Insights Archives | Outsell
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Capturing today’s in market car shopper through multi-channel targeting

The modern car shopper is active on a wider range of platforms, devices, and channels than ever before. The days of consuming only television and radio have long since fallen by the wayside and made room for a never-ending spectrum of data, entertainment, and information. From social media and email campaigns to direct mailers and out-of-home promotions, the ways we reach consumers has grown at a rapid pace – and is propelling marketing opportunities forward.

Within this ever-evolving landscape, effectively targeting the in-market car shopper across a complete range of channels often makes the difference between a high conversion rate and a loss of business. If you can tailor your message to reach your audience exactly where they are in their individual lifecycle, your business will see exponential benefits.

Here are some of the main reasons marketing across multiple channels is necessary in capturing today’s in-market car shopper.

Today’s car buyer is active on many channels

Today’s consumers are active across a wide variety of digital channels – especially when researching a major purchase like a car – making it necessary to target your audience in as many places as possible. In fact, 86 percent of car shoppers conduct research online before visiting a dealership, with the average shopper using approximately 10.4 sources of information before making their final decision. Shoppers can take their time and go to great lengths in researching all their options before completing a purchase.

With so many distractions online and possible purchase paths, the more frequently you can appear in the right places, the better. Whether it’s a sponsored Instagram post or a well-timed email, reminding them frequently of your offering will increase the likelihood of earning their interest.

Multi-channel shoppers are worth more over time

Studies have also shown that shoppers who interact with more than one channel spend more on average than those that interact with just one. If a customer is active on social channels such as Twitter, YouTube, Facebook, and also email, you’ll want to favor them over someone who’s active on only one or none of those channels.

You need to embrace the multi-channel philosophy to reach your target audience in the most effective way.

Managing a multi-channel strategy can be easy

Just because car shoppers are active on a wide range of channels doesn’t mean you want to haphazardly throw brand awareness ads around. Such strategies will typically only beat your audience into exhaustion or annoyance more than anything else. What’s important is to strategize and execute a cohesive, unified plan across all channels that effectively builds a continuous marketing relationship with your audience members – on a personalized basis. Doing so takes an expertise of the web and marketing, applicable technology, and a fair amount of time – but you don’t have to do it alone.

Methods like marketing automation allow you to streamline your communication process and carry out a developing strategy that grows as you learn about your in-market shopper, allowing you to utilize the data necessary to guide you through a successful campaign based on actionable consumer behaviors.

Multi-channel targeting is continuing to grow

While multi-channel targeting is and has been an increasingly popular form of marketing, its relevance continued to grow in today’s digital landscape. Studies show that time spent connecting virtually with consumers has increased 3x more than time meeting with them in-person. More and more businesses are taking note of this, with sales reporting/analytics and account and contact management ranking as the top two sales technologies with the highest adoption in 2018.

If you don’t have plans to implement multi-channel marketing into your strategy, you’re going to miss out on the largest opportunity in the industry today. It’s time to adopt the tools and the know-how to take advantage of this trend and boost your dealership’s bottom line.

Which leaves the only question that matters: How to get started?

At Outsell, we offer the first AI-driven marketing automation platform to empower dealers and OEMs to create lasting relationships with customers while also driving incremental sales and profits. As the trusted platform of more than 1,500 dealers representing all major automotive brands, we are here to help you make the most of your marketing efforts and turn your in-market audience into lifelong customers.

Contact us today to take your targeting to the next level.

Outsell logo

Outsell Sees Significant Growth in Q2

Outsell announced today that auto dealers’ pressing need to improve and measure the impact of digital marketing programs helped it drive significant growth in new dealer group business, and expansions with existing customers.

Financially, Q2 was another solid quarter for Outsell, with bookings ahead of plan. Direct revenue growth for the first half of 2018 grew 43 percent over the same period last year, and the average deal size during the first half of 2018 was 36 percent higher than it was for 2017.

“Dealers are very receptive to our message of providing automated, individualized customer engagement,” said Mike Wethington, Founder and CEO of Outsell. “Dealers continue to tell us that while many vendors are talking about Artificial Intelligence, Outsell is the only one delivering, with marketing solutions that are grounded in AI yet easy to use. We are masking the complexity of AI to put the technology within reach for dealers.”

During Q2, Outsell also won six prestigious awards related to its work:

Female Super hero marketer

Features AutoHook powered by Urban Science, Dolan Auto Group, and Fenton Family Dealerships

Outsell announced today that it will co-host a webinar with Automotive News on June 26, 2018 about how auto dealers can optimally target cross-channel communications by leveraging artificial intelligence to improve marketing effectiveness and drive more business. Titled, “You Don’t Need Super Powers to be Effective with Email Marketing,” the webinar features speakers David Metter, Co-Founder & President, AutoHook powered by Urban Science; Lucas Neiderer, Senior Marketing Manager, Dolan Auto Group; George Thompson, Director of Operations, Fenton Family Dealerships; and Jon Petron, Vice President of Advanced Services at Outsell.

Consumer expectations are increasing at the speed of light. How can dealers possibly get ahead if they are not listening to their consumers and connecting with them in ways that they expect today?

Join these industry experts as they explore how optimally targeting communications, refining your content, and putting the focus on data are paramount to every dealer’s success in 2018, especially with email marketing. More sophisticated marketers are segmenting their campaigns – just as they did with direct mail in the past – while the savviest dealers target consumers utilizing artificial intelligence to deliver individualized content automatically.

Attendees will learn how to:

  • Develop an effective email marketing approach
  • Improve their processes for reengaging prospects and unsold leads
  • Prevent customer defection by refining email retention strategies
  • Go beyond email with cross-channel communications

Who:
David Metter, Co-Founder & President, AutoHook powered by Urban Science; Lucas Neiderer, Senior Marketing Manager, Dolan Auto Group; George Thompson, Director of Operations, Fenton Family Dealerships; and Jon Petron, Vice President of Advanced Services at Outsell

What:
“You Don’t Need Super Powers to be Effective with Email Marketing”

Where:
Online at: https://onlinexperiences.com/scripts/Server.nxp?LASCmd=AI:4;F:QS!10100&ShowKey=52620&AffiliateData=%5boutsell%5d

When:
June 26, 2018 at 2:00 pm ET

Success at Digital Marketing Strategies Conference in Napa

Outsell recently returned from the Digital Marketing Strategies Conference in Napa, California. The event is hosted by PCG Companies and is a well-planned event, full of rich, relevant topics like Digital Retailing, Optimizing Lead Handling Structures, and BDC Workloads.

The venue in wine country was perfect for panel discussions and workshops, but even before the kickoff began, pre-conference activities like the VIP dinner and winery tours provided a great opportunity to mingle with fellow attendees before the intellectual discussions began.

DMSC 2018 crowd of people at conference

Brian Pasch did a fabulous job of recapping the keynote and panel discussions, drawing out key messages and takeaways to put everything into perspective for dealers. As a vendor, this was our opportunity to listen to dealers about what their pain points are and what day-to-day problems they face so we can better tailor our products to their needs.

While larger conferences like NADA can be very useful when considering dealer operations, intimate events like DMSC are much better suited for marketing managers looking to take away fruitful nuggets and ideas to their GMs. DMSC was a great mix of attendees and ideas, and we were honored to once again be part of this event as well as participate on a panel discussion where our own Litded Davis discussed “New Strategies To Help Our Dealers Sell More Cars.”

We also heard that you loved our NADA campaign around ‘finding your missing half’ by promoting our colorful Outsell socks, which we once again brought along to DMSC. We can’t wait to come up with more exciting ways to get you thinking about how to make the most of your data to reach the unreachables in your primary market area.

2018 Gold Stevie Award Winner

Integrated digital marketing campaign created for Toyota Wins Gold Stevie®, Digiday, and Communicator Awards

Outsell announced today with agency partner DSplus, that it was named the winner of a Gold Stevie® Award in the 16th Annual American Business Awards®, received a Digiday Content Marketing Award and a 2018 Communicator Award.

Award Highlights for the 2018 Toyota CH-R Launch Campaign co-created by Outsell and DSplus:

  • Gold Stevie® Award in the 16th Annual American Business Awards® in the category Marketing Campaign of the Year – Automotive Vehicles.
  • Digiday Content Marketing Award in the category Most Original Email Campaign.
  • 2018 Communicator Award Distinction in the categories Campaign-Business to Consumer for Integrated Campaign and Campaign-Promotional for Integrated Campaign.

“I want to thank the judging committees for recognizing the work once again produced by Outsell and DSplus. Over the past several years, we have developed effective integrated marketing campaigns to help Toyota launch new models including the Camry and Highlander and now the CH-R,” said Michael Wethington, President and CEO, Outsell. “This well-executed campaign is another great example of how dealers are benefiting from modern-day integrated programs that improve customer interaction and test drives which ultimately leads to a surge in sales.”

The 2018 Toyota CH-R Launch Campaign

In 2017, the all-new 2018 Toyota CH-R was about to launch and DSplus and Outsell were tasked to create awareness, encourage test drives and drive sales for 200+ participating Toyota dealerships across North America. For several months prior to the launch, each dealer sent teaser emails regarding CH-R in order to gather behavioral data and measure interest in the new 2018 model. The subsequent launch campaign consisted of three main elements. First, a targeted initial trigger email to spread awareness and send traffic to a second element – a custom Toyota CH-R microsite. Consumers were encouraged to schedule a test drive and browse local dealers’ inventory via the exclusive microsite. The third launch element was a targeted follow-up drip email to consumers who engaged in the initial email and microsite.

The overall goals were to drum up excitement, create new dialog with interested consumers and close the deal on a new Toyota CH-R. The results were impressive: more than 200,000 consumers interacted with the CH-R launch emails and microsite, moving thousands of CH-Rs off the lot for participating dealers, resulting in close to a million in sales. To view examples of the award-winning campaign emails and microsite, visit 2018 Toyota CH-R Launch Campaign. Outsell provided the technology behind the campaign, a marketing automation platform driven by artificial intelligence that increases customer engagement and drives more revenue by transforming how dealers engage with customers and prospects throughout their individual lifecycles.

“The nominations submitted for The 2018 American Business Awards were outstanding. The competition was intense, and those recognized as Stevie Award winners should be immensely proud of this accomplishment,” said Michael Gallagher, president and founder of the Stevie Awards.

“I like how this campaign focused on strong creative and a micro targeted approach to auto sales. Also, good sales metrics tied back to the campaign,” read feedback from a Stevie ABA judge that evaluated the Outsell and DSplus 2018 Toyota CH-R Launch Campaign nomination.

The American Business Awards are the U.S.A.’s premier business awards program. More than 3,700 nominations from organizations of all sizes and in virtually every industry were submitted this year for consideration in a wide range of categories. Stevie winners will be presented with their awards on June 11th in New York City. Earlier this year, Outsell and DSplus’s 2018 Toyota CH-R 2018 Launch Campaign received a Bronze Stevie® Award at the 12th annual Stevie Awards for Sales & Customer Service for Outbound Marketing Program of the Year. Details about The American Business Awards and the list of 2018 Stevie winners are available at www.StevieAwards.com/ABA.

The Digiday Content Marketing Awards recognize content that connects brands to audiences across various channels including mobile, social, video and others. Winners were announced at the awards gala on May 9 at Sony Hall in New York City. To view the complete list of 2018 Content Marketing Award winners, please visit https://digiday.com/awards/286819/.

The Communicator Awards is the leading international awards program recognizing big ideas in marketing and communications sanctioned and judged by the Academy of Interactive & Visual Arts, an invitation-only group consisting of top-tier professionals from acclaimed media, communications, advertising, creative and marketing firms. Founded over two decades ago, The Communicator Awards receives over 6,000 entries from companies and agencies of all sizes, making it one of the largest awards of its kind in the world.  A list of the 2018 Distinction winners is available at https://www.communicatorawards.com/winners/

About DSplus

DSplus connects brands, retailers and customers to help sell more cars. Using sharp insights and spot-on analysis, we put the right offers in front of the right people at the right time, so dealerships can turn shoppers into buyers – and buyers into loyalists. With our team of steadfast, hands-on account managers, award-winning creative whizzes and ultra-analytical social strategists, DSplus is ready to work with any Toyota and Lexus dealership to start driving sales. Check out our website or contact us at supprt@dsplus.com to learn more.

Drawing of people, some are circled in red

What Exactly Is an In-Market Car Shopper?

At its simplest level, “in-market” defines a shopper looking to buy a car at some point in the near future. Car shoppers are now in-market for an average of 108 days, allowing for a fairly large timeframe to target and convert. However, you don’t just want to target everyone who might be purchasing a car soon. You need to look a bit deeper into the data to maximize your effectiveness. When people first begin to shop for a car, 6 out of 10 buyers are open to considering multiple vehicle options, and 80 percent start their search with a different manufacturer in mind than the one they buy. This indicates plenty of potential for conversion even if your dealership is not their first stop. However, if a buyer already knows she wants a Land Rover, you shouldn’t waste your time and money trying to sell her a Honda Civic. Your in-market targeting needs to focus on the people most likely to convert within your dealership, not just any dealership.  

Why You Should Be Targeting In-Market Car Shoppers

The way we sell everything seems to be changing, right alongside advancements in marketing and advertising. It’s no longer cost-effective to take out a weekly ad in the Sunday paper or slap your name on a billboard heading into downtown. These methods have grown more and more obsolete due partly to their decrease in success and partly to the development of more targeted and personalized marketing. This is especially true for the auto industry. The stereotypical tire-kicking car buyer has largely fallen by the wayside and made room for a more effective consumer experience. It’s no longer the norm to wait for buyers to come to you. In fact, 57 percent of salespeople believe buyers are less dependent on them during the buying process. If you want to make the sale, you have to be able to reach them effectively before they ever step foot on the lot. To do this, you need access to your audience’s behaviors, interests, income ranges, and more. According to a recent study by Cox Automotive, close to 60 percent of the total time spent purchasing a vehicle is dedicated to shopping online. This indicates a wealth of opportunity to reach shoppers digitally and cast a smaller net that will bring in more fish. Email marketing is especially effective, with segmented and targeted emails generating 58 percent of all revenue for marketers. Such tactics can save your business time and money while also converting at a maximum level. Here’s why you should start focusing on your in-market audience and how to make sure you reach them successfully.  

Finding Your Unique In-Market Audience

The beauty of targeting in-market car buyers is the level to which you can narrow your search. You might start by targeting everyone looking to buy a car, but then you need to narrow even further to focus on the people most likely to buy one of your cars. Maybe they meet the right income level, geographic area, and age group you’re looking for—which keeps getting younger, by the way. By 2020, 40 percent of new car buyers will be millennials, of which 88 percent use the internet to research their car purchases. Digital targeting is only becoming more prominent, making it even more important to reach your in-market audience at the outset of their search before your competition does. That said, the in-market audience for Audi is different than that of Toyota, and their digital targeting strategies should vary, as well. Understanding and recognizing your unique in-market opportunities and knowing how to approach them is key to converting.  

Acting on In-Market Opportunities

Turning in-market opportunities into sales takes an understanding of the buyer and the interactions needed to best meet their needs. This can prove to be a problem, as 63 percent of marketers say generating traffic and leads is their top challenge. But imagine if you could target a buyer just as they enter the market for a new car, zeroing in on their lifecycle stage, recent interactions with your marketing, financing status, and more. The ability to use that info to tailor your prospect communications would be an invaluable advantage. Take for example a shopper whose vehicle is nearing 100,000 miles, is almost paid off, and who’s been frequently interacting with communications from your dealership. Now is the time to contact them about scheduling a test drive, knowing they’re looking to buy a car and that they’re a likely fit for your dealership. These data points and more can empower you to create lasting relationships and drive incremental sales. And it won’t require expensive ads to get these customers to convert. Today’s younger, more educated car buyer isn’t driving from lot to lot looking for a deal. They’re coming to the lot when they’re ready to buy, which means you need to reach them ahead of time to make sure the lot they show up at is yours.  

The Main Benefits of In-Market Targeting

There are three primary factors that benefit from identifying and properly approaching your in-market audience: time, money, and conversion rate. Focusing your efforts on a segmented audience currently in the market for one of your cars saves time and money spent on crafting a broad marketing or advertising strategy that will reach more people but have less impact. You’ll no longer be spending as much money on print or radio ads and wasting time crafting generic creative. Instead you’ll be putting together marketing plans based on customers’ proven data and behaviors and using that info to tailor your message. These factors all work together to increase conversion rates once shoppers make it onto the lot, after you’ve already identified their needs and strategized towards closing the deal. In-market targeting can also enhance your existing customer relationships by helping them feel more understood and cared for via your personalized messaging. When you’re attempting to reach fewer people, you can focus more on the quality of your communications and providing better service to your audience.  

Start Reaching the Right Audience Today

If you’re not aggressively targeting your unique in-market shoppers, you’re wasting your time and resources. As the first AI-driven marketing automation platform in the automotive industry, Outsell is here to empower you to easier and greater success. Contact us today to start converting the right shoppers the right way.
2018 NADA Outsell expo booth

Outsell is the AI Marketing Platform for the Auto Industry

Outsell announced today that high demand for AI features helped fuel swift growth for the company in Q1 2018. Direct-to-dealer sales were particularly strong, thanks in part to the recent introduction of Outsell’s newest platform, Outsell 5.0.

Launched at the NADA conference in February, Outsell 5.0 is enhanced with even more artificial intelligence capabilities, providing automotive dealers with unprecedented insight into buying behavior and the ability to take targeted content to the next level, with automated, multi-channel communications that are individualized to each person’s exact preferences.

Other highlights from Q1:

  • The NADA show was Outsell’s most successful to date in terms of booth traffic and customer/prospect engagement, with hundreds of dealers visiting the booth during the event. On the first day of NADA 2018, Outsell exceeded its traffic for the entire 2017 show.
  • During NADA, Outsell won an Automotive Website Award (AWA) in the category of Marketing Automation.
  • Outsell also won several other awards during the quarter including a Bronze Stevie Award for the 2018 Toyota CH-R launch campaign, helping to cement Outsell as the industry leader in AI-driven Marketing Automation.

“Outsell 5.0 fulfills our brand promise of being the best AI-driven marketing platform for the automotive industry,” said Mike Wethington, Founder and CEO of Outsell. “The feedback from dealers and automotive industry leaders was consistent; everyone loved its intuitive user experience, new features and capabilities. We’ll build on that success with more AI features throughout 2018 and beyond.”

Outsell AWA award

Company wins 2018 AWA Marketing Solution Award at NADA

Outsell announced recently that it has won a coveted 2018 Automotive Website Award (AWA) in the Marketing Automation category. The awards were bestowed during a ceremony at the NADA 2018 conference, taking place on March 22 in Las Vegas.

The Automotive Website Awards, created by PCG Companies, showcase the top marketing solutions for automotive dealers across several categories. This is the second consecutive year that Outsell has been honored. The company’s new Inventory Mover solution, which helps automatically match prospects with specific inventory, was cited as a key reason for its being named a winner for 2018.

Outsell was the first marketing automation provider in automotive to utilize artificial intelligence (AI) to help improve relevancy and targeting. Its AI brain tracks the behavior of individual consumers (both customers and prospects), forming a predictive model of their future behavior, and fueling Outsell capabilities such as buyer detection for identifying in-market shoppers, and Inventory Mover.

At NADA, Outsell launched its newest platform, Outsell 5.0 [link], enhanced with even more artificial intelligence capabilities, providing automotive dealers with unprecedented insight into buying behavior and the ability to take individualized content to the next level, with automated, multi-channel communications that are customized to each person’s exact preferences.

“Dealers now expect AI features in their marketing automation platforms, and Outsell offers the first such platform that enables dealers to cover both customers and prospects at once,” said Brian Pasch, CEO of PCG Companies. “It’s no longer necessary for dealers to have different tools for each audience – it’s a major step forward.”

“We are thrilled to have been recognized by PCG Companies as a top marketing solution for the second year in a row,” said Mike Wethington, Outsell’s founder and CEO. “We believe that Outsell’s AI-driven approach to helping automotive dealers sell smarter represents the future of consumer marketing.”

To learn more about the Outsell platform, visit www.outsell.com/dealers

Outsell expo booth

NADA 2018 was an event to remember for Outsell. We attended the Las Vegas convention with a stunning booth to invite dealers to learn more about us and received remarkable reception on the design. For the second year in a row, several convention-goers stopped by just so they could take photos of the booth.

The big news, however, was the release of Outsell 5.0 which we announced with a press release and brand new two-minute video.

“Artificial intelligence is a key tool for auto dealers, and Outsell has made it seamless and easy to use with Outsell 5.0,” said Mike Wethington, Outsell’s founder and CEO. “We have masked all the complexity and added predictive analytics features that are transforming the way auto dealers communicate with customers and prospects. No one has more experience with AI in automotive than Outsell.”

The Outsell 5.0 platform features:

  • A new dashboard that highlights for dealers in-market shoppers, current campaign performance, and ROI of individual campaigns in terms of linked sales/service – making it easy for dealers to quantify the revenue impact of each campaign.
  • Customized campaign and targeting recommendations that dealers can choose to send with one click.
  • The unique ability to easily create AI-driven micro campaigns for a select, targeted audience.
  • Powerful new filters such as ‘move a model’ and ‘need to find a trade in’ that help dealers meet their goals. Outsell provides a list of people the dealership can contact who will likely convert on specific models or a list of people who own a specific vehicle and are likely ready to trade up.

READ MORE in the full press release.

Outsell also received an Automotive Website Award for Marketing Automation. The AWAs provide car dealers with an independent review of automotive technology, and we were honored to be counted among the select few recognized.

“Dealers now expect AI features in their marketing automation platforms, and Outsell offers the first such platform that enables dealers to cover both customers and prospects at once,” said Brian Pasch, CEO of PCG Companies, who created the AWAs. “It’s no longer necessary for dealers to have different tools for each audience – it’s a major step forward.”

While NADA is behind us for another year, we want to keep the momentum going and will be offering our NADA specials and giveaways until the end of April. Sign up for a demo any time between now and April 30th and receive your choice of a*:

  • TenFour External Battery Pack
  • Bose SoundLink Speaker System
  • $50 Visa Gift Card

nada 2018 all giveaways

Thank you to everyone who stopped by the booth and experienced a demo of the platform already. We hope you enjoyed learning more about Outsell, the AI Marketing Platform for the Automotive Industry.

We’re also happy to see that our Outsell branded socks were once again a huge hit with everyone.   We’re a fan of them too.

Sign up for a Demo Today

 

*Limit one per store/group.
No Purchase Necessary

 

Outsell webinar banner

Session features senior marketing exec from Gettel Automotive Group

Outsell announced today that it will co-host a webinar with Automotive News on March 29, 2018 about how auto dealers can leverage artificial intelligence to improve marketing effectiveness and drive more business. Titled, “Don’t Sit on Autopilot: How to Improve 1:1 Marketing with Artificial Intelligence,” the webinar features speakers David Kelly, Chief Marketing Officer at Gettel Automotive Group and Valerie Vallancourt, Vice President of Marketing at Outsell.

Dealers don’t have the bandwidth to micro-manage marketing communications through every individual’s lifecycle. Artificial intelligence allows them to create lasting relationships with customers while leaving the heavy lifting to marketing automation. Rather than putting marketing on autopilot, the most successful dealers strike a balance between automation and dealer-controlled communications to provide consumers with an Amazon-like experience.

This session will explore the challenges and opportunities of delivering that type of experience, and include tips from dealers who are advancing their marketing efforts to effectively engage consumers in their primary market area. Attendees will learn how:

  • AI-driven marketing automation delivers 1:1 marketing that consumers expect today
  • Effective lifecycle management drives customer retention and reengages unsold leads
  • Utilizing micro-targeted opportunities amps up marketing efforts in specific segments that may be lagging

Who:
David Kelly, Chief Marketing Officer at Gettel Automotive Group and Valerie Vallancourt, Vice President of Marketing at Outsell

What:
“Don’t Sit on Autopilot: How to Improve 1:1 Marketing with Artificial Intelligence”

Where:
Online at https://onlinexperiences.com/scripts/Server.nxp?LASCmd=AI:4;F:QS!10100&ShowKey=49223&AffiliateData=%5boutsell%5d

When:
March 29, 2018 at 2:00 pm ET