ddwne tale of three markets - string automotive
TRANSCRIPT
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 [email protected]
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...
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: [email protected]