Automotive marketing done right: 7 tips and trends from Pinckney Automotive.

1. Automotive Marketing Done Right
7
Tips & Trends Presented by Pinckney Automotive

2. 1 Know Thy Referrers
Presented by Pinckney Automotive
A typical car shopper
visits on average 20 –
24 sites BEFORE they
get to your dealership
website
1: Know Thy Referrers

3. Knowing where your
site visitors are coming
from gives you an
opportunity to target
those sites with high
visibility advertising
and build backlinks.
1: Know Thy Referrers Presented by Pinckney Automotive

4. Did you know that consumers engage
with a dealership at
Least 7 times
before coming
in to purchase?
1: Know Thy Referrers Presented by Pinckney Automotive

5. 2 (Video) Content is King Couple that with this stat:
9 in 10 auto purchasers visit YouTube.com
before coming to a dealership.
It means that if you’re not producing videos
and being present on YouTube, you may want to reevaluate your
marketing strategy...
2: (Video) Content is King Presented by Pinckney Automotive

6. It’s more than just
making videos for video sake:
• 80% of millennials said video introduced them to the brand
• 1 in 4 buyers watch at least 1 hour of video
2: (Video) Content is King Presented by Pinckney Automotive

7. Create content for
different buyers
The videos that appeal to a
50 year old may not appeal to a 25 year
old. Someone who watches a 2 minute
video may not want to watch a 30 minute video.
2: (Video) Content is King Presented by Pinckney Automotive

8. 3 Think Outside of the TV
77% of people are using a device while watching TV:
Smartphone | Tablet | Laptop
3: Think Outside of the TV Presented by Pinckney Automotive

9. Questions to ask your Web Developer:
Is your website
responsive?
If not do you have a
mobile and tablet
friendly version of your site?
3: Think Outside of the TV Presented by Pinckney Automotive

10. Questions to ask your Marketing Manager or CMO:
• Does your advertising target people on different devices?
• Are you currently taking advantage of the ability to target people
based on location, demographics, interests, etc.?
3: Think Outside of the TV Presented by Pinckney Automotive

11. 4 Maximize Email
Be honest, do you send your entire database
the same content in an email?
60% of all marketing that a
dealership does is not
relevant to the consumer.
The result:
50% of customers disengaging if
you fail to provide that relevant
content.
4: Maximize Email Presented by Pinckney Automotive

12. Segment Your Audience:
By sending targeted emails your dealership
can see a 28% lift in conversion rates.
4: Maximize Email Presented by Pinckney Automotive

13. It’s More Than
Words and Images
A dealership will receive 2
- 3 times higher click
through rate by adding
video to their email blast
campaign.
4: Maximize Email Presented by Pinckney Automotive

14. 5 Nurture Your Prospects
72% of auto shoppers are open to influence
prior to a purchasing decision
Couple this with the earlier stat
that customers engage 7 times
with a dealership, this gives you
plenty of opportunities to provide relevant
and valuable information
that may convert into a sale.
5: Nurture Your Prospects Presented by Pinckney Automotive

15. 79% of Marketing Leads
Never Convert to Sales
Some folks aren’t ready to by the minute they
come to your site, but just because they
aren’t low hanging fruit doesn’t mean you
should abandon them.
Using automation send touch emails,
newsletters, specials and other offers to try
to keep yourself at the front of their minds
when they are ready.
5: Nurture Your Prospects Presented by Pinckney Automotive

16. 6 Be An Expert Closer
A typical car shopper visits between 1.2 - 1.4 dealerships
In other words: If they come to your dealership they are buyers.
Make sure that your sales team is trained in funneling customers
towards the decision of purchasing.
6: Be an Expert Closer Presented by Pinckney Automotive

17. The Value of a Return Customer 7
People are hanging onto new vehicles for over 6 years and their used vehicles for
4.2.
Your relationship doesn’t end and restart 4.2 – 6 years later though!
7: The Value of a Return Customer Presented by Pinckney Automotive

18. 52% of customers say that ongoing communication from the dealership after
purchase has a direct influence on the purchase of their next vehicle.
All it takes it keeping in touch with your buyers to create a lifelong customer
that will always buy from you and even influence their friends and families to
buy from you.
The only thing better than a customer is a customer who becomes your
dealership’s cheerleader.
7: The Value of a Return Customer Presented by Pinckney Automotive

19. Trends & Tips
1. Dig into your referral traffic
2. Leverage the power of video
3. Ensure that your digital strategy is aligned for all devices
4. Maximize email conversion with segmentation and multimedia
5. Nurture leads who may not be ready to buy
6. Become an expert at closing the sale
7. Make buyers into lifelong customers
Presented by Pinckney Automotive

20. Questions?
Ready to see results and implement these tips and trends?
Let Pinckney Automotive help you! See how we’ve helped
other dealerships, dealer groups and OEMs:
Download one of our FREE case studies