October 25 – 27, 2016 | The Bellagio Hotel | Las Vegas, Nevada
Join Google Sales Strategy & Enablement Manager, Jessie Hochhalter, and Showroom Logic Founder & CPO, Patrick Bennett, for an exciting breakout session on Wednesday, Oct. 26th.
Data-Driven Digital Conquest: How Actionable Data Helps Dealers Gain Market Share
As consumers become less brand-loyal and consider more vehicles than ever before, it’s an absolute must for dealerships to have an effective conquest strategy. Recent trends in purchasing, mobile, video and online research behavior paint the picture of a consumer who is open to many options from the time they begin searching for their next new or used vehicle.
While this presents both a great opportunity and threat to dealers, dealerships still don’t have enough tools and data that truly help them understand how to conquest effectively against competitors and vehicles taking share in their designated market area. Historically, dealers have expected this data to come from the OEM. They have also believed that conquesting is something the OEM is responsible for.
Recent advancements in the availability and quality of market registration data are now making it possible for dealerships to gain insight down to the zip code level and clearly see how their vehicles are winning or losing market share in each segment. This gives each dealer a highly accurate picture of which dealerships are beating them – for each model and in each zip code.
Armed with this knowledge, dealerships can create a highly-focused digital battle plan to saturate their market and conquest specific models that are truly impacting market share in their area. With a data-driven approach, the dealership is able to target their marketing efforts more effectively and spend more efficiently.
This presentation will give attendees greater insight into:
- The consumer’s path to purchase: How a solid understand of shopping trends and consumer research insights prove the need for a targeted, efficient conquesting strategy for Tier 1, 2, and 3, and a marketing strategy that leverages recent trends in mobile and video advertising.
- Market Share by Zip Code: Learn how the right data can now provide actionable reporting for dealerships while aligning with their OEM goals. This data helps OEMs and dealers understand market share data at a zip code level, and gives each dealership the ammunition it needs to create an effective digital marketing strategy that is willingly backed by the OEM.
- Building a Digital Battle Plan: Learn how selecting targeted, specific online media (paid search, online display, social media, etc) can help dealerships dramatically grow their market share and focus their marketing investment. OEMs that help dealerships develop a rigorous digital marketing strategy will pay dividends with increased market share.
About the Presenters
Jessie Hochhalter – Sales Strategy & Enablement, Google
Jessie Hochhalter is on the Sales Strategy and Enablement team at Google. In this role she trains, speaks and works on larger sales strategy for Google’s channel sales partners, focusing primarily on auto. Her previous roles range from Digital Ad Operations Manager to Multimedia Advertising Director. She has a BA in Philosophy and BS in Business from UC Berkeley and an MBA from California Lutheran University. She is very passionate about the digital space and pitbull rescue.
Patrick Bennett – Founder & CPO, Showroom Logic
Patrick Bennett is recognized as an industry leader in digital marketing. He founded Showroom Logic and his industry-revolutionizing AdLogic and ZipDriven platforms have set the standard for innovation in automotive digital marketing. In his dual role as Founder and Chief Product Officer, Patrick has been a guest speaker at Google and several Universities as well as many popular marketing events, including SMX, Digital Dealer, & Driving Sales.