Speaker0_Session2332_1

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Proven Fixed Ops

Marketing Tactics

You're Not Using

Jeff Clark

EVP Business Development

DealerOn, Inc.

Derwood, MD

[email protected]

609-346-2388

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The views and opinions presented in this educational program and any accompanying handout material are those of the speakers, and do not necessarily represent the views or opinions of NADA. The speakers are not NADA representatives, and their presence

on the program is not a NADA endorsement or sponsorship of the speaker or the speakers company, product, or services.

Nothing that is presented during this educational program is intended as legal advice, and this program may not address all federal, state, or local regulatory or other legal issues raised by the subject matter it addresses. The purpose of the program is to help dealers improve the effectiveness of their business practices. The information

presented is also not intended to urge or suggest that dealers adopt any specific practices or policies for their dealerships, nor is it intended to encourage concerted action among competitors or any other action on the part of dealers that would in any manner fix or stabilize the price or any element of the price of any good or service.

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Proven Fixed Ops Marketing Tactics

You're Not Using

Workshop Synopsis

The domestic U.S. service, parts, and accessories market is roughly $310 billion, and car dealers are getting less than 30 percent of it. The average franchise dealer gets 50 percent of their profit from fixed operations, but spends less than five percent of their online resources on this side of the business.

Because dealers have been slow to invest, the national independent service companies (Pep Boys, Firestone, Meineke, Midas, and Jiffy Lube) dominate Googles results for consumers shopping for these services, and provide a vastly superior online experience for shoppers. This workshop will provide dealers a specific action plan to begin effectively marketing their fixed operations online.

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Learning Objectives:

After attending this workshop you will:

1. Recognize and appreciate the disparity between the fixed operations online-marketing opportunity and your current level of investment in this space.

2. Better compete with the national independent service providers who are so far ahead in the digital market.

3. Receive a comprehensive outline of the content you need to effectively market your fixed ops business.

4. Learn the important differences in page layout and primary calls-to-action for marketing fixed ops versus marketing your vehicle inventory online.

5. Master best practices for marketing your service departments content on Google.

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Topic #1 Current Service, Parts, and Accessories

Marketplace

Slides 3-8

U.S. automotive service, parts, and accessories are a nearly $310

billion market

Typical dealer gets more than 50 percent of gross profit from fixed

ops

Consumers are keeping cars 37 percent longer than 15 years ago

(less frequent vehicle purchases, MORE service business)

Automotive service-related searches are UP 400 percent on Google

in just the last five years!

BUT

Dealers lose over 70 percent of the fixed-ops market to national

independent service providers

Dealers invest less than five percent of their online-marketing

resources in fixed ops

National service providers have four times or more the Google

exposure of U.S. franchise dealers. So while the market is growing,

its all going to the national service providers.

Notes:

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Topic #2 Service Website as Digital Fixed Ops

Hub

Slides 9-12

Direct all online service-related marketing efforts to a dedicated service

website.

Service shopping cycle is hours, not days; nearly 70 percent of shoppers

buy within one day. Focus the goals of your service website around

creating appointments and phone calls, not traditional website leads.

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Topic #3 Fixed Ops Website Content Best

Practices

Slides 13-32

WEBSITE CONTENT

Integrated Service Scheduler

Large, Obvious, Trackable Phone Number

Educational Service and Maintenance Videos

Dare-to-Compare Section

Staff Pages

Tire and Parts Configurator

PPC Landing Pages

Coupons

Email Reminders

Integrated Service Scheduler

Allow customers to schedule service online, directly from your

website.

Use cookies to identify return customers to personalize their

information.

Clear Phone Number Display

Ensure the service department phone number is large and obvious

on each page.

Use dynamic tracking to gather accurate analytics.

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Videos

How-to videos to explain basic services.

Use video to educate potential customers on routine services offered

by your fixed operations department.

Video increases search-engine footprint, and helps build trust and

transparency with consumers.

Dare-to-Compare Pages

Shows transparency and builds trust with consumers.

Helps franchise dealers justify potential increased prices or highlight

lower prices.

Staff Pages

Highlight experience and certifications of your dealerships service technicians, increasing credibility.

Tire and Parts Configurator

Compete directly with large, national brands.

Many consumers may not know dealerships sell new tires.

Highlight benefits of OEM tires and parts.

PPC Landing Pages

Service-optimized content to fit pay-per-click ad copy.

Create for each service with relevant calls to action.

Coupons

Service shoppers love coupons; give them what they want.

Create offers for holidays, promotions, and products.

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Email Reminders

Collect emails in order to send promotions and service appointment

reminders.

Notes:

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Topic #4 Mobile and Fixed-Ops Marketing

(Slides 33-35)

Fixed operations search terms are two of the top four biggest local

categories.

MOBILE 1) Restaurants 2) Beauty Services 3) Auto Parts and

Supplies 4) Auto Repair 5) Real Estate

According to The Mobile Movement Study, 40 percent of maintenance

searches now come from mobile devices, a number which has grown five-

fold over the past two years.

Notes:

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Topic #5 Social Media and Fixed-Ops

Marketing

(Slides 36-38)

Invite website visitors to interact with your service department through

social media, including giving them the option to socially share any

coupons or offers of which they may be taking advantage.

Search Twitter or Facebook for service-related terms like oil change, broken down car, etc., and respond to local users.

Notes:

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Topic #6 Fixed-Ops Search Opportunities

(Slides 39-44)

Unfortunately for franchise dealerships, they are usually missing from

Googles search results pages, especially when compared to national service brands.

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Because 55 percent of service-related searches are UNBRANDED, it is

difficult for franchise dealership fixed-ops departments to compete without

using pay-per-click advertising.

Notes:

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Topic #6 Fixed-Ops Mobile Pay-Per-Click

(Slides 45-47)

Mobile usage dramatically outpaces the mobile ad spend (PPC). This is a

huge opportunity for franchise dealers and fixed-ops marketing.

When performing mobile searches, service-related ads outrank all organic

search results. No matter for what a consumer searches (even a

dealerships name) the two highest ranking placements on a phone (and on

many phones, the entire visible screen) go to Google Adwords listings, not

organic results! Not taking advantage of this opportunity is causing your

dealership to miss out on fixed-ops profits.

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Takeaways

1. Your dealership MUST invest in fixed-ops digital marketing, or continue to ignore half of your profit

center.

2. Relevant content on your service website (stand-alone or sub-domain) will help bring it to parity with

major national service brands.

3. Investing in fixed-ops PPC marketing (both mobile

and desktop) will help your franchise dealership

compete with major national service brands.

My Takeaways:

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Additional Resources

Differences Between Google Campaigns for Fixed Ops

Versus Vehicles

PPC ELEMENT SERVICE VEHICLES

KEYWORDS Service Type (Oil Change), Deal or Coupon or Offer

Vehicle (Year, Make, Model), OEM + Dealer

GEOGRAPHY 10-Mile Radius 50-Mile Radius

CONQUEST KEYWORDS

JIFFY LUBE, MIDAS, NTB, MEINEKE

Other Dealership Names

TRACKING Coupon Prints, Redemptions, Appointments, Calls

Website Leads, Calls

HOURS Only When Open Anytime Where Cost/Lead is Low

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Mobile Specific Pay-Per-Click Best Practices

1) ALWAYS use click-to-call in ads. This tools leads to a five to 30 percent

increase in click-through rate without any URL-click cannibalization.

2) ALWAYS use local extensions on mobile ads. An example appears below:

Local Pay-Per-Click Ad Best Practices

DEALER ACTION ITEM

BENEFIT

Tie Google Adwords ad to Google Plus Page/Places

Integrates reviews within Adwords Ad, pulls phone number, address, and directions into ad

Use Sitelink Extensions Lets you link to each of your services directly from ad

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Use Location Extensions (for multi-rooftop dealers)

Lets you link to each location directly from ad:

1. Four times the ad space 2. Increase CTR an

average of ten percent 3. Rich ad format

engages users 4. Dynamically associate

relevant business addresses with your ads

Optimize Landing Page with Correct Calls to Action: 1) Call Phone Number 2) Print Coupon 3) Schedule Appointment

More Calls, Appointments, ROs, Lower PPC Cost, Higher ROI