If you’ve been following us over here at DHD, I’m sure you’ve noticed we’ve had a pretty busy 2010 thus far.  We’re very happy with the progress we’ve been making on the development side, and we’re getting ready for our first update of 2010 this weekend.

We’ll be implementing RIMS features that will help us help YOU as dealers.  Our mission here is to make things as easy-to-use as possible when it comes to your website.  In the next few days if you’re a DHD client you’ll be getting our email with the details of the 1.13 update and features you can look forward to.  If you’re not a Dealer HD client yet, don’t worry, we’ll let you in on the features too.  They’ll be added right here on the DHD blog as they’re available.

In addition to our development efforts this year we’ve also made a point make our brand more available.  You’ll be seeing more of us in your dealer publications and dealer forums.  We want you to know what we’re up to and what you think.  Check us out in Auto Success on page 16, Auto Dealer Monthly on pages 26-29 and in our latest AS Podcast.

For all of you heading to Orlando for NADA, we’d love to meet you.  Stop by our booth, #461 to chat.

Remember back in school when you studied like crazy for a test – reading the book, checking homework and quizzes, but even after all that you still failed?

Ok, maybe failing is a little extreme – point is, you didn’t do so hot and neither did the rest of the class.  There are some professors in this world (not many of mine) that take pity and decide to grade on a curve.  Curving takes out the sting and inspires us to try a little harder next time.

Right now we’re experiencing the Social Media boom and dealers everywhere are trying outlets like Facebook and Twitter to get their dealerships noticed.  From the Dealer HD and Interactive Provider perspective it’s fantastic.  Social Media Outlets have given dealerships the ability to create their own image online and for an industry that has struggled with the transfer of power between print and online advertising they can see the value in it, if done right.

The problem is, right now not everyone is doing it “right,” whatever that means.  There have been blogs and articles encouraging Social Media use then pointing the finger on who’s doing it right or wrong.  I think we need to take a step back and realize that just like math or science – Social Media deserves a curve too.

Finding the right strategy for your dealership is going to take a little time.  Not everyone can use the same formula, it’s dynamic and what works in Illinois might not work in Texas.  For those dealers out there trying their hand in Social Media – go for it!  Don’t be afraid of critics or failing your first time out.  You’ll get it and once you do you’ll reap the benefits.  If you have questions as you go along, don’t be afraid to ask for help.  Talk to someone you trust or even your website provider – we’re full of ideas and ready to help.

To get you started – the best universal advice I can give you right out the gate is to put yourself in a customer’s shoes.  If your page is something you would be interesting in being a part of, chances are others would be too.

We are currently living in a day of age where advertising is virtually EVERYWHERE.  When you go to a movie, drive down the street, or even when receiving bills in the mail, someone is always trying to sell something.  As for the automotive industry it is important to get your dealership’s name out there in the most effective way(s) you can. Because if you don’t – someone else will grab that market share right from under your nose!

When people think advertising they think newspapers, magazines, direct mail, radio, television, etc.  Which are all excellent outlets, but are unfortunately becoming more and more out dated everyday.  Now don’t get me wrong, I still read magazines and books that are actually made out of paper, and listen to the actual radio instead of going straight to my iPod, but as time goes on, these methods are fading out.

Print advertising is disposable.  When men and women are on their daily commute each morning, they may read the newspaper while on the train, but most individuals toss that paper in the garbage as they leave the station.  This leaves no chance for the potential customer to go back to look at your ad. Once it is gone, it is gone. The only way to re-market these consumers is to re-run those ads day after day, which can make quite a dent in your budget.

Where some may argue that a newspaper is a lot easier to come by during your daily commute or while sitting in your Lazyboy on Sunday morning, as technology advances, so does the accessibility to search the web. There are now laptops available that weigh just a few pounds, and phones such as Blackberrys and iPhones that you can check email, surf the web, and message your friends!  Shopping and researching vehicles is convenient and painless.  While consumers are searching on the web for products, especially vehicles, they are either looking for you, or looking for the product.  If you can pull the latter in with an effective online campaign, you can almost always expect a for-sure sell.

“eMarketer projects that the online share of ad dollars will continue to grow, rising from neatly 10% this year to slightly more that 15% in 2013.”  It seems to be that this so called ‘less traditional’ form of media may just as well eventually rise about and be the most traditional of them all.  This is an on-the-go form of media that keeps up with the advancing technology, and cannot be disposed of as easily as your more ‘traditional’ forms.

The way I tend to look at it is that to run your basic search or display campaign for an entire month, can basically be the same cost to you as running a full page ad in Sunday’s paper.  Throughout the month these online campaigns are constantly re-marketing themselves, where as the Sunday paper is thrown into the recycling bin on Monday morning.

The advertising dollars that are spent to run an affective online campaign can be the best way to spend your budget.  Mixed with other forms of broadcast and print, having a well-rounded monthly advertising campaign will be a sure way to make sure that market share isn’t being pulled from under you.