Reel Leads: How Video Can Help You Market Your Dealership

Sleazy man with big curly hair is wearing an old 70s outfit. He holds an old 8 mm camera and shoots some video. He is very happy.

One day, probably in the near future, we’ll connect USB cords into a slot on the back of our neck and intake copious amounts of information in a matter of moments. The only thing at risk is filling  our minds with too much knowledge and our heads exploding, like one of Gallagher’s watermelons (sorry for the dark mental image, it’s Monday morning and I’ve got a long week ahead of me). In the meantime, we’re forced to find as many different methods of learning as possible within a short time frame. Sort of like when I went to the “How to Make an Impact with Video” seminar put on by Margaux McWatt of local video production company Modern Muse Media. Attempting to condense their 30 hour video training program into 1 hour might’ve proved impossible, but hey, the Mission Impossible movies make Tom Cruise look like an ordinary sized person so my motto is never say never. And while we certainly had to skip a good portion of the actual —you know— filming and editing, I still walked away learning about the importance of video content on social media. Continue reading “Reel Leads: How Video Can Help You Market Your Dealership”

Taking Control: Improving the Millennial’s Car Buying Experience

Tattoed guy is listening to a podcast on his laptop

In our previous post, Driving the Market: What Millennials Look for When Buying Cars, we shared some insight into what can help you and your dealership best maximize your chances for sales success and brand loyalty–when it comes to one of the fastest growing, car buying-demographics.

Following up, we’re addressing what dealers can do to adjust their business practices for what millennials look for–their priorities and expectations–in order to increase the chances of this huge demographic driving off of your lot in one of your vehicles. Continue reading “Taking Control: Improving the Millennial’s Car Buying Experience”

Driving the Market: What Millennials Look For When Buying Cars

Young and handsome hipster man, buying a new car with his girlfriend, from the car saloon.

How can you best maximize your chances for sales success and brand loyalty, vs. losing sales opportunities in both the short and long-term? For starters, this can be done by having a deeper understanding of the preferred car shopping experience that today’s customer is looking for, both online and offline, and then adjusting the dealership’s business practices accordingly. Today’s customer, who also happens to be the customer of tomorrow, are those who were born between 1977 and 2000 — commonly referred to as millennials. It is estimated that by 2020, 40% of new car buyers will be millennials; furthermore, according to a study by Brandwatch, 88% of current millennials use the internet to research a new car purchase.

Simply put, this means that a dealership’s sales and marketing team must ensure that their shopping experience, both online and off, is up-to-date.

So how can your dealership ensure that its online and offline experience is up-to-date for today’s potential customer, while staying true to your brand? It starts with understanding today’s customer, particularly the millennial, and doing what’s necessary to integrate the online and offline brand experience for them, in one seamless flow. And no, that doesn’t necessarily mean memes or viral videos (which, if used incorrectly, are the online equivalent of the giant inflatable green dancing tube man).

Continue reading “Driving the Market: What Millennials Look For When Buying Cars”

The Oldest Problem in the Book: Facebook or Instagram?

phone with social media icons, some crossed off

You know, we pride ourselves on being a reflective sort here at Strathcom Media. More than once, I’ve found myself sitting in my oak-bedecked corner office (most of us here have one), pondering a certain large, dark portrait that looms high on the wall and which ties the room together rather nicely. Glaring down at me is the grizzled oil-cast countenance of our own hallowed founder, Fauntleroy Pamplemouse the Sixth, Earl of Strathcom. I often think of how different the automotive advertising game must have been, back in 1886, when our noble firm was founded. Much has changed since; the marketing tools we work with are more persistent and more precise. What would Ol’ Faunty have thought about the marketing possibilities for platforms like Facebook and Instagram? What advice would he have dispensed to clients in the throes of deciding on which of Zuck’s social networks to focus their digital marketing spend? Alas, while we might not have Lord Strathcom himself here to give his insights on the topic, we have a close second. Myself. Continue reading “The Oldest Problem in the Book: Facebook or Instagram?”

Do It for The ‘Gram!

a woman holds a phone with instagram open

 

In a dealership a few kilometers away, there is a car waiting for you . . . *CUT*.

Okay, it may not be a movie, but you can bring just as much excitement to your ads with Instagram and, more specifically, Instagram stories. The days of television commercials and big billboards are coming to an end and the sooner you accept the change and move on with the future of advertising, the more likely it is for you to hit that quarterly sales goal — unless you want to be the next Kodak. That may be a little harsh, but it’s the truth as the entire world goes digital; Instagram is becoming the major platform to push your ideas and vehicles, and reach the right audience.

“Instagram has become the place for visual storytelling”
– an excerpt from the article Driven By Instagram.

Continue reading “Do It for The ‘Gram!”

Mobile Advertising In Canada Going Into 2018

 

eMarketer.com recently published their report on Mobile Advertising in Canada and to no ones surprise, mobile is exploding. I wanted to condense and share some of the findings, but if you wanted to purchase the full report from eMarketer.com, you can find it here.

Before I get into the numbers, I wanted to give you an idea of what the end game for mobile is. Mobile has evolved to be a part of our lives; our phones are with us – for the most part – 100% of the time. Because of this, how much we use our phones to complete activities in our daily lives will only increase. It used to be just to make calls, then text as well, then email as well, then surf the internet on the early (crappy) mobile web browsers, then apps and so on. We even have the ability to track our health on our phone, and in a relatively short period, probably 10 years, when you go to the doctor’s office, you’ll just hand the doctor your phone, and it will have all your medical info and readings it has been taking since your last visit. Many companies are working on how the mobile phone will replace desktops, which – other than for work – have been declining in sales. Unless you need a desktop to run high powered programs like video/image editing or PC games, you’ll soon just have your phone and a couple monitors at home/work that you plug directly into.

 

Alright… onto the info:

Continue reading “Mobile Advertising In Canada Going Into 2018”

What’s the Story with Instagram?

We have had a few dealers ask us about Instagram lately, so we took the liberty of asking Facebook what’s up with its sister platform. Here are the new stats they sent us:

  • Instagram currently has about 250 million daily users
  • People under the age of 25 spend an average of 32 minutes a day on Instagram
  • People over the age of 25 are spending an average of 24 minutes a day on Instagram
  • In the last year alone there have been more than 20 new features added to Instagram Stories – including stickers and Boomerang
  • Last month, over 50% of businesses produced an Instagram story.

Instagrammers iPhone 5 displaying log in screen of Instagram application.

Case Study

There is also a case study on the Instagram business page called Accelerating to Success: The Auto Industry on Instagram that includes a ton of data about why dealers should be utilizing this powerful platform. Here are some of the highlights: Continue reading “What’s the Story with Instagram?”

Boosted Posts are Bullshit.

There is no mincing words here: boosted posts are bullshit.

It’s definitely an enticing idea, sure – you get that notification that gives you a little digital pat on the back that the Facebook post you made earlier is performing better than 75% of the posts on that Page, and you can boost it for $X and reach up to blank-thousand more people.

And that’s when you mark the notification as read, and step away from the computer. Don’t click on it, don’t pick a number of days to boost it for, and don’t plug your credit card in.

We can give you any number of answers as to why it’s a bad idea, but here’s the only one that matters: Continue reading “Boosted Posts are Bullshit.”

HeroConf 2017: Recap On 3 Days Of Non-Stop PPC

T-Shirt from HeroConf 2017 that says PPC Nerd

From April 17th-20th, I had the opportunity to attend one of the largest gatherings of PPC nerds in North America: HeroConf 2017 hosted in Los Angeles.  This was my first PPC conference and I had no idea what to expect, but I couldn’t have felt more at home at the conference among other people who live and breathe PPC.

It was a busy week filled with learning, networking, and free drinks. Despite all the fun, I came home excited to share my new knowledge with the Strathcom team. Here are my key takeaways about what to expect in the world of PPC in the future.

 

It’s Time to Move on From Last Click Attribution

Attribution Modeling was one of the hottest topics discussed at HeroConf. Speakers from all industries agreed that it’s time to ditch the last click model, and focus on other touchpoints that lead to a conversion. However, there is no magical way of knowing which model is right for you. Speaker Jeff Greenfield of C3 Metrics discussed the importance of not waiting around for the perfect model, but to test and test again. The only way to prove the value of attribution models is to test until you become less wrong. Attribution modelling is extremely important in the automotive industry as we move away from the standard sales funnel, to a customer journey with multiple touchpoints. By ignoring the touchpoints a customer reaches today, we may never see them again for another 3 years.

Integrate Your Paid Social & Paid Search Strategies

Continue reading “HeroConf 2017: Recap On 3 Days Of Non-Stop PPC”

Social Advertising in a Mobile First World

mobile devicesThe mobile consumer experience is rapidly changing. Consumers are checking their favorite social media platforms on their smartphones when they wake up, and before they go to bed. At this point, it is no secret that your business needs to be reaching customers on social media. How does your business stand out from the other content your customers are consuming daily? The optimal consumer experience consists of three things: using the power of videos, content consumption, and the quality of engagement. Continue reading “Social Advertising in a Mobile First World”

A Few Fun Facts About Car Brand Fans

Auto Brands & Demographics

Have you ever wondered where your favorite automotive brands fit within market niches? The Auto Insurance Centre has your answer; their study was conducted using over 114 million Facebook brand fans from across North America. Continue reading “A Few Fun Facts About Car Brand Fans”

Every Generation is the Facebook Generation

phone screen with social media applications of Whatsapp, Facebook, Twitter, Linkedin and Periscope while a male finger is about to touch on Facebook app.

Facebook. What started out in a college dorm room has since grown into one of the largest advertising platforms available. Yet, there are many companies that still do not realize the potential Facebook has to offer their business.

One common objection we hear about Facebook advertising is “I’m not on Facebook, and my customers aren’t on Facebook”, or “people my age and older aren’t on Facebook”. Although this sounds like a reasonable objection, the data simply does not back it up.

There are 22 million Canadians on Facebook, and 17 million of them are on Facebook every day. The population of Canada is about 35 million people, meaning that about 63% of Canadians are on Facebook, and almost 50% are on Facebook every day. When one considers that 1 in 2 Canadians are on Facebook, suddenly the “people my age aren’t on Facebook” argument seems unlikely.

Also, a recent study by Sprout Social looked at which social platforms each generation – Millennials (ages 18-34), Gen Xers (ages 34-54) and Baby Boomers (ages 55+) – engage with the most. They surveyed 1,000 people from each demographic and the results showed that, actually, every generation is the Facebook generation.

43.6% of those surveyed chose Facebook as their social network of choice. 64.7% of Gen Xers chose it and 65.2% of Baby Boomers chose it. That’s right, out of all three generations, the highest percentage came from those aged 55+. 65.2% of Baby Boomers chose Facebook as their social media platform of choice

Another interesting discovery in this study is which generations are most likely to follow a brand on social media. They found that 48.6% of Millennials currently follow brands, and 48.8% of Gen Xers currently follow brands.  That means almost half of people aged 35-54 have opted-in to following brands on social media. Is your brand available to them?

But what about Generation Z? Even though Sprout did not survey anyone from this generation, there are a plethora of articles out there trying to figure this generation out. Many suggest that SnapChat is going to be that generation’s Facebook, but according to an article by Contently:

“67 percent of older Gen Zers regularly use Facebook, while 50 percent name the Facebook-owned Instagram—only one percentage point behind Snapchat. Facebook was also named by 26 percent of respondents as the social network they use ‘constantly,’ compared with 23 percent for Snapchat. Nearly half of respondents said they log onto Facebook multiple times a day”.

One of the most basic lessons in advertising is to be where your customers are and where your competition isn’t. It’s been proven that your customers are, in fact, on Facebook; but right now, a lot of your competition is not advertising there. Give us a call today to get started and get $500 in bonus spend to put towards your next lead-generating campaign.

The Top Super Bowl Ads on YouTube; by the numbers.

Every year, we look forward to Super Bowl commercials; so much so that the price of these ads has been on a steady incline over the last decade, despite less people watching TV. According to Variety, Fox sold 90% of their commercial spots by December. (For those unfamiliar with the NFL schedule, the teams playing in Super Bowl hadn’t been selected by that time). With demand like that, prices are undoubtedly high.

Football with Chip Bowl and TV Remote

For comparison, the average price of a 30 second slot during game 7 of the World Series this past year was just over $500,000. The average price of a similar spot during the 2016 Oscars cost around $2 million. Super Bowl 50 had reports of a 30 second commercial going for $5 million dollars! With prices like that, it’s no surprise that companies enlist advertising agencies with extensive repertoires to try and make the longest lasting ads. Despite ads only living on TV for seconds, they’re uploaded to YouTube nearly simultaneously and receive millions of views. And in more recent years, 90% of new ads are released on YouTube prior to the Super Bowl.

YouTube reports that brands whose ads are among the top 20 Super Bowl Ads on YouTube (2008-2016), reflect a 30% increase in subscribers in February after the release of a new ad. In fact, YouTube says that in 2016, viewers used televisions for YouTube’s services 3 times more than phones or computers.

Even though the Super Bowl is an American pastime, viewers from all over the globe go to YouTube to watch the ads. There has been a 28x growth in Super Bowl viewers from 2008-2016. The top non-American countries that tuned into the Super Bowl are: The United Kingdom, Canada, Russia and Germany.

Below are the top 10 ads from 2008-2016. Thanks to geo-blocking, we weren’t able to get some of the orignal commericals, but you can still see why these ads got the amount of views that they did.

Budweiser Super Bowl XLVIII Commercial “Puppy Love”, 2014 – Anomaly
Clash of Clans: Revenge (Official TV Commercial), 2015 – Barton F. Graf
Volkswagen The Force: Volkswagen Commercial, 2011 – Deutsch
Budweiser Super Bowl Commercial “Lost Dog”, 2015 – Anomaly
Pokémon #Pokemon20: Pokémon Super Bowl Commercial, 2016 – Omelet
Mountain Dew Mtn Dew Kickstart: Puppymonkeybaby, 2016 – BBDO
Duracell: Trust Your Power – NFL’s Derrick Coleman, 2014 – Saatchi & Saatchi
Bud Light Super Bowl XLIX Commercial – Real Life PacMan, 2015 Energy – BBDO
T-Mobile #KimsDataStash | T-Mobile Commercial, 2015 – Publicis
BMW i3 2015 Big Game Commercial – Newfangled Idea, 2015 – KBS

Most Googled Car Brand by Country

Ever wondered what brands are most popular in other countries? The British based auto parts retailer ‘Quickco” analyzed the most searched car brands on Google throughout 2016.

The most Googled car brands

As we can see from the findings, nationalist tendencies seem to be more apparent in Europe than the anywhere else; with Sweden, Germany, France and Italy all remaining homegrown in their brand searches.  As always, a few nations failed to provide data for the study, it’s hard to imagine what brand North Korea might have made up for this study.

Perhaps for some, the biggest surprise was to see BMW (a relatively small company) take 2nd place overall. However, if you’re a follower of BMW on social media this global presence is something you likely comprehend wholeheartedly. For the past three years BMW has created dedicated social marketing campaigns (remember the ‘Drift Mob’ video?)  to assure brand reputation and user engagement. With over 19 million fans of BMW’s Facebook page, the online initiatives seem to be paying off both at home in Europe and abroad as BMW sits only below Toyota in Google searches across the globe.

A Look Back at a Successful Year

2016 was a very successful year for Strathcom Media.

We strengthened partnerships, made new partnerships, and even developed and launched a brand new WordPress website platform.

New Website Platform

Last year we had a dream. A dream that resulted in us investing over a million dollars into developing a brand new website platform that was jam packed with new tools for dealers.

Less than a year later, we began moving our dealers onto our all new WordPress platform with technologies like Personalization, Geo-Fencing, Notepad, Silent Salesman and more. This new platform is faster, more secure, and more user friendly so dealers can spend less time making changes to their site and more time selling cars.

New Opportunities with Google

We spent a lot more time with Google in 2016, and even achieved Premier Google Partner status!

In addition to Google breakfasts and hangouts in Vancouver and Toronto, we also held our very first Google event in our hometown of Edmonton, Alberta in June. We also held a contest in September to bring 6 lucky winners to Google’s newest & coolest office in Waterloo, Ontario!

New Partnerships

In 2016 we became a Provider for the Mercedes-Benz Canada Dealer Website Program, and a Preferred Website Vendor for the Kia Dealer Website Certification Program.

We also became a Facebook Marketing Partner and recently hosted our very first Facebook webinar for FCA dealers!

New Conferences

In addition to speaking at conferences like AR Canada and DSES, we also had the opportunity to speak at the first annual Women & Automotive conference in Toronto. We also attended several events including Western Canadian Dealer Summit and ThinkAuto.

We were also included in AR Canada’s Power 200 List for 2016!

New Office

And finally, last month we packed up and moved just up the road into our new office. A new location means a new atmosphere, and a new atmosphere means fresh ideas for the new year.

Thank you to all of our customers for their support, and we look forward to what 2017 has to bring!

Google’s 2016 Rewind

year in search 2016

Now that 2016 has almost come to an end, Google has released their lists of the top 10 searches this year for a variety of categories including People, Global News, Global Sporting Events and more. The Top Searches on Google this year were:

  1. Pokémon Go
  2. iPhone 7
  3. Donald Trump
  4. Prince
  5. Powerball
  6. David Bowie
  7. Deadpool
  8. Olympics
  9. Slither.io
  10. Suicide Squad

You can see the top searches in other categories here.

Google has also compiled the top YouTubers and the top searches for the year into two videos; check them out below!

YouTube Rewind: The Ultimate 2016 Challenge
Google – Year in Search 2016

 

The 25 Best Inventions of All Time

Outdated technology. Flat design - EPS 10, RGB. Effects used: transparency, blending transparency.

Since 2017 is expected to be a pretty pivotal year for technology, Inc. has made a list of their top 25 inventions from the last 5,000 years. On this list are things like the automobile, antibiotics, oil, and even beer. But the top of the list was the telephone, the radio, and the computer; Inc. noted that all three are “part of the greatest – and still just beginning – revolution in human history – communication”.

DriveTribe: A New Network for Auto Enthusiasts

Imagine a social platform, dedicated entirely to motoring; a digital media platform balancing enthusiast and professionally provided content. The idea is far from revolutionary, however, if accomplished on a large scale it will certainly play an influential role in the online advertising of vehicles.

DriveTribe

Never has a startup received such substantial backing from such reputable individuals in its early formation. DriveTribe has received funding from not only notable entrepreneurs but also has backing by the ex-Top Gear trio, Clarkson, May and Hammond.

“The site plans to build an engine to send content that will specifically target the disparate communities that make up car fans — from petrol heads to classic car aficionados. A versioning engine and multi-variate testing system will trial ‘hundreds of different versions’ of content on different segments of users, defined by age, gender, location and interests, with ‘optimal matches’ pushed directly to peoples’ social timelines through Facebook, Instagram, Twitter, Snapchat, etc. There will, of course, be iOS and Android apps, as well.”

After receiving my invite just prior to public launch, I spent some time poking around the app. What at first seemed to be little more than Instagram dedicated entirely to vehicles, soon led to a realization of the platforms marketing potential. Essentially, DriveTribe will allow a new sort of content targeting engine to emerge as individuals will be providing direct automotive related information. Information which will be aggregated much like Facebook and will allow automotive advertisers to target look-a-like crowds and distinct individuals according to group information and interests provided.

It seems fitting that this new site will segment users into separate tribes. As “Tribe” marketing has become a norm in the digital age, rapidly updated real time information provides the ability for advertisers to display highly pertinent ads to targeted online social communities.

A sleek red sports cardriving on an open road

To make money, the startup doesn’t plan to pursue traditional online display advertising. Instead, the object is to go after native advertising, or branded advertising, similar to what Vice Media does, said Mr. Schmitt.

“I think that is the way that advertising is going. I have a lot of car advertisers coming to us,” he said. “It allows them to target their advertising.”

To learn more about DriveTribe you can visit their website, and for more information on all things automotive marketing you can subscribe to our newsletter!

 

 

Every Country is the Best at Something…

When one thinks of Canada, what is one normally reminded of? Hockey? Maple syrup? Saying ‘sorry’ too much? According to a recent study, Canada is known for personal freedom. But if you look at the study, you will see that before personal freedom was listed, Canada was known as  the country that is on Facebook the most! At first I found this result to be surprising, but it turns out that Canadians are online and on Facebook more than any other country.

what every country is known for

So why is Facebook still not being utilized in the automotive industry? Why are millions of dollars still being spent on print ads when Facebook, Canada’s personalized newspaper, is where everyone is looking?

If you are not advertising on Facebook, now is a great time to try it out. If you start a campaign with Strathcom today, you will receive $500 in bonus Facebook ad spend.

To find out more, give us a call or sign up for our newsletter!