Archive for the ‘ Automotive ’ Category

How to Enforce Accountability in Automotive Campaigns

  Posted By: Chris O’Neill, VP, Business Development, Future Flow Media   I was speaking with an automotive agency a while ago who shared a story about campaign accountability I thought others in the automotive marketing industry would want to hear. Several dealerships were introduced to a direct marketing company that claimed to have the ability…

 

Posted By: Chris O’Neill, VP, Business Development, Future Flow Media

 

I was speaking with an automotive agency a while ago who shared a story about campaign accountability I thought others in the automotive marketing industry would want to hear.

Several dealerships were introduced to a direct marketing company that claimed to have the ability to send emails to vehicle intenders in each dealer’s area. There’s nothing wrong so far – Future Flow Media provides this capability and does it very well. The problems began to mount with how this vendor executed (or didn’t) the campaign and how they handled the situation.

The first red flag was the number of email records reported to be available, sometimes nearly the entire population of the town. I doubt EVERYONE in the area had legitimately identified as an auto shopper AND legit email opt-in all at the same time. Regardless, the dealerships went ahead with testing the new advertising vendor.

Second issue was the traffic patterns on the dealership websites. Web analytics reports showed most of the “traffic” driven by the email campaigns were <1 second hits to the home page and there were no behavioral patterns showing web activity typical of real shoppers on the website. This arose suspicion about whether email campaigns had been sent out at all, or if the vendor used a bot traffic generator to fake web hits. I understand the gravity of this kind of accusation and don’t use it lightly – which could have been alleviated quickly except for the third problem.

The vendor refused to do a sales match back. This is the process of matching the postal addresses of people who bought vehicles against the postal addresses of people who were sent the email campaign. People who received the email, and bought a vehicle, would have been influenced by the email in their purchase journey. The straight refusal to have any data processed, for analysis purposes only, accomplished nothing but to aggravate the (now burned) customer and cement the suspicion of fraudulent practices on behalf of the vendor.

How can automotive marketers ensure accountability when using outside partners for conquest email campaigns?

  1. Always insist on a sales match back process. I understand that data licensing terms can sometimes require a couple of extra steps, but it’s well worth your while. If there is sensitivity from either party, remind all involved this process is for analysis purposes only. One way to eliminate the risk that data can be misappropriated by either party is to encrypt each record with MD5 (your IT guys know what this is), making the data useless for any purpose other than one-to-one comparison.
  2. Observe customer behavior patterns on the website. Does it look like the kind of activity that real people do when they browse vehicles on a dealer’s site? There will always be some who hit the home page and leave quickly, but you should at least see some window shopping and tire kicking. In addition, there are specific leading indicators in dealership website activity our market research team here at Future Flow Media have identified. Get in touch with us and we’d be happy to share this information.
  3. Only work with marketing vendors that don’t sound fishy (impossible targeting criteria, more records than people, etc) and follow all the best practices for 3rd party email campaigns. They should have 100% confirmed permission data, the distribution systems optimized for proper delivery, and reporting of the open/click rates. For more tips and specifics on what to look out for, let us know and we’ll be happy to share more details.

Take a Test Drive with Future Flow Media

  Kick Your Automotive Marketing into Overdrive Millions of consumers who are in-market, or currently researching a vehicle purchase, are ready to be conquested. Our hyper-targeted email advertising capabilities, optimization services, and proven campaign framework create the winning formula for successful and painless digital media campaigns. For a limited time, Future Flow Media is offering…

 

Kick Your Automotive Marketing into Overdrive

Millions of consumers who are in-market, or currently researching a vehicle purchase, are ready to be conquested. Our hyper-targeted email advertising capabilities, optimization services, and proven campaign framework create the winning formula for successful and painless digital media campaigns.

For a limited time, Future Flow Media is offering Free Test Drives to help automotive marketers successfully conquest buyers with hyper-targeted email. Build a campaign plan that’s ready to drive off the lot with expert insights and recommendations.

Book a Free Test Drive button

Dealership groups and their agencies are using Future Flow Media’s proven Automotive Marketing Program to make their media more effective and more valuable. Plus, they’re proving ROI and campaign influence with 1-to-1 sales match back attribution.

For more information please visit futureflowmedia.com/testdrive

Automotive dealers can now track advertising impact on individual vehicle sales

“I know that half of our advertising budget is wasted, but I don’t know which half.” That old saying is particularly true in the world of automotive dealership marketing. Successful dealerships invest in a multi-channel mix of advertising that spans TV, radio, newspaper, and online tactics. You know that advertising drives showroom visits, but which…

“I know that half of our advertising budget is wasted, but I don’t know which half.” That old saying is particularly true in the world of automotive dealership marketing. Successful dealerships invest in a multi-channel mix of advertising that spans TV, radio, newspaper, and online tactics. You know that advertising drives showroom visits, but which elements are effective and which are a waste of your money?

Email marketing has always been one of the most measurable advertising tactics, and it just got even better. Imagine being able to look at your sales records for the month and know which recipients of one of your email ad campaigns ultimately purchased a vehicle from you. Future Flow Media’s hyper-targeted email advertising program for automotive dealerships has added that capability to its proven campaign management methodology.

Here’s how the automotive email ad campaign match-back service works:

  1. We sit down with you to understand your business and campaign objectives.
  2. We compile a hyper-targeted list of recipients who match your ideal customer profile and are most likely to be in-market for a new vehicle purchase. Our high-integrity database includes hundreds of demographic, psychographics, and vehicle ownership data points for over 30 million permission-based subscribers. It has been painstakingly compiled, enriched, and verified for accuracy using data from more than 40 sources. It enables you to select recipients based on: vehicle ownership details; gender, age, and dozens of other demographics such as income range, net worth, credit rating, marital status, presence of children, car-related interests and hobbies, history of shopping online for cars and other products, and dozens of other characteristics. Armed with this ability to hyper-target, you can craft customized offers to very specific audiences.
  3. We advise you on best practices for offers, email copy, and landing page creative.
  4. We use a proven methodology to project manage all aspects of the execution of your campaign, including quality assurance, split testing to optimize subject line and other campaign elements, testing cross-browser rendering, real-time monitoring and performance reporting, and more.
  5. The emails are delivered to the recipient list. 100% delivery is guaranteed and superior open and click rates are realized because your offer is highly relevant to each recipient thanks to hyper-targeting.
  6. Your email ad directs visitors to your landing page and dealership website where they can browse, shop, compare, and contact you directly.
  7. For each of your email recipients, we provide their postal address so that throughout and after the campaign you can compare postal information to your sales records to identify matches. This allows you to positively identify individuals who purchased a vehicle from you that were exposed to each delivered email advertisement.

To learn more about effective direct marketing in the automotive industry, read the full Hyper-Targeted Email Advertising Automotive Spotlight.

Automotive Spotlight: Reaching In-Market Car Buyers

Automotive manufacturers, dealers and industry-focused agencies struggle to cost-effectively target their advertising toward people who are currently “in market” for a vehicle. They typically lack meaningful data for consumers who haven’t yet purchased from one of their dealerships – and the data they have on past customers is not sufficiently detailed and up-to-date to provide…

Automotive SpotlightAutomotive manufacturers, dealers and industry-focused agencies struggle to cost-effectively target their advertising toward people who are currently “in market” for a vehicle. They typically lack meaningful data for consumers who haven’t yet purchased from one of their dealerships – and the data they have on past customers is not sufficiently detailed and up-to-date to provide the demographic and behavioral insights they need to deliver relevant messages and offers.

With the right vehicle ownership and consumer profile database, email address list rental enables you to:

  • precisely deliver targeted email advertising to people as they enter the market for a vehicle purchase
  • segment and model your market
  • quickly grow your in-house email address list

To learn more about targeted email advertising in the automotive industry, read the full Enriched Email List Rental Automotive Spotlight >