How to Manage and Maximize Your Dealership Marketing

How to Manage and Maximize Your
Dealership Marketing Investments
in Today's Multi-Channel
Environment
With
Dennis Galbraith, Potratz Advertising
Moderated by
Mike Bowers, DealersEdge
Dennis Galbraith, Chief Marketing Officer for Potratz Advertising
Dennis Galbraith, chief marketing officer for Potratz
Advertising, is the founder of Dennis Galbraith Enterprises,
Revenueguru.com, former vice president of Cars.com and
former executive director of Automotive Internet Practice
at J.D. Power and Associates. In his prior position at
Drivingsales.com, he served as a leading resource for
dealers and auto groups offering research-driven blogs
and information. As new chief marketing officer for Potratz,
Dennis carries more than 21 years of experience in
operations, marketing, and market research along with him.
To add to his accolades, Dennis is an accomplished writer and the author
of two successful books entitled Sales Integration and Online Vehicle
Merchandising. He is also an award-winning speaker who has been
featured as a keynote speaker in many of the largest dealer events
nationwide including, NADA Convention, Driving Sales Executive Summit,
J.D. Power Internet Roundtable, Digital Strategies Marketing Conference
and has been featured at dozens of other dealer events.
How to Manage and
Maximize Your Dealership
Marketing Investments in
Today’s Multichannel
Environment
Dennis Galbraith
Chief Marketing Officer
Potratz Partners Advertising
Branding
Traffic Now
Website
Lead
Aggregators
Membership
Referals
Manufacturer
Listings
Services
Examples of Lead Aggregators
Dealix
AutoUSA
Autobytel
NewLeadsPlus
Finance Leads
Lead Aggregators
Model Level
Days Supply
Geography
Service Penetration
Manufacturers
OEM Sites
3rd Party
Examples of Membership Referals
Costco Auto Program
Sam’s Club
Navy Federal Credit Union
USAA
Membership Referrals
Referral more than a lead
Exclusivity
Race to respond
Examples of Listings Services
AutoTrader.com
AutoTrader.ca
Cars.com
Kijiji.ca
CarSoup
Rides.ca
eBay
Craig’s List
Listings Services
Cost per VDP
Cost per Contact
Merchandising
Website
Driving Traffic
Converting Traffic
Driving Traffic
Content
Video
SEM
Retargeting
Video Preroll and Overlay
Marketing Automation
Dynamic Search Ads
Dynamic Search Ads
Looking For A green Kia Soul
In Moosic, PA
EasleyKia.com
Dynamic Search Ads
Green Kia Soul black interior near Moosic, PA
Green Kia Soul Black Interior
Looking For A Green Kia Soul
Black Interior In Moosic, PA
EasleyKia.com
Dynamic Search Ads
Retargeting
Retargeting is now reaching beyond site visitors.
Action
Intent
Site – action, abandonment, browse
product
Search – target based on searches
conducted
SEO/SEM – customize message based on
inbound event
Social – e.g. target those who consume
similar content to existing customers
Email – e.g. opens newsletter
Engagement – target those who engage
with specific content (e.g. Facebook page
or video)
Context – target those who visited a
particular site
Ad Type
Dynamic – rolling feed of up to five
vehicles the shopper previously showed
an interest in
Dennis Galbraith
Chief Marketing Officer
Potratz
(518) 703-6109
Dennis@ppadv.com
@DennisGalbraith