automotive digital advertising for car dealers
Post on 13-Sep-2014
1.217 Views
Preview:
DESCRIPTION
TRANSCRIPT
1
Digital Advertising Dealer Summit
April 7, 2023
2
Marc Cross – Jordan OEM XDealer Best Practices
3
North American Digital Traffic Map
Content
Deleted
4
• OEM X • OEM Y
Nati
onalConten
t Delete
d
Content
Deleted
5
• OEM X • OEM Y
South
westConten
t Delete
d
Content
Deleted
6
Introductions
7
• Nationally recognized speaker and author on Automotive Digital Marketing, Advertising, Lead Management and CRM Practices
• Led team that generated and managed 144,000+ leads at a single-point Phoenix dealer in 2 years
• Managed dealership sales team that delivered 4,000+ vehicles to Internet Leads and website phone calls in 2006
• 20+ year background in developing Digital Marketing strategies and lead management implementations for dealers and car companies
• Managed first retail automotive pilot program for Google Audio while in beta testing at Courtesy Chevrolet in 2005, 2006 and 2007
• Started generating Internet leads in 1986 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in San Diego
• Reynolds Consulting/Cyber Car Catalyst of the Year in 2001• AAISP/Digital Dealer Magazine Internet Sales Manager of Year 2006• OEM Digital Advertising Program Director at ADP Dealer Services
Ralph Paglia
9
• Specific Media - 2 years– Tripled district sales in first year– Key contributor to overall auto category success of
Specific Media - #1 Heavy Auto Property– Specializes in local auto business success online – Tier II
& III• New York Times Co.- 3 years
– Ran NYTimes.com in the NE region– Developed Boston.com business as the #5 local website
in the nation• Alcatel - 6 years
– Director of Business Development - Networking Division– Technology solutions to drive business process
improvement
Scott Jones
10
• OEM (tier 1), HDAA (tier 2) and Dealer (tier 3) Websites• Inventory Aggregation Portals (Autotrader, Cars.com)• Lead Producers and Resell Aggregators (Dealix, OEM
Leads)• Specialized Microsites and Landing Pages• URL and domain management portfolios• CRM and Lead Management Tools• Automated Email Marketing and Communication
systems• Assigned Resources and Business Processes• Search Engine Optimization• Social Networking and Reputation Management• Digital Advertising
– Search Engine Advertising– Content and Demographic Network Ad Placements– Behavioral Targeting Campaigns– Retargeting Campaigns– Site, Services and Event Sponsorship Campaigns
What is Automotive Digital Marketing?
11
Automotive Ad SpendShift to Internet
12
Digital Media Spending Growth
*Source: IAB.net
13
0.5% 2.0%5.0%
10.0%9.0%
16.0%
25.0% 27.0%
0%5%
10%15%20%25%30%
2005 2006 2007 2008 FCST
Tier 2
Tier 1
Digital Spend % - TIER I / TIER IITier I and Tier II spend has increased as Internet shopping activity has grown
Source: Ad Activity, SEM/Display
14
Digital Growth - Retail SalesInternet Sales as a % of Retail sales continue to grow in importance
Source: CKS Sales Match
15
• Content Deleted
% of OEM X buyers research on-line
70+%70+%
16
Moving beyond “Why Digital”
1999 2000 2001 2002 2003 2004 2005 2006 200710.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
40.0%
54.0%60.0%60.0%
64.0%64.0%67.0%68.0%70.0%
26.0%33.0%
43.0%47.0%47.0%
54.0%53.0%59.0%61.0%
New Used
AIU – Automotive Internet Users – J.D. Power
17
Why doesn’t dealer advertising have the same impact on sales that it had a few years ago?
Other, 17.6 hours
News-paper,3.9 hours
Tele-vision, 16.4 hours
In-ter-net 32.7 hours
Weekly Hourly Media Consumption 1
(Total time spent using all media was 70.6
hours)
1. IDC Study, U.S. Consumer Online Behavior Survey Results 20072. 2006 National Automobile Dealers Association Data
Internet
Television
Newspaper
Direct Mail/
Radio/Other
11.50%
19.50%
27.30%
28.30%
Percent of Advertising Spend 2
18
Only travel is more influenced by Online media
Source: DoubleClick Touchpoints III
19
“Which one of these information sources was most important when making decisions about buying your vehicle?”
Inte
...
Fam
ily
Frie
nds TV
Mag
a...
News.
..
Radio
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0% 35.3%
24.9%
13.4%
8.2%4.4% 3.6%
1.1%
R.L. Polk 2007
20
Newspaper spending is declining
2005
2006
2007
2008
2009
2010
2011
$1.0$1.5$2.0$2.5$3.0$3.5$4.0$4.5$5.0 $4.6
$4.3 $4.1 $3.9 $3.7$3.3 $3.2
$1.4$2.0
$2.5$3.0
$3.4$3.9
$4.4
NewsPaper Spend (Billions) Internet Spend (Billions)Includes auto manufactures, national dealer associations, individual dealerships and other market vendors, excludes auto insurance and
retail companies.
21
Dealer Lead Management
22
Lead Management
24
Keys for Success
Apr May Jun Jul Aug0%
10%
20%
30%
40%
50%
60%
44% 41% 43% 43% 46%
28.2%30.8%
25.3%27.0%
49.6%
11.6% 11.4%8.9% 9.3% 10.6%
Percent Receiving 4 or 5 Key DriversClose Rate w/ 4 or 5 Key Drivers
25
Resources
26
Digital Marketing Consultant (DMC)Ron Kelly – Southwest Content deleted
Content
Deleted
27
Resources
Lead Management & Reporting
Content
Deleted
28
Resources
Home Portal
Content
Deleted
29
• Templates• Digital Ad Guide• Scripts• Training• Contact Directory• Images• Events Calendar • Metrics• Links
Resources – Home Portal• Content Deleted
30
Resources – Home Portal
Content
Deleted
31
Resources – Home Portal
Content
Deleted
32
Resources – Home Portal
Content
Deleted
33
Metrics
35
• Dealer Overview• Lead Response
Time• Leads Details
Report
Resources - Metrics
Content
Deleted
36
Dealer Overview
Content
Deleted
37
Dealer OverviewNew OEM X Sourced Leads
38
Dealer Overview – 30 Day Match
39
Dealer Overview – 60 Day Match
40
Dealer Overview – 180 Day Match
41
Dealer Overview – Long Term Follow Up
20 Sales in 30 Days25 Sales in 60 Days
29 Sales for 180 Days50% of our customers purchase after 10
Days
42
Dealer Overview – Lost Sales
43
The vehicle shopping process takes about three months for the average AIU
Source: 2007 J.D. Power and Associates New Autoshopper.com StudyBased to AIUs
44
Lead Response Time – LRTUpdated Nightly
45
Lead Details
Content
Deleted
48
It’s not just about generating leads
2004 2005 2006 20070%
20%
40%
60%
80%
Online New Car Shopper as % of Total BuyersEmail Lead Requestors as % of Total Buyers
64%
20%
67%
21%
68%
21%
71%
22%
49
The other 80% of car buyers that use the web
Beyond the lead
51
Digital Advertising – Phase 1 Approach1. Do-It-Yourself Digital
Advertising – Although it may seem
complex, many forms of digital advertising can be done without extensive training. We share with you some of the latest ways you can get started, many of them at no cost!
Content
Deleted
52
Digital Advertising – Phase 2 Approach2. Digital Advertising Setup & Training
– An introduction to the tools, processes and know-how needed by dealers to get up and running with online advertising – 2 days of in-dealership hands on process definition, building and launching actual campaigns!
Day 1Campaigns
Setup
Day 1Campaigns
Setup
Day 2Campaigns
Launch
Day 2Campaigns
Launch
53
3. Full Service Digital Advertising Solution – OEM X has partnered with ADP to offer your dealerships some of
the most advanced advertising solutions that are available today.
Digital Advertising – Phase 3 Approach
Turn-Key OEM Program Solution covered in detail later this AM….
54
Director - Digital MarketingOEM X and OEM Y Digital Advertising Program
ADP Dealer Services
Ralph Paglia
56
Retail Experience with Digital Advertising (2005-2007)
• Sales to Leads/Calls from Digital Marketing: 352% increase in 18 months 74 – 90 units a month (before) 300-335 units a month (after)
57
• Consumers visit an average of 6 dealerships, but they are visiting only one dealership per brand.
• Digital Advertising is an effective way to increase a dealer’s selection as the one OEM dealer that the consumer visits.
Consumers Compare Brands Online Dealers are Competing with Other Makes… Online!
Are you planning your shift for maximum effectiveness?
59
1. Online Display Advertising– Ad Networks
• Automotive Websites• Local Media Websites• National Websites
– Behavioral Targeting– Geotargeting– Contextual Targeting
2. Search Engine Advertising– CPC/PPC/Sponsored Links
3. Offline Ad Cost Efficiency– Google Audio (radio)– Google Print (newspaper)– Google TV
Digital Advertising Advantages
TRACKABLE RESULTS
QUALITY TRAFFIC
TARGETED ADVERTISING
COST EFFECTIVE ROI
62
Digital Advertising:What To Measure
63
Impressions GeneratedHow many times the ad was seen
Click Through Rate (CTR)# that customers clicked on an ad divided by impressions generated
Leads GeneratedElectronic Leads and Phone Calls attributed to the ad campaign
Campaign Close Ratio# of sales divided by # of leads and calls attributed to the campaign
Campaign CostHow much spent on Digital Advertising Campaign
Cost per Thousand (CPM)How much to get 1,000 Impressions
Cost per Click (CPC)
Average Cost for each customer that clicked a dealer’s online advertisement
Cost per Lead (CPL or CPA)Average cost for each lead generated by a digital advertising campaign
Cost per Vehicle Retailed
(PVR)
Total campaign cost divided by the number of vehicles sold and attributed
What should dealers measure?
65
Digital Advertising Examples:
Search Engine Advertising
66
Digital Advertising:Google Search Engine Advertising
Also called Cost-Per-Click (CPC) andPay-Per-Click (PPC), Search Ads are called “Sponsored Links”
Content
Deleted
67
Digital Advertising:Yahoo! Search Engine Advertising
Also called Cost-Per-Click (CPC) andPay-Per-Click (PPC), Search Ads are called “Sponsored Links”
• Content Deleted
68
Which Digital Advertising Networks contractually participate in the OEM Program Program?
• Specific Media Advertising Network http://www.specificmedia.com/why-specific-media.php – ABC and affiliate stations, CBS Sportsline, Disney Internet Group, E!
Online, MLB.com, Food Network and hundreds more.• Google Advertising Network
http://adwords.google.com– Site examples: CNN, MySpace, New York Post, Macworld,
HowStuffWorks, Univision, AutomotiveForums, Swapalease, Kudzu and thousands more.
• Yahoo! Advertising Network http://advertising.yahoo.com/central/solutions/auto/ – Site examples: Ebay Motors, Yahoo! Autos, Yahoo! News, Yahoo! Email,
Comcast, AT&T, Cars.com, WebMD, Forbes and thousands more.• Jumpstart Automotive Media Network
http://www.jumpstartautomotive.com/advertisers/dealers/local.php – Site examples: Consumer Guide Automotive, J. D. Power & Associates,
NADA Guides, Vehix.com, Shopping.com, Motortrend, Car and Driver and many more.
69
Display Advertising on Consumer Facing Websites
Digital Advertising Examples:
70
Animated Online Display Advertising Behavior Targeted Dealer Ads on National Sites
Content
Deleted
71
Geotargeted Display Advertisement placed on 2009 OEM X F-150 section inside OEMF150.net
• Content Deleted
72
OEM X Dealer Display Advertisement placed on 2009 OEM X F-150 section inside PickupTrucks.com
Content
Deleted
73
OEM X Dealer Display Ad placed on NewCarTestDrive.com consumer info site – Geotargeted within 35 miles of store
Content
Deleted
75
Page 31
Digital Advertising How To: Google
Adwords
Content
Deleted
76
Google Adwords is used in:1. DIY Digital Advertising2. OEM Program Training Scope3. OEM Program Managed
Campaigns
Access Requirements & Cost:
• http://adwords.google.com• Valid Credit Card• $5 to activate Dealer’s
account
Every OEM X and OEM Y dealership should have a Google AdWords account for the capability of communicating quickly and cost effectively within their PMA
77
Even when outsourcing a Search Advertising budget, it’s important to have an Adwords account that can be used for instant marketing
communications…
Google AdWords supplies coaching and guidance at no charge
78
“We were unable to process your request to add and/or edit your keywords. Adding these keywords would increase your account's total number of keywords beyond a manageable amount. Please add either fewer keywords or reduce the number of existing keywords in your account.”
Buyer Beware: Tip #17When SEM providers claim “Millions” of Key Words… They are lying! Anyone who has pushed the limits of Google Adwords has seen this message
79
Online and Offline
Promoting Your Dealership
80
Google Audio (Radio) - Available to Dealers in all 3 tiers of OEM Digital Advertising Program
82
When we check on Albuquerque for Rich OEM X, we find 24 Radio Stations have provided Google with direct access to On-Air inventory…
83
What would be available to Rich OEM X, running Radio Spots 24 hours a day, bidding a limit of $5.00 CPM listeners basis?
84
• Rich OEM X would get 8,042 spots
• 24 radio stations
• Total cost of $10,611$1.59 CPM avg. bid
• Net cost of $1.32 per Spot
Running Radio 24 hours a day:
85
What if we ran Rich OEM’s Radio Spots ONLY DURING WEEK DAY DRIVE TIME, On 24 Albuquerque & Santa Fe Radio Stations?
86
Running Radio Spots DURING PRIME DRIVE TIME, on 23 Radio Stations in Albuquerque/Santa Fe market, Rich OEM X would get 3,335 spots at $8,932 total cost, $2.13 CPM = $2.68 Average Cost per Drive Time Spot…
(Dealer was paying $85 for same spots using local radio sales channels)
89
90
With Google Audio, the auction allows bidding on STATION CATEGORY, not call letters, and the terms are CPM not per spot or campaign budget totals…
93
96
Digital Advertising How To:Google Print – Newspaper
Advertising
97
Back to the Campaign Summary Screen, we see that bidding on local newspaper advertising is also available
98
Digital Marketing Print Ads… Let’s see if we could save Rich OEM X any money on buying newspaper display ads.
99
If You MUST Have Newspaper… Try saving thou$ands using Google Print!
102
In this section, we check for newspapers in Rich OEM’s market that have signed up with Google Print
103
Select Newspapers
105
Google Print – San Antonio
106
San Antonio Newspapers
108
A step-by-step process allows us to select the
section of the newspaper we would like
our advertisement to appear in…
109
Next, we select the size of Newspaper Ad we want to run. In this case we know that
Rich OEM X likes to own the whole page
110
We bid on the Saturday editions…
We bid on the Sunday editions…
115
Dealers can use Google Adwords to manage multiple types of advertising campaigns…
116
Digital Advertising How To:eNewsletters and Online Chat
117
eNewsletter Marketing to Dealer Email Database
• White Listed – Gets through Spam Filters
• Drives Traffic –Dealer designated websites
• Turnkey - ADP supplies Pro written articles & reviews
• Locally Focused Articles• Segmented & Targeted by
dealer’s customer types• CAN-SPAM Compliant
Re-engages Dealer Websites visitors and gets them back to Dealer Websites – Recycled Sales Opportunities!
• Content Deleted
118
Digital Advertising How To:OEM X and OEM Y
Dealer Advertising Co-op Program
119
Tier III Co-op Program• Launched April 1, 2008• Objective: Generate incremental Tier III
advertising by reimbursing 50% of qualifying dealer advertising each month
• Eligible Media: – TV & Cable– Digital, Magazines– Direct Mail/Circulars– Outdoor & Transit– Newspaper, Radio– Alliances, Sponsorships & Events– Internet Advertising
• Search Engine Marketing (SEM)• Banner & rich media
Content
Deleted
120
• Through Oct. 31st:– If total ad space of a newspaper, magazine,
direct mail circular, outdoor/transit, radio, & TV/Cable ad features 50%+ Sonata, Santa Fe of Tiburon, the ad will be reimbursed dollar for dollar
– if the total ad space of an internet ad or sponsorship/alliance/special event features 100% Sonata the ad will be reimbursed dollar for dollar
• Through 12/31/08, “Clearance” can be used outside of the traditional Model Year Clearance or Year-End Event campaigns
Notable Co-op Program Enhancements September 2008
121
Tier III Co-op: Getting Started
• Program info available via website• Program binders shipped to all OEM
dealers in July• Co-op HQ:
– Web www.HyundaiCoOp.com– Phone 866-969-8667– E-mail HMACoop@nsi1919.com– Hours 8:30am – 5:30pm CST
123
Action PlanWhat will you do when you return to your store?
• Check List Items– Lead Management; Internet, Phone & Showroom – Download/Print Advertising Guide from FMCDealer.com– Assign Roles and Responsibilities; whose job is it?
• Identify What’s Missing– What’s your message?– Who’s your target?
• Google Adwords - Set up a dealership account• Google Adwords Training – Get Adwords Certified• Too Much? – Then get help from OEM Program
Consultant• Outsource? – OEM Program Program is a trusted
resource
124
Examples from the real world of selling OEM X vehicles in today’s market
Dealership Results?
125
Buying Radio Spots in Phoenix, we ran 4,961 Thirty Second commercials at a total cost of $10,666 resulting in a cost per spot at $2.15 each. The equivalent average cost per spot buying the same Dayparts and reach through local radio media salespeople would have been over $50 per spot
126
Reach More with Less
Google Audio Traditional Traditional Traditional
Total Spots 4961 4961 4961 4961
Price per spot
$ 2.15 $ 25.00 $ 50.00 $ 75.00
Total Spend $
10,666 $ 124,025 $ 248,050 $ 372,075
Savings $ 113,359 $ 237,384 $ 361,409
127
Content
Deleted
Digital Advertising Campaigns using 3 types:1. Digital Audio Campaigns (local radio)2. Site Placement Targeted Campaigns3. Keyword Search Advertising Campaigns
Albuquerque - Santa Fe, NM MarketJanuary, February and March 2008
OEM X DA Dealer Pilot & Proof Of Concept
Rich OEM X Digital Advertising Pilot
128
Digital Advertising for Dealers Case Study – Paid Search and Web Site Display Advertising
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, your results will vary because no two advertising campaigns generate identical results!
Content
Deleted
129
Content
Deleted
Digital Advertising for Dealers Rich OEM X Case Study – Digital Audio Campaigns (Local Radio)
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 Spot $ 5.80 Net Cost Per 1,000 Listeners $ 3.27
PLEASE NOTE: Case Study, your results will vary because no two advertising campaigns generate identical results!
130
• Content Deleted
Rich OEM X BEFORE
Previous Month before Digital Ad Campaigns
(Nov 21-Dec 29) = Same Days Tracked
Website 800 Sales Line = 272 Total Calls
131
• Content Deleted
Rich OEM X AFTER
75% Increase in
Sales Calls
From Dealer
Web Site
Digital Advertising Campaigns (Jan 21-Feb 29) = Same Days Tracked
Website 800 Sales Line = 476 total Calls
132
• #1 in sales volume for their region in February 2008
• January-April 2008 Sales Performance:
– 120 TOTAL NEW CARS 31.9% increase from 2007
– 217 TOTAL NEW TRUCKS2.8% increase from 2007
Rich OEM X 2008 Results
133
Content
Deleted
• Go to www.OEMDigital.com and get a no-charge Search Engine Analysis sponsored by OEM’s Digital Marketing Team
• An OEM Digital Advertising specialist from ADP will review results with you.
Digital Advertising Call To Action
134
“Digital Advertising is like the wild west right now, with all manner of snake oil being peddled to dealers as the latest and greatest digital widget that will cure all that ails your dealership…”
Dealer Blog Comment
www.AutoDigitalMarketing.com
Buyer Beware
135
Content Deleted
Value SpendingFor Dealer or Supplier?
This is an example of a dealer with both a paid Search Advertisement and his site organically listed at the top of the page when the dealership name is searched.
This is an example of a dealer with both a paid Search Advertisement and his site organically listed at the top of the page when the dealership name is searched.
136
Content Deleted
Value SpendingSomewhere else!
In this example, when we searched for Rich OEM X, the dealer’s sites and departments are prominently displayed at the top of the search results without any paid search ads… This frees up the dealer’s ad budget for use where more needed.
In this example, when we searched for Rich OEM X, the dealer’s sites and departments are prominently displayed at the top of the search results without any paid search ads… This frees up the dealer’s ad budget for use where more needed.
137
15 Minute Break
138
Welcome Back
139
OEM Home Portal
140
Scott JonesAutomotive Sales Manager
141
About Specific Media
• Online ad network created in 1999
• OEM X Strategic Partner since 2006
• Charter member of the OEM X Digital Advertising
Program
• Premier network of trusted consumer branded
sites
• Suite of advanced proprietary audience targeting
technologies
• Data insight into 95% of all online consumers
142
Types of On-line Advertising
Strengths:• Only bid on words/phrases
you want• Only pay if customer clicks• Task-based behavior,
seeking info
Weaknesses:• Primarily text-based
advertising• Limited choice (Google or
Yahoo!)• Competing with
manufacturer for key words
Search Display
Strengths:• Convey message
graphically – better aligned with non-digital ads
• Target ads to in-market shoppers
Weaknesses:• Unlimited choice – who to
choose?• Ensuring proper
measurement of key actions
143
Does Display Drive Search?Based on a study performed by Microsoft in August 2007, a strong connection exists between display and search:
• Display ads significantly drove search clicks.
• Display ads had an impact on both search impressions and clicks.
• Great opportunities exist to increase reach through paid search campaigns.
• Display drives a significant increase in branded search terms during and after a campaign.
144
Typical San Antonio Online Auto Plan
Search Display
www.kabb.comwww.ksat.com
Display Plan Lacks Efficient Scale
www.mysanantonio.com www.cars.com
145
How can I get Efficient Scale?
Ad Networks
What are Ad Networks?
• Collection of on-line ad inventory across many publisher sites
• Allows advertisers to make a single buy and touch users across the web
• Ad Networks vary in quality and type of inventory
• Most networks allow for different types of customer targeting
146
Audience Reach
Spec
ific Med
ia
eBay
Mot
ors U.S
.
EDMUNDS.
COMKB
B
My
San
Anto
nio
0.0%
20.0%
40.0%
60.0%
80.0%81.3%
6.0%3.6%
2.6%1.4%
Top Advertising Outlets- San Antonio Area
Specific Media reaches over 81% of unique in-market car shoppers online, over 11 times greater than other endemic auto sites.
147
• Geographic– Target car buyers in specific locations
• Behavioral– Target prospects whose recent online behaviors indicate high
interest in purchasing a car
• Contextual– Target prospects while they are viewing automotive-related content
on the Internet
• Demographic– Target prospects based on your ideal market demographics
• Retargeting– Target prospects who have already visited your website – leverage
all media
Types of On-line Targeting
148
• Retargeting gives advertisers the power to connect with past website visitors in a simple, cost-effective and non-intrusive way
– The most valuable users on the Internet are the past visitors to your website
– 98-99% of website visitors leave without completing a transaction
Retargeting
150
Retargeting
151
Behavioral: Data is the Name of the Game
Baseball Player Who
is it?
3rd BaseAmericanLeaguerBatting
ChampionKansas City
152
Targeting Auto Intenders with Scale
Total US Online Population: 189,134,000 unique users/monthSource: ©2008 comScore, Inc
Publisher A• 481k unique users
• 375k in region• 49K Auto- Heavy Users
• 38k in region
Specific Media Universe• 1000 name brand
publishers• 153M+ U.S. unique users• 10,775,000 Auto- Heavy
Users
153
Content
Deleted
Tracking User “ABC123” (Heavy Auto User)
Monday
Wednesday
Thursday
Like in the baseball example it takes more than one data point to ensure this is a user we want
to target
154
Why Use a Network like Specific Media?
Buying All Consumers Locally:• No targeting or insight – shotgun• Several individual buys – no coordination, duplication• High funnel strategy vs. selling today
Specific Media Network:• Many of the best local websites• Coverage includes local geography only• Only buy in-market auto customers• Leverage Tier I campaigns/scale• Optimize campaign over time
Automotive
Vehicles
Trucks & Vans
OEM X
F-150
Targ
et M
arke
t
155
Online Advertising Case - Truck Leadership
Scenario
• Mid year 2007…Silverado within 5,000 units of X-Series
• Chevy riding wave of new truck…next X550 still a year away
• Limited budgets – big broadcast plan not possible (normal course of action)
• 30 years of Truck Leadership at stake!!!
Truck Leadership Campaign
Half – In-Dealership Support (Truth About Trucks)
Half – Online campaign targeting in-market truck shoppers with SM
Did This Actually Drive Sales?
156
Content
Deleted
So…What Happened?
Other Insights:• Vehicle Disposed (conquest vs. repeat)• Share of Garage (other sales opportunity)
Light-Truck Sales
X series 690,589 Total OEM X
division 1,500,347
Silverado 618,257 Total
Chevrolet 1,388,546
2007 YTD12 mos. 2007
157
Thank You
Scott Jones Automotive Sales Manager
Specific Mediawww.specificmedia.com
603.580.1006 / sjones@specificmedia.com
158
OEM Digital Advertising Program for Dealers
Turn Key Solution
159
• What is it?• How does it work?• Who does the
work?• How much does it
cost?• Why would I use it
instead of self managed or other suppliers?
OEM X and OEM Y Digital Advertising Program for Dealers:The “Turn Key” Solution (#3)
OEM Program Campaign Manager
160
Reputation Management
Connect Dealers with Customers
When They Search Online
engaging with ADPSearch Advertising
Connect Dealers with Customers
When They Research and
Pursue Passionswith ADP provided
Website Ad Networks
Connect Dealerswith Customers When They Go
Beyond Web Siteswith ADP providedDigital Buying of
Offline Media
OEM X and OEM Y Digital Advertising ProgramProvides Dealers with access to a comprehensive and professionally managed solution that utilizes OEM X Motor Company buying power
161
Two Pricing Components:1. $495.00 a month Account Services
• Campaign management• Professionally produced animated Ads (Flash)• Weekly/Monthly reporting and conference calls• OEM Dealer Ad Co-Op Preapproval (when relevant)
2. $$$ Media Buying Budget is Determined Monthly• Monthly media spending limit is listed on contract• 20% of total ad budget is recommended minimum
• OEM X National Pricing on Ad Network Media Buys• 12 month agreement w/30 Day cancellation clause
OEM X and OEM Y Digital Advertising Program for Dealers “Turn Key” Solution
162
• Maximum (cap) on monthly media buying for dealership is listed on the initial contract
• Planning - OEM Program Virtual Marketing Representative (VMR) Campaign Managers plan each campaign by working directly with dealer
• Execute - VMR’s then execute the campaigns by:– Develop and get approvals on all creative – Traffic Ads on the Internet (network & site
placements)• Report - Review monthly performance
with dealer to determine next month’s campaign activities and media mix allocation
Turn Key Solution
163
ADP has assigned a team of highly trained, experienced digital advertising professionals to manage campaigns for OEM X and OEM Y dealers who participate in the OEM Program Managed Solution.
The Virtual Marketing Representative (VMR) communicates with dealers:• Weekly reports and conference calls• Approval of campaign creative• Manage budget to results• Monitor performance by network• Monitor performance by campaign• Be the dealer’s marketing manager
ADP Digital Team
164
• Targets 7 key “in-market” consumer behaviors– Popular websites display
dealer advertising campaigns
– Get a quote– Virtual test drive– Search vehicle inventory– Offer-driven– Trade-in value– Specific make/model
search– Special financing
Display Advertising: Flash Banner Ads
Example of a 300 x 250 size Display Ad
(Animated Flash)
Example of a 728 x 90 size Animated Flash-based Display Ad
Content
Deleted
165
Turn Key Solution• Content Deleted
169
See Examples of Animated OEM Program Program Ads by clicking on thumbnails at www.OEMDigital.com
Content Deleted
170
The biggest mistake would be to do nothing!
Key Dealership Action Items
171
Question and Answer Panel
172
• Surf and search the web, learn the landscape– Dealership Name– City Name and OEM X OEM Y or model – Non OEM X OEM Y competitors name
• Open Google Ad Words Account – Page 12 of Digital Advertising Guide
• Request Free analysis on OEMDigital.com
Key Dealership Action Items
173
Content Deleted
top related