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By Richard Greene, AR NewsMagazine Editor / January 17, 2007 LEXINGTON, Ky. — Encouraged by the swelling numbers of Internet embracers within the dealership community, David Kain now is hopeful that more dealers and used-car managers will become ambidextrous when it comes to their online marketing and sales skills. Say what? Kain believes that dealers and used-car managers need to become as proficient in developing their online advertising presence as they are in preparing their traditional media ads. They also need to become as competent in getting their cars Web-ready as they are in getting them front-line ready for their physical lots. And, at the same time, they need to become as accomplished in working with those customers who respond to their Web site as they are with buyers who act in response to their traditional marketing. Nationally recognized in auto Internet and business development, Kain will delve into each of these topics during his workshops and plenary sessions at Auto Remarketing's Used Car Manager and iRemarketing conferences to be held April 24-27 in Denver, Colo. "When I work with dealerships, the Internet dealer I'm trying to help create is the guy who recognizes that he's got both traditional media-influenced customers and Internet-influenced customers and that his sales force and managers must be capable of being ambidextrous in working with all of them," Kain noted. He cautioned dealers and managers against segregating the Internet department from the rest of the marketing team and efforts. They need to be integrated into the marketing dynamics of the dealership, he added. "Dealerships need to quit parceling out and making the Internet function a separate department somewhere over there in the corner," Kain advised. "It needs to be a part of the marketing purview of the managers who do the advertising. A dealership can really propel itself forward if they embrace this critical component instead of limiting the Internet department to just those one or two guys who do the Internet." When the managers gather to brainstorm their marketing plans, online advertising needs to be a part of that mix, Kain said. "What comes to pass with most dealers I work with is that there's a typical day of the week that dealers tackle their marketing activity," Kain explained. "On that day, they're thinking newspaper, radio and TV and direct mail, but they also need to add their Internet strategies to that and duplicate in some online fashion what they're trying to fashion in those more traditional environments. "What will then happen over time is that when they measure their advertising activities and results, they'll start to realize that the Internet, through their database marketing and through their online classifieds and through their other activities on their Web site, is actually giving them much more bang for the buck than those other media," Kain added. Not that the dealership should completely abandon their traditional media advertising in favor of a completely Internet-driven strategy, Kain said. "First and foremost, I encourage dealers to keep up with their traditional media as their market research dictates, but dealers should also start using the Internet more to promote their own Web site and their online presence," he said. "What they promote on the air and through print needs to be duplicated on their Web site and in their database marketing, including through e-newsletters." Dealerships should start including their URL in their print ads as well as in their TV and radio commercials. "This communicates to consumers that the dealer wants them to go online," Kain said. "So, this helps start letting the consumer know that when they think Internet, they are automatically going to think of their dealership. This further cements in the minds of the consumer that their local dealership is the Internet leader in their area." Kain then pointed to a company called Smart Web Concepts that is known for providing value and affordable Web programs and lead-building systems for the auto industry. "They use this technology that can now take the look and feel of a newspaper ad and create an HTML interface online where the consumer can go onto a dealer's Web site and see that same look, and then they can click a specific vehicle in the ad and get more details and then leave a lead," he noted. "This to me is the Holy Grail, if you will, because it melds both of these wonderful media," Kain added. But dealerships can't stop there, Kain said. "When it comes to online advertising and selling, dealerships need to get their cars Web-ready equal to getting their vehicles front-line ready," he stated. "Used-car managers are doing a great job buying their product right, reconditioning the cars right and getting them out to the lot looking great," Kain said. "Unfortunately, this action is predicated on the fact that customers are choosing the path to interact with the dealership by physically coming to the store and viewing the cars physically out on the lot. "What today's used-car managers need to do is extend their lot to the online customer by realizing that most of his shoppers are going to first shop via the electronic process, and if his inventory does not stand out well, is not supported by a quality array of photos, is not supported by great descriptions and not priced right on the market, they won't be successful in attracting shoppers online to their store," he continued. Kain recommended that used-car managers study a Web site called DoneDirect.com, which he said masterfully describes its inventory. "They describe the car down to the minute detail and with wonderful personal language. They also provide great photos," Kain said. Additional tips that Kain explored and will be part of his upcoming Auto Remarketing sessions included: —Senior sales managers need to become more involved with Internet customers earlier in their car-shopping experience. "Many general sales managers and others don't become involved with Internet customers when they initiate a contact because they don't typically get involved until they physically show up and walk through the door at the dealership," Kain explained. "But with Internet customers, they are showing up, but they're doing it electronically, so sales managers should be involved with those initial e-mail exchanges and telephone conversations." —Study those local dealerships that are known for being Internet savvy and try to emulate and adapt their methods. —Before a sales associate interacts with a customer, know their relationship history with the dealership. Use one's CRM and DMS tools to their advantage. On a related note, keep the dealership's e-mail addresses current. —Heavily promote a dealership's daily or weekly specials through a specials' link on the store's Web site. —Make sure consumers have multiple input options on the dealership's Web site. —Effectively use search engine optimization to increase the possibilities the dealership's Web site will pop up when customers are researching over the Internet. —Take advantage of community bulletin boards, including Craigslist, to promote one's cars. —Make sure the dealership's Web site can be navigated easily. "Don't clog up the pipeline with a lot of frivolous information," Kain said. "When the customer comes to your Web site, they're primarily shopping for a car or trying to get information about parts or service. So the more clear your navigation system is, the car shopper will enjoy a better experience and you are also increasing the likelihood you'll get better results through your Web site." Finally, Kain concluded, "Dealers don't have to spend much money to be successful online. Be smart and always look for ways to optimize your return on investment. If a dealer does that, they will do well." |
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