DigitialDealer.com had the pleasure of speaking with Megan Proctor-Connelley and Don Monda from The Proctor Dealerships, which comprises Proctor Acura, Proctor Honda, and Proctor Subaru in Tallahassee, FL, for an interview recently published in Dealer magazine.
In the heart of Tallahassee, where the roots of Proctor Dealerships run deep, the legacy of a business founded in 1910 extends far beyond the gleaming cars on the showroom floor. In the interview, Megan, a fourth-generation owner, and Don, senior fixed operations director for the organization, provided a glimpse into the heartbeat of The Proctor Dealerships.
In an interview excerpt below, Proctor-Connelley and Monda talking about marketing strategies that hone in on customer loyalty:
DEALER MAGAZINE: What is your approach to building and maintaining The Proctor Dealerships brand?
Megan Proctor-Connelley: Our strategy revolves around staying rooted in our core values while being nimble in our approach. We believe a brand isn’t a fixed entity; it’s a business constantly adapting to the world’s context. Being a student of life, the local area, and the industry is crucial for us to stay relevant and avoid stagnancy.
DEALER MAGAZINE: How have your marketing strategies evolved with digital advancements?
Don Monda: In the realm of fixed operations, we’ve moved from traditional methods, like mailers, to a more digital approach. The key is being nimble and creative, not just with offers and discounts, but with informative content. We’re learning from successful businesses outside the automotive industry and applying those insights to our strategy. It’s about offering a rich and varied customer experience, even on our website.
DEALER MAGAZINE: What are your key strategies for customer retention and loyalty?
Megan Proctor-Connelley: We’ve focused on adapting our strategies to meet changing consumer habits, especially among younger generations and post-COVID. Incorporating video into our fixed operations for transparency and offering digital payment options are some ways we’re evolving. We’re using digital tools for behavior forecasting and predictive analytics. Above all, we prioritize maintaining a nurturing relationship with our customers, sometimes valuing long-term relationships over immediate profits.
To read more from Megan and Don, as well as other articles about dealer operations, marketing and sales, click here.
