3. Agenda
1. Welcome
Dave Spannhake, Founder of Reunion Marketing
Denise Chudy, CEO of LotLinx, Inc.
2. Introducing the NOW Buyer
4. Building Marketing Strategies to Drive NOW Buyers to Your Site
Progress
3. Understanding YOUR NOW Buyer
5. Making an Impact: Building an Effective Marketing Budget
6. Q&A
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4. THE CURRENT AUTOMOTIVE MARKETPLACE
17.5 million sold new units in 2015
All-time high, surpassing 17.4 in 2000
Comparisons – 12.6 in EU and 1.3 in Mexico
United States population – 318.9 million
5.5% of the population bought a new car last year
The average month then sees 0.4% of the
population is purchasing a new vehicle
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5. INTRODUCING THE ‘NOW BUYER’
That 0.4% of the population buying a car each
month is where the marketing battleground is.
What portion of that 0.4% are opportunities
for your dealership to sell a car?
What is the most effective way to influence
them through your marketing plan?
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6. POLL QUESTION #1
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How much of your marketing budget is spent on traditional media,
including TV, Print and/or Radio?
A. NONE – I’m 100% digital
B. Less than 25% on traditional media
C. 25% - 50% on traditional media
D. Over 50% on traditional media
9. GROSS MARGINS CONTINUE TO DROP
OUR OPPORTUNITY IS
TO INCREASE SALES
WHILE CUTTING THE
MARKETING COSTS
PER CAR SOLD
2015 NADA STUDY
$616 IS THE AVERAGE
COST TO MARKET
EVERY SOLD VEHICLE
ACROSS THE COUNTRY
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10. HOW IS THE NOW BUYER CHOOSING THEIR CAR?
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More time online Less time in dealerships
11. Visits to your VDPs
Specific Searches
on Search Engines
Inventory
Searches on Auto
Sites
Reading/Watching
Automotive
Reviews
Other Online
Behavior
DIGITAL SIGNALS FROM A NOW BUYER
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12. BUILD A MARKETING PLAN AROUND THE NOW BUYERS
If 0.4% of the market is in the market any
given month to purchase a new vehicle,
start your digital marketing plan focusing on
influencing that audience.
GO AFTER THE ‘NOW BUYER’
FIRST
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13. AND DRIVE NOW BUYERS TO YOUR WEBSITE
You are the sole voice on your own site, and your
enhanced conversion rates show it
Create a marketing plan to get NOW Buyers
to your Vehicle Details Pages
Lean into your strategy by maximizing views of VINs that
natural attract your NOW Buyers; fill in gaps
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14. UNDERSTANDING YOUR NOW BUYER
What are the natural VINtentions on your site?
In other words, what are you known for in your market,
and what are your “right to win” VINs?
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15. UNDERSTANDING YOUR NOW BUYERS
Feed Data + Google Analytics =
Which NOW Buyers am I reaching and which am I Missing
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VDPViewspast30Days
Your VINs
Goal = 30 in 30
O
n
T
a
r
g
e
t Need a Boost Need Views
16. UNDERSTANDING YOUR NOW BUYER
Example: Chevy Tahoes
Direct & SEO = 22 VDP views per
VIN in 30 days
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Recommendation:
Boost paid traffic to these VINs
to maximize your strongholds
17. UNDERSTANDING VINS IN NEED OF NOW BUYERS
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Ex: 15 New Sonics
Direct & SEO = 3.3 VDP
views per VIN in 30 days
Recommendation:
Invest in traffic to get these cars
seen by NOW buyers
18. UNDERSTANDING VINS IN NEED OF NOW BUYERS
Ex: Acura TLX
89 on lot, averaging 1 VDP view from
SEO & Direct in 30 days
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3.2 VDP views from SEO &
Direct in 90 days
Average DOL = 111
20. DRIVE TRAFFIC TO YOUR WEBSITE
There are no competitors on your website, where
you have the opportunity to be the sole influencer.
Focus paid media on the VINs that drive your
business as well as those that need traffic
Build a robust Search Engine Optimization strategy
(and don’t just “check the SEO box”)
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21. WHAT IS THE PURPOSE OF SEO & SEM?
Be found where demand exists.
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27. • Core Models
• High Margin VINs
• Red Tag VINs
• Aged Inventory
• New over 90 days
• Used over 30 days
• Price Drop VINs
• Orphaned VINs
• Low Traffic VINs
VINVERTISE VINS THAT MATTER MOST TO YOU
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28. POLL QUESTION #2
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I actively use Google Analytics to monitor and measure my
SEO, Direct and Paid Marketing efforts
A. YES
B. NO
C. How do I do that?
31. DRIVE TRAFFIC TO ALL OF YOUR VEHICLES
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Understand your current
inventory distribution
through vehicle pageviews.
Just like on the lot, the
more “virtual tire kickers”
the faster your inventory
turn will be.
Find ways to get all of your
inventory exposed in your
marketing plan.
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MEASURE & ASSESS THIRD PARTY WEBSITE SUCCESS
KPIS to Measure
• Amount Spent
• Cost Per Vehicle Viewed
• Cost Per Lead
• Percentage of Inventory Viewed
Viewed
34. STIMULATE INTEREST AMONG NOW BUYERS
TARGET SPECIFIC AUDIENCES
• Customer Database - Everyone
• Customer Database – Service
• Customer Database – Lease/Finance
• Max-Market Prospects– 90 Days to Buy
• In-Market Prospects – 180 + 365 Days
• Retargeting Ads
• Lookalike Ads
• Page Likes
• LotLinx DeeplinkingTM for Facebook Blast
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35. TRADITIONAL MEDIA KPIs TO KNOW
Tier 1 and Tier 2 advertising are
often the vast majority of stimulus
marketing spends in most markets.
FREQUENCY – how many times are you getting that
message in front of them during the media cycle?
REACH – what percentage of your target
audience are you getting your messaging to?
CPM – what is the average cost it takes to get in front of every
1,000 people (this is a good comparison for all media types)
How much awareness and
stimulus are you creating
with your spends?
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36. IS YOUR TRADITIONAL SPEND MAKING AN IMPACT?
With the average
person seeing more
than 10,000 ads a
month and noticing
more than 4,500 ads
what kind of frequency
does your messaging
need to have to make
an impact?
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37. HOW MUCH OF YOUR BUDGET FOCUSES ON THE NOW BUYER?
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38. • 5 Rooftop Group
• SEO + SEM + Social + LotLinx
• $63,000 Reduction in Monthly Advertising Spend
• 17% Increase in Sales YOY
• Cost Per Sales Before Reunion Marketing = $529
• CPS After Reunion’s Focused “NOW Buyer” Approach = $322
JACK DANIELS: A NOW BUYER SUCCESS STORY
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39. SEO Domination Focused VIN Marketing on LotLinx
JACK DANIELS: A NOW BUYER SUCCESS STORY
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Sold VINs
