Sell More Cars

panicyfewInternet and Web Development

Nov 18, 2013 (3 years and 7 months ago)

80 views

Digital Marketing Helps You
Sell More Cars

Creating
Value

for your
Dealership

©2010

Ira Kaufman,
President

Patsy Stewart,
Director Social Media

Robert Harper,
Automotive Marketing Strategist

Our Objective:

Address Dealer Pain Points


Better returns on Advertising $$


Boost 15% average customer
retention


Reach markets where they gather


Protect against salesman personal
branding



Four Parts


Part 1:
Beyond the Social Media Revolution

Part 2:
Auto Dealers…. Value of Social Media


Part 3:
How Do You Leverage Digital Media?

Part 4:
Let’s Start
-
-
Digital Marketing Plan


Digital Media Revolution


http://www.youtube.com/watch?v=lFZ0z5Fm
-
Ng

Rupert Murdoch
79 yrs old

net worth $6.3

billion

global media empire



175 newspapers, Fox Network,

35 TV stations reach 40+% countries;

internet
Hulu.com
;

MySpace

;
Dow Jones



Integrated Digital Marketing




Weaves traditional advertising (TV,
radio, print, direct mail), online, PR,
social media, mobile, outdoor digital


Technology has re
-
shaped people's
lives and re
-
defined how we work



Customers Don’t TRUST



95% do not trust advertising


8% trust what companies say about
themselves


17% believe companies take what they
say seriously

Alterian Research May 2010
,

Your Brand: At Risk or Ready for Growth?

Social Media Live Update


http://www.personalizemedia.com/garys
-
social
-
media
-
count/


Clicking this link will show you how
social media has been embraced.
Notice the elapsed time.

Social Media Impacts

Your Market




Facebook 400+ million active users



Twitter 105+ million users



LinkedIn 65 million users



YouTube over 2 billion views / day

Social Media Demographics


75% Adult Internet Users use Social
Media
Nielsen, June, 2010



Avg visitor spends 66% > time than
2009

Nielsen, June, 2010



80% female Internet users fan a brand
on a social network
www.marketer.com


18% Internet consumers start their
research with social media

Nielsen




*

Social Media Usage by Age

*

Social Media Users

Recommend Brands*

*


Age

Social Media Users


Recommend

Products/Brands

18
-
34

18%

35
-
44

18%

45
-
54

18%

55+

24%

*
Harris Poll

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=129546

Where is Your Target Market ?



2009, Boston College stopped giving Freshman
email addresses*


90% of those that can TIVO ads, DO!*


24/25 of largest newspapers experienced
significant decline in readership*


Young professionals


82+% use social media and texting**


15% purchase influenced by social media**


*
Socialnomics 2010

**
ExactTarget

2010



Traditional Marketing…

Less and Less Effective



Traditional marketing focuses on TV,
Radio, Outdoor, Print, Direct Mail



blast your message to a mass audience


hope that someone receives it in that instant, and will
pay attention.


all your competitors are essentially doing the same
thing


your strategy is to shout louder and more frequently (as
you can afford), to drown out your competitors’
message


Infrequently get feedback from your prospects,
communication is primarily one way



Social Media Marketing
Focuses On…


Meeting your prospects

where they are


“Getting found”

by prospects and buyers, at
the time and place of their choosing


Developing
relationships
which last beyond
the instant of contact


Interacting with prospects with engaging
content


Converting prospects depends on providing
value


Will Automotive
Dealers Embrace
Digital Media?



Manufacturers are active in digital media


"2010"


“dealers will increase digital presence

to survive and flourish”
Fast Company

2010



AutoNation Gets Social

Industry Successes

BMW, GM,Toyota


239 dealerships across 15 states



Sells more vehicles via Internet than
any other auto retailer


“When we look at social, it is not about
selling cars or making offers.



We’re doing it because we’re trying to
engage with customers.”



Uses Social Media to
Become ‘the Un
-
dealer’

2009 J.D. Power and
Associates Automotive
Internet Roundtable



Social media:


reaches more potential new
-
car buyers
than Google


positions dealers to find potential new
-
car buyers


Warning
--

overt advertising on social
networks is likely to be viewed negatively
by consumers

Customers
Share Their
Experiences

Customer Feedback


Creates Viral Awareness
without One Dollar of
Traditional Marketing


People trust corporations less
-

allow others to create trust


Reach out to those who are listening; let them talk for you


Let others know that you are a real, passionate person
about what they do and the Ford Brand


Run a
competition

involving Social Media


Post user content without editing it!


Use multiple social media channels to create digital buzz



Get On Board


executive team, board of directors


Leveraging Social Media



Most marketing $$ focus on 20% who are buying


GM targets the 80% not in the market to purchase


Strategy
-

engage those 80%


listen to what they want


drive innovation in products


take action on what is learned


GM wants brand managers, engineers and other GM
workers engaging with customers via social media


Then they will reach the 80% of customers
who are not currently in the market to buy

Nissan Leaf

Integrates iPhone, YouTube, Blog

http://www.youtube.com/watch?v=a
-
_xa_m7MXU

171,000 views in 6 days



Our Challenge is
Consumer Trust


“our positive customer reviews provides us
with tremendous credibility.


web traffic has increased by 40 %,


nearly doubled our monthly sales,


having one of our best months, when the
industry is experiencing one of its worst.”


General Manager

Auto Dealers
Embrace

Mobile Messaging



Universal City Nissan (Los Angeles)

boosted sales by
using mobile codes.

We get as many as 20 to 30 text
inquiries when we run the radio spot.




Honda Mall of Georgia (Atlanta suburb)


The cellphone is
the most direct way to market. It creates walk
-
in traffic and
inquiries



appeals to ages 18
-
40.


customers want information without talking to a salesperson.


tracks results of advertising and interest in particular
vehicles…. I know who is looking at a specific car today!”



Mobile Drives Service!


Southwest VA Ford Dealer only had 5
cars in for Friday’s service work



Database: 178 opt
-
in


Sent text out on a Thursday around 3:30pm


Text:

Oil change w/ rotation $23.95 Friday
only call now to book your appt. 555
-
2233”


8 people responded quickly
-
they retained
these customers


Average service ticket was $171 !!!


$1368 additional revenue!

Auto Dealers, 65+% Not Active

Clearly There is Value !


The Question is not

IF
your dealership

will adopt Digital Media…

But
WHEN?



This a repeat of the Internet Revolution;

Will you position your company as an


Early Adopter

or
Laggard
?

Are You Leveraging


Digital Media Opportunities
?

It’s more than
---





Having a Facebook page



Broadcasting Tweets



Uploading YouTube Videos



Blogging without a content
strategy


It’s

Digital Media Optimization


Has Your Ad Agency…


introduced you to
digital media ?


leveraged your TV,
radio with digital
media?


demonstrated
competitive advantage,
marketing opportunities
with digital media?



Traditional Media Changes


Past 20 Years

1.
Significant expansion of traditional media
channels with greatly reduced reach

2.
Increased $$ to reach same % of market
with same # of impressions

3.
Decreased # of potential audiences
(youth, women, executives) accessible
via traditional media



Dealers need an Digital Marketing Strategy


Are You Listening to Your
Company Chatter
?


Google Alerts


Twitter search


Facebook newsfeed and status updates


LinkedIn Q & A


Google Blog search



What Are They
Saying
?



4.2 Million Views


Leveraging Them?


Toyota Swagger Wagon

http://www.youtube.com/sienna


Facebook Should Be Interactive
NOT One Way


Facebook Should Be Engaging


If you act in new ways, you
will realize new results


In 2010 auto dealers will
Integrate
Digital Marketing
to

realize a
powerful edge



If you don’t respond, your
competitive advantage will be
vulnerable






Are You Ready ?

Do You Hear the Call?



Let’s
Start

Where are your customers?


Are
you

where your

customers are?


Are you engaging them?




What are your results?


Are your current marketing efforts
maximizing results?



Digital Marketing Strategy

Digital Marketing

Strategic Imperative


1.
Develop a Roadmap to
navigate the world of

digital media

2.
Ask the right questions

3.
Go beyond traditional
marketing as independent
silos; integrate your efforts

TV

Integrate silos


traditional

advertising

online

marketing

social

media


social public
relations

Integrate Your Media


Synergize … Build on each other



Assess Your Digital Footprint

1.
Google your company
name

2.
Print 1
st

two pages

3.
Track social mentions

4.
Evaluate the search
engine optimization
results

Traces left by someone’s
active and passive activity
in a
digital environment

Dealer
Touchpoint Map


Objectives:



Promote sales, service


Current Tactics:



TV, radio, direct mail, PR

Increase Touchpoints using:


Blog articles,


Youtube Channel


Twitter


Facebook


Social PR


Search engine optimization


Touch Your Customers

Should You Use Facebook?

Yes!

Facebook is the #1 social destination

Surpassed Google as #1 Trafficked Site



Reaches
217,440
within 50 miles of Roanoke
and Lynchburg


41% penetration among internet users
Facebook Global
Monitor


Users spend 7hrs+ per
mo

The Nielsen Company



25
-
34yr demo doubling every 6 months *


35
-
54
yr

growing fastest, with a 276.4%
growth rate*


55+ demo not far behind with a 194.3%
growth rate*

* Facebook Demographics 2009

What are FB Users

Looking For?



Getting news or product updates (67%)


Having access to promotions (64%)


Viewing videos/music (41%)


Submitting opinions (36%)


Connecting with other consumers (33%)




Pace University study, 12/08

Twitter
… say it in 140 characters



105 million registered users



New users signing up 300,000 per day



180 million unique visitors visit monthly



3 billion requests a day



Power search engine receives 600 million
search queries/day


Who’s on LinkedIn?


65 million Professionals


Avg income $109k


Avg age 37
-

52


Entrepreneurs


31%


Executives


18%


Decision Makers


42%


61,300 professionals
--

Roanoke 75 mile radius


*From LinkedIn.com Advertising

Foursquare

Location Marketing


Prove Media Works


Track
-

Evaluate ROI

1.
Webstats
-

Google Analytics

2.
Bud URLS

3.
Facebook Stats

4.
Social mentions

Service Departments have a
successful tracking model

When Do We See Results?


You will

1.
Increase Website Traffic

2.
Increase Dealer Buzz

3.
Build Facebook, Twitter Followers

4.
Realize referrals



3
-
6 Months Setup, Positioning

Digital Marketing

Best Practices


1.
Commit resources

-

executive buy
-
in; staff; training; $$

2. Build on what you are doing
-

Incorporate social
media to leverage current marketing

3.
Listen, Plan,

Test
-

Monitor digital buzz, what customers
are saying; create your strategy and then test it

4
. Develop competitive edge


as an early adopter you
can define your position


5. Be consistent, not overpowering
-

Maintain your
Brand; increase your digital presence, but don’t irritate





6.

Develop, maintain relationships
-

Touch your
potential car buyers and customers with
regular

alerts
on new inventory, service advice/coupons


7. Integrate
-

Weave your TV, radio with mobile, and
social media

8.

Measure
-

Monitor your company's “digital chatter”
and presence

9. Evaluate your ROI
-

Evaluate, readjust your tactics
to meet goals


10. Keep Current…Drive Innovation
-

With daily
changes, have experts keep your finger on the pulse

Digital Marketing

Best Practices
-
2


Digital
Solutions

-

a taste!


Create BUZZZ


Crowdsource contest “improve customer
service department”


Create an Attention Getting Event


Peoria AZ 150 car challenge



Create Loyalty Program


JD Power, “Loyalty is the #1 marketing tool for
the automobile dealer.”







About the Presenters


Ira Kaufman, President,
Ira challenges owners and senior executives to clarify their goals and
translate them into a consistent Brand and Integrated Media Marketing Strategy. He combines 30 years
of rich experiences with businesses and nonprofits to guide them to leverage the power of social media
for marketing, recruitment and organizational development . Ira collaborates with a team of experts to
design interactive environments to create long term business value by integrating traditional advertising,
online marketing, public relations and social media. His strong values and sensitivity to organization
innovation and change are the foundation of his work. Ira has a PhD in Marketing and serves as a
consultant, public speaker, and lecturer for companies and Senior Executive programs

.

Patsy

Stewart,

Director

Social

Media

and

Training,

Patsy

is

responsible

for

designing

and

implementing

social

media

strategies

as

part

of

an

Integrated

Media

Marketing

plan
.

She

specializes

in

working

with

clients

to

generate

conversations

that

create

relationships
.

Patsy

is

well

known

throughout

Virginia

as

a

speaker,

trainer

and

thought

leader

in

Social

Media
.

She

managed

a

recruitment

team

that

was

recognized

as

one

of

the

top

50

recruiters

nationally

using

Twitter/social

media
.

She

is

a

national

speaker,

contributor

to

business

publications

and

she

authored

the

ebook
,

"
How

to

Grow

Your

Digital

Footprint
"
.


www.entwineinc.com

Robert

Harper,

Automotive

Marketing

Strategist,

Robert

is

a

36

year

automotive

veteran

.

Prior

to

joining

the

Entwine

team,

he

was

President

of

Miracle

Ford,

Senior

Vice

president

of

the

Berglund

Automotive

Group,

operated

his

own

consulting

business,

and

was

co
-
owner

of

Dave

Sarmadi

Mitsubishi
.


He

has

worked

with

auto

advertising

budgets

from

$
200
,
000

to

$
3
.
5

million/

year
.