Data-Driven Expertise
Profit Advisors
Advanced Marketing
Proximity Marketing
Also known as Geo-Fencing, here's why it didn't work if you purchased it locally...
For OEM auto dealers, timing is everything!
Geo-fencing is basic Proximity Marketing. You've probably been approached by a local media company and you may have even purchased a campaign. If you were "less than thrilled" with the results (or lack thereof), here's why.
As you know, the whole point of
Conquest is to influence those in-market prospects WHILE they are taking action! You need your ad to appear on mobile devices when prospects are on a competing lot. That ad MUST be served at the time the prospect is there on the lot and has crossed the invisible "fence".
Why it matters
Appearing on those digital devices later might be okay, but you don't need the expense of geo-fencing to do that. You can accomplish that with a decent mobile campaign. But, the point is, you're not getting what you think you bought - and that's a problem.
You see, for an ad to appear when it's needed, you MUST purchase "core" inventory. That's similar to buying Prime or even Fixed programming on television. You KNOW your ad will appear in specific programming when you buy Fixed.
However, most media companies leverage "programmatic" buying. You may have heard that term. What that really means is the media company is "bidding" against other advertisers like Walmart, Nationwide, Home Depot, and GEICO for the same inventory. Media companies (many of whom are notoriously cheap) set a maximum bid price for inventory so they can either sell it to you at a competitive CPM or keep the extra profit. Nothing unusual about that.
Yet, it means they can be constantly outbid by the bigger players (mentioned above) and end up buying "remnant" inventory for your campaign. Remnant inventory is just like it sounds. It's the left-over avails after the good stuff is sold.
It's not your reps fault
Understand, your local reps aren't lying to you. They're typically good people just doing their job. They're simply telling you what management told them. They don't know what they don't know.
And what they don't know is costing you... BIG time!
You see, when they tell you your ad will appear on every mobile device that crosses the fence, it's true. What they don't know is their employer is likely not bidding high enough to secure the appropriate inventory to ensure your ad appears at the required TIME - when those devices cross the "fence" and during the time they are on your COMPETITORS' lot! THAT is the time when buyers are taking action and can be influenced by your ad. That is especially true if your dealership is close by their location.
When you buy from local media, sure, your ad will appear on those devices... at some time. Maybe right then, maybe later that day, maybe tomorrow, or maybe next week. You just don't know.
The point is you may not be getting what you think you bought. Even your media rep may not know the realities of what they're selling you because they aren't told exactly how major DSP Programmatic buying and bidding actually works. It's because of that, your Geo-Fencing campaigns don't work like they could!
At SalesPRO, we bid along with the "big boys" for the inventory you need. We win the bulk of our bids because we bid on prime inventory in smaller geographies than they need. So, they drop out to bid on larger coverage areas. When we win, you win!
DIGITAL STRATEGIES
"Can you confirm what we are seeing... up to fifteen times our normal daily web visits?" - email from dealer Marketing Manager
about this CAMPAIGN
This single-location Toyota dealer was shocked by the performance of their very first SalesPRO campaign!
They needed to verify their Google Analytics numbers with their Dealer.com web vendor who confirmed average daily web visits of 6-10 times normal and peaks of up to 15 times normal from just two SalesPRO Digital Broadcast deployments.
In the Dealer.com chart to the left, the blue "mountains" indicate SalesPRO traffic against all other dealer campaigns COMBINED!
Let's put a plan together for your dealership
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