of its own marketing. Donachie made the decision to use one ad agency, Moore & Scarry Advertising, to conduct marketing for all of the dealerships. “We wanted to have a consistent approach to everything we do, from our website to our business cards,” said Donachie. “Bringing our marketing efforts together lowered our advertising costs by 50% and increased our marketshare.”
With the help of Moore & Scarry Advertising, the company began incorporating SEM and SEO into their marketing mix. “It’s produced big dividends…Digital Marketing now accounts for 40% our sales,” said Donachie. The group uses other digital marketing and social media tools to gauge its levels of customer service.
A recent study revealed that over the past five years the average number of dealerships a customer visits when shopping for a vehicle has decreased from 4.1 to 1.3. Meaning, on average, customers buy their vehicle from the very first dealership they visit -not because of better sales tactics, but because of more informed online shopping. Customers now do the majority of their shopping online before ever visiting a dealership making it crucial more than ever to properly present and market your dealership on the internet. Contact Moore & Scarry Advertising today for an in-depth presentation and a no cost analysis of your marketing.