The LTV of My GTI Is Tied to My NPS
Buying a new car is a big deal for most of us. Once we get the notion in our heads, we actually start watching car commercials, notice what other people are driving, think about what we hate in our current vehicle that can be “fixed” in our new one, read online reviews, seek out the advice of others, etc., etc. Bottom line is, it’s probably the second biggest purchase you’ll make in a while (next to a house), so you’re a little more thoughtful about the process.
And while the fun of shopping for something new is always fabulous, the real proof-of-concept comes when you take that baby in for its first service check-up. Now that they’ve made the sale, how well does the brand treat you to ensure you’ll keep buying from them again and again? As a marketer, this is where the rubber hits the road … forget all the carefully crafted content, emails with offers, and direct mail packages about recalls or tune-up reminders. It’s the visit itself that makes or breaks your relationship with the brand.
Two years ago, when the last of my kids was headed to college, he needed his own set of wheels. But instead of buying him something used by a stranger, I decided to give him my 10-year old Acura and get Mama a little somethin’ new to spin around town. I wanted something sporty and fun to drive and considered a MINI, but after a test drive, found it a little too low to the ground for all the potholes in my area.
After getting a ride home from a friend one night, I fell in love with her Volkswagen GTI. It was good looking, roomy on the inside and gas efficient. So I headed to the VW dealer with my list of demands.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.