Wednesday, June 22, 2011

Where should car dealers host a blog

Where should car dealers host a blog?

Posted by Paul Rushing

Blogging for Car Dealers
Setting up a blog for your dealership is just as important as having a dealership website.  Just as important as picking the right website vendor car dealers need to pick the right blogging platform and host it in the right place.

Where to not host your dealership blog:

Free Blog Hosting Sites

Everybody wants something for nothing and free hosting sites do give you the ability to launch a fresh blog in minutes but they come with some serious downfalls.

Major Downfalls of Using Free Blog Hosts:

  1. You don't own it. While the content is yours and copyright laws do apply if a free host decides they don't want you using their platform anymore they can delete your blog at will.
  2. Their subdomains. If you set up a blog at the free hosting sites you will always be on a subdomain such as dealerblog.blogspot.com or dealerblog.wordpress.com
  3. Lack of Flexibility. There are many things that can be done with the popular blogging software wordpress however you cannot do it if you are on the wordpress.com platform.  The same thing applies to any of the popular hosts.  You are not given the ability to make changes that will make your blog more search engine friendly, many don't allow promotional material, limited number of layouts and almost impossible to do a custom design.
  4. Loss of Credibility. Consumers who wind up on your blog will be able to easily identify that it is on a free host and it shows that your business is not willing to invest the time or money needed to have a professional blog presence.  If all you are willing to do is a free blog host we suggest you do nothing at all.

Free Blog Hosts that Your Dealership Should Avoid:

  • Wordpress.com - Do not confuse this with the open source software that is available at wordpress.org, which is our preferred platform.  The terms of service at wordpress.com make it a really tricky do any really promotional pieces on a blog hosted there and if they don't like what you are doing there they will delete your blog without warning and all is lost.  The excerpt blow was taken from their TOS notice the type in red.
    the Content is not spam, is not machine- or randomly-generated, and does not contain unethical or unwanted commercial content designed to drive traffic to third party sites or boost the search engine rankings of third party sites, or to further unlawful acts (such as phishing) or mislead recipients as to the source of the material (such as spoofing);
    Wordpress.com has upgrade packages available that will allow you more storage and to use your own domain but at the end of the day you still have to follow their very subjective rule and the value received for the same amount of money or less makes it a pass.  Not to mention wordpress.com puts ads on your content that you may never see.
  • Blogger.com - Blogger or Blogspot is Google's free blog hosting platform.  It should be avoided like the plague for a business blog.  It is relatively simple to map your own domain to a blogger blog or you can even use it to publish to your own hosting account but it is not very flexible, it does not have the support community that wordpress does, nor is it very search engine friendly.  Google's own Matt Cutts uses a self hosted wordpress blog and not the blogger platform, 'nuff said.
  • Vox.com - Vox blogs are more search engine friendly that blogger blogs but then again you are giving your content for them to display ads on.  Vox is more of a community site, a social network, than a blogging platform.  You give up to much control.
  • Ning.com - Ning is very much like Vox with some added social networking features and is primarily a point and click social network.  It is not a blogging platform that dealers should be using.
  • Dozens of others.  Everyday almost there is a new blogging platform launched that will give your a free blog.  Many of them use a Multi-User version of wordpress, known as wordpress mu, you are still tied to the whim of a webmaster that controls the site and are giving away to much equity for your time.  Stay away from them.

Other Blog Platforms Car Dealers Should Avoid

  • Typepad.com - Typepad has multiple packages for you to set up a blog on.  Even their most basic one at $8.95 per month pales in comparison to what you can do on your own with a cheap hosting account.  We have worked in the backend of Typepad to move dealers from that platform to a self hosted version of wordpress and it does not have anywhere near the features.  Many things such as automated backups, image control and theme enhancements are a real PITA.
  • Website Vendor "Integrated" Blogs - There are a couple of website vendors that sell "integrated" blogs with their dealership website packages.  Once again you are giving up to much control to a company to control your content and you lose all flexibility.  At times you need FTP access to make critical blog changes and I have yet to find a website vendor that will give that to their customers.  Some vendors are offering blog packages comparable to ours and those we can live with.  While this may be the simplest way to get started for most car dealers it should be avoided if you are planning to use a blog as part of your marketing strategy.
As you have probably noticed that control of your content is the underlying theme of this article.  If you are going to set up a dealership blog you need to do it right from the very start.  If you have made the mistake of setting one up on many of these free hosting sites or paid sites all is not lost, we have successfully helped dealers migrate from these platforms to their own self hosted blog.
The best place for a dealer to set up their blog is on a self hosted version of wordpress bar none.  We are working on a free report that will be released on December 15th on how to set up your own dealership blog using wordpress, drop us a comment below if you want a copy of it or use the contact form above to have us set one up for you.
Stay tuned to Dealerbytes.com for more practical tips on blog marketing for car dealers.


http://www.dealerbytes.com/automotive-seo/where-should-car-dealers-host-a-blog/


Thank you,
Thomas Ieracitano

want a website or an email like this ?  go to http://123BrandMe.com
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Tuesday, June 21, 2011

Mobile Marketing Mania

Mobile Marketing Mania
Written by Alex Rodrigues   
Tuesday, 14 June 2011 11:10
Mobile mania is officially here. It is not the future, it is now. And it's going to dominate how dealerships interact and market to their customers.
Already, 93 percent of the U.S. population has a mobile device, and 40 percent have smart phones or mobile web devices. At some point in 2013, more people will access the internet using a mobile device than they will with a PC. In 2010 alone, mobile web browsing jumped 32 percent while there was a 90 percent increase in mobile app users.
Mobile Commerce
The kicker is that people are using their mobile devices to conduct business-researching and shopping for products, even buying and selling products. Clearly, people are becoming more comfortable using their smart phones for various activities. People spend what amounts to 125 years every day playing the popular game Angry Birds. On eBay, a mobile transaction occurs every second; and recently, 72,000 burgers were sold in 72 hours via a Groupon coupon.
According to a recent study conducted by Ipsos OTX on behalf of Google, 78 percent of smart phone owners use their phones for shopping. "It's happening faster than all of our internal projections," Google Chairman Eric Schmidt told attendees at the Interactive Advertisers Bureau Leadership Conference in April of this year. There are more than 200 million YouTube videos played on mobile devices daily, he notes.
The study for Google is hardly the only example. Even, investment firm Morgan Stanley estimates more than $119 billion in commerce will be conducted over mobile devices by 2015.
Automotive Mobile Opportunity
Numerous studies indicate much of that commerce will happen in automotive. A recent study by mobile ad platform GreyStripe shows that 78 percent of the people planning to buy a vehicle in the next 12 months will use some sort of touch smart web device (iPhone, iPod Touch, Android) during the purchase process.
"Industry studies show approximately 17 percent of the U.S. mobile audience are 'auto-intenders'-people who will buy a new car over the next six months," says Sean Wolfington, owner of www.Tier10Marketing.com. "With 20 million auto-intenders in the mobile universe and one of three of them using a mobile device at some point during their vehicle search process, car dealers need to capture this market."
Cars.com, which developed a mobile application four years ago, gets 18 percent of its traffic today from mobile devices. AutoTrader.com, meanwhile, is getting nearly a million hits a month with its mobile application. Traffic patterns indicate mobile users were most interested in finding vehicles for sale and locating a dealer, versus some of the more in-depth auto reviews and "research and compare" functionality. Like Cars.com, much of the traffic occurs on the weekends.
According to the GreyStripe study, 48 percent of the people who say they will use a mobile web-enabled device in their vehicle search will conduct initial research into vehicles; 44 percent will compare prices of different dealerships while on the lot; 32 percent will find a dealership using their mobile device; and 23 percent will actually use their mobile device to contact a dealership.
Importance of Apps
It's not going to be enough for a dealer to have the mobile website or texting capabilities. Much of the interaction is going to come in the form of apps-compact software downloaded to the smart phone that performs specific tasks and is easy to use. There was 90 percent increase in app usage in 2010 and that number is only going higher. As of the fourth quarter 2010, 68 percent of smart phone owners used apps.
The question for car dealers is: How will they leverage mobile technology to market to and maintain relationships with their customers? At this early stage there are a few automotive mobile solutions providers who help manufacturers and retailers use mobile to attract, sell, and retain more customers for less cost than traditional or internet marketing. The leading mobile solution providers in the industry today are CarFactor.com, GroupAutos.com, IntellaCar.com, and DealerAppVantage.com.
Using Mobile Solutions to Attract Consumers
Some mobile apps help customers shop and are used by dealers to attract more leads and sales. Two popular apps that help customers in the car shopping process are Car Factor (www.Car-Factor.com) and GroupAutos.com (www.GroupAutos.com). As of April, Car Factor was the No. 1 most downloaded automotive app in the world. It has a four-star user rating, the highest consumer rating of any automotive app in the App Store.
Using Car Factor, consumers can build and compare vehicles, view vehicle reviews, and obtain pricing. Another app, newly patented, GroupAutos.com, gives consumers the ability to scan the bar code on a vehicle's MSRP sticker and get an instant guaranteed low price on every vehicle in the dealer's inventory.
"Dealers can advertise that they can provide Instant Guaranteed Low Price quotes in 60 seconds or less," says Chad Collier, CEO of GroupAutos.com. GroupAutos.com has partnered with Affinity Development Group, Inc. (www.aagautogroup.com,) which operates auto buying programs for 50+ million Costco, AAA, and Navy Federal Credit Union members who bought more than 300,000 vehicles from 2,300 participating franchise dealers last year, more than any retailer in the world.Our auto buying programs offer attractive, pre-arranged pricing and deliver in-market purchasers with a 45 percent closing rate within 72 hours of first meeting with our exclusive, local participating dealer. We believe that GroupAutos.com's patented mobile pricing app can significantly shorten the time it takes our members to drive off with their new car," says Jeff Skeen, Affinity's CEO. "We are working with Affinity to build an exclusive national dealer network of 3,500+ participating franchise dealers for GroupAutos.com's customers to be able to instantly see GroupAutos.com's Guaranteed Low Price while standing in front of the exact car they want to buy", states Chad Collier.
Using Mobile Solutions to Serve and Sell Consumers
One observation regarding the growth of smart mobile devices is that customers have greater access to information and often are more informed about the vehicle than even the dealership salesperson is. So, IntellaCar is putting a different spin on mobile apps creating one that is for dealership usage. It has developed an app for the iPad and other mobile devices that help salespeople promote the dealership, vehicles, finance, accessories, and service. "Since most customers research online before visiting a dealership, they often know more than most salespeople about the vehicle they are considering, and this knowledge gap can hurt a salesperson's credibility," says Jim Hughes, cofounder of IntellaCar.
IntellaCar's app helps salespeople quickly access product benefits that are tailored to the customers' hot buttons (safety, performance, comfort, convenience, etc.), walk-around videos, pictures, videos about the dealership, certified programs, leasing, finance products, and accessories, along with introducing the customer to the service department.
"When used properly in the sales process, these showroom apps help salespeople increase their closing ratios, average gross profits and CSI, because they can answer questions quickly while also building value in the dealership and the products they sell," says Bruce Polkes, Hughes' partner at IntellaCar.
Sales consultants typically see an impact in the first week using IntellaCar, with results such as selling two to four more vehicles each per month while generating up to 30 percent higher gross and 47 percent higher CSI.
Dealers are also giving service customers access to these apps on iPads in the service lounge where they can view videos about additional services like car detailing, dent removal, and even new and used vehicle specials.
Using Mobile Solutions to Retain and Resell Consumers
Just in the last year, hundreds of dealers have started providing free apps to their customers following the purchase or service of a vehicle. One such dealer app, created by DealerAppVantage.com, lets customers view their owner's manual, schedule appointments, buy accessories, get roadside assistance, find their vehicle in a crowded parking lot, find a cheaper gas station, report an accident, receive alerts when the parking meter expires or when their kids are going beyond the speed limit.
Enterprising dealers are finding the app helps to improve the customer ownership experience, satisfaction, and loyalty by delivering service reminders, recall notices, lease end tutorials, equity alerts, and specials that bring the customer in more often for service, repeat sales, and referrals.
The most popular tool on the DealerApp Vantage's app is the ability to find gas stations that are less expensive, says Ed Louis, co-founder of the company. "Customers can save hundreds of dollars by using the Cheap Gas station finder to save money on gas," he says.
"Customers love to use the app to make service appointments and view specials," says Mike Adler of Laurel BMW, an AutoNation store. "Customers aren't typing the dealer's URL into the mobile browser anymore because it is a lot easier to use the app to get there."
Dealerships are finding it a lot easier to give the customer a free app that they can use on their mobile phone than it was trying to obtain email addresses a few years ago. The good news is that their phone is always with them and the read rates of messages delivered to the phone are dramatically higher than through email.
"Our dealers post signs all over the dealership promoting the app in sales and service," syas Louis. "Dealers download the app onto customers' phones as they wait for the finance department and in service while they wait for their car. Many dealers also promote it to people who visit the dealership but aren't ready to purchase by showing them how it can help them in the shopping process."
"Our dealerships mobile app is advertised on all of our newspaper ads, in our service department and it's a great selling point for salespeople in the showroom. The app has generated a big increase in website, Facebook, and showroom traffic," Adler adds.
Get On Board Now
The time to put a mobile strategy in place is now. "The rate of adoption for dealers leveraging mobile solutions seems to be much faster than it was for the internet," Wolfington, of Tier10 Marketing, explains. "A lot of dealers took a 'wait and see' posture when the internet first arrived, but it seems like they are reacting faster this time around."
Dealers are learning that mobile is a cost effective way to stay in front of the customer. "We get a lot of leads from our app for a fraction of the cost of internet leads," says Brian Benstock, co-owner of Paragon Honda and Acura, the top selling Honda and Acura dealer.
Dealers that get it and understand technology are going to be the businesses consumers want to interact with. It's time to get ready with a clear mobile strategy that integrates into existing marketing plans.




Thank you,
Thomas Ieracitano

want a website or an email like this ?  go to http://123BrandMe.com
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Monday, June 20, 2011

SYNC Steps Up to the Plate with Fantasy Baseball Updates Available Hands-Free from Ford

SYNC Steps Up to the Plate with Fantasy Baseball Updates Available Hands-Free from Ford

Ford SYNC®, the company's award-winning hands-free in-vehicle connectivity technology, offers access to an on-demand weekly fantasy baseball update through available Traffic, Directions and Information Services

Drivers can get a list of weekly hitting and pitching leaders in both the American League and National League using simple voice commands
 
SYNC Services is an off-board network of voice-requested features, connected via a customer's cellphone, including directions, traffic, business search, weather, news, sports scores, stock quotes, horoscopes and movie listings - all free for the first three years of vehicle ownership

DEARBORN, Mich., June 16, 2011 - With baseball season in full swing, die-hard fantasy team fans who are also Ford owners can get weekly player updates in their vehicle on-demand and hands-free through Ford SYNC® with Traffic, Directions and Information Services.

Using a properly paired Bluetooth®-enabled phone with an active SYNC Services account, Ford owners can receive weekly player updates to find out who's hot and who's not. Once connected to Services, the driver simply says "Sports," then "Baseball" then "Fantasy Update." The weekly leaders in both the American League and National League are then read out aloud, along with hitting statistics including batting average, home runs, RBIs, stolen bases and runs scored. Pitching statistics include records, saves and strikeouts.

"It's been estimated that nearly 7 million people play fantasy baseball, and all of them scramble to get any kind of information about the very best players they should be putting in their lineups," said David Gersabeck, SYNC Services product manager. "This is all about giving our customers what they want. The Fantasy Update feature on SYNC gives our customers fantasy baseball updates quickly and concisely using easy voice commands."

No longer do fantasy baseball players need to pore through pages of statistics and articles to find out who they should be adding - and dropping - from their fantasy team. SYNC Services users simply press the voice button and say the command "Services" to access a wide range of cloud-based on-demand voice-activated features and information, including turn-by-turn navigation, business search, traffic, news coverage, sports reports, weather forecasts and even horoscopes and stock prices. The most recent additions to the Services network include movie listings and travel information, offering a direct connection to 150 airlines, 50 hotel chains and 11 of the largest rental car companies in the U.S.

SYNC Services also offers portability because the service is mated with the user's Bluetooth-enabled mobile phone, not the vehicle, and therefore can be used in select 2010 model or newer Ford and Lincoln SYNC-equipped vehicles.

Vehicle owners even can dial up SYNC Services when on the move outside the vehicle, accessing the voice-command portal, which provides free access to information that network service providers usually charge additional fees for. 

Press release from Ford.
Thank you,
Thomas Ieracitano

want a website or an email like this ?  go to http://123BrandMe.com
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Tuesday, June 14, 2011

How Clean Is Your Driving License

How Clean Is Your Driving License
June 14th, 2011

When you pass your driving test and get your driving licence you will no doubt be feeling very proud and happy and there are few things in life which will give you the same feeling. The problem is that for some people having a clean driving license is not something they experience for long.

Not having a clean driving licence can be a major issue for some people; in fact it can affect your car insurance quotes and your ability to get a job or to rent a car.

Some job application forms will ask you to list any endorsements on your driver's licence and this can be a question that will throw you. You may have had points on your licence in the past but assume they have expired; if you are mistaken but do not mention these points then you could be in trouble later on if you are found out.

It is better to make a point of checking your licence before applying for any jobs so that you are not left feeling very embarrassed down the road. Failing to disclose endorsements on a job application could lead to dismissal for deception which is something no honest person wants in their past employment record. However there is more to check than just penalty points.

Many people are driving around with an invalid licence but are totally unaware of this fact. It is important that you notify the DVLA if you have changed address or if you have any changes in your personal circumstances; this is also something that many people are unaware of. If you are reaching the age of 70 any time soon you will be sent a letter notifying you of your need to apply for an extension.

Knowing what your driving licence says about you is very important these days. More and more companies are now checking licenses thoroughly so it's wise to stay one step ahead of the game.

Get all the information you need about driving tests, licences and legal requirements for driving by visiting our site at licence check.

Thank you,
Thomas Ieracitano
229.251.2462

want a website or an email like this ?  go to http://123BrandMe.com
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Saturday, June 11, 2011

SEM SEO Backlinks, a HomeNet Group discussion

SEM SEO Backlinks, a HomeNet Group discussion

ekephart
Posted: Monday, November 30, 2009 7:15:39 PM
Rank: Member
Groups: Member

Joined: 11/30/2009
Posts: 9


WWW.YOUTUBE.COM/SUNSETHONDA


LET ME KNOW SOME FEEDBACK. THANKS!
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idickey@davedennis.com
Posted: Monday, November 30, 2009 8:11:10 PM
Rank: Green Pea (less than 10 posts)
Groups: Member

Joined: 10/17/2009
Posts: 1


Great video!
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thomas
Posted: Thursday, December 03, 2009 9:14:00 AM
Rank: Seasoned Veteran
Groups: Member

Joined: 9/1/2009
Posts: 49


That is cool !

Thomas Ieracitano
http://DigitalCarGuy.com
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ekephart
Posted: Thursday, December 03, 2009 11:56:13 AM
Rank: Member
Groups: Member

Joined: 11/30/2009
Posts: 9


THANKS EVERYONE. MORE TO COME EVENTUALLY.
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ekephart
Posted: Thursday, December 10, 2009 3:57:29 PM
Rank: Member
Groups: Member

Joined: 11/30/2009
Posts: 9


everyone be sure to check out our latest videos. also, as far as the youtube marketing strategy, how effective is it for everyone else?
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ekephart
Posted: Thursday, December 10, 2009 3:58:00 PM
Rank: Member
Groups: Member

Joined: 11/30/2009
Posts: 9


www.youtube.com/sunsethonda
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bmoulton
Posted: Thursday, December 10, 2009 5:14:40 PM
Rank: Green Pea (less than 10 posts)
Groups: Member

Joined: 7/22/2009
Posts: 4


Yeah that is not bad, I can see that working
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bondys1
Posted: Monday, February 15, 2010 11:42:52 AM
Rank: Seasoned Veteran
Groups: Member

Joined: 8/21/2008
Posts: 28


what software do you use to create your videos at Sunset Honda ? Very Cool Stuff!
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thomas
Posted: Wednesday, February 17, 2010 2:39:19 PM
Rank: Seasoned Veteran
Groups: Member

Joined: 9/1/2009
Posts: 49


http://www.youtube.com/roberthutson

It helps with your seo and sem

Thomas Ieracitano
http://DigitalCarGuy.com

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ekephart
Posted: Wednesday, February 17, 2010 3:23:12 PM
Rank: Member
Groups: Member

Joined: 11/30/2009
Posts: 9


I use the basic windows movie maker. its free to download. i just upgraded my camera to a hd handheld, so it shoots in hd so the film quality will be a little better.



thomas wrote:

http://www.youtube.com/roberthutson

It helps with your seo and sem

Thomas Ieracitano
http://DigitalCarGuy.com

For those of you who are interested in SEO/SEM the following might be useful.

Thomas is correct - independent sites which offer value to the consumer like these YouTube Video hubs are important pieces of the "SEM puzzle". I would suggest that you tone the "keyword stuffing" down on that Youtube page though. There are creative ways to engineer those key phrases into content which can appear pertinent and intended for the user, even if it really isn't. ;)

The SEO-centric goal of these independent sites or "MicroSites" is to manufacturer backlinks to your website. Backlinks are simply links located on a website independent of yours which link to your website. Google sees these links as an "endorsement" or a "vote". The number of "votes" your website receives in conjunction with other factors determine your sites "PageRank". Pagerank is a rating which scales from 1-10; 1 being the worst and 10 being the best. Sites like CNN.com have a PageRank of 10 because they are well known reputable resources.

A hypothetical example of an extremely powerful backlink would be a link to your dealership from the CNN.com homepage. Because CNN has a PR of 10, a link directly from their homepage would be seen as a huge endorsement for your website. Your site's PageRank is one factor that determines where your website shows up when users conduct searches on Google.

SEO/SEM is founded on a basic principal and that is:
Google and other Search Engines want to deliver the highest quality results and ensure the searcher has the best possible web surfing experience. If you build your website in a organized, easy to follow manner and provide quality content to the user, you're already ahead of the game.

A great quote from SEOBook:
In using a marketing based approach you build up many signals of trust and many rankings as a side effect of doing traditional marketing. If people are talking about you and like your products then you are probably going to get some free high-quality links. And this leads us to the paradox of SEO: "the less reliant your site is on Google the more Google will want to rely on your site."

If you have questions or would like more information feel free to contact me directly at mscalcione@homenetauto.com or post here on the forums.

Thank you,
Thomas Ieracitano

want a website or an email like this ?  go to http://123BrandMe.com
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Tuesday, June 7, 2011

Keith Shetterly



Thank you,
Thomas Ieracitano

want a website or an email like this ?  go to http://123BrandMe.com


Keith Shetterly

Posted: 25 Mar 2011 10:16 AM PDT
By Keith Shetterly, keithshetterly@gmail.com
Copyright 2011 All Rights Reserved
Dealer floor traffic has tracked steadily downward since 1995, while Internet shopping has concurrently risen—and that drop in floor traffic and rise in Internet shopping has dramatically sharpened in both directions since 2005.  So, in the last six years, shoppers have confirmed that if you're waiting for the "UP Bus" and watching the lot through the window, you're just a dinosaur waiting to be encased in rock. 
And, yet, so many dealerships populate their sales floors and thinking with just that strategy!  We no longer get them at the door and take them to the driver's seat, customers are interacting with us first from their mouse click—and we have to engage them there, where they are, in order to get them into the driver's seat later.  And that takes a lot more "doing" on a dealer's part than any sales manager's preparation of whatever ads used to be put in the newspaper.

For example, Social Media is still a new Internet "undiscovered country" for most dealers.  I was recently struck by two rather-successful industry consultant icons and their different assessment of the vehicle sales impact of social media:  One thinks it's the next great thing, and one thinks it will never be a lead generator.  For the next couple of years, I'd have to say I agree with them both.
The easiest way to currently get direct impact from social media is not in leads, but instead in using it to get attention from interesting content (funny videos to pass around to friends, not still pics of your inventory!) and then also to create back links to your website.  That's not lead generation, that's shopper direction, and it shows up, for example, in higher organic ranking in search engines—which leads even more shoppers to find you!  And shopper direction is all what SEO and PPC (some call SEM) really are, purposed efforts to promote your dealership's website for shopper inventory review and ultimately lead submission (via forms, email, chat, or phone).  In that way, social media is not a lead generator but certainly is "the next great thing" for sales enabling.  For now.
And understand that we no longer so easily restrict the information about the vehicle, as with the fuller bloom of the Internet now our shoppers control it—really, the OEMs have made sure of that, and we have followed right along because competition made it necessary.  Any efforts online to restrict information (for example, empty email responses) just frustrate shoppers, creating opportunity for competitors.  Control of information is another thing altogether, and that has always been a hallmark of good car sales because it means a conversation that is sales enabling and still is.  For example, on the phone:  "Yes, we have the car, but I have several others to choose from that might save you even more money.   And with the differences in options, the ride of each really needs to be evaluated in a test drive.  When can you come in, this afternoon or this evening?"  This still works very well in a conversation.
And also beware of giving too much information:  Internet or phone responses that are full of answers to questions but are without enticements for the customer to write back (or, better yet, call back) do not yield conversations.  And conversations are still what lead to visits and sales!  So, what dealers need online is their inventory to be easily and quickly found on the Internet, to then provide website motivation for customers to interact (Make an Offer forms, Email Us, Facebook, Chat, etc.), and to then use that interaction to create conversations which provide avenues to sales.  Really, the whole conversation part of car sales hasn't changed—it's just that the Internet has changed how and when people decide to actually visit your lot.  And, you need to get that conversation started to get that visit!
Vehicle shoppers, via the Internet, are maturing their purchase decision on their own much further down the sales funnel than ever before.  And every step in that maturation has to include enticements, incentives, and information control (NOT restriction) from the dealer aimed at continuing the maturation to a sale.  That is why the lot traffic has trended downward for 16 years:  "Window" shopping is all done on the Internet now, and the folks arriving on your lot--though there are fewer--are more ready to buy than ever before. 
Now you can see why the floor and Internet traffic have proceeded in the last sixteen years as they have:  How do we get folks from the mouse click to the driver's seat?  We accept the change the Internet has brought us—that shoppers are further along in the sales process and more educated than ever when they contact us or come in!—and we use all the tools, from email to the phone to social media, to get better at what is still as true it has always been:  Conversations lead to sales.
So, everybody:  Get clicking, get emailing, get calling, get talking--and get selling!
Posted: 09 Mar 2011 07:15 AM PST
By Keith Shetterly, keithshetterly@gmail.com
Copyright 2010 All Rights Reserved
1.
"Quiet Panther" 
安靜的每週獅
Websites Should Be Seen and Not Heard
You wouldn't set off loud sirens just as a customer opens the door of a brick and mortar business—so don't do it on the Web!  Remember, customers with jobs don't need the "Boss I'm Web Shopping Instead of Working" alarm to go off at their own desk.  Use sound where it makes sense, but let the shoppers choose when to turn it on:  Make friends with your site, not unemployment!
2."Running Tiger"
執行老虎
Driving Traffic to Your Website is More Than Just Meta Tags and Page Titles and Ad Spends
Don't expect your current success via yesterday's SEO to last—are you creating and posting online video on your site?  Do you YouTube?  Are you pursuing back-links from Social Media? Do you blog?  Have any micro sites?  The Internet isn't a RonCo "Set It and Forget It" appliance, so don't treat it that way.  Stay on top of it!  And are you thinking of PPC?  Any effort for search engines not including PPC is leaving money on the table—PPC is proven, measurable, and very valuable.  Use it smartly!

3. "Dancing Monkey"
跳舞猴子
Live Chat to a Dead Head is Only Good at Concerts
The mega fans of the Grateful Dead should never provide live chat services—are you checking what you're getting with your online chat service? Make sure they answer well and successfully set appointments by "mystery chatting" them yourself.  And do it often.  And if you're not using chat or not considering it, you're missing a very valuable sales conversion tool—you worked hard to get the shopper to your site, so start the sales engagement there!

4."Lightning Snake"
閃電蛇
Hosting Short Videos Means Never
Having to Say We Suck
Twenty seconds is a long time on the Internet.  Don't be afraid to edit down your customers' video testimonials before you post them, or better yet tell them briefly how to "get to the meat" when they talk.  Even the most positive but too-long testimonial says "We Suck!" out in the wilds of the Internet.  And also get any product video down to the "Quick and Powerful" level.  And one more thing: Be sure to scroll your website and phone number across the bottom of all videos—don't waste those precious few seconds of a customer's attention by not doing the right self-promoting.
5."Knowing Crane"
知道蒼鷺
The Buzz of Social Media Might be From the Chainsaw You're Taking to Your Business
You need to get past buzz words with Social Media, and in a hurry--you shouldn't just "buy services" for this, you need to understand and plan what you're doing.  Do you know how to monetize Tweet for your fixed ops, how to respond to issues, and how to create business for yourself on Facebook and other Social Media?  You would laugh at a dork who walked into a party and shoved his business car rudely under everyone's nose—so don't be that dork in Social Media! Learn how to interact or you'll get ignored, or, worse, derided in business-killing ways.  And Online Reputation Management is a modern and very real business need, encompassing both Social Media and the Internet at large (can you say "Google Business Reviews"?).  Do you manage your Facebook fan pages several times a day? Do you watch Twitter for your business' name—what are people saying about you?  And there's so much more!


Visit Automotive Digital Marketing Professional Community
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Wednesday, June 1, 2011

What is a Vehicle Identification Number?

What is a Vehicle Identification Number?

A vehicle identification number (VIN) is the DNA of your car. Each character and sequence has a specific meaning and each VIN is specific for one vehicle only.

Here is an example of a VIN: 1HGCM82633A004352. I know what you're thinking, "Yikes!" But it's really not so bad if you know what you're looking at.

Vehicle Identification Number's were first used in 1954 and were not standardized until 1981. Every VIN is 17 characters long and tells where a vehicle was made, when it was made, and other characteristics of the vehicle.

From Wikipedia, following is a chart that explains what each character means:

Character 1: The country the vehicle was made in or where final assembly took place.
Character 2: The vehicle manufacturer, Ford, Chevrolet, etc.
Character 3: The vehicle type or manufacturing division.
Characters 4 - 8: The Vehicle Descriptor section. Model, body style, engine type, transmission, etc.
Character 9: The check digit used to detect invalid VIN's using a formula developed by the DOT.
Characters 10 - 17: Vehicle Identifier Section.

Character 10: The vehicle's model year identified by either a number or letter.
Character 11: The vehicle assembly plant.

Characters 12 - 17: The vehicle's production or serial number. It could indicate the sequence that a vehicle followed through the assembly line.

How is this information useful? It can insure that when you buy a new car, the dealer can't change two almost identical vehicles before you pick it up.
It can also be used by mechanics to identify replacement parts.
The registry of motor vehicles also uses it when registering a new vehicle.

If you're curious to find out any of this information on your vehicle, there are many websites that will give you the actual codes and their meanings.
Simply go to your search engine such as Yahoo! or Google and type in VIN or vehicle identification number.

You can actually have some fun doing this and learn more about your car than you thought you knew.

Thank you,
Thomas Ieracitano

want a website or an email like this ?  go to http://123BrandMe.com
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What's in a VIN?

There are only a handful of times vehicle owners must know an auto's Vehicle Identification Number (VIN): when buying or selling a car, applying for insurance or registering a vehicle with the state Department of Motor Vehicles (DMV). Other than that, few people pay much mind to the series of numbers and letters on a vehicle's dash.
     But because there are those among us who are experts at manipulating a vehicle's VIN to conceal its true identity, it pays to know what's in a VIN. Law enforcement officials in particular should be familiar with the data a VIN contains as well as the methods crooks use to alter or obliterate this information.

What's in a VIN?
     A VIN is a series of numbers and letters that represent coded forms of vehicle information. The coded data found in this series adds detailed vehicle information to what is already found in the DMV's license plate database.
     VINs for vehicles manufactured between 1958-1970 may have 11 numbers and letters or less, while all automobiles manufactured in North America since 1971 contain a series of 17 numbers and letters.
     Sgt. William Smylie, whose career in vehicle theft investigations with the Miami (Florida) Police Department spanned nearly three decades, describes the elements of a 17-digit VIN as follows:
  • World Manufacturer Identifier (WMI). This information is found in the VIN's first three characters. The first character identifies the nation of origin. For instance, Canada is a 2; while the United States can be 1, 4 or 5; and Japan is a J. The second digit indicates the corporate manufacturer, such as Ford, General Motors, Toyota and so on. These numbers or letters may vary according to the place of manufacture. So, for instance, a General Motors vehicle, built in Canada would have a VIN that starts with 2G, while a VIN for an import from Japan, such as a Toyota vehicle, might begin with JT or 1T, depending on whether it was produced in Japan or the United States. The third character indicates the type and model of the vehicle, such as Chevrolet or Dodge.
  • Digits four through nine. The VIN's next five digits give information on various components of the vehicle such as body style, engine type, transmission and drivetrain category. The ninth character is a number known as the "check" digit. This number is part of a mathematical formula, which when applied tells investigators whether the VIN is authentic. Each character in the 17-digit VIN is assigned a corresponding value and weight. The first eight characters' values are added together, as are the last eight. The total sums are then divided by a specified number, which gives a remainder that should equal the check digit's value.
  • Vehicle Indicator section. This is the last eight characters (of a 17-digit VIN). The character in position 10 indicates the vehicle's model year. The codes alternate between numbers and letters according to the year in which the vehicle was produced. All VIN's use numerals from 1-9, and all the letters of the alphabet except I, O and Q. Therefore a vehicle built in 1971 would be a "1" while a vehicle manufactured in 1979 would have a "9" in the 10th position. A vehicle produced in 1980 would have an "A" in the 10th position and so on. (Each year after 1980 is assigned a letter of the alphabet with the exception of I, O and Q until it reaches Z, then the 10th position reverts back to numbers.)
Where's the VIN?
     Before 1967, a VIN could be placed almost anywhere on the vehicle. After 1968, North American manufacturers were required to place the code in an area visible from outside the vehicle. This data string is usually found on the left-hand side of the dash next to the vehicle's lower edge. However, in some older vehicles, the VIN may be on the right side, and in some European models, such as BMW, it may even be situated on the steering column.


Thank you,
Thomas Ieracitano

want a website or an email like this ?  go to http://123BrandMe.com
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What to Know Before You Go Car Shopping

What to Know Before You Go Car Shopping

hands on steering wheel
Photo courtesy Edmunds.com. Taken by Scott Jacobs

The test drive plays a pivotal role in car buying.
­
­Before you start thinking about fun thing­s like whether you want a convertible or a sports car, you need to do some self-examination. First and foremost, you need to examine your budget. You should set a reasonable price range for the car and begin to eliminate cars that are out of that price range. As a potential car buyer, you need to be realistic, don't fantasize about a $45,000 car when your budget will just barely support a $22,000 price-tag. Also, remember that trying to figure out a way to buy a car that is outside your price range is really not a good idea. After all, it's not much fun to have a car if you can't afford to go places in it.
How Dealers Profit
There are three main ways that dealers profit from you. Don't be taken for a ride!
  1. The negotiating process for the price of the trade-in.
  2. The negotiating process for the price of the new car.
  3. Scams in the business office after negotiations are done.
Source: CarBuyingTips.Com
You also need to know about your own credit history. If there's something that you think the dealer will ask, that's certainly something you should be prepared to answer. Many of the promotions that you see on television are reserved just for people with excellent credit. So having a copy of your own credit report is important. There are a variety of places to obtain a copy of your credit report. All of the three large national credit bureaus -- Equifax, Experian and TransUnion -- offer single reports and packages from their Web sites. A copy of your report costs $9 plus any taxes, shipping and/or handling charges. You can even get 3-in-1 reports, showing your credit history as reported by all three major credit reporting agencies. For example, the 3-in-1 package available from the Equifax Web site currently costs $29.95.
Finally, you need to know what your automobile needs are:
  • Do you need to haul heavy equipment? You may want to think about a pick-up truck.
  • Do you have a sizeable family or head up a carpool? You may want to think about a minivan, wagon or large sport utility vehicle (SUV).
  • Do you live in an area where you need four-wheel drive? You may want to think about an SUV with all-wheel or four-wheel drive.
  • Do you travel far or use the car rarely? If you log a lot of miles, you may want to research cars that get good gas mileage, like a hybrid car.
  • Do you have a towing requirement -- perhaps you need to tow a horse trailer or a boat? You may want to consider a heavy-duty pick-up truck or an SUV with a towing package.
There's a vast amount of choices for today's car buyer. Knowing what your autom­obile needs are is the easiest way to begin eliminating some of those options. Eventually, with some additional research, you should be able to narrow the field down considerably.
When you figure out what car you want (or what cars you want to check out up-close-and-personal -- think "test-drive"), there are some things you want to learn about the car(s) so that you can get the best deal possible when you're ready to buy. You will need to know the average price of the car, so you won't overpay. You can get a good idea of the base price (the price of the car without any special options) by visiting different dealerships and comparing prices and by using the Internet to get price quotes. You should also get an idea of how much the dealer will add on for various options like air conditioning, a cd player or anti-lock brakes. If you can, try to find out what the dealer price is and negotiate up from that figure. According to ConsumerReports, it's actually a lot better to do it that way as opposed to working from the sticker-price down.
In addition to visiting dealerships to do your research, you should also be reading car reviews in magazines and online. You can learn which cars are given high marks for safety, which cars get the best gas mileage, and so on. Once you've narrowed your list down to a few possibilities, you should read as many reviews on those makes and models as you can. Some good places to look for both professional and consumer car reviews are:
­Another good way to find out about a car is by simply asking your family, friends, co-workers and neighbors. Among all these people, you're bound to find someone that drives or has driven the make or model you're researching.
Finally, if you plan to trade in a car you already own, you want to know the price of your trade-in. Remember that some car dealers make big money paying you way too little for your trade-in. Do your homework and check out what publications, such as the N.A.D.A. Official Used Car Guide, the Kelley Blue Book and the Consumer Reports Used Car Buying Guide, list as the market value of your trade-in. Keep in mind that these estimates are based on cars in good condition with an average of 12,000 miles per year. So, if your car has been driven less than or more than that, the price could go up or down accordingly. If you have enough information, no one will be able to take you for a ride!



Thank you,
Thomas Ieracitano

want a website or an email like this ?  go to http://123BrandMe.com
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How to Buy a Car

Car Buying and the Internet

used vehicle
Photo courtesy Edmunds.com. Taken by Scott Jacobs
Let your fingers do the walking so your feet don't have to! Use the Internet to help put you behind the wheel of your very own vehicle.
Whether you're buying new or used, there's no doubt that the Internet is a great tool for your car quest. If you are buying a new car, you can research the kind of car you want, the options you need, the price of the car and the price of the additional options. If you've done your homework, you'll be able to walk into a dealership armed with loads of valuable information.
When you're just starting out, a good first step is to go to the manufacturers' Web sites to check out the cars and the available options. You can usually find local dealers and request quotes or see the Manufacturer Suggested Retail Price (MSRP). Once you've narrowed your choices, you can check out an array of other Web sites for more pricing information:
Make sure you go to more than one pricing site to get the best idea of the average price.
In addition to using the Internet to research the car you want to buy, you can also use it to figure out your finance options and select a warranty for your car. Sites like E-Loan and Lending Tree offer online auto loans. A warranty is a contract that guarantees maintenance if your car has any mechanical or other problems. Remember that warranties are another way for dealers to get more money out of your bank account, so know what kind of warranty you want and how much you are willing to pay for it.

Odometer Fraud
The odometer lets you know how many miles the car has driven. A used car's mileage affects its selling price. For instance, the more miles the car has logged the lower the cost of the car. Because high mileage can decrease the selling price, some unscrupulous people practice odometer fraud. Although it is a crime to try to "roll back" or change the odometer reading, that doesn't stop people from doing it.

One of the most useful sites on the Internet is Car Buying Tips.com. This site offers up just about everything you need to know about buying a new or used car. The tips are invaluable for anyone who wants to make sure they don't overpay for their new ride. One of the best things about the site is that it deconstructs various dealer scams. If you know the dealer's agenda before you walk in the door, you'll be able to spot if someone is taking advantage of you. We're certainly not saying that all car dealers are out to dupe you, but you have to be careful and be prepared. Remember, an ounce of prevention can save you thousands of dollars in the end.
Now that you know where to start looking for information, let's take a closer look at what you should know before you go shopping.


Thank you,
Thomas Ieracitano

want a website or an email like this ?  go to http://123BrandMe.com
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