View
215
Download
0
Category
Preview:
Citation preview
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
1/43
$$
AdvertisingAdvertising SalespeopleSalespeople
InventoryInventory
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
2/43
Advertising is theAdvertising is thescience of arrestingscience of arresting
human intelligencehuman intelligencelong enough to getlong enough to get
money from itmoney from it
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
3/43
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
6 mo 5 mo 4 mo 3 mo 2 mo 1 Mo 2 Wk
Source: CNW Marketing/Research and Time Inc. Purchase Process
Radio
Newspaper
Internet
Magazine
TV
Time preceding purchase of an automobile
Can they find you & can you turn it into a Lead?
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
4/43
1%
1%
2%
3%
8%
42%
43%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Newspaper
Radio
Direct Marketing
Family, Friends & Co-Workers
TV
Internet Sites
Dealership Visit
QUESTION? Thinking about all of thesources of information used during theBeginning, Middle, Final, & Entire process,please rank order the sources according tohowhelpful they are?
Overall, the Internet and the Dealershipvisit are considered mosthelpfulthroughout the entire process.
Source: R.L. Polk CO., 2007 New Vehicle Shopping Media Usage.
Consumer Ratings of CarShopping Information Sources
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
5/43
Source: NADA Data 2007 Report. R.L. Polk CO., 2007 New Vehicle Shopping Media
Usage.
42%
1%
2%
1%
8%
12%
27%
10%
18%
20%
Internet
Newspaper
Direct Marketing
Radio
V
Most Useful Shopping Source
Dealer Advertising
Dealer Spending vs. Car Shoppers
Preferred Media
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
6/43
39.4%
21.4%
14.2%
9.6%
4.3%
1.2%
0.7%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Price (price was competitive)
Dealership Response (good, quick)
Proximity (dealership in close proximity)
Inventory (had what looking for)
Existing Relationship (with dealership)
Other
Trade-in (fair trade-in value offer)
Price (price was competitive) Dealership Response (good, quick) Proximity (dealership in close proximity)
Inventory (had what looking for) Existing Relationship (with dealership) Other
Trade-in (fair trade-in value offer)
Customers Say Buying Decision
Depends on Response Time
Cobalt eBusiness Performance Study 2006
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
7/43
How do you know it works?How do you know it works?
Phone Tracking N um bers
Radio
Call SoftwareJoes
Dealership
100 calls
30 appts
10 calls
2 appts
300 calls
80 appts
TV 90 calls
20 app ts
3. Coupon3. Coupon
2. Click2. Click Internet?Internet?
11
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
8/43
Who is the Advertising Mgr.?Who is the Advertising Mgr.?
EBayEBay Dealix Dealix OEMOEM Cars.comCars.com My WebsiteMy Website
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
9/43
What are you spending
Total Monthly Budget
Cost per car? Cost per sale?
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
10/43
What Advertising drives traffic?
Are we running Brown Bananas or leadcars?
What do New ads look like vs. Used?
Hunting vs. Farming?
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
11/43
AdvertisingAdvertising SalespeopleSalespeople
InventoryInventory
Dealership Management
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
12/43
Thought starters
What % of customers use the Internet
before they buy (10 yrs. Ago vs. today)?
What are the 2 most important pieces ofDealer real estate?
Did you build the Field of Dreams
website? What are you doing with your Internet
Ups?
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
13/43
88%88%
% of Customers that use theInternet for Research
priorto visiting a dealership
Fact About Internet Sales
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
14/43
21%And rising
21%And rising
% of Customers that choosesearched Dealers based onInternet Consumer Reviews
Fact About Internet Sales
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
15/43
42%42%
% of Customersthat buy within 30 days
of their 1st search
Fact About Internet Sales
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
16/43
30%30%
% of Customers whouse newspaper classified ads
to locate a Used car
Fact About Internet Sales
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
17/43
% of customers that use theInternet to locate a Used car
71%71%
Fact About Internet Sales
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
18/43
% of Customers that have notdecided if they want a New or
Used car when they visit a
Dealers website
42%42%
Fact About Internet Sales
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
19/43
% ofNew CarCustomersthat visit Dealership websites
before buying
48%48%
Fact About Auto Sales
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
20/43
64%64%
% ofUsed CarCustomers whovisit Dealership websites
before buying
Fact About Internet Sales
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
21/43
4-54-5
# of websites Customers visitedbefore submitting a lead
Fact About Internet Sales
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
22/43
42%42%
% of Customers that wereNew Car Leads & bought a
Used Carinstead
Fact About Internet Sales
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
23/43
% of Customers that buy adifferent car than the one they
submitted a Lead on
58%58%
Fact About Internet Sales
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
24/43
% of Dealers that Follow Uponly 1 time with 1 Email
55%55%
Fact About Internet Sales
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
25/43
% of Leads sent to Dealersthat go Unanswered
30%30%
Fact About Internet Sales
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
26/43
% of Customers thatsubmitted an Internet Lead
by Email
20%20%
Fact About Internet Sales
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
27/43
% of Customers thatsubmitted an Internet Lead
by Phone
80%80%
Fact About Internet Sales
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
28/43
% of Calls where Salespeoplequoted
discounts, payments or trade value
71%71%
Fact About Internet Sales
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
29/43
% of Calls where Salespeopledidnt ask for an appointment
84%84%
Fact About Internet Sales
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
30/43
% of Calls where Salespeopledidnt ask for a phone #
66%66%
Fact About Internet Sales
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
31/43
% of Calls where Salespeople
didnt ask for a Customers name
42%42%
Fact About Internet Sales
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
32/43
% of Customers that submitteda Lead and actually bought
from that Dealer
8%8%
Fact About Internet Sales
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
33/43
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
34/43
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
35/43
1st base getting to the website
How do they get there now? Paid leads from other websites
Search Engine (Google, Yahoo)
Type in the web address (how long is it?)
Click on the website off their favorites list
Can a CustomerGoogle you?
Leveraging traditional ads (on lot also)?
Farming the database with e mails
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
36/43
2nd base converting a visit >lead
Home Page - D.I.S.C?
Clicks to Cars - Managers Specials?
Description Stats or story
Pictures many, scrolling
Print me, call me, e-mail me
Average is only2%!
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
37/43
3rd base converting a lead > appt
Why are internet leads not ups? Who is responding & # of leads?
6 days, hours, or min.? Auto response?
1. Thanks & intro
2. At least 1 alternative vehicle, 2 or 3 better, 1
CPO with more features
3. A reason to buy from you4. Ask 2 qualifying ?s to start dialogue
5. Give contact info and ask customer preference
6. ASK FORANAPPOINTMENT
Dealers Survey of Avg.Dealers Survey of Avg.Response time = 45 min.Response time = 45 min.
Customers Survey = 5.4 hoursCustomers Survey = 5.4 hoursNeworCPO? This EXACT car,ortheNeworCPO? This EXACT car,orthe
NICESTonelike it?NICESTonelike it?
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
38/43
E-Mail 1stAuto response
Thank you for your Automotive Internet Inquiry,ourgoal is to make sure that you receive quick and
accurate information.. We have one of the most
successful Internet departments in the Market.
To better serve your Automotive needs
please call us now at 1-800-234-5678.
This is a direct line to your personal Internet
Specialist.
What if they donWhat if they dont respond?t respond?
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
39/43
Phone Best Practices
Who is answering thecalls?
Set an appointmentto
get them into the
Dealership.
Who with?
What if they are not
buying today?
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
40/43
Home Run converting appts. > $ales
What % of customers buy a car without
coming in?
Expectations when they come to thestore?
Trade value?
Payment Calculator?
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
41/43
What are you spending?
Per month? X 12?
So,who is the
AdvertisingManager?
Cost per lead?
Cost per sale?
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
42/43
Who is the Advertising Mgr.?Who is the Advertising Mgr.?A1.comA1.com B2.comB2.com C3.comC3.com D4.comD4.com Our WebsiteOur Website
SalesSales
$ perSale$ perSale
2424 2424 2424 55 55 42 42
$204$204$470$470$583$583$854$854$719$719
Which #Which #s can we be certain of?s can we be certain of?
8/8/2019 Automotive Internet Marketing and Advertising Research Data and Statistics
43/43
Keeping Score
What do you do with the Leads?
Leads to: Good Great Best
Appts.% 50 60 70
Show% 50 60 70
Sold% 50 60 70
Total 12.5 21.6 34.3
Cost Per $ale!Cost Per $ale!
Recommended