What Are Your Current Ad Strategies Considering the State of the Current Market
Transcript
Chris : How is it that you guys help them improve their numbers and their measurability online? With the market in its current state? Or is it more of a branding play? So in terms of how you guys are doing your marketing currently?n
nDavid : It’s obviously a crazy time, right? So there’s some really unique opportunities there though, too. So you know, a big piece of what we’ve been building out for the last year, year and a half is we want to buy your car campaigns. That’s a big piece. Unfortunately, everybody else has tried to do that, too. So we’ve had to find some really unique ways to do that. Part of it, and the beauty of social media is twofold. n
nNumber one, you can reach crazy amounts of people for really small steps. But if you’re just doing like, huge audience marketing, the other is that you can create very, very small audiences and do very personalized messages. Those we want to buy your car ads, the way we run those is we go out and find your make and model data. So I know what’s in your garage and what’s in your driveway. And now when I serve you an ad saying, I want to buy your car, it’s not saying hey, Chas, we want to buy your car. It’s saying, hey, Chas, we want to buy your ford F-150. That is a scroll stopper. Right? n
nThat’s when he’s going through their feed, and it says something about them personally, they stop on that ad. I always use the comparison. And if you guys use Facebook much I guarantee you’ve seen these ads. You’ll see an ad for something like a T-shirt that has your birthday on it or your horoscope sign. Yeah, I see. I see Sagittarius T shirts all the time. And they’re hideous, and I don’t buy T shirts. But I definitely remember the ad, I definitely stopped my scroll and went oh, okay, oh, wait a minute, that says August 17. That’s my birthday. That’s kind of cool. And the shirts are hideous, I’m not going to buy them. n
nBut if we use that same concept in this, then we get people to stop a scroll and actually pay attention. The second piece, and this for me is the biggest piece right now, is that dealerships can’t really advertise price, because let’s be real, most of them are high on price. n
nThey can’t really advertise inventory, because, you know, they got maybe two models that they have 30 of and nothing else. And then the reason I have 30 Is nobody wants them. So it is a chance to advertise what I think is more meaningful anyways, which is experience, which is what the consumer experience is inside your store, which is their their community connections, their social engagement, the pet adoption event you’re having at the store, the things that make people care about you, in your community. And many dealerships used to be great at that 30 years ago, they were community partners, they were, you know, community leaders, people literally cared about the dealership in town. And we’ve gotten so far away from that this is when you go back to that, because when the inventory levels are back up, people are gonna remember the store that was doing the pet adoption of that, they’re gonna remember the store that had the the autism scholarship for the local school or, you know, the veterans program or whatever it might be.n
nSo we’re really trying to push out as much of that, you know, hearts and minds type advertising right now as humanly possible. That and the other thing we’re doing a ton of is recruiting is, you know, everybody out there needs tax. And we found a couple of ways that we can actually do that successfully. So we’re pushing back on doing the solely inventory focused advertising and really trying to do things outside of that they’re going to have much more long term implications for these stores, because they’re going to have people that have an emotional bond to them. When the inventory comes back and the prices go down and things return to normal. Younn
nDavid : It’s obviously a crazy time, right? So there’s some really unique opportunities there though, too. So you know, a big piece of what we’ve been building out for the last year, year and a half is we want to buy your car campaigns. That’s a big piece. Unfortunately, everybody else has tried to do that, too. So we’ve had to find some really unique ways to do that. Part of it, and the beauty of social media is twofold. n
nNumber one, you can reach crazy amounts of people for really small steps. But if you’re just doing like, huge audience marketing, the other is that you can create very, very small audiences and do very personalized messages. Those we want to buy your car ads, the way we run those is we go out and find your make and model data. So I know what’s in your garage and what’s in your driveway. And now when I serve you an ad saying, I want to buy your car, it’s not saying hey, Chas, we want to buy your car. It’s saying, hey, Chas, we want to buy your ford F-150. That is a scroll stopper. Right? n
nThat’s when he’s going through their feed, and it says something about them personally, they stop on that ad. I always use the comparison. And if you guys use Facebook much I guarantee you’ve seen these ads. You’ll see an ad for something like a T-shirt that has your birthday on it or your horoscope sign. Yeah, I see. I see Sagittarius T shirts all the time. And they’re hideous, and I don’t buy T shirts. But I definitely remember the ad, I definitely stopped my scroll and went oh, okay, oh, wait a minute, that says August 17. That’s my birthday. That’s kind of cool. And the shirts are hideous, I’m not going to buy them. n
nBut if we use that same concept in this, then we get people to stop a scroll and actually pay attention. The second piece, and this for me is the biggest piece right now, is that dealerships can’t really advertise price, because let’s be real, most of them are high on price. n
nThey can’t really advertise inventory, because, you know, they got maybe two models that they have 30 of and nothing else. And then the reason I have 30 Is nobody wants them. So it is a chance to advertise what I think is more meaningful anyways, which is experience, which is what the consumer experience is inside your store, which is their their community connections, their social engagement, the pet adoption event you’re having at the store, the things that make people care about you, in your community. And many dealerships used to be great at that 30 years ago, they were community partners, they were, you know, community leaders, people literally cared about the dealership in town. And we’ve gotten so far away from that this is when you go back to that, because when the inventory levels are back up, people are gonna remember the store that was doing the pet adoption of that, they’re gonna remember the store that had the the autism scholarship for the local school or, you know, the veterans program or whatever it might be.n
nSo we’re really trying to push out as much of that, you know, hearts and minds type advertising right now as humanly possible. That and the other thing we’re doing a ton of is recruiting is, you know, everybody out there needs tax. And we found a couple of ways that we can actually do that successfully. So we’re pushing back on doing the solely inventory focused advertising and really trying to do things outside of that they’re going to have much more long term implications for these stores, because they’re going to have people that have an emotional bond to them. When the inventory comes back and the prices go down and things return to normal. Younn