Phil Zelinger - AdAgencyOnline.Net Automotive Advertising  

Archived Blog Post

Date / Time: 7/4/2008 3:03 PM UTC

AdAgencyOnline.Net Repeats "Automotive Advertising Experts" With NADA-24

Automotive advertising agencies and auto dealer may have been busy with their July 4th weekend events but AdAgencyOnline.Net didn't cancel their blog talk radio show, "Automotive Advertising Experts," because Philip Zelinger, President of Ad Agency Online, L.L.C. and host of AdAgencyOnline.Net fealt that his auto dealer clients need help now more than ever before.  To quote Philip Zelinger, "There just isn't enough new business out there for auto dealers to rely on special events to spike business.  The affiliated automotive advertising agencies that we link with our online communication/distribution system understand that we must supplement our conventional automotive advertising with improved internal processes in sales and fixed operations to survive in this down market.  The July 4th push we have in both our conventional and online marketing messages is important but managing and monitoring our existing customers and prioritizing communications through our DMS and CRM applications can't take a back seat to any single creative campaign or automotive advertising message."

Bob Williams, President of NADA-24, joined Philip Zelinger, President of Ad Agency Online, L.L.C. on the blog talk radio show “Automotive Advertising Experts” in an encore presentation today to share best practices in automotive advertising.  The FREE automotive advertising resource portal – www.adagencyonline.net – that produces the show is known as “The One Stop Site For All Of Your Automotive Advertising Needs” and the fact that they were still on air this July 4th proved it.

Conventional automotive advertising using retail messages delivered to a dwindling audience of car shoppers isn’t enough to support an acceptable R.O.I. for auto dealers who are cutting back on their automotive advertising budgets to fit our shrinking economy.  Automotive advertising agencies are scrambling for a more cost effective way to get their message out and AdAgencyOnline.Net is directing their affiliated automotive advertising agencies and auto dealer clients to focus on internet applications and existing processes with established selling systems to their existing customer base to help them do it.

NADA-24 is often perceived by automotive advertising agencies and even their existing auto dealer clients as a customer satisfaction application with little value when it comes to automotive advertising.  Not so, according to Philip Zelinger and Bob Williams who shared best practices in the use of NADA-24 to develop cross selling opportunities between sales and fixed operations built on existing relationships nurtured through the NADA-24 outsourced staff and online application to monitor and manage customer contacts before, during and after the sale.  The “low hanging fruit” principal is often applied by automotive advertising agencies to target an auto dealer’s data base with direct mail, email and even direct phone contact but it usually is delivered as a sales or service message and customers have learned to see it as what it is – an attempt to sell them something!

Philip Zelinger explained his philosophy of prioritizing people and personality over price and product during the half hour blog talk radio show, a logic shared by Bob Williams.  Mr. Zelinger expanded on his point in the simplest of terms, “Today’s consumers no longer have to rely on an auto dealership to get the information they need to make a buying decision.  The Internet has permanently changed the dynamic of car shopping and automotive advertising agencies must learn to adjust their automotive advertising messages and methods to match the needs of their customers.  The Internet provides consumers a filter that allows them to narrow down their search for product directly from the manufacturer’s sites as well as third party research sites like Black Book, Edmunds and dozens others going online daily.   Price has also become transparent as invoices are readily available online with margins reduced as low as 2 percent on many small cars, leaving little room for negotiations.  The only thing left to talk about is the relationship and personality of the auto dealer which is exactly what NADA-24 is designed to protect and present.  More importantly, they focus on the “low hanging fruit” of consumers who have already done business with the auto dealer by directly accessing the auto dealer’s DMS and contacting customers not with a sales message, but in an honest attempt to insure that they are satisfied with the contact that they have already had with the auto dealer.  In today’s consumer driven world, you must first you earn their trust before you can hope to deserve their business.”   

NADA-24 was also credited by Mr. Zelinger as solving another automotive advertising dilemma.  Many auto dealers are cutting staff as well as their automotive advertising budget to reduce expenses, so how can they process more sales with less staff?  The answer provided on the show is to outsource a portion of your work load and improve established processes so your remaining staff can focus on new business.  That is exactly what NADA-24 does for their auto dealer clients. 

Ad Agency Online is no stranger to the value of outsourcing.  The automotive advertising agency was founded in December, 2001 as “The Ultimate Outsourcing Tool For Automotive Advertising Agencies and Auto Dealers.”  Their online communication/distribution system and central data base links their independent affiliated automotive advertising agencies and auto industry vendors into an online network of leveraged resources including over $500,000,000 of conventional media placed by their vendor partner JL Media.  The resulting efficiencies in their own reduced staff and facilities are then passed onto their automotive advertising agencies and auto dealer clients in the form of reduced retainer fees and more efficient delivery of products and services.

AdAgencyOnline.Net is a recent expansion by Ad Agency Online to host a FREE automotive advertising resource/networking portal open to the auto industry.  Their goal is to “blur the line between the real and the virtual showroom” with preferred auto industry vendors featured on the site that offer cutting edge automotive advertising technologies and applications for visiting automotive advertising agencies and auto dealers.  Current auto industry vendors posted on the site include LeadConverter, Laser Stream Video, Ai Dealer, BZ Results, ADP, NeoSynergy, Kihon Media, CarFolks.Com, SmartWomenBuyCars.Com, Reora, Gumiyo, eBay Motors and of course Ad Agency Online as the exclusive full service automotive advertising agency that links them all together.

Auto dealers have also been invited to share best practices on the site in their blog talk radio show "Dealer Spotlight."  Hal Howard, Dealer Principal at Goldsboro Chrysler Dodge Jeep in Goldsboro NC was the first invited auto dealer to appear on the show and he is now a regular visitor to the site to listen and learn about automotive advertising from the invited automotive advertising eperts that appear on the site's blog talk radio station, WAAOL - All Automotive Advertising News All Of The Time."

For additional information on NADA-24 or any of the auto industry vendors featured on the portal automotive advertising agencies and auto dealers are invited to visit the site – www.adagencyonline.net – or to contact Philip Zelinger directly at 1-888-796-2228.  The blog talk radio shows are all available as downloadable podcasts which can be easily distributed to staff and clients anxious to learn how to reach car shoppers where they are – on the internet and in an auto dealer’s own data base of past customers and contacts!

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