Tracks Retail

The “Other” Electric Buyer

The market shift to electric vehicles is a daily news headline – the myriad of models being introduced by manufacturers and their planned timeframes, increasing sales volumes, and consumer anticipation. While you know the market shift is occurring, do you know the metrics of which electric vehicles are selling and which consumers are purchasing them? Yes, “Tesla buyers” are the current majority, but what about the “other” buyers. How do consumer profiles vary and differ amongst luxury vs. non-luxury vehicle segments and the associated makes and models? Join our workshop to understand the current electric vehicle landscape, how the market segment is changing, as well as the consumer profile for these purchases.

Key Takeaways:

  • Electric vehicle sales and registrations are clearly on the rise. Are you aware of details about current registration trends and growth rates?
  • To date, Tesla has been the EV market leader and we know the demographics of those purchasers- but what about the ‘other’ EV buyers? What do buyers of other EV luxury makes look like and how do they differ from Tesla purchasers? What are the demographics of non-luxury EV buyers?
  • As the electric vehicle market continues to expand, are you armed with the necessary insights for marketing to specific customer subsets who are not the current majority purchasers?

Stop Everyone From Reaching Into Your Pocket! Part 2

Everyone is always reaching into the dealer’s pocket. That stops now!

In this session, you will leave with a solid understanding of how to ensure you are keeping the money you make.

By looking at your daily risk through a different lens, you will discover a whole new side of your business which may have gone unnoticed.
Unlock the nuances of your insurance policies and how they should help you operationally. Implementing proper loss control procedures will stem the erosion of “gross” from your bottom line. Stopping problems before they happen saves you money.
You’ll be energized to put your entrepreneurial spirit to work as soon as you get back to the store! Don’t miss this one!

Key Takeaways:

  • You will understand some nuances of your insurance policies: what’s covered, what’s excluded, primary areas of concern, what new products to consider to protect your dealership
  • Through a unique perspective, you will learn how to view specific dealership problems in a new light (using real life examples), how dissect and how to solve those complex problems
  • How dealers can transfer risk and use new tactics to get an early opportunity at resolving problems before they become too big and too expensive
  • You will learn the biggest areas of dealership liability exposure to consider fixing right away
  • Tom Kline will resolve any participants’ problems during the seminar if audience members are willing to participate in this meaningful way (and they often are!)

Perpetual Search, next gen search marketing

New technology, privacy, and consumer click fatigue are catalysts for advancements in search marketing and consumer engagement. Perpetual Search is the next generation of search technology enabling consumers to connect continuously with dealer inventory and sales teams. No longer does the consumer and a vehicle of choice have to be on the dealer website at the same time. A critical feature during an inventory shortage. Further, perpetual search is less costly and pricing is static creating a more predictable ROI. Finally, perpetual search technology can be deployed anywhere online, even offline as a QR code deployed on vehicle windows or elsewhere thus activating new prospects anywhere, anytime.

Key Takeaways:

  • Why SEM and PPC are impacted by new privacy and technology development.
  • How Perpetual Search comes to the rescue and revitalizes advertising effectiveness
  • What is Perpetual Search and how it changes the rules and norms of digital marketing.

25 Ways to Increase Your Website Leads & Sales Without Spending a Penny More on Marketing

Most dealerships we talk to want to increase leads from their website, but they think the only way to increase their leads is to spend more on marketing. They think they have a website traffic problem when they really have a website conversion problem (leakage in the funnel). In this session, you will discover mobile internet usage trends that your current website provider is not sharing with you and how a mobile-first website user experience (UX/UI) can instantly increase your leads and sales without spending a penny more on marketing. Lyamen will share 25 side-by-side visuals comparing mobile-first versus mobile-responsive websites, tried-and-true best practices from other industries, and case studies on how other dealerships addressed these same mobile usability issues and immediately had record-breaking sales month.

Key Takeaways: 

  • Why consumers are leaving your dealership website and going to 3rd party marketplace websites like CarGurus and AutoTrader
  • #1 thing that influences consumers’ decision to buy a car from your dealership
  • 25 side-by-side visual examples of mobile user experience (UX) best practices (UX)

How to Keep Consumers Connected

The ‘Connected Car’ is the buzz of the industry, but the real belle of the ball is the ‘Connected Consumer.’

While a vehicle on average has 176 “connection points,” the consumer has thousands of points of communication, and what ultimately matters for dealers, lenders, OEMs, and F&I providers, is how to most effectively deliver timely and relevant messaging to today’s savvy vehicle shopper and owner.

With so much conversation around the connected car, we’ve lost sight of the ultimate objective: Connecting with the consumer and creating an ongoing relationship that leads to a loyal and connected customer.

Digital Air Strike will share the top strategies for dealers, OEMs, financial services, and aftermarket companies to connect and empower consumers in ways that drive conversions and loyalty.

The target is to get the right message to the customer at the right time using the right medium throughout the consumer’s path to purchase and beyond. This is done by leveraging technology and data. The more personalized you are, the more consumer engagement you’ll get.

Key Takeaways:

  • Learn how to use technology and data to connect and empower consumers and drive conversions and loyalty.
  • Understand gaps in your consumer communication to keep customers coming back for more sales and service.
  • Discover the top strategies dealers use to deliver timely and relevant messaging to consumers.

Stop Everyone From Reaching Into Your Pocket! Part 1

Everyone is always reaching into the dealer’s pocket. That stops now!

In this session, you will leave with a solid understanding of how to ensure you are keeping the money you make.

By looking at your daily risk through a different lens, you will discover a whole new side of your business which may have gone unnoticed. Unlock the nuances of your insurance policies and how they should help you operationally. Implementing proper loss control procedures will stem the erosion of “gross” from your bottom line. Stopping problems before they happen saves you money. You’ll be energized to put your entrepreneurial spirit to work as soon as you get back to the store! Don’t miss this one!

Key Takeaways:

  • You will understand some nuances of your insurance policies: what’s covered, what’s excluded, primary areas of concern, what new products to consider to protect your dealership
  • Through a unique perspective, you will learn how to view specific dealership problems in a new light (using real life examples), how dissect and how to solve those complex problems
  • How dealers can transfer risk and use new tactics to get an early opportunity at resolving problems before they become too big and too expensive
  • You will learn the biggest areas of dealership liability exposure to consider fixing right away
  • Tom Kline will resolve any participants’ problems during the seminar if audience members are willing to participate in this meaningful way (and they often are!)

Interoperability in the Future Online Auto Market

When you sell a car, oftentimes you are selling that car across state lines. As we continue to move into a digital world, it is critical that dealers, regulators, buyers, and sellers are all able to connect and work together cohesively across state lines. We need an interoperable process to seamlessly relay vehicle information and data that matches the industry of not only today but tomorrow.

Join us for a discussion on why the industry and regulators should come together to Identify antiquated system challenges and provide suggestions for how we can move the industry towards a frictionless online consumer experience.

Fireside chat with open audience Q&A; discuss identifiable pain points and proposed solutions for dealers, vendors, and consumers and ultimately, regulators.

Key Takeaways:

  • Regulatory hurdles that remain for
    • eSignature
    • RON
    • eTitling
    • ePOAs
    • eOdometer Disclosure
  • Discuss solutions that reduce pain points for dealers, vendors, and consumers and ultimately, regulators
  • Coalitions that are needed to advance shared industry goals

Using Video-Enhanced DR to Improve Lead Conversion

Despite the increase in usage of digital retailing tools by consumers, many dealers struggle with low rates of converting digital retailing leads into showroom visits and sales. Among the reasons for low conversion are the inherent limitations of text and chat tools. With the increase in video usage across all industries, it’s clear that if properly applied, video-enhanced digital retailing has significant potential. While in-person interactions are ideal for a salesperson, having enhanced digital features is unavoidable in our changing social and digital times.

A2Z will soon launch a new product to complement our current DR tool while also enhancing the customer experience and increasing engagement. Tori Morandi will describe A2Z’s new tool and how it will benefit dealers.

Key Takeaways:

  • The modern car buyer is often on the go, needs instant support and answers, and wants a seamless experience. A2Z Sync’s new feature will allow salespeople to conduct nearly the entire deal without even having to shake the customer’s hand. Learn how you can differentiate your dealership from the competition by offering a more humanized and engaging experience.
  • A key component in ensuring your dealership and staff is providing the highest quality digital customer experience is consistent and unified service throughout the journey. We will demonstrate how can you provide these experiences beyond the walls of your dealership while ensuring all relevant parties are included.
  • Dealers who adopt the A2Z Sync selling model are seeing reduced transaction times, increased PVR and higher customer satisfaction. They are able to create more meaningful connections with their customers through a transparent, one-person approach, resulting in relationships built on trust and loyalty.

Perpetual Search, Next Gen Search Marketing

New technology, privacy, and consumer click fatigue are catalysts for advancements in search marketing and consumer engagement. Perpetual Search is the next generation of search technology enabling consumers to connect continuously with dealer inventory and sales teams. No longer does the consumer and a vehicle of choice have to be on the dealer website at the same time. A critical feature during an inventory shortage. Further, perpetual search is less costly and pricing is static creating a more predictable ROI. Finally, perpetual search technology can be deployed anywhere online, even offline as a QR code deployed on vehicle windows or elsewhere thus activating new prospects anywhere, anytime.

Key Takeaways:

  • Why SEM and PPC are impacted by new privacy and technology development.
  • How Perpetual Search comes to the rescue and revitalizes advertising effectiveness
  • What is Perpetual Search and how it changes the rules and norms of digital marketing.

How to Buy a Car: Consumer Edition

Consumers are aggressively priced by shopping their trade-ins online and they know what their vehicle is worth. Join this session to learn about how consumers are price shopping, what they expect/need, and how to position your dealership to ensure they pick you to trade in their vehicle.

  • Consumers want to feel confident during their buying process
  • Consumers want to have a positive interaction with the dealer and dealership
  • Dealers are struggling to purchase consumer vehicles
  • Dealers need to adjust their current processes in order to acquire from consumers

Key Takeaways:

  • Learn how you can meet consumers expectations of the digital valuation and trade-in process
  • Identify the consumer’s car selling/trade-in journey
  • Understand how to position your dealership to win your unfair share of consumer trade-ins.

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