Digital partnership: AdTorque Edge and Trade Me Motors

Digital partnership: AdTorque Edge and Trade Me Motors


(car engine revs) (upbeat rock music) – AdTorque Edge is a full service automotive digital agency. It’s come out of Australia, we’ve got offices in
Melbourne, Sydney, Manila, Singapore and now in New Zealand. Nine months we’ve been in New Zealand now and it’s really taken off. – Yeah, we’re really excited
about the partnership. So what we’re doing is
we’re sharing of our anonymized private data with AdTorque Edge which will allow a lot of our customers to target their advertising a lot better. Trade Me’s got almost a
million people that would not even just view, but actually watch-list
a vehicle each year. And we anonymize a lot of
it, privatise a lot of it and allow the great folk at AdTorque Edge to be able to target their advertising based on that Trade Me data. It’s really fantastic. Yeah, so the data is very important. People will of course look for a vehicle and shop for a vehicle on Trade Me but they’re also going
to browse other media throughout the day. And dealers want to be
able to reach people wherever they are, so being able to know who to target and know that some of the
work dealers are doing through the advertising
is really efficient because you’re talking
to the right people, it’s really important. – It’s been really important for us to make sure that we’ve
in-market audiences. We’ve already been doing
very fantastically well with the Google and the Facebook audiences but the overlay, the real specialty here is overlaying the Trade Me data and getting those in-market audiences is really what this is all about. – I mean, really specialist isn’t all on the name specialist, I mean, AdTorque Edge works with, I think, Todd told me it was what, 700? – We have over 700
dealerships across Australia, Asia and New Zealand. – Yeah. And so that experience,
the ability to have in-house creative as well, is an experience with
overlaying on Facebook and Google and other
advertising platforms, we want that expertise in the house, super smooth. – I think the biggest
thing about AdTorque Edge being different to other agencies is that we fully focus on automotive. So we do the whole automotive cycle from building the
website, right through to their social, to their search, to their programme edit. Now we’re adding in the
Trade Me partnership, there’s nobody else in the country that is fully focused on automotive. That’s the point of difference. We don’t do the photo
shoot or the warehouse, we just focus on cars
and we focus on leads, we’re a leads based agency
and that’s the difference. – Yeah, I think that was really important for Trading Motors as well, to partner with somebody
who was really focused on dealers and automotive. And knows their customers really well. It’s very important to
us that our customers are looked after well. – Yeah, everything we do
with our development teams in Australia is fully
focused on dealerships and creating leads. We don’t focus on anything but automotive. Yeah, so the accelerator
product came about, we were obviously doing very very well in the digital space
but it was really about how do we get in-market audiences and that was the reason
that the partnership started with Trade Me, it was really about getting those people, getting those people that are in that six week window that are viewing cars, that are watch-listing cars and overlaying that with
the data that we use with Google and Facebook. That’s been the key to being able to bring the product to people and just minimise wastage, maximise leads. Yeah, I think AdTorque Edge’s creative, the biggest difference there is, and we’ve done a lot of
case studies on this, is a lot of people just use the manufacturer’s creative. But if you actually
personalise the creative to a specific dealership and to its local area, we really have proven the results can be three to four times better if you’ve got specific creative created for the dealership. – Yeah, so again, really important for us in partnering with an
agency that has capability, that can tailor creative. We know that on Trade Me, when people take better photos, put time into merchandising, put real time and attention to detail into their advertising,
it really pays off. So, you know, that’s why
we’re very very happy to partner with a full service agency. Yeah, marketing data and audience segments can be a bit of one of these weird terms that’s hard to understand. Maybe let me talk about an example, give some specifics around that. So, you know, at Trade Me we think about the number of people that
are viewing or watch-listing types of vehicles, and we can segment that
by price or region. So as an example, what we
can do is we can provide AdTorque Edge the ability
to serve up their ads, to say, people who’ve
been looking at SUVs, that are, say, above $20,000 and less than five years old. And also, you know, we know those people are in market for a new or near new SUV. So we privatise all that
data, we anonymize it, we’re very very respectable kind of of consumer’s privacy and
our obligations there. But we think that means we can get a far far better return on
that advertising spending. Yeah, we’ve had a few dealers asking who they might call, for what, and for Trade Me listing, continue to call your
Trade Me account manager and he or she will talk you through what you need to do and get the most out of your
experience with Trade Me. When it comes to your
other marketing activities, things like your Google
AdWords or your social spend or your display ads, then give Todd and team a call and, the wonderful thing
here is all of that data that’s shared in the background, that’s something you
don’t need to worry about, that’s something that Todd and the team do in the background. – Yeah, look, I mean, I
think one of the things that I’ve learnt very quickly after being 30 years with a print career, is the reporting. And a lot of the stuff
that we do at AdTorque Edge is actually educating
the dealers about data. But then the reporting shows everything. So at the end of the month, we’re sitting down and telling them where every leads come from,
every phone call’s come from, that’s the kind of information that just hasn’t been
available in the past and is obviously the future. Yeah, we definitely sat down with the DPs, with the marketing managers and take them through an education piece before we even move
into the power of sales and then what we can do for them. We’ve definitely had
enhancements with Trade Me using some of our tools. Call tracking has been a fantastic tool, where we monitor every phone call. The average phone call, for an example, the average phone call for a dealership is three minutes but the average for a Trade
Me is four and a half minutes. So we know that they’re
getting better conversion rates from a Trade Me call to
an average call coming in. That’s just one example of the tools that we have that start to show people the value that we can give them. One of the biggest things that we’ve had by using the Trade Me data is we’ve really found that the conversions to phone calls or to submission leads has increased. So we know that using the Trade Me data we are targeting the right
people in the market. We’re getting those in-market audiences and the results are proving themselves. That conversion to phone call or conversion to submission lead is definitely working through using the Trade Me data. – Well we’re really excited
getting into this partnership. One of the things that
we’ve done AdTorque Edge is giving them exclusive access to the Trade Me data
for using with dealers in New Zealand. What we’re looking for
is a close partnership, somebody that, you know, can
literally sit alongside with and work with. That we can, you know,
talk about how we best serve the other’s needs together and New Zealand based, just down the road, good blokes, yeah. – Good blokes, don’t edit that out. (laughter) – There you go. (upbeat music)

About the Author: Michael Flood

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