VERTICAL SELLING - Simpli.fi · 2019. 1. 17. · In-market auto shopper Inquired family, friends...
Transcript of VERTICAL SELLING - Simpli.fi · 2019. 1. 17. · In-market auto shopper Inquired family, friends...
WHY VERTICAL SELLING?
Clients expect more than just a snapshot of “Programmatic”
Competition is fierce — separate yourself from the herd
Customize your pitch, find ways to grow the budget intelligently
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1. Facts Up Front
HOW WE BUILD A VERTICAL PITCH: STEPS FOR SUCCESS
2. Identify Vertical Benchmarks
3. Recommend Specific Tactics
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Use 3rd-Party Resources • Where to find them • Tips for easy sourcing • Setting expectations
1. FACTS UP FRONT
3RD-PARTY RESOURCES
Establish Your Expertise Up Front
Start with a Google Search on the vertical • “auto dealership mobile statistics”
3RD-PARTY RESOURCES
Establish Your Expertise Up Front Search on eMarketer • Identify the source, Google it
“Mobile-first Auto Consumers and Ipsos” • Site the true source and quote it
3RD-PARTY RESOURCES
Establish Your Expertise Up Front Set Expectations of your Recommendation • Find data points that validate your forthcoming
recommendation • Overcome likely objections - ex. “Nobody uses anything
other than Facebook” • Find spend budgets / thresholds / media mix
8% BROWSER Browser 8%
Other 8%
Sports 2%
News & Weather 3%
Productivity 9%
Lifestyle & Shopping 5%
Utilities 9%
Gaming 11%
Facebook 19%
Snapchat 2%
Messaging/Social 12%
YouTube 3%
Music, Media & Entertainment 15%
5HOURS
92% APP
Benchmarks provided on a vertical level Benchmarks pulled monthly or quarterly/based on volume
2. SIMPLI.FI BENCHMARKS
SIMPI.FI VERTICAL BENCHMARK REPORT
Request the vertical from your Client Service Lead This is a manual exercise; use your best judgment in frequency of requests (recommend quarterly)
https://looker.simpli.fi/dashboards/2939?
3. RECOMMEND SPECIFIC TACTICS
Customize the Program Based on Benchmarks • We recommend “X” • Rename tactics to fit the vertical
CUSTOMIZE THE PROGRAM BASED ON BENCHMARKS
Utilizing the Vertical Benchmark Report, build the tactical plan
FLIGHT DATES TACTIC BUDGET
4.1.18 – 3.31.19 Showrooming aka Conquesting 20%
4.1.18 – 3.31.19 CRM Targeting aka Geo-targeting 31%
4.1.18 – 3.31.19 Search Retargeting 33%
4.1.18 – 3.31.19 Contextual Targeting 11%
4.1.18 – 3.31.19 Site Retargeting 5%
Geo Optimized 51.10%
Search 33.10%
Contextual 11.11%
Site Retargeting 4.68%
Geo Optimized 51.10%
Site Retargeting 4.68%
Contextual 11.11%
Search 33.10%
CUSTOMIZE THE PROGRAM BASED ON BENCHMARKS
Update the Name of Tactics to Resonate with the Customer
FLIGHT DATES TACTIC BUDGET
4.1.18 – 3.31.19 “Showrooming “/ aka Conquesting 20%
4.1.18 – 3.31.19 “CRM Targeting” / aka Geo-targeting 31%
4.1.18 – 3.31.19 Search Retargeting 33%
4.1.18 – 3.31.19 Contextual Targeting 11%
4.1.18 – 3.31.19 Site Retargeting 5%
Your 3rd-party research will teach you common terms to use – redefine these in the world of Simpli.fi tactics.
Getting the Car Buyer on Your Lot Simpli.fi Auto Insights
Programmatic Performance. Localized.
YOUR AUTODEALERSHIP
2016 Car Buying Journey, Gartner Research
Campaigns integrating 4 or more digital channels will outperform single- or dual-channel campaigns by 300%.
In-marketauto shopper
Inquired family, friends colleagues
Searched onGoogle
Visited OEMwebsite
Visited a brand’ssocial page
Browsednewspaper
ads
Influenced byonline ad
Watched video onYouTube
Watchedvideo ad
Looked at photos
Built and pricedon OEM site
Search dealerinventory on Tier 2
Saw a TV adLoan calculator on
3rd party site
Read professionalreview Visited
dealer website
Located a dealerfrom mobile
Searchedon Mobile
Read consumerreviews
Visiteda dealership
Test drovea vehicle
Used mobileon lot
Use modelcomparison tool
Clickeddisplay ad
Requested a quoteonline
Visitednewspaper site
Filled outa form
24 AVERAGE TOUCHPOINTS, 19 ARE DIGITAL
THERE IS MORE TO MOBILE THAN FACEBOOK AND GOOGLE
8% BROWSER Browser 8%
Other 8%
Sports 2%
News & Weather 3%
Productivity 9%
Lifestyle & Shopping 5%
Utilities 9%
Gaming 11%
Facebook 19%
Snapchat 2%
Messaging/Social 12%
YouTube 3%
Music, Media & Entertainment 15%
5HOURS
92% APP
Source: Flurry Analytics, ComScore, Facebook, NetMarketShare
On average, auto dealerships see a cost per visitor below
$3.00 - $14.00
Simpli.fi Benchmark Report Feb 18’
GEO-FENCING WITH “SHOWROOMING”
Serve ads to potential customers who have recently visited your competitor’s location and choose the correct recency.
GEO-FENCING SUB-ZIP “CRM TARGETING, DIRECT MAIL OVERLAY, BIRDS OF A FEATHER…”
Address, ZIP, neighborhood based targeting enables high-opportunities area.
SEARCH RETARGETING
Target users who have recently searched for keywords and phrases relevant to your retail products.
EXAMPLE: A potential customer is online and searches for “new car,” “family sedan,” or even “safest minivan.” Because these keyword searches indicate an interest in auto, we will show your ads to this user as they surf the web. We would serve your ads to users who have searched for a competitor by brand (Honda) or business name (Superior Toyota).
CARAUTOMOTIDEALERSLOCALLY
CarReviews.com
CarReviews.comCarMax.com
Good Car
CarReviews.com
CarReviews.com
CRMDATA
CarReviews.comGoodCar.com BestAutos.com
AutoDealer.com
SITE RETARGETING
Target users who have recently visited your site but have left and gone to a new site.
EXAMPLE: A potential consumer visits your site and looks at your cars. Unfortunately, 97% of first-time visitors don’t take action. As he surfs the web, he is served your ad a few days or even minutes later, reminding him of your cars and your dealership. Use special offers to bring him back to your site or to your showroom.
CARAUTOMOTIDEALERSLOCALLY
CarReviews.com
CarReviews.comCarMax.com
Good Car
CarReviews.com
CarReviews.com
CRMDATA
CarReviews.comGoodCar.com BestAutos.com
AutoDealer.com
4 TACTICS ALL DEALERSHIPS NEED TO BE RUNNING
Showrooming (Mobile) Conquest your competitors with 1 hour - 1 day recency. Reach the 23% of car buyers who research while on the lot. CRM Targeting (Mobile/Desktop) Utilize the dealership CRM data (address, ZIP, neighborhood) and match up the target neighborhoods, utilizing a 30-day recency on mobile. Keyword Search Retargeting (Mobile/Desktop) You can target potential car buyer based on the terms they searched for across the internet. Site Retargeting Utilize the same display partner to retarget your shoppers across the web. By consolidating this, you are not diluting the value of your primary display partner.
KWLCAT
TACTICS PLACEMENT dCPM IMPRESSIONS TOTAL
Mobile Showrooming Mobile/tablet $4.00 100,000 $400.00
Mobile CRM Targeting Mobile/tablet $4.00 150,000 $600.00
Mobile CRM Targeting / Video Mobile/tablet $14.00 50,000 $700.00
Omni-Screen Search Retargeting Mobile/tablet $3.50 100,000 $350.00
Omni-Screen Contextual Targeting Desktop $3.50 50,000 $175.00
Omni-Screen Search Retargeting / Video Desktop/Mobile $14.00 25,000 $350.00
Omni-Screen Contextual Targeting / Video Desktop/Mobile $14.00 25,000 $350.00
Total $5.85 500,000 $2,925.00
AUTO VERTICAL PROPOSAL PRICING SUMMARY
dCPM – Dynamic CPM / Total campaign will be at least as efficient as dCPM * Budget fluid across all tactics
AUDIENCE INSIGHTS
Simpli.fi Audience Insights Within The UI
Demographics
100
13%
Income Index
50
100
0
AssociateDegree
GED NoDegree
BachelorDegree
GraduateDegree
DoctorateDegree
High SchoolDegree
17%
35%
13%7%
15%
7%6%
Education Index
50
100
0
18-24 25-34 35-44 45-54 65+55-64
22%
18%
15%
10%
20%
15%
Age Index
50 1000
Male Female
55%
45%
Gender Index
50 1000
Single Married Divorced
36%
59%
5%
Marital Status Index
50
100
0
$150,00+ $125,00+ $100,00+ $75,00+ $50,00+
15%
12%
31%
29%
13%
Income Index
Target based on user intent. Report on demographics of audience reached.
GENDER • AGE • MARITAL STATUS • EDUCATION • HOUSEHOLD INCOME