Nick King -...

How to thrive in a competitive marketplace Nick King Insight Director

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Auto Trader

Our journey

Print

3500 staff

13 regional print titles

450,000 peak circulation

per week

Largest automotive

marketplace in the UK

Digital

850 staff

1 national marketplace

59.5million monthly visits

13,500 retail customers

Largest automotive

marketplace in the UK

Data

4.9 million vehicle

transactions per year

300,000 price changes per

month

70,000 consumers research

Largest automotive data

set in the UK

Largest automotive

marketplace in the UK

1977 2014 2019

37 Years Ago

3

BLADE RUNNER

“Enhance the Image”

Today

5

A DUST CART

Today

6

A DUST CART

Printing press 1440-

50

Internal combustion

engine 1807

Each Minute = 50 years

50 years X 60 minutes

= 3000 years

Tesla 2009 = 8 seconds

Smart phone 2007

= 12 seconds

Personal Computer

1977

= 48 seconds

Motor car 1885

= 2.6 minutes

Telephone 1875

= 2.8 minutes

We’re living through uncertain times…

Politically… Economically…

Socially… Technologically…

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Familiarity

Make me

happy!

In a complex digital world...

13

Advertising

messages seen

every day

Up to

10,000

Information Overload

Our brains are configured to make a certain number of decisions per day. Hit that limit, and we can’t make any more, regardless how important.

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Think like a consumer

BMW configuration options

Section title

18

Rete

ntion

time

Primacy effect People have a good memory for

items at the beginning of a list

Recency effect People also have a good memory

for items at the end of a list

If their website is

an insight into how

the company is run,

I'd run a mile.

Never visited the site due to

confusing website. How can

I make a choice if I cant see

cars and quality of the

dealership in one place.

Section title

21

Perception matters

1 2 3

OK

50p

Good

75p

Excellent

£1.50

The majority of consumers don’t trust car dealerships

Q8 Please rate each of the following types of companies on the extent to which you trust them when doing business with them.

Base: All respondents (3224); Bought a new car in the past six months (240); Bought a used car in the past six months (459)

0%

20%

40%

60%

But with forecourt visits declining, they need to build trust online first

Simplicity

is the

ultimate

sophistication. Leonardo Da Vinci c1470

PERCEPTION vs REALITY

7% TRUST CAR

DEALERS

Source: Sept AT Market Report

IN REALITY, 8% DIDN’T

TRUST THE DEALER

ACTUALLY PURCHASED

FROM

Challenge

Auto Trader

The

Studio

was

BORN

Vision

Mixer

-

Audio

Desk

3 x 4k

UHD

Remote

Cameras

Guy Dunn – Webinar

Planning/Design/Producer/Presenter

Internal Webinars – All Employee

Internal Webinars – All Employee

External Webinars – Auto Retail Network

External Webinars – FCA Manufacturer

Bespoke Webinars – Group 1 Automotive

Bespoke Webinars – Vertu Motors

Product Launch Webinars – Marshall Motor Group

Dealer Update Webinars

So how do you really make these works?

Commitment from a technical expert Creative ability Content delivery in a compelling way

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Summary

keep it simple

Keep aware of your entire audience.

Don’t baffle with Jargon

Make compelling content – you are creating Telly

Use polls and don’t forget the Q&A

Promote your next sessions

Create a seamless experience

Digital Excellence:

An easier more enjoyable

purchase journey

Thank you!

nick.king@autotrader.co.uk

#nchking

#ATinsight