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An Automotive Service Center Marketing Secret Using Google Reviews

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Some forecasts project new vehicle sales in 2020 to be down 20% or more this year due to the COVID Pandemic . So while doing everything you can to maximize vehicle sales is critical, is there an opportunity to increase the revenue in your service center to offset some of this? I see more digital marketing solutions (and agencies) with specific strategies to market your service center. However, one strategy that is often overlooked is how service reviews can fit into that marketing strategy. This strategy is not just a means to promote how great your service department is, but rather a tool to drive more web traffic and leads to your Service center. It really hit home when you conduct a Google search for auto-related services – oil change, brakes, tires, etc. you will notice that franchise auto dealers are not the usual suspects to display.  It is the Jiffy Lube and Pep Boys of the world that are on the top of the search results. Some of this is a function of how you built your website and SEO .  Focus on the Content If you want more traffic to your Service Center pages, step one is to invest more in the content on your website promoting those services. Also, skip scanning in your coupons if you still go that route as those images will never index well on Google.  Develop a Focused Google Listing The extra step to consider to aid in driving traffic to this web content is to create a separate Google listing just for the Service Center. Many have seen this happening already. Either a dealership in your market has proactively created multiple GMB (Google My Business) listings for their different business units, or Google has done it for them.  One issue to note is that the appearance of an additional listing does not always appear obvious, and searching "Dealer Name Service Center" is not guaranteed to display the listing. The best way to check is to go to Google Maps, search for your location, and zoom way in. The multiple listings will then display, and you should claim the listing if you haven't already.  An example here is it is common when searching for a FCA dealer to see a second GMB location for "Mopar Express Lane" that is unclaimed, and you should claim and change the name to include your dealership. There are several advantages to having two separate listings for your dealership (assuming Sales and Service, but you could also have listings for Parts or Collision/Body Shop). Make It Easy to Do Business As with any digital marketing, one key to success is to make it easy for customers to do business with you. Separate listings can aid here, assuming you make them easy to find. Common goals of going to a Google page for a business is to find an address, phone number, hours, or have a look at what past customers have to say. Most dealerships have different hours and phone numbers for Sales and Service, and by providing separate listings, the customer gets the best information right from the start.  Consumers interested in auto repairs will also be most interested in other customers' repair experiences with you. Someone's experience in purchasing a new vehicle is much less relevant if they want an oil change, tires, or brakes. A separate listing for your Service Center makes all of this easier for your customers. What and How Much Is Said Matters When it comes to SEO on Google and even running PPC (Paid Per Click) ads on Google, the reviews for a business have a significant impact. Google has said that review count and review scores are factored into local search ranking; therefore the more reviews and positive ratings, the better your dealership's local ranking will be.  In a study on 2018 Local Ranking Factors: Reviews accounted for 15.44% of how Google ranks a local business. Keep in mind that Google is not focusing solely on review count, so the best practice is to set goals for 1) Average Rating, 2) Review Quantity and 3) Recency of Reviews. Number three means you can't sit back and relax once you hit a specific milestone.  Reviews have a similar impact on your PPC (Paid Per Click) campaigns. Your rating on Google impacts your quality score too, which affects the cost per click you pay on Adwords. There have been multiple studies showing that higher review scores get better click-through rates on ads. The result is that better reviews will save you on ad spend. If you have a review invite process in place, adjust so that reviews written by sales-related customers push to the main GMB (Google My Business) page and service-related customer reviews are directed to the Service GMB page. Check Your Stats As a final thought before driving all service customers to a new GMB page, make sure your main GMB listing has a robust and competitive rating and review count. Service customers provide volume for review invites that might be needed to improve the primary listing. The big takeaway here is that if you want to make growing Service revenue a priority in 2020, then giving that department its own GMB page and actively generating reviews for that page will increase your web traffic at a lower cost. With a web site built to convert Service leads this will be a key to accomplish that goal. 
Fight Inventory Bloat By Using New TV Advertising Attribution Techniques

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It’s a reality of retail that at some point in the year, every seller will have an outdated or slow-moving product. For auto dealers, that inventory bloat can be especially painful. Although we know from experience that television advertising is one of the most effective ways to move cars from dealerships, it’s paramount to be able to test price-offer discounts quickly. But in doing so, does the creative communicating these offers really matter? Unquestionably, yes. Research shows that 70% of television’s advertising effectiveness comes from creativity, not media placement. From our analysis, when clients run the same offer but positioned slightly differently, we commonly see performance differences of 200% to 250%. But can you test TV creative quickly? Traditionally, creative testing would take weeks or months — and that doesn’t cut it in the real world of dealerships. But today, TV attribution, when tied into digital outcomes, has greatly accelerated this process. Yes, the days of a TV sales rep showing up monthly with the same old GRP metrics they’ve used for 30 years are over. The nuts and bolts of TV attribution in 2018 have gotten a lot easier. If you use Google Analytics, you need to sign in, then click the button that allows API access to your account. This type of attribution is possible because of the fact that TV leaves a digital footprint based on how we now watch TV with either tablets or smartphones in hand. Today, when price-offer discounts are pushed on TV ads, consumers will likely visit that website to read the fine print, which looks like an encyclopedia on the TV commercial, because it is only required to be on screen for four seconds. Consequently, a digital footprint is left from that search web visit that was stimulated by the TV price offer. As a result, TV advertising becomes more measurable than ever before. It’s all about the combination of BOS: B rand search (paid), O rganic search (to your home page), and S EO to site pages other than your home page. When that TV price-offer ad runs, those BOS signals spike very quickly, and that spike activity is the mathematical signal joined from TV post logs, which determine the performance of the network, time, day, cost versus result, and, most importantly, creative performance. Sophisticated attribution vendors are then able to report back to you about which creative moved the needle. On a Tier 2 level, you need to have five to six different price-offer creatives running. By positioning the same offer slightly differently, you can see a two to three-time lift. Results can be read in a week or less, then your creative mix is changed, yielding more performance for the same TV media dollar. We all want advanced TV measurement like this to be rolled out nationally, and Comcast, Spectrum, Sinclair, and others are working hard to catch up to the demand. But in the interim, you can be out there now with your dealership’s TV advertising, improving your creative performance, and tackling inventory bloat with offers and creative that you know will move the needle. As the co-founder and chief executive officer of C3 Metrics , Mark Hughes brings a wealth of creative and quantitative experience in consumer marketing from PepsiCo, Pep Boys, and eBay. Hughes grew Half.com from zero to 8 million customers as its VP of marketing, and has spent over $100 million in online and TV ad dollars, planting the seeds for creation of C3 Metrics’ Attribution Data Cloud. Hughes is the son of a Pulitzer Prize–winning journalist, and his own book, Buzzmarketing (Penguin/Portfolio), is published in 15 languages.
Goodway Group Launches Proprietary Auto Purchase Attribution, Connecting Online Advertising to Offline Auto Sales for Regional Advertisers

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Philadelphia — September 18, 2018 — Goodway Group , the digital partner advertisers trust to deliver campaign performance and media efficiency, today announced the launch of Auto Purchase Attribution , a proprietary solution with Oracle Data Cloud that connects online advertising efforts to offline auto sales at a regional level. The solution anonymously matches Goodway’s impression data to Polk purchase data to determine which households were exposed to advertising and which of those exposed households also purchased a vehicle. What makes Goodway’s attribution solution unique is its methodology that gives dealer groups reasonable budget and impression feasibility levels as well as exclusive analytics based on actual sales data. Additionally, execution is effortless for the dealer group, with all the heavy-lifting work completed on the backend. Other attribution solutions are typically out of reach for regional auto advertisers, often requiring high budgets and complex setup requirements while delivering reporting only at a state or national level. Through Goodway’s partnerships with technology and data companies as well as sophisticated data warehousing capabilities, it breaks down that high barrier to entry for regional advertisers and delivers a no-hassle execution that works seamlessly with an existing campaign setup for any programmatic channel including display, mobile and connected TV. Goodway’s exclusive attribution analytics are centered around buy-through rate (BTR), which calculates at the dealer group level, sales from exposed households divided by total exposed households (exposed sales/ exposed households x 100). There are numerous reporting dimensions available including make, model, new/used and others which give dealers deep insights about advertising’s real influence on various segments of their businesses. Also, dealer groups can benchmark against brand, state and national BTR metrics to better gauge their own advertising and sales performance. “Regional auto advertisers have long had to rely on proxy metrics such as clicks and site activities to gauge the success of their digital marketing,” said Jay Friedman, President, Goodway Group. “Auto Purchase Attribution takes the guesswork out of marketing, making it easier for dealers to base success on actual cars sold.” Throughout the entire data matching process, Goodway Group maintains strict privacy standards by anonymizing data every step of the way and using secure data handling practices. First, it shares monthly impression reporting for all auto advertisers with Oracle Data Cloud, which then matches the impression data with its proprietary cookie pool of households, creating an exposed household. Before sharing with Polk, Oracle anonymizes the data again, and Polk then matches this data with anonymized sales information from state DMVs. The final file is securely shared back to Goodway for final processing and association with applicable campaigns. “Going back to our days in the direct mail business, Goodway has a proud history of supporting regional auto dealers with innovative advertising solutions,” said Dave Wolk, CEO, Goodway Group. “At the end of the day, auto dealers are looking for a partner they trust, and we are thrilled to deliver an attribution solution that continues to build upon that legacy of trust and strengthen our regional partnerships.” About Goodway Group Goodway Group is the digital partner advertisers trust to drive campaign performance and media efficiency. Proud to be completely independently owned and operated, Goodway provides trustworthy expertise that meets its clients' needs – and no one else's. Using predictive intelligence, Goodway helps advertisers get the most value out of every impression across all paid digital media. Through the combination of employing the smartest technology and the most experienced people in the industry, Goodway delivers authentic results. Find Goodway Group online at goodwaygroup.com . Goodway Group. Honestly Smart Digital. Media Contact Rachel Jermansky, Account Manager, 347-208-2050
Generations Digital Celebrates 1st Anniversary, Saving Clients From $3,000-$8,000 in Wasted Digital Ad Spend Monthly

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Middletown, OH — August 21, 2018  — Generations Digital, a full-service digital marketing consulting firm led by industry veteran George Nenni, celebrates a year in business today, finding most clients from $3,000 to $8,000 in wasted ad spend per month. The firm began from a desire by Nenni to solve a widespread problem for automotive retailers overwhelmed with reporting, vendor pitches, and noise related to effective digital marketing. Nenni knew that if dealers were given solid consulting guidance, they could make better choices and reduce their digital advertising waste. The primary offering of Generations Digital includes monthly digital marketing assessments in which Nenni performs detailed inspection of digital advertising investments, down to the campaign and keyword level. In most cases, Generations Digital is able to identify $3,000-$8,000 monthly in wasted digital advertising spend. Nenni also spends considerable time doing in-store dealership training on Google Analytics, and digital marketing best practices. “Generations Digital has experienced exceptional growth and development over the past year,” said Nenni. “Moving forward, our focus will be on scaling our offerings across more stores, offering digital marketing audits, vendor reviews and in-store training from beginning to end for our clients.” Many customers have already benefited from subscribing to Generations Digital’s services. Bob Ross Buick GMC, a dealership which is part of a group based in Dayton Ohio, was an early customer of Nenni’s. “Generations Digital came in knowing the pain points of our dealership,” said dealership president Jenell Ross. “Even after looking over all of our reports and analytics, we still could not tell where we were making or spending money on our ad services. George came in and made it easy for us to identify which third party providers were helping, and which providers were costing us money with no return, while taking the time to explain to us all of the digital marketing 'lingo' that was foreign to us. George has been a great help and a trusted advisor.” Nenni started in the car business in October of 1993, joining his two older brothers, Mike and Jack Nenni, who had recently started Dealer Specialties. After Dealer Specialties was sold to Dominion Enterprises in December 1999, Nenni stayed on to both run Dealer Specialties, as well as oversee the acquisition of and operational management for, Dominion’s digital marketing businesses. On August 21, 2018, George resigned his long-time Vice President position with Dominion Enterprises to start Generations Digital. For more information on Generations Digital and how Nenni and his team can help you reduce your ad spend waste month after month, please visit www.generationsdigital.com . About Generations Digital Founded in 2017, Generations Digital LLC is a leading provider of digital marketing consulting for the automotive retail industry. The company offers services designed to reduce waste in digital marketing spending, while also driving more online shopping behavior and lead generation. For more information on Generations Digital and their services please visit https://www.generationsdigital.com Media Contact George Nenni, 513-673-1268, george@generationsdigital.com
Valassis Data Provides Auto Dealers, Service Providers With Owner’s Manual for Effective Advertising

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Livonia, MI  — August 14, 2018 — Valassis , a leader in activating consumers through intelligent media delivery, today released new research providing insights into the decision-making process of today’s automotive shopper in order to better fuel dealers’ and automotive service providers’ advertising efforts. Dealerships and service providers have a ripe opportunity to influence this audience. Nearly one in five consumers expects to be in-market for a vehicle in the next six months (Prosper Insights & Analytics, Monthly Consumer Survey, June 2018) and nearly 70% of consumers paid for some type of auto service or repair in the past year (Scarborough Research 2018). Stemming from a survey of nearly 1,800 respondents, Valassis found that 56% of shoppers can be swayed by advertised promotions to switch brands when purchasing or leasing a car and 46% can be persuaded to change for service or repairs. These percentages are even higher among millennial parents (67% and 60%, respectively). Dealers and service providers cannot put their marketing efforts on cruise control at any point during this path to purchase. Valassis notes that whether buying a car or looking for service, consumers conduct research. Twenty percent of shoppers spend more than six months researching and planning before buying or leasing a car and 54% spend more than three months. Over 58% conduct some type of research for service. This long consideration window and high research activity, coupled with the sway advertised promotions have on decisions, present an interesting challenge to engage shoppers early and often — right up until the point of making a selection. “While consumers have several options when it comes to making automotive purchase decisions, dealerships and service providers can encourage brand loyalty through strategic, well-timed promotions and location-based advertising,” said Curtis Tingle, Chief Marketing Officer, Valassis. “Brands that engage through cross-channel campaigns and personalized marketing efforts are more likely to beat out the competition, activate consumers and begin to build loyalty.” Automotive dealers and service providers should keep the following data points in mind when developing their advertising campaigns: Relevant dealer offers and promotions, as well as consistent communication, are the keys to starting consumers’ engines 75% of shoppers feel more loyal to a dealer when they offer personalized discounts. This number rises to 81% among parents and millennials. 72% of parents and 70% of millennials are more likely to bring in their cars for service if they receive periodic reminders (vs. 56% of all consumers). 73% of millennial parents (vs. 50% of all consumers) are prompted to visit a dealer’s website after receiving a print advertisement from them. Once consumers have landed on a dealer’s website, finely-tuned chatbot enablement can easily assist these individuals without being too pushy or invasive. RetailMeNot found that 40% of companies are planning to incorporate chatbots in 2018 to positively drive sales and the automotive market is no exception. Location plays a substantial role for automotive advertising success Over 50% of consumers are willing to drive a half-hour or less from home or work to purchase or lease a car and approximately a quarter are willing to travel an hour or more to do so. For maintenance and repairs, nearly 80% of consumers are only willing to drive 30 minutes or less both from home or work. When it comes to repairs, consumers do their research 67% conduct some type of research when looking for automotive service providers (compared to 58% when looking for dealer services). 29% look for discounts for dealer service, while 39% seek these deals from automotive service providers. 28% consult online reviews for both dealer services and automotive service providers before selecting a provider. For more information and to view the full findings, read Valassis’ Fueling the Dynamic Automotive Shopper e-book . About the study The Valassis Awareness-to-Activation Study is an ongoing study fielded in conjunction with The NPD Group, Inc., a global market research company. The sample was derived via an online survey, and all participants were at least 18 years of age and living in the contiguous United States. Approximately 10,000 respondents are surveyed annually. The specific data included in this report is from the research wave fielded April 17, 2018–May 29, 2018 to nearly 1,800 respondents and is balanced by age and gender to U.S. Census demographic profiles. About Valassis Valassis helps thousands of local and national brands tap the potential of industry-leading data through intelligent media delivery — understanding, engaging and inspiring millions of consumers to action with smarter cross-channel campaigns. We’ve been a part of consumers’ lives for decades, introducing new ways to deliver offers and messages that activate them — whether via mail, digital, in-store or the newspaper. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RetailMeNot Everyday™ is its consumer brand. Its signature Have You Seen Me? ® program delivers hope to missing children and their families . Valassis and RetailMeNot are wholly owned subsidiaries of Harland Clarke Holdings . Media Contact Mary Broaddus, Valassis, broaddusm@valassis.com , 734-591-7375
J.D. Power and Nielsen Transform Auto Advertising With the Launch of the Nielsen Auto Cloud

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New York — August 13, 2018  — Today Nielsen (NYSE: NLSN) launched the Nielsen Auto Cloud fueled by J.D. Power, a robust marketing and measurement platform that combines the power of the Nielsen Marketing Cloud with J.D. Power’s world-class car-buyer intelligence and insights. This next-generation cloud technology provides automotive advertisers, agencies and media owners direct access to audience data from Nielsen with buyer insights from J.D. Power, as well as omnichannel advertising and campaign measurement capabilities to help improve marketing performance. For the first time, automotive marketers can target audiences and personalize their advertising messages based on a diverse set of criteria such as car features and styles, buying stage, brand affinities, as well as media engagement, geo-location and device type using data from Nielsen and J.D. Power. Clients now have the ability to plan and activate these car-buyer audiences across TV and digital. Additionally, built-in campaign measurement and optimization capabilities help clients instantly adapt to changes in buying behavior leading to better marketing return-on-investment. “The Nielsen Auto Cloud gives us incredible access to granular data from Nielsen complemented by insights from J.D. Power, allowing us to create high-value audiences for our clients,” said Arun Kumar, Global Chief Data & Marketing Technology Officer, IPG. “With this, we will strengthen our Audience Measurement Platform, improving our ability to target car- buyers based on a variety of criteria including their preferred brands, car models, styles and features. That means better performing media investments for our auto clients, more innovative marketing solutions, and ultimately, better consumer experiences.” The Nielsen Auto Cloud provides marketers with exclusive access to the intelligence and insights derived from J.D. Power’s unique vehicle sales data. These car-buyer insights, coupled with Nielsen Data Management Platform (DMP) technology and Nielsen’s gold-standard media and purchase-based audience data, enable auto advertisers to reach consumers with greater precision across all media channels. The Nielsen Auto Cloud’s always-on frequency management and in-flight analytics capabilities enable clients to proactively measure and control how often and what types of ads people see throughout the life of a campaign. Additionally, clients can leverage established Nielsen planning and measurement solutions, including multi-touch attribution (MTA) and marketing mix modeling (MMM), to measure the efficacy and return-on-investment of their marketing spend. “Nielsen and J.D. Power are ushering in a new era for the auto industry,” said Bernardo Rodriguez, Chief Digital Officer, J.D. Power. “We’re empowering auto marketers with immediately actionable intelligence...whether for consumer insights, cross-media planning and targeting, or campaign measurement." “We are thrilled to launch this game-changing automotive solution with J.D. Power. The Nielsen Auto Cloud’s combination of data, technology and measurement capabilities is unique to the auto advertising world,” said Damian Garbaccio, EVP at Nielsen. “Auto marketers can now be more responsive to changes in buying behavior, more personalized with their advertising and content, better at measuring outcomes, and — ultimately — more efficient with their media investments.” Learn more at www.nielsen.com/autocloud About Nielsen Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. J.D. Power is a global leader in consumer insights, advisory services and data and analytics. These capabilities enable J.D. Power to help its clients drive customer satisfaction, growth and profitability. Established in 1968, J.D. Power is headquartered in Costa Mesa, Calif., and has offices serving North/South America, Asia Pacific and Europe. J.D. Power is a portfolio company of XIO Group, a global alternative investments and private equity firm headquartered in London, and is led by its four founders: Athene Li, Joseph Pacini, Murphy Qiao and Carsten Geyer. For more information, visit www.jdpower.com . Press Contact for Nielsen Leslie Pitterson,  Leslie.Pitterson@nielsen.com Press Contact for J.D. Power Geno Effler , media.relations@jdpa.com , 714-621-6224