Ken's Point = once you go to the dealership, 35% have done research in the last week, 70% in the last month… the information is fresh. Salesmen need to be product aware.
Kevin = Good chunk of customers are very well informed.
Kevin = the importance of doing Local Search Advertising, the Local Dealer Brand needs to be present
Kevin = the importance of doing Local Search Advertising, the Local Dealer Brand needs to be present
Kevin = the importance of doing Local Search Advertising, the Local Dealer Brand needs to be present
Kevin = the importance of doing Local Search Advertising, the Local Dealer Brand needs to be present
Kevin = the importance of doing Local Search Advertising, the Local Dealer Brand needs to be present
Kevin = the importance of doing Local Search Advertising, the Local Dealer Brand needs to be present
Dave = Large Gap between people searching inventory on the website versus calling
Dave = Set up what social networking tools means, which is myspace. The last car purchase was approximately 5 years ago, 2002
Kevin = Online vs. traditional point right here
From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online.
HEADLINE = "If a dealership doesn't get it right, it can be detrimental for the entire brand. Don't assume they are going to buy your product just because they submit a lead."
MEAN/MEDIAN = show distribution if this becomes the main point
From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online.
HEADLINE = "If a dealership doesn't get it right, it can be detrimental for the entire brand. Don't assume they are going to buy your product just because they submit a lead."
MEAN/MEDIAN = show distribution if this becomes the main point
From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online.
HEADLINE = "If a dealership doesn't get it right, it can be detrimental for the entire brand. Don't assume they are going to buy your product just because they submit a lead."
MEAN/MEDIAN = show distribution if this becomes the main point
From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online.
HEADLINE = "If a dealership doesn't get it right, it can be detrimental for the entire brand. Don't assume they are going to buy your product just because they submit a lead."
MEAN/MEDIAN = show distribution if this becomes the main point
From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online.
HEADLINE = "If a dealership doesn't get it right, it can be detrimental for the entire brand. Don't assume they are going to buy your product just because they submit a lead."
MEAN/MEDIAN = show distribution if this becomes the main point
From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online.
HEADLINE = "If a dealership doesn't get it right, it can be detrimental for the entire brand. Don't assume they are going to buy your product just because they submit a lead."
MEAN/MEDIAN = show distribution if this becomes the main point
From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online.
HEADLINE = "If a dealership doesn't get it right, it can be detrimental for the entire brand. Don't assume they are going to buy your product just because they submit a lead."
MEAN/MEDIAN = show distribution if this becomes the main point
From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online.
HEADLINE = "If a dealership doesn't get it right, it can be detrimental for the entire brand. Don't assume they are going to buy your product just because they submit a lead."
MEAN/MEDIAN = show distribution if this becomes the main point
From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online.
HEADLINE = "If a dealership doesn't get it right, it can be detrimental for the entire brand. Don't assume they are going to buy your product just because they submit a lead."
MEAN/MEDIAN = show distribution if this becomes the main point
From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online.
HEADLINE = "If a dealership doesn't get it right, it can be detrimental for the entire brand. Don't assume they are going to buy your product just because they submit a lead."
MEAN/MEDIAN = show distribution if this becomes the main point
From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online.
HEADLINE = "If a dealership doesn't get it right, it can be detrimental for the entire brand. Don't assume they are going to buy your product just because they submit a lead."
MEAN/MEDIAN = show distribution if this becomes the main point
From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online.
HEADLINE = "If a dealership doesn't get it right, it can be detrimental for the entire brand. Don't assume they are going to buy your product just because they submit a lead."
MEAN/MEDIAN = show distribution if this becomes the main point
From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online.
HEADLINE = "If a dealership doesn't get it right, it can be detrimental for the entire brand. Don't assume they are going to buy your product just because they submit a lead."
MEAN/MEDIAN = show distribution if this becomes the main point
From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online.
HEADLINE = "If a dealership doesn't get it right, it can be detrimental for the entire brand. Don't assume they are going to buy your product just because they submit a lead."
MEAN/MEDIAN = show distribution if this becomes the main point
From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online.
HEADLINE = "If a dealership doesn't get it right, it can be detrimental for the entire brand. Don't assume they are going to buy your product just because they submit a lead."
MEAN/MEDIAN = show distribution if this becomes the main point
From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online.
HEADLINE = "If a dealership doesn't get it right, it can be detrimental for the entire brand. Don't assume they are going to buy your product just because they submit a lead."
MEAN/MEDIAN = show distribution if this becomes the main point
You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave's house.
Kevin = Dohring Research, the majority of consumers won't travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA's, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA.
You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave's house.
Kevin = Dohring Research, the majority of consumers won't travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA's, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA.
You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave's house.
Kevin = Dohring Research, the majority of consumers won't travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA's, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA.
You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave's house.
Kevin = Dohring Research, the majority of consumers won't travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA's, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA.
You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave's house.
Kevin = Dohring Research, the majority of consumers won't travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA's, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA.
You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave's house.
Kevin = Dohring Research, the majority of consumers won't travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA's, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA.
You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave's house.
Kevin = Dohring Research, the majority of consumers won't travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA's, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA.
You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave's house.
Kevin = Dohring Research, the majority of consumers won't travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA's, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA.
You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave's house.
Kevin = Dohring Research, the majority of consumers won't travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA's, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA.
You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave's house.
Kevin = Dohring Research, the majority of consumers won't travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA's, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA.
You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave's house.
Kevin = Dohring Research, the majority of consumers won't travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA's, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA.
You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave's house.
Kevin = Dohring Research, the majority of consumers won't travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA's, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA.
You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave's house.
Kevin = Dohring Research, the majority of consumers won't travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA's, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA.
You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave's house.
Kevin = Dohring Research, the majority of consumers won't travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA's, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA.
You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave's house.
Kevin = Dohring Research, the majority of consumers won't travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA's, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA.
You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave's house.
Kevin = Dohring Research, the majority of consumers won't travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA's, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA.
You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave's house.
Kevin = Dohring Research, the majority of consumers won't travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA's, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA.
Dave = search engines hire than most elements, the fact is, any time consumers go back in market, you need to assert yourself where they are connecting with brands. Past experience is less important than before. +X% than TV Ads, Yellow Pages, etc.
Kevin = "Geez Dave, does that mean consumers are using search more than dealer locators?"
With search it's how sophisticated you want to get with editorial listings. Dealership websites can really give you a "feel for the dealership."
Dave = Yelp and Judy's Book are two great examples of how social networking are becoming more prevalent.
73% of searchers get at least one quote versus 25% of non searchers
“They did not respond in a timely manner.”
“Did not trust the dealer.”
“Afraid of getting harassed to buy right away.”
“Salespeople were too pushy.”
 “Was not satisfied that I would get a fair price, did not waste my time going there.”
“Took too long to respond… I bought within 72 hours.”
“Because they never sent me a quote.”
“They did not have the car available when I called to set appointments.”
“They did not respond in a timely manner.”
“Did not trust the dealer.”
“Afraid of getting harassed to buy right away.”
“Salespeople were too pushy.”
 “Was not satisfied that I would get a fair price, did not waste my time going there.”
“Took too long to respond… I bought within 72 hours.”
“Because they never sent me a quote.”
“They did not have the car available when I called to set appointments.”
“They did not respond in a timely manner.”
“Did not trust the dealer.”
“Afraid of getting harassed to buy right away.”
“Salespeople were too pushy.”
 “Was not satisfied that I would get a fair price, did not waste my time going there.”
“Took too long to respond… I bought within 72 hours.”
“Because they never sent me a quote.”
“They did not have the car available when I called to set appointments.”
“They did not respond in a timely manner.”
“Did not trust the dealer.”
“Afraid of getting harassed to buy right away.”
“Salespeople were too pushy.”
 “Was not satisfied that I would get a fair price, did not waste my time going there.”
“Took too long to respond… I bought within 72 hours.”
“Because they never sent me a quote.”
“They did not have the car available when I called to set appointments.”
“They did not respond in a timely manner.”
“Did not trust the dealer.”
“Afraid of getting harassed to buy right away.”
“Salespeople were too pushy.”
 “Was not satisfied that I would get a fair price, did not waste my time going there.”
“Took too long to respond… I bought within 72 hours.”
“Because they never sent me a quote.”
“They did not have the car available when I called to set appointments.”
“They did not respond in a timely manner.”
“Did not trust the dealer.”
“Afraid of getting harassed to buy right away.”
“Salespeople were too pushy.”
 “Was not satisfied that I would get a fair price, did not waste my time going there.”
“Took too long to respond… I bought within 72 hours.”
“Because they never sent me a quote.”
“They did not have the car available when I called to set appointments.”
“They did not respond in a timely manner.”
“Did not trust the dealer.”
“Afraid of getting harassed to buy right away.”
“Salespeople were too pushy.”
 “Was not satisfied that I would get a fair price, did not waste my time going there.”
“Took too long to respond… I bought within 72 hours.”
“Because they never sent me a quote.”
“They did not have the car available when I called to set appointments.”
“They did not respond in a timely manner.”
“Did not trust the dealer.”
“Afraid of getting harassed to buy right away.”
“Salespeople were too pushy.”
 “Was not satisfied that I would get a fair price, did not waste my time going there.”
“Took too long to respond… I bought within 72 hours.”
“Because they never sent me a quote.”
“They did not have the car available when I called to set appointments.”
“They did not respond in a timely manner.”
“Did not trust the dealer.”
“Afraid of getting harassed to buy right away.”
“Salespeople were too pushy.”
 “Was not satisfied that I would get a fair price, did not waste my time going there.”
“Took too long to respond… I bought within 72 hours.”
“Because they never sent me a quote.”
“They did not have the car available when I called to set appointments.”
“They did not respond in a timely manner.”
“Did not trust the dealer.”
“Afraid of getting harassed to buy right away.”
“Salespeople were too pushy.”
 “Was not satisfied that I would get a fair price, did not waste my time going there.”
“Took too long to respond… I bought within 72 hours.”
“Because they never sent me a quote.”
“They did not have the car available when I called to set appointments.”
“They did not respond in a timely manner.”
“Did not trust the dealer.”
“Afraid of getting harassed to buy right away.”
“Salespeople were too pushy.”
 “Was not satisfied that I would get a fair price, did not waste my time going there.”
“Took too long to respond… I bought within 72 hours.”
“Because they never sent me a quote.”
“They did not have the car available when I called to set appointments.”
“They did not respond in a timely manner.”
“Did not trust the dealer.”
“Afraid of getting harassed to buy right away.”
“Salespeople were too pushy.”
 “Was not satisfied that I would get a fair price, did not waste my time going there.”
“Took too long to respond… I bought within 72 hours.”
“Because they never sent me a quote.”
“They did not have the car available when I called to set appointments.”
“They did not respond in a timely manner.”
“Did not trust the dealer.”
“Afraid of getting harassed to buy right away.”
“Salespeople were too pushy.”
 “Was not satisfied that I would get a fair price, did not waste my time going there.”
“Took too long to respond… I bought within 72 hours.”
“Because they never sent me a quote.”
“They did not have the car available when I called to set appointments.”
“They did not respond in a timely manner.”
“Did not trust the dealer.”
“Afraid of getting harassed to buy right away.”
“Salespeople were too pushy.”
 “Was not satisfied that I would get a fair price, did not waste my time going there.”
“Took too long to respond… I bought within 72 hours.”
“Because they never sent me a quote.”
“They did not have the car available when I called to set appointments.”
Before we move into the buying habits it’s important to better understand the Brand Advocate.
We found 7 key attributes to identify Advocates.
Such as
‘I go out of my way to recommend good products and brands to family and friends’, and
‘I am a natural leader, people always listen to my opinions.’
Before we move into the buying habits it’s important to better understand the Brand Advocate.
We found 7 key attributes to identify Advocates.
Such as
‘I go out of my way to recommend good products and brands to family and friends’, and
‘I am a natural leader, people always listen to my opinions.’
Before we move into the buying habits it’s important to better understand the Brand Advocate.
We found 7 key attributes to identify Advocates.
Such as
‘I go out of my way to recommend good products and brands to family and friends’, and
‘I am a natural leader, people always listen to my opinions.’
Before we move into the buying habits it’s important to better understand the Brand Advocate.
We found 7 key attributes to identify Advocates.
Such as
‘I go out of my way to recommend good products and brands to family and friends’, and
‘I am a natural leader, people always listen to my opinions.’
Before we move into the buying habits it’s important to better understand the Brand Advocate.
We found 7 key attributes to identify Advocates.
Such as
‘I go out of my way to recommend good products and brands to family and friends’, and
‘I am a natural leader, people always listen to my opinions.’
Before we move into the buying habits it’s important to better understand the Brand Advocate.
We found 7 key attributes to identify Advocates.
Such as
‘I go out of my way to recommend good products and brands to family and friends’, and
‘I am a natural leader, people always listen to my opinions.’
Before we move into the buying habits it’s important to better understand the Brand Advocate.
We found 7 key attributes to identify Advocates.
Such as
‘I go out of my way to recommend good products and brands to family and friends’, and
‘I am a natural leader, people always listen to my opinions.’
Before we move into the buying habits it’s important to better understand the Brand Advocate.
We found 7 key attributes to identify Advocates.
Such as
‘I go out of my way to recommend good products and brands to family and friends’, and
‘I am a natural leader, people always listen to my opinions.’
Before we move into the buying habits it’s important to better understand the Brand Advocate.
We found 7 key attributes to identify Advocates.
Such as
‘I go out of my way to recommend good products and brands to family and friends’, and
‘I am a natural leader, people always listen to my opinions.’
Before we move into the buying habits it’s important to better understand the Brand Advocate.
We found 7 key attributes to identify Advocates.
Such as
‘I go out of my way to recommend good products and brands to family and friends’, and
‘I am a natural leader, people always listen to my opinions.’
Before we move into the buying habits it’s important to better understand the Brand Advocate.
We found 7 key attributes to identify Advocates.
Such as
‘I go out of my way to recommend good products and brands to family and friends’, and
‘I am a natural leader, people always listen to my opinions.’
Before we move into the buying habits it’s important to better understand the Brand Advocate.
We found 7 key attributes to identify Advocates.
Such as
‘I go out of my way to recommend good products and brands to family and friends’, and
‘I am a natural leader, people always listen to my opinions.’
Before we move into the buying habits it’s important to better understand the Brand Advocate.
We found 7 key attributes to identify Advocates.
Such as
‘I go out of my way to recommend good products and brands to family and friends’, and
‘I am a natural leader, people always listen to my opinions.’
Before we move into the buying habits it’s important to better understand the Brand Advocate.
We found 7 key attributes to identify Advocates.
Such as
‘I go out of my way to recommend good products and brands to family and friends’, and
‘I am a natural leader, people always listen to my opinions.’
Before we move into the buying habits it’s important to better understand the Brand Advocate.
We found 7 key attributes to identify Advocates.
Such as
‘I go out of my way to recommend good products and brands to family and friends’, and
‘I am a natural leader, people always listen to my opinions.’
Before we move into the buying habits it’s important to better understand the Brand Advocate.
We found 7 key attributes to identify Advocates.
Such as
‘I go out of my way to recommend good products and brands to family and friends’, and
‘I am a natural leader, people always listen to my opinions.’
Before we move into the buying habits it’s important to better understand the Brand Advocate.
We found 7 key attributes to identify Advocates.
Such as
‘I go out of my way to recommend good products and brands to family and friends’, and
‘I am a natural leader, people always listen to my opinions.’
Before we move into the buying habits it’s important to better understand the Brand Advocate.
We found 7 key attributes to identify Advocates.
Such as
‘I go out of my way to recommend good products and brands to family and friends’, and
‘I am a natural leader, people always listen to my opinions.’
Before we move into the buying habits it’s important to better understand the Brand Advocate.
We found 7 key attributes to identify Advocates.
Such as
‘I go out of my way to recommend good products and brands to family and friends’, and
‘I am a natural leader, people always listen to my opinions.’
140% more likely to use social media sites (12% vs. 5%) to research cars
So now that we’ve covered an enormous amount on how shoppers are interacting with dealerships in their market, what does it all mean?
So now that we’ve covered an enormous amount on how shoppers are interacting with dealerships in their market, what does it all mean?