I am excited to announce the launch of the Cars.com 4Ps Opportunity Scorecard: a new tool that measures how well dealerships amplify the 4Ps of Automotive Marketing™ — product, price, place, and person – through your presence on digital sites such as Cars.com.
For the past several months, Cars.com has been discussing how dealerships can make enduring connections that fuel growth by embracing the 4Ps. On digital sites such as Cars.com, all the 4Ps come together through the lens of the dealership’s online vehicle details page (VDP). Now, for the first time, we’ve developed a tool that helps dealerships understand your strengths and opportunities for improving your digital brand with the 4Ps.
Our scorecard assesses the completeness and quality of your Cars.com VDPs by assigning a score in areas such as:
- Product: for example, how compelling and complete your product description is and the completeness/quality of your visual content.
- Price: whether your digital VDP accurately reflects the price of your inventory.
- Place and Person: how well you leverage the reputation of both your store and the reputation of your top sales people across your inventory listings.
Each scorecard will show how you perform at the local market level regardless of how many rooftops you operate. Although the scorecard focuses on Cars.com listings, the results will give you a game plan for improving your online presence anywhere you publish your inventory, ranging from third-party sites to your website. With more a complete VDP, you’ll be in a better position to attract customers to your lot.
By contrast, dealerships with incomplete and inaccurate listings will fall behind those that showcase their brands across the 4Ps.
We’re going to give Cars.com customers a first look at the scorecard at NADA 2018 March 23-25. At our booth (4515C), we’ll walk you through your performance metrics for product, price, place, and person as well as uncover opportunities for you to connect effectively with consumers. All you need to do is book an appointment here so that we can evaluate your Cars.com listings and prepare your scorecard. And then plan on visiting us at Booth 4515C for an in-depth conversation on how you can take action to create more connections with consumers and fuel your growth.
We look forward to giving you a first look at the scorecard at NADA!