CHICAGO — Auto industry marketing technology provider Affinitiv announced the release of a free ebook for auto dealers: “Turbocharge Your Owner Retention Program (ORP) Marketing.”

The ebook reveals the most effective way to measure ORP marketing results and shares nine marketing campaign strategies proven to maximize results from manufacturer ORPs, said Scot Eisenfelder, CEO of Affinitiv.

“Most dealers do some if not all of their service marketing with their manufacturer ORP, but results from these programs can be all over the board, depending on the chosen vendor, channel strategies and messaging,” Eisenfelder said. “The fact is many dealers underinvest in service marketing even though front-end profit margins are shrinking and customer retention is more important than ever.”

“This ebook helps dealers assess the effectiveness of their ORP and gives them actionable strategies so they can improve results,” added Courtney Evans, vice president of product for Affinitiv. “If you’re interested in learning what other dealers are doing to increase their service business, this ebook will help you identify and fix the weak areas in your own service marketing strategy.”

Many dealerships use a cookie-cutter approach to their ORPs, limiting customer communications to direct mail and email campaigns. The ebook stresses the importance of using on omnichannel approach to greatly increase frequency, reach and response rates, and includes four case studies of dealerships that improved ORP results with customized marketing strategies, all according to the announcement.

To download the ebook, click here.

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