1. Full Name I Company I Job Title I Email
Building a Budget Around Today’s “Now Buyer”
Eliminate Marketing Waste by Using Data to Drive Shoppers
Dave Spannhake I Reunion Marketing (BOOTH 1100) I CEO & Founder I

2. THE CURRENT AUTOMOTIVE MARKETPLACE
17.5 million sold new units in 2015
All-time high, surpassing 17.4 in 2000
Comparisons – 12.6 in EU and 1.3 in Mexico
United States population – million
5.5% of the population bought a new car last year
The average month then sees 0.4% of the population is purchasing a new vehicle

3. INTRODUCING THE ‘NOW BUYER’
That 0.4% of the population buying a car each month is where the marketing battleground is.
What portion of that 0.4% are opportunities for your dealership to
sell a car?
What is the most effective way to influence them through your marketing plan?

4. THE AVERAGE DEALER MARKETING SPEND

5. GROSS MARGINS CONTINUE TO DROP
OUR OPPORTUNITY IS TO INCREASE SALES WHILE CUTTING THE MARKETING COSTS PER CAR SOLD
2015 NADA STUDY
$616 IS THE AVERAGE COST TO MARKET EVERY SOLD VEHICLE ACROSS THE COUNTRY

6. HOW IS THE NOW BUYER CHOOSING THEIR CAR?
More time online
Less time with dealerships

7. HOW IS THE NOW BUYER CHOOSING THEIR CAR?

8. TIME SPENT ON DIGITAL = ALL OTHER MEDIA COMBINED

9. GO AFTER THE ‘NOW BUYER’ FIRST
BUILD A MARKETING PLAN AROUND THE NOW BUYERS
If 0.4% of the market is in the market any given month to purchase a new vehicle, start your digital marketing plan focusing on influencing that audience.
GO AFTER THE ‘NOW BUYER’ FIRST

10. TRADITIONAL MARKETING VS DIGITAL MARKETING

11. INTENT MARKETING VERSUS STIMULUS MARKETING

12. BUILD YOUR BUDGET INTENT FIRST AND MOVE UP THE FUNNELS

13. DRIVE TRAFFIC TO YOUR WEBSITE
There are no competitors on your website, where you have the opportunity to be the sole influencer.
Build a robust Search Engine Optimization strategy (and don’t just “check the SEO box”)
Create a Search Engine Marketing
(paid search) plan that leverages key data points. Don’t check the box here either!

14. Be found where demand exists.
WHAT IS THE PURPOSE OF SEO & SEM?
Be found where demand exists.

15. CREATE RESULTS LIKE THIS

16. IDENTIFY SEARCH VOLUME IN YOUR MARKET
»Google AdWords
Keyword Planner
»MOZ
»SEM Rush
»SpyFu
»Answerthepublic.com
Tools You
Can Use:

17. BUILD CONTENT AROUND THOSE LOCAL SEARCHES

18. AND DON’T FORGET MOBILE… FIRST!

19. DIRECTORY OPTIMIZATION
SEO DONE RIGHT
META-TAGS
QUALITY CONTENT
STRUCTURED DATA
PAGESPEED
NO DUPLICATE CONTENT
LINK BUILDING
PHOTOS | ALT TEXT
MOBILE FRIENDLY
DIRECTORY OPTIMIZATION
URL STRUCTURE

20. LEVERAGE CONTENT & SEO IN PAID SEARCH

21. DON’T SKIMP ON THE DETAILS

22. EXPANDED TEXT ADS & MULTIPLE EXTENSIONS

23. QUESTIONS TO ASK YOURSELF
Do you own your AdWords account?
What do your quality score metrics look like?
Do you know if
your agency is
taking a
commission on your spend?

24. MEASURE YOUR SUCCESS WITH GOOGLE ANALYTICS

25. MEASURE SHOPPERS, NOT JUST CLICKS
If we are only measuring success based on phone calls and s, we are forgetting about 90% or more of the website traffic and how the majority shop and buy cars online.

26. Recommended Goals

27. DRIVE TRAFFIC TO ALL OF YOUR VEHICLES
Understand your current inventory distribution through vehicle pageviews.
Just like on the lot, the more “virtual tire kickers” the faster your inventory turn will be.
Find ways to get all of your inventory exposed in your marketing plan.

28. AND DON’T FORGET USER EXPERIENCE!

29. BUILD A MARKETING PLAN AROUND THE NOW BUYERS30
TIMES
A MONTH

30. CREATE VISIBILITY IN OTHER AREAS WHERE
NOW BUYERS ARE SHOPPING

31. MEASURE & ASSESS THIRD PARTY WEBSITE SUCCESS
KPIS to Measure
Amount Spent
Cost Per Vehicle Viewed
Cost Per Lead
Percentage of Inventory Viewed

32. DOMINATE INTENT, THEN STIMULATE INTEREST
KPIS to Measure
Amount Spent
Cost Per Vehicle Viewed
Cost Per Lead
Percentage of Inventory Viewed

33. TARGET NOW BUYERS SOCIALLY
TARGET SPECIFIC AUDIENCES
Customer Database - Everyone
Customer Database – Service
Customer Database – Lease/Finance
Max-Market Prospects– 90 Days to Buy
In-Market Prospects – Days
Target Model-Specific Intent
Retargeting Ads
NOT Page Likes

34. TEST AND OPTIMIZE. TEST AND OPTIMIZE.
Create multiple ads!
The creative
The message
The audience
The schedule
… and More!

35. TRADITIONAL MEDIA KPIs TO KNOW
Tier 1 and Tier 2 advertising are often the vast majority of stimulus marketing spends in most markets.
How much awareness and stimulus are you creating with your spends?
REACH – what percentage of your target audience are you getting your messaging to?
FREQUENCY – how many times are you getting that message in front of them during the media cycle?
CPM – what is the average cost it takes to get in front of every 1,000 people (this is a good comparison for all media types)

36. IS YOUR TRADITIONAL SPEND MAKING AN IMPACT?
With the average person seeing more than 10,000 ads a month and noticing more than 4,500 ads what kind of frequency does your messaging need to have to make an impact?

37. HOW MUCH OF YOUR BUDGET FOCUSES
ON THE NOW BUYER?

38. COMPARISONS AND THINGS THAT DRIVE ME NUTS.
Target 10,000 people with direct mail = $10,000
Target 10,000 people with Facebook = $80-100
Spend $5,000 on Radio in medium-sized metro – 1.5 frequency
Spend $5,000 on AdWords in medium-sized metro – 1,000 to 2,000 “Now Buyers”
Spend $30,000 to $50,000 on High Funnel broadcast advertising for stimulus
Worrying about a secondary site that costs between $1,000 and $2,000 when the manufacturer’s website does not perform but others convert twice as effectively
Spend tens of thousands effectively stimulating a market or complementing manufacturer created demand
Spend no budget going after the Now Buyers in market ready to buy.
A. Learning a ton of actionable strategies at Digital Dealer and Leave Fired Up
B. Going back to the dealership and not executing on The Opportunities

39. Contact Info
Full Name: Dave Spannhake
Company: Reunion Marketing (BOOTH 1100)
Job Title: CEO | Founder