• What are your marketing objectives?

• Who is your target audience?

• How are you going to measure success?

• How are you going to track results?

Four Questions for Success

Mass Media Hyper Local Media

Reach & Frequency

What type of exposure does your dealership need in 2014?

Case Studies Buick Lacrosse

New Branding Campaign in 2013/2014 focused on a younger demographic

Buick- Complementing Branding Campaign for Lacrosse- Mass Media

Focus

Social Media: Buick

Buick- Complementing Branding Campaign for LaCrosse- Mass Media

Focus

Buick using Hyper-Local targeting for Enclave

What’s the Point?

• Buick is rebranding

• Feature based- New IntelliLink Technology

• There is a cohesive STRATEGY– All online marketing efforts convey the same

message- Buick has the newest technology

• They are listening to their consumers– Facebook strategy since 2011: Moment of Truth

• Reaching out to new markets– Young Families

What is Your Focus?

Are you focused on specific profit centers for growth?

• New over Used?• Parts & Service?• F&I?

Are you focused on specific brand sales?• Chrysler?• GMC?• Branding the

dealership?

How are your using your CRM?

1. Database management. Optimally, it should be linked to your store’s DMS system. This will allow the dealership to capture transactional data in a variety of areas and organize it into a single, detailed profile with preferences about each customer. The ability to National Change of Address (NCOA) your customer data through an import/export function is highly desirable so that the store can maintain an accurate customer address.

2. Customer segmentation. Must have the ability to identify and target the right customer segment with the right services via the right channels at precisely the right time.

3. Database marketing. Identifiable by needs-based marketing, past purchase marketing, non-solicitation communications, information based marketing, value based marketing and life-cycle marketing.

4. Communication design and deployment. Should include a marketing function that will let the dealership easily create and deploy communications of varying content and graphics to specific, identifiable customer segments.

5. Contact management & response analysis. Tracking communication deployment to customers is essential in monitoring frequency of contact. Handling email messages that cannot be delivered to the recipient due to permanent or temporary reasons (hard/soft email bounce maintenance) should be automated.

Today’s Auto Consumer

• Educated

• Has researched brand name vehicles– Looking for consumer reviews

– Safety Ratings

– Competitive pricing

– Features & Benefits

• Is farther along in the buying cycle than a customer in previous years

• How are you catering to these behavioral changes?

Search Landscape of Maine

Search Landscape of Maine

Search Programs

Keyword Focused StrategyPin-Point specific keyword phrases to target customers at all ends of the buying cycle. This search page shows a few strategies….

Targeting Deals(Black Friday)

Targeting Demographics (Students)

Target Brands(Mazda)

Sample Search Dashboard:Tracking & Measurement

Display Programs

• Can focus on either Mass Media or Hyper Local Targeting; Targeting specific geographies

• Ad’s displayed on top 250 rated websites (COMSCORE)

• Targeting Examples– Mass Media

– Hyper Targeted

Site Retargeting Programs

Retarget consumers after they have already visited your website• Pick Specific Promotions• Pick Specific Web Pages• Pick Specific Cars

Social Media Programs

• Social Design

– Have a professional redesign your Facebook page, add in buttons to your MLS database or coupon offers

– See Sample Live (Click Here)

• Social Conversations

– Have our team of specialist create a social media strategy to drive more engagement to your social outlets, we will take the work out of it for you!

• Facebook Ad Extension– Targeted ads based on demographics, behaviors, and geographies

Mass Media Sample Hyper-Targeted Sample

Next Steps?

• Identify Audience• Mass Media• Hyper-Targeted

• Note Specific Geographies• Prioritize Goals

• Short Term• Long Term

• Decide on a Budget