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 difficult Digital 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 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 - $53.2M 2004 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 Forums User Generated Content Social Networking Viral 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 Retail Digital 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 Brand Communicators These talk to people who don’t know us or the message we have to send – Get ‘em interested Influencers These inform, excite, explain, motivate etc – Reel ‘em in. Optimizers These maximize the enjoyment of the purchase and encourage re-purchase. Keep the love fresh and relevant Fulfillers These deliver the goods in a way that seals the deal.

Understand how all your efforts apply to the buying process

Understand how all those efforts interrelate

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 Search Organic Search Awareness Consideration Selection Sales Repeat Paid eDM Website Digital PR Member 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 Path Source Of Prospects Entry Point Outcome Customise Online Booking Test Drive Dealer Awareness & Consideration Consideration & Selection Selection & Sale ATL Media Online Ads etc Keep up the momentum Execute sales effectively Drive awareness Dealer/Test Drive Microsite / Website Events CRM Lead Management Repeat Acquisition eDMs Brochure Accessories Repeat Develop relationship Sales Subscriptions Test Drives CRM Servicing Subscriptions

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

Measuring your marketing efforts Maximise Reach & Impact on Reach Sales Path Source Of Prospects Entry Point Outcome Customise Online Booking Test Drive Dealer Awareness & Consideration Consideration & Selection Selection & Sale ATL Media Online Ads etc Keep up the momentum Execute sales effectively Drive awareness Dealer/Test Drive Microsite / Website Events CRM Lead Management Sales Subscriptions Test Drives Repeat CRM Servicing Subscriptions Acquisition eDMs Brochure Accessories Repeat Develop relationship Encourage exploration. Make them fall in love Provide multiple sales paths Measure discrete outcomes Provide value-based opportunities for ongoing interaction

The all important dashboard Main Dashboard Goal related performance over time Campaign Summary Goal related performance by campaign Search Summary Search performance over time Display Summary Display performance over time Landing Page Summary Landing page performance over time Microsite Summary Landing page performance 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

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?

Where to use RVPoint? Sales Path Source Of Prospects Entry Point Outcome Customise Online Booking Test Drive Dealer Awareness & Consideration Consideration & Selection Selection & Sale ATL Media Online Ads etc Keep up the momentum Execute sales effectively Drive awareness Dealer/Test Drive Microsite / Website Events CRM Lead Management Sales Subscriptions Test Drives Repeat CRM Servicing Subscriptions Acquisition eDMs Brochure Accessories Repeat Develop relationship

Use the homepage to reach large numbers of people 7.48 Ave Session Duration 26.8 Ave PI's per user session 1.55 Frequency 72,359 User Sessions 46,593 Unique Browsers 1,939,834 Page Impressions KEY METRICS

Lots of options

There is no silver bullet anymore

Use all of them

Encourage exploration and drive engagement with a supersite AND a website Freewind Download a brochure Classic Download a brochure Birdsville Download a brochure Leisure Seaker Download a brochure

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_address] W: www.clemenger.com.au Thanks. If you want to know more you can contact me here: