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Cobalt Group; Breakfast of Champions
- 1. “ Strategy of Champions” Building an Digital Marketing Strategy
- 4. Are You Off-Target? Your Customers Are Going Digital. Why Isn’t Your Advertising? Newspaper Radio Television Yellow Pages Digital Marketing
- 8. Dealers Need to Rethink their Entire Advertising Strategy… Dealer Website Internet Search Television Direct Mail Billboard Newspaper Radio
- 17. Smart Dealers Already Profiting from Internet Search Leading Acura Dealer (WA) Email / Phone Lead Volume Before Internet Search With Internet Search Before Internet Search With Internet Search Leading Hyundai Dealer (NJ) Internet Sales / Month Leading Subaru Dealer (OR) Internet Suzuki Sales / Month Before Internet Search With Internet Search
- 22. 3 rd -Party Sites Are Becoming More Specialized 20 in1999 250+ in 2007
- 24. Your Customers Don’t Need to See you as Frequently… Are you letting them forget you? Yesterday’s Average Service Interval The Widening Awareness Gap 3 Months Today’s Average Service Interval Six Months, a Year, More? BMW’s oil changes: 15,000 miles Acura’s 1 st service: ~ 100,000 miles GM vehicles: oil changes at varying intervals
- 26. Ensures You Communicate to Your Customers at the Right Time with the Right Message Dealership Consumer Continuous Email Collection from Nine National Databases! OnStation Automated Sales & Service Promotions Service Reminders Customer Surveys Online Appointments On-demand Campaigns Service Sales To make sure they return to you!
- 30. Dealership responsiveness to leads is improving Quality is diminishing 23.9% NA Used Brand or Product Highlights 25.9% 38.2% Answered the Shoppers Questions Quality of Responses: 6.5 9.5 Response Time Average (hrs) 69.7% 60.0% Overall Responsiveness 2005* 2004* Industry eMystery Shop Metrics
- 32. Brand Defection is High What is the primary reason you bought a vehicle from another dealership? Other Brand (customer decided to buy a different brand new vehicle) Dealership Response (poor) Price (too high)
- 33. Putting it all Together People & Process: Developing the Skills for Success Hi [Customer Name], Why Me? Why Make? Why Model? Hyundai Sonata Dethrones Camry and Accord Thank you for your request for additional information on the exciting new 2006 Hyundai Sonata. My name is Tony Bell, I am the Internet Director and it is my job to ensure that you get all of the information you need to make a good buying decision. We are extremely pleased with the new 2006 Sonata as well as all of our customers that already have a new Sonata in their driveway. When you look at the long list of standard features and read what the “experts” have written about this car, you will understand why Toyota and Honda Dealers are worried. I, or one of my staff will be contacting you to gather some additional information, answer any questions, schedule a test drive or arrange a home delivery. I have included in this email links to various sources for reviews, comparisons, and pricing guidelines. I have included a link to Edmunds.com, they have a very accurate pricing guide to follow. They publish a TMV price to give the customer a figure that they should expect to pay for a vehicle. Edmunds.com is constantly surveying dealers as well as customers to arrive at these prices. Please keep in mind that every car deal is as unique as every customer and you may qualify for additional rebates and incentives. Reviews for the Sonata Hyundai Sonata Dethrones Camry and Accord http://www.autoblog.com/entry/1234000897051169/ http://cars.about.com/od/hyundai/fr/bk_06sonata.htm http://money.cnn.com/2005/08/03/Autos/carreviews/hyundai_sonata/ http://www.caranddriver.com/article.asp?section_id=3&article_id=9741
- 34. Customers Have a Short Purchase Timeframe 0-30 31-60 61-90 91+ Elapsed time between the date of lead submission and date of lead closure Based on registration information supplied by R.L. Polk & Co. Sales/leases have been adjusted for matching efficiency by a factor of 1.36, which represents a 73% historical match rate 273,886 103,130 63,455 204,486 Days to Close 42% 16% 10% 32% Number of Closed Leads 68% of leads closed to a sale within 90 days
- 35. Research Summary and Implications More dealers are responding to leads, and doing so more rapidly – what’s your dealership average? Quality of lead response matters – do you use ‘auto responses’ or do you try to answer the consumer’s question? Avoiding price / skirting questions may cost dealers business – do you provide price responses in your emails? Customers are buying sooner, Internet leads are hot!
Editor's Notes
- Intro of myself House keeping PG Cell Phones
- Why are you here? To Pray……pray for a lay down …5 minutes tops! Get people talking about what they want to learn. Only elaborate BRIEFLY on their comments and move on to the next person.
- Review today’s briefly. Do your poker table here, but it needs to be quicker than the previous version. Quickly get across the point that dealers are focusing their advertising budgets on table 1 – the losing table. Table 4 is where the money is made, but dealers place the smallest bets on the winning table and the biggest bets on the losing table. I think the poker table is a good lead-in, but don’t get distracted with lead handling and the previous version!
- Dealers are missing the target. Spending money on advertising that can’t be measured and is ineffective. Customers are online. If you want to hit your target market with effective, measurable advertising…you need to concentrate on Online Marketing!
- Your OK on this slide…just keep it moving.
- Go around the room and ask several GM’s or DP’s: What’s your total advertising budget? How much of your total budget do you spend on traditional media…newspaper, radio, TV, direct mail? How do you measure your customers and sales as a direct result those media sources? Make some sort of statement….”doesn’t that seem ridiculous”…”With all that money your spending, shouldn’t you have measurable results?” “Shouldn’t your advertisers be accountable…to you!”
- Really emphasize the point that “guys, this is how consumers start their shopping now days”
- Top dealers today recognize this.
- Break Here – 10:00 – 10 Minute Break.
- Acura of Bellevue, WA is getting record performance with their Internet search marketing. They’ve gone from a combined email/phone lead volume of around 200 in May '06 to their current monthly volume of 565. Their conversion rate last month was over 6.5% including phone and email leads. Their average CPA is about $21 for paid search. They're hitting the top of the charts with organic search results as well! Towne Hyundai (Denville, NJ) They had their best internet sales department month in July 06 – they sold 76 cars where pre-program levels were 30-40 cars a month. In July, their dealership was one of the top 30 Hyundai dealerships in the country. Peninsula Subaru (OR) “Our Suzuki sales have gone from 5 units per month to over 30 units per month since we signed up for Internet search I’m now the number one Suzuki dealer on the West Coast.”
- Melissa
- Why are these the best quality lead sources? Website & OEM leads close at 20% - 25% 100 leads = 25 sales 3 rd party leads close at 10% - 13% 100 leads = 13 sales
- Timing – Should get here at 11:00 – Take 10 minute break – wrap up last section at 12:00