Lets assume the once-arrogant ATC organization is truly working on redefining itself. If so, I wish them well in that monumental task. It has taken a long time to sell a message at change at some of our Dominion companies, namely Dealer Specialties. In our case, that task has been very difficult to overcome the experience that a particular dealer had with one rep taking poor photos or perhaps a poor technological reputation. While we offer many DIY tools and some great technology, the reputation still hangs there with some people. So that task will not be an easy one.

I think the bigger, long-term concern for ATC is the consumer experience. As a consumer, my experience is lacking – having to scroll through all the premium placed ads, for instance. That is an issue that they really need to spend some time on!

ATC is on blast here a lot huh?

I have a great rep and her manager is great too. My numbers are very similar to what Alex said in his post. But, i’m going to take everything I can get right now, and to lay to rest the “ATC consumers walk in the door too!” My suggestion is to list your ad that gives a discount on the vehicle if they print something from ATC and bring that in with them. Perhaps that may help?

Ok back to work!

My passion lies with teaching and training dealers that the internet is not a static medium like traditional media, but a wonderfully useful medium that with a little inspiration and help from knowledgeable people can open a whole new world of people and customers to dealers. Dealers must realize that the success their granddaddy and daddy enjoyed in the traditional mediums available is no longer the case. These mediums have been supplanted by the internet. Because we live in“on-line society” marketing on the internet is constantly changing.

My last job in a dealership was 9 years ago; we had a very successful BDC because their job was to get people into the dealership. Once people where in the dealership, they were turned over to sales people to complete the sale. Early in my career with ATC I saw internet departments who tried to sell cars. The problem is no one understood the internet let alone computers. So originally the person put in charge of the internet department was able to turn on a computer, answer and email, and semi-talk on the phone. What this person was not is a salesperson. Given all this; dealers wondered why the internet did not work. Of course over the years professionals like your self have entered the field with very good results.

So what has happened over the last 10 years? The internet as come 180 degrees. It is the medium that everyone looks at for information. Traditional media still has a place, but not so much. The industry cannot become complacent it must embrace and grow with new technology’s. The funny thing is the more things change the more they stay the same. I currently am marketing a line of video players for web sites. With my players a dealer can personally welcome a customer to their website. They service director can welcome a customer to the service department. New and used car managers can video weekly specials. Customers can give live testimonials. Customers can send it there own videos using there vehicles, and much, much, more. I short people can talk to people. Wow, what an OLD concept. Plus the videos become viral, and are just as effective in moving dealers up in search results as PPC. However, what’s interesting is I still hear the same thing I heard when I was with ATC who is going to do this, who has the time? As this industry shakes it self out over the next few years, the dealers that find the time to do the right things will be the ones left standing.

By the way I always enjoy our articles. Have a great one!

My argument is this:

Yes, most people walk-in. However a percentage of folks do pick up the phone or request information via a form. If I were to only look at Cars.com and Autotrader.com under this small percentage I find that Cars.com is double the effectiveness for more than half the money without a bunch of differing packages. On top of simply looking at non-walk-in traffic I also have this nifty tool from vAuto that they call “Merchandising” which looks at the impressions, detailed views, and form submissions for ATC and Cars.com on each car. Every single time I look at it Cars.com has double the detailed views and form submissions.

These are the tools of accountability I have at my disposal and when you simply look at the numbers it is 2:1 Cars.com to ATC in sales while it is 1:2 Cars.com to ATC on pricing. I can’t make a more even playing field for both companies, so I have to assume (based on the hard numbers) that Autotrader.com is now half the product Cars.com is….Cars.com, feel free to quote me on that.

The thing that troubles me about the whole thing is Autotrader.com won’t do anything for us to get the numbers more in line, so I will be campaigning to our 2 GM’s that still want to be on the product to either cancel or justify the money. Thankfully it doesn’t come out of my budget (it is a pure store-expense) but wasted money does bug me a lot.

I’m sure my rep will be reading this thread now, and I apologize to her. It is absolutely no reflection on her as she is someone who will put some real work in – I’d like to have her on my staff. I suggest working with Todd to help him find the deals if you want to shut me up on this one.

The 2008 Dealer Brand Image Study & Dealer Walk in Study showed very clearly that 80% of dealer traffic is walk-in that has not previously contacted the dealer by phone or email. The remaining 20% breaks down 17% phone, and 3% email. This varies greatly from the dealer’s perception which is 41% Walk-in, 42% Phone, and 17% email. This study was conducted in 17 markets and 59 dealers nationwide. These were exit interviews of people who had just bought vehicles.

I don’t want to be accused of heresy, however it’s time that dealers and internet managers realized that they don’t need internet departments, they need internet dealerships. 80 plus percent of there traffic coming into the dealership is coming off the internet, and that traffic is called walk-in.

Phone calls and emails are the most convenient way for internet managers to justify their work. But as long as there is internet sales and floor sales there will always be a fight over what is walk-in traffic.

Where as a BDC that get’s the customer to visit the dealership, introduces that customer to the Sales Manager or General Manager who then introduces that customer to a sales person to compete the process will have far more accurate numbers on traffic composition.

I’ve heard about these ATC postings here from sooo many people recently I just had to check it out.
I missed the last ATC blog-festival here and didn’t want to re-live saying “no I didn’t read it yet” in conversations.

I glanced at the thread history for this topic too; my gawd JK you must be lovin’ this ATC controversy (and traffic;)!

Anyway, I’m an agnostic party here in the digital trenches of automotive lead generation drama, I could truly care less. I’m also officially off-duty too, so screw that no blog posting corp mandate. I’m going rogue here.

First to ATC: I understand wanting to deliver an important message to your core biz ~ the dealers.
Excellent idea, I’m all for it, but why a video?
And why a video about tough times, changes, and blahhhh?!
And then why so dreary and canned?
Who approved that?

Please pump that video up next time!! Seriously, you’re still a very crucial part of alot of dealers business!
I talk to dealers everyday that absolutely love ATC, and sell a bunch of units daily from it. Focus on the positive, read some Ziglar or something. There’s still a bunch of light at the end of the tunnel, maybe go do some dealer testimonial videos, and put them on Youtube (btw i can help with that;).

Next to the ATC haters:
Bottom line is you’ve either been offended by ATC in a variety of ways as a customer or employee, or you don’t believe the money invested in ATC is worth the return, right?

The positive I get out of this is; the former customers looking for ROI just want to see it first hand, prove it to them, be their friend, partner, work with them, and they’ll buy again. (maybe not Tim, but hey ya can’t win them all)

As for the former employees being offended; I have no answer, no thought, no comment, and I ain’t touching that topic. I’m truly sorry to see job loss happen too anyone, it sucks.

On a final note, I won a national video parody contest with Automart.com back in the good ol’ days with legendary “real” guitar hero Johnny Fink.

We submitted 2 videos out of 3 overall nationally, and took 1st and 3rd place… Now that’s total domination!!
So next time ATC needs to deliver a message, someone might want to look towards captain video and Johnny Fink too get that done for ya, huh??

http://www.youtube.com/watch?v=h9fJELZruNY

BTW I never got my flip video camera for taking 1st place, or my “shop smart @ automart.com” bumper sticker for taking 3rd??

Johnny said he got his right away, SO who’s ass do I need to kiss too get my prizes??

L8r
-Sayre