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So|Lo|Mo: Winning With Today's Car Shopper


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Jack Simmons' presentation on Social, Local and Mobile at the 3rd Annual Automotive Boot Camp

Published in: Automotive, Business, Technology
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So|Lo|Mo: Winning With Today's Car Shopper

  1. 1. So|Lo|MoWinning with Today’s Car Shopper
  2. 2. About MeJack Simmons • Dealer Training Manager, • Over 35 years of automotive retail experienceConnect with Me: jasimmons@cars.comTweet to us at @dealeradvantage about thissession using #ABC!
  3. 3. What Do These Terms Mean to You?So Lo MoSocial Local Mobile
  4. 4. The World Has Changed Total U.S. New Vehicle Unit Sales (in millions)181614121086420 2005 2006 2007 2008 2009 2010 2011 2012 (proj.) 2013 (proj) Sources: Bureau Of Transportation Statistics; Polk, Automotive News, J.D. Power & Associates
  5. 5. Our Objectives Social: Local: Mobile: Build Your Differentiate Connect Across Reputation Your Brand Platforms Understand Today’s Consumer5
  6. 6. So
  7. 7. Social Media is for Long-Term Relationships1. Set realistic goals and develop a strategy to attain them.2. Set guidelines for your staff.3. Have a plan to build your audience.4. Content is king!5. Participate in your own conversation.
  8. 8. How Much is it Worth To You?$_________ PRICELESS.
  9. 9. Who at your dealership… Share feedback Listen to feedbackMonitors across the Internet across the dealership Correct any Acknowledge andResponds reply to feedback underlying issues at the store Deliver a positive Ask satisfied Asks customer customers to write experience a positive review Share positive RewardPromotes reviews with sales, service staff for success prospects
  10. 10. Dealing with Negative Reviews It had rained the night before, and apparently they I emailed twice about a car and left the windows open in the got no response. When I called rain all night. and asked about the car, he said, "oh we sold it," and didnt suggest another car or see how else he could help me. Instead of telling me it was broken, they duct-taped itback on and put the new tire First, the salesman tried to get me on over it! to sign a blank loan form...
  11. 11. Lo
  12. 12. What’s Your Brand Value?
  13. 13. Do You Deliver On It? Source:
  14. 14. What’s Your Brand Value? Who’s Responsible for Communicating it? How Do You Maximize Your Performance?
  15. 15. Mo
  16. 16. Are You Texting? Calls vs. SMS350030002500200015001000500 0 male female 13-17 18-24 25-34 35-44 45-54 55-64 65+ # of calls made/received # of SMS sent/received The Nielsen Company, Mobile Media Insights, Q4 2010
  17. 17. Do You Have an App For That?App vs. Web Usage App vs. Web Preference 23% 26% 23% 41% Web Both App 98% 55% 57% 55% 33% On Mobile Phone On Tablet No Preference Prefer Mobile Website Prefer Mobile App Mobile Web and App Usage for Automotive Shoppers (Source: Nielsen)
  18. 18. Are you Equipping Your Staff? Connect with customersin-store & counter objections Boost productivity with dealer apps
  19. 19. What do you Track?
  20. 20. Why Do You Track It?What are you trying Metricsto accomplish? StrategyHow are you tracking Goalyour progress? Tip: Align your metrics with your store’s objectives and your strategies for reaching them
  21. 21. Digging Into the Numbers
  22. 22. Digging Into the NumbersEffecting Change
  23. 23. What Do These Terms Mean to You Now? So Lo Mo Social Local Mobile
  24. 24. Thank You! Download this presentation