Industry Breakfast - RV

Navigating the digital highway

A presentation for the RV Industry by Tim Beveridge, Digital Planner, Clemenger BBDO

http://flickr.com/photos/jukkie/2444280776/

Hi, I’m Tim. I like camping and rock music

Credit: Me

I also like working at Clemenger

Credit: My mate Mike

http://flickr.com/photos/latent-exposure/2504031052/

For me it’s like a well stocked fridge

http://flickr.com/photos/ashleyabstract/2310183695/

I’ve been a psychologist

Psychology &

Philosophy

http://flickr.com/photos/koolbadgescom/2315643887/

I’ve been a web developer

Technology

ASP, SQL, HTML, XHTML,

CSS, Flash, Actionscript,

VBScript, T-SQL, blah,

blah, blah…

http://flickr.com/photos/mister_flash/2430026454/

Then I got a job in advertising

Marketing

Squib, Tribal DDB, White

Agency, Clemenger BBDO

http://flickr.com/photos/surlygrrrl/2400004742/

To me it’s a giant mixing bowl

11 years

16 years

5000 days

55,000 hours

Fosters, NAB, Masterfoods, WSPA, HBA, DHS,

Telstra, 3 Mobile, CBA, ANZ, Sensis,

Yellowpages, Whitepages, Trading Post,

Citysearch, GoStay, Michelin, BFGoodrich,

Mazda, Mercedes, Renault, Heinz, Brown Brothers

Wines, Realestate.com.au, Hocking Stuart,

VicUrban, Amcal, Dulux, STA Travel, Intrepid

Travel, & Yellowpages.com (US)

We’re in very interesting times my friend!

Biggest Social

Change Since The

Industrial Revolution

http://flickr.com/photos/joelwrightphotography/2683811818/

Digital is too difficultDigital is still starting out

Credit: My Mum

Both of these are

wrong

“If you want to

understand change you

need to be part of it.” Joseph Jaffe

Old News Trust Me

The argument is over

Source: TNS / Google Australian Automotive Consumer Behaviour March 2008. n=478 Au new car buyers

91.87%

0%

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100%

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% o

f H

om

e A

ccess U

sers

Month

Home Broadband Penetration Australia - from January 2005

Broadband defined as any access speed greater than 56K.

As Broadband speed and penetration increases, advertisers will see the increased opportunities the internet can bring as a advertising medium

Source: Nielsen Online Home only May 2008. Broadband is defined as >56K

In May 2008, the penetration of 91.9% equates to 9,615,006 people from home accessing the internet via a

Broadband connection

Broadband penetration in Australia

Search for general

Info

Configure Discover new

makes/ models

Look for Aftersales

info

Locate dealer

94%

79% 76%69%

51%

37%

22%

Order/ Download brochure

Q: Did you use the internet to conduct any of the following activities?

Usage of internet

Look at Finance options

Ninemsn Homepage (1.2M uv’s/day) Yahoo!7 Homepage (800,000 uv’s/day)TheAge/SMH Homepage (410,000 uv’s/day)

We have the ability to make a big splash using the major Publishers

BigPond Homepage (408,500 uv’s/day) News Digital Homepage 453,238 uv’s/day)

Source: PWC Online Ad Expenditure report – December 2007

2007 online adspend - $53.2M2004 online adspend - $10.4M 512% growth in 3 years

Potential reach Automotive spend online

I’m bored!

http://flickr.com/photos/wiseacre/314847233/sizes/l/

Digital is easy.

This is a how to presentation

Web 2.0 & Web 3.0

Mobile

ForumsUser Generated Content

Social NetworkingViral Blogs

Falling in love ROI

Marketing is a big funnel

http://flickr.com/photos/16928417@N05/2886864022/

Marketing is about love

http://flickr.com/photos/bossdrums/448765939/

Love is about marketing

We are here to make people fall in love

with us

The funnel of love

It’s Challenging

Massive Audience

Universe of channels

Who have no attention span

Our audience have no attention span

And enormous power to ignore us

15 years ago marketers could hit 80% of the

population with 3 TV spots

The silver bullet has gone

The playing field is more level now

This is a how to presentation

I’m going to tell you how I think about digital

http://flickr.com/photos/jonathanclark/437750047/

Digital vs RetailDigital is like retail

Someone has to make all this happen!

• Entry experience

• Signage & Language

• Products

• Product placement

• Sales & Services

Considerations of retail are very similar to online

• Driving store traffic

• Increasing basket size

• Brand

• Trial

• Specials & Offers

Sometimes it’s like the front bit of Ikea

Sometimes it’s like the back bit of Ikea

The web is like a mall

http://flickr.com/photos/jaevus/845178421/

Steps on the path to love

CommunicatorsCommunicators

These talk to people who

don’t know us or the message

we have to send – Get ‘em

interested

These talk to people who

don’t know us or the message

we have to send – Get ‘em

interested

InfluencersInfluencers

These inform, excite, explain, motivate etc – Reel ‘em in.

These inform, excite, explain, motivate etc – Reel ‘em in.

OptimizersOptimizers

These maximize the enjoyment of the purchase

and encourage re-purchase. Keep the love

fresh and relevant

These maximize the enjoyment of the purchase

and encourage re-purchase. Keep the love

fresh and relevant

FulfillersFulfillers

These deliver the goods in a way that seals

the deal.

These deliver the goods in a way that seals

the deal.

BrandBrand

1.Understand how all your efforts apply to the buying process

2.Understand how all those efforts interrelate

3.Measure, measure, measure

How to maximise ROI online

http://flickr.com/photos/greenmyapple/323212268/

Understand how your efforts apply to the buying process

Awareness Consideration Selection Sales Repeat

The buying process (falling in love)



• Speak to people who don’t know you

• Make them like you/Change their minds

• Get them interested

• Get on their radar



• They’re interested now – engage them, inform them, excite them

• You can do this through rational or emotional methods



• Make this bit EASY!

• Make it a fantastic EXPERIENCE



• If you’ve gotten here make sure you keep in touch in a way that is RELEVANT and ADDS VALUE

• Keep the love fresh and relevant

What does what?

Display Media

Interactive Experience

Subject Matter Site Subject Matter Site

Paid Search

Organic Search

Paid SearchOrganic Search


Paid eDM

Website

Digital PRMember eDM

Landing Page

Microsite

Company Blog/Forum

Paid Mobile List

Member Mobile List

Member Website

http://flickr.com/photos/sweetprinces/459731519/

Understand how all your efforts interrelate

Marketing Architecture

Sales PathSource Of Prospects Entry Point Outcome

CustomiseOnline Booking

Test DriveDealer


Test DriveDealer

Awareness &Consideration

Consideration &Selection

Selection &Sale

ATL MediaATL Media

Online Ads etcOnline Ads etc

Keep up the momentum Execute sales effectivelyDrive awareness

Dealer/Test DriveDealer/Test Drive

Microsite / WebsiteMicrosite / Website

EventsEventsCRMCRM

Lead ManagementLead Management

SalesSales

SubscriptionsSubscriptions

Test DrivesTest Drives

Repeat

CRMCRM

ServicingServicing


Acquisition eDMsAcquisition eDMs

BrochureBrochure

AccessoriesAccessories

Repeat

Develop relationship

http://flickr.com/photos/robert_scarth/401067121/

Measure, Measure, Measure

• Establish core, consistent advertising methodology

• Measure everything• Use unique URLs to track press, TVC, outdoor, promotions, DM, whatever.

• Measure from point of contact through to discrete action (test drives, downloads, time on site, dealer visits, etc)

• Establish formal optimisation & testing strategy against that core methodology

Measure, Measure, Measure

Maximise Reach & Impact

on Reach

Maximise Reach & Impact

on Reach

Measuring your marketing efforts



Test DriveDealer


Test DriveDealer



Selection &Sale

ATL MediaATL Media





EventsEventsCRMCRM


SalesSales



Repeat

CRMCRM

ServicingServicing



BrochureBrochure


Repeat


Encourage exploration. Make them fall in love

Encourage exploration. Make them fall in love

Provide multiple sales

paths

Provide multiple sales

paths

Measure discrete

outcomes

Measure discrete

outcomes

Provide value-based opportunities for ongoing interaction

Provide value-based opportunities for ongoing interaction

The all important dashboard

Main DashboardGoal related performance over

time

Main DashboardGoal related performance over

time

Campaign

SummaryGoal related performance by

campaign

Campaign

SummaryGoal related performance by

campaign

Search

SummarySearch performance over

time

Search

SummarySearch performance over

time

Display

SummaryDisplay performance over

time

Display

SummaryDisplay performance over

time

Landing Page

SummaryLanding page performance

over time

Landing Page


over time

Microsite


over time

Microsite


over time

All of these report on performance in regards to the following goals:

Reach (unique browsers)

Booked Test Drives

Enquiries

Downloads

Time on site

All of these report on performance in regards to the following goals:

Reach (unique browsers)

Booked Test Drives

Enquiries

Downloads

Time on site

So what about RVPoint?

• RVPoint Delivers you opportunities in two core ways

• Reach: RVPoint lets you target highly qualified leads (people already in-market).

• Exploration: RVPoint allows you to deliver an explorative experiences in a way that is different to your website and yet endorsed by RVPoint – Therefore some people will consider it more credible

So what about RVPoint?



Test DriveDealer


Test DriveDealer



Selection &Sale

ATL MediaATL Media





EventsEventsCRMCRM


SalesSales



Repeat

CRMCRM

ServicingServicing



BrochureBrochure


Repeat


Where to use RVPoint?

KEY METRICS

Page Impressions1,939,83

4

Unique Browsers 46,593

User Sessions 72,359

Frequency 1.55

Ave PI's per user session 26.8

Ave Session Duration 7.48

Use the homepage to reach large numbers of people

Lots of options

There is no silver bullet anymore

Use all of them

FreewindDownload a brochure

ClassicDownload a brochure

BirdsvilleDownload a brochure

Leisure Seaker

Download a brochure

Encourage exploration and drive engagement with a supersite AND a website

A case study

Case Study 3 - Mini Cherished (UK) – Banner Ad

Mini Cherished (UK) – Banner Ad Storyboard

1. Strong creative idea.

2. Leads with relevant product information.

3. Entices you to click for a measurable outcome.

Mini Cherished (UK) – Landing Page

1.Takes browser to an information rich & and relevant

landing page.

2. Ability to refine the search.

3. Breadcrumb trail showing the stage of your journey.

4. Relevant links are also available (see below).

Mini Cherished (UK) – Landing Page 2

To encourage people to fall in love with your stuff.

Ph: +61 417 384 574

E: [email protected]

W: www.clemenger.com.au

Thanks. If you want to know more you can contact me here:

Industry Breakfast - RV

Business

Transcript of Industry Breakfast - RV