Replies to This Discussion

Permalink Reply by Cory Haynes on February 7, 2011 at 10:31am

Lizelle, Don't have any suggestions because I essentially have the same question as you. I'll be keeping an eye on replies to your post to see what suggestions may appear.

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Permalink Reply by Mike Stoner on February 7, 2011 at 1:21pm

IMN is one used by many dealers including the one where I was GM.

 

While we continue to use the service and the newsletters go out I'm not convinced they provide any value. The open rates for the newsletters are OK but determining the ROI is nearly impossible.

 

The problem with self managed is producing the content and being able to have fresh, relevant information produced on a regular basis.

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Permalink Reply by Cory Haynes on February 7, 2011 at 1:59pm

Mike, Thank you. I'll check IMN but will also consider your point on the ROI.

As for producing worthwhile content, that is a major issue we struggle with every day. We want to (and sometimes do) produce original content but that is a major time consuming chore. Actually I could chat about this issue a whole bunch but will leave it there for now.

 

Mike Stoner said:

IMN is one used by many dealers including the one where I was GM.

 

While we continue to use the service and the newsletters go out I'm not convinced they provide any value. The open rates for the newsletters are OK but determining the ROI is nearly impossible.

 

The problem with self managed is producing the content and being able to have fresh, relevant information produced on a regular basis.

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Permalink Reply by Mike Stoner on February 7, 2011 at 2:18pm

I'm also working on some ideas for dealership newsletters.

 

One thing about the managed newsletters is they will let you know how many times it was opened, percentages, etc. but I would want to know not just how many opened, but WHO opened. I have some ideas for how to accomplish this and will try to post something soon.

Cory Haynes said:

Mike, Thank you. I'll check IMN but will also consider your point on the ROI.

As for producing worthwhile content, that is a major issue we struggle with every day. We want to (and sometimes do) produce original content but that is a major time consuming chore. Actually I could chat about this issue a whole bunch but will leave it there for now.

 

Mike Stoner said:

IMN is one used by many dealers including the one where I was GM.

 

While we continue to use the service and the newsletters go out I'm not convinced they provide any value. The open rates for the newsletters are OK but determining the ROI is nearly impossible.

 

The problem with self managed is producing the content and being able to have fresh, relevant information produced on a regular basis.

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Permalink Reply by Mike Stoner on February 8, 2011 at 2:43am

IMN sends out a monthly newsletter and charges about $700.00 per month. Here's one idea for a newsletter done in house.

It may not be a problem to get fresh relevant content as the links can be to existing content from third party sites elsewhere on the web. Think manufacturer sites, consumer oriented sites, youtube and others.

With youtube your service manager can record videos tips on common maintenance tasks, etc. sales staff can post walk arounds on a featured vehicle in your inventory (think used). This way your content can be multi-purposed. Youtube videos can be linked to in craigslist ads and embedded on other sites.

 

You can viewthe sample by clicking HERE

Cory Haynes said:

Mike, Thank you. I'll check IMN but will also consider your point on the ROI.

As for producing worthwhile content, that is a major issue we struggle with every day. We want to (and sometimes do) produce original content but that is a major time consuming chore. Actually I could chat about this issue a whole bunch but will leave it there for now.

 

Mike Stoner said:

IMN is one used by many dealers including the one where I was GM.

 

While we continue to use the service and the newsletters go out I'm not convinced they provide any value. The open rates for the newsletters are OK but determining the ROI is nearly impossible.

 

The problem with self managed is producing the content and being able to have fresh, relevant information produced on a regular basis.

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Permalink Reply by Lizelle Landino on February 8, 2011 at 9:50pm

Thank you for the responses. Sorry I fell off the internet a bit due to a crazy few working days :-)

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Permalink Reply by Lizelle Landino on February 8, 2011 at 9:53pm

I know IMN is great, but what if the $700 is a bit too much for a specific client? Everyone is different and every dealer has different areas of focus. So without spending the $700 monthly or even a better question...what if they do not believe in monthly newsletters? Only every other month or so? This dealership values his customers dearly and feeling that a monthly email is a burden to his customers. I dont agree off course but I can understand after listening to the concerns.

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Permalink Reply by Mike Stoner on February 8, 2011 at 10:04pm

I think if you're going to have an outside company do provide a newsletter service then IMN is just as good as any other.

 

I posted an example of what I thought could be done easily in house. Did you get a chance to look at it? It was done very quickly without too much energy expended on it but the concept is there.

Lizelle Landino said:

I know IMN is great, but what if the $700 is a bit too much for a specific client? Everyone is different and every dealer has different areas of focus. So without spending the $700 monthly or even a better question...what if they do not believe in monthly newsletters? Only every other month or so? This dealership values his customers dearly and feeling that a monthly email is a burden to his customers. I dont agree off course but I can understand after listening to the concerns.

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Permalink Reply by Cory Haynes on February 9, 2011 at 9:35am

 

  Thanks for the follow up Mike... already use third party links extensively in a manner (or priority) similar to what you suggested. I really like your idea of creating videos with our service department providing the content in the form of their expertise.

 

Mike Stoner said:

IMN sends out a monthly newsletter and charges about $700.00 per month. Here's one idea for a newsletter done in house.

It may not be a problem to get fresh relevant content as the links can be to existing content from third party sites elsewhere on the web. Think manufacturer sites, consumer oriented sites, youtube and others.

With youtube your service manager can record videos tips on common maintenance tasks, etc. sales staff can post walk arounds on a featured vehicle in your inventory (think used). This way your content can be multi-purposed. Youtube videos can be linked to in craigslist ads and embedded on other sites.

 

You can viewthe sample by clicking HERE

Cory Haynes said:

Mike, Thank you. I'll check IMN but will also consider your point on the ROI.

As for producing worthwhile content, that is a major issue we struggle with every day. We want to (and sometimes do) produce original content but that is a major time consuming chore. Actually I could chat about this issue a whole bunch but will leave it there for now.

 

Mike Stoner said:

IMN is one used by many dealers including the one where I was GM.

 

While we continue to use the service and the newsletters go out I'm not convinced they provide any value. The open rates for the newsletters are OK but determining the ROI is nearly impossible.

 

The problem with self managed is producing the content and being able to have fresh, relevant information produced on a regular basis.

• ▶ Reply