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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!
[object Object],[object Object],[object Object],[object Object],[object Object],Considerations of retail are very similar to online ,[object Object],[object Object],[object Object],[object Object],[object Object]
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.
[object Object],[object Object],[object Object],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)
Awareness Consideration Selection Sales Repeat The buying process (falling in love) ,[object Object],[object Object],[object Object],[object Object]
Awareness Consideration Selection Sales Repeat The buying process (falling in love) ,[object Object],[object Object]
Awareness Consideration Selection Sales Repeat The buying process (falling in love) ,[object Object],[object Object]
Awareness Consideration Selection Sales Repeat The buying process (falling in love) ,[object Object],[object Object]
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
[object Object],[object Object],[object Object],[object Object],[object Object],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?
[object Object],[object Object],[object Object],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:

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