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Now that the dust has settled from two Florida automotive conference (DMSC and NADA), I wanted to circle back with ADM readers on a theme that developed at the 2013 Digital Marketing Strategies Conference (DMSC).  The theme was "Dealers need to become VDP factories!"

 

Research presented from Cobalt and Autotrader at DMSC independantly confirmed that the highest correlation to dealership car sales trends, was the number of Vehicle Detail Page (VDP) views on their inventory.  

 

Cobalt's research was based on VDP views on the dealership website and Autotrader's research was based on the combination of VDP views on Autotrader.com, KBB.com, and the dealership's website.  The higher the number of VDP views that a vehicle received, the greater chance it would be sold. 

 

This research is important in many ways.  First, only 30-35% of online shoppers will submit a lead or call the dealership prior to walking in the showroom.  Secondly, dealers receive thousands visitors to  their websites each month, but less than 10% will call or submit a lead in any given month. Lastly, vehicles that are getting low VDP views over time, can be identified and merchandised BEFORE they have to go to wholesale.

 

With this in mind, dealers need to examine their marketing budgets to determine which investments are producing the most VDP views.  This includes offsite (Autotrader.com, Cars.com, KBB.Com, Craigslist) and onsite activity (their website) of the inventory pages.  Dealers need to start to drill down in their inventory analytics to see what is working and what is NOT working.

Since over 60% of car sales are NOT linked to a phone call and lead form, VDP Views is your way to track your engagement with stealth car shoppers! 

 

Creating New Reporting Standards

 

Using Cost Per VDP charting and looking at which marketing investments are generating the most VDP views is a good place to start. (Sample report mockup shown above from ROI-BOT software).  One additional benefit to looking at the dealership as a "VDP Factory" is that old misconceptions will be challenged

 

"Paid Search Is Expensive!"  I hear this all the time.  However, if you look at paid search, display, and retargeting as a means to turn your dealership into a "VDP Factory", you will find that it is very cost effective.

 

Case in point.  A dealership wanted to cancel their paid search campaigns.  So, I calculated their cost per VDP view from paid search campaigns designed to sell cars, not including service campaigns. 

 

Then I took their budget for radio, TV, print, direct mail, billboards, etc. and calculated the Cost per VDP that these investments generated.  

 

Paid Search, was one-third the cost of traditional media to generate a single VDP view. 

 

ADM Community Webinar on Creating VDP Factories

 

I would love to invite you to join me for a webinar discussing how to measure the ROI of your marketing investments to generate VDP views.  I would also like to show you how to setup Google Analytics to easily track VDP Views.   You will not want to miss the conversation and the research why looking at VDP views is a new metric that should be part of your monthly marketing meetings. 

The data of the webinar is March 12, 2013 from 1:00 - 2:30 pm EST.  You can register for the webinar by clicking on this link:  ADM VDP Factory Webinar.  If you have any questions, drop me a line or ask your question here.

I look forward to the collaboration that will occur on March 12th!

Brian Pasch, CEO

PCG Consulting Inc.

732.672.2356

brian@pcgmailer.com

Views: 1811

Tags: cost per vdp view, dealers, marketing, vdp, views

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Comment by P Chesher on March 18, 2013 at 10:43am

Thanks Brian. Can't wait to watch it.

Comment by Brian Pasch on March 18, 2013 at 2:15am

Paul, the entire webinar is loaded here on ADM by Ralph Paglia.  Here is the video link: Dealers Need To Become VDP Factories 

Comment by P Chesher on March 17, 2013 at 9:53pm

BTW - Brian Pash The video below is helpful. VDP views are clearly important - perhaps even coveted by dealerships who are conversion experts. Would enjoy viewing the webinar (if you have a copy public). -That said, I'm not exactly a dealership; more of an automotive marketing enthusiast / service provider.  Is there any restrictions on who views? Thanks in advance!

Comment by P Chesher on March 17, 2013 at 9:43pm

Well said Keith I couldn't agree more. You can get all the traffic on the net, but if your website and online marketing dept. is not able to convert visitors into appointments / sales, then it's completely worthless! 

Comment by Brian Pasch on February 24, 2013 at 3:51pm

Comment by Jim Canto on February 22, 2013 at 10:35am

Locked and loaded.

Comment by Tom Hawkins on February 20, 2013 at 9:18pm
I would love to attend the seminar, but I might be better off seeing what it would cost to just have PCG set it up for me...
Comment by Keith Shetterly on February 20, 2013 at 8:31pm

Thanks Brian!

Comment by Tom Gorham on February 20, 2013 at 8:13pm

Just registered Brian. Looking forward to it.

Comment by Brian Pasch on February 20, 2013 at 5:57pm

Keith

During the webinar I will show dealers how to attribute traditional media influence to VDP views as well as the influence of third party classified websites like Cars.com and Autotrader.com on VDP views.  The goal is to focus the attention on generating QUALITY VDP engagement that sells more cars. 

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