This podcast episode features Andrew Street (CEO of Dealer OMG) and Allison McConeghy (Lead Client Partner at Pinterest) discussing the strategic role of Pinterest in the modern automotive dealership marketing mix. With nearly a decade at Pinterest and a career in automotive dating back to 2012, Allison shares how the platform has evolved from a niche space into a powerful full-funnel marketing tool for dealers.

The conversation centers on debunking the myth that Pinterest is solely for wedding planning and nurseries, highlighting instead its unique position as a "discovery engine" that connects people to ideas. Allison explains that Pinterest allows dealers to engage high-intent, affluent shoppers—particularly women, who power 80% of car-buying decisions—during major life events like marriage or starting a family. Because these "life moments" make users 2.5 times more likely to purchase a vehicle within 12 months, the platform provides an unparalleled opportunity for incremental reach that other social networks miss.

Hot Topics:

• The Power of Life Events: How major life changes (marriage, babies, landscaping) trigger car-buying needs and how Pinterest captures this intent early.
• Full-Funnel Strategy: The importance of running a combined strategy of awareness (why buy), consideration (offers/incentives), and shopping (inventory feeds).
• Attribution and Measurement: Why last-click models like Google Analytics fail to show Pinterest’s true value and the importance of using the Pinterest tag and monthly sales match-backs.
• Creative Best Practices: Tips for dealers to create impactful, human-focused video content—such as showcasing vehicle features like hands-free liftgates—to stop the scroll.
• Incremental Audience: The fact that roughly 30% of Pinterest users are not active on other social platforms, representing a significant untapped market for dealers.
• Audience Targeting: Leveraging Pinterest's specific audience levers to segment inventory (e.g., matching pickup trucks with DIY and sports-focused users).
• The "Visual Discovery" Difference: How Pinterest differs from "people-to-people" social networks by creating a positive, focused environment for planning and ideas.

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