Cyber Shopping
• When was the last time you shopped your dealership?
• If you were treated like that would you buy?
Actual Results
Reviewed 62 dealerships front page to make sure they had:• Quote form• Credit Application• Trade in Tool• Local or 800#
Actual Results Page 2
Scanned their Dealership for online presence and reputation:• Over 80% had 100+ mistakes that are
negatively impacting SEORequested a quote: • 38 replied to quote request• 24 of you did not respond
Website Issues• Is your site user friendly?• How can people find what they want?• Men will give you 7 seconds• Woman will give you 11 seconds
If they cant find what they are looking for they will go to your competition.
Online Credit Applications
• Consumers want to get Pre Approved• Over 60% of people will leave the application
when asked for their social security number.
Are you currently buying credit leads?
Cyber Shopping Results
We shopped 62 of the dealers in the room• 38 Replied• 24 did notOver 50% of you completely missed a sales opportunity
Great Job
• Elise Kephart of Sunset Honda– Included video– Special service offer– Personalized– Referrals
• Video
Reply Responses Issues
• One dealer sent a 13 page eMail
• One dealer sent 4 emails in the first 60 seconds– 3 were identical – 1 was slightly different
Auto responders
• Get rid of them–OEM requires them–Need to use them
you need to personalize the email.
Actual ResponseAfter submitting a request for a quote I received...• 1. Auto response email- very generic• 2. Second email to tell me someone is working on quote• 3. Third email to ask me to reach out if I do not receive
quote (I also noticed the third email came from Josh (as the first 2 did) but the contact info was for a Shane ? All emails came w/ 5 minutes from the first.
3 generic emails with no info on the requested vehicle? Not sure I would open a 4th.
Duplicate eMails
• Several of the dealers we cyber shopped sent us duplicate emails
• Several sent us multiple emails within a 15 minute time span.
• One dealer sent an email from the GM and then one from the Service Manager
Dealer or Brand Logo
Conversational Copy
New Car SearchLinks to Website
Personalization
Call Tracking Number
Professional Email Templates
Importance Of Mobile-Enabled Emails
Read Anyways
View on Computer
Unsubscribe
Delete it
7.60%
17.70%
18.00%
69.70%
If you get a mobile email that doesn’t look good, what do you do?
BAD!
Sample Mobile-Enabled Email
• Email reformats (adapts) for smaller screens using media queries
• Buttons are sized for Apple interface guidelines to accommodate finger gestures
• Phone numbers are click-activated
• Text is resized to be readable without pinch and zoom
70% of consumers delete an email if it looks bad on a mobile device
Gmail Fingerprinting Problem
Gmail is now fingerprinting suspected SPAM• Sending email address• Domain Name• Company name • Phone number• Address
38
Yahoo Changes(Occurred August 15)
40
• Yahoo will be taking dormant accounts and reclaiming them.
• Need to purge inactive email accounts.
• No activity for over a year.
The Challenge• 25 percent of all leads are never contacted by the
dealership
• Use email in addition to phone calls to reach leads
• Monitor email to ensure delivery – (Gmail and Yahoo are problematic)
What To Do With Those LEADS?
• Put in place a plan to follow up with all leads for 120 days
• Use marketing automation
• Use email and phone calls to reach out to them
• Offer a service special in every email
Reactivation Process
Clean the prospect database
Remove all spam traps
Bad email addresses
Invalid email addresses
WARNING: Do NOT attempt to send out an email blast to your old database without cleaning it
Mining Gold in ServiceInternet leads have typically never been marketed to for service.
• Cheaper & Faster
• Local Prospects
• More profitable
• Keeps them in your family
of customers
Advantages:
Monthly Service Coupons Sent Automatically
Jun Jul Aug Sep
Oil Change
Battery Test
Tire Rotation
5
3
16
A Service- Cycle Offering
Coupons are
Cost-effective
and
Trackable
Service Coupons For All Makes and Models
Don’t forget to include ALL makes and models in your service coupons
• Bring in additional customers
• Reactivate dormant leads
• More profitable
• Keeps them in your family of customers
Feeding Your BDC
• Phone Ups
• Internet Leads
• Unsold Traffic
• Owner Retention
• Database Mining
• Referral and Lead Generation
The success behind a BDC is the combination of people, process and execution ultimately leading to increased traffic:
Clicker ReportsReports tell you which customers clicked through from the email to your website and shows you what they looked at.
For More Information Contact:
Peter “webdoc” Martin941.756.1932 office954.205.7716 cell