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Selling to the Car Dealer
in a Multiplatform World
Selling to the Car Dealer
in a Multiplatform World
Paul AccinnoPresident and
CEO
WorldDealer Inc.
Paul AccinnoPresident and
CEO
WorldDealer Inc.
AgendaAgenda
• President/CEO – WorldDealer, Inc. – Provides online and offline automotive marketing solutions
including advertising services, websites, lead management and CRM, call center services and systems administration and auto portals for TV stations.
• President/CEO – JW Messner, Inc.– Formerly GM’s largest LMG agency
• EVP Sales/Marketing – The Boucher Group– Top 100 Auto Dealer Group
• Zone Manager – Ford Motor Company– Field Marketing Group
Background
AgendaAgenda
• Selling to the Dealer in a Multi-Platform World– Understanding the Purchase Process– How Do Dealers Spend Their Ad Dollars– Why Don’t Dealers Buy Broadcast TV
• Media Convergence...Getting Started• Getting Ready To Pitch
Agenda
AgendaAgenda
Title
The Purchase Funnel
Purchase Process
AgendaAgenda
The research has shown that the purchase process begins within six months from the eventual acquisition.
The Purchase Funnel
Time Inc. Automotive Purchase Process ©December 2005
Purchase Process
AgendaAgenda
Three Distinct Stages emerge as the intenders pass through the purchase process
The Purchase Funnel
Time Inc. Automotive Purchase Process ©December 2005
Purchase Process
AgendaAgenda
“Needs Phase” (6 months – 4 months) Intenders are accessing the models that are available for basic consumer needs and desires — size, space and styling.
The Purchase Funnel
Time Inc. Automotive Purchase Process ©December 2005
Purchase Process
AgendaAgenda
“Features Phase” (3 months – 2 months) - Intenders have narrowed their choices and are now comparing models within a single segment focusing on product features.
The Purchase Funnel
Time Inc. Automotive Purchase Process ©December 2005
Purchase Process
AgendaAgenda
“Price Phase” (final month) - Vehicle cost becomes paramount as the intender visits dealerships (usually for the first time) and makes final comparisons that lead to purchase.
The Purchase Funnel
Time Inc. Automotive Purchase Process ©December 2005
Purchase Process
AgendaAgenda
Title
Media Usage InThe Funnel
Purchase Process
The most powerful convergence media combination!
Automotive Internet Users (AIU)
Automotive Internet Users (AIU)
AgendaAgenda
A record high 67 percent of new-vehicle buyers use the Internet in their vehicle shopping process in 2005.
New Automotive Internet Users
J.D. Power and Associates 2005 New Autoshopper.com Study
Purchase Process
AgendaAgenda
Nearly all (89%) of these consumers visit a search engine or portal (such as AOL, Google, MSN and Yahoo!) as part of their shopping process.
New Automotive Internet Users
J.D. Power and Associates 2005 New Autoshopper.com Study
Purchase Process
AgendaAgenda
77% of these consumers visit at least one Independent Web Site and typically visit this type of site first in their vehicle shopping process.
New Automotive Internet Users
J.D. Power and Associates 2005 New Autoshopper.com Study
Purchase Process
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“The Internet now helps to lead more late-model, used-vehicle buyers to the vehicles they purchase than traditional newspaper and magazine classified ads combined.”
Used Automotive Internet Users
J.D. Power and Associates 2005 New Autoshopper.com Study
Purchase Process
AgendaAgenda
• 53% Used Internet In Shopping Process
• 24.3% Internet Impacted Seller Selection
• 90% Visited And Independent Site
• 52% Of Purchasers > Dealer Site Primary Source
Used Automotive Internet Users
Purchase Process
Dennis Galbraith, senior director of research at J.D. Power and Associates
How Do Dealers Spend Their Ad Dollars
How Do Dealers Spend Their Ad Dollars
Ad Spending
• Newspaper still has “Lion’s Share”– 76% of New Vehicle Budget– Newspaper Association of America (NAA) reports 7
consecutive quarters of used car classified revenue loss
• Internet is 14% of new vehicle dealer spending with 1/3 involved in SEM (PPC) advertising
Spending Trends
Ad Spending
CNW Research, NAA and The Cobalt Group
AgendaAgenda
Spending Trends
Ad Spending
TV Radio DM NP
11%
15%
7%
14%NADA Industry Analysis Division, 2005
Past 10 Years
• Media Usage in the Purchase Funnel
• If TV + Internet is the most powerful combo...why do dealers spend so much in radio? We need to educate!
Spending Trends
Ad Spending
Spending Trends
Ad Spending
Why Don’t Dealers Buy TV?Why Don’t Dealers Buy TV?
AgendaAgenda
1. Fear and Habit– They need help breaking the Print Habit!
2. TV Buys Are Too Expensive– Show them the research (TV + Web)
3. TV Buys Are Too Complicated– Presentation Skills...keep it simple
4. TV Production Is Too Expensive– Include in buy
5. TV Production Is Too Complicated– Don’t make it such a big deal...have spec creative
6. I’m Paying For Coverage I Don’t Need – Cable Argument...get Polk Data to show dealer who’s selling units in his
area
Why Don’t Dealers Buy TV?
AgendaAgenda
7. Location...Location...Location Cost in Major Metro’s is prohibitive. Help dealers with creative
schedules using shorter lengths, shorter flghts.
8. It’s Not My Job! – It’s the Ad Group’s Job...WRONG...if they piggy backed the ad
group...they would see how effective this strategy is!
9. Local Ad Agencies – Tend to be Print of Radio skewed
10. Planning/Stewardship – Not understanding the simplicity and beauty of the base
annual buy
Why Don’t Dealers Buy TV?
Automotive RetailMedia Convergence...Getting In
The Game!
Automotive RetailMedia Convergence...Getting In
The Game!
AgendaAgenda
• How Committed Are You?– 3rd Party Plug & Play– Partial Integration of Multi-Platform Elements– Fully Integrated Station/Dealer Solution
• Build In House• Strategic Partner
Getting In The Game
Third Party Plug In withAutomotive Content
Build A Vehicle
Basic Plug & Play Solution
Factory Videos, Dealer SpotsOr Animation
Third PartyPlug In w/
Grounded Stock
Partial Integration
Station Commercials Direct Consumers To Auto Section Link On Your Website. Commercials Tag Participating Dealers
Auto SectionLink
Auto Section Content
Integration
Full Integration
Auto Section Home Page
AutoChannel provides consumers with multiple access points to dealer’s inventory.
Auto Section provides consumers with multiple access points to dealer’s inventory.
Auto Section Home Page
AutoChannel provides consumers with multiple access points to dealer’s inventory.
Auto Section provides consumers with multiple access points to dealer’s inventory.
Make/Model/Zip Code Search Takes Consumers to Results Page in One Step!
Auto Section Home Page
AutoChannel provides consumers with multiple access points to dealer’s inventory.
Auto Section provides consumers with multiple access points to dealer’s inventory.
Make/Model/Zip Code Search Takes Consumers to Results Page in One Step!
On Line Ads Take Consumer to SpeciallyDesigned Co-Branded Dealer Sites
AutoChannel provides consumers with multiple access points to dealer’s inventory.
Dealer Search Takes Consumers to Specially Designed Co-Branded
Dealer Sites
Auto Section Home Page
Auto Section provides consumers with multiple access points to dealer’s inventory.
Make/Model/Zip Code Search Takes Consumers to Results Page in One Step!
On Line Ads Take Consumer to SpeciallyDesigned Co-Branded Dealer Sites
Zip Code Search Brings Consumers to Search Results Page
Maintain Station Identity Throughout Your Auto Section
Vehicle Details Page
Consumer Has Option to Call Dealership Using Toll Free Tracking Number
Vehicle Details Page
Consumer Has Option to Call Dealership Using Toll Free Tracking Number
Submit Quote Form
Vehicle Details Page
Consumer Has Option to Call Dealership Using Toll Free Tracking Number
Submit Quote Form
Calculate Payments
Vehicle Details Page
Consumer Has Option to Call Dealership Using Toll Free Tracking Number
Print Trackable Page to Bring to Dealership
Submit Quote Form
Calculate Payments
Consumer Has Option to Call Dealership Using Toll Free Tracking Number
Print Trackable Page to Bring to Dealership
Or Visit Custom Designed Co-Branded Dealer Website
Submit Quote Form
Calculate Payments
Vehicle Details Page
Elements of Your Co-Branded Dealer Site
Elements of Your Co-Branded Dealer Site– About Us
• Contact Us• Directions
– Incentives• Factory
– New Vehicles• Search• Find My Car• Trade Appraiser
– Used Vehicles• Search• Find My Car• Trade Appraiser
– Calculator • Forward/Reverse
– Finance Application– Call Tracking
Co-Branded Dealer Website
Searchable Inventory Ads
Searchable Inventory Ads
Used Car Classified Section Allows Consumers and Independent Dealers to list Vehicles. Brings more viewers to site.
Dealer Association Model
Station Home PageAd GroupContent
Assoc.Tower
Ad
AssociationLanding Page
Customer Searches
For Vehicle or
Dealer
If Dealer Then
Co-Branded Dealer Website
If VehicleThen
Results Page w/Vehicle
RequestedBy Zip Code
Customer Views Vehicle’s Details
Page Dealer Receives Lead
Customer Views Vehicle’s Details
Page Dealer Receives Lead
Search Inventory Ad
Assoc.30 Spot
Managing ExpectationsManaging Expectations
Merchandising The ModelPositioningYour Model
Audience DeliveryLead Delivery
Online/Offline TrafficMuti-Platform
Getting Ready To PitchGetting Ready To Pitch
AgendaAgenda
• Managers/AE Training...Learn the Biz– Bring A Dealer To Lunch Day
• Be Creative...Make Something Happen– Compressed Flights– Limited Dayparts– Shorter Units– Frequency VS Reach– Spec Creative
“Drive Traffic To Their Showroom Through Their Website”
Act Like You’re Ready
Next StepsNext Steps
AgendaAgenda
• Find A Strategic Partner– Must Be Flexible– More Interested In Promoting Your Brand– Assistance With Packages and Dealers Visits
Next Steps
AgendaAgenda
• Find A Strategic Partner• Get Training For Your Sales Staff
– Selling Skills and Automotive• Tackle the Logistics Early
– Packages• Develop one’s that work for your station and make sure AE’s and
Management are on the same page!– Inventory
• Make sure dealer schedules will clear...they don’t like being bumped!– Geography
• Assign “Dealer Row’s” by AE so they can easily call on dealers...not based on who currently handles what account!
Next Steps
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