ore midnight tonight”. Over a period of time the consumer got smarter and understood that it was just a ploy, a hook to create a situation, a set of circumstances that did not exist. Another technique was to use “plus shipping and handling” to hide the true cost of the product. Come on, you remember. “Your personal super-high-output-turbo-charged- fan- cooled toothbrush for only 5.95 + shipping and handling” (S&H, another twelve bucks). The consumer was exposed to one hook after another and over time less of us took the bait. Those pitches have largely disappeared from our televisions. They don’t work anymore. TV marketers moved on. Fast forward to today’s internet automotive shopper. You request information or a simple quotation for a vehicle. Unfortunately, often your requests are answered with layers of technically true statements designed to dress up the worm to hide the hook. When I was a car salesperson I dreaded mandatory sales meetings where the “new” advertising campaign was introduced. The sales manager at some point would say “here’s the hook” or “the hook is…” I immediately began to feel the embarrassment I knew I would face when the first customer who understood or suspected the hook would call me out on it…. And I don’t want to hear “a good salesman knows how to overcome objections” Nothing in our sales process should be found objectionable in terms of deception or having to explain “the rest of the story”. As the years roll on more and more consumers come to understand that there is usually a hook, something will always turn out to be different than what they were led to believe in the ads. Sadly, many dealers today still can’t resist spending thousands of dollars every month on TV, print and now their websites to feed the now educated, well informed public the same tired, worn out hooks. Many dealers just don’t get it. These dealerships are not making any gains on their credibility. Today’s consumer is wary of dealerships that require your phone number or require that you visit the dealership to get the information they have asked for online. Baiting the consumer onto the phone or into the dealership is often their first goal, not giving what they want, the way they want it. If consumers cannot maintain their anonymity throughout the process and get complete, straightforward answers to their requests, they will consider working with another dealership, it’s that simple.…
ne consumers are social media fans or followers.
64% of Americans stream mobile video at work.
The mobile marketing association of Asia found that out of 6 billion people on the planet, 4.8 billion people have a mobile phone while only 4.2 billion people owned a toothbrush.
Facebook, Twitter and YouTube are now considered cornerstones of most social media strategies in larger companies. Ninety-four percent of respondents said Facebook is one of their top three social media platform priorities. Twitter was second with 77% and YouTube trailed with 42%
56% of college students said that if they encountered a company that banned access to social media, they would either not accept the job or would join together to circumvent corporate policy.
Only 15% of the average local business’s fans are in the city where the business is located.
There are 245 million internet users in the US, according to Internet World statistics. Nielsen estimates that social media sites and blogs reach 80% of ALL active US internet users!
According to another Nielsen study social media and blogs account for 43% of all internet usage. This is double online gaming, which comes in at number 2. After that it takes 75 different categories to account for the remaining 35% of time spent online.
If you want to betaken seriously by consumers in digital marketing, you better take social media seriously.
While many dealerships do not utilize social media properly, I highly doubt any are paying too much attention. More likely, they're paying too much attention to the platform itself and not enough attention on education of how to use social media to generate ROI. I wonder if any of these dealer's are seeing ROI from their Social Media:
Marlboro Nissan Facebook
Milford Nissan Facebook
McCluskey Chevrolet Facebook
Marlboro Nissan Twitter
Milford Nissan Twitter
McCluskey Chevrolet Twitter
Marlboro Nissan Blog
Milford Nissan Blog
McCluskey Chevrolet Blog
To be fair, from a sales associate point of view, it is not very likely that you will directly realize the ROI of social media. Currently, the only data for dealer that suggests lift from social is at the big data level. …
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