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.

Moneyball for Dealerships
Presented by Jim Flint
President and Founder, Local Search Group

Page: 38

November 13, 2013

How to Moneyball Your Advertising Strategy

TODAY’S PRESENTER

Jim Flint
President & Founder
Local Search Group
Jim@LocalSearchGroup.com
713.410.1466
www.facebook.com/jimflint
www.twitter.com/jimflint12

PRIZE ALERT

After the presentation, be the first to answer
the giveaway question correctly to win this awesome prize!

TODAY’S OBJECTIVES

Prioritize Advertising Spend
Understand Moneyball Factor for ROI

Spend 5 minutes a month to avoid ABT
Question & Answer Session

How to Moneyball Your
Advertising Strategy
Jim Flint
President & Founder
@jimflint12
6

6

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

@JimFlint12
Local Search Group
jim@LocalSearchGroup.com

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

2002 was Great. . . So Now What?

vs.

$114,457,768

$39,722,689
11

$197,962,289
$2.1 Million Per Win

$629k / Win
$2.2m / Win
vs.

$589 Thousand Per Win

$55,372,500

Moneyball Lineup

Avg. Dealer
Inventory

http://info.localsearchgroup.com/moneyball

20

How to Avoid the
Automotive Bermuda Triangle
Avg. Dealer
Inventory

23

Don’t Throw Money Into the Ocean

Avg. Dealer
Inventory

24

Uncharted Waters

Avg. Dealer
Inventory

27

Moneyball = InEfficient Markets
• Google Enhanced
Campaigns
• Vehicle Display Pages
• Pre-Roll Video

Avg. Dealer
Inventory

• Facebook w/ RL Polk

32

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

We Know VDPs
Actual VDP results
from a Local Search
Group client in June
2013!

36

Vehicle Display Pages

http://www.localsearchgroup.com/how-to-set-up-vehicle-display-pages/

37

Facebook Does Sell Cars

Avg. Dealer
Inventory

40

Facebook Does Sell Cars

Avg. Dealer
Inventory

Featured in
Facebook Case
Study!

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

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

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

Thank you for your time!
Questions and Answers

jim@LocalSearchGroup.com
47

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

PRIZE ALERT

Be the first to answer
the giveaway question correctly to win this awesome prize!

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Sean V. Bradley - Digital Dealer 2023

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Dealers spend OVER $1 billion per month ($65,000 per month x 16,500+ franchise dealerships) on marketing, advertising, and lead generation. But often, there isn't a solid strategy in place to actually engage and convert these opportunities. Sean V. Bradley has spent the last 23 years pioneering automotive internet sales and business development. He has helped 3,700+ dealerships generate over $1.5 billion in additional revenue, utilizing his unique lead follow-up and engagement strategy. In this 50-minute session, Sean will: 1. Answer the questions: What is the best infrastructure to handle Internet, phone, and BDC leads to yield the HIGHEST closing ratio and gross? Is it showroom sales consultants or BDC reps? How many reps do you need to handle X number of leads? 2. Cover lead handling/follow-up strategies for each of the main lead classifications: - New Car - Used Car - Special Finance 3. Give you the most effective CRM Strategy that will immediately increase your engagements and conversions - Show you powerful new ways to follow up with your leads and opportunities that will double, triple, and even quadruple your engagements - Social Media DMs - Facebook - Instagram - Whats App - LinkedIn - TikTok - Venmo - Cash App - Video Email and Video Text Messaging 4. Sean will also break down how Bob Ruth Ford's Internet Department went from 75 units per month to 320 units per month in a location with only 2,500 residents!

Digital Dealer Tampa May 2023 (Crissy & Tianna)

Sean Bradley

In this session, Crissy Burton of Hubler Automotive Group, one of the highest-performing sales professionals, will share her proven tips and formula for success! She will discuss how you/your sales team can build a pipeline and increase business from new and repeat customers. In this fireside-style chat with Tianna Mick, Crissy will discuss how she consistently breaks sales records at the dealership. Walk away with a proven formula to attract customers to the dealership and close more sales. This formula has helped Crissy to sell 74 units on the showroom sales floor with no assistants and all special finance customers by cultivating relationships. You will learn: 1. How sales personnel can achieve work/life balance while having a successful career in automotive 2. How to build a personal brand that drives more traffic into the dealership and increases sales 3. How to use Instagram and Facebook Marketplace listings to attract potential customers 4. Special finance secrets and strategies to implement at your dealership Call 856-546-2440 or Text 610-607-3231 to set up a time to meet with the Dealer Synergy Team at the Dealer Synergy Book at Digital Dealer Tampa May 1st - 3rd, 2023!

MasterClass - How to Properly Qualify & Utilize a Needs Assessment Worksheet

Sean Bradley

Dealers, Managers, and Car Sales Professionals: How frustrating is it to know that you’re burning through ups? I mean, you have the people at your dealership, or at least in your CRM. However, for some reason, too many of these deals aren’t closing. NADA says that the number one reason people don’t buy cars is because they have landed on the wrong car. They've landed on the wrong car because we haven’t properly qualified the Prospect. How would you like an established automotive expert, Sean V. Bradley CSP, to show your entire sales team: How to properly qualify prospects so they’re not wasting time at the dealership How to get more money down so that your deals are more profitable than ever The biggest mistake car people make which lands prospects on the wrong car and how to avoid it. If this is something you’d like your team to master, then register them for this online training hosted by Dealer Synergy called: ‘How to Properly Qualify and Utilize a Customer Needs Assessment Worksheet’ Our dealer clients who are currently using this system rave about how productive it has made their sales team, so if this is something that sounds like it would help your dealership, then click here to register your team now! P.S. To be transparent, many of our Dealer Synergy clients admitted to feeling desperate, frustrated and discouraged before implementing this system; so please don’t let your team miss this master class!

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