Posts Tagged Car dealership

ADM Community Ranked 10 of 100 Top Auto Blogs by Independent Source

The dramatically tall Infographic that appears below showcases an independently produced and ranked directory of the Top 100 Automotive Blogs selected for recommendation to visit, subscribe, join and follow in 2013…

When the author (Ron Mays) who assembled and created the infographic that shows this ranking of the “Top 100 Automotive Blogs and Networks for 2013” first contacted Ralph Paglia, we did not know what to expect. Ralph provided Ron Mays with the information he requested. When the list was announced by CouponAudit and the below Infographic published, all of us associated with the Automotive Digital Marketing Professional Community were pleasantly surprised to see that the ADM Professional Community came in at number 10 out of 100 sites that were selected and ranked.

The infographic that Ron Mays and the CouponAudit team created to display this ranking of auto industry and car business networking UGC sites is available below:

Top 100 Fashion blogs to follow

An infographic by the team at CouponAudit

In above infographic, you can view top 100 Auto Blogs to follow in 2013, which CouponAudit ranked according to quality of posts.

Visit and join the Automotive Digital Marketing Professional Community at www.automotivedigitalmarketing.com

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Use “Hummer Tax Loophole” To Sell More Vehicles In December

Are You Using \”Hummer Tax Loophole\” To Sell More Vehicles In December?

Car Dealer uses “Hummer Tax Loophole” to Educate Commercial Vehicle Buyers and Close More Deals In December

I received the following commercial vehicle buyer targeted explanation of the tax advantages businesses can gain by purchasing one or more new vehicles before December 31st. I received in my overcrowded Gmail inbox, where it caught my attention and I found it to be so compelling that it merited being shared with the ADM Community… The dealer group that sent it to me is the Resnick Automotive Group of Schaumburg, Illinois. I also added several sections with further detail directly from the IRS towards the bottom of this post:

One of the more popular uses of the Section 179 Deduction has been for vehicles. In fact, several years ago the Section 179 deduction was sometimes referred to as the “Hummer Tax Loophole,” because a the time it allowed businesses to buy large SUV’s and write them off. While this particular use (or abuse) of the tax code has been modified with the limits explained below, it is still true that Section 179 can be advantageous in buying vehicles for your business.


You still have an excellent opportunity through 12/31/2013 to minimize your tax liability by purchasing a qualifying Car, Truck  Van or SUV. Plus, under the Tax Relief / Job Creation Act of 2010, qualified small business owners who purchase a qualifying vehicle GVWR (Gross Vehicle Weight) of 6000 pounds or more, may even have greater benefits if the vehicle is entirely used for business purposes.

  • Under the IRS ruling, the following  new “trucks” qualify.
  • Consult your accountant/tax advisor for complete details and eligibility.
  • Qualifying Vehicles of 6000 lbs. GVWR

Mercedes-Benz

Lexus

Toyota

Sprinter Van
ML350
GL450/550
GL350 BTC
G550

GX460
LX570

Tundra
4Runner
Sequoia

Additional Savings:
 Special Finance Rates, Factory Incentives and Dealer Year-End Discounts

Additional Section 179 Details Published by the IRS:
Update / IRS Guidelines for Vehicles in 2013

The IRS has not yet released guidance concerning Section 179 and Bonus Depreciation as it relates to vehicles for the year 2013. The guidance will be published in the Internal Revenue Bulletin sometime after April 15th. So be patient, and check back here often for the release date.

There are a number of qualifications for vehicles, all with varying tax treatment. Please refer to page 6 of these Instructions for Form 2106 to read the exact IRS language.

What are the limits on Typical Passenger Vehicles?

For passenger vehicles, trucks, and vans (not meeting the guidelines below), that are used more than 50% in a qualified business use, the total deduction for depreciation including both the Section 179 expense deduction as well as Bonus Depreciation is limited to $11,060 for cars and $11,160 for trucks and vans.

Exceptions include the following vehicles:

  • Ambulance or hearse used specifically in your business;
  • Taxis, transport vans, and other vehicles used to specifically transport people or property for hire;
  • Qualified non-personal use vehicles specifically modified for business (i.e. van without seating behind driver, permanent shelving installed, and exterior painted with company’s name).

Limits for SUVs or Crossover Vehicles with GVWR above 6,000lbs
Certain vehicles (with a gross vehicle weight rating above 6,000 lbs but no more than 14,000 lbs) qualify for expensing up to $25,000 if the vehicle is financed and placed in service prior to December 31 and meet other conditions.

What Vehicles Qualify for the full Section 179 Deduction?

Many vehicles that by their nature are not likely to be used for personal purposes qualify for full Section 179 deduction including the following vehicles:

  1. Heavy “non-SUV” vehicles with a cargo area at least six feet in interior length (this area must not be easily accessible from the passenger area.) To give an example, many pickups with full-sized cargo beds will qualify (although some “extended cab” pickups may have beds that are too small to qualify).
  2. Vehicles that can seat nine-plus passengers behind the driver’s seat (i.e.: Hotel / Airport shuttle vans, etc.).
  3. Vehicles with: (1) a fully-enclosed driver’s compartment / cargo area, (2) no seating at all behind the driver’s seat, and (3) no body section protruding more than 30 inches ahead of the leading edge of the windshield. In other words, a classic cargo van.
Other Considerations
  • Vehicles can be new or used (“new to you” is the key).
  • The vehicle can be financed with certain leases and loans, or bought outright.
  • The vehicle in question must also be used for business at least 50% of the time – and these depreciation limits are reduced by the corresponding % of personal use if the vehicle is used for business less than 100% of the time.
  • Remember, you can only claim Section 179 in the tax year that the vehicle is “placed in service” – meaning when the vehicle is ready and available – even if you’re not using the vehicle. Further, a vehicle first used for personal purposes doesn’t qualify in a later year if its purpose changes to business.

via Automotive Digital Marketing Professional Community.

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Car Dealers Have 4 Mobile Musts for Google Advertising

4 Mobile Musts for Car Dealers Using Google Advertising

Here are the 4 Mobile Musts of Google Advertising for Car Dealerships

by Dan Blau, Cobalt Digital Advertising Analyst

Over the past decade, advertising budgets across the country have been increasing in the automotive industry. A new eMarketer report projects that the US automotive industry will spend $5.07 billion on paid digital advertising in 2013, with that total rising to $7.80 billion by 2017.

 

As budgets increase so does the number of channels in which those ad dollars can be spent, making decisions about where to spend your dollars extremely challenging. One important channel that should not be overlooked is mobile advertising on Google.

For the first time, smartphones are currently on pace to outsell standard feature phones. To say that the mobile car-shopping population is growing is an understatement. A J.D. Power & Associates study found that the percentage of US vehicle shoppers who have visited an automotive website via a smartphone grew from 17% in 2010 to 31% in 2012.

This increased access to smart mobile devices in the hands of potential car shoppers is a largely untapped opportunity. Especially when you consider that mobile shoppers are proven to convert better than desktop shoppers.

A recent study of Nissan’s digital traffic found that mobile car shoppers are 30% more likely to submit a lead than their desktop brethren. These potential customers tend to be on the go, in more of a rush, and looking to gain information— and sometimes take action— as quickly as possible.

If you’re not advertising and promoting your brand to roving car shoppers, that will help you build a strong mobile brand

Here are four mobile musts for your dealerships website and ad campaigns that will help you build a strong mobile brand.

1. Consider Your Mobile Shopper’s Experience

Before even thinking about advertising to drive traffic to your mobile site, you first need to get the site ready for proper viewing. The goal should be to make a simplified version of the full website that is user friendly and intuitive for your mobile shoppers.

First, make sure graphics and all content load quickly. Mobile users have limited time and attention spans. Aresearch study conducted by user experience expertsAkamai shows that mobile website bounce rate increases drastically if a site takes longer than 6 seconds to load.

Your next step should be to consider the varying screen sizes of mobile devices. Verify that appropriate formatting is in place to make the content appealing and easy to navigate while viewing on phones and tablets.

 

2. Appeal to Mobile Search Traffic

Now that you’ve streamlined your mobile site, it’s time to put yourself in the mind of the mobile shopper. Ask yourself:

What searches would a mobile shopper perform, and how can I utilize that search information to drive relevant traffic?

The user experience when performing a dealership search is different on a phone or tablet than it is on a desktop. For one thing the potential buyer is using a touch-screen, and therefore is less likely to type a long search query. Shorter searches mean that the keywords you need to bid on need to be very precise. It would be wise to consider possible shortenings or abbreviations. And be sure to avoid using keywords that are overly broad that will end up attracting irrelevant clicks.

3. Enhance Your Campaigns

Enhanced Campaigns in Google Adwords is a powerful feature than can help you organize your different mobile campaigns and set your mobile bids to ensure your ads perform better. Think about the size of a mobile screen and how important it is for mobile ads to rank high. On a desktop there are ten ad positions that take up close to one third of the screen, while phones and mobile devices might only feature three ad positions that occupy 50% of the screen.

That’s some valuable real estate right there! This monopoly on screen space is another reason why mobile ads tend to have higher click-through rates.
And in case you were wondering… Yes, Google has effectively monopolized the mobile search market. According to Global StatCounter, Google’s mobile search market share was 96.9 percent as of May 2012. This alone is more than enough reason for dealers to embrace Enhanced Campaigns in their mobile strategy.

 

4. Optimize Your Landing Pages for Mobile

Potential phone and tablet customers deserve the same experience as desktop shoppers. Directing users to designated landing pages with strong, relevant content— and not just dropping shoppers on the home page— is a big part of providing that seamless experience. These landing pages should be mobile optimized, easy to navigate and in line with the site’s overall style and layout.

These steps may seem basic, but there are still brands out there that ignore the simplest things that make the biggest impact on their dealership advertising.

What steps have you taken to make sure your advertising is reaching the growing mobile shopping community?

About the Author

Dan Blau has a Bachelor’s Degree in Marketing from Washington State University and brings 5 years of digital advertising experience to Cobalt. Before working at Cobalt he was a Marketing Specialist at a Bellevue e-learning company. Dan’s first car was a 1995 Turquoise Toyota Tercel 5 speed. He’s a diehard Seattle Seahawks fan and is a season ticket holder. Feel free to reach out to Dan atblaud@cobalt.com.

via 4 Mobile Musts of Google Advertising – Automotive Digital Marketing Professional Community.

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CRM Triggered Personalized Customer Emails Outperform Bulk Email Campaigns for Car Dealers

CRM Triggered Personalized Customer Emails Outperform Bulk Email Campaigns for Car Dealers

 

Personalized Promotional Offers and Event/Time CRM Triggered Emails Seen Delivering Stronger Results than Mass Email Campaigns for Car Dealers and Automotive Marketers

The results stand in apparent contrast to study findings from MailerMailer last year. That study found that emails with the subject line personalized had lower open and click rates than those without personalization. The difference could be attributable to the sample set analyzed. The MailerMailer study took a broad view, looking at opt-in emails as a whole, while the Experian study analyzed promotional and triggered emails only.

I have seen where time spent detailing out the email templates that are triggered by lead status changes in a dealership CRM system creates a highly effective sales and marketing automation strategy. In my own personal experience, the many hours invested in creating custom email templates that are specific for such CRM activities as leaving a voice mail, trade-in estimate, payment quotes, changes in program interest rates for the specific vehicle the customer is interested in, or sending a price quote will pay off with a robust ROI. Customers receive a steady stream of personalized messages that are triggered by an event or timing that is predetermined and logically expected by the customer… When done properly, these automated highly personalized CRM triggered emails will elicit a thank you from customers for the diligence a salesperson has exercised in staying in contact with them. Quite simply, there are few other sales automation systems appropriate for car dealerships with as positive a result as robustly customized CRM implementations.

   

For CRM system triggered emails, those with the subject line personalized had an average open rate of 29.2%, about 25% higher than the rate for those broadcast email campaigns without personalization (23.3%).

  

As for unique click rates, personalized emails outperformed their counterparts for both promotional emails (3.2% vs. 2.3%) and triggered emails (6.7% vs. 4.4%).

   

The Experian study also finds personalization providing a significant lift in transaction rates and revenue per email:

  • For broadcast type promotional mailings, transaction rates were 7 times higher (0.35% vs. 0.05%), while for CRM triggered mailings, they were more than twice as large (0.62% vs. 0.25%)
  • For promotional mailings, revenue per email was more than 6 times higher ($0.26 vs. $0.04), and for triggered messages, they were 63% higher ($0.31 vs. $0.19).

Source 1: MarketingCharts.com/personalized-promotional-and-triggered-emails-s…

Dealer-to-Customer Emails:
Data Shows Longer Subject Lines Get More Clicks

These emails have a CTOR 94.7% above the average (and click and open rates 276.4% and 93.2% above-average, respectively). B2B emails show a similar trend, though not quite as clear cut. Emails with subject line length of 20 characters performed above-average for all 3 metrics, though the rates generally dipped after that until recovering from 90 characters in length and up. The peak for open rate was 20 characters (24.6% above-average), while the peak for click rate was for 140 characters (82.7% above-average) and for CTOR was also 140 characters (72% above-average).

E-commerce Emails Show Mixed Trends

Data from Adestra’s subject line study indicates that when it comes to the e-commerce sector, the results are fairly mixed. Subject lines 110 characters in length performed best for open rates (122.4% above-average), but those 70-characters-long did best for click rates (91.1% above-average), while those with 30 characters achieved the best CTOR (17.4% above-average), despite the latter having below-average open and click rates. Overall, subject lines with 70 characters appeared to do the best, with above-average performance in each metric.
  

For the events sector, short subject lines (20-30 characters) got the highest open rates, while longer subject lines (120-150 characters) got the best click rates and CTOR. Publishing emails displayed the same pattern as events emails, though for charity emails, short subject lines had the highest open, click, and click-to-open rates.
  

Overall, across the 6 sectors studied, despite an open rate peak for emails with 20 characters, longer subject lines (100+ characters) appeared to deliver better open, click, and click-to-open rates. This compares with recent studies from MailerMailer and Informz, which found shorter subject lines to clearly have the best open rates, though with mixed results for click rates.
  

Word Count Results Similar

Further results from the Adestra show that word count length has a similar effect to that of character count, but is amplified. Email subject lines that are a single word have a spike in open, click, and click-to-open rates relative to the average, though all metrics dip in response rates alongside increasing word length, until 15 words and longer, when they begin to rise and hit new peaks.
  

Looking at the results by sector, some interesting patterns emerge. For e-commerce emails, 1-word subject lines had the highest open rate, but 4-word lines had the best highest CTOR relative to the average. For events emails, shorter word counts (2-5) delivered the best open rates relative to the average, but longer word counts (19 and up) delivered both the best click and click-to-open rates relative to the average.
   

For the publishing sector, the results were clearer: longer subject lines delivered generally higher-than-average open, click, and click-to-open rates, aside from a spike at 2 words. For the charity sector, short subject lines did well for open and click rates, and longer counts (14 words and up) performed worst for click-to-open rates.
  

In the B2B and B2C sectors, open, click, and click-to-open rates were generally better for longer word counts, though 2-word subject lines performed best overall in the B2B sector.

“Coupon” Fares Worst Among Offer Terms

Notably, the study finds that for the e-commerce sector, the word “coupon” has open rates that are 55.6% below the average for offers emails, with click rates also 85.8% below-average and CTOR 68.1% below-average. This appears to be in direct contradiction to results from an Epsilon study also released in July, which found that the keyword “coupon” was tops for email opens. However, that study only measured the 2011 holiday season, which may explain the discrepancy in results.

  

According to Adestra, the words “sale” and “% off” performed best in click rates and CTOR relative to the average for offer emails, and also perform among the best for open rates.

   

Other Findings:

  • For the events sector, using currency (particularly $ signs), first names, “thousands,” or “millions” can have an uplift for all 3 metrics.
       
  • For the publishing sector, “video” and “exclusive” perform very well relative to the average, while the terms “newsletter,” “research”, “report,” “forecast,” and “intelligence,” all perform significantly below-average.
       
  • For the charity sector, the words “appeal” and “donate” fare poorly compared to the average, while “give” has above-average results.
       
  • For the B2B sector, currency symbols, as well as words such as “profit,” “revenue,” “turnover,” and “referral” perform markedly above-average, while the term “B2B” shows very poor response rates.
       
  • For the B2C sector, “sale,” “% off,” “video,” “exclusive,” and “new” perform best, while “coupon,” “half price,” “free,” and currency symbols are below-average.
       
  • According to a July 2012 report [pdf] from Experian, including the word “exclusive” in the subject line can provide a lift of 14% in promotion mailings (15.9% with vs. 14% without). Similarly, subject lines including “top 10″ or “top 5″ deliver open rates 13% higher than promotional emails without them (16.1% vs. 14.3%).
        
  • Also per the Experian findings, emails asking customers to rate and review purchased items generate 2 times higher open rates, 39% higher click rates, 22% higher transaction rates, and 32% higher revenue per email.

About the Data: The Adestra study campaigns had more than 5,000 recipients per campaign, but were not limited to large campaigns. The study was conducted across the client basis without regard to list size.

 

via  Automotive Digital Marketing Professional Community.

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Online Car Selling Checklist for Automotive Marketing

Online Car Selling Checklist for Automotive Marketing Professionals

 

Online Car Selling Checklist

Can a computer sell a car?

While much of the online car selling process is automated these days, the answer is still no. To successfully sell a car online, there are a few essential points that auto dealers and individual sellers need to remember. Mere hours of work, invested by a few people, can dramatically improve your vehicle sales online.

Before you post your vehicles on the internet, double-check Strathcom’s Online Car Selling Checklist:

1. Do you have great descriptions to hook your reader?

When you’re selling online, you need to engage your reader the same way an author does, in the first paragraph. Do you have detailed, complete vehicle descriptions? If not, don’t expect to sell cars.

*Pictures and descriptions can lower a bounce rate by up to 60% (Bounce rate is the percentage of people  that leave your site without clicking through to another page)

Tips:

  • Be descriptive — “soft, heated leather upholstery” sounds better than just “heated seats.”
  • Use safe terminology — avoid words like “mint” or “new.” A car isn’t new if it’s three years old. Rather, use ambiguous or interpretive terminology like “very clean,” which won’t cause problems down the road.
  • Use words people relate to — “well maintained,” “local,” and “accident–free” are examples.
  • Paint a picture — help readers picture a car in their minds. A good description for a convertible: “This cabriolet turns heads cruising in the sun.”
  • Tailor descriptions — is it summer? Then describe the efficient A/C system. Winter? Mention the vehicle has a car starter and heated seats.
  • Instil confidence in the reader — use words like unique, rare find, great find, very successful, award winning, economical, powerful, safe, beautiful, stunning, eye catching, head turning, best-selling, etc. Customers want to know they’re making a great buy.
  • “What’s in it for me?” — Highlight the benefits of each element you are describing to your customer. Don’t just say “has silicone wiper blades,” but rather add “Silicone wiper blades last three times longer and perform better than ordinary rubber blades. They offer resistance to fuels, oils, acid rain, washer fluid and road grime.”

The industry is changing. Things like “Tilt” and “ABS” are no longer selling features. People now want to know the MPG or L/100km they will get on a tank of gas. Honesty is important too; if a vehicle has high kilometers, admit it — but focus on its spotless service record.

Bottom line: writing good descriptions will increase the amount you get paid for your vehicles.

2. Have you posted pricing for all of your vehicles?

While some dealers feel that more people will call if there is no price, this is never the case. You should at the very minimum post a MSRP for new vehicles and make it easy for a consumer to submit a lead for more information. Pricing should always be posted for used vehicles — no exception.

3. Are your descriptions legible?

Ensure that your listings have proper spelling, grammar and easy-to-read fonts. Avoid wild colours, OVER-CAPITALIZATION (AKA “caps lock syndrome”), and fancy fonts as these elements will not give you more attention, but rather annoy the reader.

*Car buyers now physically visit only 1.3 dealerships before buying. Don’t give them a reason to go to the competition

   

4. Are you consistent across all postings?

Complete descriptions, detailed photos, proper prices — all of the elements that make a good vehicle posting need to be applied across the board on your listings to capitalize on return traffic. Consumers will research for 3-6 months before making a purchase, meaning they will return to your site multiple times; you should convey the correct brand message on each visit.

5. Do you have photos for all of your vehicles?

Having good vehicle photos should be common sense; customers want to see a car before they buy it. Do you have pictures for all of your vehicles? Do you have them online as soon as a car hits the lot? You should, or you could be losing sales to the competition.

*According to Kijiji, ads with pictures were twice as likely to get a reply than those without

Tips:

  • Highlight selling features — focus on what matters to your buyer. Selling a minivan? Focus on interior and safety.
  • Timeliness is extremely important — get pictures online within 48 hours of the unit arriving.
  • Include a variety of photos — give your customers an online walk-around of the vehicle.
  • Take Interior & Exterior Photos — get every angle: under the hood, the dashboard, seats (front and rear) and the exterior.

Side-by-side, which looks more appealing: no-name pop, or Coke? Which would you pay more for? Having vehicle photos is like branding. It makes customers more confident in your product, and increases sales while allowing you to ask more for a vehicle.

The principles are the same online as they have always been offline. If someone came in to buy a Cadillac Escalade, you wouldn’t bring up gas mileage. The point is to tailor your photos and descriptions to each vehicle. This is the best way to build quality leads that will make you a lot more money.

– Michael Fisher with Stuart Bendall and Trish Rowsell

 

 

via Online Car Selling Checklist – Automotive Digital Marketing Professional Community.

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9 Million Reasons Why VDP Views Are The Metric That Matters – Automotive Marketing

9 Million Reasons Why VDP Views Are The Metric That Matters

Posted by Cobalt

Shaun Kehrberg

by Shaun Kehrberg, Product Marketing Manager, Digital Advertising

VDP Views Decrease Inventory Time On Lot

Just 12+ more VIN views could mean 44% LESS time on your lot

The verdict is in: if they view the highlights, you’ll view the taillights. In other words, the more car shoppers engage with your Vehicle Details Pages (VDPs), the quicker your cars will move off your lot— and that’s a fact.

Based on an eight month study of 9 million VDP’s, 125 million website visits, and 250 million online actions, our automotive consumer research conclusively shows that:

  • VDP views and time spent on VDP’s are 2 of the top 4 online sales predictors

  • VDP’s with 20-30 pageviews spend 29% less time on the lot

  • VDP’s with more than 30 pageviews spend 44% less time on the lot

So how do you best position your automotive digital marketing strategy to be a VIN factory? We’ll address just that in an all-new Cobalt series: The Down & Dirty on Dynamic Inventory Merchandising. In this series, we’ll tell you how to harness the power of multichannel marketing to turn your dealer website into a VDP hot spot.

Stay tuned for Part 1, when we look at the impact of Dynamic Inventory Merchandising in your dealership’s retargeting ads.

Source: Cobalt Business Intelligence VDP Study, 2012

About the Author
Shaun Kehrberg

Shaun Kehrberg is the Product Marketing Manager, Digital Advertising at Cobalt. He is focused on helping dealers understand the power of today’s advertising technology and the collective value of the Cobalt digital marketing experience. Shaun can be reached

via Automotive Digital Marketing Professional Community.

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Josh Vajda Advises Car Dealers on How to Communicate with Mobile Customers

via How to Communicate with Mobile Customers – Automotive Digital Marketing Professional Community.

How to Communicate with Mobile Customers

It’s becoming more common for customers to shop, communicate and conduct daily business using their mobile devices.

If you are selling cars in a dealership, I’m guessing you’ve received many responses from customers with the signature “sent from my iPhone/4G-LTE smartphone/mobile device.” When you see this type of response, do you attempt to communicate as you normally would?

 

Almost all of the e-mail templates and responses I have seen were created for customers who are sitting at their computers. Many salespeople have been trained to reply to an Internet lead with a fairly long, personalized response that includes links to several pieces of inventory, reasons for buying from this dealership and one or two questions designed to engage. This type of e-mail is great if your customer is sitting at the computer. But if you send that same response to a mobile customer, they’re probably not going to engage.

 

So what’s the best way to communicate with a mobile customer? Here are a few tips:

 

1)    Get to the point. Mobile customers don’t think or respond the same way, and don’t have the same level of patience as when they’re sitting at home on their computers. A mobile customer is probably going to be distracted; multi-tasking, bouncing from checking e-mail to Facebook, to Twitter, to attending to their daily life. For this reason, keep your e-mails to no more than a couple sentences and you’ll be more likely to engage that customer in a conversation.

 

2)    Choose attachments and links carefully. If you’re used to sending a brochure about your dealership, an embedded video, or showcasing a particular vehicle with hundreds of photos, think twice before sending memory-heavy attachments to the mobile customer. Mobile users aren’t likely to open an attachment that’s difficult to view on a small screen or takes a long time to download. Instead, send a link to a video or send one good photo of the car that they inquired about.

 

3)    Be Patient. On mobile devices, many people respond one line at a time, as if in a chat. Going back and forth one line at a time may become frustrating to you. But remember, this is not about you, it’s about the customer and their needs. You may reach a point where you think that one phone call could replace all this, and ask the customer to just call you, or you may try calling them. Or you may be tempted to write, “if you set an appointment to come in and take a test drive, all your questions will be answered.” Yet, just as we’ve been taught to earn the right to ask for the sale in the traditional sales process, you must earn the right to ask your mobile customers. When you’re communicating via mobile, it may take a lot longer, moving one small step at a time. Trying to skip ahead in the process could disconnect them from the conversation.

 

What tips do you have for communicating with mobile customers?

via How to Communicate with Mobile Customers – Automotive Digital Marketing Professional Community.

English: Washington, DC, April 27, 2010 -- FEM...

English: Washington, DC, April 27, 2010 — FEMA launched web pages that now work on mobile devices and residents now have the option of getting FEMA assistance information on their mobile phones. The address is http://m.fema.gov. FEMA/Bill Koplitz (Photo credit: Wikipedia)

 

 

 

 

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Do New Car Photos Really Make a Difference from Stock Photos? – Automotive Marketing Professionals

Do New Car Photos Really Make a Difference from Stock Photos?

ADM Forum Question Posted by Kim Essenmacher

I have to ask this question because each seminar, webinar and research study that I have read is stating this to be the case. It increases VDP’s, time on the site and in turn increases sales.  Here is a study from KBB:

Shoppers Want Actual New Vehicle Photos, Not Stock Photography on Dealer Web Sites

According to a new study conducted by Kelley Blue Book Marketing Research among in-market car buyers, 90 percent of vehicle shoppers would prefer to view actual photos of new vehicles currently on the dealer’s lot than view stock photography of a vehicle they are interested in buying.

When it comes to purchasing a used vehicle, viewing photos of the exact vehicle, its options, condition and mileage help a potential buyer make a purchase decision. But, when it comes to buying a new vehicle, in-market shoppers say they want to have that same luxury; seeing photos of the exact vehicle on a dealer’s lot before driving to the dealership. Today, most dealerships use stock photography of new vehicles provided by the manufacturer to showcase current model-year vehicles.

Recent market research shows nearly 70 percent of today’s new vehicle shoppers are turning to the Internet for new vehicle research. Nearly half of these shoppers visit at least one dealership Web site during the research process, making the information found on the dealer’s Web site crucial in garnering a new customer. In fact, 74 percent of vehicle shoppers say they are more likely to visit a dealership if they are able to view a picture of an actual vehicle currently available on the lot, rather than stock photography. What’s more, 53 percent would be more likely to buy that particular vehicle from a dealership offering actual photos of in-stock vehicles.

CDMdata Inc., a Kelley Blue Book Company, offers products and services that aid dealers in easily marketing both their new and used vehicles online with photos. CDMdata’s DigitalLot® Solution is a device that collects vehicle information by scanning the VIN, takes multiple photos of the actual vehicle and then uploads all of the information to the dealer’s Web site (and up to 150 retail Web sites) with the simple push of a button. The DigitalLot Solution can take up to 32 photos of each vehicle, and the in-depth VIN explosion allows consumers to instantly and accurately view all of the detailed information about their prospective new or used vehicle. For dealers who prefer to have someone else doing the book-in work, CDM Dealer Services provides a company representative to come to the dealer’s lot to upload the information and photography for them.

“The online automotive shopping and buying process must continue to evolve, and the DigitalLot Solution is a critical tool to help dealers improve their relationships and build more trust with online shoppers,” said Mike Romano, chief operating officer for CDMdata, Inc. and vice president of dealer strategy for Kelley Blue Book. “Whether using the solution for new or used vehicles, the DigitalLot quickly and easily automates the process of uploading dealers’ online inventory, allowing them to ultimately sell more cars faster.”

About Kelley Blue Book (kbb.com)

Kelley Blue Book’s kbb.com is America’s most used and trusted vehicle pricing, values and information resource. The top-rated Web site provides the most up-to-date pricing and values for thousands of new and used vehicles, including the New Car Blue Book® Value, which reveals what people actually are paying for new cars. Since 1926, car buyers and sellers have relied upon Kelley Blue Book for authoritative and unbiased information to make well-informed automotive decisions. The company also reports vehicle prices and values via products and services, including the famous Blue Book® Official Guide and software products. Kbb.com has been rated the No. 1 automotive information site by Nielsen//NetRatings and the most visited auto site by J.D. Power and Associates eight years in a row. No other medium reaches more in-market vehicle shoppers than kbb.com; nearly one in every three American car buyers perform their research on kbb.com.

SOURCE: Kelley Blue Book

CONTACT: Robyn Eckard, +1-949-268-3049, reckard@kbb.com, or Joanna
McNally, +1-949-268-3079, jmcnally@kbb.com, both of Kelley Blue Book

Web site: http://www.kbb.com/

 

However, the largest dealer group in our state doesn’t use custom photos. My GM is afraid that if customers see new car photos that the customer won’t think that they can custom order a vehicle and we will lose sales!

I told my GM if he is worried about losing custom photos, we could put in the comments “Call if you don’t see what you are looking for?”

Also, how do we know that new car photos wouldn’t help increase the largest dealer group’s sales?

 

I am still trying to figure out which is the best way to go?

Any thoughts and additional research is appreciated.

************************************************************

Ralph Paglia Replies to Forum Question Posted by Kim Essenmacher: 

this is a similar question to “should we put our inventory online”, which was quite the debate up until about ten years ago… There is no question about the effectiveness of actual vehicle photos versus stock images. all the research shows anywhere from double to 4 times the lead volume on inventory with photos versus stock images when half the inventory has one and the other half is the other.

Honestly, this is one of those irritating issues that is a qualified for me on whether or not I want to work with a dealer or group… If they have not yet progressed to the point where the acknowledge that actual vehicle photos work better than stock catalog images, then they probably haven’t switched to broadband from dial-up yet.

Now, with that said there are alwys the economic considerations… let me explain. If you sell a brand of new vehicles where demand dramatically outstrips supply and your biggest problem is how much to mark up new vehicles above MSRP, then do not bother incurring the expense of taking inventory photos. heck, for that matter, save electricity and don’t turn on the lot lights at night!

I have done the “actual vehicle photos” comparison at several stores. This is where we run a 3 month test by taking actual photos of all new vehicels that have a stock number ending in an even digit and do not take photos for new vehicles with stock numbers that end in odd digits.  Having done this “test” at at least 6 dealerships over time, rarely do we get to the end because the cars with actual photos get all the leads and phone calls.  Then, when people start showing up on the showroom with the VDP printed out and in their hands, the whole thing turns into a big joke… Sort of “No shit Sherlock” actuial photos work better than catalog images… Again, the only debate os about the expense and the work flow.

Actual photos of new vehicles make almost as big a difference in lead volume as they do for used cars… Ever try advertising used cars with stock photos? It rates a Twitter “EpicFail hash tag.

Real photos generate more leads than catalog images. Can you tell which one of the following images is real… and which one is Memorex?

The new 2013 Chevrolet Avalanche LT Black Diamond and 2013 Chevrolet Avalanche LT Black Diamond inventory images above are from the same dealership and for two different vehicles of exact same model and trim… Also, consider that “Real videos” generate more leads than “Real Photos” alone… Real Photos generate more leads than “Stock Images”… get the drift?

However, before incurring the expense of implementing real photos of new vehcile inventory, there is a genuinely valid question that should be sincerely and realistically answered first: “Does your sales department effectively convert leads into showroom visits and sales?” Because, if the dealership is deficient in handling customer inquiries, and does a poor job of converting leads into sales, and/or does a poor job of converting traffic to the showroom into sales… Then don’t waste time and money on inventory photos. You have more serious problems to deal with.

via Automotive Digital Marketing Professional Community

Deutsch: Audi Autohaus in Dresden

Deutsch: Audi Autohaus in Dresden (Photo credit: Wikipedia)

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Schedule an ELEAD1ONE Demo at NADA 2013 in Orlando – Proud Sponsor of the ADM Professional Community

Schedule an ELEAD1ONE Demo at NADA 2013 in Orlando – Proud Sponsor of the ADM Professional Community

 

Going to NADA 2013? Schedule an ELEAD1ONE Demo Today!

NADA 2013 – Schedule a Demo to Learn More About ELEAD1ONE’s Exciting New Products and Enhancements!

ELEAD Virtual BDC 


NADA Virtual BDC photo NADA 2013 Schedule a Demo Today!

ELEAD1ONE 500-seat, automotive-only Virtual BDC offers dealers the exact outbound and inbound call package needed to increase profits. Our professional phone specialists are experts in appointment generation, follow up and maximizing customer relations. Visit our website for more information on Virtual BDC.

ELEAD CRM – Automotive CRM


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ELEAD CRM is the fastest and most stable automotive CRM solution proven to attract, manage and retain more customers. Performance-driven lead management and sales automation solution maximizes every sales and service opportunity. Visit our website for more information on ELEAD CRM.

 ELEAD Digital – Digital Marketing


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ELEAD Digital provides dealers a more cost effective and results-driven approach to monitor web presence, marketing efforts and social media.  The ELEAD1ONE full function websites and digital strategies produce much higher lead and conversation rates.  Visit our website for more information on ELEAD Digital.

AutoPilot – Service Marketing


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Autopilot provides full execution and fulfillment of all email, direct mail, text and live call service marketing. Strategically automated service marketing campaigns designed to increase customer retention and generate maximum fixed operation profits. Visit our website for more information on AutoPilot.

 GoldDigger and Perfect Prospect – Data Mining


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ELEAD1ONE blends our state-of-the-art Virtual BDC with best-in-class data mining technology to deliver more ready-to-buy sales and service customers to car dealerships every day. Provides the greatest return on marketing investments. Visit our website for more information on GoldDigger and Perfect Prospect.


Learn Why ELEAD1ONE is the Best Solution Proven to Sell More Cars and Maximize Lifetime Customer Profitability!

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NADA Convention 2011 in San Francisco
NADA Convention 2011 in San Francisco (Photo credit: DigitalRalph)
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Dealer Website Best Practice: “Talk To The Dealer” – Marketing Professionals

Dealer Website Best Practice: “Talk To The Dealer”

Does Your Dealership Have a “Talk to the Dealer” Website Page?

Recently I was contacted by Darin Wade, the owner of the new Power Ford of New Mexico in Albuquerque to assist in the development of a BDC and Digital Marketing Strategy.  One of the key differentiators that Darin had already implemented, which I became aware of during my visit was a feature installed on his website that is titled “Talk To The Dealer”. 

Here is a screenshot of what it looks like:

Here is where it gets interesting… As I was meeting with Darin and John Fachko, his GSM, I submitted the form from this page and asked Darin if he received it… Nope.  However, I did receive an automated response telling me that my inquiry had been assigned to a Power Ford salesperson…

Huh? I thought I was “Talking to the Dealer”?

We contacted the Power Ford website provider and rerouted the form submission to Darin’s personal email and his cell phone email. As they were instructed when the page was requested…

Every hear the acronym “QA”? It is an acronym for “Quality Assurance” testing, a process that technology providers are supposed to implement after a change is made to verify that it works as intended. 

This is a great example of a well designed and thought out tactic which could have easily been determined to be a failure had too many customers submitted the form and then received an automated response from Power Ford’s Contact Management system informing them of the salesperson who has been assigned to their “Talk to the Dealer” inquiry… This would have been perceived by most customers as being what a Twitter user would describe as an “#EpicFail”. The “Quality Assurance” process from the dealership’s website supplier SHOULD have uncovered this point of failure, but it is also incumbent on the dealership to verify the quality of the work being delivered by their suppliers… Which we did, within 15 days of the new website being launched.

Lesson Learned? Periodically validate each and every online lead form and customer inquiry tool. Ensure that you know each customer inquiry is being routed to the right place.  I recommend that dealers submit a test lead via each every Call to Action online form offered to website visitors each month and then evaluate any automated responses for optimum messaging and how appropriate they are relative to the nature of the customer’s inquiry, as indicated by the location and intended use of the online form.

BTW Bonus… Take a close look at the “Copy and Paste” from the Power Ford “Map & Location” page I posted below.  Then, use the comment form to tell me what you think is the most interesting element. If you look closely, you will see something that I believe every dealer website should provide, but which I have never before seen on a dealer’s website…

Be the first ADM Member to tell me what it is (using the comment form below) and I will pay for your registration to attend AutoCon 2013, an $895 value.

Power Ford
1101 Montano NE
Albuquerque, NM 87107
 505-766-6600 FREE  
Send Address to Mobile Device

Departments – Click to display

  • New Sales
     855-347-7202 
  • Used Sales
     855-347-7202 
  • Finance
     855-347-7202 
  • Service
     855-348-1314 
  • Parts
     855-348-1315 

via Automotive Digital Marketing Professional Community

Downtown Albuquerque, NM, just after sunset. F...

Downtown Albuquerque, NM, just after sunset. Features the Compass Bank building (purple), the Bank of America building, the Wells Fargo building, and the New Courthouse, plus a Carl’s Jr. restaurant. Cropped a little black sky off the top in Photoshop, but the colors are as the G9 took them. This is easily my #2 Most Viewed Pic. It reached 300 Views on Dec. 23, 2007. It is also my #3 Most Interesting Pic. Congratulations! On 4 Feb 2008, it reached 500 Views! On March 6, 600! (Photo credit: Wikipedia)

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