IS20G13 - Generate and Nurture More First Party Leads - Scott Pechstein
1. Generate and Nurture more First Party Leads
Scott Pechstein
Vice President, Biz Dev / Digital Air Strike
Scott@digitalairstrike.com
(949) 278-8618
2. Topics:
I - Fish where the fish are: FB, INSTA, U2BE, Display
II - Increase conversions with not only the right bait, but the right tackle: FB
Messenger, Text, Chat, Lead Forms
II - Understanding how today’s customers want to shop and purchase: Amazon
Experience
IV - IS-20 mystery shop and industry stats outlining auto consumer behavior *FB
Portal Giveaway
4. FB, INSTA, U2BE, DisplayDlrs. spend on avg. $55k X Mo. on advertising!
Where to drop your lines…
5. • 25% of all page views are on FB
• FB users log into FB 14 times per day
• The average FB user is 41 years of age.
• 89% of customers prefer messaging & text vs. call &
email …90% of users say they would use messaging
to book an appointment.
• 98% of texts are read; 90% are ready < 3 minutes.
Fish where the fish are
8. To boost or not to boost…
Facebook boosted post targeting; you have 3 options:
• People who like your Page – advertising to all your fans
• People who like your Page and their friends – advertising to all your fans and
all their friends
• People you choose through targeting – advertising to a specific target
audience you select.
• Without the boost the likelihood of even 10% of your fans seeing the post is low
10. 61% of Sales Customers Ages 18-54
Have PURCHASED ON Facebook
Marketplace
93% of
customers have
had a positive
experience with
Facebook
Marketplace
66% of used car buyers
said they would purchase
a vehicle on Facebook
Marketplace
12. • 60% of the consumers who submit a lead
and buy ultimately buy something else.
• 20% of consumers who submit a new car lead and
buy, ultimately burn gas in a used …1 out of 5
• New Car intenders typically are in market for 42 days,
used 16 days.
• The vast majority of shoppers want to know their
price when starting the process
• Time kills deals.
What Amazon taught us:
14. What we looked for:
IS-20 mystery shop and how we
compare to industry stats
-Price Quote
-Response Time < 1 Hr. (*5 min)
-Multi comparables and used
-Create Urgency
15. ● Jeff Hass Mazda https://www.jeffhaasmazda.com/
● Bob Ruth Ford https://bobruthford.com/
● Raceway Chevrolet https://www.racewaygm.com/
● Allentown Kia https://www.allentownkia.com/
● Country Hill Motors https://www.countryhill.com/
● Franks Motor Cars https://www.frankmotorcars.com/
● Walt Massy Automotive https://www.waltmassey.com/
● Gary Lang Automotive https://www.garylangauto.com/
● Taylor Dodge https://www.taylorchryslerdodge.net/
● Patriot Buick GMC https://www.patriotbpg.com/
● Lithia Hyundai of Anchorage https://www.lithiahyundaianchorage.com/
● Street Volkswagen https://www.streetvw.com/
Composite Dealers (pick up your hard
copy before you leave)
16. Digital Mystery Shop – Lead
Management
DEALERSHIP LEAD REQUEST DEALER REPLY RESPONSE TIME
_______ Chrysler Jeep Dodge 10/18/2019 12:16 PM 10/18/2019 12:30 PM 0:14
Tyson Motor 10/18/2019 12:16 PM 10/18/2019 1:01 PM 0:45
South Oak Jeep Dodge Chrysler
Ram
10/18/2019 12:15 PM 10/18/2019 12:16 PM 0:01
Pearl Chrysler Jeep Dodge 10/18/2019 12:15 PM 10/18/2019 12:19 PM 0:04
Internet Lead Mgmt. Tips:
• RESPONSE TIME: Digital Air Strike’s 7th Annual Automotive Social Media
and Online Trends Study shows 50% of sales and service customers
the speed at which a dealership responded to their inquiry impacted their
decision to purchase with them over others (up from 46% in prior study)
20. Digital Mystery Shop – Lead
Management
Internet Lead Mgmt. Tips:
• RESPONSE TIME: Digital Air Strike’s 7th Annual Automotive Social Media
and Online Trends Study shows 50% of sales and service customers
the speed at which a dealership responded to their inquiry impacted their
decision to purchase with them over others (up from 46% in prior study)
DEALERSHIP LEAD REQUEST DEALER REPLY RESPONSE TIME
_______Ford 10/18/2019 11:47 AM 10/18/2019 11:55 AM 0:08
Family Ford 10/18/2019 11:49 AM 10/18/2019 11:57 AM 0:08
Fred Beans Ford of
Mechanicsburg
10/18/2019 11:51 AM NR
Hoffman Ford 10/18/2019 12:29 PM 10/18/2019 12:56 PM 0:27
26. Summary:
I - Fish where the fish are: FB, INSTA, U2BE, Display
II - Increase conversions with not only the right bait, but the right tackle: FB
Messenger, Text, Chat, Lead Forms
II - Understanding how today’s customers want to shop and purchase: Amazon
Experience ….give them options as you need to open before you close.
IV – Industry buying stats outlining auto consumer behavior and how we
compared. Congrats again to Allentown Kia!
28. ENJOY THIS SESSION?
Post about it on Social Media using the hashtag #IS20G!
Share some love for your favorite speaker!
Generate and Nurture more First Party Leads
Scott Pechstein
Vice President, Biz Dev / Digital Air Strike
Scott@digitalairstrike.com
(949) 278-8618 Questions?