4. 55% empty nesters 50% of buyers in category do not finance Lifestyle: Luxury and automotive enthusiasts who âmake money off of the bad economyâ Values: Performance, Customization Geography: PA, NJ, with some advertising on NY radio KEY FACTS 4
9. THREATS Online Competitors Winner Porsche of Delaware Competitor Innovation Audi Wilmington: The Odo Club Audi Mendham: Onsite Delivery Service Paul Miller Porsche: Car Races 9
15. WHAT IS YOUR IDEAL DEALERSHIP EXPERIENCE? âWhen I can get the deal I want, the way I want it.â âPersonal & Memorableâ âTop Customer serviceâ 15
16. WHY BUY A LUXURY AUTOMOBILE? Primary reason = performance 67% Secondary Reason= style 33% Safety and Status were not valued by our respondents 16
17. THE RIGHT DEALERSHIP Dealership experience, inventory, location, and recommendations are all highly valued by the target market Respondents consider sales people but it isnât top of mind 17
20. WHY CHANGE? Don Rosen Imports, while an established name, has a parasite (Don Rosen Audi & Infiniti of Willow Grove) leeching off the name 20
21. CHOOSING A NAME A name that reflects the idea that DRI has been there since the beginning A name that welcomes people to come visit the dealership 21
24. ALEXUS VON VORST Age: 32 Job: Senior Account Executive Car of choice: Audi a4 Income: $150,000 Hi, my name is Alexus. Iâm a senior account executive at City Paper. I worked my way up from being a junior account executive. My responsibilities include training new team members and motivating my team to pass our monthly sales goals. In my spare time I love trying new restaurants, traveling, and going to yoga classes to release some stress. Where can you find me? Online: - Facebook - LinkedIn - Pandora Offline: - B101, Q102, BENFM (95.7) - SEPTA regional rail 24
25. CHARLIE SCHWAB Age: 58 Job: Financial Investor Car of choice: Porsche 911 Turbo, Audi a8 Income: $2 million Howâs it going? My name is Charlie. Iâm a financial investor who makes money off of the bad economy. I buy things when the market is down and sell when the market is up. Recently, both of my daughters graduated from college so Iâve been dedicating more time to my hobbies. Mostly tuning up my golf game and cruising around in my new Porsche. Itâs all about performance and style. Where can you find me? Online: - Facebook - LinkedIn - Twitter Offline: - WMGK, WMMR - Pine Valley Golf Club - Schuylkill Expressway 25
33. STRATEGY AND TACTICS Objectives Primary: create awareness of Don Rosen Importâs name change Secondary: promote overnight test drives to bring new prospects into the dealership Tactics Utilize SEM and micro page for different objectives Hit frustrated commuter traffic with radio Access Don Rosen at the tip of your finger 28
36. RADIO Budget Allocation: $300,000 Channels: WMMR, BENFM, Q102 Rationale: Radio is a high impact medium because the consumer will be conscious about the car they are driving. Those who want a change of vehicle will be susceptible to our message. Strategy: target radio stations that fit our target marketâs tastes in music. A Porsche ad for the male demographic, an Audi ad for the female demographic. Success Metric: Call-ins, number of visits 31
37. ONLINE RADIO Budget Allocation: $120,000 Channels: Pandora Rationale: online radio is another way to efficiently reach our target via IP address. Pandora will reach the tech savvy consumer who values customization. Strategy: utilize full-screen takeover ads to visualize idea of customization and radio spots to reach those away from their computer Success Metric: Click Through Rate 32
38. SEO/SEM Budget Allocation: $216,000 Channel: Google Rationale: SEO and SEM is critical to the success of the campaign because it pulls in customers who are already in the research/buying phase Strategy: use different landing pages depending on key words used. Phrase such as âPorsche dealership NJâ will draw to homepage while âcustom sports carsâ will draw to microsite Success Metrics: Click Through Rate, Website Traffic, Google Analytics 33
39. BILLBOARD Budget Allocation: $144,000 Channel: routes along Princeton, Conshohocken, and Wynnewood Rationale: Like radio, billboard is a medium specific to the road. It is a great way to attract local customers to the dealership. Strategy: Utilize vivid imagery that will inspire target market to drive something new. Success Metric: number of visits to dealership 34
40. SOCIAL MEDIA Budget Allocation: $60,000 Channels: Facebook Twitter Youtube Rationale: 90% of surveyed respondents check their Facebook every day. Pleasant Valley needs to increase âlikesâ and express the dealershipâs expertise on Porsche and Audi vehicles. Strategy: Run a Facebook campaign where if you like the page you are entered to win a 2 year lease. Use Twitter as a customer service platform to answer any questions shoppers and existing clients might have. Success Metrics: Facebook likes, number of tweets @PleasantValley 35
41. PUBLIC RELATIONS Budget: $180,000 Channels: scholarship fund, charity golf event Rationale: Pleasant Valley should enhance its public image to gain the communityâs favor. Strategy: provide scholarships to underprivileged high school students who wish to attend college. Use the golf charity event as an opportunity to gather information/leads. Success Metrics: Response to giveaways, additional media attention 36
42. MEDIA SUMMARY Make existing customers aware of the name change while continuing to drive new clients to the dealership Direct traffic by targeting two demographics with niche ad placement Increasing brand awareness Pull consumers in the purchasing funnel 37
45. CREATIVE Facebook Profile Page Twitter Profile Page YouTube Page Pandora Take-Over Ad Microsite Add-On to Existing Site Newsletter Billboard Radio 40
54. CONCLUSION Don Rosen Imports will be rebranded as Pleasant Valley Imports Big Idea = Driven By You Target two different demographics to increase dealership traffic Donât confuse existing customers with the name change 49
sells about a third of the Audi and Porsche vehicles in the Philadelphia area. Sale representatives are paid by salary, not commission
Don rosen owns the urlwww.donrosen.com which reduces don rosen imports traffic. Newer, Inexperienced staff turns off auto enthusiasts
Location based and more targeted advertising can reach the target more efficiently. Expose value of the warehouse
Online auction sites such as eBay, AutoTrader.com, and Cars.com are hot destinations for people searching for new or pre-owned cars
Parasites donât effect the host in the beginning but as they grow they become destructive. Separate the two dealerships in the prospects mind.
Pleasant valley naming is rooted in the history of the Lenape tribe. The name as an appealing sound and connotation which will be perceived well by our target market.
Continuous is better to create awareness of new name and is more efficient cost wise
The problem: choosing a slogan that promotes two key ideas: the test drive and PVIâs dedication to the customer
The problem: choosing a slogan that promotes two key ideas: the test drive and PVIâs dedication to the customer
The problem: choosing a slogan that promotes two key ideas: the test drive and PVIâs dedication to the customer