Thank you for your time today ____________ (names of dealers). I know you are busy. So we will jump right in. But first a little bio about me. My first job out of college was taking classified liner ads from dealers at the local newspaper. From there I went to Trader Publishing Company. Most recently I spent six years at AutoTrader.com and Manheim. I’ve worked at Comcast including Vehix, sold PPC and internet advertising programs to many dealers and view myself more as a resource and trainer than a salesperson Ford Motor Company selected ADP as the key provider to its digital advertising program because it offers many key advantages like pre-negotiated rates, no advance payments, complete transparency, no long term commitment and most importantly the ability to use co-op as a financing tool.
As you can see from this chart there seems to be a disconnect. Here you have dealers still spending 30% of their ad budgets in the newspaper yet only 5% of the in market car shopper is going to the newspaper to find what they are looking for. Look at the fourth set of columns. More people are searching and researching on the internet yet dealers spend only 10% of their marketing budgets on that medium.
Our strategy is to look closely at how you are spending money in reaching the ever-allusive car shopper. In old times, you could run an ad in the paper and people would show up. Times have changed. This program I am going to introduce you to today is made up of three components. First we will talk about online display advertising. We have an automotive advertising network that will allow you to reach a targeted in-market consumer in just one ad buy. Additionally we will use your online display ad campaign and target customers behaviorally. Secondly, we’ll focus on the search engines and the differences between paid advertising and “organic” listings. Finally, I’ll introduce you to Google Audio. You’ll be surprised at how easy and inexpensive radio can be. This digital advertising program selected by Ford is designed to provide trackable results, quality traffic, targeted advertising and an effective ROI.
Here’s another example of how BT works. After the shopper goes to your website we tag them and then as they move around the web reading and visiting the websites they want, your ad message continues to be displayed.
We know you spend a lot of money driving traffic to your website. You put your website address in your newspaper ads, on your tv ads, and on local media websites. As part of your program with us, we include BT or behavioral targeted marketing in your campaign. It works like this: A shopper finds you and visits your website. We “tag” or “cookie” the IP address of the shopper’s computer and then as they visit other websites we display your advertising message wherever they go thus encouraging a clickthrough Back TO YOUR WEB SITE so you can continue the sales process and drive traffic where you want them – in to your website and into the store. www.FetchBack.com Confidential
Here’s a chart showing you how internet and radio working together can increase recall. Radio effectively complements your online advertising. Radio reaches…
Here’s a testimonial from a dealer who used the program. They ran this campaign for 40 days earlier part of this year. We ran almost 1200 radio spots which cost less than $3 per spot. Almost 2500 click throughs to their website because of the online display and PPC campaigns. The dealer was very happy with results. They nearly doubled the number of calls into their dealership, became number 1 in their region, and car sales were up 32% year over year.
In summary our program includes a strong online display campaign, increases your advertising on Google and the other search engines, and connects you with customers offline as well.
Thank you for your time. Are you interested in coming aboard? What do you need from me to make a decision. When do you want us to connect again?
Digital Advertising Program for Dealers Presented by Tony Guarnaccia, Director, Digital Advertising ADP August 21, 2008
Does Your Ad Budget Match? “ Which one of these information sources was most important when making decisions about buying your vehicle?” Source: Polk Center for Automotive Studies
Source: NADA The Average Car Dealer’s Advertising Spend Does Not Match The Consumer’s Car Buying Research and Decision Making Behavior Dealer Spend vs. Consumer Consumption Dealer Ad Budget Efficiency Gap
Online Advertising is Growing Eight out of 10 consumers now consult the Internet at least once during the car-buying process
More Dealers are using Paid Search Dealerships Using SEM Source: J.D. Power and Associates 2007 Dealer Satisfaction with Online Buying Services Study SM (DSOBS) 2007 2006 Using SEM 33% Not Using SEM 67% Using SEM 49% Not Using SEM 51%
Bigger Dealers are Making the Shift to SEM Use SEM Dealerships Using SEM by New-Vehicles Sales Volumes in 2007 Not Using SEM 33% 67% 56% 44% 65% 35% < 50 50-149 150+ Source: J.D. Power and Associates 2007 Dealer Satisfaction with Online Buying Services Study SM (DSOBS) # of New-Vehicle Sales Per Month
ADP Digital Advertising Network ADP AD NETWORK AUTO SITES AutoBlog AutoSpies AutoWeek CarDomain GasBuddy KBB.com CONSUMER SITES WITH “ AUTOMOTIVE” AUDIENCE (behavioral targeting) Specific Media Ad Network Yahoo Ad Network JumpStart Ad Network NEWSPAPER SITES Varies by city TV/RADIO SITES Varies by city CBS, ABC, Clear Channel, etc. ONLINE DIRECTORIES Yellowpages.com Local.com CitySearch Targeted by zip code LOCAL MEDIA CHANNEL AUTOMOTIVE CHANNEL Targeted by zip code
We know the sites and keywords driving the best results for your competition What works for your competition? Dec Top 10 Websites Driving Total Traffic to Boch.com: Monthly Searches for “Boch Toyota” 300 240 180 120 60 0 Boch Toyota Year 2007 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov MONTH SEARCHES
CONNECTING ADP DEALERS WITH CAR BUYERS with ONLINE DISPLAY, SEM, GOOGLE AUDIO SUMMARY – GET IN THE DIGITAL AD GAME! Connect Dealers with Customers When They Search Online with ADP provided Search Solutions Connect Dealers with Customers When They Research and Pursue Passions with ADP provided Ad Network Connect Dealers with Customers When They Go Beyond Web Sites with ADP provided Google Audio GOOGLE
THANK YOU FOR YOUR TIME! NEXT STEPS? Your Name– Digital Advertising Consultant ADP Dealer Services – your phone number