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Google Automotive Marketing Mixology - Digital Dealer Conference

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Google Automotive Marketing Mixology - Digital Dealer Conference

Google Automotive Marketing Mixology - Digital Dealer Conference


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  • 1. Marketing Mixology The right marketing cocktail for your dealership and prospects
  • 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. 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. 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. 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. 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. Be Everywhere: Beyond Just Search A More Complete Mobile Advertising Solution Online is innovating offline: •Analytics •Triggers Print Audio •Formats Internet Television
  • 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. 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. 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. 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. 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. Engage Consumers: New Ad Formats InVideo ad InVideo ad (YouTube) (Google Content Network ) YouTube Brand Channel Gadget Ad (contest module) (game)
  • 14. That’s right…display ads and a relevant website
  • 15. Drive results now Why do it? • Revenue • Capacity • Revenue • Capture highly-qualified hand raisers • Revenue
  • 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. Drive results now Your manufacturer is running offline promotions that could drive traffic to your showroom - make sure it does.
  • 18. Drive results now
  • 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. Multivariate: Test Multiple Sections and Combinations
  • 21. Multivariate: Test Multiple Sections and Combinations
  • 22. Multivariate: Test Multiple Sections and Combinations 2 different headlines x 3 different images = 6 possible combinations
  • 23. A/B: Or test whole pages
  • 24. Simple Results Combination 57 is performing the best Bars represent relative improvement Original is highlighted here
  • 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. 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. Stay in touch…email schedule maintenance and seasonal promotions
  • 28. Content Network: Social Networks
  • 29. Web Utilities: YouTube…Broadcast Yourself
  • 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. Some of it is but not all of it.
  • 32. Measure Success: Robust Reporting Conversion Tracking Google Analytics
  • 33. Figure out how to leverage advertising that other people are paying for
  • 34. And then adjust to do even better
  • 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 www.cobalt.com/research