Industry Breakfast - RV

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Presentation I gave to an industry group from the RV industry about online marketing.

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  • Industry Breakfast - RV

    1. Navigating the digital highway A presentation for the RV Industry by Tim Beveridge, Digital Planner, Clemenger BBDO http://flickr.com/photos/jukkie/2444280776/
    2. Hi, I’m Tim. I like camping and rock music Credit: Me
    3. I also like working at Clemenger Credit: My mate Mike
    4. http://flickr.com/photos/latent-exposure/2504031052/ For me it’s like a well stocked fridge
    5. http://flickr.com/photos/ashleyabstract/2310183695/ I’ve been a psychologist
    6. Psychology & Philosophy
    7. http://flickr.com/photos/koolbadgescom/2315643887/ I’ve been a web developer
    8. Technology
    9. ASP, SQL, HTML, XHTML, CSS, Flash, Actionscript, VBScript, T-SQL, blah, blah, blah…
    10. http://flickr.com/photos/mister_flash/2430026454/ Then I got a job in advertising
    11. Marketing
    12. Squib, Tribal DDB, White Agency, Clemenger BBDO
    13. http://flickr.com/photos/surlygrrrl/2400004742/ To me it’s a giant mixing bowl
    14. 11 years
    15. 16 years
    16. 5000 days
    17. 55,000 hours
    18. 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)
    19. We’re in very interesting times my friend!
    20. Biggest Social Change Since The Industrial Revolution
    21. http://flickr.com/photos/joelwrightphotography/2683811818/ Digital is too difficult Digital is still starting out Credit: My Mum
    22. Both of these are wrong
    23. “ If you want to understand change you need to be part of it.” Joseph Jaffe
    24. Old News Trust Me
    25. The argument is over
    26. 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
    27. 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
    28. I’m bored! http://flickr.com/photos/wiseacre/314847233/sizes/l/
    29. Digital is easy.
    30. This is a how to presentation
    31.  
    32.  
    33. Web 2.0 & Web 3.0 Mobile Forums User Generated Content Social Networking Viral Blogs
    34. Falling in love ROI
    35. Marketing is a big funnel
    36. http://flickr.com/photos/16928417@N05/2886864022/ Marketing is about love
    37. http://flickr.com/photos/bossdrums/448765939/ Love is about marketing
    38. We are here to make people fall in love with us
    39. The funnel of love
    40. It’s Challenging
    41. Massive Audience
    42. Universe of channels
    43. Who have no attention span Our audience have no attention span
    44. And enormous power to ignore us
    45.  
    46. 15 years ago marketers could hit 80% of the population with 3 TV spots
    47. The silver bullet has gone
    48. The playing field is more level now
    49. This is a how to presentation
    50. I’m going to tell you how I think about digital http://flickr.com/photos/jonathanclark/437750047/
    51. Digital vs Retail Digital is like retail
    52. Someone has to make all this happen!
    53. <ul><li>Entry experience </li></ul><ul><li>Signage & Language </li></ul><ul><li>Products </li></ul><ul><li>Product placement </li></ul><ul><li>Sales & Services </li></ul>Considerations of retail are very similar to online <ul><li>Driving store traffic </li></ul><ul><li>Increasing basket size </li></ul><ul><li>Brand </li></ul><ul><li>Trial </li></ul><ul><li>Specials & Offers </li></ul>
    54. Sometimes it’s like the front bit of Ikea Sometimes it’s like the back bit of Ikea
    55. The web is like a mall http://flickr.com/photos/jaevus/845178421/
    56. 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.
    57. <ul><li>Understand how all your efforts apply to the buying process </li></ul><ul><li>Understand how all those efforts interrelate </li></ul><ul><li>Measure, measure, measure </li></ul>How to maximise ROI online
    58. http://flickr.com/photos/greenmyapple/323212268/ Understand how your efforts apply to the buying process
    59. Awareness Consideration Selection Sales Repeat The buying process (falling in love)
    60. Awareness Consideration Selection Sales Repeat The buying process (falling in love) <ul><li>Speak to people who don’t know you </li></ul><ul><li>Make them like you/Change their minds </li></ul><ul><li>Get them interested </li></ul><ul><li>Get on their radar </li></ul>
    61. Awareness Consideration Selection Sales Repeat The buying process (falling in love) <ul><li>They’re interested now – engage them, inform them, excite them </li></ul><ul><li>You can do this through rational or emotional methods </li></ul>
    62. Awareness Consideration Selection Sales Repeat The buying process (falling in love) <ul><li>Make this bit EASY! </li></ul><ul><li>Make it a fantastic EXPERIENCE </li></ul>
    63. Awareness Consideration Selection Sales Repeat The buying process (falling in love) <ul><li>If you’ve gotten here make sure you keep in touch in a way that is RELEVANT and ADDS VALUE </li></ul><ul><li>Keep the love fresh and relevant </li></ul>
    64. 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
    65. http://flickr.com/photos/sweetprinces/459731519/ Understand how all your efforts interrelate
    66. 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
    67. http://flickr.com/photos/robert_scarth/401067121/ Measure, Measure, Measure
    68. <ul><li>Establish core, consistent advertising methodology </li></ul><ul><li>Measure everything </li></ul><ul><ul><li>Use unique URLs to track press, TVC, outdoor, promotions, DM, whatever. </li></ul></ul><ul><ul><li>Measure from point of contact through to discrete action (test drives, downloads, time on site, dealer visits, etc) </li></ul></ul><ul><li>Establish formal optimisation & testing strategy against that core methodology </li></ul>Measure, Measure, Measure
    69. 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
    70. 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
    71. So what about RVPoint?
    72. <ul><li>RVPoint Delivers you opportunities in two core ways </li></ul><ul><li>Reach: RVPoint lets you target highly qualified leads (people already in-market). </li></ul><ul><li>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 </li></ul>So what about RVPoint?
    73. 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
    74. 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
    75. Lots of options
    76. There is no silver bullet anymore
    77. Use all of them
    78. 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
    79. A case study
    80. Case Study 3 - Mini Cherished (UK) – Banner Ad
    81. 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.
    82. 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).
    83. Mini Cherished (UK) – Landing Page 2
    84. To encourage people to fall in love with your stuff.
    85. 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:

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