![Page 1: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/1.jpg)
A Tale of Three Markets: How to Target and WinAmy Hughes
Full Name I Company I Job Title I Email
Amy Hughes I String Automotive I VP Sales and Business Development I [email protected]
![Page 2: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/2.jpg)
![Page 3: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/3.jpg)
THREE WAYS WE TALK OURSELVES INTO BAD ADVERTISING DECISIONS
![Page 4: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/4.jpg)
CHRISTOPHER COLUMBUS SYNDROME
Buying into the excitement that a whole new world exists and you’ll be the first one there.
![Page 5: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/5.jpg)
“THE OTHER GUY” SYNDROME
Because I know we can do GREAT things (if we just watch the other guy)
![Page 6: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/6.jpg)
“BECAUSE I CAN” SYNDROME
Because I’m the owner and I just really don’t want it any other way.
![Page 7: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/7.jpg)
How hard can it be?
![Page 8: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/8.jpg)
How different can it be?
3 MarketsSame Goal...
Sell More Hondas
![Page 9: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/9.jpg)
Let’s Make a Plan...
![Page 10: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/10.jpg)
![Page 12: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/12.jpg)
![Page 13: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/13.jpg)
Suggested Strategy: Focus on Ridgeline. Honda just launched the new Ridgeline in August.
Provide local support to the national advertising.
![Page 14: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/14.jpg)
Suggested Strategy: Provide support to the Hispanic advertising creative
![Page 15: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/15.jpg)
![Page 16: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/16.jpg)
But Wait!
We have 3 on the lot.
![Page 17: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/17.jpg)
But Wait!
We only sold 6 in the
past three months
![Page 18: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/18.jpg)
![Page 19: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/19.jpg)
OK, Accord, back to Accord...
Maybe Civic.
Just get me a plan. We have to hit our goal.
![Page 20: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/20.jpg)
![Page 21: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/21.jpg)
![Page 22: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/22.jpg)
![Page 23: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/23.jpg)
![Page 24: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/24.jpg)
Do We Have a Plan?
![Page 25: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/25.jpg)
![Page 26: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/26.jpg)
![Page 27: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/27.jpg)
So, How Do We Make a Plan?
![Page 28: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/28.jpg)
First, let’s gather the data.
![Page 29: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/29.jpg)
![Page 30: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/30.jpg)
![Page 31: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/31.jpg)
![Page 32: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/32.jpg)
![Page 33: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/33.jpg)
![Page 34: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/34.jpg)
![Page 35: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/35.jpg)
I can’t sell them all!
![Page 36: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/36.jpg)
Accords Sold
![Page 37: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/37.jpg)
Accords Soldby our Store
![Page 38: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/38.jpg)
5+ Missed Sales
![Page 39: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/39.jpg)
![Page 40: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/40.jpg)
![Page 41: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/41.jpg)
![Page 42: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/42.jpg)
How has my target changed?
![Page 43: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/43.jpg)
How has my target changed?
![Page 44: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/44.jpg)
How has my target changed?
![Page 45: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/45.jpg)
![Page 46: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/46.jpg)
![Page 47: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/47.jpg)
![Page 48: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/48.jpg)
Model the audiences for each medium
![Page 49: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/49.jpg)
We have a plan!
![Page 50: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/50.jpg)
Let’s Move on to Market #2
![Page 51: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/51.jpg)
![Page 52: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/52.jpg)
![Page 53: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/53.jpg)
![Page 54: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/54.jpg)
![Page 55: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/55.jpg)
![Page 56: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/56.jpg)
![Page 57: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/57.jpg)
![Page 58: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/58.jpg)
![Page 59: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/59.jpg)
![Page 60: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/60.jpg)
Let’s Move on to Market #3
![Page 61: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/61.jpg)
![Page 62: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/62.jpg)
![Page 63: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/63.jpg)
![Page 64: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/64.jpg)
![Page 65: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/65.jpg)
![Page 66: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/66.jpg)
![Page 67: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/67.jpg)
![Page 68: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/68.jpg)
You Must Bring Everyone Together
![Page 69: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/69.jpg)
Now the Good News…
![Page 70: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/70.jpg)
Getty Images
HBR Reports that $36 Billion is currently being spent invested in storage and infrastucture to Bring “Big Data” (Predictive Analytics, Machine Learning and Artificial Intelligence) to their
industries. Expected to double by 2020.
![Page 71: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/71.jpg)
![Page 72: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/72.jpg)
The technology to target is coming
And it will make your life easier!Until then, deeply vet all sources of data, and adopt these three mantras!
![Page 73: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/73.jpg)
Bring Everyone Together
![Page 74: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/74.jpg)
Bring Everyone Together
![Page 75: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/75.jpg)
Bring Everyone Together
![Page 76: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/76.jpg)
Metrics to Track:
% of New Sales/New Registrations by Model (Avg. 6-8%)
% of Used Sales/Used Registrations by Model (Avg. .05-1.0%)
![Page 77: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/77.jpg)
Metrics to Target:
80% of New Sales/New Registrations by Model (Avg. 6-8%)
2.5-3% of Used Sales/Used Registrations by Model (Avg. .05-1.0%)
![Page 78: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/78.jpg)
Define the top 3 Lifestyle Categories for each of your core models
Challenge every vendor to model their audiences
Track everything
![Page 79: DDWNE Tale of Three Markets - String Automotive](https://reader031.vdocuments.site/reader031/viewer/2022022414/587345801a28abf21b8b7f21/html5/thumbnails/79.jpg)
Share an important takeaway you received from this session using hashtag #DDWNE for a chance to win an iPad
Contact InfoFull Name: Amy Hughes
Company: String Automotive
Job Title: VP Sales and Business Development
Email: [email protected]