DealerRefresh

Obstacles, Observations and Opinions of an Automotive Internet Sales & Marketing Manager

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NADA: Internet Advertising tops 50%, TV & Radio Lose

I carefully navigated the NADA website, clicking the button to download one of my favorite semi-annual automotive industry reports.

I had heard the 2017 results were finally available, and I was anxious to dive into the data. I double-clicked to open the report, quickly scrolling to the “Advertising Expenditures” section. And then…my jaw dropped.

I’m not sure why I was so surprised, perhaps it was just affirmation of what I saw starting in the late 1990s: The birth of the internet advertising segment for automobile dealers.

For the past 20-plus years, I’ve relied on the “NADA DATA” report.  If you haven’t used this resource in the past, you definitely should.  It is extremely detailed, reliable (NADA, of course!), and gives you solid summary of the prior year’s results for the automotive industry.  Click here for free downloads from the NADA site: http://bit.ly/NADA-DATA

Here is the stat that dropped my jaw… [Read more…]

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Digital Dealer 24 Review with Kevin Frye #DD24

It’s Five AM on Monday morning when I get up. Between the cat meowing to be fed and the dog whining to go out, it’s time to start the day. It has been a long, cold winter, but it’s April, it can’t be that chilly outside, right? Wait, GREAT GLOBAL WARMING! I just looked out the window and there is SNOW on my truck? It’s time for me to get on a plane and head as far south as I can go in search of warmth and sunshine. Digital Dealer 24 in Orlando, here I come!

Digital Dealer 24 at the Orlando Convention Center

Orlando, home of the adult Disneyland…  Wait, am I getting confused with Las Vegas? Maybe, though after multiple WestPac tours with the US Navy, I think that might be found in either Thailand or the Phillipines. I was excited to return to Orlando which has hosted the east coast Digital Dealer show many times. All prior conferences had been hosted at the Rosen Shingle resort, while DD24 was going to be located at the Orlando Convention Center. How did that work out? [Read more…]

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The Auto Industry Enters Era of Uncertainty

On the wall outside the executive conference room at Cars.com’s headquarters, is a mural. It’s a picture of a two-lane road in the forest that bends abruptly to the left. The turn — which is a bit misty — is so sharp, we can’t see what’s beyond the bend.

CEO and President Alex Vetter says he placed the picture there to remind his executive team it’s their job to see around the bend — even though it’s foggy and the data is imperfect and not clear. As leaders, they have to use their intuition and experience to make educated guesses what is likely to be around that turn.

That picture captures where the auto industry is today…

[Read more…]

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[PODCAST] Industry Dirt, Drama, and Dealer-Vendor Role Playing – 2018 Predictions

Brace yourself for this HOUR LONG rambling with your hosts and cohorts Ryan Gerardi and Chris K Leslie.

In this episode we recap recent conversations with the attempt to dig up dirt and drama in the auto retail industry. We then take a deep dive into Eric Miltsch’s recent article on DealerRefresh: 2018 Automotive Marketing Predictions.

Talking points include:

  • How dealers will change the way consumer shop and buy vehicles.
  • Subscription-based ownership models will increase.
  • How vendors will change the way they show value to dealers.

> Join the conversation in the Dealer Forums

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Branded Search, How Much You Should Spend and How Dealers are Getting Screwed

This article serves two purposes:

  1. Explain the need for branded search and what it should actually cost and why.
  2. Show dealers how to inspect what their SEM vendors are doing to determine if they working in your best interest or their own. Enjoy!

Why Do I Need to Buy My Dealership Name? I Have Great SEO

This is one of the most debated topics coming from car dealers using Adwords or Bing SEM. For those of you unfamiliar with what (Dealership) Branded Search is, Branded Search are SEM campaigns that contain keywords and ad copy directly related to your dealership’s brand name Example: “Mondello Jeep Ram”.

Often I’m asked, “Why do I need to Bid on My Own Name?

[Read more…]

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VIDEO: How to Use Dynamic Inventory Ads on Facebook and Google

Dynamically updated ads based on current dealer inventory are one of the hottest ad formats in automotive advertising right now. Not surprising, considering the dramatically improved targeting, relevancy, and performance these ads provide.

The benefits of dynamic inventory ads on Facebook and Google include:

  • Reach customers with laser-focused messaging based on their online car shopping behavior.
  • Retarget website visitors with ads promoting not only the vehicles they reviewed on your site, but also with similar vehicles in your current inventory.
  • Cross-device user recognition serves your ads to shoppers on mobile even when they first started on a desktop machine.

In October 2017 DealerRefresh Founder Jeff Kershner and I sat down with Hoot Interactive Founder Miles Olson and Dealer OMG Founder Andrew Street to explore the latest dynamic inventory advertising methods, strategies, and results that top-performing dealerships are implementing to get ahead, and stay ahead, of their competition.

In the workshop, we addressed the following questions about Dynamic Inventory Advertising:

  1. What are dynamic ads?
  2. How do dynamic ads work?
  3. What are the benefits of dynamic ads?
  4. What kind of performance results have dealers achieved using dynamic ads?

Below is preview of the webinar, which provides an overview of everything we covered. If you like what you see and are interested in viewing the full ‘edited’ version of the recording then visit the access request page or if you are a Premium Member then follow this link.

  • What are dynamic ads?
  • How do dynamic ads work?
  • What are the benefits of dynamic ads?
  • What kind of performance results have dealers achieved using dynamic ads?

*Dealer OMG is offering DealerRefresh Members a Special Introductory Offer. Learn more in the Deals4Dealers section of the Forums.

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Introducing the All-New DealerRefresh Roundtable – In the Forums and On the Lot

After nearly an entire year of collaborating, designing, and experimenting, I am excited to introduce our latest new media program – The DealerRefresh Roundtable. What began as a series of conversations between DealerRefresh Founder Jeff Kershner and myself more than two years ago, and which secured official support at NADA 2017, the Roundtable is now officially being unveiled to the world.

Like the other super exciting new novelties being introduced here at DealerRefresh such as Refresh Fridays and the DealerRefresh Podcast, the Roundtable project is designed to be a platform where we can explore the hottest topics going on RIGHT NOW in auto retail in a way that is meaningful and useful so that all of us in the industry can take action, innovate, and improve.

Exclusive Partnership

During a scheduled meeting with the marketing team in the Cars.com booth at NADA 2017 in New Orleans, we exchanged ideas on how Cars.com and DealerRefresh could band together to create a unique partnership that served both entities and the automotive community. We ended the meeting with a mutual agreement that Cars.com would be the exclusive sponsor of a new media broadcast brought to you by DealerRefresh. Although we didn’t have all the details worked out until months afterward, we knew walking out of the meeting that we were going to do something special.

In the Forums and On the Lot

At one point shortly after NADA while expanding on our original ideas, the tag line ‘In the Forums and On the Lot,’ which was coined initially by Cars.com Senior Director of B2B Marketing Tari Haro, immediately stuck. During this phase we considered many different names for the show, and the show format, and ultimate came up with the Roundtable.

Show Format

The idea behind the Roundtable is to conduct a talk show-like environment but in a video conference format where guest panelists can join remotely and where viewers can attend remotely as well, like a webinar, but unlike conventional webinars there is no Q&A or audience participation.

Each show is limited to 30 minutes and 2-3 guest panelists along with your hosts – Jeff and Ryan. We typically open up with a couple trivial subjects before diving into deeper subject matters, chosen ahead of time based on the panelists and what’s going on in the industry.

In July we ran our first test – Session #1, in a closed invite-only setting, which went quite well. We have since conducted a total of 5 sessions, one a month, with number six scheduled for December 7, and will continue doing them monthly.

Beginning in January 2018 we will open up attendance for the public to attend the live sessions.

When you view the recordings you will see it moves along swiftly and combines conversation with debate and tough questions, opinions, and some good laughs here and there too.

Recurring Webinar Series

The shows are conducted using Zoom Webinar, a video conferencing and webinar platform. You can now sign up at www.dealerrefreshroundtable.com. if you’re interested in attending the live sessions. Because it’s a recurring webinar series you only need to register once, and by doing so you will receive email alerts and reminders for each upcoming session in the series.

Recordings and Podcasts of The Roundtable

The shows are recorded, then edited, reproduced and published as videos and as podcasts. For now, each session is being published to the forums and tagged with ‘the dealer refresh roundtable’ so you can catch all published sessions with this link.

You can also find them in the videos section of the DealerRefresh Facebook page where there is a playlist featuring all published Roundtable sessions, and eventually on the all-new DealerRefresh Podcast on Soundcloud (or in your preferred podcast app).

Questions, Feedback, and Input

As you can see, the Roundtable project is a new concept and a work in progress. Our vision is for the Roundtable to become a desired destination for thought leaders, influencers, and innovators to collaborate, debate, and explore the auto industry’s hottest topics, developments, and innovations for everyone in the industry to enjoy.

Feedback & Ideas

There is a discussion thread in the Forums where we welcome your feedback and ideas on the show.

Share your feedback and ideas here

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10 Key Takeaways from the ‘Data Doesn’t Lie’ Panel Discussion (DSES 2017)

In October 2017 I had the honor of co-moderating a panel discussion at the DrivingSales Executive Summit. Together with fellow attribution front runner, Steve White, Founder & CEO of Clarivoy, and our dealer experts, Shaun Kniffin, Marketing & Technology Director of Germain Automotive Group and Ben Robertaccio, Marketing Director of the quickly-rising Morrie’s Automotive Group, we were fortunate to have a jam-packed room on the last day of the conference. I guess the panel title (or the speaker lineup) evoked some attention.

Following is a list I compiled of the top ten takeaways from the discussion, and at the end of the post is the original Facebook Live recording by DealerRefresh.

[Read more…]

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Authenticom Set to Lay Off 55 Employees Due to Antitrust Battle

Steve Cottrell Authenticom LayoffsUpon hearing news just now that Authenticom has informed 55 employees that they will be laid off effective Feb. 2 because of the company’s prolonged antitrust battle with two larger companies, I have to say this is a sad day for our corner of the industry, not only for the workers affected, but also the automotive community as a whole.

In July, Authenticom won a court injunction over Reynolds & Reynolds and CDK, forcing the companies to continue making it possible for Authenticom to service it’s customers, dealers and providers alike, but the battle to continue doing so is taking its toll, which is exactly what Reynolds & Reynolds and CDK knew they could accomplish soon enough.

Cottrell’s announcement to the affected employees came two days after the Seventh Circuit Court of Appeals in Chicago dealt Authenticom a blow in its suit, which the company filed in federal court in Madison on May 1.

“The human side of the layoffs is sweeping,” Authenticom founder, president and CEO Steve Cottrell said. “I deeply, personally regret this. We’ve done everything in our power to avoid this.”

Authenticom, which tried to hold its number of layoffs to the dozen announced in August, set the Feb. 2 date to lay off the 55 to extend benefits for them, Cottrell said. They will receive help with job-placement efforts, resume writing and other assistance needed to secure new jobs, he said.

“These are the people who made this company, and made us a success,” he said. “This is a tribute to what the larger team has done. We have found significant opportunities outside of the automotive sector,” he said.

“Change is on the horizon, and we are inspired by the way our industry has embraced both technological change and at the same time pushed back on the status quo of control of emerging technology by the privileged few,” he said.

For a complete breakdown of the backstory and timeline of events of this situation, read Dealers Still Own Their DMS Data…For Now.

> Join the Discussion on DealerRefresh

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Introducing the All-New DealerRefresh Podcast – In the Mix

Don’t you just love a good old-fashioned radio show?

Well if you do then you should listen to the radio. But if podcasts are your medium of choice, then be sure to subscribe the all-new DealerRefresh Podcast – “In the Mix!” Hosted by Refreshers Ryan Gerardi and Chris K Leslie, In the Mix is quickly becoming a preferred for keeping up with everything going on at DealerRefresh.

From webinars to interviews, Refresh Friday broadcasts, and humorous insightful commentary with your hosts and occasional guests, the DealerRefresh Podcast showcases everything going on…and more, offering up perspectives, opinions, obstacles, and observations from the best minds and personalities in the industry.

Subscribe and Listen on iTunes, Soundcloud, and Google Play

At present, the podcast is being hosted on Soundcloud where you can catch all current episodes using your browser. This is where we will link people to from blogs, discussion threads in the forums, emails, etc.

If you’re an avid podcaster then be sure to search for DealerRefresh from your favorite podcasting app, be it, Apple’s Podcast iOS app, Overcast, etc. Here are some additional links to get you started:

Comments, Questions, Feedback, and Ideas

At DealerRefresh we are always striving to provide the optimal experience with our Members and like all new ideas and experiments like this, we welcome your feedback and ideas on how to improve what we do. Please follow this link to the Forums to let us know your thoughts and ideas around the DealerRefresh podcast. Thanks.