1. Thank you for your time today ____________ (names of dealers)
Thank you for your time today ____________ (names of dealers). I know you are busy. So we will jump right in.
But first a little bio about me. My first job out of college was taking classified liner ads from dealers at the local newspaper. From there I went to Trader Publishing Company. Most recently I spent six years at AutoTrader.com and Manheim. I’ve worked at Comcast including Vehix, sold PPC and internet advertising programs to many dealers and view myself more as a resource and trainer than a salesperson
Ford Motor Company selected ADP as the key provider to its digital advertising program because it offers many key advantages like pre-negotiated rates, no advance payments, complete transparency, no long term commitment and most importantly the ability to use co-op as a financing tool.
Digital Advertising Program for Dealers Presented by Tony Guarnaccia, Director, Digital Advertising ADP August 21, 2008

2. Consumers Behaviors are Changing

3. Online Advertising is Growing
Eight out of 10 consumers now consult the Internet at
least once during the car-buying process

4. Does Your Ad Budget Match?
“Which one of these information sources was most important when making decisions about buying your vehicle?”
Source: Polk Center for Automotive Studies

5. Dealer Spend vs. Consumer Consumption Dealer Ad Budget Efficiency Gap
The Average Car Dealer’s Advertising Spend Does Not Match The Consumer’s Car Buying Research and Decision Making Behavior
Dealer Ad Budget Efficiency Gap
As you can see from this chart there seems to be a disconnect. Here you have dealers still spending 30% of their ad budgets in the newspaper yet only 5% of the in market car shopper is going to the newspaper to find what they are looking for. Look at the fourth set of columns. More people are searching and researching on the internet yet dealers spend only 10% of their marketing budgets on that medium.
Source: NADA

6. Dealer Advertising is Changing

7. CapGemini’s 2007 Auto Shopper Study

8. More Dealers are using Paid Search
2007
2006
Using
SEM
33%
Not Using SEM
67%
49%
Not Using
51%
Dealerships Using SEM
Source: J.D. Power and Associates 2007 Dealer Satisfaction with Online Buying Services StudySM (DSOBS)