Agenda 7

Internet Marketing For Motor Retailers

• Session 1
  - Duration: 60 mins
  Introductions & Objectives — How the internet is affecting the motor industry
  Internet growth statistics. Rationale for internet marketing

  Internet marketing vs conventional marketing
  • A framework for Internet Marketing
  Use of Internet for Market Research
  • Use of search engines
  Use of Internet for customer research, feedback and dialogue
  • Customer surveys, focus groups

• Session 2
  - Duration: 45 mins

  The Web-Site
  
  • Setting objectives, What do we want to use it for?
  • How do we get one — DIY vs contract out
  • costs and sources of help
  Key design principles — do’s and don’ts
  • what has to be included
  • how will people find me?

• Session 3
  - Duration: 30mins

  Marketing Communications on the Internet
  
  • Summary of methods
  • Direct mail and managed e-mail services
  • Advertising and banner exchange programmes

• Session 4
  - Duration: 90 mins

  Generating traffic for the web site
  
  • The 10 ways
  • Search engine registration, integration with and use of conventional marketing
  • Advertising, e-mail, linking and cross linking
  • Association with super sites and directories
  • Affiliate marketing and exchange programmes, shopping malls
  • Association with new motor industry intermediaries
  • New intermediaries — competitors or new channel

• Session 5
  - Duration: 60 mins

  The manufacturers site
  • Overview of site — quick tour
  • Objectives and features of site, the future
  • Integration of retailer web sites with dot com
  • Guideline for retailer web site development

• Session 6
  - Duration: 30 mins

  New auto industry Intermediaries
  • The new competitors
  • The new channel opportunities

• Session 7
  - Duration: 60 mins

  Getting people to re-visit and ‘stick’
  • 4 C’s of stickiness — content, communications, commerce, community
  • Personalisation and Customer Relationship Management
  • Community building
  • Bulletin boards, chat forums
  • Added Value services
  • Links to manufacturer’s services — trafficmaster, used cars etc
  • Other local services and information, newsletters , fishfood & freebies
  • Proactive marketing
  • Information collection techniques
  • managed e-mail, newsletters
  • Demographic and needs based targeting

• Session 8
  - Duration: 60 mins

  E-commerce basics
  • Automatic trading on the web, security issues
  New Business models
  • 4 levels of e-business
  • Zero gravity options
  The manufacturer's E-Business initiative
  • How does it affect the retailers?