How to Increase Showroom Visits & Service RO's with Waze ...€¦ · Ads that work. In the US,...
Transcript of How to Increase Showroom Visits & Service RO's with Waze ...€¦ · Ads that work. In the US,...
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How to Increase Showroom Visits & Service RO's with Waze Local!
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About DealerOnDrivingSales Top Rated Website Provider, 2011 - 2017
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@DealerOn@ElianaRaggio
Say Hello To…
Justin NaboznaHead of Channel Sales & Agency Partnerships at Waze, a subsidiary of Google
www.linkedin.com/in/justin-nabozna/
Visit the Waze Booth #316 at Digital Dealer(4/10 – 4/12)
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If you have questions during the presentation, please submit them using the “Questions” feature
Questions will be answered at the end of the webinar
A link to the recorded webinar will be emailed to you within 24 hours and will also be posted on DealerOn.com/webinar as an On-Demand Webinar
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After the presentation, be the first to answer the giveaway question correctly to win this awesome prize!
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After the webinar, please fill out our short survey and let us know what YOU thought of today’s presentation!
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Tweet Much?
@Dealeron
@ElianaRaggio
#dealeronwebby
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How to Increase Showroom Visits & Service RO's with Waze Local!
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@DealerOn@ElianaRaggio
OBJECTIVES
* Learn more about Waze
* Why Waze is a good advertising fit for Auto
* Waze Local Ad Offering
* Auto Case Studies
* Giveaway
* Question & Answer Session
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About Wazexyz
waze.com/business
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About WazeWorld’s largest community-based navigation app with 100M+ active users
A Google company
Our mission: Outsmarting traffic, together.
waze.com/business
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Community-based Reporting
HiddenVisible
LightHeavy
Standstill
MajorMinor
On RoadOn Shoulder
Weather
SpeedRed LightFake
50M+ Reports per Month500k+ Community Volunteers
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Top 50 BrandsOctober 19, 2017
35
Source: Prophet Brand Relevance Index™
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6+ BILLIONMILES PER MONTH
Wazers drive
WAZE DATA US DEC 2017 | Bureau of Transportation Statistics, US Department of Transportation
…or roughly 64X the total length between the Earth and the Sun
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Why Waze for auto retail?
Connecting dealerships to drivers
waze.com/business
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Why Waze matters
40of Wazers are looking
to buy a car in the next 12 months
%
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Wazer dealership visits during the decision-making process
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73 navigations5 minutes
Every 5 minutes, 73 navigations occur to a car dealership venue on Waze in the U.S
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DRIVE TO DEALERSHIPSWaze and Fixed Operations
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Reach drivers at the right time
REACH DRIVERS HERE INSTEAD OF HERE
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67 navigations5 minutes
Every 5 minutes, 67 navigations occur to a car service venue on Waze in the U.S
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What is the opportunity?
72of Wazers get their
car serviced 3-5 times annually
%
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90 million car services per year
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Where do they go?
35go to dealerships for
their car maintenance
%
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Waze LocalAd Offering
waze.com/business
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BILLBOARDS
WITH A DIGITAL BACKBONE
ADD SCREENSHOT
HERE
Crop off the bottom of the screen using the crop tool
Nissan of TruroThis month only, Lease a 2017 Sentra for only $38/wk
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MOBILEOOH /
BILLBOARDS
DRIVERS
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Reach drivers near your business.
In the US, nearly ⅓ of the Waze users you reach through ads live within 6 miles of your business.
6 miles
Waze users
⅓
Your business
Source: Waze Internal Study (H22017) on 9K+ US small and medium advertisers.
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SEARCHRemain top of mind to users searching with high intent to navigate to certain category
Gym
Retro Fitness1661 Foxworthy Avenue, San Jose
Fit Republic
Meridian Ave, San Jose
24 Hour Fitness
Hillsdale Ave, San Jose
More results for Gym
0.4
miles
away
0.8
miles
away
Waze Formats
PINSEducate and remind drivers of places near their drive, building location awareness
TAKEOVERSReach users on-the-go by messaging drivers who are stopped for 3+ seconds
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ADD SCREENSHOT
HERE
Crop off the bottom of the screen using the crop tool
Branded PinLocation awareness of your nearby store.
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Impact of Waze LocalIn the US, SMBs already on the Waze map saw 20.4% more monthly navigations when they started advertising with Waze Local.
Source: On average. Waze Internal Study (H22017) on 1.4K+ US advertisers.
Ads Live
20.4% moremonthly
navigations
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Zero-Speed TakeoverA digital billboard, reaching drivers when their attention is highest
ADD SCREENSHOT
HERE
Crop off the bottom of the screen using the crop tool
FIAT OF NEW FAIRFIELDStop by and test drive the new Fiat 124 Spider today!
3 Autumn Ridge Rd
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HOME
Drive There
A TAKEOVER SERVESwhen a user’s route overlaps with the radius of a brand location
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Pre-Navigation Screen
Zero-Speed Takeover Pre-Navigation Screen
Navigation
‘Drive There’ User Flow | Zero Speed Takeover
Pre-Navigation Screen
See Jobs
Remind Me
275 S. Federal Blvd, Denver
FirstBank
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ADD SCREENSHOT
HERE
Crop off the bottom of the screen using the crop tool
Promoted SearchShow your business at the top of search results.
ADD SCREENSHOT
HERE
Crop off the bottom of the screen using the crop tool
FIat of New Fairfield
3 Autumn Ridge Road,New Fairfield, CT 06812
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ADD SCREENSHOT
HERE
Crop off the bottom of the screen using the crop tool
ACURASouthern CABUSINESS GOALSEncourage drivers to visit dealerships to test drive the new Acura MDX.
RESULTS* 43M impressions10K navigations 2.12% Pin Navigate Rate7K Search Clicks
*Five month timeframe
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RESULTS
870,000 Drivers reached
569 Navigations to the dealership
Average of 6 Navs/day
Nalley Nissan of Atlanta
*Three month timeframe
MARKETING OBJECTIVE
Encourage drivers to visit dealership for an
oil change
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Ads that work.
In the US, drivers who see your ad on Waze are more likely to remember your brand. On average we see an 82% uplift in successful brand recall campaigns.
uplift
NON EXPOSED EXPOSED
Bran
d re
call
82%
Source: Waze Internal Study (2017) on 800+ ad campaigns.
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Ads that work.
In the US, drivers who see your ad on Waze are more likely to navigate to your location. On average we see a 35% uplift in navigations.
Source: Waze Internal Study (2017) on 1.2K+ US Waze ad campaigns.
uplift
NON EXPOSED EXPOSED
Navi
gatio
n Up
lift 35%
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Key Takeaways
2. Waze covers an important gap in the path to purchase by capturing 100% drivers
1. Billboards with a Digital Backbone
3. Increase foot-traffic to your local businesses
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SUGGESTED RESOURCES
* www.waze.com/business
* Waze in the News: https://www.digitaltrends.com/mobile/google-waze-local-advertising/
* Download the “Digital Dealer Guidebook –Think with Google”
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@DealerOn@ElianaRaggio
Action Items
* Visit www.waze.com/business to learn more
* Discuss your local advertising potential with DealerOn and/or Waze team
* Know your goals – Fixed Operations vs Brand Retail
* Work with DealerOn and Waze on campaign strategy that meets your goals
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@DealerOn@ElianaRaggio
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@DealerOn@ElianaRaggio
Be the first to answer the giveaway question correctly to win this awesome prize!
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@DealerOn@ElianaRaggio
Today’s Expert…
Justin NaboznaHead of Channel Sales & Agency Partnerships at Waze, a subsidiary of Google
www.linkedin.com/in/justin-nabozna/
Visit the Waze Booth #316 at Digital Dealer(4/10 – 4/12)
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@DealerOn@ElianaRaggio
After the webinar, please fill out our short survey and let us know what YOU thought of today’s presentation!
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Thursday, April 12 12pm EST / 9am PST
____________________________________________
How to Turn Mobile Site Traffic into Sales
____________________________________________
Chris DeringerChief Marketing Officer at DealerOn, Inc.