{"id":2561,"date":"2025-12-04T14:29:42","date_gmt":"2025-12-04T14:29:42","guid":{"rendered":"https:\/\/www.tvi-mp3.com\/blog\/?p=2561"},"modified":"2025-12-04T14:29:43","modified_gmt":"2025-12-04T14:29:43","slug":"fixed-ops-marketing-that-works","status":"publish","type":"post","link":"https:\/\/www.tvi-mp3.com\/blog\/fixed-ops-marketing-that-works\/","title":{"rendered":"Fixed Ops Marketing That Works"},"content":{"rendered":"\n<p>As dealerships head into a more competitive and operationally demanding 2026, one thing is clear: a service department\u2019s success no longer depends on a single marketing channel or technology. It depends on balance. It depends on consistency. And more than ever, it depends on human connection supported by smart automation.<\/p>\n\n\n\n<p>To understand fixed ops marketing that works, we spoke with Steve Coad and Tyler Parker, two industry experts and Regional Sales Managers at TVI MarketPro3, whose daily work with top-performing service departments provides a unique, ground-level view of what truly drives results. Their message? High-performing fixed ops marketing strategies blend traditional outreach, digital channels, and innovative AI tools, all while maintaining the human touch.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"683\" src=\"https:\/\/www.tvi-mp3.com\/blog\/wp-content\/uploads\/2025\/12\/Fixed-Ops-Marketing-That-Works-1024x683.png\" alt=\"Fixed Ops Marketing That Works\" class=\"wp-image-2562\" srcset=\"https:\/\/www.tvi-mp3.com\/blog\/wp-content\/uploads\/2025\/12\/Fixed-Ops-Marketing-That-Works-1024x683.png 1024w, https:\/\/www.tvi-mp3.com\/blog\/wp-content\/uploads\/2025\/12\/Fixed-Ops-Marketing-That-Works-300x200.png 300w, https:\/\/www.tvi-mp3.com\/blog\/wp-content\/uploads\/2025\/12\/Fixed-Ops-Marketing-That-Works-768x512.png 768w, https:\/\/www.tvi-mp3.com\/blog\/wp-content\/uploads\/2025\/12\/Fixed-Ops-Marketing-That-Works-1536x1024.png 1536w, https:\/\/www.tvi-mp3.com\/blog\/wp-content\/uploads\/2025\/12\/Fixed-Ops-Marketing-That-Works.png 1800w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2><strong>A True Multichannel Foundation: Mail + Email (Yes, Both Still Matter)<\/strong><\/h2>\n\n\n\n<p>For years, many dealers assumed direct mail was fading as digital options rose. Even Steve Coad once thought so, until real dealership outcomes proved otherwise.<\/p>\n\n\n\n<p>\u201cI used to think mail was something we really didn\u2019t need,\u201d Steve shared. \u201cI said to [TVI President] Will Allen that I wanted to start selling email only because mail was unimportant. He told me I was an idiot, and he was right.\u201d<\/p>\n\n\n\n<p>He even tested an email-only strategy with a Hendrick Automotive Group store:<\/p>\n\n\n\n<p>\u201cWhat I learned was that, no, we were both wrong\u2026 You have to have both to make it work.\u201d<\/p>\n\n\n\n<p>Industry data backs this up:<\/p>\n\n\n\n<ul><li><a href=\"https:\/\/www.postalytics.com\/direct-mail-statistics\/\">Direct mail has an open rate of 80-90%<\/a> compared to 20-30% for email, according to the United States Postal Service.<br><\/li><li>Integrated marketing campaigns that combine print and digital channels generate a 39% increase in store traffic, according to the <a href=\"https:\/\/aurorafastprint.com\/products\/direct-mail-2\/#:~:text=According%20to%20a%20USPS%20Future%20of%20Direct,be%20relevant%20even%20as%20digital%20marketing%20grows.\">USPS Future of Direct Mail study<\/a>.<\/li><\/ul>\n\n\n\n<p>In fixed ops, where customers must be reminded when and why to return, both channels reinforce each other. Email delivers convenience and immediacy; physical mail delivers authority, legitimacy, and retention-boosting reminders customers actually keep.<\/p>\n\n\n\n<h2><strong>Dealership-Driven Digital Strategy (Not \u201cSet It and Forget It\u201d)<\/strong><\/h2>\n\n\n\n<p>The market has undergone significant evolution since 2020. Digital channels aren\u2019t optional, but they also aren\u2019t self-driving.<\/p>\n\n\n\n<p>\u201cWe still need to have that base of core, but we also need to have digital marketing that goes along with it,\u201d Steve explains. \u201cAnd\u2026 the dealership has to be involved with it. They can\u2019t just hire us and think they\u2019re going to check back in\u2026 They have to talk to us regularly about it.\u201d<\/p>\n\n\n\n<p>This is a critical shift happening across the industry:<\/p>\n\n\n\n<ul><li>Digital ads and social outreach generate strong engagement, but their success depends on local relevance, timely communication, and consistent oversight.<br><\/li><li>Stores that treat digital as \u201cauto-pilot marketing\u201d are susceptible to steadily <a href=\"https:\/\/www.digitolservices.com\/traditional-dealer-marketing?utm_source=chatgpt.com\">declining results<\/a> over time.<br><\/li><\/ul>\n\n\n\n<p>High-performing service departments meet routinely with their marketing partners, review KPIs, adjust offers, monitor recall data, and update audiences dynamically.<\/p>\n\n\n\n<p>Digital evolves fast\u2014and so must your strategy.<\/p>\n\n\n\n<h2><strong>Strong BDC and Human Support (AI Helps, But Can\u2019t Replace Humans)<\/strong><\/h2>\n\n\n\n<p>AI has become a powerful tool in fixed ops marketing\u2014especially for handling inbound questions, appointment coordination, and recall outreach. But both Steve and Tyler warn against fully replacing humans:<\/p>\n\n\n\n<p>Steve advises:<\/p>\n\n\n\n<p>\u201cAI is great\u2026 but sometimes the most important thing you can do is have the person on the phone to talk to that client\u2026 to believe that [BDCs] don\u2019t need people\u2026 is a recipe for failure.\u201d<em><br><\/em><\/p>\n\n\n\n<p>A high-performing service lane has:<\/p>\n\n\n\n<ul><li>AI tools to manage volume and efficiency.<br><\/li><li>A real BDC or service coordinator to provide empathy, reassurance, and problem-solving.<br><\/li><\/ul>\n\n\n\n<p>The winning strategy: AI first, humans always available.<\/p>\n\n\n\n<h2><strong>Balanced Outreach Across Old-School and New-School Channels<\/strong><\/h2>\n\n\n\n<p>Tyler Parker drives the point home:<\/p>\n\n\n\n<p>\u201cYou have to tap people with multiple channels\u2026 You can\u2019t think that some of the old-school ways are dead\u2026 You can\u2019t think that the new-school AI ways are going to do everything for you.\u201d<\/p>\n\n\n\n<p>Customers don\u2019t behave uniformly.<\/p>\n\n\n\n<ul><li>Some respond to texts.<br><\/li><li>Some rely on email.<br><\/li><li>Some only respond to physical reminders.<br><\/li><li>Some love quick digital scheduling.<br><\/li><li>Some call in and want reassurance from a person.<br><\/li><\/ul>\n\n\n\n<p>A high-performing strategy satisfies all of them\u2014repeatedly, consistently, and through the channels they prefer.<em> <\/em>The takeaway: no single channel wins; everything wins together.<\/p>\n\n\n\n<h2><strong>A Partner Who Handles the Back-Channel Work You Can\u2019t<\/strong><\/h2>\n\n\n\n<p>One of Tyler\u2019s most important insights:<\/p>\n\n\n\n<p>\u201cWe can go in and help [dealerships] spread out those channels\u2026 Even if they have another person\u2026 or an AI thing they believe in, we can come in and do some of that back-channel stuff that gets other people.\u201d<\/p>\n\n\n\n<p>But each service department should be working to ensure it is:<\/p>\n\n\n\n<ul><li>Engaging lost customers.<br><\/li><li>Connecting with recall-affected households.<br><\/li><li>Re-engaging customers lost to independents.<br><\/li><li>Utilizing trigger-based outreach (declined services, mileage bands, warranty expirations).<br><\/li><li>Layering campaigns to maximize effective frequency.<br><\/li><\/ul>\n\n\n\n<p>Dealers rarely have time to execute this level of segmentation. This is where a partner like TVI MarketPro3 can be of assistance.<\/p>\n\n\n\n<h2><strong>Final <\/strong>Fixed Ops Marketing Takeaway<\/h2>\n\n\n\n<p>Going into 2026, the highest-performing service departments won\u2019t be the ones that chase trends or abandon proven methods. They\u2019ll be the ones that build a multichannel, human-powered strategy and execute it consistently.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.tvi-mp3.com\/solutions\">Visit TVI MarketPro3 for more insights into fixed ops marketing.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As dealerships head into a more competitive and operationally demanding 2026, one thing is clear: a service department\u2019s success no longer depends on a single marketing channel or technology. It depends on balance. It depends on consistency. And more than ever, it depends on human connection supported by smart automation. To understand fixed ops marketing [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2562,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[5,6],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v16.0.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"description\" content=\"Discover the fixed ops marketing that works\u2014balanced multichannel outreach, smart automation, and the human touch that retains customers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.tvi-mp3.com\/blog\/fixed-ops-marketing-that-works\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fixed Ops Marketing That Works | TVI MarketPro3\" \/>\n<meta property=\"og:description\" content=\"Discover the fixed ops marketing that works\u2014balanced multichannel outreach, smart automation, and the human touch that retains customers.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.tvi-mp3.com\/blog\/fixed-ops-marketing-that-works\/\" \/>\n<meta property=\"og:site_name\" content=\"TVI MarketPro3\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/TVIMarketPro3\" \/>\n<meta property=\"article:published_time\" content=\"2025-12-04T14:29:42+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-04T14:29:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.tvi-mp3.com\/blog\/wp-content\/uploads\/2025\/12\/Fixed-Ops-Marketing-That-Works.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1800\" \/>\n\t<meta property=\"og:image:height\" content=\"1200\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\">\n\t<meta name=\"twitter:data1\" content=\"4 minutes\">\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.tvi-mp3.com\/blog\/#organization\",\"name\":\"TVI Inc\",\"url\":\"https:\/\/www.tvi-mp3.com\/blog\/\",\"sameAs\":[\"https:\/\/www.facebook.com\/TVIMarketPro3\",\"https:\/\/www.instagram.com\/tvi_marketpro3\/\",\"https:\/\/www.linkedin.com\/company\/35539065\",\"https:\/\/www.youtube.com\/channel\/UCz9rLJd3oAs28FZOdT48J5A\"],\"logo\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/www.tvi-mp3.com\/blog\/#logo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/www.tvi-mp3.com\/blog\/wp-content\/uploads\/2020\/12\/lockup.svg\",\"caption\":\"TVI Inc\"},\"image\":{\"@id\":\"https:\/\/www.tvi-mp3.com\/blog\/#logo\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.tvi-mp3.com\/blog\/#website\",\"url\":\"https:\/\/www.tvi-mp3.com\/blog\/\",\"name\":\"TVI MarketPro3\",\"description\":\"Blog\",\"publisher\":{\"@id\":\"https:\/\/www.tvi-mp3.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":\"https:\/\/www.tvi-mp3.com\/blog\/?s={search_term_string}\",\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/www.tvi-mp3.com\/blog\/fixed-ops-marketing-that-works\/#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/www.tvi-mp3.com\/blog\/wp-content\/uploads\/2025\/12\/Fixed-Ops-Marketing-That-Works.png\",\"width\":1800,\"height\":1200,\"caption\":\"Fixed Ops Marketing That Works\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.tvi-mp3.com\/blog\/fixed-ops-marketing-that-works\/#webpage\",\"url\":\"https:\/\/www.tvi-mp3.com\/blog\/fixed-ops-marketing-that-works\/\",\"name\":\"Fixed Ops Marketing That Works | TVI MarketPro3\",\"isPartOf\":{\"@id\":\"https:\/\/www.tvi-mp3.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.tvi-mp3.com\/blog\/fixed-ops-marketing-that-works\/#primaryimage\"},\"datePublished\":\"2025-12-04T14:29:42+00:00\",\"dateModified\":\"2025-12-04T14:29:43+00:00\",\"description\":\"Discover the fixed ops marketing that works\\u2014balanced multichannel outreach, smart automation, and the human touch that retains customers.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.tvi-mp3.com\/blog\/fixed-ops-marketing-that-works\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.tvi-mp3.com\/blog\/fixed-ops-marketing-that-works\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.tvi-mp3.com\/blog\/fixed-ops-marketing-that-works\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"item\":{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.tvi-mp3.com\/blog\/\",\"url\":\"https:\/\/www.tvi-mp3.com\/blog\/\",\"name\":\"Home\"}},{\"@type\":\"ListItem\",\"position\":2,\"item\":{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.tvi-mp3.com\/blog\/fixed-ops-marketing-that-works\/\",\"url\":\"https:\/\/www.tvi-mp3.com\/blog\/fixed-ops-marketing-that-works\/\",\"name\":\"Fixed Ops Marketing That Works\"}}]},{\"@type\":\"Article\",\"@id\":\"https:\/\/www.tvi-mp3.com\/blog\/fixed-ops-marketing-that-works\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.tvi-mp3.com\/blog\/fixed-ops-marketing-that-works\/#webpage\"},\"author\":{\"@id\":\"https:\/\/www.tvi-mp3.com\/blog\/#\/schema\/person\/4ac1e935398f478074acba72a3b2637b\"},\"headline\":\"Fixed Ops Marketing That Works\",\"datePublished\":\"2025-12-04T14:29:42+00:00\",\"dateModified\":\"2025-12-04T14:29:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.tvi-mp3.com\/blog\/fixed-ops-marketing-that-works\/#webpage\"},\"publisher\":{\"@id\":\"https:\/\/www.tvi-mp3.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.tvi-mp3.com\/blog\/fixed-ops-marketing-that-works\/#primaryimage\"},\"articleSection\":\"Fixed Operations,Marketing\",\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.tvi-mp3.com\/blog\/#\/schema\/person\/4ac1e935398f478074acba72a3b2637b\",\"name\":\"Kelly Stewart\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","_links":{"self":[{"href":"https:\/\/www.tvi-mp3.com\/blog\/wp-json\/wp\/v2\/posts\/2561"}],"collection":[{"href":"https:\/\/www.tvi-mp3.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tvi-mp3.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tvi-mp3.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tvi-mp3.com\/blog\/wp-json\/wp\/v2\/comments?post=2561"}],"version-history":[{"count":1,"href":"https:\/\/www.tvi-mp3.com\/blog\/wp-json\/wp\/v2\/posts\/2561\/revisions"}],"predecessor-version":[{"id":2563,"href":"https:\/\/www.tvi-mp3.com\/blog\/wp-json\/wp\/v2\/posts\/2561\/revisions\/2563"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tvi-mp3.com\/blog\/wp-json\/wp\/v2\/media\/2562"}],"wp:attachment":[{"href":"https:\/\/www.tvi-mp3.com\/blog\/wp-json\/wp\/v2\/media?parent=2561"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tvi-mp3.com\/blog\/wp-json\/wp\/v2\/categories?post=2561"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tvi-mp3.com\/blog\/wp-json\/wp\/v2\/tags?post=2561"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}