digital marketing

Maximizing Pre-Owned Traffic From the Internet

By: Pat Ryan, Jr.
From Digital Dealer Magazine February 2008

Every week seems to bring an interesting new study on how consumers are using the Internet in their car buying process. While all of these studies point to the importance of an evolving e-strategy for dealerships, it is not always easy for dealers to glean actionable takeaways from these studies. With all the data flying around, this presents a great opportunity to make sense of it all. Let’s start with the most dramatic headline.

The 2007 Dealer eBusiness Performance study sponsored by Yahoo revealed that 88 percent of consumers use the Internet for research prior to visiting a dealership. At the same time, dealers we hear from typically report 15 to 20 percent of their business coming from their Internet departments.

What happened to the 68 percent of buyers that used the Internet to research vehicles yet were invisible to the Internet department? Simply put, they may have shopped your “virtual frontline” but did so anonymously; some later came to visit your dealership while others bought from your competitor.

Why do the majority of buyers using the Internet choose to stay invisible to your Internet department? Because the majority of Internet shoppers are reluctant to share their personal information online with dealers or third-party web sites and therefore never become a “lead.” The result: the majority of visitors to your “virtual frontline” are invisible and untouchable for your Internet team.

How does this impact my business?
Dealers routinely work hard to engage every guest who walks their lot and shops through the traditional buying process. In the online world, if your vehicle is not competitively priced with similar vehicles in your market, a consumer will leave your virtual frontline for another dealer’s with one click, never returning and never speaking with anyone on your team. Buyers will also “vote” with their mouse by clicking away from vehicles that do not have enough pictures, have poor quality pictures, or lack compelling descriptions.
What makes dealerships vulnerable to these kinds of missteps?

Dealerships traditionally priced pre-owned inventory on a “cost-plus” basis-pricing the vehicle to ensure they have enough room to negotiate with a customer and still sell a vehicle for a strong gross profit. Since pre-owned vehicles are more varied in value because of age, condition, mileage etc., consumers were unlikely to find a similar vehicle to yours across the street, giving dealers the upper hand. However, in the Internet age, customers can see your pricing next to nearly all of the similar vehicles in your market, making cost-plus pricing a barrier to driving traffic from the Internet.

In addition to the consumer being empowered by the Internet, dealers who are inconsistent in putting enough pictures or robust vehicle descriptions online will find themselves clicked past by consumers as well. It’s no longer enough to just be online. Dealers need to excel online by being as diligent in merchandising your online inventory as you are in the presentation of your dealership’s showroom.

How can I maximize my pre-owned traffic from the Internet?
1. Market pricing – Replace “cost-plus” pricing with market pricing by competitive shopping every vehicle versus the competition. This ensures that your pricing will appear fair for its value in online search results. Treat competitive vehicles online the same way you would if they were on the frontline across the street. Price based on the “key strengths” of your vehicles but be realistic given the competition.

2. Consistently execute the online advertising fundamentals – Mystery shop your own dealership to ensure all of your vehicles are online with robust descriptions and pictures. You’d never put a vehicle on the frontline without detailing it. Make sure you detail your online vehicles to the same standard.

3. Mystery shop the competition – Experience your dealership’s “virtual frontline” versus the competition as the consumer will experience it. Go to an online advertising site such as autotrader.com or cars.com and see how your vehicles compare. If you are using market pricing and executing online advertising fundamentals consistently your vehicles should show well, but you may find that your vehicles differentiation is not clear to a potential buyer. For example, you may find that your vehicle is the lowest mileage vehicle in the market. In that case it may be okay to be the highest priced vehicle; you simply need to ensure that your online listings are highlighting the value. Know each vehicle’s online market and ensure that your listings are highlighting the unique value of each vehicle.

With those three simple steps any dealer can ensure that they are maximizing the potential of the online advertising they are purchasing. The key is to execute consistently, the same way you do every day in merchandising the showroom and frontline at your dealership.

http://www.digitaldealer-magazine.com/index.asp?article=1787

Making Your Vehicles Stand Out Online

by : Glen Garvin
Digital Dealer Magazine, April 2008

Each month millions of potential car buyers go online to research and shop for used vehicles. In fact, studies show that in 2006, 59 percent of all pre-owned vehicle shoppers used the Internet during the buying process. Internet research and shopping is no longer a trend, it’s now part of the dealership sales cycle.

So what happens when someone goes online to research or buy a vehicle? Most consumers will use a search engine to find the information they want, and end up at portals with thousands of vehicle listings. And that means lots of competition for the sale.

Okay, I know what you’re thinking; consumers often narrow their list of potential vehicles by using detailed search criteria and, by default, this will reduce the number of vehicles in the search results. Let’s look at this two ways: First, for the consumers who narrow their search, there will still be competitive listings and it is even more important for you stand out amongst those final listings. Think of it like Dancing with the Stars, you don’t need to stand out in a really crowded field; you just need to be “good enough.”

When the contestants are narrowed down to just the best, you need to differentiate and stand out. Secondly, we should consider the buyer who hasn’t yet decided on their make or model, because they’ll often research many different makes and models. They’ll come across hundreds…maybe thousands of vehicles. There’s no doubt you need to stand out.

But wait, you say, you’ve also paid your third-party lead provider a nice premium for a high ranking on their site. Yes, that will help drive consumers to your listing. But how do you get someone to focus on what you’re selling? What can you do to differentiate your listing and make your vehicle stand out online?

The first step is using enough photos to showcase all aspects of the vehicle. In 1921 the New York Times ran an article entitled “Use of Pictures for Advertising.” It was based on a national study of large retailers and concluded not only that “people want pictures,” but that images used in advertising a) attract attention, b) arouse interest and c) create desire. That was over 85 years ago, but if you think things have changed since then in the world of advertising…not. It’s still the rule of thumb when it comes to promotion. In the retail auto industry, displaying nine vehicle photos is common and probably acceptable, but never less than six. Many dealers see the value of showcasing their vehicles, especially ones that might be uniquely equipped, with upwards of 20 photos.

The quality of the image is also important. This is determined by photo resolution or pixels, short for “picture element.” Pixels are small color samples of the image. The more pixels a digital image contains, the clearer the photo. The industry standard for photos has been 800 x 680 pixels. That might have worked 10 years ago, but not today. With the introduction of flat screen desk monitors, the standard size of monitors has increased to 19 inches. Many people are using screens that measure 23 inches or more. Photo resolutions of 800 x 680 don’t transition well to screens that size. Trying to enlarge the photo beyond its normal resolution doesn’t work either; trust me. You’re going to need a photo with a minimum 1024 x 768 resolution in order for it to appear clear and sharp on someone’s monitor. And here’s something else you should know: blurry, poor quality images are not only a big turn-off to buyers, they make your dealership look second-rate.

Videos are another great way to make your vehicle stand out online. They elicit curiosity because the viewer wants to see what’s going to happen next. Videos can also engage a buyer faster and with more emotional impact than almost any other online sales tool or technique. It’s an ideal format for providing in-depth data on vehicle owner history, emphasizing what options the vehicle has above and beyond the standard package for that make and model, or pointing out the vehicle’s rarity or other unique aspects. Don’t forget to add some flare to the presentation with music and professionally done voice-overs.

You’ll also attract and interest online buyers by focusing on differentiators in the listing’s features and seller notes sections. For example, in the features section, make sure OEM certifications are noted. Many buyers are drawn to certified pre-owned vehicles because it means the car has been fully inspected, is in good condition and comes with a warranty. And remember to provide complete data on unique options and equipment. What is it about this car that makes it a must-have?

In the seller notes section, emphasize selling points such as fuel economy, low mileage, excellent condition, one owner, how well the vehicle was taken care of, any accident history, the maintenance history of the car and availability of maintenance records. Use this section to really sell the vehicle on an emotional and personal level. Emotion leads to elated customers having outstanding experiences when shopping and purchasing a vehicle. This aspect of car sales has largely been ignored online, yet is a critical component of the sales cycle. Describe how the buyer is going to feel when they get behind the wheel of the car. Talk about the lifestyle benefits to owning this vehicle. Create content for this section that will have an impact on the consumer.

Finally, make sure that vehicle history reports from companies such as CarFax and AutoCheck are available. It will make the buyer feel more comfortable with their purchase. Consumers, rightfully so, are fearful of being “had.” These types of reports increase consumer confidence and reduce objections. They also shorten the negotiation and buying process.

Each vehicle in your inventory is unique and has its own story. All of the content in your listing, from photos and audio/visual to features/seller notes, should work together to tell that story in a way that compels a customer to take ownership during the buying process. When that happens, more sales are closed and higher grosses are achieved. It’s a win for everyone – the customer enjoys the purchasing experience and gets the vehicle they want, and the dealers sell more cars at a reasonable profit.

http://www.digitaldealer-magazine.com/index.asp?article=1881

Your Dealership.com

By David Kain
Ward’s Dealer Business, Apr 1, 2008 12:00 PM

You likely shop or research online with the expectation that the websites you visit will have the information you seek.

When the sites you select don’t have the information, you probably click on another and keep clicking until you find something that meets your needs.

Consider yourself a focus group of one and apply what you learn in your own experience to what you would want if you were visiting your own dealership online.

While you are reading this article, go to your own website and click along with me. Try some simple tasks and put yourself in a “customer mode.”

Look for a new or used car in your inventory.
Look for specials on vehicles, service or accessories.
Look for your phone number and address and see if it is easy to see.

Hopefully, you were able to complete these tasks with no problems. If not, do something about it and contact your website builder the same as you would a tradesperson to fix a leaky roof or a heater in your physical facility.

Now, try some advanced tasks:

Schedule a service appointment.
Order a part or an accessory.
Look for how you submit a credit application.
Look for the dealership team photos or individual contact information.
Look for a personal description on the used vehicle of your choice (more than the basic specs).

If you think like your customers, you likely have limited time to do tasks of this nature. Most people lack the patience to read and learn at a website. So they click and move on.

Compare your site to simple sites like Google.com where you are instantly acclimated to what they want you to do – search.

Compare Google.com to Yahoo.com and see the difference. One is a utility (Google) whereas the other is a destination (Yahoo). Your site is more similar to Yahoo but should have the clear and easy navigation like Google.

When you design or redesign your site, think of it just like you would your physical dealership.

Make it clear where everything is located and provide the signage (navigation links) to assist your customers in finding what they need right away.

I visit so many dealerships and used to think signage was not necessary because, after growing up at a dealership, it seemed pretty simple.

However, I really appreciate it now when I see a sign that says customer parking or service or parts and know the dealership customers appreciate it too.

Put yourself in a customer state of mind and see if you can navigate your website quick and easy. And if not, do something about it. The easier you make it, the more likely your prospects will contact you to complete the next steps.

We are always asked to mystery shop dealerships and provide feedback on how the Internet or business development team responds to our inquiries and then suggest ways for improvement.

You should do this yourself from time to time both online and offline. Online is easy. Create a fake email account and submit a request for sales, service, parts, etc. and see what happens.

Offline may sound silly, but I recommend telling your team you are going to be a customer this week and walk in and try to talk to someone about what you saw online.

Ask your manager and sales people about the vehicle you saw on the website and see how they respond. Hopefully, they will not say, “Let me get our Internet specialist to help you.” You would not want them to say, “Let me get my newspaper specialist” if they said they saw an ad in the paper.

Now that the Internet has become the primary tool of most automotive shoppers, your entire team must become acclimated to the dealership online.

http://wardsdealer.com/interneteletter/auto_dealershipcom/

Reuse. Recycle.

I’ve always thought that as bandwidth expanded and became less of a hindrance to online multimedia (I don’t know anyone that’s still on dial up!), we’d see a lot of crossover and repurposing between traditional media (television, radio, newspaper, direct mail) and new media (internet, email, mobile, etc.). But to a great degree, that crossover has yet to materialize.

The question, of course, is this: What are you waiting for?

Why are your radio spots and television spots not featured on your website? Why are the coupons and offers available in the newspaper not downloadable from your website? How much information about your inventory can I get via my cell phone? Why do your sales people still not have email addresses (honestly, it happens)?

All these things are possible. More importantly, they’re smart business. Not only does it help to integrate your overall marketing mix, but repurposing content from one platform to another costs next to nothing. The TV spot is already created, the offer is already on the table and the art is done, etc. So get it out there already. With so many customers going online, you can’t afford not to put your best in front of them each and every time.

D. Jones
Marketing Strategist/Creative Consultant
SmackDabble, LLC

Maximize PPC campaign returns

Published: April 14, 2008 in iMedia Connection

Has your PPC campaign maxed out in terms of ROI? Not to fear — you can continue to boost returns by following these suggestions.

As I trawled through my daily fix of industry emails yesterday, I was amused to see two articles in the same newsletter that, on face value, told significantly conflicting stories.

The first covered a MarketingSherpa survey under a doom and gloom headline announcing that 60 percent of large companies are cutting marketing budgets this year; the second covered the IAB’s latest UK ad spend survey that proudly reported that continuing growth in online ad spend will result in the internet overtaking TV as the biggest ad channel in Britain by the end of 2009.

Of course in reality both pieces were ostensibly saying the same thing, and it is nothing new: Online should weather the economic downturn better than traditional advertising channels. The reality will remain to be seen, but what is certain is that for some search engine marketers this perception presents something of a conundrum.

To the uninitiated, PPC presents the Holy Grail of marketing — a totally accountable, scalable and measurable ad channel. Accountable and measurable it certainly is, but 100 percent scalable it certainly is not.

Every PPC campaign will, at some point, reach a saturation point where the optimal keyword mix has been reached and where adding new terms actually starts to negatively impact CPA targets. Exactly where this saturation point is differs from campaign to campaign, and that’s where the science of PPC planning and buying comes in.

For search engine marketers, the question is what you do when you’ve reached that saturation point but are getting pressure to deliver more results from your boss or clients.

The answer is, first and foremost, to work on ad and landing page optimization. Any successful PPC campaign depends on constantly testing and retesting different ad copy and landing pages. This is arguably even more important in times of shaky economic conditions. Remember, as the economy changes, so too will the ways in which people think about making purchases, particularly for luxury or high ticket price items. Plan and optimize accordingly.

Secondly, consider integration. A number of surveys have revealed that integrating display with search can result in at times significant uplifts in clickthrough rates and conversions. Ensure you take a close look at campaign metrics immediately after any offline or online branding campaign has been pulled. Did the change have any impact on your conversions? Cross-media analytics, whilst more complicated to run, can help increase campaign effectiveness in the long run.

It is also important to remember that integration is equally applicable when it comes to traditional media. Running a TV campaign, for example, without a supporting PPC campaign may cause you to miss significant opportunities and not make the most of your media spend. This is particularly important today as Wi-Fi penetration continues to increase — your potential customers are more likely than ever to be searching for your brand or ad slogan online directly after seeing a TV spot.

Another area to consider is exploring other PPC networks to see if you can find more quality traffic to complement your existing campaigns. Adding new networks to your media schedule can offer incremental reach to your PPC campaigns, but be mindful of the trade-off between the time you invest in campaign management and the results you actually achieve.

As a rule of thumb, if you are working with smaller networks, it is worth choosing only those that have the in-house capability to handle much of the legwork for you in terms of campaign set-up and management.

Reaching saturation point in your PPC campaigns can happen regardless of what sector you operate in and regardless of the state of the economy. How you deal with the issue is what will give you the edge over your competition.

http://www.imediaconnection.com/content/19006.asp

Text-Only or HTML: Email’s Million-Dollar Question

It’s one of the most commonly debated issues in e-marketing: Should the emails you send out be text-only or should they be HTML? The argument for text-only goes like this… It feels less like advertising, it’s better at getting around spam filters, the most important emails people get are usually text-only. The argument for HTML is this… The message feels more “polished,” I can include graphics, animations and other high-impact items, and I’m able to carry my brand into the message.

So which should you use?

The answer, as you might expect, is both. Anytime you’re sending a person-to-person message, it should be text-only. This applies to sales and service staff following up with customers and other such one-to-one communications. But when that message is coming from the dealership (rather than an individual) HTML is the way to go. It will do a better job of carrying your brand and carries a more put-together, dynamic message.

D. Jones
Marketing Strategist/Creative Consultant
SmackDabble, LLC

Study: Auto Market Among Top Online Sales Categories

From Auto Remarketing
April 08, 2008

SCOTTSDALE, Ariz. – Despite widespread retail declines across the American economy, a recent study projects an upswing in online shopping for 2008. This includes the auto industry, which analysts predict to be among the top three Internet sales categories.

The State of Retailing Online, a Shop.org study conducted by Forrester Research, anticipates that online retail sales will increase by 17 percent this year to $204 billion.

The auto industry is expected to account for $19.3 billion of those sales, which would make it the third-largest online segment behind apparel ($26.6 billion) and computers ($23.9 billion), the report highlighted.

“From higher shipping costs to changes in consumer shopping habits, online retailers are not immune to the current economic climate,” said Scott Silverman, executive director of Shop.org.

“But the fact that online sales will increase substantially this year demonstrates the resilience of the channel and is a testament to the value and convenience most customers find when shopping online,” Silverman continued.

The study pointed out that as people become more comfortable with the Internet, online retailers must choose between two sales focuses: retaining current customers or attracting new ones.

According to officials, 53 percent of online retailers’ marketing budgets is devoted to finding new online customers, while 21 percent is for customer retention.

But, many retailers have used search-engine or affiliate marketing as effective retention tools that not only market to existing customers, but bring in new shoppers, as well.

“What’s spearheading online retail sales growth is a tale of two shoppers that visit the Web for very different reasons,” explained Sucharita Mulpuru, Forrester Research principal analyst and lead author of the report. “The casual shopper goes online to look for the best price, leveraging the transparency of the Internet to save money.”

“However, more affluent customers appreciate the convenience of shopping online and are not necessarily looking for the best deal,” Mulpuru continued. “Retailers would be wise to recognize there are significant opportunities within both audiences and should market to them accordingly.”

In order to find new customers, retailers have used search-engine marketing more than anything else. According to the study, 35 percent of sales have originated from that source.

Moreover, 90 percent of respondents stated they use pay-per-performance search placement. Seventy-nine percent plan to make it a greater priority in the coming year, officials stated.

Still, such offline strategies as catalogs and direct-mail have helped retailers convert shoppers to the Internet. What’s more, the study indicated that retailers tend to use those tactics more than TV or newspaper advertising.

According to the study, 65 percent of respondents said they would focus more on social networking resources, while 55 percent indicated they would devote more focus to widgets.

These type of campaigns, however, are thought to be more useful in brand-building versus driving revenue or sales conversion, officials indicated.

Instead, officials stated, the report recommended that e-mail marketing and free shipping promotions be used to boost sales.

http://www.autoremarketing.com/ar/news/story.html?id=7681#

Best Practice: Tracking E-Marketing

One of the great promises of e-marketing is that it’s trackable. You’ve been told for years that e-marketing would lift the fog of accountability from your marketing mix and show you what worked, when it worked and even why. Well all of that is true (mostly), but most folks aren’t taking the simple steps needed to make that dream a reality.

So here’s what you do: Incorporate a series of simple landing pages in to each marketing touch you send out. Require people go to a web page to register or collect their prize or whatever. Then don’t just set up one landing page, but a different one for each marketing message (the pages may look and function the same, but you’ll need unique pages). By tracking hits, downloads and forms submitted from these pages, you’ll have a near-perfect understanding of which messages are driving customer action and which aren’t. And that, my friend, is measurable marketing done in a simple, straightforward way.

D. Jones
Marketing Strategist/Creative Consultant
SmackDabble, LLC

Now’s Not The Time To Slow Down

According to a recent J.D. Power and Associates forecast, new-vehicle sales in 2008 are expected to reach their lowest levels since 1994, dropping to 14.95 million cars and light trucks. This obviously isn’t good news for our industry, and your first instinct may be to cut back on spending (including marketing and advertising), ride out the rough times and wait for sunnier weather. But if you do that, you’d be missing a huge opportunity.

First things first… if you’re experiencing a slow-down in sales, the last thing you’ll want to do is to cut back on the only thing that can drive sales – namely advertising and marketing.

Second, slowdowns like this are an opportunity for the marketing savvy among us to capture market and mind share so that when things rebound, as they most certainly will, you’re in the driver’s seat.

One way to accomplish this is to ramp up your traditional media spending during this lull. Chances are you’ll even probably see some favorable media rates. But an even more effective way to capture the market and mind share you desire is to employ a number of digital marketing techniques. Such tactics as video emails, email marketing allow you to expand your reach at a cost per contact far lower than traditional media efforts. Here are a few things you might consider:

1. Expand your base of opt-in customers – those loyal customers who agree to receive emails and other electronic communications from you.
2. Use multimedia and email tools to expand the reach of your television and radio campaigns to your online audience.
3. Expand the functionality of your web site to better capture leads and drive them toward closed sales.
4. Use online coupons and other offers to create an incentive to act now.

These and other digital tactics, combined with a traditional media schedule, will position you well when the market turns around. Everyone else will cut back… and you’ll use this slow down to steal their customers and their market share.

D. Jones
Marketing Strategist/Creative Consultant
SmackDabble, LLC

3 Steps to Recession-Proof Your Online Marketing

Written by: Bryan Eisenberg
Taken from grock.com newsletter
March 28, 2008

Everyone’s using the “r” word. Just a month or two ago, online marketers were whispering the word for fear of contagion. Now it’s spoken out in the open. We all seem to sense that we’re in a recession or that one’s stalking us and tapping on our shoulder.Some sites are experiencing slight sales declines; others are prepping for the recession by trimming marketing budgets and tightening their belts in other areas. Online marketers are being asked to do more with less. It seems it’s going to get worse.

It’s interesting to watch how different companies respond to tough times. Traditionally during a recession, most will cut their marketing spend and ask the sales staff to squeeze more from what marketing delivers. In the online world, most decrease ad budgets, but the first cuts are aimed at any sort of marketing optimization (like analytics or testing). This bunker-type approach often leads to stagnation. Optimization is the last line item you can afford to cut.

Others will pour more money into traffic acquisition and flashy advertising or gimmicks. This kitchen-sink approach is highly inefficient and risky.

Effective Optimization Is a Scientific Process

I prefer a more scientific approach.

The “r” word doesn’t mean failure or certain doom. While we don’t control the factors that cause a recession, we can optimize the factors we do have control over and do our best to build and continually improve a recession-proof Web site.

A site that converts better will decrease cost per acquisition and, in turn, will increase ad spend efficiency. A site being continually improved for conversion can withstand the storms of finicky economic times. Optimizing your site should be a scientific process that gives customer insight and is accountable, efficient, and measurable.

In the midst of the dot-com boom, we took on our very first conversion optimization client and helped the company build an internal process to continually optimize its conversion rate. Everyone else was talking about eyeballs and, to their detriment, got spanked by the mother of bursting bubbles. Site after site went into the trash heap, while our client’s continued to grow and thrive through the worst of it. During that time, the client enjoyed an aggregated 400 percent increase in conversion. Its advertising spend was potent, each dollar spent on advertising was worth four times more in top-line sales. Its competitors could spend the same and a lot more on advertising and couldn’t get similar traction. Some went under.

Building a recession-proof online marketing campaign is common sense, but you must work on it. It’s well worth it. It’s not about getting the occasional gain from a test or analytics but about having a continual process for doing so.

The Cost of Not Improving Your Conversion Rate

Let’s suppose your site draws 100,000 unique visitors per month and you have an average conversion rate of 2.5 percent. If you average sale is $50, then you gross about $125,000 a month. Let’s also say that after some optimization work and a couple tests, you increase your overall conversion rate by just 10 percent (a very achievable goal), and your conversion rate is now 2.75 percent. Your monthly gross is now $137,500. The annualized revenue realized by the move of the needle is $150,000. With a minor conversion increase, you’ve earned a baker’s dozen: 13 months of revenue in 12 months’ time.

If you continue to optimize better every month throughout the year, that 13th doughnut gets bigger and bigger. Assuming traffic costs remain static, ad spend becomes stronger and your cost of acquisition goes down. Even in the likely scenario that your traffic costs inch up, you’re riding the curve instead of falling below it.If you don’t become recession-proof, your competitors will. There are simply no more excuses. A decade ago, putting together the resources for optimization was a challenge. Today, analytics and optimization software are much more easily available and affordable when you look at them in this light. Google even offers them both for free.

Steps to Recession-Proof Online Marketing

Here are three steps you can take to make your online marketing recession proof:

1. Turn your analytics into customer insight. It’s not enough to get reports. Each click is an action taken by a real person. Learn why your customers do what they do on your site.

2. Turn your insight into action. If customers leave your site or landing pages, theorize as to why, then test variations to confirm or refute your insight based on step one.

3. Rinse and repeat.

Don’t become a victim of a recession; instead use it as an opportunity to take control of the things you can and jack up your conversion rate. The dot-com bust would have been a blip had many focused more on the fundamentals of increasing conversion online.I don’t know about you, but I don’t want to live through another bust. So I leave you with the wise words of Blackie Sherrod: “The reason history must repeat itself is because we pay so little attention to it the first time.”

What are your plans to recession proof yourself?

http://www.grokdotcom.com/2008/03/28/3-steps-to-recession-proof-your-online-marketing/