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Webinar: Social Marketing – This ROI is Too Good to Be True

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Join Next Century Media (NCM) Global, Powered and HubSpot on Wednesday, March 25th, for our upcoming Webinar, "Social Marketing: This ROI is Too Good to Be True!", which will broadcast live at 2:00 PM CST.  Register to attend today!

Our discussion topics include:

  • Results of NCM's newly-released research study – 2008 Social Marketing ROI Report and Benchmark Guide.
  • Trends, tools, KPIs, benchmarks and tips to effectively tying social program results to ROI.
  • Impact of social efforts on SEO and lead generation and how it improves ROI.
  • Latest trends in social marketing and online community measurement.

All attendees will receive a complimentary copy of the 2008 Social Marketing ROI Report and Benchmark Guide.  Register to attend today and don't forget to submit your questions to our panelists.

March 12, 2009 by Gary May 0
What Are You Doing About What Your Competition Is Not?

Everyone's worried about their bottom line, revenues, expenses, marketing,future and what's going to happen next. Worrying so much they have forgotten how to think forward and act intuitively. Better yet, they're not even paying attention to what is not being done by competitors (in and out-of-brand) that can easily be capitalized on.

Two years we were talking about 'an edge'. Now most every dealership is talking about falling off of it. Nothing has changed…nothing! Now, you may have to be more selective and conscience. But you have to market, you have to connect, you must communicate and you absolutely need to build.

Here's a little secret about what 80-90% of dealerships in your market are not doing (or doing effectively at all):

  • Online marketing: SEO, SEM (paid search/PPC, banner ads, etc)
    • Google Analytics (please!)
  • Customer Relationship Management: email, events, incentives
  • Social networking: Facebook, Twitter, Plaxo, etc for increase engagement
    • And drives first two bullets!
  • Reputation management: DealerRater, CarFolks, MyDealerReport, Yelp, etc
    • And drives first three bullets!
  • Capitalize on resources for education
    • Automotive Digest, Digital Dealer, AutomotiveDigitalMarketing, Driving Sales
  • Capitalize on resources for training
    • Consultants, brand events, networking (chamber, local businesses, etc)

More often than not, 10% or less of the 'things that must get done' are and even when they do get done, they're not maintained. Some of the MOST fundamental activities are just not being done and for what?

  • The road to hell is paved with good intention
  • The road to debt is paved with discounts
  • The reason that 90% of people fail is the inability to deal with people
  • Nobody ever earned a dollar without spending one

These are the times when (as a good friend of mine in the industry put it) you can get a larger piece of a smaller pie or you can save yourself to death. Most everything listed here can be done for free to hundred of dollars per month.

One of IM@CS' clients has reduced their marketing expense by nearly 85%, increased their brand exposure, delivered more cars in the past month than they did over the past six, is driving over 25% more web traffic and nearly doubling their own website leads over the past three quarters. They're doing all of the above.

It's completely up to you. So what are you doing about what your competition is not? Someone has to wake up first and get going. It might as well be you!

Best practices: Professional Insight, Powerful Results

February 19, 2009 by Gary May 0
Week At IM@CS: Chats With The Industry

Keeping up with the 'Joneses' in the industry is something that most people want to do, if not beat them. The issues are typically time, resources, knowledge and access. While I've been using many of the online resources for a while, it's not the case for the majority of our industry friends.  Also, there is a reluctance at different levels of the industry due to misunderstanding and ignorance.

Part of what IM@CS brings into clients is eliminating mistakes or the 'what not to do and why' as compared to simply telling people 'do this'. There are a few newer resources that address that in a great way, and they deserve plugs.

First and foremost, it is imperative to stay up-to-date with education from your vendors and use their products fully. Second, leverage the eNewsletters, webinars and events that are free to 'inexpensive' (defined by you or your dealership) run by companies including Automotive News, Cars.com, KBB, Automotive Digest, Ward's, Dealer Magazine and more.

Then you have access to sites that are community based and living on the real-life, day-to-day, cut-your-teeth edge in order to provide value where it's needed most.  Here's two that are prominent players and should be bookmarked:

AutomotiveDigitalMarketing – What can you say that hasn't been said about the prolific Ralph Paglia? Don't waste your time (sorry Ralph), just go to the website and immerse yourself in the groups, discussions, blog posts and more because these are the people (about 1,600) making it happen at retail every day. http://www.automotivedigitalmarketing.com*
*The fact that this post will end up on the site as well is not an additional endorsement and no, we're not being paid!

DrivingSales – Jared Hamilton started this site as a way to stay in touch with people he had taken NADA courses with. Still in beta (and a number of bugs to work out), this is another community that aims to be the knowledge base for folks starting and maintaining their digital presence, including vendor rankings, video interviews and more. http://www.drivingsales.com

Nothing is static about our industry anymore. Your success depends on accumulating an incredible wealth of knowledge, deciding how to move forward and then doing it. Both sites are testimonies that these communities must exist and are of significant value. And if you have an idea, comment and question, go ahead and get it out there. Chances are there's at least one other person that has the same.

Best practices: Professional Insight, Powerful Results

November 23, 2008 by Gary May 2