We spoke with Milorad Kondić, director of Avto Perla, which was founded at the end of 2017. They are located in Kranj and are a rapidly growing company.
The conversation mainly focused on the advantages of using the AutoBrief platform and why he decided to fully use digital marketing services.
How long have you been using AutoBrief and what has it brought you?
We have been working with AutoBrief for about a year. The application has made our work much easier, mainly because we now have everything in one place. With far fewer clicks, we can do much more.
You also decided on the digital marketing services DigiBrief. How come you immediately started using DigiBrief fully? Usually, clients are slower to introduce this innovation in their operations.
I have tried advertising on Facebook and Instagram before with less resources, but I saw that it did not have as much effect. From experience, I have seen that it is necessary to draw a certain line and say “let’s do it”. Then you have to review how much money you can put into digital promotion per month and start seriously, because only in this way can we achieve the desired results.
The greatest added value of advertising through DigiBrief?
Many more people see our posts. Customers no longer come to us only from the largest advertising portal, as was the rule in the past. Now they come to us mainly from Facebook, Instagram and Tik Tok.
Since we started advertising, this is also evident in the statistics. We have many more clicks and vehicle views. I would say almost three times more. The results are also visible in the fact that people who come to look at the car themselves say that they saw our campaign on Facebook or other social networks and that is why they came to look at the car. We also had many clicks due to the announcements of new forms of financing.
Will your investment in DigiBrief be repaid due to higher sales?
Definitely. My balance sheets are in the plus, because I definitely sell at least one more car thanks to advertising, and that alone pays for the money invested in DigiBrief.
How do you like the connection of digital services with AutoBrief?
This is a great thing and I like it the most out of all. You don’t have to do time-consuming things, but everything is solved with a couple of clicks.
Which network helps you the most with sales?
For the time being, Facebook is still the best for sales. For building a brand, Instagram is the best, but it is very difficult to sell anything on it. Facebook is becoming an increasingly exceptional place to sell.
Do you notice that buyers are changing and that they are looking for vehicles differently today?
The entire sales process has become digitalized, the younger generations are much different than those before them. In 2017, people walked from one point of sale to another, today there are very few of them.
When we started five years ago, people would come to see all the cars you had at the dealership and ask you in person about the various features of the car, but today they ask about practically everything over the phone or via social media and email. They only come to the showroom for a test drive and to take the car away.
What do you think the used car market will be like in the coming years?
I think that sales will change completely and that practically everything will be done digitally. Everything a buyer needs will be clicked and they will just come to pick up the car. Because of all this, how much people trust you will be very important.
We are pleased that our customers confirm the relevance and success of our products. We hear that word of mouth about the AutoBrief platform and DigiBrief digital marketing services is spreading very successfully among used car dealers.
This is also shown by the data that we can boast of. During advertising, we have so far managed to reach up to 200,000 people per month with a relatively low financial investment, which is more than if we had published our advertisement on the most popular radio station.
The difference between radio advertising and our advertising is that we reach the same number of people with a much lower financial investment. It should also be emphasized that on the radio, everyone who has a radio receiver turned on at the time hears the advertisement, while our advertising is targeted directly at the group you want to address: i.e. by interest, income, age, geographical location, etc.
The percentage of direct clicks on your inventory through our ads is 6.9, which is much higher than the global automotive industry average of 0.8. The percentage of direct clicks is high today because the Slovenian market is receptive to such advertisements in the automotive industry, as no one has used it for a long time. Those who join our advertising today will definitely have a bigger share of the pie than those who delay making this decision.
Do you have enough reasons to join our advertising as soon as possible?