Posts Tagged “social marketing”

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Philip Zelinger, the President of Ad Agency Online, LLC and host of The Mentor, will discuss the good, the bad and the ugly of trade shows labeled as conferences and expos.  He chose the upcoming Digital Dealer Conference & Expo 19 hosted in Las Vegas October 5th – 7th 2015 as an example of one of the good ones while advising who should exhibit, attend and why.

Digital Dealer Conference & Expo is the largest and most progressive digital automotive event in the United States with digital tools, education and peer contacts the automotive industry needs to solve problems, grow sales, increase customer retention and boost profits.  The shows’ host claims that by attending this 3-day conference and expo, you’ll have the industry’s most innovative speakers and digital technology experts to help you build the actionable, game-changing strategies and tactics you want for every department in your dealership.

Philip agrees while referencing some of the Keynote Speakers that include Peter Leto – Retail Sales Strategist for Google Automotive, Trace Przybylowicz – Client Partner for Facebook Autos and Jeremy Anspach – CEO & Co-Founder of PureCars. According to the events’ coordinator, “By attending the Digital Dealer Conference & Expo, you’ll have the industry’s most innovative speakers and digital technology experts to help you build the actionable, game-changing strategies and tactics you want for every department in your dealership.

Philip summarized his position on conferences like The Digital Dealer Conference & Expo by describing them as real world versions of Social Media and Marketing and attendees should manage their expectations.  According to Philip, “Online networking should have a real world component.  Putting a face to social media contacts is a great way to preserve long time relationships. After all, what are friends and conferences for!”

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ProblemSolutionHQ is conducting open interviews for potential Social Media/Marketing partners on their sponsored blog talk radio show, “The PSHQ Entrepreneur”.  Scott Davis and Philip Zelinger co-hosted an interview with Lori Axler which provided some great insights in Social Marketing and best practices for launching new software products using social media. Read the rest of this entry »

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Cedar Falls, Iowa: August 12th 2014, Driving Loyalty will be introducing their newly announced B2C and B2B Social Marketing Initiative at Autocon 2014 as an enhancement to their Database Marketing Platform. Autocon 2014 will be held at The Aria Resort & Casino in Las Vegas September 03rd through September 5th 2014.

Autocon 2014 has a unique reputation as a “Dealer Generated Conference.” Scott Davis, the President and Founder of Driving Loyalty, explained why he decided to exhibit at Autocon 2014, “They share our focus on relationship based selling and the power of networking. As a result, it is the perfect place to launch our new B2C Social Marketing Initiative that adds Social Media to our email, Direct Mail, PURL’s and outbound Call Centers to leverage established relationships for our auto dealer clients with their customers. Our B2B Social Marketing Initiative allows us to network with complimentary vendor partners to leverage our resources and improve the R.O.I. for our shared dealer clients from our combined products and services. Autocon 2014 features speaker sessions by many successful auto dealers, including some of our valued dealer clients, and exhibits by several of our B2B vendor partners, such as CallRevu, making our decision to participate in the conference an easy one.”

Auto dealers speaking at Autocon 2014 include Chris Saraceno, Vice President and Partner at Kelly Automotive Group, Bernie Moreno, President of The Collection Auto Group, Brian Benstock, General Manager and Vice President of Paragon Honda and Richard Bustillo, General Manager of Rick Case Honda. According to Scott, “The real world experiences and advice that these speakers provide represent a unique advantage over the typical vendor sessions hosted at competing auto industry conferences. I expect to be able to listen and learn as much as I will presume to teach.”

Auto dealers are attending conferences to gain access to auto industry insiders supporting these events. Next generation sales and service processes being introduced at Autocon 2014 are often powered by technology driven vendor solutions like Driving Loyalty and learning about them is worth the price of admission. Autocon 2014 also includes educational sessions on 15 different categories covering advertising, digital marketing, social media, retention, certified pre-owned and more. All-in-all, over 150 best practices will be shared over the course of the three days.

About Driving Loyalty, LLC.: Driving Loyalty has been operating out of their facilities in Cedar Falls, Iowa since. 2003. They started as a family owned operation but several industry savvy investor partners have joined the company supporting their expansion and shift to the more comprehensive solution they currently provide. Their automated database marketing platform is powered by proprietary software and algorithms that have proven successful for over 200 auto dealers. Driving Loyalty has been selected as “One of The Top Ten Companies To Watch” by AutoSuccess magazine for three years in a row.

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Most discussions about Social Media between automotive advertising agencies and their auto dealer clients center around R.O.I.; or their perceived lack thereof. I accept responsibility for providing proof of my performance. However, I question short term quantitative evaluations that don’t consider the qualitative long term benefits of customer loyalty, satisfaction, retention and residual income derived from a comprehensive marketing plan that includes social media.

A real world example of a vendor that uses conventional and digital media enhanced by an integrated message delivered through social media is Driving Loyalty. Their data base marketing platform relies on a proprietary algorithm that delivers relevant transparent messages on a regular basis. They use emails, direct mail, personalized websites and most recently consulting services that advise their dealer clients to leverage customer generated content on social networks to reinforce the dealer’s online reputation and relationships with their past, present and pending customers.

Relationship based selling is a proven process that has been made more efficient and scalable through the use of social media and the viral nature of social networking. Forward thinking vendors, like Driving Loyalty, embrace the extended reach and frequency provided by customer generated content. They recognize that word of mouth advertising and referrals must originate from like minded customers vs. the dealer with their presumed self serving agenda.

Fortunately, the R.O.I. from social media can be proven when it is properly defined. Increased traffic to websites sourced from social marketing messages, posts by customers on the dealer’s Facebook pages that evidence positive experiences and improve the dealer’s online reputation and even sales and service appointments sourced from social media tracked by analytic tools built into most technology driven sales and service platforms are all verifiable returns on investment.

Next generation social marketing applications, such as Helios being introduced by xChangeAuto, are even providing conversion platforms that reside on Facebook with integrated real time communications to the dealer’s CRM and DMS. This seamless integration between the customer’s social networking habits and the dealer’s sales and service processes provides the first tool with a verifiable R.O.I..

Simply put, social media matters because in today’s internet driven marketplace the customers are in charge. Auto dealers that prioritize their customer’s experience before, during and after their sale or service at their facility will attract and retain more customers. Social media has the unique ability to insert the auto dealer into the conversation that is the market without having to time their message.

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Philip Zelinger, the host of the blog talk radio show – Lunch With Phil Discussing Automotive Advertising – is scheduled to review a new Social Marketing Initiative being introduced by Driving Loyalty in the second quarter of 2014.  The show will air on Monday, March 31st, 2014 at 12 Noon EST.

Driving Loyalty’s data base marketing platform relies on proprietary algorithms to deliver relevant transparent messages to qualified customers in an auto dealer’s data base using emails, direct mail, outbound phone calls and personalized websites for customers.  Alerts advise customers when they qualify to exchange their vehicle for a new or newer one for similar payments with little or no money down as well as service notifications based on recommended factory maintenance.

The Q2 Social Marketing initiative being introduced by Driving Loyalty will provide information on establishing a social marketing platform for dealer clients as well as content curation services.  The objective is to add social media as a communication channel to the existing messages already being delivered to the auto dealer’s customers by Driving Loyalty on a consistent basis.

Driving Loyalty will be providing a book of best practices in the use of Social Media as an electronic file and as a printed manual for their auto dealer clients.  In addition, they will be offering similar social marketing support services for their vendor partners through shared  online resources like Driving Loyalty Social and Social Marketing Solutions – Auto.

Several vendor partners will be benefitting from and supporting the Driving Loyalty Social Marketing initiative including:

CallRevu – a total call management system that establishes best practices in handling in-bound telephone calls at an auto dealership as well as providing real time alerts delivered to dealership personnel advising them of missed opportunities.

IntellaCar – an iPad based sales and marketing platform with a proprietary process that organizes feature/benefit presentations to match the customer’s individual preferences in selecting a new or newer vehicle

DealerAppVantage – a dealer branded mobile application offered to customers at delivery that sends service alerts as well as providing customer centric information to improve the customer’s ownership experience and increase customer retention for the dealer

OfferLogix – a data management platform that integrates with Driving Loyalty and other vendors which provides information needed to compute lease payments including residuals, money factors and relevant rebates, incentives.

Automotive advertising agencies have recognized the value of consumer generated content in Social Media vs. sales messages delivered by auto dealers through conventional radio, TV and print media as well as Internet or even direct digital media such as emails. Driving Loyalty is acting on behalf of their auto dealer clients by advising them to supplement their existing marketing platform with social marketing and networking.  The decision to share their social marketing platform with their vendor partners is an example of how social networking is able to leverage resources and relationships in B2B as well as B2C applications.

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