This study analyzed data from intercept interviews with customers exiting 59 dealerships across 17 markets to understand what drives walk-in traffic. The key findings were:
1) 80% of walk-in customers did not contact the dealership prior to their initial visit.
2) The primary source leading customers to dealerships was driving by (31%), followed by advertising (27%).
3) The internet was found to be the number one media source driving walk-in traffic, accounting for over half (54%) of walk-ins attributed to advertising. However, dealers still spend heavily on more traditional media.
This e-Retail Insights paper provides a high level overview of the US e-Retail Landscape. Featured insights include the role of search in consumer purchase behavior, trends in smartphone + tablet usage and the valuable intelligence that can be leveraged from your website. View additional Levelwing retail industry insights + case studies: http://ow.ly/gNHY6
Discussion about how the move toward production and distribution of advertising assets in digital form is transforming the industry.
Moderated by: Jack Myers, Media Economist, Media Advisory Group
Andrew McLean, EVP - General Manager, Marketing & Business Development, Deluxe
Chris Lyons, WW Director Communications & Marketing, Kodak
Harold S. Geller, Chief Growth Officer, Ad-ID
Steve Hernandez, Director, Commercial Operations, NBCUniversal
3- Making Information Pay 2009 -- KING, JIM (Nielsen BookScan)bisg
Presentation Title: "The Retail Perspective: What's up? What's down?". Presented May 7, 2009 at BISG's 6th annual Making Information Pay conference (http://www.bisg.org/conferences/mip6.html).
This e-Retail Insights paper provides a high level overview of the US e-Retail Landscape. Featured insights include the role of search in consumer purchase behavior, trends in smartphone + tablet usage and the valuable intelligence that can be leveraged from your website. View additional Levelwing retail industry insights + case studies: http://ow.ly/gNHY6
Discussion about how the move toward production and distribution of advertising assets in digital form is transforming the industry.
Moderated by: Jack Myers, Media Economist, Media Advisory Group
Andrew McLean, EVP - General Manager, Marketing & Business Development, Deluxe
Chris Lyons, WW Director Communications & Marketing, Kodak
Harold S. Geller, Chief Growth Officer, Ad-ID
Steve Hernandez, Director, Commercial Operations, NBCUniversal
3- Making Information Pay 2009 -- KING, JIM (Nielsen BookScan)bisg
Presentation Title: "The Retail Perspective: What's up? What's down?". Presented May 7, 2009 at BISG's 6th annual Making Information Pay conference (http://www.bisg.org/conferences/mip6.html).
A talk provoking forward thinking with regards to social media, mobile, and mobile payments. What are the opportunities for tapping into networks and advancing marketing & PR alongside the rise of mobile payments?
Have you ever wondered how to create the perfect SMS marketing call to action? This webinar covers everything you need to know - from compliance, to incentives, design and metadata collection for ROI. From the Getting It Right in mobile webinar series.
Adding voice of customer to your analytics toolkitiperceptions
At the eMetrics Tour event in Montreal, Lane Cochrane, VP research @ iPerceptions, introduced the audience to Voice of Customer (VoC). Digital analysts attending the event were presented examples of how attitudinal and behavioral data integration can lead to actionable insights. Learn more at http://www.iperceptions.com.
Features major direct marketing and advertising trend with long term impact, details the 7 profit drivers for insurance direct marketing and explores Web 2.0 opportunities for direct marketers.
Webinar-Daily Deals and Mobile-Engagement ExplainedWaterfall Mobile
In this webinar, from the Msgme Industry Insights series, we unpack the daily deals business completely and reveal why ongoing, interactive engagement is the key to success.
El evento mas importante sobre ecommerce y negocios por internet.
Material de apoyo utilizado por el expositor presente en el eCommerce Latam, el cual es el evento más importantes de América Latina sobre: eCommerce -mCommerce – banca online y emprendedorismo y negocios por internet.
Para mas informacion sobre el evento ingresar en www.colombia.ecommercelatam.com.
Toda la informacion disponible sobre el eLabTour 2010 que se compuso por los 5 eCommerce Day culminando con el eCommerce Latam en www.ecommerceday.org
See the McDougall Interactive Strategy from our Search and Social Seminar. This is from 2011 so while some information seems outdated you would be surprised how much is still relevant.
A talk provoking forward thinking with regards to social media, mobile, and mobile payments. What are the opportunities for tapping into networks and advancing marketing & PR alongside the rise of mobile payments?
Have you ever wondered how to create the perfect SMS marketing call to action? This webinar covers everything you need to know - from compliance, to incentives, design and metadata collection for ROI. From the Getting It Right in mobile webinar series.
Adding voice of customer to your analytics toolkitiperceptions
At the eMetrics Tour event in Montreal, Lane Cochrane, VP research @ iPerceptions, introduced the audience to Voice of Customer (VoC). Digital analysts attending the event were presented examples of how attitudinal and behavioral data integration can lead to actionable insights. Learn more at http://www.iperceptions.com.
Features major direct marketing and advertising trend with long term impact, details the 7 profit drivers for insurance direct marketing and explores Web 2.0 opportunities for direct marketers.
Webinar-Daily Deals and Mobile-Engagement ExplainedWaterfall Mobile
In this webinar, from the Msgme Industry Insights series, we unpack the daily deals business completely and reveal why ongoing, interactive engagement is the key to success.
El evento mas importante sobre ecommerce y negocios por internet.
Material de apoyo utilizado por el expositor presente en el eCommerce Latam, el cual es el evento más importantes de América Latina sobre: eCommerce -mCommerce – banca online y emprendedorismo y negocios por internet.
Para mas informacion sobre el evento ingresar en www.colombia.ecommercelatam.com.
Toda la informacion disponible sobre el eLabTour 2010 que se compuso por los 5 eCommerce Day culminando con el eCommerce Latam en www.ecommerceday.org
See the McDougall Interactive Strategy from our Search and Social Seminar. This is from 2011 so while some information seems outdated you would be surprised how much is still relevant.
Google Display Marketing Jargon BusterRalph Paglia
Google Display Marketing Jargon Buster provides definitions and explanations of various buzzwords thrown about so effortlessly by sales reps, trainers and presenters.
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.
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.
Ever been troubled by the blinking sign and didn’t know what to do?
Here’s a handy guide to dashboard symbols so that you’ll never be confused again!
Save them for later and save the trouble!
The Octavia range embodies the design trend of the Škoda brand: a fusion of
aesthetics, safety and practicality. Whether you see the car as a whole or step
closer and explore its unique features, the Octavia range radiates with the
harmony of functionality and emotion
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.
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.
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.
What Are The Immediate Steps To Take When The VW Temperature Light Starts Fla...Import Motorworks
Learn how to respond when the red temperature light flashes in your VW with this presentation. From checking coolant levels to seeking professional help, follow these steps promptly to prevent engine damage and ensure safety on the road.
Learn why monitoring your Mercedes' Exhaust Back Pressure (EBP) sensor is crucial. Understand its role in engine performance and emission reduction. Discover five warning signs of EBP sensor failure, from loss of power to increased emissions. Take action promptly to avoid costly repairs and maintain your Mercedes' reliability and efficiency.
What Could Cause The Headlights On Your Porsche 911 To Stop WorkingLancer Service
Discover why your Porsche 911 headlights might flicker out unexpectedly. From aging bulbs to electrical gremlins and moisture mishaps, we're delving into the reasons behind the blackout. Stay tuned to illuminate the road ahead and ensure your lights shine bright for safer journeys.
Your VW's camshaft position sensor is crucial for engine performance. Signs of failure include engine misfires, difficulty starting, stalling at low speeds, reduced fuel efficiency, and the check engine light. Prompt inspection and replacement can prevent further damage and keep your VW running smoothly.
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.
3. State of the Industry - Current Observations
• Since the advent of the Internet, manufacturers and
dealers continue to seek the most effective and efficient
media strategy.
• Traditional media continues to garner a large share of
advertising spend.
• Automotive advertisers often treat the Internet as a lead-
generator and define its impact based on e-mails and
phone calls alone.
3
4. State of the Industry - Current Observations
Yet, e-mail leads have stagnated over the last several years.
80% 75%
75%
71%
71%
6 %
67% 68%
68%
64%
64%
60%
40%
20% 21%
21% 21% 22%
22% 22%
22%
20% 20%
0%
2004 2005 2006 2007 2008
Online New Car Shopper as % of Total Buyers
Email Lead Requestors as % of Total Buyers
Source: JD Power 2004-2008 New AutoShopper.com Study
4
5. Why conduct the “Dealer Walk-In Traffic” Study?
• To better understand the “missing link,” what was
previously immeasurable:
The impact of advertising on the volume
of walk-in traffic at dealerships nationally
nationally.
5
6. Objectives
Keith Pretty
– President, Northwood University
6
7. Study Objectives
Specific Objectives
• D t
Determine h
i how walk-in t ffi initially establishes contact
lk i traffic i iti ll t bli h t t
with dealerships (i.e., phone, e-mail or walk-in).
• Measure the impact that all forms of advertising have on
dealer walk-in traffic.
7
8. How did we conduct this study?
Methodology
• Intercept interviews conducted among customers as they
exited the dealership.
dealership
• Interviews administered by research firm Morpace, Inc.
and Northwood University students.
• Interviews were conducted over a two-day period at each
dealership.
Sample
• Must have been visiting the dealer to shop for a vehicle
(Those visiting for service or to make a car payment were
not included in this study).
• Data has been weighted to reflect the actual market *
market.
* Geography weights determined by population;
Customer type weights determined by share of units sold
8
9. Where did we conduct this study?
• 59 dealerships (mix of manufacturers, independent and franchise,
luxury and non-luxury)
• 17 markets
Eugene, OR
Boston, MA
Syracuse, NY
La Crosse, WI
Detroit,
Detroit MI
Reno, NV Philadelphia, PA
Chicago, IL
Sacramento, CA
Denver, CO
Kansas City, KS
Richmond, VA
Louisville, KY
Phoenix, AZ
Macon, GA
Austin, TX
Tampa, FL
9
10. The Focal Point Question of the Survey
What was the primary source that led you to
visit this dealership today?
10
11. How do walk-ins establish contact with the dealer?
• 80% of car shoppers who walk through a dealership’s doors do not
establish contact with the dealer prior to their initial visit.
Dealers’ Perception Reality
Phone
17%
Walk-In
Email
Walk-In
Walk In 80%
2%
41% Phone
42%
Email
17%
Source: 2008 Dealer Brand Image Study & Dealer Walk-In Study
11
12. What are the primary sources that drive dealer
walk-in traffic?
Primary Source Leading to Dealership
Driving by 31%
Advertising drives
Advertising 27% over one-fourth of
dealer walk-in traffic
Prior Experience 22%
Friends or family 20%
Source: 2008 Dealer Walk-In Study
12
13. What advertising drives dealer walk-in traffic?
• The Internet is the number one media source driving dealer walk-in traffic.
• More than half of all walk-in traffic generated by advertising can be
attributed to the Internet.
Dealers’ Perception Reality
Internet 32% 54%
Newspapers 27% 13%
Classified Maga ines
Magazines 11% 15%
Radio 9% 4%
Television 8% 8%
Direct Mail 7% 3%
Outdoor Advertising 6% 0%
Phone Book 0% 3%
Source: 2008 Dealer Brand Image Study & Dealer Walk-In Study
13
14. What advertising drives dealer walk-in traffic?
• Of the 54% brought to the dealership by the Internet, 61% do not
contact the dealership first.
Internet 54%
Newspapers 13%
Walk-In
Classified Magazines 15%
61% Phone
25%
Radio 4%
Television 8%
Direct Mail 3%
Email
Outdoor Advertising 0% 14%
Phone Book 3%
Source: 2008 Dealer Walk-In Study
14
15. It’s important to invest in efficient and effective media.
• The Internet is the number one media source at driving walk-in traffic.
However, dealers are still spending heavily on more traditional media
such as Newspaper, Radio and TV.
54%
Internet
17%
13%
Newspaper
27%
8% Primary Media Source Leading to Dealership
TV
17% Dealer Advertising Spend
4%
Radio
17%
3%
Direct Marketing
10%
Source: 2008 Dealer Walk-In Study & NADA Data 2008 Report.
15