Spectrum Reach Data-Driven Approach on Full Display at 2019 NADA Auto Dealer's Show

Seeking refuge from marketing pitches and relief for aching feet a beeline of industry executives made their way across Folsom Street to SPiN the hipster pingpong club where the Spectrum Reach Automotive team set up digs for the showSpectrum Reach Automotive sidestepped a presence at Moscone in favor of taking over SPiN for three days where the company offered complimentary breakfast lunch cocktails and a dozen open pingpong tablesamp160 Standing by with paddles in hand alongside worldclass ping pong champs was Spectrum Reach39s team of media marketers and data scientists ready to answer questions about leveraging the company39s 50plus national cable networks to drive more traffic to dealerships and online experiencesamp160 Spectrum Reach is the advertising sales division of Charter Communications the secondlargest cable operator in the United StatesquotWe could be across the street with a booth surequot said Jonathan Bernard Vice President of Automotive Sales and Strategy at Spectrum Reach quotOver therequot he said pointing to the Moscone Center quotwe would get a 20by20foot booth and have thousands of people walking aroundamp160 But their attention would be constantly distracted by the crowdsquotInstead current and prospective Spectrum Reach clients spent an average of more than an hour at SPiNamp160 The laidback environment was more conducive to bouncing marketing ideas off Bernard and his staff often over a drink or a game of pingpongamp160 At the table some of the serves were unreturnable but the sales pitches were easyamp160 quotI tell dealers that they need to find the right fit for them and I mean thatquot said Bernardamp160 quotWe never assume that we have all the answers for the clientquotamp160 Spectrum Reach39s goal first and foremost is to learn about the client39s needsamp160 quotOnly then can we say 39Hey this is how we can help39quot explained Bernardamp160 quotYou have to diagnose fully before you prescribequotA Chill VibeSpectrum Reach offers a robust set of datadriven tools to help auto retailersamp160 quotWhat sets us apart is our anonymized and aggregated settop box dataamp160 The data from somebody39s cable box in their home helps us understand what they39re watchingquot Bernard explainedamp160 The settop box data when combined with insights from Experian IHS Markit formerly Polk and the US Census can turn scattershot advertising into laserfocused campaignsThe Spectrum Reach team shared how a datadriven approach could make their media advertising spend go furtheramp160 By determining a zipcodebased set of homes as a target zone based on the shows that consumers are watching and the cars they own ads can focus on the consumers most likely to buy a car in a dealership39s backyardamp160 Local ads are more likely to result in sales from nearby residents translating into loyal customers who make referrals to neighbors and come back for serviceSettop box data is the key to slicing and dicing broad regions into niche marketsamp160 For example unlike broadcast advertising Spectrum cable television campaigns might identify the viewers of sports networks as truck buyers or faithful MSNBC fans as more likely to be interested in an electric caramp160 Yet Spectrum Reach cautions against stereotypesquotI love cooking showsquot said Bernard a father of fouramp160 quotWe used to say that we39re looking as an example for women age 25 to 54amp160 But who cares how old they areamp160 Would you rather look at a certain segment or everybody who39s buying a certain type of vehicle that matches the right criteriaquotRichard Petty Was ThereBy day two of NADA word had spread among attendees about what was happening at SPiNamp160 Spectrum Reach39s Friday night event was the hit party of the 2019 expo leveraging the company39s representation of auto racing contentDealership execs lined up for selfies with NASCAR Hall of Famer Richard Petty who donned his signature cowboy hat and sunglassesamp160 He was flanked by 25yearold racer Darrell quotBubbaquot Wallace Jramp160and the veteran Buddy Rice who won the 2004 Indianapolis 500 pictured at topAuto dealers and marketing pros also kicked back at the pool table with Jeanette Lee who was ranked as the No 1 female billiards player throughout the 1990samp160 She earned the nickname quotBlack Widowquot for eating people alive at the pool tableSpectrum Reach Auto Sales Manager Torrie Grelle at her fifth consecutive NADA show said this year39s setup was oneofakindamp160 quotThis is a better presence than we39ve ever hadquot she saidamp160 quotWe39ve done booths and had ballrooms at hotels but this is nextlevelamp160 It39s the perfect place to get out of the hustle and bustle of the show but still be so closeamp160 What better way to spend NADA than talking digital retailing while learning pingpong from a worldclass champquotThe Spectrum Reach Automotive Team shareamp160their additional takeaways from NADA as well as POVs on the year39s automotive outlook and more on their corporate blogClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Spectrum Reach Data-Driven Approach on Full Display at 2019 NADA Auto Dealer's Show

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Bradley Berman

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Spectrum Reach Data-Driven Approach on Full Display at 2019 NADA Auto Dealer's Show

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