quarterly newsletter priority one financial services, inc. · marketing strategies quarterly...

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Many consumers today shop online, starting their research process online as well. Tech-savvy consumers read reviews, research models and explore their options thoroughly. Websites must be streamlined, easy to navigate and compatible with multiple platforms. These buyers want to compare models, search inventory, view multiple images and

Tech-Savvy Consumer Shopping Requires New Age F&I Marketing Strategies

Priority One Financial Services, Inc. Quarterly Newsletter

Tech-Savvy Consumer Shopping Requires New Age F&I Market-ing Strategies

1

Out-of-State Titling 2

Help Online Shoppers Know You Provide Financing

3

Winter Hours 4

Inside this issue:

Dealer Spotlight: Terrell Camping Center

Fall 2018

have access to detailed descriptions of a RV or boat’s features. Gone are the days of spending hours at a dealership learning about RV or boat options, negotiating price and obtaining financing. In fact, 65% of the buying process takes place before they ever speak to a salesperson.

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As a result, many dealerships moved away from traditional marketing (i.e. print advertising in newspapers and magazines and broadcast ads on TV and radio) and modified their approach to marketing F&I. To cater to the growing tech-savvy group, digital marketing should be added to your dealership’s plan. So, what is digital marketing and what are its benefits? Digital marketing is

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ship in Terrell, North Carolina. When an order of 900 chairs that was supposed to be delivered to Macy’s Department Store in New York City was canceled, the chairs ended up at Terrell Motor Co and sold there. With the chairs selling as fast as they did and declining auto sales, the Line-bergers decided to sell furniture and Cox fold down campers for a few years. Then in 1970, they began selling Jayco campers and added a showroom to their business. When Milton and Mary retired in 1986, their son, Carroll Lineberger Sr. and his wife, Shelia, took over the dealer-ship. After Carroll Sr. died in May of

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It’s interesting how things progress in business sometimes, isn’t it? Terrell Camping Center, owned and ran by Milton and Mary Lineberger, started out as Terrell Motor Co. in 1953 and sold Rambler cars. In 1956, Milton was involved in a furniture factory at the same time he was operating the car dealer-

Lender News for Marine Dealerships

Email

Website

Social Media

Content Marketing

Effective immediately, the following security on

collateral requirements has changed as follows:

Pennsylvania Dealers: Lenders require outboard motors to be titled and a

copy of the title application at time of funding.

Texas Dealers:

Lenders require boat trailers to be titled and a

copy of the title application at time of funding.

Thank you.

Inbound

SEM

Blake and his wife welcome Maverick Blakeshire Hines to their family. He was born Sept. 9 and weighed 6 lbs, 15 oz. Please welcome Maverick into the Priority One family.

Congratulations Blake Hines!

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Out-of-State Titling

The dealership faces some strong competition as there are five similar dealerships within a 35 miles radius, including two Camping World stores. To combat the competition, Terrell Camping Center advertises using, TV, print, and some digital advertising including Facebook, but most of the marketing is through positive word-of-mouth. And by the customer feedback they receive, that word-of-mouth rating is 5-Star!

Tech-Savvy Consumer Shopping Requires New Age F&I Marketing Strategies (continued from page 1)

about making sure customers find you when they are looking for the services or products you provide online. They employ several online marketing tactics. These approaches may include optimizing your website through keywords to show up higher in search results, creating social media accounts (i.e. Facebook, YouTube, Instagram, etc), creating informative content that will pull viewers in (i.e. digital advertising and geofencing) and more. Benefits of digital marketing include ease of tracking; you can tell exactly which ad resulted in which purchase and adjust accordingly. Proper social media marketing also works to max-imize the best-known method of marketing of all time, word-of-mouth. Another benefit allows the marketer to respond directly to their customers. How can digital marketing be used for your F&I services? Many of you are probably digitally marketing your F&I services already or might do so after reading this article. If you’re listing inventory and pricing on your website, that’s digital marketing. If you have a Facebook page and post a sales event, factory rebate or a success story of an insured customer, that’s also digital marketing.

As a Priority One dealer partner, we provide you with the Finance Resource Center (FRC) that can be linked to your website (see page 3 for installation instructions). It includes education about your dealership’s finance offer-ings, payment calculators and infor-mation on products like extended service contracts that help tech-savvy buyers with their pre-purchase research. Priority One also emails surveys to your customers to find out how their F&I experience was so we can learn what’s working and where improvements need to be made. Although digital marketing is powerful and here to stay, do not disregard traditional marketing as there are still people out there who rely on it. For now, traditional marketing still offers your best chance of reaching those people directly. However, when designing your traditional marketing efforts, don’t forget to help your digital effort as well. Print ads should contain links to social media accounts or to your website and broadcast ads should mention a website or direct the con-sumer to find your dealership on social media. A combination of traditional and digital marketing will help maximize the effectiveness of both.

1 Martin, D. (2017 October) Sales Strategies for

the Hyper-Informed Customer. RV Executive Today.

Look in the October issue of RV News for

the article titled, “Best in Customer Service

Award” and read about our very own Lisa

Lynn Gilbert. Super job, Lisa Lynn!

Dealer Spotlight: Terrell Camping Center (cont. from p.1 )

2013, Shelia became president, her son, Carroll Lineberger Jr., became the general manager/sales manager and Shelia’s daughter, Angie Good-night, became the service manager. Currently Terrell Camping Center sells and services the full line of Jayco towables, occupies four acres in Catawba County, North Carolina, near the shoreline of Lake Norman (Lake Norman boasts 520 miles of shore-line), employees 11 full-time team players and holds the largest parts store in the Southeast. The parts store is the place Jr. got his start in the family business. When he was 12 he wanted a motorcycle, so he earned himself one by working in that department.

Lisa Lynn is Featured in RV News Magazine

Lenders require dealer-ships to guarantee the

lien is perfected on every loan.

Priority One has worked with several

companies that handle the registration and title work in most

states. Priority One recommends outsourc-ing the title work for your customers who purchase from your

dealership, but want to title it out-of-state.

This makes the process quick, easy, and

almost effortless as the title company will han-dle all the heavy lifting.

The cost can even be financed as part of the loan, and using these

companies can prevent delays as all the neces-

sary titling work for funding will be provid-

ed to you.

Next time you have an out-of-state customer, be sure to check your loan documents for an out-of-state titling alert for these title compa-

nies contact infor-mation.

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Congratulations to our 3nd Quarter Winners of 2018!

July Winner August Winner Sept. Winner Bailey’s RV Sales Rick’s RV Sales Northgate RV Center Margaritaville Tahiti Frozen Margaritaville Tiki Bar Halloween Inflatable Concoction Maker & Mixes & 4 Stools Yard Decorations

Employee Spotlight:

Jessica Yaudes Business Manager

6th annual submit. enter. win. Dealer Appreciation Contest for 2018. For every one complete customer application that your dealership submits to Priority One, your dealership will receive one entry into a monthly drawing for a fabulous prize. The more applications you submit, the more chances you have to win! Contest runs Jan. 2—Dec. 31, 2018. Good luck!

Studies show that buyers look to the web as a start to their buying process and recreational purchases are no different. As a Priority One partner, you receive your own personalized lead generating tool, the Finance Resource Center (FRC). Priority One provides a link from our Dealer Resource Center (DRC) website (www.p1drc.com) that can be easily added to your website where your customers can quickly submit credit applications, obtain estimated payment calculations, request insurance quotes and learn how to protect their purchas-es. These combined resources are referred to as the FRC and Priority One is alerted when a deal comes in for your

dealership so we get to work right away.

If your dealership’s website does not already utilize the FRC, it’s very easy to build—follow these steps: 1. Log on to the DRC using your customer care number (6 digit number assigned to you) and then click on the CREDIT APP tab.

2. Input the name you’d like displayed at the top of the FRC (your dealership name is used by default) in the Page Title Box.

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The more applications you submit, the more chances you have to win!

Contest runs

Jan. 2—Dec. 31, 2018

6th Annual submit. enter. win.

Dealer Appreciation Contest 2018

Interesting Tidbits

If you could be a character from a

book or movie, who would it be?

Harry Potter! I want to do magic!

What’s your earliest

memory?

I remember running out back on my fourth birthday to go play on

the swing set.

If you could take a year off to travel,

where would you go and why?

Italy, Greece and Australia. I enjoy the

history of these countries and would love to see all the

places I have learned and read about

growing up. As far as Australia—I would love

to see a kangaroo.

Jessica is a finance graduate from the

University of Southern Florida and has exten-

sive banking experience.

In 2015, she was our Dealer’s Choice award

winner chosen by you to recognize and reward

her “above and beyond” job duties.

Born and raised in

Pinellas County, Florida, Jessica enjoys spending time with her husband and two young boys,

going to sporting events and fishing.

Help Online Shoppers Know You Provide Financing

742 Second Avenue South Saint Petersburg, Florida 33701 Phone: 800-747-6223 Fax: 800-341-6223 Email: newsletter@p1fs.com

Help Online Shoppers Know You Provide Financing (cont. from p. 3)

Priority One Winter Hours

Our winter Saturday hours

for Nov. and Dec. are 10 am—4 pm EST.

On December 24 and December 31, we will be

closing at 2 pm EST in observance of the holidays.

3. In the Start Page Box you can have your website’s finance tab open to a specific page on the FRC by clicking an option on the drop down menu. Choices include:

• Loan Application

• Payment Estimator

• Insurance Service

• Main Page—This is the default. This includes all three of the above choices at once. It is the most popular choice among dealers (see above right).

4. Click to the test URL. 5. Click on the last field (box) and forward the URL to your web develop-er. He should use the text to create a new link or button on your website.

Dealer’s Choice Awards

It will soon be time to nominate the Priority One

employee you feel has gone above and beyond their identified job duties to

exceed the needs of you and your customers. Look

for an email nomination form from us soon.