Especially when comparing dealerships that sell the same brands and offer similar services, prospective buyers often see price as the only compelling reason to choose one dealer over another.

To meet the challenges of a tougher-than-ever economy, discerning automotive dealers realize that an identifiable company image and a loyal clientele are critical to their survival in the community. Dealers recognize they can no longer rely on the traditional branding and marketing inherent to their manufacturer. Decisively, they take control of their fate by making differentiation from their competitors a high-level priority.

How can your Web site be used as a strategic tool for distinguishing your dealership? Here are two ways we can help you make your mark.

Don’t miss your market

As you strive to keep abreast with current online marketing techniques in the industry, you have likely become acquainted with the innumerable list of dealer-oriented Web design and marketing companies available to service the market.

Most of these offer turnkey re-brandings of pre-made sites that require little more than a monetary investment to get up and running. Marketed as “custom” and aggressively plugging convenience, flexibility, and built-in management tools, these sites present an alluring package.  Understandably, overworked or overwhelmed dealers may see these Web solutions as convenient and error proof — and many dealers seem happy enough with the product. But consider:

• Is that the sort of online representation that really makes your dealership stand out from the rest?
• Can it truly help the customer to understand your dealership’s unique offerings?
• Will it inspire trust in the local community and cement the relationship between you and your customers?

Hardly.

Worse yet, many dealerships who have taken this approach inevitably end up conveying a very similar presence on-line, inadvertently contributing to the inaccurate idea that dealers really are all the same.

What will help you rise above the crowd?

Dealers who do understand the value of differentiation may feel they have little alternative to the everyday when it comes to developing their Web site.

E Media Architects offers a refreshingly different approach to online dealership presentation. We won’t force your company to conform to pre-made Web solutions. We never re-brand, tailor or custom-ize template designs. In fact, the complete opposite is true. Not a single part of your site — from the design to the functionality — gets made before we discern your needs and, most importantly, the needs of your customers. We literally build each site by hand each and every time to obtain the best product possible, and all for less cost than the big Web companies charge.

How does this approach uniquely benefit your dealership?

Turnkey… or distinctively different?

If you recognize the value of accurately representing yourself in your community and using the Internet to strengthen your relationships with current and potential customers, let us assist you.

Because of our totally individualized approach to Web site creation, we’ll help you reach out to your customers in a way no one else can. With us, we’ll never rebrand a pre-made site; your dealership Web site is entirely custom-built to meet needs of your staff and reach out to your customers.

Our attentive, personal service is second to none. We are a husband and wife team, known for personally helping our clients each step of the way — answering your questions, listening to your needs, and offering honest suggestions about how to create the most effective online presence.

Our all-original Web site designs are clean, modern, and very user-friendly. Most importantly, they accurately represent your dealership’s distinct personality in a tasteful manner.

With attention to detail, we hand-craft your Web site; yet our prices are surprisingly affordable.

Explore our Web site to get to know us, and learn what we can do for your business.

What’s next?

No matter the state of the economy, discerning dealers are proving they’re here to stay — not because of the brand they sell, but because of the overall value they offer. Make your mark with a high-quality Web site from E Media Architects.

For more information on harnessing the power of your dealership Web site, check out our Special Series for Canadian Auto Dealers.

Considering hiring us? Get started with answers to your questions, a step-by-step outline of our design process, and our project request form.

What are your thoughts on how dealers can better differentiate themselves on-line?  Express yourself by leaving a comment.

How can your dealership’s Web site and store work together to meet the needs of people in your community? You must ensure your Web site complements your day-to-day business, and vice versa. Here are nine ways to make that happen.

1. Represent yourself accurately

You must accurately portray your dealership’s atmosphere and values in order for your Web site to attract the type of customer you are looking for in the real-world.

2. Deliver what you’ve promised

Harmonize your online claims and directives with your real-world procedures to ensure that customers receive exactly what you have promised. That means you should read descriptions of your products, services, procedures and location and ask yourself how closely these agree with what a customer would experience at your dealership. If you find discrepancies or claims that are unrealistic or impractical, then either what is stated on your Web site must be changed or your established procedures must be more thoroughly implemented and enforced in real life.

3. Establish an Internet Sales Protocol

If you have an Internet Sales Manager who is responsible for cultivating sales via the Internet, (or a representative who receives a lead from the Internet) make sure that he and all other salespersons at your dealership understand the process for properly directing that customer and completing the sale at the dealership. Not all customers realize that they should ask for a specific sales representative who has been helping them online, and may quickly get scooped up by another anxious salesperson when they come in the door. Therefore, having salespersons and customers familiarized with the step-by-step process makes for a smoother experience for the customer and maintains morale within sales representatives at the dealership.

4. Get your employees online

All (and we mean all) dealership employees should familiarize themselves with your site’s information and features, especially those that relate to their department or daily tasks. This prepares them to accurately answer an online user’s questions, direct customers to applicable areas of the Web site, and promptly follow up on any appointments and requests that come through the Web site.

5. Get your receptionists on board

Receptionists are often the first point of contact an individual has when telephoning or visiting your dealership. Make sure they are very aware of what information or tools are available online and that they take the opportunity to highlight these to customers.  Also, if you have decided to perform certain tasks strictly online (such as accepting job applications), it is kind to inform them of this, showing them where an individual would go online to complete that task, and asking them to refuse in-person submissions at the reception desk. This helps to draw the public to your Web site, training them to look first for information online so they do not have to tie up your employees by inquiring about repetitive information, such as the dealership’s address or hours of operation. Show the receptionist how doing so will save them time in the future.

6. Make your money work harder

Make sure you take advantage of all the online tools and Web pages you’ve created so that they truly promote the dealership.  What ways can you expand what you have? Say, for example, that you have an area of your Web site to promote the service department. Can you make that section work harder and become more directly profitable by offering coupons or advertising specials to make that section a recurring destination for repeat customers? Remember that adding to or updating your Web site will cost less than running a newspaper ad and is able to reach a boundless audience.

7. Keep up-to-date

Keep your Web site products and photos (such as vehicle listings) and information (such as hours of operation, staff directory and current specials) up-to-date to reflect what is actually happening right now at the dealership. But in order to keep up-to-date, you must 1) designate responsibility and 2) set a schedule.

8. Designate responsibility

One big thing often lacking in the management of dealership Web sites is a chain of responsibility. Think about it. If you wouldn’t expect the person sitting closest to the reception desk to be the receptionist, then why should the person who seems the least busy or who sits nearest your server be the one to manage your online marketing? You likely can see that if there is no one appointed, it’s quite likely that the task will be neglected. Each department should designate an individual who periodically reviews the information posted on the Web site for that department and who notifies of changes to information, current specials, and so on. If your dealership is running a blog or newsletter system, make sure there is someone responsible for assembling its content, writing it and preparing images, and also if necessary someone to check their work and arrange for its final publication. Also designate one primary individual as a liaison between the dealership and the Web designer/developer to reduce the miscommunications that involving too many people can create.

9. Set a schedule and stick to it

Make sure that everyone designated for updates knows what and how often they should be checking and updating and that they follow through. Doing so means that things will happen on time and within each quarter’s budget. It also means that the information will be accurate, which contributes over time to making your Web site a reliable information source for the public.

Can you think of any further ways that an automotive dealership could make its Web site and physical location cooperate better?  How could the management and staff work to overcome common challenges in making this work in the real world?  We’d love to hear your comments.

Your dealership may already be featured on your auto maker’s main Web site, or use a template site issued by head office to all dealers in your brand. Without argument, using a Web template or pre-built Web pages on the manufacturer’s site has its advantages.  These may include enjoying a Web presence that is coordinated with your auto maker’s established marketing, utilizing built-in inventory tools, and being included in the manufacturer’s online network of authorized retailers, all for limited investment on the part of your dealership.  However, many dealers find this does little to make their dealership stand out from competitors within their brand.

A truly custom Web site from E Media Architects will allow your dealership to…

1. Appeal directly to your local customers.

Independent, custom Web sites make a big impression on potential customers. Why? Primarily, taking a specialized approach shows your local audience that you are willing to go the extra mile to appeal to them. It demonstrates that you care about meeting their specific needs, each step of the way. You can keep the public informed through up-to-date local information such as current specials, promotional events or community involvement. You may also wish to spotlight your sales team members to encourage personal contact between them and online users.

2. Stand out from other dealers within your automotive brand.

Make people understand how you are unique from other dealerships — especially how you differ from other dealers selling your brands — by presenting a strong dealer identity. Doing so legitimizes your company as being successful on its own merits and accurately reaches out to those persons who will be drawn to the philosophy and purchasing experience you have to offer.

3. Have flexibility and control.

A custom-made, independent Web site can be changed when you want, how you want. E Media Architects will engineer your site to meet the specific needs of your target market. Therefore, as those needs change over time, we can continue to expand your site to be as extensive or specific as you require.

For example, when it comes to displaying vehicle inventory online, we take the approach that is most appropriate for you and your customers. The site we developed for Wendell Motors is an example of how we might have your site display new vehicles from your auto maker’s existing inventory database, while also showing third-party pre-owned vehicle inventory, such as that published through Boost or AutoTrader. At the other end of the spectrum, Voisin Chrysler is an example of an entirely custom-created inventory management system which we developed specifically to meet their needs.

Through custom Web design and development, hosting and E-mail services, E-mail marketing and post-publication maintenance, we’ll provide your dealership with a one source solution for less cost than maintaining in-house Web staff.

If your dealership is currently operating both an independent Web site as well as utilizing the standard-issue dealer Web pages from your auto maker, what role do you feel each online approach should ideally play? Have your say by commenting below.

Thanks for joining us!

Thank you for following our special week-long article series devoted to better Canadian automotive dealership Web sites.  We will continue to publish further Web site and marketing tips specifically for automotive dealers, so we invite you to return to the Automotive category of our News section to learn more in the future. Better yet, anonymously subscribe to our RSS feed (or via E-mail) to be automatically notified of new articles as they become available.

Please view our services. Consider our unique ability to contribute to your next creative project. Think we’re right for you? Contact us to discuss your needs.

The public now expects all legitimate businesses to have their own proper Web site, much the same as having a telephone number has been a basic requirement for doing business for so many years.

But what about your automotive dealership? Do you really need to have your own professionally created, independent Web site? Consider the public’s core needs and how your dealership might fill them.

1. Credibility.

How does the average consumer know whom to trust, especially where an important purchase — such as a vehicle — is concerned? An independent, custom Web site is the most effective way to establish your dealership’s online presence as a legitimate business.  Considering that your Web site is often the first opportunity your dealership has to create a good impression, just having “something” published on the Internet is not enough. A professional Web site makes a vital contribution to consumer confidence as it engenders trust, both for your products and your dealership.

2. Speed and accessibility.

Today’s increasingly busy lifestyle means that people only have so much time to devote to purchasing a vehicle. Add to this that it is more and more likely that what time people do have available will be outside of regular business hours. Wouldn’t it add to your dealership’s success if these people could be reached in the convenience of their own home or office at a time that is right for them?

To properly serve your audience, your Web site must be accessible whenever and however someone wishes to use it. A site that is easy-to-find, easy-to-use and hosted with a reliable Web hosting provider is an essential foundation. Realize that once a user arrives on your Web site, he wants to get solid information quickly and get back to what is happening in his own life. We strive to objectively craft your site so that the public can obtain reliable answers to their questions through brief but purposeful visits that will genuinely aid them in the purchasing process.

3. Personal attention.

To cement your relationship with a potential customer, you must reach out to him personally. This is a challenge in our modern age, where the incessant flood of public marketing can make even the most earnest person feel numb to any sales attempt. So instead of having the same standard-issue Web sites that every other dealer has, let our custom Web sites go the extra mile in specifically appealing to the customers you want. We will hand-craft your Web site to reflect your dealership’s unique identity in order to create a memorable impression on your target customer.

Could your dealership be accomplishing more online? We have assisted automotive businesses in addressing the needs of their local market. Contact us to discuss your project.

When it comes to an auto dealer’s Web site, what have you observed to be the specific needs and expectations of the public in your area? Please leave a comment and share your observations (please also mention your geographic location).

You may feel that this process is being accomplished well through the standardized Web sites provided by your auto maker.  Our next article will address the role of dealer Web sites issued by auto makers.

Is your dealership Web site accomplishing all you want it to? Objectively considering the following questions can help you see where you might best focus your attention.

Ask yourself and your team

• Is my current Web site drawing the amount of customers that I had hoped for, or that I initially received when the site was first published?
• Has the purpose of the site changed since its initial creation? How well is it serving the present needs of my customers, my staff and my region’s automotive market?
• Do I hear positive feedback on the site, and understand the purpose of a user’s visit? Are users’ needs and aspirations being met?
• Once a potential customer arrives, how likely is he to buy a vehicle based on his visit to the site? Am I providing him with all the necessary information and tools needed to make an educated purchase? What might be holding him back from taking the next step in the purchasing process, and how might this be improved?
• Are users aware of and making use of all the features on the site?
• Does the site show I am interested in providing post-purchase support for my existing customers, for example, by offering Parts and Service information and specials?
• Does the Web site look professionally designed, in harmony with my current image, and on par with or exceeding my competitors’ sites?
• Are my current dealership logos, manufacturers’ logos and ad programs being displayed?
• Are all photographs and textual information accurate and up-to-date?
• Is there a consistent and easy-to-use navigation system that appears on all the necessary pages? Or are users frustrated while trying to find the information they need?
• How appealing is the site’s styling, layout and functionality to a variety of users, in terms of age and computer literacy levels? Is it especially appealing to my target audience?
• Does the Web site display and function properly in all current versions of Web browsers (for example, Internet Explorer, Firefox, or Safari)? Do the pages load with reasonable speed on a cross-section of different Internet connections and computers?

In which of the above areas could your Web site be producing better results? Contact E Media Architects to learn how our custom approach can increase the effectiveness of your online presence.

What does the public expect from a dealership Web site? Tomorrow’s article will alert you to three primary needs and how to meet them.

What is the basic process through which your Web site should guide a target customer toward a vehicle purchase? And how might your Web site be improved to meet customer needs at each stage?

1. Reach out to the customer.

An effective site’s key purpose is to reach out to the public and attract the right customers. A custom Web site that is useful, easy-to-use and appealing to your target audience enables you to keep your dealership doors open to search out new potential customers 24 hours-a-day.

2. Make a polished impression.

When an Internet user visits your Web site, you have access to an individual who has already taken action to learn about you. Use this opportunity to make a positive impression. By utilizing our professional Web design and development services to create a well-coordinated and individualized online presence, your dealership’s custom Web site can convert casual browsers into customers like no pre-built Web solution ever could.

3. Help educate the customer.

Laying the foundation of your site with solid information and convenient online tools will aid the user in the purchasing process. Your Web site can also help to retain your post-purchase customer base by presenting vehicle service and maintenance features that give them a reason to return. Whatever the particular needs of your market, a Web site which is custom-built to your specifications will provide your potential and current customers with the exact tools and information they need to make an educated decision.

4. Motivate the customer to contact or visit you.

Once interest has been created, your Web site must contain simple instructions and clear directives urging customers to contact you — online, by phone or through a personal visit. By custom creating your entire online experience in a manner which is most effective in motivating your target audience, your Web site will naturally lead users toward that vital step.

We have assisted automotive businesses in addressing their competitive challenges. Contact us to learn how we can serve your dealership.

Which of the above mentioned stages seems to you to create the greatest challenge in completing a sale? Please comment and share your thoughts.

How well is your current dealership Web site accomplishing each of these goals? Our next article will address how to analyze your current site.

For an automotive dealership’s Web site to be utilized as a business tool, the objective must be to represent your dealership’s unique strengths and truly appeal to your local customers in the best manner possible.

Appealing to shoppers in the Canadian automotive market.

Canadian automotive shoppers value high-quality, low-pressure experiences. With this in mind, the impersonal, loud or borderline abrasive approach which many dealerships have gravitated to online may not actually be what your local market appreciates. Especially is this true if your dealership is located in a small town or rural area, or is operated as a family business. A pushy “sell, sell, sell” Web site may even damage the real-world reputation you have carefully worked hard to build over the years. So how do you ensure your Web site is appealing to your target customer?

An accurate representation of your unique business.

What sets you apart from your competitors? Over the years, your dealership has become known for specific values and a particular atmosphere that continue to attract the type of customers you want. It is this — the strong dealer identity you have already established — that must be portrayed online in order to make you stand out. To do so, your entire Web presence must be defined by your dealership’s individuality and values, not just the products every other dealer within your automotive brand is selling. Therefore, it is clear that a rebranding of the same pre-packaged dealer Web sites that everyone else has does little to accomplish this goal.

Consider a success story.

Family-operated Voisin Chrysler Ltd., located in rural Elmira, Ontario, has proven to be a dealership with a thorough understanding of its own unique identity. Before undertaking the task of Web site creation, the people behind Voisin Chrysler had well in mind the need for their Web site to reflect their hometown reputation, on which they have built their successful Chrysler Jeep Dodge dealership. Immediately turning away from an overly formal, urban or aggressive approach online, they instead asked us to create a down-to-earth custom-built Web site.

Commenting on the success of this strategy, dealership communications representative Erin Collins states:

“When we hired E Media Architects we were very eager to set our website apart from the bigger and more aggressive dealerships.  We were very clear that our goal was to have our website reflect the feeling of the customer having walked into our dealership.  At Voisins we are very aware that a big part our success comes from the fact that we are a unique hometown, family-run dealership that treats it’s customers like family.  It was incredibly important that our customers get this ‘feel’ when they enter our website.

We knew that we needed E Media Architects to develop a custom website that reflected our specific goals, strengths and needs.   E Media Architects’ interpretation of our thoughts as far as the look and feel of the website were right-on!  They incorporated all of the elements that were important to us, as well as still making the website a very successful business tool for the dealership.

We are more then pleased with the success of our website… We have received very positive feedback and are so glad we went with the unique style of website that we did.“

We’d love to help you too.

Rather than merely tailoring our Web products to suit your needs, we endeavour to understand the needs of your local market before hand-crafting a Web solution that suits you from the ground up.

We are eager to help your dealership create an effective online presence by:

• accurately representing your individual sales and service philosophy;
• featuring products and services in a manner which appeals to your local market;
• encouraging customers to develop direct relationships with your sales staff; and
• motivating the public to choose your dealership.

E Media Architects has a unique ability to positively contribute to your dealership’s next creative project. We can help you create a site that is both simple and uniquely yours. Think we might be right for you? Please get in touch.

As an Internet user, how does a Web site’s accurately representing a business create a positive online experience? Please share your viewpoint by leaving a comment.

Our next article will explain the 4 steps through which your Web site should guide your target customer.

In a tough market, your dealership must go the extra mile to show the public that you have more to offer than your competition. Whether you directly sell vehicles online or not, your Web site is often the first point of contact your potential customers have with your dealership. Are you creating the impression you want people to remember?

Secure your dealership’s relationship with the public.

As multi-store dealer groups increase their share of the Canadian automotive market, single store and owner-operated dealerships must do all they can to cement their relationship with potential customers. Your dealership’s individual character may be its finest asset, and if developed skilfully, a Web site can help you represent your individuality well.

Before the point of the actual sale, an effective Web site is necessary for educating and inspiring the public with the confidence to purchase their next vehicle specifically from you, whether they have in mind to make that purchase today or in the future. This is especially true when competing with other dealers who are also selling your vehicle brand — and even more so within your region — in which case an independent, custom Web site legitimately makes your business stand out for its own unique reasons.

Harness the distinct benefits of the Internet.

Some dealers may sell the power of a Web site short, thinking of it as nothing more than advertising. But the Internet is not like any other medium, and so your Web site should be so much more than just another ad.

Whereas traditional media broadcasts your information to a general audience, a Web site allows you to directly and immediately interact with a relevant group of individuals who are already specifically seeking you or your products. Keeping this audience in mind, a custom site enables you to convey your unique sales and service philosophy in the most targeted manner possible. Because Web content can be updated instantly, your audience can come to rely on your Web site for the most up-to-the-minute information. What is more, this can all be accomplished for comparatively less cost than traditional media.

A wiser use of resources.

Canadian Auto Dealer Magazine recently reported that dealership operating costs are up while profits are down. So to stay competitive, dealers need to maximize the value of their marketing budget without watering down their dealership’s public presence.

To meet your business objectives, an automotive Web site need not be flashy, complicated or prohibitively expensive. It has been our observation that most online users in the automotive industry — whether dealers, salespersons, or potential or current customers — all want the same thing: a simple, easy-to-use site that puts them in touch with the facts they want. E Media Architects can develop a custom-built Web site that accurately reflects your dealership’s unique values in a manner which appeals to your local audience for little more than the cost of a couple of onetime newspaper ads.

So, where do I begin?

Over the next week, our special series of articles will explain in detail how you as a Canadian auto dealer can use your Web site to its best advantage in complementing the real-world business at your local dealership.

Whether you are just starting out on the Internet or need to totally realign your current online presence, our custom approach will help your dealership stand out.

What is your viewpoint on how the current automotive market in Canada should impact a dealer’s approach to gaining customers? Please leave a comment below.

Our next article will explain in greater detail what sort of auto dealer Web site works best in Canada.

We invite you to learn more about this series, article titles and publication dates.

What can you do? Diversify. Make your advertising dollar go further by complementing existing advertising with the strengths of the Internet.

For example, while advertising in newspapers is essential, the price for ads is shocking. A black and white ad can easily cost $1000 for a single day in a local paper. But you can optimize the strengths of both mediums by running smaller, less costly newspaper ads which encourage the reader to obtain further information through your Web site. This technique effectively reaches out to both those who rely on newspapers and those who rely on the Internet for information consumption. Driving the traditional newspaper audience to your Web site exposes them to the wide array of tools and features your site offers, promoting each of your dealership’s unique services without having to say it all at once.

If in the past you have been hesitant to invest online, realize that now more than ever is the time to turn to the Internet to create public interest, help your dealership rise above the competition and, of course, generate sales. You will be surprised how cost-effective and flexible a custom Web site from E Media Architects can be for your automotive dealership. For little more cost than a couple onetime newspaper ads, we can provide a complete Web site, creating a lasting online presence for your dealership. The benefits that come from a custom site are nearly endless.

If you have a reduced advertising budget, or you want to maximize the budget available, make the Internet work harder for you. To benefit from our expertise hire us today!

What are your thoughts on the combination of traditional and new media? Does any single medium monopolize your advertising budget?