Don't get owned marketing your Certified Pre-Owned Inventory (CPO) - Presente...Ian Cruickshank
Bring CPO Marketing to the Next Level
We know that pre-owned shoppers evaluate cars differently than new car shoppers. Pre-owned buyers evaluate the make, model and the individual vehicle, while new car shoppers typically only evaluate the model and trim.
However, many OEMs still market their CPOs the same way they market their new vehicles: through branding and incentives but not down to the individual vehicle.
Luckily, dealerships have been marketing individual vehicles for years and have made amazing strides at optimizing inventory based marketing. Come learn about the technology and optimization tips that OEMs can use to bring CPO marketing to the next level.
You’ll learn:
Which dealership marketing techniques can easily translate to CPO campaigns
What advances in technology have been made to enable better marketing
New metrics to gauge success for CPO campaigns
What the hell are my ads doing? A look into Multi-Touch Attribution - Present...Ian Cruickshank
Many dealers have heard that it’s important to have a good “digital advertising mix” in order to be the most successful. However, SEM, organic and direct sources seem to be consistently at the top of the list when they look at their Google Analytics conversion source reports.
If this is the case, then many dealers may be asking themselves “why do I need to have other marketing channels in my marketing mix?” and, more importantly, “what the hell are my other ads doing?”
Join this session to learn how your marketing mix works as a whole, how to measure its impact, and how to get digital multi-touch attribution without spending additional funds by using your existing Google Analytics.
Primary Learning Objectives:
* Learn how to get multi-touch attribution for FREE using your existing Google Analytics account.
* Learn how your digital advertising works together to help you convert.
* Finally find out what your other ads are doing.
Social Media Marketing and Internet Reputation Management for Car DealersSocial Media Marketing
Social Media Marketing and Internet Reputation Management for Car Dealers...
For more information on various services available for car dealers, visit http://www.SocialAutoSales.com and join the online network set up by Ralph's ADP Social Media Reputation Management Team at http://www.ADPsocial.com
Analysis of case study Autobytel.com by Harvard Business School...
To get a copy of this report, share your views about the document with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new uploads don't forget to press the "FOLLOW" and "LIKE" button. You can also mail me at manigarg21@gmail.com
Don't get owned marketing your Certified Pre-Owned Inventory (CPO) - Presente...Ian Cruickshank
Bring CPO Marketing to the Next Level
We know that pre-owned shoppers evaluate cars differently than new car shoppers. Pre-owned buyers evaluate the make, model and the individual vehicle, while new car shoppers typically only evaluate the model and trim.
However, many OEMs still market their CPOs the same way they market their new vehicles: through branding and incentives but not down to the individual vehicle.
Luckily, dealerships have been marketing individual vehicles for years and have made amazing strides at optimizing inventory based marketing. Come learn about the technology and optimization tips that OEMs can use to bring CPO marketing to the next level.
You’ll learn:
Which dealership marketing techniques can easily translate to CPO campaigns
What advances in technology have been made to enable better marketing
New metrics to gauge success for CPO campaigns
What the hell are my ads doing? A look into Multi-Touch Attribution - Present...Ian Cruickshank
Many dealers have heard that it’s important to have a good “digital advertising mix” in order to be the most successful. However, SEM, organic and direct sources seem to be consistently at the top of the list when they look at their Google Analytics conversion source reports.
If this is the case, then many dealers may be asking themselves “why do I need to have other marketing channels in my marketing mix?” and, more importantly, “what the hell are my other ads doing?”
Join this session to learn how your marketing mix works as a whole, how to measure its impact, and how to get digital multi-touch attribution without spending additional funds by using your existing Google Analytics.
Primary Learning Objectives:
* Learn how to get multi-touch attribution for FREE using your existing Google Analytics account.
* Learn how your digital advertising works together to help you convert.
* Finally find out what your other ads are doing.
Social Media Marketing and Internet Reputation Management for Car DealersSocial Media Marketing
Social Media Marketing and Internet Reputation Management for Car Dealers...
For more information on various services available for car dealers, visit http://www.SocialAutoSales.com and join the online network set up by Ralph's ADP Social Media Reputation Management Team at http://www.ADPsocial.com
Analysis of case study Autobytel.com by Harvard Business School...
To get a copy of this report, share your views about the document with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new uploads don't forget to press the "FOLLOW" and "LIKE" button. You can also mail me at manigarg21@gmail.com
Paglia Honda Zone 9 - Integrated Marketing and Advertising for Honda DealersRalph Paglia
Presented by Ralph Paglia at the Honda Zone 9 Business Meeting in March 2011 - Integrated Marketing and Advertising for Honda Dealers focuses on the launch of the 2012 Honda Civic and best practices across multiple media channels for Honda Dealers throughout the USA.
Win The Game Of Googleopoly For Your DealershipSean Bradley
Sean V. Bradley, CEO of Dealer Synergy's presentation about how to Win The Game of Googelopoly for your dealership will teach you ways to dominate search engines through your website, social media platforms, online reputation and more.
Social.com Case Study - Agency with Major Auto Brand AdvertiserSocial.com
Case Study of one of the most innovative European Digital Agencies and their work driving test drives and purchases for one of the world's leading automotive brands. This is brought to you by Social.com, the ad technology platform of Salesforce.
iLive2014 - Michael Buch Sandager - Mobile advertising – the 'forgotten' mediaiLive Conference
Your customers are mobile! Shopping is becoming mobile! Why are you not spending ⅓ of your advertising budget on mobile? In his presentation Michael will present the advantages of using mobile advertising, and update you on Rich Media, Targeting and RTB options
Women In Automotive 2016 - Dena Denman & Jessie HochhalterChristina Fowinkle
Digital Roadmap to Purchase - and the Changing Female Shopper
Consumer behavior has changed forever. Today's battle for hearts, minds and dollars is won (or lost) in micro-moments-intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey. It's no surprise that consumers turn to digital - especially mobile - as they shop for a car. We will weave in some data on the female shopper micro-moments.
Automotive Inventory Syndication - Take Control of Your Marketing and Your In...Lydie Wolfensperger
AT results at a fraction of the cost. Automotive syndication allows dealers to take control of their marketing and their inventory. It automates the creation of car videos with voice-overs and vehicle specific landing pages (VSLPs aka VDPs). It maintains brand consistency while distributing inventory around the net. In essence it provides unheard of exposure and results for a fraction of the cost of AT alone.
Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralp...Ralph Paglia
In January 2008 Ford Motor Company conducted an experimental conference with a small number of specially selected and invited dealers. Dealers were selected for their outstanding leadership and innovations which were reflected by their retention of market share for the Ford Brand. This "Ford Line Of Sight" Dealer Conference Presentation was delivered by Ralph Paglia to introduce the FLMDA Program for Dealers and the value of Digital Advertising to these leaders amongst the Ford dealer network...
Paglia Honda Zone 9 - Integrated Marketing and Advertising for Honda DealersRalph Paglia
Presented by Ralph Paglia at the Honda Zone 9 Business Meeting in March 2011 - Integrated Marketing and Advertising for Honda Dealers focuses on the launch of the 2012 Honda Civic and best practices across multiple media channels for Honda Dealers throughout the USA.
Win The Game Of Googleopoly For Your DealershipSean Bradley
Sean V. Bradley, CEO of Dealer Synergy's presentation about how to Win The Game of Googelopoly for your dealership will teach you ways to dominate search engines through your website, social media platforms, online reputation and more.
Social.com Case Study - Agency with Major Auto Brand AdvertiserSocial.com
Case Study of one of the most innovative European Digital Agencies and their work driving test drives and purchases for one of the world's leading automotive brands. This is brought to you by Social.com, the ad technology platform of Salesforce.
iLive2014 - Michael Buch Sandager - Mobile advertising – the 'forgotten' mediaiLive Conference
Your customers are mobile! Shopping is becoming mobile! Why are you not spending ⅓ of your advertising budget on mobile? In his presentation Michael will present the advantages of using mobile advertising, and update you on Rich Media, Targeting and RTB options
Women In Automotive 2016 - Dena Denman & Jessie HochhalterChristina Fowinkle
Digital Roadmap to Purchase - and the Changing Female Shopper
Consumer behavior has changed forever. Today's battle for hearts, minds and dollars is won (or lost) in micro-moments-intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey. It's no surprise that consumers turn to digital - especially mobile - as they shop for a car. We will weave in some data on the female shopper micro-moments.
Automotive Inventory Syndication - Take Control of Your Marketing and Your In...Lydie Wolfensperger
AT results at a fraction of the cost. Automotive syndication allows dealers to take control of their marketing and their inventory. It automates the creation of car videos with voice-overs and vehicle specific landing pages (VSLPs aka VDPs). It maintains brand consistency while distributing inventory around the net. In essence it provides unheard of exposure and results for a fraction of the cost of AT alone.
Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralp...Ralph Paglia
In January 2008 Ford Motor Company conducted an experimental conference with a small number of specially selected and invited dealers. Dealers were selected for their outstanding leadership and innovations which were reflected by their retention of market share for the Ford Brand. This "Ford Line Of Sight" Dealer Conference Presentation was delivered by Ralph Paglia to introduce the FLMDA Program for Dealers and the value of Digital Advertising to these leaders amongst the Ford dealer network...
General Motors SFE Social Media Marketing Webinar Presentation by Ralph PagliaRalph Paglia
On Friday November 6, 2009 Ralph Paglia facilitated a national GM webinar on Social Media Marketing and Reputation Management Best Practices for Car Dealers. The presentation was prepared and delivered under contract, and as requested by the General Motors Standards For Excellence (SFE) Dealer Facilitators Team... Ralph Paglia has previously trained General Motors SFE Dealer Facilitators on Internet Sales Management and Digital Marketing best practices in 2006 and 2007.
Registered Dealer Kickoff Meeting February 2, 2010 Tom Brotherton, CALSTART
In this presentation, Mr Brotherton walks approved dealers though the Hybrid Truck and Bus Voucher Incentive (HVIP) Project voucher request web site.
Reaching Buyer 2.0 - Sales and Marketing Strategies for Copier DealersDarrell Amy
Just like the move from analog to digital copiers made profound shifts to how we do things, the move from analog to digital prospecting and marketing opens new opportunities to grow business.
With 94% of business buying decisions now beginning online and buyers 57% of the way thorough the buying process before engaging with a sales rep, copier dealers need to get smart when it comes to online sales and marketing.
In this presentation you'll learn how you can move your dealership from analog to digital prospecting with LinkedIn. You'll also learn the latest inbound marketing strategies to leverage the internet to create and nurture leads.
The presentation concludes with a practical three-step action plan for a copier dealership to build a powerful marketing engine.
With the pressure to find, cultivate and keep top performers, many companies are choosing to steal them away from their competition! The key to retaining top performers is to convert them into brand ambassidors through well-planned rewards and recognition programs. The ROI are dollars SAVED over the cost of turnover and lost marketshare.
Automotive Digital Advertising for Car Dealers...
For more information on various services available for car dealers, visit http://www.SocialAutoSales.com and join the online network set up by Ralph's ADP Social Media Reputation Management Team at http://www.ADPsocial.com
Yashi incontra i dealer per il punto sulle novità di prodotto e le tendenze di mercato.
Tema principale della giornata i nuovi server con Windows Server 2016 e le nuove politiche di licensing.
Dealer activation plan.
Come up with a creative strategy/idea how to reach
and involve customers, potential customers and dealers.
Main objective: more sales (and store traffic).
Manitoba Motor Dealers Association - The New Rules of Engagement in Dealer Ma...Shane Gibson
http://closingbigger.net Manitoba Motor Dealers Association - The New Rules of Engagement in Dealer Marketing. Presented by Shane Gibson author and social media and social selling speaker.
A quick review of my qualifications, you will find a nearly unmatchable depth of hands on end to end automotive digital marketing expertise. These skills will enable me to provide tremendous value in numerous Digital Marketing / IT / Analytics Management Roles
Upon a deeper review, you will also uncover, a top of funnel brand marketer with a spirit of innovation, track record as a digital early adopter and visionary, premium brand launch experience: (E.G. Jaguar and LandRover), brand event marketing experience (E.G. Camp Jeep) and ability to see deeper unearth the brand’s essence and unmet needs of target audience and track record for developing impactful campaigns that engage and connect (E.G. “Forged By Fire” Campaign)
Would your Brand Marketing Management Team would benefit by adding a proven, highly motivated, hands-on, end-to-end, strategic, creative, technical and data analytics driven Senior Digital Marketing Executive / Subject Matter Expert, with a 20 year track record of success as innovation and transformation leader
Similar to Ncm Metropolitan 20 Group Digital Advertising (20)
In this presentation, we have discussed a very important feature of BMW X5 cars… the Comfort Access. Things that can significantly limit its functionality. And things that you can try to restore the functionality of such a convenient feature of your vehicle.
"Trans Failsafe Prog" on your BMW X5 indicates potential transmission issues requiring immediate action. This safety feature activates in response to abnormalities like low fluid levels, leaks, faulty sensors, electrical or mechanical failures, and overheating.
What Does the Active Steering Malfunction Warning Mean for Your BMWTanner Motors
Discover the reasons why your BMW’s Active Steering malfunction warning might come on. From electrical glitches to mechanical failures and software anomalies, addressing these promptly with professional inspection and maintenance ensures continued safety and performance on the road, maintaining the integrity of your driving experience.
5 Warning Signs Your BMW's Intelligent Battery Sensor Needs AttentionBertini's German Motors
IBS monitors and manages your BMW’s battery performance. If it malfunctions, you will have to deal with an array of electrical issues in your vehicle. Recognize warning signs like dimming headlights, frequent battery replacements, and electrical malfunctions to address potential IBS issues promptly.
Core technology of Hyundai Motor Group's EV platform 'E-GMP'Hyundai Motor Group
What’s the force behind Hyundai Motor Group's EV performance and quality?
Maximized driving performance and quick charging time through high-density battery pack and fast charging technology and applicable to various vehicle types!
Discover more about Hyundai Motor Group’s EV platform ‘E-GMP’!
Comprehensive program for Agricultural Finance, the Automotive Sector, and Empowerment . We will define the full scope and provide a detailed two-week plan for identifying strategic partners in each area within Limpopo, including target areas.:
1. Agricultural : Supporting Primary and Secondary Agriculture
• Scope: Provide support solutions to enhance agricultural productivity and sustainability.
• Target Areas: Polokwane, Tzaneen, Thohoyandou, Makhado, and Giyani.
2. Automotive Sector: Partnerships with Mechanics and Panel Beater Shops
• Scope: Develop collaborations with automotive service providers to improve service quality and business operations.
• Target Areas: Polokwane, Lephalale, Mokopane, Phalaborwa, and Bela-Bela.
3. Empowerment : Focusing on Women Empowerment
• Scope: Provide business support support and training to women-owned businesses, promoting economic inclusion.
• Target Areas: Polokwane, Thohoyandou, Musina, Burgersfort, and Louis Trichardt.
We will also prioritize Industrial Economic Zone areas and their priorities.
Sign up on https://profilesmes.online/welcome/
To be eligible:
1. You must have a registered business and operate in Limpopo
2. Generate revenue
3. Sectors : Agriculture ( primary and secondary) and Automative
Women and Youth are encouraged to apply even if you don't fall in those sectors.
Symptoms like intermittent starting and key recognition errors signal potential problems with your Mercedes’ EIS. Use diagnostic steps like error code checks and spare key tests. Professional diagnosis and solutions like EIS replacement ensure safe driving. Consult a qualified technician for accurate diagnosis and repair.
𝘼𝙣𝙩𝙞𝙦𝙪𝙚 𝙋𝙡𝙖𝙨𝙩𝙞𝙘 𝙏𝙧𝙖𝙙𝙚𝙧𝙨 𝙞𝙨 𝙫𝙚𝙧𝙮 𝙛𝙖𝙢𝙤𝙪𝙨 𝙛𝙤𝙧 𝙢𝙖𝙣𝙪𝙛𝙖𝙘𝙩𝙪𝙧𝙞𝙣𝙜 𝙩𝙝𝙚𝙞𝙧 𝙥𝙧𝙤𝙙𝙪𝙘𝙩𝙨. 𝙒𝙚 𝙝𝙖𝙫𝙚 𝙖𝙡𝙡 𝙩𝙝𝙚 𝙥𝙡𝙖𝙨𝙩𝙞𝙘 𝙜𝙧𝙖𝙣𝙪𝙡𝙚𝙨 𝙪𝙨𝙚𝙙 𝙞𝙣 𝙖𝙪𝙩𝙤𝙢𝙤𝙩𝙞𝙫𝙚 𝙖𝙣𝙙 𝙖𝙪𝙩𝙤 𝙥𝙖𝙧𝙩𝙨 𝙖𝙣𝙙 𝙖𝙡𝙡 𝙩𝙝𝙚 𝙛𝙖𝙢𝙤𝙪𝙨 𝙘𝙤𝙢𝙥𝙖𝙣𝙞𝙚𝙨 𝙗𝙪𝙮 𝙩𝙝𝙚 𝙜𝙧𝙖𝙣𝙪𝙡𝙚𝙨 𝙛𝙧𝙤𝙢 𝙪𝙨.
Over the 10 years, we have gained a strong foothold in the market due to our range's high quality, competitive prices, and time-lined delivery schedules.
What Exactly Is The Common Rail Direct Injection System & How Does It WorkMotor Cars International
Learn about Common Rail Direct Injection (CRDi) - the revolutionary technology that has made diesel engines more efficient. Explore its workings, advantages like enhanced fuel efficiency and increased power output, along with drawbacks such as complexity and higher initial cost. Compare CRDi with traditional diesel engines and discover why it's the preferred choice for modern engines.
Why Is Your BMW X3 Hood Not Responding To Release CommandsDart Auto
Experiencing difficulty opening your BMW X3's hood? This guide explores potential issues like mechanical obstruction, hood release mechanism failure, electrical problems, and emergency release malfunctions. Troubleshooting tips include basic checks, clearing obstructions, applying pressure, and using the emergency release.
What Does the PARKTRONIC Inoperative, See Owner's Manual Message Mean for You...Autohaus Service and Sales
Learn what "PARKTRONIC Inoperative, See Owner's Manual" means for your Mercedes-Benz. This message indicates a malfunction in the parking assistance system, potentially due to sensor issues or electrical faults. Prompt attention is crucial to ensure safety and functionality. Follow steps outlined for diagnosis and repair in the owner's manual.
Things to remember while upgrading the brakes of your carjennifermiller8137
Upgrading the brakes of your car? Keep these things in mind before doing so. Additionally, start using an OBD 2 GPS tracker so that you never miss a vehicle maintenance appointment. On top of this, a car GPS tracker will also let you master good driving habits that will let you increase the operational life of your car’s brakes.
13. Why Would Ford Get Involved with Dealer Advertising and Online Advertising in Particular?
14. “ Many dealers say they are reducing — or even eliminating — their advertising budgets and shifting ad spending online from print, broadcast and outdoor outlets.” Poll: Dealers scrounge for cuts Retailers slash costs by cutting staff, inventory, vendors and advertising David Kushma Automotive News April 14, 2008
15. “ Which one of these information sources was most important when making decisions about buying your vehicle?” Source: Polk Center for Automotive Studies
16. Today’s Biggest Dealer Advertising Challenge Overspending on Newspaper, Radio, Outdoor & Mail Relative to Usage Source: NADA The Average Car Dealer’s Advertising Spend Does Not Match The Car Buying Consumer’s Media Consumption Behaviors… Average Dealer Advertising Spend vs. Consumer Media Consumption Dealer Ad Budget Efficiency Gap
17. Where Do You Find This Sales Opportunity? WHY? OPPORTUNITY 2008 AUTO BUYER PRODUCING LESS THAN DESIRABLE RESULTS 92% of Ad Budget focused at 30% of Customers 8% of Ad Budget focused at 70% of Customers Dealers are relying on 3 rd Party Lead Providers for Digital who send same lead to your dealership and others Dealer Advertising Budgets Not Aligned 1/10 TV & RADIO 3/10 PRINT 8/10 INTERNET FEW LEADS DILUTED OPPORTUNITY
20. Connecting Dealers with Buyers across online channels Digital Marketing and Advertising Connect Dealers with Customers When They Research and Pursue Passions with Advertising Networks Connect Dealers with Customers When They Go Beyond Web Sites with Social Networking & Reputation Management Connect Dealers with Customers When They Search Online with Search Solutions
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22. Digital Advertising for Ford, Lincoln and Mercury Dealers The FLM Digital Advertising Program provides a comprehensive managed solution Consider the Digital Ad examples on the right that show display ads and 2 types of search engine advertising in action… The Ford, Lincoln and Mercury Digital Advertising Program for Dealers delivers a balanced mix of the key components that drive results… Including behavioral and geographically targeted ad placements, eye catching animated display ad designs and Click-To-Play Video ads. The display ad campaigns are balanced with Search Engine Advertising that places a dealer’s sponsored listings on all major search engines used by online automotive shoppers when they search using words that do not result in a display of the dealer’s organic listings. Animated eye catching Ford Dealer Display Advertising Shows up on AccuWeather.com when local car buyers visit the site… Flash Animated Ford Dealer Display Advertising Shows on Yahoo! Autos when local car buyers visit the site…
23. Ford Lincoln Mercury Digital Advertising Program Case Study #1 – Sponsored Links and Web Site Display Advertising Rich Ford’s Darin Wade controlled each campaign’s objectives and the web pages that each ad was pointed to. In this example, the dealer used sponsored links and display advertising that appeared on web sites when local customers visit them to expand the effectiveness of their total marketing and advertising budget. When asked about results, Darin Wade states “ We changed nothing else in our marketing mix and we simply doubled our inbound call traffic. We went from 272 inbound calls (November 21, 2007 to December 29, 2007) into our Customer Relations Center to 476 inbound calls during this campaign.” Dealer invoicing from the FLM Digital Advertising Program for Dealers using examples shown above: Digital Ad Media Purchases…………………………$ 6,389.72 Media Management Services…...…………….……..$ 1,277.94 Account Services……………………………….....…..$ 495.00 ---------------- Total Digital Ad Invoice………………………………$ 8,162.66 Net Cost Per Thousand Impressions…………......….$ 0.31 Net Cost Per Visitor…………………………………..$ 2.13 PLEASE NOTE: Case Study is used as a real world example, your results will vary because no two advertising campaigns generate identical results!
24. Rich Ford supplied radio commercial creative in MP3 format. Radio stations selected using Arbitron station format categories. Dennis Snyder (Dealer) specified all spots be aired on ABQ and Santa Fe radio stations during morning drive time (6 – 10 AM) and afternoon drive time (3 – 7 PM). Darin Wade (GM) is using Digital Audio campaigns to diversify his radio advertising reach and frequency. Ad budget buys more with digital audio’s unique CPM auction process, which also guarantees dealers pay only for the people listening at the time the spot airs. Digital Audio Ad campaigns provide Rich Ford with instant access to more radio stations in a highly cost effective manner. Instantaneous digital access to over 20 radio stations in their market provides the ability to turn on a dime by changing spots in as little as 15 minutes before being aired. Flexible spot rotation, access to more stations, speed to market with time sensitive ads and reduced expenses from buying on a CPM basis, create a marketing value that Dennis Snyder and Darin Wade are too smart to ignore. Dealer invoicing from the FLM Digital Advertising Program for Dealers using examples shown above: Local Radio Station Media Purchases…..…………$ 7,453.32 Media Management Services…...…………………..$ 1,490.66 Account Services……………………………………..$ 495.00 ---------------- Total Digital Ad Invoice………………………………$ 9,438.98 Net Cost Per Drive Time Radio Spot……………….$ 5.80 Net Cost Per Thousand Impressions……………….$ 3.27 PLEASE NOTE: Case Study is used as a real world example, your results will vary because no two advertising campaigns generate identical results! Ford Lincoln Mercury Digital Advertising Program Case Study #2 – Digital Advertising Audio Campaigns (local radio)
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26. Average monthly total vehicle sales for year prior to starting digital advertising was 144. Since starting with digital advertising sales have averaged 178 units per month. 24% growth in sales volume attributed to increased showroom traffic, phone calls and Internet leads from digital ad campaigns. Dealer’s CRM tool shows a 22% average increase in showroom traffic. Toll Free Ad Tracking reports show 24% increase in phone calls, with increased call volumes coming in from dealer web site. Dealer web site Internet leads have increased 33% since starting digital advertising campaigns. Dealer invoicing from the FLM Digital Advertising Program for Dealers using campaign examples above is: Digital Advertising Media Purchases……..……..…………$ 5,495.21 Media Management Services…...………...………………..$ 1,099.04 Account Services……………………………………………..$ 495.00 ---------------- Total Digital Ad Invoice………………………………………$ 7,089.25 Net Cost Per Site Visit Generated………………………….$ 1.80 Net Cost Per Thousand Ad Impressions…………………..$ 0.78 PLEASE NOTE: Case Study used as a real world example, your results will vary because no two advertising campaigns generate identical results! Case Study #4: Dealer’s name, location and URL’s changed to protect confidential marketing strategy. Ford Lincoln Mercury Digital Advertising Program Case Study #4 – Paid Search and Web Site Display Advertising
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29. Different media channels are more effective at distinct stages of the shopping funnel Consideration Purchase Awareness Familiarity Visit Dealer Marketing Channel TV Ads Radio Ads Digital Advertising Newspapers Outdoor
30. Integrated Marketing Use Multiple Media Channels to Communicate the Same Messaging More Effectively
31. “ Selling a car is just like fishing, Wilbur…”
38. 2008 Spring and Summer Selling Season Radio Advertising Incentive RADIO ADVERTISING PROGRAM INCENTIVE PLAN SUMMARY: DEALER ACTION ITEM: Dealers who choose to participate in this program must complete the online FLM Digital Advertising enrollment form at: www.FordSEM.com GOOGLE AUDIO ADS PROGRAM REQUIRED COMMUNICATION Promotion Terms: To qualify for this promotion, you must spend at least $2,000 on a single Ford, Lincoln and Mercury Brand’s Digital Advertising for Dealers Audio Ads campaign. If you spend less than $2,000 for one campaign, you will not qualify for the promotion. The maximum credit you will receive for use between July 1, 2008 and August 15, 2008 is $5,000. The required spend does not include ad creation costs, service charges or costs of other types of AdWords campaigns. Use of The FLM Digital Advertising Program for Dealers is optional however, dealers who choose to administer their own Google® Audio Ads Campaigns must be registered, trained and their Google AdWords® account linked to the Ford Digital Marketing Consulting program’s Google Client Center to receive qualifying credits. If a dealer uses the Google Ad Creation Marketplace to create an audio ad, the dealer should pay the specialist separately for the ad. All credits will be applied to each dealer’s account no later than July 15, 2008. Credits may be used for Audio Ads campaigns only, and must be used by August 15, 2008. Unused credits will be removed from dealer accounts after this date, and will not be refunded. Note that credits may be applied to any outstanding Audio Ads invoices. Subject to radio spot ad approval, and acceptance of the Google AdWords Program Terms and Conditions. Credits are non-transferable and may not be sold or bartered. Offer may be revoked at any time for any reason by Google Inc. Limited to one promotional credit per Ford, Lincoln or Mercury dealer. Offer valid only for FLM Digital Advertising Program participating dealers in the U.S.A. who have been visited by Ford Digital Marketing Consultants between April 1 st – June 30 th . Offer expires June 30, 2008. Here are the details: Complete and submit the request form at www.FordSEM.com telling us about your business and advertising goals using the text box at the bottom of the page. An FLM Digital Advertising Program specialist will contact you, usually within three business days. Be sure to list correct dealer contact information so we can contact you. Schedule a consulting visit with a Ford Digital Marketing Consultant. During your DMC visit, you will learn how to use Google Audio as part of an effective marketing strategy that incorporates local radio station and online advertising. If you then decide to run an Audio Ad campaign, do so by June 30, 2008, spending at least $2,000 on that campaign. If you are eligible*, you’ll receive between $2,000 and $5,000 in matching Audio Ad credits towards local radio campaigns that are completed no later than August 15, 2008! $5,000 >$5000 Equal to spend $2,000 - $5,000 Zero $0 - $1,999 Audio Promotional Credit for use before August 15, 2008 Dealer Media Spend on Google Audio (Radio) Campaigns during the period April 1, 2008 to June 30, 2008
39. Ford and Lincoln Mercury Dealer Advertising Co-op Program Complete co-op program information is available at www.fdtoolbox.com and www.lmtoolbox.com by clicking the co-op navigation tab. All dealer advertising must comply with the Ford and Lincoln Mercury Dealer Advertising Co-op Guidelines to be eligible for reimbursement from Ford Motor Company (FMC). National advertising, FDAF and LMDA advertising, and your local advertising all play a critical role in moving consumers toward the purchase of a new Ford or Lincoln Mercury vehicle. Through clear, consistent, brand complementary advertising, we can continue to build a powerful marketing presence that enhances our base of satisfied, loyal customers and drives sales growth. To help you create brand-enhancing new-vehicle advertising that keeps current customers coming back, Ford Motor Company (FMC) and the Ford and Lincoln Mercury Dealer Councils are pleased to launch the Ford and Lincoln Mercury (FLM) Dealer Advertising Co-op Program. All FLM dealers are automatically enrolled in this program. This co-op program offers you partial reimbursement for eligible advertising campaigns and strategies to permit you to enhance the frequency, reach and effectiveness of your new-vehicle advertising. Media available today from the Ford Digital Advertising Program for Dealers Media available in the near future from the Ford Digital Advertising Program
58. Which Dealers Use SEM Today? Do They Sell More Cars? Although SEM deployment by dealers is rapidly expanding, many of the SEM service providers used by dealers have opaque fee and service charge policies that result in highly diluted returns on dealer SEM investments. The most successful dealers are managing their SEM campaigns in-house or using SEM service providers with fully disclosed fee structures.
70. Post Visit Marketing It’s cheaper to convert a qualified prospect than to create a new one Driving qualified prospects to your site is expensive Site Visitor Retargeting Campaigns; Virtual Be Back Bus!
71. KEY COMPONENTS OF A DIGITAL ADVERTISING SOLUTION THAT DRIVES RESULTS Digital Advertising and Promotions Search Engine Marketing Search Engine Optimization Behaviorally Targeted Ad Placement Eye-Catching Banner Advertising Content Geographically-Targeted Ad Placement “ Microsites” and “Landing Pages” that convert click-throughs to Showroom visitors and Leads Placement of Dealer Ads into Online Advertising Networks
72. Search Engine Marketing & Optimization Search Landing Pages Web Sites w/ Inventory Campaign Microsites Lead Generation Geographic Marketing Ads Sponsored SEM Ads ChevyPriceQuote.com YouGotGas.com FreeGMOilChange.com 2007Tahoe.com WeBuyChevys.com 2006Silverado.com HouseofCourtesy.com CourtesyonBell.com CourtesyFleet.com All Microsites and Landing Pages cross-linked with Keyword enriched domain names! Digital Marketing Networks for Dealers
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75. Questions? Ralph Paglia Director - Digital Marketing [email_address] cell: 505-301-6369 www.RalphRPaglia.com www.AutomotiveDigitalMarketing.com
Editor's Notes
If you look at all the different marketing channels available to manufacturers, each channel has its unique strength in marketing against the purchase funnel. Event marketing is used to build a relationship with consumers to improve awareness and familiarity. Television provides broad reach at the top of the funnel. Some magazines can help build awareness, increase familiarity, while others can be used to get your model on the consideration list. Newspaper ads, on the other hand, are more focused at the bottom of the funnel, pitching price, incentives and displaying used inventory. The Internet is really the only medium out there that can be very successful across the entire funnel. People visit the internet every day. Awareness and familiarity can be increased before consumers even begin shopping. People use the internet to help build their consideration list. They discover what dealers they should visit and purchase from. I talked earlier about the manufacturer sites catching up with the independent sites. That wasn’t to imply that independent site will be going away. There will always be a role for them. But the 3 rd -party sites that embrace the idea that they can provide dealers and manufactures with marketing solutions, not just leads, are the ones that are going to be the most successful.