Integrated Fleet Marketing Plan


Published on

This is a generic plan outlining key integrated solutions for marketing to fleet decision-makers.

Published in: Business, News & Politics
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Integrated Fleet Marketing Plan

  1. 1. Integrated Marketing Plan
  2. 2. About Bobit Business Media… In Print At Bobit Business Media, above all, we are in business for business, specifically, your business. Automotive Total Market Coverage: 279,396 (total circulation) Markets Served: Automotive, Business and Government Fleet, Fleet Finance, Vehicle Rental and Remarketing, Work Truck      Automotive Aftermarket Group Total Market Coverage: 73,823 (total circulation) Markets Served: Automotive and Truck Trim and Restyling, Mobile Electronics and Entertainment      Ground Transportation Total Market Coverage: 44,925 (total circulation) Markets Served: School Bus and Mass Transportation, Limousine       Protection Total Market Coverage: 72,626 (total circulation) Markets Served: Law Enforcement and Security       Beauty Total Market Coverage: 62,274 (total circulation) Markets Served: Nail Salons
  3. 3. Who is Bobit Business Media? <ul><li>Over 40 Years of Industry Insight… Starting in the Fleet Business </li></ul><ul><ul><li>Bobit Business Media was founded in 1961 with the launching of Automotive Fleet in Glenview, Illinois, a suburb of Chicago. </li></ul></ul><ul><ul><li>Corporate headquarters in Torrance, California with 8 offices across the United States </li></ul></ul><ul><ul><li>Currently 150 employees </li></ul></ul><ul><li>Diversified Media Company </li></ul><ul><ul><li>25 magazines serving automotive, automotive aftermarket, ground transportation, protection and beauty industries as leaders in print . </li></ul></ul><ul><ul><li>11 conferences and shows bringing buyers and sellers together in person . </li></ul></ul><ul><ul><li>Over 50 Web sites, online directories and e-newsletters building relationships online. </li></ul></ul><ul><li>Quality Communications </li></ul><ul><ul><li>Award-winning editorial </li></ul></ul><ul><ul><li>Up-to-date databases and targeted lists </li></ul></ul><ul><ul><li>Client consulting services </li></ul></ul><ul><ul><li>Dedicated research and analysis department </li></ul></ul><ul><ul><li>Full-service marketing communications agency </li></ul></ul><ul><li>In Business, For Your Business </li></ul>
  4. 4. Unsurpassed Fleet Expertise <ul><li>Automotive Fleet (AF) founded in 1961. 20,000 circulation </li></ul><ul><li>Auto Rental News (ARN) founded in 1988. 10,500 circulation </li></ul><ul><li>Business Driver (BD) founded in 1956.  Digital Edition </li></ul><ul><li>Business Fleet (BF) founded in 1999. 40,000 circulation </li></ul><ul><li>Fleet Financials (FF) founded in 1987. 16,000 circulation </li></ul><ul><li>Government Fleet (GF) founded in 2003 18,000 circulation </li></ul><ul><li>Vehicle Remarketing (VR) founded in 1984. Online-Only </li></ul><ul><li>Work Truck (WT) founded in 2007 60,000 circulation </li></ul>
  5. 5. <ul><li>Objective </li></ul><ul><ul><li>To familiarize target audience of product offering creating brand awareness, trial and preference with Your Company and its products/services. </li></ul></ul><ul><li>Goals </li></ul><ul><ul><li>Bobit Business Media with our magazines and corresponding e-newsletters, websites, lead-generation and web seminars is positioned in the marketplace to assist Your Company with the following marketing communication goals. </li></ul></ul><ul><ul><ul><li>Build market awareness of product to key segments </li></ul></ul></ul><ul><ul><ul><li>Generate Qualified Leads </li></ul></ul></ul><ul><ul><ul><li>Create brand preference among target markets </li></ul></ul></ul><ul><li>Solution </li></ul><ul><ul><li>The overall solution for Your Company is a three-pronged approach. </li></ul></ul><ul><ul><ul><li>In Print </li></ul></ul></ul><ul><ul><ul><li>In Person </li></ul></ul></ul><ul><ul><ul><li>Online </li></ul></ul></ul><ul><ul><li>This strategy successfully uses the current strength of the Your Company brand name, while introducing prospects to the necessary features desired by the specific markets. The following plan outlines the integrated media components Bobit Business Media feels Your Company needs to implement to enhance their success. </li></ul></ul>Fleet Expertise… Translating Into Business
  6. 6. Integrated Marketing Plan <ul><li>In Print </li></ul><ul><ul><li>Being the industry expert editorially, we are also well-positioned to create targeted advertising for our clients. To strengthen brand identity among purchasers and influencers, we recommend the following: </li></ul></ul><ul><ul><ul><li>Advertising </li></ul></ul></ul><ul><ul><ul><ul><li>Consistent Full Page Four Color Ads and strategically timed Bellybands, Cover Stickers, Inserts and Split Covers </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Automotive Fleet </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Business Fleet </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Fleet Financials </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Editorial Opportunities </li></ul></ul></ul><ul><ul><ul><ul><li>Our editors are always looking for pertinent editorial content for our readers. Submit your press releases and ideas for their review. </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Print and Online news sections </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>E-newsletter stories </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Feature stories </li></ul></ul></ul></ul></ul><ul><li>Also Available: </li></ul><ul><li>Custom Publishing </li></ul><ul><li>Custom Inserts </li></ul><ul><li>Bellybands </li></ul><ul><li>Your Ideas </li></ul>
  7. 7. Integrated Marketing Plan <ul><li>In Person </li></ul><ul><ul><li>Bobit Business Media is an experienced, business-to-business media innovator. The following will compliment the “In Print” program and further strengthen your brand identity among purchasers and influencers: </li></ul></ul><ul><ul><ul><li>Contact Generation Program </li></ul></ul></ul><ul><ul><ul><ul><li>Bobit will do the leg-work of calling our targeted databases in order to deliver qualified contacts to your corporate sales teams with the following information: </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Company contact information including decision-maker name, address, phone, fax & email (if available) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Fleet size, vehicle make-up, leasing/fleet management status, current accident management/safety practices, fuel management practices, remarketing methods, software status and purchasing intention and more. </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Custom Market Research </li></ul></ul></ul><ul><li>Also Available: </li></ul><ul><li>Focus Groups </li></ul><ul><li>Telemarketing </li></ul><ul><li>Your Ideas </li></ul>
  8. 8. Integrated Marketing Plan <ul><li>Online </li></ul><ul><ul><li>The following will complete the Integrated Marketing Plan and assist Your Company in achieving their marketing communication goals: </li></ul></ul><ul><ul><ul><li>Online Brand Building </li></ul></ul></ul><ul><ul><ul><ul><li>Place online ads in prominent positions on our websites and E-mail newsletters increasing brand awareness and generating leads. </li></ul></ul></ul></ul><ul><ul><ul><li>Web Seminars </li></ul></ul></ul><ul><ul><ul><ul><li>Sponsor a web seminar and be seen as an expert on the topic. Great for generating leads and building your brand. Includes a co-branded marketing campaign on our websites and in our magazines. All registrants are handed over to the sponsor at the end of the event. The event is archived online for at least 12 months. </li></ul></ul></ul></ul><ul><ul><ul><li>Other Ideas </li></ul></ul></ul><ul><ul><ul><ul><li>Channel Sponsorship </li></ul></ul></ul></ul><ul><ul><ul><ul><li>FleetTV Videos </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Webmercials </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Page Peels </li></ul></ul></ul></ul><ul><li>Also Available: </li></ul><ul><li>Webmercials </li></ul><ul><li>E-promos </li></ul><ul><li>Online Video </li></ul><ul><li>Your Ideas </li></ul>
  9. 9. Lead Generation Sample
  10. 10. Lead Generation Sample
  11. 11. Lead Generation Sample Web Seminar Sample Web Seminar Sample
  12. 12. Lead Generation Sample Web Seminar Sample Web Seminar Sample FleetTV Sample
  13. 13. Lead Generation Sample Web Seminar Sample Web Seminar Sample FleetTV Sample
  14. 14. Lead Generation Sample Web Seminar Sample Web Seminar Sample FleetTV Sample
  15. 15. Lead Generation Sample Web Seminar Sample Web Seminar Sample FleetTV Sample
  16. 16. Lead Generation Sample Web Seminar Sample Web Seminar Sample FleetTV Sample