The launch is only the beginning, especially when your buyer is 18 months out.

In the third episode of The Inventory with Trader Interactive, Reid Morris continues the conversation with Brian Cole of Element Three and Scott Smith of Trader Interactive to dig into how OEMs can better match their marketing to how buyers actually shop.

Using marketplace behavior, survey data, and real-world examples from RVs to powersports, the group explains why OEMs often run short-term campaigns for long-term decisions. From the role of marketplaces to “always on” advertising, this episode outlines how to connect brand story, product messaging, and placement across extended buyer timelines and how to think differently about marketing handoffs between OEMs and dealers.

If your product is only “new” for 60 days on your plan, you might want to rethink your strategy and listen to this.

You’ll learn:

• Why buyers treat “new” differently than marketers do
• How to turn your product launch into an always-on brand asset
• Why marketplaces are more than just inventory destinations

Things to listen for:

(00:00) Why OEM Marketing Starts With Knowing the Buyer

(01:52) What an 18-Month Purchase Timeline Means for Launches

(04:05) Why Products Stay “New” Longer for Buyers Than OEMs

(05:19) What Role Marketplaces Really Play in the Buyer Journey

(07:18) What Happens When Marketplaces Drive Better Conversion

(08:29) How to Tie Brand Story and Product Story Together

(09:20) Evergreen Launch Strategy: From Spike to Sustainment

(10:57) Where and When to Show Up Across Buyer Touchpoints

(13:22) Tactical Differences Between Spike and Sustain Modes

(15:51) How to Use Buyer Timing to Create Momentum

(17:34) What’s the Right OEM-to-Dealer Marketing Handoff?

(18:37) Why Sales Velocity Takes Longer Than You Think