This document discusses Buick's rebranding strategy to target younger demographics. It focuses on using mass media and hyper-local targeting across multiple channels, including social media and search. The strategy conveys a consistent message about Buick's new technology. It also recommends dealers focus marketing efforts on specific brands, profit centers, and customer relationship management tools to track results and communicate with customers based on their needs.

2. Four Questions for Success
• What are your marketing
objectives?
• Who is your target audience?
• How are you going to measure
success?
• How are you going to track
results?

3. Reach & Frequency
Mass Media
Hyper Local Media
What type of exposure does your dealership need in 2014?

4. Case Studies Buick Lacrosse
New Branding Campaign in 2013/2014 focused
on a younger demographic

5. Social Media: Buick
Buick- Complementing
Branding Campaign for
Lacrosse- Mass Media
Focus

6. Buick- Complementing
Branding Campaign for
LaCrosse- Mass Media
Focus
Buick using Hyper-Local
targeting for Enclave

8. What’s the Point?
• Buick is rebranding
• Feature based- New IntelliLink Technology
• There is a cohesive STRATEGY
– All online marketing efforts convey the same
message- Buick has the newest technology
• They are listening to their consumers
– Facebook strategy since 2011: Moment of Truth
• Reaching out to new markets
– Young Families

9. What is Your Focus?
Are you focused on specific
profit centers for growth?
• New over Used?
• Parts & Service?
• F&I?
Are you focused on
specific brand sales?
• Chrysler?
• GMC?
• Branding the
dealership?

10. How are your using your CRM?
1. Database management. Optimally, it should be linked to your store’s DMS
system. This will allow the dealership to capture transactional data in a variety of
areas and organize it into a single, detailed profile with preferences about each
customer. The ability to National Change of Address (NCOA) your customer data
through an import/export function is highly desirable so that the store can
maintain an accurate customer address.
2. Customer segmentation. Must have the ability to identify and target the right
customer segment with the right services via the right channels at precisely the
right time.
3. Database marketing. Identifiable by needs-based marketing, past purchase
marketing, non-solicitation communications, information based marketing,
value based marketing and life-cycle marketing.
4. Communication design and deployment. Should include a marketing function
that will let the dealership easily create and deploy communications of varying
content and graphics to specific, identifiable customer segments.
5. Contact management & response analysis. Tracking communication
deployment to customers is essential in monitoring frequency of contact.
Handling email messages that cannot be delivered to the recipient due to
permanent or temporary reasons (hard/soft email bounce maintenance) should
be automated.

11. Today’s Auto Consumer
• Educated
• Has researched brand name
vehicles
–
–
–
–
Looking for consumer reviews
Safety Ratings
Competitive pricing
Features & Benefits
• Is farther along in the buying cycle
than a customer in previous years
• How are you catering to these
behavioral changes?

12. Search Landscape of Maine

13. Search Landscape of Maine

14. Search Programs
Keyword Focused Strategy
Pin-Point specific keyword
phrases to target customers
at all ends of the buying
cycle. This search page
shows a few strategies….
Targeting Deals
(Black Friday)
Targeting Demographics
(Students)
Target Brands
(Mazda)

15. Sample Search Dashboard:
Tracking & Measurement

16. Display Programs
• Can focus on either Mass Media or Hyper Local
Targeting; Targeting specific geographies
• Ad’s displayed on top 250 rated websites (COMSCORE)
• Targeting Examples
– Mass Media
– Hyper Targeted

17. Site Retargeting Programs
Retarget consumers after they have already visited your website
• Pick Specific Promotions
• Pick Specific Web Pages
• Pick Specific Cars

18. Social Media Programs
• Social Design
– Have a professional redesign your Facebook page, add in buttons to your MLS
database or coupon offers
– See Sample Live (Click Here)
• Social Conversations
– Have our team of specialist create a social media strategy to drive more
engagement to your social outlets, we will take the work out of it for you!
• Facebook Ad Extension
– Targeted ads based on demographics, behaviors, and geographies
Mass Media Sample
Hyper-Targeted Sample

19. Next Steps?
• Identify Audience
• Mass Media
• Hyper-Targeted
• Note Specific Geographies
• Prioritize Goals
• Short Term
• Long Term
• Decide on a Budget