Today, Marc Motors consistently ranks number one in Maine for retail Nissan sales against stores in much larger metro areas. Grosses are healthy and staff turnover is minimal, thanks in large part to the internal processes Marc has in place, but also because CBC was able to fine-tune Marc Motor’s message to present a tight, consistent presence that consumers identify with.
Good CIOs have long needed to be internal consultants to the business. Ever since technology moved out of the glasshouse and onto employees’ desks, CIOs have not only needed a deep understanding of the goals of a given project but also to make sure that the project didn’t stray from those goals, even after the businesspeople who had ordered the project went back to their day jobs. “Businesspeople didn’t really need to get into the details of what IT was really doing,” recalls Ferro. “They just had a set of demands and said, ‘Hey, IT, go do that.’”
Friend or salesperson?: Often people go to someone they know to buy their car because they think they will get “hooked up” with a sweet deal. But just stop a second and think, if a sales person “hooked up” everyone they knew with great deals, the dealers wouldn’t be making the money they wanted to make. So the sales manager always wants to know from the sales person two things. First, “Do you know these people?” followed quickly by, “How much can you get them for?”
Lexus Business Unit South East Asia, China, Japan, South Korea, Middle East, United States, Canada, Europe, Brazil, Costa Rica, Panama, Chile, Peru, Bolivia, Australia, New Zealand, South Africa, India
Today online consumers evaluate what it’s like to work with dealerships based on comments from previous customers. They find these on review sites like Top Rated Local, Google My Business, Yelp, and BBB. They also use dealership specific sites like Dealer Rater and Cars.com. If you activate it, you can let customers leave reviews on your Facebook page:
What other cars did you shop against other than the Escape and CRV? Other vehicles I would suggest are the Mitsubishi Outlander / Outlander Sport (sorry, brand loyalty again, I just love that car), the Ford Flex (such a cool car, but a little pricey) or the Hyundai Sante Fe (I actually hate that car, but that’s my biased opinion).
As far as posting to your Facebook page goes, don’t ignore this critical piece of advice: measure the engagement levels of your posts. If you continue posting with no regard for understanding the engagement level, you’ll start losing your organic reach.
Few bodyguards will actually refer to themselves as bodyguards. Moyer prefers executive protection agents, because, he says, bodyguard tends to carry a negative connotation of big, unskilled men. “There is a big group of dysfunctional people with no formal training who should not be in the industry,” he says. Sometimes, a former childhood friend can become “security,” a role they’re not likely to be qualified for. Moyer and other firms have specialized training courses, with Moyer’s taking cues from Secret Service protocols. But Moyer also cautions that agencies enlisting hyper-driven combat specialists like Navy SEALs or SWAT team members aren’t the answer, either. “SEALs like to engage and fight, destroying the bad guy. Our goal is, we don’t want to be in the same room as the bad guy.”
This message immediately resonated with customers in the market and in the first ninety days Marc Motors nearly doubled their sales numbers year over year. Since this time, CBC has refined their message with some additional unique selling propositions as well as adding in an occasional one-day sale event which pulls customers from over 100 miles away.
Sometimes a director changes his or her mind at the last minute, and what was supposed to be a spaghetti dinner, for example, is now a breakfast spread. So the food stylist will squish down the meatballs and turn them into sausage patties. In an interview with NPR, food stylist Melissa McSorley recalled a time when a movie director suddenly decided to cut open a birthday cake she had made. The problem: It wasn’t real.
The consolidation and rationalization of channel activities to achieve economies of scale and eliminate inefficient operations. Large numbers of small competing dealerships impose significant cost penalties.
Marketing opportunities in the automotive industry don’t end when a consumer buys a car. Nowadays, with WiFi-enabled cars, smartphones, and navigation services, drivers are always connected to a digital network. It’s estimated that by 2020, 90% of cars will be Internet enabled. This constant connectivity is an opportunity for marketers to reach consumers in a relatively new way: post-purchase, “in-car” marketing.
Dealerships have been on the front lines of consumer reviews for a long time now. That’s no surprise when you consider that “67 percent of consumers used a review site when selecting a dealer,” according to Digital Air Strike’s Fall 2012 Automotive Social Media and Reputation Trend Study from November 2012.
Fact: Collecting your past customers’ data is crucial to the development of successful automobile marketing strategies. This is true because past customer data will allow you to build a profile of your ideal prospect.
“Credit card players have a good chance to play a role in SME finance if they become more flexible and learn to work with these mid-sized companies that do not have sophisticated accounts payable and accounts receivable systems. And they will have to rethink their pricing.”
First pass, I would look at either a Toyata Tacoma, or a Ford F150, in 4×4 probably used, maybe new on the Ford. I would stay away from a Honda Ridgeline, a GMC Colorado. Consider a Nissan Frontier. Switch car would be a Jeep Wrangler 4.0 (used).
Undoubtedly, the traditional dealer channel will continue to play a major role, although most of the innovation and volume growth will occur elsewhere. In many other consumer-durables markets, multiple channels with different value propositions coexist quite happily. (See Exhibit III.)
Marc Motors Nissan was facing multiple challenges when they came to CBC in 2010. Their volume was suffering because of two things: Marc Motors is remotely located and the media mix they had was inconsistent with no digital presence to speak of. They were in need of a message that compelled consumers to reach out and consider Marc Motors before making a commitment anywhere else.
By Bob Myhal By Bob Myhal Digital Director – CBC Automotive Marketing As with all forms of marketing, digital marketing boils down to reaching the right audience with the right message at the… Read More
Showroom marketing isn’t just balloons and window decals—get it right and increase your dealership’s business Congrats—you got a new customer through the door of your dealership! Don’t let your guard…
The campaign did provide some decent lift and received positive response from media and social media fans. Plus it’s a fun creative execution that tried to engage Twitter users in a playful way. That said, the hashtag might have been more an issue with this campaign.
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By having the low-priced Endeavors at a time when prices are rising, she said, “our salespeople are excited and everybody is making good grosses. Everybody’s happy: The customer is happy, we’re happy.”
Top quality merchandise attracts top quality salespeople who know how to interact with customers with lots of money. The money and the cream of the people working in any business tend to rise to the top.
Another way your dealership can be relatable is to make consumers feel as much like they’re in control as possible. You want to answer consumer questions or inquiries before they even think to ask them. On your social media pages, post pictures of your actual showroom so that consumers have an idea of what they’ll look like.
Target groups therefore need to be downside through businesses so clients will be enticed by the items offered. On the other hand, due to the globalization rivalry with a powerful concentration on cost and not on model or brand loyalty, generally clients don’t reward business for their personalized products.
“I have been surprised at how much spending remains in legacy media,” says Cassino, who tracks automotive marketing expenditures every year. “Even though it’s changing, and even though every year the factories spend more on digital and drag the dealers along with them, it’s clearly an arduous process to get folks to change their ways.”
Follow up with potential customers. After you meet a customer and get to know them, write down all of the information you learned in your CRM (customer relationship management). Then you’ll know the best time and way to reach them.
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One strategy for luring customers is to rotate the vehicles around the lot to convey a busy, vibrant environment. “I tell my guys all the time to go out there and move the whole front line of cars,” Smith says. “Play musical chairs with the cars and customers start moving in. Action creates reaction.” And while there’s no concrete evidence to support it, an unspoken rule is that balloons somehow sell cars. On slow days, salespeople go nuts with them. “I worked at a dealership where you had to put 150 balloons out every day,” Teves says. “By the time you were done, you were exhausted. You didn’t have any energy left to sell a car.”
We pride ourselves in being the most service-intensive agency in America. After all, we’re in the service business! Please ask our clients (and we’ll be happy to provide the names of former clients) about the level of customer service they receive from The Automotive Marketing Group’s team.
For most car dealers, social media feels like something you have to do instead of something you have to do well. This is the “everyone’s doing it so I guess we have to” mentality. It’s true you have to be on Facebook; it’s where people spend an inordinate amount of time online nowadays. But just being a part of it isn’t providing results.
Oliver Wendell Holmes said, “The great thing in life is not where we stand, but what direction we are moving.” No matter what business you work in, a “business as usual” mindset will insure your competitors are making more money than you are. If you don’t stand out from the competition you may find yourself stood up by your customers. Now more than ever you have to focus, improve, and possibly even change what you do to attain, retain, and maintain customers.