#ddwne tale of three markets - how to target & win string automotive

A Tale of Three Markets: How to Target and WinAmy Hughes

Full Name I Company I Job Title I Email

Amy Hughes I String Automotive I VP Sales and Business Development I ahughes@stringauto.com

THREE WAYS WE TALK OURSELVES INTO BAD ADVERTISING DECISIONS

CHRISTOPHER COLUMBUS SYNDROME

Buying into the excitement that a whole new world exists and you’ll be the first one there.

“THE OTHER GUY” SYNDROME

Because I know we can do GREAT things (if we just watch the other guy)

“BECAUSE I CAN” SYNDROME

Because I’m the owner and I just really don’t want it any other way.

How hard can it be?

How different can it be?

3 MarketsSame Goal...

Sell More Hondas

Let’s Make a Plan...

National Plan...

Suggested Strategy: Focus on Ridgeline. Honda just launched the new Ridgeline in August.

Provide local support to the national advertising.

Suggested Strategy: Provide support to the Hispanic advertising creative

But Wait!

We have 3 on the lot.

But Wait!

We only sold 6 in the

past three months

OK, Accord, back to Accord...

Maybe Civic.

Just get me a plan. We have to hit our goal.

Do We Have a Plan?

So, How Do We Make a Plan?

First, let’s gather the data.

I can’t sell them all!

Accords Sold

Accords Soldby our Store

5+ Missed Sales

How has my target changed?

How has my target changed?

How has my target changed?

Model the audiences for each medium

We have a plan!

Let’s Move on to Market #2

Let’s Move on to Market #3

You Must Bring Everyone Together

Now the Good News…

Getty Images

HBR Reports that $36 Billion is currently being spent

invested in storage and infrastucture to Bring “Big Data” (Predictive Analytics, Machine Learning and Artificial Intelligence) to their

industries. Expected to double by 2020.

The technology to target is coming

And it will make your life easier!

Until then, deeply vet all sources of data, and adopt these three mantras!

Bring Everyone Together

Bring Everyone Together

Bring Everyone Together

Metrics to Track:

% of New Sales/New Registrations by Model (Avg. 6-8%)

% of Used Sales/Used Registrations by Model (Avg. .05-1.0%)

Metrics to Target:

80% of New Sales/New Registrations by Model (Avg. 6-8%)

2.5-3% of Used Sales/Used Registrations by Model (Avg. .05-1.0%)

Define the top 3 Lifestyle Categories for each of your core models

Challenge every vendor to model their audiences

Track everything

Share an important takeaway you received from this session using hashtag #DDWNE for a chance to win an iPad

Contact InfoFull Name: Amy Hughes

Company: String Automotive

Job Title: VP Sales and Business Development

Email: ahughes@stringauto.com