Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
1 Ralph Paglia Director - Digital Marketing ADP Dealer Services • How to use digital marketing tools to buy Internet, radio, and TV advertising more cost-effectively than ever before • How to immediately outsmart your competition by directing shoppers to your Web site, to your inventory, to your dealership! Ralph Paglia; Seattle, WA – July 17, 2008 1 2 INTRODUCTIONS: Ralph Paglia ADP Dealer Services Director - Digital Marketing OEM and National Accounts • Recognized industry expert in Automotive Digital Marketing, Advertising, Lead Management and CRM Process design • Responsible for driving 144,000+ leads to single-point Phoenix dealer in 2 years and developing a team that sold 4,000+ cars to Internet Leads in 2006. • Strategic marketing planner and consultant to car companies, dealer groups and national enterprise automotive organizations • Deep history of developing Digital Marketing strategies and tactical CRM implementation blueprints for dealers and car companies • Managed first retail automotive pilot program for Google Audio while in beta testing while at Courtesy Chevrolet in 2005, 2006 and 2007 • Started generating Internet leads in 1988 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in SoCal Ralph Paglia; Seattle, WA – July 17,Cell: 2008 Ralph Paglia 505.301.6369 [email protected] 2 3 What are many ISM’s seeking? • Respect and Relevance within the Dealership • Credibility with DP, GM and Management Team • Recognition of Professionalism and Skill sets acquired • Logical Allocation of Budget and Resources needed to get results • Tools Needed and the freedom to use them when appropriate • Self Actualization from being given the control to achieve results • Respect from Sales Managers Is this how they see the ISM in your store? Ralph Paglia; Seattle, WA – July 17, 2008 3 4 Poll: Dealers scrounge for cuts Retailers slash costs by cutting staff, inventory, vendors and advertising David Kushma Automotive News April 14, 2008 “Many dealers say they are reducing — or even eliminating — their advertising budgets and shifting ad spending online from print, broadcast and outdoor outlets.” Ralph Paglia; Seattle, WA – July 17, 2008 4 5 “Which one of these information sources was most important when making decisions about buying your first vehicle?” TV 9.0% Magazine 4.8% Newspaper 4.0% Radio 1.2% Internet 38.8% Friends 14.7% Parents 27.4% Source: Polk Center for Automotive Studies Ralph Paglia; Seattle, WA – July 17, 2008 5 Who are the vehicle and dealership decision influencers that so many car buyers describe as being “friends” and “parents”? 6 A Harris Interactive survey of people who considered themselves “very” or “extremely knowledgeable” about cars found that 63% had used the Internet as a resource for their most recent car purchase, while magazines— presumably enthusiast titles—were a distant second, at 33%. Newspapers ranked only slightly ahead of TV. Ralph Paglia; Seattle, WA – July 17, 2008 6 Why is the Automotive Industry shifting billions of dollars away from offline media into online digital advertising strategies and media? 7 “Which one of these information sources was most important when making decisions about buying your vehicle?” 40.0% 35.3% 35.0% 30.0% 24.9% 25.0% 20.0% 13.4% 15.0% 8.2% 10.0% 4.4% 3.6% 5.0% 1.1% 0.0% et n r te n I Pa nt e r i Fr Ralph Paglia; Seattle, WA – July 17, 2008 d en r ne i z TV M a ag N ew pe a sp R io ad Source: Polk Center for Automotive Studies 7 Today’s Biggest Dealer Advertising Challenge 8 Overspending on Newspaper, Radio, Outdoor & Mail Relative to Usage The Average Car Dealer’s Advertising Spend Does Not Match The Car Buying Consumer’s Media Consumption Behaviors… Average Dealer Advertising Spend vs. Consumer Media Consumption 40% Dealer Ad Budget Efficiency Gap 35% 30% 25% 20% 15% Dealer Consumer 10% 5% 0% Newspaper Radio Ralph Paglia; Seattle, WA – July 17, 2008 Television Internet Other Source: NADA 8 Marketing & Sales Funnel Still Exists 9 The Goals → Make them aware of your vehicles Awareness Familiarity Consideration Visit Dealer and dealership → Show them that your model and dealership is for them → Convince them to consider your model and dealership → Convince them to shop your dealership Purchase → Convince them to purchase your vehicle Ralph Paglia; Seattle, WA – July 17, 2008 9 “I’m gonna get me one today… Oh Yeah!” Different media channels are more effective at distinct stages of the shopping funnel 11 Marketing Channel Consideration Purchase Ralph Paglia; Seattle, WA – July 17, 2008 Newspapers Visit Dealer Digital Advertising Radio Ads TV Ads Familiarity Outdoor Awareness 11 12 Integrated Marketing Use Multiple Media Channels to Communicate the Same Messaging More Effectively Dealership Marketing Budget Allocation 10% 10% 5% 40% 10% 25% Ralph Paglia; Seattle, WA – July 17, 2008 Digital TV Radio Newspaper Outdoor Other 12 “Selling a car is just like fishing, Wilbur…” Google search query used from a Phoenix location… “phoenix ford dealers” Ralph Paglia; Dallas, TX – June 12, 2008 Sponsored Links (paid search listings) are displayed at top and right side of search results page… Ralph Paglia; Dallas, TX – June 12, 2008 Ford Dealer listings on local search maps are shown when a community name is used in search query… “Local Business Results” Organic (free) web site Links are listed in the middle/left/lower section of the search query results page… Ralph Paglia; Dallas, TX – June 12, 2008 Ford Dealer Display Advertisement placed on FordF150.net site Ralph Paglia; Dallas, TX – June 12, 2008 Ford Dealer Display Advertisement placed on 2009 Ford F-150 section inside FordF150.net Ralph Paglia; Dallas, TX – June 12, 2008 Offline Media Trends… 20 Striving To Become More Like Web Advertising Trends Emulate Web Advertising Strategies in Selected Areas • Explosion of online content • Advertisers can’t find shoppers Viewership • Publishers can’t find advertisers “Publisher” Ralph Paglia; Seattle, WA – July 17, 2008 20 Digital channels emerging that provide cost efficient access to local media buying for car dealers… Providing opportunity for innovative dealers to gain a competitive advantage. Ralph Paglia; Dallas, TX – June 12, 2008 Ralph Paglia; Dallas, TX – June 12, 2008 Available through Digital Advertising Program from ADP Dealer Services 24 Ralph Paglia; Seattle, WA – July 17, 2008 24 25 Do you advertise in San Francisco? Reach more San Francisco customers by advertising in newspapers! We've made it easy to choose from 20 San Francisco area newspapers (from the San Francisco Chronicle to the El Mensajero). Create an ad in minutes, and set a price that's right for you. Learn more | Dismiss this message Ralph Paglia; Seattle, WA – July 17, 2008 25 26 Get local with Google Print Ads Trying to reach customers in Phoenix? We have 14 Phoenix area newspapers from the Arizona Republic to the Navajo-Hopi Observer. We'll even help design and run a newspaper ad campaign with you, based on your goals! Learn more | Dismiss this message Ralph Paglia; Seattle, WA – July 17, 2008 26 27 Ralph Paglia; Seattle, WA – July 17, 2008 27 28 Ralph Paglia; Seattle, WA – July 17, 2008 28 29 Ralph Paglia; Seattle, WA – July 17, 2008 29 30 http://www.google.com/adwords/tvads/promotions/acm.html Ralph Paglia; Seattle, WA – July 17, 2008 30 http://services.google.com/tvads/demos/hpdemo/ 32 Ralph Paglia; Seattle, WA – July 17, 2008 32 “Help! Help! This Guy’s trying to rob me…” Re-activate Google Audio Ads. Since you last advertised with Audio Ads, we've introduced new tracking and targeting features. Now you can track phone calls, website traffic, conversions, revenue, and more metrics generated by your radio campaign. You can access over 1600 FM and AM radio stations, including stations in local regions as well as Top 10 stations in the largest US markets. Get help from an Audio specialist | Dismiss this message 35 Buying Radio Spots in Phoenix, we ran 4,961 Thirty Second commercials at a total cost of $10,635 resulting in a cost per spot at less than $2.15 each… The equivalent average cost per spot buying the same Dayparts and reach through local radio media salespeople would have been over $50 per spot… How can that be? Ralph Paglia; Seattle, WA – July 17, 2008 35 36 When we check on Albuquerque for Rich Ford, we find 24 Radio Stations have provided Google with direct access to On-Air inventory… Ralph Paglia; Seattle, WA – July 17, 2008 36 37 What would be available to Rich Ford if we wanted all the inventory we could get, running Radio Spots 24 hours a day, bidding on a $5.00 CPM listeners basis? Ralph Paglia; Seattle, WA – July 17, 2008 37 38 Running Radio Spots 24 hours a day, we would pay $1.59 on a CPM basis to get 8,042 30 second spots on 24 radio stations at a total campaign cost of $10,611… This comes out to a net cost of $1.32 per Spot Ralph Paglia; Seattle, WA – July 17, 2008 38 39 What if we Ran Rich Ford’s Radio Spots ONLY DURING PRIME DRIVE TIME, Monday through Friday, paying on a CPM basis… On 24 Albuquerque & Santa Fe Radio Stations? How Many Prime Drive Time Spots can we get, and at What Cost per Spot on Local Radio Stations? Ralph Paglia; Seattle, WA – July 17, 2008 39 40 Running Radio Spots ONLY DURING PRIME DRIVE TIME, on 23 Radio Stations in Albuquerque/Santa Fe market, paying on a $2.13 CPM basis, we estimate that the dealer would get 3,335 spots at a $8,932 total campaign cost, which comes out to $2.68 Average Cost per Prime Drive Time Spot… Dealer currently pays over $85 for equivalent spots through historical sales channels Ralph Paglia; Seattle, WA – July 17, 2008 40 41 Normally we would check the box “I already have an ad” and then upload our 30 second radio spots to be pushed directly into each stations rotation software and then broadcast… But, when I first prepared these slides, I still needed to get the spots (and permission) from Dennis Snyder at Rich Ford! Ralph Paglia; Seattle, WA – July 17, 2008 41 42 We saved the campaign and went to Dennis Snyder to supply the 30 second spots he wanted to run so we can upload them into the ADP Digital Advertising system and pull the trigger… Ralph Paglia; Seattle, WA – July 17, 2008 42 52 Ralph Paglia; Seattle, WA – July 17, 2008 52 53 100% Drive Time Dayparts Ralph Paglia; Seattle, WA – July 17, 2008 53 54 Back to the Campaign Summary Screen, we see that bidding on local newspaper advertising is also available… Ralph Paglia; Seattle, WA – July 17, 2008 54 55 Digital Marketing Print Ads… Let’s see if we could save Rich Ford any money on buying newspaper display ads. Ralph Paglia; Seattle, WA – July 17, 2008 55 56 In this initial section, we are going to check for any newspapers in Rich Ford’s market area that may have signed up to participate in this program... Ralph Paglia; Seattle, WA – July 17, 2008 56 57 Ralph Paglia; Seattle, WA – July 17, 2008 57 58 A step-by-step process allows us to select the section of the newspaper we would like our advertisement to appear in… Ralph Paglia; Seattle, WA – July 17, 2008 58 59 Next, we select the size of Newspaper Ad we want to run. In this case we know that Rich Ford likes to own the whole page Ralph Paglia; Seattle, WA – July 17, 2008 59 We bid on the Saturday editions… We bid on the Sunday editions… Ralph Paglia; Dallas, TX – June 12, 2008 In this example, $951.85 on Saturday (we “low balled” the newspaper bid) At $1,324.92 for a Full Page, we low balled the Sunday bid as well. Ralph Paglia; Dallas, TX – June 12, 2008 63 Next, we enter a short description, then save the Newspaper campaign... Ralph Paglia; Seattle, WA – July 17, 2008 63 Just like the Radio campaign, we get a summary description and links to edit the Newspaper campaign later on... In less than an hour, we set up Site Targeted Online Display Ads, Search Engine Ads, Radio Ad Campaigns on 24 stations, and a Saturday/Sunday Full Page Newspaper Ad Campaign… Ralph Paglia; Seattle, WA – July 17, 2008 65 65 66 Ralph Paglia; Seattle, WA – July 17, 2008 66 Dealership Results? 68 Rich Ford Digital Advertising Implementation • Digital Audio Campaigns (local radio) • Site Placement Targeted Campaigns • Keyword Search Advertising Campaigns Albuquerque - Santa Fe, NM Market January, February and March 2008 Ford Dealer Pilot & Proof Of Concept Digital Campaigns Managed by: Ralph Paglia Director – Digital Marketing Ford/ADP Digital Advertising Team Ralph Paglia; Seattle, WA – July 17, 2008 68 ADP Digital Advertising for Dealers 69 Case Study #1 – Paid Search and Web Site Display Advertising Digital Ad Media Purchases…………………$ 6,389.72 Media Management Services…...…………..$ 1,277.94 Account Services……………………………..$ 495.00 ---------------Total Digital Ad Invoice…………….……$ 8,162.66 Net Cost Per Thousand Impressions…$ 0.31 Net Cost Per Visitor……………………...$ 2.13 PLEASE NOTE: Case Study, your results will vary because no two advertising campaigns generate identical results! Ralph Paglia; Seattle, WA – July 17, 2008 69 ADP Digital Advertising for Dealers 70 Case Study #2 – Digital Audio Campaigns (Local Radio) Local Radio Station Media Purchases………$ 7,453.32 Media Management Services…...……….…..$ 1,490.66 Account Services………………………….…..$ 495.00 ---------------- Total Digital Ad Invoice…….………$ 9,438.98 Net Cost Per Drive Time Spot……..$ 5.80 Net Cost Per 1,000 Listeners………$ 3.27 PLEASE NOTE: Case Study, your results will vary because no two advertising campaigns generate identical results! Ralph Paglia; Seattle, WA – July 17, 2008 70 71 PLEASE NOTE: This Case Study is being used as a real world example, Ralph Paglia; Seattle, – July 17, 2008 your results will varyWA from these because no two advertising campaigns generate identical results!71 72 Rich Ford Results Previous Month before Digital Ad Campaigns (Nov 21-Dec 29) = Same Days Tracked Website 800 Sales Line = 272 Total Calls PLEASE NOTE: Case Study, your results will vary because no two advertising campaigns generate identical results! Ralph Paglia; Seattle, WA – July 17, 2008 72 73 Rich Ford Results Digital Advertising Campaigns (Jan 21-Feb 29) = Same Days Tracked Website 800 Sales Line = 476 total Calls 75% Increase in Sales Calls From Dealer Web Site Ralph Paglia; Seattle, WA – July 17, 2008 73 74 Rich Ford 2008 Results: #1 in sales volume for their region in February 2008 January-February 2008 Sales Performance: – 120 TOTAL NEW CARS 31.9% increase from 2007 – 217 TOTAL NEW TRUCKS 2.8% increase from 2007 PLEASE NOTE: Case Study, your results will vary because no two advertising campaigns generate identical results! Ralph Paglia; Seattle, WA – July 17, 2008 74 Digital Marketing Call To Action Go to www.ADPdigitalAdvertising.com and get a no-charge Search Marketing Analysis sponsored by the ADP Digital Marketing Team… An ADP Digital Advertising Team specialist will review results with you. PLEASE NOTE: Case Study, your results will vary because no two advertising campaigns generate identical results! Ralph Paglia; Seattle, WA – July 17, 2008 76 Why do we ask dealers to register at SEMDealer.com before we recommend any digital advertising? The ADP Digital Advertising Program is designed to leverage each dealer’s existing search engine rankings by researching the “organic” or natural listings that dealers do not pay for, before buying any paid search listings. By first testing the most important search words and phrases, the relevant keywords used by local in-market car buyers that already show the dealer prominently listed, can be excluded from those that the dealer pays for. This strategy allows ADP to bid on only the most effective keywords that the dealer is not already getting for free, then shift the remaining budget to display advertising on web sites used by the dealer’s local customers. Eliminating the practice of bidding on the wrong keywords or Geotargeting outside the dealer’s effective market area allows ADP to provide dealers with a blended online advertising approach that maximizes the showroom, phone and dealer website sales opportunities generated. Ralph Paglia; Seattle, WA – July 17, 2008 76 77 Thank You for Attending the KBB eNetwork Brunch! Three ways that ADP can help: 1. Sell you a a rod and reel (Tools) 2. Teach you how to fish (Assistance) 3. Cook dinner for you (We do it for you) www.SEMDealer.com Ralph Paglia [email protected] Cell: 505-301-6369 www.AutoDigitalMarketing.com Forum: Presentation File Exchange Ralph Paglia; Seattle, WA – July 17, 2008 77 78 Ralph Paglia; Seattle, WA – July 17, 2008 78