1. How Cox Media Cable Will Drive
Business For:
Presented To: Virginia Tire & Auto Executive Team
Presented By: Secret Hunter - Account Executive/Cox Media
May 20, 2014
2. Your 13 Week Marketing
Campaign is Targeted to:
• Increase customers that are women:
• 35-64
• College educated
• 75k + income
• Retain current customer base of men 35-64
• Establish Virginia Tire & Auto as the place for:
• “Guaranteed customer satisfaction”
• “Easy appointment scheduling”
• Introduce referral and rewards program
3. Cable was Ranked 6th in Media Spend by Small to Medium
Businesses (SMB’s)…
32.2% 31.7%
22% 19.7% 19.2% 13.9% 13.7% 12.9%
0
5
10
15
20
25
30
35
Newspapers Direct Mail Radio Magazines Direct Home Cable Broadcast TV Outdoor
% of Media Spend for Advertising and Promotion by Small to Medium Businesses
%ofSMBS
…But Ranked the Highest in “Extraordinary” ROI Return
22.8% 20.5%
16.8% 16.5% 15.2% 15.1%
10.6% 10.4%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Cable Broadcast TV Radio Direct Home Magazines Outdoor Direct Mail Newspapers
ROI Over 20x Spend (Extraordinary)
Cable Broadcast TV Radio Direct Home
Magazines Outdoor Direct Mail Newspapers
ROI Assessment of Traditional Media Used for Advertising by SMBS (% of respondents)
%ofSMBS
4. Why Cox?
• Cox Cable serves 202,764 people in Washington D.C. area
• 56.3% of Cox Cable users are 35-64: 114,156
• Women 35-64, income 75K +: 722,902
• Cox Cable serves 74%: 22,753
• Over 80% college educated
• 68,746 men ages 35-64 subscribe to Cox Cable
• 198,708 or 98% of Cox Cable subscribers have a car
Media Audit
5. Your Female Target
• 72% Married 16,495
• 67% Work full-time 15,244
• 49% Have children 11,308
• 71% White 16,154
Scarborough
6. Why Your Female Target Goes
to Auto Shops?
• 76.4% 17,383 – Oil Change
• 43.8% 9,965 – New Tires
Scarborough
7. How do we Reach Them?
• Emphasize
• easy scheduling
• oil change and tire services
8. Your Male Target
• 69% White – 47,434
• 79% Work full-time – 54,309
• 58% 100K + Household Income - 39, 872
• 53% College Educated – 36, 435
Scarborough
10. How to Make Your Ads
Interactive
• Express Link
• Link them directly to a channel solely for Virginia Tire & Auto
• Provide instant information on your products and services
• Explain in-depth or complex product information
• Video testimonials
• Promote special offers
• Virtual video tour of your location
11. How to Make Your Ads
Interactive
• Cox.Com
• Video Pre-Roll and Companion Ad (300 x 250)
• Drive consumers to your website
• Digital Ad Network
• Medium Rectangle (300 x 250)
• Message seen across a network of 50,000+ websites
• Reach your customers no matter where they are on the web
• Locations matching technology
• Contextually target your ads to website content that resonates
most with your customers
14. What you Need to Invest
• $4,000/month
• 250 Interactive Commercials monthly Monday – Sunday
• 50,000 Cox.com ROS impressions every 2 weeks
• Video Pre-Roll and Companion
• Medium Rectangle 300 X 200
15. We want to be your partner for
a successful campaign