Automotive Digital Marketing ProCom

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Do you know what kind of population is in your area?

What is the crime rate where your dealership is located?

What is the percentage of households with college grads?

What areas have a high average household income and what areas have a low average income?

 

Right now, as you are reading this you are asking yourself “what the point to these questions is”.

 

Before we go any further, let me start out by saying that this is in no way meant to teach you to prejudge your customers.  Please do not judge a book by its cover.  However, consider using data to help you improve your field intelligence in terms of investing money in your adverting.

 

I have been spending some time working with a small dealer group over the last two months.  This dealership is located in an interesting part of the state.  On one hand you have a high crime rate area which is also the state capital while other parts of the county have towns with upper class households in some of the most prestigious areas in the country.  While working with the OEM to consider lead quality and quantity we had discovered this interesting website called ZipSkinny.com.  I had a chance to play around with it and compare zip codes.  Based on the brands that this store sells and on the fact that there is a special finance department I was able to pinpoint where I want to put a heavy focus on special finance opportunities and where I wanted to place a heavy focus on customers with great credit who can buy the products that the store is selling.

 

This site is great for me as a consultant because when I start to build out a plan for every dealership that I consult I like to examine all data and analytics from closing ratios (OEM leads, third party, websites, etc) as well as how many leads come in.  I also examine the quality of the sales staff and management to measure why deals are being missed in the dealership.  A resource like zipskinny.com can help a dealer strategically plan out their spending to either cut or increase their budget strategically.  This will also help to create customized processes for lead management.  A customized book of word tracks, phone scripts, and business practices needs to be created to handle all of the situations that can be encountered in the dealership.  This will upgrade the way your team performs and ultimately increase business opportunities.

Dealers and managers that are looking to learn about these and other similar strategies for managing and evolving their business development operations need to attend my workshop next week at the upcoming Digital Marketing Strategies Conference in Orlando, FL on January 5-7, 2013.   

 

http://dealeretraining.com

http://facebook.com/dealeretraining.com

Views: 197

Tags: advertising, dealer etraining, demographics, digital marketing, stan sher, traditional, zip skinny

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Comment by Alexander Lau on February 15, 2013 at 7:51am

The demographics of Social Media users: http://pewinternet.org/Reports/2013/Social-media-users.aspx

Comment by Todd Vowell on February 4, 2013 at 8:23am

Stan, ZipSkinny is great for familiarizing and learning more about different markets no question. With Sub-prime making a huge come back (just over 25% of all new car loans are now from 680 and below, used cars even higher), hope you consider direct mail and getting your targeted message right in the hands of people who have a credit score of 550 to 680? You can even append the list with opt in emails and add some digital to the mix. Anyway, good selling Stan!

Comment by Alexander Lau on February 4, 2013 at 8:00am

There's a niche there, if any entrepreneurs or VC people are listening. Create a tool that does just what I've suggested. Unless there's one out there already or this is too far in the public domain. Gather this data for automotive marketers for strategy purposes.

Comment by Stan Sher on February 4, 2013 at 7:59am

Thank you.

Comment by Alexander Lau on February 4, 2013 at 7:30am

Ken, also I should have mentioned your comment. Regardless, the strategy is the important thing. Google should implement this within their suite of tools.

Comment by Alexander Lau on February 4, 2013 at 7:29am

Stan, out of the 75 or so posts that I've read and commented on in the past 4 months or so, this is by far one of the most informative and useful posts. I have been struggling with this for some time and finally have found a decent tool to use for keyword production purposes. For those of you doing SEO for your clients, this might help you as it will help me. Plenty of searches are done using 'zipcodes+make +model', etc.

I once broke down a lower income demographic for a dealership, where I was able to refocus their SEM and SEO efforts for 'Vehicles under 10K' and saw fantastic results. This tool is really great for this type of effort. Google should think about coming up with a similar strategy or utilizing an outbound API from a group like this for statistical and benchmark data. Strategy, as you've suggested.

Comment by Stan Sher on February 2, 2013 at 6:47am

This site was shown to me by a dealer.  I had no idea that that data is old.  Thanks for sharing.

Comment by Ken Bluttman on February 2, 2013 at 4:38am

This is a great thing, except for one kill-it issue:  ZipSkinny is using year 2000 data. That's data over a dozen years old.  A better demographic overview is found directly on the US Census site - http://www.census.gov/ 

Example: In my town, ZipSkinny reports the 30-39 age group is 20.8%. The current US census data shows this to be 17.7%.  The 40-49 group-- ZipSkinny says 14.6% and the census site says 17.3%.  People are aging in my town. Dealers here might consider pushing more family vehicles!

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