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Fuel the funnel

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The big idea was for four publishers who are usually fierce competitors to work together for the first time on a piece of research to support their medium. In a world where print was being dropped from motoring campaign schedules altogether, conversations about which magazines to use were becoming redundant. Sales and insight teams from across all four publishers worked together to draw up a brief for research to:
• Demonstrate role and influence of motoring magazines in car purchasing journey.
• Demonstrate the role of motoring magazines in building brand awareness and consideration.
• Demonstrate how advertising within motoring magazines amplifies editorial content.

Published in: Automotive
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Fuel the funnel

  1. 1. 1. Online survey 2. Media activity with follow-up survey 3. Neuro-based media activity and in-depth interviews WHAT WE DID
  2. 2. MOTOR MAGAZINE READERS
  3. 3. PROFILE OF MOTOR MAGAZINE READERS MALE 90% YEARS OLD 40+ INCOME £40k+
  4. 4. 54% Usually the first to know about new cars have had a conversation about cars in the last week Responsible for new car purchases 68%60% £34k say friends and family bought a car on their recommendation 61%4 Is planned for next vehicle spend Average shortlist on cars 78% passionate about cars 62% are motor influencers PROFILE OF MOTOR MAGAZINE READERS
  5. 5. PURCHASE JOURNEY
  6. 6. ALWAYS ‘IN-MARKET’ Next 6 months 56% Looked out for car on the road 51% Seen the car in dealership 35% Spoken to a sales person 23% Test driven the car 37% Requested a brochure Next 6-12 months 47% Looked out for car on the road 30% Seen the car in dealership 14% Spoken to a sales person 19% Test driven the car 34% Requested a brochure Next 12-24 months 36% Looked out for car on the road 36% Seen the car in dealership 24% Spoken to a sales person 27% Test driven the car 28% Requested a brochure Over 24 months 26% Looked out for car on the road 32% Seen the car in dealership 23% Spoken to a sales person 26% Test driven the car 17% Requested a brochure
  7. 7. ALWAYS ‘IN-MARKET’ FOR INFO Next 6 months 79% Visited manufacturer’s website 63% Visited dealership website 58% Read about car in motoring magazine 60% Read about car on motoring magazine website 63% Talked about car with family/friends Next 6-12 months 56% Visited manufacturer’s website 39% Visited dealership website 46% Read about car in motoring magazine 51% Read about car on motoring magazine website 40% Talked about car with family/friends Next 12-24 months 50% Visited manufacturer’s website 38% Visited dealership website 49% Read about car in motoring magazine 41% Read about car on motoring magazine website 32% Talked about car with family/friends Over 24 months 43% Visited manufacturer’s website 27% Visited dealership website 43% Read about car in motoring magazine 42% Read about car on motoring magazine website 28% Talked about car with family/friends
  8. 8. Next 6 months 14% Look for reviews about the car 14% See an advert on TV 23% See an advert in a magazine 23% See an advertisement in a newspaper 23% See an advert online 21% Use a finance calculator Next 6-12 months 24% Look for reviews about the car 23% See an advert on TV 37% See an advert in a magazine 33% See an advertisement in a newspaper 29% See an advert online 31% Use a finance calculator Next 12-24 months 36% Look for reviews about the car 21% See an advert on TV 24% See an advert in a magazine 23% See an advertisement in a newspaper 27% See an advert online 32% Use a finance calculator Over 24 months 40% Look for reviews about the car 28% See an advert on TV 34% See an advert in a magazine 27% See an advertisement in a newspaper 35% See an advert online 29% Use a finance calculator ADVERTISING PLAYS AN IMPORTANT ROLE
  9. 9. ● High category engagement ● Willing to take risks ● Higher likelihood to go over budget ● Will compromise to get dream car ● Change cars more frequently ● More car buying experience LOVER Tendency to... PRAGMATIST Tendency to... Seduce Convince APPEALING TO THE RIGHT MINDSET ● Low category engagement ● Risk-averse ● Budget driven ● Save cars for later ● Keep cars longer ● Less car buying experience
  10. 10. ONLINE SEARCH ● Search for specific models ● Get more data and evidence ● Directly compare different cars ● Assessment of car suitability PRINT AND ONLINE FULFILL DIFFERENT NEEDS AND MINDSETS IN THE BUYING PROCESS Purpose Mindset What people get out of it ● Come away from reality and dream ● New cars/launches being brought to my attention for consideration ● Invest in, learn about the brands and their wider activities ● Learn about long-term trends in motoring PRINT MAGAZINE Purpose Inspiration What people get out of it Mindset Relaxed, open Research Focused, judgmental ‘I read for inspiration and entertainment. You come away from reality and the drudgery of life. You get ideas, even if some of the ideas may only be a fantasy.’ – Male 40-50 ‘Online is easier to compare prices and options but you already need to have some idea what you are looking for, otherwise it’s overwhelming.’ – Male 40-50
  11. 11. THE ROAD TO PURCHASE MINDSET CONSIDERATION LIST WEIGHT OF EVIDENCE DECISION LOVER ● High engagement ● Willing to take risks ● Long-term view PRAGMATIST ● Low engagement ● Risk-averse ● Budget driven DESIRE STRIKES “I want this car” 88% Chosen car is on shortlist from the beginning RESEARCH STARTS “I need a car that…” DISSUASION “I know which one I want, I am just playing devils advocate” 63% Chosen car is favourite from the beginning CONVICTION “Which is the best option?” 90% Stick to their budget (but budget may increase during process) 92% Stick to type of car Any on the shortlist are acceptable, it comes down to the deal and delivery times
  12. 12. MINDSET CONSIDERATION LIST WEIGHT OF EVIDENCE DECISION THE ROAD TO PURCHASE LOVER ● High engagement ● Willing to take risks ● Long-term view PRAGMATIST ● Low engagement ● Risk-averse ● Budget driven DESIRE STRIKES “I want this car” 5% See cars on the road 1% Drive or be driven in a friend’s car 12% See car at dealership 6% Advert image 24% Images in car magazines RESEARCH STARTS “I need a car that…” 3% Friends or family recommended 24% Brands I used to own Convenient dealership location Magazine/online reviews Google type of car/Top 10 Advert text/price 9% Both mindsets use the same sources of evidence 22% Friends of family who own one Magazine reviews/Awards/ Top 10 Owner forums/ reviews 49% 57% Manufacturer website/specs Brand image perceptions 21% Car brochure 60% Driving the car/test drive 62% Dealership experience
  13. 13. THE ROAD TO PURCHASE MINDSET CONSIDERATION LIST WEIGHT OF EVIDENCE DECISION LOVER ● High engagement ● Willing to take risks ● Long-term view PRAGMATIST ● Low engagement ● Risk-averse ● Budget driven 3-18 MONTHS BEFORE PURCHASE 2-3 MONTHS BEFORE PURCHASE 1-3 WEEKS BEFORE PURCHASE Car not seen Negative brand perceptions Negative reviews and stats Poor dealership experience or communication Insufficient drives Car looks different in real life
  14. 14. EFFECTS OF READING A MOTORING MAGAZINE
  15. 15. Environmental credentials Affordability Fuel Efficiency Spaciousness Sportiness Performance Safety Prestige Comfort Reliability Style Quality 53 53 48 48 47 44 44 43 41 38 37 37 EFFECTS OF MOTORING MAGS change their ratings ‘I had concerns about the Dacia, but according to the magazine it may be OK if you go for a higher spec.’ male 40-50 ‘Friends said I should consider Hyundai, but I was not sure. But now I read in the magazine they have improved a lot I think I should now consider it.’ female 50+
  16. 16. £27,547 £30,066 Before magazine exposure After magazine exposure of readers increase their spend after reading a motoring magazine Planned budget for next car purchase 39% EFFECTS OF MOTORING MAGS Increase budget 9% increase “Reading the magazine reminded me that I still cannot afford a Volvo. But Audi may be more affordable, I could stretch to Audi.” Female, 40-50
  17. 17. notice the car advertising - more engaged 66% are more excited about buying a car 45% felt the motoring magazines bought the car to life 42% have had more conversations about cars after reading a motoring mag 42% EFFECTS OF MOTORING MAGS Increased excitement and positive associations ‘When I read the magazines I tend to be more open, I am not in the middle of something else. I tend to notice the advertis more than, let’s say, when I browse online.’ – Male, 40-50
  18. 18. Motoring magazines help reduce the number on the shortlist 43% Are inspired to add more to the shortlist 20% Bring purchase forward 16% EFFECTS OF MOTORING MAGS Help make a decision 2 months Shortens buying cycle by I read about prices for Tesla and found out that they are more expensive, so that rules out Tesla for the foreseeable future.’ Male, under 40
  19. 19. Changed the car they view as favourite for their next purchase after reading the motor magazine “I was already considering the SEAT. It featured very highly in the magazine and I am considering it even more so now. The MINI was my favourite but it is simply not practical.” Male, 40 - 50 EFFECTS OF MOTORING MAGS Changes favourite 33%
  20. 20. COMBINING PRINT AND ONLINE MAKES THE AD MORE MEMORABLE AND INCREASES BUDGET Have increased their car budget 36% 42% Magazine only Motor magazine and website: Website only Magazine + Website 47% It changed my views on the brands I am considering 7% 14% 17% Budget increase £3,470 £3,899 £4,209
  21. 21. ADDING A MAGAZINE TO TV ADVERTISING HELPS CLOSE THE SALE 38% 39% Magazine only TV only Magazine + TV Changed my views on the brands I am considering 2% 55% It changed my views on the brands I am considering 7% 4% 17% It changed my mind on which car to buy 4% 10% 95% sure they would buy their favourite car ‘I often do both at the same time. When I watch TV my tablet is always next to me. When an interesting car advert comes up I look for reviews of the model on line.’ – Male, 40-50
  22. 22. Create awareness and inspire desire for new brands to be considered Change viewers brand perceptions Encourage buyers to aim for a higher car buying budget Increase excitement around car buying process and keep the subject top of mind Help buyers reduce their shortlist and make a decision Change buyers favourite brand EFFECTS OF MOTORING MAGS
  23. 23. POWER OF ADVERTISING
  24. 24. POWER OF ADVERTISING - BUDGET Have changed their car budget 57% Have increased their car budget 36% Have changed their car budget 59% Have increased their car budget 38% £3,470 £3,932 With adverts With brand relevant adverts Average increase Average increase Magazines with adverts trigger a higher planned car purchase budget Have changed their car budget 49% Have increased their car budget 32% £2,891 Without adverts Average increase
  25. 25. Reliability Quality POWER OF ADVERTISING - BRAND PERCEPTION Magazines with adverts have a stronger impact on brand perceptions 40 32 38 32 38 36 42 38 49 39 58 36 46 38 44 41 45 41 55 29 56 45 52 32 Style Comfort Sportiness Affordability Safety Prestige Performance Fuel Efficiency Environment* Spaciousness ‘Now I might consider the Mercedes SUV, that surprised me as the price was lower than I thought.’ – Female, 40-50 With ads Without ads
  26. 26. POWER OF ADVERTISING SHORTEN PURCHASE CYCLE Have changed their timings 33% Bring purchase forward 16% Have changed their timings 38% Bring purchase forward 28% 2 months 5 months Without adverts With adverts Shortens buying cycle by Shortens buying cycle by Effects on planned purchase timings
  27. 27. POWER OF ADVERTISING - SHORTLIST Advertised brands have a better chance to stay on shortlist Less likely to be dropped 12% ‘There was nothing about BMW nor hybrids but looking at Volvo it has increased my interest in the SUV as a category, it has opened my eye to alternatives.’ Male 50+ ‘I remember seeing the Nissan advert but that is because I like the car. Once you like a car you start seeing it everywhere.’ Male 50+
  28. 28. POWER OF ADVERTISING - FAVOURITE Advertised brands have a better chance to become a favourite and the potential for switch selling is GREATER Featured brands added as favourite 20% Featured brands dropped as favourite 23% Without adverts Featured brands added as favourite 31% Featured brands dropped as favourite 17% Net change -3% Net change 14% With adverts
  29. 29. POWER OF ADVERTISING - FAVOURITE Number of brands added/dropped as favourite male 50+ male 50+male 50+ “I would be disappointed if Top Gear no longer had any car adverts in it. I like to see the adverts to get inspiration – for the cars to buy in the future.” “Evo is sporty, classy and stylish. If a brand advertises here those attributes are transferred onto the brand. It’s a great introduction for a brand to advertise here.” I don’t mind advertising. I enjoy it if it’s smart and beautiful and if it is targeted at me then it is spot on.”
  30. 30. Without ads With ads POWER OF ADVERTISING SHARE OF ATTENTION Without ad of car brand x 19% share of attention With ad of car brand x in the magazine 42% share of attention Placing an advert doubles the share of attention given to the brand
  31. 31. SUMMARY Car buyers are always in- market Motoring magazines change minds Advertising boosts demand
  32. 32. THANK YOU

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