Direct2Dealer(TM) Program Drives Real Sales for Retailers with Hyper-Local Targeting

JENKINTOWN, Pa., Oct. 2 /PRNewswire/ — Goodway Group’s Beep! Automotive, the premiere online ad network, officially launched its Direct2Dealer(TM) program, driving cross-channel consumers directly to their closest dealer location while simultaneously landing on the vehicle build and pricing page. Consumers will view an ad running on a national site modified to serve their specific market, helping influence their offline purchase while they are deep into the purchase funnel. Piloted in January of 2009, the program created a measurable sales lift for a luxury manufacturer whose campaign ran and supported local marketing groups in major SE U.S. markets. Campaign users benefited from shoppers starting at a dealer site, causing a higher conversion rate.

Direct2Dealer(TM) was conceived as a way to ease ongoing auto dealer concern over the web’s influence on in-store sales. As a growing market segment, Forrester Research expects cross-channel sales to reach $1.1 trillion, or 38% of total retail sales by 2012. When consumers enter the desirous step of building their “dream” vehicle, it’s integral to take them from the research phase into a brick and mortar location. Current nationally placed campaigns drive users to an interim landing page that requires a user to define a radius and then select from a number of dealers within the range. Campaigns using this pathway find only a few small number of users click through these steps and convert in these environments. Direct2Dealer(TM) allows national advertisers to improve the efficiency of their campaign by isolating their core audience and market.

Economic conditions also vary by region, state and city – making hyper-local advertising an essential strategy. “Direct2Dealer(TM) allows you to hone in on each market individually instead of painting things with one brush,” said Goodway Group Southeast Region Vice President Geoff Halsema. “Getting the shopper most efficiently to relevant content that will make them convert is crucial in the current economy.”

The Direct2Dealer(TM) model has also caught the attention of other retail establishments, including franchisees, looking for a way to drive cross-channel consumers into their individual establishment. Direct2Dealer(TM) reaches consumers in complex, high-ticket categories and creates a seamless transition from web to store.

For more information on Direct2Dealer(TM), contact Goodway Group through http://www.goodwaygroup.com

About Beep! Automotive Ad Network

Headquartered in Jenkintown, PA, Beep! Automotive Ad Network is a 3rd-party online advertising network which enables agencies and advertisers to advertise across hundreds of sites and subsequently optimize campaign results to ensure only the best performing inventory is being delivered within each campaign. For more information, visit http://www.beepautomotive.com

About Goodway Group

Goodway Group is a third-generation, 80-year-old marketing services company that owns and operates two ad networks, Beep! Automotive and IvyPixel. With more than thirty years of specialized experience in retail marketing, Goodway provides cutting-edge, turnkey marketing campaigns on a local, regional and national basis for the retail industry and also serves education and government clients. The company is dedicated to targeted marketing and is on the vanguard of one-to-one communications – featuring print, digital, interactive, telephony and emerging media.

The company headquarters are located in Jenkintown, PA, just 10 miles north of Philadelphia, with regional offices located in Austin, Boston, Dallas, Chicago, San Francisco, Los Angeles, New York, Atlanta, Minneapolis, and Philadelphia.

For more information, visit http://www.goodwaygroup.com

    Contact:

    Melissa Cassera
    Cassera Communications
    (856) 816-3413
    casseracommunications@gmail.com

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SOURCE Goodway Group