Park Automall Using Showroom Logic’s Lobster Trap Theory
This comparison was used for one of our car dealers. They had 2 different campaigns going at the same time, from us and another marketing company. They had a small budget, but the results were still impressive. (Click to Enlarge)
Showroom Logic has always been about microsites, and the effect is best described using our Lobster Trap Theory. If you were a lobsterman, how many traps would you set?
I don’t think anyone would say one. The best answer would be ‘as many as possible”. The more lobster traps, the more lobster. The same will go with leads and sales for a car dealer.
We like to think each miscrosite is a lobster trap, plus social media websites like Facebook, Twitter & Linked In. There are even more free lobster traps available for car dealers like Squidoo and Hubpages.
Many car dealers fall for the quick buck some marketing companies make in setting up a microsite for them. They will set it up with the proper keywords but the microsite will fail. Without backlinks pointing to it, it won’t do much good. Backlinks is what you need, so you either hire an SEO Company or do the work yourself. You could have the best optimized website on the planet for your niche, but if you lack backlinks you will get a tiny amount of traffic.
Showroom Logic first built a microsite for Park Automall in Tampa Bay Florida about 6 months ago. During the launch we set it up to rank on thousands of keywords. Park Automall understands that it is impossible to launch a website and obtain rankings in Google, Yahoo and Bing overnight.
It takes time for any website to rank, so we utilize that time to broadcast their inventory. We automated their Twitter and showed them how to obtain thousands of local followers, we automatically update multiple Facebook pages (personal and Fan Pages) and we embed a car dealer’s inventory RSS Feed into any website that will take it.
Park Automall took advantage of our exclusive Google Adwords tool as well. Without even mentioning the word “car” or “dealer”, we obtained 2,849,994 impressions throughout Google’s Search and Content Network so far in the month of February alone. Out of those millions of impressions, we lured 2,679 relevant clicks at an average cost of only $1.10 per click. This cost the dealer $2,945.00 in advertising on Google. Sounds like a lot of money right? It’s not when you realize last month they sold over 120 cars and trucks, and their closest competitor sold about 75.
As a car dealer, you need to remember what you sell. Thousands of people are looking for cars like a “Ford Mustang” and “Dodge Ram” every day in your area. A car dealer will never rank organically on a Google search like that, so you are forced to use Google Adwords to reach the searchers. David Ingold is the Internet Director over at Park Automall, and he properly interviews each up.
“How did you find us?’, he asks. “the internet”, says the customer. “Where on the internet may I ask?” 50% of his customers say Google.
Many dealers use vendors like Autotrader and Cars.com. As consultants, we highly recommend both. As long as you monitor your leads properly and you are confident the money spent is resulting in not just leads, but sales.
What you must understand is simple. Most consumers go to Google, not AutoTrader or Cars.com. Having a proper Google Adwords Campaign will allow you to let these consumers see your inventory first before the dealer down the street who pays thousands of dollars for spotlight ads gets them.
Showroom Logic sets up campaigns for every new and used car a dealer has in inventory. When a vehicle is sold, the campaign is deleted. When a vehicle is added to their inventory, we create a new campaign for each vehicle.
Many dealers have tried this, but they soon realize that they would need a dedicated skilled full time employee to handle it. Showroom Logic’s complete Google Adwords tool costs as little as $500.00 a month, and the clicks can go directly to a dealer’s current website or to a Showroom Logic miscrosite.
Now that Park Automall is reaping the benefits of proper internet advertising, we are building them a second miscrosite. We cannot divulge too much information, but we had a three hour meeting the other day and planned a great strategy.
As a vendor, I won’t be satisfied until they sell at least 175 cars a month. My plan is to do everything I can to make this possible. Although we have a lot of automation I still spend many hours building backlinks to all of their lobster traps, including link wheels. I even go one step further and sporadically list their inventory on Craigslist.
Showroom Logic can only service one dealer per city with our miscrosites, so if you’re in Tampa, Orlando or Pensacola Florida we cannot service you. Dealers who want to use our Google Adwords tool with their existing website are welcome anywhere.
If you want to own your city anywhere in the USA, contact mike@showroomlogic.com for more information. Our Google Adwords services are guaranteed.
