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ZMOT is the Stupidest, Most Brilliant Idea Ever!

Discussion in 'Websites, SEO, SEM, Display, Social, Marketing' started by ed.brooks, Nov 27, 2011.

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  1. joe.pistell

    joe.pistell
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    Uncle Joe

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    BTW,

    If this "FMOT TRUMPS EVERYTHING" logic is correct, then, the single most important tool of 2012 may be Jeff Kerschner's HookLogic http://www.dealerrefresh.com/beat-the-dealer-competition-hooklogic-webinar/

    Z
    MOT Marketing is all about trying to make the shoppers short list of finalists. The HookLogic tool may be "that last little push" a shopper needs to commit to a dealer visit.


    FYI:
    ZMOT (internet shopping)
    FMOT (Dealer Visit)
     
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  3. joe.pistell

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    Uncle Joe

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    Jeff,

    If there is a copy of that HookLogic webinar online, please post it. I need to bookmark it.

    thnx
     
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  4. Billfred

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    I missed it the first time around, and would love a chance to avenge my failure.

    TLDR: Me too!
     
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  5. ddavis

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    Ed, Why would you think the number of shoppers are going down? Ten years ago, to get information, customers had to go from store to store. With the internet, customers do their shopping online. They can obtain all of the information, they need, and do it in a much more efficient manner. Still, the average customer spends an amazing 18 to 19 hours, doing this.

    Store visits are down because they have made up their minds, or narrowed it to one or two stores. You gotta hook em online.

    More stores getting it? "Screw the internet" and "That shit don't work" are common themes. I hear this from GMs that my Internet department outsold by two or three to one (in the same market). That was the volume department in a group of 100 stores. Even the stores in that group won't change with the data in front of them. Think it might be profits? That dealership is set for an all time record, after over 30 years.
     
  6. ed.brooks

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    Doug, I didn't say the number of people shopping for cars was going down, but I did say that number isn't increasing. I did say the number of store visits may continue to decrease (for all the great reasons you cited).

    As for more stores 'Getting It', it's a slow process, but I think we are gaining ground. Maybe I'm just an optimist. :)
     
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  7. ddavis

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    Ed, it is harder to determine the number of shoppers that are online. I think that the internet, because of convenience, has increased the length of time customers spend between initial interest and buying.

    Because of the very nature of vAuto, your clients have already accepted certain premises that elude the average dealer or GM.

    imagesCA0TFSMD.jpg
     
  8. Alex Snyder

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  9. ed.brooks

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    Larry's ZMOT argument at first makes some sense. ZMOT is a war of attrition. For much of the research period it's more about staying in the game than winning. But then he heads off into yet another "it's all about the conversion" conversation. To me the ZMOT is about what happens BEFORE the conversion.
     
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  10. john.quinn

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    Ed -- where does "keeping-up with the Jones's" fit into the ZMOT model? That would be an external stimulus, no?
     
  11. ed.brooks

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    I'd term it a 'Need Recognition' :)
     
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