Spincar FAQs

Secure/HTTPS

The 'S' at the end of HTTPS stands for 'Secure'.  It means that all communication between the browser (the customer) and the website (the dealership) are encrypted.

It can take 5 – 60 days depending upon the speed and urgency of the website provider.  We do ask that the dealership begin this process with their website provider directly, as soon as possible.

Creative

Direct mail:
• 5.5 X 4.25 inches
• Margins: .5 inches all around
• A white border around the artwork of .0989 in
• 2 pages

Retargeting Graphics:
• 300 X 250
• 160 X 600
• 728x90

Social:
• 600 X 600
• 1200 X 628

Email:
• 600 X 200
• No logo in graphic, as it is contained in the email

With vehicle specific creative you are assuming that the shopper is further along in their buying process and have actually chosen a specific vehicle.  Shoppers tend to be more erratic, often shopping multiple makes, models, and even types.

Yes.  However, these offers and incentives cannot have an expiration date.  The marketing of the shoppers is a 24/7 (every hour / every minute) task.  We cannot interrupt the creative.  Something to think about further; are all offers equal on all vehicles, is the dealer trying to sell a specific type of vehicle that the consumer may not have chosen for themselves?

Setup

Yes.  However, it is recommended that we launch and turn-on services the first of the month.

This is like asking a dealership how much is a "pre-owned vehicle", with no other parameters.  There are many factors that influence the setup time.  Assuming several factors, listed below, we can be ready to go in approximately 2 weeks:

  • Dealership responsive (provides logo, Facebook admin, provides “why buy”, etc)
  • Website provider responsive (places Google tags efficiently)
  • Creative approvals are provided quickly

This program is on-demand.  As people are going to the site, we hit them immediately after with digital, within 24 hours with email, and within 72 hours with mail.  The reason is that people shop the dealer's website throughout the month.  You want to pull people throughout the month into the showroom.

DMS Data

No. However, we are in process of being Reynolds & Reynolds certified.

Yes, we can access data utilizing DealerVault/Authenticom.  The charge for their services, which will be passed to the client is $300-$600 per month.

The trigger to market the consumer happened PRIOR to them submitting a lead. We do not remove those consumers from marketing efforts because they are now known (because they submitted a lead). The benefit is 100% targeted marketing to those that submitted a lead.

We are not. The data contained within the CRM or DMS are known customers. We are identifying and marketing to the 99% of your anonymous shoppers.

Sales and service should each have their own file that contains: Residential Address, Date of Transaction.

If the dealership is not using DealerVault or another vendor to provide the data, the dealership should send the report at least once a month.

Currently, the dealer should email their data file to iheart@streamcompanies.com. The file should contain: address, city, state, zip, date of transaction / sold date.

Mail/Email/Video

Typically 60% rate of email capture.

Once a client goes active you'll see it at about 60% rate pretty consistently.

The first (x) amount of customer identified will receive direct mailers. We base the number off of the package selected.

The cost per piece is $1.29 (This does not differ based on packages)

Within the Dashboard, you can ensure the dealership is under their monthly quota. Based upon the quota and used quota you will be able to recommend increase spending to ensure no missed mail opportunities. (See screenshot below).

Future enhancements requested include “pacing” the customer spend throughout the month. In addition, we are working on proactively reaching out based upon estimated fill dates and/or when mail quota remaining is low.

This will vary based upon geolocation (suburban/rural/city).  Key is setting dealer expectations; you will not be able to reach EVERYONE.  In addition, it is important to reiterate that we exclude bots.  Some of the traffic to the website may be bogus.  What we provide is only real people.

High rise buildings and/or multi-unit dwellings.  Shopper Suite will not be able to identify shopper by which apartment and/or floor the shopper is on therefore, they would be excluded from marketing.

We exclude people outside the designated radius of the dealership and we exclude the bots.

The trigger to market the consumer happened PRIOR to them submitting a lead. We do not remove those consumers from marketing efforts because they are now known (because they submitted a lead). The benefit is 100% targeted marketing to those that submitted a lead.

4% - 6% open rate.

The mailers are sent to the shopper via USPS First Class mail.

Very rarely.  Our emails incorporate the highest coding standards to avoid SPAM filters, thereby delivering the dealer's message directly to the inbox.

Display ads appear on Amazon websites, apps, and devices, as well as sites and apps not owned by Amazon.

We buy across hundreds of top sites and content publishers. Some include:  Washingtonpost.com, Msnbc.com, Yahoo.com, Weather.com, Time.com, People.com, Foxnews.com.  

NOTE: Video Retargeting does include YouTube.

For instance, if a dealer goes with the 1,000 mailer package, and you are able to match up 2,000...how then does the system determine which 1,000 to use for the package?  Do they determine the first 1,000 of the 2,000 matched or do they look geographically at the 2,000 selecting the closest 1,000?

Since the system runs automatically every single minute of every single day, it can’t really compare what it doesn’t know yet. Unlike a one-time mail drop where you have one set of data, you can figure out who you want to hit. With Shopper Suite, you are collecting hundreds of data points every day. That being said, we have a feature rolling out called Power Score where after 90 days, you can hone in where you want to spend your marketing, based on last 90 days of historical stats/averages. This new Power Score feature would most likely be ready by the time someone signed up and finished their first 90 days.

Direct mail can be filtered by radius only.

We are working on this as a future request/enhancement due to dealership request.  However, is a person who viewed your non lead-generating pages (as in About Us, Blog for Recommended Service, etc) ten times more likely to buy then someone who did a search for a specific vehicle and viewed that vehicle?

Hard question to answer. Consider it an average. It is also based on the number of people on that site. If 0 people come to the site, then it would be 0. The fewer people it is, the more frequency will be.

Dashboard/Analytics

"Shopper on the Move" is those people in transition of being identified.  They may be at a Starbucks or somewhere else and we haven’t been able to teether them back to their residents.

We will need DMS Integration OR someone to provide us with the Sales / Services information of each month.

This field on the Dashboard will populate depending on the type of DMS Integration:

  • DealerVault: around the 13th of the following month
  • CDK: between the 9th-12th of the following month
  • Dealer Provided: once provided, please allow 3-5 business days

We do not have a download option from the Shoppers' information - you can only view it in the Shopper Suite Dashboard.

If the dealer did not start the 1st of the month, all opportunities prior to them launching for the month will show as "Missed Opportunities".

 

And / or the package selected has a lower amount of mailers than the clients website is tracking.

 

Additionally, we include a "Recommendation" for future months next to this box on the Dashboard.

 

Local Awareness Campaigns:

  • Reach.  Unique views within the specified geographical area that the Ad was shown to.  This is most relevant in Local Awareness campaigns, as the objective is to reach as many users as possible with our ad.
  • Impressions.  Impressions are the number of times your content is displayed, no matter if it was clicked or not. An impression means that content was delivered to someone's feed.
  • Frequency.  The average numbers of times the user saw the Ad.  If you were to multiple Reach by Frequency you would get approximate Impression

 

Click Campaigns:

  • Clicks
  • Reach.  Unique views within the specified geographical area that the Ad was shown to.  This is most relevant in Local Awareness campaigns, as the objective is to reach as many users as possible with our ad.
  • Impressions.  Impressions are the number of times your content is displayed, no matter if it was clicked or not. An impression means that content was delivered to someone's feed.
  • Frequency.  The average numbers of times the user saw the Ad. If you were to multiple Reach by Frequency you would get approximate Impressions.

 

Yes, within the dashboard you are able to see a dealership stats, consumer views among other items. (See screenshots below)

 

We do not currently push reports to dealers directly however, we do have a dashboard that the dealer and/or their account manager can access to view their marketing campaigns.

We do have a dashboard that the dealer and/or their account manager can access to view their marketing campaigns.

You can access the dashboard here: https://iheart.livemarketshoppers.com

The dealer sees the same as your login. They can see the information, just not the email or any contactable information.

This feature (ability to know desktop vs. mobile) is coming in Q1 2019. For now, each different CID on the URL means it’s a different device.

The Shopper Suite Portal gives the ability to see the activity of the individuals visiting the site, including their address, a Google street view of their home, whether or not they were mailed/emailed, etc.  In addition, if sales/service data is sent to us, we’ll also be able to show the matchbacks/conversions, specific for each customer and their associated address.

Program Details

This request is like asking Coco-Cola for their secret recipe. Below is a sampling as of 9/6/2019 wherein a significant volume of Amazon retargeting ads for our clients ran last month.

Hope this helps!

accuweather.com
allrecipes.com
autotrader.com
baltimoresun.com
bbc.com
boston.com
bostonherald.com
cargurus.com
cbssports.com
charlotteobserver.com
cnet.com
cnn.com
edmunds.com
espn.com
expedia.com
fantasysports.yahoo.com
foxnews.com
google.com
imdb.com
kbb.com
msn.com
nypost.com
people.com
politico.com
realtor.com
reddit.com
vox.com
weather.com
womenshealthmag.com
xfinity.com
yahoo.com
zillow.com

A bot cannot click on the "allow" button - additionally, a bot will not have a physical address for us to verify, therefore we would not send them email / direct mail.

Generally - no we do not have issues with Safari.

That being said, some people can setup 'super strict settings' on any browsers (but this is very rare).

Within the Dashboard, you can ensure the dealership is under their monthly quota. Based upon the quota and used quota you will be able to recommend increase spending to ensure no missed mail opportunities. (See screenshot below).

Future enhancements requested include “pacing” the customer spend throughout the month. In addition, we are working on proactively reaching out based upon estimated fill dates and/or when mail quota remaining is low.

It is a multiple pronged approach that incorporates:

- Geolocation: Latitude and longitude. Further identifies if location is business, residential or other dwelling.

- USPS: Verification

Shopper Suite captures all location stops (multiple locations) of the shopper, then determines what is the highest visited location/address. The greatest visited residential address is the one that gets assigned. The assumption made is further validated by ROAS.

It is a multiple pronged approach that incorporates:

- Geolocation: Latitude and longitude. Further identifies if location is business, residential or other dwelling.

- USPS: Verification

Shopper Suite captures all location stops (multiple locations) of the shopper, then determines what is the highest visited location/address. The greatest visited residential address is the one that gets assigned. The assumption made is further validated by ROAS.

30 days if they only sign up for a month. Max of 90 days.

We use an information exchange. Once you know 2-3 things about someone, you can find out 5-6 more things about them.

These information exchanges are legal, compliant, and widely available. An example of a very public and expensive one is http://pipl.com/

Oracle Data

  • In-Market Model Audiences​
    • Reach people in market by brand or model​
    • Incentive based promotions, conquesting, pushing slow moving inventory​
  • Owner Model Audiences​
    • Bring current owners into the dealership with vehicle incentives, trade up, service special by make or model​
  • In-Market Audiences for Pre-Owned & CPO Campaigns​
    • Reach used vehicle buyers returning to market with an interest in general body style​
    • Promote pre-owned inventory based on brand​
  • Reach Households with Expiring Lease in the Next 6 Months
    • Find households with a history of leasing and expiring leasing; define by luxury and non-luxury​
    • Target based on vehicle classification by body style or in market make data​
  • TransUnion data to target people based on Finance Data​
    • Reach customers based on credit criteria: in market for an auto load, credit score tiers, loan maturity​
    • Promote credit offers, create look-a-like audiences based on credit tier, reach high-risk drivers to promote collision centers​
  • Visa & MasterCard data to find people spending on parts and service
    • Reach customers that currently service their vehicle at independent shops like Jiffy Lube​
    • Target parts, accessories and tires buyers

Competition

Nothing out there is like Shopper Suite!  We provide full transparency in the portal that documents the customer journey.

Most just present you the data to analyze.  Shopper Suite is selling a solution with marketing activation and influencing materials.  It’s not just what data you get, it’s what you do with it.

It's like comparing apples to oranges.  Foureyes is an enhancement to a CRM.  They enrich the CRM leads in your system with more information so you can better figure out which leads to follow up.  Any shopper who is anonymously identified is based on OLD tech like IP Address and MobileID.

Shopper Suite provides the following key differentiating advantages:

  • Unidentified visitors, the missing 98%
  • Instant marketing to them via people-based marketing
  • ROI report to see who we influenced
  • What sales and service customers' entire journey is like from first visit to transaction date

Links

Packages

Example: Dealer wants to put all $1500 in the bronze package to CLICK TO WEBSITE ADS, and have no Local awareness.

Yes, we can work with the dealer to customize the package.

However, that should be the exception not the rule as our mix (as designated with the packages) is what will usually perform the best results.

Yes.  We can add additional marketing a la carte but it may be more cost-effective to upgrade to the next level.  We will gladly work with you to ensure that the dealer has all the services they need to be successful.

Other

This request is like asking Coco-Cola for their secret recipe. Below is a sampling as of 9/6/2019 wherein a significant volume of Amazon retargeting ads for our clients ran last month.

Hope this helps!

accuweather.com
allrecipes.com
autotrader.com
baltimoresun.com
bbc.com
boston.com
bostonherald.com
cargurus.com
cbssports.com
charlotteobserver.com
cnet.com
cnn.com
edmunds.com
espn.com
expedia.com
fantasysports.yahoo.com
foxnews.com
google.com
imdb.com
kbb.com
msn.com
nypost.com
people.com
politico.com
realtor.com
reddit.com
vox.com
weather.com
womenshealthmag.com
xfinity.com
yahoo.com
zillow.com

We do not do any suppressing or exclusion, since the mailers/emails drop daily and are sent on demand as visitors within the radius come to the site and are identified. Note - if they shop on the dealers site at home, the household could still get a mailer/email. We will only mail to home addresses – so anyone actively looking in the dealership won’t get a mailer sent to them work.

Lack of product understanding beyond sales:  Almost all cancellations can be categorized in this section.

Budget: How is the store doing? Are we able to quantify the budget?  Cancellations regarding budget issues, in most instances, correlates directly to the lack of product understanding beyond sales.  Is the dealer taking advantage of co-op, if available?

Not seeing the results:  Is the dealer providing data for the match report?  Ensure that you are providing the dealership the details contained within the dashboard.

Currently we have approximately over 300 dealers utilizing the Shopper Suite.

No. This is exclusive opportunity for iHeart.

Yes. We currently have 5 product sales people selling not only Shopper Suite but all the products available within the FullThrottle platform.

It will help identify missing 99% that are not converting, instantly market to them, and help show ROI based on influence.

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