Recently I've taken a fresh new look at your classic "Super Sale" and thanks to Tri-Auto I liked what I saw. There's nothing new about a 5 day dealership event where you send out 40k direct mail pieces luring customers in to claim their prize. With people waiting to register, balloons, and of course wonderful prizes, these extremely successful sales were just what the doctor ordered for many dealerships in low times and for some a regular form of advertising.

One obstacle of these sales is the loads of customers coming in without any interest in buying car. It's up to the dealership to convert these customers into buyers and energize them with why now is a great time to buy a car. The successful sales are full of these conversions and most of the time you can easily see without these conversions a sale can come up very short. So how do you increase this conversion rate while also bringing additional value to the sale? One way to do this is registering customers, mandate all sale participants be registered for the sale giving your salesman an opening to speak to the customer and investigate their situation. Gaining their information is also valuable being you can later contact these locals for a 2nd or 3rd chance to earn their business. This is all pretty standard for most business's promoting these sales but today’s market is in need for something bigger and better.

Most competing dealerships are heavily if not completely involved online. Websites, social networks, email marketing, and Google are all a huge parts of just about every dealership and for some a real struggle. Many dealerships are so focused on these “front line” marketing efforts they don't even consider direct mail a valuable source of marketing anymore. I don't really blame them either; most direct mail marketing doesn't do much more then list a website when it comes to including the online dynamic. Customers want more than just a flier to keep them interested and finally someone decided to do something about this and developed a way of incorporating not just the internet but the whole process of how most customers are used to shopping for a car these days.

Tri-Auto took the lead with direct-mail advertising introducing us to Market Vision 7 software a data collecting and showroom traffic controlling machine. Market Vision 7 utilizes a microsite and in-showroom kiosk to create an efficient way of recording and controlling all the sale participates. Let’s take a look at their process and the strategy behind it. 

·         Attract

Tri-Auto’s direct mail pieces elicit consumer attention because they’ve been developed through years of testing.

·         Engage

Market Vision 7™ microsites feature multiple points of engagement that generate qualified leads to fill your pipeline.

·         Amplify

Social Share motivates users to share your event across their social network to amplify your marketing message and enhance its response.

·         Convert

The Market Vision 7™ in-showroom kiosk tracks responders and includes tools to help your salespeople close more deals.

·         Analyze

Real-time reporting provides actionable data during your sale and post-sale data allows you to benchmark and leverage information to improve future sales.

Sound familiar? One thing that makes me such a fan of this program is it fits today’s customer and the process they are used to using to purchase and applies it to direct-mail advertising. A whole separate category of ROI that otherwise would not be utilized or considered for ROI. A dealership looking for the classic production of foot traffic to the show-room but wants to include the rest of their marketing efforts online is the perfect type of client for this program. Whether you have a strong social presence or need a quick way to catch up, the microsite will not only get you Likes and Tweets but will actually encourage customers to share and engage your brand socially. You are still registering customers but not on a stack of unorganized registration forms. Instead customers are walked to a kiosk and assisted while they go through the registration process with the salesman. This gives your sales staff ample opportunity to convert non-buyers to buyers while collecting key information to qualify the customer. During the registration process customers are asked about their currently vehicle offering them a predetermined percentage of NADA value as well as trigger questions you train your guys to ask sparking purchasing signals. When all else fails they are presented with a friendly roulette wheel that they can physically spin to see what they have won. This takes the pressure and responsibility of the prize off the salesman and allows them to do their job.

 While the activity in the showroom is producing sales you can manage all the data being collecting through the microsite and kiosk live through Market Vision 7's online dashboard. Here you can contact leads generated from the microsite, pull credit from online credit apps, monitor salesman performance, and even collect appointment information made by microsite visitors. This would be a great time to also reflect you’re in showroom promotion on your social networks and collect even more participants. You can easily collect dozens of likes and shares throughout a 5 day event as well as begin marketing via email to your sale database. Tri-Auto has done a fantastic job of revamping direct mail advertising with a one of a kind process that includes every dynamic offered in today’s market. 

In my experience with Tri-Auto this program has been just what we were looking for when connecting with customers we weren’t currently touching with are online only marketing strategy. The bonus for us is we didn’t have to miss out on internet customers either. It allowed us to leverage our online presence and capability with customers that weren’t already aware of us online.  The fact we can continue to reap the benefits of the sale weeks later was more than enough ROI to make it a solid investment.  If your already running direct mail promotions you have to give this a try and if you’re not  I suggest you give an old but now new strategy another shot. 

I would like to offer everyone everyone Special Program Pricing and Free Market Analysis-

Mention this post and please contact:

Tonya Ingram 

317.644.5711

tingram@triauto.com

--------------------------------

I would be interested in any other similar advancements anyone has seen with direct-mail. Anyone else use a similar system before? 

Thank you,

--

Russ Chandler

russ58@hotmail.com

@russchandler2

In a recent meeting with my Cars.com account rep we were discussing the new Google+ Local pages. I was excited to be informed that Google will soon be linking Cars.com reviews to dealer Google+ pages. "More Reviews" found both on the quick view to the right of your dealership in search results and at the bottom of your Google+ page under your Google reviews. Most commonly you will find Dealerrater or Insider pages listed with the number of reviews found in parentheses beside them. This isn't as fantastic as them actually listing them like a Google review but definitely a boost for dealers.

As a lot of you probably already know Google has also made it mandatory to create/sign-in to a Google+ account to leave a review. This complicates the already difficult task in acquiring Google specific reviews. Cars.com has done a fantastic job  campaigning for reviews for their dealerships thus bringing in a hefty amount of reviews. I wasn't given an exact date but that it would be shortly, within a matter of weeks. Since you can respond to all your reviews on Cars.com now would be a good time to make sure everything is tightened up and looking good with your reviews so your ready with the change goes in effect. 

Good luck!

--

Russ Chandler 

russ58@hotmail.com

So lets jump ahead a few years into the future. Why you ask? Well first of all because we can do things like that in a blog and second because in a few years smartphones will be the only phones. We know mobile isn't only where it's at these days but definitely where its going. By "It" I mean marketing, advertising, and tracking. Tracking is something that has just hit the horizon as we start to see the value in mobile marketing and its ability to be right in front of the consumer. We are now starting to see the data rush come into play where everyone is trying to track everything, analyze it, and sell it to someone else. Well now there is an quite interesting form of that tracking via Wi-Fi.

So lets say you have already chosen to offer free Wi-Fi at your dealership. This network extends across sales, service, and all the way to the edge of your lot. Customers come on your lot and hook-up to your Wi-Fi day and night, for a number of reasons but mainly to use the internet to assist them in why they're on your lot. I think its obvious to say if they're shopping for a car, most likely there searching to compare prices and do research. If they're in service they might be double checking the service tech didn't feed them a line when some unknown sensor needed replaced for $800. Taking it a step further maybe Mr Customer getting their $800 sensor replaced is looking into replacing the whole car instead. Maybe all the researching being done on the lot are trending particular websites or competitors. Even more interesting maybe they're trending specific makes or models that you don't normally carry, causing you to lose customers. The possibilities are endless but you get the idea, I see customers using smartphones on my lot every day. Loving data like I'm sure the rest of you do, I would love to know the analytics. Even more so I would love to connect to those customers before losing them or even ask for a review.

As you might have guessed this technology is now coming available. Mostly large retailers are seeing it first like malls and shopping centers but it will quickly be available and affordable for car dealers. The list of data you can retrieve via Wi-Fi networks is a long one. Location based information specific to where customers are on your lot when using the network and what they're doing will allow you to connect different "hotspots" on your lot that customers more commonly make specific actions online. How about the ability to push coupons to them or invite them to download your mobile app? Interested yet? Yes this dynamic would best suit the most tech savvy of dealers but as dealers that is the direction we need to be headed anyway. Having the next best thing already mastered before everyone else, is going to give you the edge over the next guy.

Check out this article in The Wall Street Journal and get more in depth details on just how valuable this could be >>>> http://online.wsj.com/article/SB10001424052702303379204577474961075248008.html?mod=WSJ_Tech_MIDDLETopNews

I would be interested on any other possible applications this technology could be used on your lot

Please share a comment below

Thank you,

--

Russ Chandler

russ58@Hotmail.com

As you might have read in my last blog post KBB has released a very new KBB Classifieds product after AutoTrader bought KBB. Today I sat in on a webcast with Jared Rowe the President of KBB where they described there new classifieds services and where they planned on going with it. You can click HERE to view the slide show Jared used during the webcast.

KBB is still in the very beginning stages of getting a solid product put together but I think its going to play a large influence on a unique audience. One point he emphasized on was how they weren't looking to turn KBB into AutoTrader. With that being said they also included what could become a more commonly seen search algorithm. When trying to reach the consumer in the early stages of shopping for a car merchandising was what KBB is going to focus on for search results. So you want to be ahead of the curve on KBB, pay extra attention to your merchandising and show up higher on search results. In total Jared mentioned these elements that were used in the KBB search algorithm.

-Vehicle Features List
-Proximity to Zip
-Newly Posted Listings
-Vehicle Mileage Relative to Search Criteria
-Number of Photo's
-Quality of Seller Comments
-Video Included or Not
-Price Included or Not

This "Merchandise Heavy" is a new strategy but definitely much different then what AutoTrader does. It speaks well for the claims they aren't trying to turn KBB into AutoTrader and also works well to reach a new audience.

More importantly this makes me wonder how many other major or upcoming players online will start to follow an alike strategy on search? It is also a fantastic reminder of just how important merchandising already is. Having video, the most photo's, and great robust sellers comments should already be a focus but isn't normally looked at as help to get your vehicles higher on search results. Efficient merchandising, which is all pushed to KBB from AutoTrader automatically is going to be key for competing on KBB. How many other places online will follow in their footsteps?

Thank you,

--

Russ Chandler

260-435-1824

russ58@hotmail.com

Hello again my friends I'm back to talk about yet another survey I participated in. This time around AutoTrader was the one signing my checking for giving my feedback. I received the invite via email just like the others and was actually able to conduct the survey at my own leisure using an attached link. After they profiled me and my dealership they began asking questions mostly pertaining to bundles of there products. What made this interesting was the products were from separate companies they've bought out over the last year or so.

What AutoTrader has that no one else can compete with?

I mean lets be honest they are sure trying to make this a monopoly having there hand in a lot of the major players out there. Vauto, KBB, Real Deal, and VinSolutions are just some of those players and that's just the short list. With that type of reach it only makes things easier since they start to bundle products together, after all a lot of us are paying for several of these services already. If we could receive a discount for what we are already doing that would sure be nice, right? Nothing like freeing up some advertising dollars which they probably hope to talk us into spending on anyway. At this point AutoTrader has hit just about every part of both sides of the sale process.

So what?

This type of takeover means a lot of things to us dealers and the consumer to. The setup and integration to a lot of the these very different products should be nearly seamless being they are familiar with each other and that worth something in itself. We've already learned the value in going with all-in-one website companies but going with a all-in-one marketing company? The benefits are large when you start talking about discount multiple marketing efforts in combination with dealer website services. Benefits from setup to customer experience come to mind, a consistent platform and data-set for the customer is going to make the online shopping process quicker and easier. I feel like we should be doing the same thing on our end as well. Customers want to get in and out quickly, we should be helping them do that as well by giving them more opportunity to handle more prior to the store or online. Keep mobile in mind as well, I mentioned this in my last post, "New Cars.com Products" where I took another survey with Cars.com, they were bringing a lot of mobile features to the customer. The goal being, help them shop faster and more efficiently.

The Survey

The survey consisted of nearly all bundle questions until the end. Repeatedly matching different products from all different area's of services. Almost all of them were connected to the main AutoTrader service, makes sense being everyone is already using it. Discounts ranged from 0% to 30% so I think the 2nd question here is what different products could quickly become one? With this mess of different services and software it would prove wise to slim the list and consolidate a few. Controlling the survey myself I was able to grab some screen shots to check out. I love the one where they ask, "Would you rather purchase products individually at full retail price or receive a discount for purchasing bundles of products?",  are you seriously asking me that?

Miles and points and cash OH MY!

Anyway they go on after the bundles to talk about the possibility of working a awards program into the mix. They explained things to be almost identical to credit card awards where we get miles, points, or cash back. I thought that would be nice but I'm not sure where I would put my vote but I did go with 5 extremely interested. Any kind of bump in benefits I can get for conducting this online circus I'm in. Great idea though and a way that nearly no one can compete with on the same level. Makes things interesting when start to include benefits like this. It would be most appealing to the guy influencing these type of decisions the most. Your first reaction would be to think of the owner/president of the company but in reality its generally the guy just under him that weeds through all the crap before taking something serious to the final decision guy. These type of benefits would probably buy their way into that meeting and salesman know there is always two sales to every deal, one sale to the customer(which is the influence guy) and then another to your own manager(final decision guy). Pretty smart move on there part thinking of spending awards, I like it.

Thats all the feedback I got today, I would love to hear more on if you guys like hearing about these surveys. I'm either way into my job or find some pretty valuable and influencing info on what's just around the corner for dealers. Ok so maybe its both, either way I would like everyones take on these type of posts and if its something I should keep doing?

Signing off,

--

Russ Chandler

260-433-3168

russ58@hotmail.com

Blog- Tricks-for-Trade

I recently attended a QualMeeting study that was sponsored by Cars.com where myself and 5 other Cars.com customers gave feedback on some new concepts that Cars.com. There was 5 products/concepts they presented to us after a series of questions they asked us, the most popular one being a "Push to Text" concept. Much like chat works online you would click a button that would present initiate a chat conversation while using there mobile site or app. The questions were concerning whether or not we would use the feature and to what extent would it benefit the dealership. It seemed like they were still deciding if this feature would capture customer information or if they would leave it optional like chat.

The other features were all mobile oriented ranging from push coupons to mobile app users to Dealership listing pages on the mobile site designed almost identical to the mobile Google Place pages. Which I think is a wise decision considering the familiarity being the advantage. This same page is where they would place the "Push to Text" button. The mobile dealer page would also consist of contact information, reviews, and possibly photo's of the dealership. It was a suggestion of mine to make the dealer pages as customizable as possible. Any way of being able to write our own message in or usable space would be a big factor on how much of a difference it would make. There were several other actions being considered for the mobile site or app were things like social tools, price comparison tools, dealer apps, and geo-fencing dealer messages. I'll share what I know about each but do keep in mind nothing was finalized and the release date was not stated, my guess from how they were talking was sometime this year. 

Push-to-Text

Placed both on our dealer and vehicle listing pages a button to initiate a text conversation with a dealership. The feature one run almost exactly like their chat feature with having to be logged in on a computer and being able to accept the conversation there or accepting the text on a mobile phone. Like I said before they were still deciding whether to capture customer information when using the feature or leave the option to the customer. It seemed pretty straight forward to me and my obvious vote would be to capture customer information. They definitely were far enough along that I could tell the product was a definite, just not sure on the release date.

Social Tools

Adding social features through out the mobile site and app are going to come more into play as expected. They mentioned providing everything from a "Like" button for the dealership Facebook page to a "Share" button so that customers can share vehicle or dealer information easily. Another popular feature was a "Check-In" feature on the dealer page that I think would be tremendous. I realize it would most likely not be a highly used feature but the benefits are large would be worth having available.

Geo-Fencing Dealer Coupons

This was a very interesting path, utilizing geo fencing technology to push messages to customers via mobile app. It worked by allowing a dealership to have coupons be pushed to customers as they enter a specified radius of the dealership. The radius can be adjusted from 5 to 50 miles and can push a message either entering the area or both entering and exiting. This was controversial to the other participates in the QualMeeting, they were mostly worried on it becoming a messaging mess that would get the app deleted. I agree it is going to take a reasonable layout to prevent it becoming a nag. Never the less it would be a fantastic time to get a message in front of the customer as they drive around from dealer to dealer. I proposed the dealership be as involved as possible with the message and frequency of that message. This is particularly value able to those dealers that offer service as well as sales. It would be great to remind a customer they need a oil change while they are close to the dealer accompanied with a coupon. I thought this was very exciting to see Cars.com utilize new technology.

Dealer Apps

Flipping to the dealer side of the table they presented an app that is for the dealer. From what I could tell their main selling point to the app was a VIN scanner that could be utilized for both pricing and appraising. The product looked good but as most VIN scanners would only be as it worked. The main problem with this concept is they would only pull data from Cars.com and Manheim and not be able to compare the entire market. Still for a smaller dealership or for those dealers who have not yet joined us in reality, I'm sure it would come in handy. Other features on this app were what anyone would expect, access to analytics, inventory management,  and custom trigger messages to better stay on top of photo's or pricing. Loved this product for those features alone, I manage 5 locations Cars.com accounts and having it easier to access would be great. Those that leave managing the accounts up to a sales manager would appreciate making the accounts easier to manage for the managers as well.

Wrap Up

I'm still beating my head against the wall for not grabbing any screen shots but I wasn't expecting to see anything and when they did show us an actual image of a product it was short lived. At the same time keeping up with their interrogating conference call for an hour an half so that I can receive a $150 Visa card for participating was task in itself. I would love to answer some questions if anyone has any on any of their products, it would be way to much to try and cover anything but the main points in this post. Cars.com is a great channel of marketing but I do think they lacked some products, especially for the independent dealers. I'm glad, as I'm sure you all are, to see them really pushing the envelope to keep up with their Compton. I was given this opportunity from someone I've never spoke with before that came through my email. My rep had no knowledge of this offer to me but if anyone would like an extra $150 and some insight on what my be available to the market in the future, it wouldn't hurt to ask.

 I think it is wise as a dealership to keep what the major 3rd parties like Autotrader or Cars.com will be doing so that you can use it to your dealers advantage. Making sure you have plenty of Cars.com reviews or pursuing text marketing now would be wise if it is going to be familiar to the customer a year from now. I also can help but notice how all the features were surrounding their mobile site and app. That's proof in itself, that the major advertisers  are betting their chips on the mobile market. If your not making a difference through a mobile site, mobile PPC, apps, or text messaging then you should be.

Thank you and please make a post,

--

Russ Chandler

260-433-3168

russ58@hotmail.com

We all have a list of forms and features on our site that generate us leads. Its probably safe to assume we all can think of which lead generating feature on our site generates the most leads. Well what about the forms that aren't producing to what we would like. For instance say you like to purchase cars from the public even if they don't purchase from you or maybe you have recently signed up with a few new lenders and would really like to push for more credit apps. Here are a few very basic but under utilized ways that we can squeeze our website for more leads and in some cases make a dramatic difference.


1. Banners

Creating banners to make lead forms easier to find and much more interesting is free and easy. You can place these banners in all kinds of places on your website but make sure they are well put together and include a call-to-action. It is extremely important to get in the customers mind here and think of what common need your visitors have. Most buyers are concerned about financing for a list of reasons and using a banner that says "Get Pre-Approved-Click Here" that is strategically placed throughout your site is an easy way to generate a noticeable amount of credit apps. I know that is a kind of a no brainer at this point but you can also apply this to other lead forms. Take a "vehicle Finder" form that allows customers to request a vehicle that is not currently inventory, typically a low producing lead generator. Create a banner that has a great call to action like "Talk to our car buyers" or "Go with us to the auction-Click Here" that will grab them immediately when entering the site without necessarily finding a car they want yet.

2. Video

Once they bite and have clicked on your banner you are going to have them directed to a page with some type of form on it to create a lead. This page should be loaded related content AND a video. The video shouldn't be a commercial, just a simple message from the owner or manager. This video should provide them with security in they will be contacted promptly and that there information is secure. Video's can easily be created with a basic video camera or webcam, don't forget the call-to-action. Video is fantastic for your site for a list of reasons and has a dramatic effect on your site traffic. It's crucial that the video ends in a fashion that is specifically instructing the customer(Call-to-Action). This video in most cases should start automatically when visiting the page, to keep the customer moving along.

Summary-

This is a very simple but overlooked way to dress up all your lead generating features on your site. Keep the video's on your YouTube channel if you have one and don't be afraid to create several to see what is working the best. Same goes for the banners, creating several different banners for the same lead form or just several to different linked to high converting pages. Use the banners in all kinds of places; email, Facebook, Twitter, Blog, and even places where you claim your business online like Google Place pages. Always make sure the banner can be clicked and is linked to the correct page. As always test and track everything so you are able to utilize your highest converting banner. Dealer Centric is a perfect example of this strategy at its best. They offer a credit app service that includes a personalized credit app, video, and pre-made banners. It most cases they will double your credit apps simply by utilizing well placed and created banners with a video alongside the credit app.

If you haven't heard of Car Gurus yet, hop over to www.cargurus.com and check them out. What you will find is not just another small time classifieds car site. They take the approach of empowering the consumer like never before using what looks like a pricing tool or software for managing prices. Search results are determined by how far below the market average the vehicle is and  Information like days old or pricing history are listed under each vehicle. There is even a handy graph to compare vehicles that aren't only local but nationwide as well. Last month their site traffic reached an all time high of 1.8 million unique visits and are coming fast on rivals like Cars.com(4.8M) and AutoTrader(8.3M). With board member experience ranging from Ebaymotors to TripAdvisor I would be willing to bet this is just a precursor to what we will see from the CarGurus.

Why this should matter to you?

It's very likely this is just the first site of many that will be offering detailed pricing reports on vehicles that are for sale online. What type of leverage does that give the customer? No more will you be able to say "its not  an old age to the customer" or "they don't know we've had it that long". Customers will not only know how long you've had the vehicle but what price adjustments you have made. Its not out of the question that many vehicle value or research sites like Edmunds or KBB will begin to use this approach in the future. So what can you do to prepare you dealership and sales staff?

Here are a few steps that you can take to not only immediately compete at a much higher level on and offline  but also prepare for the future

1. Get a Real Pricing Tool

I know many of you are already are well scripted on the strategy but there is still an enormous amount of dealerships pricing and buying off there infinite wisdom and gut feelings. If you are one of them then stop, find a company that offers a pricing tool with a good reputation(right here on DrivingSales). If you are already using some type of tool make sure it is sufficient enough to give you accurate data and reporting to allow you to price your inventory correctly. There is a lot of junk out there claiming to give pricing advise that is actually junk. I know we all like to save a buck but pony up and pay for a quality tool that fits your dealership.

2. Actually Use It

Many dealerships have made the step to purchasing such services or software but have far from reached its potential. It takes more then just pricing it when it comes in on day 1. There is a strategy behind pricing your vehicles to sell at the most profitable rate that will get the most out of your vehicle in the shortest amount of time. Monitoring your inventory and changing the price accordingly due to the market, consumer activity, and availability in your own inventory will make a huge difference in this strategy. Make sure you understand every dynamic of data available to you and develop a strategy that works best for your dealership.

3. Think Before You Buy

Now that you have your strategy in place and pricing accordingly make sure you keeping your strategy in mind when your at the auction. Make sure your buyers know your pricing strategy and are trained on all the software and again are held accountable to ensure everyone is consistently following your protocol. If you aren't buying with room to price your vehicles correctly then your strategy is not going to reach its potential. This is a very common mistake dealers make, they are doing everything right in the dealership but not at the auction. Most vendors will even offer a stocking tool in addition to those dealers that are ready to take it on.

4. Don't Forget About Your Sales Staff

Give your sales staff ongoing training and hold them accountable. Train them to educate the buyer on how and why your dealership prices their vehicles. Give them confidence in your price and value on the vehicle they are looking at. Embrace the information they have found online in reference to your inventory. Think Kelly Blue Book, back in the day when customers started walking in talking about book values and being under retail most dealers avoided it. Eventually dealers caught on and realized that if they embraced KBB and their book values you could have an easy sale. Customers are already bringing all kinds of information to the negotiating table that wasn't present before. The flood gates have just begun to open and we need to embrace the change and adapt. Making sure your strategy is included on the front lines brings everything full circle and to the customer. 

Car Gurus is a pretty obvious warning sign that more and more information is becoming readily available to the customer. I have every reason to believe they will stay and grow. The site is very well put together and has a fantastic link structure for search engines. They really are only missing branding to the mass's and the sky is the limit. Many dealers don't even realize their inventory is listed or where its listed on the site until a customers comes walking in the door with an overly educated offer.  Don't be one of these dealerships, make sure your vehicles are correctly represented and your ready to handle a customer from their site.

--

Russ Chandler

260-433-3168

russ58@hotmail.com

So I'm sure a lot of you have seen this "Kony 2012" video where a non-for-profit group created a informative video about the Lord's Resistance Army leader Joseph Kony. The reason I bring this up is that I am absolutely amazed by their 74,134,117 views since uploading the video on March 5th.

I don't obviously think anyone is going to create a 74 million viewed video for their dealership but I was interested in how exactly they were able to accomplish this. It wasn't just a Facebook fire that caught wind, they specifically made a list of famous people ranging from politicians to musicians. They asked this large list of famous celebrates, that together totaled millions of connections, to share this video with their network.

Using a celebrity to boost your sales is far from a new idea but has it been applied to your dealers social network? Many dealers out there already have several local to national celebrates of all kinds used in commercials or other marketing ploys. Why not hire them for their social network?

Creating a well thought out marketing plan that evolves a well produced video or message that promotes your dealership could be shared by your affiliated celebrates social network. Sure this my sound a little far fetched, but how out of the question is it? In some cities its going to be easier then others but creating your own list of celebrates that would cooperate to share your message or promotion might be an easy outside-the-box way of reaching people. In larger city I would imagine a lot of dealerships already sell celebrates of all kinds. 

I think the key here would be having an in-depth plan that can be quickly executed when it comes time to pull the trigger on your campaign. Like a direct mailer schedule where you drop mailers in increments over a 5 day span. The quality of your message is also going to be a huge make or break dynamic of our promotion.