Shining a lighton your hidden

Internet customers

Shining a lighton your hidden

Internet customers

Agenda

• Introductions• Who we are• Internet Trends• What we do• How we can help

Black Book Online Division Overview

• Support over 25 OEM Portal Sites and in excess of 7,000 dealer websites

• Generating over 2.5 million high quality leads annually.

• Providing the industry timely, independent, and accurate information.– Values are updated every day.

• In 50+ auctions EVERY week, physically on the lanes.

• A Hearst Business Media Company

Current OEM Customers

Current Dealer Group Customers

Internet Trends

DEALER SURVEY: What percentage of leads from each source would you rate as excellent?

40%40%

23%23%

LEADS FROM YOUR OWN WEBSITE

MANUFACTURER LEADS

LEADS PURCHASEDFROM THIRD PARTIES

17%17%

Internet Marketing Facts?

Fact: If your dealership is not active on Facebook, then you “just don’t get it”

Fact: If you’re not sending your customers ten tweets a day, then you’re “behind the times”

Fact: If your dealership’s MySpace account doesn’t have 4,000 friends, then you’re “dead in the water”

Fact: If you’re not actively blogging about your latest finance offer, then you “just don’t want to sell cars”

Fact: If you’re not filming every car in inventory & pushing these videos to YouTube & 30 other video sites, then you “might as well close your doors”

Fact: This is the only fact on this page: None of the above are facts…

Remember when?

Remember when…

• You had to have a .mobi version of your website?

• You must lead score 100% of your leads?

• Big Budget Search Engine Marketing was the only way to save your business?

• All cars were going to be sold on eBay?

• If you didn’t have a blog on your site, you were going to be invisible to the search engines?

True CPS

• If I could guarantee you 1,000 leads each month at $1 per lead…

• And, if I could guarantee you’d sell exactly 10 of those leads…

• Giving you a Marketing Cost Per Sale (CPS) of $100 per copy…

• Would you buy these leads?

True CPS

The cost of inefficient leads

• Greater effort per sale• Lower unit sales per person• Decrease in employee satisfaction• Increase in turnover

• Your Goal should not be cheap leads, your Goal should be great leads…

• Would you rather have 1,000 traditional ups and close 10 deals or have 10 ups and close 5 deals?

The cost of inefficient leads

• Inefficiency and low closing percentages

• Higher costs per sale• Bad customer experience• Encourages cherry-picking• Leads to prequalifying• Lower unit sales per person• Increased turnover

A true story…

To Tweet or NOT to Tweet!

53% of Twitter users have no followers

56% of Twitter users are not following anyone

54% of corporate communication heads think Twitter is a fad

8% of advertisers say Twitter is a very effective promotional tool

5% of all online US adults use Twitter

22% of Gen Y (18-24 year olds) use Twitter, though 99% have an active social networking account5

Is Tweeting considered Branding, Lead Acquisition or none of the above?

CASE STUDY

• Case Study: NW Chevy Dealer (as of 9/1/10)

• 1,108 followers on Twitter• 124 fans on Facebook• Pan & Scan videos on their website• Clearly a Web 2.0 Dealer, right?

The Reality

• No vehicle descriptions or seller’s notes on their websites or their AutoTrader.com listings

• 6 photos per car• 2 websites, no specials on OEM site• No lead generating conversion tools• No (noticeable) SEO code or content • 13 reviews on Google (11 negative; 2 positive); 1.5

stars (of 5):– “Stereotypically Sleazy Salesmen” February– “don’t waste your time with these liars” April

• No auto-response• 3+ hours for first responses (non-templated, 2

sentences)• 1 follow-up email in next 60 days (generic broadcast

email)

25 things to MASTER before your 1st TWEET

THE TOP 25Ongoing ProcessTraining

Ongoing ProcessTraining

CalculateROI of All Vendors

CalculateROI of All Vendors

Track & Measure

Everything

Track & Measure

Everything

Written Processes

Written Processes

Proper Staffing Levels

Proper Staffing Levels

90 Days of Compelling Templates

90 Days of Compelling Templates

Trade Appraisal

Forms

Trade Appraisal

Forms

Working Pop-Up Coupon

Working Pop-Up Coupon

Active & Compelling

Specials

Active & Compelling

Specials

Interactive Credit

Application

Interactive Credit

Application

Active Mystery Shops

Active Mystery Shops

Repair Online

Reputation

Repair Online

Reputation

eBayThe Right

Way

eBayThe Right

Way

Targeted Email

Campaigns

Targeted Email

CampaignsDIYSEODIYSEO

Log All Phone Ups

in CRM

Log All Phone Ups

in CRM

Manager Listens to Each Call

Manager Listens to Each Call

Online Chat

Online Chat

LocalSearchLocal

SearchSEMSEM

Maximize Traditional

Leads

Maximize Traditional

Leads

Maintain 30-Minute Response

Maintain 30-Minute Response

Robust Vehicle

Descriptions

Robust Vehicle

Descriptions

Monthly Newsletter

s

Monthly Newsletter

s

Monitor Competitive Activity

Monitor Competitive Activity

What Do Customers Want on a Website

•85% want pricing

•78% want inventory information

•52% want trade data

ActivatorTM by Black Book

Activator Assures that Your Prospects Don’t Slip Through The Cracks…

But End Up in your Showroom!

Here is How it Works…

• Serves as a virtual greeter and guide

• Video proven to generate 30% more prospects

• Enhances overall user experience

• Increases overall website efficiency by 30 to 50%

Customer begins by

clicking on Black Book

link or Model

Customer begins by

clicking on Black Book

link or Model

Step 1…

Easy drop down boxes

capture critical trade

data

Easy drop down boxes

capture critical trade

data

Step 2…

Only certain factory options

impact the value

Only certain factory options

impact the value

Step 2…

Virtual “walk around” helps customer appreciate all

aspects of condition

Virtual “walk around” helps customer appreciate all

aspects of condition

Customers provide contact information…

e-mail addresses are

verified

Customers provide contact information…

e-mail addresses are

verified

Step 3…

Sales tax savings

Sales tax savings

It’s That Easy…

Price rangesets the

customer’s expectations

Price rangesets the

customer’s expectations

It’s That Easy…

Customizable next step options

Customizable next step options

Set appointment

now!

Set appointment

now!

Choice of Coupons

Coupon delivered with the

appraisal

Coupon delivered with the

appraisal

Email Designed to Drive Showroom Traffic…

Expiration notice

drives need to act

Expiration notice

drives need to act

Lead Nurturing with SafetyNet™

• Black Book Online stays “in touch” with your leads on your behalf.

• With lead nurturing you'll gain:– Faster and stronger sales

pipelines

– Higher close ratiosEmail#

Day#

ThemeTheme

#

E1 2 Assist gettting best value for trade T1

E2 3 Dealer is interested in your trade T2

E3 8 Appraisal expiring T3

E4 14 Still looking to trade? T4

E5 24 Manufacturer incentives T5

E6 34What's your interest? (finance, inventory,specials)

T6

E7 54 Highly desireable trade T7

E8 64 Vehicle is depreciating (time=money) T8

E9 74Fear: upside down, new payment, can't decide, credit worthy

T9 60-90 Days

E10 90 Repairs could cost big dollars T10 Remove obstacles

E11 100 Informational survey (Have you bought?) Final

30-day windowHit hard

30-60 DaysContinue urgency

World Class Training & Support

• Dedicated Support Specialist• Safety Net Follow Up Calls• Appointment Calls• Performance Reports• Ongoing Training – Tips and Techniques

Monthly Analytical Reports

• Monthly Lead Volume

• Brand/Loyalty Data

• Conquest Map

• Monthly Lead Volume

• Brand/Loyalty Data

• Conquest Map

Monthly Analytical Reports

• Save a deal meetings• Ensuring customer follow-up• Opportunities to purchase “car at the curb”

• Take advantage of customers waiting for their cars to be serviced

• Use a static landing page to encourage them to “Value their trade while they wait”

• Turn customers into Buyers – right in your store!

Service Center Waiting Room Kiosk

Regular E-Newsletters

• Feature Appraisal program with active “button”

Craigslist and other online sites

• Use Buttons to direct consumers to your site

Bulk Email

Print this email for an additional $500 toward your trade!

CLICK TO SEE WHAT YOUR TRADE IS WORTH.

PLEASE CALL Sales Person’s Name TO SCHEDULE YOUR PRESIDENTIAL VISIT AT

CROWN HONDA OF GREENSBORO!!!

888-227-0032*Discount applicable toward the final trade-in value of your vehicle. This email must be presented prior to sale and is not valid unless presented to the Internet Department. Limit one per customer. This offer cannot be combined with any other advertised price, promotions, or discounts.  Contact dealer for details.

VALUE YOUR TRADE

CLICK HERE

• Active “links” drive consumer action:• “Get Today’s value for your trade, click here”

Put the power of Black Book

to work for you today and start

getting the benefits your website is

capable of!

Put the power of Black Book

to work for you today and start

getting the benefits your website is

capable of!