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Natio nal Media Recap Futur e North Texas Hyundai Dealers Association June 16, 2009
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June Presentation
Transcript of North Texas HDAA
National
Media
Recap Future
North Texas Hyundai Dealers Association
June 16, 2009
National Sales Event
Summer Sales Event Dates: • July 1 – August 31, 2009
Featured Vehicle Lines: • Full Line (Anthem)• Sedan/Sonata• CUV/Santa Fe• Small Car/Elantra
Featured Elements: • Hyundai Assurance• $1.49 Gas Price Lock on select models• America’s Best Warranty
National Sales Event
• Features gas at a fixed $1.49 a gallon• $1.49 a gallon, a whole year’s worth
• (# of gallons = 12,000 miles divided by combined fuel economy per model)
• Gas Price Lock is a Retail initiative to drive sales
• Invitation for customers to see how Hyundai is on their side.
• Consumers are concerned about three things: • Their jobs• Get a better deal later• Higher gas prices
• Hyundai eliminates concerns and is in touch with their needs
• Hyundai is pro-actively innovating and providing solutions for their customers
National Sales Event
Integrated Market Campaign
TV
Radio
E-Mail Blasts
Paper
Point of Sale Micro-Site
PR
Digital Banners
National Sales Event
Integrated Market Campaign
• Some dealers may say the Chrysler program didn’t work because they didn’t have sign-ups for the gas card. BUT the truth is…
… It did work
• Chrysler price was$2.99 , gas priceshad peaked andwere headed down
• Hyundai price is$1.49 and gas prices are going up!
National Sales Event
29 6 13 20 27 3 10 17 24 31 7 14 21
LAB
64 158 107 190 144 94
60 43 27 70 52 32
147 116 81 121 93 62
207 159 108 191 145 94
July
PLANNED TRPs
SeptemberAugust
Summer Sales Event
3Q 2009
7/14-8/31
BroadcastGM Actual Network TV
Plan Network TV (refelects only :30's)Prime, Syndication, Early Morning & Evening News
Cable & Cable News
Total TRPs
ESPN & ESPN 2 (Sports Center)
MLB on FOX
Local Broadcast
Spot TV & Internet - Los Angeles
Radio Traffic Reads
Interactive
InteractiveIn Market
Integration
Homepage Takeovers
Actual Search Clicks
Search
National Sales Event
TV Online Tier 2 TotalJuly $8.2M $1.1M $7.7M $17M
August $9.1M $235K $9.6M $18.9K
Total $17.3M $1.3M $17.3M $35.9M
Planned Media Weight
National Sales Event
Planned Media WeightSedans / Sonata
National Sales Event
In uncertain times, we could use a little certainty. Like the kind you get with…
… Hyundai Assurance. Our promise that, if you lose your income in the next 12 months, you can return the car – without hurting your credit.
Combine that with America’s Best Warranty and you’ve got a car company that’s on your side.
The only one that asks, “What else do you need?”
Gas… a whole year’s worth.
Buy select, new sedans and you’ll pay just $1.49 a gallon… at most major gas stations… no matter what the sign says.
Basically, it’s your “Get out of town free” card.
Jeff Bridges:
National Sales Event
CUV / Santa Fe
National Sales Event
Of all the things that are changing lately, …
… Hyundai Assurance has remained rock solid
So, if you lose your income in the next 12 months, you can still return the car. And it still won’t hurt your credit.
Of course, every Hyundai comes with the protection of America’s Best Warranty.
So how else can we help you out? How about…
…gas -- a whole year’s worth.
Buy select, new Hyundai crossovers and you’ll pay just $1.49 a gallon…
and not a penny more… no matter how high prices go.
Can you say, “Road trip?”
Jeff Bridges:
National Sales Event
CUV / Santa FeSmall Cars / Elantra
National Sales Event
No one likes making decisions when there are no goodoptions.
So we came up with one…
Hyundai Assurance. And gave you a way to feel good about buying a car. Without worrying about your income. Or risking your credit.
Of course, every Hyundai comes with America’s Best Warranty.
And now, something else to help you out…
Gas… a whole year’s worth.
Buy select, new models and you’ll pay just $1.49 a gallon… and not a penny more… no matter how high gas prices go.
Tell Grandma you’re on your way..
Jeff Bridges:
National Sales Event
Full Line
National Sales Event
These days, it’s not a new car you need…It’s a new carmaker.
One that looks beyond its needs and sees yours too.
The way Hyundai does with Hyundai Assurance…
Our promise that you can return the car if you lose your income. without hurting your credit.
Of course, you also get America’s Best Warranty.
And now, something else to help…
Gas… a whole year’s worth.
Buy select, new models and you’ll pay just $1.49 a gallon… at most major gas stations… no matter what the pump says.
The road is calling your name.
Jeff Bridges:
National Sales Event Outdoor banner
Mylar Balloons Latex Balloons Shirt StickerGas Card
National Sales Event
Flight Dates: July 1st – August 31st
Tier 3 Support Materials Available!• Television• Radio • Print
Behind the Scenes
Budget & Savings
Media
Media Behind the Scenes
Media Behind the Scenes
Media Behind the Scenes
Media Behind the Scenes
2009 Media Budget
40.0% savings over last year
With Bonus & Discount Rates
329Bonus Spots
January February March April May June July August September October November December GRAND Actual Actual Actual Actual Actual Estimated Estimated Estimated Estimated Estimated Estimated Estimated TOTAL DMA FUNDS $42,076 $56,103 $89,581 $70,364 $60,418 $160,950 $121,075 $85,985 $96,570 $97,005 $56,840 $34,945 $971,912 DMA $142,844 $27,559 $41,325 $59,575 $30,833 $261,730 $27,153 $27,179 $106,373 $7,884 $18,304 $123,851 $874,610 EXPENDITURES (+/-) ($100,768) ($72,224) ($23,968) ($13,179) $16,406 ($84,374) $9,548 $68,354 $58,551 $147,672 $186,208 $97,302 $97,302
HMA FUNDS $181,250 $181,250 $181,250 $181,250 $181,250 $181,250 $181,250 $181,250 $181,250 $181,250 $181,250 $181,250 $2,175,00
0
HMA $91,811 $231,251 $337,794 $155,427 $231,706 $0 $233,980 $234,294 $233,045 $0 $126,527 $299,165 $2,175,00
0 EXPENDITURES (+/-) $89,439 $39,438 ($117,106) ($91,283) ($141,739) $39,511 ($13,219) ($66,263) ($118,058) $63,192 $117,915 $0 $0 TOTAL
DIFFERENCE ($11,329)($32,786
)($141,074
)($104,462
)($125,333
) ($44,863) ($3,671) $2,091 ($59,507) $210,864 $304,123 $97,302 $97,302
TOTAL DMA FUNDS $971,912 TOTAL HMA FUNDS $2,175,000
GRAND TOTAL BUDGET $3,146,912
Creative Media By Market
Recap
May & June Recap
• Brand Enhancing• Compared Hyundai VS. Honda & Toyota
• More Features• More Warranty• More Savings• BETTER VALUE!
• Hard Hitting• Tier 2 With Sense of Urgency• Best Offer
May & June Recap
HDAA Regional Requirements • 350 TRPs Per Week Minimum• 750 TRPs in “Event” Mode• On Weeks 2&3• No Dealer Tag• Hook Ads, Strong Message Only• Cable vs. Network – Frequency?• Fixed Position vs. ROS• Media Skewed Older Audience• Live (News, Sports) vs. TIVO &
DVR-able
JUNE – HDAA ActivitiesAll HDAA’s are on (Full Flights)Weeks of 6/8 – 6/21“Dare to Compare” Regional CampaignADVERTISED MODELS:
$2,000 SAVINGS 09MY SANTA FE
$3,500 SAVINGS 09MY SONATA
May & June Recap
MARKET WEEKS ROTATIONDALLAS 6/8 – 6/21 100% 09MY Sonata - 505 spots - 638 GRPs
$3,500 Rebate Message
Houston6/15 – 6/28
Print - Chronicle 2 weekends: 6/12 & 6/19
100% 09MY Sonata - 536 spots - 428 pts $3,500 Rebate Message
OKC 6/15 – 6/2833% 09 Sonata - 477 spots - 1018 GRPs,
33% 09 Accent, 17% 09 Elantra and 17% 09 Santa Fe
San Antonio 6/8 – 6/21 100% 09MY Sonata - - 307 spots - 571 GRPs - $3,500 Rebate Message
Austin 6/8 – 6/21 100% 09MY Sonata - 454 spots - 640 GRPs $3,500 Rebate Message
Mobile 6/8 – 6/21 100% 09MY Sonata- 390 spots - 854 GRPs $3,500 Rebate Message
New Orleans 6/8 – 6/21 100% 09MY Sonata - 360 spots - 819 GRPs $3,500 Rebate Message
Nashville 6/8 – 6/21 50% 09MY Sonata - 256 spots - 614 GRPs $2,000 Rebate Message
El Paso 6/8 – 6/21 100% 09MY Sonata $3,500 Rebate Message
Albuquerque 6/8 – 6/21 100% 09MY Sonata - 378 spots - 664 GRPs - $3,500 Rebate Message
Birmingham 6/8 – 6/21 100% 09MY Sonata - 327 spots - 864 GRPs $3,500 Rebate Message
Hyundai May 2009 Highlights
* Ratings are estimated
5/5: 5,526,780*A18-49
Impressions
Dancing with the Stars
24 Finale
Lost5/13: 5,263,600* A18-49 Impressions
5/18: 5,921,550*A18-49 Impressions
Grey’s Anatomy5/7: 7,632,220*A18-49 Impressions
Hyundai June 2009 HighlightsHigh Profile Programming Sponsorships
Automotive Digital In-Market
Good Eats
Smart Tips
Bill O’Reilly Viewer Email
Nature’s Greatest Events
May Interactive Highlights
Cars DirectYahoo! Autos
XBOX Live*
June Interactive Highlights
XBOX Live Downloadable Car Pack
NBA Homepage Roadblock
XBOX Live Banner
Olympic and Figueroa WallLos Angeles
I-405 @ InglewoodLos Angeles
June Print & Outdoor Highlights
NBA Finals Edition
National Media Creative
Future
National June - August
National June – August
New Creative
DO THE MATH• Reinforce Branded Jingle• Compare VS. Toyota & Honda• Highlight Value & Efficiency of Hyundai• America’s Best Warranty• Hyundai Assurance
New Creative
TENT EVENT• Excitement Over An “Event”• New Presentation of Established Campaign• America’s Best Warranty• Hyundai Assurance• 20x20 Tent - $825• 20x40 Tent - $1460
New Creative
BLUE RIBBON• Timely for State Fair• State Fair Bonus Cash• Hyundai Positioned as Blue Ribbon Winner• America’s Best Warranty• Hyundai Assurance
