“Car Audio” Gets 3.5M Hits/Mo.on Google

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The term “car audio” is searched for on Google 3.5 million times a month in the U.S. By way of comparison, home audio is searched for 2.7 million times, HDTV, 13.6 million times, and iPods, 55.6 million times a month.
Since Google Search is where your customers are, and since CEoutlook wants its readers to have busy, bustling websites (and stores), we’re offering some key advice on retailing in a Google Search world.
1. It costs about $400 a month for a typical car audio specialist to sign up for an effective Google AdWords campaign (so that your store’s ad comes up when someone searches for key words like “car audio”), said web promotion company NetAlly. You don’t actually pay until someone clicks on your site and this delivers better results than the yellow pages, say experts.
2. The problem is, don’t bother doing step 1 if you haven’t gotten your web site up to date. It has to have complete information on the product the guy just searched for, or he’ll move on to the next site. Juan Roque, sales manager at NetAlly says it costs about $3,000 to get a proper multi-page site running for an average car stereo specialist. If you want e-commerce, the fee moves to $7 or $8,000.
3. Next your site has to be optimized for search engines with all the right key words. If you want someone searching for car audio in Idaho to find your site in the first ten search results, you better have “car audio Idaho” on your site.
Other Promotions:
4. Email blasts to customers don’t always work well: the customers just delete the email. Old fashioned snail mail to your customer list can work better. “The younger demographic doesn’t get a lot of junk mail so it works a little better; your mail will stand out. Email should be the next best thing because it doesn’t cost anything to send it, but your email response rate is so low. We found that email by itself just doesn’t work well,” said Rob Wempe, president of Promotions That Work (PTW).
5. PTW provides a promotion where you can offer customers a $10,000 prize during a sale if the winner shows up with his ticket. But you only pay $700 for the promotion. An insurance company actually pays out the cash if someone wins. You send your thousands of customers an invite with a keycode. If the winner attends the sale and enters his keycode, he gets the cash. If no one wins, who cares: everyone got a chance at the prize, and you get more customers at the sale.
There are lots of versions of this kind of promotion. Here’s what some dealers have done:
High Tech Car Audio in El Cerrito, CA does a four-day sale twice a year. The sales usually bring in over $1/4 million dollars each, but owner Azim Dehestani saw a decline when the recession hit. He held a PTW promo in November followed by another last month. The latest promo offered a Kia Soul, a Suzuki SX650R, a pair of Polaris ATVs with a trailer and $10,000 in separate prizes for those who attended. He had 16,000 people on his mailing list. No one won the prizes but business is up again, said Dehestani.
Two retailers, Al & Ed’s Autosound and Custom Sounds also offered free merchandise if Penske team NASCAR driver, Sam Hornish (sponsored by Kenwood) won during a given period. Anyone who purchased Kenwood products during a set time would be reimbursed fully if Hornish won. Custom Sounds bought in $120,000 in Kenwood business during a month long period late last year, and Al & Ed’s bought in about $100,000 in a three week period, said PTW.
–Amy Gilroy
Source: CEoutlook

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