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Richard Bustillo – Rick Case Honda Collision Center – Automotive Digital Marketing Professional Community

April 27, 2012 Leave a comment

Richard Bustillo – Rick Case Honda Collision Center

These “Automotive Management Minute” videos from Richard Bustillo should be mandatory for every dealer in America to watch… I love his style and each video in the series has been tremendously insightful in regards to managing car dealerships.  Use the link provided to watch this Automotive Management Minute video from Richard Bustillo, General Manager of Rick Case Honda in Florida.

via Automotive Digital Marketing Professional Community.

Auto Industry Helped Create 88,000 New Jobs in America Last Year!

February 19, 2012 Leave a comment

You Helped Create 88,000 New Jobs in America Last Year!

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Healing a Broken Economy – This kind of job growth will create more spending, boosting local economies and helping American families to lead more enriching lives. The influx of new auto manufacturing jobs and the support jobs created from this growth could ultimately help with the recovery of the overall American economy as more Americans are able to afford mortgages again and families move back to the suburbs and into the houses Americans have lost over recent years.

via Automotive Digital Marketing Professional Community.

Reliability Perceptions are Changing – Not Good for Toyota – Automotive Digital Marketing Professional Community

August 14, 2011 Leave a comment

Reliability Perceptions are Changing – Not Good for Toyota – Automotive Digital Marketing Professional Community.

The top five high-volume brands have each dramatically reduced their problem incidence since 2005.  In fact, Ford’s is now nearly on par with long-time industry leaders Honda and Toyota.

Every Time You Google an Angel Gets Its Wings – Automotive Digital Marketing Professional Community

August 9, 2011 Leave a comment

Every Time You Google an Angel Gets Its Wings – Automotive Digital Marketing Professional Community.

However, I looked in my pocket today, and I found “Zuzu’s petals” . . .
and so think about this, all you professionals, and let me say “Hat’s
off to you all!”. �You are the best and the brightest here on ADM, and
I’m very proud to be a part of this, the best online community for
Automotive Marketing Professionals in existence. �When I look at our
roster of 5k members, I see names from those who minted this
marketplace, to those who lead the way to online success like no others.
�I’ve added both great knowledge and great friends by being here.

Car Dealers Go On Offensive Against Negative Reviews

May 24, 2010 1 comment

Car Dealers Go On Offensive Against Negative Reviews

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Car Dealers are taking a particularly aggressive stance against anonymous reviews found on such sites as Yelp or Ripoff Report by actively trying to connect the data dots to identify the author.

Once the dealer has identifying information in hand it might thank the poster for the good review – perhaps with a gift basket. In the case of a negative review, the dealer or manager might send an email asking for either a reconsideration or a chance to readdress what was wrong with the person’s stay, according to the AutomotiveDigitalMarketing.com editor in chief, Ralph Paglia.

Fraudulent Tactics

Most ominously, ADM Professional Community members report that a negative review could earn a poster a black mark in the car dealer’s DMS database. Such tactics, though – on both extremes – could backfire against the industry. Efforts by the dealer to pressure a guest to remove a negative review – or reward a guest for a positive one – would be seen as fraudulent by both Yelp and DealerRater says Chip Grueter, owner of DealerRater (via the ADM Community).

That said, Car Dealers should try to answer negative reviews even if they don’t know who posted them, Jim Jensen, a former general manager turned consultant and the author of the dealer-based “Where’s The Comparison Example” Mystery series, now an ADP Dealer Services Director of Consulting, states:

“Some would say that online reviews deserve even more time than OEM surveys, as the feedback is just as – if not more – valuable, and the impact is public.”

His advice:

  • Respond to any feedback that is damaging to your dealership’s reputation, even if simply to acknowledge the issue and apologize.
  • Respond to positive reviews occasionally to show you’re listening, but don’t feel obliged to reply to each one.
  • Responses should come from the highest level – but not necessarily from the owners themselves. “As a rule I discourage dealership owners from responding. They have too much at stake and aren’t always as diplomatic as managers.”
  • Respond as soon as possible – the longer a complaint is left to fester, the more business it will drive away. Just make sure you have all the facts and the response is thorough.

Don’t Be Afraid

Finally, don’t fear negative reviews, a Forrester Research report advises. Forrester recentlyevaluated 4,000 reviews in the Automotive Sales and Vehicle Repair and Service categories on various consumer rating sites and found that more than 80% of the reviews were positive – and the negative reviews were generally considered helpful to consumers. While the data was derived from retail Web sites, Forrester says these findings are applicable to any vertical site from travel to auto, financial services, or healthcare.

Negative reviews are also helpful to the companies themselves, according to Ralph Paglia, Director of Digital Marketing for ADP Dealer Services (and ADM Professional Community). While many car dealers might fear negative reviews, it is this type of specific feedback that has oftentimes uncovered valuable business opportunities with many of our clients.

“It was through the power of customer reviews that Ford of Kirkland was able to uncover a huge unmet need in the Seattle area for Ford F-350 trucks, he said: equipped with multi-purpose shelving and dual rear wheels. “Ford of Kirkland developed what ultimately became their most successful promotion campaign to date – the “Mount Ranier” Special Edition Ford F-250 Super Duty line of trucks.”

[Sent from Ralph Paglia’s iPhone]

Ralph Paglia
Director – Digital Marketing
ADP Dealer Services
cell: 505-301-6369
RPaglia http://www.RalphPaglia.com http://ADPdealerservices.com http://ADPsocial.com
http://SocialDealer.BZ
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Ancira Nissan in San Antonio

January 6, 2010 Leave a comment

AutomotiveDigitalMarketing.wordpress.com

December 11, 2009 Leave a comment

I am checking out how the WordPress 2 app works on the new iPhone 3Gs and so far everything seems to be working. On Christmas day I wrote a blog on ADM Community reflecting my musings and observations about how social networking and UGC sites have impacted both me and the car business. Judging from the multiple comments in response, my perspective on how social media sites have allowed automotive professionals to connect and collaborate is not only a refreshing break from the steady stream of B2C dribble, it also rings true! When you get a chance, go to www.ADMPC.com and check it out…

[Sent from Ralph Paglia’s iPhone]

Find more photos like this on Automotive Avenues Community

The Automotive Avenues Customer Testimonials are from “Comment Cards” used at time of delivery, and then scanned for display on the Automotive Avenues Community site as images in their Original Hand-Written Format. This is an automated slide show that appears on top of a column full of Automotive Avenues customer reviews and ratings direct from DealerRater.com.

Find more photos like this on Automotive Avenues Community

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