New B2B Advertising Campaign from AutoTrader.com® Launches

Challenging Misperceptions About How Consumers Shop For Vehicles

AutoTrader.com’s new B2B adver­tis­ing cam­paign takes aim at com­mon mis­per­cep­tions about how con­sumers shop for cars. Themed “Do you know today’s cus­tomer?” the cam­paign will high­light insights about con­sumer shop­ping behav­ior in order to help deal­ers more effi­cient­ly and effec­tive­ly reach shop­pers online.

“Today, deal­ers have access to more infor­ma­tion than ever about how con­sumers shop for cars, and our goal is to bring this infor­ma­tion to deal­ers in a way that will cap­ture their atten­tion, spark con­sul­ta­tive con­ver­sa­tions with their AutoTrader.com reps, and ulti­mate­ly, help deal­ers move the nee­dle in their online adver­tis­ing,” said Clark Wood, chief mar­ket­ing offi­cer at AutoTrader.com.

Steeped in deep research, the cam­paign tack­les sev­er­al themes in auto­mo­tive mar­ket­ing, includ­ing:

  • the role of search engines in the online shop­ping process,
  • the effi­cien­cy of online adver­tis­ing ver­sus tra­di­tion­al adver­tis­ing,
  • the abil­i­ty to influ­ence shop­pers who are close to pur­chase,
  • the impor­tance of mer­chan­dis­ing vehi­cle inven­to­ry online,
  • the preva­lence of new car shop­pers on third-par­ty sites, and
  • the over­whelm­ing pref­er­ence among con­sumers to walk-in to a deal­er­ship with­out con­tact­ing the deal­er by phone or email before the vis­it.

“Our promise to our deal­er cus­tomers has always been that ‘we work for you,’ and that promise con­tin­ues in this new year,” Wood said. “We believe that by pro­vid­ing our deal­ers with the lat­est infor­ma­tion about car shop­ping behav­ior, cou­pled with how that infor­ma­tion can trans­late into action, we can bring addi­tion­al val­ue to the part­ner­ships we con­tin­ue to fos­ter with our cus­tomers.”

Over the course of the year, the new cam­paign will come to life through media buys in print and dig­i­tal pub­li­ca­tions, in AutoTrader.com’s pres­ence at major indus­try shows such as the upcom­ing Nation­al Auto­mo­tive Deal­ers Asso­ci­a­tion (NADA) Con­ven­tion in Orlan­do, and also on AutoTrader.com’s We Work For You microsite.

Includ­ed on this microsite will be videos of six deal­ers talk­ing about their expe­ri­ences with adver­tis­ing, as well as eight con­sumers dis­cussing their car shop­ping jour­neys. To view the cur­rent cre­ative for the cam­paign and to watch the videos, vis­it www.WeWorkForYou.com.

For more infor­ma­tion, please vis­it www.autotrader.com.

 

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