Archives For digital advertising

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.
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

Automotive Internet Sales 20 Group Composite – Chicago, October 23-25 2012 At The Downtown Hilton

I am proud to be one of the presenters selected to speak at the Automotive Internet Sales 20 Group in Chicago from October 23rd to the 25th and highly recommend this event for dealers and managers who are seeking to improve their Internet sales results. The way Sean Bradley has designed this event, participating dealers will be included in monthly conference calls to review participating dealer composite reporting ala “Dealer 20 Group” style, but specifically for handling online marketing and sales.

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.

Introducing Dealers United – Competitive Advantage for Privately Held Car Dealers – Automotive Digital Marketing Professional Community.

Dealers United

Dealers United Procurement and Cost Control Program

 

COMPETITIVE ADVANTAGE VIA COST CONTROLS – Dealers United enables
independent dealers and small dealer groups to generate big savings from
vendors by leveraging multiple dealerships’ purchasing power. Today,
independent dealerships and small dealer groups are unable to demand the
same level of discounts from their vendors as big dealer groups are
capable of achieving. Dealers United levels this playing field and
allows independent dealerships to compete with the purchasing power of
large dealer groups. Use the link provided to learn more about
enrolling your dealership in Dealers United…

Industry Thought Leader Shares Guerrilla Marketing and Competitive Conquest Advertising Strategies – Automotive Digital Marketing Professional Community.
Ralph Paglia, Vice President of Digital at Tier10 Marketing, is sharing with automotive dealers and managers his insights on guerrilla marketing and competitive conquest advertising strategies

DETROIT September 7, 2011 Ralph Paglia, Vice President of Digital at Tier10 Marketing, is sharing with automotive dealers and managers his insights on guerrilla marketing and competitive conquest advertising strategies for the web. With today’s technologies and the sophisticated messaging and advertising systems available, there are more ways than ever before for aggressive dealers and managers to take their competition’s customers away from them.

What are some online tools and techniques that dealers can use to see exactly which keywords the competition is bidding on in Google?

How can dealers and managers use their dealer advertising association’s own web site to take customers from other dealers?

Paglia offers advice to dealers and managers on:

  • How to create a dealership Google Adwords account.
  • How to register competitive conquest domain names.
  • How to build guerrilla marketing microsites.
  • How to determine the weakest gazelle for conquest.

Ralph Paglia has 20-plus years of leadership in information technology enabled automotive marketing strategy and tactical implementation. Widely known as the outspoken director of Digital Marketing at ADP Dealer Services, Paglia is now vice president of Digital at Tier 10 Marketing.

Paglia is also the founder and editor-in-chief of America’s leading social network for automotive marketing and sales professionals. The Automotive Digital Marketing (ADM) Professional Community provides an online exchange for strategies, tactics, best practices, files, images, videos and professional networking among marketing professionals working in the car business.

Paglia has presented critically acclaimed workshops at each of the 10 previous Digital Dealer Conferences.

Ralph Paglia will be speaking to dealers and managers about guerrilla marketing and competitive conquest advertising strategies for the web at the 11th Digital Dealer® Conference & Exposition, October 5-7, at The Mirage, Las Vegas, Nevada.

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.