Archives For Automotive Marketing Research

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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As part of its Q4 2012 Email Marketing Quarterly Benchmark Study [download page], Experian Marketing Services has analyzed the best time of the day to send emails.
Experian cautions automotive marketers by pointing out that the data is retrospective rather than controlled.  The study included all industry segments, (US based) with automotive being just one of the multiple segments analyzed (Multi-Channel Retailers).  It is wise to note that logic would dictate that optimal deployment timing will vary by industry, and in the case of automotive, perhaps even by brand. But, despite the naysayers that often want to shove their heads in the sand and ignore all objective data that doesn’t come from themselves, it doesn’t hurt to take a look at the Experian study’s results.
Not surprisingly, at least to me and anyone else who has ever used email marketing at a dealership for any length of time, the Experian study shows somewhat of an inverse relationship between email volume and performance.  Plainly stated, the more email a prospective customer receives during any given time segment, the less likely that your dealership’s email will get opened and read… (less results).

For example, looking at time of day, the study finds that a plurality 40% of emails were deployed between 8AM and 11:59AM, with that range accounting for 42% of transactions. But, the 16.1% unique open rate and 2.4% unique click rate of this time period counted as the lowest of the 6 distinct time periods.

To some extent, that could simply be a function of volume, meaning that it could be harder for email marketers to differentiate themselves in the morning, when consumers are receiving the highest volume of inbound emails.

Interestingly, the transaction rate (.13%) in that morning period also was the lowest of any time range, revenue per email ($0.17) was among the lowest, and average order value was middle of the pack, at $174.

When looking at the time of day that got the smallest share of volume and transactions (2% each) – between 8PM and 11:59PM – the picture changes considerably. During this time period, unique open rate (21.7%), unique click rate (4.2%), transaction rate (0.34%), revenue per email ($0.48), and average order value ($246) for eCommerce businesses submitting data were all considerably higher than during any other time of day. Experian doesn’t offer any suggestions as to why this might be the case, but it could be related to consumers simply being more engaged at that time of the day and more apt to submit an inquiry (lead) or spend money.

 

The Experian report also analyzes performance by day of the week, finding again that the days with the lowest volume of emails (Saturday and Sunday) boasted the best response rates (each with a unique open rate of 17.8% and a unique click rate of 2.9%). Saturday (9% of email volume) also sported the best lead submission (CPA) and transaction rate (0.16%) and revenue per email ($0.20), although average order values lagged for the eCommerce businesses submitting their data.

Regardless of the specifics by industry, region or brand, what the Experian study clearly shows is that when it comes to car dealers using email marketing, timing does effect an email campaign’s performance. The actionable item for car dealers reviewing this information is to start comparing results from your email marketing campaigns using the metrics that Experian has identified, such as open rates, click through rates and engagement rates (inquiries/leads submitted). Identify the best time segments and days of the week for your dealership, your brand and your location to get the optimum results…

Just remember what Digital Ralph has said hundreds of times; “Random is the Opposite of Optimized”.  Don’t let random selection be the means by which you time the deployment of your email campaigns, know the nest days and times to deploy campaigns by their offer type and targeted audience, then put planning in place to ensure that your dealership’s email campaigns are deployed during those optimal day and time segments.

Data Source 1: MarketingCharts.com/most-emails-deployed-in-morning-best-results-se…

Data Source 2: Experian.com/email-marketing-quarterly-benchmark-study-q4-2012

ADM Professional Community members can download the Experian Research report in PDF document format using the following link: 

Email-Marketing-Benchmark-Metrics-Study-Q4-2012.pdf

The following list showcases an independently produced and ranked directory of the Top 100 Automotive Blogs selected for recommendation to visit, subscribe, join and follow them in 2013…

When the author (Ron Mays) who assembled and created the ranking for this list of the Top 100 Automotive Blogs and Networks for 2013 first contacted Ralph Paglia, we did not know what to expect. Ralph provided Ron Mays with the information he requested. When the list was announced and the below Infographic published, all of us associated with the Automotive Digital Marketing Professional Community were pleasantly surprised to see that the ADM Professional Community came in at number 10 out of 100 sites that were selected. The infographic Ron Mays and the CouponAudit team created to display this ranking of auto industry and car business networking UGC sites is available below.

Top 100 Fashion blogs to follow

An infographic by the team at CouponAudit

In above infographic, you can view the Top 100 Auto Blogs to follow in 2013. The team at CouponAudit ranked the sites shown according to quality of posts.

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

Sent from my iPad

Ralph Paglia
http://RalphPaglia.com
http://LinkedIn.com/in/RPaglia
http://Facebook.com/RPaglia
http://Twitter.com/RalphPaglia