Automotive Advertising Agencies Need to Reinvent Themselves to Support Social Media

The role of automotive advertising agencies is changing along with the auto industry that they serve. It is important for automotive advertising agencies to educate themselves and their auto dealer clients about their changing roles in a consolidating auto industry that is shifting onto the Internet Super Highway vs. local car rows.

Problems and solution shared at real world venues in the auto industry are having an impact and the slow shift to the new pull/push world of the consumer driven Internet is becoming more obvious. Similarly, a growing number of online social networking communities are also all helping to spread the word and their timing couldn’t be better.

The only constant in the auto industry is change. Of course human nature is also a universal constant, but since that is the fuel that powers most change in the auto industry it must be factored in and considered by automotive advertising agencies who can now look to consumers for the answers.

Radio, T.V. and newspapers are no longer the media of choice for today’s Internet savvy consumers. B2C messages online are filtered out in favor of C2C conversations in social networking communities that now dot the landscape on the World Wide Web. Automotive advertising agencies must reinvent themselves as the resource that auto dealers rely on to navigate them onto the Internet Super Highway because that is where their customers are.

Keeping ahead of new technologies and applications that integrate selling processes between the real and the virtual world showrooms and inserting auto dealers into the conversations that make up the online marketplace must be job one for automotive advertising agencies who wish to serve their auto dealer clients in today’s challenging auto industry. Radio, T.V. and print production has a shrinking role in an automotive advertising agency’s tool box and leveraged online production resources will eliminate them altogether in the near future. Similarly, agency commissions earned from conventional media analysis and placement are being absorbed into the media providers as value added services for their auto dealer advertisers. At the same time, automotive advertising budgets are being shifted to online digital marketing platforms with more verifiable sourced R.O.I. that is far superior to conventional media. The writing is on the virtual wall and automotive advertising agencies must either read it, write it or accept their diminishing value in tomorrow’s auto industry.”

The Internet has empowered consumers to bypass auto dealers and even their most strategically placed marketing message in favor of online information resources that are not dependent on automotive advertising agencies or auto dealers for their content. Initially, third party aggregators captured online auto shoppers attempting to avoid real and virtual world auto dealerships by collecting inventory from hundreds of auto dealers anxious to get their inventory in front of today buyers for new and pre-owned vehicles. Consumers quickly realized the limitations of looking at vehicles in this kind of dealer-centric platform and the technology driven evolution of online marketing platforms soon provided more consumer-centric solutions.

Auto dealers are now able to monetize social media with features that invite car shoppers to share their vehicle selections with their online friends and family to assist them in their car shopping experience. These C2C conversations pushed to Face Book and other social networking communities replace previous unsuccessful attempts by automotive advertising agencies to post B2C messages on the same social media platforms. Automotive advertising agencies need to know about sites that offer a variety of free services and a way to earn a seat at the social media table More relevantly, they need to tell their auto dealer clients about them to justify their agency fees!

Other technology driven applications automotive advertising agencies need to tell their auto dealer clients about that will allow them to sell more vehicles and service for less money and with less staff include dealer hosted personal web sites for their staff, dashboard tools that integrates telephone and SMS text messaging for more comprehensive and cost effective follow up, automated video production platforms that converts the pictures on an auto dealer’s website pushed onto the search engines with Facebook applications that allow an auto dealer to display their entire inventory on a non-offensive tab within the customers Face Book page, customer interaction platforms that allow online shoppers to initiate a two way video conversation from within an auto dealer’s website that can accommodate a turnkey online transaction without having to drop the glass wall that empowers online shoppers to move forward in the negotiation process and appraisal tools which provide site visitors with NADA sourced values for their trade-in while selecting suitable vehicles from the auto dealers online inventory to find a car to replace the one that they are selling.

Any one of these new online conversion and marketing tools can develop a superior R.O.I. to even the best written and placed conventional automotive advertising messages and/or online digital marketing campaigns. These technology driven solutions and their importance to automotive advertising agencies are needed to justify their agency fees to their auto dealer clients in today’s consolidating auto industry. Many automotive advertising agencies still operate under the assumption that if they bring enough bodies to the front door then they have earned their fees. In today’s consolidating auto industry; not so much!

Reduced sales volume and profit margins coupled with increased expenses demand that automotive advertising agencies must increase their areas of responsibility to include internal selling processes using systems to increase efficiencies across all departments in an auto dealership in both their brick and mortar facilities and their newly developing virtual showrooms. You have to be in it to win it and for the foreseeable future the game is being played on the World Wide Web. The most active lanes on the Internet Super Highway are those that lead to social networking communities that share information between automotive advertising agencies and auto dealers as much as they do for their customers.

Safety of Automotive Batteries in a Mechanical Workshop

Automotive Batteries in a mechanical workshop.

The common automotive battery posses a number of safety risks that perhaps are not well known or at times not well managed.

Let’s go through some of the issues with automotive batteries to see how there associated risks can be managed.

The common automotive battery is what is classed as a lead acid battery, meaning that it has plates of lead inside as well as a mixture of sulphuric acid and distilled water.

Each time the battery is discharged through either starting the vehicle, using the headlights or radio etc it will need to be recharged.

As a battery is charging it gives off a small amount of hydrogen gas and this is potentially dangerous as hydrogen gas is extremely volatile or explosive

When this happens in a motor vehicle it is not such a problem as the battery is nearly always in an air flow of some type which disperses the gas thus eliminating the problem.

When batteries are charged inside a building and specifically a workshop there can be a lack of ventilation removing this from the area thus causing the potential for an explosion if the gas was to be ignited.

What can be done to reduce this risk?

Ensure that the battery charging area is well ventilated to the outside air.

If this is not possible due to the location within the building install an exhaust fan or another type of ventilation system to remove any build up of gas in the area.

The battery charging area should be located away from a general traffic area with correct signage indicating that it is a restricted area.

There should be a 1st aid kit including an eye wash module in close proximity and that all staff are trained in there use.

Ensure that there is the correct type of fire extinguisher (s) mounted just outside of the area with correct signage and that all staff are trained in their use.

Ensure that your battery charging equipment is in good working order and that it has been tested and tagged for electrical compliance, usually every 6 months.

Ensure that your staff are correctly trained in how to use the battery charging and load testing equipment.

When not in use keep the battery charger leads and clips, clipped onto the bench or work area to reduce the risk of being caught or being tripped over.

Remove where possible the small water filler caps on top of the battery so that the water level and the specific gravity can be checked (using a hydrometer), with the caps removed this also eliminates any pressure build up within the battery due to the gas production while charging.

The area needs to kept clean and tidy at all times with o storage of metal objects within the area, this eliminates the risk of a metal object falling across a batteries terminals and causing a spark and in some cases an explosion.

Always keep you battery charging area free from other chemicals, oils, greases and any other flammable material, including oily work shop rags.

Always wash dirty batteries before charging as some acid residue and scum can cause voltage leakage.

Always wash hands after handling batteries as some residual acid may contact the skin causing irritation or discomfort.

Always keep a pair of gloves and safety glasses in the area for use by any staff member.

Always keep terminal cleaning equipment in the charging area (wire brush & specific terminal cleaners).

If you ever carry out battery terminal repairs using the carbon arch method use extreme caution. To find out more about this send a question to the email, address at the bottom of this article.

When moving or lifting batteries always use correct posture and manual handling methods: E.G. use trolleys to move around, use two people to lift the bigger batteries, use benches that are at the correct height so there is no excessive bending or reaching up.

If your battery charging area is somewhat hidden away out of clear site you can set up a warning light on top of the area to signal that there is a battery on charge. This can reduce the incidents of staff leaving work for the day and leaving a battery charging over night, as this is not recommended. The warning light is generally a 12 volt low power draw light (LED is best) connected to the battery that is being charged.

Have clear signage on the outside of the battery charging area indicating what the battery area is and a set of clear guidelines or instructions on what and what not to do in this area..

Any old batteries should be discarded as soon as practical using your local battery re cycling company to collect them from your premises.

27/06/2011

Use of Online Sources for Automotive Marketing Research

Conducting an Automotive Marketing Research can be difficult at times if you do not have the right set of resources. Well, in today’s world everything depends on technology and various tactics that can be used for deriving information. In all these tactics there is a thin line which needs to be followed; this can fetch you results that can give you accurate results. A marketing research comprises of long and short term data. Long term data is that one which helps in understanding the market for over a year or so. This type of data can help a lot in future planning; if you have set any goals for the future time then this is the best source for planning. Short term results or data can be used for 6 odd months straight. It is minimal data that comprises of reports and graphs up to a period of 6 to 8 months and not over a year.

Automotive Marketing Research roughly contains information around the crux of long and short term data. Internet can prove to be beneficial when it comes to such requirements. There are several parameters involved which can be used to retrieve this type of data. Questionnaire is one of the précised and direct method used for generating primary data. Questions are asked and feedbacks are noted down, it helps a lot in knowing the trend which is currently followed by different age groups of consumers. Secondary data can be obtained by conducting a survey method where results of previous tests can be recorded. Conducting a survey is easy because you have the format ready with you; all you need to do is follow the flow.

Internet helps a lot as there are special agencies present which can help in collection of data and information. They can be easily approached as they have their website present. Generating a quote which can give you details is possible; they have this feature that can yield the exact amount required for generation of data. You can even compare between two or more brands at one point of time, internet allows this service without any hassle. For finding out Motorcycle Marketing Research you can approach several firms present in the market. They will give you precise information about secondary and primary data available for planning purposes.

Automotive Marketing Research is a wide concept. There are several automobiles in the section that require precise information for launching and manufacturing purposes. Engine size and the type of motorcycle play an important role in overall planning. It shows the brand when and how to launch the product, not only launching it even tells what type of engine and its size will be better. Complete designing is also dragged in this data that yield sensitive information, such type of data will be worth of millions of dollars. You will be in a position to differentiate your ability and the actual want of the market. Then you can alter and manufacture the product according to the requirement of the ultimate consumer.