How Much Do You Want?

As auto retailers watch mobile commerce evolve, car dealers will need to begin developing a plan that incorporates this new consumer engagement channel. Stats point to consumer’s preference for going direct to a dealer’s inventory in search for the ‘product they want, and are ready to buy now’. Most mobile shoppers are interested in the core functions or utility in a website, and prefer a ‘digest version’ of the traditional site.  Let’s all remember these screens are small and mobility has its own unique set of needs. Mobile auto shoppers want to see photos and read about vehicle features that interest them, and they expect a fast and diverse way to ask questions – how they want, when they want.  You’ve heard the coined phrase ‘location, location, location’, right?  Well, in the mobile world – it’s all about location, geo-location, which means search with immediate access to requested information with multiple call-to-action options in which the retailer may communicate.  Mobile is PC computing with a broadband connection in the palm of one’s own hand!  

 So remember, whether the statistic is one out of five or one out of four consumers shop on-the-go, the ‘mobile point’ is they are shopping for cars – and it’s on their mobile device. And the number of mobile auto shoppers will grow in relationship with the exponential growth of mobile!  To see an example of how to effectively promote your inventory on a mobile device, text ‘promo2’ to 50123, and click on the link.  

 If you are not engaging your shoppers properly in the mobile environment today, consider your store closed and your customers/prospects are going to the competition.  Welcome to the mobile party where being ‘fashionably late’ may have its cost.   

 What’s the opportunity cost of NOT playing in this space? And is it worth the risk? 

Why a recapitulation?  It sounds so much better than a “recap”… more professional… more important…

I think this was one of the best NADA conventions I’ve ever attended.  Dealer attendance was up from last year, but still significantly down from years past, it’s not all about quantity.  The quality of engagement, conversation, networking and learning was outstanding!  Here are a few random thoughts and notes that a few days after the convention are still resonating with me:

• Driving Sales is going to be huge.  That’s not a news flash or an outlandish prediction but Jared Hamilton’s a huge rising star and with some recent tweaks, the site will become more and more useful as an industry resource and community.  #justsayin…
• A few shots have been fired at GOSO recently and I was surprised myself that their booth wasn’t more well attended or a bigger splash.  I had predicted they’d be one of the biggest buzz makers at NADA and that didn’t really happen.  Don’t get me wrong, I think their Facebook application for inventory is slick but it’s not exactly difficult to replicate.  They’ve got a nice presentation; it just didn’t show well at NADA.
• The one booth I didn’t get a chance to see that did generate some positive buzz was Dealer Mouth.  I need to check them out… seems like they were one of the surprise winners.
• The NADA workshops were seemingly well attended.  This was my first time as a workshop speaker and I definitely had it easy with a great panel, but our sessions were standing-room-only and many others were as well.    I think this just goes to show how engaged the dealers were at this show.  If you haven’t heard Suzuki of Wichita’s story and how they operate, I suggest you do!  Changing the way things are done!  Special thanks to Eric Miltsch of AuctionDirect, Tom White Jr of Suzuki of Wichita and Paul Potratz of Potratz Advertising.
• I’m a little biased but this was the first time Dominion Dealer Solutions really came together under their brand and the booth was busy the entire show.  It presented well, looked great and sparked dealer interest.  The ultimate goal of packaging together integrations between their powerful brands is in progress but even now some offerings have realized these synergies and special pricing packages have been put together.  Pretty cool to see this emerging.
• Perhaps I had low expectations but the Dealer Track Open-Track event was really well attended.  It looks like they increased the number of marketers, evangelists and promoters of their product that night.  And, of course, the DT party was great afterwards.  Cuba Libre is an awesome place. 
• I think one of the best things Dealer.com has going for them is how actively engaged their personnel are in the industry.  They are everywhere, engaged everywhere, learning and sharing everywhere… speaks well of their entire organization.  They have a very good product but the people in their organization make them who they are!
• And I think Rafi Hamid has cloned himself…  I see him too frequently in too many places for Rafi to be one person.  In fact, I think I saw him with and without a beard within minutes of each other.  Keep an eye out for that…