iPad - Another gadget to advertise on?

Ten years ago, I said (as did many others) that someday soon we'd be reading newspapers on a thin electronic screen, and everything would be wireless. Some people thought we were nuts. Others knew it was coming.

On Wednesday, Apple introduced the much awaited iPad, the "tablet" that is sort of a big iPhone, sort of a small computer. With it, you can surf the web through WiFi or with an inexpensive G3 cellular plan, read eBooks like a Kindle, read newspapers online, play games, use SMM sites like facebook and twitter, run iWork on it, use it for Keynote presentations, and sync it with your iPod. (Knowing how fast Apple products get updated, it will also make a nice tray for your Martinis in a year.)

So what does this mean to the automotive world?

Well for one thing, it's eventually going to put the power of the Internet into even more hands, more often. It will be easier than ever to look up websites, and research products on the go.

For example: A customer wants to buy a new Toyota. They do some research and find that your dealership has the exact model they want in stock, in the pretty blue they've been hoping for. They show up at your dealership with tablet in hand, and talk to your sales person. When he gives them the price, they immediately check it against Dealer B up the street. Dealer B has it in white for $200 less. Guess what? You will probably drop the price for them to make the sale.

So how can dealers take advantage of this?

What if every sales person is armed with an iPad...They can do the price comparison first, and make a better offer to the buyer. With pre-owned, they can show other similar vehicles for sale in the area, and beat the price or point out the better value in their vehicle. Forms can be filled out right on the iPad to save time and paper. And with the advent of new apps, the possibilities are endless.

What about automotive advertising?

Eventually, targeted advertising will become so efficient that you'll be able to practically pick exactly who sees your ad. Someone accessing WiFi in the 33322 area code with a 700 credit score looks at an article on the new Camaro...and the local Chevy dealership's ad displays, with a Camaro and an offer. Plus, the electronics wiz-kids are finding new ways to incorporate sponsorships into the games, apps and pages you visit. Wouldn't it be great to have some product placement for your dealership in Grand Theft Auto?

The past 60 years has taken us from the Atomic Age to the Space Age, and into the Computer Age. Now we're at the beginning of the Digital Age, and it's going to be a wild ride. Are you ready for it? We certainly are, and we're looking forward to this incredible future.

Christopher Pinto,
Creative Director
Engelhardt & Partners Automotive Advertising
http://epadv.com
954-927-2886

Excellent article on Advertising Age

On Advertising Age:
Sooner or Later, Facebook Will Launch Its Own Phone
http://adage.com/digital/article?article_id=141627

Talks about the future of advertising as it relates to mobile devices. You may need to register to read the article, but it is free.

The Future of Automotive Advertising

We have seen the future of automotive advertising, and it is fantastic.

We're eager to embark on this exciting journey through the age of digital media. We've been very successful with traditional forms of automotive advertising...print, TV, radio, direct mail, promotions...and have been working with Internet advertising for some time. Now, we are expanding full-throttle into the wide world of the web, integrating it completely with all forms of advertising.

In doing so, we've met some of the people who are creating new forms of communication every day. We're learning new technologies and how to apply them to benefit our clients. And most of all, we've found the key to integrating traditional advertising with these new technologies.

The future of advertising truly is fantastic. It's going to be hard work, but it's going to be fun, and it's going to be exceptional for our clients.

If you're interested in learning more about the future of automotive advertising, contact Dayna Engelhardt, President & CEO of Engelhardt & Partners Advertising at 954-927-2886.

To Automotive Dealerships: Why the "Buy Here, Pay Here" Guys are hurting your business.

Posted by Christopher Pinto,
Creative Director

If you have a major dealership moving 100+ new units plus pre-owned each month, it's easy to ignore the little guy on the corner pushing $1500 rides on Craigslist. But have you considered the damage many of these small, used-only lots are causing to your business?

Recently I started looking for a cheap car for a friend's kid to run around in. I was surprised at what was out there in the $1000 to $3000 range: A lot of junk, with an occasional good car in between. And a lot of lies, from small-time car dealers.

After researching, calling, and visiting several "mom and pop" used car dealers in my area, here's what I found:

• Every one of these 'dealers' advertised cars that looked great online, but where absolute junk when I saw them in person.

• Every one of them had excessive dealer fees, anywhere from $299 to $899...remember, this is on a $1500 car.

• All of them had a mechanic shop on site, but none of them seemed to know if the cars had any mechanical problems.

One ad read "Absolutely perfect cosmetically and mechanically. Mechanic's special. $899". Yeah, there's a little bit of a contradiction with that one, huh? As soon as I walked up to the car in question, the salesman came from across the lot, practically yelling, "That car's no good!" He went on to explain it had a blown head gasket, a job that he admitted would cost him between $1500 and $2500 to fix, depending on which part of the conversation he was in. He said he'd sell it to someone who understood what that meant, as the car books for $2500 retail, tops.

Another guy tried to sell me a $300 used car warranty over the phone on a car I hadn't even seen (It was an eBay auction, and I couldn't see the car before the auction close because he was in Key West on vacation...yeah...sure.)

The worst place was basically a junk yard with a used car sign in front. The vehicle was a 1996 Cadillac DeVille. The ad for this car showed it being in great condition, and said it looked and ran perfectly. It was advertised on Craigslist for $1999. I found the same car advertised on Cars.com for $995. When I got there, I found out why: It was a wreck. Cracked windshield, dents down the side, two bad tires, hood wouldn't shut right. Car had 180k miles on it. There was a screwdriver where the gearshift was supposed to be. When I opened it up, it had the distinct smell of a car that had been sitting shut up in a scrapyard for a lonnng time, with an air freshener in it. It started, and sounded like "Christine" from the movie when the car is all beat to hell and in sad shape. This car had all the earmarks of being pulled out of a junk yard and given a fake title. AND...for this $995 car, there was a dealer free of $899. That's right. So, out the door, with tax and tag, the guy would "let it go" for $2000.

Yeah, right.

Now you're thinking, "We would never do that at our dealership." Of course you wouldn't. You know that your reputation in the community is what keeps your business going and growing. Your mechanics check out your cars carefully, you recon them, and price them fairly. Many of you don't even have dealer fees on pre-owned, and if you do, you post it clearly on the car and in your ads. People at your dealership know exactly what they are getting.

Don't they?

Consider this: Millions of people out there start out in life with little or no equity. They go to school, start a job, try to build credit and go from there. Most college kids drive junkers...if they're lucky, they get a hand-me-down car from the family. If not, they have to buy something cheap and reliable. Most major dealers won't bother with cheap used cars (except as price leaders) so where do people like this go for cars? Private sellers, and mom and pop shops. So basically, their first impression of car dealers comes from these shady characters. Hence, the stigma of the stereotypical "Used Car Salesman".

If someone gets burned buying a $1100 car for $2200 and it breaks down in two months, forever will they never trust anyone in the car business again. These are the people who will go through life buying cars cash, or getting loans from their bank to buy cars through private sellers. What does this mean? It means you can be losing thousands of potential customers through no fault of your own.

Mad, aren't you? Appalled that someone so dishonest would be in the same line of business that you've worked so hard to make successful. You've played by the rules, you're more than fair with your pricing, and offer good used cars with a warranty. So what can you do? Is there any way for you to off-set this destructive behavior?

There is. Some of it you're already doing now. Some of it will need some time, effort, a little money, and the right message. Getting that message out to the right people – that's where we come in.

THE MESSAGE: Ask any car dealer in the country what customers want when buying a used vehicle, and you will get the same answers: Honesty, integrity, no hidden fees, warranty, no hidden flaws, vehicle in better than expected condition for the price, and the greatest value possible (or, in other words, the lowest price possible on the nicest car you have).

This is the message that you need to communicate. You back that message up with price points that match or are slightly below market value. You monitor your competitor's pricing and adjust as necessary. You only sell good quality cars, and back it up with at least a 90 day warranty. If you have any "As-Is" cars, you throw them in a Bargain Corral and make it clear that these cars are 'what you see is what you get'...and still give your customers a 10-day warranty. Scrap the dealer fees on anything under a predetermined price (ie, $3000) and proudly post it. Get testimonials from satisfied buyers as proof you are men and women of your word. Then broadcast it to the world.

COMMUNICATING:

Too many dealers today try to stuff their advertising with inventory, offers and price points. This works in some markets, but eventually it's all going to be a worthless waste of your advertising money. Anyone can sit down at a computer and find the car they want, in the color they want for a decent price. Those who don't are the ones who will get hoodwinked and swindled into paying $2000 for that $500 Ford Escort. You need to use a good section of your advertising to communicate that message of honesty and value to all of your potential customers.

DISTANCE YOURSELF FROM THE SHADY "DEALERS"

This is particularly important if your business is in an area saturated with junk-shop car lots. Communicate to the public that you don't need to use any bait-and-switch tactics to get people on your lot, because your quality of inventory and reputation are enough. Go as far as to say "Buyer Beware" of hidden fees and poor quality in other dealerships (you'll of course run it by your lawyers to make sure you're not crossing any lines or breaking any laws in your state).

BARGAIN CORRAL

Rope off a corner of the used car lot for a Bargain Corral. This is an old trick that still works today, and is being used successfully by most of our clients. Keep this area stocked with at least ten to twenty vehicles priced under $10,000, the cheaper the better. Offer a short-term warranty, Carfax, and inspection to show you have nothing to hide. Drop any dealer fees so you have a bottom-line price posted, and make a big fuss about "no hidden fees". Even if buyers aren't aware of big fees at other dealers, they'll know it must be an issue if you're advertising no fees.

STAND BY YOUR CARS

Never sell a car that is questionable. Stand behind your quality. If something simple breaks three weeks after they buy the 10-day warranty car, fix it. Fix it for free, and make a big deal about it. Make the buyer write you a letter and post on your social media sites how great you are. You can get hundreds or even thousands of dollars worth of positive publicity by occasionally replacing a $300 part.

KEEP THEM HAPPY, AND MAKE THEM TELL THE WORLD

Similarly, whenever you sell any vehicle, get your customer to give you some form of positive feedback, whether online, through a customer survey, or letter. Take a photo of each new customer smiling with their new purchase, and post them on a wall in the dealership for potential customers to see. Ask them to be your friend on facebook and follow you on twitter, and follow up with them in a few months to see how they are enjoying their car. If they bought a $3000 car from you in May, by November they may be ready to trade up to a $10,000 car.

I hope this post opened your eyes to (or at least reminded you of) one of the difficulties in trying to sell quality used cars. If you'd like to discuss possibilities on promoting these ideas, give us a call at 954-927-2886. We'd be happy to talk turkey.

*If any buy-here-pay-here dealership owners are reading this, and you think I'm being unfair, I'd like to hear your input. If you're an honest company, you face the same challenges the big dealerships do.

Visit our automotive advertising website at www.epadv.com

Happy New Year!

Everyone at Engelhardt & Partners Advertising would like to wish you a safe and happy New Year's Eve, and best wishes for 2010!



Visit our automotive advertising website at www.epadv.com

Party in the Workplace: 10 Rules for using Social Media with Your Business

Posted by Christopher Pinto

If you’re reading this, you’re one of the millions of people who enjoy interacting with people on the internet in this ‘new’ phenomenon of Social Media.

But SMN (Social Media Networking) is nothing new. It’s the same kind of networking we’ve done for decades, at cocktail parties and meet & greets, at seminars and workshops. It has simply become easier, more accessible, and a lot more informal.

Where yesterday’s networking events were strictly business (usually attended by people in business attire seriously looking to promote their products and services) online Social Media sites combine business life with personal life…and that, in many instances, can be bad.

There is a reason we have a “work face” and a “home face”. Most of us do things at home or with our friends that we would never think of doing at work. This is called “professionalism”, something too many people are lacking when it comes their online persona. For example, posting pix of last weekend’s hot date at the trendy club might be great for your friends, but your boss and clients might find your antics a little unsettling.

This is why it’s very important to be careful how you connect your personal social networks to anything that has to do with work. If you’re going to use social networking for work purposes, you’ve almost always got to keep it separate from your personal life.

How do you do that online? Not quite as easy as it sounds.

Because of the way everything is linked (the whole purpose of social networking), chances are your personal life and your professional life are going to cross paths. The only true way to protect yourself from having potentially damaging personal information broadcast to clients and co-workers is to not have any personal networking at all. Since this is nearly impossible for anyone who enjoys online social networks, the next best thing is to follow some simple rules that should keep you out of trouble, and keep you looking professional in the eyes of your clients and bosses.

Here are some basic guidelines to follow that will help you keep your online persona both fun and professional:

1. Limit your exposure.

2. Take control of your social networks.

3. Never post derogatory or inflammatory content.

4. Keep your political and religious views and opinions to yourself.

5. Keep your posts upbeat, well-written and professional.

6. Let your personality, not your personal business, shine through.

7. Don’t junk up your social network with ads and pitches.

8. Don’t let your social networking get in the way of real work.

9. Post relevant and interesting content.

10. K.I.S.S. -->Keep it simple, stupid.

Read on for explanations of each topic…

1. Limit your exposure. Depending on your job, there are a lot of things you might not want your co-workers or clients to be aware of. Partying with co-workers might be fun, but can result in some very embarrassing photos. Stay away from the camera. Have fun, but don’t do anything too foolish, and keep your drinking under control. If partying means more to you than your job, then by all means live it up. If you’re serious about your career, keep it cool.

2. Take control of your social networks. Every networking site has email and/or text alerts that let you know when someone has posted content that pertains to you, including tagging you in photos. Make sure you monitor these alerts constantly, and check each one for embarrassing or otherwise unwanted content. Remove as necessary. If the content is on someone else’s page, nicely ask them to remove any reference to you from their post.

3. Never post derogatory or inflammatory content. This should be a no-brainer, but you’d be surprised how many people think it’s ok to ‘talk trash’ about co-workers, clients, bosses, or even family members on social networking sites. “Venting” by posting how much you hate ‘Client A’ or think that ‘Boss B’ is working you too hard is an easy way to get canned. Unless you post to them directly, if you say something good about a client or co-worker, chances are they will never hear about it. Post something bad about someone and it will spread like wildfire. Use your head…never post anything you wouldn’t say directly to someone in person.

4. Keep your political and religious views and opinions to yourself. It’s very easy to get caught up in a discussion about God, guns, and government. Problem is, whatever stand you take, some of your clients and co-workers are going to be on the opposite side of the issue. This can be awkward with co-workers; it can be deadly with clients. Taking sides against a client on even the most inconsequential political or religious issue can cause them to drop you like a rock. Remember, if you’re using social networking for business, you want to build relationships, not destroy them.

5. Keep your posts upbeat, well-written and professional. This includes using correct grammar and punctuation. If language skills aren’t your strong point, get a co-worker to proof your tweets and posts before you make a fool of yourself. Don’t ever use street talk or slang, unless it fits your business. A bank branch manager posting “Yo, wat up yalls” is the equivalent of spitting on a customer. Also, never post anything negative. You may want to post how much you hate working overtime, and how tired and hungry you are, but it will probably come across as whiney and unproductive. Put a positive spin on everything.

6. Let your personality, not your personal business, shine through. The biggest mistake business people make on social networking sites is getting too personal about themselves with clients. Your clients want to know you; they’re interested in things you are doing and places you are going. What they don’t want to know is how depressing your life is. So posting about your trip to Disney World is great. Posting about your trip to the dentist to have an abscess removed is TMI.

7. Don’t junk up your social network with ads and pitches. This tip really falls under the heading of ‘how to market your business online’, but it can’t be stressed enough that social marketing is all about making relationships, not about pushing product. Your relationships will suffer and you’ll lose followers if you constantly barrage them with offers, commercials and products or services. Make friends. Be upbeat and positive. Let people know who you are and what you have to offer, the way you would in person. When they want a product you’re offering, they’ll remember you.

8. Don’t let your social networking get in the way of real work. So you’ve joined facebook™, you’re on twitter™, you’ve got a linkedin™ account and you’re digging™ everything you see. These networks take time to cultivate, and to maintain. Decide on a time limit each day, and stick to it. (Some businesses will decide this for you, and monitor your time on SMN sites). If you’re working on something important, turn off your SMN connections and software so you are not interrupted by incoming posts and messages. And keep your time on each site short…if your boss sees you on FB everytime he or she walks by, even if you’re sticking to your time limit, it’s not going to look good for you.

9. Post relevant and interesting content. It’s great to post videos of punk bands if you’re the manager of a Hot Topic. But if you’re a pre-owned Lexus sales manager in Boca Raton, that’s probably not a good idea. Make sure you understand the likes and dislikes of the people you are marketing to. Post content you think they will enjoy, and especially post things that are informational. The Hot Topic manager can post about where that band is playing, how to get tickets, and make suggestions on what to wear to the concert. The Lexus sales manager can post about the latest developments in hybrid cars, vehicle options, and when the new models will be out. It’s all relative to your customer base.

10. K.I.S.S. -->Keep it simple, stupid. Most people don’t have the time or the inclination to read long-winded articles (like this one) online. If it has to be long for informational purposes, bullet-point the major information at the beginning or the article (like this one) so that your readers can get a quick idea of what you are trying to communicate. If it’s something they’re interested in, they will read on. And remember to keep your writing interesting to keep your readers engaged. There’s nothing worse than reading through a post only to find you want to stop half-way through and grab a hamburger. Keep it light, keep it fun, keep it interesting, and your readers will thank you.

Comments always welcome!
Visit our automotive advertising website at www.epadv.com