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1. marketingsolution SusanGivens their funding from the government. To get
the funding within 10 days of the application,
dealers must prove the vehicle was operable,
DEALER DOMINATES CASH has been owned, registered and insured in
the buyer’s name for a minimum of one
year, and was salvaged according to program
FOR CLUNKERS MARKET guidelines that will be published on July 23,
2009 on www.Cars.gov.
Paragon Honda and is exactly what Paragon has done. banner ads, print, PR, radio, point of This thoughtful marketing campaign has
Acura of Queens, sale merchandising and, of course, the given Paragon a head start in the New York
NY had already collected over 1,000 leads National and Regional Strategy aforementioned Web sites. area. Paragon’s early success has already
before President Obama signed the “Cash Paragon positioned themselves as the go-to sold them more than 40 new vehicles and
for Clunkers” bill into law, and they have resource for “cash for clunkers” information Paragon’s Targeted Marketing Plan hopefully this article will help other dealers
continued to collect thousands more through in their market. Their Web site, www. On average, approximately 10 to 15 percent create a winning strategy to maximize this
their targeted marketing strategy. CashForClunkersNY.com, is an information of a particular market qualifies for the historic opportunity in their market.
portal that helps consumers learn about program. Paragon used www.ClunkerList.
“These customers have a $4,500 advantage, the program and connects them with the com, a list of the top-200 markets that For More Information
so they are a great customer to target,” dealership to get pricing information. The shows the numbers of vehicles that qualify • To view Paragons regional Web site,
said Paragon GM and Vice President Brian Web site was built for free by their national for the program, along with another sub- visit www.CashForClunkersNY.com.
Benstock. “While other dealers are waiting “cash for clunkers” network partner, list that shows customers who qualify for • To view a summary of Paragons
for July 23, we have already contacted all the www.CashForClunkersInformation.org, the program and have a higher probability strategy, visit
qualified consumers in our market.” a consumer information site that educates of qualifying for financing. Paragon www.ClunkerCampaign.com.
consumers and helps them find licensed implemented a targeted campaign to all the • To view the government’s Web site, visit
As is widely known by now, the federal dealers in their markets. clunker prospects in their market before their www.Cars.gov.
government is allocating between $1 to competitors because they had the campaign qualify for the government’s program that the program, dealers will have to highlight
4 billion to provide consumers $4,500 By partnering with www. ready to go before the bill was passed. they can qualify for the manufacturer and the incremental incentives offer above and For more information about the Cash for
vouchers towards the purchase of a new, CashForClunkersInformation.org, Paragon dealer incentive programs. beyond the $4,500 rebates. Clunkers program, visit
more energy-efficient vehicle. The program receives all the national leads from the site, Web Marketing www.CashForClunkersInformation.org.
is scheduled to run between July 1 and and has benefited from their three celebrity To inform everyone who visits their Publicity Point of Sale Merchandising
Nov. 1, 2009, or when the funds run out, spokespeople (Mexican actress, singer dealership Web site, Paragon added the If you Google www.CashForClunkersNY. Consumers who visited Paragon immediately
whichever comes first. and comedienne Angelica Vale, “Dancing “Cash for Clunkers” logo on their home com you will see some of the press Paragon saw their in-store merchandising that Campaign Materials
with the Stars” actor Cristian de la Fuente page, which leads consumers to www. and their Web site has received in the confirmed they were a participating “cash
If there are a lot of dealers like Paragon, the and former Chief of the U.S. Office of CashForClunkersNY.com. Paragon appears last few weeks. The national site, www. for clunkers” dealer. The in-store
funds will most definitely run out before the Citizenship Alfonso Aguilar), who have first for people searching “Cash for Clunkers CashForClunkersInformation.org, generated merchandising also clearly explained
Nov. 1 deadline because of the aggressive promoted the organization on the biggest NY” in their market (you can test this for all of the local press, and positioned the program. The merchandising
marketing campaigns aimed at getting more news outlets in English and Spanish. While yourself with Google). They are also in Benstock as the subject-matter expert with includes posters, placemats, hang tags
than their fair share of the $1 billion in Paragon does not get all the leads from the many articles that appear first in the top the local media. As a result, he did both and a brochure.
rebate money. national site, they get the leads for their search phrases in New York. Paragon also national and local TV (NY1), radio, print
and online interviews. As a result of the Dedicated Team and Process
The official name of the bill that was Summary of Cash for C.A.R.S. Program publicity, consumers who are learning about The above average response rates
passed is the Consumer Assistance New Vehicle Minimum Fuel Economy $3,500 Voucher $4,500 Voucher
the CARS program for the first time are have generated call volume that is
to Recycle and Save Program for New Vehicle only one click away from their information beyond Paragon’s BDC capacity, so
(C.A.R.S.). You can visit www. All Passenger Cars 22 mpg Mileage improvement of Mileage improvement of portal, which sends leads directly to their all Paragon’s leads are being directed
(EPA Combined) at least 4 to 9 mpg at least 10 mpg dealership. to the campaign call center. The call
ConsumerAssistanceToRecycleAndSave.
org to view legislation and a summary of the Light-Duty Truck (1) 18 mpg Mileage improvement of Mileage improvement of center schedules the appointments
(EPA Combined) at least 2 to 5 mpg at least 5 mpg
rules. The program is being implemented Traditional Advertising and sends a confirmation e-mail
by the NHTSA, which will post the rules on Large Light-Duty 15 mpg Mileage improvement of Mileage improvement of Paragon used a half-page print ad and with instructions and directions.
Truck (2) (up to 8,500 Pounds) (EPA Combined) at least 1 mpg at least 2 mpg
July 23rd at www.cars.gov, the only official limited radio. All of the ads had the same The dealership then confirms the
government Web site. Figure 1 shows a Work Truck (3) N/A Trade-in must be similar N/A credible message that positioned Paragon appointment and sells the car. Follow-
(8,500 to 10,000 Pounds) in size or smaller
summary of the program. and its consumer portal as the “cash up on no-shows and unsold prospects
for clunkers” resource for information. is done by their BDC and sales staff.
The dealerships reaching these consumers particular market. In addition, Paragon has has banner ads that have remarkably high Paragon’s radio ads are short news updates
first not only will take advantage of the licensed the entire marketing campaign to click-through rates and lead conversions. that inform customers about the government Vehicle Disposal & Receivables
dramatic increase in demand that this bill is promote the program to qualified consumers Finally, they sent an e-mail campaign to rebate program and drive them to Paragon has set up processes that start
designed to create, but will also build a large through targeted mail to the clunker list, their customer base to inform them of the www.CashForClunkersNY.com for more on the initial call to get the required
local database for future marketing, and that search marketing, e-mail marketing, program and to remind consumers who don’t information. After consumers learn about documentation necessary to receive
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