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AutoSuccess addresses the specific, researched needs of new car and light truck dealerships by providing entrepreneurial, cutting-edge, solution-based editorials to increase dealership profits and reduce expensesAutoSuccess, magazine, sales, new, used, selling, salespeople, vehicle, dealer, dealership, leadership, marketingFor similar content visit http://www.autosuccesssocial.com/

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  • 2011MAY

  • We will be hosting regional PCG Pit Stop events: June 11 & 12 Chicago July 9 & 10 Austin July 16 & 17 Los Angeles August 13 & 14 St Louis September 10 & 11 Toronto September 17 & 18 Vancouver

    Agenda:Sat 2:30 Registration Opens Sun 8:00 General SessionSat 3:00 Exhibit Hall Opens Sun 8:30 - 12:00 WorkshopsSat 4:00 Technology Showcases Sun 12:00 Lunch with KeynoteSat 6:30 Cocktail Reception Sun 1:30 - 5:00 WorkshopsSat 7:30 Dinner with Keynote Sun 5:00 General Session Sat 9:00 Hosted Entertainment Sun 5:30 Cocktail Reception

    The PCG Pit Stop Program includes workshops on: Sell More With Social Marketing Improving CRM Processes Lead Management in Your BDC Google Adwords ROI Google Places Optimization Automotive SEO Microsites and Landing Pages Fixed Operations Marketing Mobile Websites and Apps Integrated Advertising Solutions Implementing Dealer Chat Call Tracking and Monitoring

    Tune-Up Your Digital Marketing Strategy

    Advanced Registration Required

    Only $495pp$995 for 3 Attendees

    For additonal conferencedates visit:

    WWW.PCGPITSTOP.COM

    Questions call Carrie Hemphill at 732-450-8200 x2

  • TracyMyers 32 why you are The brand, sTupid!if you work at a dealership whether youre the dealer principal or youre a salesperson Theres something important you need to Know

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    onthly at 3834 Taylorsville Rd., Building A, Ste. 1B Louisville, KY 40220; 502.588.3155, fax 502.588.3170. D

    irect all subscription and customer service inquiries to 877.818.6620 or info@

    autosuccessonline.com. Subscription rate is $69

    per year. AutoSuccess welcom

    es unsolicited editorials and graphics (not responsible for their return). All submitted editorials and graphics are subject to editing for gram

    mar, content and page length. AutoSuccess provides its contributing w

    riters latitude in expressing advice and solutions; view

    s expressed are not necessarily those of AutoSuccess and by no means reflect any guarantees. AutoSuccess accepts no liability in respect of the content of any third party m

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    AutoSuccess. AutoSuccess may occasionally m

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    877.818.6620. Printed in the USA. Postm

    aster: Send address changes to AutoSuccess Magazine, 3834 Taylorsville R

    d., Building A, Ste. 1B Louisville, KY 40220.

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    do you Know who you are hiring?how to evaluate a screening solution

    LonLeneve 40

    creaTe a river of LeadsMarkTewart 16

    becoMing is beTTer Than wishingMarshBuice 10

    susanGivens 08 The MobiLe revoLuTion is bigger Than The inTerneT

    generaTing The greaTesT iMpacT on your profiT and saLes in The shorTesT aMounT of TiMe

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    nosTaLgia: The new goLden nuggeT of sociaL MediagenaeGirard 36

    Measuring conversion infLuence in auToMoTive adverTising channeLs

    brianPasch 22

    do noT de-brand your sToreTroySpring 34

    MattBaker 42 a cusToMer once ToLd Me...how using Third-party references can help you sell More

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  • sales & training solutionSusanGivens

    08 autosuccessonline.com

    The MobiLe revoLuTion is bigger Than The inTerneT

    Its hard to ignore the numbers. Mobile marketing is exploding into the mainstream at a much faster clip than even the dizzying pace set by the Webs emergence during the last decade. Globally today, more than one billion people are accessing the Internet with some sort of mobile device. Morgan Stanley projects more than $119 billion in commerce will be conducted over mobile devices by 2015 thats only three and a half years from now.

    Currently, 93 percent of the 307 million people living in the U.S. have a mobile device. Of those, 40 percent are estimated to have smartphones, mobile Internet devices or mobile-Web-enabled phones. Do the math: Thats an addressable audience of 122 million users this very minute. As smartphones decrease in price and increase in functionality, many experts say the large majority of consumers will have smart phones within the next 12 to 16 months. What is more impressive is how often cell phones are used to research and shop. Unlike computers, cell phones are

    always accessible. For this reason, consumers are using them to find product information, comparisons, pricing and retailers who give them a reason to visit their dealership rather than the competitions.

    The Internet fundamentally changed how consumers bought vehicles and how dealers sold them. Now the mobile market is the sequel that will have an even bigger impact because of its rapid growth rate and accessibility to consumers everywhere they go. Last year alone there was a 32 percent increase in mobile Web browsing and a whopping 90 percent increase in mobile app users. Industry studies show approximately 17 percent of the U.S. mobile audience are auto-intenders people who will buy a new car over the next six months. With 20 million auto-intenders in the mobile universe and one of three of them using a mobile device at some point during their vehicle search process, car dealers need to capture this market, said Sean Wolfington, owner of www.Tier10Marketing.com.

    To help put the world of mobile users into perspective, consider these facts: eBay has one sales transaction via a mobile device every second; mobile users bought more than 72,000 burgers in 72 hours via Groupon mobile coupon apps.

    While most dealers do not have a plan to take advantage of this huge opportunity, some of the top dealers are using mobile marketing to attract, sell and retain more customers for a lot less money than traditional advertising.

    Some dealers are using mobile apps to make it easier for customers to

    buy from their dealership. We get a lot of leads from our app for a fraction of the cost of Internet leads, said Brian Benstock, co-owner of Paragon Honda and Acura, the No. 1 Honda and Acura dealer in the world.

    Our mobile app is advertised on all of our newspaper ads, in our service department and its a great selling point for salespeople in the showroom. The app has generated a big increase in Website, Facebook and showroom traffic, said Mike Adler of Laurel BMW, one of AutoNations 207 dealerships.

    Two apps that help customers shop and buy are Car Factor and Car Price Hero. Car Factor is the No. 1 most downloaded automotive app in the world and it has a four-star user rating, the highest consumer rating of any auto app in the App Store. The app lets consumers build and compare vehicles, view reviews, get pricing and much more. A newly patented app, Car Price Hero, also gives consumers the ability to scan the bar code on a vehicles MSRP sticker and get an instant guaranteed low price on every vehicle in the dealers inventory. Dealers can advertise that they can provide Instant Guaranteed Low Price quotes in 60 seconds or less, s