YouTube video (Nate Tilley) discussing marketing strategies for newer/higher-end cars. Emphasizes that prime (higher-end) buyers require precision targeting rather than generic Facebook ads — generic ads attract many irrelevant viewers. Mentions use of Polk licensing and a "purchase predictor" technology to identify in-market shoppers for specific makes (example: Subaru) and serve tailored ads.
Your main focus is more on the new side and then the prime customers because you have higher end cars. Right. Longer of a buying cycle with those. And also it's a different strategy altogether. You know, if I'm a guy looking for a 2023 Solterra and you know I know that I want it to have low miles under 10,000 and I know I want it to be under 35,000, you know, I'm going to be looking for this car specifically more than I'm going to be just clicking on some random dealership ad on Facebook. So one thing that we've found over the years of doing this is that you can't just use any cookie cutter strategy to move these kind of vehicles and newer cars, especially when you're dealing with more prime customers. Yes, you can just throw Facebook ads out there and you will attract some prime, but you'll attract 70% just people that aren't really the right profile. We've actually got a licensing deal with Polk where we do Conquest marketing data and what we can do is we can actually use our purchase predictor technology to find people that are in market for a Subaru and show them ads specifically.
