Tag Archive: BMW

Microsoft Surface

I’ve been a big fan of Microsoft’s Surface technology platform for a while now.  Unfortunately, there have been very few real world examples to point to.  I came across this demonstration earlier today.

BMW will be using it in their dealerships as a way to feature cars for customers. This is a great example of how companies can start thinking about uses for Surface. The iPhone and Apple have done a great job of conditioning consumers to use, understand, and want touch screen driven devices. With so many people using touch-screen driven tools there really isn’t a learning curve anymore, which opens up the possibilities. So, what would you do with Microsoft Surface?

Search Volume Does Not Equal Sales

Thank you Google for launching Google Insights.  To me insights is a more enhanced version of Google Trends. Google describes Insights as, “With Google Insights for Search, you can compare search volume patterns across specific regions, categories, and time frames.”

Here is what I love about this. Everyone wants to put money into search engine marketing. I’ve been in meetings where Sr. marketers have said, let’s move all of our money from X to SEM. I think it’s great that people are jumping into search, but I’ve continued to caution anyone who will listen, that they need to look before they jump. In my opinion, search volume is not an indicator, nor is it a predictor of sales.

Here is a great example of what I’m talking about. The following chart shows the change in total car sales of luxury car brands from March 2007 to March 2008.

Change in Sales Volume for Cars 2007 to 2008

Change in Sales Volume from 2007 to 2008

If we buy into the concept that search volume indicates interest, which indicates awareness, which of course drives the top of the so-called marketing funnel.  Well, if we fill the top of the funnel, then we’ll have more potential conversions.  So, even if our conversion rate stays flat, we’ll drive more sales because our opportunity pool is larger.  Make sense?

Ok, well here is a report from Google Insights that looks at the following:

  1. Lexus, BMW, Mercedes, Cadillac, Infiniti, and Acura search volume
  2. Period of Time: January 2007 – July 2008
  3. United States only
  4. Date segmented by “Automotive” category
Google Insights Search Volume for Luxury Cars

Google Insights Search Volume for Luxury Cars

I chose January 2007 because many classical marketers believe you need a period of time to be exposed, made aware, and re-exposed before you convert.  Do you notice anything strange?  BMW, Mercedes, and Lexus, have the highest search volume; or what Google calls “interest,” but some of the worst sales. How can this be?  Isn’t search the end all be all solution?
It kinda makes you rethink things a little bit, huh?  Well here is my take:
  1. Search is only part of the pie; you still need TV, print, display online advertising, etc. to drive overall site traffic
  2. The site needs to be optimized to keep the interest level high and send you to a dealer
  3. The dealer needs to close the deal
It’s literally that simple.  If 1, 2, or 3 are broken it won’t matter how high the search volume is.  Would love your thoughts!

State Farm – Not The Good Neighbor I Thought They Were – Part XI

Yes, seriously…we are on Part X and week 4.  Isn’t this getting a little ridiculous?  Part I can be found here, part II can be found here, part III can be found here, part IV can be found here, part V can be found here, part VI can be found here, part VII can be found here, part VIII can be found here, part IX can be found here, and part X can be found here.

A week has gone by and still no word from State Farm. However, my body shop contact has continued to keep me in the loop. Yesterday, around 4:00 PM I got a call from him. He shared some great news. Finally, my car is ready to come back home. The ended up replacing the lower control arm and the strut. The strut tower did NOT need to be replaced. I’ll be picking it up later today and tonight I’ll recap the whole saga.

State Farm – Not The Good Neighbor I Thought They Were – Part X

Yes, seriously…we are on Part X and week 4.  Isn’t this getting a little ridiculous?  Part I can be found here, part II can be found here, part III can be found here, part IV can be found here, part V can be found here, part VI can be found here, part VII can be found here, part VIII can be found here, and part IX can be found here.

After my great experience with the NEW State Farm claims rep I thought we were headed towards a good experience.  Well, 3 business days passed, and still I didn’t hear from them.  So I did what I’ve continued to do; I called the body shop.  The body shop contact and I talked.  The control arm did NOT solve the problem 100%.  So now they are replacing the strut as well.  The saga continues and there does not seem to be an end in sight.

State Farm – Not The Good Neighbor I Thought They Were – Part IX

Part I can be found here, part II can be found here, part III can be found here, part IV can be found here, part V can be found here, part VI can be found here, part VII can be found here, and part VIII can be found here.

Got a call yesterday from the State Farm claim office.  This time it was a different claim rep.  I got the feeling this guy was more senior than the guy I had been working with.  This claim rep was very upbeat and overly apologetic that I’ve been without my car for 3 weeks; especially considering I brought it in for a pothole collision.  He filled me in on the latest and greatest, which boils down to this:

  1. The measurements are still off
  2. They are going to try the simplest and cheapest fix first, which is the Control Arm
  3. If that doesn’t fix the issue it’s on to the strut and then the strut tower
I appreciate the State Farm guy calling me and apologizing for the situation.  I’m still miffed though that it’s taken 3 weeks for us to realize the fix could be a $650.00 job.  Had I known that from the beginning I would have just paid the money, not filed the claim, and been back on the road substantially faster.
I’m supposed to get an update on Monday; we’ll see.

State Farm – Not The Good Neighbor I Thought They Were – Part VIII

Part I can be found here, part II can be found here, part III can be found here, part IV can be found here, part V can be found here, part VI can be found here, and part VII can be found here.

Got a voice mail from clams rep that didn’t really answer any of the questions I left for him in my voicemail.  Specifically, all I really want to know is:

  1. When will State Farm approve the work?
  2. When will I get my car back? It has been over 2 weeks now
I called the body shop and my contact was not available.  The person answering the phone didn’t even ask to take a message…this is almost getting comical.  Also, still no word from my agent.  So the saga continues.

State Farm – Not The Good Neighbor I Thought They Were – Part VII

Part I can be found here, part II can be found here, part III can be found here, part IV can be found here, part V can be found here, and part VI can be found here.

As has been the normal course of action, I called State Farm yesterday afternoon.  Instead of getting my claims rep, I got voice mail. Despite my feelings about voice mail, I left a message anyway.

Following that call I called the body shop and left a message for my contact there. He called me back about 2 hours later and let me know the following:

  1. Their belief is it’s the strut and not the strut tower
  2. They’ve submitted all the needed paperwork to State Farm
  3. State Farm will need to send an adjuster out to the body shop to double check the situation; talk about redundancy
  4. Assuming everything checks out, the body shop can do the work
At this point, I’m going on over 2 weeks without my car and NO work has been done.  During that time, my State Farm agent hasn’t checked in on my once, not even by form letter.  Again, not a great example of a “good neighbor.”

State Farm – Not The Good Neighbor I Thought They Were – Part VI

Part I can be found here, part II can be found here, part III can be found here, part IV can be found here, and part V can be found here.

Talked with claims representative this morning at 10:30-ish.  He spoke with the body shop finally.  Apparently the issue isn’t the strut tower, but the actual struts themselves.  The amount of money to handle the struts and the under suspension problems is over the deductible.  They don’t know how much it’s going to cost though yet.  Supposed to know more today.  Not holding my breath.

State Farm – Not The Good Neighbor I Thought They Were – Part V

Part I can be found here, part II can be found here, part III can be found here, and part IV can be found here.  Got a call from the State Farm claims manager this morning.  This is the same guy who called me previously.  He started explaining the current situation to me and then I asked a question based on the information I received from the body shop yesterday.  My question made him pause, re-check his work, and question the information he was providing me.

He ended up conferencing me into a call with the body shop.  My body shop contact wasn’t there.  The State Farm claims manager apologized for clearly not being prepared and has indicated he will call me back with the real story.  To be continued.

State Farm – Not The Good Neighbor I Thought They Were – Part IV

Part I can be found here, part II can be found here, and part III can be found here.

Got a call from the body shop today at 4:55 PM.  They informed me that State Farm has authorized the car to be put on a frame measurement tool.  This tool will demonstrate that the camber issues are beyond normal part damage and are clearly related to the strut towers.  Assuming those measurements indicate that, State Farm will approve the body work to be done.  The saga continues.

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Head of Social Media at Walgreens. Interactive marketer, innovator, boat rocker, continuous learner, movie lover, risk taker, dad and all around good guy.

I'm always up for a spirited conversation. These are my thoughts and ramblings, not those of my employer.
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