Transcript Digital Marketing Helps You Sell More Cars Creating for your

Digital Marketing Helps You
Sell More Cars
Creating Value for your Dealership
©2010
Ira Kaufman, President
Patsy Stewart, Director Social Media
Robert Harper, Automotive Marketing Strategist
Our Objective:
Address Dealer Pain Points
• Better returns on Advertising $$
• Boost 15% average customer
retention
• Reach markets where they gather
• Protect against salesman personal
branding
Four Parts
Part 1: Beyond the Social Media Revolution
Part 2: Auto Dealers…. Value of Social Media
Part 3: How Do You Leverage Digital Media?
Part 4: Let’s Start--Digital Marketing Plan
Digital Media Revolution
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
Rupert Murdoch
79 yrs old
net worth $6.3 billion
global media empire –
175 newspapers, Fox Network,
35 TV stations reach 40+% countries;
internet Hulu.com; MySpace ; Dow Jones
Integrated Digital Marketing
• Weaves traditional advertising (TV,
radio, print, direct mail), online, PR,
social media, mobile, outdoor digital
• Technology has re-shaped people's
lives and re-defined how we work
Customers Don’t TRUST
• 95% do not trust advertising
• 8% trust what companies say about
themselves
• 17% believe companies take what they
say seriously
, Your Brand: At Risk or Ready for Growth?
Alterian Research May 2010
Social Media Live Update
Clicking this link will show you how
social media has been embraced.
Notice the elapsed time.
http://www.personalizemedia.com/garys-social-media-count/
Social Media Impacts
Your Market
• Facebook 400+ million active users
• Twitter 105+ million users
• LinkedIn 65 million users
• YouTube over 2 billion views / day
Social Media Demographics
• 75% Adult Internet Users use Social
Media Nielsen, June, 2010
*
• Avg visitor spends 66% > time than
2009 Nielsen, June, 2010
• 80% female Internet users fan a brand
on a social network www.marketer.com
• 18% Internet consumers start their
research with social media Nielsen
Social Media Usage by Age
*
Social Media Users
Recommend Brands*
Recommend
Age
Social Media Users
*
Products/Brands
18-34
18%
35-44
18%
45-54
18%
55+
24%
*Harris Poll
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=129546
Where is Your Target Market ?
• 2009, Boston College stopped giving Freshman
email addresses*
• 90% of those that can TIVO ads, DO!*
• 24/25 of largest newspapers experienced
significant decline in readership*
• Young professionals
– 82+% use social media and texting**
– 15% purchase influenced by social media**
*Socialnomics 2010
**ExactTarget 2010
Traditional Marketing…
Less and Less Effective
• Traditional marketing focuses on TV,
Radio, Outdoor, Print, Direct Mail
– blast your message to a mass audience
– hope that someone receives it in that instant, and will
pay attention.
– all your competitors are essentially doing the same
thing
– your strategy is to shout louder and more frequently (as
you can afford), to drown out your competitors’
message
– Infrequently get feedback from your prospects,
communication is primarily one way
Social Media Marketing
Focuses On…
• Meeting your prospects where they are
• “Getting found” by prospects and buyers, at
the time and place of their choosing
• Developing relationships which last beyond
the instant of contact
• Interacting with prospects with engaging
content
• Converting prospects depends on providing
value
Will Automotive
Dealers Embrace
Digital Media?
• Manufacturers are active in digital media
• "2010" – “dealers will increase digital presence
to survive and flourish” Fast Company 2010
• AutoNation Gets Social
Industry Successes
BMW, GM,Toyota
Uses Social Media to
Become ‘the Un-dealer’
• 239 dealerships across 15 states
• Sells more vehicles via Internet than
any other auto retailer
• “When we look at social, it is not about
selling cars or making offers.
We’re doing it because we’re trying to
engage with customers.”
2009 J.D. Power and
Associates Automotive
Internet Roundtable
Social media:
• reaches more potential new-car buyers
than Google
• positions dealers to find potential newcar buyers
• Warning-- overt advertising on social
networks is likely to be viewed negatively
by consumers
Customers
Share Their
Experiences
Customer Feedback
Creates Viral Awareness
without One Dollar of
Traditional Marketing
• People trust corporations less - allow others to create trust
• Reach out to those who are listening; let them talk for you
• Let others know that you are a real, passionate person
about what they do and the Ford Brand
• Run a competition involving Social Media
• Post user content without editing it!
• Use multiple social media channels to create digital buzz
• “Get On Board” executive team, board of directors
Leveraging Social Media
•
•
•
Most marketing $$ focus on 20% who are buying
GM targets the 80% not in the market to purchase
Strategy- engage those 80%
– listen to what they want
– drive innovation in products
– take action on what is learned
•
GM wants brand managers, engineers and other GM
workers engaging with customers via social media
•
Then they will reach the 80% of customers
who are not currently in the market to buy
Nissan Leaf
Integrates iPhone, YouTube, Blog
http://www.youtube.com/watch?v=a-_xa_m7MXU
171,000 views in 6 days
Our Challenge is
Consumer Trust
•
“our positive customer reviews provides us
with tremendous credibility.
•
web traffic has increased by 40 %,
•
nearly doubled our monthly sales,
•
having one of our best months, when the
industry is experiencing one of its worst.”
General Manager
Auto Dealers
Embrace
Mobile Messaging
• Universal City Nissan (Los Angeles) boosted sales by
using mobile codes. “We get as many as 20 to 30 text
inquiries when we run the radio spot.”
• Honda Mall of Georgia (Atlanta suburb) “The cellphone is
the most direct way to market. It creates walk-in traffic and
inquiries…
– appeals to ages 18-40.
– customers want information without talking to a salesperson.
– tracks results of advertising and interest in particular
vehicles…. I know who is looking at a specific car today!”
Mobile Drives Service!
Southwest VA Ford Dealer only had 5
cars in for Friday’s service work
• Database: 178 opt-in
• Sent text out on a Thursday around 3:30pm
• Text: “Oil change w/ rotation $23.95 Friday
only call now to book your appt. 555-2233”
• 8 people responded quickly-they retained
these customers
• Average service ticket was $171 !!!
• $1368 additional revenue!
Auto Dealers, 65+% Not Active
Clearly There is Value !
The Question is not IF your dealership
will adopt Digital Media…
But WHEN?
This a repeat of the Internet Revolution;
Will you position your company as an
Early Adopter or Laggard?
Are You Leveraging
Digital Media Opportunities?
It’s more than--• Having a Facebook page
• Broadcasting Tweets
• Uploading YouTube Videos
• Blogging without a content
strategy
It’s Digital Media Optimization
Has Your Ad Agency…
• introduced you to
digital media ?
• leveraged your TV,
radio with digital
media?
• demonstrated
competitive advantage,
marketing opportunities
with digital media?
Traditional Media Changes
Past 20 Years
1. Significant expansion of traditional media
channels with greatly reduced reach
2. Increased $$ to reach same % of market
with same # of impressions
3. Decreased # of potential audiences
(youth, women, executives) accessible
via traditional media
Dealers need an Digital Marketing Strategy
Are You Listening to Your
Company Chatter?
•
•
•
•
•
Google Alerts
Twitter search
Facebook newsfeed and status updates
LinkedIn Q & A
Google Blog search
What Are They Saying?
4.2 Million Views
Leveraging Them?
Toyota Swagger Wagon
http://www.youtube.com/sienna
Facebook Should Be Interactive
NOT One Way
Facebook Should Be Engaging
If you act in new ways, you
will realize new results
• In 2010 auto dealers will Integrate
Digital Marketing to realize a
powerful edge
• If you don’t respond, your
competitive advantage will be
vulnerable
Are You Ready ?
Do You Hear the Call?
Let’s Start
Where are your customers?
• Are you where your
customers are?
• Are you engaging them?
What are your results?
• Are your current marketing efforts
maximizing results?
Digital Marketing Strategy
Digital Marketing
Strategic Imperative
1. Develop a Roadmap to
navigate the world of
digital media
TV
2. Ask the right questions
3. Go beyond traditional
marketing as independent
silos; integrate your efforts
Integrate silos
Integrate Your Media
Synergize … Build on each other
traditional
advertising
social public
relations
online
marketing
social
media
Assess Your Digital Footprint
1. Google your company
name
2. Print 1st two pages
3. Track social mentions
4. Evaluate the search
engine optimization
Traces left by someone’s
results
active and passive activity
in a digital environment
Dealer Touchpoint Map
Objectives:
Promote sales, service
Current Tactics:
TV, radio, direct mail, PR
Increase Touchpoints using:
•
•
•
•
•
•
Blog articles,
Youtube Channel
Twitter
Facebook
Social PR
Search engine optimization
Touch Your Customers
Should You Use Facebook?
Yes! Facebook is the #1 social destination
Surpassed Google as #1 Trafficked Site


Reaches 217,440 within 50 miles of Roanoke
and Lynchburg
41% penetration among internet users
Facebook Global
Monitor




Users spend 7hrs+ per mo The Nielsen Company
25-34yr demo doubling every 6 months *
35-54 yr growing fastest, with a 276.4%
growth rate*
55+ demo not far behind with a 194.3%
growth rate*
* Facebook Demographics 2009
What are FB Users
Looking For?
• Getting news or product updates (67%)
• Having access to promotions (64%)
• Viewing videos/music (41%)
• Submitting opinions (36%)
• Connecting with other consumers (33%)
Pace University study, 12/08
Twitter… say it in 140 characters
• 105 million registered users
• New users signing up 300,000 per day
• 180 million unique visitors visit monthly
• 3 billion requests a day
• Power search engine receives 600 million
search queries/day
Who’s on LinkedIn?
•
•
•
•
•
•
•
65 million Professionals
Avg income $109k
Avg age 37 - 52
Entrepreneurs – 31%
Executives – 18%
Decision Makers – 42%
61,300 professionals -Roanoke 75 mile radius
*From LinkedIn.com Advertising
Foursquare
Location Marketing
Prove Media Works
Service Departments have a
successful tracking model
Track - Evaluate ROI
1.
Webstats - Google Analytics
2.
Bud URLS
3.
Facebook Stats
4.
Social mentions
When Do We See Results?
3-6 Months Setup, Positioning
You will
1.
Increase Website Traffic
2.
Increase Dealer Buzz
3.
Build Facebook, Twitter Followers
4.
Realize referrals
Digital Marketing
Best Practices
1. Commit resources - executive buy-in; staff; training; $$
2. Build on what you are doing - Incorporate social
media to leverage current marketing
3. Listen, Plan, Test - Monitor digital buzz, what customers
are saying; create your strategy and then test it
4. Develop competitive edge – as an early adopter you
can define your position
5. Be consistent, not overpowering - Maintain your
Brand; increase your digital presence, but don’t irritate
Digital Marketing
Best Practices-2
6. Develop, maintain relationships - Touch your
potential car buyers and customers with regular alerts
on new inventory, service advice/coupons
7. Integrate - Weave your TV, radio with mobile, and
social media
8. Measure - Monitor your company's “digital chatter”
and presence
9. Evaluate your ROI - Evaluate, readjust your tactics
to meet goals
10. Keep Current…Drive Innovation - With daily
changes, have experts keep your finger on the pulse
Digital Solutions - a taste!
• Create BUZZZ
– Crowdsource contest “improve customer
service department”
• Create an Attention Getting Event
– Peoria AZ 150 car challenge
• Create Loyalty Program
– JD Power, “Loyalty is the #1 marketing tool for
the automobile dealer.”
About the Presenters
Ira Kaufman, President, Ira challenges owners and senior executives to clarify their goals and
translate them into a consistent Brand and Integrated Media Marketing Strategy. He combines 30 years
of rich experiences with businesses and nonprofits to guide them to leverage the power of social media
for marketing, recruitment and organizational development . Ira collaborates with a team of experts to
design interactive environments to create long term business value by integrating traditional advertising,
online marketing, public relations and social media. His strong values and sensitivity to organization
innovation and change are the foundation of his work. Ira has a PhD in Marketing and serves as a
consultant, public speaker, and lecturer for companies and Senior Executive programs .
Patsy Stewart, Director Social Media and Training, Patsy is responsible for designing and
implementing social media strategies as part of an Integrated Media Marketing plan. She specializes in
working with clients to generate conversations that create relationships. Patsy is well known throughout
Virginia as a speaker, trainer and thought leader in Social Media. She managed a recruitment team that
was recognized as one of the top 50 recruiters nationally using Twitter/social media. She is a national
speaker, contributor to business publications and she authored the ebook, "How to Grow Your Digital
Footprint".
Robert Harper, Automotive Marketing Strategist, Robert is a 36 year automotive veteran .
Prior to joining the Entwine team, he was President of Miracle Ford, Senior Vice president of the
Berglund Automotive Group, operated his own consulting business, and was co-owner of Dave Sarmadi
Mitsubishi. He has worked with auto advertising budgets from $200,000 to $3.5 million/ year.
www.entwineinc.com