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Polk Launches Superior Marketing Tool for Auto Dealers

5 December 2000

Polk Launches Superior Marketing Tool for Auto Dealers; Provides Expanded Online Features for Dealers Desktop Marketing

    DETROIT--Dec. 5, 2000--The Polk Company today launched a sharply upgraded version of its Polk Dealer Marketing Manager product, with new features and benefits produced at automotive dealer requests for a comprehensive, in-house marketing tool.
    The Polk Dealer Marketing Manager is a specialized on-line system to help auto dealers learn more about their current customers and find others like them.
    "We have redesigned the system to make it easier for our clients to target customers and prospects. An important new feature allows multi-franchise dealers to profile the brand preferred by their most loyal customers. This helps to eliminate costly contacts to customers that are loyal to other brands," said Jeff Brindley, Product Manager for Dealer Products at Polk. "The enhanced tool adds comprehensive knowledge about used-car market segments, increasing the dealer's revenue opportunity by accurately identifying ideal candidates for used cars."
    In addition to the system's more extensive methods for targeting potential customers, the product is even more user-friendly and more time-efficient than before. There are fewer screens to navigate, allowing the user to find the information they need within minutes. The Polk Dealer Marketing Manager is a marketing database system designed to help dealers gain a better understanding of their current customers and find more customers like them. It collects customer data from the dealers' management system, cleanses those records for accuracy, and combines them with Polk's consumer demographics, lifestyles and modeling information to create a valuable customer contact and prospecting tool. The resulting database is secured for dealer use only so that it can be accessed online from a dealer's desktop.