Larry Bruce's Blog (23)

BDC, Call Center...BS...Call It What It Is!

COMMUNICATION!

I just got through reading “Is the dealership sales call center obsolete?”on autonews.com. I got the article from Andy Warner on twitter. This article highlights dealers that…

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Added by Larry Bruce on May 27, 2013 at 7:30pm — 65 Comments

The Value of A Promise Kept

The basic Law of Reciprocity states: To give and take mutually.

 

I have thought about this a lot over the last few months. We use this concept very effectively in conversion optimization by giving white papers, special…

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Added by Larry Bruce on October 19, 2012 at 6:00pm — 2 Comments

What The Merovingian Can Teach You About Marketing

"Why"?

This is the single most difficult concept for most marketers in automotive to understand.  “Why” is the reason AutoTrader and Cars.com run millions of dollars in ads on TV, then put only a fraction of…

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Added by Larry Bruce on October 13, 2012 at 10:48am — No Comments

More ZMOT!...Really?

ZMOT its everywhere seems like these days. With Google as the general session at Digital Dealer this year I thought I would talk about how we see the execution of ZMOT for dealers. Below are the slides from my presentation. I think these numbers will add up to a pattern if you look at the slides closely.

There is not ONE ZMOT in Automotive there are TWO

  • People spend as much time consuming online media as they do off
  • Targeting is getting better & faster online,…
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Added by Larry Bruce on April 8, 2012 at 10:32am — 1 Comment

SEO VS PPC DD11 Recap

Last Digital Dealer we explored the data behind SEO & PPC and where your efforts get the most bang for the buck.

At Digital Dealer 12 in Orlado April 3-5 will will explore the data behind ZMOT and how to execute it in your store to increase lead volume and most importantly Show Rate in the dealerhips.

Click Here to attend my Digital Dealer 12 Session "Marketing…

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Added by Larry Bruce on March 29, 2012 at 11:40am — No Comments

It's Not What He Knows...

That kills a General Manager it’s what he doesn’t know!

Those words spoken to me by one of the smartest dealers I ever worked for, Jay Marks, have stayed with me since 1996. Same principal applies in every position of the dealership but particularly in marketing.

Let’s face it Marketing is quickly becoming a…

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Added by Larry Bruce on March 28, 2012 at 10:00pm — 1 Comment

The Secret Weapon

Post one of ten posts I will be making leading up to Digital Dealer 12.

 

 

If you are one of the best dealers in the country you are using 10% of your Secret Weapon…what is it?…





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Added by Larry Bruce on March 17, 2012 at 10:40am — No Comments

Matt & Vanessa Don't Hate Me...

But you couldn’t be more wrong about microsites!

 

 

I have had a few dealers reach out to me lately on Microsites being a bad idea and even one of the largest industry providers asking me if dealers using them will be “Black Listed” by Google…REALLY?! 

 

 

In this video Matt Cutts from Google explains his OPINION on microsites and calls out a post by Vanessa Fox “Microsites A Bad Idea Most of the Time”.

 

 …

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Added by Larry Bruce on March 10, 2012 at 12:12pm — 1 Comment

Future Auto World...What'a ya Think?

An interesting report from comScore and I think some premonitions for retail automotive.

  1. Could FREE shipping break open real eCommerce for automotive? I think it is certainly a big hurdle right now logistically and monetarily. Taking away the monetary factor may go a long way toward opening this up. Of course there are still some logistics involved and there is the tactile factor. The need to touch and feel the vehicle is diminishing slowly and…
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Added by Larry Bruce on February 18, 2012 at 12:18am — No Comments

AutoMazing Podcast

The AutoMazing Podcast is a group of cars guys (Larry Bruce, Chris Saraceno, Eric Miltsch, Bryan Armstrong, Shaun Raines, Tracy Myers & Rob Campbell) that get together 2 to 3 times per month and discuss the topics affecting our industry.

12/29/11 - What Makes A Great Customer Experience & What Is CarMax Doing We Should Be…

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Added by Larry Bruce on January 4, 2012 at 6:26am — No Comments

TrueCar, KBB & Edmunds: an Objective View

TrueCar has certainly stirred up a hornet’s nest with “Know the REAL Price”. To be fair they are not the only online lead generator that uses dealership transactional data in an effort to get between the customer and the dealership and get a piece of the car sale either through a pay for lead or pay for sale pricing model.

Both KBB and Edmunds use transactional data also, the difference… their billing model doesn’t require them to dial into your system so it doesn’t appear that they…

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Added by Larry Bruce on January 3, 2012 at 10:30pm — 3 Comments

Why ZMOT is BS

One of my most favorite sayings in the world goes like this:

“A sale, like a war, is won by many battles and lost

by one”

 

This is true across every industry and business and why there is no single ZMOT (Zero Moment Of Truth). There are multiple events that take a…

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Added by Larry Bruce on November 25, 2011 at 10:46am — 2 Comments

Is What Your Dealership Stocks a Marketing Decision?



This was a question asked by Ed Brooks of vAuto. I find this a very interesting question for a lot of reasons and …

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Added by Larry Bruce on November 18, 2011 at 7:30am — 2 Comments

Why you don’t need a website provider

Some people have heard me say this in the past

“It’s not your website provider’s job to give you a working website. It’s their job to give you a functional one; it’s your job to make it work”

What does that mean…REALLY?

     • It’s Your Job – to know what keywords to rank for

     • It’s Your Job – to create good…

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Added by Larry Bruce on November 6, 2011 at 5:34pm — No Comments

Strategies NOT Tactics

All too often what we think are strategies are mere tactics and are driven by technology vendors want to sell us. I put together this 2.5 day class for our clients and perspective clients on Strategies to help them better define their own strategy online & off.

 

This is a 2hr version of a 2.5 day class.

 …

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Added by Larry Bruce on September 10, 2011 at 12:19pm — No Comments

Coffee's for Closers...Negotiation AINT the close

I love reading Jim Ziegler’s articles there is a lot of hard core truth in what he writes, most of all you can bet he is passionate and believes and lives every word. While reading this latest article “Coffee’s for Closers” it floored me that we still see this connection between the “PRICE” and the "Close". What’s even more ironic is that is that what actually “CLOSES” a car sale is as old school as it…

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Added by Larry Bruce on June 4, 2011 at 1:53pm — 1 Comment

The Digital Divide - It's not what you think it is

“Communication with you customers has never been easier…and yet your customers have never been further away.”







For some time now I have been thinking and battling it out with several blog opponents on…

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Added by Larry Bruce on April 15, 2011 at 11:50pm — No Comments

Leadership In Our Industry

You know for last few months I have been hearing a lot about leadership in our industry, about education and how there needs to be more of both, I ABSOLUTELY AGREE!



I met up with Bill Playford at SWSXi (South By Southwest Interactive) for those not familiar with the acronym. We talked about this very thing. I found myself getting very excited…

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Added by Larry Bruce on March 13, 2011 at 9:47am — No Comments

"Having NO reputation online is worse than having a bad one"

I am sitting here this morning doing some final research and putting some finishing touches on the outline for my upcoming webinar on “Why pay for Reputation Management when you can get it Free” and it occurs to me I did the very thing I am railing against in the seminar… pigeonholed “Reputation Management” as monitoring the web for bad things people say about your dealership in the title and description on the sign up page for the…

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Added by Larry Bruce on March 6, 2011 at 11:12am — 2 Comments

Microsite & Landing Page Insanity

This NADA was riddled with the Microsite buzz or at least where I was. I heard more than a few sessions on this topic and it amazes me sometimes that these “Experts” who talk about microsites and conversion still think that if you just throw a Microsite out there it will instantly get traffic or if you build a lot of them somehow visitors will just trip into them.

Just quit it…Please!

 

Don't ruin a good thing before it ever gets started with these crazy…

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Added by Larry Bruce on February 10, 2011 at 9:00am — No Comments

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