A struggling economy has driven car buyers to the Internet to shop for the “best deal” and automotive advertising agencies are scrambling to get their attention.
A shrinking auto industry has accepted that old world – or more accurately described – “real world” pricing policies don’t work on the virtual showrooms being built on the World Wide Web. Ad Agency Online, L.L.C., (AAOL), is a national network of independent automotive advertising agencies
that have leveraged their shared resources to solve common problems for their auto dealer clients including the question of “to price, or not to price” on an auto dealer’s website. That question has finally been answered, according to Philip Zelinger, the President of AAOL and host of the free automotive advertising resource / networking portal, www.AdAgencyOnline.Net .
According to Philip the easy answer is,
“Yes, auto dealerships must post prices on their websites. The real question is how much, or rather how little, profit should a dealer ask for in an economy that has car shoppers in the driver’s seat on the Internet Superhighway. Old world wisdoms to post “loss leaders” in the newspaper on a single vehicle worked in its day since customers were limited in their ability to shop comparable vehicles to the classified section or with a trip to the dealer who controlled all of the information. The World Wide Web has empowered consumers to gather information around the auto dealer that allows them to negotiate from a position of strength.”
“The panic in the market for auto dealers to sell down their inventory to reduce expenses has forced them to accept offers that often leave no room for a profit. At first glance that seems like a good deal for the customer but based on the increased bankruptcy rate for auto dealerships, and possibly even the O.E.M’s, the business model is neither fair nor sustainable.”
Based on the experienced success of auto dealers following the advice of AAOL, the solution lies in the same technology that built the World Wide Web.
Some of the applications solving the price issue have been reviewed by AdAgencyOnline.Net
on their blog talk radio
station – WAAOL, All Automotive Advertising News All The Time
. According to Philip Zelinger, “the solutions vary, but the goal is always the same. The key is to provide transparency in the process so that customers can get the price and product information that they want, when they want it; which is immediately!”
The following automotive advertising vendors have been reviewed and/or have been featured on AdAgenyOnline.Net as a “preferred automotive advertising vendor” focused on establishing and posting a competitive price on the Internet;
DealMaker.Com – this inventory based website is powered by a proprietary platform that allows a granular comparison of every vehicle posted to it on the Internet.
Once the comparable vehicles have been sorted, they are available from a single inventory data base that consumers can access using a variety of criteria designed to narrow down their search using selected equipment, price and geographic parameters. At that point, all related transactional information is entered by the consumer who may then enter into a transparent “many to many” online negotiation with all sellers on the same page as all buyers interested in selling/buying the described vehicle.
This kind of market driven pricing model allows auto dealers to preserve a fair profit until and unless competition drives their pricing down. At that point, the dealer can pass or accept the final offer with the confidence that the “bidding” process has assured both the sellers and the buyers that a fair price has been achieved. This “win-win” process promises transparency to all parties and it promises to become the online selling process of choice for educated auto dealers and online shoppers.
Argistics – AutoTransaXion – this customer interaction platform functions as the ultimate conversion tool for auto dealers.
The application allows auto dealers to engage their customers in the formative stages of their online shopping experience. The timely monitoring of the posted vehicle supports the use of a competitive price, not necessarily the cheapest. The online shopper is invited to click for additional information on the product or the price at which time they are immediately linked to a relevant video followed by a live two video interaction with a representative from the auto dealership. The video reinforces the value of the product while the online agent can present the details of the offer after accessing the auto dealer’s DMS to push the “first pencil” to a final negotiated price. This online transaction tool eliminates the “disconnect” in the process in that no email, telephone call or even a visit to the dealership is necessary to complete a negotiation and even a purchase.
About Philip Zelinger
Philip Zelinger is the President of Ad Agency Online, LLC and founder of AdAgencyOnline.Net. He invested 25 years as a General Manager and Dealer Principal followed by his last ten years in the automotive advertising industry. His role as a “Dealer Coach” is enhanced by his hosting a nationally recognized auto industry social networking portal and blog talk radio station – WAAOL, All Automotive Advertising News All The Time. As the author of two books on the auto industry, including “How To Sell A Car – a Career Guide to The Automobile Industry,” he is a recognized authority on market trends and developing technologies with the responsibility of selecting key vendors and applications for his dealer clients as well as forming strategic partnerships for his vendor clients to leverage their shared resources to help them bring their products and services to market.
reviews automotive advertising vendors and new technologies on several blog talk radio shows in addition to the Lunch With Phil Discussing Automotive Advertising including the “Lunch With Ralph Discussing Automotive Advertising
” and “Automotive Advertising Experts
.” AdAgencyOnline.Net attracts automotive advertising agencies, auto dealers, auto industry vendors and O.E.M. representatives that listen to WAAOL to find vendors, applications and technologies to maximize the R.O.I. for their automotive advertising dollars.
Ad Agency Online L.L.C is focused on discovering and representing new automotive advertising vendors not yet recognized by the mainstream automotive advertising industry. Recent automotive advertising vendors that have asked AAOL to represent them include; Argistics - AutoTransaXion, SiSTeR Technologies
- Video CarLot, EveryCarListed.Com
, DealMaker.Com, CityTwist.Com
, Bulldog Marketing Technologies, LeadConverter, Gumiyo, Kihon Media, CarFolks.Com, Ai Dealer, NeoSynergy and Laser Stream Video.
www.AdAgencyOnline.Net has conducted interviews with a variety of respected automotive advertising experts including; Clayton Stanfield from EBay Motors, Mark Boyd and Mark Dubis from CarFolks.Com, Jared Hamilton from DrivingSales.Com, Dale Pollak from vAuto, David Wassmann from NeoSynergy, Jerry Daniels from Automotive Broadcasting Network, (ABN), Terry Alling from Kihon Media, David Marod from LeadConverter, Brian Ferris and Spencer Sterling from DealMaker.Com, Mike Parsons from Laser Stream Video, Brian Hoecht from Ai Dealer, Ralph Paglia from ADP and host to the auto industry social networking community ADM, Len Critcher from ecarlist.com, Tim Zierden from AAX, Jim Ziegler, motivational speaker and consultant to the auto industry, Jeff Kershner, ecommerce director for The Mile One Automotive Group and host of the auto industry social networking forum DealerRefresh.Com , Jeff Raab from the Detroit Trading Company, (DTX), Mike DeCecco from Dealer.Com, Ken Schwartz from CityTwist, Michael R. Spadafore from R. L. Polk & Co., Kevin Schwartz and Rick Rochon from AdSymetrix, Bruce Cerbone from Argistics, Scott Davis from Bulldog Marketing Technologies, Matt Watson and Douglas Kinney from VinSolutions, Hal Howard and Don Pollock from New Wave Automotive, LLC, Matt Brown and Zack Powell from TheDealerDashBoard.Com, Mark Burack from Liquid Motors, Nick Umb from Incentive Research and most recently Michael Roscoe from Dealer Magazine discussing the 6th Digital Dealer Conference.
For more information on any of the automotive advertising vendors reviewed on WAAOL, auto dealers and automotive advertising agencies should contact Ad Agency Online, L.L.C. through AdAgencyOnline.Net. Automotive advertising vendors, automotive advertising agencies and auto dealers that would like to be considered as a “preferred automotive advertising vendor” on AdAgencyOnline.Net can contact Philip Zelinger at firstname.lastname@example.org, call 888-796-2228 or visit AdAgencyOnline.Net at http://adagencyonline.net. To quote Philip Zelinger, “Help is only a click away!” ##