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BACO RATON, Fla. (Jan. 31, 2006) WHILE PARTICIPATING IN THE WORD of Mouth Marketing Association (WOMMA) conference last week in Orlando, Florida, I caught one of General Motor's 30-second regional television ads for its Pontiac brand. Television ads often stimulate Internet search behavior by increasing brand awareness or sparking curiosity, as often demonstrated by Hitwise. But this GM spot was significant because it ended with an unusual call to action: "Don't take our word for it. Google Pontiac and discover for yourself." And the ad ended not with a URL or phone number for a local dealer, but an actual Google screenshot with Pontiac typed in. Yes, an actual screenshot! According to Black Book Online executives, dealers excelling with Internet leads respond to such customers quickly, and those who follow-up with the potential buyer for two months are the most effective. "Dealers are getting valuable Internet leads from a number of sources, including their own Web sites, automaker Web sites and third parties, and most of these are from prospects who are very much in the market for a new or used vehicle," said Mike McFall, president of Veretech, the licensee for Black Book Online. "The stores that are doing well have instituted a processes to get back quickly and regularly with these customers," he continued. "We've seen improvements in the ways that dealers are serving their customers through the Internet." According to 62 percent of Internet managers surveyed by Black Book Online, they need better leads. Additionally, 69 percent of those surveyed said they want manufacturers to provide more support for dealers in areas of pre-qualifying and screening of Internet leads. Success in selling to Internet leads depends on processes and practices in the dealership, said Black Book Online executives. Twenty-seven percent of dealers said they followed up on sales leads for two weeks, 24 percent for up to one month, 21 percent for two or three months, while 21 percent said they see Internet prospects as customers for life and follow-up indefinitely. "Through our own detailed analysis with dealers, we have found that those that follow-up on leads for at least two months are the most effective," said McFall. "The Internet does provide a unique and ideal way to begin assisting the customer early in the buying cycle, but dealers need to remember that many auto shoppers can spend up to 60 to 90 days learning more about the vehicle they want to buy. "Of course, it's not just how long you follow-up, but how and when," he added. "There still seems to be some trisl and error occurring in the process." Black Book Online executives also pointed out that dealers take different approaches to handling excess Internet leads. Forty percent of dealers said they often share leads with the floor sales staff when there are too many for the Internet department to handle. Twenty percent indicated that they share sometimes, and 40 percent said they never follow this practice. The survey, which was conducted by Intellitrends, sampled 100 dealerships from throughout the U.S. |
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