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NADA 2013 Workshop Provides 5 Strategies to Prevent Dealership Service Centers from Becoming Senior Centers

buying a car (select to view enlarged photo)

'5 Ways to Engage the Next Generation of Owners' helps dealerships understand the threats to their service bays, and includes a step-by-step guide to increase loyalty and capture the next generation of customers

DAYTONA BEACH, FL--Jan. 28, 2013: DMEautomotive (DMEa), the leader in science-based, results-driven automotive marketing, today announced that "5 Ways to Engage the Next Generation of Owners" has been selected by the National Automobile Dealer Association (NADA) for a workshop at their annual Convention and Expo in February in Orlando, Florida.

Presented by Steve Dozier, National Training Director for DMEautomotive, the presentation leverages DMEa's cutting edge research on the service customer to help dealerships understand how to maintain what is becoming an increasingly disloyal service customer base, as well as how to engage the critical next (and increasingly 'now') generation of service customers.

"Our research shows that without serious change dealerships, whose loyal customers tend to be between 55 and 75 years old, are at risk of becoming 'senior centers,'" said Dr. Mary Sheridan, research director at DMEautomotive. "We surveyed thousands of consumers about their service behavior, and what we found has shaped our understanding of the next generation. In this seminar we'll share 5 ways to engage the next generation of vehicle owners, including practical advice to help dealerships implement the programs necessary to keep those customers coming back to their showrooms and service bays."

Workshop attendees will walk away with five specific strategies -- as well as an understanding of the best tools to use to implement those strategies. The curriculum includes:

  • Complete understanding of automotive customer loyalty segments (Loyalist, Swing Loyalist, and Disloyalist)
  • Complete understanding of the current aftermarket threat to dealerships
  • Insight into the next generation consumer purchase behavior (specific to service)
  • How to engage the next generation of vehicle owners
  • The best tools to use to implement those 5 strategies

A dynamic speaker, Dozier has 15 years of experience in the automotive industry and is responsible for developing and growing DMEa University, DMEa's in-house dealer training organization.

The 75-minute workshop titled '5 Ways to Engage the Next Generation of Owner' will be presented at the 2013 NADA convention, which takes place at Orlando's Orange County Convention Center. The workshop will be presented on the following dates and times:

Friday, February 8, 2013 -- 12:15pm -- 1:30pm ET in room W 308AB
Friday, February 8, 2013 -- 2:00 pm -- 3:15 pm ET in room W 307CD
Monday, February 11, 2013 -- 10:30 am -- 11:45 am ET in room W 307AB

Sponsored by NADA University, the workshop is part of the Service and Body Shop education track and is available to NADA attendees in the Dealer, Manager or Allied w/Workshop registration categories. The workshop will be seated on a first-come, first-served basis, and there is no additional registration and no sign-up for the workshops. To learn more about this workshop, and to register for NADA 2013, please visit Nada Convention and Expo.