A new take of the car buying experience, courtesy of me

[TerryBPP]

Over the last month I have designed a new marketing campaign for unvintage. Its key points are eliminating big dealership hassle and saving money over big wholesale chains like Carmax (One price, no haggle). I did a ton of market research found out the best deals I could offer were of 07 BMW 328s, Inifiniti G35s, Volvo S60s, & Audi A4s. I can also locate these within 7-10 days in varying colors, but not specific hues (i.e. bmw's 15 different color blues, lol)

Started a big AdWords campaign using the following ad:

http://unvintage.com/fort-myers/used-luxury-cars/

Its a 1st crack at a new way to buy a car. Not sure how popular reaction will be. Talked to a few people already who love the idea of not going to a dealership.

I'm offering extended warranties on top of the transferable factory warranty.

[Moses]

If you click the G35 link at the bottom of the 328 page, you get the 328 page again.

[Dave L]

I would remove the reference to carmax, there is no need to mention your competitors by name.

[aigel]

Scratch the word sexy - that's BS.

George

[nostatic]

broken text link to the G35 at the bottom right of the page

Also, clicking on the logo at the top of any page should take you back to the home page (I tried this on the "step one" page and it isn't hot).

[nostatic]

http://unvintage.com/fort-myers/used-luxury-cars/index.php

Don't use the word "score" when referring to finding/buying a car. Sounds shady/unprofessional.

[einreb]

I certainly like the idea of your 'process'. If you can take the pain out of buying a car like carmax, but at a cheaper price and can still make money... more power to you.

Rethink your keywords to better match your ad campaign (better google 'quality score'). You aren't actually looking to target people just searching for "audi", so don't list that as an isolated keyword. i.e. "bmw, fort myers, used cars" is a different animal to google than ",bmw fort myers used cars,"

Keywords seem to ebb and flow in effectiveness, but you might as well do it right. PPC is quite the little puzzle.

[Don Plumley]

A great idea. Love the name.

In regards to your positioning and copywriting, the challenge is to appeal to your ideal buyer in the language they use. Who is your ideal customer? One common approach used is to create a few profiles of ideal customers: give them names, list their hobbies and interests, where they shop, what they read, what TV they watch, etc. (Profiling).

When you use words like "score" and "sex appeal", you are appealing to a striver, someone that can't really afford that car but will take out a loan to stretch up. Frankly, it's a little too familiar and too casual for a professional services firm.

I think a much better target audience/segment are those that could afford to buy a new BMW, but due to economic circumstances, are looking to save money and you present a great alternative. They are familiar with the brand, so you don't have to over sell it.

The extended warranty is a great feature - spend your copy there. "The easiest buying process on the internet" - what is that? I need to learn more about this before I start the "Unvintage process". Show me a flow chart with 5 steps.

Who are you - why is your company qualified to do this? How do I contact you by email?

Why the focus on Fort Myers? Consider a regional approach. Why only BMW and Infiniti? What if I want an Audi? And, finally, don't start a sentence with And!

If you want a more through review of your copywriting, PM me.

[T77911S]

i did not care for this. sounds hokie.

BMWs are known to feel as good 5 years down the road as they did the first day out of the factory, and we believe the look of the 2007 will remain in style for years to come.

i tried to get my brother (timc) to do something like this. he has a nak for finding really good cars for low prices.
when i was a kid, he bought a VW bus, flipped on its side, then sold it for as much as he paid for it, only my brother could do that. me, i would be the on e buying it

[vash]

isnt this just a car broker? but for used cars? what is the percentage of used cars sold at dealerships vs private sellers?

i get the same Webvan feel. i prefer to thump my watermelons and squeeze my oranges in person. i need to kick the tires myself. i find this the most "stimulating" during the buying process. typically, if i test drive, it is a done deal.

[TerryBPP]

Thanks for all the response. I'll try and answer all the questions, lol.

Unfortunately most of you like the car buying experience, me too. This product is for people that dread the big dealerships but still need financing and warranty info with the peace of mind of a professional service.

This differs from a car broker because I sell 4 specific packages with a guaranteed price. Brokers hunt a specific car you request and then charge you a premium.

As far as the language, its a work in progress.

[Rob Channell]

The idea of one place to find a selection of "more interesting than average" cars is probably a good one. Sounds like some of the other fellows have given some decent advice already.

For the pricing I will refer to a local ad that always runs about our local Saturn dealerships where some buyer walks up to the camera and says "It was real easy. They have a no-haggle price tag right on the car." At this point my friend and I always bust out laughing because we think that any dealership in town would be more than happy to sell you a car for the sticker price with no haggling. DUH!!

Good luck!

[stomachmonkey]

Get the car you want to buy, not the one someone wants to sell you.

[kaisen]

Originally Posted by stomachmonkey

Get the car you want to buy, not the one someone wants to sell you.

That's a BIG deal for a growing number of buyers. Hard to actually facilitate, for both parties.