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The GPO Fight in 2010 For Car Dealers
A recent article on DealerRefresh.com written by Alex Snyder entitled “Is Edmunds Stealing From You?” has generated a tsunami of comments and reactions from the automotive community. For some automotive professionals, the tactics recently used by Edmunds using Checkered Flag MINI’s brand was a revelation on the topic of “online brand leakage”.
Among the many comments on Alex Snyder’s post was one from Tim Jennings, Internet Director at Tom Sparks Automotive in DeKalb Illinois. He coined the acronym (GPOM) which stands for Google Page One Management. This refers to a business process to eliminate websites that are leaking your brand equity on Google Page One (GPO) for searches on your business name or locale.
Tom and others suggested that dealers fight back. I decided to create a whitepaper this weekend to show car dealers how to push third party lead collectors off of Google Page One for their dealership name.
Third party lead collectors have a role in automotive marketing. Our position is that they should generate traffic using their own brand and advertising dollars and NOT by leveraging car dealer brand names and draining brand equity and reducing their online ROI.
Car dealers need to protect their investment in their brand; it is their multi-million dollar asset. Dealers need quality, first party consumer car leads to run their business. Without a GPOM plan they are:
• Buying leads that they should be getting for free.
• Enabling their competitors to buy leads generated by their brand name.
• Allowing consumers to be distracted from their initial search goal
I have outlined an effective GPOM strategy that all business owners, even outside of the car business, can implement themselves. I hope we can keep this topic in the forefront of 20 group meetings and automotive conferences. If dealers across the country implemented a GPOM process, they would be surprised at the positive results for their brand and first party lead quality.
You can download the white paper on the link below.
Among the many comments on Alex Snyder’s post was one from Tim Jennings, Internet Director at Tom Sparks Automotive in DeKalb Illinois. He coined the acronym (GPOM) which stands for Google Page One Management. This refers to a business process to eliminate websites that are leaking your brand equity on Google Page One (GPO) for searches on your business name or locale.
Tom and others suggested that dealers fight back. I decided to create a whitepaper this weekend to show car dealers how to push third party lead collectors off of Google Page One for their dealership name.
Third party lead collectors have a role in automotive marketing. Our position is that they should generate traffic using their own brand and advertising dollars and NOT by leveraging car dealer brand names and draining brand equity and reducing their online ROI.
Car dealers need to protect their investment in their brand; it is their multi-million dollar asset. Dealers need quality, first party consumer car leads to run their business. Without a GPOM plan they are:
• Buying leads that they should be getting for free.
• Enabling their competitors to buy leads generated by their brand name.
• Allowing consumers to be distracted from their initial search goal
I have outlined an effective GPOM strategy that all business owners, even outside of the car business, can implement themselves. I hope we can keep this topic in the forefront of 20 group meetings and automotive conferences. If dealers across the country implemented a GPOM process, they would be surprised at the positive results for their brand and first party lead quality.
You can download the white paper on the link below.
Comment
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Comment by Tim Jennings on December 7, 2009 at 7:46am -
First off I want to give props to ALL the people and sites who post information that helps me in any way shape of form. To many to list you/we know who you are (want the truth I'm afraid Ill leave some one out)
This is as old as Google!
I had my wife read this last night and she got it. Her comment was Don t have a clue how to do it but I under stand why I should.
If you are looking for monies from the check writer who doesn't have a clue about digital advertizing and doesn't want to have a clue, this needs to be put in their hands. This sounds the alarm in such away that any person should see a need for money/action. WE CAN ONLY DO SO MUCH FOR FREE! Hopeful they will see the need to spend a little more digital advertizing $$$. Brian has marked this out step by step to Do-It-Your-Self! Try to secure some help that cash can bring. If you don't get it you can always do-it-yourself. I'm here to tell ya GPOM alone could be a full time job. No longer can “The One Man Internet Department” earn his living from closing car deals and expect to have a proper digital advertizing foot print. A dealers “Digital Foot Print is a Very Important full time job!
Down load this read it from paper when you have time to fully consider the content in this paper.
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Comment by Brian Pasch on December 6, 2009 at 9:38pm
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Here is the link to the white paper you can download from ADM google-page-one-management.pdf
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