4 Campaign Ideas That Will Maximize Your Dealership’s Market Intelligence Report Results

4 Campaign Ideas That Will Maximize Your Dealership’s Market Intelligence Report Results

4 Campaign Ideas That Will Maximize Your Dealership’s Market Intelligence Report Results

Our latest free tool, the Market Intelligence Report builder, helps auto dealers pinpoint how many In-Market Auto Shoppers are in their area, and unlocks key data insights about their market. But once you get your hands on these auto shopper insights, what’s the next step?

Check out these 4 campaign ideas to help you reach the shoppers in your market with the right message.

Haven’t built your own Market Intelligence Report yet? Check out our free builder here.

Facebook and Instagram have rapidly become one of the most powerful and cost effective tools to reach potential customers.

And with hundred of millions of Facebook and Instagram users in the US alone, it’s not hard to see why.

Here are 4 Facebook and Instagram campaign ideas to start reaching your target audience and sell more cars.

Drive Results With Facebook & Instagram Using These 4 Campaign Ideas

Idea #1: Reach All Local Facebook Users

How many Total Facebook Users did your Market Intelligence Report reveal within your Primary and Secondary markets?

Use these numbers to understand your “Max Potential Reach” on Facebook and Instagram.

We recommend reaching these audiences with branding ad campaigns to familiarize shoppers with your dealership, telling them why they should buy from your dealership instead of the competition.

We call these “Why Buy” campaigns. You can set up these campaigns under the Facebook “Reach” objective, which is the most cost-effective method of reaching the maximum number of users.


While Reach campaigns are not optimized for traffic or leads, this is the greatest way to get your dealership into plain sight of the auto shoppers in your market.

Idea #2: Introduce Your Latest Makes & Models To Shoppers Who Are “Near In-Market”

Take a closer look at the “In-Market Shoppers” section on your report. These numbers are pulled from Oracle Data Cloud with POLK / IHS Markit data.

In your report, how many Facebook users are likely to purchase within 6 months – 1 year?

These are great audiences to build in Facebook and deliver ads showcasing your newest Makes & Models.

Many auto shoppers need to be introduced to the differences in your trims, interiors, and tech features of your vehicles.

Using video and collage ad formats, you can take users on a “virtual tour,” building their affinity toward your brand, and even helping them choose the vehicle that’s going to be best for them when they’re ready to buy.


 

Idea #3: Show Your Live Used Inventory To In-Market Shoppers To Shoppers Who Are Almost Ready To Buy

How many in-market auto shoppers that plan to purchase in the next 3 months did you report return?

According to Cox Automotive, in 2019, the average time car shoppers spent in-market was 96 days.

Source: https://www.coxautoinc.com/learning-center/2019-car-buyer-journey-study/

Shoppers are also spending more time shopping online, less time in the dealership, and visiting fewer dealerships before making a purchase (and after COVID-19, some aren’t visiting dealerships at all)!

It’s imperative to get your live inventory in front of shoppers who are waiting for the right vehicle and price point to pull the trigger.

Facebook Automotive Inventory Ads are one of the most effective tools in a dealer’s pocket.

Displaying your live inventory to in-market shoppers allows them to browse through relevant models on your lot without ever having to scroll away from their Facebook and Instagram feeds.


 

You can even use Automotive Inventory Ads to retarget users who have browsed on your website, showing them models that are the same body style and in the same price range as the one they’ve viewed.

Want to learn more about how Inventory Ads work? Check out our video overview here!

For the lowest funnel shoppers who indicate they’re ready to buy, you can run Lead and Conversion campaigns to encourage them to submit a lead to “Apply for financing, Test drive, or Check availability,” that gets dropped directly into your CRM.


 

Idea #4: Layer In Credit Data To Reach Subprime or Superprime Users

What about the credit score portion of the report?

The report breaks down Credit Score brackets like so:

You can run ads to the “Up & Coming” shoppers on your Market Intelligence Report and drive them to financing pages, easing fears of credit disapprovals.

Do you have a specific credit tool or landing page on your site? Drive traffic there and then retarget audiences with relevant inventory and ad copy to apply for financing.

By driving awareness about financing options and allowing lower tier credit users apply from home, shoppers who may not have come in the dealership can apply online.

Just like the “Up & Comers,” if you have many “Thriving” credit shoppers on your report, you can send them your premium inventory with special financing or luxury vehicle campaigns.

Other Ways To Maximize Your Market Intelligence Report

Discovering your audience is a big piece of the puzzle, but you obviously can’t stop there.

Knowing how to reach your target market effectively can make or break a business.

By using market insights from your Market Intelligence Report and following this blueprint for proven successful campaigns, your dealership can be on the way to using a data driven strategy to reduce wasted ad spend and sell more cars.

To find out more ways you can turn your Market Intelligence Report into actionable ideas, watch our instant, On-Demand product demos here.

Happy Selling! 

Watch our On-Demand Demos to learn more about our Facebook strategies.

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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.

This Free Dealership Tool Pinpoints How Many In-Market Auto Shoppers You Can Reach

This Free Dealership Tool Pinpoints How Many In-Market Auto Shoppers You Can Reach

This Free Dealership Tool Pinpoints How Many In-Market Auto Shoppers You Can Reach

What dealer isn’t looking for insights into the auto shoppers in their community?

Knowing your PMA’s demographics, credit scores, and total # of in-market shoppers is an incredible advantage to planning your dealership’s overall strategy.

That’s why we’ve created a tool that unlocks these key shopper data points with just a few simple clicks.

Hard To Find Data, Now At Dealers’ Fingertips

Over the last year, we’ve found that most auto dealerships believe that Facebook Ads can help them reach users in their local market.

But does your dealership know just how many users you can truly reach? Better yet, do you know how many of those users are In-Market Shoppers?

Previously, dealers have had to set up an Ad Account and check out the targeting options within Facebook Ads Manager to find out their max potential reach.

Then, in order to retrieve key automotive insights like purchase windows and credit scores, dealers have to request unique access into Oracle Data Cloud, wait for access, then layer those audience targeting options on top of their geotargeting.

(AKA, it was a pain in the you-know-what.)

That’s why our Dev team has spent countless hours to help dealers unlock all the key audience data that matters — at the touch of a button.

Introducing our newest tool for auto dealerships: The Market Intelligence Report! 🎉

Here’s how easy it is to build your own report and pinpoint how many In-Market Auto Shoppers are in your area:

How To Use The Market Intelligence Report Builder

To start building your Market Intelligence Report, go to https://www.dealersunited.com/resource/market-intelligence-report-auto-dealers/ and request instant access to the free builder.

Then, simply plug in your dealership address, choose your Primary + Secondary markets, and click “Get Results!”

You’ll instantly learn key insights about your dealership’s PMA, like:

  • 📲  Total Facebook Users
  • 🚘   Total In-Market Auto Shoppers
  • 🙋‍♂️  User Demographics (Gender, Age)
  • 💳  User Credit Score
  • 📅  …and even when users plan to purchase a car!

These data points can help you not only understand your market better, but also help you leapfrog your competition in terms of a data-driven Facebook Ad strategy.

Knowing, identifying and understanding your target market can be some of the most difficult steps in business.

Since the days of the digital marketing revolution have begun, “spray and pray” campaigns have shown to be far less effective than a well targeted approach using a data driven analysis.

After using the Market Intelligence Report, you will have gained insights into your target market to better reach your PMA and sell more cars.

Click here to continue reading and get 4 campaign ideas that will help you maximize your Market Report findings.

Happy Selling!

Build your free Market Intelligence Report now.

Start Building

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.

Get “The 2020 Essential Guide For Dealership Facebook Ads” Free on Digital Dealer Now

Get “The 2020 Essential Guide For Dealership Facebook Ads” Free on Digital Dealer Now

Get “The 2020 Essential Guide For Dealership Facebook Ads” Free on Digital Dealer Now

Due to the recent pandemic, tradeshows all across the country have been cancelled. Thankfully, our partners at Digital Dealer have created a new, virtual alternative, called Digital Dealer Now.

The platform provides dealers on-demand education at their own online convenience, including Dealers United’s session, “The 2020 Essential Guide For Dealership Facebook Ads,” which is available on the platform free for a limited time.

What is Digital Dealer Now?

This new digital service showcases 100+ of your favorite keynote speakers on up-to-date and pressing automotive subjects, which are rolled out monthly.

You can gain access to exclusive content, news, and e-learning courses aimed at delivering you the latest trends from industry experts.

Educational sessions on Digital Dealer Now cover various topics in 3 categories: Dealer Ops & Leadership, Sales & Variable Ops, and Marketing & Advertising.

You’ll find actionable sessions on consumer behavior, emerging technologies, best practices and proven approaches to support all facets of dealership operations.

Subscription options include 6-month or 12-month access, and both plans include 3-day free trials.

Test Drive DDNOW With Free Access To Our Session

To help dealers test drive the platform, Digital Dealer is giving complimentary access to our session, “The 2020 Essential Guide For Dealership Facebook Ads” presented by our CEO, Pete Petersen.

 

To watch Pete’s session free of charge, simply use our exclusive access code, “DUFREE”.

  • Go here and click “Get Access Now”
  • Select the option to “Purchase The 2020 Essential Guide For Dealership Facebook Ads”
  • Register for a free account
  • On the payment page, enter “DUFREE” in the promo code to bring your total to $0
  • Click “Complete”
  • Enjoy!

This virtual education session expands on Facebook’s Automotive Playbook For Dealers, walking you through essential steps you need to take to run successful dealership Facebook Ads.

You’ll learn how to best set up and optimize your campaigns, plus how to scale up over 12 months and take your audiences from cold prospects to customers for life!

More On-Demand Resources For Your Dealership

Looking for more automotive education? Check out our resources page, which features a few of our favorite webinars and resources like:

…and much more!

Looking for more COVID-19 Resources to help your dealership?

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.

Facebook Spotlights Dealers United Video Strategies In DEALER Magazine

Facebook Spotlights Dealers United Video Strategies In DEALER Magazine

Facebook Spotlights Dealers United Video Strategies In DEALER Magazine

This month’s issue of DEALER Magazine published a Facebook Q&A series about helping dealers leverage digital video.

In the Q&A, Facebook highlighted Dealers United for our successes with video campaigns in the automotive industry. Two Dealers United dealer-partners, Power Ford and Rob Sight Ford, were also featured in the article for maximizing our video strategies and using video to drive real business results.

Video is important. We hear it all the time. But did you know that 80% of all internet traffic is estimated to be from video content, and 500 million people watch videos on Facebook every single day?

But not only is video important, but it’s important to have in the correct format.

According to Facebook, the average adult spends 40 minutes consuming video from mobile devices alone. 

So what does it mean to optimize a video for mobile?

Here are the steps needed to ensure your dealership has an optimized video, according to Facebook’s “Mobile First Creative Best Practices:”

  • Shoot with the phone vertically, so it fits into mobile screens held right-side up
  • Reinforce the your dealership name in captions or superimposed text
  • Use the majority of the video to showcase the dealership, inventory, or offers
  • Choose attention-grabbing video thumbnails

Power Ford and Rob Sight Ford, both family owned single-point franchises, were both featured by Facebook in the article for utilizing these Mobile First Best Creative Practices.

Here’s a look inside each dealership’s strategy: 

A closer look at Power Ford’s Facebook video strategy

In Q4 of 2019, Power Ford was able to attribute 21 sales and 127 service visits to Facebook video campaigns alone.

Using dealership branding videos, model line videos, and custom Quick Lane service videos, the dealership was able to target and engage with their future customers where they were spending their time, on mobile devices browsing Facebook and Instagram.

 


To get more insight into Power Ford’s video campaigns, click here to see “The 3 Biggest Facebook Even Advanced Dealer Marketers Are Making,” where Matt Sneed, Director of Marketing and Customer Experience at Power Ford reveals his core video strategies that help him increase sales.

Behind-the-scenes on Rob Sight’s Facebook video strategy

Rob Sight Ford operates in an extremely competitive market where there are over 10 Ford dealerships.

Using mobile video on Facebook and Instagram, Rob Sight was able to use their own creative branding videos to get exposure in their marketplace.

In addition to branding, the dealership also leveraged video to showcase model line incentives, specifically 2020 F-150s.

As a result of video campaigns, Rob Sight Ford attributed 7 vehicle sales in Q4 of 2019.

To see an in-depth feature of Rob Sight Ford’s video strategy, click here.

 

With more and more people using social media daily, it’s important that your dealership is reaching prospective shoppers proactively where they are spending their time and with media forms that they are engaging with most—video.

Our team has hundreds of video strategies that your dealership can take advantage of right now, from custom-video scripts and best practices, to proven, mobile-ready videos of your incentives and inventory specials.

If you want to learn more about video for your dealership, click here to check out our On-Demand, Instant demos.

Watch our On-Demand Demos to learn more about our video strategies.

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.

Where Is Car Shopper Attention During Coronavirus?

Where Is Car Shopper Attention During Coronavirus?

Where Is Car Shopper Attention During Coronavirus?

Let’s face it: With all the uncertainty around Coronavirus, we’re all too well aware that most consumers aren’t actively looking for cars right now.

In a weekly survey of shoppers looking to buy within the next 6 months, Cox Automotive found that the amount of auto intenders who were delaying an automobile purchase had increased from 7% to 35% in just 3 weeks.

What about traffic? Are shoppers still browsing dealership sites and 3rd party listings?

We aggregated research from industry experts to help find out where auto shopper attention is going, and where it’s dragging behind…

Endemic and 3rd party listing sites experiencing a flux

In an article released on April 3, 2020, Dealer Inspire reported downward trends in unique active shoppers across CARS® audiences, including Cars.com and DealerRater. 

Meanwhile, Cox Automotive reported a similar decline in traffic for other key endemic sites such as AutoTrader, KBB.com and Dealer.com in the first few weeks of March.

Thankfully, Cox also reported that traffic seems to be slowly increasing again as of March 31st.

“Online shopping started to improve in the middle of last week and continues to improve in the latest data that we see,” said Cox Automotive Chief Economist Jonathan Smoke.

“AutoTrader saw a 7% gain in VDP views over the past weekend over the prior weekend; KBB saw an 11% gain this past weekend; Dealer.com…saw a deceleration over the weekend in traffic declines that were much worse 2 weeks ago.”

Dealership traffic and Google search volume trending down

Dealer Inspire also reported downward trends in dealer website traffic and leads based on tracking unique daily visitors across over 3,500 dealer websites nationwide.

Source: Dealer Inspire – “New Data: Opportunity For Dealers As COVID-19 Shakes Up Traffic Across Industries

They noted similar Google search trends across their customers and partners as well.

Using Google Trends reports over the last 30 days, we also found that search volume on Google is down from shoppers actively searching for terms like, “dealer near me” and “used car.”

So if auto intenders aren’t actively searching for a car right now and are delaying purchases, where should dealerships be investing their ad dollars to reach them?

Facebook usage on the rise

Unsurprisingly, social media sites are garnering more attention as more and more users are social distancing and staying at home.

According to a blog post on Facebook.com, Facebook is seeing an extreme spike in usage across the globe due to the ongoing coronavirus pandemic.

The article states, “The usage growth from COVID-19 is unprecedented across the industry, and we are experiencing new records in usage almost every day. Much of the increased traffic is happening on our messaging services, but we’ve also seen more people using our feed and stories products to get updates from their family and friends.”

Compared to some of the 3rd party sites, Facebook is clearly experiencing more search volume and activity right now.

And while classified listing auto traffic is somewhat declining, Facebook Marketplace continues to have an upward trajectory as well.

Source: Google Trends – This chart shows Facebook Marketplace search popularity over the past 12 months compared to the top 3 leading 3rd party listing providers.

One thing we love about Facebook is that it serves as a proactive channel for advertisers to use to reach their audience.

Dealerships don’t have to wait for shoppers to search for “car dealer near me,” but can instead send their latest messaging out to any shopper in a 15 mile radius from their store.

If you ask us (or Steven Stauning), Facebook is one channel you don’t want to be without in today’s quickly-changing market.

Maximizing attention with the right messaging

People are using Facebook and Instagram now, more than ever, to seek the latest news updates, stay in touch with family and friends, and simply kill time.

Shoppers will recognize which companies in their local communities are there to support them, and keep them safe, versus the ones that are pushing “buy, buy, buy.”

Therefore, you may need to shift your strategy away from asking shoppers to submit leads or come to your lot and test drive a car.

Instead, show them that you’re there as a resource for them: if their car breaks down, or they need an oil change, or yes — if they do want to buy a new car — you’ll be there.


“Previously I know we all focus on the bottom of the funnel, how many leads can we get in, how many leads can we close,” said Brent Parres, Partner Manager at Facebook Automotive during the State of Automotive webinar last week.

“I think this is an opportunity for us to refocus and think of ‘How can I push my brand, my dealership as a brand in this local community that I’m in? How can I stand out from the competition and show that I care about my community?’ While you can do both, I think the messaging for anything on the bottom of the funnel needs to take that branding approach.”

Use Facebook to inexpensively saturate your local community with messaging around:

  • If and when your dealership is open
  • What safe services you’re offering
  • What precautions you’re taking to prevent the spread of COVID-19 (sanitization, at-home services, etc.)

Want more ideas on how dealerships are effectively messaging during COVID-19? Click here to check out our article, “State of Automotive Dealer-Panel: 5 Key Takeaways and 19 Tips To Come Out Ahead”!

Show your community that your dealership is there for them and you care about their well-being, so that when the dust from this pandemic finally settles, you’re positioned well in your PMA.

Looking for more COVID-19 Resources to help your dealership?

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.

[Facebook Guide] How To Eliminate 50+ Friction Points In The Car Buyer Journey

[Facebook Guide] How To Eliminate 50+ Friction Points In The Car Buyer Journey

[Facebook Guide] How To Eliminate 50+ Friction Points In The Car Buyer Journey

We all know that today’s digital landscape has greatly influenced how auto consumers discover and buy cars.

But do we know to what extent?

Facebook IQ (an official Facebook resource that provides insights from Facebook & Instagram), recently commissioned Accenture and Boston Consulting Group to survey auto consumers and understand more about the auto buyer’s shifting needs.

Their findings were published in Facebook’s latest report, Zero Friction Future, to help auto dealerships understand how to identify and reduce friction throughout the car buyer journey.

Instant Gratification Meets A Zero Friction Future

When I’m running low on cat food, I simply call to Alexa from my living room, instantly checkout on Amazon, and get a bag delivered to my doorstep within 24 hours.

Hello, instant gratification.

Better technology has led to more convenience, and now we as consumers have high expectations for getting what we want, when we want it.

Image Source: Facebook.com

But while buying cat food on Amazon is much different than buying a new car, consumer expectations and the “I want it now” mindset is becoming the new norm. Even in automotive.

That’s why brands like Carvana are gaining traction. They are capitalizing on these “I want it now” audiences by showing them how seamless and easy the process is.

But you don’t need to offer a vehicle vending machine to give auto shoppers the instant gratification they seek.

 
Image Source: Facebook Page Transparency, Carvana

According to Facebook’s study, car shoppers are becoming increasingly “less willing to suffer any inconvenience or invest unnecessary time to find the right vehicle that suits their needs.” 

In fact, with mobile devices giving consumers more options and information than ever before, 70% of consumers say technology has made it easier than ever to take their business elsewhere. (“Consumer Experience in the Retail Renaissance” by Salesforce and Deloitte Digital, Apr 2018) 

This means that every additional step, every broken VDP link, and every second delay is a chance for your customers to abandon their journey and look for a car somewhere other than your lot.

Image Source: Facebook.com

These inconveniences add up to what Facebook found to be “up to 50+ points of friction in the auto buyer journey.”

So where do these points of friction happen?

3 Stages of The Buyer Journey Where You’ll Find Friction

Facebook identified 3 main pillars in which these pain points most often occur:

  1. Discovery: Awareness and evaluation around brands, models and inventory
  2. Purchase: Test drive, negotiations, and purchasing at the dealership
  3. Ownership: The stage once auto buyers sign the dotted line

In the resource, Facebook breaks down the top pain points that consumers reported, as well as solutions to help you identify and solve them for your own business.

Ready to learn more about a Zero Friction Future for your dealership? Download the resource now!

Moving to a Frictionless Future

The modern auto shopper’s desire for speed, simplicity and convenience with technology is paving the way for new, smoother customer experiences. 

Dealerships and auto marketers are therefore being asked to really sit down and evaluate their own friction points, then use technology and processes to get ahead of them.

“Just as auto marketers have differentiated on product for years, today’s advantage lies in differentiating on experience,” said Kim Stonehouse, Automotive Head of Industry at Facebook. “The brands and dealers winning more customers are the ones who remove friction to compete on car and convenience.”

Addressing the needs of your consumers is key to winning against your competitors. 

Download Facebook’s Zero Friction Future guide now to learn how to eliminate friction & stop car shoppers from abandoning ship! 

We’ll also send you 3 success stories of how dealerships eliminated friction with Facebook, and a bonus training video with our CEO, Pete Petersen, about the 3 pillars of a Zero Friction Future!

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.

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

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