Comenius School Partnership project Turning Ideas Into Actions (2013-2015)
Turning Automotive Marketing Ideas Into Actions
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Transcript of Turning Automotive Marketing Ideas Into Actions
HOW TO TURN YOUR MARKETING IDEAS INTO MARKETING ACTIONS
All that planning means nothing if you’re not executing!
Brian Pasch, CEO
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• Graduate of Rutgers University with a BS in Physics
• Life?me Resident of New Jersey
• Proud father of Connor Pasch (17)
• First Book Published by Pren?ce Hall in 1984
• Second Book Published 28 years later by Celebrity Press in 2012
• Third Book Published 2013 “Selling Cars In The Digital Age”
• Informa?on Technology Was My Core Career
• Formed PCG Digital Marke?ng in 2005
• Created PCG Consul?ng in 2011 to Training & Coaching
• Ac?ve Automo?ve Speaker, Writer, & Strategist
• Love Working with Dealers of Strategy & Process
My Background
Defining What CRM-Centric Really Means
Now available in: • Italian • Spanish • Dutch
www.SellingCarsBook.com
March 16-18th in The Napa Valley
h]p://www.DigitalMarke?ngStrategies.org
Twitter Hashtag: #Paschon
The Why?
Vendor Checklist & Log
q What Problem Was The Vendor Hired To Fix?
q How Did They say They Would Fix The Problem?
q Did We Benchmark Data Before They Started?
q How Long Did They Say It Would Take To See Change?
q What KPIs Will I Need To Inspect?
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Got a Ques?on? Ask our Expert!
Introducing The Switzerland of Data Repor?ng Sofware
Empowering Be<er Decisions
Average car-buyer will make only 1.3 lot visits before purchase
4.1
2005 2006 2007 2008 2009 2010 1.3
source: JD Power “2011 Internet Roundtable”
First Impressions
Customers Are Visiting Less Showrooms, Make A
Great First Impression #Paschon
Consumers Are Less Brand Loyal
Customers Are Less Brand Loyal….
Create A Consultative Experience!
#Paschon
Over 50% of Traffic is Mobile
Toyota Store in Texas
9,712+ 2,814 =12,526
53%
3:1
Calls To Website Lead Forms (Desktop Shoppers)
26:1
Calls To Website Lead Forms (Mobile Shoppers)
Consumers Are More Confident
Source: Dealer.com
Mobile Shoppers Will Be a Majority of Your Business –
Embrace Them!
#Paschon
Phone Calls Are On The Rise – Phone Training Is
Back in Style!
#Paschon
Customer Has Changed
The Customer Has Changed The Customer Has Changed
That guy is a ninja!
Who Should Get My Business?
Pre-Internet Today
The consumer needed to visit for: • Features • Pricing • Availability • Test Drive • Payments • Delivery • Service
The consumer needs to visit for:
• Test Drive • Delivery • Service
I also like the Hyundai Sonata….let’s see
what they know about my second choice…
Why Buy From You?
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Create a Culture
Create a Culture
Your Dealership is an
E-Commerce Business…
Until The Customer Walks In The Door
#Paschon
#1 Increase Engagement On Dealership Website
• Original Photos For New Cars • VDP Merchandising Tools • EyeQuant To Test Key Engagement Pages • Adding Your “Why” Videos • Don’t Forget Service
Source: Cobalt/ADP
Proactive Engagement with a Bonus!
Pop-‐Up Chat
The Data Speaks For Itself
PureCars
www.EyeQuant.com
CrazyEgg.com – Heat Mapping
Just Because You Can Add Anything to a VDP…
It Doesn’t Mean That You Should!
#Paschon
Dealership Video Placement
• Hours & Directions
• About Us
• Service Appointments
• Finance Applications
Don’t Complain About The Limits with OEM Mandated
Websites… When you can add your store’s personality through video and
imagery very easily.
#Paschon
# 1 Increase Engagement On Dealership Website
#2 Increase Leads From Our Website • VDP Design: What Can We Learn • Rethinking Lead Thank You Pages • Should You Add Pop-Up Coupons • Non Negotiable: Pro-Active Chat • Phone Calls Are Leads – Fix The Leaks
Search Result Pages (SRP)
Reviews
Scarcity
Related Items
Warranty
Descrip?on
Photos
Buy It
Photos
Related Items
No Descrip?on
No Reviews
No Scarcity
Quasi Buy It
No Related Items
Photos
No Reviews
No Scarcity
Quasi Buy It
Descrip?on
Thank You Pages
A member of our team will be contac?ng you regarding your inquiry. At Pres?ge Volvo we make it easy to purchase a vehicle, and here are some addi?onal resources that you might find helpful during your research:
Get Top Dollar For Your Trade-‐In
View Current Lease & Finance Offers
Current Volvo Incen?ves & Rebates
View Used Car Specials
Learn About The Volvo Warranty
Get To Know Our Service Department
View Recent Customer Reviews Meet Our Store Manager
“Pro-Active” Coupons & Offers
DealerOn E-‐AutoSavings™ Systems Uses Proac?ve Coupons & Offers to increase leads.
Pro-Active Chat
Make It Easy To Call & Track Calls
YES!!
#2 Increase Leads From Our Website
#3 Increase Lead Contact Rates
• Testing Your Email & HTML5 Email Templates • Revising Email Communications • Provide Links For More Info
• Utilize Videos with Walkarounds • Implement Lead Nurturing • Implement a Longer Contact Cycle
HTML 5 Templates
HTML5 Rocks!
h]p://htmlemailboilerplate.com/
Personality Selling 69
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Get a Second Eye on Your
Email Templates
More Links – Mystery Shop Fail
• 14 Top Performing Dealers • None Of The Store Provided Alterna?ve Vehicles
• One Dealer Provided A Link Back To Their Website
Dealer Names Blocked For
Webinar
114
Initial Video Responses Via CRM
Personal Thank You Message
Video Scripts In Book 115
h]p://www.walkaroundvideos.com/
Lead Nurturing Software
• Facing The Reality That People Focus on Fresh Opportuni?es
• Pay Plans Are Aligned With Short Term Engagement
• Solu?ons on the market include:
• AVA
• Ace (Automated Customer Engagement)
• Leads marked “dead” come back to life through consistent engagement.
• When a contact is made, lead is reac?vated in the CRM.
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#3 Increase Lead Contact Rates
#4 Increase Effectiveness of SEM Campaigns
• Cost Per Shopper • Cost Per VDP View • Measure VDP Penetration
Let’s Define The Word Car Shopper…
as someone who visits at least one Vehicle Detail Page on the
Dealer’s Website #Paschon
LotLinx Redefining KPIs For Dealers
Google Adwords – Inspecting CVV
Using CVV Numbers to Improve ROI
• Identify campaigns designed to sell cars
• Find campaigns with High CVV and Low Percentage of VDP Views
• Do Keyword Analysis to see which keywords are NOT driving shoppers at a reasonable cost.
#4 Increase Effectiveness of SEM Campaigns
#5 Increase Organic Traffic (SEO)
• Google Keyword Blocking • Original Content That Engages • Invest In Professional SEO Tools • Conductor Integration with ROI-BOT in March
The Most Advanced SEO Platform
Visualize the Performance of Your Search Efforts
Opportunity to improve
Track the Competition
Get Powerful New Reporting
#5 Increase Organic Traffic (SEO)
#6 Improve The Consumer’s First Impression
• Call Inspection • Call Coaching • Call Center Backup
Old Is New: Phone Process
• Stop the Profit Leaks on Phone Calls
• Invest in a backstop while improving phone training & processes
• Don’t let an opportunity missed result in a lost sale or decreased CSI.
• All you marke?ng dollars are impacted by phone process.
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Research Automated Scoring Systems
• www.CallRevu.com
• www.CarWars.com *
• www.CallSource.com
* CarWars is a partnership with Century Interac?ve & Phone Ninjas
Call Centers As Sales Insurance
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# 6 Improve The Consumer’s First Impression
#7 Close More Opportunities
• Become a CRM Centric Dealership • Stop Making Excuses For Technology • Get Help – You Are Not Superman • Rethink The Sales Workday
Sales Managers Must Become…..
CRM Experts
Review The CRM TOGETHER!
MONTHLY TRACKINGS
SOURCE CALLS LEAD FORMS CONTACTS APPOINTMENTS SHOWS SOLD % SOLD
ORGANIC WEBSITE
AUTOTRADER
CARS.COM
ADWORDS
CRAIGSLIST
CHAT
PHONE
TOYOTA LEADS
SHOWROOM VISITS
Where Is My Cheese?
Where Is That UP Bus?
50% Of The Day
Automating The Up Rotation
• TheNextUp – Found Product at NADA • Toyota of Riverside- Marshall Gordon
– 25% Increase In Logged Ups – Keep Everyone Accountable – Sales Managers Must Inspect Productivity
Redefining The Sales Day
• All CRM Schedule Tasks Are Completed – Make all scheduled calls – Send all scheduled emails
• Prospecting Phone Calls • Building a Referral Network on LinkedIn • Leveraging Video Marketing
#7 Close More Sales Opportunities
#8 Increase Post Sale Engagement
• Mobile Apps • Equity Mining Tools
Dealership Mobile Apps
• Mobile Apps Have Come A Long Way
• Two Way Communica?on Now Possible
• Integrated Inventory & Promo?ons
• Service Reminders and Specials
Place Your Inventory in an App
Proactive Equity Mining • Deal Activator (Dominion Dealer Solutions) • Perfect Prospect (ELEAD1ONE) • Red Bumper • Revenue Radar (DealerSocket)
#8 Increase Post Sale Engagement
Dealers & Managers Have Report Burn Out!
What Are The KPIs I Should Be Focusing On? What Are The KPIs I Should Be Focusing On?
117
Dealer Scorecard
March 16-18th in The Napa Valley
h]p://www.DigitalMarke?ngStrategies.org
List of Companies Mentioned
• http://www.emailonacid.com • http://htmlemailboilerplate.com • http://wwm.carwars.com • http://www.centuryinteractive.com • http://www.callrevu.com • http://leadtoshow.com • http://www.purecars.com
List of Companies Mentioned
• http://www.drivingforceauto.com • http://www.roi-bot.com • http://www.eyequant.com • http://www.crazyegg.com • http://www.elead1crm.com • http://www.walkaroundvideos.com • http://www.SellingCarsBook.com •
List of Companies Mentioned
• http://www.phoneninjas.com • http://www.pcgconsultingservices.com • http://www.pgiauto.com • http://www.lotlinx.com • http://www.ContentMotive.com • http://www.TheNextUp.com
Let’s Connect Online
Facebook: https://www.facebook.com/brianpasch Twitter: @AutomotiveSEO LinkedIn: www.linkedin.com/in/brianpasch
Brian Pasch, CEO PCG Companies [email protected]