New Sales Presentation Everyone

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  • New Sales Presentation Everyone

    1. 1.
    2. 2. Welcome<br />
    3. 3. WHAT IS ABN?<br />A COMMUNICATION PLATFORM<br />Communicate, Educate, Market<br />
    4. 4. WHAT IS ABN?<br /><ul><li>Only Private Dealership TV Network
    5. 5. Unique to Each Dealership – ‘Their Own Network’
    6. 6. Primary Focus on the Service Waiting Area
    7. 7. Subscription Based
    8. 8. Founded April ‘07 – Launched March ’08
    9. 9. Currently Installed in 33 States / Turn Key
    10. 10. Our Partners: </li></li></ul><li>Current Situation<br />Dealers Spend $8,000,000,000 in Advertising Annually (not including manufacturer’s)<br />GOAL - Drive Traffic from the living room to the Showroom!<br />Sophisticated Demographics to determine<br />Age, Income, Geography, Propensity to Buy your product, etc.<br />Q. Where are the Dealerships Best Prospects?<br />Pre-Disposed to buy your Products and Services<br />A. In your Service Waiting Area!<br />
    11. 11. &quot;You can have anything you want in life if you&apos;ll just help enough other people get what they want&quot;!<br />Zig Zigler<br />
    12. 12. HERE IS WHAT YOUR CUSTOMERS ARE SEEING IN DEALERSHIPS TODAY!<br />Average wait time is 1 hour and 32 minutes<br />
    13. 13. Three Questions<br />1. Is this environment conducive to conducting business? (up-sells)<br />2. Is it acceptable to allow competing dealers and brands to<br /> advertise in your facility?<br />3. Shouldn’t you be taking advantage of the time these customers<br /> are spending inyourDealerships to Communicate and Educate them?<br />
    14. 14. Here’s The Opportunity<br />With your Private Television Network<br /> you can now deliver:<br />The Right Message <br />To The Right Prospects<br /> In The Right Place<br /> At The Right Time<br />Best Possible Marketing Scenario!<br />
    15. 15. The Right Messages<br />CBS Entertainment (Must entertain 1st)<br />70/30, 12 hour loop, monthly updates, 3-12 min segments<br />Fixed Operations<br />Tech Tips, ‘Ask J.T.’ , Service ‘Transactional’ Spots<br />Sales<br />National and Regional TV Spots<br />Product Walk Arounds, Dealer Spots, Time Sensitive LF<br />Brand / Educate<br />Long Format<br />Did You Know?<br />
    16. 16. SERVICE<br />
    17. 17. Service<br />“In fact, during a recent internal study we were able to prove a direct link between a good service and future car sales.” <br />“if a customer comes into a store for service just once, the chance of them later buying a car from that dealership jumps to nearly one third. Even better the percentage increases with each additional positive visit. And, after five visits... the likelihood they will buy a new car from the dealership nearly doubles. “<br />
    18. 18. So Now What? <br />Finding the ‘Ups’ in a Down Automotive Market<br />Automotive Customer Centricity Summit 2009<br />Marina del Rey, California<br />June 16-17, 2009<br />Patrick Reininger<br />Patrick_Reininger@polk.com<br />© 2008 R. L. Polk & Co. All rights reserved.<br />13<br />
    19. 19. Strong dealers will drive recovery<br />14<br />
    20. 20. Service Retention Rates<br />
    21. 21. THE DEALERSHIP<br />
    22. 22. THE DEALERSHIP<br />
    23. 23. COMPETITIVE OUTLETS<br />Goodyear Service Centers – 811<br />Jiffy Lube Service Centers – 2,000<br />Pep Boys Service Centers – 560<br />Midas Service Centers – 2,602<br />Firestone Auto Care Centers – 1,500<br />Wal Mart Service Centers – 2,400<br />Auto Value / Bumper to Bumper – 2,500<br />
    24. 24. “SOLUTION FOR DISENFRANCHISED DEALERS”<br />
    25. 25. RETAIN CURRENT CUSTOMERS / INCREASE SERVICE REVENUE<br />Build Credibility<br />Tech Tips<br />Educate Customers<br />ASK JT<br />Transactional Offers<br />Tires<br />
    26. 26. Tech Tip<br />
    27. 27. ASK JT<br />
    28. 28. WHAT YOUR UP AGAINST<br />5,000 independent service centers<br />
    29. 29. Service Transactional<br />
    30. 30. Sales<br />
    31. 31. SALES<br />Sales<br />National TV Spots<br />Regional TV Spots<br />Product Walk Arounds<br />Dealer Spots<br />Time Sensitive Long Format<br />
    32. 32. MR. OPPORTUNITY<br />
    33. 33. WALKAROUND<br />
    34. 34. CASH FOR CLUNKERS<br />
    35. 35. Custom Dealership Messages<br />Certified Used Program<br />Service Loyalty Program<br />Website Introduction<br />Dealership Amenities<br />Facility Tour/Introduction<br />Community Service<br />
    36. 36. Custom Dealership Messages<br />VIP VIDEO<br />RESULTS <br />
    37. 37. Dealership and Brand Advocates<br />How can you…<br />Get Customers Emotionally Involved<br />Educate Customers<br />
    38. 38. EMOTIONALLY ENGAGE LONG FORMAT<br />
    39. 39. EDUCATEHonda in America<br />
    40. 40. EDUCATETotal Cost of Ownership<br />
    41. 41. Key to Success is the Right Content<br />Walk Arounds<br />Tech TipsTransactional SpotsF & I<br /> Air Conditioner A/C Service LoJack<br /> Air Filters Vehicle Detailing Extended Service Agreement<br /> Batteries Tires Gap Insurance<br /> Belts & Hoses In Cabin Air Filter Road Hazard<br /> Brakes Certified Body Shop Prepaid Maintenance<br /> Fluids Parts and Accessories <br /> Gas Cap A/C Deodorizer Sales Transactional Spots<br /> Headlights Extended Warranty New Car - Right Now …<br /> Oil Change Rotate and Balance Warranty – New Car / New Warranty<br /> Tire Pressure Alignment Fuel Economy – <br /> Tire Wear Timing Belt Used Cars – <br /> Wiper Blades Dent Removal Window Tint <br />Ask JT’s All Makes and Models <br /> Independent vs. Dealership Service Batteries Movie Features<br />Premium vs. Regular Octane Windshield Cracks <br /> Body Shop Used Cars <br /> Importance of Survey Bluetooth Daily News<br /> Extended Warranty Brakes <br /> RSS Feeds<br />Green Tips PSA’sRegional Marketing<br />
    42. 42. Q.<br />WHAT IS THE BEST FORM OF ADVERTISING?<br />
    43. 43. ANSWER<br />Word of Mouth!<br />
    44. 44. Used to Be<br />Happy Customer told 3 people<br />Unhappy Customer told 10 people<br />Today<br />Happy Customers inform 300 people<br />Unhappy Customers inform 1,000 people<br />
    45. 45. WORD OF MOUTH<br />Word of Mouth has gone Digital<br />Social Networking (4th largest – 340M Visitors 08)<br />
    46. 46. Advertising Age, July 2009<br />“But the question being bandied about in advertising circles is whether that vast experience could work against Bob Lutz in an age in which selling cars is increasingly about amplifying peer-to-peer recommendations and data-driven direct marketing and less about the mass-market commercials that have long been the mainstay of most of GM’s brands”<br />
    47. 47. ‘WORD OF MOUTH’<br />ABN can assist in getting your customers Emotionally Engaged!<br />ABN Can Educate Your Customers<br />ABN Can Reinforce Key Attributes –<br />Lowest Cost of Ownership<br />ABN Can ‘Educate’ Customers/Employees<br />Key Facts - Made in America <br />ABN can communicate complex messages<br />
    48. 48. © 2008 R. L. Polk & Co. All rights reserved.<br />43<br />Overall Implications<br /><ul><li> Speak to customers in a way that’s meaningful to them
    49. 49. Owner and DMS databases are an incredible asset, yet underutilized
    50. 50. Build relationships with older vehicle age owners
    51. 51. Aftersales retention drives profitability & repurchase consideration
    52. 52. Loyalty matters much more in this period of extreme competitiveness with declining sales
    53. 53. If you’re not aggressive on keeping current and orphaned customers, someone will go after them</li></li></ul><li>“AS WE SAY AT ABN”<br />“Manufacturers and Dealers can either take control of their customers experience by communicating with them while they’re at the dealership<br />OR<br /> They can continue to ignore them, wait until they go home, and then try to reach them via traditional advertising methods to drive them back to the dealership.”<br />
    54. 54. How do the Dealers feel about ABN?<br />
    55. 55. WHAT COMMUNICATES BETTER?<br />1 mail piece<br />24 minutes of multi media messaging<br />
    56. 56. Subscription Pricing<br />Monthly Subscription <br />$1,695 12 Months<br />$1,395 24 Months<br />$1,195 36 Months<br />One Time Hardware and Installation <br />$2,598 ($1,999 Hardware, $599 Installation)<br />Wouldn’t you agree it’s significantly easier to drive a customer from YOUR service waiting area 15 feet to your new car inventory than it is to drive them from THEIR living room to your showroom?<br />
    57. 57. SpecialPricing<br />Monthly Subscription <br />$999.00 First and Last Month Up front ( 13 months)<br />One Time Hardware and Installation<br />Hardware provided by ABN <br />$599 Installation<br />
    58. 58.
    59. 59.
    60. 60. Increase CSI<br />
    61. 61. Increase Repeat Business<br />Installations Finalized 3rd Week of May (90 day rolling Avg.)<br />
    62. 62. What’s Included<br />Content Provided<br /><ul><li>CBS Content
    63. 63. Daily News
    64. 64. Walk Arounds
    65. 65. Tech Tips
    66. 66. Ask JT’s
    67. 67. Trivia
    68. 68. Transactional Spots</li></ul>Unlimited Uploads i.e.….. <br />Services Provided<br /><ul><li>New ABN Produced Content
    69. 69. Procure Manufacturer Content
    70. 70. ABN Managed Services
    71. 71. Delivery Via Satellite
    72. 72. 24 Hour Support
    73. 73. Lifetime Hardware Support
    74. 74. Lifetime Hardware Replacement</li></ul>Dealer/Sponsor/Association Spots<br />

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