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Equity Position Deck Sans Video

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How do you create an equity position in the minds of your clients and prospects?

How do you create an equity position in the minds of your clients and prospects?

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  • 1. JANUARY 18, 2011 Presented to: J. Shauger
  • 2. Viamedia’s Mission Viamedia is a marketing company that specializes in “equity position” building for our clients. An advertiser’s “equity position” is the force that gets the share of the consumer’s mind… which must precede in getting increased consumer market share. By informing, persuading and reminding; an “equity position” can be built using the strengths of cable television and the Viamedia Interactive Solutions division (VIS).
  • 3. Immediacy
    • Today’s consumers demand immediacy.
    • Today we live in a World of Screens , the total high technology era is comprised of the internet, cell phones and television.
    • They have a different outlook on the way the world should work, and therefore they are a different type of consumer.
    • “ They see it. They want it. They want it customized. They want it now.”
    • - The Nielsen Company
  • 4. Today, Consumers Live in a World of Screens Sources: CAB 2010, Digital Media December 23, 2009
    • The Average Household spends 39.39 hours per week watching their favorite television networks.
    • The Average Adult spends 13.1 hours per week online.
  • 5. Source: Nielsen, 2010; Harris Interactive, March 6, 2008
    • 80% of adults go online while watching TV.
    • 40% were seeking information for products and services advertised during that program.
    • 25% seek information specific to that programming.
    The Convergence of Television & the Internet
  • 6. 86% of Mobile Internet Users Use Their Devises While Watching TV Googling random facts, checking Facebook and seeing who has tweeted in the past 30 seconds top the list of activities that they do. Source: Nielsen/Yahoo Survey, January 29, 2011 33% are using mobile apps 37% are browsing the internet 40% are social networking 56% are texting 14% 86%
  • 7. Chrysler 200 + 1619% Volkswagen New Beetle + 271% Volkswagen Passat + 114% Hyundai Elantra + 79% Chevrolet Camaro + 69% Chevrolet Cruze + 63% Chevrolet Volt + 15% Audi A8 + 14% Television Drives Immediate Web Traffic Like No Other! Chrysler 200 + 1013% Volkswagen New Beetle + 293% Hyundai Elantra + 270% Volkswagen Passat + 229% Chevrolet Camaro + 207% Chevrolet Volt + 202% MINI Cooper Countryman + 152% Kia Optima + 145% Sources: Kelley Blue Book and Edmunds, February 8, 2011 Kbb.com and Edmunds.com Web Traffic Surge for Advertised New-Cars Immediately Following Super Bowl XLV Ads:
  • 8. 271,838 Total Households* *Source: Service Electric Cable TV, RCN, Blue Ridge Communications, January 11, 2011 Lehigh Valley Carbon Monroe Regional Brown Daub Ford 20 mile radius
  • 9. Source: R.L. Polk personal retail registrations that were reported by dealer. Lehigh Valley Ford Sales Pennsylvania, January-October, PA state average is 18.9% up Lehigh and Northampton Counties, January-October, PA state average is 9.6% up
  • 10.
    • 10.3 million for 2009 (estimate)
    • 11.3 million for 2010 (projection)
    • 13.3 million for 2011 (projection)
    *Source: Crain Automotive News, December 7, 2009, August 9, 2010, January 10, 2011 ‘ 06 ‘ 07 ‘ 08 ‘ 09 ‘ 88 ‘ 79 ‘ 80 ‘ 81 ‘ 82 ‘ 83 ‘ 84 ‘ 89 ‘ 90 ‘ 91 ‘ 92 ‘ 93 ‘ 10 ‘ 11 2010-2011 Projections History has repeated itself…
  • 11. Source: Claritas 2010 Lehigh Valley Auto Expenditures Claritas provides industry-leading demographic and census data using marketing software and market segmentation services from government agency data bases.
  • 12. Media Analysis for a Lehigh Valley Multi-Nameplate Dealer Study Period: March 29, 2010 - September 36, 2010
  • 13. Project Overview Analyze all advertising mediums used by the dealership for generating internet activity, ups and sales.
    • Summary:
    • Based on a media schedule over a 26 week period from March 29, 2010 - September 26, 2010.
    • Analyze the marketing plan effectiveness of cable, radio and newspaper in generating internet activity, ups and sales.
    • Specifically, find the correlation between the advertising schedules and customer traffic by week.
    • Draw conclusions based on 26 week patterns.
  • 14. Web Traffic, Ups and Sales Overall, the pattern of web traffic, to ups, to sales; parallel each other over time with several spikes. There is an increase in web traffic during weeks 11/12 and weeks 21/22. This could have increased the number of ups and led to increased sales. Spikes Spikes
  • 15. Overall Media Comparison Cable Dramatic on/off program for beginning/end of months. Radio Somewhat less dramatic on/off program for beginning/end of months. ROP Much less volume with 5-12 per week. Outdoor (2) billboards went up in week 16, up for 8 weeks.
  • 16. Conclusions
    • The fundamental principle of equity position is to deliver a never-ending line of “future” buyers. Every “now” buyer used to be a “future” buyer.
    • “ Now” buyers and “future” buyers become Brown Daub Ford customers.
    • Use the two media Powerhouses, Viamedia and the Internet to ride the rising 2011 sales wave.
  • 17. JANUARY 18, 2011 Presented to: J. Shauger

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