Strategic Automotive Digital Marketing: Opportunities & ROI. Brian Pasch, CEO PCG Consulting brian@pcgmailer.com

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Gerald Stevens
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1 Strategic Automotive Digital Marketing: Opportunities & ROI Brian Pasch, CEO PCG Consulting

2 Understanding Online Shopping in ZMOT Tracking Digital Conversions & Attribution Stealth Shopping Behaviors To Relate To Sales Evaluating Digital Marketing ROI (CVV & CPS) Improving Your Processes at the FMOT Differentiating Your Initial Response using Video Generating More Traffic: Social Media & Video Defining Marketing KPI: Actionable Data Agenda

CPS) Improving Your Processes at the FMOT Differentiating Your Initial Response using

5 42 % 32% 22% 13% INVENTORY MODEL INFO REVIEWS LOCATE DEALER Search inventory most-used 3rd party tool. source: Google/Compete 2011 Auto Shopper Behavior Study

6 3 Paths To Your Website Direct (Hard To Measure w/o Software) Direct Mail, Traditional Media Referral (Paid & Unpaid) Adwords Social Media Third Party Classifieds (Nieuweautokopen, Autotrader,...) Blogs, OEM, Google+ Organic (SEO) Google Hiding Keyword Data

Social Media Third Party Classifieds (Nieuweautokopen,

7 Traditional Sales Attribution Model: Website Lead Forms Third Party Leads Phone Calls (tracking numbers?) Chat Sessions Showroom Visits OEM, Newspaper, Radio, TV, Referral, Online Tracking Digital Conversions & Attribution Tracking Lead Sources Is A Requirement For Measuring ROI!

) Chat Sessions Showroom Visits OEM, Newspaper, Radio, TV, Referral,

8 Cost Per Lead vs. Cost Per Sale?

9 Walkin Sales Leads/Appts CALLS, CHATS, LEADS 30% 70% Consumer Prefer Stealth in US

10 Phone calls outnumber lead forms in the US by a factor of 3 to 1 Mobile traffic has accelerated phone call leads in the US. Dynamic phone tracking is now a requirement for accurate measurement of marketing investments. Phone processes are the #1 profit leak Phone Calls Outpace Lead Forms in USA

Dynamic phone tracking is now a requirement for accurate measurement of

11 Google Adwords Conversion on Lead Forms Click Digital Lead Conversions

13 Dynamic Phone Numbers Change: based on referral traffic based on keywords used in organic search Track calls and form leads to get true picture! If you look at cost per lead, and not track calls, you will be missing valuable data for ROI! Digital Phone Conversions

14 Dynamic Phone Example

15 Adwords Clicks With See New Number

16 If you are not tracking leads and calls you can not maximize your marketing investments. If you don t have strong processes to follow leads and calls you will never have an accurate cost per sale. Dealers who have made a commitment to both tracking and process lead their market! Conversion Tracking & ROI

If you don t have strong processes to follow leads and calls you will never

17 SOURCE CAL LS LEAD FORMS CONTAC TS APPOINTME NTS SHOW S SOLD % SOLD WEBSITE AUTOTRADER NIEUWEAUTOKO PEN ADWORDS AUTOSCOUT CHAT PHONE SHOWROOM VISITS MONTHLY TRACKINGS

18 Walkin Sales Leads/Appts Your Entire Marketing Budget Needs ROI Metrics! 30% 70% Back To The Online Shoppers

19 Tracking The Stealth Shopper

22 Dealers Need To Be VDP Factories

23 First, you must understand why all new and used cars should have their own Vehicle Detail Page. A great VDP has at least 20+ photos, a video, pricing, and a customized description of the vehicle. Then we need to measure the marketing investments we are making and the VDP traffic that they generate. We will define a shopper as someone who visits at least one VDP. Dealers Need To Be VDP Factories

24 Cost per Shopper (CPS) Cost per VDP View (CVV) Two New Terms

25 Adwords using Cost per VDP View Range: $ $75.45

26 Total Website Traffic 11,674 visits in 30 days

27 Cost per Shopper (CPS) 5,214 shoppers in 30 days

28 US Consumers Visit 1.3 Dealerships Before Purchasing

29 With the correct training and processes in place, we have personally managed stores to increase lead closing ratios by 300% Consider the impact of going from 8% to 20%+ on your P&L. Little changes can make a big difference! BDC/Internet Sales Efficiencies

30 Could This Apply To Your Dealership?

31 Leading The Industry In Internet Lead Handling Education & Strategy

32 Are you committed to being #1 in your market? Are you willing to maximize your marketing investments by creating processes that increase sales?

34 Initial Video Responses Via CRM

35 Confirming An Appointment

36 Initial Lead Response Appointment Confirmation Unsold Showroom Up Phantom Lead Post Sale Thank You 5 Videos Per Sales Professional

37 Lead Tracking and Process Improvements

38 With Social Media Advertising & Online Video Marketing

40 Local Social Media Re-Visited Local Newspaper Your Local PBS/Radio Station Digital Press Releases

41 Social Media Gone Astray

42 Poor Choices For Content Syndication

43 No path to Dealershi p Website Linking To Blogs With Poor Call to Action

44 No Links To The Dealership Website

45 Find Your Dealer? Linking To OEM Website Promotions

46 Looking A Wrong Metrics Likes = Sales???

Grow a Community of Followers Brickell Honda Objective: Build a relevant community of buyers Drive growth and traffic by targeting local HONDA owners!

47 Grow a Community of Followers Brickell Honda Objective: Build a relevant community of buyers Drive growth and traffic by targeting local HONDA owners! Results: Honda owners engage with a brand offer that relates to their vehicle. Two way communication established. Introduced Honda loyal customers to a new LOCAL service center.

48 Facebook Is Low Cost Advertising

49 Grow a Community of Followers Fiat of Kirkland Objective: Conquest Brands Competing with Fiat Start education campaigns comparing Fiat 500 vs. popular alternatives. Results: Kirkland Fiat increases brand awareness and Facebook fans. Local MINI Owners educated on benefits of Fiat 500 Traffic driven to in-stock inventory pages and VDP s

50 Educate & Connect With Consumers

51 Resize Engagement For Mobile

Continuously Engage Followers Jeff Wyler Auto Group Objective: Build a relevant community of buyers Drive growth and traffic throughout a monthly hyper-local campaign.

52 Continuously Engage Followers Jeff Wyler Auto Group Objective: Build a relevant community of buyers Drive growth and traffic throughout a monthly hyper-local campaign. Results: Fan base and reach increases Two way communication established Post entry actions can drive consumers to your website to connect them with your digital advertising: retargeting. Daily Campaign Visits

53 Continuously Engage Followers Naperville Infiniti Objective: Drive engagement with a popular hyperlocal event. Give local consumers an experience that they would remember! Results: Increased fan engagement Increased brand reach LOCAL consumers submitted their information showing the targeting was working.

54 Designs to Drive Traffic to Inventory Pages

55 Facebook Limits Text On Photos

56 $0.38 Cost Per Click

57 Targeting Existing Nissan Owners

58 83 Cents CPC On Targeted List of Nissan Owners

$company to purchase from based on an online video ad 30% of car shoppers were prompted to start shopping by seeing an online video ad Source: Google/Compete/Polk, Auto Buy Flow Study, June 2011\$

60 Auto Shoppers Love Video Video is considered the most engaging ad format 52% of car shoppers find online video ads the most useful ads in their shopping process 40% of car shoppers decided which company to purchase from based on an online video ad 30% of car shoppers were prompted to start shopping by seeing an online video ad Source: Google/Compete/Polk, Auto Buy Flow Study, June 2011\

Online Video Moves Them to Act Used my computer to find info 45% 47% 50% 33% Visited a dealership 37% 57% Searched dealer inventory/availability of a specific vehicle 14% 25% 47% Talked to friends,

61 Online Video Moves Them to Act Used my computer to find info 45% 47% 50% 33% Visited a dealership 37% 57% Searched dealer inventory/availability of a specific vehicle 14% 25% 47% Talked to friends, family or colleagues about vehicles 17% 26% 46% 13% Shared an online video 25% 32% Used mobile to find info 6% 26% 30% 1 Brand 2-3 Brands 4+ Brands As a result of watching an online video, which actions did you Source: Constant Consideration : Vehicle Shopper s Path perform? to Purchase Compete 2012.

62 Are We Communicating With Our Customers Are We Connecting Our Message Are We Telling Visitors How Things Work? Video Merchandising: About Us Hours & Directions Service Appointment Form Finance Application Website Merchandising

63 Why Buy From Us Message

64 Why Service Here Message

65 Video Pre-Roll Advertising Sam Swope Honda World: Maximized reach through video remarketing & interest targeting. $1.78 Cost Per Click Results of Video Pre-Roll: 74,765 Impressions 12,904 Views 8,426 Unique Views $0.11 Avg. CPV 764 Clicks Budget: $1, Timing: Feb 1-28

67 First Time I Witnessed 50+% Of Traffic Coming From Mobile 19,68 2

69 DEVICE INDEPENDENT PAGES

70 Commo n VDP

71 My iphone Not Responsive or Adaptive Unusable On Mobile Discourages Engagement

72 Broken Experience

73 Got a Question? Ask our Expert! Introducing The Switzerland of Data Reporting Software

75 Monthly Dealer Reports

76 We Saw An Opportunity Too Many Logins Dissimilar User Interfaces Data Overload No Clear Focus on Actionable Data Inability To See Vendor Cause & Effects No Proactive Alerts (positive or negative) Portability of Data Executives Had Report Burn Out! Dealers Challenged to Educate Teams New Ways To Measure Success

77 The First Vendor Neutral Data Warehouse Your Personal Data Warehouse

78 What Is This Expense on my P&L? What problem was this vendor hired to solve? What metrics or KPI s show an ROI? What actionable data should I review?

81 ROI-BOT Enhances Remote Management Coaching Education Accountability 24x7 Data Monitoring

82 Online Reporting: ROI-BOT Single Login Clean Interface Custom Alerts Valuable Insights Actionable Data Budget Tuning Support For Dealer Groups Enterprise Views*

83 Tracking Leads By Source Required For ROI Compute Direct & Stealth Sales Metrics Creating a Mobile First Strategy Leads & Phone Calls Must Follow A Sales Process Differentiate Your Dealership With Video Managing Your Dealership Marketing Metrics Summary

84 Let s Connect Online Facebook: LinkedIn: Brian Pasch, CEO PCG Companies brian@pcgmailer.com

How Google Wildfire is Recasting Digital Marketing Strategies for Auto Dealers. Brian Pasch, CEO PCG Consulting brian@pcgmailer.

How Google Wildfire is Recasting Digital Marketing Strategies for Auto Dealers Brian Pasch, CEO PCG Consulting brian@pcgmailer.com Workshop Outline Where Social Media Marketing Fits in Google s ZMOT Understanding