BOALT featured on Speed Channel

BOALT was featured in a MotorWeek segment. In a televised segment called “Moving the Metal” broadcast nationwide on the Speed Channel, Adam Boalt was interviewed as an expert on social media marketing best practices for automotive dealers. Adam offered various thoughts and ideas on industry best practices, as well as tips on how auto dealers should be leveraging social media into their current marketing initiatives.

Transcript

  • 00:00:01 Entire sensor in until recently, and now dorman products has this unit right here.
  • 00:00:07 This is a two-piece unit.
  • 00:00:09 It has the sensor just like it always has, but the stem is replaceable.
  • 00:00:15 It’s held in place by a hollow screw.
  • 00:00:18 So, if the aluminum portion gets damaged, all you need to do is to buy the aluminum stem, not the entire sensor.
  • 00:00:27 This saves a lot of money.
  • 00:00:29 This comes in a kit, such as we have here.
  • 00:00:32 It has a whole variety of stems and repair parts and so on, and it is from dorman products.
  • 00:00:39 All right, now, when you have service done – tire rotation or anything like that – in most cases, the sensors have to be re-programmed to the computer on the car.
  • 00:00:50 In some cars, it will simply require a round magnet like this that’s designed specifically for that purpose, or on others you may have to use an electronic unit such as this that interfaces the computer on the car.
  • 00:01:04 The big thing here is, if you’re going to have tire service done, make sure that the shop that you’re using has the proper equipment to do everything without damaging anything on the car.
  • 00:01:17 And if you want to prevent a lot of the moisture problems, here’s what you look for.
  • 00:01:22 You look for nitrogen, and you have nitrogen put in your tires, just like they do on airplanes.
  • 00:01:29 And if you have a question or comment, write to me.
  • 00:03:41 >> This is the first thing that they would see.
  • 00:03:44 This is our wall.
  • 00:03:45 >> Yolanda: Brian hydock is slowly learning how to make the most of his company’s newly-developed facebook page.
  • 00:03:51 >> Hydock: Right now we have our used inventory and the new inventory is coming along as well.
  • 00:03:56 >> Yolanda: The digital marketing manager of ken dixon automotive in waldorf, maryland is responsible for posting pics.
  • 00:04:02 >> Hydock: She just finished her 250th oil change, so the natural thing was to shoot a picture of her in the service bay and then post it up on facebook.
  • 00:04:11 >> Yolanda: He also passes along news blurbs and daily messages as a way to engage his nearly 150 fans.
  • 00:04:18 >> Hydock: I feel like I learn something new every day when it comes to social media.
  • 00:04:23 >> Yolanda: But he’d like to learn more, so hydock turned to the experts at goso, a social media and marketing company, for help.
  • 00:04:30 >> Adam Boalt: When you kind of take the auto industry and compare it to a lot of the other industries, you have to kind of look at the competitive landscape and realize the automotive industry is behind quite a bit.
  • 00:04:41 >> Yolanda: Goso president adam boalt says most dealerships are slow to embrace new technologies, but once they put a social media strategy in place, it can really affect their bottom line.
  • 00:04:52 >> Boalt: It’s about really establishing a relationship with your customers, and then when they’re ready to buy a car, they’re going to know where to go.
  • 00:05:01 >> Yolanda: Goso helps auto dealers all across the country by using a comprehensive set of marketing tools.
  • 00:05:06 >> Boalt: As you can see, you know, we basically helped enhance everything from a visual standpoint.
  • 00:05:12 >> Yolanda: There’s buzz monitoring, which scours the web for any mention of the car dealership’s name, both good and bad.
  • 00:05:19 >> Boalt: For every negative experience that you have, one customer will write ten bad things about you.
  • 00:05:26 >> Yolanda: They’ll also generate custom landing pages with information on every vehicle in a car dealership’s inventory, along with a slew of other features designed to attract customers without going for the hard sell.
  • 00:05:38 >> Hydock: It’s not a place where people are going to be sold.
  • 00:05:42 You know, it’s kind of a commercial-free environment.
  • 00:05:45 >> Yolanda: The use of social media websites, like facebook and twitter, can certainly help strengthen a car dealership’s online presence and brand reputation, but how does that translate into car sales?
  • 00:05:57 I mean, how do you get a person to go from their family room into the showroom?
  • 00:06:01 Hydock believes it’s merely a matter of time.
  • 00:06:04 >> Hydock: The return on investment isn’t going to come until you turn those fans into buyers once they enter the buying cycle.
  • 00:06:11 >> Yolanda: Social media doesn’t have the type of metrics traditional advertising has — at least not yet — but hydock is encouraged by comments posted on their wall and an ever-increasing number of fans.
  • 00:06:23 >> Hydock: Maybe I’ve engaged them enough, created enough interest, that they just want to know more about who ken dixon automotive is.
  • 00:06:31 >> Yolanda: Boalt estimates there are less than 20% of dealers currently using social media.
  • 00:06:36 He says that number will rise as online efforts bring in a faithful following of would-be buyers.
  • 00:06:42 >> Boalt: I think that the automotive industry is going to see a tremendous change and everybody is going to start using social media very soon.
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