Xiaobian saw a topic on a platform: after the privatization of the testing station, the competition is fierce, how to attract a large number of owners to come to me for annual inspection? Today on this issue and motor vehicle testing station how to use active marketing to break through some simple views.
Active marketing is the process of active marketing. The most important feature of active marketing is to find and develop customers with positive methods, and finally achieve the purpose of transaction.
Since 2014, the operation market of motor vehicle testing has been gradually liberalized, and the market competition has become increasingly fierce. With the continuous reduction of entry threshold, the number of vehicle detection stations has increased sharply, and some markets have been saturated. In order to compete for market share, some motor vehicle testing stations have increased publicity efforts, such as participating in Baidu's bidding ranking. For example, we have set up an appointment system with the public inspection station to make an appointment with the public inspection station, and we have set up a small inspection station to make an appointment with the public inspection station. Turn on the quick hand and shaking tone, and you can see that many vehicle detection stations have opened their accounts. In addition, in some big cities, in order to compete for the market, the vehicle inspection stations have launched the position war, service war, quality war, price war and so on.
As the time of marketization of motor vehicle testing station industry is relatively short, and each regional market has obvious regional characteristics, so on the whole, the market competition of motor vehicle detection industry is relatively not very fierce, and the sales mode and marketing method are relatively simple. At present, most of the small and medium-sized motor vehicle testing stations have limited investment in the promotion of motor vehicle brand, but they also have a large investment in the promotion of motor vehicle packaging. According to information from the market, many small motor vehicle inspection stations rely on scalpers for orders. There is another characteristic of the motor vehicle inspection station industry, such as busy in the morning and busy at the end of the month. The homogenization of products and service mode of motor vehicle testing station is serious, the car owners are more sensitive to the price, and the relevant government departments have great supervision on the price and service. Annual inspection is a low-frequency consumption. Many vehicle inspection stations lack systematic management tools, so it is difficult for old customers to settle down. The cost of acquiring customers in the development process of new customers is relatively high.
How to do active marketing in vehicle testing station?
Motor vehicle testing stations should take the initiative to expose more, increase network publicity and brand promotion, so that customers can take the initiative to find the door. For example, establish the company's official website, public number, express number and shaking tone number as the company's main propaganda position; establish the company's we media publicity matrix to carry out three-dimensional communication of the products and services of the detection station; establish our own appointment platform to attract customers through the vehicle inspection appointment system. At the same time, the location of the detection station can also be marked on the Internet, so that the car owners can find the detection station in time when they need vehicle inspection. The sales process of fine management, grasp the customer vehicle inspection time node. With the help of customer relationship system, more interaction with customers, flexible promotion strategy to attract customers to vehicle inspection.
For small and medium-sized motor vehicle detection stations, the cost of network promotion is relatively low. In addition, the customers attracted by network promotion are basically very accurate customers.
Motor vehicle testing stations should take the initiative to tap customers and contact customers. In the era of mobile Internet, vehicle detection stations can use big data, AI and other technologies to find target customers, and use some advanced customer development systems or software to collect and sort out the data of target customers, and establish customer files and databases. Actively contact customers through telephone, wechat, SMS, email, short video interaction, etc. The vehicle inspection station can combine with the upstream and downstream friends of the vehicle inspection industry to obtain customer information and business opportunities through the strategy of industry alliance. Motor vehicle testing stations can strengthen the regional market investigation, focusing on the competitors' products, services, competitive strategies and so on, so as to formulate corresponding countermeasures. A powerful vehicle testing station can establish an active marketing department to carry out active marketing activities. In addition, the motor vehicle testing station can also choose other ways of market development, such as membership system, community promotion, mobile promotion, group buying activities, etc.
Anying auto service is committed to providing marketing and customer service empowerment for motor vehicle testing stations, and to be the assistant and consultant for marketing and customer service of motor vehicle testing stations. To help motor vehicle testing stations to promote brand network, attract customers, reduce the cost of acquiring customers, guide motor vehicle testing stations to transform from passive marketing to active marketing in the past, and to transform from the former business operators to the dealers. An Ying car service for the motor vehicle testing station customized car inspection appointment procedures, can be bound to the public number of the motor vehicle testing station, convenient for the motor vehicle testing station to expand customers. The customer relationship management system of anying car service can help the motor vehicle testing station to develop new customers and operate old customers. Anying car service can also provide customized service of marketing and customer service system according to the needs of vehicle testing station.
With the development of 5g, big data, artificial intelligence and other technologies, mobile Internet has penetrated into all aspects of people's life and become an indispensable tool in contemporary life. The main battlefield of marketing in the future is mobile Internet, shopping malls such as battlefields and mobile detection stations. Whoever can make active marketing better will have the initiative of war and gain new vitality.