Proven Internet Marketing for Fixed Ops

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Are you making the most of your Fixed Operations? Doing so is often the difference between a dealership’s success or failure. Take the first step in upgrading your dealership’s bottom line. Join us as we discuss how to Maximize On-line Exposure for your Fixed Ops Departments. This webinar will share proven internet marketing tactics to promote specific departments individually. The results will drive sales, increase gross, generate more quality leads and improve ROI / profitability for all your profit centers. Additionally, your dealership will build consumer relations, boost customer loyalty and bring in new customers . With so many benefits, this is a “can’t miss” event for those who are serious about taking their dealership to the next level.

Transcript of Proven Internet Marketing for Fixed Ops

Proven Internet Marketing for Fixed Ops

Andrew FidelmanInternet Marketing CoordinatorApril 12, 2023

Speakers

Becky RossMarketing Manager

303-228-8753bross@kpaonline.com

Andrew FidelmanInternet Marketing Coordinator

949-440-1159afidelman@tkcarsites.com

PresenterModerator

Questions

• If you have questions during the presentation, please submit them using the “Questions” feature

• Questions will be answered at the end of the webinar

Webinar Topics

• Why is marketing Fixed Ops online so important?

•Embracing Social Media

• Questions

• Online Marketing for Fixed Ops

According to NADA data, fixed operations accounts for 12% of a dealership’s total revenue on average.

Why is Fixed Ops important?

But Fixed Operations accounts for over 60% of a dealerships net profit.

Why is Fixed Ops important?

Why is Fixed Ops important?

Increase your dealerships profit!!

Ups vs Service Appointments

The average closing ratio of ups is about 30%

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In the service department, the closing ratio is 100%

On average, 50% of service department customers are or will become repeat customers.

Why is Fixed Ops important?

On average, 53% of a dealership’s Service Customers never purchased their cars at that dealership.

Profit Margins in Dealership

New Car Sales 5%

Used Car Sales 12%

Parts 38% Service 70%0%

10%

20%

30%

40%

50%

60%

70%

National Average

Average Gross

Effectiveness of Different Marketing Initiatives

4%5% 8

%3%

80%

National Average

Word of MouthTV & RadioNewspaper & Direct MailOther MarketingOnline Marketing

Random Search for Auto Service

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None of these Dealerships are taking advantage. Are You?

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Where Do I Begin?

Treat your Dealership as though each of your Fixed Ops

Departments is a separate business entity all under one

roof.

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Most inexpensive investment you can make to your online program

Buy up URLs specific to each Fixed Ops Department

Abcfordparts.com

Abcfordbodyshop.com

Abcfordservice.com

Abcfordautoloans.com Miamiautoloans.com

Miamiautoparts.com

Miamibodyshop.com

Miamiautoservice.com

Set up Google Account(s)

Set up individual Google business accounts for each of your fixed ops departments. Go to Google, click on “Business Solutions” (at the bottom) and then click on “Google Places”.

Gets you listed on Google Maps

Can post videos, photos, logos and even coupons

It’s FREE!

Additional local business center listings

Some of the more reputable ones:•Google Local Business Center

•Yahoo local business

•Bing local business

•Yelp

•Merchant Circle

•Superpages

SEM (Pay Per Click) – Optical scan

20% of consumers look at the Paid Advertisements

80% of consumers look at the Organic Listings

If you are ONLY doing SEM then you are missing 80% of the people looking for you

SEM (Pay Per Click)

Has certain applications that are optimal:

•In addition to an aggressive SEO campaign

•National terms

•Zip code specific national terms

•New URL startup

•Time sensitive promotions

•Going after the customers of a recently closed dealership

Microsites (Richmond Ford Collision Center)

On Line Service Scheduler

Utilize the features of your Specials building tools

Update your specials DAILY or WEEKLY at a minimum!

Make them easy to find.

On Line Specials

On Line Specials

Online Videos

E-commerce Store for Parts & Accessories

Social Media

Dealership Page

Facebook Specials

Summary

Why improve Fixed Ops?

Reviewed many ways to market Fixed Ops online

Social Media

Keep the service center CLEAN!

Got a Question? Ask our Expert!

Contact Information

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The recorded webinar and presentation slides will be emailed to you today.

www.kpaonline.com

bross@kpaonline.com

866-356-1735