We sat down with Eliave Moshe, CPO of AutoLeadStar, to understand how data can be used more effectively. Finding the connections in the data to complete it so you can actually do something with it is essential to leveraging your current data. Too often we see people not making connections with their data to explain why it is or isn't scaling. When you train your data to be the exact type you want will enable you to trust your data more. Good data won’t just fall on your lap. You need to utilize the data you get to make decisions moving forward. But that data needs to be the cleanest data possible. Check out the video to learn more.

What type of 'Why Buy Here' messaging are you using to drive in customers? Watch the video to learn more.

The 10th anniversary of DrivingSales Executive Summit is October 6-8 in Las Vegas. 

We are excited to announce this year's breakout speakers!

This year we have 7 breakout tracks covering your entire dealership. Each speaker was chosen by our DSES panel made up of the most progressive dealer executives in North America. The breakout speakers will help breakdown high-level concepts into tactical takeaways to improve your dealership’s performance.

Our dealer panel has selected 35 breakout sessions that will focus on everything you need to improve your store. The breakouts will focus on Sales Training, Fixed Operations, Marketing, Inventory, Digital Retailing, Human Capital, and Innovative Leadership. Each breakout has experts addressing modern-day challenges that your dealership is facing. 

Progressive Sales Training Breakout Track

A Better Bridge to Buying 

Super Session | Brent Wees, Joe Webb

Improving Your Sale Process With Incremental Thinking 

David Steinberg

Sparking Creativity to Emerge Better Sales Process 

Super Session | Jennifer Suzuki

Less is More Strategy - Customer Experience Starts with Engagement 

Super Session | Steve Roessler

The 4 Elements to a Winning Culture  

Super Session | Sean Kelley

Next-Gen Fixed Operations Breakout Track

Fixed Ops Digital Marketing - A Little Effort, Huge Reward 

Andy MacLeay

The Top 3 Differences Between Digital Sales and Digital Service Marketing 

Kelly Krause

Conquest Strategies to Increase Service Market Share 

Scot Eisenfelder

Finding and Retaining Technicians in Today’s Competitive Environment 

Brad Lillie

Meet Your New Customer, Maximize Sales and Eliminate Heat Cases  

Jeff Cowan

Cutting Edge Digital Marketing Breakout Track

Move More Metal With In-House Marketing 

Simon Heseltine

Don’t Be Basic! Stand Out, Catch Eyes, ENGAGE With Today’s Consumers! 

Super Session | Gray Scott

Lead Forms Are Not Dead: How to Turn Leads Into Car Sales 

Daniel Kim

Automotive Content Evolution: Core Copywriting Tenets Dealerships Must Adopt 

Dane Saville

How to Dominate and Generate a Mega Ton of Leads and Convert Sales Using the Facebook and Instagram Platforms 

Gail Rubinstein

Modern SEO Secrets: How Dealerships Should Compete with 3rd Party Lead Providers 

Parker Evenson

Do You Want to be a Marketing Millionaire? 

Eric Miltsch

Breakthrough Inventory Management Breakout Track

Driving Visibility Through Immersive Online Merchandising 

Russ Daniels

Are the “Days” of Days Supply Over

Adam Tobias

Applying an Investment Lens to new Vehicle Management  

Super Session | Brian Finkelmeyer

Inventory, Your CRM and the Big Gap of Data 

Super Session | Jasen Rice

Improve Inventory Acquisitions by Tapping Into All Profit Centers at the Dealership 

Robert Donovan

Advanced Digital Retailing Breakout Track

The Button is Only as Powerful as the Process Behind It 

Benjamin Hadley

Digital Retailing: Work Smarter, Sell More 

Super Session | Michelle Denogean

Welcome to the Convenience Economy: The Operational Impact of Digital Retail 

Joe St John

How to Apply Digital Retailing for Measurable Results Today 

Andrew Tai

Modern Human Capital Breakout Track

Drafting a Winning Team 

Jon Purdy

Recruit and Retain Women in the Dealership to Improve Business 

Michelle Blakeley

Level Up: How Career Paths Can Improve Employee Development 

Jason Volny

Stop Hiring Traditional Sales People  

Mike Anderson

Surfing the Blue Ocean of Expeditionary Leadership: How to Navigate & Survive the Car Industry Disruption

Super Session | Mark Brown

Innovative Leadership Breakout Track

Using Free Online Services to Build Better Systems Than Your Could Pay For 

Zach Hill

You Know Nothing: Navigating OEM Programs for Success in Your Dealership 

Super Session | Shaun Raines

Sell More, Make More: Strategies and Tactics for Making More Gross  

Len Short

Learn more here

YouTube is not just for watching cat videos. According to this article from Google, “90% of people say they discover new brands or products on YouTube, and over 40% of global shoppers say they’ve purchased products they found on YouTube.”

Google turned to YouTube creators to gain insight into ways to appeal to shoppers during the every part of the purchase journey. They boiled it down into 3 tips to help brands turn interested parties into owners.

Showcase Your Product in a Unique Way

YouTube is notorious for having a plethora of content. Making your content stand out is no easy task. If you can keep viewers engaged then you are more likely to gain an audience. Being fun and creative are some easy ways to engage your audience. Don’t over stress your video being perfect so long as it is personable.

Show Viewers How to Use Your Product

After consumers have discovered a brand more than half of them will use YouTube to learn more before they buy it. It is much easier to showcase a product, especially one as intricate as a vehicle, through video. A virtual test drive allows the consumer to try before they buy.  In addition, answering popular service questions or simple tutorials can build value and transparency into your process.

Make it Easy for People to Buy

After you have captured their attention, and shown them how it works, now it is time to ask for the sale. Use the description of a video to add a landing page or a phone number to call. A splash screen with a call to action and ending your videos with a 3-5 second marketing clip that has contact information will go a long way to create a modern buying experience for your customers.

This represents a unique opportunity for dealerships to leverage their subject matter experts by providing unique content. 

How is your store leveraging YouTube, the second largest search engine, in your marketing efforts?

Tim Scoutelas, Director of Strategic Accounts at MAX Digital, talks about the ever evolving VDP. Watch the video to learn why it is changing and what you can do to stay ahead of the curve.

Amy Hughes, Sr. Director of Dealer Intelligence for Experian Automotive, has some unique insights into the reasons that people are purchasing vehicles. Watch the video to learn different ways to run a successful targeted marketing campaign.

This is a guest blog by Paul J Daly, Creative Director at Congruent.

He is speaking at the DrivingSales Executive Summit on A Crash Course in Dealership Branding.

Good marketers pay attention to their logo and their ads.

Great marketers pay attention to their brand.

Doing the latter requires atypical commitment; It takes long-term vision and focus. This is why there are so few great brands…especially in automotive. We seem to be caught in an endless cycle of new algorithms, click attribution and cost-per-click. We dump money in, and out pop the leads…hopefully.

This shouldn’t be a surprise to us. After all, since the very beginning of the car business, we’ve adopted and cultivated a month-to-month, hero-to-zero culture. Why should our marketing decisions be any different? Because there is a better way.

I’m suggesting that the business of selling, servicing and providing for the transportation needs of our customers is better off with thoughtful, well executed branding. By "better off" I mean; our teams will be more enthusiastic and longer tenured, our customers will be more motivated and loyal, and our profits will be better in this margin compressed world.

Sure, all of this sounds romantic and great. Maybe even a little idealistic.

It isn’t.

When we don’t fully understand something we move away from it. This is the involuntary, hardwired response of the human brain. If something isn’t clear, it could be dangerous.

Branding shouldn't feel dangerous. Great brands are thriving in the marketplace everyday. I’m on a mission to bring CLARITY to dealership branding in my session at DSES 2018 in October.

I’m going to define what a brand is and isn’t. We’re going to examine some of the most effective brands. We’re going to reverse engineer what your customers are looking for in a relationship with you. Most importantly, I want you to leave with some actionable next steps to building a brand that has staying power.

I believe that we are entering an era in which great dealership branding will be the differentiating factor in dumping some of the negative baggage the industry has been carrying for years. I’m excited to play a role. 

I hope you join me during the first breakout session of the event on Sunday at 4pm for “A Crash Course in Dealership Branding”. Really, you know you don’t have any plans yet…put it in your calendar now.

See you soon…

This is a guest blog by Silvia Potempa, Social Media Manager at Saxton Horne.

She is speaking at the DrivingSales Executive Summit on 4 Facebook Advertising Strategies You Need to Utilize.

Welcome to 2018 where “yell sell” tactics are fading and organic content is on the fritz. With the algorithm changing constantly, Facebook is truly a pay-to-play platform with undeniable performance metrics already put in place to show you exactly where your money is going. Put your money where your mouse is, because if you aren’t utilizing Facebook to its full capacity, you’re not selling enough cars. These four Facebook advertising strategies are neglected in automotive and can help you move metal and keep the dealerships lights on. 

Canvas Ads

Let’s state the facts…customers LOVE our dealership sites – always reliable and always easy to navigate.😏 We wish. Facebook released the canvas ad format to keep users on the site while giving them a full-screen (even website-like) experience. This is solving the problem of high bounce rates and flawed mobile experiences by walking customers through the journey you truly want to take them on. Building a canvas for awareness around a new model, a custom build, or a new dealership is not only reaching new customers, but keeping them actually engaged. How often do you have a potential customer engaging with an ad for more than 30 seconds? Canvas ads allow your customer to find their perfect vehicle all while staying on Facebook and giving you the lead information after.

Too often dealers are too caught up in the “yell sell” on Facebook. It’s time to transfer the energy into why they want the vehicle with a full-screen experience—the same way you would do on a test drive.

Dynamic Ads for Auto

Introducing you to the newest, most mysterious ad type known to the automotive industry – Dynamic Ads for Auto or, DAA. Let’s cut the chase, you either have a vendor or are hearing from a vendor who is pushing a “dynamic Facebook ad”. Stop them right away. Make them clarify if they are running dynamic product ads or dynamic ads for auto. We are seeing this far too often. Why would you take your minivan up the mountain when you have a 4Runner in your garage?

DAA was designed for vehicles, stock numbers, miles, vehicle state, etc. They work flawlessly with your Facebook pixel and your vehicle feed. Users on your site looking at VDPs are some of the highest intent customers. They want a deal. Follow them. Give them more options. Show them similar inventory right on Facebook. The beauty of DAA is that you can choose to send them back to your site or make it a lead generation ad, sending that information immediately into your CRM. Need another reason? DAA are using this platform to continue to build the brand and personality of your dealership.  Give them a sassy message as why they’re seeing the ad in their feed or why they should come back to your site. People love talking about how ads show up in their newsfeed and they “don’t know why”. I don’t want to over complicate this ad and why it should be an “always on campaign”. Work with your online inventory provider to set your vehicle feed up properly for Facebook.  Make sure your Facebook pixel parameters are mapped and working properly. And please, make sure you use DAA not DPA.

Lead Generation Ads

Since launching, lead generation ads and automotive have been a match made in heaven. We are a lead driven industry! But let’s go beyond the “sign up for a test drive” or “get a personalized quote” message. Two other areas we have found success using lead generation ads are in the hiring and subprime/CRC departments.

Let’s start with one of the biggest issues within the dealership, hiring the right people to take our customers on a test drive or giving them a quote – hiring leads. Your job postings are probably already on Indeed, which has over 200 million unique monthly visitors, or even LinkedIn, with 250 million active monthly users, but Facebook has over 2 billion monthly users, and 84% of job seekers have a profile. Currently, only 55% of recruiters are utilizing this platform. Take advantage of opportunity and get quality applicants you need, like sales consultants, finance managers, master technicians, you name it. Utilize your employment page pixel targeting/retargeting, engagement retargeting, and interest targeting to ensure you are reaching all future employees in your area. Add preliminary questions to ensure each candidate meets your requirements before you give them a call. And finally, make sure you have a bridge or system in place so your hiring manager calls the applicant in a timely matter.

Talking to your subprime and CRC customers is an art of its own. Making them trust your dealership and feeling confident in calling you to help them into their next vehicle is one of the biggest hurdles. A lead generation ad is an easy option for a few reasons. First off, they are filling out credit apps all day without knowing outcomes. Save them that initial stress with just a few questions on a platform they are familiar with and not with 15 questions that they are going to have to fill out again in an application. Second, find a way to communicate with them that makes them feel comfortable. Some of these customers are avoiding phone calls all day, so have a question that asks them how they want to be communicated with: Facebook, text message, email, or call. Cater to them. They trust this platform. Third, this is your opportunity to communicate with your subprime/CRC messaging in a very non-threatening way. Facebook and Instagram allow you to bring personality and comfort to a pretty touchy topic. Talk to them conversationally, use a video, let them know the process before even coming in or submitting that lead. And finally, just like your normal vehicle sales lead generation ads, feed these leads right into your CRM or the rockstar at your dealership who manages all the subprime/CRC customers.

Offer Claim Ads

The offer claim ad has been around for a few years now. It’s had a few revamps and even started out as its own objective under conversion campaigns. It’s one that dealerships may not have tested to its full potential because of the complexity of the actual process of handling the offer, or the measurement isn’t as easy as a website session or lead. After a lot of testing, the sweet spot is simple – start with Facebook-specific service offers.  

Here are a couple things that make a service offer claim ad so enticing for dealerships:

• It gives the ability to increase parts and service sales. Push a “product/service a month” using your commodity items, or a simple service that you can turn in a half hour or so.
• You’ll reach new customers who haven’t been to your dealerships or service department.
•  It sends automatic reminders and notifications keep your dealership at the top of their news feed—and top-of-mind. This goes to your future customers’ notifications and email after they claim the offer. 
• It’ll create FOMO. You can limit the amount of offers customers can get and it shows on the actual ad, i.e. 84/100 offers claimed. This is an age-old tactic to get customers excited about a deal and feel exclusive.
  • Pro tip: set the number small and reset the ad throughout the month

Now that you want to utilize offer ads, make sure you have a process in place at the dealership. Facebook allows you to use customized codes that can match the codes you already have in place but we recommend creating Facebook specific codes. Also make sure you inform all your service writers ahead of time so they are not caught off guard when a customer brings the offer in – just like you do with a mailer or email.

There are many digital outlets for dealerships to capitalize on deals and attract new customers and it seems like a new one is evolving monthly. Advertising budgets are not getting bigger – but dealerships are getting smarter on where to put those dollars and what produces the highest ROI and works with their PVR. Facebook allows you to advertise to current customers, but generate awareness to all of those in the community if you have a full-funnel advertising strategy. Cherry on top? Facebook allows you to not only measure you efforts with lead generation and pixel reporting, but offline conversion tracking, you’re able measure car sales and service ROs back to a specific ads. As all advertisers say, stretch your dollar, reach more people, use Facebook to marry your dealership goals and your other marketing efforts. And as always – sell cars.

Artificial Intelligence. It’s the buzzword of the year in automotive! It’s used on multiple ends of automotive journey. It’s the technology that allows autonomous vehicle their autonomy, and it’s growing as a tool in marketing to create super specific targeted ads.

It seems dealers have no problem adapting to AI in cars, but it’s another story when talking about its use in marketing.

DrivingSales News spoke with LotLinx’s VP of Product Management, Eric Turner on this new confusing technology. He says AI in marketing isn’t being used as frequently in automotive as it is in other industries. But why?

“I think that the biggest challenge is awareness… and legitimacy,” He said. “AI has some buzz that comes with it. But just the word artificial intelligence has some confusion around it because there is no clear definition of what it actually means.”
 

The lack of awareness and understanding gives dealership a hard time really jumping on board, according to Turner.

LotLinx claims to use cutting edge technology and machine learning to put specific cars in front of specific buyers. You can describe generic AI marketing in a similar way. AI takes away the massive task of creating targeted messaging for individuals because the machine does all the learning and finding for you.

“When you’re thinking about the automotive industry and every single car as a unique commodity, and then to create a unique message that is specific to one customer it becomes overwhelming very quickly,” Turner said. “Social media has kind of found our customers for us, but AI will become necessary in creating very specific messages.”

New technology isn’t only worry some for dealerships, the Brookings Institute out of Washington found that after polling 1,500 Americans, half were worried about AI taking away their right to privacy.

Turner doesn’t believe this will actually be the case when AI becomes more prominent. In fact, he said he welcomes AI targeted ads!

“From my perspective I guess I rather like the idea of getting messages that are specifically tailored to my needs and wants,” He said. “It would be nice not having to worry about all these different messages which come my direction that aren’t relevant at all.”

Artificial Intelligence may be somewhat new to automotive, but if you look at other industries, it’s already being implemented. That means, according to Turner, if your dealership hasn’t jumped on the AI bandwagon, you’re not only behind in automotive, you’re behind everyone.

“Dealerships have to get on board. If not dealers will be behind the curve relative to the economy as a whole,” He warns. “I think some industries are more receptive to new tech. My experience with some dealers is that there is some resistance in trying something new and different. But that resistance is quickly diminishing as they realize the future of the industry is very different than it is right now.”

He says in less than five years, this tech will be everywhere.

“From a marketing perspective AI is the future. This is how we break the cycle of generic messages, and start creating targeted messages to one person,” he said. “AI allows us to reach into the haystack and grab the needle out without any guesswork. With AI’s growing capability you will see this be the defining feature of digital marketing.”

Read more about Eric Turner and his accomplishments in the LotLinx Press Release, here.

Technology is always changing…. Google analytics is no different. There are always new programs and certifications coming out.

Chris Leslie started a forum on a new certification that more intensely measures your audience.

Learn more about the certification and join the discussion on analytics by following the link below!

Click here to read more.

Need help with your Search Engine Optimization? Drew Bettiol Digital Marketing Manager at the  Sterling Auto group shared one of his free secret weapons that helps him with his SEO. He also explains how it helps in him his everyday workflow!

Check it out here!

Kristen Tepper of IncentiveFox talked about how to achieve your referral goals by passing on the duties to the marketing team!

She says companies are 3x more likely to achieve revenue goals when the referral program is handled by marketing.

Join the conversation and learn more about marketing handled referral program by clicking here.

This next forum post is an oldie but a goodie and started picking up steam again this week.

It’s based around email templates and what works best for each dealership.

The comments flow into 17 different pages with dozens of dealerships working together to create the best marketing email template.

Join the discussion here!

Anybody can post a forum discussion. Just make sure you aren’t pitching or link building. Then join the dozens of discussions happening everyday!

Who knows, you might end up on one of my weekly recaps!