marketing by the numbers
TRANSCRIPT
Marketing By The Numbers
Executing ZMOT In Your Store
Larry Bruce President / CEO
OnlineDrive @pcmguy
What Does It Take To Win
Here?
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5
4.5 Trillion Ad impression In 2011
1Billion Impressions
31.2% 10.1%
400 Million 200 Million+
SOURCE: THE NEILSEN CO. 2011
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3
4 Hours per day: What the Avg. US households spends watching TV
Database Web Targeting
Display & Social
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6 5
5
MM
346 Million 31%
27 Million 2.5%
1.1 TRILLION Display Ads Delivered Per Quarter
Display & Social
Display & Social
Display & Social
Display & Social
First Name Last Name Email Address Home Phone Mobile
&
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2
3X Increase in CTR
6X Increase In Sale Ratio
4X Increase In Show Rate
2X Increase In Sale Ratio
Landing 24.7% Conversion Rate
First Name Last Name Email Address Home Phone Mobile
Follow up Remaketing 17% CTR / 27% of sales came from the remarketing campaign
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People Look for a car first,
LARRY BRUCE, 2003 OnlineDrive President / CEO
and a dealership second.”
Search Display Targeting
audi a4
Display Ads Based On Search History
First Name Last Name Email Address Home Phone Mobile
4.2% of competitive customers visit the dealership at this level of the funnel with a 36% average sale ratio
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2 & 2
Product Marketing
3X Increase In Lead Conversion
4X Increase In Click Through
Product Marketing
4X Increase In Show Rate
First Name Last Name Email Address Home Phone Mobile
Product Marketing
Product Marketing
Product Marketing
Product Remarketing
First Name Last Name Email Address Home Phone Mobile
22% Recapture Rate
Don’t take our word for it
4000 Businesses In Lead Generation
We have forgotten,
LARRY BRUCE, 2012 OnlineDrive President / CEO
We are marketing a product not a website.”
Your dealership is
LARRY BRUCE, 2007 OnlineDrive President / CEO
a service company with a product offering.”
Money Back Guarantee
Life Time Warranty
Free Home Delivery
Delivery In 90 Min Or Its Free
Service Pick Up & Delivery
Search Display Targeting
Conversion Path
Store Branded Keywords
When we stopped running this ad lead fell off by 24% ROI on store branded keywords is 700%
0
0
Store Branded Keywords
2876 visitors 317 Leads Conversion Rate 10.1 % 44 Sales Sale Ratio 14% $82,500 GP ROI 485%
how to -noun
A set of step-by-step instructions for accomplishing a certain task or reaching a certain objective
• Start with your Customer Base • Database Web Targeting… Keep them close • Get higher in the funnel and add value there, use
dealership based incentives to get the visit & stop the shopping cycle
• Be Where the customers are… ALL steps of the cycle
• Stimulus • Product • Dealership
• Understand what they want from YOU
• Do you have what I want & do I have choice? • How much is it going to cost me? • How easy are you to deal with?
• Recognize you are marketing a product not a website
• Make a strong compelling offer • Single clear call to action • Social Proof