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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.

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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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

Dealer Marketing Magazine and Automotive Digital Marketing Form Partnership

“We are proud to be associated with the ADM community,” says Brett Stevenson, Publisher of Dealer Marketing Magazine. “There are a number of social networks out there for auto dealers, but this is the Granddaddy. They have a large influence in the auto industry and have always helped dealers learn from one another.”

Source:  Automotive Digital Marketing Professional Community.

Google +1: Now in PPC Ads and Affecting Search Engine Ranking – Automotive Digital Marketing Professional Community.

 

Google makes it clear that the +1 button does have an impact on your organic rankings, regardless of whether they come from a PPC ad or your organic listing.  As long as the URL of your PPC ad matches the URL of the organic listing, +1’s will show on both results.  The company also notes that while +1’s will affect your organic search ranking, they will not change Quality Score or ad ranking.  However, the most important component of Quality Score is Click-Through Rate (CTR) and I suspect that the primary reason that Google is testing this functionality in PPC ads is that they believe (as I do) that when a user sees a +1 from a trusted source, they will be more likely to click on the ad—increasing CTR, Quality Score, and Google’s ad revenue.

Jim Ziegler and Ralph Paglia Host Dealer Battle Plan Workshop in Atlantic City on July 6-8th

ATLANTA, June 2 — Top automotive industry trainer Jim Ziegler presents a dynamic workshop to help auto retailers meet online marketing challenges. Automobile retail sales are a fiercely competitive and erratic market. Ziegler’s plan is to give dealers an Internet Sales and Marketing Strategy to outperform the competition. This powerful event will be held at Bally’s Atlantic City, just minutes from the Philadelphia and New York City areas.

Change is constant. Nothing is the way it was, and will never be that way again. After working with thousands of automobile dealers over the years, Jim Ziegler needed to be sure his clients kept up with the new realities of changing technologies and the emerging influence of social media. So he assembled an all-star faculty for this dynamic event. All four presenters are world-class online retail practitioners. Their expertise and hands-on experience has shown they know what works and what doesn’t work in the online sales arena.

Workshop Instructors Ralph Paglia, Joe Webb and Tim Jennings have all been top-rated speakers at premier industry events and have managed both large and small InternetDepartments. When interviewed, Jim Ziegler smiled and said, “I’ve assembled a killer team for this event, combat tested veterans with more than four decades of in-the-trenches experience.”

Now, Ziegler and friends are delivering the real deal, content-rich sessions, hands-on “real-world stuff”, not theory. These tactics and processes are battle-tested on the front lines in dealerships all across the country.

Jim continued, “Dealerships can’t afford to miss a single opportunity to do business.” Having a dominant and effective presence on Facebook, Twitter, and other portals is critical to dealership marketing strategy. Ziegler and Paglia are masters of Social medium relationship sales and marketing. Students will take back an in-depth understanding of how to leverage online relationships for sales and profits as well as…

  --  The pathway to success; from email, to telephone, to the appointment
      to delivery
  --  How to Maximize Existing Profit Centers and Create New Ones
  --  How to use self-produced videos to capture customer trust and create
      credibility
  --  Focus sites, micro sites, and 12 other secrets to drive high-volume
      traffic
  --  Internet stealth marketing techniques with 'Ninja' Search Engine
      Optimization
  --  Marketing and Advertising with ultimate Video Search Engine
      Maximization
  --  How to turn your dealership into an Internet Sales Powerhouse
  --  Customer Relationship Management and CSI Engineering Projects for High
      Average Profitability, Top-Rated CSI Scores, Customer Retention and
      Referrals!
  --  YouTube, Facebook, LinkedIn and Twitter: How to profitize
      relationships with consumers through customer-friendly "Pull
      Marketing"

  About :

Ziegler SuperSystems is an automotive training and consulting organization based in the Atlanta, GA area. President Jim Ziegler is a member of the National Speakers Association and has been a keynote speaker at National and State Dealer conventions, and has trained over 75,000 Dealers, GSMs, Sales and F&I Managers. Course and Training information is at: http://zieglersupersystems.com/ Jim can be reached at: 800-726-0510

Jim Ziegler and Ralph Paglia Host Dealer Battle Plan Workshop in Atlantic City on July 6-8th.

Dealer Internet Battle Plan Workshop

Internet Battle Plan Workshop for Car Dealers

Automotive Internet Battle Plan Workshop Hosted by Jim Ziegler and Ralph Paglia to be held on July 6-8th in Atlantic City, NJ

ATLANTA, June 2 /PRNewswire/ — Top automotive industry trainer Jim Ziegler and automotive digital marketing expert Ralph Paglia present a dynamic workshop to help auto retailers meet online marketing challenges. Automobile retail sales are a fiercely competitive and erratic market. Ziegler and Paglia’s plan is to give dealers an Internet Sales and Marketing Strategy to outperform the competition by gaining unfair competitive advantage on the web. This powerful event will be held at Bally’s Atlantic City, just minutes from the Philadelphia and New York City areas.

Change is constant. Nothing is the way it was, and will never be that way again. After working with thousands of automobile dealers over the years, Jim Ziegler needed to be sure his clients kept up with the new realities of changing technologies and the emerging influence of social media. So he assembled an all-star faculty for this dynamic event. All four presenters are world-class online retail practitioners. Their expertise and hands-on experience has shown they know what works and what doesn’t work in the online sales arena.

Jim Ziegler

Jim Ziegler

Ralph Paglia

Ralph Paglia

Joe Webb

Joe Webb

Tim Jennings

Tim Jennings

Workshop Instructors Ralph Paglia, Joe Webb and Tim Jennings have all been top-rated speakers at premier industry events such as Digital Dealer Conference and Exposition, J. D. Power and Associates Automotive Internet Roundtable, Dealer Synergy Sessions, ENG Automotive CRM Summits, Kelley Blue Book eNetworking Conferences, Driving Sales Executive Summit, Ford Lincoln Mercury Digital Advertising Summit, Toyota eCertified Dealer Workshops, NADA Workshops, General Motors Standards For Excellence (SFE) Conference, American Honda Motor Company Institute, Honda iN, Ford DealerConnection Workshop, Mercedes-Benz StarLeads and Content Management System Dealer Workshops, Reynolds Contact Management CRM Seminars, Honda iN Lead Management Workshop, Hyundai Dealer Lead Management Dealer Training, Ford Internet Lead Management (FILM) Dealer Seminars, Ford Business Development Center (BDC) Dealer Summits, Toyota University Signature Program, Honda EXCEL, Ford eTools Dealer Workshops, NCM 20 Group Automotive Digital Advertising for Dealers, ADP Dealer Services Internet Sales Dealer Summits, Automotive Success Magazine Best Practice Summits, and many more too numerous to list them all… Each of these car guys have managed both large and small dealership Internet Sales Departments.

When interviewed, Jim Ziegler smiled and said, “I’ve assembled a killer team for this event, combat tested veterans with more than four decades of in-the-trenches experience.”

When asked about his success in selling over 4,000 cars via the web in calendar year 2006 while working as Internet Director at Courtesy Chevrolet in Phoenix, Ralph Paglia smiled and responded, “Our team in Phoenix was able to do that because we went to war on the web with several unfair competitive advantages… As other dealers caught on, copied what we were doing, we continued to launch barrage after barrage of web initiatives that kept us ahead in the market by seizing and controlling car buyer mindshare…”

The well known Automotive Digital Marketing guru, Ralph Paglia, went on to say that he will deliver; “…several strategic and tactical “How To’s” that will not be for the weak or timid dealer because they are the web equivalent of “going nuclear” on a dealer’s local competition.”

Ralph Paglia stated, “Dealers with a weak stomach for hyper-competitive tactics such as driving traffic from their competitor’s lots and showrooms using mobile web apps and text messaging may find some of my more aggressive tactics as being a little over the top… But, by learning my Web Ninja Sales tactics they will at least be able to recognize and know when other dealers are using these aggressive techniques to steal business from their dealership before it is too late to defend themselves!”

At Bally’s Resort in Atlantic City, NJ on July 6 through July 8, Jim Ziegler and Ralph Paglia will deliver the real deal, content-rich sessions, hands-on “real-world stuff”, not theory.  Attendees will leave this 3 day workshop with the know-how to deploy the tactics and processes that are battle-tested and proven effective on the front lines in the most successful dealerships throughout North America.

Jim Ziegler advise all dealers to take action NOW; “Dealerships can’t afford to miss a single opportunity to do business… You MUST register and attend this Dealer Internet Battle Plan Workshop with your key managers or risk getting blown out of the market by your competition which is preparing THEIR Internet Battle Plan as you are reading these words!””

Having a dominant and effective presence on Facebook, Twitter, and other portals is critical to dealership marketing strategy.  Ziegler and Paglia are masters of the Social Web and using this incredibly popular medium to generate relationship based sales and to achieve dealer marketing objectives.  Dealer Internet Battle Plan Workshop participants will take back materials, hand-outs, CD’s, top secret user names and passwords along with an in-depth understanding of how to leverage online relationships for sales and profits.

Jim Ziegler and Ralph Paglia have each personally committed themselves to delivering workshop attendees a thorough understanding and ability to leverage the following…

  • How to implement “pathway to success”; email to telephone, phone to showroom, appointment to delivery
  • Effectively Maximize Existing Profit Centers and Create New Revenue and Profits
  • How to self-produce videos that capture customer trust and create high levels of credibility
  • Focus sites, microsites, landing page tactics and 12 other secrets to driving high-volume traffic
  • Internet stealth marketing techniques with ‘Ninja’ Search Engine Optimization
  • Beat third party lead providers at their own game on the Internet battlefield
  • Marketing and Advertising with ultimate Video Search Engine Maximization
  • How to turn your dealership into an Internet Sales Powerhouse
  • Customer Relationship Management and CSI Engineering Projects for High Average Profitability, Top-Rated CSI Scores, Customer Retention and Referrals!
  • YouTube, Facebook, LinkedIn and Twitter: How to profitize social media through customer-friendly “Pull Marketing”
  • Using little known but powerful web apps to divert OEM traffic to dealership websites
  • Receive individual passwords and authorized access to restricted file servers with hundreds of proven effective email templates, phone scripts, reporting spreadsheets, How To PPT files, performance metrics from top dealers, Internet Dept. Workflow process maps, business plans and other content too valuable to make openly available on the Internet!*

Ziegler SuperSystems is an automotive training and consulting organization based in the Atlanta, GA area. President Jim Ziegleris a member of the National Speakers Association and has been a keynote speaker at National and State Dealer conventions, and has trained over 75,000 Dealers, GSMs, Sales and F&I Managers. Course and Training information is at:http://zieglersupersystems.com/ Jim can be reached at: 800-726-0510

Ralph Paglia has served ADP Dealer Services as Director of Digital Marketing Solutions since April 2007.  He established the partnership between Ford Motor Company and ADP Digital Marketing which features joint ventures such as the Ford Lincoln Mercury Digital Advertising Program for Dealers and the Ford Regional Digital Marketing Consultants (DMC) supplied by ADP Digital Marketing.  Ralph is also the founder and editor in chief of the Automotive Digital Marketing Professional Community located at www.AutomotiveDigitalMarketing.com which is the industry’s leading independent online resource for digital marketing and Internet Sales Management tools, strategies, tactics, files, photos, videos and professional networking amongst over 3,500 of the most successful automotive marketing practitioners in the auto industry.  Ralph has recently led the development, build-out and opening of the ADP Social Media Reputation Management SkySong Operations Center as an auto industry leading joint venture between Arizona State University (ASU) and ADP Dealer Services located at ASU’s state of the art SkySong Center for Innovation, Technology and Imagination in Scottsdale, Arizona.  Ralph Paglia can be reached on his cell at 505-301-6369… by email at Ralph_Paglia@adp.com or follow him at http://twitter.com/RalphPaglia and friend him at www.Facebook.com/RPaglia.

*PLEASE NOTE:  File Server Access is restricted to workshop attendees and will be revoked for any dealer caught sharing their password with anyone who did not attend the Dealer Battle Plan workshop.

SOURCE:  Ziegler SuperSystems and Paglia Professional Network

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