What’s The Buzz At Automotive Ad Agencies?

February 16, 2010

There’s a buzz in the air and it’s not Buzz Lightyear.  

What’s the buzz about?

 

Digital!

  

Questions abound beginning with what does an integrated digital plan look like and how much should I spend.

It’s become very clear if dealers want to connect with the ever increasing digital customer you’re going to need to spend more in this arena.  

That’s the advice of Martin Sorrell, chief executive of  WPP.

 “Don’t just do digital because you can,” he said. “You must do it because it is integrated. As a dealer you have to use digital to augment the sales process.”  Sorrell said he is seeing signs that automotive brands are increasing their online marketing budgets this year.

 He said WPP’s research shows 93 percent of prospective buyers compare vehicles online before taking a car for a test drive, using third-party and automaker Web sites. But dealers only spend 2 percent of their ad budgets on Internet display ads.

 We are in a business environment that operates 24/7.   You have to expand your thinking as it relates to digital marketing.  The future of digital involves mobile applications, social media, social forums and integrated media.

 Research says only one in five consumers start their search for a car  at a dealers website.  To gain market share you’re going to have to connect with these customers before your competitors.  Most dealers can do mass media in their sleep.  It’s the dealer who integrates it with digital who is going to dominate.

    When you see how all  the pieces integrate it’s very exciting.

  • The dealership blog ties to twitter and facebook.  Key search terms from your blog increase the ranking of your website.  
  • You build a powerful social network that has far extending fingers into the market place.  
  • SEO program drives your website, blog, facebook and twitter pages toward page one of selected key words.
  • Specials on your website tie to your mass media.  Mass media push traffic to your website.
  • Targeted banner ads connect with in market shoppers and drive them to special landing pages. 
  • Text messages promote these special events.   
  • Cross promotions with local media outlets get very creative. Everything touches everything. 

 Don’t hide from this new world.  Get in the game.  Get your automotive ad agency to recommend your next step.  Market share is up for grabs.  Up your digital spending with a well thought out plan and just watch as your market share grows and grows.

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Make Your Phones Drive Dealership Traffic

February 11, 2010

Put Some People Behind Your Phones!

I spend a lot of time at up-your-ups sharing ideas and thoughts on driving dealership traffic.  

An idea about phone calls came across my desk several months ago and now I think it’s time to share it with you. 

Marketing and advertising are designed to drive dealership traffic.  But the end goal is not traffic for traffic sake but traffic that makes the cash register ring. 

If you want your calls to drive more traffic and profit here is something you should look into.

It’s a new tool called Tele Pulse.  It’s the brain child of Dr. John from PCS Global.

In these economic times every dealership has less resources.  Tele Pulse listens to the recording of calls overnight and sends a comprehensive report to you in the morning.

The key to these reports are they simply state  the facts of the call.  They’re not designed to evaluate  the call  handler.  A brief description is given of each call.  Based on this description the calls are grouped and identified into four area’s by Tele Pulse:

1) No Action Needed

2) Needs Follow Up                                                

3) Elevated To Manager Action

4) Save A Deal

The call report as loaded with other useful information including who handled the call, what department etc.   This is a 1o minute read for the General Manager.  It truly gives you the pulse of the days activity.

I know a few dealerships on this new program and they’ve really liked it.  Have your automotive ad agency check it out it’s not expensive and it really delivers results.

If you’d like your marketing and advertising dollars to pay off with adding dollars to your budgets try Tele Pulse.  If your concerned with CSI this is a good place to start as well.

Let me know if you have tried this program or something like it?

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