Archives For Ford Dealers

While participating in a meeting during NADA 2015 in San Francisco, I challenged Brian Pasch’s assertion that car dealers should not invest too much time or energy on Pay-per-Click Search Engine Advertising strategy or tactics… Almost a year and a half later, I believe Brian has come to understand why I still work so diligently at educating dealers about Google Adwords as a strategic digital marketing tool.

Recently Brian published an article on LinkedIn which references Ford Motor Company’s latest initiative to compel their dealers to spend more of their advertising budget on PPC Search Advertising.  This article is compelling because it showcases a major OEM doing whatever they can to drive their Dealer Network’s competitive positioning in Search Results Page rankings via the use of Google Adwords.

Although I agree that dealers need more and better educational resources for their digital marketing proficiency, I do not believe it is a 100% educational issue, nor will the problem be resolved by learning alone. Car Dealers have an almost inexplicable affinity for the off-line advertising media that has served them so well over the years… In the past. This will only be overcome when those of us in the automotive digital marketing world learn to communicate, present and close deals as well as the old school media sales professionals.

Here is the bulk of Brian Pasch’s article:

Education Is a Cause of Low Impression Share

Founder of PCG Companies, Author, Keynote Speaker

Education Is a Cause of Low Impression Share

Recently, Ford sent out a memo to their franchise dealers outlining their new co-op policy regarding funds associated with digital media investments. The new policy will require Ford Dealers to use 50% of the digital media funds for paid search, starting July 1st, until dealership impression share increases.

The reason for this change in policy, according to Ford, it the abysmally low AdWords impression share that Ford dealers have when consumers conduct a search in their local market for Ford related terms or general shopping terms.

The dealers must increase their paid search spend until they hit a target impression share, which would make the brand more competitive in search results.

While I understand the reason for this policy change, and how it will help to support the national advertising campaigns that Ford runs, it does not fix the underlying problem.

Why are Ford dealers not seeing the need to invest in search engine marketing?

According to Ford’s memo,  their dealer network is being outgunned by competitors by nearly a 3:1 ratio in paid search. Other dealer networks are investing in paid search, protecting their brand related terms, resulting in a much higher impression share.

So what is really the root cause of this competitive disadvantage? An issue is the current state of franchise dealership education. It is not a problem unique to the Ford dealer network. While some Ford dealers may not understand that they must advertise online, why is the Ford network they so far behind their peers?

While policies that require spending in specific strategies (SEM) makes sense in the short term, to protect market share, the bigger problem at hand is the failure of dealership education and certification regarding online marketing.

Franchise dealers hate being told how they have to advertise their dealership.

So, I’ll raise my hand to offer assistance to the Ford dealer network regarding strategies to help Ford dealers understand the “why” behind digital advertising and online marketing. PCG has developed a comprehensive catalog of online workshops designed to educate dealers on automotive digital marketing and sales process.

Once Ford dealers understand the “why” behind this policy change, they will adjust their spending patterns naturally. Forcing franchise to spend their advertising dollars in certain areas, without establishing a clear financial benefit first, will create friction between Ford and their dealer network.

Right now, affirmative action is needed. I support that decision, however, what about social media advertising? Video pre-roll advertising? Will the beatings continue without education?

Do you agree? Share your thoughts below.

2016 Digital Marketing Strategies Conference

I invite all dealership leaders to join me at the 6th Annual Digital Marketing Strategies Conference (DMSC), May 22-24th in the Napa Valley. This conference is designed for dealership owners and managers who want to gain a competitive edge with their online marketing strategy. 18 tickets remain; act quickly.

Conference details: http://digitalmarketingstrategies.org/

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…

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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Local Shoppers Look Online First

MARCH 15, 2010

90% search online for nearby businesses

The overwhelming majority of US Internet users research online to find local products and services, according to the “User View Wave VII” from BIA/Kelsey and ConStat.

The most common online tool used for local research was search. Nearly one-half of respondents used Internet yellow pages and 42% checked comparison-shopping sites before heading to local businesses.

Media Used by US Internet Users When Researching Local Products/Services, Q1 2010 (% of respondents)

In summer 2009, TMP Directional Marketing and comScore found that and 46% of local online searchers contacted a business by telephone after Web research, and 37% visited in person.

“The Internet has indeed become an integral part of consumers’ local commercial activity,” said Steve Marshall, director of research, BIA/Kelsey, in a statement. “The data suggest we’re at an inflection point where the balance of power in local shopping is shifting to online.”

Local advertising dollars will follow eyeballs; BIA/Kelsey expects the Web to get an increasing share of local ad spending over the next several years, reaching one-quarter of the total in 2014.

Over time, the researchers have noted an increase in the number of sources used for local shopping research, suggesting audience fragmentation that can be challenging for advertisers.

Average Number of Media Sources Used by US Internet Users When Shopping for Local Products/Services, Q1 2007-Q1 2010

“These challenges may be outweighed by the targeting opportunities available with tools like coupon promotions and appointment scheduling, the latter being among the best lead sources possible, since you know where people are actually going,” said Peter Krasilovsky, vice president and program director, Marketplaces, BIA/Kelsey, in a statement.

According to the report, 58% of respondents said they had redeemed an online coupon when shopping locally in the past year, and 19% made a local appointment other than a restaurant reservation on the Web.

[Sent from Ralph Paglia’s iPhone]

Top 10 passwords you should never use

A ccording to a report, most users still haven’t answered the call by security experts to implement more robust passwords. In fact, in a list of the most easy to hack passwords, simply typing ‘123456’ took a truly forgettable top prize.

Security firm Imperva recently released its list of the passwords most likely to be hacked based on 32 million instances of successful hacking. Imperva named their report “Consumer Password Worst Practices,” and some of the entries near the top are truly simple and could lead to theft or identity fraud.

Top 10 Worst Passwords
The following is a list of the most predictable passwords, and should not be used under any circumstances (Source: pcworld.com):

  1. 123456
  2. 12345
  3. 123456789
  4. Password
  5. iloveyou
  6. princess
  7. rockyou
  8. 1234567
  9. 12345678
  10. abc123

How to Strengthen Your Passwords
Other key findings in the report: it seems that almost 1 in 3 users choose passwords comprised of six or fewer characters; more than half use passwords based on only alpha-numeric characters; and almost 50 per cent used variations on their name, popular slang terms, or simple strings of consecutive characters from the average QWERTY keyboard — such as ‘asdfg’.

Imperva has made several obvious recommendations, suggesting most users adopt passwords with at least eight characters and to mix those characters between upper and lower case letters, numbers, and symbols. Passwords should be simple enough that they won’t be too easily forgotten, but the idea is to make cracking the code virtually impossible for either an unknown or known hacker.

About this article: Dennis Faas is the CEO and Chief editor of Infopackets.com: a daily, digital publication dedicated to MS Windows, computing, technology trends and solutions to real life computing issues: all written in simple English. Subscription to Infopackets Windows Newsletter is free. Visit us today!www.infopackets.com

[Sent from Ralph Paglia’s iPhone]

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