I'm a strong proponent of this bill - for the most part. I was blogging about this five months ago when Germany was finally releasing all of their new vehicle sales results as a nation after bringing aboard a similar program.
Great thinking, Mike. Microsites dedicated to this program, if optimized right, could bring in some major revenue.…
dicates a belief that the vast majority are only interested in that unit, and need every detail to be provided- including no profit pricing! As always the most profitable dealers we are engaged with follow the best practice of "opening the bucket" to alternatives in the first exchange, e-lead or phone call…
s drives the majority of vehicle purchases in this country today, and for the foreseeable future. Many of the reasons why I am so involved with Social media is because of TOMA... Ultimately, that is the "Killer App" in most Automotive Digital Marketing success stories, whatever created the most TOMA among the most people for the least amount of money!…
ly once a start-up becomes corporate. The great thing for early adopters is they understand the nuances of the social media game which will drastically improve their ROI over a less savvy competitor who may be of the late majority-laggard variety. So in a sense, the early adopters may be paying less than their counterparts in the long run. #SilverLining …
the information I am sharing since you are employed by Dealerrater. I have nothing to gain since I have no products to sell as a result of me talking about how shoppers interact with reviews about a "dealership".
1. First off I am NOT stating "no one reads reviews about a dealership".
2. What I am saying is the percentage of people that do read dealership reviews is much smaller than the industry tries to present.
3. I am saying that paying for a third party company to get reviews or manage a businesses online reputation is not a practice I would use for my business. I feel the online reputation starts in the business, on the phone, on chat, and on the lot. Treat people right and provide a nice shopping experience and reviews will happen organically.
4. I am saying that people trust their personal friends and social friends more than a review site and if you touch as many people as possible with professional service that will create word of mouth.
5. I am saying enough with all the review sites! A dealership staff has enough things to do in the course of a day with customers wanting to do business and now they have to stress over having reviews on all these websites which some are free and others are PAY TO PLAY and which some PAY TO PLAY review site use to or do sell advertising for competing businesses on one's review page. That does not sit right with me!
6. The surveys you quote could be simply taken out of context as you try to take our study out of context also but keep in mind you don't have all the data.
7. What I am saying is for business owners to think of their own behavior and ask the behavior of their friends and even do a simple survey/poll on facebook, survey monkey, or zoomerang and see what the majority of people feel is important.
8. What I am saying is there are many other things a marketer or business owner should be focused on before how to build reviews or pay for reviews. To me that is putting the cart before the horse. e.g. updated vehicle specials, pictures of all vehicles, walk around videos, test drive video, customer video testimonials about the vehicle not the dealership, answering phone calls, phone training, lead process, and I can go on. So point is there are people wanting to buy now and the biz owner is focused on getting more reviews or spending valuable ad dollars for reviews.
So in closing I am not defending a position I am just stating what car shoppers have told us and sure I presented the data in a very raw form since I have nothing to gain.
I think the majority of people know I am data and analytics individual and I love to share. I also really enjoy studying customer behavior.
I am sorry that the thoughts I have presented make some uncomfortable.
Again I am not saying no one reads the reviews about a dealership. I am just saying it is not the majority and paying to play for reviews is not what I agree with.
In fact do the majority of people even read reviews about an individual vehicle??? I think that will surprise you and for your information that is what ZMOT is about.
Final Thought: Business Owners, Marketers must always be thinking and challenging so they can grow and find new ways to increase opportunities. …
ing car dealership employees on how to communicate more effectively with the majority new car buyer in these tough times is more than an oversight, it is lost revenues.
CEO/President - Ask Patty, Inc.
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ave suplemented with Craiglist and a variety of other approaches.
The difficulty for our stores has consistently been the increased cost of being on page 1 of Autotrader and the fact that they do not reward dealers who price aggressively in how they return results. This is counter productive to our marketing philosophy. Maybe the vAuto acquisition will change this???…
side the US, most in India. There are services that you can buy likes from and I've found out that dealers like to use their number of likes as an ego boost, when in fact there are other metrics that you should be looking at. Great post Tom!…
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