Category: Service Focus

Explore the latest innovations in Marketing and Technology for 2011

The Consumer Electronics Show in Las Vegas (CES 2011) offers one of the best places to see and experience the coming trends for 2011. This huge show covers a wide range of technologies that can directly benefit anyone interested in leveraging the best and latest innovations in marketing and technology.

If you register before Sep-30-2010, you get in for free. If you register between Oct-1-2010 and Dec-31-2010, it will cost you $100 a ticket. If you wait until the show, and register on-site, the price goes up to $200 per person.

So, if you think you’re going CES 2011, register early!

You can get more information about the CES 2011 exhibitors and events at cesweb.org.

Here are the important dates

Key Date Deadline For
Sep 30 Register by this date to guarantee free registration
Oct 1 Conference Program registration opens
Dec 6 Register by this date to guarantee receipt of your badge before CES
Dec 27 Conference Program cancellation deadline
Dec 31 Advance registration closes at 2p PST
Jan 5 On-site attendee registration opens at 12-Noon PST

Ignorance About Search Engine Optimatization = Letting Your Competition Win

Executive Summary

Marketing Perspective:Competitive forces will compel you to master the basics of Search Engine Optimization (SEO). My recommendation, just keep things simple. Don’t outsmart yourself and waste time on trivial matters. Start by identifing which keywords you want to target and track how well you stack up against your competitors.

Technology Perspective: Use Google and type in your competitive keywords. Browse through the resulting list—also called the Search Engine Result Pages (SERP). Once you get a feel for the competitive landscape, you’ll have a clear basis for allocating the appropriate resources to improve your site’s SERP ranking. Although you may need to leverage consultants to bootstrap your efforts, ultimately, you will want a permanent member your your team well-educated on the primary issues and techniques of SEO. Learn how to leverage a smart mix of Search Engine Marketing and organic search effectiveness for the best results.

Results Perspective:In a highly competitive field, you need to find a way to get to page one—preferably positions 1, 2 or 3. Those top spots clearly yield the biggest competitive advantage and will reward you with increased traffic volumes.


This Example Shows Competitive Ranked Results using Google
Test Date: June 30, 2010
Google Location: Los Angeles
Keywords Used: Mercedes Los Angeles
Ranked Entries: Franchised Mercedes-Benz Dealers Only

Page 1 Winners
1. Keyes European
2. Downtown LA Motors
3. Mercedes-Benz of Beverly Hills

Page 1 Runner-ups
4. Mercedes-Benz of Long Beach
5. Penske & Mercedes-Benz of West Covina
6. Calstar Motors
7. Mercedes-Benz of Valencia
8. Rusnak Arcadia

Page 2
9. Mercedes-Benz of South Bay
10. Mercedes-Benz of Encino
11. Mercedes-Benz of Santa Monica
12. Walters Mercedes-Benz

Page 3
13. Mercedes-Benz of Anaheim
14. Mercedes-Benz of Calabasas
15. House of Imports

Do You Know the Top Keywords in Your Marketplace?

Executive Summary

Marketing Perspective: To get the most from your online strategy, understand the top keywords in your marketplace.

Technology Perspective: Sign up for a Google AdWords account and learn how to use Google Insight.

Results Perspective: Learn what keywords are hot. Make sure your website maximizes the effective use of those keywords in page titles, ad copy, section headings and other strategic (SEO: Search Engine Optimization) web page elements.


How Does Email Fit into Your Online Marketing Strategy?

Executive Summary

Marketing Perspective: To get the most from your online strategy, make email marketing a priority.

Technology Perspective: Obtaining useful metrics and ensuring high deliverability rates are technology-driven issues.

Results Perspective: Real world experience has shown email broadcasts can make a dramatic improvement in sales—even in a down market.


In today’s tough and competitive marketplace, email continues to offer powerful benefits to improve your lead generation results. Make it the foundation of your online strategy. Finding the full potential of marketing your dealership online requires your recognition of the “right place” for email in your efforts.

Most importantly, stay focused on your list—that golden list of email addresses. Your open and conversion rates are fully dependent on three things:

  1. The quality of your email marketing list
  2. The quality of your marketing messages and design
  3. The deliverability of your email system

Golden lists don’t just happen. Make it your goal. Measure it. The most important lead generation metrics:

  • List size
  • Open rates
  • Click through rates on your call-to-action links
  • Phone calls generated from your call-to-action messsages

As you craft your design and messages, split your list into two randomly selected segments. Send one design to the first group. Send another design to the second group. Which worked best? Learn from that and then repeat the process on the next effort. These experiments can dramatically improve your results.

Lastly, don’t neglect deliverability. Watch your bounce rates and open rates. How are they trending? As these numbers go down, it may indicate technical issues related to your approach. Stay on top of best practices and legal requirements so your email messages are delivered to the inbox every time.

Set aside time to keep up with new advancements and best practices. Find out more about your customers’ expectations. Learn from others by observing how other savvy marketers navigate all of this.

Google Changes Local Business Center to Google Places

Executive Summary

Marketing Perspective.

Google Places provides you the ability to freely market your business. Highlights include:

  • Manage business information
  • Post coupons & live updates
  • See how you’re doing with a performance dashboard

Technology Perspective.

No technology to learn here. Just master your favorite Internet browser and follow their directions—making simple things simpler and complex things possible.

Results Perspective.

Take a look at these useful links:

Improve Your Lead Generation Results with Social Media

eMarketer published an article today that shows how small business can improve their lead generation with social media.

Marketing Perspective:

Developing a healthy online presence in the social media world has fast become as essential as your business website. Your social media effort should only take a few minutes per day—if done right and with discipline. And it can profoundly benefit your business.

Technology Perspective:

Focus first on the popular social sites, like: Facebook.com, Twitter.com, LinkedIn.com.

Results Perspective:

The first milestone for a business is to achieve the threshold of 100 “real” followers. Typically a week of effort can get most business to this point. Data cited from other sources showed promising statistics where the active use of Twitter can improve lead generation by as much as 100%.

Introducing New Mercedes-Benz Customers to the Service Department

Abstact

Marketing Perspective: Use a customer service approach to build a base of staunchly loyal customers.

Technology Perspective:Use a system that intelligently estimates the next calling time. Without the proper technology foundation, the process will require too much effort, too much training and limit results.

Expected Results: By improving your customer retention, you will see measurable increases in your service business.

If you’d like to know more about how to apply these principles to your business, give me a call: 949.648.7810.

If you’d like to participate in one of our case studies to demonstrate business value and success, let us know that, too.


Timing: 90-Days after Purchase

Purpose: Get their mileage to calculate the probable first service date

Key to Success: Impress the customer with the store’s commitment to their satisfaction by checking up on common questions and concerns; and addressing them. Get their mileage so the system can calculate the next follow up to coincide with any anticipated services.


Step 1. Enthusiastic Greeting

Hello, this is •Your Name• calling from •Your Store Name•

I’m calling about your new •Model Name• Is this •Client Name•?

Do you have a minute, or shall I call back a bit later?

Have you had any issues or do you have any questions regarding your vehicle at this point?

[If any issues, show concern. Take notes. Let them know that you will hand this issue to a manager who will assist them. Or … offer to set an appointment to meet with their service advisor, if the issue has to do with warranty or maintenance. ]

[If client has no issues, proceed to step 2. If not skip down to step 4.]


Step 2. Address Common Questions and Concerns

We also know many customer have some unanswered questions regarding their car. Would you like any assistance with:

• Dashboard indicator light questions? ❒ Yes ❒ No
• Getting all your phones synced? ❒ Yes ❒ No
• Getting your address book to work? ❒ Yes ❒ No
• Your phone’s bluetooth connection? ❒ Yes ❒ No
• Using your navigation system? ❒ Yes ❒ No
• Getting the garage/gate opener to work? ❒ Yes ❒ No
• Using the HD radio? ❒ Yes ❒ No
• How to contact MB Roadside Assistance? ❒ Yes ❒ No

[Even though all these issues should get covered at vehicle delivery, they commonly become unaddressed frustrations. Take advantage of that fact. Here’s your chance to build value in the customer’s eye. That is a good thing, not a problem!]


Step 3. Get Their Current Mileage

Do you know approximately what you’re current mileage is? You’ll want to know that your Service-A indicator will appear on your dashboard around •Estimated Date•

To help make things easy for you, I’d like to send you an email with some contact information. The email address I have for you is •Email Addr• Is that the best one to use, or should I use a different email address?

We also can send occasional vehicle-related notifications to your cell phone via TeXT. I show •Cell Number•, is this a good number for us to use?

When your Service-A indicator does light up, give us a call to set a service appointment. This will ensure you the most convenient appt times and a quick-and-easy drop-off.


Step 4. Issue Resolution (If necessary)

I am very sorry to hear that. Here’s what I’d like to do. I’ll share your information with a manager who can help you. How long will you be available at this number? And, if we can’t get back to you in that amount of time, is there another number that we should try? Okay. I’ll get to this right away.


Step 5. Close the Call

If you ever have any other concerns, please call us at •Service Phone Number• … Good-bye.