Phil Zelinger - AdAgencyOnline.Net Automotive Advertising  

AdAgencyOnline.Net was developed to capitalize on the recognized Internet phenomenon of social networking and viral marketing in the auto industry.  The portal is a network of automotive advertising agencies, auto industry vendors and auto dealers who turn to the site to share best practices and to solve common problems in a shrinking auto industry.  Philip Zelinger, the host of AdAgencyOnline.Net, is a former auto dealer, the President of Ad Agency Online, L.L.C., an author of two books on the auto industry and a respected speaker at auto industry seminars and Dealer 20 groups. 

The affiliated automotive advertising agencies, auto dealer/vendor clients of Ad Agency Online, L.L.C. and site visitors to AdAgencyOnline.Net asked Philip to share his insights on the importance of viral marketing and social media in today’s troubled auto industry. “The Internet is being used by consumers to help them in their buying decisions.  Auto dealers are following them onto the World Wide Web with Internet based applications that link their virtual showrooms with real world selling opportunities.  The problem is that consumers have learned that they don’t need auto dealers to get the information they need.  As a result, they are turning to consumer focused social networking sites to share their experiences before, during and after the sale to determine which dealer they want to do business with.  Auto dealers can follow their customers onto these sites but they must understand the dynamics that exist on these relationship based forums.  I support both my auto dealer and vendor clients by helping them write and post blogs on their own blogging sites to attract customers.  I also host blog talk radio shows through AdAgencyOnline.Net and post discussions on related auto industry networks that I contribute to so they can stay on top of the developing automotive advertising applications that are improving selling processes in both their real and virtual showrooms.”

Viral marketing and social media can be used in a variety of ways to promote a business but there are a number of pitfalls that need to be avoided at all costs.  Viral marketing distributes a message in such a way that it will be forwarded by the recipient in a geometric progression enhanced by its valued content, unique creative, entertaining production or some quality that will motivate the initial consumer to share it with their spheres of influence.  The exponential growth of this type of online distribution channel affords an extremely cost effective media to distribute the initial message to a diverse audience that may or may not be interested in the content, but even a small percentage of conversions represent a superior short term and quantifiable R.O.I. to conventional marketing media.  The “buzz” created by the extended online community also develops long term branding recognition that enhances the reach and frequency of the message with less measurable results but similar value in developing “top of the mind awareness’ for future customers.

By extension, social media as it is applied to selling cars and service is a channel for distribution of both viral and targeted marketing messages through controlled blogging forums as well as expanded spheres of influence through online communities such as Twitter, Facebook, Linked In, Naymz, YouTube, etc..  These social networking communities have unique personalities that attract different profiles of users.  Twitter and Facebook, for example, are more universal and personal in nature while Naymz and Linked In are more professional and focused on business to business networking with YouTube using video to express the message.  These online communities should be part of an auto dealer’s extended social media channel to attract consumers, however, more specialized networks targeted to the auto industry will also provided valuable information and resources that should be considered.

The general definition of social media and/or social networking does not directly consider its commercial application as it is primarily an online platform to build relationships and share information.  On the contrary, any commercial abuse of a social media site will alienate users and create negative backlash.  That said, human nature has survived from the “real world” to the “virtual world” and people still prefer to do business with friends – real or virtual.  As long as the sales message is secondary to providing valued content or is placed in the context of a relationship focused community with shared interests then the ability to develop sales is both measurable and assured.

Viral marketing and social media have obvious cost advantages over conventional media – including radio, TV, print, direct mail, etc. - as well as online investments in search engine marketing, (SEM) - such as pay per click and banner advertisements - since there is no direct costs.  They are similar in their R.O.I. and value to Internet based search engine optimization, (SEO), with comparable “indirect costs” in that they are labor intensive however, properly leveraged reciprocal links and “automated” content provided by RSS feeds from related online sources can be integrated to reduce the labor for both content and distribution enhancing the R.O.I. even after the cost of labor is considered.

An additional unique value of social media is the increasing importance of “relevancy” and “consumer generated content” in consumer preference in their selection of sites as a resource for information.  Improvement in conversion and bounce rates, time on page and a number of other site analytics can be directly attributed to improved relevancy and consumer content – as is provided by social media when properly integrated with a website.  More significantly, is the resulting impact it is having on search engines such as Google in adjusting the algorithms that establish both page rankings and even costs associated with their pay per click programs.  Also, the constantly changing messages provided by user generated content on the posting site improves its SEO.  The importance of relevancy has been firmly established by both consumers and the search engines insuring that its impact on Internet use will increase.

A less obvious but equally valued aspect of the use of social media to extend marketing plans is the “evolution” of the use of the Internet by consumers to be more of a “pull/push” media vs. the old world marketing logic of “push/pull.”  The Internet has allowed consumers the freedom to gather information from a variety of online resources to avoid the “sales hype” and self serving messages used by advertisers in other media.  The recognized preference for consumers to rely on referrals and shared personal experiences from third party sources and “friends” has been enhanced by the Internet and more specifically social media which has been shown to provide a stronger influence on consumers than both conventional and other methods of Internet based marketing efforts.

www.AdAgencyOnline.Net is an example of an auto industry facing social networking community that has earned a growing following of automotive advertising agencies, automotive advertising vendors, auto dealers and even O.E.M. representatives that rely on the site to stay in touch with developing opportunities in the auto industry. It is important to note that these portals are established as “open forums” with minimum self serving or obviously commercialized elements.  Social media relies on “relationship” based communications so if the site is perceived as being self serving or commercialized it will be shunned by customers.

AdAgencyOnline.Net hosts a blog talk radio station – WAAOL, All Automotive Advertising News All The Time – that features blog talk radio shows including “Lunch With Phil Discussing Automotive Advertising”, “Lunch With Ralph Discussing Automotive Advertising” and “Automotive Advertising Experts.”  These blog talk radio shows provide an added value feature of this social networking portal which has proven to be a key differentiator between AdAgencyOnline.Net and other auto industry facing social networking sites.

About AdAgencyOnline.Net

AdAgencyOnline.Net started reviewing automotive advertising vendors and new technologies after their introduction during the 2008 NADA Convention in San Francisco.  In addition to providing free creative, hosting online Dealer 20+ Groups and providing links to “preferred automotive advertising vendors” the site also hosts several blog talk radio shows focused on the auto industry and cutting edge automotive advertising vendors and applications.

AdAgencyOnline.Net has a loyal audience of automotive advertising agencies, auto dealers, auto industry vendors and O.E.M. representatives that rely on the site to find and review vendors, applications and new technologies to maximize their R.O.I. in a shrinking auto industry.  The site features applications used in both virtual and real world selling processes including DMS and CRM applications provided by established auto industry vendors such as ADP and BZ Results. 

Ad Agency Online L.L.C has also been engaged by a number of new automotive advertising vendors not yet recognized by the mainstream automotive advertising industry that have been featured on WAAOL including Argistics - AutoTransaXion, SiSTeR Technologies  - Video CarLot, EveryCarListed.Com, DealMaker.Com, CityTwist.Com, Bulldog Marketing Technologies, LeadConverter, Gumiyo, Kihon Media, CarFolks.Com,Ai Dealer, NeoSynergy and Laser Stream Video.

A growing number of respected automotive advertising experts have been interviewed on AdAgencyOnline.Net including; Clayton Stanfield from EBay Motors, Mark Boyd and Mark Dubis from CarFolks.Com, Jared Hamilton from DrivingSales.Com, Dale Pollak from vAuto, David Wassmann from NeoSynergy, Jerry Daniels from Automotive Broadcasting Network, (ABN), Terry Alling from Kihon Media, David Marod from LeadConverter, Brian Ferris and Spencer Sterling from DealMaker.Com, Mike Parsons from Laser Stream Video, Brian Hoecht from Ai Dealer, Ralph Paglia from ADP and host to the auto industry social networking community ADM, Len Critcher from ecarlist.com, Tim Zearden from AAX, Jim Ziegler, motivational speaker and consultant to the auto industry, Jeff Kershner, ecommerce director for The Mile One Automotive Group and host of the auto industry social networking forum DealerRefresh.Com , Jeff Raab from the Detroit Trading Company, (DTX), Mike DeCecco from Dealer.Com, Ken Schwartz from CityTwist, Michael R. Spadafore from R. L. Polk & Co., Kevin Schwartz and Rick Rochon from AdSymetrix, Bruce Cerbone from Argistics and most recently Scott Davis from Bulldog Marketing Technologies.

About Philip Zelinger

Philip Zelinger invested twenty five plus years in the retail auto industry as a general manager and dealer principal before shifting his focus to automotive advertising when he accepted a position as the C.O.O. of a national automotive advertising agency in 1998 before leaving to found Ad Agency Online, L.L.C. in December of 2001.  Ad Agency Online L.L.C. is a national network of independent affiliated automotive advertising agencies, production partners and preferred automotive advertising vendors linked by the online communication / distribution system developed by Mr. Zelinger.  As the author of two books on the auto industry, including a career training guide titled “How To Sell A Car,” Philip is a nationally recognized authority on automotive advertising.

Automotive advertising vendors, automotive advertising agencies and auto dealers that would like to be considered as a “preferred automotive advertising vendor” on AdAgencyOnline.Net and/or to hire Ad Agency Online, L.L.C. as a consultant can contact Philip Zelinger directly at pzads@bellsouth.net, call him at 888-796-2228 or visit AdAgencyOnline.Net at http://adagencyonline.net.  To quote Philip Zelinger, “Help is only a click away!”  ###

AdAgencyOnline.Net is an auto industry social networking portal designed to share best practices with automotive advertising experts scrambling to solve common problems in a shrinking auto industry.  Philip Zelinger, the host of AdAgencyOnline.Net, is a former auto dealer, the President of Ad Agency Online, L.L.C., an author of two books on the auto industry and a respected speaker in demand to share his insights at auto industry seminars and Dealer 20 groups.  With registration for the 2009 NADA Convention starting today, January 23^rd 2009, Philip was pressed to advise his affiliated automotive advertising agencies, auto dealer and vendor clients as well as site visitors to AdAgencyOnline.Net preparing to attend the Convention as to which vendor exhibits they should visit and what direction they should take in planning to survive – and even thrive – in today’s troubled economy.  His answer was simple, “Focus on Used Cars and Inventory management / marketing applications that will develop consistent processes that begin with the appraisal and follow the vehicle through to the sale based not only on historical sales within your dealership but in the context of your regional market sourced from information found on the Internet.”

The new vehicle market is shrinking for a variety of reasons, most of which are not under the control of individual auto dealerships or even the O.E.Ms.  Auto dealers are being financially challenged by limitations on new vehicle financing on a wholesale and retail level that limit their potential R.O.I. from new vehicle sales.  Pre-owned vehicles provide a more controllable inventory with the ability to follow consumer demand across multiple brands and model types with a wholesale outlet to manage aged inventory to maximize R.O.I. in a changing auto industry.  The solution is easier said than done using established best practices limited by resources from within the auto dealership, however Internet based solutions are being provided by automotive advertising vendors with new applications that virtually automate the process. 

The Internet is recognized by consumers as a valuable research tool to help them in their buying decisions.  Auto dealers are finally following them onto the World Wide Web by integrating Internet based applications that link their real world decisions with information gathered from the virtual world with its unlimited access to information and resources not previously available.

AdAgencyOnline.Net hosts a blog talk radio station – WAAOL, All Automotive Advertising News All The Time – that features blog talk radio shows including “Lunch With Phil Discussing Automotive Advertising”, “Lunch With Ralph Discussing Automotive Advertising” and the stations most popular show “Automotive Advertising Experts.”  In advance of the NADA Convention the shows have focused on automotive advertising vendors that provide inventory management / marketing applications.  Three auto industry insiders were interviewed by Philip Zelinger that he recognized as being “on the short list” in his selection of a “preferred automotive advertising vendor” to represent this highly specialized application.  The short list includes AAX™ offered by JMsolutions recently represented by Tim Zierden, ecarlist previously represented by Len Critcher and vAuto represented earlier this week by Dale Pollak.

About vAuto

Headquartered in the Chicago suburb of Oak Brook, Ill., vAuto maintains a research and development center in Austin, Texas.  The company provides the auto industry’s only “live, real time” analysis of used-car markets with up-to-the-minute information about used-vehicle supply, demand and pricing tailored to specific dealership market areas.  All six of the nation’s highest-volume franchised dealerships by brand, including Chevrolet, Ford, Honda, Nissan, Lincoln-Mercury and Toyota, use stocking, pricing and appraisal strategies supported by vAuto software solutions. Virtually every imported and domestic vehicle brand is represented on the company’s customer list, including Acura, Audi, BMW, Hyundai, Infiniti, Kia, Lexus, Mercedes, Porsche and Volkswagen, as well as all Chrysler and General Motors brands.  More information on vAuto is available on the Internet at www.vAuto.com.

About JMsolutions and AAX™

JMsolutions (www.jmfe-jmsolutions.com) was established in 2005.  A JM Family Enterprises, Inc. (www.jmfamily.com) company, JMsolutions (www.jmsolutions.com) develops and markets innovative, integrated software systems that help automotive dealers improve operational efficiencies throughout the entire sales and marketing process while maximizing sales.  JMsolutions offers its AAX™ inventory management suite; CMX™ customer management suite which includes DealerUps™ customer relationship management, ProCal™ desking, ProFi™ finance and insurance menu; and SMX™ sales and service marketing suite by DMEautomotive.  It also provides dealers with related training and consulting services. JMsolutions serves over 2,500 dealership clients nationwide, including the nation’s top six dealer groups.Headquartered in Deerfield Beach, Fla., JMsolutions has major operations in Dallas, Texas.

About ecarlist

ecarlist currently serves approximately 500 auto dealerships, including the largest Chevy dealership and the largest pre-owned Lexus dealership in the nation.  They have been marketing their product for less than 2 years but they have recently exploded onto the scene based on their auto dealer clients experienced success in using their application.  On average they claim to have saved auto dealerships over 5 figures per year by consolidating many of their technology solutions.  A product overview of ecarlist is available by clicking on the link below:  http://www.ecarlist.com/product_overview.pdf

Some of the product features of ecarlist include:

·         Internet Listing to EBay Motors, Craigslist, OVE, Autotrader, Cars.com, and many more!

·         Window Sticker and Original Window Sticker Printing (with the original MSRP)

·         Vin Decodes Options specific to your vehicles (e.g. Alcantara Package on the A8)

·         Lead Management

·         ecarlist Analytics (Market Data – with live links to competitors ads)

·         Comprehensive Analytics with Pricing Tool and Appraisal Tool

·         Vehicle Finder (warm lead generator)

·         Profit and Loss Reporting

·         Expense Tracking (eBay expense tracking by stock number, not item number)

·         Digital Paperwork linked directly to an inventory management system, email ready

·         Web Interface (upload cars from any location)

About Philip Zelinger

Philip Zelinger invested twenty five plus years in the retail auto industry as a general manager and dealer principal before shifting his focus to automotive advertising when he accepted a position as the C.O.O. of a national automotive advertising agency in 1998 before leaving to found Ad Agency Online, L.L.C. in December of 2001.  Ad Agency Online L.L.C. is a national network of independent affiliated automotive advertising agencies, production partners and preferred automotive advertising vendors linked by the online communication / distribution system developed by Mr. Zelinger.  As the author of two books on the auto industry, including a career training guide titled “How To Sell A Car,” Philip is a nationally recognized authority on automotive advertising .

About AdAgencyOnline.Net

AdAgencyOnline.Net started reviewing automotive advertising vendors and new technologies after their introduction during the 2008 NADA Convention in San Francisco.  In addition to providing free creative, hosting online Dealer 20+ Groups and providing links to “preferred automotive advertising vendors” the site also hosts several blog talk radio shows focused on the auto industry and cutting edge automotive advertising vendors and applications.

AdAgencyOnline.Net has a loyal audience of automotive advertising agencies, auto dealers, auto industry vendors and O.E.M. representatives that rely on the site to find and review vendors, applications and new technologies to maximize their R.O.I. in a shrinking auto industry.  The site features applications used in both virtual and real world selling processes including DMS and CRM applications provided by established auto industry vendors such as ADP and BZ Results.  Ad Agency Online L.L.C has been engaged by a number of new automotive advertising vendors not yet recognized by the mainstream automotive advertising industry that have been featured on WAAOL including Argistics - AutoTransaXion, SiSTeR Technologies  - Video CarLot, EveryCarListed.Com, DealMaker.Com, CityTwist.Com, Bulldog Marketing Technologies, LeadConverter, Gumiyo, Kihon Media, CarFolks.Com,Ai Dealer, NeoSynergy and Laser Stream Video.

Tim Zierden, Len Critcher and Dale Pollak are part of a respected group of automotive advertising experts previously interviewed on AdAgencyOnline.Net including; Clayton Stanfield from EBay Motors, Mark Boyd and Mark Dubis from CarFolks.Com, Jared Hamilton from DrivingSales.Com, Dale Pollak from vAuto, David Wassmann from NeoSynergy, Jerry Daniels from Automotive Broadcasting Network, (ABN), Terry Alling from Kihon Media, David Marod from LeadConverter, Brian Ferris and Spencer Sterling from DealMaker.Com, Mike Parsons from Laser Stream Video, Brian Hoecht from Ai Dealer, Ralph Paglia from ADP and host to the auto industry social networking community ADM, Jim Ziegler, motivational speaker and consultant to the auto industry, Jeff Kershner, ecommerce director for The Mile One Automotive Group and host of the auto industry social networking forum DealerRefresh.Com , Jeff Raab from the Detroit Trading Company, (DTX), Mike DeCecco from Dealer.Com, Ken Schwartz from CityTwist, Michael R. Spadafore from R. L. Polk & Co., Kevin Schwartz and Rick Rochon from AdSymetrix, Bruce Cerbone from Argistics and most recently Scott Davis from Bulldog Marketing Technologies.
 

Automotive advertising vendors, automotive advertising agencies and auto dealers that would like to be considered as a “preferred automotive advertising vendor” on AdAgencyOnline.Net and/or to hire Ad Agency Online, L.L.C. as a consultant can contact Philip Zelinger directly at pzads@bellsouth.net, call him at 888-796-2228 or visit AdAgencyOnline.Net at http://adagencyonline.net .  Philip will also be conducting preliminary interviews with automotive advertising vendors and potential content contributors in an open meeting during the 2009 NADA Convention in New Orleans to be held in the lobby lounge of the Ritz Carlton Hotel, Saturday evening between 5:30 PM and 7:00 PM. To quote Philip Zelinger, “Help is only a click away!”  ###