Tag Archives: Dealer Group

How To Keep Your VDPs In Sight, In Mind… All The Time – Automotive Marketing

How To Keep Your VDPs In Sight, In Mind… All The Time

How To Keep Your VDPs In Sight, In Mind… All The Time

Shaun Kehrberg by Shaun Kehrberg, Product Marketing Manager, Digital Advertising
Impact of Automotive Digital Advertising on VDP Views VDP views are all the rage. At Cobalt, we traditionally see up to a 30% bump in VDP views when we turn on a VIN-specific digital advertising campaign for a dealer. So what’s the key to luring those potential customers back to your website and increasing their engagement with your VDPs?

The answer is Dynamic Inventory Merchandising. This advanced advertising strategy  provides seamless integration between a dealer’s inventory and their digital advertising campaigns, automatically generating campaigns based on the inventory on your lot. Dealers can utilize Dynamic Inventory Merchandising to help increase VDP views and overall online engagement with your VINs.

The following is Part I in a series on how, highlighting a technique that some have called the MVP of your dealership’s advertising strategy— dynamic inventory retargeting.

Dynamic Inventory Retargeting

We know you’re already familiar with retargeting – display ads that keep your dealership present even after car shoppers have left your website. But today we can take these ads one step further by utilizing advanced retargeting techniques. Dealers can now easily incorporate dynamic, scrolling images of live inventory in their ads to follow their potential customers around the Internet.

For example, imagine a shopper who spends the majority of their time on your website looking at used vehicles. Shouldn’t the retargeting ads that “follow them” be specifically tailored to their unique shopping experience? In other words, if a shopper was looking at a used Honda Accord, the retargeting ad should feature that EXACT Accord (as long as it’s still on the lot). If that vehicle sells, the next ad served to the shopper will dynamically adjust to feature a similar make/model.

Dynamic Inventory Retargeting

In addition, dealers can target customers with ads featuring a unique look and feel or special offers and pricing based on whether they are shopping for Certified Pre-Owned (CPO) or regular used vehicles. The same functionality can also be easily applied to New Vehicle and Service & Parts campaigns – allowing a dealer to reach every website visitor with a dynamic banner ad specifically tailored to her unique shopping experience.

What does this mean for dealers?

This type of advertising is a game-changer because it allows dealers to supplement their generic brand retargeting with hyper-precise retargeting down to the model and even the very VIN a customer viewed. A click on a vehicle image within these dynamic ads takes the shopper directly to the Vehicle Details Page. And as we already know, more VDP views means more cars sold.

There’s a new kid on the retargeting block and branded retargeting ads are now only part of the automotive remarketing equation.

As Brian Pasch, President of PCG Consulting, highlighted in a recent article, dynamic inventory retargeting ads “give dealers a dynamic edge” and have emerged as a uniquely efficient means of showcasing your inventory online and driving highly targeted traffic back to your VDPs.

In Part II, we’ll look at another technique you can inject into your digital advertisings strategy that can help you drive more traffic to your VDPs— Dynamic Paid Search Advertising.

Have you experimented with dynamic inventory retargeting and measured the results? Are you sold on this new metric for measuring your ability to attract online shoppers and sell to them— VDP views? What other metrics do you value most when predicting a success event on your site?

Shaun Kehrberg

About the Author

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 at 206.219.8203 or kehrbers@cobalt.com.

via Automotive Digital Marketing Professional Community.

For Those of Us Not on ADM…. Automotive Marketing

For Those of Us Not on ADM…. SMH

70% of Americans are online daily, checking emails, facebook, google,etc. Google alone gets over 91 million searches daily. According to QVC.com, QVC expects that 50% of its sales will come from the internet by 2014. Facebook has over 320 million users. Understand that 70% of Americans online includes 70% of your previous customer, 70% of your future or potential customers and 70% of your service customers. Also,your sales force, your family, everyone and this number is growing. Go to where your customers are. I see no downside to branding yourself online. It’s cheaper than traditional advertising and it’s 100% trackable. Marketing ideas can be implemented instantly, measured and changed with a click of the mouse.

via Automotive Digital Marketing Professional Community.

TrueCar – Banned YouTube Video

TrueCar – Banned YouTube Video

WARNING: This is the same video that TrueCar forced YouTube to delete in their attempt to squash the message it contains… Watch this clip while you still can and before the army of attorneys that TrueCar uses to suppress America’s Free Speech constitutional rights are successful in their “Mob Enforcer” style of witness suppression yet again!

via Automotive Digital Marketing Professional Community

Is The Road to the Sale Obsolete? by Jim Ziegler

Is The Road to the Sale Obsolete? by Jim Ziegler

Jim Ziegler: “Average People with great processes will produce incredible results.”  You can’t manage a high-production dealership with an army of ‘Prima-Donnas’ all doing their own thing without structure or management. Use the link provided to read Jim Ziegler’s article and post a comment for Jim to read…

 

via Automotive Digital Marketing Professional Community.

Does Pine Belt Chevrolet Care About The Zero Moment of Truth?

Does Pine Belt Chevrolet Care About The Zero Moment of Truth?

What Brian points out in this article is a sad state of affairs in our auto industry at the retail level… In order to understand it, you must understand that for far too many dealership managers the “name of the game” is not to thrill and delight customers so they will WANT to do business with their dealership, instead it is to “beat the competition” by having the lowest advertised price in the newspaper. Since print advertising like newspaper is unable to be dynamic in nature, the strategy is to use deception to artificially reduce the advertised price on a particular make and model to a level below which no other competing dealer will dare to publish.

 

The thinking is flawed in this day and age, but was flawed when it still worked back in the 80’s and 90’s… I lived through the times when this was the predominant advertising strategy used, and in fact was a participant at times… The whole idea was to “switch to get rich” by dissuading customers from considering the advertised vehicle, and if that didn’t work, you would have to “scoop the trade” by allowing a lower trade-in value than the internal Actual Cash Value (ACV) thereby injecting additional gross profit margin in the deal to try and make it profitable above and beyond what was afforded by the “low-ball” price published in the newspaper… Other tactics include the dreaded “Desert Protection Package” at $995 that was added to the sale price because it had already been installed on all vehicles in inventory.

 

Finance and Insurance was often relied upon to generate additional Gross Profit Margin on the “Back End” of these advertised specials to again, make the loser advertised special make sense for the dealership. None of these practices work well today and if truth be known, they weren’t so good for the business back when they did work. Please use the link provided to read the actual article that Brian Pasch published on the ADM Professional Community.

 

Where Have All the Leaders Gone? – Automotive Digital Marketing Professional Community (ADM)

Where Have All the Leaders Gone? – Automotive Digital Marketing Professional Community (ADM).

Hoss Devine

Where Have All the Leaders Gone?

When was the last time you worked with a manager and said, “that person is a great leader”?

Early in my career, I can honestly say I learned more about what kind of leader I didn’t want to be rather than the kind I do want to be. Unfortunately, I found myself learning and practicing management traits of those poor leaders. It wasn’t until someone cared about me enough to tell me “you’re a prick to people at times” that I realized I needed to do something about it.

Needless to say, it wasn’t the first time in my life I had heard that statement, but I had never heard it from someone I respected. This gentleman modeled what it means to be a truly great leader, and I respected him because of his leadership. We don’t agree on everything, but we do agree on core leadership principles.

Over the years, I have consulted many stores and have to say that I have yet to see great leadership initially. I remember a line in the movie “Remember the Titans”: “Attitude reflects leadership.” If your business isn’t doing what you think it should, then you should probably look in the mirror. The speed of the team is the speed of the coach. When you look at any great team or business, leadership is the key to their success. We all have heard “it’s all about people” and that saying will ring true forever.

You can beat yourself up and make excuses for your people by saying, “they learned it from me; it’s not their fault.” But now it’s time to get over it and do something about it.

I hear people say they need better people, processes, inventory, traffic, advertising strategies, etc. and it might be true.

You may need all of those things, but without great leadership none of those things will create a business model with any longevity.

Now that we’ve talked about some of the problems we have, let’s talk about some solutions. Don’t hire or promote people to do a job unless you are committed to training them how to do that job.

It is criminal to put someone in a position to fail. Why do we have one of the highest turnover rates of any business in the country? Do you really think its because all of those people are unqualified or incapable of doing the job? No! It’s because we don’t prepare people to be successful.

Think about it for a minute. We hire a salesman because he interviews well, then we sit him in front of a TV watching videos for 2 days on how to sell a car and then 3 days on product knowledge and tests. Then we spend a couple of hours on how to fill out paperwork, turn him loose and then say, “Go out there and get’er done.

Is that really preparing the person to be successful? The real irony is that if the person we did that to happens to be successful, we promote him to management and say, “Alright – get these guys going and sell some cars!”

In our industry the number of dealerships that actually train their managers to be great managers is very slim. You have a multi-million dollar business, and the only people who have any real training on how to do their job is the office manager (who more than likely has a college degree) and the service technicians. But the least trained people in the company are customer-facing employees that you depend on, not only for your business but also your long-term reputation.

We need to wake up!!! We can’t simply rely on the walk-in customers anymore. You have to have skilled salespeople and managers in order to have any type of success today.

Your people have to love what they do, love the game, be proficient at it, and play for keeps. Managers need to learn how to manage people individually.

No longer can you berate people and M-F them in order to get the desired behavior or result. I’m not saying to coddle them or not hold them accountable, but it is possible to hold people accountable without belittling them or browbeating them; you just have to change your approach.

In order to have any success in the new automotive industry, we must be more scientific about how we manage our business, and that should start with our people. People are not thick-skinned like we were growing up in the business.

We have more generations in the work place today than ever before, and each one of those generations has to be managed differently. If you’re not profiling people before you hire them, you can expect to have a lot of turnover and generally unproductive people.

There are tools out there today to help ensure the success of people, tools that teach how to manage people on an individual level so they can be the most productive.

Over the last couple of years I have read a lot of articles about how to increase business and profit, but nobody is talking about the most important thing when it comes to increasing your business and profit: PEOPLE.

If you really want to make a difference in your dealership, begin training your people everyday and in daily one-on-ones. Take the time and invest in their future. The return on investment will be greater than you ever imagined.

via Where Have All the Leaders Gone? – Automotive Digital Marketing Professional Community (ADM).

Location:ADM Professional Community

Flashback: How to Power the “Horseless Carriage?” Flashforward: How to Power the “Horseless Carriage?” – Automotive Digital Marketing Professional Community (ADM)

They say there’s nothing new under the sun, and I’m beginning to believe it.

I went looking online for a quick history of the birth of the automobile industry, and found it.

What was surprising was this: If you deleted or changed a few of the names, places and time references, it read just like a discussion of today’s challenge: how to power the automobile of the future.

Can you believe that just a century ago, the discussion/dilemma was how to power the horseless carriage — with steam, electricity or gasoline? They even tried it with wind power.

Sound familiar?

A century later, engineers are debating and experimenting with how to power the automobile: With Hydrogen, electricity, bio-degradable ethylene?

A century ago, gasoline won out, because, conveniently, a big oil field was discovered in Texas. So, gasoline was cheap, it was local, and at the time, there seemed to be an inexhaustible supply of it.

What is today’s equivalent of this formula for success? What will fuel our automobiles?

The challenge today is essentially the same: Make it work, make it cheap, and find a local supply of it that is inexhaustible.

Oh but, wait! Today we add one more consideration to that formula: Make it do no harm – to the environment, to the health of the human population, and to the future sustainability of our planet’s temperature and life forms.

Where are Henry Ford and all the other auto giants when you need them?

via Flashback: How to Power the “Horseless Carriage?” Flashforward: How to Power the “Horseless Carriage?” – Automotive Digital Marketing Professional Community (ADM).

via Flashback: How to Power the “Horseless Carriage?” Flashforward: How to Power the “Horseless Carriage?” – Automotive Digital Marketing Professional Community (ADM).

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