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Source: ‘Ralph Recommends…’ Newsletter Announcement on ADM Professional Community

“Ralph Recommends…”
eNewsletter Publication Launch Announcement

Ralph Paglia, "The Godfather of Automotive Digital Marketing"Having been the Editor-In-Chief and managed the ADM Professional Community for over ten years now, it seems that every technology development, software and application being sold to car dealers, along with various service provider programs and just about anything somebody conceives of that they would like to sell car dealers has been pitched to me at some point…

Usually in the form of a product demonstration, sometimes starting with a two minute “Elevator Pitch”. The vast majority of time I have considered incumbent upon my obligations to this professional network to listen, watch, take notes, try it out, talk to any dealers currently using the widget in question and generally become aware of what it is, what it costs and what the claimed Return On Investment (ROI) is all about… The how when and why of ROI.

More background and qualifications; For over 30 years I have been blessed with work and assignments that required me to (in addition to selling cars) create product and solution development “Road Maps” used to guide future products and when they would be released for companies such as American Honda Motor Company, Reynolds, ADP (CDK), JD Power, BMW North America, Tier10 Marketing, Ford Motor Company, Toyota Motor Sales, Mercedes-Benz USA and a few more. These projects resulted in me spending countless hours with software developers, project planners and executive committees as we defined what car dealers would need to stay competitive and to improve what customers experience when dealing with them.

As a result of this exposure, combined with my experience in selling cars while managing car dealerships, solution development and professional services to car dealers while working at the Reynolds and Reynolds Company, ADP Dealer Services (CDK Global), Tier10 Marketing, Courtesy Chevrolet and many other dealerships… I have developed a strong sense of which products and services do what, how well they do it, and whether or not they are worthy of consideration by car dealers, auto groups and enterprise organizations.

You may be thinking “Everybody has an opinion”, and you are correct… However, my opinion comes from an auto industry veteran with Bachelor of Science and Masters Degrees in Business Administration, who has implemented software and business procedures in car dealers that I served as a manager, as well as being employed by the largest software development companies in the car business to serve as Practice Leader and manager of consultants deployed to assist car dealers in the implementation of technology, people and process designed to drive improved business results and customer experience. I know what I am talking about when it comes to deploying solutions in car dealerships and I am eager to share my experience, insights and wisdom on the use of existing solutions and those to come in the future.

Several weeks ago I was approached by a couple of automotive professionals who I consider to be “Thought Leaders” within our industry… They asked me to consider creating and publishing a weekly newsletter with insights, opinions, guidance, reviews and recommendations for car dealers focused on products and services, along with sharing best practices and what I see as future developments, strategies and tactics in the car business.

My initial response was to say I am already doing this with the ADM Professional Community website and network. These people, who I consider to be wiser and possibly more intelligent than me, responded with, “Maybe so, but you currently provide your members with something that they must go to your site to find and see…” Which I acknowledged was true. They went on to say, “We want to create a newsletter that is delivered to members of the ADM Professional Community and additional professionals who are not members, but who work in the auto industry, which will become a valuable resource throughout the car business…”

I agreed and so the genesis of the “Ralph Recommends…” eNewsletter has come to be. Within the next couple of weeks you will be sent the first issue of “Ralph Recommends…” and I would like to ask for your help. Please take a look at what is in there and let me know your opinions about what’s good, what’s bad and what you would like to see. You can send me an email to RPaglia at Gmail dot com, a message via this network, Facebook Messenger, Twitter DM, call or text me on my cell at Five Zero Five, Three Zero One, Six Three Six Nine, or contact me in whatever manner suits you… But any feedback will be appreciated and considered as I move forward with the “Ralph Recommends…” project.

“Ralph Recommends…”

I look forward to hearing back from each of you…

Ralph Paglia
Editor-In-Chief
AutomotiveDigitalMarketing.com

‘Ralph Recommends…’ eNewsletter Launch Announcement

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Ralph Paglia

Automotive Marketing Pro with a Passionate Commitment to Clients

Ralph Paglia currently serves as President of ADM Consulting, LLC based out of Las Vegas, Nevada. Prior to his launch of the ADM Consulting Practice in May 2014, Ralph drove the concept, business strategy and creation of Automotive Media Partners, LLC… From January 2011 and up to to the corporate formation and official launch of AMP in April 2012, Ralph served as Vice President – Digital for Tier 10 Marketing with offices in Washington, DC and Miami, FL.  During his time at Tier 10, Ralph recruited, hired, trained and led the Digital Marketing and Advertising Team. Ralph created Tier 10’s Digital Advertising Operations, and defined those operating procedures in a Documented Manuals. Ralph designed the team’s work-flow processes and digital advertising operational steps that executed campaign fulfillment for Tier 10 Marketing dealer and dealer association clients.

From early 2007 through the end of 2010, Paglia was responsible for ADP Digital Marketing Business Development. He established key strategic partnerships with Car Companies (Ford, Toyota, Mercedes-Benz, Honda, Hyundai,Kia), Social and Digital Media Enterprises, major universities (ASU), car dealers, large dealer groups and digital marketing enterprises such as Google, Yelp, Yahoo!, DoubleClick, Specific Media, Jumpstart Automotive Media, KnowEm, Ning, TubeMogul, Network Solutions, DealerRater, Facebook, Presto Reviews, J. D. Power and Associates, Digital Dealer Conference, Cars.com, CBS, Ford, Kia, Honda, Toyota, General Motors, Hyundai and others.

At both ADP Dealer Services (now CDK Global) and Tier 10 Marketing, Paglia created significant revenue growth from new solutions to accelerate vehicle, parts and service sales using digital marketing, site visitor retargeting and behaviorally targeted online display advertising, search engine advertising, social media marketing and reputation management strategies and tactics.

Prior to Tier 10, Paglia created new businesses for ADP Dealer Services (now CDK Global) such as Digital Marketing and Advertising, OEM Digital Marketing Consulting, and Social Media Reputation Management.

EDUCATION: After earning his Bachelor of Science Degree in Business Administration from Valparaiso University, Paglia attended SUNY-Buffalo School of Business for his Masters in Business Administration (MBA), specializing in Marketing. His first job after graduate school was with De La Fuente Automotive, Inc. in San Diego where he served in multiple roles over an 8 year period including sales manager, general sales manager and general manager. .

AUTOMOTIVE: Since his San Diego dealership days, Paglia has served in management capacity for dealer groups in California, Texas and New York. Ralph has become a nationally recognized thought leader, conference speaker, consultant and frequently published author on automotive CRM systems, Digital Marketing and Advertising Strategy, organizational development and Internet Sales Team Operations and Management.

GODFATHER OF DIGITAL MARKETING: Paglia has been tagged as the “Godfather of Automotive Digital Marketing” by several industry veterans as a result of his remarkable history and pioneering thought leadership. His experience at large scale implementation of auto industry Internet Sales Departments, Business Development Centers (BDC) and Customer Relationship Management (CRM) tactical operations is unmatched. Paglia is a well known speaker and frequently published expert on Automotive Digital Marketing and Advertising, automotive solution development requirements, CRM systems, dealer business process and operations, Digital Marketing value propositions along with measurement criteria, platform data points and collections systems for performance reporting and ROI analysis.

HIGHLIGHTS

1986 San Diego: Paglia pioneers “Internet Leads” using Bulletin Board Systems at defense contractor facilities

Car Dealers Use Email As Source Of Competitive Advantage – And Dare I Say: ENGAGEMENT

At the risk of “engaging” in the use of a buzzword that is overused and abused (according to JD Rucker) let’s take a look at some insights I have discovered regarding the use of email to prompt Customer Engagement that can drive Competitive Advantage for your Car Dealership…

According to Forrester Research, we are now in the “Age of the Customer.”

Today, advances in technology allow every dealership to tap into their OEM data and information treasuries, and even the cheapest, most IT stringy car dealers can access all the computing resources they need from a variety of cloud based dealership supplier products and Software As A service (SAAS) suppliers. The ability to tap into cloud based technologies is no longer considered an advantage; rather, it’s a way of life. Think about how almost every American car buyer at some point uses Facebook, YouTube, Twitter or any number of User Generated Content (UGC) sites and networks… All cloud based SAAS, despite what anyone wants to say about it. Today, being the customer’s first choice is the only remaining source of competitive advantage, hence the fascination we saw the auto industry have with Google’s “Zero Moment of Truth” concept a couple of years ago… However, the competition is fierce. To win, car dealers must be obsessed with their customers, focused on understanding them and engaging (JD’s favorite word) with them better than anyone else.

What am I talking about when I say “engaging email”?

   

The New Digital Car Buyer

Three major trends have emerged out of the recent (and far too rapid for many car dealers), evolution of car buyer behaviors across email, social, search, and the Web.
1. Buyers are more empowered:
Thanks to information abundance combined with better search and sharing technology, product information is now ubiquitous. The Web provides automotive consumers with instant information gratification. And mobile devices add a wherever/whenever dimension to every aspect of the experience. Consumers can access detailed specs, pricing, and reviews about goods and services 24/7 with a few flicks of their thumbs on their smartphones. Meanwhile, social media encourages consumers to share and compare. Today’s buyers are increasingly self-directed when it comes to making purchasing decisions. They have broad access to resources and proactively gather information across a number of digital channels, often developing brand perceptions before they ever interact directly with a brand. By the time a buyer comes to you, he’s probably already made his purchasing decision, so it’s time to throw out the old model of a persuasive shop girl greeting your customer at the door. Meet today’s buyer. She has the upper hand when it comes to making purchasing decisions. Tech savvy and brand sophisticated, she is wise to the ways of marketing, and she expects a lot. She believes you should inform and even entertain her, but never bore or, worse, irritate her. And she’s fickle — if you don’t keep communications interesting, she’ll opt out faster than a credit mooch when you go to pull a credit bureau… And as for you sales guys, the idea of schmoozing a customer sounds great, and it may even happen occasionally, but you know it’s not feasible for you to spend an inordinate amount of time schmoozing everyone. With today’s modern CRM apps, and the ones just around the corner, if you are in car sales, then the reality is that you manage a portfolio of hundreds or even thousands of customers! (orphan owner reassignments)

2. Car Buyers know how to Opt Out:
The junk mail of yore kept automotive consumers prisoner because they couldn’t “break out.” But today’s car buyers can easily opt out of marketing communications they don’t want. If you’re sending marketing emails using a white-listed email marketing services provider (ConstantContact, ExactTarget, etc.) and tracking your results (and we hope you are!) you probably know that yucky feeling when an email campaign triggers an exceptional percentage of opt-outs – worse yet, spam complaints! But automotive consumers who take the initiative to unsubscribe from your dealership’s emails might only be the tip of the pissed off customer iceberg created by your abuse of having their email addresses. Many more of your customers might be “passively opting out” — simply ignoring any future emails you send. We’re all getting better at tuning out the noise of today’s digital circus, and the result is that most traditional marketing techniques, which are based on “renting attention” from the car buyer as they go about their business, are becoming less and less effective as car buyers get more tech-savvy.
3. Automotive Consumers have Higher Expectations:
Today’s car buyers expect companies to keep seamless track of their purchasing history, communication preferences, and desires. If your system isn’t a well-oiled data machine, you’ll lose brand loyalty fast.
Consumers look for a unified and personalized experience across all of your touchpoints: your website, social media and photo platforms (Facebook, Twitter, Instagram), email marketing, etc. They want to find the information they are looking for in the medium that is most convenient for them at the moment. Whether they’re in front of their computers at work or in lines at post offices on their mobile devices, they expect an experience that’s streamlined and consistent — and it must be personal, too. They also expect you to recognize them — this is where it becomes critical to capture and store data over time and across
channels — and then feed them the exact information they want at the moment you interact with them.

It’s an exciting – yet challenging – time to be an automotive digital marketing practitioner. It’s no longer sufficient to simply push static information to car buyers in a mass advertising model, not even in CRM application data mined and segmented batches. In order to achieve a competitive advantage, car dealers must fundamentally shift the ways they engage with customers across multiple online channels throughout the vehicle ownership lifecycle. In order to do this, as an automotive marketing professional, you must learn to engage each and every prospective customer individually and personally… Which is going to require planning, strategy and execution if we want to do this in an efficient and scalable manner.
“Building on the vast increase in consumer power brought on by the digital age, marketing is headed toward being on-demand — not just always ‘on,’ but also always relevant, responsive to the consumer’s desire for marketing that cuts through the noise with pinpoint delivery.”
– Mckinsey, “The Coming Era of ‘On-Demand’ Marketing”
Email Is More Important Today Than Ever Before
In 2009, The Wall Street Journal published an article claiming that email was dead…Ironically, it was the most emailed article of the day!
Just about every day since then, someone has published an article or blog post echoing email’s demise. In
fact, if you Google “email is dead,” you’ll get over 1.5 million results. (To emphasize just how radical a
number that is, comparison searches bring up only 280,000 results for “blogging is dead,” 180,000 for
“social media is dead,” and only 2,500 for “podcasting is dead.” All of these numbers were current at the
time we wrote this in June 2013.) But the reports of the death of email have been greatly exaggerated, and the hysteria around the notion only shows that email is more important than ever. While companies now have the flexibility to communicate via traditional channels, such as direct mail and TV, as well as through newer channels, such as social media, email is still the quickest and most direct way to reach customers with critical information. Why? Because email is the one channel your audience accesses regularly. We – consumers – are addicted to email…
“The reports of my death have been greatly exaggerated.” – Mark Twain
Email Matters More Today Than Ever Before
                   
Contrary to what you may have heard me say, Email is Alive and Well
On any given day, your dealership’s previous, current and future sales and service customers may or may not visit your dealership website, one of your blogs or any of your Facebook pages; but with few exceptions, automotive consumers check their email every day, if not multiple times a day.
Scratch that — how do you make it through all those meetings? It’s more like multiple times an hour! Despite what I have been heard to say at various presentations, meetings and even last week in Miami Beach, despite our illustrious #AutoMarketing experts, gurus, Thought Leaders, conference speakers and dealership suppliers sales reps or auto industry pundit criticism and cynicism, the stats around email are resoundingly positive. For example, there are currently 3.3 billion email accounts in the world.
(Source: Mashable)
What’s more:
  • Of Americans age 12 and over who are active online, 94% cite email as one of their regular activities. (Source: Pew Internet and American Life Project’s Generations 2010 report)
  • Jay Baer, Social Media Speaker, Author and Coach, says that 58% percent of adult Americans check email first thing in the morning. (Source:MarketingSherpa 2013 Email Summit)

Email is very much alive. Plus, it’s still the number one way for marketers to communicate directly with customers. According to new research:

  • Email is the customer preference. In a recent survey, a staggering 77% of consumers reported that they prefer to receive permission-based marketing communications through email – and email was the number one source for all age groups including 15-24! (Source: Waldow Social)
  • Email generates nearly a 200% return on marketing investment compared to other channels. For every dollar spent on email marketing in 2013, there was a $40.56 return. Compare that to other channels, such as search engine marketing, which is the next closest at $22.44. (Source: Direct Marketing Association and Smart Data Collective)
  • Email investment is slated to increase. 64% of companies indicated their organizations’ investment in email marketing was expected to increase in 2014. (Source: MarketingSherpa 2013 Benchmark)
The point is, email is not going anywhere. As an automotive marketer, it’s still your number one tool for reaching car buyers and service customers fast.
If you agree that email marketing is NOT dead, please make my source for this article happy and take a
quick break to tweet: “Email Marketing is NOT dead! #DG2EEM #ADMPC” (Thank you!)

“Where do you tell people to send important calendar items, documents, or discussions about important topics, either for work or home? Our guess is that ‘Facebook’ wasn’t your answer. It was probably email.”

– Jason Falls, Digital Strategist and Co-author of “The Rebel’s Guide to Email Marketing”
Email Marketing Faces Multiple Challenges
Here are the key areas of these new challenges to email use as a marketing tactic:
  • The Economics of Attention: Information abundance and attention scarcity make it harder than ever to get buyer attention
  • Opt-Out, Screen Out, Tune Out: Consumers don’t want to feel they are being marketed to, and will find ways to tune out unwanted communications
  • The Cross-Channel Marketing Revolution: New communication channels mean email can no longer be a standalone channel
  • Imprecise Metrics: Imprecise metrics that don’t show true impact means that email struggles to be strategic Email still matters – perhaps more than ever – but traditional paradigms no longer cut it. It’s time for a reality check regarding the new challenges that email marketers face as digital consumers get more sophisticated.
The Economics of Attention
The rise of the Internet has resulted in a quick transition from information scarcity to information abundance. The world is producing information faster than the human mind can wrap itself around the data. According to a 2011 IDC report titled Extracting Value from Chaos, the amount of global digital information created and shared worldwide grew nine-fold from 2006 to 2011, growing to 2 trillion gigabytes. This number is expected to quadruple by 2015.
Opt-Out, Screen Out, Tune Out
People are inundated with pitches, advertisements, and other interruptions on a daily basis. Consumers are marketed to so often that, as a matter of self-defense, they’ve raised a psychological “anti-marketing shield.” This is particularly the case when it comes to email content. Consumers with a vested interest in achieving “Inbox Zero” have many tools to help them sweep and filter unwanted emails. They create their own definitions of junk mail using custom filters in their email software, and if they don’t like a message, they’ll not only make sure they don’t see it again, but they’ll also tell others about their displeasure. And, let’s face it, most marketing emails pretty much suck. Even if yours don’t, that doesn’t mean they’ll interest your audience. What’s creative and alluring to you might just look or sound like another sales-y, drone-toned e-blast to your end viewer: “Hi, are you ready to buy a car today?” Don’t be that car dealer!
Information Abundance Means Attention Scarcity
Social scientist Herbert Simon first talked about attention economics when he wrote:
“In an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes.” What information sent by dealers using email marketing consumes is obvious: the attention span of its recipients. This means it is only getting more difficult for the emails your dealership sends to engage automotive consumers, whether you are seeking their business in the service drive or on the showroom floor…

The Cross-Channel Marketing Revolution
Today’s buyer seeks relevant and personalized content across all digital channels: email, mobile, social,
display advertising, you name it. Omni-channel, customer-focused marketing is no longer nice to have;
it’s a must-have for car dealers seeking a marketing based competitive advantage.
Companies that want to put customers at the center of their marketing strategies must engage them across the board, but this is only possible when marketing teams have a channel strategy that unifies their
products and teams. Traditional email marketing tools were designed for just one channel – email. It started as a single communications channel with no core connection to other marketing channels. Even
today, car dealers using standalone email service providers (ESPs) are stuck with a legacy approach that
doesn’t take into account the reality that today’s car buyer is adept at multi-tasking their car shopping information gathering across channels — engaging with email in one moment, a website the next, and then flitting across to social media. And he does it all while talking on the phone or texting. Traditional ESP solutions can’t adequately address this level of sophisticated multi-channel customer engagement. Nor can ESPs adequately capture all the online and offline behavioral patterns that automotive marketers should, and must track to stay on top of their dealership customer whims. To spearhead the movement toward true cross-channel coordination that incorporates email marketing, a new breed of automotive marketer is quickly rising to the top. These forward-thinking marketers are embracing strategies that leverage email as the best platform to tie together the customer relationship with the dealership and its franchises over time and across all marketing channels

Imprecise Metrics
With traditional ESP solutions, the marketer has to manually sort through multiple reports to track unsubscribes, clicks, opens, bounces, and so on for each email campaign. The insight these reports provide is, unfortunately, not that insightful with regard to customer engagement. When stuck with imprecise and generic metrics, email marketing remains merely a tactical channel, relegated to the sidelines instead of becoming a strategic part of leadership’s revenue plan.
“Automotive Marketing Professionals waste too much time trying to connect the dots using the basic email reports and metrics provided by their dealership ESP’s to the strategic metrics that dealer principals and general managers actually care about, such as leads and sales generated, and gross profit impact.”
–Ralph Paglia, Founder, Automotive Digital Marketing Professional Community
Definition: Engaging Email Marketing
Consumers are always on, always connected, and always overwhelmed. If you want to connect with them, you have to work hard to engage them. In order to be truly effective, email marketing must provide some level of value delivered to the automotive consumer in order to become more trusted, more relevant, more conversational, more thought provoking and more strategic.
Think about it: you probably pay the most attention to emails from friends, family, and colleagues, people with whom you have genuine, trusted relationships. Sure, the relationship between a dealership, or even the people who work there, and an automotive consumer is never exactly the same as the relationship between friends and family, but automotive marketers can narrow the gap. Dealerships can enjoy some of the benefits of a trusted relationship by marketing to the car buyer and the service drive customer in a natural, non-marketing-speak way that truly engages him.
The best marketing that a car dealership can engage in (I used “engage” for JD’s benefit) doesn’t feel like marketing at all. If you can genuinely engage your audience through email marketing, you can build direct, trusted relationships across all channels. Do this right, and you’ll be the dealership that cuts
through the noise.
Let me cite an example I witnessed from a friend of mine who is a Volkswagen and Mazda dealer in Albuquerque, New Mexico. While I was participating in a CRM Product Advisory Group meeting last week, Bob Cockerham showed me an image he posted to Facebook which contained a Holiday themed text caption… I was surprised to see it had achieved thousands of likes and hundreds of shares. The image Bob posted outperformed any pure business based image he had ever posted.  Now, let me be very clear on this topic… Obviously dealerships and their marketing professionals need to publish information directly relevant to the products and services they sell, but what Bob Cockerham did with his somewhat spiritual non-business image post was engage thousands of people and create the perception of who he is, as being somebody people can trust!
“Remember that the best campaigns aren’t about you or what you want subscribers to do. They’re about your subscribers and what they want.”
– Matt Blumberg, Chairman and CEO of Return Path
Five Key Attributes of Engaging Email
To engage and succeed, your dealership’s marketing emails must, above all else, be:
  1. Trustworthy
  2. Relevant
  3. Controversial, excuse me… CONVERSATIONAL and Not Campaign-Based
  4. Coordinated Across Channels
  5. Strategic
This article is adapted and inspired by a 156 page eBook I obtained from the fine folks at Marketo… In their eBook, Marketo goes into great detail about the 5 key attributes to engaging email marketing characteristics listed above… ADM Professional Community members are invited to download this treasure trove of email marketing knowledge using the link below. Once you have read about these key attributes of engaging email, Marketo provides information about the technology needed. The eBook also goes into marketing automation and how it can help your dealership graduate from basic email services to real, hit-it-out-of-the-ballpark engagement strategies. Ready to dive into making your dealership’s email marketing a lot more effective? Download the free eBook in PDF file format by right-clicking the link below and selecting something like “Save As”:
Please Note: You must a registered member of the ADM Professional Community and logged in to have file download privileges… If you want the eBook and do not want to become a member of the ADM Professional Community, then take a hike – JUST KIDDING! You can use the source link below to submit your information to Marketo and download a cope of this eBook.

via Car Dealers Use Email As Source Of Competitive Advantage – And Dare I Say: ENGAGEMENT – Automotive Digital Marketing Professional Community

ADM Members invited to the 3rd Annual Digital Marketing Strategies Conference (DMSC) – Automotive Digital Marketing Professional Community

Brian Pasch says he is so pleased to have been asked by First Class Educators to put together a series of VIP wine events for the 3rd Annual Digital Marketing Strategies Conference (DMSC).  Brian has been collecting California wine for over 30 years and has developed very strong relationships with some of the finest winemakers in the valley.
Brian also states that he is using his connections to create a series of very special, small wine and food tasting events that are associated with DMSC.  He will also be helping FCE plan the wine bus tours that attendees can participate in on Sunday afternoon and Tuesday afternoon.
The conference officially starts on Sunday March 16th with an evening cocktail reception with very special winemaker friends.  If you want to review the official conference schedule, view the event PDF:  2014 DMSC Agenda
One of the BIG changes this year is that the conference will be more intimate; only three workshops sessions will be running concurrently.  Only the very best workshops will be selected and only the best speakers will be facilitating these workshops.

 

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TrueCar Sponsors Ten Full Ride AutoCon 2013 Scholarships – The 2013 AutoConnections Conference and Exposition

AutoCon 2013 Announces a Special Program Sponsored by TrueCar to Award Ten “Full Ride Scholarships” for Dealership Managers to Attend AutoCon 2013*

Automotive Media Partners, LLC is proud to announce the creation of a “Full Ride Scholarship*” program sponsored by TrueCar of Santa Monica, California.  TrueCar’s pioneering sponsorship of this program provides the funds to cover the costs of transportation to and from Las Vegas, lodging at the Aria Resort and full AutoCon conference registration. 

One of the most surprising aspects of TrueCar’s sponsorship is that the company has funded ten (10) AutoCon “Full Ride Scholarships*”.  Ten automotive professionals will receive the educational, networking, inspiration and innovation benefits from attending the 2013 AutoConnections Conference and Exposition at no out of pocket expense for travel, meals during the event or conference fees to themselves or their dealerships. 

  

The TrueCar AutoCon Scholarship Program is further evidence of the remarkable transformation that has taken place at TrueCar since the beginning of 2012. After receiving a remarkable level of criticism within the auto industry during the second half of 2011, TrueCar has evolved and revised their automotive purchasing programs for consumers and affiliated corporations to be far more dealer friendly. 

TrueCar’s objectives supported by these changes have included raising dealer profit margins to levels that provide more room for dealers to cover facility costs and the staffing levels needed to properly service new vehicle buyers sent to them by TrueCar.   


TrueCar understands and recognizes the need for ongoing training and thought leadership within the ranks of the retail automotive industry.  Their management team has decided that one of the best ways to demonstrate this commitment to betterment of the industry is to commit the funds necessary to support independent dealer focused educational events such as AutoCon 2013. 

 

TrueCar executives Bernie Brenner and Mike Timmons approached the founders of the Automotive Digital Marketing and dealerElite professional communities, Ralph Paglia, Chris Saraceno and Mike Myers because these online networks have served as “Ground Zero” for some of the industry’s harshest criticism of TrueCar in the recent past.  Surprising for a company as large as TrueCar is, their management team has reviewed the criticism published by members of the ADM and DealerELITE networks and taken corrective actions, changed their business models and worked with State dealer associations to create vehicle purchase programs that make sense for participating dealers. 

How will the TrueCar AutoCon Scholarships be Awarded?

TrueCar has asked that the AutoConnections Conference Management Team take full control and responsibility for ensuring that the 10 Full Ride Scholarships be awarded based on merit and need.  Criteria will include a wide geographic representation by selecting automotive professionals from every region in North America.  Another consideration will be to award scholarships to professionals who represent a diverse range of vehicle brands and positions within the dealerships they serve.  

Written TrueCar Scholarship Application

The application process will be a simple online application that includes all the expected contact information, a description of the applicant’s role in the dealership where they work and space for them to describe in their own words why they should be awarded a TrueCar AutoCon Scholarship to attend the AutoConnections Conference and Exposition in Las Vegas from September 4th to the 6th

Video TrueCar Scholarship Application

If you are better at explaining your reasons why you should be selected for a scholarship in a verbal manner, the AutoCon 2013 TrueCar scholarship committee will also be pleased to accept your proposal in a video format. Simply explain why you should be selected in a YouTube video that is either uploaded or embedded to eitherAutomotiveDigitalMarketing.com or dealerELITE.net . Please be sure to include the link to that video in your scholarship application where you write out your explanation of why YOU should be selected to receive a “Full Ride Scholarship”.

The AutoCon Scholarship Selection Committee is comprised of Ralph Paglia, Chris Saraceno, Mike Myers, Carrie Hemphill and Brian Pasch.  As applicants are being considered they will be contacted by a committee member and interviewed via phone and email.  Final selections will be made by committee vote and the awardees notified by email and phone.

AutoCon 2013 Scholarship Selection Committe

  • Ralph Paglia
  • Chris Saraceno
  • Mike Myers
  • Carrie Hemphill
  • Brian Pasch 

                                                    

Applications for TrueCar AutoCon Scholarships will be accepted starting Monday July 1, 2013 and award selections will begin Monday August 5, 2013.

 

With 10 TrueCar AutoCon Scholarships being awarded, the odds of being selected are probably better than any other similar program in the auto industry… So, do not hesitate to apply and encourage other automotive professionals to do so!  All of us who are stakeholders in the AutoCon event are thrilled with the investment being made by TrueCar to support what we believe is the best event in the auto industry.  The TrueCar sponsorship of AutoCon 2013 and the Full Ride Scholarship Program is appreciated and respected. 

In the past, TrueCar was a company that received an enormous amount of criticism, much of which has been emotionally charged and at times, crossed the boundaries of decency and professional behavior.  Many other companies faced with similar criticism and public ridicule would have released a barrage of legal actions to defend themselves.  TrueCar has consistently taken the high road and responded to their critics with program changes and by sending their senior executives to major auto industry events and meetings. 

 

The TrueCar sponsorship of AutoCon is further proof that this company is led by professionals who want to be valuable contributors to the overall success of the auto industry.

 

On behalf of the AutoCon team and the 10 auto industry professionals who will receive the benefit of these scholarship awards, a sincere thank you to TrueCar is extended.

Apply for a TrueCar AutoCon Scholarship online at http://AutoCon2013.com

    

*PLEASE NOTE: “Full Ride Scholarship” is the brand name for this category of award and is owned by Automotive Media Partners, LLC.  All “Full Ride Scholarships” associated with an AMP promoted event with include a travel stipend that reimburses the scholarship recipient for airfare expense submitted up to a maximum dollar amount. Recipients will also receive lodging for the nights of the conference itself. Any room charges authorized by the scholarship recipient, or incidental expenses are the responsibility of the scholarship recipient. Also included are the conference fees for registering and attending the event, which will usually include scheduled breakfasts and lunches that all event participants receive. It is important for scholarship recipients to understand that ANY expenses outside of airfare to and from the event, hotel lodging and conference registration fees are NOT INCLUDED in our version of a “Full Ride Scholarship”.  Furthermore, we strongly advise all scholarship recipients to travel with a valid major credit card and two forms of government issued ID. Adequate cash should be brought by scholarship recipients to cover meals outside of those scheduled on the conference agenda, local transportation and miscellaneous expenses… After all, you will be in Las Vegas and “Cash-In-Fist” is strongly advised!

   

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Finding Your Style- Commission Sales – Automotive Digital Marketing Professional Community

Finding Your Style – Commission Sales

I cut my teeth selling at an early age selling door to door. From delivering newspapers to Fuller Brush to Cash is Best, for which Ted Turner was a fugitive from the US holding offshore on his yacht in international waters for purporting a pyramid scheme, to selling the original wind up fire and burglar alarms for the home.
After having had my foot caught in the door many times I eventually found my way into Automobile sales. I was so excited to have this opportunity because here were people coming to me looking to buy what I had to sell.
I felt like a kid is a candy store and never looked back. This business allowed me to experience owning my own businesses but I always came back to what I always loved.
When I think of all the advice available to train a good salesperson I think of why salespeople would not all be superstars. After years of being around commissioned sales and salespeople both in and out of the Automotive industry it is apparent to me that the art of selling (and it is an art) is a talent that few people ever master.
I have seen so many techniques that salespeople use to make a sale that works very well for them but would never work for me. As a matter of fact, Some I could not even fathom how they even made so many sales with their “Style” of selling but it worked for them.
What worked for them would never work for me or you.. You can only observe and take those observations and find a “Style” that works for you and make it your own.
This “Style” for the fortunate ones something that comes naturally making selling for them almost effortless. Sales must be looked at as a challenge- the more difficult the sales is to make, the more satisfaction you get from the experience.
That challenge is something that the truly gifted crave, need and look forward to each and every day in every aspect of their lives. It is like a game of chess that is played and each move determines an eventual outcome that a true salesperson is driven to win by reading each move of the opponent before it is even made.
We are all actors on a stage in our journey through this wonderful life but only a few can mold and manipulate the parts they play.
There is and always has been a misunderstanding or maybe even a lack of respect for these truly gifted people. Only a secure, talented and gifted manager who driven to hit that next level knows that he must let these salespeople work their craft using their own “style” to make the relationship rewarding and successful.
These are the type of people that one needs to make a business truly successful. The ones who are in it not just for the money but because they are driven to succeed. Don’t settle for mediocrity. Constantly be looking for the people that will take, maintain and always be looking for that next rush that only these people get from their work.
If you have all the tools and have not found your “Style” as an owner, manager or salesperson unfortunately you probably never will. But if you know all this and never stop looking to surround yourself with these truly talented people you will have your battle plan and will eventually win the war.

You Have A Lot of Work to Do.. – Automotive Digital Marketing Professional Community.

 

You Have A Lot of Work to Do..

Last month, my focus for the article was on “why” today’s automotive professional needs to build a personal brand.  Now that I’ve convinced you that it’s an amazing idea that will help you dominate your marketplace, I’m going to go into more detail on how to develop yourself into the recognizable, reliable name that people can count on.

First thing’s first:  GOALS. What are your goals? What are you looking to accomplish with your brand?  Of course you want to sell a lot of cars – there are a million ways to sell a lot of cars without committing to investing a large chunk of your time and money into a personal brand.  For example, my goal is to be the name in my area (target marketplace) that people think of when they hear words like Hyundai, new car, great customer service, educational, quick and hassle-free, car shopping experience, etc.  They have no choice but to think of me.  I want my brand to be stamped into their brain from an exceptional experience that they personally had with me, or someone they know told them that they had with me.  They could have read about great experiences with me on the internet, or social media platforms.  I want my name – my brand to be everywhere that those key topics are discussed.  You with me so far?

Next.  AUDIENCE.  Figure out who and where your audience is.  This is also called your target market place. (our geeky internet terminology)  Where do the people live that you are selling yourself as a brand to?  What are they looking or shopping for?  Who are these people?  What is their age range?  Are they male or female? All of these answers should be readily available to you with little effort.  This should be pretty self explanatory.  If you know your product and know what you are selling then obviously you know who you are selling to.  We’re in the car business people.. our manufacturers spend ridiculous amounts of money and consult experts in this field figuring out the majority of our target marketplace FOR US.  Tap into these resources.   This one is kind of a no-brainer.  In order to sell your brand to the right kind of people you need to know your brand and yourself.

Which brings me to number three.  KNOW WHO YOU ARE. What makes you unique?  What do you bring to the table (or can you bring) that is going to set you apart from the rest of the sales associates in your area?  Lyndon B. Johnson once said “What convinces is conviction.”  You have to believe in yourself, your goals, and most importantly – your product.  You can’t be the milkman delivering pizzas.  BE REAL.  If you’re not driving what you’re selling, I’m not sure who you’re trying to fool.  Wake up.  If you don’t personally want to own what you’re selling buddy  you’re in the wrong business and you definitely can’t be the expert.  If you can ‘t close yourself on a payment that you supposedly can’t afford, how do you ever expect to convince your customers to do the same thing?  If you truly believed inside of you that your product was the best overall value YOU AND YOUR ENTIRE FAMILY WOULD HAVE ONE IN YOUR GARAGE!  Why are people going to come to you, across town, instead of someone who is right across the street?  You need to know exactly what you are offering.  Sit down and make a list!  What can you consistently deliver over and over again that will set the bar just a little bit higher; however – most importantly- is GENUINE and REAL.

Once you set your goals – know who you are selling to and what you truly are selling – you need to BUILD YOUR PERSONAL VISUAL IDENTITY.  Some of you may refer to this as a logo.  As I mentioned before, logos are not necessarily imperative; however, they are strongly recommended.  What is the first thing that you see in your head when I say “Apple?”  THE LOGO.  If you can successfully and consistently complete the previous steps, then you need a visual aid to add to the value of your consistent and genuine brand name.  Like I said before, KNOW WHO YOU ARE.  What is a symbol of who you are?  It can be simple.  It can be complex.  All that matters is that it represents you and your commitment to being the brand that you have made for yourself.  For example:  Look at my stunningly handsome headshot above.  I wear glasses.  I make them look good.  I have several different shades, shapes, brands, and styles of geeky, thick-framed glasses that are as much a part of me as the service that I offer to my customers.  When anyone sees the logo on my cards, mailers, pens, brochures, websites, stickers, magnets, etc., they always make a comment about how amusingly it reflects who I truly am.  Nobody knows the real you better than you…well, or at least they shouldn’t.  Anyway, the point is:  Spend some time thinking or consulting with others (who know you very well and their opinion is valued) before you decide on a logo – should you decide to embrace this part of your own brand.

Ok, I know this all sounds like  A LOT of work.  Not gonna lie to you – it is.  Keep chasing pavement on that lot if that’s your choice.  If all of this sounds overwhelming, you haven’t seen anything yet.  I’m just getting started!!  We haven’t even touched on how you market this brand that is essentially, basically and most importantly, YOU.

 

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