Automotive Advertising Agencies Should Attend the 2010 NADA Convention to Listen and Learn

Automotive advertising agencies have been forced to take on additional responsibilities in today’s troubled economy. As the President of national network of independent affiliated automotive advertising agencies and the host of an auto industry social networking resource portal I recently promoted the 2010 NADA Convention on my blog talk radio show as a real world venue similar to the online resources that I rely on to listen and learn and contribute to so I can presume to teach.

I consider the NADA convention as a must attend event for automotive advertising agencies, auto dealers, auto industry vendors and decision makers that regularly tune in to listen and learn from the auto industry experts regularly featured on various online resources. The NADA Convention is the real world version of online social networking communities focused on sharing best practices for the auto industry and a perfect platform to make new friends and connect with old ones in both the real and the virtual world.

The NADA Convention is a means to stay ahead of the competition by learning about the new Internet technologies and applications being introduced by the vendors and speakers that will be featured at the convention. The 2010 NADA Convention is being held in Orlando, Florida this February 12th. through February 15th., 2010 at the Orlando Convention Center. Additional information on the convention is available at their site — NADA.Org — and their online pre-registration savings of $50 -$75 has been extended to January 27th., 2010. I strongly advise anyone seeking to survive in today’s consolidating auto industry to register before the deadline to take advantage of the discount with the confidence that your investment of your time and money will provide a R.O.I. that can’t be duplicated by any online auto industry-centric venue; including my own.

My affiliated agencies are connected by a proprietary online communication/distribution system I developed in December of 2001. I designed the operating system that links this national network of independent businesses as a means to leverage the resources of the participating automotive advertising agencies, production partners and select vendors to allow them to compete with national automotive advertising agencies. The resulting savings in fixed and semi-variable expenses coupled with access to a wide variety of production and creative resources for the member agencies was made possible through their use of several online technologies that were developed to support the growing World Wide Web.

I reference this history as evidence that I have practiced what I now preach. These same technologies must be applied to the internal processes of auto dealerships to allow them to survive in a consolidating auto industry. The combination of the resulting efficiencies realized in technology enhanced selling systems in brick and mortar auto dealerships integrated with their online showrooms, and the newly developing applications being applied by automotive advertising agencies to promote their auto dealer clients on the Internet, is the key to profitability today and survival tomorrow.

The NADA Convention allows auto industry vendors to present new cutting edge applications to auto dealers and automotive advertising agencies who are anxious to gain an advantage over the competition. More importantly, in a consolidating auto industry auto dealers must sell more for less to satisfy budget conscious and better educated online car buyers and the technology being applied to sell vehicles on the Internet Super Highway is the way to do it in a scalable and cost effective manner!

The blog talk radio station featured on my portal is another example of how a new technology platform can enhance the reach and performance of an automotive advertising agency in today’s Internet driven marketplace. I use various blog talk radio shows as an online communication system for my network to share best practices and new vendor applications with site visitors surfing the web to get the inside story on the auto industry. In addition, my shows attract new vendors anxious to tell their story to the decision makers who follow me on the World Wide Web which allows me to review cutting edge automotive advertising applications before competing agencies know that they exist.

Several vendor clients of mine were discovered during their online reviews and most of them will be represented at the NADA Convention. Why? Because the NADA Convention is the perfect real world venue to launch new products and services and this year is no exception.

Automotive advertising agencies know that they must apply cutting edge automotive advertising technologies to their online marketing plans that integrate with proven selling processes in their auto dealer clients’ real and virtual world showrooms but they don’t know where to find them. Online automotive advertising focused social networking sites provide an excellent filter to find the newest and the best but the NADA Convention is the place to see them all in one place and one time in an environment where the decision makers from both the automotive advertising agency and the vendor can sit across the table and work out the best deal for both. After all, what are friends for!

Tags:

Automotive Advertising Agencies Use Social Networks and Search Engine Algorithms to Sell More Cars

Automotive advertising agencies are challenged to provide more for less to serve a consolidating auto industry and today’s Internet has provided them with the media and the methods to do it. Budget conscious consumers are firmly in the driving seat on the Internet Super Highway and auto dealers have directed their marketing messages to their online showrooms vs. their brick and mortar facilities to get their attention. More accurately, they are following their customers onto the World Wide Web and hoping that their past and pending customers will find them there.

The days of hard sell retail messages in conventional media like radio, T.V. and newspaper as well as dealer-centric banner ads and websites promoting daily dealer specials are numbered. Today’s car shoppers have been empowered by the search engines to filter out dealer messages in favor of information on exactly the new or pre-owned vehicle they are searching for. In addition, Social networking communities of online friends have rallied their support and opinions to help car shoppers decide what they should buy and from which dealership they should buy it from. After all, what are friends for!

The consumers’ new found source of information on the Internet to assist them in their car shopping process hasn’t replaced the need for automotive advertising agencies in the retail auto industry, but it certainly has changed their role in it and the methods that they must use to earn their agency fees. The first adjustment that an automotive advertising agency must make in their business model is to recognize that the internal profits that they used to realize in their radio, T.V. and print production departments can no longer be supported by their auto dealer clients. Reduced sales volume and profit margins on the auto dealers’ side of the table demand a better R.O.I. for every dollar and while these departments are still required to produce digital marketing material for online campaigns the production costs must be a fraction of previous pricing to remain competitive with the newly developing online resources that an auto dealer has access to.

The agency must still provide creative that is relevant to the market and they must define the target audience that would be most receptive to it, but once again the World Wide Web has changed the rules and automotive advertising agencies must learn what they are and follow them. Top of the mind awareness is still job one for automotive advertising agencies who understand that they can’t time the buying cycle for everyone on the Internet Super Highway and therefore they must maintain a consistent message across multiple channels to be on the short list when the customer is ready to purchase a vehicle. Diversification across multiple media and frequency of targeted messages to qualified buyers isn’t a new practice but the methods, media and skill sets required to get the job done have changed.

Networking and the related referrals and sales sourced from it has been an integral component of internal selling processes for auto dealers since the first vehicle was sold but it has had little to do with conventional advertising — until now that is. Social networking and the related Internet media channels that have grown to support it are now a primary target audience for automotive advertising agencies. Word of mouth advertising has grown exponentially as viral messages travel through social networking channels with the opinions of like minded car shoppers who use these online communities of friends to share their car shopping experiences before, during and after their buying cycle.

Initial attempts by automotive advertising agencies to market to these social networks from the outside through the use of banner ads or as wolves in sheep’s clothing trying to invade a network of friends were soundly rejected. Members valued each other’s opinions and shared experiences over a self serving auto dealer or their automotive advertising agency.

Monetizing social networking has been a challenge but new technologies that integrate established marketing channels with social networks from the inside out have provided the solution. ronsmap, for example, is a game changing consumer-centric online inventory marketing platform that embeds a social networking engine on their communal site as well as every vehicle posted on it by participating auto dealers. Their application, vBack, provides an Ask-a-Friend / Tell-a-Friend feature that solicits feedback from friends on the various social networks that an online car shopper trusts. These influences then act as agents of the auto dealer — without their knowledge — under the direction of a friend which allows the automotive advertising agency to market from the inside out vs. from the outside in. C2C marketing vs. B2C marketing is the key to monetizing social networking and ronsmap is a new technology based exit on the Internet Super Highway that has opened this new channel to auto dealers.

In addition, ronsmap enhances the value of the leads generated from within the social networks by accumulating the information gathered through their SellersVantage application. In addition to the anticipated name, IP address and vehicle information requests their new Intelli-Leads include the online shopping selection and vehicle preferences of the initiating car shopper and the comments accumulated by his online network of friends. These enhanced leads allow the auto dealer to anticipate the needs of their potential customers before they open negotiations with them. As a result, the consumer is provided a more relevant and transparent vehicle selection in response to their initial inquiry and the auto dealer has a competitive edge to quote the best price on the best vehicle for the consumer. This is a win-win scenario that increases closing ratios and profits for the auto dealer while offering the consumer the advantage of the information and referrals he gathered from his online car shopping experience.

The internet is far superior to conventional media on many levels and social networking is only one of the newest reasons. Automotive advertising agencies must be prepared to direct their clients beyond marketing through social media. They must also provide more than advice on search engine optimization, S.E.O., search engine marketing, S.E.M. and banner ad placements or transparent and relevant website designs. The search engines hold the key to the Internet and understanding the algorithms that determine the rules of the road on the Internet Super Highway that they control are the responsibility of the automotive advertising agency.

Google, for example, has clearly stated the weight that they place on video vs. copy or other means of online digital marketing. Today’s Internet consumer grew up watching television and the explosive growth of YouTube proves that their preference for video has survived onto the World Wide Web. One vendor that has listened to Google and their subsidiary YouTube is SiSTeR Technologies with their Video CarLot platform. SiSTer is able to take the existing pictures and vehicle information posted on an auto dealer’s website and convert them into professionally produced videos.

More importantly, their videos are fully index-able with multiple schema layers making them interactive and more transparent to the online car shopper. These videos are placed on the auto dealer’s website as well as any third party advertising sites that the auto dealer is linked to. In addition they are driven through a dedicated API to YouTube with individual URLs that extend the reach and frequency of the dealer’s inventory and marketing messages — a proven formula for success in conventional automotive advertising that also applies to Internet advertising.

Automotive advertising agencies are not reinventing the wheel by extending their reach and frequency with consistent messages across multiple channels by leveraging access to social networks or by manipulating the algorithms on the search engines. They are simply applying proven and established advertising wisdoms and best practices to an auto industry that has only one constant — change!

Tags:

Automotive Advertising Agencies Must Lead, Follow, Or Get Out of the Way

I am a self described old school car guy but perhaps my definition of that well earned title has a different meaning than many of my contemporaries have assigned to it. My definition of a car guy is an entrepreneurial business man that is driven to win, who values relationships as a team builder and who prides themselves as being a community leader. The people skills needed to accomplish most goals in the car business are built on an understanding of human nature which has survived in the virtual world of today’s Internet Super Highway. However, the technologies and online processes needed to communicate to customers have changed dramatically and us car guys need to stay ahead of the curve to stay competitive.

Similarly, automotive advertising agencies serve the retail auto industry in much the same way that they have for decades. However, since the one constant in the auto industry is change — and human nature is also a constant — then change in the automotive advertising industry must be limited to the technologies that have developed to serve the newest media of choice; the Internet. Agencies are still striving to improve the reach, frequency, cost per impression and the basic R.O.I. of their automotive advertising campaigns delivered to a qualified and targeted audience, however in my considered opinion there has been a paradigm shift in automotive advertising as a result of the empowerment that the Internet has extended to the online car shopper.

Conventional wisdom supports the position that selling processes on the virtual showrooms being built on the Internet Super Highway must replicate and integrate with those used in the brick and mortar showrooms on local car rows, however that is reflective of the needs of the auto dealers, not the customers. Structured selling systems require repetitive processes that eliminate redundancy of data input and accommodate follow up and management monitoring which has little value to consumers who just want to know if the auto dealer has the vehicle that they want and how much will they have to pay for it.

Old school wisdom suggest that the goal for the dealer after an initial contact by phone, email or by an online visitor to their website is to make an appointment to get the customer into the showroom since, after all, you can’t sell them a car on the phone or on the Internet — or can you? New technology based solutions like AutoTransaXion introduced by Argistics provide an online transaction tool with a two way video customer interaction application that links to the auto dealer’s DMS, CRM and ILM in a comprehensive push/pull manner that replicates the real world selling process. The enhanced transparency and relevancy provided by this online communication tool satisfies the needs of the online car shopper while providing a seamless transition that allows the auto dealer and the consumer to complete an online transaction.

Most Automotive advertising agencies recognize the need to provide transparency and relevancy to attract online car shoppers but few are aware of solutions such as AutoTransaXion to convert these new opportunities on the World Wide Web to sales. Budget challenged auto dealers are demanding that their automotive advertising agencies deliver more for less and staying in touch with new technology is one way to deliver.

Another opportunity to leverage online resources for automotive advertising agencies in the know can be found in new online inventory based marketing platforms like ronsmap.com that utilizes its game changing technology to integrate social networking media with their platform. The extended reach and frequency of message provided by their vBack Ask-a-Friend / Tell-a-Friend application increases S.E.O. for the auto dealer by integrating their social networking engine with every vehicle posted on ronsmap, the auto dealers’ website and third party sites that the auto dealer posts their inventory on. As a result, leads and sales are increased exponentially as they tie into the viral messages powered by their C2C marketing methods vs. more commonly utilized B2C methods offered by banner ads and other attempts to market into social networking communities from the outside in vs. the ability for vBack to market from the inside out.

In addition, the Intelli-Leads gathered by ronsmap and their vBack application are enhanced by the market intelligence gathered by their SellersVantage application which provides real time information on the online consumer beyond the typical name, IP address, contact information and questions regarding the vehicle they selected. SellersVantage provides the auto dealer with the comparable vehicles that the customer may have considered through ronsmap as well competitive information on similar vehicles currently being offered on the Internet. As a result, conversion rates are increased for the auto dealer and the transparency and relevancy for the car shopper is enhanced. Of course none of this is possible if the automotive advertising agency doesn’t know about ronsmap and similar leveraged online marketing platforms to recommend to their auto dealer clients.

Understanding and applying the rules established by the search engines to maximize the S.E.O. for their auto dealer clients is another challenge for automotive advertising agencies that requires them to listen and learn about new Internet applications before they can presume to serve their clients’ needs. Social media has earned a weighted position on Google that is only matched by their similar respect for video to reflect consumer preferences. A generation of T.V. watchers has matured into video-centric consumers that prefer to watch an online video of a vehicle vs. a typical display ad listing features and benefits or even a set of pictures. SiSTeR Technologies has a video production platform, Video CarLot, that hosts applications like their vShock and VidBrid that produce professional quality videos from still pictures extrapolated from an auto dealer’s website using human voice, existing video footage and multi-schema layers with interactive information for the consumer to increase the transparency and relevancy of the experience.

In addition, SiSTeR is able to increase the vSEO of the dealer by distributing each produced video directly onto the search engines through their dedicated API with You Tube with their own URL, file name and associated search words and meta tags. Couple that with the linked micro-site offered by their vShock application that follows custom business rules established by the auto dealer to display the selected vehicle video with other similar vehicles chosen from their online inventory and you can see the added value of an automotive advertising agency that knows to suggest this video platform to their clients.

Other new vendor solutions offered by companies like CityTwist.Com who offers a do it yourself email platform with over one hundred and twenty five million double opt-in email addresses to facilitate conquest sales for auto dealers and Bull Dog Marketing Technologies who provides an internal data based marketing platform capable of delivering direct mail or email messages with personal URLs and custom vehicle selection and price quotes in monitored monthly campaigns for sales and service will also provide enough of an R.O.I. to support the fees that they paid to the automotive advertising agency that suggested them. Simply put, today’s automotive advertising agencies must lead, follow or get out of the way of those forward thinking agencies that accept their new areas of responsibility that include listening and learning about new Internet based technologies to recommend to their clients.

Tags: