Automotive Advertising Agencies Must Use Yesterday’s Knowledge & Tomorrow’s Technology to Survive

Automotive advertising agencies who expect to be here tomorrow must apply tomorrow’s technology today or they will follow their shuttered auto dealer clients into the ranks of the unemployed. The consolidation of the auto industry is a necessary reaction to a shrinking economy and the proof of two basic rules of business — supply must follow demand and survival of the fittest insures that it will. The secret to survival for automotive advertising agencies and their auto dealer clients in a challenging market is to offer more for less and the technology being designed to improve sales processes on the Internet provide efficiencies that will determine the winners and the losers.

Integrating proven real world automotive advertising best practices with maturing virtual world selling processes that rely on developing technology on the Internet allows forward thinking automotive advertising agencies to blur the line between the real world of brick and mortar auto dealerships and the new virtual showrooms being built on the Internet Super Highway. Automotive advertising 101 teaches that you must go where your customers are if you want to reach them and with 93% of car shoppers confirming that they start their car buying process on the Internet that part of the marketing and sales process is easy. The hard part that automotive advertising agencies must recognize is that the one constant that has survived on the World Wide Web is human nature. Customers empowered by the easy access of information on the Internet are no longer dependent on auto dealerships — real or virtual — to determine what vehicle they will purchase and who they will buy it from. Online shoppers are looking for a new or used vehicle, not an auto dealership, and automotive advertising agencies need to convert from push/pull advertising methods to pull/push techniques preferred by an educated consumer.

Of course there is no need to throw the baby out with the bath water! Automotive advertising agencies must use conventional wisdoms built on the stable foundation of human nature supported by the efficiencies offered by new automotive advertising applications designed to crash through the glass wall of the Internet to preserve both market share and profits for their auto dealer clients. The easiest way to satisfy the customer and the auto dealer — in that order — is to give the customers what they want, when they want it — which is immediately — and to do it in such a way that the customers feel that they are buying a vehicle vs. being sold one. That is where the use of new automotive advertising technology and the related improved selling processes come in.

Giving the customers what they want — which is a vehicle not an auto dealership — suggests that automotive advertising agencies must promote individual vehicles on the Internet, not their auto dealer clients. While this may seem counter intuitive to old school car guys who presume that they must sell themselves before they can sell their vehicles, it is in keeping with equally established wisdom that suggest that automotive advertising doesn’t sell cars it just attracts customers who want to buy one. Simply put, the best advertising message in the world has no value if no one sees it and since customers are searching the web for individual vehicles that is the bait that will have them bite the hook that has the auto dealer on the other end of the line.

It is an accepted fact that cars sell cars and brick and mortar auto dealerships have gravitated to car rows or auto malls to take advantage of the attraction of having as many vehicles as possible in one location to draw real world car shoppers to their individual facilities. The leveraged advertising of multiple competing dealerships and the added value and convenience of one stop shopping for comparable makes and models at one central location is a value for consumers that has survived on the Internet Super Highway. Established third party inventory based websites have a proven place in today’s online automotive advertising plans. Most auto dealerships already rely on the leverage of their collected inventories of literally millions of vehicles from thousands of auto dealerships to attract online new and used vehicle shoppers. The search engine optimization, S.E.O., realized by these third party sites coupled with their localized search engine marketing, S.E.M., investments drawn from the collected revenues of the auto dealer clients that participate in these communal sites provide a competitive advantage that no individual dealer or even a large dealer group can compete with. New technologies being applied to this established business model promise an even better return on investment, R.O.I., for the auto dealers that participate.

ronsmap is a game changing online car buying/selling site for both consumers and dealers that exemplifies the value of improving technologies in existing Internet based marketing platforms. It makes car buying fast, comprehensive, transparent and live. What makes it unique is their new technology that gives consumers unparalleled buying and negotiating power over the car buying/selling processes including the opportunity to accommodate For Sale By Owner listings. Their unique value for dealers is that it provides them with an unprecedented level of sales intelligence on consumer leads, and it enables automotive advertising agencies to promote and engage consumers via social networks.

With existing search engine filters and third party websites online shoppers have to scroll through lists of hundreds of vehicles while clicking and drilling down on each site since not all vehicles for sale are aggregated on any one exit on the Internet Super Highway. Auto dealers that pay the most are typically promoted in the top listings limiting honest competitive comparisons and auto dealers are often non-responsive to general inquiry leads sourced from these lead resellers. Auto Dealers are equally challenged by existing marketing platforms that do not provide visibility or insights into consumer’s other vehicles of interest discovered during their online shopping trips and their communications are often mid sales cycle starting long after the initial research by the consumer has been completed. The R.O.I. for auto dealers for leads purchased from multiple third party providers are reduced by duplications and smaller dealers not willing or able to pay for a premium position can’t compete equally with the larger advertisers on these sites.

ronsmap is a new technology driven Internet solution scheduled to launch at the 2010 NADA Convention in Orlando, Florida. They provide the leverage of multiple inventories posted on a unique map-like internal search engine driven by consumer preferences on a local level that places all vehicles that fit the consumer’s search criteria on the same page with no prejudice to premium positions purchased by the dealers. Their proprietary application provides a level playing field for auto dealers while offering consumers one stop shopping across multiple brands, models and dealerships with the added value of comparisons to For Sale By Owner listings.

ronsmap also accommodates today’s consumer preference for pull/push marketing by integrating a unique social networking application into their platform. Marketing to consumers in social networks requires resources, tools and skill sets to compliment and supplement auto dealer’s existing online selling efforts. ronsmap provides all of these elements in a cost effective, scalable manner while delivering consolidated market intelligence not currently offered through other resources.

Their vBack application enables auto dealers to multiply leads by leveraging the word of mouth, W.O.M., phenomenon associated with viral messages distributed through social networking. This proprietary process embeds a social media engine directly within the vehicles posted on their community site as well as on the auto dealers individual websites. It extends the auto dealers reach, promotes confidence for consumers through their solicited comments from their online friends in response to their request for feedback on their intended purchase and it drives more consumers to the auto dealers websites.

Another unique value added feature provided by the new technologies implemented by ronsmap is exemplified by their SellersVantage application. It allows auto dealers to communicate with online consumers in real time early in the decision cycle. It offers auto dealers a comparative view of what other vehicles and feature/benefits the consumer is looking for, market availability to determine if they have the only vehicle that fits the consumer’s stated needs and comparative pricing analytics to know how they rank in the market before they start negotiations to improve closing ratios and preserve profit.

The Intelli-Leads offered by their applications are very robust leads that go way beyond the typical customer name, email address, contact information and questions about the vehicle that they are interested in. They include market intelligence, comparative intelligence, social demographic and social profile intelligence that define the prospect and that allows the dealer to insure that their first offer in the online negotiation process is competitive while preserving gross profit.

Technology as applied to enhanced marketing platforms like ronsmap addresses the new opportunities for auto dealers to improve their R.O.I. from third party lead providers and inventory based websites but it doesn’t reflect the equally valued benefits being offered to improve their R.O.I. from their individual S.E.O. efforts and improved conversion rates from their own websites. Once again, conventional wisdoms must be applied by automotive advertising agencies to provide more for less for their auto dealer clients by recognizing the need to establish brand identity and top of the mind awareness for long term dealer recognition in the market tempered with the need to increase sales and profits today so the auto dealer — and their automotive advertising agency — can survive until tomorrow.

Since consumers are looking for vehicles on the Internet vs. auto dealers it is only logical that the auto dealers should post their vehicles online individually. The trick is to get a single vehicle to stand out from the traffic on the Internet Super Highway. Once again, technology has provided the solution.

Video has surfaced as the media of choice for today’s consumers who grew up watching T.V. and who have applied their preference for Video to their attraction to Internet channels like You Tube and all things video. The search engines role on the newly emerging World Wide Web is to facilitate the consumer’s online search by giving them what they want and since consumers have selected video as their media of choice search engines like Google have decided to give it to them.

The algorithms that drive Google have been adjusted to provide a weighted value to video, a fact that has not escaped automotive advertising agencies responsible for improving the S.E.O. for their auto dealer clients. Video presentations have shown up on auto dealers websites with file names that integrate key word phrases to match the auto dealers websites chosen online identity along with similar embedded meta tags and they are even being pushed onto the search engines through You Tube with their own URL’s to extend the SEO of the auto dealers virtual showrooms. The value of this enhanced S.E.O. solution is that all of these postings are sourced back to the auto dealers websites which supports the automotive advertising agencies desire to build dealer branding and top of the mind awareness. The ability to take this exposure to the next level is realized by applying the same philosophy of extending the dealers online exposure to their individual vehicles since, after all, that is what the online customer is searching for.

SiSTeR Technologies is an automotive advertising vendor using proprietary cutting edge technologies that has introduced an automated video production platform called VideoCarLot with associated applications including vShock and VidBrid. They are able to convert the still pictures already posted on the dealers websites into professionally produced videos using human voice and existing video footage with integrated search words, meta tags and individual URLs. These finished productions are then placed onto the auto dealers own websites to increase their highly prized and search engine favored video content plus they are individually pushed through their dedicated API with You Tube to post each vehicle to all linked third party advertisers and to the search engines directly onto the You Tube channel. Since You Tube is a growing search engine second only to their parent company Google the enhanced S.E.O. to the dealer is obvious. More importantly, it allows the auto dealer to present their vehicles to online consumers vs. their auto dealerships while anchoring the associated lead back to the sourcing dealer. Once again, technology has provided a win-win scenario placing the consumer’s interests ahead of the auto dealer’s while satisfying the needs of both.

The automotive advertising agencies of today that apply the cutting edge automotive advertising technologies of tomorrow are guaranteed a seat at the table in the future. Today’s justified consolidation in the auto industry has opened problems for many and solutions for the few that are determined to survive. Just as the forest fire burns the trees to allow for new growth, the key for automotive advertising agencies to survive to grow another day lies in the automotive advertising technologies and applications that they use today.

Posted in Uncategorized | Comments Off

Automotive Advertising Agencies Focus on People Using Social Media Vs Product or Price

The role of the automotive advertising agency has changed to follow the new rules of the road on the Internet Super Highway. Newly empowered consumers are no longer limited to shopping for a vehicle using information provided by self serving auto dealers pushing information to them using conventional media like radio, T.V. or newspaper. Social media has allowed car shoppers to gather information from like minded customers before, during and after their shopping and/or buying experience. These online friends are playing an increasing role in the car shopping process and automotive advertising agencies are using them to influence buyers.

The new pull / push nature of the market powered by the Internet requires automotive advertising agencies to focus on people vs. product or price. Car shoppers are following their own agendas when pulling information from the world wide web that no longer requires them to rely on an auto dealer as the source. Today’s online shoppers prioritize people when selecting a dealership they are willing to do business with. That is not to suggest that product and price aren’t important. It simply suggests that all systems start and end with people and that people are the true asset of any auto dealer, automotive advertising agency or vendor!

The most obvious evidence of the priority that people play in the auto shopping/buying/service experience is the explosive growth that social media has enjoyed as a marketing media vs. conventional radio, T.V. and print that used to dominate the automotive advertising landscape. Automotive advertising agencies recognize that people have always preferred to do business with people that they like and social networking has expanded the spheres of influence of car shoppers/buyers to include their online friends.

The market is a conversation amongst friends before, during and after the car shopping/buying/ service cycle. Auto dealers that have friends in the social networking communities are more likely to be invited to participate in the dialogue. More specifically, automotive advertising agencies realize that it is difficult to befriend a building or a website! It is the people that work at the dealership to support their families that have the story to tell to their friends and who will earn the sale — not the Chevrolet, Toyota, Mercedes, etc. — or the extended service hours and weekly specials. Saturday service hours have no appeal if the customers don’t like or trust the people that they are handing their keys to. Having a friend in the car business is a relief that trumps the best process, product or price for the average car buyer.

Automotive advertising agencies also recognize that people play a role in both the real and virtual world showroom experience which will be reflected in the number of units sold and their job performance at the end of the month. First impressions are irretrievable and they are not limited to a large inventory, clean showroom or a dealer centric selling system that processes customers in sales and/or service. The atmosphere in a well run dealership reflects the morale of the staff in sales and service which directly impacts the customers that an automotive advertising agency drives to the dealership.

A smiling sales person, service writer, operator and cashier can’t be forced as a part of policy — much like customer satisfaction can’t be bought or taken for granted by simply offering the best price; it must be earned. It is earned when a dealer or manager appreciates the individual and team contributions of his staff — and tells them so on a regular basis! It is maintained by HR departments and hiring practices that select personality over prior auto sales experience with compensation plans that reflect individual contributions along with job descriptions and defined areas of responsibility that are managed and monitored by a caring management team.

Employee retention is directly linked to customer satisfaction and customer retention and neither can be taken for granted. Automotive advertising agencies are counseling their auto dealer clients to invest in their people before, during and after they are hired to compliment their investments in automotive advertising. It is their people that will represent their dealership and it is their people who will sell their cars and service to a growing list of friends and customers.

Automotive advertising agencies have extended their areas of responsibility to include their involvement in all aspects of day to day operations at an auto dealership. Most selling systems and related processes include a meeting and greeting, an initial manager T.O. to qualify the customer’s needs, an inventory and facility walk, a test drive, a feature benefit presentation, a desking procedure, a manager T.O., negotiations, an F&I introduction, a delivery procedure and service introduction. All of these steps are then supported by a state of the art CRM/ILM, DMS and follow up system. Unfortunately, all of these well thought out procedures are only as good as the sales person who entered the customer into the system and/or who is expected to follow up if not sold or who is relied on to solicit future service and referrals.

All of these actions reflect on the job performance of the automotive advertising agency and they must be addressed as part of their areas of responsibility. Automotive advertising agencies recognize that sales training is all too often limited to a few weeks immediately after the hire and/or some outsourced trainer hired to pump up the staff. Given the complexity of a well planned selling system — as described above — how can a new hire be expected to retain everything that they need to know? Add product information and an understanding of how human nature impacts the negotiation process and — once again — the investment in the people becomes self evident.

There is a paradigm shift taking place in the way that sales and service training should be applied at a dealership and it is up to the automotive advertising agency to insure that it is understood and applied. Forward thinking automotive advertising agencies have discovered that sales and service training can’t be limited to the new hires and or as needed to motivate the staff. It must start in the hiring process by selecting trainable personalities and then integrated into the selling system in such a way that the processes teach the sales person as much as the customer. Buyers and sellers must form a habit to listen and learn from each other before they can presume to sell or buy anything. A sales person does not need to know everything — they simply need to know where to find the answers that are relevant to the customer to move them through their buying decision.

Automotive advertising agencies often rely on new technologies to provide efficiencies applied to proven old world wisdom. New mobile sales applications are being developed that promise to provide a salesperson with the right information at the right place and the right time which will integrate training into the sales process. The key is to focus on the people part of the presentation supported by the processes, products and the price rather than the other way around.

Posted in Uncategorized | Comments Off

All About Advertising Agencies

Advertising agencies are those firms that book advertisement space and time, design print on television, radio and internet advertisements, create new promotional ideas and do research surveys to help a client enter and succeed in a particular chose market. Advertising- agencies are not dependent on the advertisers because they have their own set of principles for the services they provide on behalf of their clients. The usual clients of advertising `agencies include corporations, partnership and sole proprietorship businesses, nonprofit seeking organizations and the government agencies. Depending on the aim of the advertisers, advertising. agencies may be employed to create commercial messages. This is also known as an advertising campaign. Such agencies can be small or large. Their size can be measured in capitalized buildings. Now capitalized buildings are the total of all the measured business which passes through the hands of the agencies. Such agencies having a large number of employees normally have multiple locations. The additional offices may be regarded as service offices, and provide local services.

The constant evolution of advertising: agencies is such that they can provide far more than normal advertising. A complete package of such agencies takes into account the services of branding, advertising sales promotion, public relations, event planning, traffic, media planning and buying, package designing, sports marketing, product placement and marketing and selling of the goods and services of their clients. For many economic reasons, advertising agencies prefer to set up an Agency of Record relationship with their clients. This relationship contains a stipulated time limit and has details regarding fees, ownerships, commissions as well as termination clauses. A project work is the work done by advertising agencies without any concern for benefit. In such cases, the project is independent, and the price is managed accordingly. If we consider the likes of advertising agencies, then it can be assumed that the firms only produce advertising.

Advertising agencies cater for valuable resources of any enterprise which seeks to increase the customer base. Such agencies are generally backed by firm knowledge about media placement and business strategy. The focus of various agencies may be different. Some may provide for a few large clients and not consent to new accounts. At the same time, some agencies may maintain stability with bigger companies. The bigger companies can also improve the reputation of small businesses. Ideally the advertising agencies should be familiar with the concerns of the small businesses. They must understand the considerations of the small businesses.

One of the best ways to choose from advertising agencies is to ask someone whom you can trust. If there is any advertisement that you genuinely like, then you can call up that business and leave a compliment for their pleasurable taste. You can then go on to ask about who does their advertisement copies. The relationship between the client and the agency should be based on trust. You can choose to work with any of the agencies with whom you have a substantial relation. The services that you will get will cost a considerable amount which will make you feel positive about your satisfaction throughout the relationship.’

Posted in Uncategorized | Comments Off

Services Offered by Advertisement Agencies

An advertising agency specializes in the creation of an awareness of different products and services. This can be done be utilizing different media such as television, radio, billboards, the web or other mediums. The main aim is to popularize a product or service to increase sales. An agency can take different forms; it may be a small organization or an international conglomerate.

Types of advertising agencies include:

· Generalized

· Specialist

· In-house

These are just a few different types of advertising agencies. Some organizations or businesses will choose to hire an advertising agency whether they have their own in-house marketing department or not. A good advertising agency can promote a product or brand very effectively as they provide an outsiders view and could bring something extra to the table which the client may have over looked.

Generalized agencies will deal broadly with advertising as a whole so if you don’t have in-house marketing then they can take care of everything from creative design, strategic planning to internet marketing.

Specialist agencies, well its all in the name. If your industry is a little more specialized, for example if you are in the biotechnology industry you may need an agency that has a more in depth knowledge for your field. Their expertise can make the difference between a great advertisement that is meaningful and a mediocre one.

But if you are looking to be a bit more hands on with your advertising, you may look to have your own marketing department and supply in-house advertising, where a company or a business will act as their own agency in order to have a dedicated team, operating under the companies’ supervision.

You may also look to social media agencies and search engine agencies. They may not produce visual images, and digital media as other advertising agencies do but these industries technically are advertising agencies. And can make a big difference in promotion of your products to potential customers and traffic to your site.

Whichever agency you choose to use there may be several different departments within an agency that will oversee different services.

Advertising agencies offer various services that include:

· Marketing services: market research, promotion, event marketing etc.

· Content business: involves the sale of broadcasting, sponsorship and other rights and the production and marketing of such content like films, sporting events, animated content and other entertainment.

· E-solutions and Digital Marketing: customer relationship management and e-business consulting, system integration services, search engine optimization, search engine marketing, social media marketing and e-promotions.

· Integrated branding services: involves assuring clients with branding services that will take care of the communication needs in an excellent manner.

Posted in Uncategorized | Comments Off

Role of Media Advertising Agencies in Business Promotion

Advertisement is known to be the key to a successful business. There are many forms of advertisements. Media is one among them. With the growing need of advertisements for developing business, there has been a considerable growth in the number of media advertising agencies.

Different Forms of Media Advertising

The different methods of advertising products through televisions, newspapers, radio, internet, mails and so forth is known as media advertising. The main motive of the these agencies is to take advantage of advertisements to increase the sales of a company and thereby overall profit.

How to Choose Advertising Agencies

Choosing correct media advertising agencies can be a difficult task as there are many online agencies that help companies to gain the required exposure through advertisements.

A proper research should be done online before taking advantage of the services of these agencies. Marketing your product to maximise sales should be the main priority of media advertising agencies.While choosing agencies, it is important to know whether these agencies have a successful past of marketing products. These agencies should be able to demonstrate the different strategies they adopt to market your product effectively. Maximum exposure to your products and services should be the motto of reliable and efficient media advertising agencies.

These agencies include professionals with various departments. These professionals take care to advertise your products in a manner that leads to increased sales and profit. Gone are the days when advertisements were done only through newspapers and televisions. Today with the help of media advertising agencies, businesses can utilize online advertising through internet.

By using the media advertising services for marketing your products, you can also save a lot of time and money. It is also important to bear in mind that your advertising agency should have a thorough idea about your products so that marketing is done effectively. Poor advertisements lead to poor response and lower sales. So it is crucial that you chalk out a plan along with your advertising agency in order to market your products.

Small and medium industries gain exposure only through effective advertisements. Online advertisements help them to reach out to a wide range of customers anywhere in the world. But it is important to choose professional who can help these industries to advertise their products in such a way that it attracts customers.

There are a wide number of advertising agencies in the B2B marketplaces. Some of the agencies that offer their services in advertising products include the Solid Action (India), Mod Interior, Shree Rani Sati Group and so forth. These agencies help to promote business by providing solutions to accelerate sales and maximise profits.

By utilizing the services of media advertising agencies, businesses can improve their sales and obtain more profit. It is to be noted that the methods of advertising has evolved since the olden days. The growing use of internet and other online facilities have accelerated the growth of online agencies for the purpose of advertising. The entire scenario of the business has undergone a substantial change with the use of these advertising agencies.

Posted in Uncategorized | Comments Off