If you have been watching or reading any of the major news channels, you’re aware that a new “Cash for Clunkers” federal economic stimulus bill is on its way to becoming legislation. Many of us watching the situation and the details of this federally funded car buying incentive believe that dealers who get out in front of this will emerge with a major advantage over their competition. If your dealership is the first in your marketplace to become associated with Cash For Clunkers, then you will become the first place that car buyers turn to when they see and hear news reports and want to find more information about the Cash For Clunkers Bill.
What To Do Today: Build Your Advertising Campaign
An example of what one dealer has allowed us to do with his GM mandated website is at www.CashForClunkerNow.com. Thorobred Chevrolet is a participating Cash for Clunkers dealership at www.CashForClunkersFacts.com, and has already begun promoting the program with Search, Behaviorally Targeted Display and Click-To-Play Video Advertising campaigns managed by ADP Digital Advertising.
ADP Digital Marketing is excited to offer your dealership an opportunity to gain a competitive advantage by launching this campaign using BT (Behavioral Targeting) display advertising. ADP’s contacts in Washington, DC have informed us that President Obama’s signing of this bill is imminent and we want you to get out ahead of the competition.
We are recommending that a minimum of $5,000 in display advertising be allocated to the first 30 days of this campaign for creating awareness in your market that YOU are the “Official” Cash For Clunkers dealer in your area. This will position you to benefit from the extensive media coverage that will break and continue when this bill is signed within the next few days. An example of a Cash For Clunkers animated display advertisement can be viewed at: www.Cash-For-Clunkers.BZ and at www.CashForClunker.BZ.
The first few dealers who sign up at a $5,000 or greater budget (30 day campaign) will receive use of proprietary CashForClunkers URL’s that have been reserved by ADP Digital Advertising and will further reinforce your status as THE OFFICIAL CASH FOR CLUNKERS DEALER in your area. ADP Digital Marketing has also created a Cash For Clunkers microsite that is available to dealers for use as a Cash For Clunkers advertising campaign landing page.
Additionally, ADP Digital Advertising will register you as an official participating dealer in the national registry at www.CashforClunkerDealer.com
We have several VERY hot Cash for Clunker Keyword enriched URL’s available on a first come first served basis to dealers that sign up to spend $5,000 or more on BT Display Advertising of the Cash For Clunkers campaign theme…
Here are a few concept ideas, including a logo tile for use on the your home page: “Cash For Clunkers” Official Program Dealer…
Lock In Your Stimulus Money On A Newer More Fuel Efficient Car or Truck Today!
“Would $4500 in Cash from President Obama Help You Justify a new car or Truck?”
Prepare a Campaign Landing Page or Microsite:
The Cash For Clunker program has been and will continue to draw a ton of attention within the press and national media news channels. Already, we have seen professional efforts to secure Google and other search engine organic rankings around Cash For Clunker and Drive America Forward keywords and phrases. Trying to get organic ranking for a dealership sponsored site that is above all the previously written and breaking news articles about the Cash for Clunkers program may be an exercise in futility. Brian Pasch e has created http://www.cashforclunkersfacts.com as both a consumer information site and a lead generation provider as his means of monetizing the site. For dealers who choose to use ADP Digital Advertising for their online marketing budgets and ad campaigns, we will register your dealership with Brian Pasch as a participating Cash For Clunkers dealer. The only requirement is that you let us place the official Cash For Clunkers logo on your website and link it to the information site. You can also purchase Cash For Clunkers leads from Brian Pasch, which is a great way to supplement the Cash For Clunkers leads that you self-generate using the ADP Digital Advertising Search and Display Advertising campaigns that have been prebuilt and optimized to take advantage of interest in Cash For Clunkers.
If you want to stay on top of the daily developments regarding Cash For Clunkers, you can follow our updates on Twitter, which includes Brian Pasch's updates as well as Cash For Clunker related posts on ADM and CNN... go to http://twitter.com/cashforclunker
Several Points of Guidance Provided by Brian Pasch:
www.CashForClunkersFacts.com generated CFC lead territories are exclusive and based on a first come - first serve basis, so be sure to contact Carrie Valentine at firstname.lastname@example.org for enrollment. You can also call her during Eastern Time Zone business hours at: (732) 450-8200.
Why Would You Wait Any Longer?
Most dealers have described their current approach as "waiting to see what the government does...". However, there is an opportunity to sell more cars today by speaking with customers who are interested in the Cash For Clunkers program that the smartest dealers would not have otherwise had the opportunity to see. It makes sense to market and promote your dealership TODAY while interest in Cash for Clunkers is on the upswing, and use the promotion to drive showroom traffic seeking information about how it will work.
Limited Government Funding Means First Dealers On Board Will Take All the Money
The Cash For Clunkers Bill has been reduced from $4.5 Billion to $1Billion. The Cash For Clunkers Bill that cleared the house on Tuesday, June 16 will create a program expiration of October 31, 2009. This will create a narrow window of opportunity, and at up to $4,500 the program will run out of funding after about 225,000 new vehicles are sold.
In order to be successful, dealers will need to get out in front of this Cash For Clunkers wave, and not wait until the wave passes them to try and surf it into stronger new car sales. Most experts, including Brian Pasch, will tell you that a dealer needs to be aggressive and fast to benefit from Cash For Clunkers. Dealers do NOT need a fancy website, as you can see Thorobred Chevrolet simply modified their Trade-In Evaluation page to serve as a landing page for their Search and Display Advertising campaigns. Also, for dealers who allocate a $10,000 or higher advertising media budget, ADP Digital Advertising will provide a free Cash For Clunkers landing page with an AdTracker phone number and a CFC pre-qualification form on the site. This is a very short term, high-dollar opportunity to sell a lot of extra units for the dealers that start NOW with their online marketing and promotional strategy focused on cash For Clunkers. If you want to leverage ADP Digital Advertising, you do not have to be an ADP DMS dealer, nor do you have to use one of our web sites... Just go to www.ADPdigitaladvertising.com and select the get more information button in the upper right corner of the page, complete the online form and we'll get started for your dealership.
Now that the Federal Government's strangely name "Cash For Clunkers" automotive sales stimulus bill has been approved by both the House of Representatives and the US Senate, have you, or your dealership's management made any plans or prepared any marketing, advertising or promotional messages designed to leverage the $1,000,000,000.00 earmarked as cash incentives to customers for buying a newer, more fuel efficient vehicle? With the cash on the hood at between $3,500 and $4,500 per vehicle sold, do you think that this program will be effective in driving increased car sales?
I have been talking to several dealers about the Cash For Clunkers legislation, and almost every one says that if President Obama signs it into law, then they will gear up for it... But, will it be too late if you wait until after the bill gets signed? It has been approved by both the House and the Senate, so the likelihood of the bill not getting signed into law is very little.
One of the most useful places I have found to get up to the minute news on Cash For Clunkers is Twitter... You can use your Twitter account to get all the latest Cash For Clunkers legislation and best practices updates by following the Twitter feed at: http://twitter.com/cashforclunker
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