Skislak Digital Advertising

Below is an article from Jim Jackson, the owner of, Elkins Fordland, in West Virginia.  He sent this to an editor in his town and ended up getting national coverage from this one email.  Also check out his video on their hompage: http://elkinsfordland.dealerconnection.com/?lang=en    
 Editor:
As I watch the coverage of the fate of the U.S. auto industry, one alarming and frustrating fact hits me right between the eyes. The fate of our nation's economic survival is in the hands of some congressmen who are completely out of touch and act without knowledge of an industry that affects almost every person in our nation. The same lack of knowledge is shared with many journalists whom are irresponsible when influencing the opinion of millions of viewers.
Sen. Richard Shelby of Alabama has doomed the industry, calling it a dinosaur. No Mr. Shelby, you are the dinosaur, with ideas stuck in the '70s, '80s and '90s. You and the uninformed journalist and senators that hold onto myths that are not relevant in today's world.
When you say that the Big Three build vehicles nobody wants to buy, you must have overlooked that GM outsold Toyota by about 1.2 million vehicles in the U.S. and Ford outsold Honda by 850,000 and Nissan by 1.2 million in the U.S. GM was the world's No. 1 automaker beating Toyota by 3,000 units.
When you claim inferior quality comes from the Big Three, did you realize that Chevy makes the Malibu and Ford makes the Fusion that were both rated over the Camry and Accord by J.D. Power independent survey on initial quality? Did you bother to read the Consumer Report that rated Ford on par with good Japanese automakers.
Did you realize Big Three's gas guzzlers include the 33 mpg Malibu that beats the Accord. And for '09 Ford introduces the Hybrid Fusion whose 39 mpg is the best midsize, beating the Camry Hybrid. Ford's Focus beats the Corolla and Chevy's Cobalt beats the Civic.
When you ask how many times are we going to bail them out you must be referring to 1980. The only Big Three bailout was Chrysler, who paid back $1 billion, plus interest. GM and Ford have never received government aid.
When you criticize the Big Three for building so many pickups, surely you've noticed the attempts Toyota and Nissan have made spending billions to try to get a piece of that pie. Perhaps it bothers you that for 31 straight years Ford's F-Series has been the best selling vehicle. Ford and GM have dominated this market and when you see the new '09 F-150 you'll agree this won't change soon.
Did you realize that both GM and Ford offer more hybrid models than Nissan or Honda. Between 2005 and 2007, Ford alone has invested more than $22 billion in research and development of technologies such as Eco Boost, flex fuel, clean diesel, hybrids, plug in hybrids and hydrogen cars.
It's 2008 and the quality of the vehicles coming out of Detroit are once again the best in the world.
Perhaps Sen. Shelby isn't really that blind. Maybe he realizes the quality shift to American. Maybe it's the fact that his state of Alabama has given so much to land factories from Honda, Hyundai and Mercedes Benz that he is more concerned about their continued growth than he is about the people of our country. Sen. Shelby's disdain for "government subsidies" is very hypocritical. In the early '90s he was the driving force behind a $253 million incentive package to Mercedes. Plus, Alabama agreed to purchase 2,500 vehicles from Mercedes. While the bridge loan the Big Three is requesting will be paid back, Alabama's $180,000-plus per job was pure incentive. Sen. Shelby, not only are you out of touch, you are a self-serving hypocrite, who is prepared to ruin our nation because of lack of knowledge and lack of due diligence in making your opinions and decisions.
After 9/11, the Detroit Three and Harley Davidson gave $40 million-plus emergency vehicles to the recovery efforts. What was given to the 9/11 relief effort by the Asian and European Auto Manufactures? $0 Nada. Zip!
We live in a world of free trade, world economy and we have not been able to produce products as cost efficiently. While the governments of other auto producing nations subsidize their automakers, our government may be ready to force its demise. While our automakers have paid union wages, benefits and legacy debt, our Asian competitors employ cheap labor. We are at an extreme disadvantage in production cost. Although many UAW concessions begin in 2010, many lawmakers think it's not enough.
Some point the blame to corporate management. I would like to speak of Ford Motor Co. The company has streamlined by reducing our workforce by 51,000 since 2005, closing 17 plants and cutting expenses. Product and future product is excellent and the company is focused on one Ford. This is a company poised for success. Ford product quality and corporate management have improved light years since the nightmare of Jacques Nasser. Thank you Alan Mulally and the best auto company management team in the business.
The financial collapse caused by the secondary mortgage fiasco and the greed of Wall Street has led to a $700 billion bailout of the industry that created the problem. AIG spent nearly $1 million on three company excursions to lavish resorts and hunting destinations. Paulson is saying no to $250 billion foreclosure relief and the whole thing is a mess. So when the Big Three ask for 5 percent of that of the $700 billion, $34 billion to save the country's largest industry, there is obviously oppositions. But does it make sense to reward the culprits of the problem with $700 billion unconditionally, and ignore the victims?
As a Ford dealer, I feel our portion of the $34 billion will never be touched and is not necessary. Ford currently has $29 billion of liquidity. However, the effect of a bankruptcy by GM will hurt the suppliers we all do business with. A Chapter 11 bankruptcy by any manufacture would cost retirees their health care and retirements. Chances are GM would recover from Chapter 11 with a better business plan with much less expense. So who foots the bill if GM or all three go Chapter 11? All that extra health care, unemployment, loss of tax base and some forgiven debt goes back to the taxpayer, us. With no chance of repayment, this would be much worse than a loan with the intent of repayment.
So while it is debatable whether a loan or Chapter 11 is better for the Big Three, a $34 billion loan is definitely better for the taxpayers and the economy of our country.
So I'll end where I began on the quality of the products of Detroit. Before you, Mr. or Ms. Journalist continue to misinform the American public and turn them against one of the great industries that helped build this nation, I must ask you one question. Before you, Mr. or Madam Congressman vote to end health care and retirement benefits for 1 million retirees, eliminate 2.5 million of our nation's jobs, lose the technology that will lead us in the future and create an economic disaster including hundreds of billions of tax dollars lost, I ask this question not in the rhetorical sense. I ask it in the sincere, literal way. Can you tell me, have you driven a Ford lately?
Jim Jackson
Elkins
 

So, the holiday season is upon us again. Only this year the mood is a little different.  Retail stores are stepping their game up to provide its customers deals that almost sound too good to be true.  With the consumer confidence equal to a short, overweight freshman entering his first year in highschool, it is more important than ever to give customers exactly what they want this holiday season. The fact of the matter is that people are not going to spend when they have in the previous years.  As advertisers we need to be creative in how we are going to get our message to our customer base.  I am here to let everyone know that Search Engine Marketing will be the key ingredient in running a successful marketing campaign this holiday season.  We only want to advertise to people who are looking for our products and services, we just simply can’t afford to blanket the area like we were able to before.  If you want to see some return on your advertising budget this year, don’t advertise.  Yes, that is right, don’t advertise, just market.  Marketing is done only to increase sales.  Advertising is done to brand your company, and put your self in the minds of customers. Well, this holiday season we have no money to brand, or increase our image.  Simply put, we have to grab our customers in the cheapest way possible.  We don’t have money to find them, and we don’t have the time for our customers to think about our brand for 2 months before they make up their mind.  Search Engine marketing will allow us to put our message infront of customers who are already looking for our products this holiday season.  Let the big guys spend their advertising budget, and we will maximize our marketing budget.  Search Engine Marketing will save us this holiday season. 

The keyword reports in Google are now giving an actual number for their quality score.  No longer are we only seeing, Poor, OK, GOOD, or GREAT.  Now we can see an actual number from 1-10.  Knowing that this has a strong impact on our positioning and how much we are paying for click.  It is going to be interesting to see how we can use this information to one up our competition.  What are your thoughts?

Advertising Age had a great article about what we can learn from the recession that we had in the 70's. 

1. Go For Both The Short-Term and Long-Term Win
Toyota Corolla trailed only Honda Civic in the government's first miles per gallon report in late 1973.  Toyota was selling everything they made. Toyota stuck to a plan to build its brand and products for the long haul. It passed Volkswagen as Number 1 import in 1976 and never looked back

2. Look For The Big Picture
"Detroit's only alternative is to initiate a crash program to switch production to smaller more economical vehicles." Ad Age said in a 1973 editorial.  Detroit tossed out its small line up (Cavilier, Escort, Neon) and started from scratch, (Cobalt, Focus, Caliber)

3. Even The Weakest Players Can Be The Most Innovative Marketers
Chrysler introduced the newest thing ever done: A Car Rebate.  Rival Detroit Automakers soon followed, but Japan didn't.  General Manager at GM told Ad Age in March of 75, "The rebates did stimulate the market, but when they were concluded, showroom traffic diminished.  We cannot go back to rebates.  And if General Motors can't afford to, then the competition can't either.  We must go back to more conventional methods"

4. A Deep Recession Is A Fine Time To Launch A Company (ready to rock when the economy recovers)
Fredrick Smith launched FedEx in 1973 as jet fuel pricers were rocketing.  Bill Gates and Paul Allen started Microsoft in 1975.

5. A Deep Recession Is A Fine Time To Launch A Product
Time Inc. introduced People in February 1974.  "The squeeze is on" said a trade ad promoting People.  "On household budgets, On oil and gasoline, On entertainment and recreation, On employment, On advertising, But there's always room for one more, One more good man, Or a magazine"

6. Problems Always Create Opportunities
General Foods started economy-size packages.  Freezer sales leaped some 26% in 1974.

7. Big Oil Is Always The Villian, But It Knows How To Drill Home Its Message
An Ad Age editorial said, "Oil companies have used every possible device to convince the public that their big increase in profits is needed to develop new energy sources." Ad age named Rawleigh Warner its 1975 adman of  the year.

8. Financial-Services Innovations Occur In Good Times Abroad
Charles Schwab began offering discount commissions in 1975.

9. Life Goes On
During the recession Procter & Gamble Co. rolled out Pringles, expanded Bounce and introduced Era detergent. TV watchers laughed to "Happy Days" and "Good Times" And, an ad executive imported 24 tons of rocks from Mexico, invented the pet rock and became a millionaire.

10. Buy Low Sell High

There is a company called Nett Solutions.  And they guarantee to get customers a 1st 2nd or 3rd ranking for one low monthly fee.  About $300 to start.  All of my experience and research tells me that this isn't possible and that PPC advertisements change from one search to another.  Please help, does anyone know anything?

When thinking about how the internet has grown over the past 15 years, how people are using it every day, how people can do things from getting the weather, to shopping for christmas gifts to purchasing airline tickets, there is one thing that has been over looked for a long time.  That is, why do we do it.  The obvious answer is, because it is so easy, and so fast, but we are advertisers and we need to look at things a little deeper than most.

 

When answering this question there are many explanations for why we surf the web on a daily basis.  Are we all becoming introverts?  There is no more talking to the post-man when he comes to your home to pick up your outgoing mail.  We are paying our bills online now, no need to talk to him anymore.  We are making purchases like cloths, movie tickets and sometimes food, without ever speaking to a human being.  Why are we doing this.  For one reason it makes us feel independent.  Now we can go online, search every available product and service known to man, do indepth research on how there product works, read blogs from people who are currently using the product, and see who likes it for that reason, and who doesn’t like it.  Meanwhile the person that goes to the store to shop has to listen to the sales person talk about how great his product is and how all of the competition out there doesn’t even compare.  The everyday salesman has met his match.  There are no longer taking your word for things.  It is far to easy to go and get research, unbiased research online and make your decision based on your own findings. 

 

When we are online we feel confident and smart.  We have all the information in the world at our fingertips, and we can make as many mistakes as we want, and the best part about it, no one is going to know.  We can spend hours online making mistakes, clicking the wrong link, looking at the wrong information, and we are always a, back button away from fixing it.

 

We are often not dressed in our street clothes either.  Nor, are we distracted by the child screaming in the store or the 50 year old woman that is dresses like a 20 year old.  We are in our homes, surrounded by our belongings, all of the things we already own.  We are doing our shopping while in our own EMPIRE. 

 

When we search we are the king.  Other than the occasional pop-up, no one is telling us what to do or where to go.  We are incharge of our own destiny.  We don’t have to worry about hurting anyones feelings.  Even better, we don’t have to go through the agonizing pain of telling that very polite salesperson……NO. 

 

That is what it all comes down to on the internet.  We don’t have to say no.  I have been in sales for about 2 years now, and there is nothing people hate more than telling me NO.  There is something about saying that word that people hate.  Many feel that it is a personal slam on the person if you are declining to purchase your products or services.  People will tell me maybe, or next month, or next quarter, for  years before they flat out tell me NO.  And that is what people love about the Internet.  Telling a computer NO is easy, and fun.  No one is walking away from you with their tail between there legs, you don’t get pressed harder, you are not even asked why you said NO. 

 

So, it’s as simple as that.  We are in charge on the World Wide Web.  It’s our egos, our confidence.  We can do whatever we want, and when we find the answer to our question, We know that we did it.  We found the answer, no one helped, we didn’t ask anyone any questions, we did it all on our own.  So keep searching Kings and Queens, for we own the World Wide Web.