“Attack On Dealerships” : How Dealers Can Combat Vroom and Carvana’s Messaging

“Attack On Dealerships” : How Dealers Can Combat Vroom and Carvana’s Messaging

“Attack On Dealerships” : How Dealers Can Combat Vroom and Carvana’s Messaging

If you watched the Super Bowl this year, you probably caught Vroom’s commercial that rubbed a lot of us in the dealer community the wrong way.

Carvana has also been taking an anti-dealer message in some of their latest ads and marketing. As dealers, there is plenty enough to stress about without worrying about large-scale messaging disparaging your efforts and adding to the misconception that working with a dealership is a bad experience. 

Many dealers aren’t happy, and are fighting back. 

Dealers Respond to Vroom and Carvana Through Video

Here are 3 examples of dealers who have taken things into their own hands, and shot simple videos that combat the Vroom and Carvana messaging. 



Tips to Create Your Own Anti-Vroom Video

Not every dealer has the ability to drop a highly produced and expensive TV spot at the drop of hat. And even if you could, would it be the most effective?

Facebook and Instagram have become the go-to solution for businesses to reach their markets with a much more targeted and cost-effective strategy than traditional media.
And with Facebook and Instagram, there isn’t always a need to use over-produced media to grab auto shopper’s attention.

Some of the most successful videos that we are seeing from dealers are “native content,” meaning that they just look like a simple selfie video or something that you might “natively” see on your timeline; no need for all $$$ equipment.

Take a look at this example from Thonton Automotive Dover:



This video was simple to create, simple to edit, and reached over 58,000 shoppers in the dealer’s PMA.

With the average American spending 58 minutes per day scrolling through Facebook and Instagram, your dealership can create simple videos, get in front of your target audience, and combat the messages of companies like Vroom and Carvana to get auto shoppers back into your dealership.

Get Our Dealership Secrets to Shooting Powerful and Cost-Effective Videos In-House

Get The Secrets!

Blog Author - Brooke Jensen

Written By Brooke Jensen
Brooke handles all of Dealers United’s digital marketing. In addition to her love for design and copy, Brooke also adores her two dog-like kittens, playing the electric violin, and walking barefoot around the office.

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8 Resources To Jumpstart Your Dealership’s 2021 Sales Strategy

8 Resources To Jumpstart Your Dealership’s 2021 Sales Strategy

8 Resources To Jumpstart Your Dealership’s 2021 Sales Strategy

With the beginning of every new year, there is a renewed sense of hope that everyone feels. This will be my year. 

After 2020, that feeling is stronger than ever.

But we can’t hope our way to a better year. Hopes and dreams need goals and plans.  

To help jumpstart 2021 and ensure you’re on track to reach your sales goals, here are some free resources to help:

1. Secure more top model line inventory

If your desirable inventory is lacking, get the message out to top model line owners that your dealership is looking for trade-ins or will outright purchase their vehicles. Check out our Buy Back Playbook here to see some ads that your dealership can use to stock back up on some much needed inventory! 

2. See what’s working for other dealerships right now

Whether you’re looking to get into better conversions, get better leads, or increase unit sales, we have dealers who have done it already using Facebook and Instagram. Check out their success stories and take a peek at their strategies. You can view them here!

3. Give On-Facebook Destination for AIA a try

On-FB Automotive Inventory Ads are getting dealership’s live inventory in front of in-market shoppers without the distraction of running them off Facebook. Testing is complete and results are in – it works. Check out more info about OFB-AIA here.

4. Get inspired from your competition by hacking their ads!


Do you know what kind of ads your competition is running on Facebook? Do you know what kind of ads you’re running on Facebook? Click here to request an “ad hack” and we’ll walk through all of your ads and the ads of your 3 biggest competitors.

5. Get the “2021 Essential Guide For Dealership Facebook Ads”


Our CEO presented this previously live session at Digital Dealer NOW and you can get access to the recording and slides free of charge. This session is packed with information about the future of Facebook ads and what has proven to work specifically for car dealers. Click here to request the slides. 

6. Get deeper insights on the shoppers in your market

Do you know how many in-market auto shoppers are in your PMA? How about how many of them you can reach on Facebook and Instagram? If not, you can find out now using our Market Intelligence Report. This game-changing tool will give you your market’s: 

  • Total Facebook Users
  • Total In-Market Shoppers 
  • User Demographics
  • User Credit Scores


Click here to run your Market Intelligence Report and start strategizing to reach these shoppers.

7. Start getting rock solid attribution on your marketing efforts


Have you ever tried to track where a lead came from but to no avail? Every source wants attribution and it’s leaving a lot of dealers in the dark. Facebook’s newest attribution tool is giving dealers a clear picture of where their prospects are actually converting – whether it’s organic or paid, Facebook or another source. Click here to request the slides from our Digital Dealer presentation on the tool.

8. Become a Facebook Automotive Ad Specialist

We’ve teamed up with the folks at Driving Sales to present a Master Certification course to help make Facebook a predictable source of revenue for your dealership. This course will arm you with all of the knowledge you will need to be a Facebook pro in the automotive space. Click here to learn more about the course. 

We know that these resources will help you get your dealership off on the right foot in 2021! If you need a little more inspiration or want some strategy ideas, you can subscribe to our newsletter here, or connect with us on a strategy call to start solving your business challenges here. 

 Happy 2021! 

Blog Author - Drew Detweiler

Written By Drew Detweiler
Drew manages inbound and outbound marketing for Dealers United. When he’s not at work, he’s probably enjoying the outdoors, fishing, or eating.

The 2020 Dealers United Wrap-Up

The 2020 Dealers United Wrap-Up

The 2020 Dealers United Wrap-Up

2020 was a year unlike any other. In spite of the coronavirus pandemic, 2020 was a year of growth for #TeamDU. We transitioned to a remote workspace and hired 18 new team members. We introduced new solutions and perfected existing ones. Although this year challenged us, it made us stronger as a team and as an organization, and we are truly appreciative to belong in such a resilient industry and to work with such incredible employees and dealer-partners.

Check out some of the major accomplishments we’ve had over the last 12 month in our 2020 Wrap-Up.

January

  • We highlighted the newest resource for automotive dealers from Facebook, “Zero Friction Future: How To Eliminate Friction & Stop Car Shoppers From Abandoning Ship.” Check out the article here.
  • To kick off the new year, we added more educational incentives to support our core value of “Learn & Lead,” including credits for relevant training programs like Facebook’s F8 Conference and Facebook Blueprint Certification.
  • We welcomed a new Performance Manager, Eric Lichon (aptly nicknamed “Crusher” because his dealers’ immediately started crushing their results).
  • Facebook Ad Specialist, Jordon Stone, joined the Client Services team – Fun fact: he lives in a landlocked lighthouse in Downtown Sarasota.

February

  • One of our direct sales team members, Mike Cornish, tied the knot.
  • “Drop the text!” Our A/B tests revealed that Facebook ad graphics without text were performing 2x better for dealers.
  • Power Ford and Dealers United were recognized by Facebook for their work with creating a “Zero Friction Future” using a seamless Facebook Ad strategy.

Customer High-Five:

🖐️  Granger Chevrolet partnered with DU and increased their sales by 127 units in 9 months! Check it out here

🖐️  Rob Sight Ford used Facebook to supercharge their store’s video strategy, resulting in almost 12k landing page views and 135 first party leads in only 31 days! See the story here.

March

  • Due to the pandemic, Dealers United Leadership Team made the call for the team to go 100% remote to ensure the safety of our team.
  • We dropped the COVID-19 Sales Playbook, a full collection of ready-to-run ads designed to help dealers get through the hardships brought on by coronavirus.
  • Performance Manager team lead, Andrew Rogers, bought his first home! 
  • Best friend duo, Corey and Derek, got married to their respective loved ones just a few days apart from each other.
  • We hosted a State of Automotive 2020 webinar, presented by 5 automotive dealers, Facebook Automotive, and IHS Markit to discuss the current state of the industry and what dealers were doing to combat the economic effects of COVID-19. You can get a recording of the webinar here.

Customer High-Five:

🖐️  Tynan’s Nissan returned as a partner after testing another agency and attributed 67 unit sales to Facebook ads! Check it out here.

April

  • We spread the word about Facebook’s Small Business Grant Program so dealers could apply and get some extra cash to help them through the pandemic.
  • We dropped the Unlock the Demand Playbook, designed to get auto shoppers into your dealership and capitalizing on never before seen OEM incentives and stimulus checks.
  • Dealers United and dealer-partners Power Ford and Rob Sight Ford were featured in DEALER Magazine for successes with the Facebook platform. Read the blog here.

May

  • We released the COVID-19 Service Playbook to help dealers get their safe and sanitary service messaging out and more appointments in their dealerships.
  • We hired Co-Op pro Murry Holyfield, who is actually related to the great Evander Holyfield.
  • Dev teammate Ben got Facebook Blueprint Certified, further helping our tech to integrate seamlessly with Facebook.
  • In a remote work environment, we made sure we got together for team culture and shared some pretty embarrassing baby pictures.

Customer High-Five:

🖐️  D’ELLA Honda in New York was able to get out some safety messaging on Facebook and attribute 31 unit sales in only 47 days! Read more here.

June

  • The #1 biggest issue we were hearing from our dealers is that inventory was SCARCE, so we released the Buyback Playbook, designed to help dealers reach owners of desirable model lines and get them to trade-in, trade-up, or outright sell their vehicles. 
  • We hosted another State of Automotive webinar to inform dealers what some of their peers were seeing coming out of the initial wave of COVID chaos. You can catch the recording here.
  • The 2020 Digital Dealer conference was forced to go virtual with “Digital Dealer NOW” and Pete presented a session, “The 2020 Essential Guide For Dealership Facebook Ads.” 
  • The Creative Team got supercharged with the addition of awesome graphic designer, Joshua.
  • Our Direct sales guru Matt proposed (she said yes).
  • Luke, our Technical Support Specialist, got re-certified for Facebook Blueprint. 
  • Our dealer-partner Power Ford was featured in Automotive News for the incredible success they achieved with Facebook advertising. Read the story here!

Customer High-Five:

🖐️  Middletown Honda was able to gather leads AND SELL CARS while their dealership doors were closed to customers with some help from Facebook ads. Check out their story here.

July

  • We released a new powerful resource for dealers, the Market Intelligence Report, where dealers can uncover a ton of insights into their local market like total Facebook users, # of in-market shoppers, demographics and more! 
  • Rob Sight had a video interview with CBT and talked about some of the success he is seeing with Facebook and their strategy behind it. You can watch here.
  • Eric “Crusher” bought a house!
  • We added Lauren “Wrecking Ball” Blackwell to the marketing team and Phoenix-raised Lorenz Delaney to the channel sales team.
  • Facebook published our dealer-partner Generation Kia for a “Resilient Business” success story, making this the 5th dealer of ours to be featured by Facebook Business for their success with the platform! You can see the story here.
  • Our resident electric guitarist and friendly face Eugene was brought on to help with the Performance Team.

Customer High-Fives:

🖐️  Cavalier Ford boosted their sales 26% while the rest of their market was in a downturn. Get their story here.
🖐️  Generation Kia adapted their messaging around COVID-19 and attributed 42 sales to Facebook ads in 61 days AND got the attention of Facebook Business to get their story featured. Click here to get their story.

August

  • The Dealers United dashboard went LIVE for all DU customers, helping dealers see their Facebook Ad performance, upload sales matchbacks, and monitor inventory health in real-time!
  • We launched the newest ad tech for automotive dealers, “On-Facebook Destination for Automotive Inventory Ads.” These future-proof ads are reducing friction in the auto buyer’s journey and driving more cost effective leads and conversions. 
  • We released a blog talking about shifts in buyer motivations from before and after the coronavirus pandemic took hold. Read it here.
  • The Creative Team overhauled their entire creative library into a new platform to help them generate OEM monthly specials faster than ever.
  • Snake-wranglin’ Texan, Travis Garner, joined the Channel Team.
  • The man in black, Jack Rogers, bought his first home!

September

  • We launched the new Ad Previews tool in our dealer dashboard, where dealers can go to see all of the ads in their account without having to go through the monotony of clicking through a ton of preview links.
  • Corey, our most tenured Performance Manager, got Facebook Blueprint Certified.

Customer High-Five:

🖐️  DeNooyer Chevrolet drove 116 at a ridiculous $1.59 per lead! Read their story here.

October

  • The team got together for the first time since March for a socially-distant breakfast meetup! 
  • We hosted a webinar with the Facebook product team and some of our dealer-partners to go over their new On-Facebook Destination for AIA solution – you can watch the recording here!
  • Samoa Motors CRUSHED their island’s sales record after starting Facebook advertising with DU, and Facebook Business published their story! This marked the 6th Success Story of a Dealers United partner to be featured by the tech giant.
  • Sales teammates Dylan and Shea were both married (not to each other).
  • 4 new team members joined DU! Chicago Cubs superfan, Mike Miller (not the pro basketball player), roller derby bruiser Sarah Bikos, Star Wars buff Rachel Randall, and one mean cocktail craftin’ Cody Link.
  • One of the absolute highlights of our whole year here at DU was when our Performance Manager, Rachel, BEAT CANCER!!! Her strength and positivity during this time inspired our entire team and we are beyond proud of her.

November

  • We released our OEM-specific Holiday Playbooks, packed with killer strategy and made to help dealers gain more traction on Facebook during the harder-to-advertise-in holiday season.
  • 2 new team members joined DU! The sales team welcomed Sean Pukajlo, who makes a great Buddy the Elf (see below), and Kyle Logue usurped Eugene as the tallest team member (at 6 feet 9 inches!) when he joined the Dev Team!
  • We teamed up with Driving Sales to present an in-depth Master Certification course at Driving Sales Executive Summit to help dealer marketers become Facebook ads specialists.   

Customer High-Five:

🖐️  Tom’s Ford switched to DU from another agency and attributed 91 unit sales to Facebook campaigns in 2 months! Click here to read more!

December

  • We ran a Q&A session with Aimee Rogers, Marketing Manager for Brad Deery Motors in Iowa, giving us some real insight into the impact that we’ve had on their dealership. You can read it here!
  • We gained 4 more team members! New York Knicks lover Sanjay and photography enthusiast Alix to help the Performance team, Samantha to help our Creative Team, and Tiffany to give our Facebook Team a boost.
  • DU held a virtual Secret Santa and passed out gifts, highlighted by our CEO looking like Captain Ahab and our newest sales member busting out the Buddy The Elf suit.

Customer High-Five:

🖐️  Weld County Garage Buick GMC drove almost 3,000 leads in the first 3 months after upgrading to our Full Suite Solution! Click here to see the story.

That’s A Wrap!

This year has been tough, but we’re thankful to have our team, dealer-partners, channel partners, family and health. 

It’s been our pleasure to navigate these unknown waters together and we look forward to conquering what’s next! 

(Not yet part of the DU community yet? Find your solution today, help us grow by reviewing us or referring a friend, or check out our available careers!)

Blog Author - Drew Detweiler

Written By Drew Detweiler
Drew manages inbound and outbound marketing for Dealers United. When he’s not at work, he’s probably enjoying the outdoors, fishing, or eating.

Samoa Motors Lands Facebook Business Published Success Story

Samoa Motors Lands Facebook Business Published Success Story

Samoa Motors Lands Facebook Business Published Success Story

 🎉 Congratulations to Alby and the Samoa Motors team on a well-earned Success Story that’s been a long time coming!

Samoa Motors, a Ford dealership and Dealers United partner located on the Pacific island of American Samoa, was featured by Facebook Business for their successes driving record leads and sales using Facebook Ads. 


View Samoa Motor’s published story live on Facebook Business here.

Samoa Motors: Connecting An Island With Facebook

Due to their remote location, advertising options for Samoa Motors were previously limited in to radio, event sponsorship, and word of mouth.

As their need to drive more website traffic and generate more leads became more prevalent, the dealership began the search for a new, innovative way to get their inventory in front of in-market auto shoppers.

That’s when they partnered with Dealers United, and we worked together to get the dealership’s live inventory and offers out in front of their community using Facebook and Instagram.
Using Facebook’s Broad Audience Targeting and their own custom audiences of users who were most likely to be in-market for a new or used vehicle, Samoa Motors reached over 26,000 shoppers on their island in just two months!

After driving so much traffic to their site, Samoa Motors also launched a retargeting strategy. They used Facebook to deliver exact vehicles viewed (plus similar models in the same price range), to shoppers until they either purchased or converted on a lead form.

These retargeted shoppers were also given the option to submit their information as a lead without ever having to leave the Facebook platform. 

Then leads were immediately placed into the dealership’s CRM, showing the VIN of the vehicle they were interested in and whether they were interested in financing, availability, more information, or a test drive. 

 

Want to learn more about Facebook Automotive Inventory Ads? Click here to watch a free instant demo.

One Month To Record Leads And Sales

After only one month advertising on Facebook to their local community, the dealership began generating more leads than ever before, and had sold so many units, they actually broke the record for the most units sold on their entire island.

“It’s mind blowing how our traffic increased from 40 leads a week to a 100 in 2 days. We sold 50 units this month and it never happened on this island…We just set a new record.”

— Alby Lee, Marketing Manager, Samoa Motors

As their campaigns and audiences continued to scale based on Facebook’s learning algorithm, they only continued to drive success on the platform.

The store captured 97 On-Facebook Leads for a rock-bottom price of $1.76 Cost Per Lead, supplemented by another 53 leads submitted on their site!

This higher volume of interested, low-funnel leads allowed the dealership to sell more units, ultimately attributing 30 unit sales to Facebook campaigns, achieving an unbelievable 25X return on ad spend!

To read more about Samoa Motors incredible success, click here to read the story on Facebook Business.

Watch our On-Demand Demos to learn more about our solutions.

Click Here

Blog Author - Drew Detweiler

Written By Drew Detweiler
Drew manages inbound and outbound marketing for Dealers United. When he’s not at work, he’s probably enjoying the outdoors, fishing, or eating.

PODCAST: Digital Marketing Tips For Aftermarket Shops with Pete Petersen

PODCAST: Digital Marketing Tips For Aftermarket Shops with Pete Petersen

PODCAST: Digital Marketing Tips For Aftermarket Shops with Pete Petersen

We’ve realized that for almost all small businesses, trying to do it all in terms of marketing actually results in almost no traction!

In order to ensure your efforts are achieving results, our CEO Pete Petersen offered professional insight, featured on TheSHOP’s latest podcast.

WATCH: https://theshopmag.com/podcast/ep-5-how-to-grow-your-aftermarket-business-with-digital-marketing/

7 Key Digital Marketing Strategies For Your Shop

There are so many options when it comes to marketing your shop digitally, follow along to make sure that your actions are effective.

1. Identify Your Customers

Before you do ANY marketing, be sure to ask yourself:

  • Who are your customers currently?
  • Who should your customers be, are there any up-and-coming segments?
  • Where do your customers hangout, online and offline?
  • Where are they navigating to get information?

2. Be Easily Found and Post Relevant Content Organically

Ask your current customers which platforms they are on daily, weekly, monthly… Then ask them where they learn about new products and services so you can reach them and people similar.

Google and Social:

You’ll want to create a Google My Business account to provide your current and prospective customers with an easy way to find your shop and its information.

Generate a strong presence on social media so that when your target market finds you, they engage with relevant content. Only do so using a few platforms, we understand there’s a lot of factors to consider with each, so we have a guide for you here!

Blog Content:

Brainstorm what type of information is significant to your audience. People want to know the Who, What, Where, When, Why, and How.

Why did your business take on the project, what products did you use, how long did it take, and who is the owner and where are they from?

3. Encourage And Leverage Positive Reviews

The first thing that prospective customers do when they are not familiar with you is search your brand + “reviews” before giving you their business!

Google My Business:

Display your positive reviews and download an App for your phone to respond to reviews, create offers, post events, and update your business info!

Facebook Reviews:

Broadcast all of the good things said about your shop on your Facebook business page. Anyone who lands on your page will be able to see the positive comments from other active users!

3rd Party Seller Sites:

Your shop can also use 3rd party seller sites to host this complimentary feedback in the attempt to have an immediate impact on their decision and influence customer conversion.

4. Design for Mobile Optimization

Mobile is the new source for information consumption. Facebook, Snapchat, and TikTok are almost exclusively mobile… So make sure to double check the accessibility and flow of your website on mobile devices, not just desktop.

5. Amplify Your Business With Paid Ads

What phase of the funnel are you wanting to reach your customers at? Both Google Search and Facebook Ads offer paid advertising options for your shop.

Click here for The Ultimate Guide to Social Advertising For Aftermarket Shops!

6. Improve Your Shops Website

Organize your website and make it easy for visitors to find information, be educated, make decisions, and choose you!

For shops, show before and after photos, tell the customers’ story, and why this project was important to them. Include the extra details of what you helped with to make the project custom.

Get a quote from the customer, or ask them to leave a review. Showcase this on your site, add the review to your main homepage for others to see and let them tell the story for you!

7. Add A Tripwire

A tripwire is a low dollar offer to get someone in your business, build a relationship with them, and then upsell.

In dealerships, this has been the oil change/car wash experience. They get them in, get their contact information including email/phone, build positive relationships, reviews and further market to these individuals with new products and services.

Targeting Dealerships

Here are some key elements for aftermarket shops to keep in mind when targeting the dealership market:

  • Relationships (face-to-face, calling and text messaging)?
  • Custom web pages (this will also help with SEO and positioning as an expert) and brochures specific to the vehicles they sell:
    • Best accessories and upgrades for the Mazda CX-3
    • Answer questions like “what is the towing capacity of a Ford F150?” and “how much can a Ford F150 tow?”
  • Beyond that, email marketing is a great way to keep your prospects and dealerships available

We created an audit template to help your business log your current profiles and ratings.

👉 Click here to access the free template and begin improving in areas where it’s needed.

 

Watch our On-Demand Demos to learn more about our solutions.

Click Here

Blog Author - Drew Detweiler

Written By Drew Detweiler
Drew manages inbound and outbound marketing for Dealers United. When he’s not at work, he’s probably enjoying the outdoors, fishing, or eating.

Register for the webinar, “The 3 Biggest Facebook Mistakes Even Advanced Dealer Marketers Are Making”!

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