So, What's A MicroSite?




          SUPERIOR DEALER SOLUTIONSsm



           So, What's A MicroSite?                   ...
So, What's A MicroSite?


    the index page (the microsite’s home page).
q   A microsite’s daughter pages must be created...
So, What's A MicroSite?


         microsite, or within the text based content of the site. This objective is best met thr...
So, What's A MicroSite?


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mind when purchasing, and safety is typically high on
their lists. The Insurance Institute f...
How Are Your Parts?




          SUPERIOR DEALER SOLUTIONSsm



                How Are Your Parts? (continued)


It is a...
How Are Your Parts?


      Obviously, it is in everyone’s best interest to have whatever the shop needs at any time, righ...
How Are Your Parts?


 systems without taking into account the various factors outlined above. But they can’t account for ...
How Are Your Parts?



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Let's Just Give Away Free Gas




           SUPERIOR DEALER SOLUTIONSsm



          Let's Just Give 'Em Away            ...
Let's Just Give Away Free Gas


to look in the mirror.

Not too long ago I was involved with evaluating a survey of 26,412...
Let's Just Give Away Free Gas




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So, What's A MicroSite? part 2




        SUPERIOR DEALER SOLUTIONSsm



          So, What's A MicroSite?               ...
So, What's A MicroSite? part 2




     In my new position as Director of Digital Marketing for ADP Dealer Services, I am ...
So, What's A MicroSite? part 2


     saving money. Most stores can save thousands of dollars by managing their online cam...
So, What's A MicroSite? part 2


        sponsored links that point to the dealer’s new microsite. This gets traffic going...
So, What's A MicroSite? part 2


Director – Digital Marketing / ADP Dealer Services                                       ...
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Digital Micro Sites




          SUPERIOR DEALER SOLUTIONSsm



                    Digital Micro Sites (continued)


  T...
Digital Micro Sites


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Recall Data




          SUPERIOR DEALER SOLUTIONSsm



                           Recall Data (continued)

 It includes ...
Sweet Retention




          SUPERIOR DEALER SOLUTIONSsm



         Sweet Customer Retention (continued)




If you have...
The Most Practical Convertibles




           SUPERIOR DEALER SOLUTIONSsm



           The Practical Convertible (contin...
The Most Practical Convertibles




sourced from consumer reports and forbes autos


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Cars For Grads




         SUPERIOR DEALER SOLUTIONSsm



                      Cars For Grads (continued)


    Compact ...
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Automotive Dealers Network Publisher's Notes




        SUPERIOR DEALER SOLUTIONSsm



               From The Publisher ...
Automotive Dealers Network Publisher's Notes


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2008 Safst Cars On the Road




         SUPERIOR DEALER SOLUTIONSsm



                   Top Safety Picks (continued)


...
2008 Safst Cars On the Road



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Chrysler, Nissan to join forcecs




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                     Chrysler + Nissan? (co...
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Mandatory Stability Control




        SUPERIOR DEALER SOLUTIONSsm



     Mandatory Stability Control (continued)

     ...
Mandatory Stability Control


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Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
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Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
Automotive Dealers Network By Ralph Paglia Dealer Micro Sites
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Automotive Dealers Network By Ralph Paglia Dealer Micro Sites

  1. 1. So, What's A MicroSite? SUPERIOR DEALER SOLUTIONSsm So, What's A MicroSite? (continued) PART 1 The use of microsites should be considered as one facet of a multi- faceted and full featured digital marketing system. Microsites can have either a positive or negative impact on a dealership’s overall digital marketing results depending on how they are deployed and many other factors. The key to microsite success is the role they play in achieving a balance and synergy within the other components of a dealer’s digital marketing strategy. The goal of this article is to provide a foundational understanding of what microsites are, how they differ from landing pages and to share a few examples of the many uses of microsites that dealers and Internet Sales Managers can consider for potential deployment within their own digital marketing strategies. During the Digital Dealer conference I was asked many questions about how microsites are used, what they were, where to get them and how much was the right price… I am going to outline a few of the questions and share my opinions as to the right answers. The following questions and my answers to them have been set up within the context of a “how to” and “why” perspective for use in developing a dealership’s digital marketing strategy and ongoing digital advertising campaigns. What's the difference between a landing page, a microsite and a dealer’s website? I get asked this question all the time, so it must be fairly relevant to many people… First off, let me say that for all practical purposes every web site contains potential landing pages, but not all landing pages are part of a microsite or what I would call a full featured web site, some are just plain old single page “Landing Pages”. A Landing Page is whatever web page that a sponsored link, display ad, click-to-play video ad or any other type of online promotion points to… Single purpose Landing Pages can be a distinctly separate tactic used in addition to a dealer’s primary full featured web sites and microsites. Although a dealer’s primary web site typically has sections devoted to each dealership department, as well as access to the dealer’s full vehicle inventory, a microsite typically displays a limited number of pages primarily focused on a very specific and limited topic, such as a specific model of vehicle or a component of the vehicle buying process… Think of the traditional 4-square dealership worksheet and imagine a web site dedicated to each of the sections within that 4-Square. Each of them would be a microsite. Now, I’ll describe microsites in terms that would be relevant to today’s sales management professional at a dealership engaged in Digital Marketing activities: q A microsite index page is attached to a unique URL that is as descriptive of the microsite’s subject matter as possible and available to the dealership. q The index page within a microsite that is accessed by the root domain of the URL can also be used as a campaign landing page because it is where the consumer “lands” when they click on an advertisement, text based sponsored link or search engine listing of that unique URL. q In addition to the index page, which we call a home page when applied to a dealership’s full featured primary web site, a microsite has 1 or more daughter pages that are accessible from linked text or images shown on http://www.automotivedealersnetwork.com/Articles/RPaglia/MicroSite.html (1 of 4)6/2/2008 3:21:21 PM
  2. 2. So, What's A MicroSite? the index page (the microsite’s home page). q A microsite’s daughter pages must be created within the same root domain structure as the index page’s URL. This is far different than the use of web pages hosted within another root domain structure, as when using links to a different web site’s sections, forms or pages. q Each daughter page within a microsite will contain additional content relevant to the index page’s primary subject matter and is what qualifies the site as a “microsite” instead of a simple “landing page”. Obviously, from the first part of my answer you already know that a landing page is a single web page connected to a unique URL, but without any additional pages of relevant content connected to it that are hosted within the same root domain structure. A good example, and the epitome of a “Microsite” (it’s even small in size), including rich media presentations and specific vehicle component sections along with daughter pages containing vehicle information, photographs and specifications can be seen at www.SanDiegoChevySilverado.com. Conversely, a good example of a true “Landing Page” devoid of any other content within the same root domain structure is: www.ChevyPriceQuote.com. Please note that both landing pages and microsites typically feature multiple links to other web pages that are part of separate and distinct URL domain structures, usually within the dealer’s primary web site, also known as “Deep Links”. The bottom line is that every microsite contains a landing page, along with one or more additional content pages, while the term landing page is also used to describe a single web page, usually with a form that is linked to advertisements and text based sponsored links and is distinctly separate from any other web site. Technically, any web page connected to outside links, such as banners and other forms of display advertisements shown within published web sites, as well as text based sponsored links and URL listings in SEM campaigns are “Landing Pages” because it is where the consumer lands when they click on the advertisement or listing… However, within the car business today, the most common use of the term landing page is to describe a single web page specially created for a specific advertisement, designed to convert visitors into electronic leads. Alternatively, Microsites require more content to set up properly than solo landing pages, which typically require a limited amount of text and an online form for customers to complete and submit. When and How are Landing Pages and Microsites used? Both microsites and landing pages are used for a variety of purposes by dealers, 3rd party lead providers, SEM services providers, dealer advertising associations, dealer groups and car companies. Compared to landing pages and depending on the richness of content they contain, automotive microsites usually show increasing levels of effectiveness in generating leads over time. There are 3 prevalent digital marketing campaign objectives that microsites and landing pages are used for within the car business today: Generate sales leads in the form of completed online forms, incoming phone calls and showroom traffic… When used by SEM services providers, landing pages are typically designed to generate electronic leads and are optimized for the highest possible Visitor-to-Lead conversion rates. Attract unique visitors using highly specific and limited subject matter content that is indexed by search engines as relevant to key word searches related to the site’s subject matter. When successful, a microsite’s title and description appear at the top of specific search engine queries based on richness of relevant content. Generate online traffic to other dealership web sites through the use of linked objects displayed within the http://www.automotivedealersnetwork.com/Articles/RPaglia/MicroSite.html (2 of 4)6/2/2008 3:21:21 PM
  3. 3. So, What's A MicroSite? microsite, or within the text based content of the site. This objective is best met through the use of managed organic content that is search engine optimized around a subject matter that is popular among a targeted audience that will be searching for it. Otherwise, a microsite could be misconstrued as a link farm. If you are like me, seeing a few examples really helps to clarify a concept. If you visit www.Chevy-Malibu. com you will see a microsite that is focused on the all new 2008 Chevrolet Malibu and nothing else. It has lots of rich content relevant to the all new Malibu, including an interview with the dealership’s New Vehicle Director, Scott Gruwell. At the bottom of the landing page are links to content within the store’s primary full featured web site that supplement the forms and phone numbers within the microsite in seeking to convert visitors into leads and phone calls. 3 months after being launched, a search for “2008 Chevy Malibu” returned a world wide front page listing as follows: 2008 Chevrolet Malibu Hybrid from Phoenix Arizona Chevy Dealer ... 2008 Chevy Malibu. Come and fall in love with the all new 2008 Malibu from chevrolet. Courtesy Chevrolet in Phoenix offers the best pricing and financing on ... www.chevy-malibu.com/ - 19k - Cached - Similar pages - Note this The model specific microsite that has outperformed any other microsite I have ever seen in generating incremental eLeads and unique visitors to the primary web site operated by the dealership, visit www. 2008ChevyCamaro.com. A Google search for 2008 Chevy Camaro returns the following listing at the very top of the world wide search results: The All New 2008 Chevrolet Camaro from Courtesy Chevy in Phoenix ... 2008 Chevy Camaro. Your Valley Chevy Camaro Dealer located in Phoenix, Arizona, The New 2008 Chevy Camaro, Courtesy Chevrolet Camaro, 2008 New Chevy Camaro. www.2008chevycamaro.com/ - 15k - Cached - Similar pages In July 2007 the Camaro microsite attracted over 25,000 unique visitors, of which over 1,800 of them submitted an online lead form. This microsite also generated over 2,500 unique visitors to the store’s other web sites, which resulted in over 50 additional leads. Courtesy Chevrolet operates the 2008ChevyCamaro.com microsite and spends less than $100 a month hosting it. There was no paid advertising used to generate traffic, although the Transformers movie seemed to generate a big hike in Camaro related searches. One of the first microsite’s I created is the popular www.Tahoe-Chevrolet.com. If you Google “2007 Tahoe” it shows up near the top of the search results as follows: 2007 Tahoe at Courtesy Chevrolet- The all new 2007 tahoe! Phoenix ... 2007 Tahoe by Chevy. Come and fall in love with the all new 2007 tahoe from Chevrolet. Courtesy Chevrolet in Phoenix offers the best pricing and financing ... www.tahoe-chevrolet.com/ - 20k - Cached - Similar pages Part 2 of this 3 Part Series will be published on May 20, 2008 in Automotive Dealers Network May 2008 Vol 2 You should click on the photo galleries and specifications pages within each of the above listed microsites to truly understand what differentiates a microsite from a landing page. I have never seen a landing page by itself generate any significant organic site ranking. Ralph has held positions such as OEM Partnership By Ralph Paglia Executive for Reynolds and Reynolds, CRM/eBusiness Director – Digital Marketing / ADP Dealer Services Director, New Car Sales Manager, Used Car Manager, email: RPaglia@AutomotiveDealersNetwork.com F&I Director, General Sales Manager and General Manager. He led the development and design of nationally implemented CRM and eBusiness programs for Ford, Honda, Mercedes-Benz, Toyota and other car companies. He also designed Ford’s BDC program http://www.automotivedealersnetwork.com/Articles/RPaglia/MicroSite.html (3 of 4)6/2/2008 3:21:21 PM
  4. 4. So, What's A MicroSite? Mercedes-Benz StarLeads CRM system and the Mercedes-Benz BDC. Copyright © 2008 Automotive Dealers Network. All rights reserved. Receive our E-Newsletter For Email Marketing you can trust http://www.automotivedealersnetwork.com/Articles/RPaglia/MicroSite.html (4 of 4)6/2/2008 3:21:21 PM
  5. 5. Automotive Dealers Network home Put Your Company in 23 countries click for Receive our E-Newsletter on ADN's e-Newsletter! RATES For Email Marketing you can trust SUPERIOR DEALER SOLUTIONSsm Welcome Automotive Dealers Network was formed in logical sequence to a gathering of seasoned veterans in the Automotive Profession. Unmatched Training in Fixed Operations Management www.autoprotraining.com 812.325.5651 We welcome article submission from our readers as well as experienced professionals in various automotive specialties. Contact us at: articles@AutomotiveDealersNetwork.com Advertisements may be placed in the e-newsletter by contacting us at: enewsletter@AutomotiveDealersNetwork.com To View Articles published in our e-newsletter, click on the Archive Tab click for Reach Thousands of Automotive RATES Professionals, Dealers and Managers in our e-Newsletter http://www.automotivedealersnetwork.com/index.html (1 of 2)6/2/2008 3:21:24 PM
  6. 6. Automotive Dealers Network home Copyright © 2008 Automotive Dealers Network. All rights reserved. http://www.automotivedealersnetwork.com/index.html (2 of 2)6/2/2008 3:21:24 PM
  7. 7. Article Archive SUPERIOR DEALER SOLUTIONSsm Article Archive June 2008 Vol 1 - Coming Soon May 2008 Vol 2 May 2008 Vol 1 April 2008 Vol 2 April 2008 Vol 1 March 2008 Vol 2 March 2008 February 2008 Copyright © 2008 Automotive Dealers Network. All rights reserved. Receive our E-Newsletter For Email Marketing you can trust http://www.automotivedealersnetwork.com/ArticleArchive.html6/2/2008 3:21:27 PM
  8. 8. Automotive Dealers Network home Receive our E-Newsletter For Email Marketing you can trust SUPERIOR DEALER SOLUTIONSsm EDITORIAL q Letters to the Editor q New Product Releases q News Releases q Article Submission ADVERTISING & SUBSCRIPTION q Rate Card & Terms q Subscriptions email: editor@automotivedealersnetwork.com fax: 814.680.5261 address: ADN, 4807 Manchester Ct, Bloomington, IN 47404 Copyright © 2008 Automotive Dealers Network. All rights reserved. http://www.automotivedealersnetwork.com/ContactUs.html6/2/2008 3:21:29 PM
  9. 9. Breaking News SUPERIOR DEALER SOLUTIONSsm BREAKING NEWS NOT MADE IN THE USA: TOP 10 CARS Receive our E-Newsletter Copyright © 2008 Automotive Dealers Network. All rights reserved. For Email Marketing you can trust http://www.automotivedealersnetwork.com/BreakingNews.html6/2/2008 3:21:31 PM
  10. 10. LETTER TO THE EDITOR Receive our E-Newsletter For Email Marketing you can trust SUPERIOR DEALER SOLUTIONSsm LETTER TO THE EDITOR q New Product Releases q News Releases q Article Submission ADVERTISING & SUBSCRIPTION q Rate Card & Terms q Subscriptions email: editor@automotivedealersnetwork.com fax: 814.680.5261 address: ADN, 4807 Manchester Ct, Bloomington, IN 47404 LETTER TO THE EDITOR * Required Field * Your name: * Company: Email: * Job title: * * Subject: Letter to the Editor http://www.automotivedealersnetwork.com/LetterToTheEditor.html (1 of 2)6/2/2008 3:21:35 PM
  11. 11. LETTER TO THE EDITOR Copyright © 2008 Automotive Dealers Network. All rights reserved. Submit Reset http://www.automotivedealersnetwork.com/LetterToTheEditor.html (2 of 2)6/2/2008 3:21:35 PM
  12. 12. NEW PRODUCT RELEASE Receive our E-Newsletter For Email Marketing you can trust SUPERIOR DEALER SOLUTIONSsm q Letters to the Editor NEW PRODUCT RELEASE q News Releases q Article Submission ADVERTISING & SUBSCRIPTION q Rate Card & Terms q Subscriptions email: editor@automotivedealersnetwork.com fax: 814.680.5261 address: ADN, 4807 Manchester Ct, Bloomington, IN 47404 NEW PRODUCT RELEASE * Required Field * Your name: * Company: Email: * Job title: * * Subject: New Product Release http://www.automotivedealersnetwork.com/NewProductRelease.html (1 of 2)6/2/2008 3:21:40 PM
  13. 13. NEW PRODUCT RELEASE Copyright © 2008 Automotive Dealers Network. All rights reserved. Submit Reset http://www.automotivedealersnetwork.com/NewProductRelease.html (2 of 2)6/2/2008 3:21:40 PM
  14. 14. NEWS RELEASE Receive our E-Newsletter For Email Marketing you can trust SUPERIOR DEALER SOLUTIONSsm q Letters to the Editor q New Product Releases NEWS RELEASES q Article Submission ADVERTISING & SUBSCRIPTION q Rate Card & Terms q Subscriptions email: editor@automotivedealersnetwork.com fax: 814.680.5261 address: ADN, 4807 Manchester Ct, Bloomington, IN 47404 NEWS RELEASE * Required Field * Your name: * Company: Email: * Job title: * * Subject: News Release http://www.automotivedealersnetwork.com/NewsRelease.html (1 of 2)6/2/2008 3:21:45 PM
  15. 15. NEWS RELEASE Copyright © 2008 Automotive Dealers Network. All rights reserved. Submit Reset http://www.automotivedealersnetwork.com/NewsRelease.html (2 of 2)6/2/2008 3:21:45 PM
  16. 16. ARTICLE SUBMISSION Receive our E-Newsletter For Email Marketing you can trust SUPERIOR DEALER SOLUTIONSsm q Letters to the Editor q New Product Releases q News Releases ARTICLE SUBMISSION ADVERTISING & SUBSCRIPTION q Rate Card & Terms q Subscriptions email: editor@automotivedealersnetwork.com fax: 814.680.5261 address: ADN, 4807 Manchester Ct, Bloomington, IN 47404 ARTICLE SUBMISSION * Required Field * Your name: * Company: Email: * Job title: * * Subject: Article Submission http://www.automotivedealersnetwork.com/ArticleSubmission.html (1 of 2)6/2/2008 3:21:50 PM
  17. 17. ARTICLE SUBMISSION Copyright © 2008 Automotive Dealers Network. All rights reserved. Before submitting an article for publication, please check our article submission policies. Submit Reset http://www.automotivedealersnetwork.com/ArticleSubmission.html (2 of 2)6/2/2008 3:21:50 PM
  18. 18. Article Archive May 6, 2008 Receive our E-Newsletter For Email Marketing you can trust SUPERIOR DEALER SOLUTIONSsm FROM THE PUBLISHER Create Customized Loyalty Cards From time to time in our Professional Careers we meet individuals that exemplify quality characteristics that embody the hope and passion that many of us have come to expect in our profession as well as in our daily Select an Article to view walk. view article 5/20/2008 How Are Your Parts? By Jim Bernardi PRESS RELEASE What portion of your dealership's investment is no longer sellable, and how much can you afford to invest in replacement stock? You can't you purchase more stock when your shelves are filled with obsolescence. A store that is 520/2008 Recall Data overstocked in obsolescence needs a plan to reduce that obsolescence Autodata Solutions, Inc, an automotive technology and prior to purchasing additional inventory. view article data provider, introduces factory service and recall data. The new offering keeps consumers informed about 5/20/2008 Let's Just Give 'Em Away By Bill regular vehicle service and maintenance recommended Zahrte by the manufacturer. view article In over 100 Years the Automobile Selling Business Hasn't Changed Much. Here is an idea let's just give away free gas, that'll fill the showroom ... Maybe 5/20/2008 Sweet Customer Retention we should just give them free cars. view article Bake Me A Wish is expanding its product line to include individual size promotional cakes ideal for corporate 5/20/2008 So, What's A MicroSite? part 2 By Ralph Paglia gifts. view article During the 4th Digital Dealer Conference and Exposition in Orlando, Florida in April 2008 I listened to several speakers mention the use of microsites by dealers and attribute their knowledge of microsites to yours truly. view article VEHICLE REVIEWS 5/20/2008 Digital MicroSites By Alvin Newton 5/20/2008 The Practical Convertible Two years ago I worked for Bob Baker Chevy Subaru, as a BDC manager Convertibles, notorious for their impracticality, have trying to figure out how to get more leads by phone and inbound eLeads via renewed their image. Their tops were prone to leak and the internet. When I saw the www.2007tahoe.com MicroSite, I was truly let in a lot of noise and their bodies tended to quiver and amazed! This was cutting edge at the time. view article flex. view article 5/20/2008 Cars for Grads Cars.com compared three popular models - the Honda Civic and redesigned versions of the Ford Focus and Toyota Corolla - to see which had the goods to satisfy teens and 20-somethings (and their parents, too). view article 5/20/2008 Top Safety Picks Car shoppers certainly have a number of priorities in http://www.automotivedealersnetwork.com/Articles/May202008.html (1 of 2)6/2/2008 3:22:13 PM
  19. 19. Article Archive May 6, 2008 mind when purchasing, and safety is typically high on their lists. The Insurance Institute for Highway Safety (IIHS) gives shoppers additional information to ponder. view article INDUSTRY NEWS 5/202008 Chrysler + Nissan? Nissan said it will make a new small car designed by Chrysler and Chrysler will make a full-size pickup truck designed by Nissan. view article 5/20/2008 Mandatory Stability Control Electronic stability control automatically reduces speed and judiciously applies braking power to one or more wheels to avoid a skid and loss of driver control. The National Highway Traffic Safety Administration is requiring that all new passenger vehicles have standard stability control by 2012. view article Copyright © 2008 Automotive Dealers Network. All rights reserved. http://www.automotivedealersnetwork.com/Articles/May202008.html (2 of 2)6/2/2008 3:22:13 PM
  20. 20. How Are Your Parts? SUPERIOR DEALER SOLUTIONSsm How Are Your Parts? (continued) It is a must to begin and develop a stock-selling process. Therefore, it becomes important to identify and begin resolving the reasons for obsolescence, as well as relief of the needless parts. Until that happens, it is simple irresponsibility to do nothing with the aged inventory. A healthy inventory has no more than 15 percent tied up in Automatic Phase Out and Forced Stock (parts on hand with no prior sales.) Obsolescence calculated by Stocking Status is usually far more accurate than by aging, assuming that the Phase Out parameters are reasonable. Each time I conduct a Performance Evaluation we look at the aged inventory as compared to NADA standards and determine how much of old stock is no longer sellable. Follow these examples & review your current inventory. Levels of Service (LOS): Time must be taken to analyze the service levels that the existing inventory is capable of providing, and to break it down by the service workshop, accessories, and body shop and retail/wholesale customers. This is part of the profile that should be developed—both to establish a baseline for future growth and to set objectives based on current attainment. Service Levels cost money: The higher the attainment, the greater the investment in stocking part numbers. Remember, the name of the game here is selection, not depth, especially if factory’s offer frequent opportunities to place stock orders. You should then make decisions to create inventories that support each customer group, and to differing levels of supply from dealership stock. Crash Parts - A good example would be support to body shops. In order to lock in a job, most body shops need structural and paintable parts that enable them to tear down and set up the body shell. Generally, that means fenders, hoods, decks, core supports and covers. The shops don’t need color trim and exterior badging until much later in the repair process; in fact you can probably order that with the next stock order or the inevitable supplemental order. Either way, you normally don’t want them on hand, and typically order based on the vehicle ID or production information. Service Sales - The other common example would be the service department, which has its set of rules and challenges. Here we are pushing labor and part sales. If a technician can’t finish a job due to parts availability, both departments lose—at least until you get the parts in. Customers are famous for not returning in a proper time to complete the repairs, and you end up with an incomplete repair. Nobody is satisfied with this scenario, not to mention what it may do to your factory CSI report, as well as the possibility of having an open RO on your doc report. http://www.automotivedealersnetwork.com/Articles/JimBernardi/HowAreYourParts.html (1 of 4)6/2/2008 3:22:16 PM
  21. 21. How Are Your Parts? Obviously, it is in everyone’s best interest to have whatever the shop needs at any time, right? But that’s possible only if you have deep pockets and can afford the cost of carrying the number of parts required to achieve this lofty goal. 85 percent LOS by part numbers is a strong performance, and represents a reasonable balance between Level of Service and cost of ownership. This needs to be taken into account when the DMS specifications are established. Or provided that your parts management team is banging on all cylinders and has whatever you need at any time…yea right Let’s move on... Depth of Supply: Just how much can your dealership afford to invest in selling stocking parts, while taking into account your existing investment in Obsolescence, Forced Stock and surplus Non Stock over 30 days on hand without a completed sale? If a store is clean there is more opportunity than if there is a large investment in parts that will not sell currently. Your management or advisor must take this into account, along with the various franchise ordering and delivery opportunities. Demand Posting: Lost Sales posting can have the ability to bring new parts into stock. This factor alone can result in a major adjustment to the Phase-In parameters in compensation for poor dealership performance. Timeliness: The inventory settings in the dealership DMS are never set in stone. Just based on the above information, you can see that the inventory situation will change based on how well you have reduced obsolescence, your store’s financial situation and your desired attainment levels for the different sale types. These settings will change based on your needs and market, as well as seasonal and financial commitments. It calls for a periodic review of all of these circumstances, and occasional adjustments to compensate for improvements or declines in performance. The person who changes your settings must fully understand these dynamics at your store. If not properly set chaos sets in. What the manufacturers say: Most manufacturers have a vested interest in selling parts to their dealers. Aside from vehicle sales, it is usually their next largest income source. More importantly, their interest is integral to maintaining the fleet that is now in owner hands and critical to ensure the performance of warranty repairs. Needless to say, the better the dealer inventories, the better customers perceive the brand support for their purchase. So far it all makes sense. One of the greatest frustrations that manufacturer management has is that they are not in direct control of dealer service operations. They work very closely with you to provide management and technician training, special tools, technical literature and on-site field support. All of this comes at a price for both the dealer and the factories. But up until now, factory initiatives have basically ignored the one area that is most critical to the successful completion of service maintenance and repairs—dealership parts inventories. Manufacturers have always maintained parts depots with substantial inventories designed to fulfill almost any need…far more than any dealership could possibly stock. In some respects, they behave like dealers in that they manage their selection based on demand from customers, or their dealers. Unlike dealers, however, manufacturers work on a very broad-based input that may involve very large geographic territories, and therefore cannot relate to the needs of any specific store. They would like to think that they can do a better job of forecasting parts needs at the retail level, and quite honestly, in some cases they certainly couldn’t do any worse. The problem is that over the last few years many of them have begun making “suggestions” as to how dealers should operate their inventory control http://www.automotivedealersnetwork.com/Articles/JimBernardi/HowAreYourParts.html (2 of 4)6/2/2008 3:22:16 PM
  22. 22. How Are Your Parts? systems without taking into account the various factors outlined above. But they can’t account for those factors simply because they don’t know what is going on in each store. Until recently, the most ambitious efforts to “participate” in retail parts operations involved brand new franchises. These had no baggage, and therefore had no pre-existing conditions to adjust for. Some importers make very strong “recommendations” supported by return incentives or additional earned discounts, but these are basically voluntary. Recently, this has escalated to where some manufacturers and distributors are making a recommended stock order to their dealers, fully expecting them to purchase as directed. Some allow a few adjustments, and most offer generous return allowances as an incentive to participate. Most make this a “voluntary” program with some disincentives for non- participation. But the dealership is still free to modify orders as they see fit. That is coming to an end for GM dealers with the introduction of the RIM (Retail Inventory Management) program. Launched as a voluntary program in 2005, RIM was slated to become mandatory in 2007. Its’ objective was admirable: Improve the quality of all dealer stock and reduce obsolescence. The fear is that the system will not be flexible enough for unique dealership needs, especially if a particular store falls outside of a normal profile. The parts managers from these dealers need to learn how to analyze their needs, tailor their DMS controls properly, review the recommended orders and merge their local knowledge with the system-generated orders. What does this mean to dealerships? Like so many things that have happened over the last 10 years or so the manufacturers are getting more involved in dealer daily operations. They are as concerned as you are over the condition of your parts inventories, but for different reasons. Do they have concerns? Of course they do, but what can you do about it? The best thing you can do is what you should have been doing all along: • Hire qualified management. It’s all about your people on the front line. • Train management and staff properly and regularly. • Monitor inventories and performance. • Require reporting and accountability from parts managers. • Retain outside auditing, much like you do for accounting. • Defend your rights to operate independently, but accept the tools that are offered and integrate them into your operations. Jim Bernardi has held such positions as; Dealer, General Jim Bernardi Manager, Director of Operations, District Operations President /AutoPro Training Solutions Manager, Parts & Service Director, Service Director, email: jbernardi@automotivedealersnetwork.com Service Manager, Service Advisor and is President of and visit AutoPro Training & Marketing Solutions. A National Fixed Operations Training Company which guarantees increased GP or their training fee is free. Copyright © 2008 Automotive Dealers Network. All rights reserved. Receive our E-Newsletter http://www.automotivedealersnetwork.com/Articles/JimBernardi/HowAreYourParts.html (3 of 4)6/2/2008 3:22:16 PM
  23. 23. How Are Your Parts? For Email Marketing you can trust http://www.automotivedealersnetwork.com/Articles/JimBernardi/HowAreYourParts.html (4 of 4)6/2/2008 3:22:16 PM
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  28. 28. Let's Just Give Away Free Gas SUPERIOR DEALER SOLUTIONSsm Let's Just Give 'Em Away (continued) As long as I have been in this business I will never understand why we let customers run our business, control the profits and despise the car sales industry at the same time. It amazes me that there are still over 18,000 car dealers still in business. I didn’t go to a preppy college or attend a fancy sales school to figure out why some dealers are successful and some dealers are not successful. As business people all we have to do is look in the mirror and see who is at fault. Because we have newer and better vehicles every year doesn’t alter the fact people are still people. No matter what the dealership sales environment seems to be people have purchased new or used vehicles based on four basic concepts while shopping. If these four basic needs are not solved your hopeful buyer is buying elsewhere. Here is how it breaks down: You will have an opportunity to answer four basic questions, whether real or perceived. If these four basic concerns are answered your chances to sell a product is vastly increased. q What is it? What are you selling, how will it meet their needs? q How does it work? Does the customer really understand the product features and the benefits of those features? q What’s in it for them? All those features and all the benefits, do they really meet the goals of the customer trying to purchase the vehicle. q What does it cost? The key here is cost. Can you justify a $20,000 to a mega money decision based on what has been presented to the customer. You say, “Wait a minute, customers are tough, all they do is shop, shop, shop and come into the dealership looking for discounts, discounts, discounts.” Before I answer the 'how to blow away the pricing and increase the possibility of closing 20 to 30 percent more business' let’s take a look at why your customers think the car sales industry stinks. And another reason you may need http://www.automotivedealersnetwork.com/Articles/BillZahrte/GiveAwayGas.html (1 of 3)6/2/2008 3:22:25 PM
  29. 29. Let's Just Give Away Free Gas to look in the mirror. Not too long ago I was involved with evaluating a survey of 26,412 buyers in 64 market areas in the USA. The information revealed some shocking answers but also just verified my suspicions’ I have had all the many years in this business. These 26,412 buyers had purchased a product within 12 months from the date of the survey. Keep in mind this survey was derived from customers who had purchased. Here we go 83% Could not recall the name of the salesperson 12 months later. 67% Would not buy from the same salesperson or company again. 81% Told the salesperson they were just looking entering the dealership. 38% Had actually shopped two other dealers before they came into the dealership. 87% Felt an attitude of indifference or concern from the salesperson. 91% Of the salespeople failed to follow-up after the customer walked-out. 70% Purchased a vehicle with-in 14 days of their first shopping effort. 74% Of the 70% who said they were just looking, 74% purchased within 48 hours. 94% Of salespeople never attempted to write a sale during the first time in. 90% Never got a complete product presentation. 91% Believed the salesperson did not know the product. 90% Were never contacted after delivery by the salesperson. Keep in mind this survey was based people who actually purchased and their feeling of the treatment during and after the selection process and buying decision was completed. If we were to take a survey of all who entered a dealership, buyers as well as lookers, I think the numbers would be even worse. Keep in mind all these percentages were based on two things. 1The customer’s attitude and 2the feelings of what went on at the time they were the key understand the influence to make a decision. If we were to add another element to what was an influence to purchase we could add loyalty. And what if they were previous customers? How do you think the numbers would change if the majority of the customers in this survey were previous customers - happy previous customers? Because price is said to be the number one reason people move to do what they do, shouldn’t you take advantage of that by making the price feel insignificant while the important stuff is where they purchase, how service will be performed, that the management and sales staff really cares. Would this really make a difference? Only if you really care. Bill Zahrte www.touchpointloyalty.com http://www.automotivedealersnetwork.com/Articles/BillZahrte/GiveAwayGas.html (2 of 3)6/2/2008 3:22:25 PM
  30. 30. Let's Just Give Away Free Gas Receive our E-Newsletter Copyright © 2008 Automotive Dealers Network. All rights reserved. For Email Marketing you can trust http://www.automotivedealersnetwork.com/Articles/BillZahrte/GiveAwayGas.html (3 of 3)6/2/2008 3:22:25 PM
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  34. 34. So, What's A MicroSite? part 2 SUPERIOR DEALER SOLUTIONSsm So, What's A MicroSite? (continued) PART 2 During the Digital Dealer conference I was asked many questions about how microsites are used, what they were, where to get them and how much was the right price… I am going to outline a few of the questions and share my opinions as to the right answers. The following questions and my answers to them have been set up within the context of a “how to” and “why” perspective for use in developing a dealership’s digital marketing strategy and ongoing digital advertising campaigns. The following questions were addressed in part 1 which can be viewed here. s What's the difference between a landing page, a microsite and a dealer’s website? s When and How are Landing Pages and Microsites used? Who creates the online digital advertising that dealers would use to help drive traffic to microsites and landing pages? Creating online advertisements that dealers can then place on various web sites or as sponsored links with paid search engine advertising is typically done by the dealership’s vendors. However, all too often vendors generate digital ads in either a size or format that is intentionally designed to prevent the dealer from using them elsewhere. That’s why I give Cars.com a lot of credit because even when they build a Flash based ad for the dealers that advertise on Cars.com, you can ask for the same ad in an animated GIF file format which they will provide. This allows the dealer to use that great looking ad created by Cars.com on other web sites and further leverages ROI from the dealer’s investment in Cars.com advertising. An example of a digital ad created for one of the dealers I work with in San Diego is shown below: Another example of a dealership’s digital advertising as created by Cars.com is shown below: http://www.automotivedealersnetwork.com/Articles/RPaglia/MicroSite2.html (1 of 5)6/2/2008 3:22:33 PM
  35. 35. So, What's A MicroSite? part 2 In my new position as Director of Digital Marketing for ADP Dealer Services, I am spearheading a project where we will by supplying digital advertising content to dealers. Our first priority will be to provide digital advertising that has already been proven effective for dealers to those who have web sites supplied by an ADP Digital Marketing provider, such as BZ Results and ADP Dynamic Websites. This is a prototype example of the most basic ADP Digital Marketing dealership ads: When it comes to paid search advertising, text based sponsored links are usually created by a dealer’s SEM services provider. However, despite the fact that there a lot of very knowledgeable SEM services providers, such as BZ Results Search Engine Marketing, Clickmotive, Jumpstart and others, in my opinion this is a bad practice. Outsourcing the thinking and creative promotional exercises that have historically been done either in-house or in conjunction with a dealer’s ad agency is more likely to result in a failed digital advertising campaign. This happens because separating digital advertising from the other forms of dealership promotional activity leads to a disconnect with the dealership’s marketing strategies. I recommend that each dealer and management team control and monitor their digital advertising with the same diligence and direct participation that they use for TV, Radio, Newspaper, Outdoor, Direct Mail and all other media. Over two thirds of all car shopping is done online, does it really make sense for a dealership’s management team to pay so much attention to the ads placed in media used by a minority of car buyers and then ignore the ads seen by the majority of automotive shoppers? Does a dealer have to use an outside supplier to do this, or is it something dealers can do on their own? How do dealers organize to do this? All or part of a dealer’s digital marketing activities can be managed in-house. Alternately, a dealer may choose to pick and choose which components are executed in-house and which are to be outsourced, or a combination of both. I am currently engaged in a consulting relationship with a Chevrolet store in Northern California that has never done digital advertising before I started working with them. Their Marketing Manager, who creates all their newspaper advertising and works with their TV and Radio suppliers, is doing a fantastic job of using his skills to create digital advertising campaigns. ADP’s own BZ Results has created a portfolio of microsites and landing pages for their use in online advertising campaigns. Yes, it takes focus, time and effort, and although all of a dealer’s digital advertising needs can be outsourced to save time, this typically results in the managers being disconnected and removed from the store’s digital advertising initiatives. Outsourcing digital advertising concept creation can result in a lack of commitment to making the sales to the leads generated that is required to get the ROI results. I recommend learning how to do it, then doing it long enough so that if the dealer decides to outsource the work, they at least know what it is, how to measure it and what it takes to do a good job. Now that I work for ADP Dealer Services, I would much rather sell Digital Marketing products and services to dealers who know what it is and how it works, than to those that do not know what they are buying. Other considerations are the ability to adjust campaigns daily, even hourly and http://www.automotivedealersnetwork.com/Articles/RPaglia/MicroSite2.html (2 of 5)6/2/2008 3:22:33 PM
  36. 36. So, What's A MicroSite? part 2 saving money. Most stores can save thousands of dollars by managing their online campaigns and by knowing how to evaluate a supplier for the portion of the digital ad budget that is outsourced. Generally speaking, I consider a blended approach of both in-house and outsourced digital advertising to be the best of both worlds, and it keeps the vendors honest when you compare their results with the in-house results. The blended approach also allows a dealer to shift dollars from in-house to the out-house as resources and budgets fluctuate. How can the dealer make sure that their landing page/microsite strategy actually delivers desirable content to automotive Internet users, and that the landing page sites deliver on any promises made in the ads themselves? Dealers should be consistent and transparent in their digital advertising campaign messages. In the case of paid search campaigns, why would you want to attract clicks from people that don’t want to buy a vehicle, order parts or get their vehicle serviced? Only if you are an SEM services vendor who is evaluated by traffic and leads generated! (oops, that one slipped out) When doing it yourself, make sure the ad contains verbiage that describes the landing page’s content that you are linking it to. For example, if your ad says something like “Chevy Price Quotes… Get Discounted Prices on a New Chevy from Courtesy Chevrolet in Phoenix” and it points to www.ChevyPriceQuote.com you can be pretty certain that the people clicking on the ad are interested in getting a price quote on a new Chevy and that they are willing to buy it in Phoenix, AZ (duh!). The landing page gives them the instructions and the form to complete that are in sync with the ad’s message, so it is a no brainer for the customer to fill it out the form and find out how your store will respond. A good example of this is a microsite I built for a Free Gas advertising campaign that you can visit at www. ChevyGas.com. This microsite has a built in calculator that asks the customer how many miles they drive every week, then how many miles per gallon their current vehicle gets. It then shows the customer how much money they will spend in a year. The customer is then invited to enter a contest to win a free gas card, or to register to receive a year’s worth of gas at no additional charge when they buy a new Chevy from Courtesy Chevrolet. This is then promoted using image ads. If you visit the web site by clicking on the ad, you can’t help but see that the site delivers on the promises made in the ad itself. If the ads were linked to my primary web site’s home page, and the consumer was then expected to find the free gas special offer from there, then it would not be delivering on the promise implied by the ad and it would fail to produce any results. Online advertisements should be directly linked to single click access to the promised content. How can dealers manage multiple URLs? How do dealers ensure they get ranked by the major search engines? As far as acquiring and using domain names (URL’s), although a lot of dealers use low cost domain management service providers such as www.GoDaddy.com and www.PowerPipe.com, I feel most comfortable going directly to the source by using www.NetworkSolutions.com where dealers can buy a domain and web forwarding services (if needed) for less than $47 a year. Significant discounts apply if registering for 3 years or more. Since it can take up to 3 months to get a new microsite organically ranked for free search engine traffic, I recommend creating a Google AdWords account and building a paid search marketing campaign using keyword bidding on text based http://www.automotivedealersnetwork.com/Articles/RPaglia/MicroSite2.html (3 of 5)6/2/2008 3:22:33 PM
  37. 37. So, What's A MicroSite? part 2 sponsored links that point to the dealer’s new microsite. This gets traffic going to a microsite right away, and then if the site is built well enough to be considered relevant to the intended sales, parts or service shoppers, you can back down the paid traffic after 3 to 6 months and let the organic relevancy of your microsite do its magic by attracting search engine generated traffic. The people at Google have told me about a 3 month period after a new microsite goes live as being “in the sandbox”, where it will not get organically ranked, but I have seen exceptions made for really good microsites that covered a topic that does not have a lot of competition for relevancy in search results. The Camaro site I previously mentioned is one of those… After your microsite is up and running, copy the actual URL string of characters from your browser’s address bar when viewing the site, then go to http://www.google.com/addurl and paste the microsite’s domain based URL string into the field for the site address. Then type in a description of the site using no more than 20 words into the text field set up for it. Next, try to decipher the garbled up characters that Google displays to keep bots from being able to do this and type these weird looking characters displayed into the indicated form field… If you are successful in translating the garbled up letters, when you hit the submit button you will get a confirmation page that says your site will be queued up for crawling and indexing by Google’s spider bots. I know it sounds like a bunch of hassle, but anyone who can figure out how to use GM’s Dealer World, Honda’s Interactive Network, Toyota’s Dealer Daily or Ford’s FMCDealer.com can ace this stuff. How does a dealer incorporate the use of microsites into their existing CRM tools and processes to maximize the ability to track and manage results? Forms, phone numbers and links… This is one of the most important aspects of any microsite because ultimately the volume of forms submitted, phone calls generated and traffic linked to other sites operated by your dealership is how you will evaluate your microsites. The forms used to submit leads from a dealer’s microsite must be set up to be submitted into the dealer’s lead management tool in XML/ADF format. Each form should be tagged to display the lead source as that microsite’s description in the dealer’s lead management tool. Each microsite will have its own source tag so that leads and sales generated can be logged and traced to that source. It is the same process as tracking leads from a third party lead provider, then calculating the ROI… The only thing missing is the profit requirements of the lead provider! When done properly, microsites generate more ROI than when splitting the pot with a lead provider that uses the same methods to generate leads and then sells them to multiple dealers at a profit. It is important that the dealership’s staff that will be handling leads from a microsite be shown the ads and site content used to generate those leads, so they can respond appropriately. A best practice is to have campaign and microsite specific email templates and auto responders. Until recently, if you submitted a lead through www.2008ChevyCamaro.com you would have see that the emails coming back are specific to that microsite. Don’t worry about costing the dealer any money, because incremental leads from microsites don’t cost any money… They make money. Part 3 of this 3 Part Series will be published on June 3, 2008 in Automotive Dealers Network June 2008 Vol 1 By Ralph Paglia Ralph has held positions such as OEM Partnership Executive for Reynolds and Reynolds, CRM/eBusiness http://www.automotivedealersnetwork.com/Articles/RPaglia/MicroSite2.html (4 of 5)6/2/2008 3:22:33 PM
  38. 38. So, What's A MicroSite? part 2 Director – Digital Marketing / ADP Dealer Services Director, New Car Sales Manager, Used Car Manager, email: RPaglia@AutomotiveDealersNetwork.com F&I Director, General Sales Manager and General Manager. He led the development and design of nationally implemented CRM and eBusiness programs for Ford, Honda, Mercedes-Benz, Toyota and other car companies. He also designed Ford’s BDC program Mercedes-Benz StarLeads CRM system and the Mercedes-Benz BDC. Copyright © 2008 Automotive Dealers Network. All rights reserved. Receive our E-Newsletter For Email Marketing you can trust http://www.automotivedealersnetwork.com/Articles/RPaglia/MicroSite2.html (5 of 5)6/2/2008 3:22:33 PM
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  41. 41. Digital Micro Sites SUPERIOR DEALER SOLUTIONSsm Digital Micro Sites (continued) The Digital Marketing business is changing daily, so we need to change with the trends, and keep it simple. The Micro Sites I currently build for Courtesy Chevrolet in San Diego are simple, easy to navigate and keep your attention. Adding Video to any site will help keep the prospect there for a longer period of time. Visit www.2008-ChevySilverado.com for an example. The video in this MicroSite sells the truck for you! A Call to Action before the scroll is also very important. Visit www.2010-ChevyCamaro.com for an example. Easy Navigation will help to keep your prospect there for a longer time span. Using these three key features in your MicroSites will develop into a higher conversion ratio. It amazes me to find that all dealers have not caught on to this means of Digital Marketing. MicroSites are very cost effective and results are trackable. You have to remember you will get phone calls and walk-in traffic from your MicroSites. Your sales staff must be sourcing their walk-ins so you know where they are coming from. When you start your MicroSite inventory you have to remember it takes Google, and other search engines 3 to 8 months before you will have a strong presence with SEO (search engine optimization). The best thing to do is some SEM (search engine marketing) to get your MicroSites exposed. Do bulk emails to let your database know that you have this new site, and let their friends know about it. When I finished the 2010-ChevyCamaro.com MicroSite, I did a bulk to 9,000 prospects in my database. It resulted into 370 new refreshed visits to the site, that were invalid, dormant, bought elsewhere, already purchased and so on. Total leads were 23. My analytics report showed that 9 of those prospects used the "Send this site to a friend" feature. You get the point. Just because you build a Micro Site you are not going to get tons of leads. You have to know how to market your MicroSite effectively to get those conversions. Please contact me with any questions you may have. Alvin Newton Digital Marketing Director/Newton Digital Marketing email: ANewton@AutomotiveDealersNetwork.com Copyright © 2008 Automotive Dealers Network. All rights reserved. http://www.automotivedealersnetwork.com/Articles/ANewton/DigitalMicroSites.html (1 of 2)6/2/2008 3:22:36 PM
  42. 42. Digital Micro Sites Receive our E-Newsletter For Email Marketing you can trust http://www.automotivedealersnetwork.com/Articles/ANewton/DigitalMicroSites.html (2 of 2)6/2/2008 3:22:36 PM
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  44. 44. Recall Data SUPERIOR DEALER SOLUTIONSsm Recall Data (continued) It includes comprehensive coverage of factory service schedules for most US vehicles dating back to 1992 and National Highway Traffic Safety Administration (NHTSA) safety recall notices for most US vehicles dating back to 1981. The maintenance service and recall data compliments Autodata Solutions’ robust vehicle data that includes industry best standard and optional vehicle data in English, Spanish and Canadian French, regionalized incentives and rebates, performance data, vehicle images and videos, and editorial content. “Autodata Solutions accelerates innovation for dealership service providers and internet media portals by enabling them to educate and engage the consumer with comprehensive vehicle descriptions as well as details that may impact their buying, selling and ownership decisions”, said Michael Benavides, Senior Director of Business Development. “Later this year we plan to launch technical service bulletins and green vehicle data for environmentally focused consumers,” he added. Autodata Solutions, Inc. is one of North America’s leading automotive software and data providers. Founded in 1990, Autodata Solutions provides automotive content, research, and technology implementation services to auto manufacturers, fleet and leasing companies, dealership service providers and Internet media portals in North America, to help them market and sell their products more effectively and profitably. Autodata Solutions, Inc. has offices in Detroit, Los Angeles, and London, Ontario, Canada, and is a division of Internet Brands, Inc. (www. internetbrands.com). For more information, visit www.autodatasolutions.com. Copyright © 2008 Automotive Dealers Network. All rights reserved. Receive our E-Newsletter For Email Marketing you can trust http://www.automotivedealersnetwork.com/Articles/PressReleases/052008RecallData.html6/2/2008 3:22:39 PM
  45. 45. Sweet Retention SUPERIOR DEALER SOLUTIONSsm Sweet Customer Retention (continued) If you have a soldier’s birthday approaching and would like to send a cake, please contact BAKE ME A WISH. 5% of each order is contributed to Bake Me A Wish!’s Operation: Birthday Cake, which, with partners the Armed Forces Foundation and Soldier’s Angels donates birthday cakes each month to soldiers overseas. Copyright © 2008 Automotive Dealers Network. All rights reserved. Receive our E-Newsletter For Email Marketing you can trust http://www.automotivedealersnetwork.com/Articles/PressReleases/052008SweetRetention.html6/2/2008 3:22:43 PM
  46. 46. The Most Practical Convertibles SUPERIOR DEALER SOLUTIONSsm The Practical Convertible (continued) But now there are signs of change, and these eight 2008 convertibles present the fewest compromises to achieve top-down fun. Current folding hardtops are marvels of engineering: A series of complex pistons and hydraulics fold the rigid roof into sections that get sandwiched in layers and hidden in the trunk. Like the best soft tops, retractable metal roofs typically open and close at the touch of a button and can be raised or lowered in less than a minute. For added convenience, some models like the BMW 3 Series Convertible allow owners to raise and lower the top from outside the car via an optional key fob remote. All of the vehicles on this list have rear seats large enough to accommodate adults in moderate comfort on short trips. And unless a convertible is strictly a third car in a family’s fleet, having four seats versus two is one of the key attributes necessary to make a convertible practical enough for everyday use. The Most Practical 4-Passenger Convertibles & Starting Price BMW 3 series $43,200 Saab 9-3 $39,590 Chrysler Sebring $26,150 VW Eos $28,990 Mitsubishi Spyder $25,699 Volvo C70 $39,240 Pontiac G6 $30,860 Audi A4 $39,750 http://www.automotivedealersnetwork.com/Articles/VehicleReviews/052008PracticalConvertibles.html (1 of 2)6/2/2008 3:22:48 PM
  47. 47. The Most Practical Convertibles sourced from consumer reports and forbes autos Copyright © 2008 Automotive Dealers Network. All rights reserved. Receive our E-Newsletter For Email Marketing you can trust http://www.automotivedealersnetwork.com/Articles/VehicleReviews/052008PracticalConvertibles.html (2 of 2)6/2/2008 3:22:48 PM
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  56. 56. Cars For Grads SUPERIOR DEALER SOLUTIONSsm Cars For Grads (continued) Compact cars are a sensible choice for many drivers, particularly recent grads. The thrifty Focus will entice the iPod generation, but the Focus is more than just a rolling stereo system, as it offers good handling and appealing interior design. 2008 Ford Focus SES $16,925. The Civic is a sharp handler, offers a better driving experience, better cabin and rock-solid reliability while not relinquishing too much in the mpg department. 2008 Honda Civic EX-L $19,910. The Corolla gets 27/35 mpg with either the manual or automatic transmission. It also has the lowest estimated five-year ownership costs and an available stability system. 2009 Toyota Corolla XLE $17,550. sourced from cars.com Copyright © 2008 Automotive Dealers Network. All rights reserved. Receive our E-Newsletter For Email Marketing you can trust http://www.automotivedealersnetwork.com/Articles/VehicleReviews/052008CarsForGrads.html6/2/2008 3:22:59 PM
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  60. 60. Automotive Dealers Network Publisher's Notes SUPERIOR DEALER SOLUTIONSsm From The Publisher (continued) I have been very fortunate over the years; I have been able to make strong allegiances within the Automotive Marketplace. I am very proud to call our Guest Writers & Advertisers my personal friends & colleagues. I also wanted to make a personal & public appreciation announcement to our readers, subscribers and to our wonderful automotive professional audience. A very special Thanks to Jim Ziegler, who always is willing to take what little sleep he obtains for that stealthy frame and to give our companies the motivation and encouragement to go another round, my friend you are a true inspiration of leadership and promise in a troubled time. A Very Special round of applause to Bill Zahrte, who ALWAYS has the time to share his many years of Expert Analysis of our current marketplace & find solutions that “just makes sense”. And a special Hurrah for Ralph Paglia, who should have been a Firefighter, It would appear wherever there is heat in our business, He is often found in the midst finding solutions to our dealers ever demanding needs. Hats off My Friends!! Automotive Dealers Network was designed as a Complete & Reliable Resource in Variable and, Fixed Operations; we have the Nations Leading Experts in Compliance Regulations, Sales Operations, Service/Parts Operations, F & I Training, Reward Programs & DMS Experts, and CRM Experts including many Guest Writers with Global recognition. We are firm believers that every dealers needs to have that sustainable edge within their immediate marketplace. If you have any comments or suggestions, we would like to hear from you. Also, if you have Industry News worthy of sharing with other colleagues please contact us. It is our pleasure to be of service to you & we look forward to keeping you updated with the latest & most informative e-Newsletter available today. Sincerely, Jim Bernardi Publisher/CEO publisher@automotivedealersnetwork.com 812.325.5651 Jim is a Member of the following Chapters & International Organizations: American Business Club, Business II Business Networking, Ten-Top http://www.automotivedealersnetwork.com/Articles/FromThePublisher/052008.html (1 of 2)6/2/2008 3:23:48 PM
  61. 61. Automotive Dealers Network Publisher's Notes Executives Net, LinkedIn Network, Xing Network, Pulse Network, The Global Council Entrepreneur, Networking for Global Entrepreneurs, Global Trade Link International, Japan Pulse, Global Governance, Networking Pros, Business Networking in Germany, International Recruiters Network, China Business, The Global Expert, Global Professional Networkers, Global Business Development, Arab World Venture Capital, Diversity in the global community, Doing Business in Latin America, International Business Circle, Automotive Digital, Business Opportunities Network, Business Roundtable, Digital Revolution, Internations.org, Internet Marketing, Marketing & Sales Professionals, Speakers & Seminar Professionals, F & I Professionals, Marketing & Sales Consultants and Global Consultants Receive our E-Newsletter Copyright © 2008 Automotive Dealers Network. All rights reserved. For Email Marketing you can trust http://www.automotivedealersnetwork.com/Articles/FromThePublisher/052008.html (2 of 2)6/2/2008 3:23:48 PM
  62. 62. 2008 Safst Cars On the Road SUPERIOR DEALER SOLUTIONSsm Top Safety Picks (continued) IIHS's Safest 2008 Vehicles MSN Consumer MSN Consumer Starting Starting LARGE CARS User Reports MSRP MIDSIZE SUVs User Reports MSRP Ratings Score Ratings Score Audi A6 8.5 83 $42,950 Acura MDX 9.7 80 $40,195 Cadillac CTS 9.4 84 $33,245 Acura RDX 9.8 72 $33,195 Ford Taurus (w/esc) 9.4 na $23,635 BMW X3 5.0 79 $38,000 Mercury Sable (w/esc) 9.9 na $23,935 BMW X5 9.2 67 $45,900 Volvo S80 (w/esc) 9.6 na $38,705 Ford Edge 9.7 60 $25,735 MIDSIZE CARS Ford Taurus X 9.7 na $27,030 Audi A3 9.9 75 $25,930 Honda Pilot 8.8 79 $27,595 Audi A4 9.4 77 $28,900 Hyundai Santa Fe 9.6 80 $21,150 Honda Accord 9.4 88 $20,360 Hyundai Veracruz 9.1 75 $26,900 Saab 9-3 9.3 71 $28,080 Lincoln MKX 9.8 60 $35,840 Subaru Legacy (w/esc) 9.1 64 $20,495 Mercedes-Benz M 9.8 69 $44,000 CONVERTIBLES Saturn Vue 9.3 na $21,250 Saab 9-3 9.3 71 $28,080 Subaru Tribeca 9.7 na $29,995 Volvo C70 9.5 68 $39,240 Toyota Highlander 9.7 81 $27,300 SMALL CARS Volvo XC90 9.3 74 $36,210 Subaru Impreza 9.0 na $16,995 SMALL SUVs MINIVANS Honda CR-V 8.9 74 $20,700 Honda Odyssey 9.2 91 $25,860 Honda Element 9.5 58 $18,980 Hyundai Entourage na 79 $23,995 Infiniti EX35 9.7 na $31,900 Kia Sedona na 79 $20,695 Subaru Forester na na $19,995 w/esc indicates that the vehicle makes IIHS's list only LARGE PICKUP with the electronic stability control option. http://www.automotivedealersnetwork.com/Articles/VehicleReviews/052008TopSafetyPicks.html (1 of 2)6/2/2008 3:24:07 PM
  63. 63. 2008 Safst Cars On the Road Toyota Tundra 9.1 69 $22,290 For original article see msn. Copyright © 2008 Automotive Dealers Network. All rights reserved. Receive our E-Newsletter For Email Marketing you can trust http://www.automotivedealersnetwork.com/Articles/VehicleReviews/052008TopSafetyPicks.html (2 of 2)6/2/2008 3:24:07 PM
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  65. 65. Chrysler, Nissan to join forcecs SUPERIOR DEALER SOLUTIONSsm Chrysler + Nissan? (continued) The new cars and trucks are slated to be available in North America and Europe for 2010 and 2011. Nissan, the Number 3 Automaker in Japan, will make Chrysler's new subcompact at its Oppama plant. The full-size Nissan Titan will be made at Chrysler's plant in Saltillo, Mexico and will be available in 2011. The Chrysler built Titan will have a larger variety of cab and engine configurations than it does currently. U.S. subompact sales increased by 30% over the first quarter of 2008, making Chrysler all but desperate for a subcompact car to sell in North America. Chrysler is moving production of its trucks from Saltillo to plants in St. Louis and Warren - some good news for production in the U.S. To Read the original AP Article. view article Copyright © 2008 Automotive Dealers Network. All rights reserved. Receive our E-Newsletter For Email Marketing you can trust http://www.automotivedealersnetwork.com/Articles/IndustryNews/052008ChryslerNissan.html6/2/2008 3:24:28 PM
  66. 66. http://www.automotivedealersnetwork.com/images/mercedes2.jpg http://www.automotivedealersnetwork.com/images/mercedes2.jpg6/2/2008 3:24:38 PM
  67. 67. http://www.automotivedealersnetwork.com/images/2008-nissan-versa.jpg http://www.automotivedealersnetwork.com/images/2008-nissan-versa.jpg6/2/2008 3:24:48 PM
  68. 68. Mandatory Stability Control SUPERIOR DEALER SOLUTIONSsm Mandatory Stability Control (continued) The National Highway Traffic Safety Administration announced it's requiring that all future passenger vehicles have standard stability control by 2012. Some automakers already have made stability control standard on all their cars. Mercedes-Benz started installing electronic stability control in 1995 and made it standard on all models by 1999. A study from Germany early this decade confirmed the benefits of stability control: Mercedes cars with this technology were involved in 15 percent fewer crashes than vehicles that didn't have stability control. Several independent studies around the globe have shown that stability control can help drivers maintain directional control and have fewer single-vehicle crashes. NHTSA in fall 2006 chose to give stability control the official thumbs up while giving automakers until 2012 to make this important safety feature standard. Several car brands already have standard electronic stability control on many models. Besides Mercedes, they include BMW, Cadillac and Audi. DaimlerChrysler's Chrysler Group saw fit to put standard stability control on its rear-wheel-drive cars, such as the Chrysler 300. Ford Motor Co. announced it will have stability control standard on all consumer Ford, Lincoln and Mercury cars and trucks by the end of 2009 Over the years, automakers have added stability control to sport-utility vehicles as a way of reducing the incidence of skids and rollovers involving these vehicles with higher ground clearance. Thus, every 2007 Toyota SUV comes with standard stability control, and even Jeep's lower-priced models—the 2007 Compass and Jeep Wrangler—now include standard stability control Sourced from msn.com http://www.automotivedealersnetwork.com/Articles/IndustryNews/052008StabilityControl.html (1 of 2)6/2/2008 3:25:09 PM
  69. 69. Mandatory Stability Control Copyright © 2008 Automotive Dealers Network. All rights reserved. Receive our E-Newsletter For Email Marketing you can trust http://www.automotivedealersnetwork.com/Articles/IndustryNews/052008StabilityControl.html (2 of 2)6/2/2008 3:25:09 PM
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