Jason Barrie, chief operating officer of Digital Air Strike, and Erika Maley, director of marketing for Don Hattan Dealerships, join the Auto Remarketing Podcast to talk Google vehicle ads and their role in dealership advertising and vehicle merchandising.
To listen to the conversation, click on the link available below, or visit the Auto Remarketing Podcast page.
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In this episode of the Auto Remarketing Podcast, Jim Johnson, who is vice president of account planning at VDX.tv, joins the show to talk about the role of connected TV in automotive, the changing landscape of video advertising, how that applies to automotive and much more.
To listen to the conversation, click on the link available below, or visit the Auto Remarketing Podcast page.
Download and subscribe to the Auto Remarketing Podcast on iTunes or on Google Play.
Pictures — and perhaps even more so video — could be worth way more than 1,000 words when highlighting your dealership inventory.
Dealer Image Pro founder and chief executive officer Peter Duffy made his first appearance on the Auto Remarketing Podcast to share advice on how to make photo galleries and videos more appealing for vehicle shoppers.
To listen to the conversation, click on the link available below, or visit the Auto Remarketing Podcast page.
Download and subscribe to the Auto Remarketing Podcast on iTunes or on Google Play.
AutoNation highlighted this week that the dealer group’s newest marketing campaign is designed to amplify the company’s commitment to delivering an “unrivaled” customer experience and “world-class” work environment.
AutoNation’s new national advertising campaign is celebrating its associates coast to coast with the theme, “Go Be Great!”
As the next evolutionary phase of AutoNation’s, “What Drives You, Drives Us” customer-facing ad campaign, the group said the new “Go Be Great” messaging highlights the customer experience as central to AutoNation’s approach to automotive sales and service.
AutoNation’s multi-million dollar, omni-channel media campaign was developed in partnership with the group’s marketing team, I Think Studios and Zimmerman Advertising.
The campaign features associates from AutoNation’s dealerships coast to coast and will run across media channels including TV, radio, print, online and social media. TV commercials will start airing on ESPN, CNBC and NBC leading up to the Indianapolis 500 on Sunday, when AutoNation’s four-time Indy 500 champion driver Helio Castroneves will “Drive for Five,” in his bid to be the first five-time Indianapolis 500 winner in the history of that race.
“AutoNation’s ‘Go Be Great’ ad campaign characterizes the collective drive, ambition and determination of our Associates to be the best each and every day, leading the way in Customer excellence,” AutoNation executive vice president and chief customer experience officer Marc Cannon said in a news release.
To coincide with the new advertising campaign launch, AutoNation also said it will focus on recruitment and retention in each of its markets.
From retail sales and service technicians to corporate positions, AutoNation mentioned that it provides comprehensive benefits packages, extensive on-the-job training and opportunities for career growth, inspiring employees to “Go Be Great.”
“Our associates are our greatest asset, and we’re currently in the process of hiring more talented individuals at all levels and skill sets who are motivated and inspired to excel in everything we stand for here at AutoNation,” Cannon said.
AutoNation pointed out that it has been recognized by many industry authorities.
In fact, J.D. Power has awarded 129 of AutoNation’s stores with the coveted Dealer of Excellence award, recognizing the best dealers in customer experience.
In addition, Reputation reported that AutoNation has received more than a half-a-million Five-Star reviews, the most of any public or private automotive dealer group. Through AutoNation’s DRV PNK initiative, the company is driving towards $35 million donated to fight cancer.
AutoNation has also created ONE AutoNation to ensure that associates feel at home in an inclusive workplace, where differences are embraced and opportunities for learning, growth and leadership are abundant.
To find out more about careers at AutoNation, visit www.jobs.autonation.com.
Electric vehicles (EV) have become an extremely polarizing topic over the years. Every day there seems to be dozens, if not hundreds, of articles talking about this segment of the automotive market. However, EVs still make up less than 5% of the total number of cars and trucks sold today, according to the International Energy Agency.
That being said, global passenger EV sales rose by 94% year-over-year in the third quarter last year, reaching nearly 1.7 million units, according to CleanTechnica, which translates to more than 1 million EVs being sold for four consecutive quarters.
China and Europe are two global markets that have significantly driven up the demand for EVs, as they both see consumer’s appreciation going far beyond emissions’ mandates. Here in the U.S., relaxed fuel economy targets and weak charging infrastructures have caused demand to be more stagnant, but it is furiously picking up. New fuel economy regulations are being passed and the 2021 Infrastructure Investment and Jobs Act shows much promise of a stronger national charging infrastructure.
EV growth will only get bigger
Experts believe 2022 will be another record-breaking year for EV sales growth, with the potential of more than ten million units sold globally. China will be a key player, but U.S. EV sales are forecasted to double this year. And U.S. automotive dealerships continue to take note of the EV movement.
With hundreds of EVs quickly headed to showroom floors, industry leaders, EV experts and progressive dealers offered candid conversations at the recent NADA Expo in Las Vegas. There were endless sessions, workshops and demonstrations at the show to help dealers better understand the importance of and how to best sell EV cars and trucks.
How can dealers advertise for EV?
So you’ve made the electrifying decision to sell EV at your dealership, but the question remains; what’s the BEST way to locally advertise EVs to consumers who are still on the fence about making the switch?
Major auto brands and EV startups have begun to introduce smart, progressive advertising strategies for their new cars and batteries, along with modern sustainability commitments in hopes of making EVs the ultimate driving experience in coming years. General Motors aired a prime-time Super Bowl ad with a star-studded cast, while Hyundai is now airing EV ads starring Spider-Man. Ford hired an Oscar-winning director to illustrate how many of their most famous models have gone electric at the Tokyo Olympics, and Mercedes-Benz and startup Lucid have unveiled lavish showrooms in NYC to demonstrate benefits to inquisitive crowds. The list goes on and on.
Making a stronger ad push at the Tier 3 level
While a large majority of EV advertising remains at the Tier-1 OEM level, dealers must rev up their local EV-centric advertising strategies in order to educate consumers that they can shop and service new EVs right at their local dealership. It could be a very costly mistake…missing out on potential buyers because they think they can only shop for and order an EV through the manufacturer.
Don’t forget the fundamentals
Some of the fundamentals of automotive advertising will ring true for EV as well, and as always, the biggest key is knowing your audience on the most personalized level possible. EV buyers are extremely savvy shoppers, so focus your messaging on education as much as features and benefits. Keep service and maintenance in mind when illustrating your dealership’s full value. These savvy shoppers are also quick on their toes, so be sure to align your advertising with real-time inventory levels.
In short, building concise advertising strategies that eliminate wasteful spending on your part and wasted time for your buyers, will help to achieve the best ROI. Reducing advertising waste is crucial to boosting dealership profitability, especially during a heavy advertising period like unveiling an exciting new EV model. Today’s advanced advertising data and marketing technology can help dealers follow and capture demand during these launches by identifying which vehicles they should be aggressively marketing — all with the goal of optimizing to the lowest cost per sale, rather than vanity metrics like CPC and impression volume.
Sophisticated AdTech will play a key role
Dealers should also take advantage of the tools, technologies and resources available to them via Connected TV (CTV) — a platform that aligns well with an EV-centric audience. You should be leveraging uniquely personalized ads with messaging targeted at specific households. Messaging with offers to buy an EV, trade-in their existing vehicle to augment dealer inventory, or personalized and interactive CTV ads allowing a user to click their remote to schedule service or get a trade-in quote are just a few examples. This same clickable interactivity could also give viewers access to payment calculators and real-time inventory on a dealer’s website, allowing them to get pre-qualified and matched with a vehicle while instantly negotiating payment terms…all from the comfort of the couch.
Additionally, smart retailers today should leverage a top-notch engagement/conversion strategy, along with tools that help them to efficiently align their internal processes to serve their EV customers in order to stay competitive in their market. These dealers are recognizing the importance of integrating a seamless e-commerce strategy with their lead-gen strategy and media mix, to reap the benefits of drastically lower costs per sale, faster processes, increased customer satisfaction and surging service retention.
Last but not least, leveraging payment-first technologies that provide a 1:1 personalized shopping experience could easily seal the deal. This allows buyers to simultaneously shop for their EV vehicle and financing across a dealer’s entire offering: real-time inventory, all terms financing programs, with all rebates, incentives, specials, ePricing, and trade-in equity calculated and applied at the end.
With these advertising strategies in mind, dealers focusing on promoting EV cars and trucks will certainly gain a leg up on the competition and electrify more interest in their local markets!
Jeff Allen has worked in the automotive industry for over more than years and has been at the forefront of transforming shopper data into information across all three automotive tiers. Before coming to PureCars, Jeff was the Director of Analytics at 22Squared, working directly with Southeast Toyota and large retail brands to improve their bottom line. Today he serves as VP of CX for PureCars, working internally as well as externally with clients to remove blind spots to realize performance. For more information, visit www.purecars.com.
For this installment of our podcasts from NADA Show 2022, we turn to the FUEL side of the CARS group.
Dean Evans and Terry Laughridge join the show and talk with senior editor Joe Overby about where FUEL fits into the company's end-to-end offering, how cord-cutting and streaming impacts automotive advertising, the move toward brand image and branding in dealer ads and much more.
To listen to the conversation, click on the link available below, or visit the Auto Remarketing Podcast page.
Download and subscribe to the Auto Remarketing Podcast on iTunes or on Google Play.
Alternative forms of used-car retailing were on full display Sunday night during Super Bowl LVI, with Carvana and Vroom both showcasing advertising spots.
Now another relatively new business model in the pre-owned space — consignment-to-retail used-car marketplace CarLotz — is making some advertising waves.
The company said Tuesday it has launched new marketing for the “it feels good to be a used car person” campaign, including television, out-of-home and digital advertisements.
This extension of the campaign will focus on the Midwest, where there are multiple CarLotz hubs.
The campaign launched initially in August and included OOH, radio and digital spots. It included the markets of Atlanta; Charlotte, N.C.; Chicago; Dallas; Denver; Nashville, Tenn.; Orlando; Richmond, Va.; San Antonio; Seattle; St. Louis; and Tampa.
The new advertising was set to launch with TV and video content Tuesday, along with radio and digital display content.
The two new 30-second spots include, “Becoming a Used Car Woman” and “Family Tradition.”
“Every car on the road is used. That’s a fact. But it takes a special person to be a used car person,” CarLotz chief marketing officer Michael Chapman said in an news release. “People who don't believe the house should win at the expense of the player.
“People who are always looking for the smartest way to do anything. And that value should be in the hands of the buyers and sellers, when purchasing or selling a vehicle,” he said. “Those are our people — used car people.”
Chapman added: “CarLotz should be more than a badge of a great deal and a smart choice. CarLotz should be a badge for people who are proud to do business in a new way that moves the category forward, creating more options for more people to win in the car market.”
Vroom is back. Carvana is joining the fun. Automakers are going full throttle, so to speak, with electric vehicles.
Super Bowl Sunday will have a lot of action beyond the field and much-anticipated halftime show.
Lauren Donalson of PureCars joins the Auto Remarketing Podcast to talk about the automotive ad landscape for Super Bowl XLI, as well as opportunities for dealers to bring eyeballs to their websites.
To listen to the conversation, click on the link available below, or visit the Auto Remarketing Podcast page.
Download and subscribe to the Auto Remarketing Podcast on iTunes or on Google Play.
The kickoff to Super Bowl LVI is right around the corner, and automotive marketers have been laser-focused on this year’s game, clamoring for any remaining commercial time knowing that NBC has virtually sold out all spots.
Even back in July, NBC announced that the Feb. 13 game had already sold out 85% of the ad slots. That’s the fastest pace of sales in at least a decade. Last year’s game on CBS did not reach that mark until January right before kickoff.
This year, NBC has been asking for a record-high $6 million per 30 seconds of ad time, up from $5.6 million last year, according to Variety. And even though last year’s game saw a continuing decline of viewership, everyone from car makers to lenders and dealers still look to grab any opportunity to advertise or market during the game itself or the week-long festivities.
Advertising in any format, particularly on television, is extremely competitive and costly, driving most dealers and their agency partners out of the ad game. However, with the rapid rise of connected television and OTT platforms like Hulu Live, dealers and agency partners may have a way to play in the big game.
Why CTV Is gaining in popularity for dealers
The decision for auto retailers and their advertising agency partners to consider CTV is less about re-allocating digital media budgets to video, which most dealers already execute through programmatic and social video campaigns.
Furthermore, this doesn’t mean every dealer should pull all of their money from traditional media buys, either.
In many cases, dealers that begin to explore a reallocation of portions of their traditional media investments over to CTV see significant improvement in the performance of their overall media mix and experience a positive impact on their cost per unit sold and serviced.
During the Super Bowl, this greater return potential means dealers can leverage television media while also continuing with other digital media spend, such as search and social.
Overcoming blind spots: Elimination of media waste during Super Bowl
Reducing advertising waste is a key element to boosting dealership profitability at any point of the year, especially during a heavy advertising period such as the Super Bowl. It is estimated that the automotive industry will spend approximately $13.4 billion on digital advertising, and nearly 40% of that expenditure will be ineffective due to the wrong strategy, bad data, or both, according to “Blindspots” by PureCars CEO Jeremy Anspach.
When applied to cost per sale, this often leaves dealerships paying hundreds of dollars more to sell a car than their online competitors and leaves them handicapped in their ability to effectively compete.
Today’s advanced advertising data and marketing technology helps dealers follow and capture demand during the Super Bowl by identifying which vehicles they should be aggressively marketing — all with the goal of optimizing to the lowest cost per sale and RO, rather than vanity metrics like cost-per-click and impression volume.
Dealers should also take advantage of the tools, technologies and resources available to them via CTV. They should be leveraging uniquely personalized ads targeted at specific households with messaging during Super Bowl week and even during the game; offering to buy someone’s car, or to utilize CTV technology that allows a person to click their remote to either schedule a service visit or get a quote on a trade are just two examples. OTT ads can now leverage clickability interactivity that could give viewers access to a trade tool or a payment calculator on a dealer’s website allowing them to get pre-qualified and match them to real-time inventory while instantly negotiating payment terms.
Specific opportunities for Tier 3 dealers
National OEM ad buys will spur interest in the model(s) and/or initiative(s) featured in their spots during the Big Game. Dealers should capitalize on the modern-day phenomenon of “second screen syndrome,” when television viewers are prompted to search for more information on the ad they were served, with a Super Bowl Sunday specific ad budget and strategy.
If dealers are aware their manufacturer is investing in a Super Bowl television spot (ex: Ford, Audi, and more), OR if dealers would like to proactively counter against used-car threats (ex: Vroom), clever dealers will increase paid search (Google, Bing) and retargeting (social, display) budgets during and after the Big Game. This will ensure dealers capitalize on a stimulated in-market audience in their area.
Once the initial audience is captured, dealers will have a larger and smarter prospecting audience to target via additional Google properties (Discovery Ads, YouTube) as well as proven video channels (social, video, CTV). In short, dealers should ride the momentum spurred by their manufacturer’s Super Bowl ad investment and capture their fair share. Afterall, the worst possible outcome is an OEM pumps interest into a dealer’s market ONLY for a competitor to then capitalize on it.
With local dealers utilizing all of these resources they should begin to leverage Super Bowl advertising opportunities like never before, helping new customers connect, engage and transact with them on a more personalized level. It’s hard to believe that today’s digital advertising opportunities for local dealers are possible during one of the biggest advertising weeks of the year, but a bevy of new technology has now made it all possible!
The world is hoping for an exciting Super Bowl with new teams this year. And now dealers can enjoy a Super Bowl advertising strategy with new tools, technologies and resources that connect them to more transaction opportunities.
Lauren Donalson is vice president, client experience and strategic partnerships for PureCars.
In the latest episode of the Auto Remarketing Podcast, Vroom chief marketing officer Peter Scherr joins the show to talk about the online used-car retailer's upcoming return to the Super Bowl.
We discuss the theme of the new ad for the Big Game, Vroom's focus on acquiring consumer cars and more.
In its upcoming ad , Vroom will turn its attention to the consumer experience of selling used cars, this time poking fun at peer-to-peer sites.
Through a Broadway-themed spot titled “Flake the Musical,” the company will share how “selling your vehicle can now be just as easy with Vroom as buying one,” it said in a news release.
The 30-second spot, which will air during the fourth quarter of Super Bowl LVI on Feb. 13, is designed to show the “rollercoaster of emotions” involved in selling a vehicle on a peer-to-peer site, specifically when the would-be buyer backs out of the deal.
“Now is a terrific time to sell a vehicle with used-car pricing at all-time highs. However, the process can be overwhelming and unnecessarily complicated,” Scherr said in a news release.
“At Vroom, we make selling your car as easy as possible. Being a part of the Super Bowl allows us to invite tens of millions of consumers to visit Vroom.com and get an instant price on their car,” he said. “When someone is ready to sell, we pick up the car and the consumer gets paid … all from home. No more meeting strangers, endless negotiating, or being flaked on. What could be better?”
For more with Scherr, see the podcast below.
