18 MILANO FROM THE U.S. TO US Proven tactics and upcoming trends from the U.S. and how to get ready for it
FROM THE U.S. TO US OR TOMORROW STARTED YESTERDAY
VJ (Volker Jaeckel) 1964 Born in Germany 2001 Moved to the U.S. 2003 Started in Automotive Digital Marketing 2007 Managed as E-Commerce Director 2 of the Top-5 US-Dealer Groups 2009 Cover Story Digital Dealer Magazine 2011 Coached Ford Direct, Cadillac and Nissan Digital Teams on ZMOT and Social Media 2014 First Book The Digital Dealership 2018 Will join MotorK/DriveK in Germany as their new Head of Dealer Success
PREDICTIONS STRATEGIES
RESEARCH + TECHNOLOGY x BIG DATA 2 = NEW SPECIES
NO! Not this one!!
DIGITAL CONSUMER
Searched on Google Visited OEM site Inquired family, friends and colleagues Looked at photos Visited brand s social page Browsed newspaper ads Watched video on YouTube Influenced by online ad Loan calculator on 3 rd party site Searched on mobile Watched video ad Built + priced on OEM site Read professional review Saw a TV ad Inventory Search on Tier II site Visited Dealer website Located dealer from mobile Requested a quote online Clicked display ad Visited online newspaper site Used model comparison tool Filled out a form Read consumer reviews Visited a dealership Used mobile on lot Test drove vehicle
Watched video on YouTube Watched video ad
96% said that video content was useful when making purchasing decisions online. 87% found business videos helpful for further research. 71% said the video left a positive impression of a company. 93% turned to video for postpurchase instructions and guidelines. VIDEO CONSUMER
Own Dealer Group. No competitor did this. Geo in Channel Name. Differentiator. Usability was Priority. Non-Technical. RESULTS Dealerships widened Truck Market Share by 14%. Increase of Women Shoppers appreciating non-technical but practical approach. In less than 40 days all videos indexed on Page 1 on Google for City, Make, Model
TARGETED CONSUMER
Visited Dealer website Clicked display ad Influenced by online ad
94% accuracy AI predicted all Oscar winners. 100% perfectly President Trump s approval rating after 100 days in office. $2.8 billion Toyota will spend on a system allowing to write self-driving vehicle software. Year 2060 Massachusetts Institute of Technology predicts AI will be better than us in everything. ARTIFICIAL INTELLIGENCE
Mid-Western Dealer Group, trial at one store. Data-Mined their high-lifetime-value customers. Created an AI predictive model looking at +700 characteristics, such as Geo, dispensable income, hobbies, subscriptions. Findings were compared with the top-10% of non-customers. Those were targeted for 60 days w/ 3 impressions/day of display ads. RESULTS Dealerships Profits increased by 17 percent or around $350 average p. household. Initial non-customer households receiving targeted messages bought 33 vehicles. Rolled out trial to 3 more stores.
FIRSTTIME CONSUMER
49% Searched on Google 44% Visited OEM site Looked at photos Watched video on YouTube Read professional review 44% Visited Dealer website Requested a quote online Searched on mobile Read consumer reviews 79% Inquired family, friends and colleagues Visited brand s social page 65% Located dealer from mobile Used model comparison tool 35% looked at 5+ models Source: Millennial Outlook Cars.com, 2015
79% New 78% Progress 71% Hope 93% Excitement M I L L E N N I A L S Pepsi Refresh Optimism report
9% - Help choose brand/product 10% - Check facts 11% - Research a brand, company 12% - Learn something V O I C E A S S I S T A N T S Study by Delineate for US & UK, 2018
62% would spend between $50 to $500 for an VR Headset. 47% interested in the feeling of entering a new world. 35% rated the experience with a virtual reality headset Very Exciting. 44% of people interested in buying or using a VR Headset are Millennials. VIRTUAL REALITY Source: Stadista Survey, 2017
Californian Non-Domestic Car Dealer. Wanted to bring their dealership to possible prospects. Dealer sent Google Cardboards to targeted audiences and larger population areas further away from their dealership location. With the mail piece will be also delivered a scannable QR Code linking to a video showing staff, building showrooms and even featured cars. RESULTS The dealership will have a far higher impact to be recognized to do things better. The download and video viewed are far more trackable than mail pieces.
60% find consultation special tailored to online customer service helpful. Uber (USA) chat bots assisting customers with scheduling their rides. FIAT (Argentina) answering simple questions about cars and service. 8.000 dealers in the U.S. using currently a chat bots service of one 3 rd party provider (still in the beginning stages). AI + ML = CHAT BOTS
SUBSCRIPTION MODELS
Dedicated Team of 13 sales people handling just those Express shoppers 30 minutes does the process take to have the car ready to be delivered 40% dealership service contract penetration 25% of sales are already being generated fully through this online portal TRUE ONLINE SHOPPING
BE OPEN TO CHANGE EDUCATE YOUR STAFF BE BOLD BE BRAVE LAST WORDS OF WISDOM
VOLKER JAECKEL Email: volker.jaeckel [at] drivek.com - Mobile: +1 (253) 678-0915 @DE_MotorK_Coach /vjaeckel volker_jaeckel