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Ignite Dealer Summit 2011 Minneapolis MN Larry Bruce President / CEO OnlineDrive [email_address] @pcmguy 281.455.3811

“ If you think Marketing is complicated & faddy… that’s because it is” Seth Godin

Today Strategies & Tactics Are More Like The Pit Stop Than The Race

Strategy Tip 1: Review your Strategies & Tactics often

Marketing Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],* Also look at the continuity between where your ads are placed and your Ad Creative Strategy Tip 2: “Measure Everything, because it is all measureable”

A solid foundation rooted in customer data is critical to your marketing effort

Strategy Tip 3: Market Evaluation The Basics Top 10 Selling: Yr. Makes Models Top Trades: Yr. Make Model Top Service: Yr. Make Model Customer Pay Metrics PMA (Primary Marketing Area): Zips Drive Time Position to Top Competitors

Strategy Tip 4: Your Dealerships Unique Selling Proposition (USP) Without a USP all your selling is price

Radio / Television ,[object Object],[object Object],[object Object],Strategy Tip 5: Pick 1 or 2 channels, run a vertical schedule slanted to the weekend *Test your engagement with days, times & offers & adjust accordingly Time Mon Tues Wed Thurs Fri Sat Sun 12am - 6am 50 6am – 10am 50 50 50 10am – 12pm 30 30 10 12pm – 6pm 50 – drive 20 50 6pm – 12am 20

Radio Radio / Television Radio Tactic: Add a Short Code to your Radio Ad EX: “Text the model you want to 44636 and get an instant price quote” Corolla Corolla DX: $9999 May we update via txt on this car? *Reply Y or N

Radio / Television ,[object Object],[object Object],[object Object],Marketing Tip 6: Pick 1 or 2 channels, run a vertical schedule on 2 to 3 days of the week as budget permits *Test your engagement with days, times & offers & adjust accordingly Time Mon Tues Wed Thurs Fri Sat Sun 12am - 6am 6am – 10am 50 50 50 10am – 12pm 50 12pm – 6pm 50 6pm – 12am 50 50 50

Action Database Marketing Marketing Tip 6: Your dealership’s Database is its #1 Asset

DMS OEM CRM ,[object Object],[object Object],[object Object],[object Object],Database Tactic 2: Your CRM system isn't your database Database Data

Information Database Marketing Tactic 3: Segmentation

Activation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Database Marketing Tactic 2: Activation of Segments Activation = Timing, when will you interact with your customer base

Action Action = How, will you interact with your customer base ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Email Communications Email Communications should be for the most part set and forget ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Direct Mail / Email Promotions Database Tactic 3: Channel Integration Email follow up to a direct mail campaign = 17% lift in conversion

Wrap Up ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Stats on Inbound Marketing Lead Generation Data Taken From Over 4000 Business ,[object Object],[object Object],[object Object],[object Object],[object Object]

“ Its Not about you or your dealership...” Its About The Audience STUPID

Blogging Strategy Tip 1: Get topics from your Facebook friends profile. Use Google alerts & Twitter search to find interesting content about these topics Blog Tactic 1: Blog about your dealership 20% of the time Blog Tactic 2: Look for human interest stories in your store

Networked Websites VS Stand Alone Web Property ,[object Object],[object Object],[object Object],[object Object],[object Object],Strategy Tip 2: Get your own Website Website Tactic 1: Wordpress based website is easiest to manage SEO / Content / Conversion

Landing Pages ,[object Object],[object Object],[object Object],[object Object],[object Object]

Landing Pages Strategy Tip 3: Have at least 50 Landing pages, Microsites or Conversion Paths ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Social Media Reach Strategy Tip 4: Social Media… “It’s Not Me It’s You” Tactic 1: Use Facebook to find topics Tactic 2: Use Google alerts and Twitter to find content Tactic 3: Understand that your blog is the center of your content world

Google Strategy Google Places Google +1

Wrap Up ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Larry Bruce [email_address] @pcmguy

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