Pinterest, according to site data, has 29 million auto service buyers and 8 million auto pinners and reaches 58 percent of U.S. adult Internet users with incomes of at least $100,000, including 84 percent of moms in that income range.
Sietsma, 41, spoke with Staff Reporter Vince Bond Jr. in December about why dealerships should pay attention to Pinterest. The agency is covering the spectrum, pushing Fords and Toyotas on Pinterest in addition to Bentleys. Here are edited excerpts.
Q: Why should a dealer show interest in this platform?
A: It's a very high-spending demographic. Pinterest is the intersection of interest meets intent. They call their users pinners. Pinners are planners. A lot of their boards are geared around planning and planning for a future event. That also gives really great visibility at who those pinners are: "I'm planning for a wedding." "I'm planning for a new baby." And you can see it — you can see it on the board.
It skews very positive. It has a higher positivity rating than pretty much any other social platform, and due to that, I think you have people that are in shopping mindsets. It is product-centric; it is a platform designed around products. People pin books, people pin clothes, people pin activities like crafts, which you need to buy the product for the craft. It's just so heavily product-driven, unlike any other platform. Fifty percent use it direct for shopping. Eighty-two percent say it feels personal, like it just feels more personalized to them, especially the algorithm serving stuff up that seems to be more highly relevant because the way it serves that content is guided by those boards that you have.
For these dealer campaigns, what kind of message are you pushing— Is it based on pricing, deals and traditional offers?
I really would like to try some that are more offer-centric, as much as that seems counterintuitive. For advertising, offer-centric does tend to do well because they are looking for deals in a way. Because if I'm in that mindset, it is helpful to see: What is the price [or] payment? So our first round of creative tests was more of the visual — what would you think of Pinterest? One of the brands is [Luxury Collection Walnut Creek in California], and then we had Ford and Toyota. Showing offers for luxury? It's not a thing.