About the 1st Automotive ZMOT Study

I’ve been profoundly impacted by a free book called “Winning the Zero Moment of Truth” by Jim Lecinski.  As a result of reading this book, I have created training materials, online workshops, and planning materials exclusively for car dealers on this topic.

If you never heard about ZMOT, read the free book, and then decide if you want to be part of this exciting automotive study.  Watch the videos on this website!

Before I launch our national ZMOT education campaign, I am inviting 100 dealers at no cost, to participate in the PCG six week educational program.   The program will consist of six, 1-hour webinars and follow-up conversations offline each week with each member,

The  Automotive Zero Moment of Truth study will take 100 dealers through an educational process that will guide their marketing and budgeting decisions based on the concepts shared by Jim Lecinski and the research of Google on online consumer shopping behavior.

The study members must be either a Dealer Principal, Dealership COO/CFO,  or General Manager and have the permission to share and discuss their marketing budgets with the study team at PCG Digital Marketing.

Budgets will NOT be shared with study members unless permission is granted.  If budgets are discussed, they will not disclose the member dealership name.  Privacy is key, but actual data will power the members of this study to new heights of success.

PCG Digital Marketing will NOT include dealers that are direct competitors in local markets because of the confidential data or innovative strategies that will be discussed on conference calls, webinars, and on the private forums.

Dealers will receive priority placement on a first come basis.

PCG will provide each member a set of proprietary budgeting models based on current consumer shopping models.  We have developed a series of tools that will guide dealers on restructuring their current advertising budgets.  If you want to have a powerful audit of your current spending, this is the study for you!

Dealers interested in joining this study should register at http://www.automotivezeromomentoftruth.com by October 1, 2011.

Dealers who are accepted to the program will be notified by email or by phone.  We reserve the right to accept/deny participation in this study based on competitive conflicts with current PCG clients or existing members of this study group.

I look forward to working with 100 dealers and creating 100 powerful marketing strategies for dealers who want to WIN the Zero Moment of Truth.

Brian

  

Brian Pasch, CEO

PCG Digital Marketing

Text PCGedu to 75674 get information on our upcoming conferences

Brian Pasch

Like a proud father who is moved with emotion as he sees his child graduate from college, I was filled with pride when Westbury Jeep secured their graduation honors. In July Westbury Jeep was recognized as the #1 Jeep Chrysler Dodge dealer in the United States for June 2011.

Being #1 in the US for any brand is a great reward and a double blessing for a passionate and engaging dealer principal. Many factors go into achieving that level of success and the entire Westbury Jeep team should be congratulated. Creating a team that executes on all levels is not an easy accomplishment.

PCG Digital Marketing has assisted Westbury Jeep define and implement their digital marketing strategy for the past three years. We have also developed a great relationship with Joel and his team based on keeping them ahead of their competition in regards to digital marketing.

Joel Sporn is a rare dealer principal that sought to understand all digital marketing concepts so he could adapt them to his specific vision for his franchise store. Joel is a student of strategy and fiercely competitive.

He chose to accept the responsibility of crafting his digital strategy and build a great team of marketing partners. Joel sought out and connected with people who could help him learn, execute, and integrate that knowledge.

Joel was patient to see the rewards of his digital investments, which is the main theme of this article. Too often the executive leadership of a dealership is disconnected from the staff that are tasked to research, select, implement, and manage a digital strategy.

This disconnect can cause dealer principals to be impatient. It is not uncommon for digital investments to be pulled off the budget before they bear fruit in as little as 60 days.

Search Engine Optimization Is Not For Short Term Planners

Digital marketing investments can have an immediate and clear ROI for dealers like adding 24×7 managed chat to a website, adding pop-up coupons, or operating a pay-per-click campaign with well-designed conversion pages. These digital strategies have an immediate pay-off and, when measured, create a comfort level with bean counters.

Other digital strategies require patience to create a market dominating success story. Search Engine Optimization (SEO) is one of the most misunderstood investments. Joel took the time to learn, craft, and implement a market dominating SEO strategy and the payoff is clear today. Since an aggressive SEO strategy can take over a year to implement and refine, few dealers ever see the fruits of their SEO investment.

Automotive SEO strategies are continually changing. Just recently Google added the “+1 Button” to search engine listing pages and this one change will have a major impact on click rates to dealer websites. The Google launch of their social media platform “Google+” also creates new opportunities to drive social links and traffic to a dealer’s website. Despite all these new opportunities, I caution dealers that have little patience to start an aggressive SEO strategy. If you are looking for SEO to make significant changes in online visibility and traffic in 90 days, don’t start.

Patience in Reputation Management

Patience is also required for Internet Reputation Management (IRM) processes, which yield an increase in online review counts each month. These reviews are visible to tens of thousands of in-market shoppers each month. Dealers who ignore their online reputation “scores” are in effect using their monthly advertising budgets to send consumers to their nearest competitors.

Dealers who want to fully leverage the digital divide must implement an in-store and post sale review gathering process. Implementation does not come without resistance from dealer employees. They are also uninformed and impatient on the benefits of doing “more” work in their already hectic workday.

The ROI to a commitment to IRM does not necessarily come in 30, 60, or 90 days, but when a dealership has 200+ more reviews than their nearest competitor, the pay-off starts to become very clear. When consumers call and ask for sales professionals they never met because of an online review, your sales team will take notice.

Unfortunately, I have already started to see dealers give up on IRM process investments. I’ve been told that it’s too hard to ask happy customers to take 60 seconds to post a review inside the store. I’ve been told that none of their customers have Google accounts. Both are excuses and lies.

Dealers, what lies are you and your employees believing that are holding back your online marketing success? Digital marketing takes a well-defined strategy and as I have outlined; patience. Success also takes a commitment to learn and lead from the top executives of the company.

We have mentored Brickell Honda, located in Miami Florida, over the past 2 years and they have over 800 reviews posted directly on Google Places. They have a market dominating digital marketing strategy that includes a strong belief in presenting a positive online brand image. With the correct leadership it is amazing what can be accomplished.

Do You Have Patience?

Westbury Jeep and Brickell Honda have demonstrated patience in crafting and implementing their digital marketing strategy. Success did not happen overnight. Their success came from having a strategy that reviewed all their current marketing investments, which resulted in an action plan.

These two dealers are examples of a new breed of automotive professionals that are making the investment to develop a strategy that includes technology, training, and the willingness to be ahead of their peers.

Has your dealership made a commitment to create a dominating digital marketing strategy? If dealers continue to measure success in 30, 60, or 90-day intervals they will never reap the rewards, which are produced from implementing a comprehensive digital marketing strategy.

I am not implying that your digital investments should not be measured each month. I am saying that until dealership executives invest in digital marketing education for themselves and their team, they will never have the patience to win the race. They may win a short sprint but never the marathon.

Successful car dealers are marathon runners.  If you are looking for a new trainer, give us a call.

PCG Digital Marketing can offer a full assessment of your advertising budget and blueprint for success.  The marketing blueprint will build the confidence that you will cross the finish line with a broad smile.

 

 

Brian Pasch, CEO
PCG Digital Marketing
Text PCGedu to 75674 get information on our upcoming conferences
Brian Pasch

PCG has announced new digital marketing strategies to help car dealers do MORE with the existing website and showroom traffic. The response has been amazing so I’m sharing the opportunity to new potential clients.

I am writing to remind those who care to DOMINATE their market, to consider these opportunities.

24×7 Managed Chat

If you would like to significantly increase high quality website leads using chat and have a money back guarantee, give us a call.

Managed 24×7 chat is real and effective. 35% of the chat leads come after you are closed. Chat leads close higher than website leads. So what are you waiting for?

Want 40% more website leads this month?

The ROI on chat is amazing. For most dealers, 24×7 managed chat is less than $1,000 a month and generates a 10x ROI. Now that’s exactly the numbers dealer principals need to hear about.

If our managed chat solution doesn’t deliver 40% more website leads, you get your money back!  

Mobile Text Marketing

If you would like to start building powerful opt-in mobile marketing lists, which have 95%+ consumer delivery rate, give me a call. Email open rates hover around 20% and are dropping. Mobile marketing is the channel that Gen Y and Z want to use!

We will design the showroom banners, signage, and desktop tent cards to engage your showroom customers. We’ll give you the strategy and word tracts to get your team engaged in collecting mobile phones. We’ll show you how to add mobile messaging to your print ads and TV commercials.

We will enhance your email marketing campaigns to drive more customers to opt-in to your mobile campaigns.

Do more with what you have in place for under $500 a month with a power mobile text marketing strategy.

Re-targeting Campaigns

Add up the total visitors to your website in a year to start to see the opportunity to touch these consumers multiple times during the year with a strategic banner advertising campaign.

For many dealers, annual unique visitor counts total over 100,000 people and many of these are local buyers. Imagine creating new messages each month to enhance your online reputation, sharing your work in the community, or the arrival of new models.

I challenge all dealers to invest $500 a month in a retargeting PPC budget to start building your re-marketing list. Each month that goes by you are losing people that may never come back.

ALL advertising investments that drive traffic to your website can be enhanced with retargeting. If you are using radio, TV, print, SEO, and/or PPC to drive traffic to your website, building a retargeting campaign makes all of these investments better.

Reputation Management Consulting

Here is a fact; all advertising investments are impacted eventually by your online reviews.

We have written about it in the past and we have turn-key solutions to help your team get MORE reviews that your competitors.  We show dealers how to use the Google Places application as well as the #1 rated in-store platform PrestoReviews.

Do a search on your dealership name and one page one is Google Places and your reviews. 30% of dealership organic traffic is on their store name. Google Places shows up on Page One 25,000 – 50,000 times a month for car dealers.

Our research has shown that less than 20% of car dealers have a proactive reputation management process in place. Despite selling thousands of cars a year and servicing 10x that number of cars, most dealers have less than 30 positive reviews online.

Dealers are still struggling to get buy-in from their team and implement in-store review process. So, we are now offering in-store consulting and training services to jumpstart your review process.

A 2-3 day visit to your store will demonstrate how to implement in-store review processes in service, sales, and F&I. We’ll make sure a proactive reputation management program enhances your online brand. If your dealership does not have HUNDREDS of strong reviews online, you are a candidate for onsite training.

Keep in mind that having strong reviews enhances your SEO positioning. Having poor reviews hurts your business because showing up on Page One with bad reviews just drives traffic to your competitors.

FOUR OPPORTUNITIES

I’ve listed four opportunities that have a clear and measurable ROI. No smoke and mirrors. Immediate visible results.  Are you utilizing all four?

I’ve listed four opportunities that have a clear and measurable ROI. No smoke and mirrors. Immediate visible results.  Are you utilizing all four?

PCG will work with your team to implement one or all of these solutions to ensure that you are dominating your market. We will ensure that you generate more leads and will stand by the ROI of these investments.

It starts with a call. You can call me direct at 732.672.2356,  Matt O’Such at 732.450.8200, or Lizelle Landino at 201-800-1315. Keep in mind that we work with ONE OEM brand per market so if you want the very best in digital strategy, be the first one in your market to call.

 

Brian Pasch, CEO
PCG Digital Marketing
About Brian Pasch