High Quality Audiences Change Marketing Strategies for Dealers - Especially Stellantis

Automotive manufacturing has its share of financial peaks and valleys, but some brands are struggling more than others. Stellantis is one OEM who has made several poor decisions resulting in the departure of their current CEO Carlos Tavares.

Automotive retailers bear the brunt of OEM mismanagement and yet there are always some retailers who make a delicious lemonade when served a bag of lemons. Stress and strain can bring out the best in leaders while others cave with the added pressures.

Dealers who are looking to accelerate sales, even Stellantis vehicles on their lots, may rely on marketing tactics which worked in the past. Others who realize the cheese has moved, will look for new strategies to accelerate sales. This article is to showcase one strategy that is helps dealers target "real" in-market shoppers.

Dealers who leverage high-quality audiences can develop an efficient omni-channel strategy which is also extremely effective.

Dealers who have a CDP are beginning a journey to develop high quality first-party audiences. However, dealers can only see the activity that occurs on their websites or logged in their CRM or phone systems.

Dealers who are using Google or Facebook audiences of in-market shoppers know that the quality of these lists are suspect. So, what can Stellantis dealers do? What could any franchise dealer do to be more efficient with their marketing dollars?

Client Command - Audiences As A Service

I asked the team at Client Command to share how many consumers who are ACTIVELY shopping for a Stellantis vehicle right now. 679, 642 consumers are in-market in the United States according to their patented Active Shopper Network?, and you can see the breakdown by U.S. region.

Client Command generates 23 million Active Shopper? profiles a month, revealing real-time customer data like name, address, behavior and intensity. These profiles can be selected by geographical region and OEM brands in the consumer's consideration set. These audiences can be used by any marketing agency, imported in any marketing activation platform, or leveraged inside the Client Command CDP.

Audiences as a service will become more popular as dealers develop internal data management tools to complement their CDP platforms.

Dealers who are looking to develop a new strategy for Q4 2024, I encourage you to start testing high-quality shopper audiences, starting with Client Command . Their platform incorporates all active shoppers in the United States covering all brands, so while I used Stellantis data, you can request audience counts for your brand.

You can set up a demo or send in an audience request by supplying Client Command with: 1) Region (zip codes or Metro markets), 2) OEM brands (multiple), and 3) the marketing activation channels you plan to use.

If you have questions, contact Megan Horton or CEO Jonathan Lucenay who will work with you to find a customized solution for your marketplace.

Client Command at MRC 2024

Dealers who are interested in advanced first-party and third-party data management are attending the Modern Retailing Conference (MRC) in Palm Beach, Florida, Nov 17-19th. Client Command will also be offering a workshop to showcase the power of leveraging high-quality audiences to reach sales objectives.

MRC will be the top destination for dealers who are looking to leverage their valuable customer data in new ways to sell more cars and service in a digital age.