Phil longpresent

Editor's Notes

1. Many dealers when evaluating partners ask themselves, “Why should I do business with this company?” Today I would like to answer that question so you feel confident in proceeding with exploring ADP as a partner for your company; I will answer your questions regarding “Why ADP?”
2. We know that new consumers are doing their research on the internet; to attract new consumers into the dealership, we need to drive them to your website and meet their search needs. ADP's Digital Advertising is the right method.  It's a service where ADP manages all of the dimensions of effective online advertising for a dealer to help them reach the right audience in the right channel with the right message.  And, Yes, it provides keyword search marketing, paid placement, and pay-per-click marketing services tailored to meet a dealer's specific objectives. 
3. So, what do we mean by find them where, when and HOW they want to be found? In the old world, the best tools that Dealers had to draw in showroom traffic was the local newspaper, radio or TV ads. Here are some new interesting statistics about where prospects are in our new world… Did you know? 80% of consumers use the Internet to research car purchases 78% of consumers rely on search engines when researching car purchases 29% use social sites in their research 96% go online at least once a day. 61% say they access the mobile internet six or more times a day. There is no doubt that mobile traffic is growing in leaps and bounds. These same buyers indicate that the Internet, by a wide margin, is the preferred (and sometimes only) information source they use to research their vehicle purchase. It’s not enough just to have a website …the “if you build it, they will come” Ad strategy does not work in this new world.   So, let’s start with what it does take to attract those prospects. We hope these statistics help make it very clear that the Internet, and a comprehensive online advertising strategy is the #1 competitive advantage you have at your disposal to draw that prospect into an opportunity. So, the first, and easiest Profit Tip we can offer is this: Build a strong online advertising program – the most critical channel to capture prospects Let’s move on, because it’s more than just advertising…
4. Let’s look at some examples of the key components of a digital/online advertising program. Online Advertising through Targeted Banner Ad placements with Automotive networks, local media Social Networking Ad Placements Search Engine Marketing/Search Engine Optimization Microsite/Landing Pages This means you need to implement a program that includes these items and use every mechanism you can to drive them to your web site. To Sales Rep: Here are the Definitions if you are asked: SEO: the process of increasing the amount of visitors to a Web site by ranking high in the search results of a search engine . The higher a Web site ranks in the results of a search, the greater the chance that that site will be visited by a user. Advertising on Social Networking Sites : targeted social network advertising on sites like Facebook, Myspace etc. to maximize the dollars …and get the right people looking at your Ads. You are paying Facebook to advertise to certain profiles….drive those prospects to your web site. (by zip code, age, hobby as automotive…) Microsite Landing Pages: Sometimes known as a lead capture page, is the page that appears when a potential customer clicks on an advertisement or a search-engine result link
5. Our strategy is to look closely at how you are spending money in reaching the ever-allusive car shopper. In old times, you could run an ad in the paper and people would show up. Times have changed. We need to drive unique visitors to your website, increase the conversion and appointment rates and increase sales more efficiently. Let’s take a look at compete.com to get a better understanding about the importance of driving unique visitors. Brick and mortar vs. virtual showroom is like walk ins vs. be-backs.Currently getting around 1600 uniqui visitors a month. Think about what would happen if we just conservatively just raise that to 2600. Now we increase your conversion rate a little by making your website a little more sticky. That’s an extra… of quality ups in your virtual dealership that will be pushed into your showroom for delivery!!! This program I am going to introduce you to today is made up of three components. First we will talk about online display advertising. We have an automotive advertising network that will allow you to reach a targeted in-market consumer in just one ad buy. Additionally we will use your online display ad campaign and target customers behaviorally. Secondly, we’ll focus on the search engines and the differences between paid advertising and “organic” listings. Finally, I’ll introduce you to Google Audio. You’ll be surprised at how easy and inexpensive radio can be. This digital advertising program selected by Ford is designed to provide trackable results, quality traffic, targeted advertising and an effective ROI.
6. So is your digital Strategy Working? Why purchase Key words that are “Stealing” Organic Traffic. List goes on and on regarding how Reach Local takes credit for SEO and Phone Calls with Mirrored sites and Dynamic Phone Numbers. Is this really the best way to spend your Ad Dollars on Keywords that are already Optimized???
7. How about using your Ad Dollars for Conquest Campaigns? Is your current strategy equipped to help maximize and dominate your market place?
8. What happens when you are tying to hit LEASE Customers…are you sending them to the Home Page?
9. ADP’s newest HTML Platform allows you to build Custom Pages and Micro-Sites on the Fly. Generating More Traffic at Higher Conversions for Less Cost.
10. Do you want to be in front of this customer??? How does your current strategy compare?
11. Your ads in front of your customers, whenever and wherever they visit.
12. Cookies. Retargets maintain top of mind
13. And if think this is just a passing fad, well looks look to the stats… This isn’t some small trend to keep your eye on. These tools and technologies have fundamentally altered HOW consumers interact with the Internet , and HOW businesses reach them.
14. Many dealers, since this world is still new to them, think that their eCommerce site supports this Social Marketing explosion, and that buy simply adding a Twitter or Facebook link on the page they can check the box and say…done. Well, I believe that eCommerce and Social Marketing ARE NOT the same, and in fact our initial tests sites are proving this out to be absolutely true. eCommerce is designed to be your virtual dealership. It is all the elements we talked about earlier in this presentation. It is designed to Attract, Convert, Transact and Retain customers. Social Marketing is the new world order cocktail party. It is the name on the back of the little league jerseys. It is your receptionist standing in line at the grocery store and talking about what a great place your dealership is to work, or about how you collected 1 ton of food for starving people in Haiti and giving the listener a sense of what your business is and what it stands for. It is the technician who sees someone with a flat tire on his way home for work and although tired and dirty, still stops to help and in return for his service just says, come visit us sometime at ABC motors, and that person tells their 100 friends and families about this good Samaritan that helped them in their moment of need. Will it sell cars and trucks…hell yes…but not in the traditional way that the eCommerce site does.
15. Critical to the success of your Social Marketing strategy is the concept of a Community Site with a Hub & Spoke deployment. The key is to create a place where you can aggregate and consolidate UGC and then push and pull it across the web to… Social media sites like Facebook and, Video sites like YouTube and, News and Information sites like Forbes and, Survey sites like Survey Gizmo and, Reputation/Consumer advocate sites like DealeRater, and The list goes on and on and on. The winning strategy here is to be everywhere at once with so much positive (and probably some negative) content, that you flood the digital world with your story. In this world, being Viral is a good thing!
16. Many dealers, since this world is still new to them, think that their eCommerce site supports this Social Marketing explosion, and that buy simply adding a Twitter or Facebook link on the page they can check the box and say…done. Well, I believe that eCommerce and Social Marketing ARE NOT the same, and in fact our initial tests sites are proving this out to be absolutely true. eCommerce is designed to be your virtual dealership. It is all the elements we talked about earlier in this presentation. It is designed to Attract, Convert, Transact and Retain customers. Social Marketing is the new world order cocktail party. It is the name on the back of the little league jerseys. It is your receptionist standing in line at the grocery store and talking about what a great place your dealership is to work, or about how you collected 1 ton of food for starving people in Haiti and giving the listener a sense of what your business is and what it stands for. It is the technician who sees someone with a flat tire on his way home for work and although tired and dirty, still stops to help and in return for his service just says, come visit us sometime at ABC motors, and that person tells their 100 friends and families about this good Samaritan that helped them in their moment of need. Will it sell cars and trucks…hell yes…but not in the traditional way that the eCommerce site does.
17. In the end, it is once again about a vision and a strategy to make these departments and functions that most dealers do so well, available in the digital world. One key thing to comprehend while you are building your strategy is to consider the consumers total experience. Do your virtual dealership departments all work in concert? Does the look and feel of one area of your business match the look and feel of the other areas? Do they effectively hand a customer from one location to another without dropping them or dumping in some foreign land (I.e. sent to a trade evaluation site and no ability to click back to the dealerships site)? For example, do you ask for the customers information one time and then ‘remember’ who they are and what they told you, or each time they move from business function or department-to-department are they asked to share the same information over and over again. How many times do you think you could ask “Who are you?, what is your name?, where do you live?” in the physical dealership world and expect that customer to stay engaged with you? In the digital world, we always have to remember that the consumer is just a mouse click away from being gone, forever.
18. The second most visited section of a dealerships virtual presence related to financing. Everyone always wants to know what they can and cannot afford. This is also one of the most important areas to secure perspective client information such as name, address, phone, and even Social Security Number. When deploying a Finance Online solution, make sure to consider these key attributes…. Walk through bullets on the slide….
19. I am not sure if Phil Long gets the Newsletter Service…may need to remove this slide.