Dealer advertising workshop kelley blue book e networking session v5
2008 digital advertising dealer summit
-
Upload
ralph-paglia -
Category
Documents
-
view
522 -
download
1
Transcript of 2008 digital advertising dealer summit
FMC LeadManagement DIGITAL TEAM 1
Digital Advertising Dealer Summit
April 18, 2023
FMC LeadManagement DIGITAL TEAM 2
Welcome
FMC LeadManagement DIGITAL TEAM 3
• Play 2/3 min video
Digital Dealer Speak
FMC LeadManagement DIGITAL TEAM 4
• OEM (1), Ad Association (2) and Dealer Websites (3)• Inventory Aggregation Portals• Lead Producers and Resell Aggregators• 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?
FMC LeadManagement DIGITAL TEAM 5
Automotive Ad SpendShift to Internet
FMC LeadManagement DIGITAL TEAM 6
Digital Media Spending Growth
*Source: IAB.net
FMC LeadManagement DIGITAL TEAM 7
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
FMC LeadManagement DIGITAL TEAM 8
Digital Growth - Retail SalesInternet Sales as a % of Retail sales continue to grow in importance
Source: CKS Sales Match
FMC LeadManagement DIGITAL TEAM 9
70+%
70+%
% of Ford buyers research on-line
FMC LeadManagement DIGITAL TEAM 10
Car shopper are qualifying dealers by researching online with the vast majority using search
All Car Buyers are “Internet Customers” Majority of Vehicle Research is Being Done Online
FMC LeadManagement DIGITAL TEAM 11
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
FMC LeadManagement DIGITAL TEAM 12
Why doesn’t Auto advertising have the same impact?
Other, 17.6 hours
News-papers,
3.9 hoursTelevi-
sion, 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
FMC LeadManagement DIGITAL TEAM 13
Only travel is more influenced by Online media
Source: DoubleClick Touchpoints III
FMC LeadManagement DIGITAL TEAM 14
“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%
FMC LeadManagement DIGITAL TEAM 15
Today’s Biggest Dealer Advertising ChallengeOverspending on Newspaper, Radio, Outdoor & Mail Relative to Usage
0%
5%
10%
15%
20%
25%
30%
35%
40%
Newspaper Radio Television Internet Other
Dealer
Consumer
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
Deale
r A
d
Bu
dg
et
Effi
cie
ncy G
ap
FMC LeadManagement DIGITAL TEAM 16
Dealer Advertising Budgets Not Aligned
1/10TV & RADIO
3/10PRINT
8/10INTERNET
FEW LEADS
DILUTED OPPORTUNIT
Y
Where Do You FindThis Sales Opportunity?
WHY?PRODUCIN
G LESS THAN
DESIRABLE RESULTS
92% of Ad Budgetfocused at 30% of Customers 8% of Ad Budgetfocused at 70% of CustomersDealers are relying on 3rd Party Lead Providers
for Digitalwho send same lead to your dealership and others
FMC LeadManagement DIGITAL TEAM 17
Dealer Ad Budgets RealignedSTRATEGY
1/10TV & RADIO
3/10PRINT
8/10INTERNET
2008 AUTO BUYERMORE
LEADS ON OWN
HIGHER QUALITY
HIGHER CLOSING %
HIGHER GROSSLOWER
COST PER LEAD
STRATEGY
25% of Ad Budgetfocused at 70% of Customers• Dealer becomes regional buying service• Dealer generates more high quality leads on
own• Dealer quickly captures higher share of
online market
FMC LeadManagement DIGITAL TEAM 18
Objective AnalysisWhere are Dealers shifting money from, so that Digital Marketing does not increase overall advertising budgets or Costs PVR?
Includes auto manufactures, national dealer associations, individual dealerships and other market vendors, excludes auto insurance and
retail companies.
Source: eMarketer
FMC LeadManagement DIGITAL TEAM 19
Newspaper spending is declining
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
$3.0
$3.5
$4.0
$4.5
$5.0
$5.5
$4.9$5.2 $5.2
$5.0
$4.6$4.3
$4.1$3.9
$3.7
$3.3 $3.2
Spend (Bil-lions)
FMC LeadManagement DIGITAL TEAM 20
It’s not all about the lead
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%
FMC LeadManagement DIGITAL TEAM 21
Only 22% of dealer website visitors submit a lead
Yes; 22%
No; 88%
Submit an Online Request for
Quote
Yes; 39%
No; 61%
Visit Dealer Based on Online
Information
39% visit a dealer based on information found online
FMC LeadManagement DIGITAL TEAM 22
The vehicle shopping process takes about three months for the average AIU
Purchase Milestones of New-Vehicle AIU's
012345678910111213141516
Weeks Before Purchase (Mean)
Decide on typeof vehicle
Start visitingdealers
Decide it was time to purchase
Shop vehicleson the Internet
Start activelyresearching vehicles
Decide onmodel
Purchasenew vehicle
14.7
11.7
11.0
10.4
7.6
6.3
0
Source: 2007 J.D. Power and Associates New Autoshopper.com StudyBased to AIUs
FMC LeadManagement DIGITAL TEAM 23
One-third of new-vehicle buyers purchase within one month of deciding they need a new vehicle
53 or more
25 to 52
21 to 24
9 to 20 5 to 8 4 3 to 2 1 week0%
5%
10%
15%
20%
25%
2%
10%
15%
22%
18%
13% 13%
8%
Shopping Timeline of AIU's
Decide time to buy
Weeks Before Purchase
27% Shopping Process Over Five Months
34% Shopping Process One Month or less
FMC LeadManagement DIGITAL TEAM 24
Ecommerce Elite
FMC LeadManagement DIGITAL TEAM 25
Most Improved
FMC LeadManagement DIGITAL TEAM 26
Lead Volume
FMC LeadManagement DIGITAL TEAM 27
Lead Response Time
FMC LeadManagement DIGITAL TEAM 28
Percent of Retail
FMC LeadManagement DIGITAL TEAM 29
Why Digital? Current Marketplace
FMC LeadManagement DIGITAL TEAM 30
Why Digital? Current Marketplace
FMC LeadManagement DIGITAL TEAM 31
Why Digital? Current Marketplace
FMC LeadManagement DIGITAL TEAM 32
Why Digital? Current Marketplace
FMC LeadManagement DIGITAL TEAM 33
Why Digital? Current Marketplace
FMC LeadManagement DIGITAL TEAM 34
Ford Lincoln Mercury Co-Op
FMC LeadManagement DIGITAL TEAM 35
Ford Lincoln Mercury Digital Advertising Program
FMC LeadManagement DIGITAL TEAM 36
• Do it yourself• Need some assistance• Turn Key - Complete
Ford Lincoln Mercury Digital Advertising Program
FMC LeadManagement DIGITAL TEAM 37
• Showroom• Phones• Lead Response
Check Current Process
FMC LeadManagement DIGITAL TEAM 38
Resources
FMC LeadManagement DIGITAL TEAM 39
• Home Portal
Resources
FMC LeadManagement DIGITAL TEAM 40
• DMC
Resources
FMC LeadManagement DIGITAL TEAM 41
Bulk Email
FMC LeadManagement DIGITAL TEAM 42
• Most cost effective, highest ROI
Bulk Email
FMC LeadManagement DIGITAL TEAM 43
WebSite
FMC LeadManagement DIGITAL TEAM 44
Standard DealerConnection
FMC LeadManagement DIGITAL TEAM 45
Premier Customization DealerConnection
FMC LeadManagement DIGITAL TEAM 46
Online and Offline
Promoting Your Dealership
FMC LeadManagement DIGITAL TEAM 47
ADP Speaker Bio / Introduction
FMC LeadManagement DIGITAL TEAM 48
Video
FMC LeadManagement DIGITAL TEAM 49
• Page 12
Google Ad Words
FMC LeadManagement DIGITAL TEAM 50
• Buyer beware
Common Pitfalls
FMC LeadManagement DIGITAL TEAM 51
What to Measure
FMC LeadManagement DIGITAL TEAM 52
SEO• (Search Engine
Optimization)
SEM • (Search Engine
Marketing)
Search Defined
FMC LeadManagement DIGITAL TEAM 53
Digital Advertising Myths
FMC LeadManagement DIGITAL TEAM 54
15 Minute Break
FMC LeadManagement DIGITAL TEAM 55
Welcome Back
FMC LeadManagement DIGITAL TEAM 56
Turn Key Solution
FMC LeadManagement DIGITAL TEAM 57
• How much is it?• How does it work?• Who does the work?• Why would I use it?
Turn Key Solution
FMC LeadManagement DIGITAL TEAM 58
• Pricing• $495.00 a month• Spend only as much as you like with a
20% markup added• Month to month contract
Turn Key Solution
FMC LeadManagement DIGITAL TEAM 59
• How does it work
Turn Key Solution
FMC LeadManagement DIGITAL TEAM 60
• Who does the work• Virtual Marketing Representative (VMR)
Turn Key Solution
FMC LeadManagement DIGITAL TEAM 61
Turn Key Solution
FMC LeadManagement DIGITAL TEAM 62
• Metrics• KBA
Turn Key Solution
FMC LeadManagement DIGITAL TEAM 63
• Tier I and II Negotiated Pricing cascaded to Tier III
Turn Key Solution
FMC LeadManagement DIGITAL TEAM 64
Case Studies
FMC LeadManagement DIGITAL TEAM 65
Relationships
FMC LeadManagement DIGITAL TEAM 66
Specific Media
FMC LeadManagement DIGITAL TEAM 67
FMC LeadManagement DIGITAL TEAM 68
Question and Answer Panel