This is easy. We tag each category of advertisement with specific codes, called UTM codes, that Google Analytics can handle. For instance, if you are promoting two brands, or two models, we will assign different codes to each so you can see which category is driving traffic to your site. But, it’s important to note, by far the majority of traffic generated through digital advertising today is when somebody sees an ad and then visits the site directly, rather than actually clicking on the ad. It’s about a 10-to-1 ratio of people who visit sites directly rather than click on an ad. We can track people who are exposed to ads and then visit the site directly for 90 days from when they see the ads. In other words, Google Analytics is helpful, but will significantly under-count the traffic generated by the ads.
In order to provide Sales Reporting we match the files of those consumers being targeted to the files of either your sales or your leads. This way we can see which names appear in both lists, knowing these people saw ads and eventually purchased. We can provide Sales Reporting monthly. To do so, we provide the dealer with access to our Secure Client Portal, where you can upload either your Sales or Leads file, and then we perform the matching, at no charge.
Absolutely! But, it’s important to note that this campaign is just one of many influences on a consumer. We help pique their interest, influencing their buying activity. For such a big-ticket, discretionary purchase, consumers are often more contemplative. We are likely influencing the timing, location, brand, and model of their purchase. Because we’re targeting the absolute best consumer targets, some of these consumers may have purchased on their own, without the influence of this advertising. On the whole, we see that the dealers involved in the program out-perform their peers by being involved in the program.
Sure, but there are 6 required ad sizes for participating in the real-time exchanges. Usually, we can take your ad content and modify it to work with the exchange requirements.
This is an important question. While you may see some immediate impact, it usually takes 3-4 months for a campaign such as this to be effective in powersports. This is because we have such a long sales cycle. Powersports Business says it takes an average of 121 days between first contact with a dealer and purchase…on average! So, just like when fishing you may catch a fish on the first cast, it usually takes longer. Please do not join if you only intend to be a part of the program for a month or two. It will be difficult to see a positive ROI in such a short time.
Yes, we serve powersports dealers with several data-related services. We perform targeted marketing through Facebook campaigns, Email marketing, Direct Mail, and even Addressable Television at the OEM level. We also perform Data Hygiene for dealers, helping keep records up to date and fill in missing info such as email addresses and current contact info.
Yes, by all means. You may have specific months where your marketing dollars are allocated elsewhere and you want to skip a month, or perhaps cancel altogether, or you may want to invest more than your subscription level one month. You can make changes at any time, but the program works on monthly cycles. Changes need to be made by the 20th of the month to take effect the following month. So, a change made on October 19 will take effect November 1, while a change made October 20 with take effect December 1. Please also note that there is a 3-month minimum for participating in the Flatiron powersports marketing program.
Dealers have a choice of which investment level to subscribe, from $1,200 per month to as much as $6,000 monthly. Higher investment levels garner even more ad impressions and more targeted consumers reached. This means that dealers electing the $3,000 investment level receive more than twice the impressions/targets than dealers investing at $1,500 monthly. Higher investment levels have greater economies of scale.