Domestic new car automobile dealers have already reduced their automotive advertising budgets to maintain profitability at reduced sales levels for both new cars and used cars.
Unfortunately, the added burden on General Motors and Chrysler dealers of what appears to be an inevitable bankruptcy – structured Chapter 11 or otherwise – has forced auto dealers to reconsider placing any automotive advertising at all. Both General Motors and Chrysler dealers have been cautioned by their automotive advertising agencies
that they need to maintain their presence in the market if they hope to survive after the restructuring takes place.
Philip Zelinger, the President of Ad Agency Online, L.L.C., (AAOL), and host of an automotive advertising social networking / resource portal – http://adagencyonline.net , recently advised his affiliated automotive advertising agencies to prepare for the bankruptcy of both General Motors and Chrysler in a more constructive manner.
Philip suggests that auto dealers should maintain their market presence by shifting their automotive advertising to more targeted Internet based media and/or internal marketing solutions over radio, T.V. and print. “Automotive advertising agencies are already pushing their auto dealer clients onto the World Wide Web. The efficiencies of Internet marketing over conventional advertising have been proven, however the inevitability of the bankruptcy of GM and Chrysler suggests even stricter control of every advertising dollar.”
Several new automotive advertising applications have been featured on AdAgencyOnline.Net that provides the control and proven R.O.I. suggested by Philip.
One example of a leveraged online platform to post an auto dealer’s new car and used car inventory for free is http://EveryCarListed.Com. The site follows the proven business model of the Yellow Pages that provides a free posting for all auto dealers with the option to enhance their exposure on the site to cut through the clutter of the competition. The explosive growth of EveryCarListed
has proven the wisdom of their free offer to post new cars and used cars by auto dealers as well as consumers in their “For Sale By Owner” section.
Another example of a free resource suggested by AdAgencyOnline.Net for struggling auto dealers to control their automotive advertising budget is offered by SiSTeR Technologies with their Video CarLot,(VCL), application.
VCL is an automated video production platform that converts all of the pictures on an auto dealer’s website into search engine friendly videos. The videos are then pushed onto the search engines through a dedicated API with You Tube affording the auto dealer individual online exposure for his entire inventory. SiSTeR Technologies introduced VCL with a free program called “5/50 – No Car Left Behind.” Auto dealers are offered 50 free videos to be produced and placed on their web site plus 5 of those are placed onto You Tube. There is no contract obligation for the 5/50 program which is intended to develop a market dominance by SiSTeR Technologies in the automotive advertising video arena. Based on the wide acceptance of VCL by large auto dealer groups, including Sonic Automotive, their plan appears to be working.
In addition to marketing applications automotive advertising agencies are being challenged to deliver more for less for their auto dealer clients from their existing online investments.
The solution suggested by AdAgencyOnline.Net
is to integrate newly developed conversion tools to maximize the amount of sales being generated by the auto dealer’s web sites. Argistics
is a preferred automotive advertising vendor featured on AdAgencyOnline.Net that provides a unique customer interaction platform called AutoTransaXion. Their two way video application allows an auto dealer to engage their site visitors in a real time negotiation process with the same push/pull capabilities of a real world transaction. Auto Nation Direct has selected AutoTransaXion as their exclusive platform to communicate with their online customers which confirms the value of the solution. AutoTransaXion functions as an online transaction tool capable of accommodating an Internet sale from beginning to end rather than being limited to simply making appointments.
Internal marketing applications have also been recommended by AdAgencyOnline.Net to maximize the efficiency of established selling processes at an auto dealership.
Bulldog Marketing Technologies develops additional sales and service opportunities from an auto dealership’s data base by creating an automated follow up email and/or direct mail to existing customers in both sales and service for new and pre-owned vehicles. The key differentiator between Bulldog Marketing Technologies and other data based marketing services is their use of their proprietary product called “Consumer Cleanse.” This application uses third party online resources to determine if an unsold customer has already purchased a new car or a used car from another dealer. If the customer already purchased elsewhere the follow up message is shifted to a service offer to preserve the relationship for future sales and service opportunities. The resulting savings in marketing costs is complemented by the additional revenue earned by the auto dealer’s fixed operations.
Local conquest sales are another area that AdAgencyOnline.Net has advised their affiliated automotive advertising agencies to focus on.
The need for consumers to get their best deal has shifted customer loyalty from the product to the “deal of the day.” CityTwist
is an online email application recommended by AdAgencyOnline.Net as a cost effective way to target area residents that may not exist in an auto dealer’s data base. This “Do It Yourself” email platform draws from their own 125 million + opt-in email data base to deliver a customizable email blast. In addition to the short term R.O.I. realized by direct sales and service generated by the campaign the auto dealer is able to maintain their market presence with the volume of messages delivered in the subject line viewed by the recipients.
AdAgencyOnline.Net hosts a blog talk radio station – WAAOL, All Automotive Advertising News All The Time – that has reviewed EveryCarListed.Com, Argistics, SiSTeR Technologies, Bulldog Marketing Technologies, CityTwist and dozens of equally unique automotive advertising vendors for their site visitors.
Auto dealers and automotive advertising agencies are invited to visit http://adagencyonline.net for additional information on any of these vendors or they can request a free evaluation of their current automotive advertising by a senior account executive of Ad Agency Online, L.L.C. Automotive advertising agencies that wish to join AAOL and automotive advertising vendors that would like to be considered as a preferred automotive advertising vendor on AdAgencyOnline.Net should contact Philip Zelinger directly at 1-888-796-2228 or email him at email@example.com. To quote Philip Zelinger, “Help is only a click away.” ###