Potenza Inc. wins prestigious national marketing software award

April 3, 2018 — Lafayette’s Potenza, a full-service 360 marketing firm, has won a prestigious, nationwide marketing software award.

Potenza, an Inc. 5000 fastest-growing company for four straight years. has won a 2018 AWA Award  (Automotive Website Award) in Marketing Automation for its 360° Platform.

Potenza CEO Frankie Russo expressed excitement about the honor, edging out some of the nation’s most cutting-edge marketing software developers.

“We’re thrilled to win such a prestigious award and to be recognized as one of the top marketing software firms among our peers,” said Russo.

“This award says a lot about our commitment to finding cutting edge, data- and software-based solutions for our customers, and about the great people at Potenza and the power of teamwork,” said Russo, who started Potenza with his brother, Giorgio Russo, barely a decade ago.

Software products nominated in the Marketing Automation category, a new category in 2018, have helped eliminate the guesswork out of marketing for dealers.

Potenza’s  360° software greatly improves three key areas for the dealer — multi-touch attribution and KPI tracking, automining, and inventory-driven advertising — combined, these tools help dealers measure the efficiency of their marketing efforts, identify where they get their best ROI, and better match customers’ needs with a dealer’s inventory.

The power of data and third-party marketing platforms is leveraged to automate advertising efforts, publishing hundreds or even thousands of real-time, automated advertisements that will be relevant to the consumer.

The 360° algorithms are constantly mining a dealership’s customers, sales, and inventory data in order to match customers with potential sales opportunities.

“This platform saves dealers time and money and, most importantly, helps improve customers’ experience while shopping for a vehicle,” said Russo.



This year, the AWAs took place on March 22nd, 2018—the night prior to the start of the National Automotive Dealers Association Convention. The Aria Resort & Hotel Las Vegas hosted the award show which presented dozens of awards to the best website and technology products on the market for car dealers, and one individual. Throughout the rest of the convention, car dealers can learn more about PCG Companies by visiting Booth #2192C at NADA. For more information about all the winners of the AWAs, please visit http://www.awa.autos.

Director of Software Development

Potenza Innovations, based in Lafayette, LA, is pleased to announce we are hiring for the position of Director of Software Development.

Job Description: Envisions product development and manages projects through completion; analyzes and designs software enhancements and new modules; manages development project from initial design through testing while providing strategic management direction. Manages developers and the completion of projects, resources, capacity, and deadlines. Interacts with customers at a strategic level primarily focused upon new products and features rather than order fulfillment or bugs.

The ideal candidate will possess the following skills, experience and/or capabilities:

• Experience with Jira or similar project management software.
• Experience working with software development teams.
• Experience planning and scoping software features, including the use of wireframing software (Pidoco, MyBalsamiq, Gliffy or similar)
• Basic understanding of HTML/CSS/Javascript is a plus.
• Experience with capacity management, pipelines, dependency management and software roadmapping.
• Excellent verbal and written communication skills are a must.
• Ability to manage multiple deadlines with constant communication to various stakeholders is a must.

About Potenza Innovations:
We are the software development division of Potenza Inc., an advertising and branding agency founded in 2007. Potenza Innovations develops and supports the marketing automation and intelligence platform Return Flight, which services hundreds of small to medium sized businesses across the country. With special emphasis upon the automotive dealer industry, Potenza Innovations provides the technical backing behind DriveAuto, a joint venture with Sinclair Broadcast Group. We are growing rapidly and are looking for high quality people to join our team to help lead our company to the next level in 2018. Potenza has made the INC 5000 Fastest Growing Companies in America four years in a row, and was recently honored by the Independent as one of the Top 50 companies in Acadiana.

Please send resumes to [email protected]

POTENZA Internships!

We’re all about internships at POTENZA!

Interning with our POTENZA Marketing team is a great opportunity to learn more about the advertising and marketing industry with hands-on experience! We’re all about giving our interns important tasks that deal with real-life clients.

From copywriting to planning exciting events to making social media campaigns, interns will gain tons of knowledge from the POTENZA pros that will be useful in the future. Students currently enrolled in school will be offered to gain course credit during their time at POTENZA. Interns will be eligible for both part-time and full-time internships depending on their course load. We only ask that each intern spends a minimum of 15 hours in the office with us!

POTENZA offers Marketing internships in the Fall, Spring, and Summer. Interns will be given multiple tasks that will require independence, initiative, organizational skills, and professional communication skills. Marketing interns also need to be social media savvy with a strong background in Facebook, Twitter, Instagram, and other social media platforms.

If you’re interested in applying, please send a cover letter and resume to [email protected]! We will contact you to set up a formal interview and give you a tour of our office!

POTENZA Inc. is now a Google AdWords Premier SMB Partner!

We are proud to announce that this month, POTENZA Inc. has officially upgraded to a Google Premier Partner. That means that POTENZA will now have an additional number of exclusive benefits to match a brand new badge of honor, highlighting our long-term success with Google AdWords.

Now, one may wonder what it means to be a Google Premier Partner. Well, besides meeting the highest standards and qualifying criteria, Premier Partners know AdWords inside and out. With everyone claiming to be an Adwords expert, Google created the Google Partner program to help business owners find a team that is qualified to handle the job. The highest level of their program is the Premier Partner, a tier reserved for only a small fraction of all Google Partners that have proven themselves to be the best of the best.

You may also wonder what the benefits of working with a Google Premier Partner are! We can assure business partners that we have done our homework, passed the Google certification tests, and managed to learn everything there is to know to help companies succeed with Google search ads! Google doesn’t award the Premier Partner, or any Partner badge, to just anyone who has passed their tests. All Premier Partners must actively manage and run successful AdWords campaigns, all while being closely managed and watched by Google.

Being a Premier Partner comes with great responsibility. Maintaining yearly certifications and meeting minimum performance standards are just a couple of the complicated tasks required to reach Premier Partner status. Each Premier Partner has a history of building successful AdWords campaigns that convert at a high rate – this ultimately means their campaigns are likely to make more money for your business.

Mastering AdWords is hard, but we’ve done it with the help of our loyal customers. We continue learning and mastering the systems to help us each grow, and we look forward to participating in this outstanding program for years to come. This will allow us to keep providing you the highest level of search marketing management and optimization services available!

7 Important Digital KPIs for Auto Dealers

7 Important Digital KPIs for Auto Dealers

1. Website Visits

Although total website visits is a high-level metric, the data that it can potentially uncover can’t be discounted. Knowing what your overall traffic patterns are (YOY and MOM) can clue you in to any possible issues or opportunities. Examine the changes that caused the dips or high points and if they were intentional or experimental. What components of your marketing mix did you beef up or scale back on? Use these trends for insights and predictions on your marketing mix in the future.

2. Paid Clicks

The amount of clicks you’re getting for your money is another integral piece of your marketing puzzle. Whether these clicks are on search, display, video, mobile, social, email or an ad platform that isn’t known to mankind yet but will be soon, keeping up with how many visits resulted from paid traffic will help you determine what mediums are driving the most traffic.

3. Click Through Rate

Click through rate (commonly referred to as CTR in the biz)  is a great indicator of how relevant your ad is to your audience. If you find your CTR is falling, consider updating your ad creative or including special incentives in the copy. Look at what your direct competitors are doing and make your ads even more engaging.

4. CPC

Although Cost Per Click (CPC) isn’t the most critical metric for judging a campaign’s performance, it dictates the volume you can get for your budget, and makes a great argument for quality over quantity of traffic. This KPI is especially crucial for smaller budgets that need to make sure every click counts.

5. Conversions and Conversion Rate

Knowing if and how often users are taking the actions you’ve labeled as valuable can alert you of plenty of possible insights. Low conversions could clue you in on if your website is difficult to navigate, your contact forms are too long, you’re capturing the wrong type of traffic or if your campaign is converting well and your campaign has great targeting.

6. VDPs

VDP (vehicle detail page) views provide measurable data to connect the dots between website activity and sales. Research tells us that there is a direct correlation between the number of views a VDP gets per day, and the number of days that corresponding piece of inventory takes to sell. In short, more VDP views = less time on the lot.

7. Email Leads

Email leads are not coming in at the volume they once were (making VDP views an even more important metric); however, this is still a good indicator of interest in your dealership’s vehicles or financing offers. Make an effort to know your internet lead closing ratios for each lead provider and adjust your messaging accordingly.

Daisy Glankler graduated from the University of Southern Mississippi with a degree in Advertising. She handled in-house digital advertising in the casino and automotive industries before moving to Lafayette and joining Potenza in 2016. Daisy is part of the Interactive team as the Automotive Digital Manager and spends her Sundays working on her tennis game.