Winning with Reviews HOW RBM OF ALPHARETTA DECREASED SEM SPEND THROUGH POSITIVE CUSTOMER FEEDBACK David Ellis, General Manager at RBM of Alpharetta in Georgia, knows that in an increasingly competitive marketplace, it’s important to make his dealership stand out. And with a smart marketing mix that relies on multiple platforms to spread the word about his business, standing out is exactly what he and the team at RBM have been able to do. But, they’ve taken it one step further: By increasing reliance on customer reviews and online reputation management, Ellis has reduced the SEM spend at RBM by 25%. “We were spending most of our marketing budget on SEM and SEO,” said Ellis. “Return on those investments is very hard to track. Who sees it? Who clicks on the online banner

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