Join Brian Pasch in Orlando for the 2010 NADA Conference which is being held from February 13-15, 2010 in the Orange County Convention Center.
This year's NADA Conference theme is "Orlando, Go To Know" and I like what it implies.
There are some major shifts in the Automotive Industry and none could be more representatitive of change than the way car dealers must communicate and market to their customers. Automotive Internet Marketing has entered the Golden Age of Awareness as dealers are finally confident that larger investments in digital marketing and media are paying off.
Many of the winners of the 2009 ASMA Awards will be attending the NADA show and will have a booth. I am sure that their awards will be proudly displayed at their booth as they share their success and leadership in the automotive website industry. Congratulations once again to all the winners.
Boot Camp Day Before NADA Show
I will be in Orlando for the show and hope to see you on the exhibit floor hall. I have been asked to speak at some of the vendor events so I'll keep you posted on what my schedule looks like each day.
I will also be co-hosting the Automotive Marketing Boot Camp on Friday February 12, 2010 which is a day before the official NADA show starts. The boot camp will allow me and the other instructors to create a skills training curriculum that empowers automotive professionals to succeed. For more details on the Boot Camp, click here:
Automotive Marketing Boot Camp
2010 NADA Convention Schedule
The official schedule for the NADA Conference is subject to change. Before you make any plans, check the Convention Schedule right before the show started.
Saturday February 13, 2009
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7:30 a.m. – 9:30 a.m. |
Women Dealer Breakfast – The Peabody Orlando, Orlando Ballroom |
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7:30 a.m. – 4:30 p.m. |
Convention Registration – Registration Concourse |
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8:00 a.m. – 4:30 p.m. |
EXPO Open – Ribbon Cutting - West Exhibit Halls A1-B4 |
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8:00 a.m. – 4:30 p.m. |
Lifestyle Center – West Exhibit Hall C |
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11:00 a.m. – 12:15 p.m. |
Workshops - Meeting Rooms – Levels II and III |
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1:45 p.m.2:10 p.m. |
General Session Doors Open Pre-session Entertainment |
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2:30 p.m. – 4:30 p.m. |
Formal Opening of the 93nd Annual NADA Convention and Expo - West Exhibit Hall D |
Sunday February 14, 2009
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7:00 a.m. – 9:00 a.m. |
Minority Dealer Breakfast – The Peabody Orlando, Orlando Ballroom |
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9:00 a.m. – 5:00 p.m. |
Convention Registration – Registration Concourse |
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9:00 a.m. – 5:00 p.m. |
EXPO Open - West Exhibit Halls A1-B4 |
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9:00 a.m. – 5:00 p.m. |
Lifestyle Center - West Exhibit Hall C and Inspirational Service Doors Open in West Exhibit Hall D |
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9:30 a.m. – 10:30 a.m. |
Inspirational Service - West Exhibit Hall D Keynote Speaker: Alison Levine Women’s Everest Expedition |
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11:00 a.m. – 12:15 p.m. |
Workshops and Dealer Franchise Meetings - Meeting Rooms – Levels II, III & IV |
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3:30 p.m. – 4:45 p.m. |
Workshops and Dealer Franchise Meetings - Meeting Rooms – Levels II, III & IV |
Monday February 15, 2009
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8:30 a.m. – 5:00 p.m. |
Convention Registration - Registration Concourse |
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8:30 a.m. – 3:30 p.m. |
Lifestyle Center - West Exhibit Hall C |
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8:30 a.m. – 5:00 p.m. |
EXPO Open – West Exhibit Halls A1-B4 |
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8:30 a.m. – 9:45 a.m. |
Workshops and Dealer Franchise Meetings - Meeting Rooms – Levels II, III & IV |
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10:30 a.m. – 11:45 a.m. |
Workshops and Dealer Franchise Meetings – Meeting Rooms – Levels II, III & IV |
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2:45 p.m. |
General Session Doors Open |
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3:00 p.m. |
Pre-session Entertainment |
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3:30 p.m. – 4:45 p.m. |
General Session - West Exhibit Hall D |
The NADA Convention concludes at 5:00 pm on the 15th.
If you are planning on attending but can't make the Boot Camp, send me a note since there will be many evening receptions that we can meet up at!
See you in Orlando!
Brian Pasch
While the 7th Digital Dealer Conference in Nashville is fresh on everyone's minds, I thought it would be a good time to create a list of things that could be added or improved for the next conference.
I'm going to start the list and hopefully this will help the direction of the spring conference which is schedule for Orlando. The dates for the conference are: April 20-22nd which is Tuesday thru Thursday.
Supercharging DD8 in Orlando
- Free Internet In Exhibit Hall - During breaks, attendees were leaving the conference area and going to free Internet hot-spots in the hotel or across the street at retail shops. By adding free Internet, it will keep more attendees in the Exhibit hall since there was ample tables and work areas. I understand that the costs are high but it should be in the ticket price because it helps both the exhibitors and attendees.
- Larger Seminar Rooms - I know its hard to predict the success of any one workshop or seminar but these classrooms were just way too small. Crowded rooms were hot and standing for 90 minutes is not fun when you are tired. There was no room for display tables or space for video equipment to film the sessions.
- Start With a General Session - The conference started casually with round-table sessions and I think out would be good to have an opening general session to set the stage for the conference theme and agenda. I think a good opening for the show can be energizing.
Digital Dealer Conference - First Rate!
I loved the show and the energy was great. Congratulations to Michael Roscoe and his event team.
The number of private parties at night were a nice addition to the busy daytime schedule. The Dominion Enterprises party at the Country Music Hall of Fame was first class. I was exhausted, but in a good way. The Pasch Halloween Bash started the conference off on the right foot and I never stopped until I got home on Tuesday night!
If you missed my Automotive SEO presentation, you can download a copy of my PowerPoint presentation using this link: Brian Pasch DD7 Presentation
Social Media and SEO Boot Camp
Would you be interested in a skills based training class before NADA? Click here to add your comments and to learn more about the opportunity.
Building on the momentum from the 2009 Driving Sales
Executive Summit where I shared the stage with Paul Rushing and JD Rucker to speak about Automotive Marketing, the show will continue to go on!
I will be co-hosting a weekly webcast on Automotive
Marketing with JD Rucker from TK Carsites and Paul Rushing from
DealerBytes. The show will air every Wednesday at 12:00 Noon EST. It will be a live video feed from our three offices and you can watch in real-time.
The first "demo" for the live show will be on Wednesday October
21, 2009 at 12:00 noon EST. Please mark you calendar to join us.
The link to join the weekly show is: http://ustream.tv/channel/dealer-internet-marketing.
I invite everyone who is interested in Automotive Marketing to watch our first run through of the show. The first official show will be October 28th. We'll be covering Automotive SEO, SEM, Social Media, IRM and all topics that members of our industry suggest. Join us each week as we discuss a number of timely topics.
Interactive Live Video
Everyone who joins the live broadcast can submit questions during our open mic shows and we will post the topics we will cover over the next two months during the first show.
Since the three of us have different approaches to achieving success online, the show is designed to guide, educate and clarify the misinformation that is out in the field of Automotive Marketing. We also plan to have some guests on the show in future weeks so every week will be of value.
Get On The Show Email List
If you are interested in getting on our show email reminder list, send me a note: brian@paschconsulting.com and soon we will have a more organized sign-up process so you can get a reminder each week and be informed on the topic. We will also setup a Twitter feed for the show and well as creating a "name"..more to come.
On Tuesday, October 13, 2009 the Driving Sales Executive Summit kicks off their "un-conference" designed to empower leaders in the automotive industry. I will be participating in the Driving Sales event in Las Vegas at the Hard Rock Hotel with fellow Internet Marketing leaders Paul Rushing and JD Rucker.
The three musketeers of Automotive SEO and Social Media will be part of a roundtable event on Tuesday Octover 13th at 4:00 pm. If you are planning on attending the conference, I hope you will join our roundtable event.
The goal of the Driving Sales Las Vegas event is to raise the bar for automotive educational seminars by breaking the traditional format that conferences follow. The un-conference is designed to hold both the presenter and attendee accountable for the success of the summit.
Raising The Bar For Automotive SEO
If your car dealership is looking to raise the bar for your Automotive SEO campaign, I encourage you to speak with me at the Driving Sales Summit or call my office for a free consultation. By calling 732-450-8200 you will start the process of knowing exactly where your website stands. If you are passionate about dominating sales in your PMA then you will find equally competitive and passionate forces at the Pasch Consulting Group.
If you can't attend the Driving Sales Executive Summit, I will also be speaking at the 7th Digital Dealer Conference in Nashville which runs from November 1-3rd. If your schedule does not permit you to attend either conference, call our offices for a private consultation about our Automotive SEO services.
Driving Sales Executive Summit Agenda
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Tuesday, October 13, 2009
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| 9:00am | On-Site Registration Open | |
| Noon | Luncheon | |
| 1:00pm | Current Web Statistics: What Are Your Customers Doing Online? New and comprehensive data clearly illustrating how the automotive Internet shopper becomes a buyer… or doesn't. - Skip Streets, Compete | |
| New Media Transitions: Lessons Learned -- Developing a clear marketing strategy and partnering with suppliers of profit generating systems - Dennis Galbraith, RevenueGuru.com | ||
| Media Spend: Efficiently Reaching Today's Buyers -- Triple your results by understanding how the media environment has changed and will continue to change - Will Travis, Dentsu America | ||
| Technology Showcase: You Heard It Here First! - Five-minute presentations of new products and services you don't want to miss: Piracy Prevention – Richard Winch, eXtéres Corporation Chat Integration – Todd Smith, ActivEngage Targeting Data – David Armitage, Blue Kai Social Marketing – Ralph Paglia, ADP Pump Up Service – Reuben Muinos, DealerSocket Mobile Marketing – Al Babbington, OneCommand Don't Pay for Search – Mike DeCecco, Dealer.com | ||
| 3:30pm | Break | |
| 4:00pm | Breakouts | |
| Evolving from an Internet Presence to an Internet Business - Don Crawford, eBay Motors |
Search Marketing Panel - JD Rucker, Hasai - Paul Rushing - Brian Pasch | |
| Roundtables, Session I | ||
| Chat Integration | Piracy Prevention | |
| Targeting Data | Media Spend | |
| Statistics Data | Internet Presence to Internet Business | |
| Roundtables, Session II | ||
| Pump Up Service | Post Click Marketing | |
| Social Marketing | Reputation Management | |
| Don't Pay for Search | Reducing Dealership Ad Spend & Increasing Business | |
| 5:30pm | Networking Reception at "Wasted Space Club" in Hard Rock | |
| Ongoing | ||
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Twitter, Facebook, LinkedIn Bootcamp: Hands-on guidance on how to get followed, how to get fans and how to have your own channel on YouTube.
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Wednesday, October 14, 2009
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| 7:30am | Breakfast | |
| 8:15am | Service Marketing: New Solutions for New Challenges - Learn how you can win the service customer battle profitably by using new marketing techniques - Kevin Root, DriverSide and Lonnie Miller, R.L. Polk & Co. | |
| Social Media: Where it Works in Business and Does it Fit in Automotive? Understand what it takes for your business to succeed with proven strategies for creating social programs and prescriptive steps for getting started - Aaron Strout, Powered | ||
| The New Economic Model for Dealership Advertising -- With consumers creating millions of uniquely targeted content pages daily, how has the economic model of dealership advertising been affected? - Jared Hamilton, DrivingSales.com | ||
| 9:45am | Break | |
| 10:00am | Breakouts | |
| Secret Metrics Revealed - Joe Orr, Hannah Honda |
Throw Out Your Internet Department! - Howard Polirer, AutoTrader.com - Rafi Hamid, vAuto | |
| Roundtables, Session III | ||
| Service Marketing | Social Media | |
| Metrics Measurement Including Google Analytics | Throw Out Your Internet Department! | |
| History Report Intelligence | Mobile Marketing | |
| Respect Your Data | ||
| 11:30am | Trust Agent: How trust moves online and how it impacts the automotive buyer and the business overall. - Chris Brogan, New Marketing Labs | |
| 12:30pm | Bloggers' Lunch | |
Have you read the FTC rules that will apply to all consumer reviews and endorsements that are posted on the Internet starting December 2009?
The PDF document entitled "Guides Concerning the Use of Endorsements and Testimonials in Advertising" outlines the rules and stiff penalties for business owners and consumers who post reviews without disclosing certain facts.
I would advise all business owners and consumers to read the document. Click on this link to download the PDF document created by the FTC: FTC Endorsement Guidelines .
The 81 page document is an exhaustive discussion on how the FTC addressed the concerns of bloggers and free speech to come up with their guidelines for this new law.
Automotive Reputation Management (IRM)
This new law directly applies to automotive dealers who have active Automotive IRM campaigns in place to encourage their customers to post a review on websites like DealerRater.com, Yelp.com, InsiderPages.com and Edmunds.com.
Some dealers offer the clients a free oil change or a free car wash for taking the time to post a review. Under this new law, the consumer who makes a post would have to disclose that they were compensated for the review. Also, if dealers post testimonials on their own website, they will have to disclose if any gifts and free services were given to anyone they list on the testimonials page.
Employees of car dealership who purchase a car at their dealership and post a review must disclose that they are an employee of the dealership when posting a review. Dealers who post reviews on behalf of fictitious people or for other people may be facing stiff fines for these actions.
After you read this document, it makes you wonder how this will affect the consumer attitude about posting reviews. Will it really stop false testimonials and endorsements that claim to be unbiased?
What do you think?
Last Friday Navid Azadi, CEO of DealerOn visited my offices to demonstrate the software technology the he and his team have developed over the past 10 years. He was very excited about the new direction that his company was taking and I was very impressed with what I saw.
He left my offices last Friday with a ferry ticket that I gave him so he could park his car in Atlantic Highlands and spend the weekend in New York City with his friends. He left with a big smile.
Today, I received a call notifying me that Navid had passed away. I immediately called his partner Ali to confirm what I had hoped was a false report. Ali confirm my worst fears that the vibrant CEO that was just in my office 5 days ago had indeed passed on September 22, 2009.
As a member of the Automotive community, my prayers go out to Navid's family and the entire DealerOn organization. Ali Amirrezvani, co-founder and former CEO will step in as acting CEO. Ali's intimate knowledge of the business and core technology will ensure that DealerOn clients receive uninterupted support.
I created a presentation on my initial analysis of Nissan Dealers serving the Bronx. I thought this slide deck would represent a good discussion piece for Automotive Internet Marketing professionals.
Everyone who is heading out to the 7th Digital Dealer Conference in Nashville should make sure they are flying into town on Saturday afternoon. We have to kick off the conference with a great Halloween Party...time to dress up and play!
You will not want to miss the Pasch Halloween Bash which will be held just three blocks away from the Renaissance Hotel at the famous Cadillac Ranch bar. ( http://www.cadillacranchnashville.com) The party on October 31, 2009 will start at 7:00 pm which gives you ample time to party and get tucked in for your early morning sessions.
We have a VIP area setup with endless beer, wings and more to satisfy your Halloween desires. We'll have some contests setup for best costume and a few other catagories. Your content suggestions are welcome. We'll be at least giving away to a prize winner and free microsite and who knows what other vendors might throw in the pot to encourage attendees to dress up or....dress down.
Get To Nashville on Saturday
If you would like to join in on the fun, the night before the Conference officially kicks off, please send Carrie Valentine an RSVP. You can email her at carrie@paschconsulting.com or you can drop her a line at 732-450-8200. We'll have wristbands setup so we can differentiate our crazy crowd from the others at the bar who will be coming out to party on Halloween night.
Teddy Nissan has opened its doors in the Bronx at the locations formerly known as Cox Nissan. You can check out the consumers reviews about Cox Nissan to get a clear picture of why that franchise closed.
The good news for New York Nissan owners and buys is that Teddy Nissan is lead by a great team of automotive professionals that have made Customer Service their top priority. Teddy Nissan is located at 3660 Boston Road in Bronx, NY 10469.
Call Stan Sher for direct deals and great customer service: (866) 575-0367
Teddy Nissan is located on a popular commercial street that is no stranger to competing car dealer brands. The organization actually have three building and a seprate used car lot. Service operations have a convenient main street access to ensure that your service experience is fast and efficient.
Nissan Internet Prices
If you would like to get a quote on a new or used Nissan car in the Bronx, request an online quote: Nissan Car Prices
You can also call: (866) 575-0367
Heading up Teddy Nissan's Internet sales team is Stan Sher who is an industry leader in social marketing and Internet sales practices.
The addition to Stan Sher to this new Nissan dealership will make sure that the Internet customers are handled properly. It also demonstrates that the leadership at Teddy Nissan is looking to hire the best sales and customer service professional that they can find.
Bronx Nissan Used Cars
If you are looking to purchase a pre-owned Nissan car or truck, you will be pleased to know that Teddy Nissan has a great selection of used cars for sale in the Bronx. They are committed to providing the highest quality Nissan used cars at an affordable price. This commitment is demonstrated by their own used car lot right across the street from the main showroom!
Now that the Cash for Clunkers program has ended, it is back to the basics for car dealers and F&I professionals. The two month NHTSA CARS sprint created tremendous stress on dealer organizations and their staff but there is no rest for the weary in the automotive business.
Dealer franchises looking for new ways to increase revenue through fixed operations, finance and extended service plans need to understand the importance that "search" has on their business. The Internet has become the primary education tool for consumers researching car purchases and related services. Once a dealership commits that fact to heart, most F&I professionals will find that their primary dealer website has little "text content" about the F&I products that they sell.
Automotive SEO (Search Engine Optimization) is often a strategy deployed for new and used car sales and rarely have I found a discussion on how Automotive SEO can be used to increase revenue in other areas of the dealership. Over the past three years I have tested a number of strategies that have increased dealer direct warranty sales, service and parts which are often overlooked by Internet marketing consultants.
One of the most overlooked areas for dealer website content is manufacturer OEM warranty plans. If you look at a typical dealer website you will not find more than a few sentences or at best a few paragraphs that educate consumers on the coverage and costs of a factory extended warranty plan. These plans are a profit center for car dealers that is under marketed and often not part of an Internet marketing plan.
When I can to this realization, I was able to demonstrate how Automotive SEO could increase revenue from OEM extended warranty plans for my clients. Imagine the impact of selling an additional 50, 75 or 100 extended warranty plans a month. Dealerships who have self-funded warranty plans will understand the financial pot of gold at the end of the rainbow.
If you go to Google and type in search phrases like "Infiniti Warranty" or "Toyota Extended Warranty" or "Extended Warranty Ford" you will see my company has created automotive microsites that have been optimized for common OEM warranty searches and come up on Google Page one nationally. This gives a dealership tremendous visibility for F&I products sales that can significantly increase revenue with a minimal investment that has a typical ROI of 4-6 months.
The reason why Automotive SEO is a perfect match for automotive F&I products is simple; consumers are aware of these products and research them online. Since Google is primarily a text matching search engine, dealers who use Automotive SEO techniques and create unique content pages about their F&I products will be rewarded with consumer traffic which translates into phone calls and the opportunity for sales.
To increase F&I sales using Automotive SEO a consultant can help to determine the best places to post this targeted content. The Pasch Consulting Group has had create success with using "automotive microsites" which are singly focus websites on a strong domain name. The reason why these are successful goes back to Google. Most car dealer platforms do not allow unlimited content pages to be created without custom programming fees. This common limitation restricts the amount of text content F&I professional add to their primary website.
Automotive microsites allow F&I professional to create unlimited content pages for the products and services they sell. With the correct training on how to write for the Internet, F&I professional can target searches in their PMA, State and even nationally. Since Google provides free tools to document what search words consumers are typing in each month, you don't have to guess what are the most popular terms for the products you offer.
Here are some examples take from Google's free keywords research tool which shows popular search phrases and how many times a month they are searched in Google:
extended warranty - 450,000
extended warranties - 60,500
car extended warranty - 49,500
auto financing - 368,000
bad credit car loan - 135,000
bad credit car loans - 74,000
bad credit auto financing -22,200
F&I professionals that do their homework and then write content that leverages these popular search phrases and double, triple or quadruple the leads that come into their dealership. Microsites are not the only place to post targeted F&I content. There are a handful of free blogs, press release websites and social media tools that can also draw hundreds of prospects to your F&I offerings each month.
The future of automotive marketing will require dealers to either hire a full-time content writer for their business or outsource that service part-time to a consultant. Automotive SEO with a content based approach yields results year after year; a lead generation annuity. There just has to be a commitment to add new content about your cars, services and products each month to effective marketing platforms.
This approach applies not only to F&I services but also to parts and service. The easier of these two is service because most dealers do not promote OEM factory service. Selling parts online is a more competitive endeavor and limited by the fact that until recently, most dealers were using the same parts inventory platform that is not optimized for SEO. We are working on some new parts marketing tools that will change the rules for increased revenue in OEM parts sales.
In conclusion, pay-per-click advertising for F&I products and car financing is expensive. Automotive SEO is a cost effective long term approach to increase visibility, leads and sales for the entire dealership infrastructure. Google rewards first responders so dealerships that act first will often hold on time top placement ahead of late followers.
Recent Comments
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Brian Pasch said:
Thank you for your suggestion. I'm not sure of all the ramifications of that suggestion but a gift the charity... read more
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karenc said:
This bill would put every charity car donation program in the nation out of business since the amount of the... read more
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Brian Pasch said:
Yes..it is a challnge to find the right websites for quality links. I will be starting a list of recommend... read more
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Ask Bjørn Hansen said:
Hi there,Thanks for mentioning YellowBot. :-)Another thing to keep in mind is that a lot of the otherwise reputable sites... read more
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Preston Automotive Group expresses their sincere condolences and all of our prayers go out to Navid's family and the entire... read more
on Navid Azadi CEO of DealerOn Passes