By: Cathie Wright
Newspaper circular ads are standard practice for most dealerships, and are easily recognized by auto consumers. With Google’s recent announcement that it will be offering online circular ads for retailers such as Best Buy and Macy’s, dealers now have the opportunity to use a format they’ve dominated in print to compete in the online advertising world. Retail ads are a large source of revenue for Google who is hoping the new platform will drive online customers into stores for the holiday season and beyond. This can also drive consumers from the web to your dealership when implemented properly.
Online ads have become increasing visual, with video and graphics featuring product images taking the place of more traditional text-only listings. This new circular ad format will build on that trend by allowing for multiple images as well as multiple links, resulting in a greater chance for clicks. Clicks = $ for Google, who grabbed 74 percent of search-based ad revenue in 2010 and expects that number to be 78 percent in 2012 with help from this new platform.
While Google itself is an obvious beneficiary of this launch, the consumer will also benefit from circular-style ads through promotions based on query topic and location. The new style ad will also be available in display and banner ads, which is a benefit for businesses who already use those formats for their campaigns.
This is great news for dealerships looking for an integrated advertising plan utilizing both traditional and digital strategies. The new online circular will allow you to recreate your print ad online, further enhancing brand recognition and allowing for more synergy between campaigns.
Are you looking for a knowledgeable team that is ready and willing to evolve with your dealership and automotive marketing campaign, visit this page and contact us now.
Upon opening the Apple.com website today, you will be greeted with the words “Apple has lost a visionary and creative genius, and the world has lost an amazing human being. Those of us who have been fortunate enough to know and work with Steve have lost a dear friend and an inspiring mentor. Steve leaves behind a company that only he could have built, and his spirit will be forever the foundation of Apple.”
Steve Jobs was indeed a visionary. He was a man who constantly developed new ideas and successfully pushed the envelope time after time. The first Apple’s computer was introduced January 24, 1984 and, I feel as though I speak for many when I say they have certainly continued to influence our culture. For starters, the words iPod and iPhone are now household names.
Whenever I used to think of a Mac, I would picture myself as a 16-year-old trying to do a high school forensics assignment on an old Mac without a clue as to how to use it. But here I am years later, and the word Mac has become an integral part of my vocabulary. Today with the breaking news of the death of Steve Jobs, Apple’s former CEO and co-founder, I take a moment and look around the office here at Potratz, where Apple technology surrounds me; it is an essential part of our business.
Here at Potratz we use Apple technology to offer your dealership the best of our traditional and full service advertising programs. Our graphics department isn’t the only group that depends on the reliability of Apple products; they are embraced by every employee. Our video department uses Final Cut Pro, an Apple software package, for developing television advertising to help promote your dealership.
Many of Steve Jobs’ inventions affect the way we do business today. Even if you don’t own a Macbook , iPod or an iPad, there is no doubt something in your professional and personal life that has been touched by the genius of Steve Jobs. If you’ve ever received a phone call from Potratz, it was probably made from an iPhone.
Potratz prides itself in following the same innovative and forward thinking philosophy as Steve Jobs and thanks him for his many years of inspiration.
Of course, this headline is no surprise to us here at Potratz. According to the article, “Interactive advertising revenues totaled a record $14.9 billion in the first half of 2011, a 23.2 percent increase over last year,” and “Digital ad spend growth has out-performed every other category measured. For some context: In the same period, cable TV grew 20.1 percent, network TV fell 3.1 percent, spot TV grew 9.7 percent, magazine advertising grew 3.6 percent, and local newspapers fell 7.7 percent.”
These numbers are taken from the Interactive Advertising Bureau (IAB) which sponsors the IAB Internet Advertising Revenue Report which is conducted independently by the New Media Group of PwC. The full report is issued twice yearly for full and half-year data.
At Potratz we are very excited to see that once again we are at the forefront of this marketing trend. Our clients have seen the power and reach that digital automotive marketing campaigns possess. As consumers continue to rely more and more on the internet for their news and shopping needs, advertising and marketing campaigns will continue to see this growing trend of more dollars being added to the digital ad spend.
To see the report from IAB Click Here
To see ADWEEK’S article Click Here
Are you looking for a knowledgeable team that is ready and willing to evolve with your dealership and automotive marketing campaign? Visit this page to see more information or contact us now.
Recently I came across an article about an incredibly large settlement that the American Suzuki Motor Corporation had been ordered to pay out to a dealer in Kansas City. Jeremy Franklin successfully sued American Suzuki, after his brother, Chad Franklin (also a Suzuki dealer) ran a campaign that offered “No Payments For Life.” Sounds too good to be true, right? It was, and it created a disaster for Suzuki in the Kansas City market. The campaign had been approved by a co-op advertising that had been paid for by American Suzuki and made all of the calls on the appropriateness of the campaign on American Suzuki’s behalf. Luckily for Jeremy, he did not participate in his brother’s crazy gimmick, and was able to keep himself out of the private lawsuits by consumers claiming they were entitled to what the offer promised.
I have often been aggravated by the wording of advertising, which can be especially confusing while never actually bringing what it offers to fruition. At least the “No Payments for Life” was so obvious even a 5 year old could understand what the offer promised. However, considering that Chad Franklin had no actual intention of giving away free Suzuki vehicles, this advertisement made consumers understandably furious. Everyone has to make money, especially those with their own businesses, but why is it necessary to “trick” buyers into your dealership? It isn’t fair and by now it is pretty obvious that society is not going to put up with stuff like that. If I had been denied my free Suzuki (Kizashi AWD would be my choice) not only would I have taken the steps that the other consumers did, but I would have put this dealership on “blast” everywhere from walking the city streets to Facebook to Yelp.
It is just bad business to lie to your customers, not to mention unethical. There is a reason that car dealerships and their salesmen have reputations that are less than squeaky clean. One would think that ANYONE who owns a dealership would try to change that stereotype instead of propelling the stigma that comes with selling cars. I am not saying ALL car dealers are like this. In fact, there are many, even in your local area, who attempt to offer the best prices with the best quality, and don’t lie on their advertising. But as the saying goes, there is always one bad apple in the bunch.
Jeremy Franklin will collect a total of $18.5 million in damages from American Suzuki as his brother has single-handedly killed the Suzuki market in Kansas City making it difficult for Jeremy to sell the brand. Learn from this nutty situation and make sure your advertising does not embellish the truth, mislead, or flat out lie to your customers. No one likes to feel taken advantage of and consumers these days are vicious, not only will they let you know, but everyone on their continent will be aware as well. Plus, if you mislead your customers, when they do realize what has happened, they aren’t going to seek you for further services or goods. Not to mention, creating a campaign and then not honoring what it says is completely unethical and can ruin your business and career.
Keep on top of your advertising, if you use a Co-op or firm, make sure they are someone you can trust to make your advertising decisions for you. Lastly, don’t come up with something “too good to be true.” If you, the creator, thinks it is one of those deals, chances are it probably will turn out to be. Cut ties and just start over, it isn’t worth being forced into bankruptcy to save face and make sales.
About Potratz:
Are you looking for a knowledgable team that is ready and willing to evolve with your dealership and automotive marketing campaign, visit this page to see more information and contact us now .
Need a representative to handle co-op for your dealership, please visit our page to learn more about our experience.
Have you ever looked back at the photo and realized “Hey it looks like little Jimmy is missing a foot!” Well now that picture can be fixed, with a little Creative Suite magic. Imagine the opportunities for your dealership. Your automotive marketing agency can transform photos. What sells cars? People sell cars and putting a face with the car helps to humanize the experience.
Placing, the General Manager in the ads gives the photo a personality. Now, you can’t have the GM pose in front of every single car, that would be crazy. Take a few shots of the GM then your automotive marketing agency’s graphic team can transform any photo to include the GM! In the automotive industry, photos of the cars might also need some re-touching. You don’t want a glare off the paint or a reflection of the photographer. With the Adobe Creative Suite CS5, your automotive advertising agency can adjust all of these. Plus, the backdrop of the picture might be the busy highway next to your dealership, well the graphic designer team can place that car on a sandy beach or perched on a mountain. Talk with your digital automotive marketing agency about the look and feel you want represented graphically for your dealership.
If you are you looking for an agency that is on the cutting edge of visual communication with a strong emphasis on composition and aesthetics plus offers photo re-touching, custom typeface logo designs, branding, advertising layouts, and interactive web marketing, just to name a few, to your auto dealership, visit this page to see more information and contact us now.
The polaroid camera is not something that I would have used for inspiration in trying to develop a new mobile photo-sharing platform. But that’s exactly what Kevin Systrom and Mike Krieger, the makers of Instagram, did. Polaroid cameras were big and bulky, and the overall design and feel was anything but sleek. I personally loved the eight exposures per pack. But, what was cool about polaroid cameras, and what Instagram has capitalized on, is the instant gratification factor.
Instagram is a free photo sharing application that allows iPhone users to take a photo, apply a filter, and share it on the service or a variety of other social networking services, including Facebook and Twitter. Instagram has indeed captured an audience with almost 10 million total users and an average of 14 photos uploaded per second.
I know what you’re thinking. “Dan, what does Instagram have to offer my dealership?” Most dealers that I talk to are weary of getting involved with a platform that is not specifically focused on price points and sales events. Volkswagen is a prime example of how the automotive industry and Instagram can work for your dealership.
Recently, Volkswagen Canada launched a campaign called ‘Art Heist’ to expose the Jetta as a work of art. Limited edition framed photographs of the Jetta started to appear all across Canada. These pieces of art were left for people to take down and bring home. Volkswagen encouraged those who took the pictures to share their experience online through Volkswagen Canada’s Facebook and Twitter pages under the #VWArtHeist hashtag.
So if Volkswagen launched a very successful campaign based on displaying “artsy” photographs of vehicles, then why would taking interesting photos of cars and your staff not gain interest as well? Here are a few rules to live by when using Instagram at your dealership.
Tip #1 Post interesting images of the vehicles: Don’t just take straight on photos of the vehicles but look for interesting angles, a close up of the rims, dashboard, headlights. Apply a filter to it, use the blur feature, and presto, an artistic shot that any car enthusiast or a loyal customer will surely like.
Tip #2 Post interesting images of your staff: What will make your Instagram gallery stand out is to start taking fun and interesting photos of your staff. Visually appealing lifestyle photos thrive on Instagram. Your staff is a subject matter that will always give you plenty of ideas. Do this with your service, sales, customers, and with everyone involved at the dealership.
Tip #3 Post consistently: A pet peeve of mine on Instagram is when someone will not post anything for weeks and weeks and then in one day post 20 photos in a row. To me this comes across as spam. Even if the photos are good, it’s overload and might result in people unfollowing you.
Tip #4 Get social with your posts: Like anything else, when a conversation gets going, more and more people want to chime in. By utilizing the @replies and hashtags you will see more and more activity that will give exposure to your profile. Using these features can open doors for social contest both internal and external. Do a photo contest within your dealership between the employees and choose a winner. Or have followers submit photos with a particular hashtag. You can be the judge and give them a prize. Make sure you’re supporting any contest on Instagram with other social sites like Facebook and Twitter.
Follow us on Instagram @potratz, and also follow my personal stream @dannallen. So enough reading! Grab your iPhone and go look for interesting angles and subject matter. Have fun with it, and I look forward to seeing your photos!
“MICHAEL!!! Do You Realize What We Will Be Able to Do Now?” Those are the very words I shouted with excitement at 3am on February 13th, 2007! We had discovered we were able to do “Targeted Online Advertising” by the use of HTML identifier tags, IP addresses, and cookies. I am talking about Remarketing, which is also known as Retargeting, Behavioral Marketing, Interest Based Marketing or Targeted Online Advertising.
By harnessing this new technology, Michael and I felt we could change the way our dealers and dealer groups were advertising online in a very positive way. On February 14th, 2007, we named our enhanced version of this new-found technology “Webratz” as a play off of Potratz. This new technology would allow us to improve conversions even more on PPC campaigns and also conversions in general since we could now target individual consumers that visited our dealers websites with an ad featuring the specific vehicle they had expressed interest in.
Four days later, I was on my way to present our new Webratz technology to a large dealer group several hours away from our offices, and I knew what I was about to share with this progressive group would earn us our biggest dealer to date. Imagine the potential, reach, one-to-one advertising strength, and cost savings from serving the exact vehicle offer a car shopper had expressed interest in on the website. Not to mention we could also use this technology for service, collision, parts, accessories, secondary financing, and extended warranties, which were all the profit centers they were very dialed in on. To say I was excited would have been an understatement.
The meeting lasted for 37 minutes, and when I left that conference room, I was second-guessing my decision to keep Potratz solely focused on the Automotive industry. I was confused and amazed why they were not able to understand the competitive advantage and cost savings that remarketing would offer. I even had a non-compete agreement I was prepared to sign. I felt like our project was never going to get off the ground before it even started, since we needed significant funding to purchase enough ad placement on the top sites we had picked.
It Was A Fight Worth Fighting
Well, I picked myself up and dug in as I started calling more dealers and dealer groups that I felt would be willing to be our beta dealer. The result… Dealer 2: NO It sounds like spyware; Dealer 3: You Can Do What? When? How? Well, Get Back To Me Later; Dealer 4: That sounds like big brother, no thanks. And then after the 17th door being shut due to the dealer’s website provider refusing to place our remarketing code in “Their Website” I knew I had to try a different approach.
Then, I contacted the Business Review in Albany, NY, and Barbara Pinckney was happy to do an article about us and remarketing on June 25, 2007, opening two doors. But neither was automotive. In fact, these were a law school and a large furniture store wanting to give it that old college try. I was ecstatic since we finally had the funding to really start and test this new technology of remarketing. I am a gadget, software, and API fanatic so when I have new things like this to play with it is like Christmas, Easter, and my birthday all wrapped into one.
What We Learned Was Fascinating
We created a few hundred text ads and several hundred skyscraper, button, and leader board ads for our new clients as we tested and retested the results. It was fascinating as we watched the analytics and tried to sort why people clicked what they clicked and how the returning visits were being affected. We tested the website traffic by creating various campaigns ranging from “All Visitors,” “Subscribers,” and “Abandoned Shopping Carts.”
Then the light bulb went off that we could also “Cross Sell.” Working with a college and a large furniture store was actually the best thing that happened to our firm since we learned so much by being able to move outside of the automotive industry and expand our minds seeing how other industries operate so we could apply these strategies to our automotive clients. Yes, we finally had auto dealers give it that college try.
The Auto Industry is an e-commerce industry today, and to become truly successful as automotive marketers in the 21st Century we must think, act, and operate like an online retailer…just like Amazon.com and eBay! Refusing to change and learn like the Brick and Mortar Blockbuster Videos will result in a “STORE CLOSED” sign, while companies like Netflix that learned to restructure, embrace, and change the way they market results in four digit growth.
Choosing a Remarketing Partner That’s Right For You
Today, remarketing is being offered by a number of companies, but I must warn you remarketing is not created equal, just like PPC is not. I encourage you to do your homework and ask how a company develops the strategy. Remarketing is an extremely time consuming marketing tool when you first begin, but once you get the foundation in place with the correct text ads, banner ads, video pre-rolls, and landing pages, it will be well worth the time and expense. Remarketing is not a “set it and forget it” strategy if it is to work and not burn through cash. When choosing a company for your remarketing or digital marketing, do they work with other dealers in your market or do they offer a non-compete agreement? If not, I would have second thoughts, since this practice drives up cost and will not allow separation of messages in addition to the concern of sharing of code on competing dealers sites to drive up click cost. Transparency in the true actual cost for each campaign is a must.
Traditional Marketing or Digital Marketing or Combination
We also learned that we did not fit the Automotive Advertising Agency profile since that meant traditional advertising in our minds. We had many dealers shut the door on us since they felt we focused too much on digital marketing and did not talk enough about traditional marketing. Our reasoning? Yes, sure, we definitely do traditional marketing and have done so for years just as the dealers we spoke to, but what was missing is integrating digital marketing with traditional marketing to have a complete puzzle, which results in reaching more car shoppers more affordably.
Do You Really Need Remarketing?
It’s now 2011 and remarketing is gaining in popularity, which is perfect timing since it is a great marketing tool that no dealer’s marketing strategy should go without any longer. There are more vehicle makes and models than ever before and if a dealership is to continue growing in the 21st century they must reach a wider audience and do it for less! This fascinating old technology called Remarketing has left the Digital Technortti stage and should be part of every progressive dealer’s advertising strategy. When Remarketing is done correctly we have seen return visits as high as 47% and conversions of leads increase by 13-19%.
What Is Remarketing?
As an example, let’s assume Mary Car Shopper visits Potratz Audi of Albany via Google Search, PPC ad, Facebook Ad, Email Blast, or any means, and is researching a new Audi A6 Premium Plus. As she is completing the contact form, her work phone rings, so she closes the browser down and returns to her job. Ten to 15 days later, she decides she has time to shop for that Audi A6 again, but she can’t remember on which Audi dealer’s website she found the perfect A6. So, she begins the search again. The Potratz Audi dealer website she visited earlier has a 50/50 chance at best that she will return. However, if Potratz Audi used Remarketing… Mary would have been exposed to Potratz Audi as she surfed websites for the weather, news, recipes, hairstyles, etc. So Mary, now very familiar with this Audi dealer, could go directly to their site, stop in after work, or have clicked on one of the remarketing ads days earlier.
Just think of all the sites you visit that have ads on them…those are the very sites remarketing ads could be served on!
Remarketing is not a pop up ad…In fact, it is an ad embedded within websites like ESPN, ABC, Fox, Weather Channel and thousands of other top rated sites. This is a commonplace technology that is now being used by American Express, Bose, University of Phoenix and some car manufacturers. Are you using it?
Of course, this headline is no surprise to us here at Potratz. According to the article, “Interactive advertising revenues totaled a record $14.9 billion in the first half of 2011, a 23.2 percent increase over last year,” and “Digital ad spend growth has out-performed every other category measured. For some context: In the same period, cable TV grew 20.1 percent, network TV fell 3.1 percent, spot TV grew 9.7 percent, magazine advertising grew 3.6 percent, and local newspapers fell 7.7 percent.”
These numbers are taken from the Interactive Advertising Bureau (IAB) which sponsors the IAB Internet Advertising Revenue Report which is conducted independently by the New Media Group of PwC. The full report is issued twice yearly for full and half-year data.
At Potratz we are very excited to see that once again we are at the forefront of this marketing trend. Our clients have seen the power and reach that digital automotive marketing campaigns possess. As consumers continue to rely more and more on the internet for their news and shopping needs, advertising and marketing campaigns will continue to see this growing trend of more dollars being added to the digital ad spend.
To see the report from IAB Click Here
To see ADWEEK’S article Click Here
Are you looking for a knowledgeable team that is ready and willing to evolve with your dealership and automotive marketing campaign? Visit this page to see more information or contact us now.
Recently I came across an article about an incredibly large settlement that the American Suzuki Motor Corporation had been ordered to pay out to a dealer in Kansas City. Jeremy Franklin successfully sued American Suzuki, after his brother, Chad Franklin (also a Suzuki dealer) ran a campaign that offered “No Payments For Life.” Sounds too good to be true, right? It was, and it created a disaster for Suzuki in the Kansas City market. The campaign had been approved by a co-op advertising that had been paid for by American Suzuki and made all of the calls on the appropriateness of the campaign on American Suzuki’s behalf. Luckily for Jeremy, he did not participate in his brother’s crazy gimmick, and was able to keep himself out of the private lawsuits by consumers claiming they were entitled to what the offer promised.
I have often been aggravated by the wording of advertising, which can be especially confusing while never actually bringing what it offers to fruition. At least the “No Payments for Life” was so obvious even a 5 year old could understand what the offer promised. However, considering that Chad Franklin had no actual intention of giving away free Suzuki vehicles, this advertisement made consumers understandably furious. Everyone has to make money, especially those with their own businesses, but why is it necessary to “trick” buyers into your dealership? It isn’t fair and by now it is pretty obvious that society is not going to put up with stuff like that. If I had been denied my free Suzuki (Kizashi AWD would be my choice) not only would I have taken the steps that the other consumers did, but I would have put this dealership on “blast” everywhere from walking the city streets to Facebook to Yelp.
It is just bad business to lie to your customers, not to mention unethical. There is a reason that car dealerships and their salesmen have reputations that are less than squeaky clean. One would think that ANYONE who owns a dealership would try to change that stereotype instead of propelling the stigma that comes with selling cars. I am not saying ALL car dealers are like this. In fact, there are many, even in your local area, who attempt to offer the best prices with the best quality, and don’t lie on their advertising. But as the saying goes, there is always one bad apple in the bunch.
Jeremy Franklin will collect a total of $18.5 million in damages from American Suzuki as his brother has single-handedly killed the Suzuki market in Kansas City making it difficult for Jeremy to sell the brand. Learn from this nutty situation and make sure your advertising does not embellish the truth, mislead, or flat out lie to your customers. No one likes to feel taken advantage of and consumers these days are vicious, not only will they let you know, but everyone on their continent will be aware as well. Plus, if you mislead your customers, when they do realize what has happened, they aren’t going to seek you for further services or goods. Not to mention, creating a campaign and then not honoring what it says is completely unethical and can ruin your business and career.
Keep on top of your advertising, if you use a Co-op or firm, make sure they are someone you can trust to make your advertising decisions for you. Lastly, don’t come up with something “too good to be true.” If you, the creator, thinks it is one of those deals, chances are it probably will turn out to be. Cut ties and just start over, it isn’t worth being forced into bankruptcy to save face and make sales.
About Potratz:
Are you looking for a knowledgable team that is ready and willing to evolve with your dealership and automotive marketing campaign, visit this page to see more information and contact us now .
Need a representative to handle co-op for your dealership, please visit our page to learn more about our experience.
Have you ever looked back at the photo and realized “Hey it looks like little Jimmy is missing a foot!” Well now that picture can be fixed, with a little Creative Suite magic. Imagine the opportunities for your dealership. Your automotive marketing agency can transform photos. What sells cars? People sell cars and putting a face with the car helps to humanize the experience.
Placing, the General Manager in the ads gives the photo a personality. Now, you can’t have the GM pose in front of every single car, that would be crazy. Take a few shots of the GM then your automotive marketing agency’s graphic team can transform any photo to include the GM! In the automotive industry, photos of the cars might also need some re-touching. You don’t want a glare off the paint or a reflection of the photographer. With the Adobe Creative Suite CS5, your automotive advertising agency can adjust all of these. Plus, the backdrop of the picture might be the busy highway next to your dealership, well the graphic designer team can place that car on a sandy beach or perched on a mountain. Talk with your digital automotive marketing agency about the look and feel you want represented graphically for your dealership.
If you are you looking for an agency that is on the cutting edge of visual communication with a strong emphasis on composition and aesthetics plus offers photo re-touching, custom typeface logo designs, branding, advertising layouts, and interactive web marketing, just to name a few, to your auto dealership, visit this page to see more information and contact us now.
