Proven Internet Marketing for Fixed Ops
33
Proven Internet Marketing for Fixed Ops Andrew Fidelman Internet Marketing Coordinator 7/3/22
-
Upload
kpadealerwebinars -
Category
Business
-
view
182 -
download
0
description
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
Andrew FidelmanInternet Marketing Coordinator
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%
8
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
12
None of these Dealerships are taking advantage. Are You?
13
Where Do I Begin?
Treat your Dealership as though each of your Fixed Ops
Departments is a separate business entity all under one
roof.
14
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!
Example of a Google Account (Scott Robinson Honda)
Example of a Google Account (Scott Robinson Honda)
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
33
The recorded webinar and presentation slides will be emailed to you today.
www.kpaonline.com
866-356-1735
