Marketing Services An Introduction for VW
Description: What consumers are doing is not what dealers are buying…
Over 68% of consumers spend time and conduct research on the Internet prior to purchasing a new car(1) yet Internet share of dealer marketing wallet does not even come close to this.
We still have an unhealthy reliance on the newspapers…..
Activity in offline channels drives traffic online
Leading Media that Prompt Online Searches by US Consumers, 2007
(% of respondents)
Note: n=15,439 ages 18+ Source: BIGresearch, “Simultaneous Media Usage Study (SIMM) 10” as cited in press release, August 2, 2007
Offline and online will achieve a new equilibrium of use and marketing spend
So which media cocktail will work best?
Dealers are all different
And so are consumers
Different messages and media will appeal at different points in the purchase funnel
Introducing our cast
> RJ Woodring, General Sales Manager
Woody Buick Pontiac GMC
> Mike Hatfield, Sales Director
Dave Mungenast St. Louis Honda
> Bill Smith, Internet & Advertising Manager
Dave Arbogast Buick Pontiac GMC
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