Dealerships (for good reason) continue to invest more time and energy into non-traditional marketing efforts and allocate heavier budgets each year to digital display, social, and video campaigns. Unfortunately, targeting practices are still behind the times, primarily based on demographic and geographic parameters (old road). This results in wasted impressions and wasted dollars.
This session will highlight audience planning - the new road to intelligently find your customers. Chris Marshall of Oracle will emphasize the importance of first deciding who you want to reach, based on the campaign’s purpose (new car sales, used cars, service marketing), and then using audience data to identify and select only households relevant to your campaign’s message so you can eliminate wasted ad dollars.
Primary Learning Objectives:
- Understand the concept of audience planning prior to media planning. Identify who you want to reach for various campaigns (new car, used car, or service marketing) and then decide the best way to reach only those households.
- Get behind-the-scenes exposure to how Oracle works with the major digital media platforms like Facebook/Instagram, the Trade Desk and Amazon Advertising; and the primary auto data sources like IHS Markit (Polk), Edmunds, TransUnion, V12, comScore and Visa.
- Learn how to avoid carpet-bombing techniques, and reach only relevant households who are coming off-lease, or using only independent service shops or independent auto parts stores. Learn how to intercept them and bring your owners back to your dealership.