reputation marketing is the next step for businesses to embrace
TRANSCRIPT
Reputation Marketing: The Next Step in Reputation ManagementNever Let a Good Review Go To Waste
Let’s Connect Online
Twitter: @sidebysidecoach LinkedIn: www.linkedin.com/in/glennpasch Blog: www.glennpasch.comWebsite: www.pcgdigitalmarketing.com
Glenn Pasch, CEOPCG Digital [email protected]
• What is Reputation Management/ Marketing?
• Why is it Important?• How to be proactive.• How to Market it Online.• How to Market it Onsite.• How it Makes You $$.• Homework
Pool of Influence: Are You Filling It and With What
The Changing Nature of the Customer Journey…
Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google
STIMULUSPURCHASE
CHECK BLOGSSEARCH
READ REVIEWS
SHARE VIDEOS
NETWORKThe average U.S. shopper
consults10.4 sources
prior to purchase
57% of people talk more online than they do in “real life”
1 in 4 search results
for the World’s Top 20 largest brands are links to user-generated content
Digital Consumer Trend Auto Consumer Trend
2.0B internet Users
4.1B mobile Users
35h video uploaded each minute
2.1B searches daily
1.9B social network users
90% car buyers are online
75% start research online
46% buyers worldwide likely to make an auto purchase based on social sites
Auto videos positively impact 79% buyers
32% mobile users say video sites help drive their decision
Source: • eMarketer.com• Constant Consideration: New Vehicle Path to Purchase, Compete/ Polk/ TNS September 2012. HHI $100k+• NetPop Research
Are You the 1.3 or Zero? It is critical to note that the first dealership showroom that customers visit
will tend to make the sale. According to the 2011 JD Power Automotive Internet Roundtable Study, the average car buyer will visit 1.3 dealerships before making a purchasing decision.
This important number has decreased from past years. As recent as 2005, customers would visit approximately 4.1 dealerships before purchasing a car. Due to these changing statistics, it has never more vital for dealerships to get customers into their showrooms, before a competitor achieves this goal and ends up making a sale.
The Amazon Effect
All within 10 miles
2014 Jeep Cherokee: All within 20 miles
How Do You Stay On List?
• What Can I DO to Stand Out?• Reviews• Videos• Social Media• Blogs• NOT PRICE
Canadian Dealer
US Dealer
Yearbook Company
Are Reviews Important
YP Search: Q1 2013
Common Obstacles“I Can’t Get My Staff to Ask”
“My Competition is Gaming the System”“No one Reads Reviews”
Thanks to Brightlocal.com Local Consumer Review Survey 2013
Thanks to Brightlocal.com Local Consumer Review Survey 2013
Thanks to Brightlocal.com Local Consumer Review Survey 201385% Do Read Reviews
Thanks to Brightlocal.com Local Consumer Review Survey 2013
How Do We Do It
Asking for Review• Ask Everyone• Ask while Paperwork is being
done or downtime• Ask when exchanging payment
but mean it!!!• Ask for personal review, not for
dealership• Explain to them your process
Asking Everywhere
Landing Page
Responding to Reviews• Keep it Short• Respond to all Negative• Respond to 2/3 of
positive• Give your name, title and
direct phone #• No email in response
unless # is there as well
What To Do Online• Banners:
– Charitable Events– Awards– Testimonials– Mission Statement
• Videos: – Testimonials– Why Buy Here/ Service Here– Staff interviews– Events/Charities
Banners
Customer Testimonial Video
Video
Customer Testimonials OnSite
Testimonial on a Targeted Page
Walk Around Video
Helpful Video
Why Buy From Us
Multiplication• Video Testimonial
– Video on website– Push out of Social Media– Create a Blog Post– Use in Email Newsletter– Create a customer testimonial You Tube Channel
Cross Marketing
Marketing of Staff
Marketing of Staff
Look Outside Your Industry
On Site Branding “Tell Me How I Am Doing”
Community Involvement
Let Them See You Care
Where Can You Thank Them
Listen
Wall Of Fame
Look Around for Ideas
Sales People Front and Center
Pool of Influence: Are You Filling It and With What
Summary
• Reputation Marketing is Proactive• Decide Who You Are• Leverage is at all Stages of Customer Journey• Multiply Your Efforts across Internet• Make Sure On Site Matches Online• Keep It Up To Date
Homework• What is your dealership doing for reputation?• Describe your process for reviews?• Describe how you are using video to enhance
your reputation?• What areas could your dealership improve on?• Describe how a company you have dealt with
outside of automotive actively manages their online reputation.
PCG Digital Marketing
• Join online communities that allow you to engage with your peers and get help for free:– www.internetsalesmanager.org– www.dealerrefresh.com– www.drivingsales.com– www.dealerelite.net
• Need Assistance, Just Call!– Office: 732.450.8200– Email: [email protected]– www.pcgdigitalmarketing.com
PCG Digital Marketing
Thanks
PCG Digital Marketing