Automotive advertising agencies must accept responsibility to improve their auto dealer client’s C.S.I., (Customer Satisfaction Index), according to Philip Zelinger, President of Ad Agency Online, L.L.C. and host of their FREE automotive advertising resource portal – www.adagencyonline.net. Mr. Zelinger interviewed Bob Williams, President of NADA-24, and Mark Zar, Operations Manager for NADA-24, on the site’s blog talk radio station “WAAOL, All Automotive Advertising News All Of The Time.” They appeared on the “Lunch With Phil” show that aired today, Tuesday June 3rd, 2008, to highlight their online application designed to improve C.S.I. for auto dealers in all departments.
The challenge to maintain, or even improve, market share in a shrinking auto industry has been accepted by automotive advertising agencies who recognize that their auto dealer clients R.O.I. on their automotive advertising dollars is not limited to business developed by automotive advertising messages in conventional and online media. The “low hanging fruit” philosophy adopted by AdAgencyOnline.Net on their site recognized as “The One Stop Site For All Of Your Automotive Advertising Needs” suggests that previous vehicle sales and ongoing service and parts customers represent the best source of new business in both sales and fixed operations.
Mr. Zelinger explained the reason for the new priority that must be placed on customer satisfaction when developing an automotive advertising plan, “Auto dealers already know that customer satisfaction leads to customer retention and referrals. That common sense relationship takes on a whole new meaning when you bring the internet and the newly developing social networking sites into the picture. Auto dealers already recognize that a satisfied customer will likely tell two people about their experience at an auto dealership while an unhappy one will aggressively tell 10. The internet now provides a platform for those unhappy customers to tell thousands of would be car shoppers about their experience with no recourse from the auto dealer to respond to protect their online reputation. Automotive advertising agencies are being challenged by a sluggish economy that has limited the amount of qualified customers that are in the market to purchase a new or used vehicle. They have to look internally to their auto dealer clients existing customer base to increase sales. Automotive advertising agencies also have to expand their focus into fixed operations to improve absorption rates for their auto dealer clients who are struggling to survive and preserve their bottom line from all available resources. NADA-24 provides a real time contact and report from a “third party” that auto dealers can access 24/7 from any internet connection. Collecting the information is valuable, but only if auto dealers can access it and apply it to preserving an existing service customer or one considering a new purchase. NADA-24 was founded by “car guys” who understand the urgency and the need for consistent processes to keep customers coming back. There is no reason to invest money to attract strangers until and unless you have maximized the opportunity to earn the business of your existing customers across all departments.”
Several quotes from satisfied auto dealer clients of NADA-24 support Mr. Zelinger’s confidence in their application:
Jim Arrigo, President Arrigo Dodge Chrysler Jeep, “Thanks to NADA-24, our managers are better able to understand customer issues and resolve them faster than ever before”
David Penske, President David Penske Chevrolet, “It is great to have almost instant feedback fed directly to my desk daily. I can now provide meaningful feedback from my customers to our staff so they can solve customer problems and keep my customers coming back.”
Geoff Pohanka, President Pohanka Automotive Group, “Knowing how well I am satisfying customers on a daily basis is vital since the majority of my business is from repeat customers and their referrals. When I presented NADA-24 to my managers they asked how soon we could sign up.”
Ed Tonkin, Vice President Ron Tonkin Dealerships, “Each Day that we use NADA-24 we learn more about customers and their perceptions of our staff which helps us become a more efficient operation.”
AdAgencyOnline.Net features cutting edge technologies and applications that are designed to “blur the line between the real and the virtual showrooms” for their auto dealer clients. Site visitors are able to take advantage of the FREE online automotive advertising resource with posted creative, blog talk radio shows interviewing auto industry insiders and their online Dealer 20+ Group hosted by auto industry vendors providing “best practices” in a problem solution format.
Auto dealers are also invited to share "best practices" on the portal on their blog talk radio show, "Dealer Spotlight." The first auto dealer interviewed on the show was Hal Howard, Dealer Principal at Goldsboro Chrysler Dodge Jeep in Goldsboro NC, who confirmed that his site traffic went up immediately after his appearance.
Integrating established best practices into both the real and the virtual world is being accomplished by auto industry vendors featured on the portal including; LeadConverter that provides a virtual “meet & greet and initial T.O.” to site visitors with their proactive chat and click to call feature staffed 24/7 by their outsourced BDC center - Laser Stream Video with their “feature benefit” presentation delivered by professional spokes models using consistent and proven word tracks to assist online car shoppers complimented by their “exit T.O.” accomplished by their new product “Site Boomerang” – Ai Dealer and their self serve “online shopping cart” that allows a customer to build their own deal and accommodate an online transaction – CarFolks.Com that invites consumers to post their experiences on their website while allowing auto dealers a two week window to fix any problems that surface before they go public – SmartWomenBuyCars.Com and their associated third party website attracting women car shoppers with onsite training programs teaching auto dealers to sell to women – Kihon Media whose quarterly magazine is delivered directly to an auto dealer’s DMS tied to a third party website with informational articles linked back to promotions hosted by the originating dealer – Gumiyo’s mobile channel that replicates an auto dealer’s entire website into text messages tied to “go codes” embedded in conventional media to track R.O.I. – NeoSynergy whose “Best Deals” are posted on AOL and Google with an incorporated software application that allows auto dealers to monitor and manage the price and product in their online classified ads after placement to insure that they stay competitive to similar postings and Ad Agency Online who supports a network of independent full service automotive advertising agencies linked by their online communication and distribution system that applies the leverage of all of the sites online resources as well as $500,000,000 in conventional media placed annually by their media partner JL Media.
For additional information on NADA-24, or any of the auto industry vendors featured on AdAgencyOnline.Net, automotive advertising agencies and auto dealers are invited to visit the site and select any of the links to the recommended vendors or to request a FREE automotive advertising consultation by a senior account executive. Automotive advertising agencies and auto industry vendors who wish to join the online networking community are suggested to contact Philip Zelinger directly at 1-888-796-2228. To quote Mr. Zelinger, “Help is only a click away!”