Jim Flint – Moneyball for Car Dealers

Moneyball for Dealerships

Presented by Jim FlintPresident and Founder, Local Search Group

Page: 38

How to Moneyball Your Advertising Strategy

November 13, 2013

Jim FlintPresident & FounderLocal Search Group

Jim@LocalSearchGroup.com713.410.1466www.facebook.com/jimflintwww.twitter.com/jimflint12

TODAY’S PRESENTER

After the presentation, be the first to answer the giveaway question correctly to win this awesome prize!

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Prioritize Advertising Spend

Understand Moneyball Factor for ROI

Spend 5 minutes a month to avoid ABT

Question & Answer Session

TODAY’S OBJECTIVES

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How to Moneyball Your Advertising Strategy

Jim FlintPresident & Founder

@jimflint12

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Huge Assumptions1. YOURS: Goal of advertising? Drive people to my website

2. YOURS: Sales tracking starts with my website

3. MINE: I can show you the opportunities

@JimFlint12Local Search Group

jim@LocalSearchGroup.com

Updated Purchase Funnel SQUEEZED IN THE

MIDDLE

• Every customer is an Internet customer

• Consumers are more wary than ever to submit leads

• Sales are a f(x) of website visitors and vehicle display pages

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2002 was Great. . . So Now What?

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$114,457,768 $39,722,689

vs.

10 Years Later - Standings

$629k / Win

$55,372,500

$197,962,289

$2.2m / Win $2.1 Million Per Win

vs.

$589 Thousand Per Win

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Moneyball Lineup

Avg. Dealer Inventory

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http://info.localsearchgroup.com/moneyball

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QUESTIONS

How to Avoid the Automotive Bermuda Triangle

Avg. Dealer Inventory

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Don’t Throw Money Into the Ocean

Avg. Dealer Inventory

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Personnel

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20 sales people selling 10 cars per month = 200 sales

• Motivated sales people

• Expect 10 cars sold per month

Inventory

Avg. Dealer Inventory

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What is your inventory turn rate?

60 day Supply and 400 New and Used Cars on the Ground=

200 Sales

Uncharted Waters

Avg. Dealer Inventory

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Website Visitors

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What is your average closing ratio of internet Visitora?

10,000 website visitors that drive a 2% closing ratio= 200 sales

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QUESTIONS

Moneyball = InEfficient Markets

Avg. Dealer Inventory

• Google Enhanced Campaigns

• Vehicle Display Pages

• Pre-Roll Video

• Facebook w/ RL Polk

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July 22: Enhanced Campaigns

• Location: Increase your name bids around your competitor’s dealership by 900% = by distance

• Mobile: Increase your mobile phone bids by up to 300% = by device

• Time: Increase your Sunday afternoon bids by 900% = by day part

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Showrooming

Avg. Dealer Inventory

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We Know VDPs

Actual VDP results from a Local Search Group client in June

2013!

Vehicle Display Pages

http://www.localsearchgroup.com/how-to-set-up-vehicle-display-pages/

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Facebook Does Sell Cars

Avg. Dealer Inventory

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Facebook Does Sell Cars

Avg. Dealer Inventory

Featured in Facebook Case

Study!

Facebook Does Sell Cars

Avg. Dealer Inventory

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Reach: 8,685Impressions: 519,077 Clicks: 119Cost-Per-Click: $1.19

6 WEEK LEAD CAMPAIGN RESULTS: • 29 leads submitted

• Strategic communication with sales staff; 70% responsive rate

• 7 sold vehicles

• A closing ratio of 33%

Narrowcasting on Facebook

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Lose the Battle, Win the WarTarget local consumers who had

purchased a vehicle in the last 36 months. These ads linked to a landing

page where consumers could download oil change coupon.

Unique Users Reached: 163,174Impressions: 247,550

Total Clicks: 48 Average CPC: $1.27

Twitter Sells Cars Too!

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Pre-Roll Ads

Avg. Dealer Inventory

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IN A RECENT COMSCORE STUDY, AMERICANS VIEWED MORE THAN 11 BILLION VIDEO ADS IN JUNE, WHICH ACCOUNTS FOR ¼ OF ALL VIDEOS WATCHED ONLINE.

• Video SEO with YouTube

• No charge when viewer clicks on ad

• Retargeting to those who click

BENEFITS OF PRE-ROLL VIDEO:

Thank you for your time!

Questions and Answers

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jim@LocalSearchGroup.com

Moneyball Factor Highly Correlated to Net

Avoid the Automotive Bermuda Triangle

Gain Control of Your Advertising Budget

Drive Results with 5 Minutes a Month

TAKE AWAYS

Be the first to answer the giveaway question correctly to win this awesome prize!

PRIZE ALERT