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Tim James
General Manager
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IT TAKES WORK TO MAKE THE
INTERNET WORK FOR YOU
When the Internet was first introduced to the automotive industry, the message that was
sent to the dealer was, "Don't worry, you don't have to do anything." This message was
welcomed because the Internet was viewed as a "technology" and most dealerships, like every
other business, viewed their website as a technology tool and didn't understand how a highly
functional website could actually be a powerful marketing tool.
Today, dealerships are finding out that their website can be the marketing source of a
majority of
the dealership's sales - not just Internet sales, but total sales. By having a functional
website and following some basic marketing tactics, a dealership's website can bring in
more leads than all of their third-party listing services combined and provide a much
greater return on investment. There is no magic Internet dust or "just turn it on and
it works" solution. Like all of marketing efforts, a successful online dealership requires
work and dedication. Only those willing to put in the effort will see the returns...but
the returns will blow your mind.
Most importantly, this takes the right Internet partner to be there
for you, through development, through training, through turnover and retraining. As always,
Dealer Impact will be there for you and continue to work with you to achieve the best
results. The best to everyone in 2004.
Tim James, General Manager, Dealer Impact Systems
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ADVERTISING (your website, that is)
Consumers are becoming conditioned to hearing website addresses in advertisements, as
evidenced by feedback from Dealer Impact customers. Looking back on 2003, Scott Croft
saw a big change in the Internet Department at Croft Motors in Collinsville, Illinois, in
part because he took control of the department and began advertising the dealership
website. "We saw a tremendous increase in activity and sales from our website," said
Croft. Up the road in Lisle, Illinois, Gary Cheetham plastered
www.billkay.com everywhere and noticed a difference. "The traffic increased when
we started putting our web address in our ads, license plate frames and such," said
Cheetham. "I'm looking at a few finance applications that came in off our site last
night. That's another difference we've noticed since starting to advertise the site."
ePowerGuestbook!!™
We've always worked to generate traffic on dealership websites, and now we've partnered
with ePowerGuestbook!!™ to help dealers attach an identity to those visitors.
ePowerGuestbook!!™ is a creative and entertaining way to capture lead information.
Visitors to your website are offered incentives to give you their information-be it
prize or merchandise giveaways. Whether it's a new car, set of golf clubs or monetary
prize, online visitors are enticed to leave a complete profile. In gathering complete
profiles, ePowerGuestbook!!™ has a success rate of 95%; the leads are in real time and
can integrate into most CRM solutions. Check out
www.letahonda.com home page for one example of how
ePowerGuestbook!!™ works.
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Looking back: Automotive News, December 6, 1999
"…the Internet has made secrets obsolete. Price information is available all over
the Web, including wholesale prices, dealer discounts and incentives. So why make
a savvy shopper leave your site - for any reason - at the risk of losing a sale?
In Texas, Ford is recruiting consumers and Web users in its fight with the state. When
the motor vehicle division challenged Ford's online used-car lot, Ford closed the site
temporarily. It also blasted the state and invited Web surfers to complain to the state.
The message is clear. You can run from the Internet, but you can't hide. Find a way to make
it work for you instead of against you."
- Mark Rechtin, Automotive News
Looking Ahead:
Forbes' Predictions For 2004
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Jerry Flint:
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"The year will be more challenging for Chrysler than for Ford or GM. Chrysler is weak on new products. It just launched one important model, the new 2004 Durango SUV."
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Steve Kichen:
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"Chevy gets hot in 2004."
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Dan Lienert:
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"A new automotive brand will be launched in North America in 2004. Honda is considering setting up a youth-oriented division or sub-brand on the order of Toyota's Scion. Or a Central European brand like Aro could come out of the blue."
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Joann Muller:
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"Ford comes roaring back. Its redesigned F-150 pickup is starting to sell, and a gorgeous new Mustang goes on sale in the fall."
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This Month's Question: "Name three people you'd like to have dinner with."
KEN BARILE
Dealer Impact Sales Executive
"My nephew who lives in Connecticut, Mark Cuban, Osama Bin Laden - along with Michael
Corleone and Smith & Wesson. After talking business we would take care of business."
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