Be in Control of website responses by identifying 80% of visitor's home address

The next level of digital marketing is on the horizon and it’s designed to cut your wasted budget in half and double your website traffic. Until now, a dealership had little or no control or knew who this traffic was 90% of the time.

Technology has now moved far beyond what dealers are currently leveraging. Dealers are in a very modern looking 8-track world of music when it is now streaming from devices for aggressive companies outside of the auto industry. 

This is technology that accurately reads the home addresses from all website visitors that hit your site with 80% accuracy without them leaving a single word or clicking on any pages. Over 600 million handheld devices are in use in the US, such as your IPhone or Android. They have now been identified, logged, matched, and categorized with real home addresses. Updated daily. Waiting for you to leverage.

Dealers tend to repurchase their customers over and over and over again even though a lot of those same customers have hit their website.

Lead aggregators sell leads to dealers and their competitors over and over again. Dealers keep buying them because they have no choice; until now. In the end, you may not get much for your investment if the customer doesn’t come in and purchase. And it seems that you are working a third party lead harder because it’s coming from an outside source that may not know or respect your dealership process. You’re spending around $2-3 dollars for this privilege while letting website traffic pass you by.

You can literally own customer information the minute it comes available through a product called Boomerang. You can keep addresses you collect for ongoing marketing efforts and mail them personalized offers that hit the USPS mailbox clear of any competitors. If you can't sell enough cars from your own leads from your website, you can decide then to buy more traffic as needed to hit the website. Boomerang is programed to be set up best to pixelate dealer websites to catch data, convert it into to mail to the qualified addresses it traps overnight, in small or large volumes each day, everyday. Its cost is about half the price of traditional digital retargeting and about the same as a fancy letter.

Let’s say you’re a small dealer, only about 25-50 people hit your website today. 16 visits may be bots, 4 from out of state, a few could be your own employees, 30 are matched and have a verified address. Those 30 visitors are sent out a postcard with a personal offer the next day, first class.

Converting website traffic into home addresses for marketing, Boomerang pixelates your websites to trap this information as it passes through. Boomerang mails out a personal, professional postcard overnight, first class, to all that are inside your marketplace that have been created, so not a dime is wasted on bots, people in Russia, repeat visitors, and people outside of the market area.

Here’s an example on what you are missing out on and how you could be targeting in 2018:

1)   Targeting several neighborhoods that are in areas that as a dealer, you are struggling with to get into the store with aggressive offers that go out one at a time. 

2)   Those neighborhoods likely have buyers that the dealer is struggling to get into the dealership. But those potential customers are not considering you because of one reason or another. Every dealer has this problem with one or more of their market areas. Targeting to website visitors that hit your site from those addresses will encourage more traffic from those neighborhoods. Setting up key business rules that make sense is a sane way of increasing business from those areas.

3)    Dealers need to catch people early in the buying cycle. Enticing them into the store before they get research overload will create a customer that is happier, possibly more gross potential, and easier to close. Boomerang gets a message into their mailbox before they start over researching

4)   Personal offers are the future of programmatic marketing. Boomerang allows you to do that. Turn it on, turn it up, or turn it off. No long contracts to sign.

5)    Unique offers that make the customer feel selected and respond well if they receive a unique offer or buying experience. Boomerang can gather information on what models they land on and decide if they want to send an exceptional offer just to that person. We can do a lot with matching up stock with customers that are suspect in buying that vehicle. If a dealer is coming up short on a quarterly target, what better way to target vehicles that need to move off the lot before the end of the month then by changing the offer on the fly. Boomerang can increase or decrease the incentive within one business day of the request. Only the person that is looking at the model will get the offer. There's no spillover into the mainstream where you might affect future or past deals. 

6)   What if you’re low on website traffic? We are working with an allied partner that is very good and inexpensive to send out intelligent electronic messages to households that have opted in for a car within 12 months. We will expect 2000- 3000 households to be harvested out of a couple of local campaigns. This will supercharge Boomerang with additional addresses that we will cultivate and direct market to. Now you can truly disrupt your market on demand and capture home addresses of all that respond. Long-term thinking allows you to create a fresh house list of hand raisers.

7)   On request, Boomerang will surrender to the dealership all of the addresses that we will be collecting during this program. Dealer can match-back addresses to their customer database and have a key reason to call and make a personal invite into the dealership! 

I’m looking for a few forward thinking dealerships for 2018 that can prove they have a great showroom floor system to recognize these customers right away and help them with a great buying experience. If you believe you are a dealer that can drive a process, contact me at Bsattree@wilengroup.com and we’ll set up a conference call to see if we’re a match. If this concept doesn't win your idea session at your next 20 group meeting, nothing will.