HOW TO TURN YOUR MARKETING IDEAS INTO MARKETING ACTIONS

All that planning means nothing if you’re not executing!

Brian  Pasch,  CEO  

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•  Graduate  of  Rutgers  University  with  a  BS  in  Physics  

•  Life?me  Resident  of  New  Jersey  

•  Proud  father  of  Connor  Pasch  (17)  

•  First  Book  Published  by  Pren?ce  Hall  in  1984  

•  Second  Book  Published  28  years  later  by  Celebrity  Press    in  2012  

•  Third  Book  Published  2013  “Selling  Cars  In  The  Digital  Age”  

•  Informa?on  Technology  Was  My  Core  Career  

•  Formed  PCG  Digital  Marke?ng  in  2005  

•  Created  PCG  Consul?ng  in  2011  to  Training  &  Coaching  

•  Ac?ve  Automo?ve  Speaker,  Writer,  &  Strategist  

•  Love  Working  with  Dealers  of  Strategy  &  Process  

My Background

Defining What CRM-Centric Really Means

Now  available  in:    •  Italian  •  Spanish  •  Dutch  

www.SellingCarsBook.com  

March 16-18th in The Napa Valley

h]p://www.DigitalMarke?ngStrategies.org    

Twitter Hashtag: #Paschon

The Why?

Vendor Checklist & Log

q What  Problem  Was  The  Vendor  Hired  To  Fix?  

q  How  Did  They  say  They  Would  Fix  The  Problem?  

q  Did  We  Benchmark  Data  Before  They  Started?  

q  How  Long  Did  They  Say  It  Would  Take  To  See  Change?  

q What  KPIs  Will  I  Need  To  Inspect?  

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Got  a  Ques?on?    Ask  our  Expert!  

Introducing  The  Switzerland  of  Data  Repor?ng  Sofware  

Empowering  Be<er  Decisions  

Average car-buyer will make only 1.3 lot visits before purchase  

4.1  

2005 2006 2007 2008 2009 2010  1.3  

source: JD Power “2011 Internet Roundtable”  

First  Impressions  

Customers Are Visiting Less Showrooms, Make A

Great First Impression #Paschon

Consumers Are Less Brand Loyal

Customers Are Less Brand Loyal….

Create A Consultative Experience!

#Paschon

Over 50% of Traffic is Mobile

Toyota  Store  in  Texas  

9,712+  2,814  =12,526  

53%  

3:1      

Calls  To  Website  Lead  Forms  (Desktop  Shoppers)  

 

26:1      

Calls  To  Website  Lead  Forms  (Mobile  Shoppers)  

 

Consumers  Are  More  Confident  

Source:  Dealer.com    

Mobile Shoppers Will Be a Majority of Your Business –

Embrace Them!

#Paschon

Phone Calls Are On The Rise – Phone Training Is

Back in Style!

#Paschon

Customer Has Changed

The  Customer  Has  Changed  The  Customer  Has  Changed  

That  guy  is  a  ninja!  

Who  Should  Get  My  Business?  

Pre-Internet Today

The consumer needed to visit for: •  Features •  Pricing •  Availability •  Test Drive •  Payments •  Delivery •  Service

The consumer needs to visit for:

•  Test Drive •  Delivery •  Service

I  also  like  the  Hyundai  Sonata….let’s  see  

what  they  know  about  my  second  choice…  

Why  Buy  From  You?  

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Create a Culture

Create a Culture

Your Dealership is an

E-Commerce Business…

Until The Customer Walks In The Door  

#Paschon  

#1 Increase Engagement On Dealership Website

•  Original Photos For New Cars •  VDP Merchandising Tools •  EyeQuant To Test Key Engagement Pages •  Adding Your “Why” Videos •  Don’t Forget Service

Source:  Cobalt/ADP  

Proactive Engagement with a Bonus!

Pop-­‐Up  Chat  

The  Data  Speaks  For  Itself  

PureCars

www.EyeQuant.com

CrazyEgg.com – Heat Mapping

Just Because You Can Add Anything to a VDP…

It Doesn’t Mean That You Should!  

#Paschon  

Dealership Video Placement

•  Hours & Directions

•  About Us

•  Service Appointments

•  Finance Applications

Don’t Complain About The Limits with OEM Mandated

Websites… When you can add your store’s personality through video and

imagery very easily.  

#Paschon  

# 1 Increase Engagement On Dealership Website

#2 Increase Leads From Our Website •  VDP Design: What Can We Learn •  Rethinking Lead Thank You Pages •  Should You Add Pop-Up Coupons •  Non Negotiable: Pro-Active Chat •  Phone Calls Are Leads – Fix The Leaks

Search  Result  Pages  (SRP)  

Reviews  

Scarcity  

Related  Items  

Warranty  

Descrip?on  

Photos  

Buy  It  

Photos  

Related  Items  

No  Descrip?on  

No  Reviews  

No  Scarcity  

Quasi  Buy  It  

No  Related  Items  

Photos  

No  Reviews  

No  Scarcity  

Quasi  Buy  It  

Descrip?on  

Thank You Pages

A  member  of  our  team  will  be  contac?ng  you  regarding  your  inquiry.    At  Pres?ge  Volvo  we  make  it  easy  to  purchase  a  vehicle,  and  here  are  some  addi?onal  resources  that  you  might  find  helpful  during  your  research:  

Get  Top  Dollar  For  Your  Trade-­‐In  

View  Current  Lease  &  Finance  Offers  

Current  Volvo  Incen?ves  &  Rebates  

View  Used  Car  Specials  

Learn  About  The  Volvo  Warranty  

Get  To  Know  Our  Service  Department  

View  Recent  Customer  Reviews     Meet  Our  Store  Manager  

“Pro-Active” Coupons & Offers

DealerOn  E-­‐AutoSavings™  Systems  Uses  Proac?ve  Coupons  &  Offers  to  increase  leads.    

Pro-Active Chat

Make It Easy To Call & Track Calls

YES!!  

#2 Increase Leads From Our Website

#3 Increase Lead Contact Rates

•  Testing Your Email & HTML5 Email Templates •  Revising Email Communications •  Provide Links For More Info

•  Utilize Videos with Walkarounds •  Implement Lead Nurturing •  Implement a Longer Contact Cycle

HTML 5 Templates

HTML5  Rocks!  

h]p://htmlemailboilerplate.com/  

Personality Selling 69  

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Get  a  Second  Eye  on  Your  

Email  Templates  

More Links – Mystery Shop Fail

•  14  Top  Performing  Dealers  •  None  Of  The  Store  Provided  Alterna?ve  Vehicles  

•  One  Dealer  Provided  A  Link  Back  To  Their  Website  

Dealer  Names  Blocked  For    

Webinar  

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Initial Video Responses Via CRM

Personal Thank You Message

Video Scripts In Book 115  

h]p://www.walkaroundvideos.com/  

Lead Nurturing Software

•  Facing  The  Reality  That  People  Focus  on  Fresh  Opportuni?es  

•  Pay  Plans  Are  Aligned  With  Short  Term  Engagement  

•  Solu?ons  on  the  market  include:    

•  AVA  

•  Ace  (Automated  Customer  Engagement)    

•  Leads  marked  “dead”  come  back  to  life  through  consistent  engagement.  

•  When  a  contact  is  made,  lead  is  reac?vated  in  the  CRM.  

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#3 Increase Lead Contact Rates

#4 Increase Effectiveness of SEM Campaigns

•  Cost Per Shopper •  Cost Per VDP View •  Measure VDP Penetration

Let’s Define The Word Car Shopper…

as someone who visits at least one Vehicle Detail Page on the

Dealer’s Website   #Paschon

 

LotLinx Redefining KPIs For Dealers

Google Adwords – Inspecting CVV

Using CVV Numbers to Improve ROI

•  Identify campaigns designed to sell cars

•  Find campaigns with High CVV and Low Percentage of VDP Views

•  Do Keyword Analysis to see which keywords are NOT driving shoppers at a reasonable cost.

#4 Increase Effectiveness of SEM Campaigns

#5 Increase Organic Traffic (SEO)

•  Google Keyword Blocking •  Original Content That Engages •  Invest In Professional SEO Tools •  Conductor Integration with ROI-BOT in March

The Most Advanced SEO Platform

Visualize the Performance of Your Search Efforts

Opportunity  to  improve  

Track the Competition

Get Powerful New Reporting

#5 Increase Organic Traffic (SEO)

#6 Improve The Consumer’s First Impression

•  Call Inspection •  Call Coaching •  Call Center Backup

Old Is New: Phone Process

•  Stop  the  Profit  Leaks  on  Phone  Calls  

•  Invest  in  a  backstop  while  improving  phone  training  &  processes  

•  Don’t  let  an  opportunity  missed  result  in  a  lost  sale  or  decreased  CSI.  

•  All  you  marke?ng  dollars  are  impacted  by  phone  process.  

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Research Automated Scoring Systems

•  www.CallRevu.com  

•  www.CarWars.com  *  

•  www.CallSource.com      

*  CarWars  is  a  partnership  with  Century  Interac?ve  &  Phone  Ninjas  

Call Centers As Sales Insurance

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# 6 Improve The Consumer’s First Impression

#7 Close More Opportunities

•  Become a CRM Centric Dealership •  Stop Making Excuses For Technology •  Get Help – You Are Not Superman •  Rethink The Sales Workday

Sales Managers Must Become…..

CRM Experts

Review  The  CRM  TOGETHER!  

MONTHLY TRACKINGS

SOURCE   CALLS   LEAD  FORMS   CONTACTS   APPOINTMENTS   SHOWS     SOLD   %  SOLD  

ORGANIC  WEBSITE  

AUTOTRADER  

CARS.COM  

ADWORDS  

CRAIGSLIST  

CHAT  

PHONE  

TOYOTA  LEADS  

SHOWROOM  VISITS  

Where  Is  My  Cheese?  

Where  Is  That  UP  Bus?  

50%  Of  The  Day  

Automating The Up Rotation

•  TheNextUp – Found Product at NADA •  Toyota of Riverside- Marshall Gordon

–  25% Increase In Logged Ups –  Keep Everyone Accountable –  Sales Managers Must Inspect Productivity

Redefining The Sales Day

•  All CRM Schedule Tasks Are Completed –  Make all scheduled calls –  Send all scheduled emails

•  Prospecting Phone Calls •  Building a Referral Network on LinkedIn •  Leveraging Video Marketing

#7 Close More Sales Opportunities

#8 Increase Post Sale Engagement

•  Mobile Apps •  Equity Mining Tools

Dealership Mobile Apps

•  Mobile  Apps  Have  Come  A  Long  Way  

•  Two  Way  Communica?on  Now  Possible  

•  Integrated  Inventory  &  Promo?ons  

•  Service  Reminders  and  Specials  

Place Your Inventory in an App

Proactive Equity Mining •  Deal Activator (Dominion Dealer Solutions) •  Perfect Prospect (ELEAD1ONE) •  Red Bumper •  Revenue Radar (DealerSocket)

#8 Increase Post Sale Engagement

Dealers  &  Managers  Have  Report  Burn  Out!  

What Are The KPIs I Should Be Focusing On? What Are The KPIs I Should Be Focusing On?

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Dealer  Scorecard  

March 16-18th in The Napa Valley

h]p://www.DigitalMarke?ngStrategies.org    

List of Companies Mentioned

•  http://www.emailonacid.com •  http://htmlemailboilerplate.com •  http://wwm.carwars.com •  http://www.centuryinteractive.com •  http://www.callrevu.com •  http://leadtoshow.com •  http://www.purecars.com

List of Companies Mentioned

•  http://www.drivingforceauto.com •  http://www.roi-bot.com •  http://www.eyequant.com •  http://www.crazyegg.com •  http://www.elead1crm.com •  http://www.walkaroundvideos.com •  http://www.SellingCarsBook.com • 

List of Companies Mentioned

•  http://www.phoneninjas.com •  http://www.pcgconsultingservices.com •  http://www.pgiauto.com •  http://www.lotlinx.com •  http://www.ContentMotive.com •  http://www.TheNextUp.com

Let’s Connect Online

Facebook: https://www.facebook.com/brianpasch Twitter: @AutomotiveSEO LinkedIn: www.linkedin.com/in/brianpasch

Brian  Pasch,  CEO  PCG  Companies  brian@pcgmailer.com