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, Dealer

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

If your are looking for new strategies to improve your Internet Marketing visibility, Internet Reputation and your Social Media footprint in 2010, the team at DealerRater.com has quietly been building a set of tools that can be leveraged in new ways.

I love to share great ideas with the automotive community as I find them. Since Facebook is a hot topic I thought I would write about ways to make your Facebook page more interesting.

In the past few months I have been testing and implementing some of the free tools that come from DealerRater when a dealer is signs up for the Certified Dealer program. There are many benefits to the program but I would like to discuss one of the new recent ways their dealer platform can be leveraged.

Facebook Car Inventory Pages

Dealers can now add their car inventory to a Facebook Fan Page tab using tools from DealerRater.com. You can see an example of this technology on the Infiniti of Norwood Facebook Fan Page below.

There is a tab called “Classified Ads” on their Fan Page which when you click on the tab it shows their inventory. This is a tasteful way to add additional functionality to Facebook withoput posting cars in the main Facebook news stream. This feed is free to dealers on the Certified Dealer program and it is easy to add to your fan page.

The trick is to add graphics or call to action messages to make your fans aware of the tab. Then if they want to look at cars they can and you can keep your news stream more meaningful and a value to your followers.

Facebook Tabs Customized

If you didn’t know it, you can add HTML code pages to your Facebook Fan Pages that can look just like your website. It can also have active buttons that bring people to your website.

You can see another example from ABC Motor Credit’s Facebook Page shown below. They are a Buy Here Pay Here dealership in Ohio and they have a contest running which they wanted to leverage on Facebook as well as getting clicks to their website. So this custom tab was created: http://www.facebook.com/ABCMotorCredit

If you are not handy with HTML coding, find someone to help. It only took a few minutes of our team’s time to take the HTML code from ABC Motor Credit’s website and created this tab. Once these TABS are created, you can add graphics to the Fan Page to encourage people to click on the tabs.

There is a number of creative ways to enhance Facebook. Inventory feeds, video channels, website forms, specials pages or something completely crazy can now be implemented to super-charge your Facebook page.

2010 Internet Marketing Education

Do you like these ideas? You can super-charge your 2010 Internet Marketing Strategies by attending the Automotive Marketing Boot Camp in Orlando. It is being held on February 12th, one day before the NADA Convention in Orlando.

Get the edge on your competitors regarding social media, SEO, microsites, pay-per-click and video marketing strategies from industry leaders.

Jared Hamilton will be the opening night keynote speaker on Thursday evening February 11th. Sign-up today.

Learn more about this limited engagement event at: www.internetmarketingbootcamp.com