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Posts Tagged ‘Car Dealer’

Infographic: Top 100 Automotive Blogs Ranked by Quality of Posts

February 17, 2013 Leave a comment

The following list showcases an independently produced and ranked directory of the Top 100 Automotive Blogs selected for recommendation to visit, subscribe, join and follow them in 2013…

When the author (Ron Mays) who assembled and created the ranking for this list of the Top 100 Automotive Blogs and Networks for 2013 first contacted Ralph Paglia, we did not know what to expect. Ralph provided Ron Mays with the information he requested. When the list was announced and the below Infographic published, all of us associated with the Automotive Digital Marketing Professional Community were pleasantly surprised to see that the ADM Professional Community came in at number 10 out of 100 sites that were selected. The infographic Ron Mays and the CouponAudit team created to display this ranking of auto industry and car business networking UGC sites is available below.

Top 100 Fashion blogs to follow

An infographic by the team at CouponAudit

In above infographic, you can view the Top 100 Auto Blogs to follow in 2013. The team at CouponAudit ranked the sites shown according to quality of posts.

English: Infographic on how Social Media are b...

Automotive Digital Marketing – Spread the Word about this Professional Community

January 24, 2013 3 comments

Automotive Digital Marketing – Spread the Word – Automotive Digital Marketing Professional Community

 

Spread the Word – Automotive Digital Marketing Professional Community  Find more videos like this on Automotive Digital Marketing Professional Community

JD Rucker writes: Automotive Digital Marketing, better known by many in the automotive industry as simply ADM, needs your help. As a community that specializes in highlighting the best practices and strongest techniques that dealers can use to improve their online marketing, ADM has proven time and time again to be the highest venue to exchange ideas, discuss strategies, and share stories. Let’s spread the word to every dealer we know at 20 groups and everywhere else to expand the community. The stronger the community, the more useful it will be for all of us.”

Ralph Paglia responds: JD Rucker… You rock! I doubt if there are any ADM Professional Community Members who are unaware of JD’s support for this community, but let me share these observations with our community.  For quite a few years, JD has consistently been one of the auto industry’s staunchest supporters of raising the overall levels of professional knowledge and expertise among people in the car business.  He has called me on numerous occasions to discuss the strategies and site management tactics designed to grow the actual “COMMUNITY” concept that ADM is based upon.
Even when JD and I were direct competitors, debating each other on the conference circuit, he was and remains one of the highest integrity leaders I have had the privilege of working with in the car business.  JD Rucker specializes in, and is passionate about driving all of us to ask more questions, push our knowledge and skill sets a little higher each day and being one of my mentors and proponents of so many strong and enduring principles that I and a growing number of others believe in.
When it comes to doing what is best for a dealer client, I have personally received many messages and calls from JD encouraging all of us in the supplier side of the business to stay focused on what is best for the client and to drop our petty competitive attitudes when the opportunity to collaborate and deliver better results to a dealership presents itself.  Watching this video while speaking to JD on the phone has been a moving experience for me… And, he is right… let’s get more dealers and car biz pros to participate, post, comment and become ACTIVE members of the ADM Professional Community.  Each of us will grow and benefit from the experience and our efforts to support and encourage continuous improvement of our craft.

via Automotive Digital Marketing Professional Community.

Dangers of Marketing Metrics Dependency – Automotive Marketing Professionals

December 10, 2012 3 comments

Dangers of Marketing Metrics Dependency

Dealer Beware

As Pamela Vaughan so aptly describes, there are many reasons why all car dealers, General Managers and automotive marketing professionals should be aware of the pitfalls around being overly dependent on making decisions based on report data and performance metrics numbers… 

The Marketing Metrics Continuum provides a fra...
The Marketing Metrics Continuum provides a framework for how to categorize metrics from the tactical to strategic. (Photo credit: Wikipedia)

Among many reasons I wanted to feature Pamela Vaughan’s article on the ADM Professional Community is my own direct experience working on teams that provide marketing services and advertising products to auto dealers. While working on such teams for many years (since 1997), I was privileged to collaborate with some of the brightest minds in automotive marketing.  A standard operating procedure for such supplier and service provider based teams is to focus on researching a never ending supply of Key Performance Indicator (KPI) data and Reporting Analytics… Many hours and a high level of concentration are routinely invested in extracting the data points that make the products these teams provide to car dealers appear more effective than they may actually be for most dealerships.  

Data Bias Logic and Justification

The logic behind these initiatives is similar to the old days of the Cold War with “Mutual Assured Destruction” (MAD)… Since each supplier’s perception is that their competition is doing it, they feel a tremendous amount of pressure to extract the compelling data that will empower their sales team in gaining a competitive advantage while seeking each dealer’s attention.  

Although the data is usually factually true, I have seen far too many dealers exhibit a tendency to become overly dependent on supplier provided reports and metrics.  This is then exacerbated by the far too prevalent tendency to focus on examples and “Case Studies” taken from other dealers which have been selected for the purpose of making a sales presentation or proposal.  

The Most Relevant and Useful Marketing Data Sources

Like most automotive professional marketers, I am a firm believer in the appropriate use of Key Performance Indicator (KPI) tracking and reporting. However, it serves every dealer well to realize that the most important metrics are the ones the dealer extracts themselves, or by trusted managers using the same measurement tools and parameters each month.

The most relevant Key Performance Metrics (KPI) are the ones generated by the dealership when compared to the previous month, the same month a year ago, the YTD compared to the same time period a year ago.  These are extracted and reviewed without filtering or withholding of data points that do not show what somebody wants to see reviewed by the dealer. As stated, my personal experience is that Marketing Reports and Performance Metrics that are reported to dealers by suppliers and service providers are completely factual, but they have been selected by design, and for the purpose of casting a favorable light on the products or services that supplier offers.

Market-mix models
Market-mix models (Photo credit: Wikipedia)

Beware of Supplier Built Reporting Systems

There is a growing trend for many of the more all inclusive dealer website and marketing service suppliers to create proprietary and inclusive reporting systems.  These supplier provided reporting tools and apps remind me of asking a fox to report on the state of the hen house.  I have seen several of them make use of such tactics as (for example) blending organic traffic with paid traffic, then dividing by the dollars the dealer spends within THAT SUPPLIER’S Search Engine Advertising (SEA or SEM) system.  The assumption being that all traffic to the dealer’s website came from their own source of search advertising, which results in reports that appear to be a very low “Cost Per Visitor”… The dealer that views such reports will routinely confuse this metric with Google generated “Cost Per Click” data, incorrectly concluding that the supplier’s system is performing far better than it actually is.

 

Such systems also take advantage of OEM sponsored or third party provided Search Engine Advertising (SEA) programs to enhance what their internal and proprietary reports show the dealer. These types of supplier built data and KPI reports are being generated from “Bias Engineered In” reporting systems.  This creates a compelling argument in favor of using independent and more reliable KPI reporting and tracking applications, such as Google Analytics.  Reporting application such as Google Analytics, WebTrends or Adobe’s SiteCatalyst are a far better source of data for making marketing decisions.  They are unbiased and more reliable for dealers to use.  

 

Almost all supplier engineered, designed and built-in reporting system will BY DESIGN contain a bias towards making value added products and services sold by that same supplier look better.

via Automotive Digital Marketing Professional Community 

 

 

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A Promise Made Should Always Be Kept – Automotive Professional Community

November 30, 2012 Leave a comment

A Promise Made Should Always Be Kept

A Promise Made Should Always Be Kept

A Promise Made Should Always Be Kept
My office here at home faces the street and across the road I see two men building a home that is every bit 5000 square feet. Everyday no matter what the weather may be, the men brave the cold and the rain to accomplish the task of building the home. Yesterday I walked over to speak to the men to ask them why they braved the elements day in and day out to finish the home. They both just laughed and said that they had made a promise to the owners that they would be in the home by Christmas and once they give their word and make a promise there was nothing not the cold, not the rain, nor the snow that could keep them from breaking it.

I thought to myself, “What a powerful message these men have to teach us all.” The power of a promise kept is not only thought provoking but simply powerful in itself. What an unbelievably simple yet powerful message that these two men can teach us all when it comes down to running our business. No matter what business we run, a small mom and pop store or a multi-million dollar dealer group, couldn’t we all learn or build upon the powerful message of a promise kept?

If you own a dealership or manage a dealership have you ever sat back and simply observed to see if the promises that you are making to your customers are being kept? If you are not keeping your promises, maybe its time to figure out why, because promises matter to your customers. If your dealership or business does not deliver on the promise that you made, your business will not matter to them anymore. This reigns true no matter what your business may be and more importantly, with our social media crazed life that we now lead, lashing out online about the broken promises that your business made will have instant ramifications to the credibility of your dealership or business.

There is no time like the present to take the necessary steps to make sure that your business is keeping their promises, because if you do not the consequences can be so severe that no reputation management company can help with. So if there is one lesson I have learned this week its how powerful your promise can be to your customer and how keeping your promises can help with every facet of your business.

via Automotive Digital Marketing Professional Community.

Have You Checked Out New Dealer Marketing Magazine Website? – Automotive Marketing Professionals

October 3, 2012 Leave a comment

 

DealerMarketing.com Reveals New Website

DealerMarketing.com – new website for Dealer Marketing Magazine ready for viewing.

 

The reason I am asking for ADM Members to visit and comment on the new Dealer Marketing Magazine Website is that I was very impressed by what their team has created, and the partnership between the ADM Professional Community and Dealer Marketing Magazine has been so beneficial to ADM members.  Please visit their new site and post your reactions, likes, dislikes and comments regarding the redesign below this forum post…  Also, be sure to check out my latest article in Dealer Marketing Magazine about the Fall auto industry conference season: www.dealermarketing.com/automotive-convention-circuit-for-2012-2013…

 

SEATTLE, WA — DealerMarketing.com, the premier online source for Best Practices and How-To articles for the Auto Dealership Industry is proud to announce its new website. With their new website and partnership with AutomotiveDigitalMarketing.com (ADM), DealerMarketing.com is the go-to resource for dealers and salespeople that want to increase their sales and profits.

 

“We are proud to announce our new website,” said DealerMarketing.com publisher and founder, Brett Stevenson, “Our new site, combined with our partnership with ADM, will create a one-stop shop for dealers and salespeople that want to increase their profits and connect with other dealers.”

 

With their new site, DealerMarketing.com has not only created a compelling site for dealers looking to learn how to grow their profits, but also a place to connect and trade ideas with their new Community Forums and Video Channel. Their new forums allow members to connect and chat or learn from experts. Simply join the Community and find the right forum.

“The goal of the new DealerMarketing.com is to be a resource for dealers,” explained DealerMarketing.com Editor in Chief, Michael Bowen, “We aim to be the gold standard for online dealership resources.”

 

About Dealer Marketing Magazine

When Dealer Marketing Magazine began in January of 2002, it was based on the idea that auto dealers could benefit from the experience and advice of expert marketers across the country. Since that time, Dealer Marketing Magazine has become the leader in automotive marketing information. Dealers from all parts of the United States have enjoyed and benefited from the content of the magazine each month.

 

Dealer Marketing Magazine was started by ad agency veteran, Brett Stevenson in Seattle, Washington. A team of auto marketing experts, led by Editor in Chief Michael Bowen, currently produce it. The Dealer Marketing Magazine staff is dedicated to providing auto dealers nationwide with a relevant one-stop resource for their advertising, marketing, sales, education, and business development needs.

 

Dealer Marketing Magazine and DealerMarketing.com are business tools designed to give dealers an edge over their competition. Our expert columnists educate dealers on how to create a compelling television advertising campaign, how to increase F&I penetration, how to market the parts and service department, and how to manage and monitor online dealership reputations, just to name a few.

 

Ralph Paglia

Editor-in-Chief

Automotive Digital Marketing

Professional Community

via Automotive Digital Marketing Professional Community.

Google: Friend or Foe to Auto Dealers – Automotive Marketing Professionals

September 27, 2012 Leave a comment

Google: Friend or Foe to Auto Dealers

I owe Mark Mark R Dubis a big thank you for redirecting my attention to this post, and more importantly, the PDF file of the eBook that Chuck Barker wrote as a result of his research.  Since the early days of dealers directing customers to post reviews of their sales and service experience on Google, I have been skeptical of the practice, taking a lot of criticism for being contrary to where every other consultant seemed to be taking dealers.  My reasons were quite simple, Google is consistent at one thing… Constantly changing the rules, algorithms, features and functions of their apps.  Ever since I got burned by Google’s killing their Google Audio program in May 2009, I have held a healthy skepticism for any process that places the dealer overly dependent upon a Google App that may easily be terminated at any time.  It is easy to tell which Google Apps should be overly relied upon: Any Google App That Does NOT DRIVE REVENUE! So, for example, Gmail is safe, it generates enormous amounts of revenue from advertising and the many fee based users, such as myself.  Google Adwords is a sacred cow, of course… But, those business reviews were NOT making Google any money and that is why I have warned dealers NOT TO DRIVE REVIEWS INTO GOOGLE unless their customers choose Google from amongst many choices… Anyways, download the newly attached PDF from Chuck Barker, read it and you will gain a more balanced perspective on Google’s role as a dealership marketing resource.

via Automotive Digital Marketing Professional Community.

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.

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