Edmunds.com | Company Profile, Marketing Contacts, Media Spend, Brands
Edmunds.com publishes new and used automotive pricing guides online. The company, headquartered in Santa Monica, CA, assists online automobile buyers and generates revenues by selling advertising and sales leads to local dealers.
|Main Telephone||(310) 309-6300|
|Main Fax||(310) 309-6400|
Edmunds.com ContactsContacts (5/6)
|Avi S.||Chief Executive Officer||CA|
Sample of Associated Brands
|Stephen G.||Vice President, Product & Design||CA|
|Nicole C.||Director, Public Relations||CA|
|Brandon L.||Account Director||CA|
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INTERVIEW: Edmunds.com's VP of Marketing drives first-ever TV spot in new campaign
WinmoEdge caught up with the company’s Vice President of Marketing Michelle Denogean (right) to talk about the campaign.
The campaign promotes and fosters the company’s growth since launching the site in 1995, Denogean said. Edmunds, founded in 1966, was a publisher of printed booklets with auto specifications.
“The campaign is trying to humanize the third-party site and let car shoppers know that they are available as a personal resource,” Denogean said. “It’s just a growth opportunity for us as a business. We have a wealth of people in addition to data, to provide you a helping hand and help them make a smart decision. Providing a little bit of peek behind the curtain on which we are as a company and what we’re doing to help car buyers in the process.”
The 30-second TV spot (below) demonstrates how cars are literally on Edmunds' employees’ minds, as their heads are in fact cars. The television spot was filmed at Edmunds’ Santa Monica, Calif. headquarters.
Denogean said that Edmunds experienced exponential growth through a lot of word-of-mouth and search advertising and that has been wonderful for the company. The company, in order to continue growth, feels they need to expand their reach and make sure everyone that is looking to buy a car goes to Edmunds, she added.
Kantar Media reported the company’s media spend at $22 million last year with the entirety of the spending going towards U.S. paid search advertising.
The TV spot is broadcast in the markets of Pittsburgh, Portland, Providence, R.I.; and Raleigh-Durham, N.C., and is also supported by a series of online display ads. The ads will air throughout the rest of the summer season and possibly into the fourth quarter. Denogan hopes to expand into new markets by 2013.
The campaign also involves the "Car People" making appearances on the company’s.
Edmunds’ immediate objective with the integrated campaign of entering new territory of broadcast and the tried-and-true search advertising is increasing brand awareness and exposure in the marketplace, Denogan said.
“In the long term, it’s going to be a platform to support our services as we grow our business, and we have a lot of comparison information and reviews, and we are definitely experts in the auto field, and we continue to build more of a shopping experience into that. I expect this campaign to leverage a more direct connection to the actual purchasing of a vehicle,” she added.
Edmunds has also added a live chat feature to help people buy a car and enhance the personal connection that Denogan said makes the company unique; expanding beyond being just an online resource comes from engaging and supporting their audience.
The company’s word-of-mouth is aided by the accolades and reviews posted on select automotive manufacturers’ that are featured during their spots for certain models.
“We build our brand on word-of-mouth and paid search advertising as our core bread and butter, and we are quoted by major manufacturers when we give out accolades – the accolades are helping to support our message – we just want to reinforce that and make it stronger by having a direct message,” Denogan said. “We’ve also noticed the manufacturer’s message in general drive people online and to our website when they launch new vehicles, so we track a lot of that. During the Super Bowl and the days following, we tracked traffic to our websites.”
Edmunds.com recorded averages about 18 million visitors to their online and mobile platforms every month. Denogan explained the company wishes to reach “younger generation” consumers, with a starting age of 25, when they are most likely to buy a car on their own instead of with a parent.
These younger consumers are also within the principal information gathering demographic - people that do extensive research for empowering information before they go to the dealerships.
“We found to buy a car have a better experience when they actually to actually purchase it,” Denogean said. “We’re really after people that information gatherers that want information to be empowered.”
Edmunds.com worked with New York-based to produce the campaign. and the company plans to expand services from the agency in the future – but right now it has been focused on our digital and broadcasting component, Denogean said.