Up Your Ups

Are You Running Ad Words For Dummies!

Ron Wheeler — Tue, 06 Sep 2011 16:42:03 +0000

If you’re one of thousands of dealers who think they’re on top of Google, Bing and Yahoo Adwords, you may want to revaluate!

Give yourself the ad word dummy test:

1) Is your ad word copy over 90 days old?

2) Do the majority of your ad words have the same copy?

3) When you click on your ad does it take you to your home page?

4) Are landing pages something other guys are doing?

If you answered yes to three of these questions you’re a card carrying member of the ad words for dummies club.

Don’t feel bad, it’s a very big club. Many top dealers can be found in this club.

Ad Words For Dummies was created years ago when the entire concept of ad words was born. It was a quick and easy way to get dealers into the ad word game. I like to say it played to the lowest denominator. The dealer who wanted in but didn’t understand it.

The problem today for these dealers is they haven’t realized, relevance now trumps participation. Your ads must be time and product sensitive. You must give the consumer the feeling their search will be rewarded with relevant information.

Static ad copy that directs the shopper to a home page is not relevant.

A used truck ad shouldn’t go to your new vehicle inventory!
A new car search shouldn’t go to the home page!
A make and model search shouldn’t locate a different make and model!

It’s time to wake up. The most successful dealers are running customized, accountable and effective ad word campaigns. The old school approach of just getting into the game isn’t personal or relevant enough.

It’s time that you integrate customized copy, customized landing page, and customized offers to your ad word campaigns.

Let’s face it! The people conducting searches are pretty good prospects. You need to recognize the importance of being relevant. Do your own trial and error searches. I dare you!

Dealers have fallen behind. Think relevancy and integration!

If you’d like to discuss how to turn your ad words campaigns into effective money makers drop me a note.

Your automotive ad agency really should be all over this!

How Relevant Is Your Dealership Today?

Ron Wheeler — Thu, 01 Sep 2011 16:37:21 +0000

Have you stopped and really asked: How relevant am I? Not how relevant you’re as an individual, but how relevant is your business to the shopping public.

This is a key statement! You need to begin looking at customers and prospects as the shopping public.

Prospects are no longer prospects. Customers are no longer customers. They have become educated, informed, shoppers.

Always learning!

Always sharing!

Always shopping!

If you want to be relevant ask yourself: Am I making it easier for people to shop?

Are my messages relevant to the searches being made for information?
Are my methods of communication relevant to the media channels that people desire to access information?

Communication Channels

We have dealers who will only use the telephone to communicate with our agency. I know other dealers who still like the fax machine. And there are those who prefer to handle things through email. My point is we have to communicate with our dealers in the manner they prefer.

Your marketing message must be relevant to the market place. You need to be integrating Social Media, digital and traditional media into your monthly plans. You can no longer treat each media channel as an isolated silo. The shopping public isn’t behaving this way, why should you?

Message

The shopping public wants to get the information they desire from the media channel they prefer.

They also expect your message to be more relevant to their search or inquiry.

A great example of how dealers are not making their message relevant is the use of Google Ad Words.

Do a search. Type in any product you like and what you’ll find is two major mistakes.

The copy in the Google Ad does not specifically match the search. It’s also so generic that it doesn’t relate to the time of year, the event in play or the product searched.
90% of the time when you click on this ad you’ll end up on the home page of the dealer’s web site! These dealers are asking the consumer to work even harder to find the information they thought they put into a search bar.

The solution is Relevant Content. Try creating landing pages that match your key search terms. Give the shopping public the information they want. Update the copy in your ads. Try just adding Fall Specials into your copy, it will make your ad more relevant to the shopping public. Make everyone else’s ad look stale and old.

If you start thinking Integration you’ll quickly see how easy it is to become relevant to the shopping public. It doesn’t take more effort, just the willingness to look at the market from a different view point.

The shopping public’s eyes! Take a look and you might realize you’re not very relevant.

Give me call if you have any thoughts on Integration! We’re always thinking here.

Wake Up!… Marketing Is About To Get Really Hard!

Ron Wheeler — Mon, 22 Aug 2011 14:20:20 +0000

Put a Post-It note right where you can see it and write down:

Marketing Is About To Get Really Hard! What Am I Doing About It?

It’s the calm before the storm.

Are dealers about to be caught unprepared? The answer is a resounding YES!

If you thought marketing was challenging in 2009 watch the next few years closely!

HERE’S SOME BREAKING NEWS

There’s a dealer or two in your market who is preparing to dominate your market. They’re developing an integrated marketing strategy that focuses on relevancy. They understand the change in the air.

Here’s what they know! The market place wants you to be relevant to their information needs and their communication preferences.

Many experts are calling it circle marketing or small town marketing. Either way the consumer wants more relevant information and on their terms.

For example this is going to affect:

How you approach Google Ad Words
Where you send your consumers
What offers you make
How you connect via Social Media, Digital or Traditional Media

Every message and path needs to be Integrated!

Social Media has forever changed the landscape. It has empowered people to get relevant information and to share their experiences. They’ve discovered they can dictate how they wish to be communicated with.

Stop and write down Social Media is my friend not my enemy. It’s the missing link. The link that will allow you to fully integrate your marketing efforts. It will allow you to reach the circles and to be the leader in small town marketing.

Don’t think I’m talking about Facebook. Facebook is only a tool. I’m talking about the entire social media world. It’s a place not a tool.

Integration strategists understand by expanding your frequency and interaction between media channels, you’ll expand both your reach and your frequency while maintaining your brand and retail message.

Remember this>>> “The early adopters of integration strategies are thrilled about the reluctance of it’s competitors to keep pace.”

Don’t stick your head in the sand. Marketing is about to get REALLY, REALLY HARD!

If your automotive ad agency is not taking to you about integration they might just be too old school. Don’t let their lack of vision affect your future. Ask about small town marketing. Ask about relevancy.

Give me a shout if you want to talk integration.. I love it!

Integration Of Automotive Marketing Is True Love!

Ron Wheeler — Sun, 07 Aug 2011 23:28:10 +0000

Is it possible to have love and automotive marketing in the same sentence?

Yes it is….

Really it is. We’ve been trained for years to think of each individual media as it’s own silo. You don’t fall in love with any marketing plan if you’re constantly evaluating each effort on it’s own merit.

Did the mailer work?

Did the TV spot drive traffic?

Did my web site create leads?

Is Social Media driving any sales?

What’s this have to do with LOVE?

(Note: There’s nothing wrong with tracking and holding your marketing effective.

I highly recommend it. See TDS Ad Tracker)

THINK ABOUT THIS FOR A MOMENT!

I’m sure your spouse is good at something, not so good with others, brilliant with some but when you put this all together you have someone you can’t live without.

You could find different people whom are brilliant at certain things. You could spend time with the good cook when your hungry. Call the good dancer when you’re ready to go dancing. And you call the spiritual one when you’re ready to attend church on Sunday.

The problem is you won’t LOVE any of them. You’ll change them out like pieces in a puzzle before you would ever know if they might be a good match for you.

Marketing is the same way. If you want to love your marketing you must integrate all aspects of your marketing into one great plan. A plan with everything rolled up into one incredible automotive marketing effort.

Take your traditional advertising and integrate into digital and social.
Take your digital marketing and integrate it into social and traditional advertising.
Integrate everything into one complete plan.

STOP… treating every marketing opportunities as stand alone options.

The question you need to be asking is can I integrate this into other advertising channels and can it make something else more productive. If you answer yes…. add it to the mix. Don’t let your automotive ad agency keep you from integrating! So many do without even realizing it! They maybe be too small and don’t have the resources or they just focus on one particular media.

If you want to learn more about effective integration go to We Integrate Everything.

If your ready to really love your marketing start integrating today!

How To Integrate Social Media Into Media Negotiations

Ron Wheeler — Mon, 01 Aug 2011 18:01:44 +0000

Traditional negotiations of a television buy consisted of the number of spots you could get for your budget. You’d also look at reach and frequency in an effort to hit some minimum numbers. You’d look at the cost per thousand as you targeted a specific demographic. Finally, if you didn’t like the programming it was usually eliminated.

It’s time to now integrate social media into your television, radio or print negotiations.

Yes, social media is a high priority with most local media properties. The obstacle for most stations is how do they leverage thier media with advertisers most auto client don’t have a vibrant social program?

The answer is they can’t!

This is great news for you! (You do have a social media program don’t you?)

If not check out Social.Motive.

There are two dynamics working here. The stations are looking for partnerships with dealers who have a social media program and a media budget. The stations have two strong motivating factors.

1) To get your ad dollars
2) To show some value in their social networks

For example WFAA here in Dallas Fort Worth has over 23,000 likes on facebook and over 18 twitter accounts. About 16,000 on one account alone.

Here’s how you do it… ASK!

Ask how can we tie your social network into theirs. Can we do some joint social promotions? Can we tie into some events you have scheduled? Can we tie into your local programing? Can we offer your social networks something exclusive?

For no extra cost you’re potentially connecting into another 40,000 targeted individuals simply by participating in social media. Just ask! You have a motivated partner.

Integration of social media into your media negotiations is a must. Leverage, leverage and more leverage!

Integration is the name of the game.

Look to integrate everything you do. You really can’t afford not to!!!!

30 Top Integration Thoughts For Better Marketing

Ron Wheeler — Wed, 06 Jul 2011 14:57:38 +0000

Integration should be on your mind at all times.

It’s without a doubt the key to marketing today and in the future. If you’re not integrating you’re falling behind.

I created a list of 30 Integration starter idea’s for you! Read the entire list and you’ll begin to feel the power that integration can deliver.

Remember it’s just a starter list… ENJOY!

1) Integrate you call recordings with a service to review and flag missed opportunities

2) Integrate Facebook ads into your fixed operations offers

3)Integrate seasonal or promotional language into your Pay Per Click ads

4) Integrate hotspot technology and your landing page creative for digital

5) Integrate unique URL’s into your landing page program

6) Integrate site reports from Google analytics to lower bid prices

7) Integrate used digital ads with specific make and model on website

8) Integrate your blog with twitter and tweet 6 times per day

9) Integrate facebook and texting and gain valuable opt in cell numbers

10) Integration of floor traffic and texting

11) Integrate your floor traffic and texting

12) Integrate expandable banner ads with your live website

13) Integrate your traditional media buys with association ads

14) Integrate more emphasis on website in TV ads

15) Integrate the power of mass media social network with yours

16) Integrate media events in the community with your twitter and facebook

17) Integrate specific URL’s in print with dynamic digital landing pages

18) Integrate your blog content and make a great e-newsletter

19) Integrate your organic search efforts with your blog content and copy

20) Integrate your key search terms in your social content

21) Integrate outside experts to your social sites to add relevancy for search

22) Integrate texting into your TV campaigns

23) Integrate QR Codes into all print and showroom materials

24) Integrate your blog with website home page

25) Integrate point of sale and your social networks

26) Integrate be back strategies with texting

27) Integrate a tracking system that tracks traditional, digital and social

28) Integrate lifestyle data into your media buys

29) Integrate zip code data for better digital results

30) Integration of free posting site with digital

Everyday be looking for ways to integrate and stretch your marketing dollars. Take a look at what a day of integrated marketing looks like by clicking on this Integrated Marketing link.

Please share some of your integration idea’s with us. If your automotive ad agency isn’t integrating quickly share this list with them.

Integration Closes More Sales According To Dr. John

Ron Wheeler — Tue, 05 Jul 2011 16:27:14 +0000

It’s undeniable Integration will make your marketing more effective and provide plus leads.

However, Integration can also help you increase appointments and sales!

One industry expert recently showed us how Integration of call data can do just that.

Dr. Mlinarcik of PCS Global has developed and incredible service and you should take a close look at.

Anytime I can find a low cost way to create more appointments and improve a dealers closing ratio I’m all ears.

Dr. John’s and PCS Globals Integration strategy centers around the phone call. Most dealers are recording their call traffic for marketing purposes but very few effectively use the call recordings for additional appointments.

PCS Global has several solution you should look at integrating into your call system.

Tele Pulse gives you a snap shot of each call by providing a written overview of each call. This saves you valuable time. You won’t have to allocate the resources to listen to each call and it gets done everyday. The executive review is easy to read and provides the important elements of each call.
Save A Deal does just what it promises… it saves deals. These are deals that clearly have an issue and need someone stepping in to make sure the customer gets what they need.
PCS Globals Training and Coaching process is very effective. They review your calls and rate the handlers on a variety of important subjects.

This is an effective Integration process that should take place every day. I encourage you to take a look at this service. This is a great example of how Integration can give you a better ROI. Remember, it’s not always about more traffic. Integration can be about taking advantage of the traffic you already have. Make sure you have your automotive ad agency checks this out.

If you’d like to know more on how Integration can help you just give me a shout out.

Integration Drives Dealership Traffic

Ron Wheeler — Fri, 17 Jun 2011 18:43:26 +0000

What does Integration mean to you?

More Traffic

More Traffic, Less Spend

More Traffic, Less Spend, More Prospects

More Traffic, Less Spend, More Prospects, Greater Market Share

MORe Traffic, Less Spend, More Prospects, Greater Market Share, and a

HUGE Competitive Advantage!

The results are in. Integration of traditional, digital and social media is the perfect storm. Yes, the market will always be fluid but when you harness the power of integration you really have something.

Integration requires you to look at things differently. You must stop evaluating traditional, digital and social media as independent silo’s. They can no longer be single tools. They must interact! They must be connected.

The power of integration is simple. You stay connected with your prospect and customer through the buying cycle. Your marketing is more viral, more interactive, more responsive and more effective.

Here’s how Wikipedia describes integration.

Integrated marketing communications – Wikipedia, the free encyclopedia

Integrated Marketing Communications (IMC) is the coordination and integration of all marketing communication tools, avenues, functions and sources within a …..

You Get The Picture!

Here’s your starter rules to get started.

Stop treating each media channel as a stand alone tool.
Ask your self how can I integrate this.
Live by the motto… I Integrate Everything!

Believe me there’s a way to integrate everything. All you have to do is ask the question!

Ask your automotive ad agency or search google for more help. But what ever you do start integrating today!

Our Nation’s Obsession with Facebook- and Why You Need to Capitalize on

Ron Wheeler — Mon, 18 Apr 2011 13:20:57 +0000

Facebook is apart of everyone’s life- that’s a given. But how much so? How has it tangled it’s way into the daily life of a American? The numbers shown on this fantastic infographic below, go into detail on the staggering number of people logging into Facebook everyday and how it has changed news, photos, and communication all together.

With the sheer volume of people connecting online everyday, businesses have already started capitalizing on the connections that can be made through Facebook. Are you one of the businesses that communicates daily messages to your customers and target audience? Do you have contests, prizes, discounts and incentives to keep your customers happy? If not, then you are missing an integral piece of your marketing plan. If you still doubt the power of social media and what it can do for your business, take a look a the numbers from the infograph, and I am positive you will see why it is a must-have in your personal and business life.

Give us a call 800-678-7822 if you would like to understand more how social media can help your business.

Or if your RV advertising agency is not giving you the results you need.

Via: Online Schools

LEAVE A COMMENT | CATEGORY: FACEBOOK, SOCIAL ,

Dealership Traffic and QR Codes?

Ron Wheeler — Wed, 13 Apr 2011 13:33:42 +0000

Is Your Business Using QR Codes?

–

Business Owners!! Is your business keeping up with the latest digital trends? If so then you know about QR codes, Right! Are you using them to your advantage? If you don’t know what they are, they resemble bar codes (only difference is 2-dimensional pattern) they can be scanned with any smartphone with a QR reader. When the QR code is scanned the person will see a coupon, website, video, or whatever the business would like to promote. The opportunities for using social media with QR codes are endless.

Some businesses might write off QR codes as a fad and just stick with traditional advertising. Whether they know it or not QR codes are everywhere, from movie posters, bookstores, to your Starbucks cups. Using a QR code on a flier, window sticker, direct mail, computer screen, or anywhere offers the ability to engage consumers beyond getting a passing glance of your ad.

It’s only a matter of time, just like Facebook, before QR codes become so widespread that everyone knows about them and are engaging in them everywhere. Businesses would do well to step out and get ahead of the game. QR Codes will have an impact on your dealership traffic. If your automotive ad agency is not on top of this give us a call.