I received this email from a very perceptive vendor:

I was wondering if you have ever done an article outlining the importance of good vehicle data on your website?  I have been building up my wish list for a new truck and consistently find a severe lack of option info on sites.  I know there is only so much info that can be had from VIN decoding, and that it becomes a manual chore to get really stellar info populated.  I just have to think that if you are spending all sorts of time adding content to other parts of your site to gain SEO value and sell your dealership, etc…  that spending the time to add options and details about the vehicle would also be beneficial.  This issue is probably more prevalent with trucks…I was curious to get your thoughts on it.

I figured this would be a good one for all of us to answer and discuss. Getting inventory to properly display is a very tough process; not only because of technology (mainly DMS difficulties), but also due to internal processes. This is all especially tedious when you are dealing with multiple stores.

How do you deal with things?

I think it’s time to REVIEW the RULES AGAIN for commenting.

There have been a few articles here lately that have run ramped with comments. As much as I would like to, I can’t possibly monitor each and every comment but I ask that we all try and play by the rules. Be open minded of others opinions and make every effort to be courteous, civil and understanding.

Lets review:

1. No Slandering – especially on a personal level. If you have had a bad experience with a company or their product, please share your thoughts but keep it tasteful and give examples to back up your opinions. Do not attack guest writers, writers or commenter’s! Keep it clean and remember we are all here for the same reason (at least we should be).
2. No anonymous posts – I admit, this one has gotten a little out of hand. If you have something to say, then it’s only fair to “show your face”. If you are a newbie, use the “Website” portion of the comments form to link to your website, Linkedin page or any other profile page that you use.
3. Excessive Pimping or Self-promotion of a website or company will be deleted. Be supportive, offer valuable feedback to other readers. This goes way further then merely plugging yourself or someone else. Believe me, we all see right through it.
4. Stay on Topic. The purpose of a post is to discuss that specific topic. Going off topic provides no value to other readers. If there is a topic you would like to discuss, send me an email.
5. Take full ownership of your comments. Always re-read your comments and feedback before hitting the post button. Don’t call me 3 hours later asking if I’ll remove your comments from the thread because you said something that maybe you shouldn’t have. This is the Internet, take ownership for your actions.

Did I miss anything?

Jeff

Complete dealership display advertising service at 20-30% the cost of traditional media

Cobalt, the leading provider of automotive marketing services, announced the launch of its PowerDisplay advertising service today. PowerDisplay is the first online display advertising solution designed exclusively for automotive marketing that is accessible to any auto dealer currently doing brand advertising. Provided as a turnkey service, PowerDisplay delivers dealer brand messaging to automotive shoppers in the dealer’s local area for fractions of a penny per impression. PowerDisplay delivers impressions that are more targeted at automotive shoppers yet typically 20-30% of the cost of traditional local broadcast media, in a service that is fully integrated with the rest of a dealer’s digital marketing effort. Unlike traditional media, dealers will not have to pay and then hope their advertising works; with PowerDisplay they will only pay for results – advertising that generates shopper visits to the dealer’s website and showroom. SEATTLE, January 23, 2009

Key aspects of the PowerDisplay solution are:

• Optimized for Automotive Marketing: Design, placement and measurement of display advertising is optimized for the needs of automotive dealers, rather than being a generic service. Cobalt Display Marketing Specialists are automotive marketing experts.
• Brand Awareness: Affordable brand exposure for dealers where consumers shop online.
• Targeted Reach: PowerDisplay goes out and finds consumers that are currently engaged with automotive web content in the dealer’s local market.
• Turnkey Solution: Cobalt Display Marketing Specialists work directly with the dealer to ensure successful implementation and measurement of display advertising.
• Pay-for-Performance: A unique pay-for-click model means a dealer does not pay to show the ad, they pay for the traffic that advertisement brings their dealership.

NADA[1] reports that the average auto dealer spends up to 65% of their marketing budget on local broadcast media – TV, Radio and Newspaper – yet more than 80% of automotive shoppers use the Internet as their primary resource during their buying process. Until now, only automobile manufacturers and a small percentage of dealers have had the expertise and been able to afford online display advertising. PowerDisplay makes this cost-effective marketing tool available to all dealers in a turnkey service to help them save money on advertising their dealerships’ websites while reaching more active automotive shoppers. With PowerDisplay the average dealer can have a high impact, highly measurable, online advertising program for a fraction of the cost of their traditional media budget.

PowerDisplay is Cobalt’s latest addition to the industry’s most comprehensive suite of dealer marketing services, including Dealer Websites, Lead Services, Search and Owner Marketing. It is fully integrated into Cobalt’s unique marketing results reporting. Cobalt dealers who embrace the company’s entire digital marketing suite not only maximize their marketing return-on-investment, they can manage their marketing pipeline from awareness through showroom visit the same way they manage their sales floor.

“PowerDisplay has been a tremendous asset to our organization,” said Shaun Weissman, Manager of Business Development for Rallye BMW of Westbury, NY. “Geo-targeting and contextual placement ensure that we are effectively targeting customers who are actively engaged in automotive content online in our market. We continue to see great results and are proactively minimizing our traditional media marketing budgets to invest in display.”

Cobalt’s PowerDisplay service complements a dealer’s website, email and search marketing efforts by increasing the exposure of their brand early in the consumer buying cycle. As documented in a 2008 Specific Media™ study of comScore™ data, display and search work together to maximize marketing productivity. Brand-and segment-related searches (for cars, automakers and vehicle classes) jumped by more than 100% in several categories after consumers were exposed to display ads for those brands.

“Dealers have been looking for a way to capture upper funnel customers and raise brand awareness more cost-effectively than with television,” said Max Steckler, Vice President of Advertising Products at Cobalt. “Cobalt’s PowerDisplay offers them the best opportunity for creating targeted brand awareness that is affordable, effective and easy to execute.”

“We chose Cobalt’s PowerDisplay solution after testing out display with Cobalt and a competitor. Cobalt’s cost per visit was 50% less than the competitor, it delivered more than twice the exposures, and increased leads,” said Xavier Brizar, Manager of Biddulph Mazda of Peoria, Arizona. “In addition, the campaign strategy I receive from my Cobalt Display Marketing Specialist is second to none and continues to add to our success.”

PowerDisplay is available immediately. To learn more about PowerDisplay, please visit http://www.cobalt.com/displayads/ or call 866.200.5099.

About Cobalt
Cobalt is North America’s leading provider of automotive marketing services. For fourteen years, Cobalt’s mission has been to help automobile dealers and manufacturers increase their retailing effectiveness and profitability. Cobalt provides marketing services to half of the automotive dealerships in the United States, as well as automotive dealers in Canada and Mexico. Cobalt’s marketing services are endorsed by approximately two-thirds of the world’s major automotive manufacturers.

DealerTrack Acquires AAX Inventory Management Suite Creating the Industry’s Most Complete Inventory Solution

DealerTrack Holdings (Nasdaq: TRAK), a leading provider of on-demand software and data solutions for the U.S. automotive retail industry, today announced that it has acquired the AAX® suite of inventory management solutions and other assets from JM Dealer Services, Inc.. The AAX inventory management suite will be marketed in conjunction with the current DealerTrack inventory management solution, InventoryPro™. DealerTrack will now offer the industry’s most complete set of inventory management solutions. LAKE SUCCESS, N.Y.

Launched in 2002, AAX is the industry’s leading solution with a wide variety of users, including the nation’s top six dealer groups. AAX has delivered strong used vehicle profit growth for their dealership customers coupling insightful analysis of transaction data with the industry’s most successful in-store inventory management consulting services.

“Building upon our current assets, including InventoryPro and data and analytic services provided by Chrome® and ALG®, the acquisition of AAX now positions DealerTrack as the industry’s most complete and best-in-class inventory management solution provider,” said Mark O’Neil, chairman and chief executive officer of DealerTrack. “We see inventory management as one of the fastest growing and most important segments within the dealership technology market and we believe we are well positioned to lead this growth. Additionally, we look forward to broadening our relationship with JM Family Enterprises, Inc. (parent company of JM Dealer Services) beyond inventory management.”

“We are very proud of how our associates have developed the AAX suite of inventory management solutions into the recognized leader in the marketplace,” said Colin Brown, president and chief executive officer of JM Family Enterprises. “DealerTrack is a great fit and we look forward to working with them as a technology partner.”

Separately, DealerTrack has further enhanced InventoryPro with the inclusion of additional transaction data and expanded analytic capabilities provided by ALG and the ability to update internet pricing. With these additions, InventoryPro has become an even stronger fully featured solution offered at an attractive price.

PriceDriver™ will be introduced at NADA as a stand-alone product which allows dealers to see current market pricing for vehicles in a clear and detailed format. Moving forward, DealerTrack will be offering three unique inventory management solutions for a dealer to choose from: AAX, InventoryPro and PriceDriver.

O’Neil stated, “We are really excited about the position this acquisition gives us in inventory management. With the AAX team’s strong industry knowledge and DealerTrack’s best-in-class technology capability we look forward to growing both platforms to help our dealers succeed no matter what their business demands.”

DealerTrack will provide additional details on the transaction on its upcoming fourth quarter and full year 2008 financial results conference call on February 19, 2009.

About DealerTrack (www.dealertrack.com)
DealerTrack Holdings, Inc. (Nasdaq: TRAK) is a leading provider of on-demand software and data solutions for the U.S. automotive retail industry. Our solutions enable dealers to receive consumer leads, submit credit applications, compare financing and leasing options, sell insurance, vehicle accessories and other aftermarket products, document compliance, and execute financing contracts electronically. In addition, the DealerTrack DMS (dealer management system) is used by dealerships nationwide. Over 20,000 dealers, 700 financing sources, and many other service and information providers are active in the DealerTrack network. For more information, visit www.dealertrack.com.

Leading automotive website adds chat capabilities to advertising packages to instantly connect dealers with buyers.

ContactAtOnce!, a leading provider of internet marketing tools that move online car shoppers into live conversations with dealers, today announced that Cars.com has licensed the ContactAtOnce! service. Cars.com will use ContactAtOnce! to power the DealerChat functionality that is now available to all franchise and independent dealers advertising their listings on Cars.com.  ATLANTA, GA – January 24, 2009

“At Cars.com, we are committed to equipping our dealers with the tools they need to engage in-market shoppers, drive traffic to their stores and close more sales,” said Dennis Galbraith, vice president of advertising products and training at Cars.com. “Every sale counts, particularly in today’s economy, and we want to be sure dealers realize the full value of their advertising investment with us. As car buyers near their time of purchase, DealerChat allows them to quickly verify a vehicle’s condition and availability right from the actual listing. Given the reluctance of some consumers to send an email or make a phone call, the addition of this channel provides dealers with a real competitive edge.”

The ContactAtOnce! software tracks all chat conversations, providing dealers with complete transcripts and allowing them to measure the effectiveness of online chat.

Cars.com dealers interested in adding DealerChat should contact their Cars.com sales representative.

About Cars.com:
Cars.com is the leading destination for online car shoppers, offering credible, easy-to-understand information from consumers and experts to help buyers formulate opinions on what to buy, where to buy and how much to pay for a car. With comprehensive pricing information, side-by-side comparison tools, photo galleries, videos, unbiased editorial content and a large selection of new- and used-car inventory, Cars.com puts millions of car buyers in control of their shopping process with the information they need to make confident buying decisions.

Launched in June 1998, Cars.com is a division of Classified Ventures, LLC, which is owned by leading media companies, including Belo (NYSE: BLC), Gannett Co., Inc. (NYSE: GCI), The McClatchy Company (NYSE: MNI), Tribune Company and The Washington Post Company (NYSE: WPO).

About ContactAtOnce!:
Contact At Once!, LLC is a leading provider of Internet marketing tools for automotive sales, apartment leasing and other industries where consumers conduct research online before visiting a dealership or office. The ContactAtOnce! service typically moves at least 25% more website visitors into live conversations with sales people by utilizing a suite of technologies such as presence, IM/chat, VoIP telephony, video chat and text messaging, resulting in increased revenue and a better return on marketing expenditures. ContactAtOnce! is the only solution with features specifically for vertical search websites and over 35 such sites, along with thousands of merchant businesses, are using it today.

Re-launched Site Features Innovative Tools to Help Buyers Quickly Identify the Right Car and Dealers’ Best Deals Based on Kelley Blue Book Data

Dealix, a Division of Cobalt, has re-launched its Usedcars.com site to create a destination designed from the ground up to help buyers of used cars find the ‘Right Car, from the Right Dealer, at the Right Price.’ At the heart of the redesign is a relationship with Kelley Blue Book that allows car shoppers to compare the price listed by a dealer for a vehicle to the Blue Book® Suggested Retail Value. Redwood City, CA, January 22, 2009

The new features in Usedcars.com were selected based on consumer research revealing that buyers looking for used cars online fall into two groups: those open to multiple makes and models, but seeking a deal; and those searching for a vehicle of a specific type. The new capabilities on the site will help both sets of buyers, and include:

• Identification of the “Best Values” in each market – based on the difference between the dealer’s posted price for the vehicle and the Blue Book® Suggested Retail Value.
• A Dealer Spotlight section that showcases specific vehicles within dealers’ inventory.
• Dynamic presentation of the “most popular” vehicles based on 24-hour visitor activity.
• Greatly improved search capabilities that allow a used car shopper to precisely find their vehicle of interest. New search parameters include mileage per gallon, passenger and cargo capacity, fuel type, and more.

The site redesign is intended to help the sellers of pre-owned cars as well as their customers. “In these times, our customers – auto dealers – need to sell as many cars as possible as quickly as possible,” commented Anna Zornosa, general manager of Dealix and executive vice president of The Cobalt Group. “The new Usedcars.com helps them powerfully show their vehicles to customers who are ready to buy.”

“With the confidence that Kelley Blue Book’s trusted values instill in consumers, this relationship with Dealix provides us with the opportunity to further extend our reach providing value to dealers and consumers, something we have been committed to for more than 80 years,” said Damon Bennett, director, business development for Kelley Blue Book. “Providing Kelley Blue Book’s values to Usedcars.com’s visitors ultimately helps consumers feel confident they are paying a fair price and helps assuage some of the challenges in closing a sale.”

For dealers, the new Usedcars.com provides a new set of merchandising tools, including:

• A unique “Best Values” section that illuminates their most aggressively priced vehicles automatically, and at no extra charge to the dealer.
• An optional Dealer Spotlight section, available on seven high-traffic areas of the Usedcars.com site, which features vehicles of the dealer’s choosing or an automated display of older inventory that the dealer wants to sell.
• New tools on the Dealix Dealer Extranet allow dealers to manage which vehicles within their inventory receive extra visibility each day.
• Additional information, conveyed via “badges,” within inventory and search listings to identify: newly listed vehicles, just-reduced prices, vehicles from dealers with “Premier” designation, vehicles with a dealer “spotlight,” and “Best Value” pricing.
• Representation across the Dealix Usedcars.com Network – which includes more than 30 automotive sites, with access to over 11 million used car buyers each month.

Pricing for participation in the Dealix Usedcars.com program will continue to be the pay-for-performance model that made Usedcars.com one of the fastest-growing automotive Internet sites in 2008 (pay-for-performance pricing is not available in all jurisdictions).  Last year, Dealix expanded its customer base by 60% and doubled the amount of inventory those customers placed on the site.

With Dealix’s pricing, dealers who use the Usedcars.com service pay only when an interested buyer submits a qualified lead – a request for information from the dealer, either through email or via phone. Because of Dealix’s innovative Phone Leads Platform 2.0, dealers only pay for phone leads that are greater than 65 seconds in length. The dealer also receives a notification of each email and phone lead, with phone lead documentation, including call detail and placement into the dealer’s CRM system.

“The Dealix model of charging on a pay-for-performance basis provides dealers a valuable, much needed choice from the classified advertising model, and by qualifying each lead, lets the dealer effectively measure their return of investment,” said David Kain, president of automotive training and consulting firm KainAutomotive.com. “With the all-new and highly-innovative Usedcars.com, dealers can also see that Dealix has made a significant investment to provide them with customers who are even more ready to buy.”

For more information on Usedcars.com and other Cobalt/Dealix offerings, please call 1-800-903-1965 or visit www.cobalt.com or www.dealix.com.

About Dealix
Dealix, a Division of Cobalt, is the world’s leading provider of quality new and used automotive sales leads for dealerships, dealer groups and automotive manufacturers. Dealix has the broadest and highest quality lead supply network in the industry, including partnerships with AOL Autos, Edmunds, Kelly Blue Book, MSN Autos. Yahoo! Autos, and others. Dealix’s advanced quality control and routing technology matches thousands of serious new and used vehicle buyers to the most appropriate dealers daily, delivering a quality user experience while providing dealers one of the most efficient methods to sell more cars.

About UsedCars.com
Usedcars.com, a unit of Dealix, connects automotive shoppers with one of the nation’s largest selections of previously-owned vehicles, creating qualified sales opportunities for dealers. Unlike other used car portals Usedcars.com does not charge fixed monthly or vehicle search fees regardless of the portal’s performance. Dealers only pay for leads on their inventory, a compelling business model that has made Usedcars.com the fastest growing automotive portal on the internet.

Dealer Profile Alex Snyder, Ecommerce Director, Checkered Flag Motorcar Corp.

At Checkered Flag Motorcar Corp., ecommerce director Alex Snyder has something of a, well, checkered past. He began working for the southern Virginia dealer group in the fifth grade after his grandfather, the owner, learned he’d scratched his name on a desk. “I think it was $93,” Snyder says. “He used to pick me up every Saturday morning, and I’d go into our BMW store and wash cars on Saturdays until I paid that desk off. I enjoyed making money and kind of stuck with different oddball jobs around the dealership. Eventually I worked through the fixed operations side to sales.”

Snyder joined the dealership on a full-time basis in 1999, after taking some time off for college, selling Isuzus and Hyundais. He took on his current role in 2004, overseeing day-to-day marketing and defining the group’s online advertising and sales processes. “I kind of feel like the utility guy on the baseball team,” he says.

In addition to his day job, Snyder frequently contributes to the popular DealerRefresh.com automotive retail blog. Jeff Kershner launched the site to discuss the tactics and technology he and his internet sales colleagues use to generate business.

Beyond the income opportunities, Snyder says he enjoys automotive retail for the variety. “It’s never the same day. It keeps you on your toes, and it’s always about upping your performance. If you’re good at it, there’s a lot of reward and I enjoy that.”

DealerADvantage recently spoke with Snyder to learn more about Checkered Flag’s internet initiatives and how those strategies are helping to drive sales. The southern Virginia dealer group operates 10 stores representing 11 brands and records monthly sales of approximately 1,000 to 1,200 vehicles.

DealerADvantage: How does online advertising fit into your media mix?

Snyder: It’s a huge part. All the media works toward branding Checkered Flag.com in different ways to get people to visit it. We’ve gone a different route where, instead of delivering sales messages in our media, especially television, we use the traditional ad to push people online. We tell them if they want the deal, it’s on Checkered Flag.com.

DealerADvantage: You said that your online spend is currently between one-fourth and one-third of your advertising budget. In five years, do you think it’ll be half of your budget?

Snyder: Very possibly. In our marketplace, our local newspaper is still a very effective marketing tool, even though it is so much more expensive and losing its punch. We are currently making a shift toward more television, and those commercials always have a portion about Checkered Flag.com. To answer your question a little better, it is really hard to make online spending half of the ad budget when the traditional advertisements cost so much more. Sure, we could spend/waste tons of cash on less effective internet campaigns, but what is the point in that? Even with online costing less than traditional we still re-evaluate everything every quarter. If something over that three-month period has not maintained a particular closing ratio or percentage of sales, it’s cut. It doesn’t matter if we’re just pulling dollars off the money tree or if we’re in the worst recession of all time. If it isn’t performing, it goes away.

DealerADvantage: When you make that determination, what are you considering?

Snyder: I’m looking at a closing ratio for the most part. That is especially the case with a third-party lead. Other things I look at, like SEM spending and website performance, the decision is based on our own trends. If there’s a dip, and it’s a significant dip, it might go away. There could also be something else on the horizon that looks like it will have a better return, then that venture that isn’t performing as well may turn into the next venture. We have been fortunate to be in a position to experiment. It keeps us and our vendors on their toes.

DealerADvantage: How do you manage internet sales with your internet department sales agents?

Snyder: They’re the first line of communication. Some of them have the option of being able to handle a deal cradle to grave, meaning they can do the whole thing. For others, it may be dependent on what they worked out with their general manager. In those cases they may be working to just get appointments; where they bring the customer in and hand them off to a sales manager or sales agent. Then it is the traditional sales floor to consumer approach. The internet sales agent can then continue to work the internet leads and phone calls without hurting their response time. This has been the most effective way of handling things. I hope to put all of our agents into a centralized BDC again because I’m 100 percent convinced there is no better way to handle internet leads and phone calls than through a completely dedicated BDC operation.

DealerADvantage: What is your process to manage a lead from the time you receive it until you sell the car?

Snyder: It varies by store, product and person. Everybody has their own character. Every store has its own personality. You look at our Toyota store, for example, where we have 12 competitors. We have to be very aggressive and very fast. Anything more than a 15-minute response time is death as far as we’re concerned. That first day we have the internet manager responding with a phone call, two emails and an automatic email from the CRM. And then the second day, another two emails and a phone call. It’s just hammer, hammer, hammer. There are so many leads coming in, you’ve got to bang through them quickly. Once the internet sales agent is through all those initial leads, then it’s time to start concentrating on some of the older ones. Our CRM system serves these up to him, so he isn’t saying, “Oh, I’ve got to check on who’s 45-days old today.”

We have a very robust CRM tool that affords us the ability to simply watch a screen all day to see if the internet sales agent is getting the job done. With one click, we can read all the inbound and outbound emails to make sure the message is correct; one glance will tell us whether the calls are being made. I actually spend more time watching the sales managers to see if they’re at least paying attention to what is happening with the internet leads. They’re involvement is crucial.

DealerADvantage: How long do you maintain that active follow-up? At what point do you hand prospects off to the quarterly newsletter?

Snyder: Well, again, it depends on the store. We have some customers who are hunters and other people who are farmers. The more expensive the car, the more farmers you have. The less expensive the car, the more hunters you have. So with the luxury brands, we typically go out to about half a year. With the volume brands, the less expensive ones we typically go out a little more than three months. However, this is all changing now. With consumers holding off on their purchases, it almost seems like we need to add another three to six months to each follow-up process.

DealerADvantage: Are the same tactics working with prospects, or are you just being more persistent in staying in contact with them?

Snyder: Well, it’s a totally different ball game right now. It’s a different customer. It’s still an emotional purchase to buy a vehicle, but it’s not as emotional as it used to be. Sales agents are geared to play on emotions, and right now the customer is much more logical than usual. There are so many people who want to buy a car right now, but they’re holding off due to uncertainty and the fact that the car we sold them a year or two ago is still running well. The ones who do have that older car that’s dying or have just been in an accident – or who knows what – who might have stepped up to the 5-Series BMW just because times are good and they can do it, they’re taking a step back and maybe looking at the Toyota Camry. They’re being more rational in their purchasing decision; while it’s still a lot about who you like and trust, the money is a much larger factor than it’s ever been before.

DealerADvantage: In this economy, do you have the sense that the leads you’re getting are serious, ready-to-buy shoppers?

Snyder: When I first started selling cars, I had a used-car manager who used to always yell, “This ain’t no bus stop” when a customer was not being approached by a sales agent. The funny part was that there was a bus stop in front of that store, and quite a few people would wonder on the lot while waiting for the bus, but that’s beside the point. I learned a valuable lesson from those “This ain’t no bus stop” shouts, and that was that everyone is serious. I don’t buy into lead scoring or those FICO-scoring services that try to rate every lead. Somebody does not contact a dealership unless they are seriously thinking about buying a car. We should work with everyone and get them into our showrooms – and that is especially the case in this economy.

DealerADvantage: What do you wish you knew when you started your current role?

Snyder: I got into my current role in 2004, but I was actually handling some things on CheckeredFlag.com as far back as 2001. I wish I knew more about the dynamics of search engines back then. Even though they weren’t utilized nearly as much it would have been nice to have picked up some extra URLs or embedded our own URL in a few places for indexing today. There are a lot of positioning things I could have set up then that would have paid off a lot better today.

DealerADvantage: What are you doing with social media?

Snyder: We have a blog; that’s a huge and essential part of our website, and we push those postings to Twitter. I’ve got a few employees who are doing some various things on other places like Facebook, MySpace and what-not. Personally, my favorite focus has been the car enthusiast forums. There are so many social media outlets that it is difficult to keep up with everything. It isn’t as if you can just setup a page and leave it alone – you have to stay with it. I just try to stick to the things I like.

DealerADvantage: So you’ve been leveraging your personal brand to drive car enthusiasts to your site?

Snyder: Actually, when they come off the forums, it’s not usually to the site. It’s straight to a phone call or a personal message on the forums that turns into an email or a phone call straight to the person they’ve been talking to on the forums. Checkered Flag.com usually gets bypassed on those occasions unless we tell that person to check a car out there.

DealerADvantage: How do you manage profitability with your internet customers?

Snyder: It’s really left in the hands of the sales floor, and I think we’re going to need to change that strategy. I think that we used to be very good at building a lot of rapport over the phone, through email and just doing a better job than the other guys in that area. I think that the game has changed. I think it’s changed in the past three months to be more of “I’ll buy from the devil if the price is right.” It’s happening a lot more, so we’re trying to re-strategize, right this second, to handle that kind of customer.

DealerADvantage: What are you doing with online reputation management?

Snyder: Watching it like a hawk. I’ve got a few different things set up that monitor various items on a daily basis. We respond based on where the review is. If it’s on a forum or a blog, then we sign up to go in and speak the truth and say we’re sorry – whether we’re wrong or right. The hardest thing in life to manage is another person’s perception. Perception drives everything when it comes to humans and how we interact. If somebody has a particular perception of you, it’s really hard to change that. Sometimes you’ve got to come in and just admit defeat and move on. I think other people look at you as a better person if you do that. “Sorry” is always a good start.

DealerADvantage: What are some of the trends you’re seeing in online automotive?

Snyder: Video’s obviously popping up big time, and I think it’s going to be taken more seriously very soon. It will become a bigger part of the ad budget and start finding a marriage with television commercials too. I see a combination of televisions and computers in our households in the not-too-distant future that will really provide some new marketing opportunities. I think there will also be more marriages between video and dealership technology tools as well.

I think CRM will stop being looked at as an automatic calendar for sales agents and more of a marketing tool. I also think – at least I’m hoping – that somebody will come out with some sort of DMS technology that will really marry all these things together and bring all the departments into one basket. We all need every department of the dealership to pass the same congruent message to the consumer – we are one company; not competing departments.

DealerADvantage: With that idea in mind are you making greater use of your customer database to drive business in the current slowdown?

Snyder: The biggest push is follow-up and more follow-up. Without the same number of people walking in the door, our sales agents are doing a much better job with follow-up and mining the database. Those things that just used to get lip service are now reality, and I’m loving that. We are doing things to push our CRM vendor to build better tools, and it has done a fairly decent job of responding so far. I just hope it keeps pushing as hard as we are. I guess I can say that same thing for all the vendors we are still partnered with.

To get back to your question: We are hesitant to get crazy with email blasts that push unbelievable deals. Because the media has done such a great job of spreading the message that the auto business is in desperate distress – remind me to thank them for that again – we are doing all we can to battle that perception. Things aren’t what they were, but if you start showing distress to the public, they’ll think you’re distressed for years to come. I’m watching a few other dealerships that are doing some things that add to that distressed perception, and I think it is wrong. It is a very difficult perception to shake. We live in a month-to-month business, but now is the time we have to be thinking harder about the future. Now is the time for strategic positioning.

Original article was published over on Cars.com DealerADvantage

Innovative UK Automotive Dealer Group Increases Sales, Finds Half of Consumers Using Chat Ultimately Visit Dealership

Cambria Automobiles Holdings Ltd, one of the UK’s fastest growing dealer groups, today announced that over 2,000 customers contacted Cambria dealerships during December 2008 from Cambria’s websites using an innovative Live Chat feature powered by software from US company, Contact At Once!, LLC. The milestone represents a 20% improvement in the overall number of dealership contacts (phone, email, and chat) and has been key to increasing sales and beating the recession for Cambria. SWINDON – January 21, 2009

“Cambria has a history of innovative online marketing initiatives”, said Ian Godbold, Head of Group
Marketing at Cambria Automobiles Holdings Ltd. “but we could never have anticipated the magnitude of the business benefits derived from adding live chat to our websites including, most notably, increased sales that are the direct result of making our associates more accessible to in-market car shoppers.” Cambria has documented results showing that 50% of consumers who initially contact a dealership via chat will ultimately go on to supply their full contact details and visit the dealership.

Besides Cambria’s own websites, the Cambria dealerships also benefit from the same ContactAtOnce!- powered live chat software that is licensed by and deployed on third-party automotive websites such as www.motors.co.uk and www.vansunited.co.uk.

“Customers, whether they are shopping for an Aston Martin or a Fiat, like chat because they get instant answers even when it isn’t convenient for them to pick up a phone and call, for example while at work,” said Godbold. “Our sales associates like it too because ContactAtOnce! was built for automotive sales people – it is simple to use yet powerful.”

About Cambria Automobiles Holdings Ltd
Cambria Automobiles Holdings Ltd is one of the UK’s fastest growing dealer groups. Cambria operates 22 sales and after-sales motor dealerships across England. The dealerships cover a variety of new car franchises, including Aston Martin, Jaguar, Volvo, Ford, Citroen, Nissan, Fiat, Renault and Seat. www.motorparks.co.uk , www.dovesvolvo.co.uk , www.grange.co.uk

About ContactAtOnce! (www.contactatonce.com)
Contact At Once!, LLC is a leading provider of Internet marketing tools for automotive sales, apartment leasing and other industries where consumers conduct research online before visiting a dealership or office. The ContactAtOnce! service typically moves at least 25% more website visitors into live conversations with sales people by utilizing a suite of technologies such as presence, IM/chat, VoIP telephony, video chat and text messaging, resulting in increased revenue and a better return on marketing expenditures. ContactAtOnce! is the only solution with features specifically for vertical search websites and over 35 such sites, along with thousands of merchant businesses, are using it today.

Trader Corporation Announces Strategic Agreement with Dealer.com

Trader Corporation (Trader), the vertical media business of Yellow Pages Income Fund (TSX: YLO.UN), announced today it has entered into a strategic agreement with Burlington, Vermont-based Dealer.com (www.Dealer.com) that will deliver a suite of marketing technology solutions to Canada’s new and used vehicle industry. Montreal (Quebec), January 21, 2009

Trader and Dealer.com have signed a long-term, exclusive commercial agreement making Dealer.com’s web solutions available to Trader’s extensive customer base in Canada served under its AutoTrader™ brand.  Concurrent with the commercial agreement, Trader will also take a 20 per cent equity interest in Dealer.com for US$ 35 million, with the option to increase its ownership in the privately held company over time.

Dealer.com is the leading provider of online marketing solutions to the US vehicle industry including website development and management, as well as search engine marketing and optimization. It has a client base of approximately 8,000 dealers representing one-third of the new car dealerships in the United States.

“Trader will provide the Canadian vehicle industry with immediate access to proven online solutions at a time when dealerships of all kinds are looking for opportunities to more effectively manage their inventory levels and advertising spending,” said Douglas A. Clarke, President of Trader Corporation. “This strategic agreement with Dealer.com gives Trader greatly enhanced capabilities, enabling us to offer a one-stop integrated solution to Canadian auto dealers.”

Trader is already the undisputed leader in Canada through its number one AutoTrader.ca™ online car destination. Dealer.com’s best-in-class technology will strengthen Trader’s existing offering by providing complementary capabilities in the dealer services value chain, such as web site development and management.

Dealer.com’s products will include a French-language solution. The deployment of Dealer.com’s technology to Trader’s network of Canadian dealers will start in the second quarter of 2009.

Alexander Capital Group and TD Securities Inc. advised Trader on the strategic agreement and investment in Dealer.com.

About Trader Corporation
Trader Corporation is a Canadian leader in print and online vertical media with approximately 200 publications and 20 web sites covering four product verticals: automotive, real estate, general merchandise and employment.  Its main brands include Auto Trader™, Auto Hebdo™, The Bargain Finder™, Buy & Sell™, Renters News™, and Home Renter’s Guide™.  Trader Corporation is owned by Yellow Pages Income Fund (TSX: YLO.UN). For more information about Trader Corporation, visit www.tradercorporation.com.

HomeNet Releases New Pricing Analysis Tool for IOL Pro Dealers

HomeNet, Inc. has released a new pricing analysis tool, as part of the latest upgrade to the automotive technology provider’s popular Inventory Online (IOL) Vehicle Marketing Suite. The new feature will equip dealers with the ability to obtain real-time pricing information for their online inventory, based on HomeNet’s extensive database of more than 2.5 million vehicles. Dealers will be able to take advantage of this upgrade immediately, as part of their IOL Pro subscription. West Chester, PA (PRWEB) January 16, 2009

HomeNet, Inc. has released a new pricing analysis tool, as part of the latest upgrade to the automotive technology provider’s popular Inventory Online (IOL) Vehicle Marketing Suite. The new feature will equip dealers with the ability to obtain real-time pricing information for their online inventory, based on HomeNet’s extensive database of more than 2.5 million vehicles. Dealers will be able to take advantage of this upgrade immediately, as part of their IOL Pro subscription.

The system evaluates pricing for a particular vehicle, comparing it to similar vehicles on a local or national basis. Advanced features permit users to refine the results even further, based on dealer-defined parameters. An interactive graph displays the system’s final analysis, clearly outlining where the dealer’s price point ranks in comparison to the competition. Furthermore, the tool provides trend analysis to help dealers better predict future pricing changes.

“This is very useful new feature and we are pleased to make this available to our IOL Pro dealers,” commented HomeNet CEO Jesse Biter. “In this challenging economic climate, it is imperative for dealers to ensure that their vehicles are both accurately and competitively priced. We are confident that the pricing analysis feature will become an invaluable tool for our dealers, helping them to better stay in tune with rapidly-changing marketplace trends.”

For more information regarding the pricing analysis tool, dealers should contact the HomeNet Sales Team at salesteam@homenetinc.com or 877-738-3313.

HomeNet’s proprietary Get. Edit. Deliver. technology distributes enhanced vehicle inventory data for thousands of automotive dealers throughout the United States and Canada. HomeNet’s signature solution, the Inventory Online (IOL) Marketing Suite, is an industry-leading vehicle inventory management and marketing system. IOL’s suite of web-based applications helps dealers to efficiently manage their entire online inventory from one centralized location and distribute emotional vehicle advertisements to any online destination. The IOL system also streamlines the inventory aggregation and enhancement process, enabling vendors to better focus on lead generation for their dealership customers and not inventory management/support. As one of the most respected data aggregators in the industry, HomeNet has built successful partnerships with dozens of leading automotive companies. IOL currently processes more than 2.5 million vehicles each day for over 15,000 dealership locations.

About HomeNet, Inc. (www.homenetinc.com)
HomeNet, Inc. is a privately owned automotive technology provider. Founded in 1996, HomeNet’s core focus is providing innovative technology solutions to help automotive dealers increase online sales. HomeNet offers its products to a variety of customers including dealers, OEMs, website providers, CRM providers, digital lot management firms, finance/leasing agents, auction agents, and more. The company is based on Christian principles and is headquartered in West Chester, PA, with satellite offices in AZ, FL, GA, IA, IL, TX, and UT. For more information, please visit www.homenetinc.com.