Download - Jim Flint – Moneyball for Car Dealers

Moneyball for Dealerships

Presented by Jim FlintPresident and Founder, Local Search Group

Page: 38

How to Moneyball Your Advertising Strategy

November 13, 2013

Jim FlintPresident & FounderLocal Search Group

[email protected]/jimflintwww.twitter.com/jimflint12

TODAY’S PRESENTER

After the presentation, be the first to answer the giveaway question correctly to win this awesome prize!

PRIZE ALERT

Prioritize Advertising Spend

Understand Moneyball Factor for ROI

Spend 5 minutes a month to avoid ABT

Question & Answer Session

TODAY’S OBJECTIVES

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How to Moneyball Your Advertising Strategy

Jim FlintPresident & Founder

@jimflint12

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Huge Assumptions1. YOURS: Goal of advertising? Drive people to my website

2. YOURS: Sales tracking starts with my website

3. MINE: I can show you the opportunities

@JimFlint12Local Search Group

[email protected]

Updated Purchase Funnel SQUEEZED IN THE

MIDDLE

• Every customer is an Internet customer

• Consumers are more wary than ever to submit leads

• Sales are a f(x) of website visitors and vehicle display pages

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2002 was Great. . . So Now What?

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$114,457,768 $39,722,689

vs.

10 Years Later - Standings

$629k / Win

$55,372,500

$197,962,289

$2.2m / Win $2.1 Million Per Win

vs.

$589 Thousand Per Win

Moneyball Lineup

Avg. Dealer Inventory

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http://info.localsearchgroup.com/moneyball

QUESTIONS

How to Avoid the Automotive Bermuda Triangle


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Don’t Throw Money Into the Ocean


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Personnel

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20 sales people selling 10 cars per month = 200 sales

• Motivated sales people

• Expect 10 cars sold per month

Inventory


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What is your inventory turn rate?

60 day Supply and 400 New and Used Cars on the Ground=

200 Sales

Uncharted Waters


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Website Visitors

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What is your average closing ratio of internet Visitora?

10,000 website visitors that drive a 2% closing ratio= 200 sales

QUESTIONS

Moneyball = InEfficient Markets


• Google Enhanced Campaigns

• Vehicle Display Pages

• Pre-Roll Video

• Facebook w/ RL Polk

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July 22: Enhanced Campaigns

• Location: Increase your name bids around your competitor’s dealership by 900% = by distance

• Mobile: Increase your mobile phone bids by up to 300% = by device

• Time: Increase your Sunday afternoon bids by 900% = by day part

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Showrooming


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We Know VDPs

Actual VDP results from a Local Search Group client in June

2013!

Vehicle Display Pages

http://www.localsearchgroup.com/how-to-set-up-vehicle-display-pages/

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Facebook Does Sell Cars


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Featured in Facebook Case

Study!



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Reach: 8,685Impressions: 519,077 Clicks: 119Cost-Per-Click: $1.19

6 WEEK LEAD CAMPAIGN RESULTS: • 29 leads submitted

• Strategic communication with sales staff; 70% responsive rate

• 7 sold vehicles

• A closing ratio of 33%

Narrowcasting on Facebook

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Lose the Battle, Win the WarTarget local consumers who had

purchased a vehicle in the last 36 months. These ads linked to a landing

page where consumers could download oil change coupon.

Unique Users Reached: 163,174Impressions: 247,550

Total Clicks: 48 Average CPC: $1.27

Twitter Sells Cars Too!

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Pre-Roll Ads


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IN A RECENT COMSCORE STUDY, AMERICANS VIEWED MORE THAN 11 BILLION VIDEO ADS IN JUNE, WHICH ACCOUNTS FOR ¼ OF ALL VIDEOS WATCHED ONLINE.

• Video SEO with YouTube

• No charge when viewer clicks on ad

• Retargeting to those who click

BENEFITS OF PRE-ROLL VIDEO:

http://www.youtube.com/watch?v=rZwk7_zyKzM

Thank you for your time!

Questions and Answers

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[email protected]

Moneyball Factor Highly Correlated to Net

Avoid the Automotive Bermuda Triangle

Gain Control of Your Advertising Budget

Drive Results with 5 Minutes a Month

TAKE AWAYS

Be the first to answer the giveaway question correctly to win this awesome prize!

PRIZE ALERT