A Resource Portal for Automotive Dealers, Industry Vendors and Advertising Agencies

AdAgencyOnline.Net To Review New Social Media Automotive Advertising Applications At The 9th Digital Dealer Conference & Exposition

AdAgencyOnline.Net is an automotive advertising resource / networking portal that shares best practices with automotive advertising agencies on their blog talk radio station WAAOL – All Automotive Advertising News All The Time.  Philip Zelinger, the President of Ad Agency Online and the host of the blog talk radio shows on WAAOL, will be hosting a session on social media at the 9th Digital Dealer Conference & Exposition.  The auto industry focused event is being held at The Mirage Hotel in Las Vegas October 12th – 14th , 2010.  Philip will be reviewing automotive advertising applications in his session and he anticipates discovering a number of new social media powered automotive advertising platforms while he is there.

According to Philip, “The 9th Digital Dealer Conference & Exposition is fertile ground for new ideas and best practices in automotive advertising.  I have been invited to speak at the first eight Digital Dealer Conferences and I envision the ninth to be the best experience of them all.  I will be introducing a new mobile sales presentation platform for a vendor client of Ad Agency Online, appropriately named IntellaCar, during a pre-conference networking party on Monday October 11th. from 6Pm to 8PM at the Japonais Lounge in the lobby of The Mirage Hotel which will set the stage for many other new technologies and applications to be discovered by attendees of the conference, including me!” 

Philip’s session is posted and described on the Digital Dealer Conference website as;

C2C + B2B = B2C Squared: A Social Media Formula that Provides New Revenues, New Efficiencies and Greater Profits! 

Social media is powered by people and this formula combines S.E.O. with W.O.M.O. (word of mouth optimization) to leverage relationships using technologies fueled by human nature 

The market is a conversation that auto dealers must be invited to join. Customer to customer, (C2C), comments combined with business to business, (B2B), cross promotions equals business to customer, (B2C), marketing messages distributed virally to sell more vehicles and service.  The applications introduced in this session integrate best practices powered by human nature to leverage relationships using social media in a cost effective manner with efficiencies in processes and the use of staff to maximize profits and sales. Monetizing social media at an auto dealership can be as simple or as complicated as you make it.  This session will provide a simple formula with proven success that blends old school best practices with new world technology.  After all, what are friends for! 

Philip reviewed his session on his recent blog talk radio show, Lunch With Phil Discussing Automotive Advertising.  He plans to distribute the following overview of his session to attendees so they can listen and learn without having to focus on taking notes: 

Introduction:  The Internet has changed the dynamics of the retail auto industry in ways that are more evolutionary than revolutionary.  Human nature — the driving force behind all marketing campaigns and sales processes — hasn’t changed and it never will.   Similarly, relationship based selling systems that rely on earning the customer’s trust to direct a presentation towards a mutually beneficial transaction is still job one.  New technologies / applications applied to marketing on the WWW complemented by the social dynamics and personalized communications enabled by online social media is the focus of this session.  

Internet based social networking was initially perceived by auto dealers and their automotive advertising agencies as the virtual version of a community forum linked by technology serving as a central communication and distribution tool. This limited understanding and application of social media was based on the presumption that B2C marketing messages were the only means to sell more cars and service.  Dealers attempted to replicate proven real world selling processes translated onto the World Wide Web as an extension of their virtual showrooms. 

Unfortunately, dealers discovered that the glass wall between them and their customers was an obstacle that customers were able to hide behind while still accessing the information that they needed to make a buying decision.  Relationship based selling processes in the real world were presumed to be transferable onto the World Wide Web, but based on experience; not so much! Dealer-centric messages are diluted when filtered by the glass wall that isolates the customer from the dealer. 

The logic to “Sell yourself, sell the dealership, sell the vehicle and then justify the price” is an accepted wisdom based on human nature. Unfortunately, human nature also drives the need for consumers to seek the path of least resistance when looking for information to satisfy a need — like purchasing or servicing a vehicle — and the next generation of consumer-centric social networking and C2C marketing supplemented by B2B shared networking satisfies that need better than an auto dealer can; or ever will. 

Internet based social networks represent an online community of likeminded consumers who have a strong influence on their online friends. Auto dealers recognize that they must join these online communities as people, not as an auto dealer.  Unfortunately, they will always be perceived as an outsider with self serving interests no matter how they introduce themselves. Their best intentioned efforts to earn the trust and consideration of their new online friends when they need a new vehicle — or service for their present one — will always be suspect. 

The solution for dealers to maximize their R.O.I. from social media relies on referrals and word of mouth advertising. The Internet and technology driven social media applications provide viral components that can be quantified with new expectations of Word Of Mouth Optimization, (W.O.M.O.). Processes and analytic reports similar in structure to Search Engine Optimization, (S.E.O.), tools governed by search engine protocols and algorithms have been supplemented by consumer driven protocols and etiquette established in social networking communities using people power to sell cars and service! After all, what are friends for! 

Once a need has surfaced, the transition from casual conversations to focused selling processes must be transparent, relevant and comprehensive to move the consumer through their online shopping experience. Technology can communicate the information needed by both the consumer and the dealer to move forward into a transaction. However, the processes must build on the personality and relationship built on the social networking site that surfaced the opportunity. The differentiator between the dealer down the street selling the same product is not the price, but the people that started the dialogue built on an earned relationship and trust. 

The salesperson has been replaced by the consumer who introduced him to the potential customer, and it is that credibility that will move the conversation into a negotiation and a sale. As a result of this new dynamic empowering the consumer in the exchange of information the negotiation has also shifted to the customer’s side of the table and the dealer’s role must be adjusted accordingly. 

An equally valued element of this session is the inclusion of B2B, Business to Business, social networking as an integral part of the equation — C2C + B2B = B2C SQUARED!  The leveraged resources of non-competing business partners and community organizations is an easily accessed resource that proves another relevant formula to maximize an auto dealer’s R.O.I. from social media — 2+2 = 5 if you add the right two!  Complementary messages and shared access to customer data bases allow local businesses to share relationships as well as revenue using social networking communities with reciprocal links and common goals for participating members. 

This session will outline several marketing platforms and technology driven applications that will allow an auto dealer to invest in social media in a scalable and cost effective manner with quantifiable R.O.I. to deliver more vehicles with less staff and costs. Integrating real world selling systems and facilities with newly developing online processes and social networks is dependent on the auto dealer’s ability to place their customer’s interests ahead of their own with the confidence that they will both win in the process.  Leveraging resources and staff is critical to accomplish this goal and viral marketing is a key element that should be understood and applied. 

About the 9th Digital Dealer Conference & Exposition:

The 9th Digital Dealer Conference & Exposition, October 12 – 14 at the Mirage in Las Vegas: New Ideas, New Revenues, New Efficiencies, Greater Profits. More than 600 dealership attendees are expected. www.DigitalDealerConference.com

The sessions for the 9th Digital Dealer Conference & Exposition  will feature speaking sessions, roundtables and a vendor exposition for dealership managers and directors who are interested in learning more about successfully doing business on the Internet.  The speaking roster include leading industry trainers, consultants and thought leaders covering topics that are of crucial interest to today’s successful automobile dealership managers. 

The 9th Digital Dealer Conference & Exposition is the ideal learning and networking venue for general managers, dealer principals, internet sales managers, e-commerce directors, BDC managers, CRM managers, pre-owned managers, F&I managers and fixed operations managers. More than 550 dealership attendees are expected at the fall event along with as many as 90 exhibitors and sponsors. 

For more information about the 9th Digital Dealer Conference & Exposition, go to www.digitaldealerconference.com or contact Susan Tyson at styson@dealer-communications.com, 312 558-1799.

The conference is owned and operated by Dealer Communications, the leading multi-media information source for the automotive retail industry. Connecting with franchised automotive dealers and managers over ten million times per year, Dealer Communications publishes the monthly print Dealer magazine, and online editions of Dealer, Digital Dealer and Dealer Fixed Operations magazines. Online weekly newsletters include Dealer; Digital Dealer; Dealer Fixed Operations, Dealer Pre-Owned; Dealer F&I, and Dealer Sales and Marketing. To see all that Dealer Communications offers, visit www.dealer-communications.com.

About Philip Zelinger

Philip Zelinger is the President of Ad Agency Online, L.L.C. and host of a nationally respected automotive advertising social networking portal, AdAgencyOnline.Net.  Philip invested 25 years as a General Manager and Dealer Principal followed by his last ten years in the automotive advertising industry representing auto dealers and technology vendors focused on the automotive advertising industry.

His role as a “Dealer Coach” is enhanced by his hosting a nationally recognized auto industry social networking portal and blog talk radio station – WAAOL, All Automotive Advertising News All The Time.  As the author of two books on the auto industry, including “How To Sell A Car – a Career Guide to The Automobile Industry,” he is a recognized authority on market trends and developing technologies with the responsibility of selecting key vendors and applications for his dealer clients as well as forming strategic partnerships for his vendor clients to leverage their shared resources to help them bring their products and services to market.

About AdAgencyOnline.Net and Ad Agency Online, L.L.C.

AdAgencyOnline.Net reviews automotive advertising vendors and new technologies on several blog talk radio shows in addition to the Lunch With Phil Discussing Automotive Advertising.  Other shows include “Lunch With Ralph Discussing Automotive Advertising” and “Automotive Advertising Experts.”  The shows attract automotive advertising agencies, auto dealers, auto industry vendors and O.E.M. representatives that listen to WAAOL to find vendors, applications and technologies to maximize the R.O.I. for their automotive advertising dollars.

AAOL is a national network of independent affiliated automotive advertising agencies linked by an online communication / distribution system developed by Philip Zelinger.  The proprietary operating system that powers AAOL was designed to reduce fixed and semi-variable expenses for full service automotive advertising agencies.  The developing technologies that enhanced the performance of the independent automotive advertising agencies linked by AAOL has served as the role model for the solutions suggested on AdAgencyOnline.Net and represented by AAOL to their affiliated automotive advertising agencies when serving their auto dealer clients.

Ad Agency Online L.L.C is focused on discovering and representing new automotive advertising vendors not yet recognized by the mainstream automotive advertising industry. Automotive advertising vendors represented by AAOL include; ronsmap.com, DealerMouth, TeleTextSolutions, GetAutoAppraise, Argistics – AutoTransaXion, DealMaker.Com, CityTwist.Com, Bulldog Marketing Technologies, Kihon Media, CarFolks.Com, Ai Dealer, Laser Stream Video, and SiSTeR Technologies – Video CarLot; to name a few.

For more information on Philip Zelinger, Ad Agency Online, L.L.C., The 9th Digital Dealer Conference & Exposition or any of the vendor clients represented by Ad Agency Online contact Philip at 888-796-2228 or email him at pzads@bellsouth.net.  Automotive advertising vendors, automotive advertising agencies and auto dealers that would like to be considered as a “preferred automotive advertising vendor” on AdAgencyOnline.Net and/or to hire/join Ad Agency Online, L.L.C. to represent them can contact Philip Zelinger at https://adagencyonline.net.  To quote Philip Zelinger, “Help is only a click away!  After all, what are friends for!”  ###

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