Automobile Clubs The Future for Car Dealership Marketing
Released on: May 21, 2008, 7:46 am
Press Release Author: OMC
Industry: Automotive
Press Release Summary: New research from Arvato Loyalty Services has shown a rich vein of potential for automobile brand clubs among UK consumers with nearly 40% of people surveyed expressing an interest.
Press Release Body: Woodbridge, ON May 21, 2008; New research from Arvato Loyalty Services has shown a rich vein of potential for automobile brand clubs among UK consumers with nearly 40% of people surveyed expressing an interest. Andrew Mitchell of Arvato Loyalty Services said that 'after the success of loyalty schemes, it looks like clubs might be the next great initiative in customer marketing.' Automotive brand clubs can offer more than discounts or points. For example, a scheme could offer members the opportunity to have advanced access to new products (e.g. the chance to test drive a new car before it is available in new car or used car dealerships) or car-related opportunities (such as driving at Brands Hatch, or advance sale tickets for the UK Grand Prix). The appeal of a brand club derives from the exclusive opportunities it provides, setting it apart from a loyalty scheme that simply provides discounts on future purchases at any car dealers. At a time when budgets are likely to be stretched, many marketers may be reluctant to construct such a scheme because of the likely cost. Yet the report also found that 40% of people would be willing to pay to be a member of some famous car brand club. Even more interestingly, 29% would pay up to £40 and 21% would be willing to pay over £100. This shows that these schemes have not only the capacity to be self-sufficient, but also to make a profit. While these automobile brand clubs will have to offer strong incentives to attract consumers to join their club, it offers the chance to form exceptionally strong relationships with people who have a special interest in the brand. Furthermore, the fact that the highest level of brand membership is among wealthy people ('A' social class) shows that this can be a useful way of reaching a lucrative but elusive car market. Why are people so willing to join these car clubs? The research found that over half of people surveyed said that advance or exclusive access to products would attract them to join a club. The report also notes that 'we have become a nation of avid points collectors' and it could be said that car club membership is something inherent in British culture. As children we are told that 'Blue Peter badge winners get in free' and as adults we collect air miles and supermarket loyalty points. Canada and US Similar car clubs have existed in Canada and US for a long time. However, majority of these car clubs are usually formed by a group of car enthusiasts. Instead of making a group purchase on multiple vehicles, car club members usually are just making group purchases on car parts and racing parts. It might be a good idea for these new car dealerships to take the first step, start car brand clubs. Offer discount incentives to their members for group purchase on multiple vehicles. For more information, please contact Ontario Motor Car - Marketing or visit www.ontariomotorcar.com to obtain more information regarding to this press release and any related news about car industries.
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