AutoSuccess Best Practices Summit V

The KEY to success is know-how.

“Sharing Ideas of the BEST”

November 7, 2006

Best Practices

Summit V

An ADP Company


Erik StuttzExecutive Vice President

Bob Librizzi Executive Vice President Sales

An ADP Company

The KEY to success is know-how.What do they have in Common?


Why are they SUCCESSFUL?

Let’s share “Best Practice”


An ADP Company

The KEY to success is know-how.Why are they SUCCESSFUL?

Complete Plan:• Holistic Strategy (7 Profit Opportunities)

• People• Process• ToolsThey begin with the end in mind…

The Automotive…“State of the Union”

The KEY to success is know-how.They follow these 5 Key Metrics daily!

1. Unique visitor count (Marketing/SEM)2. Conversion Rate (Website)3. Appointments Set (Process)4. Appointments Show (Process)5. Appointments Sold (Process) Measure Cost per vehicle sold!

Great Website (Technology)

+Great People & Process GREAT RESULTS!


Like an air traffic controller trying to land planes, a dealership requires flawless execution to sell, service and satisfy more customers profitably…

Plainly these dealers understand that it takes leadership buy-in, right people, process, and great technology to produce measurable results…


1.Unique visitor count (Marketing/SEM)

2. Conversion Rate (Website)3. Appointments Set (Process)4. Appointments Show (Process)5. Appointments Sold (Process) Measure Cost per vehicle sold!



The KEY to success is know-how.Internet MARKETING Action Plan

Creating a detailed Marketing Action Plan that drives customers directly to the dealerships website.

Branding their URL EVERYWHERE! SEM - Tier 1 – 2 – 3 Marketing Collection of emails from customer base

at every touch point within the dealership for future email campaign marketing.

SEO and SEM the…“21st Century Yellow Pages”!!!


Bob Librizzi Novemeber 7, 2006

BZ Results…Search Engine Marketing.

Metric #1. Internet MARKETING Plan

The KEY to success is know-how.How Customers Find

Dealerships Online?

Auto Buyers

Dealership Dealer

Website

3rd Party Website

OEM Website

* JD Power 2005 New Autoshopper Study.**JD Power 2005 New Autoshopper Study***Yahoo! Complete 2005 Auto Study.

The KEY to success is know-how.The Search LandscapeQ: WHERE DO CUTOMERS GET INFORMATION?

A: OVER 75% OF BUYERS USE A SEARCH ENGINE

The KEY to success is know-how. Consumer Search Trends

23%23%

26%32%33%35%

47%47%

61%

0% 10% 20% 30% 40% 50% 60% 70%

Internet

Family & Friends

Manufacturer - Specific Dealer

Specialist Press

Independent Car Evaluations

Print Advertising

Non-Specialist Press

Used Car Dealer

TV Ads

89% of new-vehicle buyers use a search engine or portal at some point in their research, and 94% of used-vehicle buyers do so. J. D. Powers and Assoc.

Source: Capgemini, June, 2005, N = 2,700 in-market consumers across five countries


Advertising Breakdown by Industry, May and June 2006

Industry Total Impressions June 2006(M)

Total Impressions May 2006(M)

Change From Previous Month (%)

Automotive 4,406.4 3,256.5 35.31Business-to-business 5,108.0 7,020.9 -27.25

Consumer goods 7,391.9 6,996.8 5.65

Entertainment 4,095.7 3,462.1 18.30

Financial services 50,220.7 59,465.8 -15.55

Hardware and electronics

7,753.7 5,968.2 29.92

Health 4,044.7 4,619.0 -12.43

Public services 13,969.2 15,156.3 -7.83

Retail goods and services

44,087.4 43,195.7 2.06

Software 3,063.9 2,952.8 3.76

Telecommunications 35,776.1 32,276.0 10.84

Travel 8,581.0 9,907.1 -13.39

Web media 49,313.4 45,111.2 9.32

Source: Nielsen//NetRatings, 2006

Explosive Growth

The KEY to success is know-how.Organic Search Marketing

SEO is the process of modifying a Web site and its links to improve visibility, rank, and relevance in the organic, crawler-based listings of search engines.

Placement:

• can take up to 6 weeks

• unpredictable

Advantages:

• free

• unbiased

• higher click through rate

• perception of trust by

searcher

What is Search Engine Optimization?

Influenced by 100’s of factors:• coding• links• content

Placement Factors: Content relevance, frequency of keywords in content, keywords selected, popularity of keywords selected, reciprocal links from reputable content sources

The KEY to success is know-how.Organic: Free Listings

Also called editorial, natural or organic listings

The KEY to success is know-how.Paid Search Marketing

Sponsored listings are placed on search results matching a user’s query. Advertisers pay for each click / visitor generated.

What is Paid Search Marketing?

Cost Per Click Influenced by:• Bid• Click-Through-Rate• Quality Score – including copy, landing page, key terms

Advantages:

• Measurable

• Predictable

• Immediate

• Highly targeted

• Control – ranking, copy, budget, landing page

The KEY to success is know-how.Pay Per Click

The KEY to success is know-how.Search Page Display

Organ

ic S

earc

h Res

ults

Paid Search Results

Paid

Searc

h R

esu

lts

• Greater trust

• Perceived value by consumer

• Better integration

• Controls dealers spend

• Best value and results

•Dealership presence in organic and paid listings reinforce each other:


Optimization Activities Are Critical…

Source: Did-it and Enquiro Eye Tracking Study (March 2005)

Google’s Golden Triangle

100% of searchers focused on the top listings… paid and organic


Go Deep: Expand Keyword Lists

Expand core terms National Search Campaigns

• 1000’s of search terms with Geo-Modifiers

Regional Search Campaigns• Target users by

geographic location New Products and services Comparative

• Ford vs. Chevrolet• Competitor terms

The KEY to success is know-how.Custom Sites - Increase Conversion

Micro-site

• Rapid Deployment

• Match Different Buyers

• Upsell Potential

• Increase Conversion

• Strong Call to Action

• Dynamic Text

• Dynamic Image

The KEY to success is know-how.Geo Targeting Tier: 1 – 2 - 3

Targeting specific states or regions is a highly successful tactic to limit cost and increase ROI by targeting the biggest “feeder” regions for your school.

Google offers zip code or city targeting and Yahoo and MSN’s targeting capabilities are dramatically improving.

Including geo modified keywords are essential for campaign success, i.e. “Honda CRV in Vancouver”

The KEY to success is know-how.Red Mc Combs Case Study

Search Engine Marketing helps

2005 eDealer of the Year

Red McCombs Automotive has had its best

year ever! A premier Dealership in Texas,

family owned and operated with multiple

locations and over 300 employees, Red

McCombs Automotive has increased results

by more than 400 percent in the last two

years. Here is the trail that led Red

McCombs Automotive to success as the

2005 Ford Internet Dealer of the Year

“We found that only 35 percent of our customers

were looking at the newspaper before buying a

car with us”

Tony Rimas-Red McCombs

The KEY to success is know-how.Red Mc Combs Case Study


1. Unique visitor count (Marketing/SEM)

2.Conversion Rate (Website)3. Appointments Set (People & Process)4. Appointments Show (People & Process)5. Appointments Sold (People & Process) Measure Cost per vehicle sold!



The KEY to success is know-how. Metric #2. Interactive website

Easy to navigate…less is better! Never qualify your customer out of stock! Facts: 86% of customers buy a different vehicle than

planned for. – NADA 88 SUV’s in today's market

Right pricing strategy! Encourages customers to engage…


Metrics #3-5. People/Process In addition to a well defined

Strategy and Best in Class Technology Tools, their focus remains clearly on People and Process…

Implementation of a…

Customer

Relationship CRC

Center


How a CRC works…

And why even consider having

one…


An ADP Company







People

CRC Results…• Maximize and support 100% of all INBOUND (Showroom, Phone, Internet

Opportunities) and OUTBOUND (Sold Follow-up, Un-Sold Follow-up, Prospecting, and Service Opportunities) customer traffic.

• Maintains the highest possible level of customer satisfaction.

• Requires an individual with excellent people skills

• Daily interaction with the dealership’s Management Team (Variable & Fixed Operations) and select Sales Associates


CRC Process

After establishing the right: Strategy People Process Place

It’s then time for the implementation of a CRC.

The KEY to success is know-how.CRC Process

Assessment

&

Strategy Workshop

Identify current and desired state

Create a step-by-step action plan



Assessment

&

Strategy Workshop

Showroom

Sales

Process



Discover best practices to sell and satisfy more customers profitably



Assessment

&

Strategy Workshop

Showroom

Sales

Process

Internet

Sales

Process




Develop a complete eCommerce strategy & processes that promotes all profit centers



Assessment

&

Strategy Workshop

Showroom

Sales

Process

Internet

Sales

Process

Phone

Sales

Process





Manage, measure and implement a Phone Sales Process to increase appointments



Assessment

&

Strategy Workshop

Showroom

Sales

Process

Internet

Sales

Process

Phone

Sales

Process

Sold &

Unsold

Follow-up






Capture, record & follow-up unsold prospects

Manage sold customers to increase CSI, referrals & loyalty



Assessment

&

Strategy Workshop

Showroom

Sales

Process

Internet

Sales

Process

Phone

Sales

Process

Sold &

Unsold

Follow-up

CIP






Capture, record & follow-up unsold prospects

Manage sold customers to increase CSI, referrals & loyalty

Measure & manage key metrics to continually improve performance


The KEY to success is know-how.Results from CRC

Higher customer satisfaction Increased productivity Reduced selling time Higher closing ratio Less conflict between Showroom and

Internet Opportunities…no “disconnect”

The KEY to success is know-how.CRC Results

Courtesy Chevrolet cut $1.8 million per year in newspaper advertising and tripled their business

Paragon – additional 214 vehicles in 1 month! Tasca – additional 90+ vehicles per month

with higher CSI


CRC & Digital Marketing & SEM has help these dealer partners sell more vehicles, increase profit and CSI:

• Complete Plan – Strategy, Tools, People and Process

• CRC Processes that turn leads into appointments and sales

• Process & Technology that Gets Results!



Questions?

An ADP Company


For a FREE eCRM Business Plan

Contact: Noreen Johnson

610-644-6448www.bzresults.com

Thank You!
