Using OEM Reports to Solve Your Own Sales Problems
This webinar, originally presented by C-4 Analytics on the Digital Dealer platform, tackles a simple but powerful truth: you can't always wait for your digital marketing vendor to solve your problems. In a highly competitive market, sometimes you have to grab the shovel and do the work yourself. The good news is, you're already sitting on the data you need to start digging.
The "plow guy" is a metaphor for a conflicted, large-box digital agency that supports your competitors and sends you the same basic report every month. They may not ask for the deeper information they need to help you, and you may not be providing it. But if you're not getting proactive ideas, it's time to become your own plow guy.
Your Shovel: The OEM Reports
The key to digging yourself out of a rut is to use the data you already have. You know your market best, and your OEM reports provide the raw information you need to identify opportunities and threats. To get started, pull these three reports:
- Sales by ZIP Code: This report shows you exactly where you're winning and losing geographically. It's the map to your market.
- Pump-in / Pump-out: This data reveals which of your on-brand rivals are stealing sales from your territory and where you have the opportunity to take them back.
- Competitive Make Registrations: This report helps you understand where you stand against other brands and how you can target their customers.
Your digital partner can't execute a winning strategy if they don't have this information. It's up to you to either provide it or partner with an agency, like C-4 Analytics, that is built to ask for it and act on it.
Strategy by Brand: A Game Plan for Everyone
Once you have your data, you can build a game plan tailored to your brand's unique situation.
Ford, Lincoln, and Stellantis Dealers: These brands have a clear focus on custom orders. Instead of waiting for a car to be allocated to your lot, you can proactively sell orders and secure sales weeks or even months in advance. The key is to run campaigns that target in-market buyers in the red and yellow areas of your Sales by ZIP Code report. Use your marketing to educate consumers on the power of custom orders and the benefits of getting the exact car they want, rather than settling for what’s on the lot.
Toyota Dealers: While others are struggling to get inventory, Toyota and Honda are expected to have more vehicles sooner. This gives you a massive advantage. You should still satisfy on-brand demand, but once you've done so, you can use your inventory to target customers from other brands. Use campaigns that promote "reserve yours now" messaging for inbound vehicles, and go after competitive makes that don't have a custom order or reservation plan in place.
All Other Brands: If your brand doesn't have a stated custom order or reservation plan, you're in a tougher spot. Your best strategy is to become a master of used car sales and collect as much first-party data as possible. Create a "half a car" list, like dealers did in the early days of leasing, where you collect information on every intender. Stay in front of them with targeted content, and if they buy from a competitor, you'll know exactly when to reach out again for their next vehicle.
Don't Wait, Act
The time for waiting for your vendor to bring you ideas is over. If you don't have a partner who is in command of the situation and proactively helping you, you have two choices: either you must up your game and take command yourself, or you can find a new, more reliable partner. No one is going to defend your parking space for you. You have to dig it out yourself to reap the rewards.
Watch the Full Webinar
For a deeper dive into these topics and to hear directly from Rob Stoesser, Vice President of OEM, watch the full webinar below.