Reputation Marketing is just the first step. Get reviews and then what. Learn how to grow your brand online and utilize your positive customer feedback to influence the next prospective customers online.

1. Reputation Marketing: The Next
Step in Reputation Management
Never Let a Good Review Go To Waste

2. Let’s Connect Online
Glenn Pasch, CEO
PCG Digital Marketing
glenn@pcgmailer.com
Twitter:
@sidebysidecoach
LinkedIn:
www.linkedin.com/in/glennpasch
Blog:
www.glennpasch.com
Website:
www.pcgdigitalmarketing.com

3. • What is Reputation
Management/ Marketing?
• Why is it Important?
• How to be proactive.
• How to Market it Online.
• How to Market it Onsite.
• How it Makes You $$.
• Homework

6. Pool of Influence:
Are You Filling It
and With What

7. The Changing Nature of the Customer Journey…
1 in 4
search results
for the World’s Top 20
largest brands are links
to user-generated content
SEARCH
CHECK BLOGS
STIMULUS
PURCHASE
The average U.S. shopper
READ
REVIEWS
NETWORK
57% of people
10.4
consults
sources
prior to purchase
Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011,
Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google
talk more online than
they do in ―real life‖
SHARE VIDEOS

8. Digital Consumer Trend
2.0B internet Users
4.1B mobile Users
2.1B searches daily
1.9B social network users
35h video uploaded each
minute
Source:
• eMarketer.com
• Constant Consideration: New Vehicle Path to Purchase, Compete/ Polk/ TNS September 2012. HHI $100k+
• NetPop Research
Auto Consumer Trend
90% car buyers are online
75% start research online
Auto videos positively impact
79% buyers
32% mobile users say video
sites help drive their decision
46% buyers worldwide likely
to make an auto purchase
based on social sites

9. Are You the 1.3 or Zero?
It is critical to note that the first dealership showroom that customers visit
will tend to make the sale. According to the 2011 JD Power Automotive
Internet Roundtable Study, the average car buyer will visit 1.3 dealerships
before making a purchasing decision.
This important number has decreased from past years. As recent as 2005,
customers would visit approximately 4.1 dealerships before purchasing a
car. Due to these changing statistics, it has never more vital for dealerships
to get customers into their showrooms, before a competitor achieves this
goal and ends up making a sale.

10. The Amazon Effect

12. All within 10 miles

13. 2014 Jeep Cherokee: All within 20 miles

14. How Do You Stay On List?
•
•
•
•
•
•
What Can I DO to Stand Out?
Reviews
Videos
Social Media
Blogs
NOT PRICE

19. Canadian Dealer

20. US Dealer

21. Yearbook Company

22. Are Reviews Important

23. YP Search: Q1 2013

24. Common Obstacles
“I Can’t Get My Staff to Ask”
“My Competition is Gaming the System”
“No one Reads Reviews”

25. Thanks to Brightlocal.com Local Consumer Review Survey 2013

26. Thanks to Brightlocal.com Local Consumer Review Survey 2013

27. 85% Do Read Reviews
Thanks to Brightlocal.com Local Consumer Review Survey 2013

28. Thanks to Brightlocal.com Local Consumer Review Survey 2013

29. How Do We Do It

30. Asking for Review
• Ask Everyone
• Ask while Paperwork is being
done or downtime
• Ask when exchanging payment
but mean it!!!
• Ask for personal review, not for
dealership
• Explain to them your process

31. Asking Everywhere

32. Landing Page

33. Responding to Reviews
• Keep it Short
• Respond to all Negative
• Respond to 2/3 of
positive
• Give your name, title and
direct phone #
• No email in response
unless # is there as well

34. What To Do Online
• Banners:
–
–
–
–
Charitable Events
Awards
Testimonials
Mission Statement
• Videos:
–
–
–
–
Testimonials
Why Buy Here/ Service Here
Staff interviews
Events/Charities

35. Banners

36. Customer Testimonial Video

37. Video

38. Customer Testimonials OnSite

39. Testimonial on a Targeted Page

40. Walk Around Video

41. Helpful Video

42. Why Buy From Us

43. Multiplication
• Video Testimonial
– Video on website
– Push out of Social Media
– Create a Blog Post
– Use in Email Newsletter
– Create a customer testimonial You Tube Channel

44. Facebook

45. Pinterest

46. Cross Marketing

47. Marketing of Staff

48. Marketing of Staff

49. Look Outside Your Industry

50. On Site Branding “Tell Me How I Am Doing”

51. Community Involvement

52. Let Them See You Care

53. Where Can You Thank Them

54. Listen

55. Wall Of Fame

56. Look Around for Ideas

57. Sales People Front and Center

58. Pool of Influence:
Are You Filling It
and With What

59. Summary
•
•
•
•
•
•
Reputation Marketing is Proactive
Decide Who You Are
Leverage is at all Stages of Customer Journey
Multiply Your Efforts across Internet
Make Sure On Site Matches Online
Keep It Up To Date

60. Homework
• What is your dealership doing for reputation?
• Describe your process for reviews?
• Describe how you are using video to enhance
your reputation?
• What areas could your dealership improve on?
• Describe how a company you have dealt with
outside of automotive actively manages their
online reputation.

62. PCG Digital Marketing

63. • Join online communities that allow you to engage with your
peers and get help for free:
– www.internetsalesmanager.org
– www.dealerrefresh.com
– www.drivingsales.com
– www.dealerelite.net
• Need Assistance, Just Call!
– Office: 732.450.8200
– Email: glenn@pcgmailer.com
– www.pcgdigitalmarketing.com
PCG Digital Marketing

64. Thanks
PCG Digital Marketing