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When it comes to Super Bowl advertising, auto marketing expert Max Steckler has one piece of advice for auto dealers: don’t forget about breakfast.
What does he mean? “The Super Bowl is the dance,” Steckler, Vice President of Advertising Products for ADP Digital Marketing, explains. “That’s where the courtship between advertisers and consumers begin. It’s a whirlwind, and it’s incredibly exciting. But what about after the excitement of the event fades? The one who’s actually going to win that customer relationship is the dealer who thinks about breakfast the morning after.”
Breakfast, in this case, is the retargeting campaign that displays your ads across consumers’ favorite websites long after the dust from The Big Game has settled. “The day after is just as important as the day itself,” Steckler says. “You want to be continuing to reinforce the national ad message so you can draw consumers to your store. If you can get that click, you can continue to fold your brand into that initial, electric Super Bowl experience.”
That’s just one tip the ADP Digital Marketing team offers on how dealers can make their Super Bowl advertising soar, so read on for the rest.
In conclusion, with at least eight auto-makers and car companies airing ads this year (double the usual number) this could very well be one of the most exciting events for automotive advertising in history. Much like the event itself, with the level playing field created by automotive digital advertising and social media, this year truly is anyone’s game, so don’t be afraid to grab your piece of the action. Go (whatever team you want to win)!
Max Steckler is the Vice President of Advertising Products for ADP Digital Marketing Solutions. An automotive buff in both his professional and personal life, Max spends his spare time restoring vintage Japanese motorcycles, and is preparing for an off-road motorcycle trip to Alaska.
Matt Muilenburg is Vice President of Social Media for ADP Digital Marketing Solutions, where he has been working closely with dealers and OEMs to identify new ways to improve automotive retailing and marketing effectiveness. When not sitting in front of a gadget, you’ll find Matt volunteering at the YMCA, attending his kids academic, musical and athletic events, or releasing stress by working in his yard and garden.
Chuck Tilton is a Senior Product Marketing Manager at ADP Digital Marketing Solutions. He has worked extensively in the field of digital marketing since 1996. Outside the office he and his family enjoy camping in the Cascade Mountains and beaches of the Pacific Northwest.
James Fabin is a Senior Product Marketing Manager at ADP Digital Marketing Solutions. He founded The Hyundai Connection in 1994, one of the earliest online communities for car enthusiasts. In his spare time, he works with local animal rescue shelters creating videos of dogs in need of a loving home.