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October 29, 2007 08:02 AM Eastern Daylight Time
SAN RAMON, Calif.--(BUSINESS WIRE)--MediaTrac, the market leader in automotive frequency marketing and
loyalty retention programs, today announced that it has launched a Dealer Discount Card marketing program.
This new program specifically targets those potential buyers who may have visited a dealership but failed
to purchase a new or used vehicle on their initial visit.
MediaTrac's Dealer Discount incentive program allows a dealer to select an incentive value, issue it in
the form of a redeemable card and offer it to customers who return within fifteen days to purchase a new
or used vehicle. The incentive card, which resembles a dealer branded gift card carries a much higher
perceived value to the customer than any "take way" a dealer may provide currently. MediaTrac research
indicates that a customer is 88% more likely to retain and use the discount incentive card over a dealer's
standard business card.
The Dealer Discount Card is provided to the customer in exchange for their current email address. Then a
series of five communications are sent on behalf of the dealership to continue to entice a customer to
return to make a vehicle purchase. The emails contain reminders about the incentive, an optional offer for
a service discount and a last chance reminder before the incentive offer expires. This affords a dealership
a critical opportunity to re-establish contact with a potential customer immediately after leaving the
dealership and stay top of mind for several more weeks while they consider a vehicle purchase more closely.
"Dealerships across the country call them 'Be Backs,' the people who drop in to view a model or price shop
and say they'll be back but for the most part never return," said Michael Gorun, Managing Partner of
MediaTrac. "Through our incentive marketing program dealers now have a chance to capture a potential
customer's attention, get some feedback about why they didn't make the purchase during their initial visit
and provide an enticement for them to return and close a deal," said Gorun. "If dealers can close a fraction
of their 'Be-Back' customer base their downstream revenue will be positively impacted."
Each time a Dealer Discount Card is issued a customer feedback survey is immediately generated. The survey
is intended to solicit response about their visit and determine why they did not make a vehicle purchase;
was it price, inventory selection, was the salesperson's approach a factor. Seeing a pattern may assist a
dealership in adjusting its business to more positively impact the customer experience.
The discount card may be redeemed only for a limited time period and is designed to drive new and or used
vehicle purchases. The dealer, depending on state retailing laws, may apply the discount value towards new
vehicle accessory purchases, future parts and service or as a direct purchase discount. The dealership may
also choose what incentive level to offer potential customers, for example, $100, $500, $750 or $1,000.
Cards are then issued to the dealer bearing the dealers name, contact information and incentive amount.
For more information about MediaTrac's Dealer Discount Card program visit
www.media-trac.com or call 800-608-2080.
About MediaTrac LLC
Headquartered in San Ramon, California, MediaTrac LLC is a proven provider of customized customer loyalty
and media tracking programs. Administering over 3 million individual rewards club memberships, MediaTrac has
retail clients throughout the US and Canada. The company is one of the fastest growing, privately held firms
in Northern California.
For more information please call 800-608-2080.
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