The goal of the Appointment Boarding Pass is to increase the show ratio on booked sales and service appointments. The concept is to provide the customer with a simple, easy to use, mobile ready document that includes all the information they need to arrive at the dealership for their appointment, or reschedule if need be. Furthermore, the Appointment Boarding Pass is unlike most anything in the automotive industry so it definitely stands out amongst the crowd.
However, the Appointment Boarding Pass on its own can only be so effective, you need to include it into your word-tracks when booking the appointment. If a customer isn’t expecting it, they may not understand what they have received. Instead, once you have secured a time and date inform the customer you will be sending them a, “Appointment Boarding Pass”. Often a customer will remark, “What’s that?” in which you can explain all the benefits of the pass ensuring a higher probability that:
- The customer will be anticipating it, and will look through their inbox/junk box for it
- The customer is more likely to keep it on file until the appointment date
- The customer is more likely to show for their appointment
The Appointment Boarding Pass is by no means a locked n’ loaded solution, I fully anticipate and encourage anyone to take what I have done and make a personalized solution for their store, in their market. If you don’t like the template, change it. The instructions only cover the basics, if you are so inclined I hope that you do some wild and crazy things with it. Make it your own, improve on my concept, but make sure to tell me about it. I am excited to see results, please share them:
In order to proceed you will have to possess some for of web development skills. However, if you can manipulate a WordPress, Tumblr, or any other online publication you shouldn’t have too much trouble. Having a program like Dreamweaver can also be a big help. Or better yet, find a young person that wears glasses and talks a lot about computers, they can help you out. (I joke, as this is a description of myself)
Download the html file as a starting point. Either save the page that loads, or “view source” and copy the code into your editor.
Swap out the dealership logo with your own. As much as I would like you to brand Don Valley North Lexus across the continent, it wouldn’t make much sense to you
I recommend hosting your images via “the cloud”. My personal favourite is Imgur. It’s a lot faster, and dependable than your dealership website server will ever be.
The image in the template is 250×47, but feel free to experiment. Remember this is going to be yours.
Change the copy, or feel free to use the template, but make sure you put your own dealership name in there.
Tweet to @DVNLexus
Add your Tweet Button.
Now, to get the code you can use the Official Twitter Buttons Resource, but it doesn’t work well via most email. Instead, create a button at the Twitter Resource page, save as an image, and swap out the image in the template.
Then, modify the code to fit your division. The items bolded, and in red below are what you need to change:
<p><a href=”https://twitter.com/intent/tweet?screen_name=dvnlexus&text=My appointment is confirmed!” class=”twitter-mention-button”><img src=”http://i.imgur.com/QrhHQm2.jpg” alt=”Tweet to @DVNLexus” width=”139″ height=”22″ border=”0″></a></p>
The map in the template is just an image. Programing an interactive map for email is not a viable idea.
First, locate your store within Google maps:
Take a screen shot of the area around your dealership and crop the image to fit the template. The map image in the template is 300 x 128. Again, it’s best to upload the image to Imgur and link it to the email.
Then copy the link from the address bar:
Attach it to your map image as the link.
Change the Dealer Name, and address to your own. I created images for the template, but you could just as easily replace this with text. The choice is yours. However, make sure to link both items to the Google Maps location that we did in Step 5.
Change the phone number within the code of the “call” button to your phone number.
The items bolded, and in red below are what you need to change:
<a href=”tel:905-475-2755“><img src=”http://i.imgur.com/Yq2A5Xk.jpg” alt=”Click to Call” width=”77″ height=”34″ border=”0″></a>
This ensures that it will work on a mobile device.
The template is designed for the user to be able to change the information quickly for each appointment booked.
For the date: it is essential to keep the same format as the template to ensure “click-to-schedule”. Change the month, day, and time for the appointment in question.
For the specialist: change to the salesperson / advisor the customer will be seeing.
For the address: put in your dealership address
For the flight: put in anything you wish. We use the same one for every appointment, but you can certainly switch it up if you like.
Change the Dealer Name, Phone Number to your own, and in the code for “email us” the items bolded, and in red below are what you need to change:
<a href=”mailto:email@example.com?subject=About my Don Valley North Lexus Appointment“>
You will want to change all the information in the footer to match your dealership. In order to decrease chances of your Appointment Boarding Pass landing in the Junk folder this information is critical. The items bolded, and in red below are what you need to change:
|© Don Valley North Lexus – 3120 Steeles Ave East, Markham ON L3R 1G9. ph (416) 798-3865. www.donvalleynorthlexus.com|
You’re receiving this newsletter because you are a current or potential customer of Don Valley North Lexus.
Each store has a different way of sending emails; some via outlook, some via a CRM. Take your template and input it into whichever situation suits your store. If a CRM: they can assist in inserting it properly. If Outlook, you can save as a template or simply just email it to yourself and save the email in a template folder.
This is by far the most important step. Once you have everything setup you must test your Appointment Boarding Pass in every way possible. Here is a quick guide:
- Email to a Gmail account and test functionality
- Email to a Hotmail account and test functionality
- Email to a Outlook account and test functionality
- Email to a iPhone and test functionality
- Email to a iPad and test functionality
- Email to a Android Phone and test functionality
- Email to a BlackBerry and test functionality
- View your Appointment Boarding Pass in Internet Explorer
- View your Appointment Boarding Pass in Firefox
- View your Appointment Boarding Pass in Chrome
You will be surprised at how many things can go wrong in the testing phase. It is better to find this out BEFORE you start sending to your customers. Once everything is checked over, you are ready to go.
As I stated earlier, the Appointment Boarding Pass on its own can only be so effective, you need to include it into your word-tracks when booking the appointment. If a customer isn’t expecting it, they may not understand what they have received. Instead, once you have secured a time and date inform the customer you will be sending them a, “Appointment Boarding Pass”. Often a customer will remark, “What’s that?” in which you can explain all the benefits of the pass.
You are welcome to use the template as it stands, but I would much rather you make the Appointment Boarding Pass your own. Have fun with it, and plan on the creativity of the idea.
Remember I am eager to see what everyone comes up with. Please share: