Paul To Speak At 15th Digital Dealer Conference & Exposition

The 15th Digital Dealer Conference & Exposition announced that, Paul Potratz, founder and COO of Potratz, headquartered in Schenectady, NY, will be speaking when the conference meets October 15-17 at The Mirage in Las Vegas, Nevada.

Paul’s topic, “5 Things You Can Do This Week to Increase Leads and Sales” is slated for October 16, 2013, at 9:30-10:20am, and will take attendees step by step through website edits in order to showcase a conversion increase of 0.378% to 9.89%.

Paul is very excited to be a part of The 15th Digital Dealer Conference & Exposition and looks forward to helping dealers with their online advertising strategy. Paul stresses the need to embrace change and keep on top of the latest digital trends in order to increase both leads and sales.

For more information on the 15th Digital Dealer Conference & Exposition, click here. For additional information on Potratz, or to receive announcements of future speaking engagements, click here.

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Real World Marketing: Are You Prepared?

Daily processes and industry standards are constantly changing and growing, therefore continuous training is an important aspect of any company. Keeping up-to-date on the latest trends and opportunities provides employees the chance to always be learning, and allows the company to stay a step ahead of competition.

Digital Marketing is an arena in which this fact is always true. The utilization of the Internet in marketing has grown in volumes since it was first introduced and it does not appear to be slowing down anytime soon. There is something new to be discovered every day, the possibilities for digital marketing are never ending, and the opportunities available to us as a company to improve are endless. In order for a company like Potratz to stay in tune with the latest digital marketing developments training is a constant necessity.

The department heads at Potratz have made it a top priority to ensure that every team member is highly trained not only on how to do their own job, but to know how that job fits into the bigger picture of a client’s marketing strategy. Whether it is in the field of SEM, Social Media, Video Motion Graphics, Graphic Design or Account Management, at Potratz information is offered as a training session and is open to the entire company. Every Thursday at noon the Potratz staff gathers in the conference room for a Leadership-led meeting focusing on team improvement. Recently, during our weekly Leadership meeting, each employee was asked to list five aspects of their daily job requirements and state whether they felt a coinciding training session would be beneficial to both them and other team members.

Based on the feedback received from team members, the next month at Potratz has been filled with daily training sessions on the topics requested. The training sessions will cover all scopes of work within the company ranging from “Industry Terms and Concepts” to “Proofing Graphics and Video”. No matter what department an employee works in, they have each been encouraged to attend any and all sessions that they would find interesting or helpful for their own personal scope of work.

The more we can each learn about our own jobs, the jobs of our colleagues and the industry within which we work, the more efficient and effective Potratz will become.

Curious to who Potratz Is? See what we are about here.

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A Day in the Life of a Potratz Intern

As I stroll in at 9am I can’t help to feel a bit guilty, because my colleagues have been hard at work for the past half hour. As an intern my hours are slightly less than the regular crowd; not only do I enjoy the extra snooze time but this also means that I do not have to get coffee for the staff every morning. Most days I sit behind my iMac; I am a PC guy so that took a little getting used to. I work on various tasks such as posting in AdWords and checking conversion code links to ensure they are installed correctly.

Every once in a while I get to do something really amazing. One day I was lead carpenter of the masterful construction of six desks and two chairs. Might I add, these are in fact the best six desks and two chairs in the building! When there is no need for my expertise in the carpentry field, I am hard at work learning the daily tasks in the SEM department. One of the most important projects we do is our weekly deep dives - I know what you’re thinking and no we don’t have a pool. A deep dive is done once a week for each account and it’s our way of looking at every aspect of the account to make sure everything is running properly. It's our time to make sure we're fixing anything that isn't performing or that is underperforming and see what is performing well. Completing this task requires me to shadow one of the two stars of the SEM department, Renee and Sarah.

My hero, The Great Dan Allen, VP of Creative Services, will also summon me to do some work in Basecamp, because according to him “no one wants to shadow someone all day.” After an epic adventure in Basecamp in which I help organize the projects for all departments, I usually go to a company training where I am able to meet up with my fellow interns and apprentices. A current employee usually teaches these trainings, and we learn not only about the goofs of past and current employees, but a great deal on how not to make those same goofs. At Potratz, they are always learning how to offer the best possible services to their clients, by analyzing past performance and discovering how they can be better.

One of my new projects is making sure all the websites have perfect conversions for their websites. For all our clients reading this, if you get a form filled out and the customer’s name is TEST, please ignore as that is me. When I have finished testing conversions, I continue to help the stars of the SEM department by assisting in posting ads. Given that this is still new to me, I have questions and will send out an SOS to the one and only Justin, the ‘web page god.’AdWords is not a new concept to him, so he can save my ship from sinking immediately. After I have finished my posting it’s about that time to head home and go to work on my two online classes.

Well, there you have it, a day in the life of a Potratz intern.

In all seriousness, I have learned a great deal about the future of marketing and how to utilize technology to the best of its ability. I am happy to have had the opportunity to work with the Potratz team, as they are all incredibly hard workers and phenomenal teachers. The amount I have learned in my past month of interning has been substantial, and will be an enormous help to my future endeavors. Thank you to the Potratz staff. And, by the way, I promise I am not writing this portion because the staff is required to read every blog.

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Potratz Honored With Prestigious Award

Potratz was selected as a member of the inaugural Auto Remarketing Canada Power 100, an elite collection of the most influential companies in the used-car and remarketing business. The businesses selected as members of the Auto Remarketing Canada Power 100, will be featured in the fall issue of Auto Remarketing Canada Digital Magazine.

“We at Auto Remarketing Canada are very excited about the chance to highlight some of the remarketing industry’s biggest players in our upcoming inaugural Power 100 issue,” said Publisher Bill Zadeits. “These top companies make the remarketing industry what it is today”

Potratz, an automotive advertising agency located in Schenectady, New York, represents auto dealers across the Unites States and Canada. While the agency’s reputation is based in digital marketing, it’s philosophy is to help dealers connect with people.

“We’re very aware of the temptation to depend on statistics and metrics to measure the success of a digital advertising campaign,” said Nan Mossey, Potratz’s director of digital marketing. “But the real measure of success is the number of cars sold. We help dealers to think like customers, and deliver what customers really want. It’s proven very successful.”

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The Power of Heat Mapping

Heat mapping is an analytic tool that allows you to see where visitors are clicking on your website. Using this tool enables you to visualize different types of data, including which images, buttons and links people are clicking on. If one of your goals is to consistently improve the consumers’ website experience by analyzing their behavior on your site, heat mapping is a must. Knowing where they’re going, what they’re clicking on, what is NOT getting any clicks and making changes based on this information will lead to more conversions.

There are a few different types of heat maps such as click heat maps, scroll heat maps and mouse movement heat maps. Click heat maps shows the exact locations where visitors’ cursors clicked on a webpage, such as which images and links are most clicked on. Scroll heat maps show you what percentage of visitors are reaching the different portions of your web page, which helps you decide where and what to move to increase more profitable traffic. Mouse movement heat maps shows where visitors are looking on your site by tracking where the visitors’ cursors hover.

With being able to visually see what is working and not working on your site enables you to make changes that will lead to more conversions and profit for your business. If you’re on the advertising and marketing side and evaluating clients’ websites, these tools are extremely handy and beneficial. One example is that you can take screen shots and show your client exactly where visitors are going and what they’re doing on the site. With this colorful visual data, yourself or a client, can make informed decisions on what changes to make and why to make them.

There are a number of different heat mapping programs out there. Before choosing which program to use, make goals of what you wish to accomplish and choose the program that has the features that suit your needs. Here is a list of just a few of the heat mapping programs available: Attention Wizard, ClickDensity, ClickTale, Crazy Egg and Seevolution. Once you have chosen which heat mapping tool works best with your desired goals, implement and use with the rest of your analytic tools and use this information to make the best possible decisions for greater improvement of your website for your consumer and in the end your business.

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