You are currently browsing Terry Holbrook’s articles.

I was recently watching a stock watch show and they were discussing the most productive countries and their work force.  This got me thinking. In virtually every country in the world the work week is a Monday-Friday 9AM to 6PM schedule.  Austria is the same except Friday’s are a half day, no wonder they are all beautiful over there (insert smiley face). Most if not all middle eastern countries work Sunday-Thursday with Thursday being a half day for religious reasons. A few unique schedules are Brunei their work week is Monday-Thursday and Saturday with Friday and Sunday being the days off. In Nepal students go to school everyday except Saturday and Afghanistan and Iran the only day off is Friday.

If any of what I am about to say holds true with you and your life then you will understand my work schedule proposal.  How many times do you finish the day at the office and do one if not all of the following:

  • Pick up the kids
  • Take them to their sports or other practice
  • Make dinner
  • Help them with homework
  • Play or interact with them
  • Walk to dog
  • Clean the house

I could go on and on but you get the idea.  You do all of this while being dead tired from a long day or in a bad mood from the days events.  All of this can affect the amount of energy, focus, time and your attitude with your loved ones. I am sure we all agree that our loved ones are the most important part of our lives and that we would/do everything for them we can. So the fact that we don’t always give all the time, energy or attention we want and it happens to all of us at some point is not because we don’t want to.

Let’s take a quick look at the kid’s schedule.  How many times have I heard a teacher say that half the children are in a trance in class until 10AM and yes it gets worse as they age.

So here is my proposal and with a little social media we can get this on the Presidential agenda before the election (again insert smiley face here):

School and Work will start in the noon time frame and end late in the evening!

This would give you quality time in the morning with your kids, they will be less tired for sports or other practices they have normally in the afternoon and parents will be fresh and full of energy.  Let’s not mention that most homework gets done the morning before school anyway (you guest it insert another smiley face).  No need for lunch breaks at school or work because lunch can be had with family prior to school or work starting. When the day is over both adults and kids will have about enough time for a family dinner and then ready for bed.

By now you are either laughing or thinking what in the heck is Terry Holbrook thinking? So while you’re still laughing let me tell you what I am thinking.  I am thinking outside the box and of course this idea however brilliant it is will not work but, if for one second I got you to think outside the box then my blog goal was hit!  I don’t want you to consider a new life schedule but I do want you to be brave enough and willing enough to think outside the box, break down your own paradigms as you run your business or departments. In closing and most of all remember this one very important statement: 

“Just because we have been doing something a certain way for years does not mean it is the right way or most effective way to do it”…. Me

Thank you for following our blog, Twitter @liquidmotors and Facebook posts we all hope you enjoy them.

I was thinking of what to blog about this month and was looking at my iGoogle homepage and started to wonder, what is happening to the world. Trying to get inspiration of a great automotive Internet marketing topic is hard when all I am seeing are headlines around the world screaming the sky is falling. Heck the more headlines I read the more I thought maybe the sky is falling (chuckles).

I mean really look at the headlines: 

  • Romney vs. Obama – Obama vs. Romney
  • Iran’s Leader Keeps push for Nukes, says Israel will be eliminated
  • Marines in court
  • Syrian Mediator has no plan only a few “ideas”
  • Iran says, “Israel is bluffing”
  • Syrian war threatens region
  • Stocks close lower on Euro gloom, Facebook shares slammed
  • Japan trades words with China
  • Attacks by Muslim’s all over the region over movie
  • Unemployment rate moves higher

WOW, the news sure is depressing!  Maybe someone should start an all Positive news channel.

This all got me thinking of how we treat customers, fellow employees, complete strangers, loved ones and even ourselves. We have all seen or heard about “pay it forward” but I have a much easier challenge that I hope all of you reading this blog do and pass on the challenge to people in your life.

 The GOAL:

Each and everyday the goal is to make 1 person smile or laugh.

Imagine how the world would be if everyone did this.  Thank you for following all of our blogs, tweets and Facebook postings.  Liquid Motors is your partner in Internet marketing.

NOW SMILE!

Does anyone remember when car dealers thought the Internet was not going to impact their business and that they did not need it? Heck I sure do because I was behind a desk at a store and remember it like it was yesterday.  Well now we are faced although in a smaller scale a similar question, “Do I really need a mobile website”?

My goal of this blog is to give you some statistics and patterns that will certainly open your eyes as to what is happing in the automotive segment and what is with out question going to happen.

According to Morgan Stanley’s report for 2011 over half of all Americans now own a smart phone! I have to admit when I read this I was blown away, my first thought was I guess the economy is not as bad as I thought. Then as I continued my research I see where Google stated they activate over 900K Android devices everyday with the trend heading towards tablets.

Now that we know that customers are buying mobile devices and the forecast through 2015 is only stronger in the mobile device arena lets see how current mobile user behavior impacts the automotive industry.

Google is now releasing a lot of automotive specific information as they enter the automotive space with their Dealer Jumpstart Google Automotive Team.  There were a few specific details that really stood out to me.  In your mind right now take an internal guess of what percentage of automobile related queries happen daily via a mobile device?

If you guessed 20% you are correct the slide below gives you a visual feel for how mobile device searches is in hyper drive. Google is also reporting that by 2015 half of ALL queries will come from a Smartphone.

Now you’re a believer that mobile is here to stay and increasing daily. Let us take a look at some of these mobile users behavior.  The behavior of a customer is invaluable in your marketing efforts and by knowing this you can put your dealership in front of these in market customers.

What time of the day are they searching? Every vendor I know of including us here at Liquid Motors will tell you if you’re in the Internet business you need to be available when the customers are shopping.  Would you be surprised to learn that 35% of the time consumers are searching for answers to their automotive questions they are doing it when the dealership is closed 7PM-7AM according to Google? This not only shows how critical it is to have the information customers are looking for at their finger tips but to be available for them. Now that is customers service and great customer service WINS!

How Google says customers are engaging dealerships on the move and look at the percentage of customers actually doing price comparison while they are on your lot!

The fact that customers are doing price comparisons on your lot should not be a surprise heck remember the “old 3rd base coach” they would be on the phone with at home looking on line at pricing? Now they just have the ability to do it in their palm, plus with so many new apps like Redline that consumers are using they are getting trained to do this.

Here is your mobile ready checklist

Create a mobile optimized website. Your main dealer site may be visible on your mobile phone but there are so many functions that are lost and the user experience is lacking to say the least. With Google’s statistics that 57% of mobile users say they would not recommend a business with a poor mobile site and 40% of mobile users have turned to a competitor after a bad mobile experience using your main dealer site as your mobile site is just not acceptable in today’s market.

Make it easy for customers to get to your mobile site – use a company that utilizes device detection so mobile users are automatically viewing your mobile site not redirected or required to use a different mobile URL. Here is an example of a Liquid Motors Full and Mobile site comparison.  The site is http://www.mercedesbenzofgeorgetown.com/  if you wish to review the site yourself.Track clicks for “get directions” and “click to call”. Take advantage of your analytics they will allow you to make adjustments to your websites SEO.

Utilize tools such as QR Codes so consumers looking for answers or vehicle details can find these easily. These Quick Response codes should take consumers directly to the vehicle details page on your mobile website.  You can also use them on your mobile sites to allow customers to see more information or fill out contact forms easily.

Track and monitor results with your analytics.

Make measureable adjustments as needed. Remember if you make a change you want to know where you are at the time of the change so you can measure a positive or negative affect of that change.

Are customers doing reviews about car dealerships and what do you consider a review? If you ask most people what they think of when you ask, “What is a review” most would tell you a form the customer fills out. Well according to Google 80% of car purchasers will tell someone about their experience and in today’s world, 50% are doing so digitally.  Roughly 10% of these buyers will do so in a written or digital form submission. Word of mouth still rules the roast it seems.

What is next for Google, we know Live Chat for Adwords powered by ActiveEngage is in beta but who really knows I am sure there will be a lot over the next several months as they enter the automotive space full speed. I do know one item I have seen and since Google offered 6 Billion dollars to purchase Groupon® which was rejected a new product has been coming down the pipe line called Google Offers.  If you are familiar with Groupon® then you have an idea of what they are doing.  Not only can customers sign up to get local offers they are interested in like Groupon® but on Google searches customers can click on the “offer” icon and the current offer your dealership has running will display. No release date on this that I have found or heard to date.

Thank you for following my blog and all of us hear at Liquid Motors appreciate your input, feedback and support, without our dealers we are nothing!

As I was thinking about my blog this month and what to write about I was flipping through a popular industry magazine hoping to find inspiration.  As I went from page to page I was trying to think what a dealer would want to hear about or learn.  I started to notice titles of articles:  “QR Codes you must have them”, “Your Facebook is not working”, “Website evaluation today”. As I started to look over some of these I realized that they are really not educational articles teaching industry best practices they were more trying to convince me that what I am doing now or the company I am using now is not what I should be doing. As I thought about that I started to notice that the articles were tied to specific products or promotions particular companies are pushing.  Now before I continue let me say myself or Liquid Motors is not completely innocent of this if you even consider it an issue but what it really got me thinking about is the best way to choose a vendor and why dealers stay with certain vendors for long periods of time.

To determine how to best choose a vendor I thought it would make sense to talk with and look into why our very own dealers and auto groups have stayed with us for such an extended period of time and here are the main areas of feedback I received:

 

  1. The      support I receive is top notch and the fact that you offer 24/7 support      really tells me Liquid Motors is a partner in my efforts to be successful.
  2. I got      as good or better solutions when I moved to Liquid Motors and the fact      that I would consolidate to just 1 or 2 vendors versus the 5 or 6 I had      before saves me money every month.
  3. As the      GM I don’t have time to look into my Internet department everyday but the      reports I get automatically emailed to me gives me a quick snap shot and      allows me to identify issues early on.       The end of the month detailed report from my Liquid Motors account      manager gives me a great overview also.       I don’t get this with other vendors I have.
  4. Most      vendors tell us how their solutions will make us better, Liquid Motors      works with us to provide the solutions we feel we need for long term      success.  Sharing strategic plans      with a vendor who can understand our vision and then provide solutions to      allow us to achieve that vision is invaluable.

 

As I heard these comments it became very clear what dealers and auto groups should look for when selecting a vendor:

 

  1. Support–      Does this vendor offer the level of support that I need?
  2. Cost– Can I save money with this      vendor or does the solution truly validate the expense or additional      expense?
  3. Partnership– Is this vendor going      to care about my success or failures?
  4. Solution– Am I able to make      feature request to enhance the solution so that my specific goal/plan can      be achieved or will I be placed in a “cookie cutter” type solution?

 

These items may be easy to assume you can do this with your current vendors but understanding that many companies white label other company’s solutions or use other companies platforms to power their solution make it virtually impossible for them to customized items for your particular dealership or auto group.

 

I hope this helps when you start your search for your next vendor and as always thank you for following us on facebook, twitter and our blog.

 

Yes, I am stealing a title of a great book that I would encourage everyone to read author Jim Collins studied 1,435 good companies over 40 years and tried to pin point events that triggered them going from good to great. A basic summary of the book is companies that make the change from good to great have no name for their transformation—and absolutely no program. They neither rant nor rave about a crisis—and they don’t manufacture one where none exists. They don’t “motivate” people—their people are self-motivated. There’s no evidence of a connection between money and change mastery. And fear doesn’t drive change—but it does perpetuate mediocrity. Nor can acquisitions provide a stimulus for greatness: Two mediocrities never make one great company. Technology is certainly important—but it comes into play only after change has already begun. And dramatic results do not come from dramatic process—not if you want them to last, anyway. A serious revolution, one that feels like a revolution to those going through it, is highly unlikely to bring about a sustainable leap from being good to being great.

 

I think the above information is important to understand before you follow my recommendation and conduct an evaluation of your Internet/BDC manager.  I continually hear things like 70% or 80% of all dealership traffic originates from the Internet which of course is true which leads me to the obvious question, Is the person managing this team of people in your Internet department or BDC the person you want training, managing and leading that team?  More importantly are they at the level that you would trust them with 80% of all your customers from start to finish?   Most of the time they are a salesman promoted from the floor, an IT guy who is new to the business or a seasoned sales professional who has just gotten to the point where they can’t run the lot anymore.  I would argue that this person is the single most important person related to your sales success or failures in the entire dealership.  This person should not only know how to sell, train and manage but also be negotiating 3rd party contracts for services and software they need and be an expert in marketing and the tools and technology that exists in the industry.

 

Before you make any decisions on this person make sure you have a full system in place that tracks all metrics of that department.  Don’t forget about simple things that make a huge difference which I have coined the phrase for them: Show More, Tell More, Sell More.  Show More- means take more pictures of your new and used cars 40+ is where studies show make the biggest jump in lead volume.  Tell more- are you doing custom descriptions and custom titles of your vehicles and Sell More is the result of the other two.  Once you have your metrics results ask your fellow GM’s or Dealer Principals and compare your findings.  Then when you discover you have a very talented and productive professional running that area then ensure you keep them happy or someone else will.

 

Thank you for following all of the Liquid Motors blog writers and please feel free to share or comment we appreciate your input.

This month blog has nothing to do with the Liquid Motors software platform it is simply useful information that smaller dealers or independent dealers may find extremely valuable. I hope this blog gives you some tools you did not have before. Many of you know our goal is simple at Liquid Motors: Help a dealer be better today than they were yesterday!

Google Voice! That is right; Google voice now allows you numerous custom options to control incoming calls to your dealership. In its simplest form you can get a Google voice number for your dealership use it in your marketing efforts and have the ability to control which phones ring at on your end based on the time of the call or who is calling.

Let me break down a few uses of this:

Sales Professionals – I can set my Google number to ring my office line and my cell phone on incoming calls so I never miss a call. Then after hours have it only ring my cell phone. Then if the sales person leaves I can forward that Google voice number to a new sales person.

Dealership – Incoming calls can be set to ring all sales people’s cell phones or desk phones and can be controlled when someone is off that day.

Basically this is a phone number that is tied to YOU the dealership and gives you some management ability including Voicemail. Best of all you can pick the number so be creative with it if possible.

Some info from Google:
Google Voice gives you one number for all your phones — a phone number that is tied to you, not to a device or a location. Use Google Voice to simplify the way you use phones, make using voicemail as easy as email, customize your callers’ experience, and more.
Google Voice isn’t a phone service, but it lets you manage all of your phones. Google Voice works with mobile phones, desk phones, work phones, and VoIP lines. There’s nothing to download, upload, or install, and you don’t have to make or take calls using a computer.
Google Voice will let you define which phones ring, based on who’s calling, and even let you ListenInTM on voicemail before answering the call. We use smart technology to route your calls. So, if you’re already on a Google Voice call, we’ll recognize it and use call waiting to reach you on the phone you’re on.

Here is the different type of Google voice accounts available.

This month blog has nothing to do with the Liquid Motors software platform it is simply useful information that smaller dealers or independent dealers may find extremely valuable. I hope this blog gives you some tools you did not have before. Many of you know our goal is simple at Liquid Motors: Help a dealer be better today than they were yesterday!

Google Voice! That is right; Google voice now allows you numerous custom options to control incoming calls to your dealership. In its simplest form you can get a Google voice number for your dealership use it in your marketing efforts and have the ability to control which phones ring at on your end based on the time of the call or who is calling.

Let me break down a few uses of this:

Sales Professionals – I can set my Google number to ring my office line and my cell phone on incoming calls so I never miss a call. Then after hours have it only ring my cell phone. Then if the sales person leaves I can forward that Google voice number to a new sales person.

Dealership – Incoming calls can be set to ring all sales people’s cell phones or desk phones and can be controlled when someone is off that day.

Basically this is a phone number that is tied to YOU the dealership and gives you some management ability including Voicemail. Best of all you can pick the number so be creative with it if possible.

Some info from Google:
Google Voice gives you one number for all your phones — a phone number that is tied to you, not to a device or a location. Use Google Voice to simplify the way you use phones, make using voicemail as easy as email, customize your callers’ experience, and more.
Google Voice isn’t a phone service, but it lets you manage all of your phones. Google Voice works with mobile phones, desk phones, work phones, and VoIP lines. There’s nothing to download, upload, or install, and you don’t have to make or take calls using a computer.
Google Voice will let you define which phones ring, based on who’s calling, and even let you ListenInTM on voicemail before answering the call. We use smart technology to route your calls. So, if you’re already on a Google Voice call, we’ll recognize it and use call waiting to reach you on the phone you’re on.

Here is the different type of Google voice accounts available.

Here is the link if you want more information or to sign up for Google Voice:

http://support.google.com/voice/bin/answer.py?hl=en&answer=1091060&topic=1707989&ctx=topic

Thank you for reading my blog and the Liquid Motors social media efforts. Please feel free to forward, comment or make suggestions on future topics at anytime.

Have you ever written a blog or read one and thought, “What is that, I will never use that information!” Well, I think my blog on Facebook rankings may have been one of those, it was a little ahead of it’s time for our industry. Here is some great information and I hope it makes a difference in your efforts. Facebook fan pages are a great marketing tool for any business – if used properly. We all know most people become fans of your business on FB because they are looking for special deals or content they can’t get without extensive research, such as recalls or new rebates. So once you build your fan base, how do you stay engaged with them?

Have you ever wondered why certain company’s or people’s post always shows up on your FB page, while others you just never see? This is not by accident; there is a formula that RANKS each post.

At the highest level of this algorithm it is very simple, every item that shows up in your news feed is considered an Object and all Objects are ranked.

Here is the formula:

Affinity * Weight * Time Decay = Rank

Definitions:

Affinity = score between viewing user and content creator
• First, there’s an affinity score between the viewing user and the item’s creator — if you send your friend a lot of Facebook messages and check their profile often, then you’ll have a higher affinity score for that user than you would, say, for an old acquaintance you haven’t interacted with in years.
Weight = create, comment, like, tag, etc…volume
• Second, there’s a weight given to each type of Object. A comment has more importance than a Like, for example.
Time Decay = how long ago the content was created
• And finally there’s the most obvious factor — time. The older an Object is, the less important it becomes.
STOP! I know what you’re thinking, and no, you don’t have to do all the manual calculations yourself to determine if you are doing a good job. Tools have already been created for you to check the Rank of your Facebook fan page. Follow these steps:

1. Go to your Facebook account and click “Insights” (on the far left), then export the insights data as CSV and download to your computer. NOTE: You must be the admin of your FB page to export this data.

2. Visit www.edgerankchecker.com and follow the instructions.

Now that you have your score, see how you stack up:
0-3 is below average
4-7 is average
7+ is above average
And scores above 20 (such as Coca Cola and Pringles) are excellent!

So how do you improve your post ranking?

This is the part that is very simple. What do YOU like to see as a consumer when you visit posts or pages?

• Post content that attracts interaction
o Ask questions that will encourage a response
• Ask people to “Like” your content, and do the same for them
• Use media as much as possible in your post. Video and Pictures =WIN!

Another way to improve your ranking is to eliminate some of your “dead fans”, fans who are in a different country or Spam Fans that you know will never comment and are not even close to your area. This will help: # of Fans / # of interactions = Affinity weight.

I wish you all great success with your FB and Social Media efforts. If you have any questions or want to improve your Social Media efforts, don’t hesitate to leave a comment or call me. In addition, if you need custom FB applications to market your vehicles, parts and service, or need to monitor your reputation, Liquid Motors can help. Please take a minute to “Fan” us on FB and “Like” this blog.

It has been a long time since my blog was anything other than informative in nature, so when I came across this I just had to share, I hope you enjoy!

How about a new Acura with an MSRP of $9,229,000.00 !!!

Well here you go, it’s the 2012 Acura Stark Industries Super Car and comes fully equipped with a palm-scan ID steering wheel, enviro-clone projected hologram of surroundings, self-detonating recon drone, night-vision HUD windshield, and oh so much more. Did I mention the car gets 234 mpg?

OK, back up for a minute what in the world is a self-detonating recon drone? LOL.

What made me really laugh was the list of Standard – No Additional Charge items:
Operating/Durability Features:
• Palladium-powered 80,000 TOHC 32-valve engine with titanium-forged block and nitrous fuel-injection system.
• 9 Speed HYPER-Shift transmission
• Diamond quartz cross-drilled brake calipers
• Steering wheel with palm-scan ID
• Lithium Dioxide-injecting shocks
• Reflex-response steering column with target guidance feedback
• Super-scan theft-deterrent modulator
Defense Systems:
• Info-net sensory tracker system
• Invisa-shield exo-system wave modifier
• Enviro-clone projected hologram of surroundings
• Thermal imaging topography mapping software
• Emergency homing beacon
• Self-detonating recon drone
Exterior Features
• Advanced radar-deflecting capabilities with wave modifier
• Bullet and foreign element-proof clear coat and metal skin
• Night-vision HUD windshield
• Bulletproof hyper-traction tires
• High-grade tint with radar bounce and jam capabilities
• Intermittent blue and red tech flashers in all light assemblies
• Underbody kit with aero-dynamic spoiler lip
• Black-night painted-wheels with particle matter technology
Tactical Package
• Anti-ballistic shielding body panels
• Incoming scan scrambler
• Low-density plasma emitters with UV flares
• Encrypted computer with backup-powered interface and satellite link

My absolute favorite part of the entire car is this:

Is this for real? Well, if you follow the Sundance Film Festival in Park City you would have seen this bad boy on display as part of a brilliant promotion for the culmination of the Marvel superhero movies with the May release of The Avengers.

Well I hope you got a laugh out of this like I did, and please stop by and say hello at our booth 3229 in Las Vegas this weekend at NADA, I would love to meet you all face to face.

I wanted to give you all the results of my blog on QR Codes back in November http://blog.liquidmotors.com/author/terryholbrook/

. First of all thank you for the tremendous response via phone and emails it is appreciated.  Remember feel free to post links to these blogs and send them to people who you think would benefit from them.

If you have not read the November blog yet please do so prior to reading the results of the survey. Anyway, let’s get to the results of my 4 survey questions:

  1. Question:  I would place my QR code on the?
    1. Window Sticker          
    2. Buyers Guide
    3. A separate form

 Results

Do you agree with these results?

  1. Question: I have tried to scan my own QR Codes and they will scan through any level of window tint I have on my cars?
    1. Yes
    2. No
    3. I have never tested it 

Results:

Do you agree?

This is a shock to me in two ways.  First I have tested virtually every smart phone with QR Codes and have not found a code I could not scan through every type of window tint.  Now I am not saying it does not exist but I have not found one in months of testing.

Secondly, how many have never tested their own QR Codes to even make sure they work.  C’mon MAN,,,, get out there and test your products.  I don’t care if it is Liquid Motors or someone else get involved!

    Question 3: When a customer scans my QR Code I want them to see?

  1. My web site home page
  2. The vehicle details page on my main web site
  3. A customer contact form
  4. My mobile web site vehicle details page

Results:

 Nearly 40% of responses said they want their customer to see the details page of their main dealer site.  WHAT!  As my 3 year old would say, “Are you kidding me”.  Please if you agree with their answer please take a minute and view a mobile dealer site on your phone versus a non mobile site.  http://www.hooksautos.com/ has a mobile site you can use to compare to any non mobile site.  Try things like click to call, clicking on buttons or links you will see the difference your customers see.

     Question 4:  Customers know what QR Codes are and how to use them?

  1. Yes
  2. No

Results:

Just over 70% of our survey takers said YES that customers know what QR Codes are and how to use them.  Do you agree with them?

A resent study was done to answer this exact question.  According to the 794 customers that responded just 36% know what QR Codes are and of those 11% have actually used them at least 1 time.

Does this lack of awareness mean that QR codes are not such a valuable tool, or do they target a smaller but potentially more valuable audience?  What say you?

However, the same survey found that 54.7% of the people that scanned QR codes had a household income of $75,000 or more (with 36% over $100k), suggesting that marketers are targeting a wealthier audience. 

Here is the link to read the entire survey: Customer Survey on QR Codes Awareness

I know this is a busy time of the year with Thanksgiving, Christmas and budgeting for the 2012 so thank you for taking the time to read our blogs, facebook and twitter posts they are meant to benefit you.

Best wishes to all of your in 2012 may we grown, increase profits and have a very blessed 2012 together!  God bless you and your family from our family here at Liquid Motors.  Peace Joy and Happiness – Terry Holbrook

It seems like every few months something becomes the “buzz” and lately QR or Quick Response codes seem to be the leader. I get tons of questions, ideas and request from dealers to make sure they are implementing QR codes correctly.

There are endless ways to utilize QR codes in your marketing efforts that make perfect sense. Example you’re reading this blog and you have an interest in using QR codes in your efforts and want more information from Liquid Motors well I just happen to have the perfect code for you to scan:

Or maybe you want to get the coolest application for Facebook then again here is the perfect code:

Now that you have an idea on some basic uses for QR codes let me give you a scenario that is happening everyday and is the wrong way to use this technology.

Billy who on his way home from a long day at the job site saw a truck that caught his eye and quickly pulls off the service road to take a quick look. As a window shopper on your lot after business hours the only immediate information Billy can get is what he can see on the truck and window sticker/buyers guide details. Billy likes what he sees about the truck and since you do not print the price on your window stickers he is curious if it is in his price range and what other features are on the vehicle. More importantly he wants to show his wife the truck as soon as he gets home.

So let’s assume you are using QR codes technology how would you use it?

Click here to take survey

Billy scans the QR code on his phone excited to see more information he needs to make his decision and to his surprise he is directed to the home page of your dealer site. How many of you have been on your main web site on your phone? Most are virtually impossible to navigate or even read. Bottom line if you’re moving into the mobile marketing arena you better get a mobile web site. Yes this is the answer to question 3 of the survey, the specific vehicle details page on your mobile site is exactly where you want the customer to be taken too. Billy can now see the Internet price and all the details and pictures of the vehicle and is ready to run home and show his wife.

How is this possible you may ask? Having a web site that has vehicle specific URL’s that are in a format that is link friendly is critical to getting this type of behavior. If your web site company has told you that you can only direct a customer to your home page or any other static page you now know why. This is a very bad practice and you are better off not having the code on the car in the first place, why? Imagine you are standing at the truck like Billy is, you scan a code that does not take you to more information is takes you further away from the vehicle of interest. It would almost be like having every page on your web site re-direct every visitor to the home page before they could start searching, it just makes no sense.

Here is an example of a code that is not using a mobile site:

Now scan this vehicle that is using a mobile site:

Another area of questions revolves around where do I put my QR code? This is very easy to answer. Just don’t put them on your Buyers Guides! This is a federal document and the QR code may become part of the Buyers Guide if added to it. If you want to have these on your Buyers Guides I would recommend you talk to an attorney in your state regarding compliance.

QR codes can be a nice addition to your marketing efforts just remember the my #1 rule before you do anything, “Think like a consumer not a car dealer.” If it makes sense to consumers you will see the benefits.

Thank you for taking the time to read all of the Liquid Motors blogs, Facebook and Twitter postings we truly appreciate it and hope you are all getting something from them. Please post your comments and share away!

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