Tag Archive | "marketing"

GWC Warranty Appoints Director Of Marketing Strategy

WILKES-BARRE, Penn. – GWC Warranty, the best-in-class provider of used vehicle service contracts and related finance and insurance products sold through automotive dealers, has promoted Mike Silverman to the position of Director of Marketing Strategy.

Silverman joined GWC Warranty in 2014 as the Manager of Product Strategy, and has since overseen product improvements and new product development aimed at helping dealers sell more cars. In his new role as Director of Marketing Strategy, Silverman will have added input and influence over all aspects of the company’s marketing strategy.

“Mike’s accomplishments during his tenure at GWC have consistently contributed to the success of our dealer partners and in turn been a key factor in our company’s growth in recent years,” said GWC’s CEO and President Rob Glander. “We are confident that his leadership and vision for our future will continue to have a positive impact on GWC as a whole.”

Prior to joining GWC, Silverman held several progressive marketing and sales roles at nationally renowned companies such as Dunkin’ Brands, Bose and the Cleveland Cavaliers. He is 2007 graduate of Amherst College and he holds a Master of Business Administration from the Franklin W. Olin Graduate School of Business at Babson College.

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GWC Warranty Appoints Strategic Brand Manager

WILKES-BARRE, Pa. – GWC Warranty, the best-in-class provider of used vehicle service contracts and related finance and insurance products sold through automotive dealers, announced the addition of Therese Pramick as its new Strategic Brand Manager.

As a member of the Marketing Department, Pramick will be responsible for developing strategies that increase GWC’s brand awareness and value among new and existing GWC partners in an effort to help them sell more cars and make more money.

Pramick brings to this role more than a decade of experience in marketing and marketing communications. Most recently, she spent nine years as a Marketing and Public Relations Specialist with Pennsylvania’s Geisinger Health System, overseeing the planning and execution of marketing activities for numerous health services.

Having graduated Magna cum Laude from the University of Memphis in 2003, Pramick was also named to the Northeast Pennsylvania Business Journal’s Top 20 Under 40 in 2009.

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KAR Subsidiary Names VP of Sales and Marketing

Preferred Warranties Inc. (PWI), a business unit of KAR Auction Services Inc., today announced the appointment of Ryan Warzynski as vice president of sales and marketing. In his new role, Warzynski will direct all sales, marketing and training department, while providing strategy for all sales and marketing campaigns nationwide, the company stated.

Warzynski first joined the KAR group of companies in 2005 as a dealer sales representative with ADESA. After 11 years and numerous promotions, he was named executive director of dealer relations with the company before moving to Preferred Warranties.

“Ryan’s talent and experience in building relationships and leading sales teams will be great assets to our company,” said Brian Cosgrove, president of PWI. “His background with ADESA gives him a unique perspective — a familiarity with the industry and the company yet a fresh view on what’s possible in our business.”

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ProMax to Distribute Black Book’s New Bullseye Prospecting Solution

LAWRENCEVILLE, Ga. — Black Book has announced a distribution agreement with ProMax to help expand the footprint of its new Bullseye Prospecting turnkey platform for dealer marketing campaigns. As part of the agreement, ProMax will market Bullseye Prospecting to its network of auto dealers throughout the United States.

“ProMax had the opportunity to conduct an early trial of Bullseye Prospecting and the initial testing produced great results for those dealers involved,” said Shane Born, COO of Dealer Marketing Services Inc. “Bullseye Prospecting will change the way dealers plan and executive customer campaigns, with an eye toward efficiency and cost reduction.”

In early tests, according to Black Book, Bullseye Prospecting helped dealers consolidate their marketing efforts while also lowering their cost per car sold overall. Powered by data from Black Book, the tool is designed to reduce and consolidate the many different touch points involved in the development and execution of a customer campaign.

Bullseye Prospecting leverages economies of scale for data coming from DMS, consumer, incentives, vehicle equity and valuation sources as well as partnerships with photo and printer vendors. By doing so, it circumvents working with several different vendors that add to the overall cost of production.

“In today’s automotive industry, dealers are looking for every opportunity to grow margin for their bottom line, especially as profits tighten on vehicle sales,” said Jared Kalfus, senior vice president of sales at Black Book. “Bullseye Prospecting helps drive costs out of their marketing campaigns, and ProMax will help distribute this important resource throughout the dealer community.”

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TrueCar’s Perry Lays Out Plans to Win Back Dealers, OEMs

SANTA MONICA, Calif. — TrueCar CEO Chip Perry, who joined the company this past December, used the firm’s quarterly investor call to lay out his plans to improve dealer relations, OEM perception of TrueCar and user monetization.

Perry said his top priority is to repair dealer relations, acknowleding that a a company like TrueCar, which has 9,000 franchised and 2,082 non-franchised dealer customers, needs dealer support to maintain sustainability. He said he hopes to remove the perception that TrueCar is undermining a dealer’s place in the industry.

“Our first and highest priority will be to turnaround the negative sentiment that some dealers feel today toward TrueCar,” Perry said. “Immediately after I took the helm, I began an active outreach to hear directly from our dealer customers, what they like and don’t like about our company. They’ve given me an earful of very helpful input, which I really appreciated.”

To improve OEM perception, Perry said the firm is working to to show them that TrueCar can be a useful marketing channel, noting that firm can offer OEMs products that can help them improve the efficiency of the more than $50 billion they spend on sales incentives.

“This process will take some time, and the most important thing we can do in this respect is to win over more of the dealers,” Perry said.

Perry also addressed the need for TrueCar to monetize more of its users. He noted that, according to a 2015 J.D. Power study, 46% percent of new-car buyers visited the TrueCar network within 90 days of purchasing a vehicle — amounting to 5.1 million new-car buyers on the TrueCar network.

Perry noted that TrueCar was was able to monetize only 574,000 of the buyers on its network last year, which he said is a clear sign that customers aren’t seeing enough inherent value in the TrueCar service.

“Clearly, we are not giving our new-car buyer audience sufficient reasons to see through our experience, connect with our dealer network and purchase a car from a TrueCar certified dealer,” Perry said. “These numbers suggest our traffic quality is incredibly high. So our third priority is to improve the overall yield to our user funnel.”

In order to boost its monetization rate, TrueCar plans to divert some of its online marketing budget toward hiring and training more TrueCar representatives at dealerships, growing its product and technology teams, and building an internal research team. By the end of the year, Perry said he expects the firm will be able to offer participating dealers at least one in-person service visit a month.

During July and September of last year, TrueCar lost 600 franchise dealers and ended the fourth quarter with 9,094 franchise dealers. That’s a recovery from the low of 8,702 dealers in its network at the end of the third quarter but down from the 9,300 dealers it claimed at the end of the second quarter.

Where TrueCar experienced losses and gains with franchise dealer customers, its non-franchise dealer base saw healthy growth. During the fourth quarter, TrueCar reported 2,082 non-franchise dealer customers, a 4% increase from the third quarter and a 55% increase from the prior-year period.

The $63.6 million in revenue the company reported for the fourth quarter represented a 15% year-over-year increase. The firm’s transaction revenue also increased 16% from the prior-year period to $59.3 million. The company also made $324 per unit, which was essentially flat from the same time last year.

Officials also noted that customers shifted slightly toward used cars during the fourth quarter. A record 27% of TrueCar leads delivered to dealers resulted in a used-vehicle sale, a 3% increase from the previous quarter.

TrueCar’s total revenue for all of 2015 was $259.8 million, a 26% improvement over 2014. Full-year transaction revenue totaled $241.4 million, a 27% year-over-year improvement.

“TrueCar recognizes that dealers and OEMs are our revenue generating customers and we are passionate about helping them succeed in our marketplace, while also enabling consumers to obtain pricing transparency, leading to a high level of confidence in their purchasing decision,” Perry said.

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NADA Urges Dealers to Review FCC’s TCPA Ruling

WASHINGTON, D.C. — The National Automobile Dealers Association (NADA) is urging dealers to review their telephone and text marketing practices to ensure that they are in line with the Federal Communications Commission’s omnibus ruling and order regarding the Telephone Consumer Protection Act.

Issued on Friday, the ruling will affect a number of areas related to “autodialed” and pre-recorded telephone calls. Among the changes that could affect dealers, the NADA said this week, is the TCPA’s interpretation of the term “automatic telephone dialing system,” which encompasses “any technology with the capacity to dial random or sequential numbers.”

“The interpretation and several others in the order could require changes in dealers’ telephone and text messaging practices,” the NADA warned. “Dealers should review those practices and the system used to make calls and send text messages in light of these changes, and should consult with councel to ensure compliance with the new rulings.”

Dialing equipment that simply has the capacity to store or produce as well as dial random or sequential numbers would meet the TCPA’s definition of an autodialer. Predictive dialers also meet the definition of autodialer.

“Dialing equipment generally has the capacity to store or produce, and dial random or sequential numbers (and thus meets the TCPA’s definition of ‘autodialer’), even if it is not presently used for that purpose,” the commission said.

The ruling also puts the burden on the calling party to prove it obtained prior express consent should questions arise. It also requires that consent be obtained from the subscriber of the phone service, not the intended recipient of the call.

For telemarketing calls, prior-express-written consent requirements apply for each call made to a wireless number, rather than to a series of calls to wireless numbers made as part of a marketing campaign.

The commission also clarified whether telemarketers may make autodialed or prerecorded message calls to a wireless number that was initially linked to a wireline service. “Porting a telephone number from wireline service to wireless service does not revoke prior express consent,” the commission said. “If the consumer who gave consent to be called and later porter his wireline to wirless no longer wishes to be called because he may incur charges on his wireless number, it is the consumer’s prerogative and responsibility to revoke the consent.”

To review the FCC’s ruling, click here.

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