Google Marketing Mixology Digital Dealer Conference


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Google Marketing Mixology Digital Dealer Conference

  1. 1. Marketing Mixology The right marketing cocktail for your dealership and prospects
  2. 2. The right marketing mix Are we mixing the right set of messages – and media – for our dealership customers? Today we are going to share some perspectives on how to get there…
  3. 3. Car dealership advertising mix We all know that marketing and advertising mix is changing – with Internet advertising growth coming largely at the expense of newspaper spend….. Total Automotive Advertising Expenditures by Segment 2006 2011 TV TV 43% Radio Radio 46% 10% 10% $13,242 $3,159 $3,105 $15,554 $2,320 Internet $4,264 Internet 8% 13% $4,322 $7,538 $4,051 $6,185 Other 14% Other Newspapers 12% Newspapers 25% 19% ($Millions) Source: Borrell Associates, 2007. Includes both new and used car advertising. What is your marketing mix? 8
  4. 4. What consumers are doing is not what dealers are buying… Over 68% of consumers spend time and conduct research on the Internet prior to purchasing a new car(1) yet Internet share of dealer marketing wallet does not even come close to this. We still have an unhealthy reliance on the newspapers….. Dealer Media Consumer Media Spend Consumption 100% Too Little? 90% 80% 70% Internet 60% TV 50% Radio Newspaper 40% Other 30% 20% Too Much? 10% 0% Source: Jupiter Research Library 2006, NADA. More consumers will utilize the Internet as a research source and it only makes sense that dealerships shift advertising spend to match up… (1) J.D. Power and Associates. 9
  5. 5. Activity in offline channels drives traffic online Leading Media that Prompt Online Searches by US Consumers, 2007 (% of respondents) Note: n=15,439 ages 18+ Source: BIGresearch, “Simultaneous Media Usage Study (SIMM) 10” as cited in press release, August 2, 2007
  6. 6. Offline and online will achieve a new equilibrium of use and marketing spend Function Traditional Projected Use Balance Online Media Equivalent Awareness TV Display Ads, Outdoor Sponsorships Consideration Magazines Review Sites, Word of Mouth Research Sites, Brand Sites Research Magazines Review Sites Word of Mouth Social Networks Promotions Radio Display Ads, Social Networks, In-market Websites Shopping Newspaper In-market Websites, Online Classifieds Leads Yellow Pages Dealer Locator Dealer Website Trial Test Drive Virtual Tour Owner Marketing Direct Mail Email
  7. 7. Be Everywhere: Beyond Just Search A More Complete Mobile Advertising Solution Online is innovating offline: •Analytics •Triggers Print Audio •Formats Internet Television
  8. 8. So which media cocktail will work best? Dealers are all different And so are consumers Different messages and media will appeal at different points in the purchase funnel
  9. 9. Introducing our cast > RJ Woodring, General Sales Manager Woody Buick Pontiac GMC > Mike Hatfield, Sales Director Dave Mungenast St. Louis Honda > Bill Smith, Internet & Advertising Manager Dave Arbogast Buick Pontiac GMC
  10. 10. The perfect media mix Focus your mix on consumer purchase patterns with your business objectives in mind Pre-selection filter • Build your dealership brand online • Offline alone is too expensive now Engagement filter • Drive revenue and results now Purchase filter • Take care of your customers…the internet has made it easy for them to talk to each other
  11. 11. Build your dealership brand online Why do it? • Prep consumers to think of you when they become in market • Tell them what your dealership stands for • Develop positive dealership name recognition • It’s way cheaper than offline advertising… • No, don’t stop advertising offline, just balance your spend to bring down your cost per vehicle sold
  12. 12. Build your dealership brand online What to do… What to keep doing… • Display advertising • TV - but keep branding 1. Maximum reach messages consistent online 2. Retargeting 3. Remarketing • Billboard - drive people to your website - not your URL - think • Have a relevant website keywords Lots of content to drive organic search • YouTube
  13. 13. Engage Consumers: New Ad Formats InVideo ad InVideo ad (YouTube) (Google Content Network ) YouTube Brand Channel Gadget Ad (contest module) (game)
  14. 14. That’s right…display ads and a relevant website
  15. 15. Drive results now Why do it? • Revenue • Capacity • Revenue • Capture highly-qualified hand raisers • Revenue
  16. 16. Results now What to do… What to keep doing… • Buy 3rd party leads • Radio and Newspaper focused They work and are still way less expensive and on Specials and Promos – TV’s measurable than offline too expensive to be effective • Paid search engine marketing here • Promos, specials and events - anything to drive sense of urgency • Again, a relevant website but now focused on 1. Calls-to-action 2. Simple lead forms 3. Specials to pull consumers into the showroom
  17. 17. Drive results now Your manufacturer is running offline promotions that could drive traffic to your showroom - make sure it does.
  18. 18. Drive results now
  19. 19. Multivariate: Test multiple “Sections” of Your Page Test a headline Test an image ? ? A “section” is any area of your page where you’d like to test alternative copy or creative
  20. 20. Multivariate: Test Multiple Sections and Combinations
  21. 21. Multivariate: Test Multiple Sections and Combinations
  22. 22. Multivariate: Test Multiple Sections and Combinations 2 different headlines x 3 different images = 6 possible combinations
  23. 23. A/B: Or test whole pages
  24. 24. Simple Results Combination 57 is performing the best Bars represent relative improvement Original is highlighted here
  25. 25. Keep your customers Why do it? • You spent all that money to make them your customer…now leverage them to improve your gross margin • Your existing customers will spend the most money on service, parts and their next car
  26. 26. Keep your customers What to do… What to keep doing… • Email Marketing to Owners – stop calling them • Community Sponsorships during dinner • Cable TV • Scheduled maintenance and promos to keep • Radio for Service Offers them coming back • Email newsletters - keep them tied to your dealership through community information and events • Offer to install car seats and do safety checks • Social networks & Service Blogs • One more time…a relevant website but now focused on 1. The Entire Dealership 2. Service and parts 3. Info about owning and maintaining their purchased vehicle
  27. 27. Stay in touch…email schedule maintenance and seasonal promotions
  28. 28. Content Network: Social Networks
  29. 29. Web Utilities: YouTube…Broadcast Yourself
  30. 30. Web Utilities: Mobile Ads Google Search Search Ads on Contextual Targeting Ads for Mobile Partner Sites for Mobile Ads on Google Ads on search Google Ad Sense for mobile search results partner results Mobile Content
  31. 31. Some of it is but not all of it.
  32. 32. Measure Success: Robust Reporting Conversion Tracking Google Analytics
  33. 33. Figure out how to leverage advertising that other people are paying for
  34. 34. And then adjust to do even better
  35. 35. Need more recipes? > Join “Maximizing Your Media Spend: Five Strategies that Top-Performing Dealers Use” next – at 11:45 am – with Ken Pfau, Cobalt’s Director of Training & Consulting > Visit us at Booth #79 > For more information on Cobalt’s Industry Research visit