2. “Tier 2 marketing is the single
greatest concern on automotive
marketers' minds right now”
Source: iMedia Driving Interactive Summits.
3. OBJECTIVE
1. Develop an acquisition strategy to get car shopper traffic to this T2 website. The intender can not be
looking for a Honda,
2. Once a conquest consumer comes into the website, how can we improve their experience on the website and
get Honda on the the consideration set for the car buyer?
4. 1. SUMMARY STATEMENT
➔ acquire new customers with wider and more targeted upper-
funnel tactics.
◆ 63% of car shoppers started out with a brand in mind, with only 20% sticking to
the original choice
5. “people don’t buy what you do,
They buy why you do it.”
Source: Simon Sinek
6. STRATEGIC FRAMEWORK
➔ TOP OF THE FUNNEL FOCUS
➔ DEVELOPMENT OF TARGET AUDIENCES
◆ TARGET WOMEN
➔ CONVEY THE OWNERSHIP EXPERIENCE
➔ INTEGRATE WITH TIER 3 DEALERSHIPS
7. The Influence of Women Women
➔ They purchase 51% of cars in America.
➔ Extrapolating their influence to their families, women influence 85% of purchases overall, making them the most important,
albeit broad, demographic.
FOCUS ON THE FUTURE & OWNERSHIP EXPERIENCE
➔ Focus on lifetime value of a consumer, and ownership experience to improve long term gains
◆ Increased transparency on pricing,
◆ give consumer-friendly advice,
IMMEDIATE IMPACT
➔ Con: Lower Margins. Short Term Impact on Revenue
➔ Solution: Make up lost revenue in the service, and finance departments.
Improve Integration with Tier 3 Dealers
➔ Shoppers in the who used the Google search engine sEE a dealer association Web site as the first paid-search link.
➔ The association site, which promoted the sale in banner ads, guided visitors to a Chevrolet dealer locater.
➔ Shoppers who clicked local dealership sites saw the same sales messages.
➔ The ideal implementation is piggybacking on Tier 1 OEM messages at the dealer level," Muilenburg told Automotive News.
"You need to let shoppers know which cars are available, which promotions are running and which dealers are
participating."
STRATEGIC FRAMEWORK EXPLAINED
8. "Consistency is just a must,...
factory message that is coming nationally
and send it regionally and at
the dealership level."
9. 1. DIGITAL DISTRIBUTION CHANNELS
➔ Social Media aDVERTISING
◆ FACEBOOK
◆ INSTAGRAM
◆ LINKEDIN - FOR FLEET SALES
◆ LEVERAGE REDDIT'S OMNICHANNEL INFLUENCE
➔ SEO
◆ BLOGGING/CONTENT CREATION
◆ ONPAGE OPTIMIZATION
◆ FOCUS ON TOP FUNNEL KEYWORDS - i.e. New Cars Detroit
➔ Display Advertising
◆ VIDEO PRE-ROLL
◆ CARS.COM, KBB, EDMONDS ETC,
◆ DISPLAY
◆ REMARKETING
◆ MOBILE Geo-Fencing
➔ eMAIL MARKETING
◆ INTERACTIVE CONTENT: i.e. DIGITAL MAGAZINES
27. IMMEDIATE OPTIMIZATION TASKS
➔ IMPROVE PAGE LOAD SPEED TIME
➔ Differ css & javascript in above the fold content
➔ Leverage browser caching
➔ Minify javascript
➔ Optimize images
➔ Minify Css files
LONG TERM OPTIMIZATION OPPORTUNITIES
➔ Optimize for more non-branded short tail keywords. They’re more profitable
➔ Add a blog: focus on needs of customers. Distribute over social networks
◆ Leverage the omnichannel impact of reddit
SEO STRATEGY
34. SOCIAL MEDIA STRATEGY
Facebook Recommendations:
➔ Post Frequency: No Change
➔ Post Format: Post more pictures.
◆ Insight - Videos & links have similar engagement
➔ Post Content: Run more promotions! & Encourage your fans to ask more questions for
you to answer.
➔ Create a Facebook campaign in order to gain more likes.
➔ Time Of Day: Improve your timing - under analysis
➔ Add more milestones.
35. RECOMMENDATIONS
➔ Immediate contact of opt-in subscribers
➔ Bi-monthly general updates
➔ Additional Email updates on all events & sales
➔ Utilize interactive and visual media. eMagizines, helpful infographics
➔ Clean database
➔ Optimize email delivery time
EMAIL STRATEGY
40. CONQUEST
RETARGETING
CONVERSION OPTIMIZATION
Conquest ads are online ads that
run in a spot where your
competition might run an ad. These
ads -- on your own or a third party
site with content relevant to your
product or service and combined
with behavioral targeting -- work
well for high-consideration
purchases like automobiles or
consumer electronics. And, many
BT ads are targeted at consumers
who are in the early research
stages of the buying cycle. But with
conquest ads, a marketer can
place an ad in front of a consumer
who is deeper into that cycle-- a
consumer who is busy considering
a competitor's product.
