This year it cost OEMs an unprecedented $4 Million per thirty-second spot during the big game. While many talked about the instant lift in search and traffic for the OEM’s, dealers that take action quickly also have quite a bit to gain.
Most of the ads during the Super Bowl focus on generating awareness for a product. Many of the ads served to talk about a certain technology or feature (like Ford’s #nearlydouble Ford Fusion Campaign) or unveil a new model (like Maserati’s New Ghibli). The first thing a viewer is going to do, and the intent of these advertisements, is look for more information, or show interest. Whether it’s instantly, the day after, on the OEM site or a search engine, consumers are following up by asking questions and looking for more information.
Here’s a quick game plan on how to capitalize on the huge OEM investments and the subsequent consumer interest!
Build content (landing pages, blogs, etc…) focusing on what the OEM is pushing. For example- if you’re a Kia or Maserati dealer the announcement of the K900 and the Ghibli must have undoubtedly raised some questions – including what the names themselves even mean among plenty of others. Being one of the first to answer the questions accurately leaves you with more traffic, more links and hopefully more sales.
We’ve already established that the OEM commercials are going to drive more searches. The types of searches being made will be different and may include brand terms or slogans heard in the commercials. Without a doubt these terms will have lower competition and a lower Cost Per Click. Since PPC has more targeting options, you can ensure more of a relevant audience than with content alone. For bonus points, direct your PPC to your newly created content pages.
One of the most noticeable changes in the ads this year was the proliferation of hashtags. Any easy way to answer questions both directly, and with links to your content is by following the conversation around hashtags and adding your knowledge as a dealer representative of the OEM. Just remember not to be too ‘salesy.' Answer questions, add value and the rest will come!
That’s it. Quick, easy and painless. Now get out there and get your share of the action!