Automotive Digital Marketing

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As floor traffic continues to suffer, the Internet Department is more and more under the microscope than ever before. Dealers who didn’t believe it before are realizing that the internet is contributing to the vast majority of their sales, whether they like it or not.

With this in mind, it is important to understand the psychology of getting that customer in to the showroom.


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Comment by Doug Blankenship on November 28, 2009 at 10:09pm
Stan, I like the comparison you mentioned. That's a great way to explain what kind of patience you need to find the deals and not just fold and go home too early.

Mike, you are absolutely right about the 3rd party lead. We MUST be careful and be the one that stands out in the crowd when this poor customer has everyone in town calling him when all he thought he would get is one dealer to contact him. We MUST think like the customer adn ask ourselves how we would feel in that situation. Only then can we show them we are on their side and help them make the purchase, not sell.
Comment by Mike Warwick on November 28, 2009 at 1:58pm
More and more, I find the traditional BDC rep approach is becoming less effective. Sending a quick, thorough response and following up with timely phone calls and emails are only part of the equation. I've stressed to my internet people that they need to offer the customer something of value. Part of the value proposition is that we convince the customer that they are selecting the right vehicle and that we are the right dealership. We provide vehicle reviews, video walk arounds, Dealerrater reviews and any other relevant information that we can find about the vehicle the customer is interested in. Simply hammering people with phone calls and emails no longer works and can often damage your online reputation. This is especially true when working third party leads that have been sold to seven different dealers. The customer requesting a quote has no idea that they are signing up for a barrage of phone calls and emails from dealers for the next six months.
Comment by Ralph Paglia on November 28, 2009 at 12:56pm
@ Doug,

When you insert an image or photo in your blog posts, if you want that image to link to the original and complete article on your blog site, follow these instructions:
1. Click on Add an Image icon in menu header
2. Browse and select image file from your PC folder where you have it stored
3. BEFORE CLINKING ON "ADD", click on the "Option" link at bottom of pop-up window
4. Place a check-mark next to "Pop Up Window?"
5. Now, Click on the "Add" button to save and insert the image file into your blog article
6. Change the inserted image code's "href" domain address to the web page URL desired, Save Edits/Post

What this does is change the image "pop open" window from the full sized version of the image file to the web page address of the article, blog or profile page you want the reader to be directed to... This can be used to create a link to an ADM member profile page when inserting a person's photo, or another blog article or forum discussion within or outside of ADM relevant to your article and specifically the image being inserted.

I want to give you these instructions, since I know images are very relevant to your business and the topics of your articles...

Thank you for a great contribution to the ADM Community!

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