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Theroleofinteractivemediainthelocalcarshoppingprocess
 

Theroleofinteractivemediainthelocalcarshoppingprocess

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  • Profile Luxury Shoppers and Non Luxury Shoppers <br />
  • Profile Luxury Shoppers and Non Luxury Shoppers <br />
  • Profile Luxury Shoppers and Non Luxury Shoppers <br />
  • Profile Luxury Shoppers and Non Luxury Shoppers <br />
  • Profile Luxury Shoppers and Non Luxury Shoppers <br />
  • Profile Luxury Shoppers and Non Luxury Shoppers <br />
  • Profile Luxury Shoppers and Non Luxury Shoppers <br />
  • Profile Luxury Shoppers and Non Luxury Shoppers <br />
  • Profile Luxury Shoppers and Non Luxury Shoppers <br />
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  • Ken&apos;s Point = once you go to the dealership, 35% have done research in the last week, 70% in the last month&#x2026; the information is fresh. Salesmen need to be product aware. <br /> <br /> Kevin = Good chunk of customers are very well informed. <br />
  • Kevin = the importance of doing Local Search Advertising, the Local Dealer Brand needs to be present <br />
  • Kevin = the importance of doing Local Search Advertising, the Local Dealer Brand needs to be present <br />
  • Kevin = the importance of doing Local Search Advertising, the Local Dealer Brand needs to be present <br />
  • Kevin = the importance of doing Local Search Advertising, the Local Dealer Brand needs to be present <br />
  • Kevin = the importance of doing Local Search Advertising, the Local Dealer Brand needs to be present <br />
  • Kevin = the importance of doing Local Search Advertising, the Local Dealer Brand needs to be present <br />
  • Dave = Large Gap between people searching inventory on the website versus calling <br />
  • Dave = Set up what social networking tools means, which is myspace. The last car purchase was approximately 5 years ago, 2002 <br /> Kevin = Online vs. traditional point right here <br />
  • From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online. <br /> <br /> HEADLINE = "If a dealership doesn&apos;t get it right, it can be detrimental for the entire brand. Don&apos;t assume they are going to buy your product just because they submit a lead." <br /> <br /> MEAN/MEDIAN = show distribution if this becomes the main point <br />
  • From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online. <br /> <br /> HEADLINE = "If a dealership doesn&apos;t get it right, it can be detrimental for the entire brand. Don&apos;t assume they are going to buy your product just because they submit a lead." <br /> <br /> MEAN/MEDIAN = show distribution if this becomes the main point <br />
  • From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online. <br /> <br /> HEADLINE = "If a dealership doesn&apos;t get it right, it can be detrimental for the entire brand. Don&apos;t assume they are going to buy your product just because they submit a lead." <br /> <br /> MEAN/MEDIAN = show distribution if this becomes the main point <br />
  • From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online. <br /> <br /> HEADLINE = "If a dealership doesn&apos;t get it right, it can be detrimental for the entire brand. Don&apos;t assume they are going to buy your product just because they submit a lead." <br /> <br /> MEAN/MEDIAN = show distribution if this becomes the main point <br />
  • From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online. <br /> <br /> HEADLINE = "If a dealership doesn&apos;t get it right, it can be detrimental for the entire brand. Don&apos;t assume they are going to buy your product just because they submit a lead." <br /> <br /> MEAN/MEDIAN = show distribution if this becomes the main point <br />
  • From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online. <br /> <br /> HEADLINE = "If a dealership doesn&apos;t get it right, it can be detrimental for the entire brand. Don&apos;t assume they are going to buy your product just because they submit a lead." <br /> <br /> MEAN/MEDIAN = show distribution if this becomes the main point <br />
  • From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online. <br /> <br /> HEADLINE = "If a dealership doesn&apos;t get it right, it can be detrimental for the entire brand. Don&apos;t assume they are going to buy your product just because they submit a lead." <br /> <br /> MEAN/MEDIAN = show distribution if this becomes the main point <br />
  • From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online. <br /> <br /> HEADLINE = "If a dealership doesn&apos;t get it right, it can be detrimental for the entire brand. Don&apos;t assume they are going to buy your product just because they submit a lead." <br /> <br /> MEAN/MEDIAN = show distribution if this becomes the main point <br />
  • From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online. <br /> <br /> HEADLINE = "If a dealership doesn&apos;t get it right, it can be detrimental for the entire brand. Don&apos;t assume they are going to buy your product just because they submit a lead." <br /> <br /> MEAN/MEDIAN = show distribution if this becomes the main point <br />
  • From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online. <br /> <br /> HEADLINE = "If a dealership doesn&apos;t get it right, it can be detrimental for the entire brand. Don&apos;t assume they are going to buy your product just because they submit a lead." <br /> <br /> MEAN/MEDIAN = show distribution if this becomes the main point <br />
  • From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online. <br /> <br /> HEADLINE = "If a dealership doesn&apos;t get it right, it can be detrimental for the entire brand. Don&apos;t assume they are going to buy your product just because they submit a lead." <br /> <br /> MEAN/MEDIAN = show distribution if this becomes the main point <br />
  • From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online. <br /> <br /> HEADLINE = "If a dealership doesn&apos;t get it right, it can be detrimental for the entire brand. Don&apos;t assume they are going to buy your product just because they submit a lead." <br /> <br /> MEAN/MEDIAN = show distribution if this becomes the main point <br />
  • From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online. <br /> <br /> HEADLINE = "If a dealership doesn&apos;t get it right, it can be detrimental for the entire brand. Don&apos;t assume they are going to buy your product just because they submit a lead." <br /> <br /> MEAN/MEDIAN = show distribution if this becomes the main point <br />
  • From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online. <br /> <br /> HEADLINE = "If a dealership doesn&apos;t get it right, it can be detrimental for the entire brand. Don&apos;t assume they are going to buy your product just because they submit a lead." <br /> <br /> MEAN/MEDIAN = show distribution if this becomes the main point <br />
  • From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online. <br /> <br /> HEADLINE = "If a dealership doesn&apos;t get it right, it can be detrimental for the entire brand. Don&apos;t assume they are going to buy your product just because they submit a lead." <br /> <br /> MEAN/MEDIAN = show distribution if this becomes the main point <br />
  • From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online. <br /> <br /> HEADLINE = "If a dealership doesn&apos;t get it right, it can be detrimental for the entire brand. Don&apos;t assume they are going to buy your product just because they submit a lead." <br /> <br /> MEAN/MEDIAN = show distribution if this becomes the main point <br />
  • You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave&apos;s house. <br /> <br /> Kevin = Dohring Research, the majority of consumers won&apos;t travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA&apos;s, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA. <br />
  • You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave&apos;s house. <br /> <br /> Kevin = Dohring Research, the majority of consumers won&apos;t travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA&apos;s, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA. <br />
  • You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave&apos;s house. <br /> <br /> Kevin = Dohring Research, the majority of consumers won&apos;t travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA&apos;s, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA. <br />
  • You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave&apos;s house. <br /> <br /> Kevin = Dohring Research, the majority of consumers won&apos;t travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA&apos;s, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA. <br />
  • You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave&apos;s house. <br /> <br /> Kevin = Dohring Research, the majority of consumers won&apos;t travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA&apos;s, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA. <br />
  • You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave&apos;s house. <br /> <br /> Kevin = Dohring Research, the majority of consumers won&apos;t travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA&apos;s, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA. <br />
  • You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave&apos;s house. <br /> <br /> Kevin = Dohring Research, the majority of consumers won&apos;t travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA&apos;s, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA. <br />
  • You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave&apos;s house. <br /> <br /> Kevin = Dohring Research, the majority of consumers won&apos;t travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA&apos;s, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA. <br />
  • You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave&apos;s house. <br /> <br /> Kevin = Dohring Research, the majority of consumers won&apos;t travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA&apos;s, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA. <br />
  • You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave&apos;s house. <br /> <br /> Kevin = Dohring Research, the majority of consumers won&apos;t travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA&apos;s, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA. <br />
  • You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave&apos;s house. <br /> <br /> Kevin = Dohring Research, the majority of consumers won&apos;t travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA&apos;s, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA. <br />
  • You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave&apos;s house. <br /> <br /> Kevin = Dohring Research, the majority of consumers won&apos;t travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA&apos;s, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA. <br />
  • You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave&apos;s house. <br /> <br /> Kevin = Dohring Research, the majority of consumers won&apos;t travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA&apos;s, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA. <br />
  • You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave&apos;s house. <br /> <br /> Kevin = Dohring Research, the majority of consumers won&apos;t travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA&apos;s, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA. <br />
  • You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave&apos;s house. <br /> <br /> Kevin = Dohring Research, the majority of consumers won&apos;t travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA&apos;s, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA. <br />
  • You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave&apos;s house. <br /> <br /> Kevin = Dohring Research, the majority of consumers won&apos;t travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA&apos;s, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA. <br />
  • You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave&apos;s house. <br /> <br /> Kevin = Dohring Research, the majority of consumers won&apos;t travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA&apos;s, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA. <br />
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  • Dave = search engines hire than most elements, the fact is, any time consumers go back in market, you need to assert yourself where they are connecting with brands. Past experience is less important than before. +X% than TV Ads, Yellow Pages, etc. <br /> <br /> Kevin = "Geez Dave, does that mean consumers are using search more than dealer locators?" <br />
  • With search it&apos;s how sophisticated you want to get with editorial listings. Dealership websites can really give you a "feel for the dealership." <br />
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  • Dave = Yelp and Judy&apos;s Book are two great examples of how social networking are becoming more prevalent. <br />
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  • 73% of searchers get at least one quote versus 25% of non searchers <br />
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  • &#x201C;They did not respond in a timely manner.&#x201D; <br /> &#x201C;Did not trust the dealer.&#x201D; <br /> &#x201C;Afraid of getting harassed to buy right away.&#x201D; <br /> &#x201C;Salespeople were too pushy.&#x201D; <br /> &#xA0;&#x201C;Was not satisfied that I would get a fair price, did not waste my time going there.&#x201D; <br /> &#x201C;Took too long to respond&#x2026; I bought within 72 hours.&#x201D; <br /> &#x201C;Because they never sent me a quote.&#x201D; <br /> &#x201C;They did not have the car available when I called to set appointments.&#x201D; <br />
  • &#x201C;They did not respond in a timely manner.&#x201D; <br /> &#x201C;Did not trust the dealer.&#x201D; <br /> &#x201C;Afraid of getting harassed to buy right away.&#x201D; <br /> &#x201C;Salespeople were too pushy.&#x201D; <br /> &#xA0;&#x201C;Was not satisfied that I would get a fair price, did not waste my time going there.&#x201D; <br /> &#x201C;Took too long to respond&#x2026; I bought within 72 hours.&#x201D; <br /> &#x201C;Because they never sent me a quote.&#x201D; <br /> &#x201C;They did not have the car available when I called to set appointments.&#x201D; <br />
  • &#x201C;They did not respond in a timely manner.&#x201D; <br /> &#x201C;Did not trust the dealer.&#x201D; <br /> &#x201C;Afraid of getting harassed to buy right away.&#x201D; <br /> &#x201C;Salespeople were too pushy.&#x201D; <br /> &#xA0;&#x201C;Was not satisfied that I would get a fair price, did not waste my time going there.&#x201D; <br /> &#x201C;Took too long to respond&#x2026; I bought within 72 hours.&#x201D; <br /> &#x201C;Because they never sent me a quote.&#x201D; <br /> &#x201C;They did not have the car available when I called to set appointments.&#x201D; <br />
  • &#x201C;They did not respond in a timely manner.&#x201D; <br /> &#x201C;Did not trust the dealer.&#x201D; <br /> &#x201C;Afraid of getting harassed to buy right away.&#x201D; <br /> &#x201C;Salespeople were too pushy.&#x201D; <br /> &#xA0;&#x201C;Was not satisfied that I would get a fair price, did not waste my time going there.&#x201D; <br /> &#x201C;Took too long to respond&#x2026; I bought within 72 hours.&#x201D; <br /> &#x201C;Because they never sent me a quote.&#x201D; <br /> &#x201C;They did not have the car available when I called to set appointments.&#x201D; <br />
  • &#x201C;They did not respond in a timely manner.&#x201D; <br /> &#x201C;Did not trust the dealer.&#x201D; <br /> &#x201C;Afraid of getting harassed to buy right away.&#x201D; <br /> &#x201C;Salespeople were too pushy.&#x201D; <br /> &#xA0;&#x201C;Was not satisfied that I would get a fair price, did not waste my time going there.&#x201D; <br /> &#x201C;Took too long to respond&#x2026; I bought within 72 hours.&#x201D; <br /> &#x201C;Because they never sent me a quote.&#x201D; <br /> &#x201C;They did not have the car available when I called to set appointments.&#x201D; <br />
  • &#x201C;They did not respond in a timely manner.&#x201D; <br /> &#x201C;Did not trust the dealer.&#x201D; <br /> &#x201C;Afraid of getting harassed to buy right away.&#x201D; <br /> &#x201C;Salespeople were too pushy.&#x201D; <br /> &#xA0;&#x201C;Was not satisfied that I would get a fair price, did not waste my time going there.&#x201D; <br /> &#x201C;Took too long to respond&#x2026; I bought within 72 hours.&#x201D; <br /> &#x201C;Because they never sent me a quote.&#x201D; <br /> &#x201C;They did not have the car available when I called to set appointments.&#x201D; <br />
  • &#x201C;They did not respond in a timely manner.&#x201D; <br /> &#x201C;Did not trust the dealer.&#x201D; <br /> &#x201C;Afraid of getting harassed to buy right away.&#x201D; <br /> &#x201C;Salespeople were too pushy.&#x201D; <br /> &#xA0;&#x201C;Was not satisfied that I would get a fair price, did not waste my time going there.&#x201D; <br /> &#x201C;Took too long to respond&#x2026; I bought within 72 hours.&#x201D; <br /> &#x201C;Because they never sent me a quote.&#x201D; <br /> &#x201C;They did not have the car available when I called to set appointments.&#x201D; <br />
  • &#x201C;They did not respond in a timely manner.&#x201D; <br /> &#x201C;Did not trust the dealer.&#x201D; <br /> &#x201C;Afraid of getting harassed to buy right away.&#x201D; <br /> &#x201C;Salespeople were too pushy.&#x201D; <br /> &#xA0;&#x201C;Was not satisfied that I would get a fair price, did not waste my time going there.&#x201D; <br /> &#x201C;Took too long to respond&#x2026; I bought within 72 hours.&#x201D; <br /> &#x201C;Because they never sent me a quote.&#x201D; <br /> &#x201C;They did not have the car available when I called to set appointments.&#x201D; <br />
  • &#x201C;They did not respond in a timely manner.&#x201D; <br /> &#x201C;Did not trust the dealer.&#x201D; <br /> &#x201C;Afraid of getting harassed to buy right away.&#x201D; <br /> &#x201C;Salespeople were too pushy.&#x201D; <br /> &#xA0;&#x201C;Was not satisfied that I would get a fair price, did not waste my time going there.&#x201D; <br /> &#x201C;Took too long to respond&#x2026; I bought within 72 hours.&#x201D; <br /> &#x201C;Because they never sent me a quote.&#x201D; <br /> &#x201C;They did not have the car available when I called to set appointments.&#x201D; <br />
  • &#x201C;They did not respond in a timely manner.&#x201D; <br /> &#x201C;Did not trust the dealer.&#x201D; <br /> &#x201C;Afraid of getting harassed to buy right away.&#x201D; <br /> &#x201C;Salespeople were too pushy.&#x201D; <br /> &#xA0;&#x201C;Was not satisfied that I would get a fair price, did not waste my time going there.&#x201D; <br /> &#x201C;Took too long to respond&#x2026; I bought within 72 hours.&#x201D; <br /> &#x201C;Because they never sent me a quote.&#x201D; <br /> &#x201C;They did not have the car available when I called to set appointments.&#x201D; <br />
  • &#x201C;They did not respond in a timely manner.&#x201D; <br /> &#x201C;Did not trust the dealer.&#x201D; <br /> &#x201C;Afraid of getting harassed to buy right away.&#x201D; <br /> &#x201C;Salespeople were too pushy.&#x201D; <br /> &#xA0;&#x201C;Was not satisfied that I would get a fair price, did not waste my time going there.&#x201D; <br /> &#x201C;Took too long to respond&#x2026; I bought within 72 hours.&#x201D; <br /> &#x201C;Because they never sent me a quote.&#x201D; <br /> &#x201C;They did not have the car available when I called to set appointments.&#x201D; <br />
  • &#x201C;They did not respond in a timely manner.&#x201D; <br /> &#x201C;Did not trust the dealer.&#x201D; <br /> &#x201C;Afraid of getting harassed to buy right away.&#x201D; <br /> &#x201C;Salespeople were too pushy.&#x201D; <br /> &#xA0;&#x201C;Was not satisfied that I would get a fair price, did not waste my time going there.&#x201D; <br /> &#x201C;Took too long to respond&#x2026; I bought within 72 hours.&#x201D; <br /> &#x201C;Because they never sent me a quote.&#x201D; <br /> &#x201C;They did not have the car available when I called to set appointments.&#x201D; <br />
  • &#x201C;They did not respond in a timely manner.&#x201D; <br /> &#x201C;Did not trust the dealer.&#x201D; <br /> &#x201C;Afraid of getting harassed to buy right away.&#x201D; <br /> &#x201C;Salespeople were too pushy.&#x201D; <br /> &#xA0;&#x201C;Was not satisfied that I would get a fair price, did not waste my time going there.&#x201D; <br /> &#x201C;Took too long to respond&#x2026; I bought within 72 hours.&#x201D; <br /> &#x201C;Because they never sent me a quote.&#x201D; <br /> &#x201C;They did not have the car available when I called to set appointments.&#x201D; <br />
  • &#x201C;They did not respond in a timely manner.&#x201D; <br /> &#x201C;Did not trust the dealer.&#x201D; <br /> &#x201C;Afraid of getting harassed to buy right away.&#x201D; <br /> &#x201C;Salespeople were too pushy.&#x201D; <br /> &#xA0;&#x201C;Was not satisfied that I would get a fair price, did not waste my time going there.&#x201D; <br /> &#x201C;Took too long to respond&#x2026; I bought within 72 hours.&#x201D; <br /> &#x201C;Because they never sent me a quote.&#x201D; <br /> &#x201C;They did not have the car available when I called to set appointments.&#x201D; <br />
  • <br />
  • <br />
  • Before we move into the buying habits it&#x2019;s important to better understand the Brand Advocate. <br /> <br /> We found 7 key attributes to identify Advocates. <br /> Such as <br /> &#x2018;I go out of my way to recommend good products and brands to family and friends&#x2019;, and <br /> &#x2018;I am a natural leader, people always listen to my opinions.&#x2019; <br />
  • Before we move into the buying habits it&#x2019;s important to better understand the Brand Advocate. <br /> <br /> We found 7 key attributes to identify Advocates. <br /> Such as <br /> &#x2018;I go out of my way to recommend good products and brands to family and friends&#x2019;, and <br /> &#x2018;I am a natural leader, people always listen to my opinions.&#x2019; <br />
  • Before we move into the buying habits it&#x2019;s important to better understand the Brand Advocate. <br /> <br /> We found 7 key attributes to identify Advocates. <br /> Such as <br /> &#x2018;I go out of my way to recommend good products and brands to family and friends&#x2019;, and <br /> &#x2018;I am a natural leader, people always listen to my opinions.&#x2019; <br />
  • Before we move into the buying habits it&#x2019;s important to better understand the Brand Advocate. <br /> <br /> We found 7 key attributes to identify Advocates. <br /> Such as <br /> &#x2018;I go out of my way to recommend good products and brands to family and friends&#x2019;, and <br /> &#x2018;I am a natural leader, people always listen to my opinions.&#x2019; <br />
  • Before we move into the buying habits it&#x2019;s important to better understand the Brand Advocate. <br /> <br /> We found 7 key attributes to identify Advocates. <br /> Such as <br /> &#x2018;I go out of my way to recommend good products and brands to family and friends&#x2019;, and <br /> &#x2018;I am a natural leader, people always listen to my opinions.&#x2019; <br />
  • Before we move into the buying habits it&#x2019;s important to better understand the Brand Advocate. <br /> <br /> We found 7 key attributes to identify Advocates. <br /> Such as <br /> &#x2018;I go out of my way to recommend good products and brands to family and friends&#x2019;, and <br /> &#x2018;I am a natural leader, people always listen to my opinions.&#x2019; <br />
  • Before we move into the buying habits it&#x2019;s important to better understand the Brand Advocate. <br /> <br /> We found 7 key attributes to identify Advocates. <br /> Such as <br /> &#x2018;I go out of my way to recommend good products and brands to family and friends&#x2019;, and <br /> &#x2018;I am a natural leader, people always listen to my opinions.&#x2019; <br />
  • Before we move into the buying habits it&#x2019;s important to better understand the Brand Advocate. <br /> <br /> We found 7 key attributes to identify Advocates. <br /> Such as <br /> &#x2018;I go out of my way to recommend good products and brands to family and friends&#x2019;, and <br /> &#x2018;I am a natural leader, people always listen to my opinions.&#x2019; <br />
  • Before we move into the buying habits it&#x2019;s important to better understand the Brand Advocate. <br /> <br /> We found 7 key attributes to identify Advocates. <br /> Such as <br /> &#x2018;I go out of my way to recommend good products and brands to family and friends&#x2019;, and <br /> &#x2018;I am a natural leader, people always listen to my opinions.&#x2019; <br />
  • Before we move into the buying habits it&#x2019;s important to better understand the Brand Advocate. <br /> <br /> We found 7 key attributes to identify Advocates. <br /> Such as <br /> &#x2018;I go out of my way to recommend good products and brands to family and friends&#x2019;, and <br /> &#x2018;I am a natural leader, people always listen to my opinions.&#x2019; <br />
  • Before we move into the buying habits it&#x2019;s important to better understand the Brand Advocate. <br /> <br /> We found 7 key attributes to identify Advocates. <br /> Such as <br /> &#x2018;I go out of my way to recommend good products and brands to family and friends&#x2019;, and <br /> &#x2018;I am a natural leader, people always listen to my opinions.&#x2019; <br />
  • Before we move into the buying habits it&#x2019;s important to better understand the Brand Advocate. <br /> <br /> We found 7 key attributes to identify Advocates. <br /> Such as <br /> &#x2018;I go out of my way to recommend good products and brands to family and friends&#x2019;, and <br /> &#x2018;I am a natural leader, people always listen to my opinions.&#x2019; <br />
  • Before we move into the buying habits it&#x2019;s important to better understand the Brand Advocate. <br /> <br /> We found 7 key attributes to identify Advocates. <br /> Such as <br /> &#x2018;I go out of my way to recommend good products and brands to family and friends&#x2019;, and <br /> &#x2018;I am a natural leader, people always listen to my opinions.&#x2019; <br />
  • Before we move into the buying habits it&#x2019;s important to better understand the Brand Advocate. <br /> <br /> We found 7 key attributes to identify Advocates. <br /> Such as <br /> &#x2018;I go out of my way to recommend good products and brands to family and friends&#x2019;, and <br /> &#x2018;I am a natural leader, people always listen to my opinions.&#x2019; <br />
  • Before we move into the buying habits it&#x2019;s important to better understand the Brand Advocate. <br /> <br /> We found 7 key attributes to identify Advocates. <br /> Such as <br /> &#x2018;I go out of my way to recommend good products and brands to family and friends&#x2019;, and <br /> &#x2018;I am a natural leader, people always listen to my opinions.&#x2019; <br />
  • Before we move into the buying habits it&#x2019;s important to better understand the Brand Advocate. <br /> <br /> We found 7 key attributes to identify Advocates. <br /> Such as <br /> &#x2018;I go out of my way to recommend good products and brands to family and friends&#x2019;, and <br /> &#x2018;I am a natural leader, people always listen to my opinions.&#x2019; <br />
  • Before we move into the buying habits it&#x2019;s important to better understand the Brand Advocate. <br /> <br /> We found 7 key attributes to identify Advocates. <br /> Such as <br /> &#x2018;I go out of my way to recommend good products and brands to family and friends&#x2019;, and <br /> &#x2018;I am a natural leader, people always listen to my opinions.&#x2019; <br />
  • Before we move into the buying habits it&#x2019;s important to better understand the Brand Advocate. <br /> <br /> We found 7 key attributes to identify Advocates. <br /> Such as <br /> &#x2018;I go out of my way to recommend good products and brands to family and friends&#x2019;, and <br /> &#x2018;I am a natural leader, people always listen to my opinions.&#x2019; <br />
  • Before we move into the buying habits it&#x2019;s important to better understand the Brand Advocate. <br /> <br /> We found 7 key attributes to identify Advocates. <br /> Such as <br /> &#x2018;I go out of my way to recommend good products and brands to family and friends&#x2019;, and <br /> &#x2018;I am a natural leader, people always listen to my opinions.&#x2019; <br />
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  • 140% more likely to use social media sites (12% vs. 5%) to research cars <br />
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  • So now that we&#x2019;ve covered an enormous amount on how shoppers are interacting with dealerships in their market, what does it all mean? <br />
  • So now that we&#x2019;ve covered an enormous amount on how shoppers are interacting with dealerships in their market, what does it all mean? <br />
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Theroleofinteractivemediainthelocalcarshoppingprocess Theroleofinteractivemediainthelocalcarshoppingprocess Presentation Transcript

  • Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • LOCAL THE ROLE OF INTERACTIVE MEDIA IN THE LOCAL CAR SHOPPING PROCESS Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • How Consumers “Pre-Shop” for a 1 Dealership Engaging Consumers Before They 2 Set Foot on Your Lot How Consumers Use Search When 3 Pre-Shopping 4 The Impact of Price Quotes Connecting with Your Most 5 Important Consumer 6 Executive Summary & Implications Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • OBJECTIVES • To understand how the dealership research process has changed over time • To understand the impact of search in the overall media mix for automotive dealership research • To identify which resources consumers are using and whether their research is fruitful • To determine which resources are most important to the decision making process • To identify the most valuable consumers auto dealerships should engage Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • METHODOLOG Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • METHODOLOG Methodology Sample Characteristics 25 minute online questionnaire • Live in major metropolitan areas Interview Dates • Primary/shared auto purchase decision May 30th to June 4th 2007 maker Sample Size • Visited at least one dealership N = 550 Respondents • Exclude specialty brands • Next 6 Month Auto • Critical industry screen (Advertising/ Purchase Intenders (262) Market Research, Automotive sales/ • Past 3 Month Auto products/services, Internet service Purchasers (288) provider/website portal) Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • 5 Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • HOW CONSUMERS 5 Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • The majority of How long did you research before you started dealership visits? consumers spend more than a week pre-shopping for dealerships before they step 34% 23% foot on your lot None A week or less More than a week but less than a month 1-2 months 12% 3-6 months Over 6 months 4% 19% 8% 6 Base: Total Respondents (550) Q8 About how long did you research vehicles on your own before you started visiting dealerships? Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • …with the Base: Total Respondents (550) Q4 When researching auto dealerships, which of these online search engines did you use to obtain information? (Please select all that apply.) QS10 Which of the following resources ‘did you use to gather information while shopping for your new 7 vehicle?’ OR ‘are you using to gather information while shopping for your new vehicle?’ Q0 You mentioned that you used the resources shown below to research and shop for new vehicles. How did you reach each of these websites? Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Did research before 88 walking into a dealership % 83 Used the Internet to research vehicles …with the % Used Search to 79 research auto dealerships Base: Q4 QS10 Q0 Total Respondents (550) When researching auto dealerships, which of these online search engines did you use to obtain information? (Please select all that apply.) Which of the following resources ‘did you use to gather information while shopping for your new vehicle?’ OR ‘are you using to gather information while shopping for your new vehicle?’ You mentioned that you used the resources shown below to research and shop for new vehicles. How did you reach each of these websites? % 7 Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Consumers proactively pre-shop dealerships online before their actual visit… Did you do any of the following before actually visiting the dealership? (Select all that apply) Viewed cars/models available at the 48% dealerships online See if they had a dealership website 37% Find reviews about the dealership online 23% Called to see what cars/models were available 20% Checked newspaper classifieds to try to find more information on the dealership 12% Used the yellow pages to look for the dealership 11% 8 Base: Total Respondents (550) Q14 Thinking about the last dealership you visited, did you do any of the following before actually visiting the dealership? Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Compared to my last vehicle purchase (2002 on avg), I rely on these sources more… 41% Social networking tools E-mails from 30% dealership 25% Dealership sites Manufacturer sites 23% …in fact, they Search engines 16% Independent vehicle 16% sites Base: Total Respondents (550); Purchased a new vehicle prior to 2007 (492); Relied less on resources during last purchase: Social networking tools (37); E-mails from dealership (107); Dealership sites (171); Manufacturer sites (168); Search engines (184); Independent vehicle sites (117) Q17 Prior to 2007, when was the last time you were in market to purchase or lease a brand new vehicle? 9 Q19 Compared to your [INSERT THE YEAR ENTERED AT Q14] vehicle purchase, please tell us whether you relied on the following in helping you find dealerships to visit, the same amount, or less compared to your 2007 vehicle research experience. [… relied on more] Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Consumers visit 10 Base: Total Respondents (550); Those Responding QS6 Please select the statement that best describes your consideration of each make listed below. QS7 How many dealerships did you visit for each make? Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Consumers visit 10 Base: Total Respondents (550); Those Responding QS6 Please select the statement that best describes your consideration of each make listed below. QS7 How many dealerships did you visit for each make? Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • How far away were each of the dealerships you visited? … a third of consumers will drive more than 20 miles from home Base: Total Respondents (546)* * Don’t know responses removed 11 QS8 Again thinking about the dealerships you visited, think about how far each dealership was from your home. In miles, please tell us the distance between your home and the farthest dealership you visited for each make. Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • How far away were each of the dealerships you visited? … a third of consumers will drive more than 20 miles from home 68% of consumers are not willing to travel more than 20 miles 32% of consumers are willing to travel farther than 20 miles Base: Total Respondents (546)* * Don’t know responses removed 11 QS8 Again thinking about the dealerships you visited, think about how far each dealership was from your home. In miles, please tell us the distance between your home and the farthest dealership you visited for each make. Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • How far away were each of the dealerships you visited? 21% of total visits are over 20 miles from their homes Base: Total Respondents (546) 12 QS8 Again thinking about the dealerships you visited, think about how far each dealership was from your home. In miles, please tell us the distance between your home and the farthest dealership you visited for each make. Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • How far away were each of the dealerships you visited? 21% of total visits are over 20 miles from their homes 79% of consumer visits are within 20 miles of their home 21% of consumer visits are over 20 miles of their home Base: Total Respondents (546) 12 QS8 Again thinking about the dealerships you visited, think about how far each dealership was from your home. In miles, please tell us the distance between your home and the farthest dealership you visited for each make. Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • 13 Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • ENGAGING CONSUMERS 13 Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Search is one of the top sources used to become aware and locate car dealerships How do consumers find and choose which dealerships to visit? (Choose from a list of 18 sources) Made me AWARE of dealerships Helped me LOCATE the dealerships 67% 64% 40% 36% 30% 30% 31% 29% 29% 26% 20% 20% 19% 21% Driven by Friends & Search Dealer OEM TV ads Yellow or seen Family engines websites websites Pages before 14 Base: Total Respondents (550) Q1a-Q1d Thinking about dealerships you’ve visited, which of the following… made you aware of the dealerships?/helped you locate the dealerships? Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Online sources are critical throughout the dealership purchase funnel I used the following online sources to… 3RD PARTY SEARCH DEALERSHIP OEM CONTENT SOCIAL ENGINES WEBSITES WEBSITES SITES NETWORKING Learn about vehicle makes/models     Get a feel for the dealership   Find other buyer reviews on dealerships    Find out how many dealers were close to   where I live Find out if dealerships had any special offers  Find out dealership inventory on cars/models   I want Look up dealership address and contact info    Base: Those Responding: Search engines (229); Dealership websites (204); Manufacturer websites (190); OEM websites (190); Independent websites (125); Social networking tools (43) 15  Indicates percentage is significantly higher than the all-source average at 95% confidence Q3 Now, thinking specifically about each of the resources you used to research dealerships, which of the following helped you… Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Offline sources are less comprehensive than online resources when offering dealership information I used the following offline sources to… NEWSPAPER RADIO YELLOW TV CLASSIFIEDS ADS PAGES ADS MAGAZINES Learn about vehicle makes/ models  Get a feel for the dealership  Find other buyer reviews on dealerships Find out how many dealers were close to  where I live Find out if dealerships had any special offers  Find out dealership inventory on cars/ models I want Look up dealership address and contact info  Base: Those Responding: Newspaper inserts/classified ads (173); Radio ads (105) ; Local phone books (147); TV Ads (177); Magazines (68) 16  Indicates percentage is significantly higher than the all-source average at 95% confidence Q3 Now, thinking specifically about each of the resources you used to research dealerships, which of the following helped you… Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • The emergence of social networks will ultimately drive consumers to actively participate in dealership ratings How likely would you be to…? Top 2 Box: 72% 58% Very likely Somewhat likely 47% May or may not Probably would not 31% Definitely would not 26% 27% …use a dealership … post comments on review site? a dealership review site? Base: Total Respondents (550); Open to using a review site (543) Q7a Now we’d like you to imagine there was a dealership review site providing customer satisfaction ratings generated by other customers who visited or did business with the dealerships in your area. 17 How likely would you be to use this type of site? Q7b And how likely would you be to post your own reviews or comments about local dealerships on this site? Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • 18 Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • HOW 18 Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Search is the top source used to navigate to automotive websites How did you reach each of the websites you used to research and shop for new vehicles? AUTO MANUFACTURER DEALERSHIP 3RD PARTY WEBSITES WEBSITES CONTENT WEBSITES Used a search engine 56% 58% 57% Knew the website address 45% 29% 41% Guessed the website address 36% 23% 19% From an independent vehicle help 22% 21% - website Got the web address from an 21% 27% 19% advertisement Clicked on Internet display 16% 18% 18% advertising Used an e-mail link 13% 23% 18% From an auto manufacturer website - 40% 23% Base: Used Source: Auto Manufacturer Websites (285); Dealership Websites (270); Independent Vehicle 19 Help Websites (214) Q0 You mentioned that you used the resources shown below to research and shop for new vehicles. How did you reach each of these websites? Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Which of the following resources helped you…? SEARCH ENGINES 49% Search is the desired Find out how many dealers were close to where I live research tool for Look up dealership address 49% identifying, locating, and contact info and reviewing Learn about vehicle makes/ 47% models dealerships Find other buyer reviews on 43% dealerships Find out dealership inventory 33% on cars/models I want Find out if dealerships had 29% any special offers Get a feel for the dealership 21% 20 Base: Those Responding: Search Engines (229) Q3 Now, thinking specifically about each of the resources you used to research dealerships, which of the following helped you… Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Consumers use a variety of search strategies to find auto dealerships What types of keywords did you use when looking for a dealer? Make and/or model I 70% MM & city and/ was interested in or state 34% 44% City and/or state MM & zip code 32% MM & specific Zip code 44% dealership name 29% MM & general Specific dealership 43% keywords 21% name General automotive 29% MM [Only] 17% keywords 21 Base: Used a Search Engine to Shop for Dealerships (433) Q5 Thinking about all the search engine queries you made to try to find auto dealerships, what types of keywords did you enter into the search engines to generate results? Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Searchers cross shop heavily and are willing to go out of their way to find dealerships Searcher vs. Non Searcher - Differences SEARCHERS NON-SEARCHERS (79% of car shoppers) (21% of car shoppers) # Dealerships visited (total) 7 3 Willing to drive over 20 miles to visit a dealership 35% 18% Average number of sources used to find and locate dealerships 6 3 Average number of price quotes requested 3 1 Base: Searchers (433); Non-Searcher (117) / Indicates percentage is significantly higher/lower than Non-Searchers at 95% confidence QS7 How many dealerships did you visit for each make? QS8 Again thinking about the dealerships you visited, think about how far each dealership was from your home. In miles, please tell us the distance between your home and the farthest dealership you visited for each make. 22 Q1a/Q1b/Q1c/Q1d Thinking about dealerships you’ve visited, which of the following… made you aware of the dealerships?/helped you locate the dealerships? Q11 How many requests for price quotes did you submit on the Internet? Your best guess is fine. Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • THE IMPACT OF Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Consumers frequently submit their quotes on dealership websites Did you submit any requests for What types of sites did you use to prices quotes on the internet? submit your price quote? 67% Dealership websites 3rd Party Content 42% DID Portals NOT 63% GET A QUOTE Auto manufacturer 36% websites GOT A QUOTE 5% Other 24 Base: Total (550); Submitted a price quote (346) Q11 How many requests for price quotes did you submit on the Internet? Q12 What kind of site(s) did you use to submit your price quote? Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Dealerships need to proactively service and answer questions in order to convince a consumer to visit Actions done to convince you to visit dealership… (Among Those Who Submitted a Quote and Visited a Dealership) 59% Received an email 53% Answered all of my questions 50% Offered me a competitive price Offered competitive amount for my trade- 29% in 22% Received direct mail 5% Did not proactively contact me Base: Visited a dealership to which submitted price quote (231) 25 Q15 Earlier, you said a visited a dealership from which you submitted a price quote to. Thinking about that visit, which of the following best describes the actions taken by the dealership staff to get you to visit? (Please select all that apply.) Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Among those that chose not to visit, price and location are barriers to dealership visits 26 Base: Did not visit a dealership to which submitted a price quote (95) Q13b You mentioned that you did not visit any of the dealerships to which you submitted price quotes. Why did you not visit any of those dealerships? Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Among those that chose not to visit, price and location are barriers to dealership visits CE (NET) 26% oo expensive 21% tter deal elsewhere 5% CATION (NET) 20% 16% Why didn't you visit?32% oo far/not in my area DIDN'T VISIT efer to buy from local dealership 7% ECTION (NET) 5% anted other type of vehicle 4% UGHT FROM ANOTHER 5% ALERSHIP RESPONSE FROM DEALER 5% ‘’ ‘’ ‘’ “Took too long to “They did not respond in a “Because they never sent respond… I bought timely manner.” me a quote.” within 72 hours.” 26 Base: Did not visit a dealership to which submitted a price quote (95) Q13b You mentioned that you did not visit any of the dealerships to which you submitted price quotes. Why did you not visit any of those dealerships? Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • 27 Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • CONNECTING WITH YOUR 27 Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • 28 SOURCE: Y! Study |December 2006 "Engaging Advocates through Search & Social Media" - Consumer Electronics Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • 33% What makes a OF THE POPULATION brand advocate? 28 SOURCE: Y! Study |December 2006 "Engaging Advocates through Search & Social Media" - Consumer Electronics Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Why Advocates Should Be Important to You  Advocates are more open to influence, considering more brands prior to making an auto purchase  They come out of the buying process more satisfied with their purchases - leading to longer lifetime value  Half of these advocates write about their purchases online, with a significant majority writing something positive (90%)  Advocates convert their friends to buy the same auto make & brand they've purchased at a 2 to 1 ratio versus a normal consumer 29 SOURCE: Y! Study |December 2006 "Engaging Advocates through Search & Social Media" - Consumer Electronics Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Advocates are much heavier researchers and leverage online sources significantly more Brand Advocate vs. Non Brand Advocate - Differences BRAND NON-BRAND ADVOCATES ADVOCATES Average number of sources used to find and locate dealerships 7 5 Average number of sources used to research vehicles 6 4 Used a search engine when shopping for dealership 85% 76% Used an independent website when shopping for a dealership 28% 20% Used an independent website when shopping for the actual vehicle 43% 37% Base: Brand Advocates (180); Non-Brand Advocates (370) Q1a-Q1d Thinking about dealerships you’ve visited, which of the following… made you aware of the dealerships?/helped you locate the dealerships? Q4 When researching auto dealerships, which of these online search engines did you use to obtain information? (Please select all that apply.) 30 QS10 Which of the following resources ‘did you use to gather information while shopping for your new vehicle?’ OR ‘are you using to gather information while shopping for your new vehicle?’ / Indicates percentage is significantly higher/lower than Non Brand Advocates at 95% confidence Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Advocates are significantly more likely to use or post on potential dealership review sites How likely would you be to use a How likely would you be to post dealership review site? comments on a dealership review site? Top 2 Box: 82% Top 2 Box: 70% 68% Yes Very likely Somewhat likely 46% 51% 61% May or may not 23% 40% Probably would not Definitely would not 0% 0% 24% 28% 28% 21% Brand AdvocatesNon-Brand Advocates Brand AdvocatesNon-Brand Advocates Base: Brand Advocates (180); Non-Brand Advocates (370) Q7a Now we’d like you to imagine there was a dealership review site providing customer satisfaction ratings generated by other customers who visited or did business with the dealerships in your area. How likely would you be to use this type of site? Base: Open to using a dealership review site (Brand Advocates/Non-Brand Advocates) (178/365) 31 Q7b And how likely would you be to post your own reviews or comments about local dealerships on this site? / Indicates percentage is significantly higher/lower than Brand Advocates at 95% confidence Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Have you referred any friends or family to a specific dealership before? Brand Advocates are +50% more likely to recommend 60% dealerships to 41% friends and Brand Advocates Non-Brand Advocates 32 Base: Brand Advocates (180); Non-Brand Advocates (370) / Indicates percentage is significantly higher/lower than Brand Advocates at 95% confidence Q20 Have you referred any friends or family members to a specific dealership before? Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • After you told your friends and family about the dealership, what did they do? … and as a result 28% 46% of W-O-M, their Yes friends will visit Visited the dealership Purchased a vehicle from the dealership 26% and more likely Plan on visiting soon Don't Know 34% 19% purchase from 0% 0% these dealers 10% 27% 10% 0% 0% Brand Advocates Non-Brand Advocates Base: (Brand Advocates/Non-Brand Advocates) Recommended a dealership: (107/150) 33 / Indicates percentage is significantly higher/lower than Brand Advocates at 95% confidence Q22 And after you told your friends or family members about the dealership, did they do any of the following? Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • 34 Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Implications for Marketers 34 Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Implications 35 Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Implications 1. Customers are now viewing the dealership website as an extension of the showroom, and as such dealers need to provide a top quality online experience to generate new car sales 35 Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Implications 1. Customers are now viewing the dealership website as an extension of the showroom, and as such dealers need to provide a top quality online experience to generate new car sales 2. 4 in 5 new car shoppers use search to find and research dealerships, which creates a huge opportunity for marketers seeking to target customers low in the purchase funnel 35 Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Implications 1. Customers are now viewing the dealership website as an extension of the showroom, and as such dealers need to provide a top quality online experience to generate new car sales 2. 4 in 5 new car shoppers use search to find and research dealerships, which creates a huge opportunity for marketers seeking to target customers low in the purchase funnel 3. Dealership and brand loyalty declining as consideration sets for both are growing 35 Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Implications 1. Customers are now viewing the dealership website as an extension of the showroom, and as such dealers need to provide a top quality online experience to generate new car sales 2. 4 in 5 new car shoppers use search to find and research dealerships, which creates a huge opportunity for marketers seeking to target customers low in the purchase funnel 3. Dealership and brand loyalty declining as consideration sets for both are growing 4. Dealers can extend their footprint by marketing online, as search users are significantly more willing to travel long distances to visit dealerships 35 Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Implications 1. Customers are now viewing the dealership website as an extension of the showroom, and as such dealers need to provide a top quality online experience to generate new car sales 2. 4 in 5 new car shoppers use search to find and research dealerships, which creates a huge opportunity for marketers seeking to target customers low in the purchase funnel 3. Dealership and brand loyalty declining as consideration sets for both are growing 4. Dealers can extend their footprint by marketing online, as search users are significantly more willing to travel long distances to visit dealerships 5. Dealership reputation is becoming increasingly important as customers have the tools and inclination to affect that reputation through social media outlets 35 Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.
  • THANK YOU QUESTIONS? contact sbeckers@yahoo-inc.com Yahoo! Search Marketing Proprietary and Confidential. © 2007. All Rights Reserved.