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December 9, 2010Click Here to Subscribe to This Newsletter
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INTERNET MARKETING SOLUTIONS

Easy on the Eyes—Video Simplifies the Buying Experience

Alex Snyder

Have you heard of the Flesch Reading Ease Score? It is a scoring system from 1949 that measures which grade level can comprehend written text. Scoring is on a 100-point scale and the lower the score, the harder something is to read.

Traditional media has tried to keep readability around a fifth or sixth grade level to help keep their audience broad. According to the Readability Index Calculator (www.standards-schmandards.com/exhibits/rix/index.php) this article is geared for a 10th grade education. 

We need one of these readability scales for the car business. I come across dealership websites (and emails) that are packed with car jargon the average person probably does not understand. I bring all this up not only to provide you with a new resource, but also to start a conversation about ease of use—How easy is your website to understand and use based on the content you are adding?

Before I move on, I want you to first find me the best HDTV on www.cnet.com. I don’t really care about the price right now; just find me the best one…I’ll wait. 

I hate to tell you, but I do not care which TV you picked. Sorry. What I do care about is how you interacted with cnet.com...

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ADVERTISING SOLUTIONS

What Are Your Advertising Plans for 2011?

Tom Letizia


As we make plans for 2011, it is once again time to assess our advertising strategies. Like everything else in this fast paced world we live in, advertising is changing rapidly. By all indications 2011 will be the beginning of a significant revival in the automotive industry, as global sales of new light vehicles are forecast to reach 60.8 million units, an 11 percent increase over 2010. Standard & Poor's forecasts 2010 U.S. light-vehicle sales of about 11.4 million units. That would be up about 9.6 percent from 2009 sales of 10.4 million. S&P expects 2011 U.S. light-vehicle sales of about 12.8 million. That would still be below 13.2 million in 2008, let alone 16.1 million in 2007. We are now moving in the right direction, however, which means we must step up the pace of our advertising if we wish to maintain market share. Here are a few steps you need to take to insure you get the most of this growing market: 

1. What you did in any other advertising year will not necessarily work in 2011. Advertising changes every year. You already saw the digital revolution, but, as digital advertising enters its third decade, branding dollars continue to lag in the medium ...

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INTERNET MARKETING SOLUTIONS

Is Search Engine Marketing a One Man Job?

Tom Knoop

So you just hired a kid to be your dealership’s new whiz-bang internet marketing wonder boy. This guy has promised to redesign your website, have your site come up first in the organic search engine results, dominate the paid search results, and expand your company’s social media presence. Is your new hire blowing smoke, or can all this be done by one person? Here are a few ways to find out. 

If your guy promises instant change and success for any or all of the internet marketing strategies in the works, that might be the first sign he is overstating his abilities. Any internet marketer worth their salt will know that a few days is not enough time to transform your lackluster website into a shiny new beacon of sales. There is a fine line between doing things that fast way and doing things the right way. Optimizing your website for search engines and researching paid search keywords takes some time, and if your guy is rushing things just to appease an unrealistic deadline, then your site will be no better than it was before. 

Be sure to keep your eye on the progress of all aspects of your internet marketing. Most internet marketing guys...

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BUSINESS DEVELOPMENT SOLUTIONS

How To Describe Vehicles And Influence Sales

Dave Mingle

If you’re an auto dealer, your world is made up of inventory: new vehicles, used vehicles, or certified pre-owned. Cars, trucks, SUVs and whatever else is coming down the pike are marketed, sold, bought, traded, financed, serviced, customized, and even cleaned. Inventory is everything. Without it, you wouldn’t be in the auto business. 

The challenge is, you don’t just have inventory- you have an investment and, like any investment, it must be managed successfully. 

Each dealership has its own method of recording and measuring what happens to a vehicle. What’s often missing from their inventory management process, however, is a consistent and complete description of each vehicle. This standard description, when available, follows the vehicle from initial advertising through financing, then to remarketing. 

In my role as president of a data company, I’ve had the opportunity to talk with many dealers. I’ve found that the most successful dealerships follow these five tips when describing inventory: 

Tip 1: Accurately and fully describe your vehicles 

Accurate and consistent vehicle descriptions, starting with your DMS and used throughout your organization, help ensure your information meets legal requirements. In addition, when data is normalized and described in common search terms, it is easier for online customers, as well as search engines, to find matches in your inventory. 

Tip 2...

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SALES TRAINING SOLUTIONS

You Cannot Succeed With Failure Habits

David Alan

I woke up this morning at three am disturbed, and at first I did not know why. After lying in bed thinking for an hour, it dawned on me: I had absorbed a lot of negativity from a handful of people over the last few days. People who actually know me will attest to the fact that I am a very positive person. I usually see the glass as full, not half full, and certainly not half empty. This is not to say that I do not feel down sometimes, after all, I am human. When I do begin to feel myself going toward the negative, however, I work really hard to bring myself back to my positive self as fast as I possibly can. 

The day started out innocently enough-talking with a few dealers who complained about the state of their business. Then a few vendors called me up to say that they just wanted to hear a positive voice. But by the time I was done talking with them, I had not only absorbed some of their negativity, but had unconsciously started to complain about certain things and spread the bad news I had heard. I am sure you can relate...

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COMING UP IN DEALER MARKETING MAGAZINE'S NEXT ISSUE:

JANUARY 2011: PRE-NADA CONVENTION ISSUE
Cover: Preview of events and important vendors for the 2011 NADA Convention & Expo

FEBRUARY 2011: MUST-SEE VENDORS OF NADA 2011
Cover: Preview of exhibitor products and services including bonus editorial coverage and exhibit hall floor-plan pullout map

MARCH 2011: THE BEST OF NADA 2011
Cover: The Best Exhibitors share their advice and experiences from NADA 2011

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