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Year-End Prep: What Do You Have To Do Before 2012?

We have year-end sales events, budgets to build, 2011 budgets to spend, and marketing strategies to plan. What are you doing to get ready for 2012? Is there anything that you would recommend for other dealers to start doing in preparation for the coming year?

Search and social are changing. We're putting together the Dealers' Guide to Automotive Social Media right now, as well as a brand new dealer search guide (both of which will be posted on ADM, of course). Are there any other resources or activities that you think dealers need to get or do before the end of the year?

I have some ideas, of course, but I wanted to hear from the community before posting.

Views: 140

Tags: 2012, JD Rucker, Rucker, new year, planning


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Comment by Brian Pasch on October 27, 2011 at 6:32am

JD here are a few things, of a long list, that I would recommend for dealers since it's low hanging fruit with strong ROI:


1.  Read the Zero Moment of Truth book by Jim Lecinski at Google.  The link is: and it's free.


2. Watch the Automotive Zero Moment of Truth Video:  Automotive ZMOT Video


3. Invest in processes and technology to implement an in-store review collection process.


4. Create a policy that asks consumers about their sales and service experience in the dealership.  A 100% verbal customer survey which can be as simple as "How Was Your Experience With our Dealership Today?".  This sets up the conversation to get their participation in posting their experience online from within the store.  It also allows dealers to resolve problems before a customer writes negative things online (ZMOT).


5. Make sure the dealerships Google Places page has the new standardized categories (5 allowed) and that all data is complete.  This will allow the dealer to leverage Google Adwords Express which monetizes great dealer reviews.


6. Keep an eye out for Google+ Business profiles, which may merge with Google Places profiles.  As soon as dealers can create a business branding page, changes will be coming that dealers should not miss regardless if they believe in Google+. 


7.  Setup a process to identify customers with Google accounts.  This will allow dealers to leverage the SEO and Social power of the Google +1 button.  The impact of the +1 button is the new "SEO" strategy that must be carefully managed and not abused. 


Great idea JD and I know you have the pulse of many of the changes that are coming down the road....can't wait to read the book.




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