Integration Of Automotive Marketing Is True Love!

August 7, 2011

Is it possible to have love and automotive marketing in the same sentence?

Yes it is….

Really it is.  We’ve been trained for years to think of each individual media as it’s own silo.  You don’t fall in love with any marketing plan if you’re constantly evaluating each effort on it’s own merit.

Did the mailer work?

Did the TV spot drive traffic?

Did my web site create leads?

Is Social Media driving any sales?

What’s this have to do with LOVE?

 

(Note:  There’s nothing wrong with tracking and holding your marketing effective.

 I highly recommend it.  See TDS Ad Tracker)

THINK ABOUT THIS FOR A MOMENT!

I’m sure your spouse is good at  something, not so good with others, brilliant with some but when you put this all together you have someone you can’t live without.

 You could  find different  people whom are brilliant at certain things.  You could spend time with the good cook when your hungry.  Call the  good dancer when you’re ready to go dancing.  And you call the spiritual one when you’re ready to attend church on Sunday.  

The problem is  you won’t LOVE any of them.  You’ll change them out like pieces in a puzzle before you would ever know if they might be a good match for you.  

Marketing is the same way.  If you want to love your marketing you must integrate all aspects of your marketing into one great plan. A plan with everything rolled up into one incredible automotive marketing effort.

  • Take your traditional advertising and integrate into digital and social.
  • Take your digital marketing and integrate it into social and traditional advertising.  
  • Integrate everything into one complete plan.

STOP… treating every marketing opportunities as  stand alone options.

The question you need to be asking is can I integrate this into other advertising channels and can it make something else more productive.  If you  answer yes…. add it to the mix.  Don’t let your automotive ad agency keep you from integrating!  So many do without even realizing it!  They maybe be too small and don’t have the resources or they just focus on one particular media.

If you want to learn more about effective integration go to We Integrate Everything.

If your ready to really love your marketing start integrating today!

 

 

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How To Integrate Social Media Into Media Negotiations

August 1, 2011

Traditional negotiations of a television buy consisted of the number of spots you could get for your budget. You’d also look at reach and frequency in an effort to hit some minimum numbers. You’d look at the cost per thousand as you targeted a specific demographic. Finally, if you didn’t like the programming it was usually eliminated.

It’s time to now integrate social media into your television, radio or print negotiations.

Yes, social media is a high priority with most local media properties. The obstacle for most stations is how do they leverage thier media with advertisers most auto client don’t have a vibrant social program?

The answer is they can’t!

This is great news for you!  (You do have a social media program don’t you?)

If not check out Social.Motive.

There are two dynamics working here. The stations are looking for partnerships with dealers who have a social media program  and a media budget.  The stations have two strong motivating factors.

1) To get your ad dollars
2) To show some value in their social networks

For example WFAA here in Dallas Fort Worth has over 23,000 likes on facebook and over 18 twitter accounts.  About 16,000 on one account alone.

Here’s how you do it… ASK!  

Ask how can we tie  your social network into theirs. Can we do some joint social promotions? Can we tie into some events you have scheduled? Can we tie into your local programing? Can we offer your social networks something exclusive?

For no extra cost you’re  potentially connecting into another 40,000 targeted individuals simply by participating in social media.  Just ask!  You have a motivated partner.

Integration of social media into your media negotiations is a must. Leverage, leverage and more leverage!

Integration is the name of the game.

Look to integrate everything you do.  You really can’t afford not to!!!!

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30 Top Integration Thoughts For Better Marketing

July 6, 2011

Integration should be on your mind at all times.  

It’s without a doubt the key to marketing today and in the future.  If you’re not integrating you’re falling behind.

I created a list of 30 Integration starter idea’s for you!   Read the entire list and you’ll begin to feel the power that integration can deliver.

Remember it’s just a starter list… ENJOY! 

1) Integrate you call recordings with a service to review and flag missed opportunities

 

2) Integrate Facebook ads into your fixed operations offers

 

3)Integrate seasonal or promotional language into your Pay Per Click ads

 

4) Integrate hotspot technology and your landing page creative for digital

 

5) Integrate unique URL’s into your landing page program

 

6) Integrate site reports from Google analytics to lower bid prices

 

7) Integrate used digital ads with specific make and model on website

 

8) Integrate your blog with twitter and tweet 6 times per day

 

9) Integrate facebook and texting and gain valuable opt in cell numbers 

 

10) Integration of floor traffic and texting

 

11) Integrate your floor traffic and  texting

 

12) Integrate expandable banner ads with your live website

 

13) Integrate your traditional media buys with association ads

 

14) Integrate more emphasis on website in TV ads

 

15) Integrate the power of mass media social network with yours

 

16) Integrate media events in the community with your twitter and facebook

 

17) Integrate specific URL’s in print with dynamic digital landing pages

 

18) Integrate your blog content and make a great e-newsletter

 

19) Integrate your organic search efforts with your blog content and copy

 

20) Integrate your key search terms in your social content

 

21) Integrate outside experts to your social sites to add relevancy for search

 

22) Integrate texting into  your TV campaigns

 

23) Integrate QR Codes into all print and showroom materials

 

24) Integrate your blog with website home page

 

25) Integrate point of sale and  your social networks

 

26) Integrate be back strategies with texting

 

27) Integrate a tracking system that tracks traditional, digital and social

 

28) Integrate lifestyle data into your  media buys

 

29) Integrate zip code data for better digital results

 

30) Integration of free posting site with digital

 

Everyday be looking for ways to integrate and stretch your marketing dollars.  Take a look at what a day of integrated marketing looks like by clicking on this Integrated Marketing link.  

 

Please share some of your integration idea’s with us.  If your automotive ad agency isn’t integrating quickly share this list with them.

 

 

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How To Get Your Automotive Advertising In Touch With The Digital Customer

August 31, 2010

The world of automotive advertising is changing quickly.  

No longer can you afford to ignore the development of a  comprehensive strategy for today’s digital customer.  

This video blog will provide some  insight into today’s customer and how you can connect with them.

If your automotive ad agency is not prepared or ready to attack this new world give us a call.  This is what we do.

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The New Marketing Triangle For You And Your Automotive Ad Agency

July 13, 2010

The Master Merchandising Triangle has been the corner stone of  retail advertising programs for the past 30 years.  Inventory, Sales Staff and Advertising were the three legs to the Master Merchandising Triangle.  Each need to be in place for an effective marketing plan.

The concept is this:

Inventory:  Desirable inventory at the right price point is in place and ready to be promoted.

Sales Staff: A well trained and informed staff is ready to sell the promotional vehicles.

Advertising:  An attention getting  message and a good buy with lots of frequency is in place.

When all of these were aligned you could count on a successful promotion. Today; however, the advertising leg of this triangle has changed drastically. When Lee Galles created PRA (Planned Result Advertising) the only marketing channels available were broadcast television, radio, newspaper and direct mail. 

As a result I would like to share with you the new Automotive Marketing Triangle.

The three legs of great automotive marketing are now:

   Traditional Media “TV, Radio, Direct Mail, Newspaper”

   Digital  ”Websites, Text, Email, Banner Ads”

   Social Media   “Blog, Facebook, Twitter”


  You can’t ignore  these three critical marketing channels.

 One doesn’t replace the other, they only enhance each other. When all three areas are
working effectively the integration is magical.  They grow in strength with
each other and are enhanced far beyond their singular strength.

Today, many dealers are questioning traditional media.  If you want to make
your traditional media stronger, add digital and social to your marketing
plan.  If you want to make your digital marketing more effective, get
involved in social.

One reason dealers are hesitant to execute under this New Marketing Triangle
is budgeting.  Budgets are tight and dealers are just not sure how to
integrate the three.  Here’s some simple but effective advise.

  • 70/25/5 Budget Plan

        70% of  your budget should be in traditional media.

         20% percent in digital.

         5% percent in social media.

Reality is this:  Social Media doesn’t cost a lot of money just a lot of
time.  You only need to budget $2,500 to have the most powerful plan in your
market.  It’s really a no brainer.

Your automotive ad agency needs to get you on top of the New Marketing
Triangle.  Three good legs are a lot better than two.

How are you doing on your new triangle?

 

 

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What’s The Cost Of Survival? The Good News Is It’s Not That Expensive!

July 5, 2010

It really is a matter of survival and you need to get your automotive ad agency on the ball.  If  they’re not prepared get some outside help fast.

Let me know your thoughts.  Give me  call if you’d  like to discuss further.

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Is Social Media Expensive? Here’s Some Advice For You And Your Automotive Ad Agency.

June 29, 2010

What does survival cost?  That’s what we are really talking about.    

Social Media is being looked at by many dealers as an expense they  can’t afford.   If you’re questioning your investment into social media you and your automotive ad agency need to address two questions.

1) Do you want to be competitive in 3-5 years. In just a few years several of your competitors will own the social media market.  You won’t be able to compete  for this space.  That’s right , you’ll be out of the game and there’ll be very little you can do about it.

So look in the mirror and ask yourself can I really afford not to be engaged in a serious social media plan?

2) Are you really in social media or are you just pretending to be a player. It’s easy to spot the pretenders. You just can’t hide. You’re either in or your out. You’re either doing it right or your doing it some other way.

Don’t be fooled by pretenders. CAUTION!  They’re everywhere!  They’re knocking at your door.  Many live right inside  your store.  Pretenders will fool you into believing you’re on the right path.

IF YOUR SOICAL MEDIA PERSON HAS ANY OTHER  JOB IN THE STORE, STOP!

This person can’t keep up. Trust me. If your store has passion and purpose this individual will not have enough time to keep you on point. This requires a full time effort.  

  • After all we’re talking about survival!

I encourage you to review your social media implementation strategy.  Time is critical.  Do it right.

No imitations and no half baked efforts.

  • The cost of a great program really is not very much.

Ask yourself right now do you have the
time, resources, and expertise to run a social media program everyday?

 The clock is ticking. 

STOP asking yourself how can I afford social media and start asking how can I NOT afford social media.


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