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Automotive Advertising Agencies Must Promote Training To Help Them Sell More Cars And Services

Posted on June 2, 2019 in Uncategorized

To train – or not to train – is not the question according to automotive advertising agencies who understand the importance of investing in the people part of the sales and service process by providing training before, during and after the sale.  Training has often been considered as an afterthought by auto dealers who have enjoyed the luxury of having more customers than cars with a never ending supply of salespeople and service writers who earned a higher than average income for their efforts.  Today’s consolidating auto industry has changed the math for auto dealers who now have to deal with shrinking sales volumes, reduced profit margins and the resulting loss of a ready willing and able sales and service staff whose incomes have been reduced along with dealer profits. 

Automotive advertising agencies have always been tied to their auto dealer clients bottom line – whether they knew it or not – and today’s automotive advertising agencies are realizing that their areas of responsibility do not stop at the front door of the auto dealership.  Automotive advertising plans geared for the Internet using digital marketing platforms coupled with internal sales and service processes powered by integrated technologies provide efficiencies that allow auto dealerships to operate with reduced budgets and support staff in sales and service. 

Unfortunately, many auto dealers and automotive advertising agencies have been operating with the false sense of security that the people aren’t as important as the technology and/or the processes that they have applied to replace them.   That is as untrue today as it was yesterday. People still like to do business with people that they like and human nature has survived on the world wide web.  The real solution for auto dealers forced to operate with fewer sales people and service writers is to train them in the use of the new technology, however, not at the expense of training them in understanding human nature and proven old school best practices to sell a car.

New technologies and automotive advertising applications include training solutions that offer efficiencies similar to other sales and service processes that have been applied to reduce expenses for auto dealers.   However, even the best training system can’t teach someone to be a nice person and/or to place their customer’s interests ahead of their own.  These applications must be coupled with people skills that are best hired vs. taught and they start before the sale or even the hiring of the sales person or service writer ever begins. 

Internet based applications like Hire The Winners help human resource departments sort through applicants in the hiring process.  Their focus is on personality traits and people skills surfaced in a series of videos posted on a site that is linked to help wanted ads.  This screening process allows the auto dealer to determine how the applicant will react to various real world scenarios in the sales and service process.  Applying this filter before investing in training and lost sales opportunities caused by a bad hire provide an R.O.I. that can be easily verified with improved employee retention, C.S.I. / S.S.I. scores for the dealership and incremental increases in sales and service productivity by a well screened employee.

Similar advantages in training during the sales and service process can be applied by applications like DealerMouth that allow sales and service staff to promote themselves through their own websites hosted – and monitored – by the auto dealer to promote best practices.  This ongoing training by senior management compliments the desire by the automotive advertising agencies to extend the reach and frequency of their online automotive advertising messaging beyond the auto dealerships websites and or third party automotive advertising platforms.  Training by example is a proven practice that can be applied on the internet super highway in the virtual showroom much like it used to be applied in brick and mortar facilities.

Newly developing applications focused on enhancing the sales process with integrated training components are also in development.  Applications designed for kiosk, desk top and even mobile platforms promise to support sales and service staff before, during and after the buying and shopping experience for customers.  Providing sales people and service writers with best practices and word tracks to enhance the customer experience during their sales and/or service presentation will empower the staff by offering them relevant information to help the customer make a buying decision.  In addition to increasing their individual productivity on a real time basis, there is a residual benefit of training the sales and service writer who will be better able to apply and retain the information built into their more consistent presentations to their customers.  

Automotive advertising agencies are tasked with evaluating new technologies and automotive advertising applications to provide more for less for their auto dealer clients.  The presumption that these technologies can – or should – replace people in the process is misguided if it doesn’t increase the productivity of the people that remain.  Training will increase the R.O.I. that auto dealers receive from their staff.  More importantly for automotive advertising agencies is that training will directly impact the auto dealers bottom line which is certainly part of the job description for automotive advertising agencies in today’s challenging auto industry.       

Online Display Advertising For Automotive Dealership Owners

Posted on June 1, 2019 in Uncategorized

Online display advertising provides a targeted and direct response approach that help to effectively target segment specific audiences and increase brand awareness. According to IAB Internet Advertising Revenue Report, the total Internet advertising revenue for 2009 was $22.7 billion. While online display advertising accounted for 35% or $ 8.0 billion of the total Internet advertising revenue for 2009. The automotive advertisers accounted for 11% or $2.5 billion of total Internet Advertising expenses in 2009. Thus, online display advertising that includes display banner ads, rich media, digital video, and sponsorship links can be effectively used by automotive dealers to target customers based on website context, geographic location, specific demographic information, and user behavior.

Advertisement Is Based On:
Advertisements based on demographic information, website context, and geographic location can help narrow down and pin point specific customer segment.

Website Context
Contextually relevant advertisements can help automotive dealers to better target the potential customers as they are willingly showing interest by viewing specific themed areas. Automotive dealers can effectively target those customers searching for new cars, pre-owned cars etc on Internet by positioning advertisement based on website context. Also, the website viewers are likely to respond positively or pay more attention to such theme related advertisements.

Buyer Geographic Location
Display advertisements based on user location allows automotive dealers to effectively target potential customers in local area, geographic region, or in any specific city. Delivering customized advertisements with proper relevance within a specific region or city generates interest, engages, and attracts potential customers.

Buyer Demographic Information
Display advertisements based on specific demographic information like industry, profession, age group, household income, gender etc can help automotive dealers effectively reach to a specific customer segment. Demographic advertisements informing about various offers, coupons etc given by automotive dealer can appeal to a variety of market segment. Display advertisements based on specific demographic information can help grab attention of key audiences and turn them into potential customers.

Advantages:
Online display advertising allows automotive dealers to reach a wider segment of customers in a limited advertising budget.

Increases Brand Awareness
Effectively employing online display advertising helps to create awareness about the automotive dealer that results in building a brand image in the long run. Positioning creative and relevant advertisements to specific segment help to effectively target potential customers, increase automotive dealer exposure, and increase online traffic leading to higher conversion rate. However, even if the customer does not click on ads, it increases brand awareness about dealer. As display advertising ensures that potential customers get to know about the services and inventory offered by automotive dealers, the next time these customers think of making a purchase, they can prefer and trust these dealers whom they can recall.

Effectively Target Customers
One of the key benefits of online display advertisements is that automotive dealers can effectively target potential customers within their advertisement budget. Display advertisements provide a better coverage and effective targeting of potential customers as they can be based on website context, geographic location of buyer, variety of demographic information, and user behavioral information.

Increases Online Traffic
Effectively positioning relevant and engaging display advertisements to a specific segment of audiences can help drive qualified traffic to the automotive dealer website. Display advertisements in the form of banner ads, pop up ads, and contextual ads catch the attention of potential customers and increase the website traffic. Also, display advertisement increases the brand awareness that generates more traffic to the dealer website and increases the chances of customer making a purchase.

Provides Good ROI
Apart from targeting specific segment of customers, online display advertising increases online traffic and increases the chances of sale thereby provides a good Returns On Investment (ROI). Also, display advertisement effectively targets desired customer segment thereby reducing the ad spend wasted due to unwanted and ineffective impressions thus maximizing the ROI. Display advertisement facilitates tracking of display advertisement campaign by automotive dealers through metrics like clicks and conversions, impressions to better calculate the ROI.

Online display advertisements can have an impact on purchasing decision made by automotive Internet users as they provide better consumer engagement. Thus, display advertisements can be effectively used by automotive dealers to increase their brand awareness, online website traffic, website interaction time, and maximize ROI. Moreover, display advertisements also encourage users to conduct search on Internet that increases the website traffic.

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Automotive GPS Units – Practical Technology

Posted on May 28, 2019 in Uncategorized

Prior to the invention of automotive GPS units, traveling to unknown areas had to be done through reading a map and/or asking for directions. Both methods had problems. For instance, how can one effectively read a map while driving? Map-reading is only best if there is another passenger in the car, which isn’t always possible. Asking for directions can also be annoying, at least if the person giving the directions does so in a manner that is not as clear.

Fortunately, with the emergence of automotive GPS units the process of map-reading and getting directions has never been easier as each can be done either through voice activation, touching the screen, pushing buttons or a combination. Maps pinpointing the exact location pop right up on the screen, while directions can be given through a computer-generated voice. Nothing could be easier or better. The only issue is deciding which automotive GPS unit should be purchased. This article will serve as a guide telling consumers what they should be on the lookout for when choosing automotive GPS units.

The first area of consideration when buying automotive GPS units is seeing how accurate the device is. One way to determine this is by how many channels the GPS unit has. This is because more channels means the unit will be able to communicate with a larger number of satellites, resulting in more coverage. Another way to determine the accuracy of most automotive GPS units is through how its antenna is designed. Make sure the antenna is placed in an area of the unit where it will be able to stand freely.

The next thing to think about when looking at automotive GPS units is size. There are some automotive GPS units that will not be portable. Onstar, which has to be installed in one’s car, is an example of an automotive GPS unit that can not be moved from car-to-car. Many other automotive GPS units vary in portability.

Thirdly, perspective buyers of automotive GPS units should take notice of a unit’s interface. More expensive automotive GPS units will contain voice-activation and/or touch-screens, while cheaper ones can only be used through a series of buttons. If another person is in the car, using buttons is not as bad, but if only the driver can use the unit, it is important that it be as hands-free as possible. It is also important to try to get an automotive GPS unit that has the capability to give directions through a computer-generated voice. Doing so is another way to ensure that the driver of the car keeps their eyes on the road and nowhere else.

The software that the automotive automotive GPS unit uses is also critical. Most top of the line units have very good mapping software included with the unit. However, as time passes the mapping software becomes out of date. You should make sure that you automotive GPS units software is updated at least once every 6 months. Frequently there is cost for this service but if you live in fast growing urban environment then it is a good investment. Your automotive GPS unit is only as good as its operating and mapping software.

When looking at automotive GPS units one should consider: ease of use, accuracy, size and interface. Keeping these elements in mind ensures that a buyer obtains an automotive GPS unit that is reliable and will best assist them when they are on the road.

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