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synergymedia the art+science of advertising

Synergy Media is a data-driven, digital-centric advertising and marketing agency specializing in the auto industry. Since our inception twenty years ago we have been, and continue to be, the agency of record for some of the best and brightest automobile dealers in the country.

Research

Every plan starts with research. We look at your brand, your history, your market and competitors. We look at sales for your brand vs other same brand dealers, and competitive brands in 50, 25 and 10 mile radii around your dealership in every a au ut to o segment where you have a model. Analysis

The proper analysis of that research is very important. Raw data without an understanding what the research means, is worthless. We analyze the data to find the opportunities and that becomes part of the long term advertising and marketing strategy f fo or r y yo ou ur r i in ndividual store. Strategy

The long-term strategic plan for your dealership is the framework for everything we do. It’ s where we take the history of your store, the potential of your brand, your opportunities in specific segments and turn all of that into a battle plan that can be executed each month. Planning

That strategy has to be distilled down into a cohesive monthly plan which includes creative messaging for the month, individual specials and any budgeting allocation and placement changes. Ads should start as early as possible to m ma ax xi im mi iz ze e the number of days with ads running. Copy Procurement

We work with your managers to get monthly specials in a timely manner. We know which day of the month your OEM closed on from the previous month, and when we can get special pricing and programs for the next month to get your current s sp pe ec ci ia al ls s a an nd d a ad ds s r ru un nn ni in ng g e ea ar rl ly. Compliance

Every OEM has different compliance guidelines and processes. We work with most major brands to make sure this process is as smooth and efficient as it can be. Changes are made and submitted quickly, and we keep copies of all approvals for refe erence. Co-op

Maximizing any available coop reimbursement is critical for your bottom line. We monitor your available funds, and submit appropriate advertising and invoices monthly. We then monitor reimbursement so you get credits on time..

Budgeting

Budgeting is determined on an annual basis, broken down by month. Budgets are usually set using some combination of NADA/PNVR guidelines, available co-op, competition in the market, current inventory, new vehicle sales g go oa al ls s a am mo on ng g o other factors. Television

Television advertising has been one of the most used advertising outlets for auto manufacturers and dealers since the 1930s. The visual impact and broad audience has appeal to this day. And as viewers shift to streaming, OTT becomes more i im mp po or rt ta an nt t t to o reach them. Radio

Radio is another traditional media that’ s been a favorite for the auto industry. The strengths of a captive audience, often while driving, with the right message have helped drive auto sales for years. Although digital options have cut terrestrial r ra atings, there ’ s still a place for it. Out of Home

Billboards and other Out of Home options have some undeniable advantages. They ’ re reaching a captive audiences, and are hard to ignore. And with the advent of digital billboards, they now have the quick turnaround that auto dealers n ne ee ed d t to o u up pd da at te e c co op py y q qu ui ic ck kl ly. Direct Mail

Direct mail is a surprisingly resilient advertising option. Pre-Covid, it was going strong, promoting weekend sales and giveaways that kept showrooms packed during events. Things have changed a bit, but it’ s still working for dealers, and s sh ho ou ul ld d b be e b ba ac ck k s st trong in the spring. Print Advertising

In regions that still have a strong local newspaper, or magazine, print can be a great outlet for your current specials or branding message. Big, bold, auto ads can still attract attention. In areas that still have the readership to support t th he ei ir r rates, print can be a worthwhile option. Copyrighting

Copyrighting in the auto industry is a challenge. With everything that has to fit into an ad, including legal disclaimers, it seems like there may be no room for creativity. But our copyrighters are professionals and write scripts that sell cars, while sati is sf fy yi in ng g c co om mp pliance and legal.

Mystery Shopping

We mystery shop your competitors and grade them on timelines of response, accuracy of response, price/payment response and more. By understanding how those competitors are scoring on these metrics, we can better advise your s st to ore on how to improve. Rep Meetings

Media reps are some of the nicest, most hard working people in the industry. But matching up your target demo/geo and analyzing ratings and CPP data should be done by professionals to determine if it’ s a good fit and a good deal. ThaThat’ s where we come in. GMB Management

Google My Business is an often overlooked but extremely necessary component for proper search engine optimization. We utilize every possible information field, and asset option to maximize the value of this critical component to i in nc crease the visibility of your business. AutoInteractive

AutoInteractive Digital Magazines allow you to show your current new car specials, pre-owned specials, service, parts, and accessory specials all in a unique, page turning and interactive digital magazine, Using patented technology, they ’ re u ut tilized in targeted emails, social media, and other digital options. Social Media

Social Media is an evolving digital platform with a myriad of opportunities for dealers. Our team can put your dealership ’ s message in front of target audiences, for maximum visibility and efficiency and we monitor the space for additional o op pp po or rt tu un ni ities. OTT

Over The Top television is the digital side of big screen or tablet watching. Services like Hulu, YouTubeTV, Sling etc still serve commercials. We utilize the tremendous targeting capabilities of these digital services to be sure your com mercials are shown to cord cutters in your area. Video Production

Synergy Media has its own in-house production studio that allows production to be done faster, better and less expensively than most outsourcing options. We have the latest in equipment, software and hardware to be able to get your video project done on time and on budget.

Website Management

Auto dealer website management is a full-time job. We mange multiple dealer sites, adding ever changing specials, hours changes (especially with covid), design and layout. We ’ re DDC certified, and work with Dealer Inspire and DealerON along w wi ith CDK to make sure your website has up to date information. SEO

Search Engine Optimization is a critical function for an auto dealer ’ s website. When done effectively, it allows you to show up higher than competitors in local search, and also increases your quality score which leads to lower costs in SEM for the s sa am me e p pl la ac ce em men nt t. . SEM

Search engine marketing is a great way to get your message out to potential prospects. Based on a combination of quality score and bid score, we work with your budget to make sure your ads show up. We ’ re a Google Premier Partner and Bing C Ce er rtified. Press Releases

Press releases are a great way to get your dealership some local attention for anything noteworthy that’ s happening at your store. A new model release, a shattered sales record, new, notable employees or donation to a local charity are just a f fe ew w o of f the potential uses. Comparisons

When your potential customer is considering a model from your brand, they ’ re likely considering other vehicles also. At Synergy, we ’ re well versed in competitive comparisons that will highlight the advantages of your vehicle and s sh ho ow w h ho ow w they might be beneficial. Targeted Model Videos

Targeted, Model-Specific Videos are a great asset to target people who are shopping in a particular category. While most video advertising shows your specials and highlights numerous vehicles, our TMSVs target shoppers in the specific segment their looking (like small CUV) Invoice Reconciliation

Advertising invoices come in from dozens of sources, showing specifics of spot times and placement. These can be tedious to go through and difficult to understand. We analyze invoices to match up with our actual orders and anything outside of what w wa as s ordered is either made good or credited.

Behavioral Targeting

One of the most basic targeting methods is via behavior. Someone who ’ s reading new vehicle reviews, searching for automobiles specials, checking trade in values, checking on current interest rates etc are all behaviors that place them into the l li ik ke el ly y g group of in-market shoppers. Contextual Targeting

Contextual targeting is placing ads specifically on websites where your potential customer self identify. So for instance, if your ad is shown on an auto shopping site, that’ s considered contextual, as people who go on an auto shopping site are most l likely to be in-market shoppers. Psychographic Targeting

Psychographic targeting is simply targeting based on attitudes or beliefs or interests. In automobile advertising we use this for example to show someone who ’ s shown an interest in vehicle safety, a more targeted message that shows safety f fe ea at tu ures or safety awards. Competitive Set Targeting

Also known as Competitive Segment Targeting, we use this to target individual messages to people who are considering a model from another brand in a segment where we have a product with advantages over the specific model t th he ey y ’ ’ re considering. Remarketing

Remarketing and retargeting give us the ability to show ads and promotional messages to people who have already visited your site. It can be site wide, or page specific-showing them a special offer on exactly the product or service they were looking a at t whe en n o on n you ur r s si it te e. . Email Marketing

Email marketing is another digital Method of Delivery that, when used with a compelling message, can yield impressive open and click through rates. We can mail to your internal database, a highly customized, targeted external database or a a c co om mb bi in na ation of the two. Digital Video Targeting

We use the power of video combined with digital targeting methods to reach in-market shoppers of your dealership plus conquest your competition across platforms like YouTube, FaceBook, OTT/CTV, and a network of digital ViVidedeo o P Partartn ne er r S Si itetes s

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