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How to thrive in a competitive marketplace Nick King Insight Director
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Auto Trader
Our journey
3500 staff
13 regional print titles
450,000 peak circulation
per week
Largest automotive
marketplace in the UK
Digital
850 staff
1 national marketplace
59.5million monthly visits
13,500 retail customers
Largest automotive
marketplace in the UK
Data
4.9 million vehicle
transactions per year
300,000 price changes per
month
70,000 consumers research
Largest automotive data
set in the UK
Largest automotive
marketplace in the UK
1977 2014 2019
37 Years Ago
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BLADE RUNNER
“Enhance the Image”
Today
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A DUST CART
Today
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A DUST CART
Printing press 1440-
50
Internal combustion
engine 1807
Each Minute = 50 years
50 years X 60 minutes
= 3000 years
Tesla 2009 = 8 seconds
Smart phone 2007
= 12 seconds
Personal Computer
1977
= 48 seconds
Motor car 1885
= 2.6 minutes
Telephone 1875
= 2.8 minutes
We’re living through uncertain times…
Politically… Economically…
Socially… Technologically…
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Familiarity
Make me
happy!
In a complex digital world...
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Advertising
messages seen
every day
Up to
10,000
Information Overload
Our brains are configured to make a certain number of decisions per day. Hit that limit, and we can’t make any more, regardless how important.
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Think like a consumer
BMW configuration options
Section title
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Rete
ntion
time
Primacy effect People have a good memory for
items at the beginning of a list
Recency effect People also have a good memory
for items at the end of a list
If their website is
an insight into how
the company is run,
I'd run a mile.
Never visited the site due to
confusing website. How can
I make a choice if I cant see
cars and quality of the
dealership in one place.
Section title
21
Perception matters
1 2 3
OK
50p
Good
75p
Excellent
£1.50
The majority of consumers don’t trust car dealerships
Q8 Please rate each of the following types of companies on the extent to which you trust them when doing business with them.
Base: All respondents (3224); Bought a new car in the past six months (240); Bought a used car in the past six months (459)
0%
20%
40%
60%
But with forecourt visits declining, they need to build trust online first
Simplicity
is the
ultimate
sophistication. Leonardo Da Vinci c1470
PERCEPTION vs REALITY
7% TRUST CAR
DEALERS
Source: Sept AT Market Report
IN REALITY, 8% DIDN’T
TRUST THE DEALER
ACTUALLY PURCHASED
FROM
Challenge
Auto Trader
The
Studio
was
BORN
Vision
Mixer
-
Audio
Desk
3 x 4k
UHD
Remote
Cameras
Guy Dunn – Webinar
Planning/Design/Producer/Presenter
Internal Webinars – All Employee
Internal Webinars – All Employee
External Webinars – Auto Retail Network
External Webinars – FCA Manufacturer
Bespoke Webinars – Group 1 Automotive
Bespoke Webinars – Vertu Motors
Product Launch Webinars – Marshall Motor Group
Dealer Update Webinars
So how do you really make these works?
Commitment from a technical expert Creative ability Content delivery in a compelling way
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Summary
keep it simple
Keep aware of your entire audience.
Don’t baffle with Jargon
Make compelling content – you are creating Telly
Use polls and don’t forget the Q&A
Promote your next sessions
Create a seamless experience
Digital Excellence:
An easier more enjoyable
purchase journey
