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
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
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.
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
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
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
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
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).