turning automotive marketing ideas into actions
TRANSCRIPT
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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
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Defining What CRM-Centric Really Means
Now available in: • Italian • Spanish • Dutch
www.SellingCarsBook.com
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March 16-18th in The Napa Valley
h]p://www.DigitalMarke?ngStrategies.org
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Twitter Hashtag: #Paschon
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The Why?
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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
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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”
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First Impressions
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Customers Are Visiting Less Showrooms, Make A
Great First Impression #Paschon
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Consumers Are Less Brand Loyal
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Customers Are Less Brand Loyal….
Create A Consultative Experience!
#Paschon
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Over 50% of Traffic is Mobile
Toyota Store in Texas
9,712+ 2,814 =12,526
53%
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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
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Mobile Shoppers Will Be a Majority of Your Business –
Embrace Them!
#Paschon
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Phone Calls Are On The Rise – Phone Training Is
Back in Style!
#Paschon
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Customer Has Changed
The Customer Has Changed The Customer Has Changed
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That guy is a ninja!
Who Should Get My Business?
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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
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I also like the Hyundai Sonata….let’s see
what they know about my second choice…
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Why Buy From You?
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Create a Culture
Create a Culture
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Your Dealership is an
E-Commerce Business…
Until The Customer Walks In The Door
#Paschon
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#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
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Source: Cobalt/ADP
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Proactive Engagement with a Bonus!
Pop-‐Up Chat
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The Data Speaks For Itself
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PureCars
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www.EyeQuant.com
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CrazyEgg.com – Heat Mapping
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Just Because You Can Add Anything to a VDP…
It Doesn’t Mean That You Should!
#Paschon
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Dealership Video Placement
• Hours & Directions
• About Us
• Service Appointments
• Finance Applications
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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
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# 1 Increase Engagement On Dealership Website
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#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
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Search Result Pages (SRP)
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Reviews
Scarcity
Related Items
Warranty
Descrip?on
Photos
Buy It
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Photos
Related Items
No Descrip?on
No Reviews
No Scarcity
Quasi Buy It
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No Related Items
Photos
No Reviews
No Scarcity
Quasi Buy It
Descrip?on
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Thank You Pages
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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
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“Pro-Active” Coupons & Offers
DealerOn E-‐AutoSavings™ Systems Uses Proac?ve Coupons & Offers to increase leads.
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Pro-Active Chat
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Make It Easy To Call & Track Calls
YES!!
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#2 Increase Leads From Our Website
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#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
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HTML 5 Templates
HTML5 Rocks!
h]p://htmlemailboilerplate.com/
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Personality Selling 69
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Get a Second Eye on Your
Email Templates
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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
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Dealer Names Blocked For
Webinar
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Initial Video Responses Via CRM
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Personal Thank You Message
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Video Scripts In Book 115
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h]p://www.walkaroundvideos.com/
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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
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#4 Increase Effectiveness of SEM Campaigns
• Cost Per Shopper • Cost Per VDP View • Measure VDP Penetration
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Let’s Define The Word Car Shopper…
as someone who visits at least one Vehicle Detail Page on the
Dealer’s Website #Paschon
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LotLinx Redefining KPIs For Dealers
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Google Adwords – Inspecting CVV
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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.
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#4 Increase Effectiveness of SEM Campaigns
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#5 Increase Organic Traffic (SEO)
• Google Keyword Blocking • Original Content That Engages • Invest In Professional SEO Tools • Conductor Integration with ROI-BOT in March
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The Most Advanced SEO Platform
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Visualize the Performance of Your Search Efforts
Opportunity to improve
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Track the Competition
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Get Powerful New Reporting
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#5 Increase Organic Traffic (SEO)
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#6 Improve The Consumer’s First Impression
• Call Inspection • Call Coaching • Call Center Backup
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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
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Call Centers As Sales Insurance
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# 6 Improve The Consumer’s First Impression
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#7 Close More Opportunities
• Become a CRM Centric Dealership • Stop Making Excuses For Technology • Get Help – You Are Not Superman • Rethink The Sales Workday
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Sales Managers Must Become…..
CRM Experts
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Review The CRM TOGETHER!
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MONTHLY TRACKINGS
SOURCE CALLS LEAD FORMS CONTACTS APPOINTMENTS SHOWS SOLD % SOLD
ORGANIC WEBSITE
AUTOTRADER
CARS.COM
ADWORDS
CRAIGSLIST
CHAT
PHONE
TOYOTA LEADS
SHOWROOM VISITS
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Where Is My Cheese?
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Where Is That UP Bus?
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50% Of The Day
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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
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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
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#7 Close More Sales Opportunities
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#8 Increase Post Sale Engagement
• Mobile Apps • Equity Mining Tools
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Dealership Mobile Apps
• Mobile Apps Have Come A Long Way
• Two Way Communica?on Now Possible
• Integrated Inventory & Promo?ons
• Service Reminders and Specials
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Place Your Inventory in an App
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Proactive Equity Mining • Deal Activator (Dominion Dealer Solutions) • Perfect Prospect (ELEAD1ONE) • Red Bumper • Revenue Radar (DealerSocket)
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#8 Increase Post Sale Engagement
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Dealers & Managers Have Report Burn Out!
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What Are The KPIs I Should Be Focusing On? What Are The KPIs I Should Be Focusing On?
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117
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Dealer Scorecard
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March 16-18th in The Napa Valley
h]p://www.DigitalMarke?ngStrategies.org
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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
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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 •
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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
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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]