HARNESSING THE POWEROF TODAY’S COMMUNICATION TOOLS

SEMA SHOW PRESENTATION DISCLAIMER The views and opinions presented in the seminar and any accompanying handout material are those of the speakers and do not necessarily represent the views and opinions of SEMA. The speakers are not SEMA representatives and their presence on the program is not an SEMA endorsement or sponsorship of the speaker or the speaker’s company, product or services.

Nothing that is presented during this seminar is intended as legal advice, and this seminar may not address all federal, state, or local regulatory or other legal issues raised by the subject matter it addresses. The purpose of the seminar program is to help attendees improve the effectiveness of their business practices. The information presented is also not intended to urge or suggest that attendees adopt any specific practices or policies for their business, nor is it intended to encourage concerted action among competitors or any other action on the part of businesses that would in any manner fix or stabilize the price or any element of the price of any good or service.

Each attendee must make an individual decision, based on your unique facts and circumstances, to adopt or implement specific practices, policies, techniques, or methods of doing business. Consult your attorney regarding the legality of any policy or procedures that your business adopts, and any legal or regulatory obligations it may raise.All education workshops are copyright 2014 by SEMA and may not be used without prior written permission. Participants may not audio-record or video-record the seminars.

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PANELISTS

ZAN MARTIN PRESIDENT & CEO, MARTIN & CO ADVERTISING

LUANNE BROWN FOUNDER AND PRESIDENT, ETOOL DEVELOPERS

STACEY DAVIDTV HOST/PRODUCER, BUILDER

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CHAD REYNOLDS CO-FOUNDER, PERSONALITY, BANGSHIFT.COM

JEFF LEE DIGITAL MARKETING DIRECTOR, MARTIN & CO ADVERTISING

JEFF NASI SR. DIRECTOR, DIGITAL & INTEGRATED SALES, TEN

MARLA MOORE DIRECTOR OF MARKETING, COKER GROUP

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AGENDA

• SEISMIC SHIFT: marketing landscape what’s going on out there ?!?

• WHAT to communicate • WHERE to communicate

best practices from panel of media experts • Case in Point: COKER TIRE • 3-Step Summary

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THIS IS FUN!6

I GOT THIS

STOP CHANGING THE RULES

MARKETING: NOT SO FUN?7

BECAUSE…8

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we tend to get stuck, as marketers

Source: Gary Vaynerchuck, Storytelling in 2014

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Source: Gary Vaynerchuck, Storytelling in 2014

75% of Americans admit to bringing their phone to the

bathroom.

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THE CHALLENGE

consumers are shutting off the traditional world of marketing

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NEW OPPORTUNITY13

online search and changing consumer behavior

PR STRATEGY

reach them where and when

they search for information

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PR STRATEGY

reach them where and when

they search for information and Google

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feed mesuch content

amaze

much power

i cast u out or pull u in

wow

SEARCH: MASTER OF THE UNIVERSE16

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CONTENT DRIVES ALL MARKETING18

YOUR WEBSITE - LUANNE BROWN

Build a strong foundation – make your customer happy, not irritated he can’t find what he wants • Platform / System • Accurate data • Build Responsive sites

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IT ALL STARTS WITH A SOLID FOUNDATION - INFRASTRUCTURE

Graphics credit www.portent.com, www.searchenginewatch.com

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DATA IS FUNDAMENTAL TO SUCCESS21

BUILD RESPONSIVE SITES22

IMPACT OF DIGITAL ON TV - STACY DAVID23

PRODUCT INTEGRATION24

SHOWCASE PERSONALITY & EXPERTISE25

PRINT

• Jeff Nasi • Print industry:

• Lower quantity of magazines overall - but higher quality • “Giving readers more” and they’re OK paying for it, why?

• Best Practices for print advertisers: • Remember why people read mags and adjust your message accordingly • Tell, don’t just Sell - provide a benefit to the reader • FYI: Consumer print mags have an excellent B2B/Industry reach • Super Tip: Know your customers’ path to purchase

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DIGITAL / SOCIAL

• Jeff Nasi • Digital industry:

• The focus on measurability, not results, still remains an epidemic, why?

• Best Practices for digital advertisers: • Be cognizant of your overall mktg picture, not just bottom of funnel • Tell, don’t just Sell - provide a benefit to the reader • Don’t just buy media that you know/like • Social Media: Don’t spoil your audience for a few sales, entertain & engage them • Super Tip: Know your customers’ path to purchase and act accordingly

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DIGITAL / SOCIAL

• Jeff Nasi • Sponsored or “Native” Advertising • The next “sliced bread” of digital advertising • Not only a better way to grab attention, but distribute (push) content as well

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DIGITAL / SOCIAL

• Jeff Nasi • Sponsored/Native

Advertising – • • Paid Headlines that click

through to Articles within same site

• Marked as Sponsored or Promoted

• Advertiser creates Headline & Article

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DIGITAL / SOCIAL

• Jeff Nasi • Sponsored/Native Advertising -

• Ample room to “tell your story” • Pushes your content out instead

of waiting to be discovered

• Gather people better • Retain people better • Deliver messages better

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AUTO | DIGITAL INNOVATIONS - LAST 30 YRS CHAD REYNOLDS & JEFF LEE

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the 1980’s

Chevy Monte Carlo SS: last US "performance" car

to use a carburetor

Buick Turbo SFI Buick Grand National

Ford EFI 5.0 Mustang

AOL

Macintosh

AUTO | DIGITAL INNOVATIONS32

GM LS1 Engine

Mosaic Web Browser

NapsterRacingJunk

the 1990’s

Google

Craigslist

Amazon

Ebay

Gran Turismo on Playstation

AUTO | DIGITAL INNOVATIONS33

Subaru WRX US Debut because of Gran Turismo

WordPress MySpace

Bangshift aka CarJunkie Daily

aka Freiburgers Junkyard

the 2000’siPod Wikipedia

Facebook

YouTube Reddit

Nissan GT-R US Debut Internet Demanded It

Twitter

iPhone Magento 2008 Google AndroidGoogle Android

AUTO | DIGITAL INNOVATIONS34

the 2010’s

Tesla Model S

iPad

~ 40 - 70% of web traffic is on mobile/tablet

SOCIAL MEDIA IS LOW FRICTION COMMUNICATION35

TURN NEGATIVES INTO POSITIVES36

Source: Redit, “Making Ads Suck Less, or Why Brands should be More like Bill Murray) http://www.slideshare.net/digiday/1115-reddit?next_slideshow=1

DON’T SELL ALL THE TIME. BE SILLY.37

HUMANIZE. SHOW YOUR PASSION.38

SHOWCASE YOUR CUSTOMERS39

BANNER BEST PRACTICES 40

TARGET LIKE A SNIPER

• Google, Facebook • Outbrain, Taboola, etc. • Target Customers AND Competitors

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COMMITMENT, NOT A CAMPAIGN

Editorial Content • YOU perform an active role • Get relevant links back to your site

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COKER TIRE – CASE IN POINT MARLA MOORE

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SHIFT TO CONTENT MARKETING44

HOW TO GET STARTED 45

WHAT DO YOU THINK?46

HARNESS THE POWER OF TODAY’S COMMUNICATION TOOLS

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START IN 3 STEPS48

1. Talk to your media partners about editorial

2. Upgrade your website • mobile responsive • news or blog section

3. Craft & post meaningful content

START IN 3 STEPS49

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