DETROIT AREA HONDA DEALERS

Tier 2 Acquisition Strategy

“Tier 2 marketing is the single

greatest concern on automotive

marketers' minds right now”

Source: iMedia Driving Interactive Summits.

OBJECTIVE1. Develop an acquisition strategy to get car shopper traffic to this T2 website. The intender can not be

looking for a Honda,

2. Once a conquest consumer comes into the website, how can we improve their experience on the website and

get Honda on the the consideration set for the car buyer?

1. SUMMARY STATEMENT

➔ acquire new customers with wider and more targeted upper-funnel tactics.◆ 63% of car shoppers started out with a brand in mind, with only 20% sticking to

the original choice

“people don’t buy what you do,

They buy why you do it.”

Source: Simon Sinek

STRATEGIC FRAMEWORK➔ TOP OF THE FUNNEL FOCUS

➔ DEVELOPMENT OF TARGET AUDIENCES

◆ TARGET WOMEN

➔ CONVEY THE OWNERSHIP EXPERIENCE

➔ INTEGRATE WITH TIER 3 DEALERSHIPS

The Influence of Women Women ➔ They purchase 51% of cars in America. ➔ Extrapolating their influence to their families, women influence 85% of purchases overall, making them the most important,

albeit broad, demographic.

FOCUS ON THE FUTURE & OWNERSHIP EXPERIENCE➔ Focus on lifetime value of a consumer, and ownership experience to improve long term gains

◆ Increased transparency on pricing, ◆ give consumer-friendly advice,

IMMEDIATE IMPACT➔ Con: Lower Margins. Short Term Impact on Revenue➔ Solution: Make up lost revenue in the service, and finance departments.

Improve Integration with Tier 3 Dealers➔ Shoppers in the who used the Google search engine sEE a dealer association Web site as the first paid-search link.➔ The association site, which promoted the sale in banner ads, guided visitors to a Chevrolet dealer locater. ➔ Shoppers who clicked local dealership sites saw the same sales messages.➔ The ideal implementation is piggybacking on Tier 1 OEM messages at the dealer level," Muilenburg told Automotive News.

"You need to let shoppers know which cars are available, which promotions are running and which dealers are participating."

STRATEGIC FRAMEWORK EXPLAINED

"Consistency is just a must,...

factory message that is coming nationally

and send it regionally and at

the dealership level."

1. DIGITAL DISTRIBUTION CHANNELS ➔ Social Media aDVERTISING

◆ FACEBOOK

◆ INSTAGRAM

◆ LINKEDIN - FOR FLEET SALES

◆ LEVERAGE REDDIT'S OMNICHANNEL INFLUENCE

➔ SEO

◆ BLOGGING/CONTENT CREATION

◆ ONPAGE OPTIMIZATION

◆ FOCUS ON TOP FUNNEL KEYWORDS - i.e. New Cars Detroit

➔ Display Advertising

◆ VIDEO PRE-ROLL

◆ CARS.COM, KBB, EDMONDS ETC,

◆ DISPLAY

◆ REMARKETING

◆ MOBILE Geo-Fencing

➔ eMAIL MARKETING

◆ INTERACTIVE CONTENT: i.e. DIGITAL MAGAZINES

DIGITAL AUDIT

UNCOVERING OPPORTUNITIES FOR IMPROVEMENT

Source: SPYFU

SEM OVERVIEW

PPC AUDIT

ANALYSIS & ACTION PLAN

Source: SPYFU

PPC COMPETITIVE BUDGET COMPARISON

Source: SPYFU

Source: SPYFU

PPC OPTIMIZATION OPPORTUNITIES

DISPLAY, REMARKETING, AND PPC STRATEGY

SEO AUDIT

ANALYSIS & ACTION PLAN

Source: SPYFU

Source: SPYFU

Source: SPYFU

ORGANIC OVERLAP PAID OVERLAP

Source: SEMRUSH

ORGANIC TRAFFIC VALUE BY KEYWORD

SEO analysisTOP OPTIMIZATION PRIORITY: IMPROVE PAGE LOAD SPEED

Source: WOORANK | PINGDOM

PAGE LOAD ANALYSIS

PAGE LOAD: TRACEROUTE ANALYSIS

IMMEDIATE OPTIMIZATION TASKS➔ IMPROVE PAGE LOAD SPEED TIME➔ Differ css & javascript in above the fold content➔ Leverage browser caching➔ Minify javascript➔ Optimize images➔ Minify Css files

LONG TERM OPTIMIZATION OPPORTUNITIES➔ Optimize for more non-branded short tail keywords. They’re more profitable➔ Add a blog: focus on needs of customers. Distribute over social networks

◆ Leverage the omnichannel impact of reddit

SEO STRATEGY

SOCIAL MEDIA AUDIT

ANALYSIS & ACTION PLAN

SOCIAL MEDIA STRATEGYFacebook Recommendations:➔ Post Frequency: No Change➔ Post Format: Post more pictures.

◆ Insight - Videos & links have similar engagement➔ Post Content: Run more promotions! & Encourage your fans to ask more questions for

you to answer.➔ Create a Facebook campaign in order to gain more likes.➔ Time Of Day: Improve your timing - under analysis➔ Add more milestones.

RECOMMENDATIONS➔ Immediate contact of opt-in subscribers➔ Bi-monthly general updates➔ Additional Email updates on all events & sales➔ Utilize interactive and visual media. eMagizines, helpful infographics➔ Clean database➔ Optimize email delivery time

EMAIL STRATEGY

OBJECTIVE 2

USER EXPERIENCE & CONVERSION OPTIMIZATION

HOMEPAGE UX IMPROVEMENTS

OFFERS PAGE : UX IMPROVEMENTS

DEALERS PAGE : UX IMPROVEMENTS

CONQUEST RETARGETING

CONVERSION OPTIMIZATION

Conquest ads are online ads that run in a spot where your competition might run an ad. These ads -- on your own or a third party site with content relevant to your product or service and combined with behavioral targeting -- work well for high-consideration purchases like automobiles or consumer electronics. And, many BT ads are targeted at consumers who are in the early research stages of the buying cycle. But with conquest ads, a marketer can place an ad in front of a consumer who is deeper into that cycle-- a consumer who is busy considering a competitor's product.

A translation barrier left Alberto feeling lonely and hurt Marco’s business.

LANDING PAGE 1: SUGGESTION AND UX IMPROVEMENTS

LANDING PAGE 2: SUGGESTION AND UX IMPROVEMENTS