Kelley Blue Book, an online automotive resource saw the Toyota 4Runner and the Infiniti G35 make significant moves up the November Top 50 most researched new vehicles list. During the same month both manufacturers ran vigorous advertising campaigns on kbb.com for the two vehicles, driving consumers to request pricing reports for these new models in record numbers, according to Kelley Blue Book.
"These moves on our Top 50 list demonstrate how a manufacturers message in combination with a trusted Web site like Kelley Blue Book can impact car buying behavior," said Robin Cooper, director of advertising and business development at Kelley Blue Book. "Kbb.com site visitors responded to those messages last month in way we could clearly see."
According to Jupiter Research, 61 percent of in-market car-buyers have not yet chosen a manufacturer or a make/model. Cooper believes with that high a number these types of ad campaigns really afford OEMs the opportunity to impact the consumer's buying process.
In October, Toyota's 4Runner made the October list at No. 48 and then skyrocketed in November to No. 15. Infiniti's G35 weighed in at No. 21 on kbb.com's October most researched list, but moved its way up to No. 10 last month. In addition to the strong advertising campaigns on kbb.com, Kelley Blue Book expects the significant moves were also due in part to Toyota's 4Runner showcasing a new body style for 2003 and the recent introduction of the all new Infinity G35.
Toyota ran and is still running a rich media campaign on Kelley Blue Book's current owner page on kbb.com. According to Cooper, the 336 x 280 4Runner ad is seeing the highest click-through rate of any other ad in this location. This is also the first time an ad of this size has run on this page. Typically manufacturers choose to use the popular skyscraper style.
Infiniti took advantage of Point Roll technology in a skyscraper campaign for the new G35's, "When did it start for you?" In November the campaign held positions among Kelley Blue Book new car pricing reports and equipment pages as well as a two week sponsorship of every page in the kbb.com 'preview section.'
Kelley Blue Book is a vehicle information resource, providing automotive research tools and up-to-date pricing on thousands of used and new vehicles. The company also offers objective vehicle pricing via products and services for both the auto industry and consumers, including the Blue Book Official Guide, software and the Internet.
