Automotive marketers, dealers and lenders today are focusing their customer engagement strategies on data more than ever. However, how — and what — data can be leveraged requires close attention.
Google has announced plans to stop tracking cookies in its Chrome browser by 2022. And, Apple has announced that, as part of the iOS 14 update, it will give users the choice to block the Identifier for Advertisers (IDFA) at the app level — requiring apps to ask users for permission to collect and share data.
These changes, coupled with evolving regulations, require marketers, publishers and media buyers for auto and across all industries to have a clear position on first, second and third-party data.
Putting first-party data, first
Like cash, first-party customer-owned data is king. It’s content shared directly by the consumer with a company or brand that they trust. It can often be extremely comprehensive and include very specific data points, such as real purchase intentions or insights into consumer preferences relevant to the brand.
In a recent poll as part of Merkle’s 2021 Customer Engagement Report, 52% of respondents revealed that their organizations have prioritized digital experiences and/or strategies with the goal of collecting more first-party data. Furthermore, capturing and storing first-party data over the next 6 to 12 months is a high (58%) or even the highest priority (30%) among marketers.
First-party data can help automotive marketers create the personalized brand experience throughout the buying journey that consumers desire. At the same time, it gives consumers more control around their personal data to address their privacy concerns. What’s more, this approach allows companies to build direct relationships with customers that will optimize their marketing efforts and cultivate loyalty.
When it comes to data, 1 + 1 = 3
Even with the clear benefits of first-party data alone, its value increases exponentially when combined with second-party data, data that an organization collects straight from its audience and then sells directly to another company, and third-party data, data that’s collected by an entity that doesn’t have a direct relationship with consumers.
How to access this information? OEMs and automotive marketers need to leverage partners where it makes sense to round out their view of their customers, and to accomplish two things:
1. Segment for personalization and targeting value to create additional marketing opportunities and drive loyalty
2. Strengthen private graphs to resolve identities across the multitude of touch points created by consumers across all channels to have confidence that you are making relevant offers to the right customer.
Jornaya, a Verisk Business that operates as the leading provider of behavioral data intelligence in highly considered purchase verticals like automotive, financial services, and insurance, works with marketers to improve the timing and relevancy of their current customer and prospect engagements.
“Our customers start with a focus on enriching their 1st party data with our unique behavioral data attributes that can help them identify in-market shoppers,” said Eli Schwarz, vice president of data strategy and partnerships for Jornaya. “Once it’s clear that a consumer is in-market, the focus shifts to delivering a relevant message that will engage the consumer. The combination of multiple Equifax data elements like wealth and economic insights allows them to develop a comprehensive view of the consumer for a personalized communication that will resonate. This makes it possible to not only learn that a consumer is in-market, but also know that they have the financial capacity to buy and determine what product to offer.”
This is important because simply having access to a growing pool of first-party data will not help auto marketers truly understand and identify preferences and consumer capacity on a one-to-one basis. Online behavioral data helps marketers make the best decisions based on individual consumer actions. Having the intelligence and agility to time and tailor interactions based on actual in-market behaviors ensures engagement at the right time with a relevant message. Simply put, automotive professionals are leveraging expertise from their partners to stitch together the data they’re now collecting from their customers to better identify when to engage — and how.
With access to this more holistic view of consumers, automotive marketers can go beyond simply seeing that an individual is on a website looking at a vehicle. Instead, they can begin to get an accurate picture of who that customer is, see that they are in-market, where they are in the funnel and what they can afford to take the next right step.
Angelica Jeffreys is a visionary sales leader-automotive financial services executive at Equifax. For more information, visit www.equifax.com.
A new CarMax program invites people to “do donuts” during their 24-Hour Test Drive experience.
Only these donuts are the delicious kind, with frosting and sprinkles.
Dunkin’— the all-day stop for coffee and baked goods — is participating in a program in which CarMax customers who participate in the 24-Hour Test Drive through May 16 will receive a $10 Dunkin’ gift card.
CarMax’s 24-Hour Test Drive offering is a part of the company’s signature experience — the Love Your Car Guarantee — allowing customers to experience a day in their life with a new vehicle prior to purchase. That program also includes a 30-day money back guarantee, giving customers 30 days to love their car or return it for a full refund up to 1,500 miles.
Sarah Lane, CarMax vice president of marketing, said CarMax introduced the donut program as part of its Love Your Car Guarantee because the company believes customers deserve an enjoyable car-buying experience while also feeling confident with their decision.
“We want customers to experience a day in their life with their new ride, and since America Runs on Dunkin’, we know that includes a trip through the Dunkin’ drive-thru for their favorite order,” Lane said in a news release. “Collaborating with Dunkin’ on “Doin’ Donuts” makes CarMax’s 24-Hour Test Drive experience that much sweeter.”
Customers who take a 24-Hour Test Drive at participating CarMax locations will also receive a checklist of ideas to help them get the most out of their 24 hours. Those include taking their dog for a drive and packing the trunk with their favorite cargo to ensure it fits.
And, of course, those ideas include a visit to a drive-thru to make sure the cup holder can fit their Dunkin’ Iced Coffee.
Customers can also discuss their 24-Hour Test Drive experience on Twitter or Instagram by tagging @CarMax, #DoinDonuts, and #24HrTestDrive. The companies are hosting a sweepstakes in which 24 people can win free donuts for a year and a “Doin’ Donuts” signature donut holder. More information is available on official rules, eligibility and participating locations.
“You never truly know if a car is right for you until you’ve taken it through a Dunkin’ drive-thru,” said Melanie Rabino, director, brand engagement at Dunkin’. “Making sure your new vehicle’s cup holders perform perfectly in holding your Dunkin’ Iced Coffee, or other go-to order, is the perfect test.”
Actress, author, and podcast host Busy Philipps is also part of the program. She is demonstrating via Instagram what she recommends doing during a test drive.
And of course, she can’t start the day without Dunkin’.
“Everyone wants to be in control of their car-buying decisions,” Philipps said. “CarMax not only made my experience fun, but they also provided ease and confidence with a 24-Hour Test Drive fueled by Dunkin’. Having the car for a full day gave me the ability to see and learn every feature and how it seamlessly fit into my busy schedule.”
Carvana says it is known for its immersive, patented, 360-degree photo technology. Now the company has started a new program in which INDYCAR fans can use technology to vote for Jimmie Johnson’s Indy car paint scheme.
Fans will also get the chance to get up close with Chip Ganassi Racing’s No. 48 Honda and virtually spin the vehicle in 360 degrees. They will be able to click on hot spots to zoom in on specific features.
For Johnson’s car, fans will be able to view three unique paint schemes throughout the season and vote on their favorite for an upcoming race. Carvana said the interactive fan experience shows the anticipation and excitement surrounding seven-time NASCAR Cup Series champion Jimmie Johnson’s rookie NTT INDYCAR SERIES season.
“We always strive to create exceptional experiences and harnessing our technology to give INDYCAR fans a whole new way to immerse themselves in their favorite sport is one of many ways we’re looking at the season and our partnership with Chip Ganassi Racing and Jimmie Johnson,” Carvana chief brand officer Ryan Keeton said in a news release. “We’re looking forward to fans driving the vote for their favorite paint schemes, and seeing their selections come to life throughout the season.”
Fans can view paint schemes and vote in the weeks leading up to:
— Indianapolis Motor Speedway Road Course – May 15
— Belle Isle Streets, Detroit – June 12-13
— Mid-Ohio SportsCar Course – July 4
— Nashville Streets – Aug. 8
— Portland International Raceway – Sept. 12
“This is going to be a really fun program,” Johnson said. “My fan base is really passionate and Carvana has come up with a great way to make the fans the decision makers and have ownership in what they see out on the track this season. The designs are all really sharp and it will be interesting to see which ones they will pick.”
Fans wanting news on Chip Ganassi Racing’s No. 48 Honda can follow along throughout the NTT INDYCAR SERIES season on Carvana Racing’s social channels:
— Carvana Racing on YouTube
— Carvana Racing on Twitter
— Carvana Racing on Facebook
— Carvana Racing on Instagram
Dealers who use Google Chrome as their web browser now have another shortcut to use during their daily marketing tasks and conversations with potential vehicle buyers.
This week, FlickFusion released an extension for Google Chrome that can provide a place for dealers to store and access links to video landing pages. FlickFusion explained the Chrome extension is designed to make it easy for dealers to send customers links to video landing pages, simply by copying and pasting the URL or HTML links into emails, chat boxes or text messages.
“The process of sending a video or link to a video landing page through a CRM can be cumbersome and involve several steps, depending on the CRM,” FlickFusion chief operating officer Tim James said in a news release.
“Our Chrome extension allows anyone in the dealership to instantly access their library of videos that may feature personalized lead follow-up videos, inventory videos, value proposition videos, model review videos, monthly promotional videos, testimonial and other types of videos,” James continued.
Once the Chrome extension is downloaded and installed, all users have to do is sign in with their dealership’s FlickFusion credentials.
Clicking on the extension opens up a library of each user’s stored videos. The extension is designed so that salespeople, service employees and BDC staff can easily search for, find and clip a descriptive video thumbnail to their video, which can display on their designated video landing page when engaged.
FlickFusion highlighted that sharing videos with customers during the sales and service process is an effective way to increase lead engagement and response rates, but not all CRMs make the process easy.
Sometimes, FlickFusion said videos are made for different purposes and hosted in different places. This situation can make it time-consuming for the staff to search for the right video, and provides an inconsistent experience for both the salesperson and the consumer based on the device (mobile or desktop) and delivery method (email or text).
According to FlickFusion, the value of utilizing video landing pages is that it can allow dealerships to feature several videos on the same page, along with their dealership branding, calls to action and a lead form.
The company said landing pages also can encourage prospects to view more videos without having to search for them, allowing the salesperson to include personal introduction videos, value proposition, and even testimonial videos all in the same presentation.
FlickFusion noted that this strategy can build significantly more trust higher in the buying cycle and increase lead conversion rates.
“Videos are a powerful engagement tool but they are underutilized in customer communications, simply because it’s too difficult and time-consuming to send a video,” James said. “This Chrome extension allows users to instantly find and drop any video thumbnail into a chat conversation, text message or email.”
To learn more about what FlickFusion has to offer, contact sales@flickfusion.com or call (515) 333-4337.
In our latest NADA Show edition of the show, Auto Remarketing senior editor Joe Overby catches up with Bob George, associate vice president of products at Dealer.com.
In their conversation, recorded last week, they talk about the company's efforts to connect with dealers digitally, the importance of guiding consumers through digital car-buying, connected TV advertising, reputation management and more.
To listen to this episode, 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.
Lauren Donalson of PureCars joined the Auto Remarketing Podcast in late January ahead of Super Bowl Sunday to discuss how advertising was set to look different for automotive.
In addition to setting a different tone, look for a used-car player to make its grand entrance on the ad stage.
Note that the episode was recorded Jan. 29, so some automaker info has been updated.
Donalson's insights were also included as part of a larger trend on automotive advertising in the Super Bowl, which can be found here.
To listen to the entire 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.
NOTE: Story has been updated to clarify that Ford's Super Bowl ads are regional.
In one key aspect, Sunday’s Super Bowl will appear the same as it has for much of the past two decades.
It will involve Tom Brady, who will have appeared in 10 of the last 20 Super Bowls.
But in several other ways, Super Bowl LV will have a completely different look, including one of the event’s biggest draws: the commercials, an area in which the auto industry has traditionally played a huge part.
However, a much smaller group has plans to air Super Bowl spots this year, said PureCars digital advertising expert Lauren Donalson.
In a Jan. 29 Auto Remarketing Podcast interview (which can be found at the bottom of this story), Donalson specifically mentioned General Motors and Toyota as being the only two with Super Bowl ad plans at that point; but since that interview, others have shared plans for ads, including Jeep and Ford, the latter running ads in Southern California, Texas, Florida, Missouri and Michigan only.
In general, the mission of a big-stage ad like that is to, “get one message in front of as many eyeballs as possible,” Donalson said.
“Lots of people would say that the Super Bowl is the premier event to do so. You have a captive audience. We all have friends and family who watch the Super Bowl for the ads, not for the game … Now, the cons to television advertising, in general, are that it’s cost-prohibitive,” she said.
“A Super Bowl ad this year costs north of $5.5 million for 30 seconds. And there’s far less targeting available than you really want. And what I think manufacturers have observed over the last year, the same way PureCars has observed, is that you want to invest your dollars where you know there’s going to be return and there’s no ad wasted.”
In light of this, many automakers and dealers have moved toward advertising through what’s known as other-the-top (OTT) advertising or posts via connected TV devices, she said.
(An example of an OTT ad might be the commercial you see while streaming your favorite show on-demand through Hulu, versus the ad you see during a live broadcast.)
“But with that … it’s the exact same type of ad. It’s airing on a television screen. But you’re able to target folks who are in market for your product today. They’re un-skippable ads and it’s at a far more affordable price to entry,” Donalson said.
“You’re seeing dealers acknowledge that that’s a smarter buy and move that way,” she said. “I think you’re seeing the manufacturers do the same thing at a larger scale.”
Change of pace with messaging
Outside of automotive, Donalson references Super Bowl staple Budweiser, which has chosen to donate to COVID-19 vaccination efforts instead, she said.
Within automotive, Kia, for instance, announced a similar move, bypassing Super Bowl advertising to focus on its “Accelerate the Good” campaign.
And for those automakers who do advertise, look for the messaging to be different.
“It’s not going to be in your face, 0% APR for 72 (months). It’s going to be something that tugs on your heartstrings and addresses the moment. I especially expect that from Toyota,” Donalson said.
For GM, she said, “it’s a little easier” to gauge.
“They’ve put out press statements that the Cadillac spot is going to be specifically introducing the LYRIQ, their new EV SUV. So, that vehicle is expected to hit dealerships early 2022,” Donalson said. “So, this is definitely like the early phases of a longer campaign. Their other spot is going to be an extension of their ‘Everybody In’ campaign, which is really about educating the masses on the value of an electric vehicle. And making sure that Joe Public knows that EVs are not just for the uber-wealthy or the … uber-eco-conscious buyer. It’s for everyone.
“Toyota, they always have a knack for meeting the moment. I expect that they’ll have something that leaves you, again, with a warm heart, tugging at your heartstrings, maybe a tear or two.
“I imagine that it will be something that, again, is not necessarily ‘come view our spread of 15 nameplates.’ It’s going to be addressing the moment that we’re in and here’s how we can emerge from this together.”
Turns out, Donalson was spot on, as Toyota would later announce it was launching a Super Bowl ad that “shares an uplifting message of hope and strength, as well as a five-second 'billboard' that encourages people to think about the impact they have on those around them and follow Centers for Disease Control and Prevention (CDC) COVID-19 guidelines.”
Since this interview, GM teased its EV-related Super Bowl ad, then announced Wednesday a 60-second spot with comedians/actors Will Ferrell, Kenan Thompson and Awkwafina.
The humorous “No Way, Norway” spot is part of the “Everybody In” campaign around EV awareness and adoption. In the spot, Ferrell finds out that Norway has a stronger EV market than the U.S. and hilarity ensues as he and his friends embark on a mission.
“I’m excited to be a part of GM’s commitment to EVs,” Ferrell said in a news release. “I’ve been driving an EV since the mid-80s … well, actually it was a regular car with four AA batteries taped to the carburetor, but it felt like an EV! We’re coming for you, Norway!”
Added Deborah Wahl, GM’s global chief marketing officer, “The big game is the perfect venue for the incomparable Will Ferrell to encourage us all to reconsider what we know about electric vehicles, and to invite ‘Everybody In.’ We admire his passion for EVs and share Norway’s pursuit of an all-electric future.”
Over at Ford, the automaker released details this week about its Super Bowl commercial that ties into its #FinishStrong initiative in the fight against COVID-19.
In addition to detailing other measures, Ford said in a news release, “Ford is stepping up its drive to encourage Americans to #FinishStrong in the battle against COVID-19 with the announcement of three new initiatives that include special Super Bowl LV advertising, new mask donations and new solutions to help protect people against the virus.
“First up, the battle continues this Sunday, during Super Bowl LV, where Ford will exhort Americans to come together, protect each other and fight COVID-19 in regions hit hardest by the virus while also planning to distribute more than 25 million free medical-grade masks over the next five weeks alone. The Super Bowl LV message is expected to receive about 325 million impressions in some of the hardest-hit COVID-19 regions.”
The Ford advertising is regional, with the spots appearing in three of the pandemic's most heavily impacted areas (Southern California, Texas and Florida, the automaker said, citing the University of Washington Institute for Health Metrics and Evaluation) and two states (Michigan and Missouri) with a “high concentration” of Ford employees not able to work from home, the automaker said in a news release.
“Super Bowl LV viewers will be able to see Ford’s #FinishStrong film – a 30-second spot and a new 60-second spot – before or during the big game in those places. The campaign will continue across digital and social media channels, delivering an impactful suite of messaging for this important initiative,” Ford said.
Online used retailer makes Super Bowl debut
While Brady and the G.O.A.T heir-apparent Patrick Mahomes of the Kansas City Chiefs are not newcomers to the Super Bowl, one notable automotive advertiser will be Vroom.
The online used-car retailer is making its Super Bowl advertising debut, airing a 30-second spot titled “Dealership Pain” that follows its 30-second “Dealership Deceit” spot that aired during the AFC Championship in January.
“They are a first-time entrant into the Super Bowl ad mix. And of course, their reasons for it are justified in that they’re a brand with a national presence, and as a used-car seller, more people are in market,” said Donalson of PureCars. “You’re not limited to specifically folks who are in market for a new vehicle of your manufacturer.
“So, it makes sense for them to exercise a reach play like the Super Bowl ad,” she said.
But she shared a word of caution for dealers: the Vroom spot is “taking dead aim at the dealership experience,” Donalson said.
“So, the tips that PureCars has lent to dealers, is make sure that you and your provider are capturing search traffic for Vroom plus the make of the vehicles that you’re selling,” she said. “Because that Super Bowl ad is guaranteed to stimulate interest in your backyard and you don’t want to lose market share to Vroom.”
Auto Remarketing talked with Vroom chief marketing officer Peter Scherr in late January about the campaign.
He said the Super Bowl ad aims to juxtapose the “dissatisfaction” in the traditional car-buying process with the “convenient experience” at Vroom, using a “comedic hyperbolic device.”
It begins with a shopper being almost cartoonishly tortured at a car dealership, before the experience is flipped with the shopper getting a vehicle delivered to his house by Vroom and pointing out how “painless” the process was.
The spot that aired during the AFC Championship game strikes a similar tone, suggesting that some car-buying websites may not be what the consumer expects, he said.
“In that spot, we’re really conveying the fact that sometimes consumers think they are shopping and buying a car online when they go to certain websites, where they see thousands upon thousands of cars aggregated. But oftentimes they don’t realize … they end up at the same type of traditional dealership experience. Even though they think it’s an online kind of buying and shopping experience,” Scherr said.
Live sports have proven to be a strong advertising channel Vroom, particularly the NFL. And the Super Bowl is certainly the NFL’s biggest stage — and arguably for advertising in general.
And while it’s often the most recognizable brands that are the annual staples of the event, it can provide the chance for a lesser know company to become a household name.
“We absolutely want Vroom to be a household name. That is the ultimate goal, is that we want to be in the unaided consideration set when people decide to buy a new car,” Scherr said.
He added: “And the setup of this event this year is really exciting. It’s probably even more exciting than we expected, quite honestly, because, first of all, the matchup is incredible: Tom Brady versus Mahomes in Super Bowl. Almost like a passing of the baton, if you will, in terms of greatness.
“And then the interesting thing for us is, the very story that big brands like Budweiser and others, have decided to not advertise in the Super Bowl, has given us an opportunity to probably breakthrough even stronger,” he said. “Because even leading up to the game … we’ve seen the mass press discussing that very phenomenon, (where) in place of some of the traditional advertisers, here have emerged some companies like Vroom and others.
“And, oh by the way, some of these companies have managed, due to their business model, to actually thrive” during these challenging times that have limited consumers from entering physical businesses, Scherr said of the press reports.
“We just see the setup of this particular Super Bowl for us, for our brand, as even better than we expected,” he said
For more on Super Bowl advertising, see the podcast below with Donalson of PureCars.
New leadership is set to guide FordDirect beginning on Feb. 1.
In a move cheered by an Ohio dealer and chairman of the FordDirect board of managers, the joint venture between Ford and its franchise dealers announced on Friday that it has been appointed Matt VanDyke as chief executive officer.
And also effective at the start of February, the FordDirect board announced the promotion of Mike Gingell to chief operating officer.
The leadership moves for the team responsible for delivering marketing and advertising solutions to Ford and Lincoln dealers throughout the United States arrived as the Blue Oval is rolling out its 2021 new-model lineup, which includes a hybrid version of the automaker’s bell cow — the F-150.
“We are thrilled to have Matt VanDyke lead the FordDirect team,” said Mike Pallotta, president of Pallotta Ford Lincoln in Wooster, Ohio and chairman of the FordDirect board of managers. “His passion for the digital auto retailing business is clear. His experience around the world shepherding the Ford and Lincoln brands, along with his knowledge of FordDirect following two terms as a board member, will serve him well as CEO.
“Our board is confident Matt will continue the positive momentum FordDirect has made in its digital transformation. Our mission is to help Ford and Lincoln dealers sell and service more cars and trucks. Matt is the best person to lead this team in continuing that work,” Pallotta continued in a news release.
VanDyke, was most recently director of marketing for Ford. Beginning in 2018, VanDyke led integrated communications, digital consumer experience, brand alliances, revenue management, and retail go-to market strategies.
Prior to that role, VanDyke was vice president of marketing for Ford of Europe, where he oversaw the Fiesta and Focus vehicle launches and led the piloting of various digital and retail consumer experiences, the rollout of new Ford websites, and the development and introduction of e-commerce solutions.
He also served on the FordDirect board for more than five years.
“I know the power of the Ford and Lincoln brands, and it is no secret that our Ford and Lincoln Dealers across the country are crucial in connecting those brands with interested consumers,” VanDyke said. “It is an honor to work with the FordDirect team to continue building our dealer relationships with the outstanding digital connections we can provide. I am excited to get to work to drive FordDirect forward.”
VanDyke joined Ford in 2008 as director of U.S. marketing communications and global fixed marketing, where he led Ford and Lincoln advertising.
In 2012, VanDyke and his team began the Lincoln transformation, including rebranding and developing a new product and experience strategy for the badge.
The company said VanDyke’s focus was revitalizing Lincoln in North America and launching the brand in China. In 2016, he became director for Global Lincoln, leading the marketing, sales and service team for the luxury brand.
Outside of his Blue Oval responsibilities, VanDyke also serves on the board of the Association of National Advertisers.
Meanwhile, Gingell is set to become COO of FordDirect, which he joined as senior vice president, product, marketing and dealer engagement in 2019.
The company mentioned Gingell has been responsible for delivering products that are designed to help Ford and Lincoln dealers maximize their digital resources by increasing new vehicle and service sales. He also oversaw the FordDirect dealer engagement team and FordDirect’s internal and external marketing and communications strategies.
Prior to joining FordDirect, Gingell spent more than 20 years in the automotive information industry and has led teams that have focused on delivering data and technology solutions for automotive OEMs, automotive retailers, the automotive aftermarket, the commercial truck industry and the F&I market.
Leaders from fusionZONE Automotive and WheelsTV see dealerships needing to flourish in a “video economy,” so the companies finalized a partnership on Thursday with the intention of helping stores with their marketing efforts.
The dealer website solution and provider of video test drive reports for more than a decade now are working together so fusionZONE will offer its customers access to WheelsTV’s more than 6,000 video test drive reports.
The companies said the partnership provides a timely video solution for fusionZONE’s clients to address increased consumer demand for visual content in part due to the COVID-19 pandemic. WheelsTV strives to deliver essential vehicle information in an independent, concise and upbeat video presentation that includes vehicle test drives, key features and options and walkthroughs of the interior and/or exterior of the vehicle.
The companies added dealers can now help their site visitors conduct two hours of research in just two minutes by viewing WheelsTV videos on fusionZONE websites, all while increasing time-on-site and guiding the shopper down the purchase funnel.
“We now live in a video economy where car buyers’ demand for full-motion ‘on the road’ video test drives are at an all-time high,” WheelsTV chief executive officer Jim Barisano said in a news release.
“Today, most dealers struggle with high-quality, relevant year-make-model video content. And now, with access to the most extensive video test drive library in existence, covering year-make-models 2008 to present, fusionZONE dealers will have a video for almost every car on their lot,” Barisano continued.
WheelsTV said its videos provide three significant benefits, including
— Consumers stay on the dealer’s website longer to research and make more informed purchases.
— Increases trust between the dealer and the consumer.
— Increases engagement and advances the car shopper’s path to purchase.
“We are excited to offer WheelsTV video test drive reports to our customers. Dealerships simply don’t have the time or budget to produce ‘on the road’ video test drives for every car they sell. But now with WheelsTV, they’ll have a video for almost every vehicle on the lot,” fusionZONE chief executive officer Ed Barton said.
“The videos will support our dealers’ site visitors by providing the essential facts, vehicle specs and professional insights in a quick, energized, ‘on the road’ presentation. There’s no sales pitch, so consumers gain trust and rapport with the dealer, which will result in increased sales,” Barton added.
Pete Petersen says advertising space is a bit more crowded during the holiday season.
“But with the pandemic and recent elections, dealers are finding it even more difficult to get themselves in front of their markets right now,” said Petersen, chief executive officer of Dealers United, in a news release.
With that in mind, Facebook and Instagram advertising company Dealers United focused its targeting strategies for its dealers this holiday season to ensure they stand out to shoppers. The company is working to make sure dealers do not get lost among the large amount of content available these days.
The company notes that auto dealerships are under pressure during the holiday season from manufacturers to move their inventory quickly. Dealers United says it is helping dealerships reach important local markets with a targeted holiday advertising strategy through the end of the year and after that.
The company is working to see that creative is engaging and in-line with Facebook’s best practices.
It is also looking to make sure nothing is being suppressed, and it is building what it describes as bullet-proof audiences for maximization of every ad-spend dollar.
Dealers United’s Holiday Playbook, based on the dealership’s OEM and overall goals, can help dealers create a strong strategy in areas such as brand awareness and lead generation. The strategy can help propel engagement during the next few months.
Using manufacturer content and its own creative, the agency creates OEM-specific, holiday campaign playbooks.
The company says that historically, those playbooks have been important toward helping dealerships fast-track their end-of-year sales. Precise targeting will also be part of the campaigns and will include delivering advertisements around Honda's “Happy Honda Days” holiday event to shoppers interested in a new Honda.
Dealers United uses its Facebook marketing partnership to implement Facebook’s best practices in creating what it describes as a full-funnel and targeted approach. Dealers United says the marketing partnership is Facebook’s highest recognition of agencies that have undergone vetting for excellence in their industry. Dealers United said dealerships that use those strategies for the holiday season could see increased website traffic, leads and attributed vehicle sales.
