As consumer shopping habits change drastically, automotive marketers must also adapt - or perish by the wayside. Jim Lecinski’s new book “Winning The Zero Moment of Truth” is required reading for all dealership personnel. The free book can be downloaded electronically by visiting www.zeromomentoftruth.com. In the book, Lecinski outlines how the consumer shopping experience has changed as the Internet has evolved. Specifically he presents a data driven road map on how businesses should operate during a time period he defines as the “Zero Moment of Truth” (ZMOT).

1. Jim Lecinski’s new book “Winning The Zero Moment of
Truth” is required reading for all dealership personnel.
The free book can be downloaded electronically by
visiting www.zeromomentoftruth.com .
In the book, Lecinski outlines how the consumer
shopping experience has changed as the Internet has
evolved. Specifically he presents a data driven road map
on how businesses should operate during a time period
he defines as the “Zero Moment of Truth” (ZMOT).
Google research has shown that consumers shopping for
a car are influenced by over 18 different online sources
before they contact a dealership via phone, a lead form,
or walk-in as an up. This period of time is called the
Zero Moment of Truth.
For car dealers, understanding the Automotive ZMOT
means that their attention must be equally focused on
what is displayed online about their dealership as well
as how their physical showroom looks and operates.
Online reviews are one of the most powerful influences
during ZMOT yet many dealers have yet to inspect,
respond, and promote online reviews. Reviews are
important because when a consumer searches for a
dealership name in Google, often multiple review
websites are displayed on Page One.
TEN WAYS TO IMPROVE ZMOT
Dealers looking to leverage ZMOT for their dealership
must first respect the power of the consumer. An
individual that is not treated properly by a dealership
has the power to blog, post a video, or record their
experience on a review site for thousands of local car
shoppers to see each month.
With a solid sales and customer service processes in
place, a dealer that wants to dominate the Zero Moment
of Truth can invest in a number of proven strategies to
connect with online shoppers.
1. Inspect all popular review websites that list their
business and respond to any negative reviews
sincerely.
2. Start an in-store customer review process using
mobile apps to collect reviews from customers
before customers leave the dealership.
3. There are many 3rd party review websites, so start
with Google Places and Yelp. These are the most
influential and popular review websites and both
have free mobile apps.
4. Create and publish customer testimonial videos on
YouTube and other popular video sharing websites.
mastering the automotive
zero moment
of truth
As consumer shopping habits change
drastically, automotive marketers must
also adapt - or perish by the wayside.

2. 5. During the delivery process to take a photo/video
of customers standing in front of their vehicle with
their smart phone to post to their own Facebook
account.
6. Write blogs and create videos that answer the most
popular questions that car buyers have during the
ZMOT. Lecinski lists them in his book.
7. Start a retargeting campaign that will follow
consumers who visit your website with banner ads
that reinforce a unique selling proposition. Do not
follow consumers with banners that are focused on
a sale price.
8. Ensure that your inventory vehicle descriptions,
photos, videos, and pricing is the most complete
and competitive in your market. Your vehicle detail
pages on your website and third party classified
websites are your “flypaper” for interested buyers.
9. Engage in social media to listen and communicate
with your local community.
10. Record and publish online your work in the
community, your charitable contributions, and
any volunteering that your employees do in the
community.
With increasing competition and lowered margins,
dealers have to be the strongest and most attractive
place to purchase a car during the Zero Moment of
Truth. If dealers do not contribute to the 18+ influences
that intersect car shoppers before they contact a dealer,
they will lose market share and relevance.
ZMOT
STATS
BRIAN PASCH
Brian is the founder and CEO of PCG Digital Marketing, an Inc. 500 digital agency
headquartered in Eatontown, NJ. As the leading automotive ZMOT authority, Brian
helps car dealers make the shift towards digital by carefully analyzing advertising
budgets and making customized recommendations.
Facebook: www.facebook.com/brianpasch
Twitter: www.twitter.com/automotiveseo
LinkedIn: www.linkedin.com/in/brianpasch
Youtube: www.youtube.com/pcgdigitalmarketing
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