“Get dirty with data” | Digital Marketing w/ Kevin LeSage of Autotrader

02/25/21 • 25 min

Kevin LeSage’s career has been a dovetailing of two passions—cars and data—that have led him to his current role as Director of Digital Marketing at Autotrader. Today on DNT, Kevin joins Derek D to tell the backstory of his career, and what he’s doing today to transform sales at automotive dealerships.

Kevin digs deep into his digital marketing expertise to relate how, as an auto dealer, you can optimize data across multiple platforms and build custom digital marketing campaigns to funnel quality prospects onto their websites and into their dealerships.

Interview Highlights:

How Kevin and his team can predict, with over 85% accuracy, which brand an online car shopper will ultimately buy
Current insights on Search Engine Optimization, Analytics, and other areas of Digital Marketing as they relate to automotive sales
An analogy that ties automotive dealerships to fast food restaurants (hint: it’s about options)

“My job is to make understanding your marketing efforts and your targeting much easier to take action on.” —Kevin LeSage

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Episode Sponsor:

AutoTrader — Your ulitmate online tool for new, certified pre-owned, and used vehicle sales. AutoTrader makes the process of buying and selling easier, and gives you more control than ever before.

Interview Highlights:

How Kevin and his team can predict, with over 85% accuracy, which brand an online car shopper will ultimately buy
Current insights on Search Engine Optimization, Analytics, and other areas of Digital Marketing as they relate to automotive sales
An analogy that ties automotive dealerships to fast food restaurants (hint: it’s about options)

“My job is to make understanding your marketing efforts and your targeting much easier to take action on.” —Kevin LeSage

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Episode Sponsor:

Previous Episode

Auto Sales in the Information Age | w/ Juan Flores (Kelley Blue Book) & Jade Terreberry (Cox Automotive)

Today’s episode is about clarity of information—and how it helps customer confidence. In an industry where customers can feel intimidated by transactions, high levels of information and transparency—around pricing, vehicle history, service, etc.—can dissolve fear, build trust, and create more sales.

Derek D is joined today by Juan Flores — Senior Director of Product Management at Kelley Blue Book, and Jade Terreberry — Director of Dealer Sales Analytics for Cox Automotive. Their expertise on information and decision making, both on the consumer and dealership side, dovetail into a thorough picture of the importance of information in sales.

Interview Highlights:

How many years will drivers typically go to the dealership for service, before they defect to other mechanics? (And how do you win them back?)
In vehicle recalls, 60% of drivers go straight to an OEM dealership. What happens to the other 40%?
Where is there pent up demand that could be released post-pandemic?

“It all comes back to the consumer expectations and the consumer desire for price transparency.” — Jade Terreberry

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Episode Sponsor:

Kelley Blue Book — KBB has been the industry standard in used car pricing and transparency for decades. Our resources bring automotive consumers and dealers to the table, equipped with the information and trust they need to move a deal forward.

Next Episode

“There are two questions buyers ask…” | w. Bob George, Dealer.com & Brett Pomerantz, Cox Automotive

“What car?” and “What dealer?” This past year, the “what dealer” question has become far different, and today’s guests are uniquely equipped to address this change.

Brett Pomerantz grew up living and working around his family’s dealership business. That experience now combines with a degree in Digital Media & Marketing to inform his position as Senior Director of Digital Retailing at Cox Automotive.

Bob George studied to become an architect, but fell into automotive journalism and eventually his current role—Associate VP at Dealer.com. Bob explains how a degree in Architecture applies to the auto industry, and much more.

Interview Highlights:

What is Connected TV, and how is it combining the power of digital marketing with tv advertising?
What’s the difference between an average dealership website and a complete digital storefront (and which do you have)?
How do you determine what is the next right step to take in any marketing effort?

“The best digital retail product is the one you actually use.”

— Bob George

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Episode Sponsor:

Dealer.com — Dealer.com delivers the expertise and the technology, backed by a deep understanding of consumer behavior, to help dealers build comprehensive and profitable digital storefronts.