Archives For Automotive Market Share

Google and Apple Catch Up To Ford In Auto Industry Influence – Automotive Digital Marketing Professional Community.

Google and Apple Join Ford as Key Influencers in the Auto Industry

Ask average consumers or professional marketers who is most influential in the automotive sector and their response would most likely be Scott Monty of Ford or Ralph Paglia from Automotive Marketing Group (AMG).

Alternatively, they may point to popular industry publications such as CAR and DRIVEREdmunds or Auto Trader. Certainly, all are very popular people and media outlets. In fact, a Social Media Today report lists them among the top auto industry influencers on Twitter. However, does social media amplification make one influential? Most social influence scoring platforms use amplification as major metric in identifying influencers but is that enough?

A lot of focus has been directed towards influence marketing this past year by car dealers and other businesses seeking to sway public conversations and advocacy in their favor.

In response, there’s a growing list of social influence platforms and strategies professing to hold the key to identifying and measuring social influence. One of the leaders in this space is Appinions, an opinion-based influence marketing platform that identifies and measures the opinion leaders in various industries that form online conversations around products, brands and businesses.

During the 2013 New York Auto Show, Appinions released a study entitled “Is Tech Swallowing Auto?”, which offers some surprising insights.

The report explores what is shaping influential conversations at the intersection of new vehicle purchasing and technology and identifies the major players in each category. The results confirm what many already know; luxury, safety, design, value and performance are all hot buttons in any discussion around marketing automobiles. What’s surprising is the role that auto technology has played in shaping influence and who is driving that influence.

Apple Catches Up to Ford as Auto Industry Influencer

Apple Computers has made its mark on history as a market disruptor and, thanks to SIRI’s “Eyes Free” mode, it’s continuing that tradition in the auto industry. The report identifies other technology players who are joining the ranks of key influencers. Google, because of Google Maps and the data it collects on driving patterns, has become a major player in generating opinions in this market. As of Dec 2012, Google Maps was the second most popular mobile app, just behind Facebook. Microsoft, thanks to the SYNC technology installed in Ford vehicles, and AT&T with partners GM and OnStar round out the top influencers.

Tech Trumps Performance

Given that these technology companies have become as influential in the auto industry as car manufacturers, it’s no surprise that the topic of auto technology represents the lion’s share of interest in online conversations. Technology represents 35% of the share of influence, followed by performance at 22%, value at 19%, design at 12%, safety at 8% and luxury at 4%.

The Appinions platform and research team identified that fuel economy (44%) and connected cars (32%) were the dominant topics driving opinion and influence with discussions on automotive technologies.

People over Brands

Another interesting insight was how highly GM executives ranked as influencers even though Ford, Toyota, Audi, Google, and Telsa all ranked as more influential brands. Appinions identified that GM’s executives were more outspoken in sharing their opinions publicly, especially on the topic of innovation.
This study highlights the importance of identifying the opinions being shared by people and businesses, and measuring their impact on public conversations. The opinions of these market leaders are generating public dialogue, which creates social proof that impacts the purchase decisions of consumers. Further, the source of those opinions and eventual influence may be generated from unlikely and unexpected sources.

“Clearly, influence has become a powerful currency for brands when properly understood, identified and managed.”
–Sam Fiorella

  • Share your thoughts… Has social influence become a new currency for brands?
  • Are you surprised at Apple and Google’s surge in influencing this market?
  • Or that GM’s executives rank so highly on automotive influence?

Follow Sam Fiorella on Twitter: www.twitter.com/samfiorella

Lifting Service Revenue With Showroom Demos – Automotive Digital Marketing Professional Community.

Recently passing my hometown fire station, a new billboard caught my attention. “Car Seat Demos” illuminated the dark sky.

My childhood fire station is reaching out to the community to educate drivers about car seats, and dealerships can too!

Winter is an especially critical time for hosting safety demos. Maintenance needs to change as driving conditions and temperatures worsen – and demos give fixed operations staff opportunities to engage with buyers in your area. While these buyers may not need a new car today, if they attend a helpful “how to” session in your showroom, you begin to build brand recognition for upcoming automotive purchases and expand your reach to attract repeat business.

 

In addition to contacting your nearest fire station to run a car seat installation class, here are two other time sensitive ideas to capitalize on during winter months.

 

 

  • The U.S. Department of Transportation recommends that car owners check their tire pressure once per month. Have your service manager instruct on how to gauge tire pressure and make sure gauges are available to purchase from your service counter. You can increase the reach of your demo by filming it and uploading to your store’s YouTube channel and website.

 

  • The nights are getting longer, and according to Weather.com, traffic deaths are three times more likely at night. The site also argues that depth perception and color recognition are impaired in the dark.  Your service team can compile a PowerPoint deck to present regarding night driving tips.

 

During my driver’s education course, my instructor emphasized the importance of functioning taillights and head lights, looking to the fog line of the road when an oncoming car is blasting its high beams, keeping a safe following distance, and signaling with plenty of yardage to spare. Other prudent night driving recommendations can be found via AAA and Department of Motor Vehicles. Consider personalizing your presentation by including local gas stations where drivers can go to seek help if needed.

 

Earlier this year, one of the dealerships that I work with in Ohio placed a link to tips for driving in the fall and at night. My Business Development Coordinator has stated that buyers are viewing and have appreciated the information. Take this idea and make it even more powerful by inviting buyers into your store for a formal demo, and then post the content in your digital channels (e.g. website, social media, e-blasts).

 

As stated in our eBook, Multichannel Marketing: Coordinating Existing Media for Maximum Con…, “Aberdeen’s “July 2012 Customer Experience Management: Using the Power of Analytics to Optimize Customer Delight” research, businesses who engaged in multichannel marketing saw growth in key performance improvements across the board, such as: a 6.8% increase in customer retention, a 5.1% increase in customer lifetime value, and a 4.0% increase in customer satisfaction.”

Not only will running a service demo this season get new buyers into your store, but you’ll show them the value of your desire to educate while boosting your service bottom line. Schedule an event today!

Featured Webinar

Featured Webinar

How can you turn MultiChannel Marketing into car sales? Auburn Volkswagen’s General Manager & Principal Matthew Welch will reveal 5 best practices for incorporating MultiChannel Marketing into your dealership’s strategy.

 

Watch on Demand

 

 

About the Author

Marissa Dogeagle Smith, Cobalt Account Advocate Marissa Dogeagle Smith is an Account Advocate at Cobalt, working primarily with Hyundai and General Motors stores. Marissa and her teammates provide and implement ongoing website optimization strategies that help dealerships distinguish themselves and drive qualified showroom traffic. Marissa is extremely passionate about the value of using website data to formulate and employ powerful strategies. Like many Toyota owners, Marissa learned to drive in a Camry and now owns a Corolla. Marissa holds a Business Administration degree and Marketing Management Certificate from the University of Washington. Feel free to reach out to Marissa directly at msmith@cobalt.com.

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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Which Presidential Candidate is Right for Automotive Dealerships? – Automotive Digital Marketing Professional Community

 

The social media sites were hot last night during the presidential debate between Former Massachusetts Governor Mitt Romney and current President Barrack Obama.  Since the election of former President Bill Clinton, our nation has been evenly divided over which man is the best person for the job of leading our nation amongst the world.

As a small business owner who helps companies, specifically automotive dealerships, build their business and “Win Customers for Life”; I have some very strong opinions about who I feel should become the next elected President of the United States of America.  However, I will let the reader research and decide who I am for, and who I am against.  (James Schaefer) This blog is meant to encourage voter participation and look at one philosophical point of view of each candidate and who is the best person for business.

I will try to take a simple common sense approach and put forth the facts as if I were hiring for an executive position within my own company.  This essentially is what Americans will be doing in November when they go to the polls.  However, just like in the real world; some people would not make good business owners or managers, and some people need to reevaluate whether they are making the right decisions when they vote.  Now remember, I am writing this blog about one of the many issues that is very important to me and my company.  I am not writing this issue concerning healthcare, defense, or government sponsored programs.  Therefore, a truly informed voter should look at all of the issues individually and way them to how their interest would be affected by the outcome of this year’s election.

Eighth Element of the Automotive Consumer Journey – Automotive Digital Marketing Professional Community

Want to Sell More Cars? Then don’t forget Eighth Element in Modern Automotive Consumer Journey from Shopping to Buying!

When I read The Zero Moment of Truth (ZMOT) I think back to my early sales days – with more hair and less weight! – standing in the showroom next to a brand spanking new Dodge Aries. From that vantage point, I’d see consumers who would drive from dealership to dealership, gathering information and brochures while adding or removing cars from their consideration list. In-store sales processes back then were constructed around stopping the shopping, and if we failed to do so, our manager’s idea of constructive criticism and coaching was to call us “weak.” Yikes! What a memorable First Moment of Truth (FMOT) that must have been for the consumer!

We know from ZMOT that seven of the top eight automotive buying influences are online. The “eighth element” is your in-store processes. Sadly though, as I’ve witnessed in too many dealerships, a winning ZMOT strategy combined with antiquated in-store processes equals a recipe for disaster. Digital processes are improving, but what about the 89% of consumers whose First Moment of Truth takes place over the phone or by walk-in? For many dealerships, the eighth element, phone and in-store processes, is as antiquated as a K-car.

 

Tips and Tricks for Creating a Modern In-Store Process

  • Manager Meet and Greet: The Manager T.O. worked great when cars still had retractable seat belts and cassette players, but now consumers don’t want to be turned over to a manager after they have made a decision to leave…or introduced to some mysterious person when a deal can’t be agreed upon. Dealership managers should get out from behind their desks and walk the showroom meeting and greeting customers at the beginning of the sales process, not at the end. This simple change in your sales process creates a friendlier environment for the consumer and injects a feeling of transparency into the sales process. If this is not a standard practice in your dealership today…it should be!

 

  • Customer Qualifying: Let’s start with some good news: if they are physically in your dealership, you’ve already won the Zero Moment of Truth! But you still need to win the First Moment of Truth, and expanding your qualifying process can easily help you deliver a victory for your dealership. Embrace the fact that your consumers will likely have received some serious education by the time they set foot in your showroom. Let your customer know that if they have questions or need access to additional information while they are shopping, that you have a computer or iPad available where they can privately get online. This simple statement provides transparency in the shopping process and helps you remain in control of the sales process. It’s better for the consumer to do additional research in your dealership than leaving to do it at home.

 

  • Negotiating: Consumers want transparency as well as an expedited sales process. They don’t want to spend five hours in your dealership buying a car. As Sales Managers, you control the deal flow. So when it comes to negotiating price, don’t implement a sales process that requires your salespeople to run back and forth negotiating numbers with the desk. Your dealership sales process should allow the sales manager’s first pencil to be directly with the consumer. Remember, your consumers are educated and have the same information in front of them as do you. So get out from behind the desk and go in and close the deal! If your sales process includes the Manager Meet and Greet as mentioned above, you’ll be well on your way to delivering a positive First Moment of Truth.

Do we still want to “stop the shopping?” Of course! But today, by the time the consumer has entered the dealership, they have stopped shopping. They have narrowed their consideration list to a small handful of vehicles and dealerships. With seven of the top eight buying influences occurring online, it’s up to dealers to deliver that critical eighth element that is going to take shoppers from the floor to over-the-curb.

 

Written by Steve Hanson, Cobalt Performance Improvement Consultant

 

THE CAR BUYING JOURNEY

Google Next Update Will Make Current SEO Practices Obsolete!
In a few days time, Google will unleash the biggest shake up of search engine rankings in it’s history.

It’s so big, Mat Cutt’s made the unusual decision to pre-announce it at a conference a couple of weeks ago.

Matt Cutts, the head of search spam at Google, said “you don’t want the next Penguin update.” He warned that the Google “engineers have been working hard,” on this update. He even added the next few updates will be “jarring and jolting” for webmasters and SEOs.

If you’ve been following me, this can’t come as a surprise…

Winter Is Coming

It will be hard, for you, for your clients, for your rankings.

BUT

In carnage comes great opportunity.

One of the biggest opportunities will be in helping local businesses through this shake up. Google isn’t unleashing hell on the indexes for fun. They are hitting the reset switch to take advantage of context based searches. They are doing it to stay relevent.

Delivering search results the user needs BEFORE they even knew they needed it…. [1]

Caro McCourtie and I having been training people to work with local businesses for years now. On Thursday evening (US East Coast Time), Caro and I will take you through whats going on.

It sure won’t be link building!!

To register for the webinar click here…

Phoenix From The Flames – How you can take advantage of the imminent Goomageden

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Ralph Paglia
http://RalphPaglia.com
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