The Law of Marketing: Repeated exposure to the right people yields results.
This hasn't changed. The internet adheres to it. Social Media adheres to it and everything that has not yet been invented will adhere to it.
So how do you consistently get your product in front of the right people? Well, there are really only two choices to guarantee your message is delivered to the people most likely to purchase from you:
You can either pay for tons of advertising and deliver your message to as many people in your market as possible in the hopes you reach the right ones (a strategy I like to call carpet-bombing), or you can you use targeted marketing to hit those perfect fit customers.
Your goal as a dealer is obviously to sell as many cars as possible, but there is a tipping point in your Return on Investment when calculating your spend over the amount of cars actually sold.
Carpet-bombing may be effective in delivering your message, but just like real carpet-bombing it is not only expensive, but also leads to a lot of collateral damage.
With technology such as ad-blockers and ad-free streaming services becoming more and more popular, consumers have become more critical and selective in how they want to be communicated with by retailers. Delivering your message to everyone in your market may guarantee that in-the-market prospects receive your offers, but it can also feel like spam to everyone else. This can turn "not right now customers" into "never customers."
So how do you reach the right people? Two words: Behavioral Targeting.
If "spamming" your offers to everyone in your market is carpet-bombing, then behavioral targeting is a surgical precise strike. (Ok, this is starting to sound a little too aggressive, Edifice does not participate in or condone any kind of bombing - please do not hurt your customers.)
In all seriousness though, behavioral targeting - such as the methods Edifice employs - allows you to guarantee you are delivering your message to customers in the peak of the buying cycle by analyzing several factors including their online shopping patterns, purchase history, and current vehicle ownership. This both accomplishes the goal in delivering your message to all in-the-market prospects while still giving you a high ROI.
This method not only consistently out-performs other broadcast medias, it does so at a lower cost according to 2018 reports on car advertising spends.
If this isn't enough to convince you, we at Edifice are so confident in our behavioral targeting that we guarantee your Return on Investment for all of our products. Seriously.
So if your goal is to sell more cars and maximize your ROI with no risk to you, let's talk.
To schedule a meeting, press the button below. We'll talk about your goals and even give you a free, no obligation Market Study to show you the potential in your market.
