Website Marketing

According to our research, about 90% of consumers today perform online research before shopping and test driving vehicles. Recent statistics from the NY Times show that adults 30 and older are twice as likely to respond, within minutes, to a text as a voice message -- adults under 30 are likely to respond even faster. It is this new paradigm that makes our innovative mobile dealership marketing programs so successful.

The overriding objective of our mobile marketing programs is to provide a real-time method for the dealers to engage the consumer (via their cell phone) in “real-time” while they are in their “shopping mode”, still on the dealers’ website. This provides dealers with their best opportunity to drive the consumer from the Web to their lot to see their inventory, take a test drive, and ultimately, make a purchase. This consumer engagement methodology is created through a variety of mobile response mechanisms implemented across multiple media channels in a coordinated strategy.

Inventory

The customer decides to browse the inventory on the dealer website. They see a vehicle that they’d like to find out more about and click on a “Green” button marked “Get Mobile Savings”. When they do so, a form or landing page opens to collect their mobile contact information. Submitting this information results in the following:

Within seconds, the customer receives two text messages: one with details on the vehicle in stock including VIN, make, model and specifications, and a second with a coupon for a time-based special offer on this vehicle. The dealer controls which vehicle gets these buttons and what the special offer is for each vehicle.

Simultaneously, a pre-determined dealer representative receives a copy of the text messages and can either call or text the consumer on their cell phone.

Also simultaneously, the consumers’ information is sent via email to the dealer’s DMS or CRM system.

Fixed Ops

The same consumer can also be engaged using limited-time custom service discounts or deal of the day coupons. When a customer submits their information, the following occur simultaneously:

  • Within seconds, the customer receives two text messages: one with mobile coupon for a time-based special offer for a special service discount. The second is a text request from a Service Advisor to schedule an appointment at a specific date and time to take advantage of the service discount. The Service Advisor tries to schedule the appointment for a slow time in the service department

  • The dealer controls the special offer and can change it by the day or week or whenever.

  • Simultaneously, the consumers’ information is sent via email to the dealer’s DMS or CRM system.

Traditional Advertising Integration

Ad Tagging – Keyword Response

For the pilot to be successful, all dealer promotional material should be tagged with a custom created keyword and short code. This enables real-time mobile response and results tracking capabilities. Tagging should include: broadcast (TV & radio), print (newspaper and magazines), direct mail/email, outbound CRM, OOH, events, in-store signage, lot signage, sponsorships, vehicle hang tags, etc.

The responses (opt-ins) from these programs will be received in secure, segmented data bases for use in future (monthly) broadcast promotions.

Broadcast Messaging

All advertising campaign tagging builds opt-in communities for dealers to broadcast mobile promotions with specific offers based on how the recipients opt-in. Dealers will use the Gold Mobile Command Center Campaign Manager, a web-based software portal to implement mobile text broadcast campaigns.

Mobilized Lot Inventory (24/7 Salesperson)

Make the inventory on your dealer lots interactive. Tag each vehicle with a unique mobile keyword that will respond with vehicle-specific information, history, and offers. Allow customers to engage lot ups on their own even when dealers are closed.

Mobile Web (WAP) Site

Provide information about dealership, inventory and promotions to consumers while they are on the road in “shopping mode”.  Content on the site can include:

  • Address & directions

  • Vehicle new and used inventory

  • Mobile videos

  • Manufacturer Incentives

  • Limited time promotions

  • Contact info and more…

Mobile-Activated WAP Coupons

Coupons on dealer WAPsites are sent to consumer phones and simultaneously provide a dealer salesperson with the customer’s contact information while sending the lead to the dealer’s DMS or CRM system.

Mobile Videos

Provide interested customers with manufacturer videos or dealer-produced clips featuring their own salespeople or inventory. Mobile videos can be obtained via a variety of mobile communication methods, including Keyword Response, web send-to-phone and WAP site.

Mobile Sales Rep & Service Advisor Engagement

Mobile Text Chat

Dealer Service Advisors and Sales Reps will use the Gold Mobile Command Center Service Manager (ChatGoblin), a web-based software console for two-way text chat communications to consumer cell phones. 

Service Advisors – can use the console to get real-time estimate approvals (with audit trail), up-sell customers, send car ready messages and optimize service bay usage.

Sales Reps – can use the console to hold multiple simultaneous text conversations with customers and prospects from their desk.

Building Dealer Databases

The key to successfully leveraging the power of your mobile marketing is to begin build mobile communities in sub-segmented databases for future (highly targeted) mobile engagement.

It is the responsibility of everyone in the organization to help build and maintain these opt-in databases from every point of contact - positively conveying the benefits to the customer during these conversations.  Discussing mobile offers and text chat interaction is just one facet of forward-thinking dealerships.  The phrase “We are Mobile because you are Mobile” makes it clear that mobile-enablement is something that will contribute to an improved customer experience. There must be a wide variety of channels available for customers to opt-in.

Sales Center

In the sales center, there are several ways to let a customer know that they can subscribe to a text service in order to receive timely information about service specials and discounts:

Before an “UP” (new or used vehicle) walks out the door, engage them;

“We are now offering a free program where you can receive a text discount coupons and special promotional offers. Would you like to subscribe?  You will receive 1-2 messages per month at most and can terminate it at any time.  There is no cost to you other than what you currently pay for your text message plan.”

When an UP agrees, someone/everyone needs to be responsible for adding them to the mobile opt-in database.

Counter Cards displayed in the store can help build your program. For example,

“Don’t miss out on any of our discount programs. Learn about new vehicle discounts via text message when you text ABCNEW to 51684. Learn about used vehicle discounts via text message when you text ABCUSED to 51684.”

The keyword above can be anything you choose, this is a sample only.              

Make it distinctive – brand it as your mobile VIP program.
Gold Mobile for Franchised Auto Dealers
Only Gold Mobile lets you transition your website, online and traditional marketing initiatives from simple brand awareness and comparison shopping to a real-time consumer engagement system. Our unique integrated mobile and online tools drive consumer engagement from the time they enter your website, click on your banner or opt-in to receive special limited-time offers, test drives or sales contact via text messaging.
Closed Loop Lead Generation with Real-time Consumer Engagement
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- Automotive News
Gold Mobile Testimonials

John Skalstad, Preston Buick Pontiac GMC of Cambridge – Baltimore, MD area at (443) 618-0288

Dave Wilson, President, Preston Automotive Group Baltimore, MD area at (410) 829-7171

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