4Managing Marketing Campaigns (Dealer)
Managing Marketing Campaigns (Dealer)
This chapter covers special features available only to dealers that help dealers to manage marketing campaigns. It includes the following topics:
Adding Labor Operation Codes to Marketing Campaigns (Dealer)
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Note: This chapter only includes marketing features that are specific to Siebel Dealer. It must be used in combination with Siebel Marketing Installation and Administration Guide and Siebel Marketing User Guide.
Marketing Features of Siebel Dealer
Siebel Dealer allows the OEM to collaborate with dealers on marketing. For more information, see Sales, Service, and Marketing with Siebel Dealer.
Because dealers are generally the one direct point of contact with the customers of auto manufacturers, they need more marketing capabilities than most partners do. They need the ability to run marketing campaigns themselves, and they need greater visibility into marketing campaigns that the OEM runs.
To give dealers these capabilities, Siebel Dealer makes the Campaign Administration screen available and some views of the Offers screen. Dealers can use these screens in many of the same ways that they are used in Siebel employee applications. For more information about using these screens in collaborative marketing campaigns, see Siebel Marketing Installation and Administration Guide and Siebel Marketing User Guide.
Dealers do not base their marketing campaigns on the sophisticated segmentation that is used with Siebel Marketing. Instead, Siebel Dealer gives them simple methods to:
Perform queries on entities such as contacts, vehicles, opportunities, sales history, and service history to produce lists of contacts and associated vehicles.
Merge these lists to create a new list based on intersection, union, or subtraction of the merged lists.
Associate the lists with a campaign.
Associate an offer - email, web, or direct mail - with a campaign.
Run the campaign to send the appropriate personalized offer to the targeted customers.
Using Siebel Dealer, you execute campaigns slightly differently than in other Siebel Business Applications. For more information, see Executing Marketing Campaign Offers (Dealer).
Siebel Dealer also adds many features to the Campaign Administration screen that are specific to the automotive industry and are not included in other Siebel Business Applications. There are added fields in the following views of the Campaign Administration screen:
More Info. The Category field is added to this view, which is used to distinguish between sales, service, and parts campaigns. This field is a picklist with three options, Sales, Service, and Parts.
Define Query. Siebel Dealer includes a Define Query view in the Campaign Administration screen. For more information, see Using Queries for Marketing Campaigns (Dealer).
Lists. This view allows dealers to merge lists, and the rows include two new fields to support the merge. For more information, see Merging Lists for Marketing Campaigns (Dealer). In addition, this view has added applets: the List of Contacts list displays the contact information for the selected record in the Lists list, and the Vehicles list displays the vehicles for the selected contact.
Contacts/Prospects. This view has an added Create Service Request button, which allows dealers to create a service request for the selected contact or prospect. It also includes an added Vehicle list, which displays the vehicles of the selected contact or prospect.
Offers. This view allows the dealer to add Word document templates with merge fields for personalization as direct mail offers.
Team. This view allows the dealer to create activities for employees executing direct mail or phone offers. The dealer clicks the Create Activity button to create the activities.
Labor Operations Code. Siebel Dealer includes a new Labor Operations Code view in the Campaign Administration screen. For more information, see Adding Labor Operation Codes to Marketing Campaigns (Dealer).
In addition to these modifications in the Campaign Administration, Siebel Dealer adds or modifies the following screens used in marketing campaigns.
Query Administration screen. This added screen allows the dealer to manage queries by creating, editing and deleting queries. The user cannot run queries from this screen.
List Management screen. Only lists for the dealer’s organization are displayed. This screen includes only the following views:
Lists View
Campaigns View
Offers screen. This screen includes only the following views:
All Offers View
All Offers Products View
Direct Mail Offer View
Direct Mail Offer Literature View
Email Offer View
Email Offer Templates List View
Email Offer Detail View
Email Profile Parameter View
Email Offer Attachments View
Related Web Offers View
Related Web Surveys View for Email
Email Offer Related URLs View
Phone Offer Detail View
Phone Offer Literature View
Phone Offer Call Guide View
Web Offer View
Web Offer Detail View
Related Web Surveys View
Web Offer Related URLs View
Scenarios for Using Siebel Dealer for Marketing
This scenario gives several examples of how dealers use Siebel Dealer’s marketing features. Your dealers might use these features differently, depending on your business model.
Some typical uses of Siebel Dealer for marketing are:
Dealers can view personalized promotions that the OEM sends to target customers, so they can follow up on these promotions when the customers come to the showroom.
Dealers can run email campaigns to tell prospects about sales events. For example, a dealer could search for all customers who expressed interest in a specific model in the past month and send email to them to tell them that there will be a sales event for that model.
Dealers can search for prospects who requested follow-ups and schedule activities to have sales representatives call these prospects.
Dealers can search for and send personalized letters to customers whose leases are about to expire, to up-sell vehicles to these customers.
Dealers can run follow-up campaigns after OEM recalls. A dealers can search for customers who own the vehicles with the recall code, search for customers who have already brought the vehicle for service, and send a reminder offer to customers who own the vehicle and have not gotten the needed service.
Using Queries for Marketing Campaigns (Dealer)
Dealers use queries so they can target marketing campaigns properly. Dealers can query Contacts, Contact Vehicles, Service History Contact, Sales History Contact, Opportunity Primary Contacts. For example, dealers can use these queries to search for prospective customers who expressed interest in a specific model, who requested follow-ups, or whose leases are about to expire, in order to target marketing campaigns at these specific groups.
You enter criteria to identify these prospective customers. The examples mentioned previously all include just one criteria, but you can also enter multiple criteria. If you enter multiple criteria, you must specify whether the query will include contacts if they match all the criteria, or if they match one or more of the criteria.
For example, if you want to target customers who expressed an interest in a specific model and who requested follow-ups, you can create a query with these two criteria. In this case, the query can include the customer only if both criteria are satisfied.
The high-level steps for defining and using a query are:
Enter general information about the query in the Query list,
Enter one or more criteria for the query in the Criteria list.
Click Run Query. All the contacts who match the query are displayed in the Target list.
Click Add to Campaign. All the contacts in the Target list are moved to the Campaign Contacts view, so they can be used in the campaign.
To define and use a query for a marketing campaign
Navigate to the Campaign Administration screen.
In the Campaigns list, click the name of the campaign you want to define a query for.
Click the Define Query view tab.
In the Show drop-down list, choose the entity that you want to query.
Options are Contact, Opportunity, Sales History, Service History, Vehicle.
Add a new record to the Define Query list, and complete the necessary fields. Some fields are described in the following table.
Field Comments Criteria
If you are using multiple criteria, select Match ALL Criteria (AND) if you want the query to find only records where all criteria match, or select Match ANY Criteria (OR) if you want the query to find records where at least one criteria matches. If you are using a single criteria, this field is meaningless, and you can leave the default Match ALL Criteria (AND).
Query Expression
Displays the expression that you build using the Query Criteria list.
Add one or more new records to the Criteria list, and complete the necessary fields, described in the following table.
Field Comments Field
Select a field of the Contact record.
Criteria
Select an operator. The values that are available depend on what you selected in Field.
Value
Enter a value to be compared with the content of the field. The field becomes read-only if you selected Is Empty or Is Not Empty in the Criteria field, because you do not enter a value in this field for those criteria.
Enclose text or date values in single or double quotation marks. Numeric values do not need quotation marks.
You can enter simple expressions, such as:
'John' OR 'Mary'
Today() + 2
Click Run Query.
Records that match the criteria appear in the Target List.
Optionally, to save this list, click Save List.
You are prompted you to enter a name and description for the list. The saved list will appear in the Lists view of the Campaign Administration screen.
To add this list to the campaign, click Add to Campaign.
Refreshing Queries for Marketing Campaigns (Dealer)
When you create queries for marketing campaigns, the query is saved. You can rerun the saved query at any time to get a result based on the latest data about customers.
To run a saved query
Navigate to the Lists view of the Campaign Administration screen.
In the Lists list, select a list.
To rerun the query and refresh the list, select Run Query in the applet menu.
Merging Lists for Marketing Campaigns (Dealer)
Dealers can merge two lists for marketing campaigns. When you merge lists, you can produce a new list that has:
All the records that are in either list.
Only the records that are in both lists.
Records that are in the first list but not the second.
You can merge lists to avoid contacting the same customer twice. Or you can create queries to produce lists, and then you can merge these lists to create lists based on more complex criteria.
To merge lists for marketing campaigns
Navigate to the Campaign Administration screen.
In the Campaigns list, click the name of the campaign that contains the lists you want to merge.
Click the Lists view tab.
If the campaign has not already been associated with a list, click Add List to add a new record to the Lists list, and complete the necessary fields. Some fields are described in the following table.
Field Comments Primary
Select this check box to indicate that the list is the primary list in the merge. Every merge must have one list that is the primary list.
This selection only makes a difference to the results if you choose to produce a merged table that has the customers in the first list but not in the second. The primary list is used as the first list.
Status
Displays the status of the lists you added. For the merge to work, this field must have the value Active.
Repeat Step 4 to add a second record to the Lists list.
You must add exactly two records to the Lists.
To merge the table, click one of these buttons:
Customers in Either List
Customers in Both Lists
Customers in First List But Not Second
The Merge List Description dialog box appears, so you can enter a name and description of the new list.
To add the merged list to the campaign, make sure it is selected and click Add to Campaign.
Adding Labor Operation Codes to Marketing Campaigns (Dealer)
When OEMs do a service campaign, such as a campaign that gives customers a discount on a lubrication job, they assign a labor operation code to identify whether the service job qualifies for the offer.
Labor Operation Codes are part of a vehicle’s service history, which is imported into the Siebel application from the Dealer Management System.
To add a labor operation code to a marketing campaign
Navigate to the Campaign Administration screen.
In the Campaigns list, click the name of the campaign you want to add labor operation codes to.
Click the Labor Op view tab.
Add a new record to the Labor Op list, and complete the necessary fields. Some fields are described in the following table.
Field Comments Code #
Select the labor operation code.
Description
Enter a description of the labor operation.
Associating Campaigns with Vehicles (Dealer)
Dealers can associate marketing campaigns with vehicles. They can associate one vehicle with one or more campaigns, and they can associate one campaign with one or more vehicles.
Then they can view the all of the campaigns that are relevant to a vehicle or relevant to the vehicles owned by a contact.
By entering the recall status of the vehicle, dealers can tell whether this marketing campaign is a recall campaign.
To associate a campaign with a vehicle
Navigate to the Campaign Administration screen.
In the My Campaigns list, click the Name of the campaign that you want to associate vehicles with.
Click the Vehicle view tab.
Add new records to the Vehicle list, and select vehicles from the Add Vehicles dialog box.
You might want to view campaigns for a vehicle.
To view campaigns for a vehicle
Navigate to the Vehicles screen.
In the My Vehicles list, click the name of the vehicle that you want to see the associated campaigns for.
Click the Campaigns view tab.
The Campaigns list appears, with all the campaigns for this vehicle.
You might want to view campaigns for a contact.
To view campaigns for a contact
Navigate to the Contacts screen.
In the My Contacts list, click the last name of the contact you want to see the associated campaigns for.
Click the Campaigns view tab.
The Campaigns list appears, with all the campaigns for this vehicle.
Click the Vehicles view tab.
The Vehicles list includes all the vehicles for the contact.
Select a vehicle in the Vehicles list, and scroll down to see the Vehicle Campaigns associated with this vehicle.
Creating a Recall Campaign (Dealer)
If the OEM recalls a vehicle because of a defect, dealers can manage this recall as a campaign.
The dealer creates the campaign and offers in the usual way. In the Category field, the dealer selects Recall. The dealer associates the recalled vehicle with the campaign. Then the dealer can execute the campaign in the usual way to contact all customers who have bought that vehicle from them and to track the customers’ responses to the recall.
To create a recall campaign
Navigate to the Campaign Administration screen.
In the Campaigns list, add a new record and fill out the necessary fields.
In the Category field, select Recall.
Associate the recalled vehicle with the campaign, as described in Associating Campaigns with Vehicles (Dealer).
Executing Marketing Campaign Offers (Dealer)
After the dealer has finished creating the marketing campaign and offer, the dealer executes the offer by sending emails or creating form letters.
To execute a marketing campaign offer
Navigate to the Campaign Administration screen.
Click the name of the campaign that you want to execute.
Click the Offers view tab.
In the Offers list, select the offer that you want to execute.
To execute the offer by direct mail, click Create Letter.
To execute the offer by email, in the Campaign form, select Launch Campaign from the menu.
Not all users can launch an email campaign. For more information about the restrictions, see Siebel Marketing User Guide.