Kbb ad package_adptraining_0309

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Kbb ad package_adptraining_0309

  1. 1. Your Connection to Car Shoppers
  2. 2. Agenda Agenda • About Kelley Blue Book • Digital Advertising Budget Allocation • Kbb.com Advertising Program • How to Sign up a Dealer Goals • Understand the Kelley Blue Book value proposition • Understand the process to sign up dealers • Kelley Blue Book to understand what ADP needs to be successful
  3. 3. Who We Are • Since 1926, Kelley Blue Book has been trusted by both consumers and the automotive industry, helping millions of in-market car shoppers make well-informed decisions about the buying and selling of vehicles. Every month, kbb.com® ― the #1 automotive Web site* ― provides the most up-to-date vehicle information, including new and used Kelley Blue Book® Values, car reviews, videos, and consumer ratings. Kelley Blue Book creates opportunities for dealers, OEMs and industry professionals to connect with more in-market car shoppers through its trusted values, kbb.com, and Internet marketing solutions. *C.A. Walker Research Solutions, Inc. Most Visited Automotive Web Site According to the 2008 Spring Automotive Web Site Usefulness Study
  4. 4. Marketing Budget Allocation to Digital
  5. 5. Dealer Digital Budget Allocation Open Discussion: How do you justify a percentage of Marketing Budget for Digital Spend? Marketing Goal: Back to Basics 1. Identify The Target Customer 2. Communicate Brand and Message 3. Produce High Quality Store Traffic CPC is important IF right people click 1 C.A. Walker Research Solutions, Inc. – 2008 Spring Automotive Web Site Usefulness Study
  6. 6. Dealer Digital Budget Allocation Search Display Classifieds Leads • Low CPC • Unable to target Research Network shoppers Web Site Web Site • Point of diminishing • Reach consumers when they are return making their purchase decision • Great additional medium • Limited • #1 way to target in-market • All about the originator, not good the network Keywords • Premium buy, higher close rate • Lower CPM, lower close rate • Organic is • Used as consumer originator for goal Network buys
  7. 7. How does kbb.com fit into the digital budget?
  8. 8. KBB.com Brand and Influence Kbb.com is the #1 automotive Web site among new and used vehicle shoppers 1 12 million visits to kbb.com ® each month 2 1 in 3 cars purchased in the US are researched on KBB.com Put your brand next to the name trusted by both consumers and the automotive industry Kbb.com is the most useful automotive information Web site among new and used vehicle shoppers 1 HALF of online vehicle shoppers visit kbb.com1 1 C.A. Walker Research Solutions, Inc. Most Visited Automotive Web Site According to the 2008 Spring Automotive Web Site Usefulness Study 2 Kelley Blue Book: 2008 Omniture SiteCatalyst
  9. 9. More Than A West Coast Value Source: Nielsen Online (June 2008) *These demographics for Kelley Blue Book do not meet minimum sample size standards. Measures for these demographics may exhi bit large changes month-to-month as a result.
  10. 10. The Consumer You Will Reach Time spend on kbb.com was nearly twice as high as the next competitor Over 50% of NEW CAR Shoppers plan to buy within the next 3 months Over 60% of USED CAR Shoppers plan to buy within the next 3 months 1 out of 3 car buyers in the US visited kbb.com Nearly 7 out of 10 consumers on kbb.com are interested in locating a dealer and submitting a dealer quote request* HALF of online vehicle shoppers visit kbb.com1 1 C.A. Walker Research Solutions, Inc. – 2008 Spring Automotive Web Site Usefulness Study
  11. 11. We Deliver In-Market Shoppers Over 50% of NEW CAR Shoppers plan to buy within the next 3 months (Suggested Retail Shoppers) 2008 Base Used Car Pricing Report Private party page: 61; 2008 Base Used Car Pricing Report Suggested retail page: 41; 2008 Base Used Car Pricing Report Trade-In page: 30; Q: Indicate when you plan to purchase or lease your next new vehicle, that is one not previously owned; ± 1% due to rounding.
  12. 12. We Deliver In-Market Shoppers Over 60% of USED CAR Shoppers plan to buy within the next 3 months (Suggested Retail Shoppers) 2008 Base Used Car Pricing Report Private party page: 348; 2008 Base Used Car Pricing Report Suggested retail page: 219; 2008 Base Used Car Pricing Report Trade-In page: 83; Q: Please indicate when you plan to purchase your next used vehicle; ± 1% due to rounding.
  13. 13. Relevant Information on kbb.com New car pricing Trade-in values Perfect car finder Editorial reviews Videos KBB Green section Financing Insurance Rebates and incentives Consumer ratings
  14. 14. Connecting Shoppers with Sellers Free dealer price quote Find a local dealer Dealership video ads Dealer Showcase ads Premium ad placements Blue Book Classifieds listings Nearly 7 out of 10 consumers on kbb.com are interested in locating a dealer and submitting a dealer quote request* * Kelley Blue Book: 2008 Online Car Shopper Study
  15. 15. Kbb.com Advertising Opportunities Dealer Showcase Internet Power Package Regional Buy Ad Package Dealer Showcase Video Ad Auto Intender Ad Package Network Behavioral Targeting Ad Package
  16. 16. Dealer Showcase
  17. 17. Dealer Showcase Exclusive, Targeted Advertising Package on kbb.com Be the #1 dealership in your market on kbb.com Exclusively target local car shoppers by make Customize your ad placement based on dealer-defined territory Be the only advertiser in your market to showcase on kbb.com Link banner ad and listings directly to dealer Web site Designed to generate leads from kbb.com Dynamic, expanding rich-media ads
  18. 18. Dealer Showcase Exclusive, Targeted Advertising Package on kbb.com Maximize Brand Exposure on kbb.com Maximize brand exposure on 130+ premium pages Expanding Dealer Showcase ad in Blue Book Classifieds section Vehicle listing in Blue Book Classifieds section Gain exposure on one of the largest online marketplaces for used vehicles
  19. 19. Dealer Showcase Exclusive, Targeted Advertising Package on kbb.com Showcase Dealer Recognition Showcase Dealer recognition within Free Dealer Price Quote list page Showcase Dealer recognition within Find a Dealer list view Showcase Dealer recognition within Find a Dealer map view Showcase Dealer recognition within Thank You page
  20. 20. Dealer Showcase Video Ad State-of-the-art 30-second-ad Be seen and heard on the #1 automotive Web site Enhance your Dealer Showcase ad with a video Improve expansion rates* with the roll-over left expanding video ad Increase conversion by keeping shoppers engaged longer Boost click rates** (video click- thru rates are about five times higher than standard image ads) Use your own commercial or have Kelley Blue Book facilitate the production: - Professional, high-quality, scalable and affordable - Locally filmed at your dealership *DoubleClick Rich Media and Video Report, September 2008, Creative Insights on Rich Media **DoubleClick Rich Media and Video Report, February 2007, Video Ad Benchmarks: Average Campaign Performance Metrics
  21. 21. Dealer Showcase Exclusive, Targeted Advertising Package on kbb.com Custom Marketing Message Marketing •Up to 5 custom marketing messages •Includes dealer URL & phone number Kelley Blue Book Content •Up to 3 custom marketing messages •Kelley Blue Book “look and feel” •Includes dealer URL & phone number Video •30 seconds of play time •3 custom versions to choose from •Includes dealer URL & phone number •Ending message for prominent display
  22. 22. Auto Intender
  23. 23. Auto Intender Premium Advertising Package on kbb.com Maximize Brand Exposure on kbb.com Reach more car shoppers on the used car home page and used car category pages Secure top-of-page positioning to ensure your ad message is seen first Reach new car shoppers researching their trade-in information in the used car section Target local car shoppers researching any make and model Maximize ad investment by marketing only to targeted customers
  24. 24. Regional Advertising
  25. 25. Regional Buy Run of Make Reach More In-market Car Shoppers on kbb.com Customize ad placement based on make and dealer-defined territory Be the only dealer in your area to advertise your make in the used car section Shut out local competition by advertising multiple ad units Maximize brand exposure on make-specific content pages
  26. 26. Regional Buy Run of Used Maximize Brand Awareness and Reach on kbb.com Feature your brand across multiple vehicle makes and premium pages on kbb.com Customize ad placement based on dealer-defined territory Reach new car shoppers researching trade-in information in the used car section Maximize brand exposure on make-specific content pages
  27. 27. Network Behavioral Targeting
  28. 28. Network Behavioral Targeting Advertising Package on Network Sites Reach More Car Shoppers Across Premium Network Sites Identify your target car shoppers Display your marketing message to the while they research their next vehicle same kbb.com visitors when they enter purchase on kbb.com network sites Qualify and track those shoppers as Only company that can guarantee the #1 they leave kbb.com Automotive Web site in-market shopper.
  29. 29. Return on Investment
  30. 30. We Will Show you the Results…
  31. 31. We Will Show you Results Other Networks* Kbb.com Showcase Ad** Monthly Spend $ 10,000 $ 10,000 Click Rate 0.05% 0.20% CPM $ 7.00 $ 25.00 Clicks 714 800 Impressions 1,428,571 400,000 Cost Per Click $ 14.00 $ 12.50 What you know: What you don’t know: • Highest quality lead • Consumer researching purchase • Where did the ad display? Click Quality • In market to buy • Where did the consumer • Half plan to buy a car in 3 mo. originate? • In your ZIP • Looking for your make • Didn’t see another dealer ad * Estimated * *Based on 2008 average CTR. Results may vary.
  32. 32. How to Sign Up Fulfillment process
  33. 33. How to Sign Up?
  34. 34. How to Sign Up?
  35. 35. How to Sign Up?
  36. 36. What to Take Away • #1 Automotive Web Site •In-Market Shopper • Many Ways to Reach Consumer • Detailed Targeting Available • ROI Measured
  37. 37. Thank You

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