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BREAKING NEWS | 2017 US Women's Car Dealer Report

In today’s competitive marketplace, women buyers are crucial for auto dealer’s success.
The all-inclusive 2017 US Women’s Car Dealer Report shares trends, behaviors, preferences and experiences women have when Purchasing, Shopping and in the Service Drive.

It’s not enough to just ‘know’ women’s habits when purchasing a vehicle at a dealership. ‘Knowing’ doesn’t make a difference.

Dealers that are taking action to market, to engage and to set forth a plan of adding value when selling to women are the ones winning their business.

We measured Certified Trusted Dealers satisfaction scores. In this year’s report, we share best business practices to elevate the client and guest experience to assist you in getting out of your comfort zone. It’s up to you. Stay the course, or apply new ideas, practices and methods to achieve a higher market share, retention and loyalty.

DOWNLOAD 2017 US WOMEN’S CAR DEALERSHIP REPORT HERE

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The Million Dollar Marketing Strategy

Is there such a thing as a million dollar strategy or a one-size-fits-all strategy for your digital advertising?

On this episode of Think Tank Tuesday, Paul, Ashley, and Juliana discuss brands that have attempted to utilize a million dollar strategy and whether or not it could be repeated for your business. 

We’d love to hear what you have to say. Comment below and follow us on Facebook.
Website: http://www.ppadv.com
Facebook: http://www.facebook.com/PotratzAdvert...
Twitter: http://www.twitter.com/Potratz
Instagram: @Potratz

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http://www.DealerSynergy.com 856-546-2440 

New research shows that being there and useful in consumers' initial auto searches leads directly to dealership visits. The brands that want to win sales on the lot need to first win these early micro-moments.

Customers increasingly rely on digital, and especially mobile, to help with their auto purchase journey—to research, find deals, and get real-time auto advice. For example, 1 in 3 adults in the U.S. watches auto content on YouTube once per month.1 Today, these digital interactions influence shoppers' decisions as much as (and potentially even more than) the salesperson on-the-lot. And because we're not yet able to start and finish an auto purchase online, it's critical for brands to win early micro-moments to drive people to the lot.

Be there in early moments to accelerate dealership visits

We conducted a study looking at individual micro-moments and their impact on dealership visits. We found positive correlations between searches in all five of the key auto moments and a visit to the dealership.2

For moments later in the purchase journey it should not be a surprise if a consumer turns up at your lot—for example, when someone searches for where to buy a car.

However, being there in initial moments matters too. Our study shows thatconsumers in their early research moments, such as which-car-is-best or is-it-right for me moments, are signaling intent to visit a dealership within a week.3For brands, then, having a digital presence across all the five key auto micro-moments is critical.

Format matters in driving traffic to the lot Equally important to being there in the initial research phase is being useful with the right content in the right format. For early micro-moments, video is great for engaging consumers. In fact, of people who use YouTube while buying a car, 69% are influenced by it—more than TV, newspapers or magazines.4

For auto consumers, our research shows that YouTube has the greatest impact at the start of the purchase journey. People using YouTube in which-car-is-best moments showed a higher correlation with dealership visits than people using YouTube in other moments.5 Some of the common search terms for shoppers in these moments include: "[brand/make] + reviews," "[brand/make] + specs," and "best luxury cars."

Once consumers have narrowed down their which-car-is-best choices, they want to know if their selection will fit their lifestyle and needs. They're curious about features, options, interiors, and exteriors. Increasingly, they're turning to Image Search to answer these is-it-right-for-me questions. Search interest for "pictures of [automotive brand]" is up 37% year-over-year,6 and 80% of these searches are now happening on mobile.

These image searches can drive consumers to the dealership. In fact, consumers who used Image Search in is-it-right-for-me-moments were more likely to head to the lot than those people using Image Search within other moments.8 In these moments, popular search terms include: "[brand] + sedan models," "[brand/make] + interior," and "[brand/make] + dimensions."

If you want to be one of the few visits that a consumer makes to the dealership, invest in mobile for those early micro-moments too. We can unequivocally say that being there across all five moments is important if you want to turn auto browsing into buying. But don't fall into the trap of thinking that buying decisions only happen at the end of the marketing funnel. If you want to be one of the few visits that a consumer makes to a dealership, invest in mobile for those early micro-moments too.

We can unequivocally say that being there across all five moments is important if you want to turn auto browsing into buying. But don't fall into the trap of thinking that buying decisions only happen at the end of the marketing funnel. If you want to be one of the few visits that a consumer makes to a dealership, invest in mobile for those early micro-moments too.

And don't forget to track the impact of being there in early micro-moments. Tools such as Google store visits or store sales can help OEMs understand the role of these moments in prompting dealership visits, and help your brand drive true business growth.

Re-post: https://www.thinkwithgoogle.com/articles/dealership-micro-moments-auto-searches.html?utm_medium=email-d&utm_source=content-alert&utm_team=twg-us&utm_campaign=20170125-twg-us-automotive-alert-OT-SL-SV&utm_content=Auto-cta&mkt_tok=eyJpIjoiT1RFeE1qZGtOR0UwTVRnNCIsInQiOiJyblBGTkhPUlBlMnVidjlYdjZlM3cwTkZ6cXZKb0htNStEM3dNekI3TTFMZENhNnpDSHdrczR0XC9jQWNiSTYwY0xBdjJmK29uaHg4Q2JIUWduRDBcL05qV1l6VWZrQ2lJXC9xM2RTc3lzNHJRYWUzQU92WHZIWllha2FnM2RaeGNXTiJ9

Digital Trends: Luxury Auto Shoppers July 2016
A data-driven look at the online behavior of luxury auto shoppers.
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And don't forget to track the impact of being there in early micro-moments. Tools such as Google store visits or store sales can help OEMs understand the role of these moments in prompting dealership visits, and help your brand drive true business growth. Sources
1 Google/Ipsos Connect, Mobile Video Study, U.S., n=2503, among adults aged 18-54 who go online at least monthly, Feb. 2016.
2,3,5,8 Google Data, aggregated and anonymized data are based on a sample of U.S. users that have Location History turned on, 2015. Compared foot traffic to any auto dealership between users who searched for an auto keyword within 7 days and those who did not. Auto keywords included in the analysis are the top 500 keywords by auto micro-moment.
4 TNS Media Consumption Report, 2015.
6 Google Trends, September 2015 vs. September 2014, United States.
7 Google Internal Data, September 2015, United States.

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In this week's Episode of Make Money Mondays Dealer Synergy's President, Sean V. Bradley gives advise for Managers to make sure your employees are using the CRM the right way. A lot of dealerships do not use their CRM properly by forgetting data or duplicating leads. Sean breaks down a method to make sure everyone in the dealership is using the CRM.

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Unprecedented, Yet Simple Tracking Worksheet Helps Build Your Business
There remains an untapped opportunity in your sales plan now to implement. This will make a huge impact just by tracking and measuring a few new metrics.

Follow this: While half of car buyers are women, and that percentage increases to 53% for millennial women. 1 in 3 women out earn their husbands.

But how successful is your dealership in converting women guests? How many guests actually buy? Are you aware how these buyers find out about your store? How can you grow what you don’t track and measure?

Tracking 5 Results to Analyze Success
Using our new worksheet*, track these 5 key stats each week and month:

1. Number of Female Guests: This statistic applies to a woman who comes into a dealership to buy a car for which she will be the registered owner. This applies to a woman shopping by herself, or with someone else, as long as the car is specifically for her.

2. Number of Female Referrals: Inquire at the beginning if the guest was specifically referred by someone else. This someone else could be a friend, a Facebook friend, a Women-Drivers Certified Trusted Dealer or a review by someone online.

3. Number of Female Sales: This is the number of sales to women each week and month.

4. Total Sales: Total ALL sales for your dealership by week and month.

5. % of Total Sales to Women: This is the percentage of sales to women compared to all sales for the week and month. This provides an at-a-glance view of how your store compares to the national numbers for sales to women.

DOWNLOAD THE TRACKING WORKSHEET TO MEASURE AND GROW YOUR FEMALE GUESTS, CONVERSIONS & BUYERS NOW

What You Put Your Attention On Grows
When you begin to track these numbers, several things will occur:

1. The attention of the sales team will be drawn to the figures being tracked. The numbers will be front and center. If your conversion numbers are low, you will implement strategies to raise them.

2. Focusing on the numbers elevates their importance. Understanding that the intent is to increase sales to women will increase your overall sales!

3. Tracking referrals helps you understand how well you are being perceived. It’s nice when a customer sees your advertising, but a customer who has been referred already has a positive outlook coming in.

Formal tracking of guest numbers and conversions is the first step toward capturing the valuable market segment of women buyers and becoming a destination dealership in your region.

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How to Optimize Your Open Rates

Did you know subject lines framed as questions get fewer open rates and replies?

Most people assume you SHOULD ask questions in your subject line in order to get more open rates when that’s not the case.  You can also increase the success of your marketing campaign by dropping the exclamation points! 

We know it’s hard to break the mold, and that’s why we’re here to help. In this week’s Hard Facts, Samantha explains how you can optimize your open rates by tweaking just a few things in your email marketing campaign. Watch for more info!

Website: http://www.ppadv.com

Facebook: http://www.facebook.com/PotratzAdvertising

Twitter: http://www.twitter.com/Potratz

Instagram: @Potratz

Snapchat: PotratzAgency

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Are you making this mistake?

Search engine marketing is valuable tool when used correctly. But it's not the be all, end all of digital marketing. You need to be able to step outside of your comfort zone if you want to achieve digital marketing success.

If you haven't already begun experimenting with other tools; now is the time. The first tool you should start with is email marketing. Tap into your current database and gather more information about your customers.

On this episode, Paul explains how you can start utilizing the full power of email marketing in your strategy.

Website: http://www.ppadv.com
Facebook:http://www.facebook.com/PotratzAdvert...
Twitter:http://www.twitter.com/Potratz
Instagram: @Potratz
Snapchat: PotratzAgency

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It's all in the detail...

Attention to detail can lead to fewer car accidents. In this week's Think Tank Tuesday, Paul explains how being dumped into an automated voicemail system can make it extremely difficult for customers to access your business.

What do you want to hear for next week? Leave your ideas in the comments below.

Website: http://www.ppadv.com

Facebook: http://www.facebook.com/PotratzAdvertising

Twitter: http://www.twitter.com/Potratz

Instagram: @Potratz

Snapchat: PotratzAgency

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How To: Capitalize on Your Blog

Has your blog reached its greatest potential? 

Your blog can boost traffic to your website, create demand for your products and services, and position your business as a credible resource for information. If you’re not utilizing your blog properly, you’re missing out on awesome opportunities!

Watch this week’s Hard Facts to learn about some things you should know before hitting the publish button on your blog that will drastically effect its reach and performance.

Website: http://www.ppadv.com

Facebook: http://www.facebook.com/PotratzAdvertising

Twitter: http://www.twitter.com/Potratz

Instagram: @Potratz

Snapchat: PotratzAgency

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Developing Your Brand

I'm re-launching my Think Tank Tuesday series next week.  Until then, I've been encouraging business owners, entrepreneurs, and dealerships to watch the last 4 episodes on branding.

How important is a brand? Critical.  Without a brand, your business will lack trust in its followers and won't gain loyal customers or increased sales.

Watch these episodes to help develop your brand and become a successful business!

Website: http://www.ppadv.com

Facebook: http://www.facebook.com/PotratzAdvertising

Twitter: http://www.twitter.com/Potratz

Instagram: @Potratz

Snapchat: PotratzAgency

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How to be... Everywhere!

You have to be everywhere, but how do you maintain everything? Making sure your Yelp, Yellowpages, Facebook, Twitter, Super Pages, and YouTube are all up to date with your correct phone number, address, dealership name, and other important details can become an overwhelming task. Samantha will cover some tips to be everywhere.

If you want a copy of the Quick Tips Sheet, then email HardFacts@ppadv.com

I want to hear your ideas! Leave a comment here or connect with me on Facebook and share your thoughts.  You may get a free POTRATZ Coffee Mug Strategy!

Website: http://www.ppadv.com

Facebook: http://www.facebook.com/PotratzAdvert...

Twitter: http://www.twitter.com/Potratz

Instagram: @Potratz

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Is Your Relationship with Women Customers like a Yo-Yo?

This week we are having a look at relationships with women customers. Traditionally, after women buy their car, they come into your store for mandatory service visits or for a recall. It's a bit like a Yo-Yo effect. What do more meaningful and ongoing interactions with women look like? A dealership might offer free car washes or birthday oil changes? What about a “happy anniversary this-is-the-day-you-bought-your-car-here-and-we-appreciate-you” tire rotation? These are opportunities to build relationships with women customers and for her to keep you top of mind.

Innovative Engagement and Enrichment
Innovative digital tools like Women's Car Guide provides touch points to cultivate and build a trusting relationship with your female clients that keeps you in a fluid relationship, while providing educational tips to women+families.

A woman may just buy a car every 5-8 years, but she uses it several times a day. Content in the Women’s Car Guide can be seen as a trusted resources all year round by emailing her articles that are relevant to her. Or, they can be used in newsletters to all your subscribers. The mobile responsive Women’s Car Guide integrates into your website to showcase lifestyle and life-stage articles.

It improves time spent on a dealer’s website. Content also auto-posts to the dealer's Facebook page. Reviews are also integrated to showcase transparency with this emerging market that relies on authentic feedback.
Click to see Women's Car Guide.

In the world of connectivity, click here to learn how to stay top of mind with your women shoppers.

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So, you’ve received a poor review from a woman customer. Now what? First, remember poor reviews will happen. Someone will be unhappy with your dealership at some time. The same happens to Starbucks, Apple and Nordstrom. As long as the poor reviews are infrequent, they really are good news. Why?

  1. Customers expect to see a variety of ratings when reading reviews. If all are “exceptional”, customers will think they aren’t seeing the whole picture.
  2. You have a chance to correct the issue. Your dissatisfied customer could have not mentioned the problem and just told her friends. Instead, she took the time to tell you about it, and now you have a chance to work on it – and most importantly, the relationship
  3. It allows other women prospects to see the entire thread and see the larger picture as well as understand how you respond and treat customers.

The key issue for any ‘poor review’ is how you handle it. Here are a few things to consider:

  1. Use rating services that allows this type of feedback to be held offline until you have a chance to resolve the problem. (Certified Dealers on Women-Drivers.com allows 10 working days for customer resolution before posting the review.)
  2. Carefully read and note the real issue. Determine if it's a problem you need to address internally. Don’t dismiss it or think it is a one-time problem.
  3. Discuss the problem in a prompt manner with your customer. Be sure to thank her for the feedback and make sure she has been “heard and gotten.” Once the issue is firmly resolved, you may consider:

    a. Offer a service coupon and ask her to give you a chance to make up for the inconvenience.

    b. A follow up call from the Service Advisor or even the GM provides an appreciative touch.

    c. Free car washes or lunch for two can be in order.
  4. Resolve the issue internally, even if it was a one-time problem. If one customer reported the issue, other customers may have experienced the same thing.
  5. Ask the customer if they are willing to re-write another review based upon this issue being resolved to their satisfaction.

Did You Know?

Customers who leave a bad review have taken the time to tell you about it rather than just walking her business elsewhere. View this as an opportunity rather than a threat and reap the rewards. Customer retention and recognizing the residual revenue in the service drive is paramount. Keeping a customer costs a lot less than getting a new one.

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This week's Make Money Mondays, is with the CEO of Dealer Synergy. Sean V. Bradley, CSP discusses your BDC department. 


BDC= Business Development Center. A BDC is a department that proactively drives traffic to the dealership, and does not respond to reactive traffic. How can you create business that isn't already there? Through Internet sales, Service conversion, service BDC, equity mining, data mining, cross promotional marketing, special online finance, etc. There are 8 ways for a salesperson to sell an automobile. Those 8 ways include walk-in, be-back, Internet, phone, prior customers, referrals, service conversions, and prospecting. You need to respect the fact that there is so much opportunity on the Internet and have your salespeople perfect and manage the 8 ways to sell an automobile. 


Want more training from Sean V. Bradley? Check out http://www.BradleyOnDemand.com

For more information on the automotive industry visit http://www.AutomotiveInternetSales.com

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If you are looking for an exciting career in the automotive industry. RK Chevy in Vineland, New Jersey is hiring for numerous positions:
Internet Sales Coordinators,BDC Reps, Showroom Sales Consultants. Please call if you are interested or if you know someone that would be perfect for these positions. RK Chevy knows 92-99% of Americans go online to shop, so the internet sales department is getting built up to be HUGE.Start your new career today!

http://www.myrkchevy.com

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