'Autobedrijf? Nee hoor, je hebt een internetbedrijf'

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1 'Autobedrijf? Nee hoor, je hebt een internetbedrijf' Selling Cars In The Digital Age Custom Presenta-on by: Brian Pasch, PCG Consul-ng Holland #remarke-ngevent

2 Let s Connect Online Facebook: haps:// LinkedIn: Brian Pasch, CEO PCG Companies brian@pcgmailer.com Website: hap://

3 My Background Graduate of Rutgers University with a BS in Physics Life-me Resident of New Jersey Proud father of Connor Pasch (17) First Book Published by Pren-ce Hall in 1984 Second Book Published 28 years later by Celebrity Press in 2012 Third Book Published 2013 Selling Cars In The Digital Age Informa-on Technology Was My Core Career Formed PCG Digital Marke-ng in 2005 Created PCG Consul-ng in 2011 to Training & Coaching Ac-ve Automo-ve Speaker, Writer, & Strategist

4 Defining Internet Lead Process Now available in: Italian Spanish Dutch (Innovam)

5 PCG s Expansion into Europe Forma-on of PCG Holland ( ROI- BOT Automo-ve Dashboard Internet/BDC Training & Technology Digital Marke-ng Strategy Strategic Alliance with Innovam OEM Digital Educa-on & Cer-fica-on Programs Franchise Owners Franchise Managers Sales Professionals

6 #remarke-ngevent

7 Economy For New Car Dealers Dealers behaalden in 2013 gemiddeld een rendement van - 0,3%. Dat meldt Bovag op basis van een 'ruwe schaing'. Zo n 70% van de dealers draait verlies. Dat is zojuist gemeld op het Bovag Dealercongres in Apeldoorn.

8 US Boom In Digital Marke-ng Investments Insert investment boom chart Interest Increased When Digital Spike Occurred

9 Customer Has Changed The Customer Has Changed

10 Pre- Internet Today The consumer needed to visit the showroom for: Features Pricing Availability Test Drive Payments Delivery Service The consumer needs to visit for: Test Drive Service

14 One Medium is Not Enough People use 3 different screen combinations per day 66% 81% Use a Smartphone and computer simultaneously Use a Smartphone and Television simultaneously

15 How Strong Is Your Brand in ZMOT? Is Your Tradi-onal Media Messaging Investments Supported On The Internet? TV vs. Internet Video Magazine/Newspaper vs. Network Websites How strong is your presence in the ZMOT? Video SEO and Pre- Roll SupporEng TV Messages CompeEEve Comparison InformaEon Warranty and Safety InformaEon Why Buy Our Brand Messaging Social Media Channels

16 Today s Shopper emarke-ngevent

17 They Are Not Bored From Playing Video Games! #remarke-ngevent

18 No remarke-ng dealers!

19 #remarke-ngevent

20 Google Search: Only Part of the ZMOT Strategy Video Pre- Roll Dynamic Display Ads Display Retarge-ng Video Retarge-ng Video SEO Social Engagement Social Adver-sing

21 Information Retention The average person only retains 10% of what they read, but 50% of what they see 50% of what they see 10% of what they read #remarke-ngevent

22 Google considers video more relevant than text and will therefore rank it higher in search results Google says 1 minute of video is equivalent to 1.2 million words of text #remarke-ngevent Source: Google Report

23 #remarke-ngevent

24 Are We Helping Consumers Sort Through The InformaDon to Choose Our Brands?

25 First Impressions

26 #remarke-ngevent Average car-buyer will make only 1.3 lot visits before purchase source: JD Power 2011 Internet Roundtable

27 Shoppers Are Visiting Less Franchise Showrooms, Make A Great First Impression

28 Consumers Are Less Brand Loyal

29 Customers Are Less Brand Loyal. Create A Consultative Experience!

30 Videos Can Educate Consumers

32 Are We Making It Easy To Purchase a Car?

34 39% in Holland

35 We Must Present Content For All Device Types

36 Our Websites Must Be Mul-- Lingual

37 What Are Car Shoppers Doing Online?

38 New and Used Inventory 42% 32% 22% 13% INVENTORY MODEL INFO REVIEWS LOCATE DEALER Search inventory most-used 3rd party tool. source: Google/Compete 2011 Auto Shopper Behavior Study

39 US Shopper Behavior Sales #remarke-ngevent Walkin Leads/Appts 30% 70% Your En-re Marke-ng Budget Needs ROI Metrics!

40 #remarke-ngevent Tracking The Stealth Shopper

41 #remarke-ngevent

43 VDP AcEvity is Directly Associated With Future Sales #remarke-ngevent

44 ROI- BOT VDP Trend Data

45 Website Technology Eliminate Frames To take advantage of VDP tracking and predic-ng sales, our websites must have unique VDPs for New and Used Cars. We must have VDP s that can be seen by Google. There are some dealers that have website with framed inventory which Google does not recommend for indexing on their search engine. Here is an example of the following pages.

46 Used Cars #remarke-ngevent

47 Click Here #remarke-ngevent

49 #remarke-ngevent

50 Website With iframes Are Invisible Dealer Website #remarke-ngevent

51 Framed Inventory Must Be Eliminated Inventory pages that are framed are invisible to Google You are unable to drive direct VDP traffic You can not create predic-ve sales models #remarke-ngevent

52 Is It Working To Sell Cars? CPC, CPM, or Cost Per Lead?

53 ROI-BOT VDP Costs in Adwords

54 Dynamic Inventory Adver-sing F o r d

56 Dynamic Retarge-ng Ads

57 Your Showroom Is Now Your VDP.. So Make It Shine!

58 VDP Best Prac-ces For Used Cars Individual VDP s For All Used Cars In Stock 20+ real Photos For Each Vehicle Well wriaen descrip-on of Vehicle That Sells It List of OEM op-ons and packages List Related Vehicles (new and used) Warranty, Trade- In, Finance Op-ons on Page Lead Form with Clear Call To Ac-on #remarke-ngevent

59 Automa-ng Trade- In Process

60 Wees niet bang... #remarke-ngevent

61 Example of Good VDP

62 Who Is Going To Manage This Data?

63 One Word of Warning. Digital markeeng can get very geeky, very techy, very complex. It s easy for the mind to lose sight of why we re here.. WE RE HERE TO SELL MORE CARS. PERIOD. #remarke-ngevent

64 Digital Marke-ng Managers in Holland Areas of Responsibility q Digital Marke-ng Budget q Dealership Website q Digital Adver-sing q Search Engine Op-miza-on (SEO) q Social Media Management q Internet Reputa-on Management (IRM) q Crea-ng a Delivery Survey #remarke-ngevent

65 Where Will The Training Come From? Innovam To Deliver PCG Digital Courses Dealership Owners Dealership Managers Sales Professionals Digital Marke-ng Managers Star-ng Fall of 2014

66 What We Know Now Every Distributor & Franchise Dealer Has A Website Consumers Come To Website To Look At Cars All Websites Have Forms To Request Informa-on Consumers Are Less Brand Loyal They Are Visi-ng Less Dealerships They Have Too Much Informa-on at Their Finger-ps They Need Help Making Decisions

67 The Basic Internet Sales Process Dealer Website Vehicle Detail Page #remarke-ngevent

68 The Basic Internet Sales Process Lead Form System #remarke-ngevent

69 The Basic Internet Sales Process Phone Call? Uncontrolled #remarke-ngevent

70 Do You Have A Lead Strategy? 55% buys awer 7 days awer they submit a lead One Third of the 55% buy awer 61 days 28% of the leads we call over 6x -mes in one week, never return the call of e- mail in a 80 days window #remarke-ngevent

71 You Need An ILM/CRM Playorm Lead Form ILM/CRM #remarke-ngevent

72 2013 J.D. Power Autoshopper Study Automo-ve Internet Users (AIU) 79% of new car buyers use Internet 98% Visit Manufacturer Site 83% Visit Dealer Site 80% Visit Third Party Sites 25% Tablet 23% Smartphones Average shopping process: 4 months 10 Websites Visited Before Purchase

73 o t o t Delayed Auto Response (D0) DAY 2 Phone #3 Thank You EM (D2) DAY 4 Follow up EM (D4) Phone #5! Day 6 Any? s EM (D6) Phone #7 MGR Inspect DAY 10 Too Much EM (D10) Phone #9 DAY 15 Touching Base EM (D15) Phone #11 DAY 21 Phone #13 Life Busy EM (D21) Day 30 Phone #15 New Inv/Inc EM (D30) Day 45 Phone #17 92 Day 60 Phone #19 Day 90 Phone #21 DAY 1 Phone #1 Pricing EM (D1) Why Me EM (D1.5) Phone #2 DAY 3 Phone #4 MGR Inspect DAY 5 Phone #6 DAY 7 Phone #8 DAY 13 Phone #10 DAY 18 Phone #12 DAY 25 Phone #14 Day 35 It s been a month EM (D35) Phone #16 Day 49 Additional Input EM (D49) Phone #18 Day 63 New Incentives EM (D63) Phone #20 Day 91+ LT Followup

74 When Consumers Submit A Lead They Expect: A Prompt Response by and/or Phone Their Ques-ons To Be Read & Answered The Franchise Dealership to Know OEM Products & Programs How Do Holland Dealers Sell More Cars? By exceeding their expecta-ons Faster response -mes Deliver Helpful & Considerate Responses Improve Sales Professional s Phone Skills Standing Out Using Video Responses Have A 90+ Day Lead Work plan #remarke-ngevent

75 Use Video Templates 114

76 5 Videos For Sales Process 114 Ini-al Lead Response Appointment Confirma-on Unsold Showroom Up Phantom Lead Post Sale Thank You #remarke-ngevent

77 Work on Phone Skills #remarke- 3:1 Calls To Website Lead Forms (Desktop Shoppers) 26:1 Calls To Website Lead Forms (Mobile Shoppers) Consumers Are More Confident Source: Dealer.com

78 Are You Open To Change?

79 Structural Choices: Lead Handling Internet Department Cradle to Grave BDC Seing Appointments For Floor Cer-fied/Unified Sales Floor #remarke-ngevent

80 4 Tiers of the BDC Inbound Internet & Phone Leads 2. Data/Equity Mining DMS/CRM 3. Unsold Showroom Traffic 4. Inbound Calls & Leads For Service

81 Before We Can Change. 42 Do you have performance standards?

82 We Have To Become CRM Masters Best Friends!

83 Review The CRM TOGETHER! #remarke-ngevent

84 Daily CRM Inspec-on Mee-ng Review What Happened Yesterday Who Showed What Happened? Who Didn t Show What Did We Do? Overdue Tasks Review Save A Deal Conversa-on Review What Is On For Today Appointment Review Are We Prepared? Customer Service Issues? #remarke-ngevent

85 CRM MONTHLY LEAD TRACKINGS SOURCE CALLS LEAD FORMS CONTACTS APPOINTMENTS SHOWS SOLD % SOLD ORGANIC WEBSITE AUTOTRADER CARS.COM ADWORDS CRAIGSLIST CHAT PHONE TOYOTA LEADS SHOWROOM VISITS

86 Applying This Informa-on: Goal Seing Short Term (30-90 days) Medium Term ( days) Long Term (180 Days+) #remarke-ngevent

87 Voor de meute uitblijven! #remarke-ngevent

89 Let s Connect Online Facebook: haps:// LinkedIn: Brian Pasch, CEO PCG Companies brian@pcgmailer.com Website: hap://

Strategic Automotive Digital Marketing: Opportunities & ROI. Brian Pasch, CEO PCG Consulting brian@pcgmailer.com

Strategic Automotive Digital Marketing: Opportunities & ROI Brian Pasch, CEO PCG Consulting brian@pcgmailer.com Understanding Online Shopping in ZMOT Tracking Digital Conversions & Attribution Stealth