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How to hook shoppers online, and buyers on the lot

How to hook shoppers online, and buyers on the lot. Jacob Solotaroff Senior Vice President, General Manager of MAX Systems Chicago, IL JSolotaroff@maxadsystems.com (888) 282-1507. 1. The Car Shopper in 2012. The Internet is the Number-One Source.

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How to hook shoppers online, and buyers on the lot

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  1. How to hook shoppers online, and buyers on the lot Jacob Solotaroff Senior Vice President, General Manager of MAX Systems Chicago, IL JSolotaroff@maxadsystems.com(888) 282-1507 1

  2. The Car Shopper in 2012

  3. The Internet is the Number-One Source

  4. New- and Used-Car Shoppers’Spend a Total of 18-19 Hours Researching Online and Offline 4

  5. New-Vehicle Buyers Spend Hours Researching a Wide Array of Sources 5

  6. Used-Car Buyers Spend 2x More Time on Third-Parties Sites Than New-Car Buyers 6

  7. Why New and Used Vehicle Shoppers Use the Internet 7

  8. Top-Ten Independent Sites Consumers Visit 8

  9. Car Buyers Use Search Engines For… 9

  10. Seven out of ten vehicle buyers walk into the dealership without initial contact 10

  11. “MAXIMIZING CONSUMER RELEVANCE” 11

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  14. If Only BAD Online Listings Did This Much GOOD 14

  15. Types of Non-Consumer Optimized Ads • Generic-Vin Explosion • Cheesy-Dealer Speak • The “Harlequin-Romance Novel” 15

  16. Generic-VIN Explosion 16

  17. Cheesy-Dealer Speak 17

  18. “The Harlequin-Romance Novel” 18

  19. New Cars Have the Same Issues 19

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  21. How Do You Create Online Vehicle Ads Worthy of the Cars You Are Selling? 21

  22. What is Consumer Optimization? • Just as Search Engine Optimization makes it more likely that a search engine chooses your web page… • Consumer Optimization makes it more likely that a consumer chooses your online-vehicle ad over the competition 22

  23. Three Keys to Consumer Optimization • Gather as much of the information consumers use in researching online as possible • Prioritize based on relevance • Make easily digestible to hit the MARK 23

  24. Three Keys to Consumer Optimization • Most comprehensive information-- Most comprehensive collection of relevant information about your vehicles 24

  25. Most Comprehensive Information Affordability Pricing Versus Book Price Versus Sticker Financing Awards & Accolades MotorTrend Car of the Year Automobile Magazine Allstar Green Car of the Year Car and Driver Editor’s Choice North American Car of the Year, IIHS Top-Safety Pick KBB Best Resale Value JD Power.com …and more Risk Reduction Carfax One-Owner Buyback Guarantee Warranty Info Certified Condition Reports Low Mileage Reconditioning Key Features Prioritized Equipment Prioritized OEM Packages CPO Features Family Equipment Safety Equipment Luxury Equipment… • Expert Reviews • newCarTestDrive.com • edmunds.com • kbb.com • Motor Trend • Consumer Reports • WSJ.com • JD Power.com Ratings NHTSA Crash Tests Rollover Ratings EPA Fuel Economy 25

  26. Three Keys to Consumer Optimization • Most comprehensive information • Prioritized based on consumer relevance – prioritizing most-searched equipment and other features and benefits based on consumer preferences • Leather • Navigation • Sunroof • Third-row seat 8. Tow Hitch 9. Bed liner 10. Alloy wheels 5. Seat heaters 6. Manual transmission 7. DVD 26

  27. Three Keys to Consumer Optimization • 1. Most comprehensive information • 2. Prioritized based on consumer relevance • 3. Organize to hit the MARK 27

  28. Consumers Use the M.A.R.K. Decision- Making Process e.g. Safe, fuel efficient, family car that seats 5 (including 3 car seats) and has a cargo area instead of a trunk to fit my dog MISSION: AFFORDABLE: Price vs. Consumer Book Value, Reduced Price vs. Original Price, Price vs. Original MSRP RISK: Carfax 1-Owner, Certified Information, Still Under Warranty, Service History, Low Mileage KEY DIFFERENTIATORS: Why this Vehicle? Why your Dealership? +ACCOLADES AND RATINGS: Model Awards, Fuel Economy, Crash Test and Rollover Ratings, Safety Information +EXPERT REVIEWS: KBB.com, Edmunds.com, newCarTestDrive.com +MOST SEARCHED EQUIPMENT: Leather, Navigation, Sunroof, Third Row Seat, Heated Seats +DEALERSHIP DIFFERENTIATORS: • #1 Volume Store in the Region? Highest CSI Ratings in the State? Custom Taglines 28

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  30. Optimize Your Inventory: Maximize First 150/250 Characters of Each Ad Optimized-Preview Elements Include • Key features (leather…) • Risk-reduction data (one-owner…) • Affordability data ( $ versus book…) • Call to action • And more! 30

  31. You have optimized your ads, and got the consumer to click-through—now what? 31

  32. Current Website Print Pages That are Not Compelling 32

  33. Show the Consumer the Value of the Vehicle Is this car right for me? Why is this car better than all the other’s I’ve seen? Am I buying a lemon? Is this a fair price? Why should I buy from this dealer? 33

  34. Let Them Know They Are Getting a Good Deal 34

  35. What happens once the customer does contact your store? Do you send a text email? Do you have a standard template? This is the type of reply many dealers use: 35

  36. Show the Consumer the Value of the Vehicle Is this car right for me? Why is this car better than all the other’s I’ve seen? Am I buying a lemon? Is this a fair price? Why should I buy from this dealer? 36

  37. The iPad is Having a Huge Effect on How Consumers Shop for Cars 37

  38. Who is the Typical iPad User? Mobile shoppers looking for a new car are young professionals 34 years of age or younger 38

  39. 53% of Consumers Use Their Devices While on the Dealer’s Lot 39

  40. How Will the iPad Transform the Way Cars are Sold? 40

  41. QUESTIONS? Contact Us: FirstLook and MAX Systems (888) 282-1507 41

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