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Measured Marketing and Your Dealership Everything is Measurable !

Measured Marketing and Your Dealership Everything is Measurable ! . John Constantine. Takeaways . Learn how to track and measure every marketing dollar you spend to determine ROI Learn how to use data and analytics to improve the quality of your showroom traffic and sales performance

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Measured Marketing and Your Dealership Everything is Measurable !

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  1. Measured Marketing and Your DealershipEverything is Measurable! John Constantine

  2. Takeaways • Learn how to track and measure every marketing dollar you spend to determine ROI • Learn how to use data and analytics to improve the quality of your showroom traffic and sales performance • Learn what data you should be collecting and how to take that data and turn it into future opportunities

  3. Changes in Consumer Behavior

  4. Changes in Marketing

  5. Marketing 10 Years Ago We should have a weekend tent sale…

  6. Marketing 10 Years Ago

  7. Marketing 10 Years Ago

  8. Marketing 10 Years Ago

  9. Marketing 10 Years Ago I know that half of my advertising doesn't work. The problem is, I don't know which half.

  10. Marketing Today

  11. Marketing Today We should have a weekend tent sale…

  12. Marketing Today PURLs & Landing Pages

  13. Marketing Today Barcode Technology

  14. Marketing Today Phone Tracking

  15. Marketing Today

  16. Marketing Today

  17. Marketing Today

  18. Why Measure? • Across the board accountability – media, salespeople • Evaluate media investments/reallocate budget • Customer analysis – by zip code, demographics, etc. • To paint a true ROI picture

  19. The Power of Data Direct Mail Campaign 50,000 Total Responders 1,284 2.6% Hits Showroom Responders 828 1.7% Show Cars Sold/Conversion % 123 15% Close Total Gross $368,773 Campaign Cost $26,652 Cost per Unit Sold $217 ROI $342,121

  20. The Power of Data Zip Code Analysis

  21. The Power of Data Salesperson Analysis

  22. The Power of Data When are you in the market to buy? What vehicle are you currently driving? Where do you get your current vehicle serviced?

  23. The Power of Data Direct Mail Campaign 50,000 Total Responders 1,284 2.6% Hits Showroom Responders 828 1.7% Show Cars Sold/Conversion % 123 15% Close Total Gross $368,773 Campaign Cost $26,652 Cost per Unit Sold $217 ROI $342,121

  24. Future Opportunities • Total Responders 1,284 • Responders in Market to Purchase 641 • Vehicles Sold 123 • Future Opportunities 518

  25. Future Opportunities • 518 ups who didn’t buy but told you: • When they plan to buy • What they’re driving now • How to get in touch with them • Unique Responders Buying Timeframes • Now 109 21% • 3 Months 47 9% • 6 Months 36 7% • 12 Months 67 13%

  26. Future Opportunities • Service Analysis • This Dealership 334 39% • Another Dealership 241 28% • Express Lube 103 12% • DIY 168 20% • 512 ups who told you: • They get their vehicle serviced elsewhere • How to get in touch with them

  27. Tracking Alone Is Not Enough!

  28. Cobalt Auto eShopper Study • 2 of 10 Car Shoppers Never Received a Lead Response • 2 of 3 Car Shoppers Weren’t Invited to Test Drive • 75% of Shoppers Never Received a Price Quote • 60% of Dealers Never Completed the “Call” in “Click & Call” Source: ADP Cobalt 2011 Automotive eShopperExperience Study

  29. Future Opportunities

  30. Future Opportunities

  31. Email Nurturing • Confirm appointments to increase show rate • Contact missed appointments • Remarket to responders who don’t buy • Remarket based on future buying cycle position • Remarket with offer for their trade-in • Remarket with service offer

  32. BDC • Confirm appointments to increase show rate • Contact missed appointments • Generate additional appointments • Remarket to responders who don’t buy • Remarket based on future buying cycle position • Remarket with offer for their trade-in • Remarket with service offer

  33. Online Retargeting

  34. Takeaways: Tracking If you’re spending marketing dollars on traditional media but not tracking the results, stop today.

  35. Takeaways: Metrics Media Reach Total Responders Hits Showroom Responders Show Cars Sold/Conversion % Close Total Gross Campaign Cost Cost per Unit Sold $628 Avg. (NADA, 2012) ROI

  36. Takeaways: Data & Analytics • Data • Collect data but not too much - only data you can make actionable (trade details, credit app, buying timeframe). • Analytics • Improve future sales through zip code analysis.

  37. Takeaways: Lead Management Manage leads proactively. If you can’t automate everything, at least create a process.

  38. Thank You • John Constantine • jconstantine@triauto.com • 800.873.3117 • 317.644.5710

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