If you look at all the different marketing channels available to manufacturers, each channel has its unique strength in marketing against the purchase funnel. Event marketing is used to build a relationship with consumers to improve awareness and familiarity. Television provides broad reach at the top of the funnel. Some magazines can help build awareness, increase familiarity, while others can be used to get your model on the consideration list. Newspaper ads, on the other hand, are more focused at the bottom of the funnel, pitching price, incentives and displaying used inventory. The Internet is really the only medium out there that can be very successful across the entire funnel. People visit the internet every day. Awareness and familiarity can be increased before consumers even begin shopping. People use the internet to help build their consideration list. They discover what dealers they should visit and purchase from. I talked earlier about the manufacturer sites catching up with the independent sites. That wasn’t to imply that independent site will be going away. There will always be a role for them. But the 3 rd -party sites that embrace the idea that they can provide dealers and manufactures with marketing solutions, not just leads, are the ones that are going to be the most successful.
Although it may seem complex, many forms of digital advertising can be done without extensive training. We share with you some of the latest ways you can get started- many of them are even Free!
In-Dealership Training - Digital Advertising (we help you)
We are pleased to introduce an industry first; a training solution designed specifically by Ford and ADP Dealer Services to train your dealerships how to advertise online. See the attached Appendix B for details.
Turnkey Digital Advertising Solution (we do it for you)
Ford has partnered with ADP to offer your dealerships some of the most advanced advertising solutions that are available today. If you would like to get started, but do not have the time to train your team
Digital Advertising Seminars – every region starting in August, 2008
We get you started with Step One -
Dealers are requesting Guidance
Check List Items
Download Advertising Guide
Must have “Step One” complete before moving on
What are we missing?
Google Adwords certified / Set up account
Org Meeting content
What are many of the most productive ISM’s seeking?
Respect and Relevance within the Dealership
Credibility with DP, GM and Management Team
Recognition of Professionalism and Skill sets acquired
Logical Allocation of Budget and Resources needed to get results
Tools Needed and the freedom to use them when appropriate
Self Actualization and being given the control to achieve results
Respect f rom Sales Managers
GSM’s are the #1 cited reason f or an ISM leaving a dealership…
Is this how they see the ISM in your store?
Digital Marketing Consultant Orientation “How To” Dealer Manual Introduction San Diego, CA July 22, 2008
Why Would Ford Get Involved with Dealer Advertising and Online Advertising in Particular?
“ Many dealers say they are reducing — or even eliminating — their advertising budgets and shifting ad spending online from print, broadcast and outdoor outlets.” Poll: Dealers scrounge for cuts Retailers slash costs by cutting staff, inventory, vendors and advertising David Kushma Automotive News April 14, 2008
“ Which one of these information sources was most important when making decisions about buying your vehicle?” Source: Polk Center for Automotive Studies
Today’s Biggest Dealer Advertising Challenge Overspending on Newspaper, Radio, Outdoor & Mail Relative to Usage Source: NADA The Average Car Dealer’s Advertising Spend Does Not Match The Car Buying Consumer’s Media Consumption Behaviors… Average Dealer Advertising Spend vs. Consumer Media Consumption Dealer Ad Budget Efficiency Gap
Where Do You Find This Sales Opportunity? WHY? OPPORTUNITY 2008 AUTO BUYER PRODUCING LESS THAN DESIRABLE RESULTS 92% of Ad Budget focused at 30% of Customers 8% of Ad Budget focused at 70% of Customers Dealers are relying on 3 rd Party Lead Providers for Digital who send same lead to your dealership and others Dealer Advertising Budgets Not Aligned 1/10 TV & RADIO 3/10 PRINT 8/10 INTERNET FEW LEADS DILUTED OPPORTUNITY
STRATEGY 2008 AUTO BUYER STRATEGY 35% of Ad Budget focused at 70% of Customers MORE LEADS ON OWN HIGHER QUALITY
Dealer becomes regional buying service
Dealer generates more high quality leads on own
Dealer quickly captures higher share of online market
HIGHER CLOSING % HIGHER GROSS LOWER COST PER LEAD Dealer Ad Budgets Realigned 1/10 TV & RADIO 3/10 PRINT 8/10 INTERNET
Connecting Dealers with Buyers across online channels Digital Marketing and Advertising Connect Dealers with Customers When They Research and Pursue Passions with Advertising Networks Connect Dealers with Customers When They Go Beyond Web Sites with Social Networking & Reputation Management Connect Dealers with Customers When They Search Online with Search Solutions
Digital Marketing Can Drive More Dealership Sales And Profits While Reducing Advertising Costs
Up to 80% of vehicle purchases now begin online. Ford Motor Company, in alliance with ADP Dealer Services, is now offering you the opportunity to explore the value of Online Advertising and Search Engine Marketing for your dealership. The Ford, Lincoln and Mercury Digital Advertising Program for Dealers is powered by ADP’s Digital Advertising solutions and contains the features you need to begin maximizing the potential of the Internet:
Drive increased tra ffic to Ford, Lincoln and Mercury DealerConnection web sites
Includes sponsored links with all major search engines including Google®, Yahoo and MSN
Ad campaigns proven to drive increased showroom, website, and telephone activity
No long-term commitments, dealers can cancel with a 30 day notice
Pre-negotiated Ford OEM pricing extended to dealers
Compliant with Ford’s Digital Growth Initiatives
Obtain Ford sponsored Search Engine Marketing Analysis at: www.FLMDigital.com *
More than just Digital…
The Ford, Lincoln and Mercury Digital Advertising Program for Dealers can leverage new digital buying channels to reduce dealership costs when buying traditional advertising!
Today, Digital Marketing can include traditional medias like Radio , Print and in select markets Cable Television.
This exciting program was developed for Ford, Lincoln and Mercury Dealers to expand their reach in all forms of media by utilizing a more flexible and cost effective approach.
Ford, Lincoln and Mercury Brand’s Digital Advertising Program for Dealers *To learn more about how your dealership can benefit from a stronger online presence the Ford, Lincoln and Mercury Digital Advertising Program sponsors a search engine marketing analysis at no cost to the dealer that shows you what car buyers see when searching for information about your products and services. Google is a trademark of Google, Inc and is registered in the US
Drive Showroom Traffic
Get More Phone Calls
Increase Visitors to Dealership Websites
Get More Leads from Dealership Websites
Generate More Sales From Internet Shoppers
Get More Visibility for Your Dealership with Sponsored Search Engine Listings
Place Your Advertising on National websites when visited by Local Car Buyers
Digital Growth Initiatives
Digital Advertising for Ford, Lincoln and Mercury Dealers The FLM Digital Advertising Program provides a comprehensive managed solution Consider the Digital Ad examples on the right that show display ads and 2 types of search engine advertising in action… The Ford, Lincoln and Mercury Digital Advertising Program for Dealers delivers a balanced mix of the key components that drive results… Including behavioral and geographically targeted ad placements, eye catching animated display ad designs and Click-To-Play Video ads. The display ad campaigns are balanced with Search Engine Advertising that places a dealer’s sponsored listings on all major search engines used by online automotive shoppers when they search using words that do not result in a display of the dealer’s organic listings. Animated eye catching Ford Dealer Display Advertising Shows up on AccuWeather.com when local car buyers visit the site… Flash Animated Ford Dealer Display Advertising Shows on Yahoo! Autos when local car buyers visit the site…
Ford Lincoln Mercury Digital Advertising Program Case Study #1 – Sponsored Links and Web Site Display Advertising Rich Ford’s Darin Wade controlled each campaign’s objectives and the web pages that each ad was pointed to. In this example, the dealer used sponsored links and display advertising that appeared on web sites when local customers visit them to expand the effectiveness of their total marketing and advertising budget. When asked about results, Darin Wade states “ We changed nothing else in our marketing mix and we simply doubled our inbound call traffic. We went from 272 inbound calls (November 21, 2007 to December 29, 2007) into our Customer Relations Center to 476 inbound calls during this campaign.” Dealer invoicing from the FLM Digital Advertising Program for Dealers using examples shown above: Digital Ad Media Purchases…………………………$ 6,389.72 Media Management Services…...…………….……..$ 1,277.94 Account Services……………………………….....…..$ 495.00 ---------------- Total Digital Ad Invoice………………………………$ 8,162.66 Net Cost Per Thousand Impressions…………......….$ 0.31 Net Cost Per Visitor…………………………………..$ 2.13 PLEASE NOTE: Case Study is used as a real world example, your results will vary because no two advertising campaigns generate identical results!
Rich Ford supplied radio commercial creative in MP3 format. Radio stations selected using Arbitron station format categories. Dennis Snyder (Dealer) specified all spots be aired on ABQ and Santa Fe radio stations during morning drive time (6 – 10 AM) and afternoon drive time (3 – 7 PM). Darin Wade (GM) is using Digital Audio campaigns to diversify his radio advertising reach and frequency. Ad budget buys more with digital audio’s unique CPM auction process, which also guarantees dealers pay only for the people listening at the time the spot airs. Digital Audio Ad campaigns provide Rich Ford with instant access to more radio stations in a highly cost effective manner. Instantaneous digital access to over 20 radio stations in their market provides the ability to turn on a dime by changing spots in as little as 15 minutes before being aired. Flexible spot rotation, access to more stations, speed to market with time sensitive ads and reduced expenses from buying on a CPM basis, create a marketing value that Dennis Snyder and Darin Wade are too smart to ignore. Dealer invoicing from the FLM Digital Advertising Program for Dealers using examples shown above: Local Radio Station Media Purchases…..…………$ 7,453.32 Media Management Services…...…………………..$ 1,490.66 Account Services……………………………………..$ 495.00 ---------------- Total Digital Ad Invoice………………………………$ 9,438.98 Net Cost Per Drive Time Radio Spot……………….$ 5.80 Net Cost Per Thousand Impressions……………….$ 3.27 PLEASE NOTE: Case Study is used as a real world example, your results will vary because no two advertising campaigns generate identical results! Ford Lincoln Mercury Digital Advertising Program Case Study #2 – Digital Advertising Audio Campaigns (local radio)
San Tan Ford supplied radio commercials and selected the station format categories to be targeted by the time of day they wanted their spots to air. Chris Guerrero (Dealer Principal) is leveraging Ford Digital Advertising Audio Campaigns to extend the overall reach of San Tan Ford’s radio campaigns throughout the Phoenix metro area. Chris uses digital audio’s cost efficiency to increase the volume of spots aired across a larger number of local radio stations in Phoenix. The report above shows how Chris uses digital audio to target the time of day (day part) he wants his spots to air for each radio station by targeting the format category. Dealer invoicing and net cost metrics from the FLM Digital Advertising Program for Dealers using the above campaign results is as follows:
Local Radio Station Media Purchases…..…………$ 2,388.79
Media Management Services…...…………………..$ 477.76
Account Services……………………………………..$ 495.00
Total Digital Ad Invoice – Audio.……………………$ 3,361.55
Net Cost Per Radio Spot Aired………………..…….$ 17.24
Net Cost Per Thousand Impressions……………….$ 3.11
Ford Lincoln Mercury Digital Advertising Program Case Study #3 – Digital Advertising Audio Campaigns (local radio) PLEASE NOTE: Case Study is used as a real world example, your results will vary because no two advertising campaigns generate identical results!
Average monthly total vehicle sales for year prior to starting digital advertising was 144. Since starting with digital advertising sales have averaged 178 units per month. 24% growth in sales volume attributed to increased showroom traffic, phone calls and Internet leads from digital ad campaigns. Dealer’s CRM tool shows a 22% average increase in showroom traffic. Toll Free Ad Tracking reports show 24% increase in phone calls, with increased call volumes coming in from dealer web site. Dealer web site Internet leads have increased 33% since starting digital advertising campaigns. Dealer invoicing from the FLM Digital Advertising Program for Dealers using campaign examples above is: Digital Advertising Media Purchases……..……..…………$ 5,495.21 Media Management Services…...………...………………..$ 1,099.04 Account Services……………………………………………..$ 495.00 ---------------- Total Digital Ad Invoice………………………………………$ 7,089.25 Net Cost Per Site Visit Generated………………………….$ 1.80 Net Cost Per Thousand Ad Impressions…………………..$ 0.78 PLEASE NOTE: Case Study used as a real world example, your results will vary because no two advertising campaigns generate identical results! Case Study #4: Dealer’s name, location and URL’s changed to protect confidential marketing strategy. Ford Lincoln Mercury Digital Advertising Program Case Study #4 – Paid Search and Web Site Display Advertising
Average monthly sales prior to starting digital advertising was 62. Since starting digital advertising, sales have averaged 75 units per month. 21% growth in sales volume attributed to increased showroom traffic, phone calls and Internet leads from digital ad campaigns. Logs show 33% increase in showroom traffic. Phone Tracking reports show 38% increased call volumes coming in from dealer web site. Dealer website leads have increased 50% since starting digital advertising campaigns. Dealer invoicing from the FLM Digital Advertising Program for Dealers using campaign examples shown above is as follows:
Digital Advertising Media Purchases……..……..………$ 3,144.69
Media Management Services…...………...……………..$ 628.94
Account Services…………………………………………..$ 495.00
Total Digital Ad Invoice……………………………………$ 4,268.63
Net Cost Per Site Visit Generated……………………….$ 2.15
Net Cost Per Thousand Ad Impressions………………..$ 3.20
Case Study #5: Dealer’s name, location and URL’s changed to protect confidential marketing strategy. Ford Lincoln Mercury Digital Advertising Program Case Study #5 – Paid Search and Web Site Display Advertising PLEASE NOTE: Case Study used as a real world example, your results will vary because no two advertising campaigns generate identical results!
Dealer Feedback Has Been Overwhelmingly Positive
“ Our experience with using the Ford Digital Advertising program has been nothing short of fantastic. We have used Online Advertising and Radio Campaigns to blanket our market area with great success…
From January 21, 2008 to February 29, 2008, we used Digital Audio Campaigns to run 1,184 radio spots that aired on 24 stations in our market… These radio ads have aired during peak drive times from 6am to 7pm weekdays and cost a fraction of what we usually have to pay .
At the same time we ran an online advertising campaign that produced 2,492 visitors to our website and generated 20,774,648 Impressions. “
- Darin Wade General Manager Rich Ford Albuquerque, NM
Different media channels are more effective at distinct stages of the shopping funnel Consideration Purchase Awareness Familiarity Visit Dealer Marketing Channel TV Ads Radio Ads Digital Advertising Newspapers Outdoor
Integrated Marketing Use Multiple Media Channels to Communicate the Same Messaging More Effectively
“ Selling a car is just like fishing, Wilbur…”
2008 Spring and Summer Selling Season Radio Advertising Incentive RADIO ADVERTISING PROGRAM INCENTIVE PLAN SUMMARY: DEALER ACTION ITEM: Dealers who choose to participate in this program must complete the online FLM Digital Advertising enrollment form at: www.FordSEM.com GOOGLE AUDIO ADS PROGRAM REQUIRED COMMUNICATION Promotion Terms: To qualify for this promotion, you must spend at least $2,000 on a single Ford, Lincoln and Mercury Brand’s Digital Advertising for Dealers Audio Ads campaign. If you spend less than $2,000 for one campaign, you will not qualify for the promotion. The maximum credit you will receive for use between July 1, 2008 and August 15, 2008 is $5,000. The required spend does not include ad creation costs, service charges or costs of other types of AdWords campaigns. Use of The FLM Digital Advertising Program for Dealers is optional however, dealers who choose to administer their own Google® Audio Ads Campaigns must be registered, trained and their Google AdWords® account linked to the Ford Digital Marketing Consulting program’s Google Client Center to receive qualifying credits. If a dealer uses the Google Ad Creation Marketplace to create an audio ad, the dealer should pay the specialist separately for the ad. All credits will be applied to each dealer’s account no later than July 15, 2008. Credits may be used for Audio Ads campaigns only, and must be used by August 15, 2008. Unused credits will be removed from dealer accounts after this date, and will not be refunded. Note that credits may be applied to any outstanding Audio Ads invoices. Subject to radio spot ad approval, and acceptance of the Google AdWords Program Terms and Conditions. Credits are non-transferable and may not be sold or bartered. Offer may be revoked at any time for any reason by Google Inc. Limited to one promotional credit per Ford, Lincoln or Mercury dealer. Offer valid only for FLM Digital Advertising Program participating dealers in the U.S.A. who have been visited by Ford Digital Marketing Consultants between April 1 st – June 30 th . Offer expires June 30, 2008. Here are the details: Complete and submit the request form at www.FordSEM.com telling us about your business and advertising goals using the text box at the bottom of the page. An FLM Digital Advertising Program specialist will contact you, usually within three business days. Be sure to list correct dealer contact information so we can contact you. Schedule a consulting visit with a Ford Digital Marketing Consultant. During your DMC visit, you will learn how to use Google Audio as part of an effective marketing strategy that incorporates local radio station and online advertising. If you then decide to run an Audio Ad campaign, do so by June 30, 2008, spending at least $2,000 on that campaign. If you are eligible*, you’ll receive between $2,000 and $5,000 in matching Audio Ad credits towards local radio campaigns that are completed no later than August 15, 2008! $5,000 >$5000 Equal to spend $2,000 - $5,000 Zero $0 - $1,999 Audio Promotional Credit for use before August 15, 2008 Dealer Media Spend on Google Audio (Radio) Campaigns during the period April 1, 2008 to June 30, 2008
Ford and Lincoln Mercury Dealer Advertising Co-op Program Complete co-op program information is available at www.fdtoolbox.com and www.lmtoolbox.com by clicking the co-op navigation tab. All dealer advertising must comply with the Ford and Lincoln Mercury Dealer Advertising Co-op Guidelines to be eligible for reimbursement from Ford Motor Company (FMC). National advertising, FDAF and LMDA advertising, and your local advertising all play a critical role in moving consumers toward the purchase of a new Ford or Lincoln Mercury vehicle. Through clear, consistent, brand complementary advertising, we can continue to build a powerful marketing presence that enhances our base of satisfied, loyal customers and drives sales growth. To help you create brand-enhancing new-vehicle advertising that keeps current customers coming back, Ford Motor Company (FMC) and the Ford and Lincoln Mercury Dealer Councils are pleased to launch the Ford and Lincoln Mercury (FLM) Dealer Advertising Co-op Program. All FLM dealers are automatically enrolled in this program. This co-op program offers you partial reimbursement for eligible advertising campaigns and strategies to permit you to enhance the frequency, reach and effectiveness of your new-vehicle advertising. Media available today from the Ford Digital Advertising Program for Dealers Media available in the near future from the Ford Digital Advertising Program
Pre-Selection Filters Car Buying Now Starts on the Internet
All Car Buyers are “Internet Customers” Majority of Vehicle Research is Being Done Online
Why Allocate Digital Advertising Budget? Car Buying Decisions are Made with Online Information
Consumers Compare Brands Online Dealers are More Likely to Compete with Other Makes
Geographic Area of Consideration has Grown Web Provides Dealers a Larger Area of Opportunity
Online Information Drives Consideration Web Out-Influences TV, Newspaper, Radio & Outdoor
Web Used Throughout Shopping Funnel Dealer Consideration/Selection is filtered using the Web
Car Buyers Request Quotes at Multiple Points RFQ’s are more likely to originate at Dealer Websites
Car Buyers Use RFQ’s as Engagement Filters Dealer Lead response determines buyer consideration
55% Of All Leads Buy a Car within 120 Days Dealer conversion of Leads into sales has held steady
Dealer Reviews/Rankings Becoming Pervasive Consumer Ratings have disproportionate influence on buyers
Social media is community driven content available through blogs, social networks, discussion groups & wikis.
Objective Analysis Where are Dealers shifting money from, so that Digital Marketing does not increase overall advertising budgets or Costs PVR?
Retail Sales Validation Why should dealers shift advertising budgets from newspaper into Digital Marketing Strategies and Online Advertising?
Winners and Losers in Automotive Advertising Automotive Retailer Investment in Online Advertising is Projected to Increase 84% During the Next 5 Years 2006 through 2011 Overall Automotive Advertising by Media Channel ($ Millions)
Declining Investment in Less Effective Media include:
Yellow Page Directories
Auto Industry Takes a Digital Turn The best auto retailers are shifting their budgets into Digital Marketing… Are you planning your shi ft for maximum effectiveness ?
"Automakers and dealers pulled dollars out of television, newspaper and magazine media buys and redirected them to digital media in 2006 and 2007,"
Lisa Phillips, eMarketer senior analyst
eMarketer data shows the automotive category accounted for $2.69 billion , or nearly 14%, of the $19.5 billion that was spent on Internet advertising and marketing in 2007.
Which Dealers Use SEM Today? Do They Sell More Cars? Although SEM deployment by dealers is rapidly expanding, many of the SEM service providers used by dealers have opaque fee and service charge policies that result in highly diluted returns on dealer SEM investments. The most successful dealers are managing their SEM campaigns in-house or using SEM service providers with fully disclosed fee structures.
Post Visit Marketing It’s cheaper to convert a qualified prospect than to create a new one Driving qualified prospects to your site is expensive Site Visitor Retargeting Campaigns; Virtual Be Back Bus!
KEY COMPONENTS OF A DIGITAL ADVERTISING SOLUTION THAT DRIVES RESULTS Digital Advertising and Promotions Search Engine Marketing Search Engine Optimization Behaviorally Targeted Ad Placement Eye-Catching Banner Advertising Content Geographically-Targeted Ad Placement “ Microsites” and “Landing Pages” that convert click-throughs to Showroom visitors and Leads Placement of Dealer Ads into Online Advertising Networks
Search Engine Marketing & Optimization Search Landing Pages Web Sites w/ Inventory Campaign Microsites Lead Generation Geographic Marketing Ads Sponsored SEM Ads ChevyPriceQuote.com YouGotGas.com FreeGMOilChange.com 2007Tahoe.com WeBuyChevys.com 2006Silverado.com HouseofCourtesy.com CourtesyonBell.com CourtesyFleet.com All Microsites and Landing Pages cross-linked with Keyword enriched domain names! Digital Marketing Networks for Dealers
eNewsletter Marketing to Dealer Lead Database Gets Through ISP Spam Filters to Drive Traffic into Dealer Websites
ADP PROVIDED PROESSIONALLY WRITTEN ARTICLES
SEGMENTED AND TARGETED DATABASE BY VEHICLE BRAND
Re-engages Dealer Websites visitors that Dealers don’t follow up with! Gets them back to Dealer Websites – Recycled Sales Opportunities! [ HOME ] [ SOLUTIONS ]
Advertising Generated Website Visitor Engagement Results with Campaign and Referring URL Source Metrics
WORLD CLASS ANALYTICS
REAL-TIME PERFORMANCE INFO
EXPERT GUIDANCE & CONSULTING
Questions? Ralph Paglia Director - Digital Marketing [email_address] cell: 505-301-6369 www.RalphRPaglia.com www.AutomotiveDigitalMarketing.com