Digital Marketing Auto Dealers

Digital Marketing Helps You Sell More Cars ©2010 Ira Kaufman, President Patsy Stewart, Director Social Media Robert Harper, Automotive Marketing Strategist... Integrated Digital Marketi

Digital Marketing Helps

You Sell More Cars

©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

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

Alterian Research May 2010, Your Brand: At Risk or Ready for Growth?

Social Media Live Update

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*

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?

Industry Successes BMW, GM,Toyota

• 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.”

Uses Social Media

to Become ‘the dealer’

Un-2009 J.D Power and

Associates Automotive Internet

Roundtable

Social media:

• reaches more potential new-car

buyers than Google

• positions dealers to find potential

new-car 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

person about what they do and the Ford Brand

digital buzz

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

3:30pm

Friday only call now to book your appt 555-2233”

• 8 people responded quickly-they

retained these customers

• $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

Has Your Ad Agency…

• introduced you to digital

media ?

• leveraged your TV, radio

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

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

Integrate Digital Marketing to realize a powerful edge

•If you don’t respond, your

competitive advantage will be vulnerable

Are You Ready ?

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

TV

R a d i o

S o c i a l

Integrate silos

traditional advertising online marketing

social media

social public

relations

Integrate Your Media

Synergize … Build on each other

Assess Your Digital

digital environment

Dealer Touchpoint Map

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

Monitor

What are FB Users

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

Roanoke 75 mile radius

*From LinkedIn.com Advertising

Foursquare

Location Marketing

Prove Media Works

Track - Evaluate ROI

1 Webstats - Google Analytics

When Do We See Results?

You will

1 Increase Website Traffic

2 Increase Dealer Buzz

3 Build Facebook, Twitter Followers

4 Realize referrals

3-6 Months Setup, Positioning

Digital Marketing Best Practices

1.Commit resources - executive buy-in; staff;

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

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 Marketing Best Practices- 2

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".

www.entwineinc.com

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