Where to put my advertising dollars? A question every dealer struggles with --- each and every month.
Advantage Media is that new approach and has your answers.
Step 4 analyses the data from Advantage Media after the top lifestyles were imputed into the software. Remember Advantage Media analyses all media options available to you in the market. The blue box highlighted is a reach number for the USA Network. It says 92,470 clones were reached within the golden universe Market during the time period of 6PM to Midnight. The red box highlighted is a index number for the Fox 24 hour News Channel. A reading of 132 says this audience is 1.32 times more likely to favor you over another.
First -- Advantage Media uses the 80/20 rule. In Media buying --- this translate to 20% of lifestyles in the market place accounts for 80% of your business. For all dealerships do the majority of their business with customers that have similar lifestyles and behaviors And those lifestyles and behaviors all have unique media preferences.
Unlike traditional approaches which attempts to target buyers through broad age and income demographics
Advantage Media targets the lifestyles, behaviors and cultural traits of your best buying customers. Instead of trying to reach everyone, advantage Media focuses on reaching customers unique to your dealership.
What is Advantage Media. Advantage Media makes media recommendations based on clones of your best buying customers. How does it work?
After cloning the lifestyles of your best customers, Advantage Media goes to the market place and identifies the media they tend to prefer Advantage Media runs sophisticated software algorithms giving you the exact numbers of clones watching TV and cable networks, listening to radio stations by day-parts and reading newspapers and magazines.
If you want to know how many of your customers and their clones are watching a particular TV Program Advantage Media Knows
This is Advantage Media -- targeting house-holds that share the same lifestyles and behaviors as your best buying customers. Cloning your best buying customers. Then, Identifying the best advertising method to reach those households. Reducing the need to cover the entire market with advertising in order to reach your buying customers.
The best way to understand Advantage Media and how it is changing the way media is bought, is to review a case study. A study that demonstrates the power of Advantage Media.
The first step is to obtain all customers’ addresses from the data base. In this case the dealer provided 5,872 customers. After filtering out non correctable addresses, company and fleet sales, the total number of sales for the analysis was 965.
Now we identify the Golden Market Universe. In step two we map out your top selling zip codes based on your database. These zip codes are responsible for the majority of your business.
Step 3 is where Advantage Media determines the lifestyles of your best buying customers. Advantage Media assigns each customer in your database a unique lifestyle. The lifestyle is one of 60 different lifestyles making up all U.S. households. Lifestyles are based on behaviors, cultural, demographics, work status and many other characteristics. Here 16 different lifestyles have been identified as the lifestyles of the Dealer’s best buying customers. They represent 84.01% of the Dealer’s customer base but only 44.38% of the households.
This slide shows the radio analysis. Again the blue box is the number for all clones being reached by the station WAXQ-FM during the 10AM to 3PM day-part. The red box is the index number for station WKXW-FM.
The next step is to calculate a CPM number based on the clones reached and not the general public. Since Advantage Media calculates CPM numbers based on clones and not the general public, these numbers are always different than CPM numbers you get from Aribton. Golden nuggets often show-up here.
In step 6 we rank the programs based on the three factors. The number of clones being reached, the index number and finally the CPM number based on clones being reached. The purple area shows the top ranked programs.
Now that the top ranked programs have been identified, we have information to plan the perfect media calendar. Can you expect results the first month?
Yes The first month of this case the dealership had the highest volume in 24 months and the lowest cost per can in the last 30 months. Advantage Media was directing media dollars towards programs that were influencing the clones of their best buying customers.
Don’t wait. Start placing your media dollars efficiently. You can’t be everywhere with your advertising. So be where you have the best opportunity to influence your buyers and their clones. Call today and let advantage media work for you. 817—633-3183 ask for You have choices. You can choose the traditional way of buying media and all the problems you have experienced in the past Or Choose Advantage Media and its new approach to buying media Choose intellignetly
Who Your Best Customers Are! The Most Effective Media! The Most Effective Stations! The Most Effective Day Parts! The Most Effective Programming! How To Effectively Target Direct Mail! How To Get The Perfect Plan! Advantage Media Has Your Answers!
Step 4 – Calculate the Target Persons [clones] Numbers and Index Numbers for all Media Programs in the Golden Market Universe. Target Persons – reach number based on the number of cloned households in Golden Market Universe. Index Numbers Media: Cable Analysis – Case Study
<ul><li>All dealerships have their own unique finger print. </li></ul><ul><li>Dealerships do a majority of their business with consumers that have similar lifestyles and behaviors. </li></ul><ul><li>Those lifestyles and behaviors all have unique media preferences. </li></ul>Using the 80/20 Rule
Traditional Media Targets the Masses Advantage Media Targets the Lifestyles and Behaviors of Your Best Customers.
What is Advantage Media ------ It makes media recommendations based on clones of your best buying customers.
<ul><li>TV and Cable Networks </li></ul><ul><li>Radio Stations by Day-parts </li></ul><ul><li>Newspapers </li></ul><ul><li>Magazines </li></ul><ul><li>Direct Mail House-holds </li></ul>Linking your Best Buying Customers and their Clones to the Media.
How many of your customers and their clones are watching a TV Program? --- Advantage Media Knows
Advantage Media Targeting house-holds that share the same lifestyles and behaviors as your best buying customers!
Case Study --------- How Advantage Media Works
Step 1 – Start with the Dealership’s data base. <ul><li>Dealership provided 5,872 customer records for Chevrolet sales. </li></ul><ul><li>54 had non correctable addresses. </li></ul><ul><li>1,305 were sales to companies or dealer trades or fleet sales. </li></ul><ul><li>3,548 were sales prior to January 2006. </li></ul><ul><li>Therefore, this analysis is based on 965 Chevrolet sales between January 2006 and January 2008. </li></ul>
Your top selling zip codes responsible for the majority of your business. Step 2 – Identify Your Golden Market Universe
Step 3 – Determine the lifestyles of the Dealership’s best buying customers. High % In Golden Market % of the Dealer’s Customers 84% of the Dealer’s Customers are contained in 16 lifestyles. The 16 lifestyles make up 44% of the households in the Golden Market Universe.
84% of the customers are contained in 16 lifestyles and they make up 46.38% of the households in the golden universe. 16% of the customers are contained in 44 lifestyles and they make up 55.62% of the households in the golden universe. WHICH GROUP DO YOU WANT TO TARGET!
Media: Radio Analysis – Case Study Target Persons – reach number based on the number of cloned households in Golden Market Universe. Index Numbers
Step 5 – Calculate the CPM Number for all cloned lifestyles within the Golden Market Universe Gross Rate Gross CPM - Based on the cost of reaching the targeted [cloned] persons in the Golden Market Universe
Step 6 – Rank the media programs based on 1) Targeted Persons, 2) Index Numbers and 3) CPM Costs. Rankings – Ranking for each Radio program based on 1) Persons, 2) Index and 3) CPM. Top Ranked Programs Media: Radio Analysis – Case Sturdy
<ul><li>Can You Expect Results the first Month? </li></ul>Step 7 – The Perfect Media Calendar
<ul><li>Yes! </li></ul><ul><li>First Month </li></ul><ul><li>Highest Volume In 24 Months </li></ul><ul><li>Lowest Cost Per Car In 30 Months </li></ul>
Don’t Wait Choose Intelligently Let Advantage Media work for you.
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