automotive digital marketing dealer operations assesment by ralph paglia

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  • 8/8/2019 Automotive Digital Marketing Dealer Operations Assesment by Ralph Paglia

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    Digital Marketing Operations Dealer Assessment

    Dealership: Location: Date:

    Interviewed: (current page) Position: Consultant:

    1. MONTHLY SALES RESULTS:

    Current: Objective:

    1A. Overall Dealership Operations:

    Total Store Volume _______ _______

    New Volume _______ _______

    Used Volume _______ _______

    Gross Profit PNVR _______ _______ (available by model line?)

    Gross Profit PNVR _______ _______ (available by model line?)

    Showroom Traffic _______ _______

    Showroom Closing % _______ _______ 1B. eBusiness Operations:

    Monthly eBiz Sales Volume _______ _______

    eBiz Sales Volume - NEW _______ _______

    eBiz Sales Volume - USED _______ _______

    Gross Profit - PVNR _______ _______ (available by model line?)

    Gross Profit - PVUR _______ _______ (available by model line?)

    Total Leads - Volume _______ _______

    New Vehicle Leads # _______ _______Used Vehicle Leads # _______ _______

    Dealer Web Site(s) Lead Volume: _______ _______

    OEM Web Site(s) Lead Volume: _______ _______

    3rd Party Providers Lead Volume: _______ _______

    Initial Response Lead Management Process:

    Email Average Response Time: _______ _______

    Phone Call Response Time: _______ _______

    Overall Sales/Leads Received % _______ _______Direct Phone Contact/Leads % _______ _______

    Appointments/Leads % _______ _______

    Showroom Visits/Appointments % _______ _______

    Sales/Showroom Visits % _______ _______

    No Response Leads/Total Leads % _______ _______

    Copyright 2005 Ralph Paglia All Rights Reserved

    October 23, 2010

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    Digital Marketing Operations Dealer Assessment

    Dealership: Location: Date:

    Interviewed: (current page) Position: Consultant:

    2. DEALER EBUSINESS STRATEGY:

    Is Dealer satisfied with the Results from eBusiness Operations? Yes NoWhat are those results, and why is dealer either satisfied or unsatisfied?

    What Challenges is the dealership experiencing with eBusiness Operations?

    Strategy to overcome these Challenges and get from the Now (is), to where they want to be Tomorrow (should)?

    Has the dealerships management team participated in an eBusiness Strategy Workshop? Yes NoIF YES, describe the outcome:

    Copyright 2005 Ralph Paglia All Rights Reserved

    October 23, 2010

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    Digital Marketing Operations Dealer Assessment

    Dealership: Location: Date:

    Interviewed: (current page) Position: Consultant:

    3. INTEGRATED MARKETING OPTIMIZATION :

    Dealership has their own web site that is 100% controlled by the dealer? Yes NoDealership has an OEM mandated, provided or controlled web site? Yes NoWhat is the primary (#1) advertised URL?

    Additional URLs owned by Dealership:

    URL #2: Directs Browser to:

    URL #3: Directs Browser to:

    URL #4: Directs Browser to:

    URL #5: Directs Browser to:

    Does dealer make use of any URLs that are NOT OWNED by the dealership? Yes NoWhat is Dealers dealerships marketing strategy to attract visitors to Dealers web site?

    What can a customer do on Dealers web site(s)?

    What is Dealers strategy for driving web site visitors to visit the dealership in person?

    What is Dealers strategy for using their web sites to generate incoming sales related phone calls?

    What is Dealers strategy for compelling web site visitors to submit Internet Leads?

    Copyright 2005 Ralph Paglia All Rights Reserved

    October 23, 2010

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    Digital Marketing Operations Dealer Assessment

    Dealership: Location: Date:

    Interviewed: (current page) Position: Consultant:

    Please Describe Dealers:

    Integrated Marketing Strategy?

    eLead Management Process?

    Showroom Sales Process when eLead Appointments Show Up?

    F&I Process for Online Credit Applications?

    Delivery Process for eBusiness Sales?

    eBusiness Sold Follow-Up Process?

    What is Dealers pricing philosophy for Internet Quote Requests?

    What is Dealers pricing philosophy for incoming sales calls?

    What is Dealers pricing philosophy on the showroom floor?

    What percent of Dealers showroom visitors do online research before coming in?

    What percent of Dealers salespeople have been trained to use online research?

    What types of training have the showroom sales people had to prepare them for Web-Informed customers?

    What additional training does the Sales Staff need?

    Copyright 2005 Ralph Paglia All Rights Reserved

    October 23, 2010

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    Digital Marketing Operations Dealer Assessment

    Dealership: Location: Date:

    Interviewed: (current page) Position: Consultant:

    How is Dealer using eBusiness to increase the efficiency and volume within Fixed Operations?

    How does the Dealer measure or evaluate eBusiness success?

    Does Dealer have an Integrated Marketing budget? Yes No How much is it? ______________________ Month /Year

    Has the Dealer registered a URL, or signed up for paid listings with any of the search engines? Yes NoHas the Dealer evaluated spider-readable text and use/balancing of key words throughout Dealers web site? Yes NoDoes the OEMs web site have a dealer search feature that links through to Dealers web site? Yes NoIs Dealer getting: Leads from OEMs web sites? Yes No Leads from other sources that Dealers OEM uses? Yes NoAre OEM referred leads being sent into Dealers primary Lead Management system, application or tool? Yes NoWhat (if any) 3rd Party Lead Providers is the dealer currently enrolled with?

    Name of Lead Source on Invoice: Lead Volume: Monthly Sales: Subscription Fee: Per Lead Fee

    Does dealership have any local/regional web site links or lead referral Alliances?

    Where does the Dealer have dealerships URL published or listed?

    Copyright 2005 Ralph Paglia All Rights Reserved

    October 23, 2010

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    Digital Marketing Operations Dealer Assessment

    Dealership: Location: Date:

    Interviewed: (current page) Position: Consultant:

    Does Dealer have any Links or Banner Ads on other web sites? Yes NoIF YES, describe:

    Is the dealerships URL displayed or listed anywhere without additional cost? Yes NoIF YES, list how:

    Is the dealer advertising/promoting Dealers web site to internal customers? (vendors, employees, wholesale) Yes NoIF YES, describe:

    Is the dealer advertising/promoting Dealers web site to current customer/owner base? Yes NoIF YES, describe:

    Is the dealership advertising/promoting their web site to customers in Dealers Area of Responsibility? Yes NoIF YES, describe:

    Is the dealership advertising/promoting their web site to customers outside the Dealers local market area? Yes NoIF YES, describe:

    Does the Dealer have a strategy for retaining Sold eLead customers for parts and service business? Yes NoIF YES, describe:

    Does the Dealer have a strategy for marketing additional vehicle sales to previously sold eLead customers? Yes NoIF YES, describe:

    What is Dealers most effective advertising medium for generating phone calls?

    Is it possible to use advertising dollars to promote dealerships web site(s) using this medium? Yes No

    Copyright 2005 Ralph Paglia All Rights Reserved

    October 23, 2010

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    Digital Marketing Operations Dealer Assessment

    Dealership: Location: Date:

    Interviewed: (current page) Position: Consultant:

    Does dealer have an e-mail marketing campaign strategy? Yes NoIF YES,

    describe it:

    Is the dealer getting permission from customers to contact them by email about new products or promotions? Yes NoIF YES, describe how this works:

    Is dealership collecting showroom visitor e-mail addresses in the sales department? Yes NoIF YES, describe how this works:

    Do Service Advisors collect/update e-mail addresses in the service department? Yes NoIF YES, describe how this works:

    Is dealership updating e-mail addresses in Dealers marketing database when contacting customers? Yes NoIF YES, describe how this works:

    Does dealer register customers for web based owner services offered by OEM at the time of sale? Yes NoIF YES, describe how this works:

    Is the dealer giving customers the option to be taken off of Dealers e-mail marketing list? Yes NoIF YES, describe how this works:

    Copyright 2005 Ralph Paglia All Rights Reserved

    October 23, 2010

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    Digital Marketing Operations Dealer Assessment

    Dealership: Location: Date:

    Interviewed: (current page) Position: Consultant:

    4. INTERACTICE WEB SITE:

    Does dealership have a web site that can be modified and/or updated by dealership staff? Yes NoHow many web sites does the Dealer have?

    Who des