Over the past few months, we have shared sneak previews of sessions that will be held at 2024 Digital Dealer Conference & Expo (#DDCE2024)! But the introductions we have written have left attendees wanting more.
To that end, session leaders have offered an expanded explanation of what is in store at their session in Las Vegas. Ligier Store Doesburg’s CEO Paul de Vries offers a deeper insight for the session titled Selling New Cars Through Truthful TikTok Videos!
As the dealer for Ligier Store Doesburg, I’ve learned firsthand that you can’t win offline if you don’t win online. Our focus on 100 percent online sales has allowed 90 percent of our transactions to happen digitally. This shift, combined with a targeted TikTok strategy, helped us grow our youth market share from four percent to 44 percent.
In countries like France and Spain, youth account for over 30 percent of microcar sales, while in the Netherlands, this figure is just 4 percent. We decided to change that by using TikTok, a platform popular with younger audiences. We collaborated with both A-list and C-list influencers, finding the latter more effective at generating engagement due to their authenticity. Our TikTok videos started with provocative questions, used trendy music, and featured catchy visuals. The first few seconds were critical, and captions acted as TikTok SEO to boost visibility.
The Backbone of Our Success: 100% Online Sales
Our entire sales process happens online, from browsing models to scheduling test drives and purchasing. We’ve built a seamless user experience through our website, supported by Google CPC, Facebook Ads, and TikTok Ads. 90 percent of our sales are closed without customers ever stepping foot in our showroom. Tools like source busters help us track where leads originate and ensure we’re optimizing every step of the digital sales funnel.
Since adopting this strategy in July 2022, 44 percent of our sales now come from young buyers—up from 4 percent. Ligier Store Doesburg is now the top seller in both the Netherlands and Belgium. For other dealers looking to capture the youth market, a solid digital-first approach and platform-specific content like TikTok are essential.
Learn More at Digital Dealer Las Vegas
If you’re interested in how TikTok and online marketing can grow your sales, join me at Digital Dealer Las Vegas, where I’ll be sharing the details of our strategy and how we increased youth sales from 4 percent to 44 percent. I look forward to sharing practical tips and insights with you!
Key Insights:
- 90 percent of our sales are made entirely online.
- TikTok marketing has boosted our youth sales to 44 percent.
- We effectively use both A-list and C-list influencers to target different segments of our audience.
DDCE2024 Events
#DDCE2024 is a 2.5-day event, Oct. 8-10, 2024, at MGM Grand in Las Vegas that will bring together automotive dealers, OEMs, thought leaders, and solution providers to power business growth and connections. The 2024 Digital Dealer Conference & Expo is your chance to discover innovative solutions and gain cutting-edge strategies, actionable insights, and new ideas to implement for maximum impact.
Digital Dealer Conference & Expo will include:
- Enhanced networking: more meetups and fun ways to connect throughout the event
- A Speed Networking program, which offers dealerships and vendors a relaxed yet efficient way to explore a variety of innovative solutions
- An expo hall with 120+ cutting-edge auto retail solutions
- 75+ actionable sessions
- Masterminds and interactive labs
- And more!
Digital Dealer offers full conference and expo badge options, as well as an expo hall-only option for Dealerships/OEMs. Digital Dealer Conference & Expo attendee badge types include:
- Dealership (exclusively for dealers and employees of a dealership)
- OEM (exclusively for vehicle manufacturers)
- Allied (anyone that supports, services, or sells solutions to dealerships falls under this category)
Click here to register now.
