The Key to Auto Advertising: Integration RAB Webinar, January, 2015 Radio Advertising Bureau www.rab.com Copyright 2015 Page 1 Upcoming webinars: Inbound Marketing: Turning Strangers into Customers February 10 and 12 Working Effectively with Advertising Agencies March 24 and 26 Make Money from Back‐to‐School ‘Creep’ April 21 and 23 Times and details at RAB.com under the Training link John Potter SVP/Professional Development Radio Advertising Bureau [email protected]The Key to Auto Advertising: Integration
Transcript
The Key to Auto Advertising: IntegrationRAB Webinar, January, 2015
Radio Advertising Bureauwww.rab.com
Copyright 2015Page 1
Upcoming webinars:
Inbound Marketing: Turning Strangers into CustomersFebruary 10 and 12
Working Effectively with Advertising AgenciesMarch 24 and 26
Make Money from Back‐to‐School ‘Creep’April 21 and 23
Times and details at RAB.com under the Training link
John PotterSVP/Professional DevelopmentRadio Advertising [email protected]
The Key to Auto Advertising: Integration
The Key to Auto Advertising: IntegrationRAB Webinar, January, 2015
Radio Advertising Bureauwww.rab.com
Copyright 2015Page 2
3
What We’ll Cover…
Automotive facts and figures
What is on the mind of dealers – Bob Shuman
Integrated case studies – Lisa Phillips
Terms of the trade
Automotive Facts and Figures
• 5 consecutive years of growth
• US car & light truck sales up 6% in 2014 to 16.5 million
(That’s an increase of over 927,000 on top of growth of 1.1 million increase in 2013)
• This week manufacturers introduced 55 new vehicles
• Most profit comes from F&I
• Dealer challenges continue to be low margins
• Objective: reduce costs
The Key to Auto Advertising: IntegrationRAB Webinar, January, 2015
Radio Advertising Bureauwww.rab.com
Copyright 2015Page 3
A conversation with
Bob ShumanPresident, Shuman Chrysler Dodge Jeep Ram
Lisa V. PhillipsDirector of Digital Sales & Integrated Media Connoisseur Media Long [email protected]
The Key to Auto Advertising: Integration
The Key to Auto Advertising: IntegrationRAB Webinar, January, 2015
Radio Advertising Bureauwww.rab.com
Copyright 2015Page 4
The MOST SUCCESSFULIntegrated Media Campaigns begin with a Digital Capabilities Presentation.
This is a conversation with the decision maker at the dealership that demonstrates the value of your station’s Digital Assets.
AUTOMOTIVE IS ONE OF RADIO’S LARGEST ADVERTISER CATEGORIES SO THEY UNDERSTAND AND ALREADY BUY IN THAT
RADIO IS THE MOST POWERFUL, LOCALLY TARGETED, MARKETING SOLUTION. THEY MUST UNDERSTANDTHAT YOUR STATION’S DIGITAL ASSETS
WILL ENHANCE AND EXTEND THE REACH OF THEIR RADIO BUYS AND PROVIDE THEM WITH MEASUREABLE RESULTS.
Local radio’s Digital Outreach is seen, heard & felt by your stations BEST LISTENERS ONE TO ONE.
There’s a POWERFUL relationship of trust we have with our best listeners and these are the people we can activate for advertisers when they
subscribe to an Integrated Media Campaign with your radio station.
Today I will review a few of Connoisseur Media’s Automotive Digital Programs:
1. Sponsorships of Station Affinity/VIP Clubs2. Sponsorship of BIG Station Contests and Giveaways
The Key to Auto Advertising: IntegrationRAB Webinar, January, 2015
Radio Advertising Bureauwww.rab.com
Copyright 2015Page 5
Mobile / iPadWebsites
E-Newsletters(database marketing)
Live media / events
Blogs/PodcastsOn-demand content
Broadcast media Streaming media - 24/7
e-commerce
THE 360O BRAND STRATEGY FOLLOWS THE LISTENER
Social Media
There should always be a focus on growing and cultivating your Station’s DATABASE On-air & Online
Sponsorship of these VIP clubs offer MAXIMUM & Top Shelf exposure…
Rallye Auto Group renews for their 3rd straight year their Sponsorship of K-98.3’sVIP Club – Fixed Ad units, Video pre-roll and fixed widget on the
Station’s homepage…plus On-air inclusions as sponsor of this prestigious group!
The Key to Auto Advertising: IntegrationRAB Webinar, January, 2015
Radio Advertising Bureauwww.rab.com
Copyright 2015Page 6
Know the mechanics of your BIG station Contests and sell through the VALUE ofall the measureable Digital & Mobile inclusions…These days over 20% of most
Radio station’s website traffic comes from a MOBILE DEVICE…Communicate the value that goes BEYOND
a Radio spot - Dealerships will reap the benefits AND get results!
GEO target VIP listeners that live around a 5-10 mile radius of your car dealership and send them a
customized email promoting their special events hosted by your
station personalities. Follow up with recap on Open Rates and the
demographic that engaged...
The Key to Auto Advertising: IntegrationRAB Webinar, January, 2015
Radio Advertising Bureauwww.rab.com
Copyright 2015Page 7
DEMO- target VIPs in your station DATABASE and send them a customized
email promoting special VIP offers & discounts, increase OPEN rates by having
it sent from your station personalities.
Streaming Player Sponsorships of LOCAL
RADIO Station’s Online Audio deliver the Impressions
that Automotive dealershipsare looking for - these
Sponsorships offerProminent exposure!
The Key to Auto Advertising: IntegrationRAB Webinar, January, 2015
Radio Advertising Bureauwww.rab.com
Copyright 2015Page 8
OFFER Maximum Visual Frequency that’s Measureable! Clickable Site Wraps & Homepage Takeovers put dealerships FRONT & CENTER.
Always resulting in an OVER DELIVERY of Impressions…
Find out what dealerships want to be associated with & work internally to customize Integrated Media Solutions….
The BEST CAMPAIGNS HAVE 3 MAIN INGREDIENTS:1) A GREAT IDEA 2) DELIVERED IN A MULTITOUCHPOINT CAMPAIGN 3)WITH
MEASURED CAMPAIGN RESULTS..
The Key to Auto Advertising: IntegrationRAB Webinar, January, 2015
Radio Advertising Bureauwww.rab.com
Copyright 2015Page 9
Offer a new Digital Twist on an OLD IDEA….
Get an EXCLUSIVE DEAL only available to YOUR STATION
LISTENERS from a Car Dealership &
Bring those tired On-site Station Remotes – ONLINE with a
Cyber Remote…
Online Events
“Online Event” Report Campaign Results
• 98 People Signed The Guest Book
• Numerous phone calls to dealership within 30 minutes of the Online event
• Dealership sold 6 cars in 5 days as a direct result of THIS campaign (1 the evening of the
event) and 6 more within the 30 days… for a total of 12 cars SOLD.
The Key to Auto Advertising: IntegrationRAB Webinar, January, 2015
Radio Advertising Bureauwww.rab.com
Copyright 2015Page 10
The Automotive Digital Survey This dealership wanted to know
“What Women Want” when it comes to purchasing a car.
Create a survey and incentivize listeners to participate so you can provide useable marketing DATA to your dealership as well as to your sales team to grow Automotive Radio Advertising.
Big Auto Advertiser On-air? Sell in Digital and go right to your
listener’s INBOX with an E-vite to Station VIPs for Upscale Car Dealership Launch Events.
The Key to Auto Advertising: IntegrationRAB Webinar, January, 2015
Radio Advertising Bureauwww.rab.com
Copyright 2015Page 11
GREAT Radio Station’s Digital Platforms are brand extensions of your Radio Station.
Relationship Channels…use them to engage intimately
with your station’s best listeners…Sell the Value and
Let YOUR station’s relationships with listeners become your next automotive
advertiser’sNEW CUSTOMER!
Thank you!
The Key to Auto Advertising: IntegrationRAB Webinar, January, 2015
Radio Advertising Bureauwww.rab.com
Copyright 2015Page 12
The Key to Auto Advertising: IntegrationRAB Webinar, January, 2015
Radio Advertising Bureauwww.rab.com
Copyright 2015Page 13
The Key to Auto Advertising: IntegrationRAB Webinar, January, 2015
