On February 8-10, 2013, I headed up to the NADA Convention & Expo in Orlando, Florida and I saw a lot of exciting opportunities in the upcoming year. I’ve summarized some new topics from the convention, who I saw and where we’re headed in 2013.
I started out my trip with a NADA University presentation from Lindsay Schultz from Google. She touched on the marketing model called the Zero Moment of Truth (ZMOT).
Traditionally marketing is a three step mental model: a) stimulis, for instance developing a tv ad, b) the point of sale, also known as the first moment of truth, and finally c) an experience, for instance people driving home in their car, referred to as the second moment of truth.
Through independent studies, Google’s goal was to show where influence takes place from undecided to purchasing a vehicle in your dealership. They found that the average auto shopper uses over 18 sources of information to make the decision that drives purchase intent. When looking into depth into these sources, there was a fourth step in this process and that was the Zero Moment of Truth (ZMOT).
The responses showed that consumers read reviews, look for promotions and specials, and comparison shop before they even go into the dealership. ZMOT is second only to the shopper experience that you provide in the dealership and it’s important to incorporate all these new channels to both engage and influence the consumer. Dealers that coordinate all these marketing channels aligning their marketing investments with stimulus shopping and ZMOT, provide consumers with a competitive advantage.
After checking out the NADA University, the following day, I spent the majority of the day checking out the convention hall and it was good to see a lot interesting changes in the industry. I was excited to see Jesse Biter, co-founder of Dealers United, Alex Snyder, Senior Director, Product Design, from Dealer.com, Tim Jackson, President of the Colorado Automobile Dealers Association, and Bill Ricks, VP of Business Development for Cargigi. It’s always fun stopping by the Aspen Marketing booth where I stumbled into Playboy’s Miss February.
On Friday night, I checked out the Pandora reception party that was being held by J.D. Power with my good friend and business partner, Shawn Burst, and Jim Crouse, former CEO of Bar None.
The weekend ended off at the Howl at the Moon party being hosted by Dealers United where I was able to hang out with Jesse Biter, Co-Founder of Dealers United, Andy McBride, COO of HomeNet Automotive, and Phil Penton, President of Social Dealer.
There are a lot of opportunities in the upcoming year and I’m very excited about the prospect of working with everyone who I met with at NADA. We’re excited to finally be rolling out some very turnkey direct response solutions that we’ve been designing and perfecting for sometime which provide a closed-loop sales match guarantee for dealers.
At the present our direct response efforts range from direct mail to both inbound and outbound business development center services. Our direct mail printing is at about 10 million pieces a month and we plan to increase that to 25 million pieces a month in the next year. In addition, we’re also in the process of expanding our call center to accomodate about 4 times the amount of volume we currently support. If you’d like to learn more about Sales360 dealer services, please contact us for more information.