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The State of Automotive Digital Advising: More Vanilla, Please!

Anyone who regularly reads our blog knows a few things. One, we tell it like it is. Two, we educate from fact and passion, not from the heart of from the pocketbook. Three, we do and cover what nobody else does across the entire scope of services. Four, we affect a sliver of the industry through the automotive social sphere. While none of these aspects alone are uniquely significant, it becomes more so when you consider what dealers are receiving from “advisors” today.

Recently we had a high-line dealer visit that also included a regional sales director from the OEM, which is a rare pleasure. They wanted to review the new digital assessment package from their third-party partner. While we were extremely happy that the digital marketing consulting company that had previously provided in-field services for the OEM and their dealers was no longer doing so, and there was clearly an improvement in the standard deliverables, frustration quickly set in.

In reviewing the report, it was clear that it took into account items that didn’t properly set up dealer expectations, or take into account how search algorithms have changed, especially mobile, contained improper SEO evaluation components (named search, for example) and wasn’t thorough (had both scoring and consistency issues).

So while the report was an improvement over the third-party and OEM agenda-only approach previously employed to advising the dealers, it showed that we are still significant;y off the mark when it comes to assisting a dealer in doing a better job online. While we’ll assume that the vendor’s intentions are completely altruistic, we once again see the misguided and completely subjective plight we’re in considering there are no “digital standards”, no “consulting certifications” and certainly no “results-based comparisons”.

What we do have is more vanilla. Yes, the OEMs to a large extent need the data; yes, there’s a much better way to go about it. And the challenge is how can you do that, counting on one or two companies, without true A-B testing, in a cost-effective manner? You can’t and all that happens is the dealers can operate off slightly better input rather than consultants taking ideas and bringing them back to the third party and OEM. Everyone loses in that scenario.

Yes, more money is being spent. And with that, more errors are being made. Stupid, unseen errors. How do you tell a dealer that 25-50% of their SEM spend is for terms they shouldn’t be buying, cities that are 500-1,500 miles away, with action-killing text and that 47% of their traffic is on mobile but 70% of their budget is going to desktop? Or that their website’s key pages have the same content as 100 other sites and incorrectly link to non-existent pages on their site? Or that their social media is a complete disaster that is not being seen, read or acted upon? OK, “tell them” you say. And then they bury their heads again or plead the “have to use what my OEM says to” line of garbage. No you don’t.

Stop getting vanilla. When the market drops again, and it WILL, there will be a larger dividing line digitally between dealerships. You can’t take an OEM digital assessment report, unfortunately still, and build better value, own more spots in SERP, turn your social media and social marketing around or answer your leads any better. You actually need to spend money doing that, using different vendors than everyone is using and learn how to understand this our evolving, digital world.

 

Best Practices: Professional Insight, Powerful Results

 

 

The Year 2012 In Review? (What’s An Automotive Industry Nutshell?)

(Warning, 1000 words below!)

OK,
who's got their 2013 game face on? Nobody? Good, let's make things difficult!!!
2012 was one heck of a year: consumer demand is still up and growing for cars
(although demand still outstrips what sold), mobile use is skyrocketing (albeit
not remotely matched by dealers providing strong solutions), digital demand is
still growing at a breakneck pace (while use of traditional media by
dealerships is up), vehicle technology, especially in-car, is amazing and
overwhelming (while we still can't truly get a MPG sticker correct without driving like we're dying) and quality
is better than even with IQS improving (hand-in-hand with more
"media" coverage of massive recalls). Yup, 2012 was quite the year…

So ask
a car dealership what they're doing and about 16,500 answers will flutter
around "more _________ and less ________ while focusing on our key
strengths in _____________". And that, by the way, will be the answer
around January 5-15th because, unlike other industries that revolve around
retail, we seem to be focused on a date non later than January 5 to close the
year. Newsflash: 2012 is done. Make more calls, send more emails, offer more
dealer cash/rebates/incentives/consumer cash/financing discounts and leases and
you're still not going to sell more. Hello?!?! The "Oh, we pulled 10 more
from our competitor" crap doesn't fly. You'll sell what was essentially
already in the hopper and be happy with it.

Over the last twelve months we saw
highs and lows in the automotive industry, mostly driven by International
factors like economy, emerging markets, regulation, partnership and bankruptcy.
As a matter of fact, we are more tied than ever to what happens in Europe and
Asia, even considering how insular as we tend to be. Whether or not we get to
see a new Cadillac in the States depends more on what happens in Germany than
ever while BMW's success likely depends on what happens in South Carolina. 2012
saw the continued demise of storied as well as soft brands everywhere.

In the passing of this last year, it's
important to reflect on how we actually invited people into showrooms while not
making it any more enjoyable (except for the new showrooms which mostly made
the factory happy while getting better looking floor tiles and slightly better
tasting coffee to customers and some of those neat kids' play rooms we desperately needed). We
switched website CMSs, dealership CRMs, DMSs, SMSs and POPs but did satisfaction with
dealerships actually go up as much as 2012 IQS? Jaguar is still tops
(well, 2nd behind Lexus for 2012 models) on the list and they can't seem to
sell the damn cats…

What did 2012 deliver to your business?
If you've not asked your customers more than your factory reps, your
salespeople and your accountant, you will miss the boat by a larger gap in
2013. Yes, you will continue to sell cars next year and maybe, fortunately more
again, but where does that stop based on solely looking back or not at all?

Where your concentration needs to be,
right now, is around March 2013 because your next 6-8 weeks are already figured
out for the most part. No matter how many "cycles" we have, after 100
years of automobile sales most think that there is some magic to the last few
weeks of the year. Bullhooey.

If you want to succeed starting next
Tuesday, there is no other way to do it than be steadfast in every aspect of
your staff, processes, facility and follow through. Your greatest efforts need
to be put into place around the touch points (hint: it's not the cars!). Those
are showroom (real and virtual) and people. Nothing else matters without those. We are asked regularly how to "jumpstart" sales to the
effect that many talk about in the industry. If you've not been bombarded by
spam marketing and videos, it usually sounds like "100 to 500 cars
overnight with our processes" and "our sales events will have people
driving in from everywhere" and don't forget "our websites will
optimize so well (or drive leads so easily), no other dealer will be able to
touch your numbers, you'll dominate and just have to deliver cars". Rat
dung!

Get the best assets in your business
today that understand how everyday people use technology and expect to be
communicated with. If that means more green peas, then do it! Training?!?!
Tearing down your salespeople to build them back up means you have the wrong
people and wrong processes! It's not "that Internet thing" any more
than your cars are "those things that have engines and tires". It's
time to grow up and look forward. If you 15-pounder 15% of your customers, expect 50%+ of
your reviews to scream you suck.

If you want to look at things in a
nutshell, read another whitepaper about how great a solution is (6- to
12-months after it's relevant while you signed up to get marketed like mad by the
same company) and look backward. Our industry is depending on people who look
forward with only what's needed about past performance as indicators, nothing
else. Improve incrementally prior to making the huge, sweeping changes like we
hear about so much and maybe, just maybe, you'll see about 3-4 months that the
big stuff is not so big after all because you were able to move the needle
consistently. Overnight success is a short-term facade over impending disaster.
Count on it.

2013 can be great for many, even
amongst the raising concerns about economic and other pressures. The best
always raise to the occasion, it's just that it needs to be done in newer ways
more consistently. And remember to make changes with anything that you do by
benchmarking and recording first because so many will pull the wool over your
eyes and scream "we did it for you!". We see it every day. There are
some great dealership partners out there. Remember that opportunity is missed
by most because it comes dressed in overalls. It's work and most of the time
it's slow.

So relish in the success you've had in
2012, you deserve it! At the same time try not to look back all that much. It
will take longer to catch up than you realize. The automotive world moves at
the speed of retail. That is the only truth. So stop slowing yourself down more
than needed.

Much success in 2012 and thanks for
continuing to read…

 

Best Practices: Professional
Insight,
 Powerful Results

DrivingSales Executive Summit: Learning Over Listening

One of the things we're most passionate about is education. Above anything else, education moves businesses forward. You can sell them all day long, and most vendors would given the chance, but until education (and support) is part of the equation there is no momentum.

The DrivingSales Executive Summit has set itself apart from other conferences since its inception in 2009 and continues to do so today. This year's lineup of keynotes is incredibly impressive and the team at DrivingSales has set the bar higher once again. However the magic is in the breakouts, along with the innovation sessions, where dealership staff in attendance get to break out their notebooks, tablets and other note-taking technology and build executable strategies.

Last year's DSES delivered some of the most creative and independent means for dealers to lead their markets with digital marketing strategies. One of those sessions was Gary Sanders of Stevinson Lexus of Lakewood (Denver, CO) talking about what he and his dealership did to better set the stage for customers looking at their inventory online and to direct how conversations and conversions would take place.

Simply put, businesses innovating trumps those who simply copy and in today's market it is essential to win. It all starts with the ideas and strategies. As simple as this sounds, most sessions I've attended at the breath of events around the industry center around "you need to be doing this" rather than "this is how you do this".

Come to the DrivingSales Executive Summit in three weeks with an open mind, it will change your business. Yes, you'll be able to learn more than simply listening…

 

Best Practices: Professional Insight, Powerful Results

You can participate (read: actually participate) in the DSES session that Joe Webb and I share on Tuesday, October 23 at 3:55-4:40p Click here for the DSES agenda 
Remember to use code IMACS12 when regsitering for DSES

Google Plus Pages Allowing Dealers To Do More (Half-Baked)?

With innovation and technology comes missteps and half-hearted attempts to "do it". As more dealers encourage their staff, and many times vendors, to push into new technology, software and social networking, which should be commended, the volume of missteps and simple ignorance increases as well. It's simple: if you don't know how to do something, get assistance. Just winging it in today's market won't pay dividends nor register with the public when it counts.

Google Plus Pages Equals Unknown_SMALL

Google Plus Business Pages launched more than a week ago and searches with typical terms (Toyota, Honda, Ford, etc) on G+ turns up car dealerships using Google Plus profiles as businesses. Not pages, Google Plus profiles as in personal pages. This is absolutely the same lack of common sense and willingness to "ask for directions" that has thousands of retailers on Facebook personal profiles rather than the appropriate business pages.

No different than buying a CRM and not utilizing more than 40% of its capabilities or paying $699 a month for a website without SEO services, multi-million dollar establishments continue to fudge it and then wonder why things "don't work" or "provide revenue or ROI". It seems that the more technology and opportunities avail themselves, the faster car dealers are willing to say "we don't have any more budget", "we're not looking to go after every thing we can possibly buy" and the ever-popular "we already are doing a great job using what we use". So things go 'round like they always do: crap in, crap out.

The jury is in on your decision to half-ass things: you're wrong! The rule is go big or go home.

When sales, service and parts staffs are quick to Google the latest part that a customer brings up, right after they check ESPN highlights on their smart phones, why do things stop before the extra click to search for "setting up google plus business pages" and reading a quick particle or, better yet, watching a two-minute video that explains everything to properly establish their presence. Naw, it's better to wait until it's seemingly too late to make a change and your competition that you "beat" now has a more established foothold in the same technology, website or service. A local dealer, after offers of assistance fro multiple companies, apparently had to wait until their Facebook "friend" page had over 2,000 people on it before asking about making a business page. WHY??????????????????

We continue to be an industry filled with ignorance, denial, shortcuts, Band-Aids and excuses. ALL of the information is available if you're willing to ask the right questions and select the right employee, partner or vendor. Yes, there is a lot of misinformation but it's not impossible to weed through it. Recently, a top-OEM endorsed social media company executive informed an audience at one of the auto industry digital marketing events that deleting spam posts from Facebook pages was not possible but that they "scan and report" such occurrences. Yes, there is incorrect information out in the market from what should be reputable companies so always finding the right ways to do things can be a challenge.

So are the absolutely-essential, need-to-have Google Plus Business Pages allowing dealers (and other businesses) to do more, just in half-baked ways? Yes, sure enough. Just like everything else that is not known, understood, new and not managed. Until it is…..

Best Practices: Professional Insight, Powerful Results

IMACS To Speak At Upcoming Digital Marketing Strategies Conference In Napa

IM@CS is pleased to announce that President Gary May has been invited to speak at the upcoming PCG 2011 Digital Marketing Strategies Conference in Napa, CA just prior to the National Automobile Dealers Association (NADA) conference in San Francisco. As things continnue to shift online for the automotive industry, the time dealers have to reassess their activity, brand and resutls online is extremely limited.

Like the PCG event prior to NADA 2010 in Orlando, progressive dealers are expected to get answers to their questions, sound strategies to move forward, relevant data to build from and more. Attendees will take part in three different workshops per day, bookended by breakfast and "Wine Tasting Optimization (WTO)" receptions prior to local Napa dinner engagements that are expected to be the talk of NADA.

Gay May will be joined by Christine Rochelle, Alex Snyder, Matt Murray and Glenn Pasch with keynotes by Brian Pasch, Jared Hamilton and other special guest speakers. Speaker bios and session times can be found at http://www.digitalmarketingstrategies.org/digital-marketing-strategies/agenda/ as well as registration and lodging information.

As the market continues to favor businesses that are focusing online, engaging consumers, responding to input and reviews and retaining their customers properly via the web and other tools, the sessions on February 2-3 will provide the latest in some of the ways to address today’s automotive retail environment.

Heading to San Francisco for NADA and willing to add on a few days that can more your business? Join us!

Getting Ready For Digital Dealer And DrivingSales Executive Summit? Here’s Some Tips

Tickets? Check. Hotel? Check. Registration? Check. FlipCam? Check. SmartPhone? Check. A plan to make what you take back with you work? Ummmm. Not checked!

Digital Dealer 9, DrivingSales Excecutive Summit and JD Power Internet Roundtable are right around the corner. Have you mapped out your sessions? Have you made a commitment to have executable items upon your return? Some alerady have planned for success.

So, here some ideas to get ready before you head to Las Vegas in a couple weeks. It might make the investment worth it!


 

Vendoritis Or Dealeritis: Part Deux

After the recent seminars and events in the Los Angeles area it seems more clear than ever: dealers want to do more, are mostly eager to address new opportunities (or old ones sold as new), are baffled by new technology including social media, are looking at the factories for direction and don't seem to have the right questions to ask the not-so-prepared, over-eager vendors.

In a number of panels that spanned these events, the tough questions either weren't asked or answered. This is not a knock on either the speakers or the crowds, most very qualified to talk about new media and marketing. It's just a fact. One panel on social media had some great experts. On data. Not one person doing it for an OEM or a dealer (or, judged from afar, likely even doing it themselves daily). Another panel had some great participants from very disparate areas of automotive talking about some specific activities they're doing. Truly great examples, results and actions were shared. The missing component was how the average dealer, yes including those in attendance, can implement a plan.

What is happening, as our world moves forward at a speed more reminiscent of the amazing La Mans cars running around Circuit De La Sarthe as this is being written, might be another dose of "ignorance is bliss". And that doesn't help anyone. Dealers asking their factories and reps for help (as was overheard quite frequently lately) are getting shrugged shoulders, "we're working on that right now" or "hire the right company or employee to handle that" responses. In other words, dealers are on their own.

So the dealers' sources for information are limited to their 20 group, industry events and magazines, word of mouth and the old fashion pitch by the vendor. Most dealership decision makers aren't reading the blogs and forums because if they were, they'd be asking questions and participating (yes, we regularly scan for them). So, as with the first "Vendoritis Or Dealeritis" post a while back, the question needs to asked again: how do dealers move forward?

Our industry is always in flux. Lately there has been a more interesting bend, however. Dealers and vendors, for example, fixated solely on SEO for the past year plus are now looking at poor conversion stats to fix.There will be the same issues with social media in a year: those that chose to hire crap automation and get to 5,000 Facebook fans and 10,000 Twitter followers will discover that it's not done anything for brand or business building since over 1/2 of their social media throng is over 500 miles away if not in another country.

When you take your eyes off the ball, you can't catch it. You likely won't even see it. Many today say "bullshit, I can do it all". Well, good luck to you. The best of the Fortune 100 acknowledge that they can't. Maybe automotive retailers can do it all: sell the cars they need to monthly and still talk up a great story online. Just like the vendors that do a mediocre job for you somewhere else in your store and tell you that they can add something to their plate. Yeah, and there's a bridge in the desert that I need to show you…

Best Practices: Professional Insight, Powerful Results

It’s Time To Do A Few Things Well

Most people that read this blog that are in automotive retail probably have one thing in common: they can do one thing really well. Sales, finance, management, etc you're likely not fresh in your position or field. You've been trained, taught, updated and (even if not very effective) sent to seminars, events and trade shows. People looking for more information, especially in this format, are those that want to learn…to be better, earn more or lead their field.

So, it's time for you and your colleagues. Time to do a few things. This is not a way to say that you're only doing one thing. Rather that the automotive retail, and even most of the headquarters, needs to venture outside of the comfort zone in regards to being more effective, using multifaceted strategies and new technology to deliver better results.

There is raging debate on what works and doesn't tied into whether or not fads and technology work: social media versus the tickler file, direct mail versus ads, text marketing versus a note, text codes/integrated mobile marketing versus billboards, Internet departments versus the floor, CRM versus the 3 by 5 and the salesperson's memory. Folks, what are afraid of? What investment is not worth it if customers will consume it? And why is the debate still going on at all? If it works for you, do it.

Oh, and then there's the budget and resource excuse. It used to be that the argument was simply "if I drop my newspaper and TV ads, traffic will stop". We all know today, without question, that's not the truth. Period. Now days it's "I can't staff competent people to handle live chat", or "how can I have someone post on social media ll day and still sell the cars they're supposed to?".

That's not the point. It's simple: do the same things, get the same results. Stop thinking of a technology, solution or new mouse trap as a stand alone aspect of your business! Everything creates either consideration or traffic that should convert. You might think about things this way:

1. Your website is the center of the universe. All traffic should ultimately go there. Leads convert there or because of the information gained there. While not the most dynamic part of your marketing, it is one of most easily tracked, can be modified nearly on the fly, enjoys the benefits of multiple sources and provides seamless integration. Oh, and you own it (or if you don't, you now know you should!)

2. Invasive marketing is meant to drive specific contact or leads but rarely meant to drive traffic to the website (which should change): direct mail, outbound calls, inserts and other forms of non-requested contact. Still works but typically not tailored correctly for higher conversion. If dealers started using their data correctly, ROI would increase (or start actually). Upside is that the receiver is not expected to do anything other than look or open their mail or drive by something while the downside is that tracking is poor and is not on the consumers terms.

3. Passive marketing is meant to involve your customers with your brand and includes events, ride-and-drives, social media, giveaways and more. Benefits are that it can be tracked more accurately than any other off-site media, costs are typically lower than (if not practically dirt cheap) traditional marketing, engages consumers at their want/need/desire level and offers great sharing and word-of-mouth.

Two and three are supposed to make one work better, consistently. It's incredible to think of someone that controls the marketing spend at a dealership or group using invasive marketing as the majority of their focus while the same person doesn't use the media they buy when they consume content! Put even more appropriately, why do you market or advertise expecting it to work when you've not successfully asked or tracked how your customers engaged, used and responded to your marketing? The first dealer that says they source successfully over 50% of the time, your staff is…well…not being honest.

It's our job to know what our customers want, not what we want them to want. If you're a top producer at your dealership, how can you deliver more? The answer isn't that you can't. Or that there's not enough time in the day. Or that you're waiting for the new model because nobody wants to buy what's being replaced. It's time to do a few more things well.

Are we recommending that you get into a fist fight with your GM about opening up the firewall that your IT director clamped down so tight you can't get an email out to your mother? No. What we are recommending is that you find the time and ways to make your time and results more effective and productive.

These things don't happen by themselves. We need to push ourselves into uncomfortable territory for a while and commit to seeing the results through.And don't lay down because your factory rep doesn't understand how your CRM works or what a tweet is or that you can actually talk with people on Facebook.

Do one new thing…then do two things…and they will come! Yes, silly, the customers.

Best Practices: Professional Insight, Powerful Results

Come On! What’s Social About A Price? Nothing!

After tip-toeing around this subject
for most of the year, it's time to take a more direct approach.  With more
car dealers using "social' media these days, seeing the overwhelming
amount of non-conversations are staggering!  A quick visit to the majority
dealer accounts on Twitter and Facebook reveal the following:

  • use of what are supposed to be social sites and
    services for essentially 'unpaid' advertising
    • The home of the $199 lease
    • Largest volume dealer in the
      area
    • Amazing inventory
    • More models arriving daily

  • use of auto-follow and auto-retweet programs to 'simplify'
    building followers
    • 30-day old accounts with
      2,000+ followers
    • Retweets of Automotive News
      articles
      • Consumers can't access as
        it's subscription only, and why share?
  • limited contextual links and content
    • video links are exclusively to
      store's site or YouTube inventory/walk-arounds
    • Using same links over and over
      with only slight modifications


Here's the hint that will hopefully get you to use social media for what it's
intended for: it's called social for a reason.  There is absolutely
nothing remotely social about car prices, lease specials, inventory, and 'buy
here!'.

Social is about conversation, influence, sharing, participation and ultimately
growing your virtual community.  And take note: this happens after
time.  It's organic and you have to learn.  It's not about control,
rants (although those can be fun in moderation), telling, limitation or
virtually throwing the keys on the roof.  Nobody cares about 100 tweets
telling how much you'll promise to save them, less the fine print.

Share funny stuff, eye-opening stuff, cool videos, first-to-market stuff,
did-you-know stuff, share fun events, invite people over to do things for free
and ultimately build a relationship around having conversations.  You'll
be amazed at how many customer service situations you can remedy, how many
times you can correct someone's misunderstanding about a capability or spec on
a vehicle and ultimately plant some seeds so that, when it's time, you already
have a customer that doesn't give a rat's behind that you are giving away gross
on "1 car at this price'.

So take some time and learn, understand and start participating instead of just
posting.  Just participating in social media doesn't give you any passes
or kudos.  Be real, be original, be compelling and be relevant.  If
you know you're market, friends, followers and customers, chances are you'll be
more successful.

Dealership staff: Don't talk to people.  Talk with people.  Listen to
people.  Create a valid, unpaid following that is interested in what you
share.  Be fun.  Be intentionally unintentional.

Go ahead, dare to be unique and different.  You might just end up being really social…

Best Practices: Professional Insight, Powerful Results

 

The First Half Is Done…Are You On Track Or Betting On The Second?

It is always a reality check (especially in sales) to review the mid-year numbers against goals. Even the most sophisticated of salespeople take the opportunity to evaluate, adjust, reassess, communicate and plan. Many others blame, accuse, defend, deflect and compromise, but rarely do what it takes: listen and learn. It's also the time of the year when middle-management does the infamous 'dance' (you know what I mean if you are in middle-management or deal with them).

Consistency is the key, learning is the foundation, staying up to date and applying methods are the tools, guidance is the framework (read: not management), teamwork is the conduit, commitment is the path and success is the goal. For those that truly stayed on the road to their goals, using everything just mentioned, the first half was likely less of a mystery than for everyone else. Maybe you even are ahead of the game!

Success never comes overnight, rarely is seen in the company of also-rans, doesn't hide from the real work and tends to stay around a great circle of influence (read: not the water cooler). If the first half of 2009 wasn't good for you, it's time to see the opportunities that exist for change, improvement, growth and dedication. All of us fail, which is a huge part of success. But if you continue to fail perpetually, it is time for more than self-talk and a spa day!

The second half of your year is in your control, up to you and completely dependent on what you believe will happen…plus a whole lot of action on your part! One of the benefits I continue to enjoy is the input from some of the best minds that anyone would want around them. People that all believe the second half is their half and are willing to do what it takes to make that happen.

Having missed my 'numbers' in the past, having been on 'losing' teams, having decided not to give it that little 'extra' effort and knowing from personal experience both how far and how close I've been to having that great half, it would be in your best interest to do whatever it takes to be part of the group of people that finish 2009 with a smile on their face.

So are you on track? Are you on the right track? If you just had to look down, find someone that will help you to win. If you're headed to your goals and dreams with nothing stopping you, that applause you hear is for you…rip up the second half!

Best practices: Professional Insight, Powerful Results