This will be an ongoing post over the next 2 weeks as we move our CDJR Dealership to a new location. Using the opportunity to develop a Move Checklist. **updates may get a little confusing,** I will try to smooth it out over time.
STARTING POINT Threw together a quick chart to get a basic organization flowing. Will need to flesh each item out and lay out a timeline.
UPDATE: AM Nov 26 two weeks till move Added Yelp to the NAP update list. Began press release. Working on website updates, social teasers and point of sale for the showroom and service drive. Gathering assets. Notifying vendors of upcoming move with dates and address. As well as a post on the dealerships blog.
Where to upload those first piece of content ? Google of course first and fast, but well meta’d.
UPDATE: PM 11/26 TUE Here is where I started working on the metadata of each piece of content going forward. Had to make sure there were signals out there for Uncle Google to hear. including the new address in everything.
And creating a FB scheduled post to count down the day till the move. Working with pretty poor imagery to start with but it will improve quickly. Plus I am going to travel next week to work on location and keep the info flowing. And gather may own pics and video.
UPDATE: AM 11/26 WED It’s full on crazy trying to over come Black Friday. Our message is drowned out heavenly. It will be Monday (cybermonday) when will have to dig in full force. Plus thanksgiving is going to slow everything down. Which is the time to build content. Prepare and lay up stores for next week push. I am also going to have to clear my plate as I am going to be in Beaufort early next week. Need to get a few tasks taken care of so they are not obstacles to getting it done in Beaufort.
MISTAKE Do not assume that there is not someone at the dealership tying to manage some of the same web properties that you are trying to update. Be humble, respect others efforts.
UPDATE: The day after Thanksgiving. Looking internally now at the store and what impacts the address change will have. The CRM is a little bit of a hole that will need some work ahead of time. Starting with identifying any of those little places, the nooks and crannies of the system. Of course the emails and email templates will need to have the <insert address> data updated so that it drops in the correct address. And I am going to scrub the current templates to see it there are any hard coded with old address and rebuild those. The forms that the CRM spits out will need updating. Quotes sheets, We Owe’s ect.. will have to updated and tested.
It is that time of the month. The end of the month. The time when we lean into next month. Trying to overcome intense inertia.
Getting our messaging to market as fast as we can. Delivering the hard-hitting calls to action that will fill showrooms with anxious buyers.
Nothing is more frustrating than clipping through the first 10 days only to find the website has not been updated, SEM and display ads are stagnant, even old.
Leading up to a successful month start, everything has to go just right. You may be surprised, but there is actually planning involved. Shocker!
I am amazed at how many people think the internet is run on magic, rainbows, and unicorns. That things just appear…..
Planning needs to be at least ninety days out. I like to see the year broken down into quarters and then working down to the months.
Most OEM’s have a predictable yearly cycle. ( except this year.. thanks Toyota ! ) Much of our messaging is inventory based and we can predict what models will be in play from
stocking levels either on the ground or inbound. By the time the OEM announces incentives, it’s a matter of plugging in the numbers.
Or you would think.
Depending on others really sucks.
Especially for pricing. You would think we were asking for something hard. Not that
it is rocket science or anything, but getting pricing info is made to be this mysterious
task, that only a few can accomplish. Such BS.
Speed to market is vital, but getting there is sometimes a battle. Fought behind the scenes each and every month.
It goes without saying but still needs to said.
Facebook ads are a great value.
Easy to deploy, control, track and make a local
advertising impact quickly.
Are car sales local, right?
I have found that putting them together with the
help of sales managers and GM’s is crucial.
Getting buy-in and that granular level
input makes for more effective campaigns.
Meaning, better results. Results that resonate
down to the lowest level. The potential customer
out in their own world, entering ours and buying
a car. ( or bringing their “out of the OEM’s
free maintenance period in for service”)
Planning and executing is fairly straight forward.
Decide what you want to accomplish, what action
or result you need is the place to start. It can
be phone calls, test drives, website visits to
the VLP, etc. Then what vehicles to build campaigns
around. Typically, I like to stick with what we have
a good stocking level on. But you can use old age units,
demos or out of rental vehicles.
Deciding the offer can be a bit tricky. Facebook ads
should be part of an overall advertising strategy.
I prefer to stay away from price/payment type ads on
Facebook. Using Facebook’s excellent targeting sets,
it is better to use them for awareness, to generate
interest. New incentives or programs can work well
and get your message to market quickly.
Three basic components you will need are a creative,
a headline and a message.
The creative or image can be tough for a lot of dealerships
unless you have a Photoshop person hanging around.
I have started to lean on the OEM’s “OHH” images to use.
They pump them out quite regularly and more and
more they for formatting them specifically for
you to use on Facebook. Facebook has rules for
the image you use. Basically, it is the opposite
of what you liked to do with newspaper ads. Basically
minimal text. So, keep any text short sweet and strong.
The headline needs to be engaging, interesting and match
the creative. The message is for after you have caught
someone’s attention, bringing them in closer to your
calls to action.
I use two tools when creating Facebook ads.
Bitly URL shortener gives me some basic tracking
but specifically, a short descriptive link that looks
good within the ad.
Adparlor.com’s Admock will give you previews of how your
ad will look. Allowing adjustments and tweaks to fine tune
your ad. Also, you can download the ad and send it to
GM’s for them to have a look.
Deploying ads is a whole different process for me and one
I cannot cover in this morning’s cup of coffee.
Thanks for reading! Rock the hell on.