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Agenda,[object Object],7:30 am –    8:45 am	Breakfast,[object Object],9:00 am –   9:10 am	Welcome & Opening Remarks,[object Object],9:10 am –    9:40 am	Steve Jaros – Assistant VP/Eastern Region,[object Object],9:40 am –  10:10 am	Christan Miller – Zone Sales Manager,[object Object],10:10 am – 10:35 am	Jeff Williams – Sr. Mgr/ Sales & Marketing (AHFC),[object Object],10:35 am – 10:40 am	“The Honda Guitar Heroes”,[object Object],10:40 am – 11:00 am	BREAK,[object Object],11:00 am –  11:25 am	Ron Lybrook – Assistant VP/Parts & Service,[object Object],11:25 am –   12:15 pm	Gerry Rubin – Co-Chairman (RPA),[object Object],12:15 pm –  12:25 pm	Peggy Proko – Zone 9 NDAB Chair,[object Object],12:25 pm – 12:30 pm	Christan Miller – Zone Sales Manager,[object Object],12:30 pm –   1:30 pm	Lunch,[object Object],  1:30 pm -   3:00 pm	Ralph Paglia – VP Tier  10 Marketing,[object Object],Integrated Marketing – Civic Launch,[object Object],3:00 pm – 3:15 pm	BREAK,[object Object],  3:15 pm -  3:30 pm	Gerard Harrington – Zone Manager PI,[object Object],  3:30 pm – 3:50 pm	Randy Smith – National Manager PI ,[object Object],  3:50 pm – 4:00 pm 	Close,[object Object]
Ralph Paglia,[object Object],Vice President,[object Object],Tier 10 Marketing,[object Object],Ralph@Tier10Marketing.com,[object Object],www.Tier10Marketing.com,[object Object],www.ADMPC.com ,[object Object]
Ralph Paglia,[object Object],Nationally recognized speaker and author on Automotive Digital Marketing, Advertising, Lead Management and CRM Practices,[object Object],Led team that generated and managed 144,000+ leads at a single-point Phoenix dealer in 2 years ,[object Object],Managed dealership sales team that delivered 4,000+ vehicles to Internet Leads and website phone calls in 2006 ,[object Object],20+ year background in developing Integrated Marketing strategies and lead management implementations for dealers and car companies,[object Object],Managed first retail automotive pilot program for Google Audio while in beta testing at Courtesy Chevrolet in 2005, 2006 and 2007,[object Object],Started generating Internet leads in 1986 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in San Diego,[object Object],Reynolds Consulting/Cyber Car Catalyst of the Year in 2001,[object Object],AAISP/Digital Dealer Magazine Internet Sales Manager of Year 2006,[object Object],Digital Advertising Program Director at ADP Dealer Services,[object Object]
Integrated Marketing Process,[object Object],1. Market Research,[object Object],Use market research to identify consumers that have the highest statistical probability of doing business with your dealership.  Tier 10 uses the manufacturer’s research, Polk Market data and the dealer’s historic sales and service trends to plan which customers to target in the future.,[object Object]
2. Traditional Advertising,[object Object],Traditional advertising on TV, radio and print is expensive in New York, like other major metro markets. As a result, Paragon shifted a lot of their traditional ad budget to more targeted marketing that generates better returns. However, since Latinos make up half of Paragon’s market, they have leveraged some good buys on Spanish radio, as well as, print ads in the New York Times where they include QR technology, a barcode that links consumers’ mobile phones to Paragon’s website where they can learn more about the offer and contact the dealership,[object Object]
3. Online Marketing,[object Object],Over 90% of Honda consumers use the web to shop so Paragon implemented an in-depth strategy for search engine optimization and marketing, email marketing, banner ads on popular websites like Facebook, social media marketing, online reputation management and mobile marketing.,[object Object]
4. Search Engine Marketing,[object Object],Since the majority of consumers use search engines to find their next new vehicle, Paragon uses organic Search Engine Optimization (SEO), Video Search Engine Optimization (VSEO) and targeted pay-per-click search marketing campaigns to attract in-market consumers who are shopping for Acuras and Hondas to their website and dealership.,[object Object]
5. Micro Sites,[object Object],All of Paragon’s digital marketing efforts drive consumers to a campaign micro site where the message, offers, look and feel are consistent with every other part of the campaign. The campaign micro site is designed to convert the maximum number of visitors into email, phone and showroom leads. Here are some examples of micro sites we currently use: ,[object Object],[object Object]
www.ParagonExpressService.com,[object Object]
7. Reputation Management,[object Object],Today’s consumers rely more on other consumers’ reviews than advertising, so Online Reputation Management is a top priority at Paragon. When consumers Google Paragon they will find out about all the things they are doing in the community and they will be able to read positive reviews from satisfied customers.,[object Object]
8. Targeted Marketing,[object Object],Paragon communicates with all in-market Honda and Acura consumers by sending custom offers based on their vehicle, miles and position in their ownership cycle. Paragon sends custom campaigns via mail and email to promote all their profit centers, New, Used, Finance, Service and Parts.  We dial into Paragon’s DMS to target in-equity customers and we use variable printers to send a custom message to each consumer that shows them how they can get a newer vehicle for a lower payment.,[object Object]
The Perfect Prospect,[object Object],Polk,[object Object],DMS,[object Object],Honda,[object Object],=,[object Object],76,000,[object Object],Perfect,[object Object],Prospects,[object Object],Paragon Customers,[object Object],17,000,[object Object],Honda,[object Object],Customers,[object Object],22,000,[object Object],Nissan,[object Object],Customers,[object Object],7,500,[object Object],Toyota ,[object Object],Limited,[object Object],5,300,[object Object],VW,[object Object],Limited,[object Object],1,890,[object Object],Older,[object Object],Domestics,[object Object],22,000,[object Object]
9. Niche Marketing,[object Object],We created a corporate purchase program to employees of large organizations in their market that gives them special pricing and service when they do business at Paragon. We sends an information package to the HR department of the largest organizations in our area to ask them if they want to give this free benefit to their employees. If a company wants to join the program they receive a communication kit from Paragon that explains the program to their employees. Companies have the option of having brochures customized with their logo and sent to their employees directly so they don’t even need to stuff their payroll envelopes.,[object Object]
10. Merchandising,[object Object],When you walk into Paragon Honda and Acura, it is obvious something is going on. Even if consumers don’t know about their sale the merchandising quickly reminds them that they are lucky they stopped by at the right time. The dealership has extensive POS Merchandising that promotes the Paragon Guarantee and Paragon’s Certified Pre-Owned Vehicles.,[object Object]
The Result,[object Object],Paragon Honda and Acura grew from #17 to the #1 New and Certified Pre-Owned Honda & Acura Dealer in the U.S. in a short 6 month period. ,[object Object],“Overall, it was our best year in business despite being the worst year in the industry,” said Brian Benstock, GM and partner of Paragon Honda ,[object Object],                                “We had a record year for volume ,[object Object],                                 and profitability during a record ,[object Object],                                 low year for the car business.” ,[object Object]
Action Plan Response to “A message from Steve Jaros and David Hendley”,[object Object]
2012 Civic Launch Dealer Readiness,[object Object],Get your sales staff together and develop plans on how you will get the 2012 Civic message to your customer database. Will it be a preview night, special invitation only event, or a direct mail campaign that offers a special incentive to come by and see the all-new 2012 Civic?  ,[object Object],Correct Answer:    All The Above!,[object Object],Use highly targeted Direct Mail combined with Email campaigns to drive showroom traffic…,[object Object]
How can you tie into local events in late April to May time frame? ,[object Object],[object Object]
Sponsor Prom Night Alcohol Free after parties featuring new 2012 Civic at event
Sponsor College Spring Formals for Fraternities and Sororities and showcase the new 2012 Civic at events  ,[object Object]
Promote with Blogs and Tweets using popular college and school hash tags
Develop College Internship Program where Interns must use social media marketing to generate 2012 Honda Civic test drives,[object Object]
 Local Press Ride and Drive day event
 Radio talk show call in appearances by dealer
 Dealer interview on TV news report about rising     gas prices and the innovation of Civic GX,[object Object]
Honda Owner Clubs – Send representative to present the 2012 Civic at monthly meetings
Costco Membership Warehouse and Sam’s Club in-store vehicle displays,[object Object]
So what’s the hold up?,[object Object]
Integration from a strategy perspective,[object Object]
Evolution in a dealer’s planning paradigm,[object Object],Marketing plans must answer the questions:,[object Object],+ Where do car buyers want to engage with us?,[object Object],+ Where do we want to     engage with them?,[object Object],+ How can we make it    easier to engage with us?,[object Object]
Strategy development tips,[object Object],+ Acknowledge the need for integration,[object Object],+ Think beyond short term campaigns,[object Object],+ Elevate your tracking and   analytics expectations,[object Object],+ Hold everyone on your  marketing team accountable for integration,[object Object]
Integration from a media perspective,[object Object]
Evolution in planning paradigm,[object Object],Civic Launch campaignmedia plans must answer these questions:,[object Object],+ How can we share intelligence between media disciplines?,[object Object],+ Do all media channels support a uniform message?,[object Object],+ Can consumers find us when/ where they want?,[object Object],+ How can we track their behavior to make smarter marketing/ business decisions?,[object Object]
Challenges,[object Object]
Tunnel vision,[object Object]
Solution,[object Object],Lead strategically, not tactically,[object Object],+ Bring everyone together during an initial 2012 Civic kick off to plan in a strategic and integrated fashion,[object Object],+ Leverage media disciplinary experts (e.g. social media),[object Object]
Fragmented reporting,[object Object]
Solution,[object Object],Integrate reporting and assign media channel KPIs,[object Object],+ Segmented reports do not illustrate the big picture ,[object Object]
Accountability,[object Object]
Solution,[object Object],Every discipline affects a marketing ecosystem, so everyone is accountable for output.,[object Object],+ Attach goals to various departments and make sure everyone is onboard with the integrated marketing plan.,[object Object],+ I’m on a horse: Do you think the social media and video teams for the Old Spice campaign planned in isolation?,[object Object]
Scenario planning,[object Object]
Solution,[object Object],+ Plan for every iteration of yur 2012 Civic launch campaign and don’t sell yourself short.,[object Object],+ Before you initiate your 2012 Civic launch campaign, take pause to see any gaps that are easily overlooked when you’re knee deep in execution,[object Object]
Key 2012 Civic launch integration points,[object Object],+ Paid search and SEO,[object Object],+ Display and paid search,[object Object],+ Online and offline,[object Object],+ Social and paid search,[object Object],+ Email and social,[object Object],+ Website + EVERYTHING…,[object Object]
% of car buyers that found the car they bought on-line,[object Object],70+%,[object Object]
Why doesn’t dealer advertising have the same impact on sales that it had a few years ago?,[object Object],1. IDC Study, U.S. Consumer Online Behavior Survey Results 2007,[object Object],2. 2006 National Automobile Dealers Association Data,[object Object]
Only travel is more influenced by Online media,[object Object],Source: DoubleClickTouchpoints III,[object Object]
“Which information source was most important when making decisions about buying your vehicle?”,[object Object],R.L. Polk 2010,[object Object]
Newspaper spending is declining,[object Object],Includes auto manufactures, national dealer associations, individual dealerships and other market vendors, excludes auto insurance and retail companies.,[object Object]
Are You Ready for Battle? Toyota’s Mission is to take Civic Buyers…,[object Object]
Are You Ready for Battle? Toyota’s Mission is to take Civic Buyers…,[object Object]
2012 Honda Civic VideoPre-Roll Lexus CT Advertisement,[object Object]
Integrated Advertising Phase 1 Approach,[object Object],Do-It-Yourself Digital Advertising ,[object Object],Although it may seem complex, many forms of digital advertising can be done without extensive training.  We share with you some of the latest ways you can get started, many of them at no cost!,[object Object]
Integrated AdvertisingPhase 2 Approach,[object Object],Digital Advertising Setup & Training ,[object Object],An introduction to the tools, processes and know-how needed by dealers to get up and  running with online advertising – 2 days of in-dealership hands on process definition, building and launching actual campaigns! ,[object Object],Day 1,[object Object],Campaigns,[object Object],Setup,[object Object],Day 2,[object Object],Campaigns,[object Object],Launch,[object Object]
Full Service Digital Advertising Solution,[object Object],Partner with a qualified service provider to provide your dealership with some of the most advanced advertising solutions that are available today.,[object Object],Integrated AdvertisingPhase 3 Approach,[object Object]
Consumers Compare Brands Online  Dealers are Competing with Other Makes… Online!,[object Object],Consumers visit an average of 6 dealership websites, most are visiting one dealership site per brand.,[object Object],Integrated Advertising is an effective way to increase a dealer’s selection as the one Honda dealer that the consumer visits.,[object Object],Are you planning your advertising for maximum effectiveness?,[object Object]
Search Engines are the primary tool used by car buyers for filtering dealerships ,[object Object],Dealer Websites are now an extension of the dealer’s showroom and local brand,[object Object],What you need to knowPre-Selection Filters - Car Buying Starts on Web,[object Object],Are you planning your advertising for maximum effectiveness?,[object Object]
What should dealers measure?,[object Object]
What does it look like when we evaluate an  Integrated Advertising Campaign (4 months),[object Object],33,257,657 Impressions Generated – How many times the ads were seen,[object Object],29,528 Visits to the dealers web sites, landing pages and micro sites,[object Object],2,248 Electronic Leads and Phone Calls Generated,[object Object],174 Vehicles Sold – You know what this means!,[object Object],$71,801 Integrated Campaign Cost – Multiple media channels,[object Object],$2.16 Cost per Thousand (CPM)- How much to get 1,000 Impressions,[object Object],$2.43 Average Cost per Visitor to dealer’s site,[object Object],$31.94 Average Cost per Lead Generated,[object Object],$412.65 Average Cost Per Vehicle Retailed (PVR), (compares to $620.55 YTD),[object Object]
Which Advertising Networks Recommended for 2012 Honda Civic Launch?,[object Object],Facebook Advertising,[object Object],http://www.facebook.com/advertising/,[object Object],Reach Your Target Customers; Choose your audience by location, age and interests,[object Object],Google Advertising Network,[object Object],http://adwords.google.com,[object Object],Site examples: CNN, MySpace, New York Post, Macworld, HowStuffWorks, Univision, AutomotiveForums, Swapalease, Kudzu and thousands more. ,[object Object],Kelley Blue Book In-Market Vehicle Shopper Network,[object Object],http://www.kbb.com/company/advertising/dealer,[object Object],Site examples: Consumer Guide Automotive, J. D. Power & Associates, NADA Guides, Vehix.com, Shopping.com, Motortrend, Car and Driver and many more.,[object Object],Yahoo! Advertising Network,[object Object],http://advertising.yahoo.com/central/solutions/auto/,[object Object],Site examples: Ebay Motors, Yahoo! Autos, Yahoo! News, Yahoo! Email, Comcast, AT&T, Cars.com, WebMD, Forbes and thousands more.,[object Object]
Types of Buys:,[object Object],Pay for Placement by Time (fixed monthly fee),[object Object],Pay per Click (PPC or CPC),[object Object],Pay per Thousand Impressions (CPM),[object Object],Pay per Conversion (CPA) Leads & Calls Generated,[object Object],How to Get it Done:,[object Object],In-House: Do It Yourself ,[object Object],Professional Digital Ad Setup and Training  ,[object Object],Outside SEM Service Providers & Ad Agencies,[object Object],Regional Honda Dealer Advertising Associations ,[object Object],Honda OEM Digital Ads,[object Object],How does buying Online Advertising work?Can dealers use online ads to drive Traffic?*,[object Object]
Action PlanWhat will you do when you return to your store?,[object Object],Check List Items,[object Object],Opportunity Management; Internet, Phone & Showroom ,[object Object],Download/Print Advertising Guides from Honda iN,[object Object],Assign Roles and Responsibilities; whose job is it? ,[object Object],Identify What’s Missing,[object Object],What’s your 2012 Civic Launch message?,[object Object],Who’s your targeted 2012 Civic buyers?,[object Object],Google Adwords - Set up a dealership account,[object Object],Google Adwords Training – Get Adwords Certified,[object Object],Too Much? – Then get help from Agency or Consultant,[object Object],Outsource? – Find trusted resources at www.ADMPC.com ,[object Object]
Geographic,[object Object],Target car buyers in specific locations,[object Object],Behavioral,[object Object],Target prospects whose recent online behaviors indicate high interest in purchasing a car,[object Object],Contextual,[object Object],Target prospects while they are viewing automotive-related content on the Internet,[object Object],Demographic,[object Object],Target prospects based on your ideal market demographics,[object Object],Retargeting,[object Object],Target prospects who have already visited your website – leverage all media,[object Object],Types of On-line Targeting,[object Object]

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Ralph Paglia Presentation to Honda Zone 9 business meeting

Notas del editor

  1. Those 76,000 prospects included their customers, in-market Honda owners and people driving other brands and models that were statistically most likely to purchase a Honda. Defining the perfect market and prospects is critical, then we simply had to develop….