The Foundation Elements that are required in order for car dealers to achieve victory in the war for top of mind awareness, traffic, sales opportunities and market share during the Automotive Internet Battles of the 2010 2015 era A firm understanding of these foundational corner stones is what makes up the requirements for successfully completing basic training and the Dealer Internet Battle Plan Boot Camp... Your attention, comprehension and complete internalization of the following core principles is essential in order for you to win! -- Jim Ziegler, Ralph Paglia, Joe Webb and Tim JenningsFUNDAMENTALS OF DIGITAL MARKETING
Introduction and Background: Ralph Paglia Director - Digital Marketing ADP Dealer Services20+ year automotive industry leader in Digital Marketing, Advertising, Lead Management, BDC and dealership CRM process design and executionExecuted Digital Marketing and Sales Strategy that generated 144,000+ leads to single-point Chevy dealer in 2 yearsBuilt dealer ISS team that sold 4,000+ Units to Web Leads in 2006 Worked w/Ford in 2007-2008 to develop first fully integrated multi-publisher Tier 3 Digital Marketing Consulting & Advertising program First retail automotive Behavioral Targeting Digital Advertising program while at Courtesy Chevrolet in 2005, 2006 and 2007Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groupsStarted generating Internet leads in 1988 using CompuServe ISP access and vehicle listings on defense contractor BBSs in SoCal Cell: 505.301.6369 email@example.com www.ADMPC.com
The Foundation Elements that are required in order for car dealers to achieve victory in the war for top of mind awareness, traffic, sales opportunities and market share during the Automotive Internet Battles of the 2010 2015 era A firm understanding of these foundational corner stones is what makes up the requirements for successfully completing basic training and the Dealer Internet Battle Plan Boot Camp... Your attention, comprehension and complete internalization of the following core principles is essential in order for you to win! -- Jim Ziegler, Ralph Paglia, Joe Webb and Tim JenningsFUNDAMENTALS OF NINJA DIGITAL MARKETING
Reach More Customers. Get More Results. Spend Less Money!The BMW built MINI Cooper has the highest incidence of repairs needed during the first year of ownership It also has the highest owner-to-brand affinity and ranks #1 in percentage of owners who would recommend it! 6 Elements must be mastered to become a Ninja Web Warrior
Think back to the start of the second Gulf War The Invasion of Baghdad began with aerial attacks by missile, stealth bombers and fighter/bombers with Satellite Guidance, Over-Horizon and Night Vision. The plan was to Shock and Awe the Iraqi military and more importantly, show the elite Iraqi Republican Guard the full might of who they were messing with!
First Element of a Ninja Digital Marketing Battle Plan is: AIR SUPPORTSHOCK AND AWE ONLINE OMNIPOTENCEYOUR CONTENT IS EVERYWHERE ON THE WEB!
Achieving Web Omnipotence is effective ONLY if your dealership maximizes the total volume of branded impressions made upon your targeted demographics within the effective marketing radius of your location! It is a mission critical error to assess campaigns and review Total Eyeballs exposed to your branded impressions without qualifying those impressions by geography and demographic composition
Second Element of a Ninja Digital Marketing Battle Plan is: STRIKE ACCURACYTALK TO MORE QUALIFIED BUYERS, SELL MORE CARSMAXIMIZE YOUR TARGETED CUSTOMER IMPRESSIONS
Third Element of a Ninja Digital Marketing Battle Plan is: MOVE TROOPS INTO POSITIONMOVE CUSTOMERS IN YOUR DIRECTION, SECURE THE HIGH GROUNDMAXIMIZE TRAFFIC TO MULTIPLE DESIGNATED SITES Getting massive amounts of Total Eyeballs exposed to your content must result in the consumer moving from where they see your advertisements, articles and reference, to where your premium web assets and apps will take them to a deeper level of engagement You must generate traffic to your multiple web sites and online assets that have the applications and messaging that will engage. Yes, you must move customers into position!
Once you have mastered the many Ninja Dealer Internet Battle Plan tactics that drive massive amounts of traffic into your multiple online web assets, you must deploy engaging web based content that intrigues, thrills, delights and engages consumers into the types of genuine interaction that results in sales opportunitiesBATTLEFIELD INTERACTIONBUYERS INTERACTING WITH DEALER WEB APPS = LEADS, PHONE CALLS AND SHOWROOM TRAFFICMAXIMIZE CUSTOMER ENGAGEMENT WITH YOUR WEB SITESFourth Element of a Ninja Digital Marketing Battle Plan is:
Converting customer contact originating from the web into showroom visits is best optimized by executing the 5 key attributes of dealer lead response that has been shown to statistically increase the liklihood of a customer buying a car from the dealershipHAND TO HAND COMBAT15 YEARS OF MEASUREMENT LATER; WE KNOW WHAT DEALERS MUST DO TO OPTIMIZE LEAD MANAGEMENT RESULTSCONSISTENT EXECUTION OF LEAD MANAGEMENT PROCESSFifth Element of a Ninja Digital Marketing Battle Plan is:
Achieving maximum sales from the web requires that your dealership has a consistently executed showroom reception process that sets the stage for maximum likelihood of a sale during the customers visit. The most effective reception process for welcoming a customer to the dealership who has been communicating with the dealership prior to their arrival should include an agenda review describing what the salesperson plans for their visit, along with a soft conditional trial close
Sixth Element of a Ninja Digital Marketing Battle Plan is: SHOWTIME ON THE SHOWROOMWELCOME CUSTOMER, REVIEW VISIT AGENDA, EMAILS PRINTED, CONFIRM IF VEHICLE MEETS EXPECTATIONS, DOCS PRESENTED FOR THEIR APPROVALSHOWROOM RECEPTION SETS THE STAGE FOR MORE SALES
What is so simple to define, and so logical to behold, becomes the daily challenge of execution for the Ninja Dealer Web Warrior1. CONTENT + IMPRESSIONS = TRAFFIC2. TRAFFIC + ENGAGEMENT = CUSTOMER CONTACT3. CUSTOMER CONTACT + PROCESS = SHOWROOM VISITS4. SHOWROOM VISITS + VISIT AGENDA = SALES
1000(5%)50LEADS(25%)12.5(25%)3(80%)2.5CLOSES5%Closing %1. Develop Marketing Strategy2. Establish Marketing Budget3. Internal Customers (Meeting)4. Existing Customer Base (Email, Direct Mail,Telemarketing)5. ALL Advertising (URL Everywhere)6. Showroom Merchandising7. Collateral Material4000(10%)400 1. Easy Navigation 2. Research 3. Find a Car (Inventory Updated) 4. Used Vehicle Photos Posted 5. Weekly Deal Specials 6. Periodic Sales & Promotions 7. Rebates & Incentives Posted 8. Trade Evaluations 9. Financing Information10. Online Credit Application11. Test Drive12. Contact Us1. Lead Management Tool2. Auto Responder3. Personal Responses4. E-Mail Templates5. Multimedia Messages6. 2-Way Pagers7. Telephone Contact(50%)200(50%)1001. F&I Process2. Pricing Process3. Sales Process4. Introduction5. Welcome Board(80%)801. Delivery Process2. Personal Web Page3. Introduce Service4. 1st Service Appointment5. Loyalty Package6. Update on Promotions20%Closing %AppointmentsAppts. Show1. Confirmation Call2. Confirmation E-Mail3. Rescheduling of No Shows
CITEPS Ninja Dealer Digital Marketing StrategyContentImpressionsTrafficEngagementProcessSalesQUESTIONS AND ANSWERS
Ninja Digital Marketing Strategy Example: Ancira Auto Group
EMPLOYEE PARTICIPATION SECRET SAUCEOver 200 Ancira Employees participate in their community
Dear April Ancira, Thank you so much for your response to my recent service from Ancira Kia. I am absolutely blown away that you not only responded to my dissatisfaction by offering a complimentary return visit, but that you use social media outlets to further your customer reach. I never expected to achieve anything by tweeting my rant earlier today, I was just trying to kill some time in the waiting room (lol). But wow, I am totally floored, I have to say. To tell you the truth I was actually going to email your company tonight to inform you all of my visit. I was mailed a flyer for the discounted oil change and decided to take you all up on it since it was so much cheaper than my normal oil change place...had a bit of trouble setting up the initial appointmentafter a transfer and several rings I was eventually routed toa man who scheduled me for a 4:30 PM appointmentThursday, October 8th. Fast forward to today andthe man in the red shirt told me that he didn't have any appointments scheduled for me. That was quite unfortunate due to my busy week, and add to the fact that I was already well past my previous oil change expiration (my fault, I know). The red-shirted man understood my frustration and scheduled an oil change for me tonight anyway, but did give me a heads-up about the 2 hour wait. Thankfully (or not?), I had Twitter and a phone full of music, so the wait was bearable. And it was actually less than an-hour-and-a-half wait, so that made it even better. So to wrap up this novel (sorry!), I just wanted to let you know how I came to the situationand what transpired afterward. I did get my discount and the free car wash that was included with the flyer. Also, I consider myself to be a mostly patient person and am very much one to notice customer service; whether or not my visit was tended to with prompt diligence, every person I spoke to from earlier this week to today was very cheerful and willing to help (especially the man in the red shirt).