How To Have Your Automotive Ad Agency Achieve Some Terrific ROI

September 6th, 2010 -

 

One of my basic rules for social media:

  • Inject social media into traditional advertising. 

Although digital marketing might not be as old as television and radio it gives you a great opportunity to reach out to your customers.  Creating a newsletter using your Blog content will connect with your database.

These three examples are taken from a Social.Motive sldie show.  They demonstrate regardless the size of your database you can expect some great results.  Each of these newsletters would cost $500 to $ 1,000 if created from scratch.  In a good social media program they are just an added benefit.

  • Open rate in these three examples ranged from 18% to 32%.   You really should be doing this once a month if you want to effectively own your customers and grow your market share.  This is great ROI! 

If your Automotive Ad  Agency or staff is not prepared to execute give us a call.  We put in the game  in a very short order.

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The Key To Social Media Is The Blog… Have Your Automotive Ad Agency Take This First Step

September 2nd, 2010 -

There’s no doubt  the anchor to a successful social media plan starts with a dealer blog.  

Use this video blog to ensure  you begin with the right platform.

If your automotive ad agency isn’t getting you ahead of the social media wave give me a call.  I promise I’ll get you pointed in the right direction.

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How To Get Your Automotive Advertising In Touch With The Digital Customer

August 31st, 2010 -

The world of automotive advertising is changing quickly.  

No longer can you afford to ignore the development of a  comprehensive strategy for today’s digital customer.  

This video blog will provide some  insight into today’s customer and how you can connect with them.

If your automotive ad agency is not prepared or ready to attack this new world give us a call.  This is what we do.

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Leave a comment   BRANDING, Budgeting, CREATIVE, INTERACTIVE, Planning, SOCIAL   , , , ,  

Can Your Automotive Ad Agency See Social Media

August 26th, 2010 -

If your automotive ad agency is missing the boat or doesn’t see the power of social media I’ll be happy to show you how to make it work.


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Facebook Advice For You And Your Automotive Ad Agency

August 25th, 2010 -

If you’re  looking for ideas on how to make Facebook more effective  you’ll love the work done here by  the Altimeter Group.

It would be wise to print  this sheet and post it on your wall.  Everyone needs a reminder now and then to keep you pointed in the proper direction.  Call your cheat sheet.

8 Success Criteria for Facebook Page Marketing… By The Altimeter Group.
After pouring over the data from the ecosystem we’re part of, we found a clear pattern. There was a consistent set of criteria we heard from the industries experts, we found the following 8 criteria:
8 Success Criteria for Facebook Page Marketing

Click on the link above and you can get the entire report.

The only problem with the list is it takes time and focus.  You need to recognize this.  You can’t pretend  your way through social media.  If you’re having your automotive ad agency work on this keep a close eye on the activity.  If you don’t have time to make a social media program work or you’re not happy with what you have give me a call that’s what we do.


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What You Should Know About Selling Cars Online Today.

August 23rd, 2010 -

 

It’s always great to get a independent thought about the automotive industry.  Chris Brogan has done this just for  you.  He has just completed buying a car on line.  His experience is valuable intel for anyone in the automotive marketing business.

Here’s his to do list for  you: My thoughts are in (italic).

  • Make your sites more mobile-friendly. Flash doesn’t cut it in the smartphone era.
  • (You need to think like the end user.  Where are they obtaining information and how do I make it easy for them?)
  • Add listening tools to your marketing efforts.
  • (Listening posts are critical. Step one is to make sure you are on top of comments and posts. Think in minutes not hours!)
  • Have a social presence, so you can respond and invite in potential buyers.
  • (You really need a comprehensive plan here. Watch out for internal pit falls.)   
  • Work with the manufacturers’ social media people, like Christopher Barger at GM and Scott Monty at Ford (and your manufacturers of choice).
  • (This is great advice.  If nothing else start reading them daily.)
  • Look for alternatives to the current business models, as sales won’t rush up on gimmicks and discounts alone.
  • (Retail offers don’t sit well in the social world. Fixed op offers are great. Be creative don’t rely on your old retail habits.)
  • Consider the after-sale. I just bought a Camaro SS. Do you doubt that I’m prime for aftermarket and/or related offers? Heck, I couldn’t even find my tripometer reset until this afternoon. I’d be a perfect candidate to build a deeper relationship with, and you’d have a sales funnel extension.
  • (This is where a monthly newsletter come in play.  It’s easy and you have the content if your blogging. Build the relationship!)
  • Equip your buyers with social extenders. People don’t buy cars fast enough for you to build a single relationship. Seek the referral, and the share. Not one local dealership had a Facebook Like button next to each make/model.
  • (This is relationship selling on a scalable platform. Insert social marketing into as many traditional or digital marketing efforts as possible.)
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    The New Marketing Triangle For You And Your Automotive Ad Agency

    July 13th, 2010 -

    The Master Merchandising Triangle has been the corner stone of  retail advertising programs for the past 30 years.  Inventory, Sales Staff and Advertising were the three legs to the Master Merchandising Triangle.  Each need to be in place for an effective marketing plan.

    The concept is this:

    Inventory:  Desirable inventory at the right price point is in place and ready to be promoted.

    Sales Staff: A well trained and informed staff is ready to sell the promotional vehicles.

    Advertising:  An attention getting  message and a good buy with lots of frequency is in place.

    When all of these were aligned you could count on a successful promotion. Today; however, the advertising leg of this triangle has changed drastically. When Lee Galles created PRA (Planned Result Advertising) the only marketing channels available were broadcast television, radio, newspaper and direct mail. 

    As a result I would like to share with you the new Automotive Marketing Triangle.

    The three legs of great automotive marketing are now:

       Traditional Media “TV, Radio, Direct Mail, Newspaper”

       Digital  ”Websites, Text, Email, Banner Ads”

       Social Media   “Blog, Facebook, Twitter”


      You can’t ignore  these three critical marketing channels.

     One doesn’t replace the other, they only enhance each other. When all three areas are
    working effectively the integration is magical.  They grow in strength with
    each other and are enhanced far beyond their singular strength.

    Today, many dealers are questioning traditional media.  If you want to make
    your traditional media stronger, add digital and social to your marketing
    plan.  If you want to make your digital marketing more effective, get
    involved in social.

    One reason dealers are hesitant to execute under this New Marketing Triangle
    is budgeting.  Budgets are tight and dealers are just not sure how to
    integrate the three.  Here’s some simple but effective advise.

    • 70/25/5 Budget Plan

            70% of  your budget should be in traditional media.

             20% percent in digital.

             5% percent in social media.

    Reality is this:  Social Media doesn’t cost a lot of money just a lot of
    time.  You only need to budget $2,500 to have the most powerful plan in your
    market.  It’s really a no brainer.

    Your automotive ad agency needs to get you on top of the New Marketing
    Triangle.  Three good legs are a lot better than two.

    How are you doing on your new triangle?

     

     

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    Dealers and Automotive Ad Agencies… Do It RIght Or Don’t Even Bother

    July 8th, 2010 -

    Social Media is not a place for weak efforts.  You can’t pretend to be a player.  The bottom line is you’ll get buried and you’ll only become tired and frustrated with social media.  That would be a big mistake.

    Ask your automotive ad agency how big social media will be in 3 years?

    Let me know your thoughts.  If you’d like to discuss feel free to give me a call.

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    What’s The Cost Of Survival? The Good News Is It’s Not That Expensive!

    July 5th, 2010 -

    It really is a matter of survival and you need to get your automotive ad agency on the ball.  If  they’re not prepared get some outside help fast.

    Let me know your thoughts.  Give me  call if you’d  like to discuss further.

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    Is Social Media Expensive? Here’s Some Advice For You And Your Automotive Ad Agency.

    June 29th, 2010 -

    What does survival cost?  That’s what we are really talking about.    

    Social Media is being looked at by many dealers as an expense they  can’t afford.   If you’re questioning your investment into social media you and your automotive ad agency need to address two questions.

    1) Do you want to be competitive in 3-5 years. In just a few years several of your competitors will own the social media market.  You won’t be able to compete  for this space.  That’s right , you’ll be out of the game and there’ll be very little you can do about it.

    So look in the mirror and ask yourself can I really afford not to be engaged in a serious social media plan?

    2) Are you really in social media or are you just pretending to be a player. It’s easy to spot the pretenders. You just can’t hide. You’re either in or your out. You’re either doing it right or your doing it some other way.

    Don’t be fooled by pretenders. CAUTION!  They’re everywhere!  They’re knocking at your door.  Many live right inside  your store.  Pretenders will fool you into believing you’re on the right path.

    IF YOUR SOICAL MEDIA PERSON HAS ANY OTHER  JOB IN THE STORE, STOP!

    This person can’t keep up. Trust me. If your store has passion and purpose this individual will not have enough time to keep you on point. This requires a full time effort.  

    • After all we’re talking about survival!

    I encourage you to review your social media implementation strategy.  Time is critical.  Do it right.

    No imitations and no half baked efforts.

    • The cost of a great program really is not very much.

    Ask yourself right now do you have the
    time, resources, and expertise to run a social media program everyday?

     The clock is ticking. 

    STOP asking yourself how can I afford social media and start asking how can I NOT afford social media.


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