IS20G New York Mike Udell Day 1 A Powerful Metaphor
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A Powerful Metaphor Mike Udell General Manager
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Transcript of IS20G New York Mike Udell Day 1 A Powerful Metaphor
A Powerful Metaphor
Mike UdellGeneral Manager
Let’s Catch Up From Boston
We blew everything up!
Increased our trafficDecreased our budget
MARCH 2014
3.23% CONVERSION
RATE
MARCH 2015
4.5% CONVERSION
RATE
2014 Digital
Marketing
Amount 2015 Digital Marketing
Amount Savings Service Parts
New Used
DEALER.COM$3,982.00 REMORA $4,000.00 $18.00 1312 720 1040 960
DOM $14,999.00 REMORA (acct mgmt.)
$8,000.00 -$6,999.00 2560 1440 2080 1920
720 280 520 478DEALER.COM/
SCION$530.00 DEALER.COM/SCION $530.00 $0.00 170 95 138 127
DRIVE IT NOW $399.00 AUTO MARK INCL. -$399.00 450 449PURE CARS $599.00 AUTO MARK $899.00 -$300.00 Call Source $599.00 -$599.00
Trade Motion $200.00 -$200.00 35 Traffic Builders $6,000.00 GS Marketing (no
email)$1947.00 -$4,053.00 1200 400
BDC Angel $995.00 Auto Loop (Suite) Time Highway $495.00 Auto Loop (Suite) $2,495.00 $2,000.00 800 448 650 600Car Chat 24 (variable)
$1100.00 Engage To Sell (Fixed)
$1,295.00 $195.00 415 233 337 310
$29,898.
00Total $19,166.
00-
$10,732.00
Annualized Savings-$10,732.00 X 12 = -128,784,00
MEDIA 2014 COST 2014 MEDIA 2015 COST 2015
TELEVISIONNew, Used, Scion spot rotationWZZM TV13Wood TV8WXMI Fox 17Comcast
$517,755 TELEVISIONNew Used Scion spot rotationBroadcast TelevisionComcast
$379,950
RADIO $24,800 ---------------- -------------PRODUCTION $19,500 PRODUCTION $21,960Misc. PromotionalTENT FOR SALE IN MAY $10,281 Misc. Promotional
TENT FOR SALE IN MAY $5,500YouTube Pre-roll $5,000 ------------------- ----------------2014 Estimated Media Budget $657,074 2015
Estimated Media Budget $419,898
I left you with the challenge to “Become This”
Today We Are Going to Build That Bridge To Becoming
And Get You Set To Make The Next Two Days
A True Growth Experience.
We are so tied to old business rules that we created the void for
TRUE CARS & VELOCITY SELLING
& they were all too happy to fill, and charge us for creating their
space.
This is nothing new!
The Brands would have transformed the Franchise system decades ago if not
for
FRANCHISE PROTECTION LAWS
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The current business rules that are driving our businessare very different than the
G.A.B.P. we hold onto.
We are so PLUGGED INTO The Brick n Mortar Matrix
We actually fight to defend it by
ACCOMODATION INSTEAD OF
TRANSFORMATION
“Well, we need to use This Website COMPANY”
“We got the report that says our response time needs to improve”
“ We violated the brand covenant”
What red dress’ has distracted you from changing?
Confidence should be used as the currency to obtain The knowledge that leads to greater success.
Who is more tied to the COMMERCE MATRIX?
What does the customer see us hanging on to?
TRIPLE NET PRICING SO I CAN STEEL THEIR TRADE, WHEN VALUE IS MORE EFFECTIVE
IN EARNING & RETAINING CUSTOMERS?
Make sure there is “Leg” in
the payment! When customer quotes& full menu disclosure
is more profitable& we all sleep
better!!!
1. Well planned inventory management
2. Proper intelligence on your key competitors
3. Fair dealing with a value proposition
Will keep us in business for a long time!
THE CUSTOMER’S EXPECTATIONS ARE SO LOW IT REALLY MAKES
THE VICTORY EASY
OUR BUSSINESS IS BUILT ON
OLD RULES
When are you managing the first impression?
DO YOU REALLY BELIEVE IN VALUE SELLING?
ARE YOU STILL COUNTING “UPS”?
When do you think the customer says…
Why do you need to see the
TRADE?
Why NOT have a VIRTUAL FINANCE TURNS?
How many “Go See’s” happened at your dealership
last week?
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When you are ready
You will know “IT”!
IMMERSION IS
THE BESTEDUCATION
CONNECTS YOU TO YOUR FUTURECLARIFIES:YOUR DIRECTIONYOUR PURPOSEYOUR BEST INTENTIONYOUR FIGHTYOUR RESOLVE TO – DO – BE – EXPECT BETTER
YOUR IT MAKES YOU POWERFUL IT TURNS BLINDING OBSTACLESINTO PERIPHERAL DISTRACTION
All show the power and personal risk
of “it”
$65,000 in bribes to NY City Alderman’ launched the project
As many as 30 men diedwith dozens more disabled
It was to join together the4th and 1st largest citiesin the country
“It” without integrity will subject and destroy
Full understanding of your present position
Origin of your vision and:Your DirectionYour PurposeYour Best IntentionYour FightYour Resolve to – Do – Be – Expect BetterYour “at” is not your past
