Spring 2011 issue of Horizons

Automotive – continued

Francisco was a new iPad application that several dealerships are using to market the next generation via the handheld computer. This application allows shoppers to conveniently see all relevant information about their new and used car inventory including car price, car photos and car specifics. Industry experts believe that future car shoppers will use this application to research your competitor’s inventory as they are physically on your lot looking at your inventory. Other dealerships are successfully marketing themselves through online videos that can be seen on YouTube. Innovative Ways To Market According to the 2010 AutoTrader.com , 50 percent of consumers watch video while shopping for car. These videos have proven to be an inexpensive way to market inventory and the dealership in a manner that is more personable than the traditional methods of advertising. Innovative dealerships are

beginning to stray away from the traditional email system for online shoppers. J.D. Power and Associates reports that only 22 percent of new car buyers engage in request- a-quote email activity. This email activity often requires consumers to submit a substantial amount of personal information just to receive a car quote that may take multiple days to receive. To better appeal to this consumer mindset, several dealerships are replacing their email activity with an online chatting function that responds to customers in a manner of minutes. These new marketing methods may not be successful for all dealerships, but with the ever- changing consumer mindset, dealerships must continually examine their online marketing methods and understand the tactics that will engage and influence car shoppers.

RubinBrown’s Automotive Services Group RubinBrown assists the automotive industry through income tax, retirement, and estate planning.

John Butler, CPA - St. Louis Partner-In-Charge Automotive Services Group john.butler@rubinbrown.com 314.290.3333

Mary Ramm, CPA - Kansas City Partner Automotive Services Group mary.ramm@rubinbrown.com 913.491.4406

Russ White, CPA, MBA - Denver Partner Automotive Services Group russ.white@rubinbrown.com 303.952.1247

Mark Conrad, CPA - St. Louis Manager Automotive Services Group mark.conrad@rubinbrown.com 314.290.3425

Raise Your Expectations

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