Hello, Visitor · [ Login | Register ]

Subscribe to DrivingSales  Follow DrivingSales on Twitter  Follow DrivingSales on Facebook

Eric Miltsch

Improving The Car Business…

Six Technologies That Will Change The Retail Automotive Market.

February 2nd, 2010 by Eric Miltsch

I always enjoy ringing in the new year - the thought of working with a fresh slate to create bigger and better things is both refreshing and exciting. I’m curious to see how the newest technologies adapt to become viable solutions and strategies for progressive companies and individuals.

Here’s my list of the technologies with incredible potential for creating new solutions for automotive consumers and professionals in 2010.

  1. Real time Search: Google and Bing are squaring off in the first round of real time search results by providing real time results from the likes of Twitter and Facebook. While we don’t see these results in the same format as regular search results now, this will move from being a silo to being a primary search result visual. Search Engines such as Topsy will help the competition ramp up improved methods of displaying real time results from relevant and influential sources; other players in this space: Collecta and OneRiot.
  2. Geolocation Services: It will become increasingly easy to engage with prospects and customers with the advent of GPS style functions within mobile phones, social channels and smart phone apps which harness geolocation capabilities. Geolocation API’s will increase the ability to communicate with consumers; your own creativity is the limitation. For example, Whrrl’s Merchant Program is a simple way to extend your online footprint and offer an incentive for consumers to visit & engage them with new discount/promotional ideas.
  3. Mobile Video: Video has become a standard for the automotive segment within websites - mobile video will be a new frontier. Smart phone video usage will continue to explode as it becomes easier to stream from your phone - and to users phones. Network expansion from 3G to 4G and Google’s entry into the spectrum will open up new creative possibilities. The first step was gaining mobile acceptance and basic usage. Nine million users accessed their Facebook account via their mobile phone in 2008; that number exploded to 88 million in 2009. Huge opportunity for mobile video in 2010.
  4. HTML5: The newest version of HTML will host a suite of user features and benefits that improve online experiences. Rich applications (video & animation) will be easier to integrate as Flash and Silverlight won’t be as heavily relied upon. The goal is to create simple user experiences which function like a desktop application and also allows next-gen features such as offline data support and drag and drop capabilities. Hopefully more automotive web developers will recognize the opportunity this presents to provide dealers and their visitors more memorable and effective experiences.
  5. Social Centralization: This is my term for the direction of car dealer social networks and the value added services they will provide automotive professionals. Dealer network sites will evolve into centralized destinations that provide more than blog posts and discussions. As user acceptance and awareness increases, greater value will be driven by segment specific research, access to video libraries and vendor ratings. I see the culmination being the eventual cross-pollination of content and resources from major industry brands into their own specific communities. I also see the user gaining greater access to this content, whether they act as a contributor or a reader, via simpler access points such as smart phone apps.
  6. Social CRM: The entire CRM segment will be shaken up in 2010. Old systems dealers have been subjected will be turned upside down with the advent of more web based systems. The biggest changes could also come from the integration of the social channels to these systems to help improve and monitor customer communications. Major CRM solutions have already made this leap; I’m confident these solutions will make their way into the newest CRM tools being rolled out. I wouldn’t be shocked if an open source DMS-CRM solution sprouted up. Salesforce.com is adding a new data tool to their offering called Chatter. Other companies such as Yammer have rolled out creative solutions which mesh internal and external communication efforts.

We’re experiencing another round of significant changes in the automotive markets. Improvements in the retail process, customer service and online user experience will continue to move at break neck speeds in 2010 and aren’t limited to the above list; they’re certainly not limited to simply technological solutions - these are simply tools to help make the improvements easier to achieve. The biggest change will undoubtedly come from how the professionals in our market react to the needs of the automotive consumer and work towards creating a better overall customer experiece.

The automotive retail change movement has already begun, how will you become a part of the solution?

Posted in Cool Stuff | 13 Comments »

How to use Google Wave

November 25th, 2009 by Eric Miltsch

google_wave_logoA lot of people are beginning to play with Google Wave - even some of us within the car dealer social network community.

Many are confused as to what it is, what it does and how it can help you.

In a nutshell, it can be whatever you need: A clunky chat-room, a private workspace to share rich content or something even more engaging by using installable gadgets such as napkin, brainstorming and HTML…

I like the simple features over other sites like Basecamp.

A Google Wave iPhone app is also available for $1.99 - it is’t an official Google app, but it looks and feels like the full application - just smaller. It seems to run slow - but does allow the same basic functionality.

Here’s The Complete Guide to Google Wave to help with pretty much anything you may need to know. Hope it helps…

http://completewaveguide.com/

BTW - I’m eric.miltsch@googlewave.com

How have you used it?

Tags: ,
Posted in Cool Stuff | 4 Comments »

CEO Interview: PitchEngine’s Jason Kintzler

March 15th, 2009 by Eric Miltsch
Image representing PitchEngine as depicted in ...Image via CrunchBase

Today’s social media technologies make it easy to connect with great people. Last year, I met Jason Kintzler, Founder of PitchEngine.com and was immediately impressed with his new start up.

Jason is shaking up the PR world with his Social Media Release solution. The SMR is a cost effective, easy to use solution that I recommend every company should consider; I created a social media newsroom for Auction Direct USA.

Not familiar with PE or Jason? Here’s a few questions Jason answered that will open your eyes about the exciting things he’s doing.

Share your own quick pitch about PitchEngine.com…and a brief overview of your unique proposition.
PitchEngine is PR for the social web. We make it easy for you to share PR assets like video, images and more with media, friends, fans and followers via Facebook, Twitter and more!

What prompted you to go in this direction? What was the problem you aimed to solve?
Initially, it was purely about giving PR pros and media a better way to exchange information and assets. People were frustrated by clunky email attachments, mailing image CDs and just managing the exchange of data.
It grew to be about much more, including rethinking the way we package press releases and interact with media and consumers alike.

Has the reception of PitchEngine met your expectations?
It’s been fantastic. In just about 6 months we’ve had about 3500 brands sign on and those companies range in size from some of the biggest, to some of the smallest.

Have you seen industries/companies adopting your SMR that you didn’t expect to see? Or usage that you didn’t expect?
Yea, almost every week. There’s really no limit to who/what industries can benefit. From the automotive sales industry to legal and real estate, there are some interesting uses I’m seeing.

How has the economic uncertainty affected your business?
Not really, to be honest. I think we’re positioned well as companies want to try something different, but at a minimal cost. We’ve become an alternative for some small companies.

Where do you see your market segment going - what changes would you like to see happen?
I believe that PR distribution will change dramatically in the next few years,just as news distribution has. Used to be, you’d have to wait for the morning paper to see the news. Not anymore. Currently, public companies have use wire services to distribute their news. Logic tells me that isn’t going to last long either. In fact, the SEC is already addressing the possibility of using the web as a legal means of disciminating earnings statements and PR.

What other challenges do you still see & how are you preparing to overcome them?
We’re not tied to any mega-corporate ideals which means, we can be more nimble and flexible than anybody. We’re going to continue to innovate by pushing PR and media to engage in new ways. Our list of additions and updates doesn’t have a bottom now, and I don’t see it happening anytime soon. Every business has its challenges, but they’re all fun.

Thanks Jason…Keep up the great work!

Follow PitchEngine on twitter.

Related articles by Zemanta
Reblog this post [with Zemanta]

Tags: , ,
Posted in CEO Interviews | No Comments »

Don’t Discount Design…

February 27th, 2009 by Eric Miltsch
White, male, aging, crooked teeth, messy hair,...Image via Wikipedia

Its great to see the discussions about the different strategies being used to drive traffic and get noticed online; the best laid SEO, SEM and SMO plans won’t be able to execute at their full potential if your site lacks key design and usability standards.

Color themes, page layout, content elements…all items that trigger a subconscious response for the visitor within the first couple of seconds of arriving to your site. Since these are items you can control, why would you want to discount the efforts that are going to represent your brand online?

Conventional wisdom says to pack the pages with content and graphics; brochure style page copy, eye-catching graphics and plenty of “stuff that’s cool.”

Don’t fear the white space. Use it to balance the page and direct the viewer’s attention where it needs to be. White space lends itself to creating an open, free flowing and comfortable visual experience. Design studies have also demonstrated that white space helps increase the power of suggestion and influence your visitor’s decisions.

Each page of your site is created to perform a specific, revenue producing action. Your page design and layout is the cornerstone of your online strategy. Don’t underestimate the power of design and the psychological impact of the colors chosen as well.

What type of emotions are your colors creating?

  • Red is commonly used to help trigger a response within a call to action. The contrast helps isolate it from surrounding elements. Be careful not to use colors such as blue or green on a red background to avoid the “floating” text effect. And of course, too much red and the viewer will not only stop - they may just leave.
  • Yellow is often perceived as being calm and sedate, acting almost as a mental brake and slowing the viewer down. Too much yellow and you run the risk of creating a subconscious hint that may create uncertainty.
  • Orange is a great special weapon for the daring. Call to actions featuring orange can really pop when inserted properly so as not to upset the overall balance of the page.
  • Blue is classic confidence and trust. The most commonly heard description of sites using a smart shade of blue is “clean.” That type of response encourages visitors and creates positive expectations.
  • Black is tricky when it comes to an automotive site. Heavy framework can also turn visitors away. Softer tones and gradient effects can minimize the intimidation factor and actually help build confidence. Be cautious of the font colors used on a black background as they often disappear or float when the wrong shade is chosen.
  • Green has obviously gained in popularity because of the entire Green Movement and its overall safe connotation. Perfectly balanced green elements can build trust while changing the visitors perception of the site.

    • Web design isn’t a “set-it and forget-it” type of activity which ends once the site launches. Continuous tracking, ongoing feedback management and more testing will steer you towards the most effective use of the resources available.

    Failure to maximize your design efforts can ultimately lead to lost visitor actions and poor branding opportunities.

    Tags:
    Posted in Website Design | No Comments »

    If I Were The Car Czar…

    December 11th, 2008 by Eric Miltsch

    The Subservient Chicken
    Image via Wikipedia    Car Czar. That’s got a cool ring to it…who wouldn’t want to have “Czar” in their job title?

    Congress is calling for someone to be named “Car Czar” to manage the estimated $7 billion-plus marketing budget allocated to the big three.

    Whoever gains control of this $7 billion advertising windfall will instantly trump Proctor & Gamble and become the nation’s single largest advertiser. The problem? Who the hell do you put in this position?

    To start, cross off all the automotive advertising guys. They’re among the latest adopters of new marketing solutions and have proven they don’t get the cost effective structure of the new media landscape.

    Next, cross off the traditional agencies & Madison Ave. folks. The traditional channel choices are ineffective, expensive and unaccountable.

    Lastly, cross off the politicians and those out of touch with anything A.G. (After Google) Paul Volker is one name being tossed around. Granted, he’s an intelligent guy - but still, he’s an 81 year old economist who helped Jimmy Carter fight stagflaltion back in the 70’s. How in tune can he be with cutting edge automotive advertising/marketing strategies that will help fix one of our key industries? Other considerations: Nancy Pelosi and attorney Kenneth Feinberg. FAIL#1 & FAIL#2.

    The solution? Someone who will cause a massive ripple in the marketing circle. Online channels will need to be used in ways never seen or experienced before. Google, Yahoo & MSN need to be brought into the equation as strategic partners to allow for maximum cost-efficiencies for paid search and the programmers need to be involved to ensure the most relevant information is quickly served to online shoppers. Google’s massive inventory of radio, print and TV ad space needs to be utilized and managed - the cost savings can be upwards of 90% depending on the medium and market chosen.

    What else? Mandatory continuing education for the industry. Make them stay on top of the current strategies, technology and the solutions. Doctors, accountants and even members of the IT community are required to maintain current credit standings; no excuse why the auto industry can’t become students of the game as well. Great way to weed out the dinosaurs and change public perceptions.

    This can include everything from online strategies to basic website knowledge. (A plethora of training exists, but nobody is forced to attend. And those conducting the current classes have an different motive - they’re selling a product.)

    The spending needs to stop. Ford doesn’t need to spend $40 million to name a sports stadium. Don’t tell me its branding. Its Ford. Who is going to forget the name Ford? They would be better off setting up “Ford Online Shopping Kiosks” in the stadium and let customers interact with them at the game. (Hello Microsoft Surface.)

    So, what’s the solution? Here’s my short list and even shorter explanations.

  • Snarky interactive agency Crispin Porter + Bogusky. These are the guys who made Subservient Chicken and those cool Burger Kings ads.
  • Me. I love cars, I love the online element of the automobile industry and I love to stir things up. Plus, I won’t charge you anywhere close to Madison Ave. rates.(Congress, feel free to contact me with more specific ideas.)
  • You. User generated content in the form of manufacturer, dealer and end-user feedback is the most powerful and trusted information. This is what the public wants to see and hear when they do their online search. And its cheap.

    • What do you think? What would you do as the Car Czar?

    Related articles by Zemanta
    Reblog this post [with Zemanta]

    Tags: , , , ,
    Posted in Automotive Bailout | 4 Comments »

    11 People Automotive Fans Should Follow On Twitter…

    November 29th, 2008 by Eric Miltsch

    Henry Ford (ca.Image via WikipediaThis is one of many upcoming posts about the changes occurring in the Automobile industry.

    With all the buzz about change needed within the retail automotive business, there is more happening than people may realize.

    One micro-trend I’ve noticed: Individuals and organizations reaching out to the public; Twitter is one creative method being used to build confidence, increase communication and simply listen to what consumers have to say.

    The automobile industry needs some serious help. Here’s my short list of the Top 11 people you should be following on Twitter. They’re doing their part to bring about positive changes needed within the automobile industry.

    • MissMotorMouth | Bright, enthusiastic car fanatic with a passion for making great things happen in the car business.
    • TomWhitejr | Smart retail industry pro; customer focused & committed. You’ll learn a thing or two following Tom.
    • BobinOregon | Bob clearly enjoys what he does - helping his customers find what they need; fresh views on the business.
    • PaulRushing | Curious about what’s really going on behind the scenes in the car business? Paul will give you an earful…
    • DealerRefresh| Sharp, experienced industry pro clearly in-tune with the dealer community offering great perspective…
    • Teslamotors | Interesting tweets among a select few people; great topics discussed. And, I’m just a huge fan of the car.
    • ScottMonty | Automotive Social Media whiz from Ford. Definitely doing his part. Great all around content.
    • CarandDriver | If you love your car info, this is one of the best ways to stay current with industry news, pictures & videos.
    • MichaelBanovski | Entertaining and talented automotive writer/photographer/journalist.
    • AnneHaynes | Marketing consultant helping dealers be more effective with their online efforts. (Plus, she’s really nice)
    • AuctionDirect | Yea, that’s me. I’m the online guy for a fast growing retailer; trying to perfect the used car industry.

    Who else can you add to this list?

    The auto business needs major change. Its comforting to know that these people are pushing to make something happen. More are falling in line daily.

    Eric’s Ramblings…

    Related articles by Zemanta

    Reblog this post [with Zemanta]

    Tags: , , ,
    Posted in Dealership Marketing | 5 Comments »

    How New Media Helped Auction Direct USA Boost Sales 40%

    November 3rd, 2008 by Eric Miltsch

    How New Media Helped Auction Direct USA Boost Sales 40%
    by Kimberly Smith
    Case study published on 10/28/2008

    Company: Auction Direct USA
    Contact: Eric Miltsch, IT/Web Director for Auction Direct USA
    Location: Victor, NY; Jacksonville, FL; Raleigh, NC
    Industry: Automotive, B2C
    Annual revenue: Confidential
    Number of employees: 300

    Thanks to MarketingProfs.com for the great article. Be sure to sign up for more of their premium content like this! You can follow Ann Handley, Chief Content Officer for MarketingProfs, on Twitter as well.

    While auto dealerships across the nation struggle to survive in the new economy, Auction Direct USA’s business is expanding.

    Annual sales are up 40% for the young company that established its first location in Rochester, New York, in 2005. Three years later, that outlet boasts 14% of the area’s used car market.

    Stores in Raleigh, North Carolina, and Jacksonville, Florida, were added within the last year, and the Raleigh dealership is already the third largest in the area.

    So how, in a time when high gas and commodity prices have induced consumers to cut back, has the company managed to keep growing, registering record sales in both May and August of this year?

    Would you believe through a low-pressure approach that entails not only setting low prices but also getting to know its customers on a personal level and supplying the information they need to make smart buying decisions, all without the hounding of follow-up sales calls?

    Yes, we are talking about a used-car dealership—but one that has chosen to defy industry practices and built a business around its customers.

    Online media—including social networking sites, mobile Web sites, and a blog—have greatly assisted these efforts, and together with keyword search are credited for close to 75% of this year’s growth.

    This case study shows how Eric Miltsch, the company’s IT and Web Director, is leveraging these channels to transform the dealer-buyer relationship and drive up sales.

    Challenge

    Auction Direct USA is determined to redefine the used-car retail industry and change consumer perceptions.

    It hopes to do so by offering competitive pricing, eliminating high-pressure sales tactics, providing in-depth information to embed confidence in the consumer’s decision-making process, and engaging potential customers in comfortable settings.

    In early 2007, the company’s IT/Web director, Eric Miltsch, determined that new media was the next step for both augmenting that strategy and effectively building an online presence.

    With a “go where the people are” approach, he set out to personally connect with potential customers, boost the company’s Web traffic, and—ultimately—increase sales.

    Campaign

    Auction Direct USA’s online campaign began with optimizing its core Web site to be clean, user-friendly and functionally reliable. Then, beginning in April 2007, the company began launching the following campaign components to direct more traffic to the site.

    A Blog

    With posts about industry news, auto-related videos, car-buying secrets, dealer confessions, maintenance tips, and more, the company blog at WhyBuyUsedCars.com intends to deliver entertainment and value-added content based on the Web’s most popular auto-related search results, as opposed to taking an ego-centric approach or solely promoting the company. To increase reach, the blog’s feed is automatically pushed out to the company’s social-networking profiles (see below).

    Social Networking Sites

    To encourage increased interaction and engagement with current and potential customers on their channels of choice, Auction Direct USA developed profiles on Twitter, Facebook, and MySpace, and started its own social-networking initiative, called TweetandGreet.com.

    Twitter

    Miltsch uses Twitter to generate exposure, inform customers of company events, build authority, and garner feedback, finding that others on Twitter are fairly responsive to his questions and comments. These include inquiries into the types of information users seek out when they’re shopping for a car, which Miltsch then uses to augment the company’s blog and Web site content, or to confirm whether the content already offered is considered of value.

    He has also posted links to a test market pages and performed A/B testing to monitor responses. To gain additional insight, and further build brand confidence, he has interviewed select followers, the transcripts of which are then posted to the blog and referenced in Tweets.

    Although the company’s base of followers has grown mostly organically through the network, traffic is also generated through calls to action at the bottom of each page of the company Web site, as well as through links on TweetandGreet.com and Auction Direct USA’s other social-networking profiles.

    TweetandGreet.com

    Miltsch created the tumblr page as a destination for users to share information about themselves through the prism of their love of cars, including their first set of wheels, preferred gadgets, and favorite driving tunes.

    The submission process increases the company’s Twitter base by directing users to become followers before answering the list of questions, and submitted profiles are automatically fed into the company’s Twitter stream. Since mid-July, when the page was launched, more than 90 user profiles have been posted.

    Facebook & MySpace

    These networking sites provide yet another place for Auction Direct USA to be found, both through company profiles and Miltsch’s own personal profiles. He helps the company stay top of mind among friends and acquaintances by frequently updating his profile status, thus maintaining a regular presence in users’ minifeeds.

    The company’s Facebook page serves up company news, videos, and the latest blog and TweetandGreet posts. It also invites users to get to know the people of Auction Direct USA, and Miltsch uses a casual tone to prompt user interaction.

    For direct contact, a unique email address is supplied (for example: facebook@auctiondirectusa.com) so that the company can run targeted campaigns and continue to differentiate leads.

    Auction Direct USA has also run marketplace and banner ads on Facebook. As is common on the networking site, click-through rates for these campaigns average under 1%; however, they have helped to build recognition through the millions of impressions received.

    Mobile Web Sites

    Given the growing trend in text messaging, Miltsch saw mobile Web sites as another means for changing the way people shop for cars and make contact with the dealership.

    A separate site has been established for each of the company’s three stores, the addresses of which have been used in offline promotions, such as radio and TV, thereby providing a quick and easy way for users to obtain vehicle information on the go without a computer, and without the fear of having to speak with a sales representative.

    An E-Newsletter

    Content for the weekly rich-media newsletter caters to user interests, as determined through site activity, and helps drive traffic to both the Web site and the blog. The newsletter has almost 15,000 subscribers and an unsubscribe rate of less than 1%.

    The company also advertises online with search engine keyword buys in its three primary regions and listings on sites such as CarsDirect.com, cars.com, and AutoTrader.com.

    Results

    Auction Direct USA’s sales have increased 40% in the past year, and Miltsch contributes almost 75% of that growth to these online efforts.

    Keyword search—the performance of which has been augmented by the company’s blog content and consumer insight accrued through other online efforts—has provided the best conversion ratio, with the highest conversion rates coming first from MSN, then Yahoo, and then Google. Direct links from the blog and social-networking sites have the next highest performance ratios.

    The blog, which is read by a few thousand visitors each month, is consistently among the top 10 referrers of traffic to the company Web site. It currently has a 5-7% conversion ratio for click-throughs to the site, and of those visitors, 13-16% are making requests for contact once on the site. The blog is also on its way to becoming a new, independent revenue channel for the company, given the marketing opportunities that are becoming available.

    Facebook is also consistently among the top 10 traffic sources, even though Auction Direct USA’s Group only has around 30 members. “It’s not a major activity place,” said Miltsch. “But the amount of traffic we get from it is incredible, and the conversion rate is above the typical site average.”

    The company’s Twitter profile, on the other hand, has attracted over 570 followers, more than any other automotive-focused profile on the network. And although its primary purpose is not to drive traffic, the conversion rate for the 5-10 followers who do click through to the Web site each day averages 14%-60% higher than the site average.

    Lessons Learned

    One of the reasons Auction Direct USA’s online campaign has been effective in strengthening its brand and driving up sales is because every piece is designed to appeal to the customer’s needs. And those needs are not presumed; rather, Miltsch relies on Web site activity, search results, and customer feedback to identify trends, then shapes his communications and content accordingly.

    He also carefully tracks each component and adjusts as needed to optimize results and conserve costs. For example, the company has been able to quickly cut its losses when a new promotion doesn’t perform, as was the case with an online newspaper campaign that resulted in zero conversions.

    Furthermore, he ensures that the user’s final online destination—i.e., the company Web site—is not only fully functional but also well designed and conducive to the conversion process.

    Related Links

    Auction Direct USA site
    Auction Direct USA blog
    Auction Direct USA Tweet and Greet
    Auction Direct USA Facebook Group

    Related articles by Zemanta
    Reblog this post [with Zemanta]

    Tags: , , , , , , ,
    Posted in Dealership Marketing | No Comments »

    How Effective Are Your Social Media Efforts? Top Tools To Use. Part I

    November 1st, 2008 by Eric Miltsch

    Image representing Twitter as depicted in Crun...Image via CrunchBase

    Car dealers are always looking for new ways to reach potential customers and retain existing relationships. Newspaper rates continue to rise while readership and reach are dropping; radio and TV results are difficult to track and expensive when compared to newer alternatives.

    Social media channels offer extremely low cost solutions for visitor communication, sales messages and marketing efforts.

    I’ll begin this series with an overview of Twitter and a few short-cuts to help keep things moving efficiently. By now you’ve probably heard of Twitter, but are still asking yourself “What’s the deal?”

    For those of you not familiar with this micro-blogging phenomenon, Twitter combines the functionality of instant messages, text messaging and social networking by letting you send out messages limited to 14O characters.

    Your messages are centered around the basic theme of answering a simple question: “What are you doing?” Before you get started, choose your voice. Decide if you are going to Tweet messages for your dealership, or for yourself. Use your logo for the dealership and a personal photo for your own account.

    Your Twitter communication strategy should be clearly defined. Determine the type of information you want to share with the community. I share relevant automotive industry news, acquire consumer/visitor feedback, post new blogs and even vehicles in our inventory.

    I recommend new users follow others who have established themselves as credible authorities within their respective market segments. These are the people you can learn a lot from. Their products/services may be different, but their efforts, passions and strategies are all valuable lessons. The amount of followers you get, and maintain, will be directly proportionate to the quality of your messages.

    Here’s a list of the Twitter resources I’m either currently using or recommend:

  • TwitterFeed.com: This lets you feed your blog, or any other RSS feed, directly to Twitter. Very easy to set-up and a user-friendly control panel.

  • Twittertise.com: This service lets you schedule a tweet for a specific time in the future. Offers stats on the link used in your tweet. Won’t let you set up re-occurring messages though.
  • Twellow.com: The Yellow Pages of Twitter. Find people via location, keyword or local searches and follow those of interest.
  • TweepBeep.com & TwitteRel.com: Think Google alerts; select the desired keywords to track and receive email alerts for those terms. TwitteRel lets you select people to follow from the results.
  • TwitPic.com: Upload images to this photo sharing site and have them pushed to your twitter account. They also have a widget that will send and display your most recent image to your used car blog. Upload photos from your cell phone for even greater efficiency.
  • Twitterlator Pro: iPhone users love sending tweets with this…
  • TwitterBerry: BlackBerry users love sending tweet with this…
  • FriendorFollow.com: Keep your followers, and the people you follow, organized by letting you see who isn’t following you back
  • Qwitter: This alert service emails you when someone stops following you; not for people who’s feelings get hurt easily.
  • Ping.fm: This is one of my favorites. Ping distributes your messages to dozens of social networking sites such as twitter, pounce, facebook. Huge time saver.
  • TweetDeck: Nice desktop app. that lets you organize your network, see direct messages, see replies and even watch other social networks - all in one window VS. the inline column format that twitter uses.

    • Twitter can be an effective weapon among your online arsenal of strategies - it all comes down to how you decide to use it. You’ll get out of it what you put into it.

    Part II will talk about additional social media strategies and resources that can help improve your business.

    Follow AuctionDirect on Twitter
    Follow Eric Miltsch on Twitter

    Reblog this post [with Zemanta]

    Tags: , , , , ,
    Posted in Dealership Marketing | 6 Comments »

    What Kind of Used Car Buyers Are You Dealing With?

    October 14th, 2008 by Eric Miltsch

    Maslow's hierarchy of needs.Image via WikipediaUsed car shoppers all agree that doing your research online is a must. Dealer websites, photos, videos, mileage figures, reviews, CARFAX history reports…they will seek all the major resources. Even turning to friends, family and even the guy down the hall at work who claims to know everything.

    The major difference between all shoppers is how this information is processed and actually absorbed. Many buyers will tell you what they want and how much research they did. But did they?

    Most car buyers eventually buy something that is closer to what they want rather than what they need. I’ve done it. I blame it on Maslow.

    Shoppers need to use the resources available to make the best choice rather than just taking the easy route and selecting the familiar choices. I see a striking similarity in the the choices automotive shoppers make and the decisions voters make. And those choices tend to be based on comfort versus the decision that actually shares their current needs and situation.

    Rational Buyers:

    These are your car geeks. They know everything about the vehicle. Cubic square inches of the engine, drag coefficients and the entire family history of the founder of the company. Their knowledge overtakes their ability to clearly decide when comparing models side by side. Just like voting, they revert to a confused state and may even make the wrong choice.

    Passive Buyers:

    These buyers don’t pay attention to a specific model or even their specs - aside from price. Their decisions are based more on what they remember from an emotional commercial, a memorable event from their youth or even the overbearing influence from an older Rational Buyer. Again, like voters, very little consideration is given to the alternatives. These are the buyers OEM’s love; they like to call it brand loyalty. I call it lazy and close-minded

    Frugal Buyers:

    The Frugal consumer concentrates on one specific item they have justified as the most important item and becomes passionate about that fact. Any additional logical information that could influence their decision is disregarded as false, stupid or even as a conspiracy theory. These are emotional people. Rational thoughts are not an option as these buyers are operating on their own agenda. If the frugal buyer’s hot button is purchasing the vehicle with highest safety rating, any other piece of information will be met with resistance. I also recommend not discussing anything about religion, politics or popular culture as it will not end peacefully.

    Intuitive Buyers:

    These are pleasant buyers who did what they consider to be sufficient enough research. They could sound like a Wikipedia page, but share only enough to appear as if they are being humble about their “knowledge.” Their effort behind the actual research is minimal; they aren’t overly committed to one particular brand - often flip-flopping and not paying attention to all of the information. They may be interested in the safety endorsement from the NHSTB. Or just the economy ratings from FuelEconomy.gov. Once the key information is found, their decision is made based on the perceived endorsement from that group.

    What kind of used car buyer are you?

    [I’m the 1st one.]

    Reblog this post [with Zemanta]

    Tags: , ,
    Posted in consumer Behavior | No Comments »

    AAA Can Do That…?

    October 8th, 2008 by Eric Miltsch

    The AAA logoImage via Wikipedia
    Want to add a little extra value to your customer’s buying experience? Have them drive away from your dealership with additional information that makes them feel even more comfortable. Tell them to be sure they have a AAA membership - for that extra protection. A lot of people may not know the benefits available…

    Did you know that an early form of an automotive social network took root in 1902? A bunch of car fanatics got together in Cleveland, OH to create some maps and directions for drivers because they simply didn’t have enough roads available.

    The club quickly rose to over 1000 members and was called the American Automobile Association; demand escalated from there. Over the years they began creating hotel guides, driver safety programs and even acted as an official backer of professional automobile racing, including the Indianapolis 500 up until the 1950’s.

    Everyone is familiar with the typical AAA services such as unlocking your doors and helping with a tow to the garage.

    However, there’s a entire batch of value added services available to AAA club members that most people are not even aware of.

  • Automotive Financial Services: Need help with credit cards, personal loans, certificates of deposit, money market accounts and IRAs?
  • Automotive Scheduling Service: AAA’s AutoManager will keep you current with your oil changes, tire rotation and engine tune-ups. This is a great service that will help keep your automotive housekeeping items in check.
  • Bail Bond Service: Yes - AAA will actually provide a Guaranteed Arrest Bond Certificate. If you have a fine less than 1k, in some states you can use the certificate instead of cash. Additionally, up to a $5,000 bail bond for covered traffic violations may also be available.
  • Body Shops/Repair Service: AAA has done the dirty work of scrutinizing public reviews, consumer reviews and even financial checks to find you the most reputable body shops and repair services in the country. Check out their Diamond Ratings and pick the best from the list.
  • Driver Education & Training Service: This is an extremely valuable service - one that I will look into for my own kids when they start driving: Driver’s Ed classes. Upon passing, your teen driver will get a free one-year Auto Club Dependent Associate Membership. Just as impressive is the Senior Driving courses available to those 55 and older. This is an incredible value as our nations largest demographic group ages.
  • Jump Start Service: Need a jump? No problem. and they don’t stop there. They don’t want to just send you on your way; AAA tests, diagnoses and replaces batteries regardless of your location.
  • Map/Trip Services: I remember using this service when I had to make my first solo road trip and being so impressed with the advances in technology as a 19 year old driver. AAA’s mapping services are similar to other online services. Creating a TripTik allows you to pinpoint gas stations, restaurants, hotels and important travel elements. AAA’s Diamond Rating is at work in the TripTik; showing you ratings for motels, hotels and restaurants to name a few.
  • Prescription Services: On the road and need some drugs? AAA has more than 57,000 pharmacies that participate in it discount programs. Save wherever you can: 15 percent discounts for brand names, 35 percent for generic and for those traveling with pets, the discounts may even apply for them as well. (Be sure to check your club membership to ensure you qualify)
  • Retail Discount Services: Who doesn’t love a discount when shopping? Books, clothes, hotels, amusement parks. AAA can help. Just show them your card and start saving. (You’ll need it for gas.)
  • Travel Services: AAA doesn’t limit you to automotive travel services. Did you know that you can book a cruise with AAA? Do your smart shopping and save more than just on automotive services.

    • Check out AAA’s site for all the facts on the services as some of these are location specific and may depend on your membership status.

    Have an interesting travel or AAA story? Share yours…

    Reblog this post [with Zemanta]

    Tags: , ,
    Posted in Uncategorized | 1 Comment »

    « Older Entries


    Entries (RSS) and Comments (RSS).