page contents Automotive Thought Leadership: Ralph Paglia: December 2012 My title page contents

Sunday, December 30, 2012

Google Analytics for Car Dealers

Dealers who are looking to measure the ROI of their digital marketing investments need to master the basics of Google Analytics. Dealers need to know how to customize reports that will give them ACTIONABLE data to increase the profits at the dealership. Since a dealership website is the new “storefront”, does it make sense to ignore the


rich insights and reports that Google offers car dealers for free? Absolutely not!


Brian Pasch will lead dealers through three workshops on Google Analytics. Check out the full listing of workshops at DMSC this year. Each Google Analytics session will also feature a leading industry expert showing attendees how to practically apply Google Analytics for car dealership management. Taking a general Google Analytics workshop will not give the same impact of a customize series of classes designed for car dealership websites.

Three Part Workshop Series
The three workshops that will be lead by Brian Pasch on February 6th are:

“Part I – Segmenting Your Data For Better Marketing Analysis” 9:00 am
“Part II – How To Attribute Influence To Website Traffic Using Napkin Math” 1:30 pm
“Part III – Creating Custom Reports To Guide Your Business” 4:00 pm

Brian will introduce the power of measuring “In Market Shopper Activity” (IMSA), a concept first defined by Thomas Gage of Autotrader. Attending these workshops will allow you to measure the In Market Shopper Activity on your website.

Attendees will learn which advertising sources and strategies are INCREASING In Market Shopper Activity. As a special bonus, Thomas Gage will join Brian Pasch in Part II of the series to share his work with dealers and Google Analytics.

Learn how to diagnose your website for problems as well as comparing the impact of new advertising investments, merchandising choices, and website design changes. This is a must attend set of workshops for dealership staff responsible for website conversion, marketing budgets, and car sales.



Special Bonus
Dealers that attend all three Google Analytics workshops will receive $1,000 in merchandise credits from PCG Consulting that will automate Google Analytics reporting as well as reporting on all their marketing investments.

That’s right, attendees can gain access to a customized marketing dashboard to view the most critical elements of their website data for six months, free. The dashboard has dozens of widgets to show you things about your marketing strategy and website that you never knew!

This software bonus covers the cost of attending DMSC and will help dealers master their marketing budgets and website traffic in 2013.




Location:Orlando, FL

Google Analytics for Car Dealers - Preceding NADA in Orlando

DIGITAL MARKETING STRATEGIES CONFERENCE 

Produced by First Class Educators

Register online at: 

 Dealers who are looking to measure the ROI of their digital marketing investments need to master the basics of Google Analytics.  Dealers need to know how to customize reports that will give them ACTIONABLE data to increase the profits at the dealership.  Since a dealership website is the new "storefront", does it make sense to ignore the rich insights and reports that Google offers car dealers for free?  Absolutely not!

Brian Pasch will lead dealers through three workshops on Google Analytics. Check out thefull listing of workshops at DMSC this year.   Each Google Analytics session will also feature a leading industry expert showing attendees how to practically apply Google Analytics for car dealership management.  Taking a general Google Analytics workshop will not give the same impact of a customize series of classes designed for car dealership websites.

Three Part Workshop Series

The three workshops that will be lead by Brian Pasch on February 6th are:

  1. "Part I – Segmenting Your Data For Better Marketing Analysis"  9:00 am
  2. "Part II – How To Attribute Influence To Website Traffic Using Napkin Math"  1:30 pm
  3. "Part III – Creating Custom Reports To Guide Your Business" 4:00 pm

Brian Pasch will introduce the power of measuring "In Market Shopper Activity" (IMSA), a concept first defined by Thomas Gage of Autotrader. Attending these workshops will allow you to measure the In Market Shopper Activity on your website.

Attendees will learn which advertising sources and strategies are INCREASING In Market Shopper Activity.  As a special bonus, Thomas Gage will join Brian Pasch in Part II of the series to share his work with dealers and Google Analytics.

Learn how to diagnose your website for problems as well as comparing the impact of new advertising investments, merchandising choices, and website design changes.  This is a must attend set of workshops for dealership staff responsible for website conversion, marketing budgets, and car sales.

Special Bonus

Dealers that attend all three Google Analytics workshops will receive $1,000 in merchandise credits from PCG Consulting that will automate Google Analytics reporting as well as reporting on all their marketing investments.

That's right,  attendees can gain access to  a customized marketing dashboard to view the most critical elements of their website data for six months, free.  The dashboard has dozens of widgets to show you things about your marketing strategy and website that you never knew!

This software bonus covers the cost of attending DMSC and will help dealers master their marketing budgets and website traffic in 2013.

[Sent from Ralph Paglia's iPhone]

Saturday, December 29, 2012

Reputation Management: 80 Percent of Car Buyers Now Influenced by Online Customer Reviews - Automotive Digital Marketing Professional Community

Reputation Management: 80 Percent of Car Buyers Now Influenced by Online Customer Reviews - Automotive Digital Marketing Professional Community


8 in 10 Americans Agree That Online Reviews Influence Their Selection of a Dealership and which vehicle they purchase

78% of Americans aged 18-64 agree that online reviews help them decide whether or not to purchase from a specific dealership. This includes roughly one-third who "very much agree", according to survey results released in December by Ipsos Open Thinking Exchange (OTX).
Compared to the global average of 69%, American car buyers are 13% more likely to agree that online dealership reviews influence their selection of which car dealer to do business with.
In fact, the Ipsos results might even underestimate how influential both dealership and vehicle reviews are to Americans. An online survey of 407 US adults by EXPO, also released in December, reveals that 98% of respondents found user-generated reviews helpful when doing online research related to their shopping for a new or used vehicle, and which car dealer to purchase from.
Returning to the Ipsos results, certain segments of the population appear more reliant on reviews than others. Within the US, women are almost 50% more likely than men to say they very much agree that online dealership reviews help them decide which car dealer to make a vehicle purchase from (38% vs. 26%). There is also a strong age dynamic at play. Specifically, the 18-34 group is far more likely than the 35-49 and 50-64 sets to very much agree that online dealership reviews influence them (44%, 32%, and 19%, respectively). When factoring in those who “somewhat agree,” the gaps are less pronounced, with 84% of the 18-34 bracket, 82% of the 35-49 bracket, and 68% of the 50-64 group agreeing at least somewhat that they are influenced by reviews when selecting a dealership to buy from or which make and model of vehicle to purchase.

Influences Vary by Household Income, Education Level

Interestingly, online business (including car dealers) and product reviews appear to be more of an influence to wealthier Americans than to their lower-income counterparts. Survey respondents from high-income households were 23% more likely than those from low-income households to agree (at least somewhat) that online reviews help them decide whether or not to buy a vehicle from a specific dealership (81% vs. 66%).
Similarly, respondents with a high degree of educational attainment were about 11% more likely than those with a low education level to rely on customer generated online reviews of both vehicles and car dealerships (83% vs. 75%).

Friday, December 28, 2012

Auto Dealer Monthly Magazine Sold to Bobit Business Media; Becomes Used Car University, LLC - Automotive Digital Marketing Professional Community

Auto Dealer Monthly Magazine Sold to Bobit Business Media; Becomes Used Car University, LLC 


Email Messages sent out a few hours ago indicate thatAuto Dealer Monthly, LLC has been sold to
Bobit Business Media by Greg Goebel.
Auto Dealer Monthly, LLC has published both the Magazine (see cover image to right) and two online publications for more than 5 years:
Bobit Business Media has announced a new business name for the publisher:
Used Car University, LLC
First, I want to sincerely congratulate Greg Goebel for the successful sale of his magazine and online publications. I have always been a fan of Greg's writing and publications and have been an Auto Dealer Monthly reader for more than six years.
Secondly, I would like to wish Greg, Harlene and the new owners and company much success with their future publications and business model. Since it appears that Greg and Harlene will remain in staff for the near future, I am sure the publication and websites will continue with their long history of high quality information and industry specific news....
Show below is an example of the email announcement sent earlier today:
From: Auto Dealer Monthly a href="mailto:autodealermonthly@e-halldata.com" target="_blank">autodealermonthly@e-halldata.com>
Date: Fri, Dec 28, 2012 at 3:05 PM
Subject: Please Update Your Address Book
To: XXXXXXXXXXXXXXX
"I am pleased to announce that Auto Dealer Monthly magazine, Auto Dealer Monthly website and Special Finance Insider Website have been purchased by Bobit Business Media. The decision to sell the media properties of Auto Dealer Monthly, LLC was made based on having the absolute best fit for continued publishing of the magazine and Bobit Business Media was the perfect choice."
"Bobit Business Media is an experienced publisher with many automotive publications and will continue to serve the dedicated readers of Auto Dealer Monthly magazine well. Anna Hildebrandt will continue to serve all of Auto Dealer Monthly's client as she has done so for so many years now."
"In keeping with the sale agreement here are some things you should know."
"Auto Dealer Monthly, LLC will be changing it's name to Used Car University, LLC. which is where I will be spending my time developing more training for the industry."
"My new email address effective immediately is Greg@UsedCarU.com"
"Harlene Doane can be reached at Harlene@UsedCarU.com, effective immediately."
"The new phone number for UsedCarU is   812.467.0594, and the fax is 888.386.2236"
"If you have any questions about any of this, please do not hesitate to call our office."
"Sincerely, Greg Goebel"

How do you hire? - Automotive Digital Marketing Professional Community

How do you hire? - Automotive Digital Marketing Professional Community



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As far as anything in the sales end of the dealership, I have been using Hire The Winners for seven years now and am amazed at what a world of difference it has made... The stores where I used the HTW Car Sales Simulator to screen applicants BEFORE they were allowed to come in for an interview still have the sales people, many of which are now managers that we hired 7, 6, 5, 4 years ago.  As far as I am concerned, there is no better way to know the person you will be interviewing than to have him/her assessed by the Car Sales Simulator from Hire The Winners:

Thursday, December 27, 2012

What Mr. Phelps Did Not Know - Automotive Digital Marketing Professional Community

What Mr. Phelps Did Not Know - Automotive Digital Marketing Professional Community

What Mr. Phelps Did Not Know

Jim Phelps, the Mission Impossible Force agent, always received secret orders on a tape recording, which self-destructed seconds after play. 

If only we could receive directions for our own life mission by listening to pre-recorded messages.
Life isn’t like TV or the movies for most of us. Actors work from scripts. You and I ad-lib every word we speak and every action we take.  Our speech and our encounters with co-workers and customers largely depend on our frame of mind at any given moment.

Minute by minute throughout the day, we can choose to just fill space in the showroom or create opportunity. Why is it that so many don’t seem to grasp this basic concept about getting ahead in life, that destiny is theirs to claim – or lose – based on their attitude?

Maybe they’re waiting for pre-recorded instructions.

Perhaps because the word attitude has become part of slang today, its potency is lost on us. Have we forgotten that attitude refers to a mental position toward something? In aeronautics, as a good illustration of this definition, attitude refers to the position of the aircraft’s wings to its flight path. The wrong attitude causes the craft to go off course and if not corrected, lose its lift and plummet to the earth.

Attitude in the workplace is this, this right position for a successful flight to success. It should not mean what slang has redefined it, such as cop an attitude or aggressive or antagonistic bearing.

Choose today to succeed
Life is about choices, and every morning is an opportunity to decide to go to the job and do what you have always done or decide to stop going with the flow and the crowd and establish your own destiny.

Mr. Phelps needed a tape-recording to tell him his mission’s destiny – you’re at a great advantage, you largely make of it what you desire!

Here’s the kicker – your attitude determines your outcome. If your attitude is one that embraces new ideas, is burdened by watching from the sidelines, is curious about what the 20-unit- board guys are doing, and wants to make the most of the minutes allotted to you each day, you have every attribute you need to succeed. Now get going.

This business can be a hard road to travel for waiters, those who wait for ups rather than create their own book of business by working what’s already there, the customer base. Take a survey of the sales team. What are the heavy hitters doing to put those consistently big numbers on the board month after month? Aren’t they working referrals and be-backs and calling their customer base to churn new opportunities?  Only 5% of successful auto sales associates in the U.S. make a living off ups alone!

The possible mission
Ours is not a business for quitters. It can be a hard business though – and typically a fatal one for waiters, the huddle-hangers. Sales associates who are relying on a volume of ups through the door to make a good living selling cars will be surprised and typically defeated.

The math just doesn’t calculate any more.  Selling 10 units a month at a typical $25 minimum (or even $100) is pitiful money for the effort. Sell 25 to 30 units and the math begins to work in your favor – and margins on repeat customers tend to be fatter, meaning more commission dollars as well. The associates chalking these kinds of sales numbers are those that pursue the business and don’t depend on it walking through the door.

Waiting is wasting… time… resources… and opportunity. Commit this morning to wait no more. Meet with you sales manager and together plot a more active path toward higher sales numbers, more gross and more CSI. Here are some steps to consider:
  • Plan your work day: Make change in routine, determine to make your living not off ups, but the customers your dealership has already invested in. Access your customer base and sort according to such customer categories as finance and lease, years since purchase or lease-termination date, months since last contact or customers not contacted in more than a year.
     
  • Be proactive: Commit to making most reintroductions to these customers by phone, followed up text or email. Have a reason to call them – you have new incentives to offer, the service department is running a tire special, or simply call to learn if their vehicle needs have change.
     
  • Step up communication:  Infrequent, generic communication to customers is weak. Too frequent communication can be a nuisance. Monthly communication is about right.  The more personalized the mailings – to the individual customers and their vehicles – the more they’ll respond. Be sure what you have to share with them is a benefit for them too.
     
  • Be your own BDC: Here’s what Jim Phelps didn’t know. To succeed you don’t need taped messages to tell you your mission – you are the mission! You are your own enterprise, your own entrepreneurial business. As your own business development center, you’re fate and your destiny will be defined by your own attitude, gumption, determination, tenacity, warmth and grace. Thirty-plus car months are out there for the associate who makes – and takes – their mission seriously. Good selling!

Granddaughter Audra Commentary on PHL Flight Delays

Message from my daughter Rachel: "All five of us are stuck in Philadelphia on standby. "This is a rotten day, I need a pretzel." - quoth Audra"




[Sent from Ralph Paglia's iPhone]

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Granddaughter Audra Commentary on PHL Flight Delays

Message from my daughter Rachel: "All five of us are stuck in Philadelphia on standby. "This is a rotten day, I need a pretzel." - quoth Audra"

Sunday, December 23, 2012

You're Acting Like A Jackapp - DealerELITE.net

You're Acting Like A Jackapp - DealerELITE.net

There are many people in this world who would rather do time than to update the Apps on their tablet or smartphone. The conspiracy theorist in many of us feel if we elect to hit the Update All button, life as we know it will all come crashing down…and they couldn’t be more right. We may be dogmatic in working to protect our personal lives, but when it comes to our professional lives, we long for comfort and convenience. We feel we’ve worked hard to arrive where we are today-we fought deficiencies, depressions, and dysfunction for many years and feel we deserve the right of passage to be satisfied with our accolades. Our low tire indicator keeps appearing on our dashboard of life alerting us that one of the wheels responsible for our success is leaking. As our complacency mounts, we elect to air up the tire, doing only what is necessary to restore our sense of normalcy instead of discovering the root cause of the leak. As we speed down the Autobahn of life, the leaking tire finally gives way-intertwining a massive pileup in both our personal and professional lives.

Life constantly throws app updates our way, yet we ignorantly choose to ignore them. We are j****** up our lives-our fear is stealing life’s custom-made opportunities, all because we dread change. Bertolt Brecht said, “Because things are the way they are, things will not stay the way they are.” You will only be given so many chances to update the apps of your career before your operating system crashes. Choose or be chosen.
  • Security: Your app has to be updated regularly to maintain safety and security. Malicious viruses of negativity and pessimism, bugs of boredom and complacency gradually creep in. Left undetected, your system can      crash-causing your career to “suddenly” fail. Build firewalls around your career by feeding yourself a buffet of positive information. Build your career having the faith of knowing why you can, not why someone thinks you cannot. Selling is built around rejection, which is why it can be lucrative. You must feel the pain of rejection to receive the gain of prosperity. Renew your mind each day; selling is an industry where it both forgives yesterday’s downfalls yet grants the grace of new beginnings tomorrow.  With such a disproportionate amount of failures, draw from the lessons of each encounter. Don’t get entrapped in why you had the misfortune, instead ask how can you can learn from the lesson so as not miss fortune the next time around. Experience can be a  great teacher, if you’ll let it.
     
  • Performance: Your app has to be updated regularly for optimal performance. Thanks to technology, our industry is moving forward at breakneck speed. Customers have options and demand more professionalism and knowledge from our industry than ever before. With fewer incentives, more choices, and greater technological advances, you’re app has to be up to date with distinct advantages your products offer versus your competitors’. School  is never out. Don’t be lazy in learning; the price of self-education is cheap compared to the cost of ignorance.  App updates are generally done quickly-update yours by stealing pockets of opportunity-a few minutes while standing in line at Subway or 45 minutes while waiting in the E.R. after your nail gun incident. Instead of seeing what everyone else is doing in the social media-sphere, update your app with something that will be useful in advancing your career.
     
  • Aesthetics: In addition to performance, your app has to be aesthetically updated. Corporations get an image facelift by updating their buildings and logos. In order to remain competitive, manufacturers update some models and cancel others deemed unprofitable-what say you?  What model of Me-hicle are your rolling around in? How do you view yourself- as bucket or a ‘Benz? Toss the dress shirts that are cuffed because they are too short; buy a new pair(s) of dress shoes and ditch the ones whose disintegrating soles sound like sandals flip flopping across the showroom floor; leave the Iron-man decathlon watch for the treadmill and buy a nice dress watch for work. Think of each day as dress as rehearsal for your future. You have to look the part you are auditioning for.

Life is always throwing sliders, curves, and fastballs our way. Some days we get a base hit while others we will strike out. But be assured you will never hit a grand slam in life while sitting in the dugout. Yes, there's an app for that...you're on deck.

I’ll see you next time on the Blacktop.

Saturday, December 22, 2012

3 Helpful Tips to Make Sure Your Online Reputation is Protected! - Automotive Digital Marketing Professional Community

English: Reputation management graphic that br...
English: Reputation management graphic that breaks down the elements of reputation management and how they fit together. (Photo credit: Wikipedia)

3 Helpful Tips to Make Sure Your Online Reputation is Protected! - Automotive Marketing Professionals


Your dealership's online reputation will determine whether automotive consumers choose you or one of your competitors.  You can also be sure that if you do not manage your online reputation, it will be managed by other people, who will inevitably post reviews, comment on your business in forums and social media sites, publish blog write-ups concerning your business, and more.  For this reason, you need to do everything you can to ensure that what people see when they find your business online is as positive as possible.  How do you do that?  Here are three helpful tips to make sure your online reputation is protected:
  • Monitor your reputation.  Make use of social media monitoring tools like HootSuite, and web monitoring tools like Google Alerts, to find out what others are saying about you, when they say it.  When you know what you are facing, it makes it much easier to address it in a timely manner, and also to assess your best approach.
     
  • Participate.  It is inevitable that people are going to talk about your business (if you are doing things right).  Your best bet is to involve yourself in the conversation.  Make it a point to respond to both positive and negative feedback, and also to volunteer information that will help keep online conversations about your business going.  Establish your social media presence, maintain a website, write a business blog, or more – the possibilities are really only limited by your imagination (and the amount of effort you are willing to put in).  Just remember that participation is key.
     
  • Optimizing your responses.  Once you have developed the habit of monitoring your online reputation and have established yourself as a willful participant in the development of your online reputation, you need to make sure you are participating in a way that is most conducive to bettering that reputation.  As previously mentioned, participation is key.  However, there are some best practices to consider, especially when it comes to handling negative items: respond in a timely manner (NEVER ignore negative feedback), be diplomatic and fair, avoid using a defensive or demeaning tone (stay positive!), and offer viable solutions.

From Rick Mosca's article at http://www.ADMPC.com 

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Thursday, December 20, 2012

Top 20 Ranked Automotive Marketing Professionals - ADM Community

Top Members this Month - Automotive Digital Marketing Professional Community

Top ADM Professional Community Members

Shown Below are the Top 20 Automotive Marketing Professionals of the Past 30 Days. Rank is based on a Total Engagement Index which measures interaction by the auto industry with their Content Contributions and Commentary posted within the ADM Community...

Top 20 Ranked Automotive Marketing Professionals

Rank
1 J.D. Rucker

J.D. Rucker

 

 

2 Ralph Paglia

Ralph Paglia

Gilbert, AZ


3 Brian Pasch

Brian Pasch

Little Silver, NJ


4 Timothy Martell

Timothy Martell

Winchendon Springs, MA


5 Joe Schwartz

Joe Schwartz

Larchmont, NY


6 Tom Gorham

Tom Gorham

Tinley Park, IL


7 Craig Lockerd

Craig Lockerd

Mays Landing, NJ


8 Stan Sher

Stan Sher

Cherry Hill, NJ


9 Bobby Compton

Bobby Compton

S. Lake Tahoe, CA


10 Ketty Colom

Ketty Colom

Maitland, FL


11 Kim Essenmacher

Kim Essenmacher

Brighton, MI


12 Josh Vajda

Josh Vajda

 Fort Lauderdale, FL


13 James A. Ziegler

James A. Ziegler

Snellville, Georgia


14 J.R. Batchelor

J.R. Batchelor

Salina, KS


15 Patrick Kelly

Patrick Kelly

Houston, TX


16 Aj Maida

Aj Maida

Wethersfield, CT

 
17 Stephen Jackson

Stephen Jackson

Orlando, FL


18 Jim Flint

Jim Flint

Cypress, TX


19 Ryan Leslie

Ryan Leslie

 Atlanta, GA


20 Patric Timmermans

Patric Timmermans

Lafayette, CO

Connect with the ADM Professional Community: 

Your Automotive Marketing Professional Network!