Jim Flint – Moneyball for Car Dealers
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Jim Flint is a well-known and respected visionary in the automotive industry. Fueled by his passion for innovative new media, Jim helps his clients reach their business goals and achieve unprecedented success by executing effective digital marketing strategies.
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Jim Flint – Moneyball for Car Dealers
- 1. Moneyball for Dealerships Presented by Jim Flint President and Founder, Local Search Group Page: 38
- 2. November 13, 2013 How to Moneyball Your Advertising Strategy
- 3. TODAY’S PRESENTER Jim Flint President & Founder Local Search Group Jim@LocalSearchGroup.com 713.410.1466 www.facebook.com/jimflint www.twitter.com/jimflint12
- 4. PRIZE ALERT After the presentation, be the first to answer the giveaway question correctly to win this awesome prize!
- 5. TODAY’S OBJECTIVES Prioritize Advertising Spend Understand Moneyball Factor for ROI Spend 5 minutes a month to avoid ABT Question & Answer Session
- 6. How to Moneyball Your Advertising Strategy Jim Flint President & Founder @jimflint12 6 6
- 7. Huge Assumptions 1. YOURS: Goal of advertising? Drive people to my website 2. YOURS: Sales tracking starts with my website 3. MINE: I can show you the opportunities
- 10. Updated Purchase Funnel SQUEEZED IN THE MIDDLE • Every customer is an Internet customer • Consumers are more wary than ever to submit leads • Sales are a f(x) of website visitors and vehicle display pages 10
- 11. 2002 was Great. . . So Now What? vs. $114,457,768 $39,722,689 11
- 15. 10 Years Later - Standings
- 16. $197,962,289 $2.1 Million Per Win $629k / Win $2.2m / Win vs. $589 Thousand Per Win $55,372,500
- 17. 17
- 21. 2 1
- 22. QUESTIONS
- 23. How to Avoid the Automotive Bermuda Triangle Avg. Dealer Inventory 23
- 24. Don’t Throw Money Into the Ocean Avg. Dealer Inventory 24
- 25. Personnel 25
- 30. 30
- 31. QUESTIONS
- 32. Moneyball = InEfficient Markets • Google Enhanced Campaigns • Vehicle Display Pages • Pre-Roll Video Avg. Dealer Inventory • Facebook w/ RL Polk 32
- 33. 33
- 34. July 22: Enhanced Campaigns • Location: Increase your name bids around your competitor’s dealership by 900% = by distance • Mobile: Increase your mobile phone bids by up to 300% = by device • Time: Increase your Sunday afternoon bids by 900% = by day part 34
- 36. We Know VDPs Actual VDP results from a Local Search Group client in June 2013! 36
- 38. 38
- 39. 3 9
- 40. Facebook Does Sell Cars Avg. Dealer Inventory 40
- 41. Facebook Does Sell Cars Avg. Dealer Inventory Featured in Facebook Case Study!
- 42. Facebook Does Sell Cars Narrowcasting on Facebook: Avg. Dealer Inventory Reach: 8,685 Impressions: 519,077 Clicks: 119 Cost-Per-Click: $1.19 6 WEEK LEAD CAMPAIGN RESULTS: • 29 leads submitted • Strategic communication with sales staff; 70% responsive rate • 7 sold vehicles • A closing ratio of 33% 42
- 43. Narrowcasting on Facebook Lose the Battle, Win the War Target local consumers who had purchased a vehicle in the last 36 months. These ads linked to a landing page where consumers could download oil change coupon. Unique Users Reached: 163,174 Impressions: 247,550 Total Clicks: 48 Average CPC: $1.27 43
- 44. Twitter Sells Cars Too! 44
- 45. Pre-Roll Ads IN A RECENT COMSCORE STUDY, AMERICANS VIEWED MORE THAN 11 BILLION VIDEO ADS IN JUNE, WHICH ACCOUNTS FOR ¼ OF ALL VIDEOS WATCHED ONLINE. BENEFITS OF PRE VIDEO: Avg. Dealer Inventory • Video SEO with YouTube • No charge when viewer clicks on ad • Retargeting to those who click 45
- 47. Thank you for your time! Questions and Answers jim@LocalSearchGroup.com 47
- 48. TAKE AWAYS Moneyball Factor Highly Correlated to Net Gain Control of Your Advertising Budget Avoid the Automotive Bermuda Triangle Drive Results with 5 Minutes a Month
- 49. PRIZE ALERT Be the first to answer the giveaway question correctly to win this awesome prize!