CyberWiz Home Page -> Automotive -> Automotive Websites

Using the Web to Market in the Automotive Industry Recently I had occasion to visit several hundred Web sites of some of the most prestigious new car dealers, automotive service and collision service centers in the U.S. and Canada. Almost without exception new car and truck dealers are still trying to figure out how to fit the Internet into their advertising campaign. The problem is that it can't be done. In marketing terms, new car dealers are looking to gain a "pull" selling strategy using the Web, when it's nature better lends itself to "push" strategies. Let's face it, by the time a prospect has taken the time and trouble to locate your Web site URL and visit your site, there is really no new opportunity for "pull" marketing techniques. The customer is aware of your dealership, and has already internalized a marketing position concept about your business. There are some limited legitimate "pull" opportunities on the Internet. There are offered by some of the more successful car related portal Web sites. Planning a marketing strategy for these opportunities is an exercise in advertising. Your company's Web site is not one of these opportunities because it does not have a built in audience. Those dealerships that appear to be flourishing in their use of the Web are adapting their underlying methods of doing business to include the Internet in all aspects of the business model. Effective Use of Your Automotive Web site Your Web site can become a very powerful marketing tool for your dealership or service shop. To succeed the Web site MUST use a blend of marketing and advanced programming tactics that: Enhance the customer experience in dealing with your company on a long-term basis Provide a real benefit to your customers, vendors, employees, associates and prospects Provide real-time useful information to the various groups of people whom that information effects Increase efficiency and profits for your company Reduce nuisance phone calls from customers that have a huge negative impact on your customers and your staff Provide a pleasurable visitor experience - leave the Web site visitor with the impression that they have gained something for the time invested in navigating your site Respect the Web site visitor's time - it is extraordinarily valuable to them - shoddy programming makes you more enemies than customers Allow your customers to include themselves into your processes on a real-time basis where appropriate Think outside of the box - innovate - find new services and enhancements to existing services that your Web site can create or improve upon Be so simple to administer and use that your staff will want to use it Offer convenient, distributed access to your staff so that they are not tied to a computer - incorporate WiFi and Cell based hand-held computers that are activated throughout your dealership or service center Current Web Use by Automotive Businesses Currently most new car dealer Web sites appear to be trying to be a cross between a mediocre magazine ad and voice mail system. I believe that they are actually a detriment to the dealership. Here's why: Many sites offer an online inventory - this can be beneficial if it is kept current in real-time - experience has shown that up to 30% of all on-line inventories are obsolete because the inventory management system is cumbersome and difficult to use Most sites offer a form that allows the prospect to enter personal information with the presumption that a salesperson will call when it is most convenient for the salesperson. These forms offer absolutely no benefit to the customer Many sites offer a form that supposedly allows the customer to "book an appointment" with the service shop or collision repair center. Unfortunately these forms are not integrated with the service center's workflow management system, which requires that the rules for setting an appointment online are so convoluted that the customer could book the service appointment in half the time - and likely get the service performed sooner - by simply calling the center on the phone Many sites offer "on-line" credit applications and vehicle searches. These offers turn out to be nothing more than an invitation to have a dealership or service center salesperson call at their convenience and use the information provided on the Web site as a lever in the sales process This Isn't Working Folks Bearing all this in mind dealership management has quickly become disillusioned by the results they are realizing from their Web site investment. They are using advertising financial expectation models to evaluate the usefulness of the Web site - and it doesn't add up. Frankly, most dealership Web sites are nothing but money pits, from this point of view. So the vast majority of new car dealers have let their Web sites languish and are reluctant to make any further investment in this useless cash drain. Indeed, many major car dealers have allowed their Web sites to become the Web equivalents of an empty lot [a worthless design that sits and does nothing] or become a convoluted Winchester Mansion [they have added so many dealerships, ideas, joint marketing schemes and new design gimmicks that the average visitor is hopelessly lost the minute they visit the site.] Building a New Marketing System with Your Web site as a Core Element The good news is that the programming technologies have gone through two generational changes in the past 5 years. The intriguing ideas for producing truly useful Web sites that will be used as a core element of a hi-tech marketing platform are now readily affordable using the latest ASP.NET technologies. Steven Rush's CyberWiz Internet Studios will build you an easy-to-use Web site designed to become a core element in your marketing campaign. Your Web site will take prospects and customers and use marketing "pull" to enhance customer relations with your dealership in ways that will make your satisfied customers one of your best word-of-mouth advertising "pull" stratagems. Steven Rush is leading the way, providing functional Web sites for the automotive industry at a cost that you can afford. Your new CyberWiz powered Web site will: Allow your customers to interact with your business in a useful manner. Depending on your wants and needs we will implement real-time interactive web based service management that reminds your customers when service is recommended and allows them to create a time-certain appointment that fits their schedule Keep track of their service during the day so that they can be ready to pick up their car when it is ready - not at 5:00 Respond interactively on the Web to your UpSelling offers and advice for additional recommended services Prospects can be empowered to buy a car on your Web site - from the initial application for credit to the delivery - they can be allowed to buy a car instead of being sold one. More and more people are moving to these alternative buying methodologies - are you getting your share? Manage internal inter-departmental and intra-departmental workflow using real-time Web based tools and the new hand held computers you can carry in your pocket Operate an on-line eCommerce store that targets add-ons and accessories to your prospects based on their 'excitement profile' Allow your prospects and customers to obtain quick and easy answers to their automotive related questions similar to how Group Health is providing quick access to physicians through modulated browser based email Combine traditional marketing with Web based contest management designed to obtain a valuable database of the email addresses of your customers and prospects - a source of free advertising in the future Manage a Staff Magnet designed to keep you informed of when the best technicians and sales professionals are looking to make that jump to a new dealership Begin to realize the power of properly managed 'opt-in' email advertising campaigns designed to meet the needs of your prospect target market Provide enhanced value to your staff, customers, associates and prospects by empowering them to become a part of your processes where appropriate Begin to address one or more markets that your dealership excels in but where your reach is currently limited by geography Integrate your Web site with your current management system to create an enterprise wide information management plan that will increase overall efficiency and, ultimately, enhance your bottom line Use your Web based computer system as a force-multiplier that increases the productivity of each and every member of your team allowing them to improve results without increasing overhead Here's How The problem is that there are a myriad of possibilities to bring your dealership screaming into the Internet Millennium; I can't really know what they are until I sit down and talk with your staff and we brainstorm together. CyberWiz developed a breakthrough application for Paramount Centre, but that was 70% CyberWiz throwing out ideas about what is possible and having Russ and Mike digest these and toss back the ones that worked for their new Collision Services Center. The other 30% is great Web site design and programming skills. CyberWiz Solutions is your Exclusive Resource Custom Programming for the Auto Service Industries by Steven Rush's Cyberwiz Studios CyberWiz Solutions will work with you to develop your wants and needs then coordinate the development of your custom application by Steven Rush and his group of professional website development associates. Call us today at 1.253.238.1246. Your customers truly deserve the Best.