Steenman Associates

09/25/2023

(Ed note: this article first appeared in July 2023. As of mid-September it, and the accompanying video, has received the most views of all content on the Dealer Marketing Magazine website).

In Part One, Steenman engaged Hollenbeck, Phillips and Conley on Key Changes in the Retail Automotive Landscape.

In Part Two, the focus shifts to understanding the state of marketing, the rapid growth of streaming and role of video, and how to better service Dealerships.

The Participants:

Ed Steenman runs a full-service boutique digital advertising agency that’s created highly successful digital and traditional marketing campaigns for Tier 3 dealerships.
Nathan Hollenbeck is the Vice President of Marketing for Del Grande Dealer Group. They serve customers with 17 brands and 19 dealerships in the highly competitive Northern California market.
Matthew Phillips is the CEO of Car Pros Automotive Group which operates seven dealerships (mainly Kia and Hyundai) throughout Washington State and California including Car Pros Kia Glendale which is the number one Kia dealership in the U.S. doing 5,600 new Kia’s a month.
Mike Conley heads the marketing team at Sunset Automotive Family. Sunset is a long-time leader in the Seattle market with Ford, Chevrolet, Kia and Mitsubishi stores. Sunset Chevrolet is Washington State’s #1 volume Chevrolet dealer month after month…year after year for the past 15 years. With over 40 years of experience in the automotive advertising business Mike has been a consistent thought leader in the area of dealership advertising, sales training, and culture development.

Steenman: Tell me about the state of marketing and dealerships at the present time. Are dealers largely going back to their previous spend levels and tactics that they used Pre Covid? Or do you feel like there’s been some fundamental shifts and changes.

https://www.dealermarketing.com/articles/key-changes-in-the-automotive-industry-part-two/

07/14/2023

If you're an entrepreneur and haven't failed at least once, you're not trying hard enough. Honored when Best Selling Author and Podcast Host Matt Brown invited me to on to his 'Secrets of ' series to share my story. The entire series is a must listen. Now, an email from him "after a lengthy review and selection process" he wants to include my story in his new book “Secrets of ” Wow!

Welcome to the "Secrets of ," a new pod storm series hosted by Matt Brown. In this series of 2023, Matt dives deep into the world of failures and lesson...

07/05/2023

Dealer Marketing Magazine is a go to publication for automotive marketing. I've proudly served on their 'Expert Panel' for 17 years. Recently, they started a new series featuring all the members. Here's mine.

Owner, Steenman Associates The Start Growing up in Hawaii, I had the unique opportunity to intern at a local radio station at just 14 years old; I was the youngest disc jockey on the island. Duri

06/29/2023

I had a ton of fun putting together this two-part feature interview for Dealer Marketing Magazine. If you're interested in how marketing in the car business has (or hasn't) changed post pandemic, this is for you.

In this two-part series, Ed Steenman meets with Nathan Hollenbeck, Matthew Phillips, and Mike Conley to discuss problems facing local dealerships.  The Participants Ed Steenman runs a full-se

03/24/2023

Welcome Pittsburgh Bridal Showcase to the Steenman family. Excited to work our magic to drive brides-to-be and create success for your upcoming April 2nd event. Thanks for working with us!

02/28/2023

Our busy 'return to in-person' show season continues with digital and media campaigns for the Eugene Spring RV show this week, the Lane County Home & Garden Show (also in Eugene) next week, along with Wedding Shows and Bridal events soon in Pittsburgh, Raleigh and more. 2023 is starting off strong!

02/07/2023

Super excited to be working with good friend and partner John Polnik shooting new spots for the WSU Everett campus. Go Cougs!

01/27/2023

Events are back. Here's a spot we just completed for Salem RV show

01/26/2023

So excited to get back to work designing ad campaigns for our clients that produce shows and events. One tool they consistently employ are our custom conquest email campaigns. We create content that resonates with their target markets and drives traffic to their events. With experience in a wide range of industries we also provide detailed analytics and reporting to track the performance of their campaigns.

12/14/2022

Apparently the Media Insultants liked the recent interview I did with them so much they decided to drop a second segment on top of the one that aired a week ago. Me x 2 is probably enough for even the bravest listener of their popular podcast! # mediainsultants

Welcome to another Street View edition of Media Insultant. Today we ask Ed Steenman of Steenman Associates - a prominent Northwest ad agency - the outlook for automotive…

10/26/2022

Really great to donate to NW Harvest during annual KZOK radio "Rock The Harvest" campaign. Excited to help feed families here in our community. The Bonaduce and Sarah even put me on the air which probably had the same effect as when they run those EBS tests! I think there's still time to click and donate https://lnkd.in/g2h5wZQM

07/06/2022

Does radio lead with it’s chin? Is OTT surpassing traditional TV at the agency level? Is Social media necessary for all clients? This week the Media Insultants podcast delves into interesting media discussions from the agency point of view. The discussion is with Ed Steenman of Steenman Associates a long time ad agency in Seattle with deep experience in the automotive business at all three levels of business.

Why does radio lead with it’s chin? Is OTT surpassing traditional TV at the agency level? Is Social media necessary for all clients? We delve into some…

04/13/2022

Great visit today with Cimone Jae from Dealer Marketing Magazine sharing with us on their "Expert Panel' her vision on taking the publication and platform to the next level. Super exciting!

Introducing Google Analytics 4: New Tracking & a New Way of ThinkingBy Ed Steenman — June 06, 2021 Long the industry standard for measuring digital advertising, Google Analytics launched a significant update recently. More than an update, GA4 provides a whole new paradigm on how to think about and...

04/08/2022

Live events are back! Great turnout with lots of happy shoppers and vendors for the RV show last weekend in Monroe, WA. This wraps up spring season following successful shows in Portland and Eugene, OR. Thanks to Fox13 Seattle for a great partnership here.

04/07/2022

I love being part of the advisory board for BWG strategies. It gives access to such great information and discussion like the call yesterday regarding the changes in media measurement tools. How cool is it when you can hear firsthand directly from the innovators and leaders driving these changes?

Measuring the audiences of TV/video will soon be undergoing a significant change. We reached out to senior executives across eight ad tech and measurement companies to assess their thoughts on what the future will look like.

04/07/2022

Jackson and Keith invited me back for yet another edition of their MI podcast to update their listeners on NADA conference takeaways, key industry trends and what the continued inventory shortages likely mean for dealers for balance of 2022. Third time on the show, love these guys and what they do!

Selling into the automotive space has become particularly tough. Not only has digital media poked holes in the traditional media's pot of gold, but the supply…

03/30/2022

AVOD streaming video and email campaigns are creating some of the best ROAS in the current advertising environment for event driven marketers. Honored to be invited to speak to this great group about to how to best use these tools to drive attendees to their shows.

March 17, 2022 Webinar with Ed Steenman

03/22/2022

Never run down someone else's product to sell your own. This is advertising 101 stuff you usually learn in the first few campaigns on the job if it takes that long. Hacks.

The State of Ohio really wants Seattleites to move to the Buckeye state — even the tech bros. A new ad campaign from JobsOhio airing during the March Madness basketball tournament specifically targets…

02/25/2022

Winter Olympics audience and advertising data
TV advertising measurement and analytics company iSpot.tv is out with final data about the Beijing Winter Olympics. Some key highlights:

• NBCU coverage of the Winter Olympics reached 163 million people in the U.S. across linear and streaming TV, not including 31.7 million out-of-home viewers.
• NBCU’s linear broadcasts of the Games reached more than half (75.1 million) of U.S. households.
• NBCU’s streaming of the Games on Peacock and other platforms reached an additional 27.4 million viewers across 12.8 million households. Some 66% of those who streamed did so exclusively—meaning they didn’t also catch coverage via linear TV.
• The Winter Olympics generated 19.96 billion total TV ad impressions for advertisers.
• Toyota was the most-seen advertiser during the Winter Olympics.
• The most-seen marketer categories that advertised during the Winter Olympics were automakers, movie studios, streaming services and credit card companies, in that order.
• iSpot says that TV commercials that aired during the Winter Olympics earned 15% more attention than the norm—due in part to NBCU’s decision to lower its ad load (which was 22% less than that seen on competing programming from ABC, CBS and Fox).

01/24/2022

According to a study by the Association for National Advertisers, direct marketers still prefer email by a substantial margin for reaching people, despite social media rise.
As reported by Ad Age today, the “Response Rate Report 2021: Performance and Cost Metrics Across Direct Media” revealed that email was the most used direct medium across business-to-business, business-to-consumer and hybrid campaigns, averaging 82% usage among marketers versus 74% for social media. Trailing by substantial margins were paid search (51%), digital display (42%), direct mail (38%) and SMS text (18%).
The study is based on an online survey of 581 marketers between February and July 2021.While email has declined since 2018, it led all media in marketer plans for the future, with 53% saying they plan to increase its use over the next 12 months. That was slightly ahead of paid search (52%), social media (50%) and SMS (also 50%).
Team Steenman is here to help you create impactful, responsive email campaigns that will move the meter for your business and drive new leads and sales.

01/14/2022

Happy to make a 2nd appearance on the Media Insultant podcast this morning to talk about two of my favorite things- cars and advertising. https://vimeo.com/665642729

ED STEENMAN IS BACK - MORE ON HOW TO SELL INTO THE AUTO SECTOR TODAY THE BIRDS GIVE AUDACY THE BIRD IN BALTIMORE…WHAT DOES THAT SAY FOR PLAY BY PLAY…OVERALL? GLOBAL…

11/09/2021

How cool is it when the head of a major broadcast group reaches out to let you know they found your podcast so valuable they requested their entire sales teams across the company to listen to it?

Podcast on impact of pandemic on automotive sales and resulting effects on the local advertising

10/27/2021

What great fun to be a special guest on Media Insultant today! Got to talk all things automotive and impact on advertising revenue for local broadcasters with Keith and Jackson. https://vimeo.com/639639993

This is "Media Insultant - SPECIAL Edition w/Ed Steenman - the auto biz today." by Jackson Weaver on Vimeo, the home for high quality videos and the people…

10/16/2021

Guest on Media Insultant Podcast this morning to talk about the state of the Auto Business and the continued impact of the pandemic on dealer advertising spends and strategies. Just got word they decided to release it as a stand-alone 'special'. I'll post a link when it gets published.

10/11/2021

JP and company knocked it out of the park again this year. Delighted to have been a part of it.

What a fantastic event this year. Record engagement and attendance, great weather (Hey, it’s Vegas) and fantastic sponsors and partners made it the best ever. Thank you for letting us be a part of it. Check out some of the photography and imaging associated with the 2021 event. INSTAGRAMhttps://ww...

07/19/2021

If you're a local auto dealer & not taking advantage of the machine learning and enhanced reporting features of the new Google Analytics 4 you're missing some serious google sauce! Learn the basics in 20 minutes on this podcast. https://anchor.fm/matt-wilson50/episodes/GA4-e14eblt?fbclid=IwAR2m3BAqdQIn1SIUEVFYUQXsxoOAZP56wRkmJJjfj6O3REhJLWvElnP3rcM

In this Episode of Mostly Automotive Marketing with Matt Wilson we discuss GA-4. What is it? How do you get it? What is different about it? My guest is the Owner of Steenman Associates and Expert Panel Member at Dealer Marketing Magazine, Ed Steenman. Ed takes us through the answers and more. Mostly...

06/14/2021

As a member of the Dealer Marketing Magazine Expert Panel my content gets featured and promoted on their websites. Here's my latest article on the changes with Google Analytics. I am also the featured guest on Matt Wilson's Mostly Automotive podcast tomorrow.

https://www.dealermarketing.com/introducing-google-analytics-4-new-tracking-a-new-way-of-thinking

02/06/2021

Dealer Marketing Magazine published my article today "Lockdown Spurs Growth of Streaming Video, Driving More Opportunity for Local Dealers". Always welcome any feedback or comments.

The COVID-19 pandemic has changed many aspects of our lives, including the way we work, learn, shop and communicate. In regards to consumer video consumption, the pandemic hasn't so much changed the paradigm as it has advanced significant trends already in motion, mainly the impacts of cord cutting....