 |
PROCARE INSIDER |
Capture Consumers: Keep Your Online Strategy in Tune with Your OEM's National Advertising.
Car shoppers interact with multiple media sources during all stages of their purchasing process. OEMs spend millions of dollars each year generating interest in the vehicles you sell and service, but how do you turn Tier 1 advertising into local opportunities? One critical way to do this is to sync your online advertising strategy with your OEM’s national advertising strategy. While your OEM is spending millions on TV, radio, and Tier 1 paid search, you should be leveraging these campaigns and presenting online advertising that is consistent with the national campaigns to capture local, in-market consumers.
Your ProCare Account Advocate can help you with this strategy:
- Integrating national and regional marketing imagery and messaging on your website.
- Posting appealing information for consumers when they arrive at your site. Examples include reduced interest rates, rebates and new model availability.
Contact your Advocate to get your online strategy synced up with your OEM. The sooner you do, the sooner you'll start harnessing the power of a full-tiered digital solution and experiencing even more 'hours & directions' page views, phone calls and leads.
Don’t have ProCare?
Call
1-888-450-7550
|
Upfront and in the Fray. Social Media for Your Website.
Cobalt will soon launch new social media enhancements for your website. Available in Q2 for eligible dealers, these enhancements allow you to leverage popular social websites to connect with socially active in-market car shoppers and customers. Like everything we do, our approach to social media is focused on maximizing your return-on-investment. By keeping the cost of participation low, by leveraging social interactions proven to work in the automotive industry and by providing reporting to objectively value its contribution to your business, we’re making sure your dollars are well spent.
Interact with car shoppers and your customers in two ways:
Vehicle Sharing
Socially active, in-market car shoppers will be able to share which of your vehicles they are interested in with their friends on Facebook™ & Twitter™. These features supplement existing email and print sharing functionality.
Social Engagement
We're making it easy for you to promote your dealership's Facebook & Twitter presence on your website with a library of popular widgets.
Check out our social media press release.
|
|
|
Where’s the Love?
by Jon Quade
Performance Improvement Consultant
Cobalt
I fly. A lot. You would think, given my impressive airline preference capacity, I would command some serious attention at the airport. Apparently, not so much.
Recently, I found myself enmeshed in the fallout from an FAA computer glitch when attempting to fly home. Times changing here. Flights moving there. I did my research to make sure I had all the right information. After some 15 minutes on the phone, I was satisfied that my canceled flight from Newark to Chicago was rescheduled on a different airline. When I arrived at the ticket counter of the second airline, I was rather surprised by the treatment I received:
Ticket Counter: There is NO WAY you are getting on that flight!
Me: Well, I was told I was confirmed on the 7:10 PM flight to Chicago.
Ticket Counter: Well, they were mistaken! There are at least ten people on standby waiting to get on that flight – there is NO WAY you are confirmed.
Me: “Well, they said I was…”
Ticket Counter: That’s RIDICULOUS! Why would they confirm you and continue to pile up standby passengers? They need to call us at the ticket counter! They do this all the time!
In the event you don’t understand the significance of the upper case letters and abundance of exclamation points above, the woman at the ticket counter was essentially shouting at me. Now, I'm not one to cause a ruckus at an airport – when you fly some 200 flight segments a year, you tend to take things a little more calmly than others might. When I approached the ticket counter, I was calm and collected - even happy, because I thought this second airline had rescued me – but my pleasant demeanor was obviously not returned by the exasperated ticket agent. Imagine my nerve, trying to get on a full flight to Chicago!
As much as I enjoy detailing my travel travails, this description does no justice to the way I recall the experience, which brings me to the real point of my article: show a little love! Stop thinking in the ME dimension and move toward the direction of YOU. Here are some simple steps (which intentionally forms the acronym SLAP – "Hey, Bob – did you SLAP Mr. Holcomb today?"), that will quickly have you well on the way toward creating consistently happy customers:
- Smile. It really is that simple. I can’t tell you how many times I've made the conscious choice to suck it up and smile, even when something the customer said made me angry, and it nearly always works out for the best.
- Listen to your customer's story. Before you spout off about how difficult your day is, take a moment to consider that the customer's day might have been even more so. When you listen respectfully, you can gain an appreciation for another perspective.
- Assure the customer that things will be okay. Sometimes, all people need is to be able to see a light at the end of the tunnel. "I know this is an inconvenience, but don't worry - we'll make it all work out for you."
 Read More
|
|
