We've "scene" it all--The SceneExchange Blog

Facebook as a Marketing Tool

With over 200 million users Facebook provides companies with a great opportunity to reach new and existing customers, and not just high school or college age users anymore.  The fastest-growing demographic on Facebook right now is users over 35 years old.

Back in 2007 Facebook began allowing users to create "pages" separate from their personal accounts but with similar functionality.  This feature can be a great way for companies to interact with Facebook users who may never find their website but could stumble across their business page on Facebook.   Some recent re-designs of the business page layout have added functionality as well.

One of the main benefits to promoting your company, such as a repair shop, on Facebook is the  potential to reach an ever-increasing number of potential customers.  Because updates to, and user interactions with, business pages post notes to user's mini-feeds it's possible to reach Facebook users 2 to 3 connections away.

These pages are still free to setup, require relatively little maintenance and finding helpful advice on using Facebook to promote your business is easy.  For shops looking to increase their visibility a business page on Facebook is a great start and can be used to direct users back to the main company website if not giving them all the information they need right on the page.

--Jen

Testing Volvo's Collision Avoidance

Here's an interesting link to the auto blog at the New York Times.

Testing Volvo’s Collision Avoidance System

The short article describes testing out Volvo's new system from behind the wheel. The City Safety system uses laser and radar to detect cars up to 20 feet ahead of the vehicle by picking up reflections from license plates, tail lamps, rear glass, even body paint.

Pretty cool--and worth a read.

--Beth

I'd like to buy my next used car at...Costco?!

When I think of Costco, I think of bulk packs of toilet paper and giant boxes of cereal. However, they are actually a giant referral source for new car sales (700,000/year)--and now they are adding used vehicles to the mix.

They plan to have their certified-vehicle program rolled out to all stores by the end of 1st quarter in 2010. They have tested the concept in Denver, Phoenix and San Diego. The price point for used vehicles is based on the lowest price advertised online by the dealer at the time the customer is looking for a vehicle--then Costco customers are offered a price below the lowest posted price. This is usually within $500 of the dealer's invoice.

I'd love to hear from any dealers who participate in this program--and what your experience has been like.

Thanks!

--Beth

Find it out yourself!

78% of consumers do their own research when considering a purchase because they don't feel they receive enough information otherwise--be it from TV ads to new articles. (survey by Penn, Schoen & Berland Associates)

What can you do to make sure that your company has information available in the right places?

• Be aware of where people are getting their information. When people conduct their own research they usually seek information in the following places: searching on the Internet, reading newspapers/magazines and talking with family and friends.
• Make sure that your information is broken into categories: shorter blocks of information for people who are skimming, detailed specs for people who are closer to making a decision and reviews/comments/feedback from users to provide credibility.
• Make sure that people can find you. Although you will never be able to appear in all the places potential customers might be searching online, you can pick sites where they might be looking and see if you can add your information. You might also want to look into geographically-based paid search such as Google.

Remember, that the tight economy is growing the research trend because people want to be very sure about how they are spending their money. People have greater trust in the information they uncover themselves than any other, so be sure to help them out.

--Beth

As the Economy Goes Down, Fraud Goes Up

There was an interesting article in the Wall Street Journal this week about the rise in cars being dumped in lakes, burned on the side of the road, or even rolled off of cliffs.  The drivers aren't injured because many of these cases turn out to be insurance fraud, perpetrated because the owners can no longer afford their car payments.  The rise in this type of fraud is becoming increasingly common in Las Vegas, where declines in tourists coming to gamble means halted construction, less casino jobs, and more unemployment. 

And it's not just your average family sedan that's being torched in the middle of the Nevada desert - it's not uncommon for the Clark County Sheriff to find a Mercedes Benz or Land Rover on fire.  The rise has been so acute - upwards of 18% since 2008 - that the authorities in Las Vegas have taken to patrolling the desert skies in helicopters, looking for smoke. 

While I can't condone - or stomach - insurance fraud, I can understand the desperation that these people must feel, particularly in Las Vegas, where there's not many jobs that aren't directly or indirectly tied to tourism.  What can be done, in the grand scheme of all the bailouts and renegotiations going on, for us little guys?  When will the relief be bottom up, rather than just top down? 

--Chrisa

Makin' it electric--REEV is the new buzzword

Ever wish that your guzzler guzzled less? That you could ride around town with electric power? That you could enjoy the benefits of an electric car even if your car is not currently one of the models the auto manufacturers make?

Well, look into the Alternative Fuel Credits available in your state and find out if a conversion can be reimbursed (Colorado, for example, will cover 100% of cars older than 10 years and 85% of newer vehicles), then track down a company like Ree-V that can do the deed.

Here's a good overview of what a REEV vehicle is and what the car companies are planning that meet the criteria. From concept cars to a no-gas reality, could this be a ride of the future?

--Beth

Pyschology and its good friend, marketing

New vehicle sales fell last month (37%-ouch!), but Hyundai's marketshare has doubled. How have they been able to generate sales when prospective car buyers are reluctant to make any moves right now?

There have been several attempts to get buyers into dealerships recently (GM's and Toyota's zero percent financing and GM's offer to lock in gas prices at $1.99). But, they haven't been working. People are afraid to make a large purchase such as a new vehicle.

Yet Hyundai has created a novel deal that is a direct psychological play. Here's what their deal is: if you buy a Hyundai and lose your job, you can return the car. Simple and direct. Since our economy is so uncertain right now, their idea taps into a prominent psychological component. By removing that fear from the equation, customers are drawn in. (and, obviously, buying)

What can you do in your business to create an offer that helps remove fear? Just a little something to think about.

--Beth

From Pump to Plug...

Automobiles in the 1950s could run about 100 miles on a tankful of gasoline, the idea of taking lengthy roadtrips wasn't reality for the average vehicle owner until a network of gas stations was developed to allow people to drive farther. (It also led to a boom in roadside motels, restaurants, and the world's largest ball of twine--but that's another story...) Today, vehicle owners with electric cars face many of the same constraints. They are unable to journey further than a roundtrip that allows them to be back at their garage at night for a recharge.

Now, Shai Agassi’s company, Better Place, is ready to create a network of charging stations in Israel and Japan, with pending stations in Canada as well. In fact, the first electric car parking lot and docking stations has opened in Tel Aviv. Charge spots are designed with driver experience in mind--simple and easy-to-use.

Since most car companies are designing electric cars, and our new President has been very clear in his desire to reduce oil consumption, the time is ripe for electric cars to go more mainstream. Mr. Agassi's vision just might help make that into a reality.

--Beth

The Shorty Awards

No, they have nothing to do with height (although at 5' I've had my share of jokes over the years!)...

The Shorty Awards are for the best content producers on Twitter--which means they are limited to 140 characters. The first-ever awards received more than 50,000 nominees. The categories range from business to food. Here's a link to more about the awards.

Regardless of whether you use Twitter or not, the sheer numbers highlight the range of ways this new media is being used to share and communicate. Just a little something for Marketers and Management to keep in mind.

--Beth

Strategies for beating the downturn--from all types of busineses

Here is just a sampling of what various businesses are doing to help themselves right now.

1. The Artist--Damien Hirst (he created a diamond encrusted skull that gained reams of publicity and sold for $150 million) is making pieces for $5.00 and selling them at two stores that he opened. In case you are wondering, the $5.00 object is a keychain. You can also get a poster of the $150 million dollar skull for only thirty bucks.

2. The Tech Firm--Intel

How does a company go from the smart branding of "Intel Inside" to laying off thousands (announced a few weeks ago) to staking their future on massive R&D spending? By making a smart move that plays into its company story by banking on innovation to propel its fortunes.

They will be investing $7 billion in new manufacturing facilities to support their next-generation chips--code name Westmere. This will allow them to bring technology to market even sooner.

3. The College--The Sheffield College (in the UK)

This school has developed an "action plan" to help support those who have been laid off. It includes special 10 week trainings, a part-time training program that guarantees a job to all who complete the courses and the creation of a one stop advice shop. Sheffield is a vocational school--the largest in its city.

What can be gleaned from these examples?

1. The artist--seek to understand trends and price points.

2. The tech company--committing to a strong vision of your company's future pays big dividends. And investing in your company is a good idea too--especially if your competition is cutting back.

3. The College--Tailor your product to the needs of your customers.

What strategies will your company use in tough times?

--Beth