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Service Coupons exchanged for Cookbook Recipes

Service Coupons exchanged for Cookbook Recipes

Howdy Honda in Austin, Texas got really creative about five years ago to boost their customer engagement. According to AutoNews, they began using social media to gather customers’ favorite holiday recipes while boosting service traffic. Howdy Honda uses a tool through performance loyalty groups loyaltrac program and it has 63,251 members and adds 400 – 450 members each month.

AutoNews says, LoyaltyTrac integrates into the store’s dealership management system to increase customer retention by giving customers loyalty rewards based on their engagement and awarding them with discounts or coupons as they build up points for having their vehicles serviced at the dealership.

Howdy Honda offered 10,000 bonus service rewards points to customers who posted holiday cookie recipes on its Facebook page during the last two weeks of November 2011.

The dealership put all the recipes together and offered them to customers in a free e-book.

Since then, Howdy Honda has published cookbooks every year. In 2014, service advisers handed out holiday cookbooks printed by Performance Loyalty Group in the service lane.

Last year, the dealership changed course, putting together a summer picnic grilling cookbook. Customers could purchase it for $2, with proceeds going to a local food bank.

But submissions slipped, so Tina Fajardo, the dealership’s marketing coordinator, said she plans to launch another holiday cookie campaign, with a printed and digital cookbook, in November.

“We’re always trying to find different ways to connect to the community,” Fajardo said. “In Texas, homestyle cooking is a big deal. [We thought] how much fun would it be to gather those [recipes] and bring the community a little bit closer while advertising Howdy Honda?”

 

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