Online In-Market Car Buyer's Research Influenced by OEM Messaging
Kelley Blue Book Reports Spike in Pricing Reports for New Toyota 4Runner and Infiniti G35 Due to Latest OEM Ad Campaigns: November Top 50 Released
Kelley Blue Book, the No. 1 online automotive resource saw the Toyota 4Runner and the Infiniti G35 make significant moves up the November Top 50 most researched new vehicles list. During the same month both manufacturers ran vigorous advertising campaigns on kbb.com for the two vehicles, driving consumers to request pricing reports for these new models in record numbers.
"These moves on our Top 50 list demonstrate how a manufacturers message in combination with a trusted Web site like Kelley Blue Book can impact car buying behavior," said Robin Cooper, director of advertising and business development at Kelley Blue Book. "Kbb.com site visitors responded to those messages last month in way we could clearly see."
According to Jupiter Research, 61 percent of in-market car-buyers have not yet chosen a manufacturer or a make/model. Cooper believes with that high a number these types of ad campaigns really afford OEMs the opportunity to impact the consumer's buying process.
In October, Toyota's popular 4Runner made the October list at No. 48 and then skyrocketed in November to No. 15. Infiniti's G35 weighed in at No. 21 on kbb.com's October most researched list, but moved its way up to No. 10 last month. In addition to the strong advertising campaigns on kbb.com, Kelley Blue Book expects the significant moves were also due in part to Toyota's 4Runner showcasing a new body style for 2003 and the recent introduction of the all new Infinity G35.
Toyota ran and is still running a rich media campaign on Kelley Blue Book's current owner page on kbb.com. According to Cooper, the 336 x 280 4Runner ad is seeing the highest click-through rate of any other ad in this location. This is also the first time an ad of this size has run on this page. Typically manufacturers choose to use the popular skyscraper style.
Infiniti took advantage of Point Roll technology in a skyscraper campaign for the new G35's, "When did it start for you?" In November the campaign held positions among Kelley Blue Book new car pricing reports and equipment pages as well as a two week sponsorship of every page in the kbb.com 'preview section.'
Kelley Blue Book, rated No. 1 site by Nielsen//NetRatings is the most trusted vehicle information resource, providing comprehensive automotive research tools and up-to-date pricing on thousands of used and new vehicles. Since 1926, car buyers and sellers have relied upon Kelley Blue Book for timely and accurate information to make well-informed automotive decisions. The company also offers objective vehicle pricing via products and services for both the auto industry and consumers, including the famous Blue Book Official Guide, software and the Internet. Kelley Blue Book's kbb.com has been named first visited and No. 1 automotive information site according to J.D. Power and Associates five years running. No other medium reaches more in-market car-buyers than kbb.com; one in every four people who purchase vehicles visit and utilize kbb.com.
Top 50 - Most Popular Cars at kbb.com for November 2002 1 Honda Accord 2 Chevrolet / GMC Pickups (Silverado & Sierra) 3 Ford Pickups (F Series) 4 Honda Civic 5 Toyota Camry 6 Ford Explorer 7 BMW 3 Series 8 Dodge Ram Pickups 9 Nissan Altima 10 Infiniti G35 11 Nissan 350Z 12 Chevrolet / GMC Tahoe / Yukon 13 Volkswagen Jetta 14 Toyota Tacoma 15 Toyota 4Runner 16 Volkswagen Passat 17 Ford Mustang 18 Toyota Corolla 19 Chevrolet TrailBlazer 20 Toyota Highlander 21 Ford Escape 22 Honda Pilot 23 Honda Odyssey 24 Honda CR-V 25 Mercedes-Benz C-Class 26 Jeep Grand Cherokee 27 Chrysler / Dodge Voyager / Caravan 28 Ford Expedition 29 Audi A4 30 Nissan Maxima 31 Acura MDX 32 Jeep Liberty 33 Mercedes-Benz E-Class 34 BMW 5 Series 35 Toyota Sequoia 36 Nissan Xterra 37 Hyundai Santa Fe 38 BMW X5 39 Ford Focus 40 Volvo XC90 41 Toyota Tundra 42 Chevrolet / GMC S10 / Sonoma 43 Mitsubishi Eclipse 44 Saturn Vue 45 Nissan Frontier 46 Dodge Dakota Pickups 47 Toyota RAV4 48 Cadillac Escalade 49 Acura TL 50 Dodge Durango
SOURCE: Kelley Blue Book
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