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Truman Hedding | Showroom Logic | Vice President of Marketing | Truman Hedding Guaranteed Ways YOU Can Increase.

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Presentation on theme: "Truman Hedding | Showroom Logic | Vice President of Marketing | Truman Hedding Guaranteed Ways YOU Can Increase."— Presentation transcript:

1 Truman Hedding | Showroom Logic | Vice President of Marketing | Truman Hedding Guaranteed Ways YOU Can Increase Your SEM ROI - Tomorrow!

2 Truman Hedding | Showroom Logic | Vice President of Marketing | 2 Simply reversing the way you communicate and market to car shoppers could change the course of your business forever -> sending net gross sales to levels you’ve never imagined possible? What if I told you that Our industry has victimized you. That car shoppers are paralyzed and you’re asking too much. That changing your approach could double your SEM ROI? Paying attention to the 90%+ that don’t convert can increase your chances of getting more car shoppers to your showroom and hold your vendors more accountable? That simply measuring calls to your dealership can help you get more out of your SEM?

3 Truman Hedding | Showroom Logic | Vice President of Marketing | 3 That you could do this all yourself regardless of your skill level And what if I told you..

4 Truman Hedding | Showroom Logic | Vice President of Marketing | Housekeeping 4 Share an important takeaway you received from this session using hashtag #DD17 for a chance to win an iPad (from DD). Golden nuggets along the way, available for download Q&A at end of presentation Cell phones…

5 Truman Hedding | Showroom Logic | Vice President of Marketing | 5 The power of a “why message” What you’re going to learn to believe today The Paradox of Choice & how too many options can work against you NOTE: Additional resources available Everything can be tested & tracked, and it has a bigger impact than you think The impact of handling calls from SEM better

6 Truman Hedding | Showroom Logic | Vice President of Marketing | How my background led me to greater ROI 6 *1 of 41 Google AdWords Certified account managers 2000 – 2004 Obsessed with SEO 2004 – 2011 Paid Search, Conversion Rate Optimization ($300MM managed across several verticals for thousands of companies) 2011 – Present Automotive Paid Search

7 Truman Hedding | Showroom Logic | Vice President of Marketing | 7 If you want to get MORE ROI out of your SEM you must know that: SEM traffic behaves different than organic or direct… (and it takes money, too)

8 Truman Hedding | Showroom Logic | Vice President of Marketing | Let’s look at the Context & Intent of Queries 8 Value to Business Type of SearchesExamplesContext $ Organic “Toyota dealership” “Toyota dealer LA” Thinking about it $$ Organic/Paid “corolla Newport Beach” “Los Angeles corolla deals” Almost ready to buy $$$ Paid “Toyota corolla lease” “Toyota corolla pricing” Ready to buy

9 Truman Hedding | Showroom Logic | Vice President of Marketing | 9 Common road blocks to greater SEM ROI Let’s review

10 Truman Hedding | Showroom Logic | Vice President of Marketing | Not leading with a “why message”

11 Truman Hedding | Showroom Logic | Vice President of Marketing | Any volunteers? Why you? 11

12 Truman Hedding | Showroom Logic | Vice President of Marketing | 12 What you do is simply the proof of why you do it

13 Truman Hedding | Showroom Logic | Vice President of Marketing | 13 The goal is not to do business with everyone that needs what you have, it should be to sell cars to people who believe what you believe.

14 Truman Hedding | Showroom Logic | Vice President of Marketing | Simon Sinek Author of “Starts with Why” Incredible Ted Talk in The Power of “Why” 1.How do inspired leaders and organizations get ahead 2.The Golden Circle 3.The Law of Diffusion of Innovations

15 Truman Hedding | Showroom Logic | Vice President of Marketing | How some get ahead 15 1.They all act & communicate the same way (regardless of size, regardless of industry) 2.It is the complete opposite to everyone else

16 Truman Hedding | Showroom Logic | Vice President of Marketing | 16

17 Truman Hedding | Showroom Logic | Vice President of Marketing | 17 1.We make great computers 2.They’re beautifully designed 3.Simple to use 4.User friendly 5.Want to buy one? If Apple were like everyone else their message would be:

18 Truman Hedding | Showroom Logic | Vice President of Marketing | 18 How Apple actually communicates 1.Everything we do, we believe in challenging the status quo, we believe in thinking differently 2.The way we challenge the status quo is by making our products beautifully designed, simple to use, and user friendly 3.We just happen to make great computers 4.Want to buy one? All we did is reverse the order

19 Truman Hedding | Showroom Logic | Vice President of Marketing | 19 This proves that People don’t buy what you do… They buy why you do it…

20 Truman Hedding | Showroom Logic | Vice President of Marketing | 20 Can loyalty exist in the auto business?

21 Truman Hedding | Showroom Logic | Vice President of Marketing | 21 Example

22 Truman Hedding | Showroom Logic | Vice President of Marketing | 22 If you talk about what you believe you will attract those who believe what you believe

23 Truman Hedding | Showroom Logic | Vice President of Marketing | 23 How to reach mass market penetration

24 Truman Hedding | Showroom Logic | Vice President of Marketing | 24 The innovators and early adopters think and act the same way…And they are the influencers

25 Truman Hedding | Showroom Logic | Vice President of Marketing | 25 How to reach mass market penetration

26 Truman Hedding | Showroom Logic | Vice President of Marketing | Turns out this supports how we are built 26

27 Truman Hedding | Showroom Logic | Vice President of Marketing | 27 People don’t buy what you do… They buy why you do it…

28 Truman Hedding | Showroom Logic | Vice President of Marketing | What you can do #1 What you can do #1 Examples of “Why Buy” messaging

29 Truman Hedding | Showroom Logic | Vice President of Marketing | 29 Impact of a “Why Buy” message Example Subaru Puyallup RESULT: Triple total dealership gross ( )

30 Truman Hedding | Showroom Logic | Vice President of Marketing | 30 “Your Stress-Free Dealership”

31 Truman Hedding | Showroom Logic | Vice President of Marketing | 31 Website navigation example

32 Truman Hedding | Showroom Logic | Vice President of Marketing | 32 Top Recommendation for integrating a “why buy” message: VIDEO It acts as your first salesperson, answering questions before they are asked, and all concerns

33 Truman Hedding | Showroom Logic | Vice President of Marketing | 33 You’ve got 10 seconds or less…

34 Truman Hedding | Showroom Logic | Vice President of Marketing | 34 Longer visits -> more trust -> more action

35 Truman Hedding | Showroom Logic | Vice President of Marketing | 35 Car Shoppers & Video 49% Visit a dealer after watching a video ad 84% Plan to watch a video next time they shop 25% Watch 1hr+ while researching Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013

36 Truman Hedding | Showroom Logic | Vice President of Marketing | 36 Homepage Video integration example

37 Truman Hedding | Showroom Logic | Vice President of Marketing | 37 Apply the “why buy” message company-wide for a consistent message and increased effect Sales, Service, Admin, etc. Golden nugget available

38 Truman Hedding | Showroom Logic | Vice President of Marketing | 38 Mass Market Penetration Do this and achieve mass market success

39 Truman Hedding | Showroom Logic | Vice President of Marketing | The Paradox of Choice

40 Truman Hedding | Showroom Logic | Vice President of Marketing | 40 What have we done?

41 Truman Hedding | Showroom Logic | Vice President of Marketing | 41 More choices leads to confusion, anxiety, and consumers find comfort in “exiting” the situation The Paradox of Choice - Why More is Less ~American Psychologist Barry Schwartz

42 Truman Hedding | Showroom Logic | Vice President of Marketing | 42 The Paradox of Choice Summarized Imagined alternative – The more options there are, the more easily it is to regret the option that you chose. Increased expectations – Consumers compare what they get with what they expected. Adding options increases expectations and produces less satisfaction with results even when they are good results More choices increases paralysis and decreases satisfaction – Vanguard, jeans, ice cream

43 Truman Hedding | Showroom Logic | Vice President of Marketing | 43 The “shiny new toy” syndrome What happens when everyone offers a “widget” or tool guaranteed to increase conversion rates?

44 Truman Hedding | Showroom Logic | Vice President of Marketing | 44 Are you reallocating conversions?

45 Truman Hedding | Showroom Logic | Vice President of Marketing | 45 We’ve forgotten about the consumer Marketing mediums have changed… BUT MARKETING RULES HAVEN’T

46 Truman Hedding | Showroom Logic | Vice President of Marketing | 46 Have content that matches where someone’s at in the purchase cycle Sell benefits, not features Give value or educate before you ask for information Only ask them to do one thing Ease their concerns Basic Rules of Marketing

47 Truman Hedding | Showroom Logic | Vice President of Marketing | Landing Page Core Competencies 47 The consumer’s needs are first Simplify the experience & actions Stay current with incentives and offers Track every engagement and action They need to work perfectly across devices

48 Truman Hedding | Showroom Logic | Vice President of Marketing | Test & Track Everything We’ve done the heavy lifting for you.. We’ve tested several permutations of what a great VDP would look like and here’s what worked…

49 Truman Hedding | Showroom Logic | Vice President of Marketing | 49 What about now? When we give them less options we…

50 Truman Hedding | Showroom Logic | Vice President of Marketing | 50 Move the needle on metrics that matter most Form LeadsPhone CallsConversion %Cost Per Lead Dealer Group86.82%57.87%69.64%32.70% Move the needle on the metrics that matter:

51 Truman Hedding | Showroom Logic | Vice President of Marketing | 51 What about now? Step 1 Simplify your message Step 2 Test each “shiny new toy”

52 Truman Hedding | Showroom Logic | Vice President of Marketing | You track and test everything in your path

53 Truman Hedding | Showroom Logic | Vice President of Marketing | 53 Studies have proven the decline in clicks to sliders Similar type of site visitors

54 Truman Hedding | Showroom Logic | Vice President of Marketing | 54 Make the first one count!

55 Truman Hedding | Showroom Logic | Vice President of Marketing | 55 Internal Study We’re taught to never trust our gut Less than 10% clicked on my boxes

56 Truman Hedding | Showroom Logic | Vice President of Marketing | 56 What actually worked

57 Truman Hedding | Showroom Logic | Vice President of Marketing | 57 This means your main navigation is really important. o Check your own analytics for top pages and make sure they’re front and center

58 Truman Hedding | Showroom Logic | Vice President of Marketing | Test your Ads 58 We tested millions of permutations and then tested ad text to landing pages.

59 Truman Hedding | Showroom Logic | Vice President of Marketing | 59

60 Truman Hedding | Showroom Logic | Vice President of Marketing | Relevancy = Lower CPC 60

61 Truman Hedding | Showroom Logic | Vice President of Marketing | Leverage OEM branding and display incentives Toyota Camry Get 0% Financing for 60 Months! Toyotathon is On! Hurry in & Save.

62 Truman Hedding | Showroom Logic | Vice President of Marketing | 62 Website provider analytics are great, but there are more KPI’s to be seen, and more to learn from. And if you ask them, they’ll help (in most cases)

63 Truman Hedding | Showroom Logic | Vice President of Marketing | 63 If 90% won’t convert, how will you know what worked? Go beyond form fills and phone calls…

64 Truman Hedding | Showroom Logic | Vice President of Marketing | 64 Look beyond phone calls and form fills Track KPI’s with Google Analytics ServiceResearch Inventory Financing Trade Value Specials Buy Micro Conversions More showroomlogic.com/truman Macro Conversions Great article: goo.gl/sTpSD0

65 Truman Hedding | Showroom Logic | Vice President of Marketing | 65 My favorite KPI’s to track Macro GoalsMicro Goals *Would be macro goals with vendor cooperation. Form Lead Chat Phone Call Mobile Lead Value trade* Directions Financing* Print VDPs Time on site Searches

66 Truman Hedding | Showroom Logic | Vice President of Marketing | 66 Custom GA Reports to Measure ROI Download Here:

67 Truman Hedding | Showroom Logic | Vice President of Marketing | Vendor A Vendor B 67 Level the playing field - Use Google Analytics to track Vendors/Traffic Sources

68 Truman Hedding | Showroom Logic | Vice President of Marketing | 68 Look beyond Google Analytics

69 Truman Hedding | Showroom Logic | Vice President of Marketing | Call Handling Presentation and tools showroomlogic.com/truman

70 Truman Hedding | Showroom Logic | Vice President of Marketing | 70 One of the quickest ways to get more out of your SEM budget is to get better on the phone.

71 Truman Hedding | Showroom Logic | Vice President of Marketing | 71 Car Wars Study 300+ dealers Reviewed 2MM inbound calls $600 – average cost per qualified phone call

72 Truman Hedding | Showroom Logic | Vice President of Marketing | 72 What they found

73 Truman Hedding | Showroom Logic | Vice President of Marketing | 73 What gets measured, gets managed Car Wars Grudge Match Before Requested appts. per week Picked up 200 calls within first few rings During Match Requested 600 appts. Picked up 647 calls within first few rings Prep for landing

74 Truman Hedding | Showroom Logic | Vice President of Marketing | 74 Where do you go from here? What will you make of this session

75 Truman Hedding | Showroom Logic | Vice President of Marketing | 75 1.What is your why? 2.Will you simplify what you ask? 3.Will you test and track it? 4.Will you hold your phone call handling accountable?

76 Truman Hedding | Showroom Logic | Vice President of Marketing | 76 My promise to you… If you do I will guarantee your success You are NOT alone and I will be here to see it through (not a service we offer)

77 Truman Hedding | Showroom Logic | Vice President of Marketing | 77 Available via showroomlogic.com/truman 1.This presentation 2.Detailed Google Analytics integration to hold your vendors accountable 3.“Why Buy” worksheet for internal exercise 4.Sample scripts for creating a “Why Buy” video

78 Truman Hedding | Showroom Logic | Vice President of Marketing | 78 THANK YOU

79 Truman Hedding | Showroom Logic | Vice President of Marketing | Contact Info Full Name: Company: Job Title : Truman Hedding Showroom Logic Vice President of Marketing Share an important takeaway you received from this session using hashtag #DD17 for a chance to win an iPad.


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