Ignite Dealer Summit 2011 Minneapolis MN

Larry Bruce President / CEO OnlineDrive lbruce@micrositesbyu.com@pcmguy281.455.3811

“If you think Marketing is complicated &

faddy… that’s because it is”

Seth Godin

Today Strategies & Tactics Are MoreLike The Pit Stop Than The Race

Strategy Tip 1: Review your Strategies & Tactics often

Marketing Metrics

• Visibility • Impressions • Traffic

• Ad Creative • Engagement • Click Through Rate (CTR)

• Conversions• Leads (Online and Off)

* 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 ModelsTop Trades:Yr. Make Model Top Service:Yr. MakeModelCustomer Pay MetricsPMA (Primary Marketing Area):ZipsDrive Time Position to Top Competitors

Strategy Tip 4: Your Dealerships Unique Selling Proposition (USP)

Without a USP all your selling is price

Marketing Now Has 2 Sides

Outbound Marketing

Radio / Television • Review Sector – Visibility • Primary Goal – Awareness • Metric – Engagement

Time Mon Tues Wed Thurs Fri Sat Sun12am -

6am50

6am – 10am

50 50 50

10am – 12pm

30 30 10

12pm – 6pm

50 – drive

20 50

6pm – 12am

20

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

Radio Radio / Television

Radio Tactic: Add a Short Code to your Radio AdEX: “Text the model you want to 44636 and get an instant price quote”

Corolla Corolla DX: $9999 May we update via txton this car? *Reply Y or N

Radio / Television • Review Sector – Visibility • Primary Goal – Awareness • Metric – Engagement

Time Mon Tues Wed Thurs Fri Sat Sun12am -

6am

6am – 10am

50 50 50

10am – 12pm

50

12pm – 6pm

50

6pm – 12am

50 50 50

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

Radio / Television

Action

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

DMSOEM

CRM

Database Tactic 1: Get your dealership Records from your OEM’s•Unified – your sold•Unified Assigned – Assigned to you•Service

Database Tactic 2: Your CRM system isn't your database

Database Data

InformationDatabase Marketing Tactic 3: Segmentation

Activation

Activate Sales Segments Based On Equity•Leases Due – 8 mo. prior to termination•Purchases Due – 60% of Balance Paid•Purchase Complete – 18 mo. of ownership •Existing Service Clients – Vehicle Yr + 24 mo. •Used Car Customers – 70% Balance Paid

Activate Service Segments Based on Time & Mileage•SR1 – 45 days / 3000 mi from last service visit •SR2 – 90 days / 3000 mi from last service visit•SR3 – 120 days / 3000 mi from last service visit•SR4 – 150 days / 3000 mi from last service visit •SR5 – 180 days / 3000 mi from last service visit

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

Two types of customer interactions•Communications •Offers & Promotions

Channels of interaction•Email•Direct mail•Voice •Text

Email Communications

Email Communications should be for the most part set and forget

• Welcome to the dealership• Introduction to Service • Service Reminders • 44 touch points for a customer

Goal:•Engagement•Conversion

Direct Mail / Email Promotions

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

Wrap Up

1. Review Strategies & Tactics Often2. Measure Everything because its all

Measureable3. Market Evaluation – GET ONE4. Define your dealerships USP5. Run a vertical schedule on electronic

awareness media 1. Tactic 1 – Use short codes to engage

customer via mobile in radio ads 2. Tactic 2 – Test days, times & offers

for electronic media schedules using landing pages

6. Your customer database is your single largest asset – work it

1. Tactic 1 – Get your records from your OEM

2. Tactic 1 – your CRM system isn't a marketing database

3. Segment your database 4. Activate segments based on equity &

time / mileage 5. Channel Integration can be an

significant lift to your marketing

Inbound Marketing

The Stats on Inbound Marketing Lead Generation Data Taken From Over 4000 Business • Blogging• Web Pages • Landing Pages • Facebook Reach • Twitter Reach

“What do I blog about?”

“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

Websites

Networked Websites VS Stand Alone Web Property

• Can you add 1000’s of pages to your current website YOURSELF?• Could you do that without having to write code?• If you did is there a cost? • Could you split test these pages for Conversion?• If you did all of this and it worked would it be YOUR COMPETITIVE ADVANTAGE?

Strategy Tip 2: Get your own WebsiteWebsite Tactic 1: Wordpress based website is easiest to manage SEO / Content / Conversion

Landing Pages

• Focus the visitor • Drive to conversion• Clear call to action• Templates easy to

create NO CODE• Disposable

Landing Pages

Strategy Tip 3: Have at least 50 Landing pages, Microsites or Conversion Paths

• PPC• Email• Radio• TV• Product• Conquest• Service

Social Media Reach

Social Media Reach

Strategy Tip 4: Social Media… “It’s Not Me It’s You”

Tactic 1: Use Facebook to find topicsTactic 2: Use Google alerts and Twitter to find contentTactic 3: Understand that your blog is the center of your content world

Google Strategy

Google PlacesGoogle +1

Wrap Up

1. Your blog is the center of your content world

2. Used Facebook to find audience driven topics

1. Tactic 1: Only Blog about the dealership 20% of the time

2. Tactic 2: Look for great human interest stories in your dealership

3. Get your own website 1. Tactic 1: Wordpress based site for

easy content creation and management

4. Get 50+ Landing Pages, Microsites & or Conversion Paths customer via mobile in radio ads

5. Understand that SEO is Keywords, Content & Backlinks and that good content is all of those

6. Social is SEO

Larry Bruce lbruce@micrositesbyu.com

@pcmguy