IS20G9 Attendees Presentations

1. Chris Herman
email: cherman@hermanadvertising.com
iPhone: 305-607-5544
facebook: Chris Herman
twitter: @CScottHerman
instagram: christopherscottherman

2. 2STEPS
TO
SUCCESS
Prioritizing Your Marketing Efforts
1

3. Goal
Maximize Unique Visitors To Your Websites
Increase SRP & VDP Views
Increase Phone Calls and Form Submissions
Increase Appointments
Increase Sales

5. 1WHO ARE YOU?
Know Thyself…

6. Your time is limited, so don't
waste it living someone else's
life…and most important, have
the courage to follow your
heart and intuition.

7. In ninth grade, I came up with a
new form of rebellion. I hadn't
been getting good grades, but I
decided to get all A's without
taking a book home. I didn't go
to math class, because I knew
enough and had read ahead.

8. Obviously everyone wants to be
successful, but I want to be
looked back on as being very
innovative, very trusted and
ethical and ultimately making a
big difference in the world.

9. Brand Values
Apple - $154,100,000,000
Google - $82,500,000,000
Microsoft - $75,200,000,000
Combined - $311,800,000,000
Source: forbes.com

13. Common Values
Vision
Passion
Strong Sense of Self / Purpose
Relentless Drive

14. Entrepreneurial Spirit

15. Questions to Ask Yourself
Are you a Hard Charging Sales Event type?
Are you a Charismatic Spokesperson?
Do you believe in Customer Testimonials?
Do you like to Lead With Humor?

16. 2
CREATE THE CULTURE
IN YOUR STORE
Enthusiasm and brand disciples…

21. Creating A Great Retail Culture
Is Your Facility and Are Your Cars Clean, Organized
And Standing Tall?
Are You Merchandised From The Lot to The Service
Drive and Everywhere In-Between?
Is The Music On?
Do Your People Look Great and Are They Having Fun?
Are They Trained On Your Vision?

22. Does Your Facility and Team
Represent Your Vision?

23. And Is It In Line With…
Your Customers Needs?

24. Because Your Customer Is Looking For:
Transparency
Value
Authenticity
Great Experience

28. 3YOUR WEBSITE
is your dealership…

30. Your Customer Visits Your Website
For
One Primary Reason

31. To Look At Cars

33. It’s All About…
SRPs and VDPs

35. Don’t Forget…
Your Specials!

36. Your Home Page And Specials Get Traffic
So Keep Them Up To Date!

40. A Few Website Takeaways…
It’s all about SRPs & VDPs
So Make Sure Your Cars Look Great
Custom Photos New & Used
Speed To Site
Call To Action / Conversion
Specials…Specials…Specials

41. 4
Google
Do you see what I see?
Google
Google
Google
Google Google
Google
Google
Google
Google
Google
Google
Google
Google
Google
Goog

43. Some Google Stats
64% Search Engine Market Share
92% Mobile Search Engine Market Share
Over 1 Billion Monthly Unique Searchers
Over 1 Billion Users - YouTube
Source: comscore.co, statcounter.com, www.searchenginemarketwatch.com &
www.expandedramblings.com

44. Google Musts…
My Business Listing
Organic Optimization
AdWords
YouTube Pre-Roll
Analytics

45. Google Business Listing

46. Google Organic Optimization
Rules Are Constantly Changing
but…
Good Title Descriptions
Relevant Meta Keywords
Good Meta Descriptions
Properly Tagged Images
Quality Backlinks
Social Connectivity
No Keyword Stuffing

47. Google Search Engine Marketing
Step On the Gas
Fastest and Most
Efficient Infusion of
Traffic to Your
Website
Spend The Money!

48. Google Search Engine Marketing

49. Properly Segment Your Campaigns
Pay Special Attention To You GEO
Min 2% or Higher CTR
CPC - $2.50 - $3.50 used to be a Solid Average but…
Now - $4 - $5 CPC
Top 3 Average Position
Watch Your Bounce & Conversion Rates
Google SEM KPI’s

50. Google YouTube Pre-Roll
$5,000 Budget
722,369 Impressions
37,580 Views
17% Viewed 100%
6,388 100% Views
78 Cents Per 100% View

51. Google Analytics

52. Google Analytics
Month Over Month Comparison
Sessions & Users - Up/Dn?
Bounce Rate - Up/Dn?
Top Traffic Sources - Up/Dn?
Top Geographic Regions - Up/Dn?
YTD User Trend

53. Google Musts…
My Business Listing
Organic Optimization
AdWords
YouTube Pre-Roll
Analytics

54. 5
REPUTATION AND SOCIAL
MEDIA
Your reputation precedes you…

57. Reputation Management
Starts at Your Store
Change The Way You Incentivize Your Staff
Ask The Customer If They Would Write A Review Using Their
Mobile Device
Constantly Monitor - Google, DealerRater & Yelp
Respond Immediately and Publicly to All Bad Reviews

58. Social Media Stats
1.13 Billion Daily Active Users on Facebook
1 Billion Daily Active Mobile Users on Facebook
1.71 Billion Monthly Active Users on Facebook
1.57 Billion Monthly Active Mobile Users on Facebook
226 Billion Tweets YTD
1.59 Billion Monthly Active Users on Instagram
Source: www.expandedramblings.com & statista.com

59. Social Media What Should I Do?
Facebook - Paid Campaigns, Retargeting
Facebook - Maintain a consistent content posting schedule
Facebook - Repost Positive Reviews
Twitter - Tweets of Service Specials and Special Events with #Hashtags
Instagram - Share Photos and Videos through Social Networking
YouTube - All Dealership Commercials and Videos but Primary Focus
Should be Pre-Roll
Source: www.ebizmba.com

61. 63RD PARTY LEADS
A love hate relationship…

62. 3rd Party Monthly Unique Visitors
Autotrader - 15,500,000 est. Monthly Unique Visitors
Cars - 14,500,000 est. Monthly Unique Visitors
TrueCar - 12,000,000 est. Monthly Unique Visitors
(*Autoblog)
Source: www.ebizmba.com

63. Recommendations
AutoTrader
Cars
TrueCar
LotLinx
Source: www.ebizmba.com

64. 7DATABASE MARKETING
Tending to your flock…

66. Database Marketing
Customer Retention Management
Email Marketing
Facebook / Twitter
Direct Mail

67. 8
DYNAMIC DISPLAY & MOBILE
LOCATION TARGETING
Never out of sight out of mind……

68. Digital Marketing
Dynamic Display - Desktop & Mobile
Mobile Geo - Fencing
Mobile Location Based Targeting

69. 9CROSSOVER MEDIA
iHeart Pandora’s Box

71. NETWORK TV CABLE TV
Channel
01

72. 111.9FM

73. 12CONSISTENCY OF
MESSAGE
Speak with authentic authority…

74. Let’s Recap
1. You
2. Your Store
3. Your Website
4. Google
5. Reputation & Social
6. 3rd Party Leads
7. Database Marketing
8. Display & Mobile Targeting
9. Crossover Media
10. Television
11. Radio
12. Consistency Of Message

75. Any Questions?

76. Thank You!

77. Chris Herman
email: cherman@hermanadvertising.com
iPhone: 305-607-5544
facebook: Chris Herman
twitter: @CScottHerman
instagram: christopherscottherman