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Auto forum

  1. 1. Guest Speaker Mark Harland General Motors Manager Local Advertising & Marketing Programs
  2. 2. Break
  3. 3. Guest Speaker Bethany Mach Senior Vice President Director Of Digital Communications, Investment Planning MindShare/Team Detroit
  4. 4. Buffet Lunch Today’s Speaker Will Be…  Larry Lynch Sr. VP Research Newspapers First  Marketing “Snippets”
  5. 5. Luncheon Speaking 101  Audience Empathy  Reach Out To Their Subliminal Thoughts
  6. 6. Marketing “Snippets” My Definition:  A Small Bit Of Information Useful In Formal Or Informal Sales Situations  A Nugget Obtained By Any Means Possible, Including “Bottom Feeding”
  7. 7. Baby Boomers: Great Auto Sales Opportunity Or “So Over”  Age 44 To 62  79 Million Adults  Spends $2 Trillion Annually  Controls 50% Of Discretionary Income  Outspends Any Other Generation By $400 Billion Source: The Boomer Project, Age Wave
  8. 8. Boomer Auto Sales Potential Is #1 Discretionary Income By U.S. Generation Head Of Households Millennials Gen X Boomers Seniors $12,833 $22,562 $29,754 $19,500 % Share Of Head Of HH’s Source: Conference Board & eMarketer 11/8/07 4% 30% 41% 25%
  9. 9. Exploiting Our Strengths: Boomers & Heavy Newspaper Readers Index: U.S. = 100 Quintile 1 Newspaper TV Age 18+ 100 100 Boomers 120 99 Boomers W $75k+ 154 74 Boomers W. New Domestic 129 93 Boomers W. New Import 142 86 Boomers Plan To Buy 140 97 New Vehicle Source: Scarborough USA+ Study – 2006. Boomer Age = 45-59, Closest Equivalent In Study
  10. 10. Exploiting Our Strengths: Boomers & Online Newspapers U.S. Coverage Online Papers 30 Days Index Age 18+ 10.5% 100 Boomers 11.1% 106 Boomers W $75k+ 15.1% 145 Boomers W. New Domestic 12.1% 116 Boomers W. New Import 14.3% 137 Boomers Plan To Buy 13.1% 125 New Vehicle Source: Scarborough USA+ Study – 2006. Boomer Age = 45-59, Closest Equivalent In Study
  11. 11. Vendor Sponsored “Snippet”… 3rd Party Sites About 3rd Party Auto Sites  83% Of Visitors Do Not Intend To Purchase A Vehicle In The Next 3 Months  45% Are Not In The Market Source: Cost-Effectively Reaching The In-Market Auto Buyer, Value Click Media & Goodway 2.0- 11/07
  12. 12. Buying Power Of Our Online Audience: comScore MediaMetrix The Buying Power Of The Online Newspaper Audience Outstrips Portal’s Buying Index Compares The Dollars Spent By An Individual Site’ Audience Compared With Average Buying Power For All Internet Sites Measured  158 Newspaper Websites Measured  154 Newspaper Indexed Above The Online Norm  More Than 50% Of Newspapers Indexed Above 150  Nearly 25% Of Newspapers Indexed Above 200  Only 13% Of Portals Indexed Above… 200

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