dealers · 2026-09-10 · 9m12s
09-10 Weekly Meeting: Recall Campaign Strategy and Website Coupon
> Date: 2026-09-10 > Location: [Insert Location] > Participants: [Speaker 1] [Speaker 2] [Lance]
Meeting Notes
Recall Campaign Strategy for Non-DMS Customers
- Proposal: Contact all customers not in the DMS to bring their cars in for recalls.
- Concern: Older models (e.g., VANOS, water pump) pose higher breakage risk during repairs.
- Parameters discussed: Set a hard stop by model year to mitigate risk.
- Decision: Limit campaign to vehicles from model year 2015 and newer.
- Outreach channels: Email, mail, text, and voice messages targeting ~2,700 nearby BMW owners.
- Service scope: Include appointment scheduling, functioning as a BDC for recall-related services.
Website Service Coupon Discussion
- Goal: Implement a 10% off service coupon on the company website to attract customers.
- Max discount debated: $150 or $200 initially; prior Epsilon email blasts used $100 max.
- Competitor review: Brian Harris’s site appears to offer 10% with no stated maximum, posing potential risk.
- Focus: Define clear exclusions for the offer.
- Conclusion: Add a 10% off service coupon with a $100 maximum discount; exclusions include value service, tires, and glass.
Next Arrangements
- [ ] Talk to Caleb about setting parameters for the recall campaign, specifically enforcing a hard stop for cars older than the 2015 model year.
- [ ] Check with Michael to confirm whether the competitor’s (Brian Harris) coupon has a maximum discount.
- [ ] Add the 10% off service coupon to the website with a $100 maximum discount, excluding value service, tires, and glass.
AI Suggestions
> AI Suggestions > AI has identified the following issues that were not concluded in the meeting or lack clear action items; please pay attention: > 1. The decision to use a $100 maximum discount for the website coupon was based on past Epsilon campaigns. The group did not fully resolve whether this amount is competitive or if a higher value like $150 or $200 would be more effective psychologically, as Lance suggested. > 2. While it was mentioned that Chris needs to get his box on September 11, 2026, and move his car, no specific action item was assigned to anyone in the meeting to ensure this is followed up on.
No device highlights on this take.
0:00
Call and reach out to all of our customers that are not in our DMS to bring their cars in for recalls. I think we might open Pandora's box for that.
0:13
Some of the old VANOS and some of the water pumps. The rest of the new ones are programming and and the brakes and the. Starters that we're doing now, but we can't only do fucking starters. We can certainly we can do so many starters.
0:39
We can certainly give it parameters too, and I'm, I'll talk to Caleb, and ask him because he's the one going to be building that. He, I would ask him, hey, what's, show me the parameters. Are we going to let's let's hard stop anything older than X? We can certainly do that if we wanted to. You just lower your number, you know.
0:56
We want some of those old airbag recall cars.
1:01
Yeah,
1:01
That's what you don't want to get.
1:04
You don't want. Hell, I don't like the VANOS cars anymore. Neither. Too much shit to break.
1:11
There's old recalls on those still.
1:13
Yeah, I mean the recalls don't go away. I mean you can.
1:15
No, so there's still cars out there that just haven't been.
1:18
You do a recall in the junkyard. Yeah. That somebody sitting in the junkyard, you walk out there and put a new airbag in it, and write it and send it in. It never goes away.
1:30
I Like that. Well, I mean, you know, sounds like it sounds like revenue. Huh? Yeah, but it sounds like revenue.
1:36
Well, people have done that before in these big junkyards.
1:39
I don't mean do actual junkyards. I just mean even if it's an old car that you normally wouldn't fool with. You worry about things going wrong while you're repairing it.
1:47
Yeah, breaking shit. Well, the problem with it is, is just like when it came when it came out, it was fine because it came out during the year. Now, the to point is, passenger side airbag that you're going to replace. You've got to pull the dash trim off to replace it. So now you've got a 15 - year, 16 - year - old car that you're going to pop the trim off, and you already know what's going to happen. Well,
2:10
Just run it smaller, run it. Say, hey, it's the hard stop on nothing older than 16 or nothing older than whatever. You just end up with a smaller list, but it costs you less too. You know, you're only going to pay according to the size of the list. But they're going to literally do the whole bit. So they'll email, mail, text. Phone call, leave voice messages, which is ring free voice messages, and then also are going to act as the BDC, so they're going to schedule all the appointments.
2:34
Well, we're paying for that to Dialertron too to do it because.
2:37
Is it? But is it just DMS customers, or is it just your customers?
2:43
Yeah, they're calling. Yeah. Well, this is raw. This is outside.
2:46
This is going to be like, he said. Right now would probably be around twenty seven hundred people, but it's going to be a lot of people. It's it's just straight up BMWs. In our general vicinity, and it's going to activate customers that aren't our customers right now. So it's not just using our DMS.
3:04
We got a lot of fucking cars in our DMS. I can tell you that.
3:08
What do you want to do? Cut it at fifteen and back.
3:12
I was thinking oh six oh seven. What? Go that out. Oh six oh seven. Say what? Go back that far? You don't want to do that?
3:20
Oh six oh seven.
3:22
Yeah. He doesn't fucking. Yeah. Oh, I know. I think fifteen,
3:27
Fourteen, fifteen.
3:28
That's what sounds right to me.
3:29
Fifteen sounds,
3:30
Huh? That's what I mean. That sounds reasonable.
3:32
Fifteen is probably ten, eleven years old.
3:35
Yeah. So we stop at two thousand fifteen. So don't go any further than that.
3:39
Stop at fifteen, and you'd say a hundred fifty bucks.
3:42
One hundred fifty. If you do a minimum, does this one even? Does this disclaimer even say? I don't know.
3:50
There's a disclaimer.
3:52
Exclusive value service. I don't know. A bunch percent coupon. I don't know. Offers not apply. Other restrictions may apply. See offer for detail. Yeah. So let's see something. Claim this offer. Shit. I don't know if. As funny as I was talking to Michael yesterday, he said, " Well, we have a limit of two hundred." I said, " Yeah, but." Well, now I'm looking at this, going, I don't see a limit. That ain't good. Yeah, he might. He might need to fix that.
4:18
I'd share that with him. Yeah.
4:27
Anyway, yeah, fifteen. What? Stop at fifteen.
4:36
I would. So the recall stop at fifteen, and then for this ten percent, you want to run it and make it a maximum discount of.
4:45
He said one fifty. All right. I think two hundred.
4:53
Well, one fifty sounds cheap.
4:55
Yeah. Well,
4:57
If I'm a customer at 150, looks like a whole lot more than 200 dollars, even though it's only 50 bucks. Psychologically, it's worth more than 50 dollars, is what I'm saying. Does that make sense?
5:13
Started at 200.
5:14
Let's see what it looks like. Yeah, and or just put nothing. According to them, these I don't think they have one, so I need to check with Michael. Say, Michael, I don't think you have a fucking maximum discount. On Brian Harris's website. That's the case. Not a disclaimer. Not a disclaimer. That's it.
5:31
That'd be a bad snake walking there and go. I want my ten percent. Okay, it's two hundred. No, it's not two hundred.
5:38
Yeah, seventeen.
5:39
Show me where it says two. Show me where it says that.
5:41
Let me get ten percent off my engine rebuild.
5:45
We have customers that all time come in and go. No, I said ten percent off any service. I don't get that off my tires. No, it doesn't. You have to go out there and.
5:53
Well, they didn't qualify tires.
5:55
Well, you have to.
5:56
Do they have the tire exception in there too?
5:59
No, they don't have anything in there. Here, I thought you.
6:03
Had it. Yeah, it just says some exclusions apply. It's kind of the yeah. Look, other restrictions may apply.
6:21
All right. What month are you gonna do it for?
6:25
Which one? To ten percent, I would just say just put it on the website. This one just lives on there. We don't turn it off; it just stays on there. And it's just a it's just a coupon. And Lord, the funny thing is, you'd be surprised how few people use the damn coupon. I know, but people don't put that on the website. Yeah, yeah, yeah. It would be just like this.
6:48
Excludes value service and tires.
6:49
Yeah, excludes value service and tires, and.
6:53
You want exclude glass.
6:56
Glass too. You want to exclude windshields?
7:00
That's going to be that be directly parts, so you take two hundred dollars off of the part.
7:04
No, that's service. Right. That's not doing parts. I'm just talking about like the installation of glass.
7:13
Y'all do a lot of that here. You just sub it out.
7:17
You can do it. It says service. I mean, so glass is not a service.
7:25
Yeah, we can just do a richer, a deeper disclaimer though. So, not only the minimum, not only the maximum discount, but also does not include tires, does not include glass. You know.
7:35
So we're gonna keep the two hundred on the website for just ongoing.
7:39
If that's what you want to do, we can. If you don't, we'll put it at one fifty. You're the service manager.
7:47
I've been doing. I've been doing a hundred for a long time,
7:52
So. A hundred where? It's not on our website.
7:56
Whose website said?
7:59
Brian Harris. Where's ours? It looks just like this, except it doesn't have this. It doesn't have that.
8:06
It almost doesn't have one.
8:08
Yeah. No, Epsilon, you know, doing that the email blast. Ten percent. It's always been a hundred dollars.
8:26
Yeah. Do we have a lot of people using it? Yeah. I know we do. Well, if we're using epsilon, we probably don't. Do we need to do something else? We just put that on the website.
8:37
Yeah. It's not even a big.
8:39
I know, but what are we going to put? We'll put up to a hundred dollars. That's what epsilon is. We'll do the same thing. I'm just trying to help. Don't say kick me to nuts. I'm not kicking you to nuts. I was trying to fix that number. Did Chris come get his box?
9:02
He's getting it tomorrow. Coming up here. Got to bring his uniforms back.
9:07
He needs to move his car too. I told him. That will haul that.