Audi Channel Strategy September, 2011 -...
Transcript of Audi Channel Strategy September, 2011 -...
2 Title or name, division, Date
Defined Steps
Define the channel landscape
Determine priorities for each channel
Map channels relative to consumer journey
Connect to 2012 initiatives and KPI’s
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Purpose and Benefit
Inform the primary use, and most advantageous connections, for each channel
The Benefits • Consistency • Orchestration (not duplication) • Maximized experience per channel • Improved integration
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Marketing Tool Box in Development
Who are we talking to?
What should we tell them?
Where should we tell them?
Channel Strategy
Campaign Messaging Strategy
Creative Brief
Audi Profiles & Journeys
Owner
Model Specific Insights
Prospect
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A “Progressive” Methodology
What can we distill from inherent channel strengths and related consumer behavior?
What’s planned for 2012 that will bring these priorities to action?
How we will measure our 20102 initiatives?
Input Filter
Channel Priorities
2012 Initiatives
2012 KPI’s
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Channel Landscape Definition
Sites Audiusa.com DAG Sites Dealer Sites Audi TV
Audi Collection Audiusanews.com
Social Flickr Facebook YouTube Twitter
Foursquare Blogs
Online Media Tier 1 Advertising DAG Advertising Dealer Advertising Tier 1-3 Paid/Natural Search Mobile
Site Apps Dealer Apps
Advertising QR Codes
Mobile Notifications
Brand Partnerships/Events Sponsorships Events Co-branded Promotions ASCE
CRM eMail DR Mail eNewsletter Owner Kits
Tier 1 TV Tier 2 TV Print
Outdoor Radio
Offline Media
Collateral Brand Collateral eBrochures POS Audi Magazine
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Align with the Business Objectives
Build Desire Build the Worth of the Audi Brand
Increase Demand
Higher Volume at Higher Prices
Drive Acquisition Convert Leads
Improve Retention Increase Loyalty
Overall: Accomplish these goals in the smartest possible ways – the biggest splash with the smallest rock.
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Map Against the Consumer Journey
• Become aware • Consider models
relative to competition
• Decide on an Audi • Evaluate needs • Compare Audi
products
• Choose model and configure
• Contact dealership • Schedule test
drive • Visit dealership • Explore stock /
Order • Arrange financing • Take delivery
• Maintenance/ service
• Repairs • Continued
interaction with Audi and dealer
• Sharing the experience
• Audi/auto community participation
• Begin re-purchase process
Loyal Brand Nomads
Brand Desire (Dream & Explore)
Demand (Assess & Evaluate)
Acquisition (Decide & Purchase)
Desire (Own & Advocate)
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Offline Advertising
Channel Priorities ► Elevate the opinion of the Audi brand ► Generate “Authentic Consideration” ► Create brand excitement ► Drive showroom traffic ► Drive online participation
TV Radio Print OOH
2012 KPI’s ► Awareness – 81% ► Opinion – 82% ► A6 & A8 model awareness ► Audiusa.com visitation ► NADA bi-annual survey ► Sales (126k) ► Showroom traffic ► Online leads – 240k
► Intentions
2012 Initiatives ► Super Bowl ► Ambush Olympics ► Emmy’s ► Progress Plan ► S models ► C/D continued support – nat & retail ► Retail campaign ► Quattro
► CPO
Brand Desire (Dream & Explore)
Demand (Assess & Evaluate)
Acquisition (Decide & Purchase)
Desire (Own & Advocate)
TV
Radio Print
OOH DAG Advertising
Dealer Advertising
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Online Media
Channel Priorities ► Better target our most promising
customers through Audience Buying
► Cultivate authentic consideration ► Transition interested shoppers to the
audiusa.com ► Create useful shopping aids
Advertising DAG Advertising Dealer Advertising Paid/Natural Search
2012 KPI’s ► Click-through rate ► Length of engagement/exposure ► # of tools used ► # of dealer contacts
2012 Initiatives ► Audience buying initiative ► Endemic site placements for lower funnel STS messaging ► Integrated sponsorships ► Leveraging of Tier 1 sponsorships at Tier 2 and 3 levels for continuity
Brand Desire (Dream & Explore)
Demand (Assess & Evaluate)
Acquisition (Decide & Purchase)
Desire (Own & Advocate)
Advertising
Paid/Natural Search: Tier 1 Search: Tier 1-3
DAG Advertising
Dealer Advertising
Online sponsorships Sponsorships
Paid/Natural Search: Tier 2 Search Tier 3
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Sites
Channel Priorities ► Focus the functionality of audiusa.com to serve as primary/ultimate shopping tool
► Close the gap between site and dealer ► Create deeper understanding and engagement of the brand ► Foster loyalty through added-value digital tools
Audiusa.com Audi TV Audi Collection Tier 2/Tier 3 Sites Audi Connect
Audiusa.com
Audi TV
2012 KPI’s ► # of site visitors ► Time spent on sites ► # of configurations ► # of RAQ’s ► # of registered users
Audi TV Audi Collection Audi Collection
2012 Initiatives ► Completing a full redesign of audiusa.com
► Creating an added-value digital service ecology (Audi Connect 2.0)
► Better integrating peripheral sites with .com
► Better aligning content and experience between sites/tiers
DAG sites Tier 3 Dealer Sites Tier 3 Dealer Sites
My.audi.usa.com/Audi Connect
Audiusanews.com Audiusanews.com
Brand Desire (Dream & Explore)
Demand (Assess & Evaluate)
Acquisition (Decide & Purchase)
Desire (Own & Advocate)
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Social Media
Channel Priorities ► Build our fan base ► Leverage influencers ► Create “you were there” media events ► Support campaign efforts ► Cultivate owner pride and involvement ► Integrate dealer efforts
Facebook YouTube Twitter Blogs Flickr Foursquare
2012 KPI’s ► Engagement per impression ► Advocacy (Motive Quest) ► Views per video/photo ► Conversation volume ► Community growth ► Cost per social action ► Referrals to Audiusa.com ► Leads from Twitter
► Levels of UGC
2012 Initiatives ► Drive engagement by arming fan base and followers
► “You were there” ► Amplification of campaigns ► Influencer programs ► Configurator in social spaces ► Owner-only content ► Dealer engagement
Brand Desire (Dream & Explore)
Demand (Assess & Evaluate)
Acquisition (Decide & Purchase)
Desire (Own & Advocate)
Facebook Twitter Twitter
YouTube YouTube
Blogs Blogs Foursquare
Flickr Flickr
Aggregator
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Mobile
Channel Priorities ► Develop a robust, state-of-the-art mobile site
► Create targeted and timely utility-infused mobile ads to aid the shopping process
► Use QR and AR to deepen brand/product involvement at events and in dealer
► Expand in-dealer apps to better aid the sales process
Mobile Site Notifications Consumer Apps Advertising QR/AR Dealer Apps
2012 KPI’s ► # of site visitors ► Time spent on mobile site ► # of dealer contacts ► # of apps downloaded ► Duration of app engagement ► # of saved configurations (via apps) ► Click-through rate: mobile advertising
2012 Initiatives ► Constructing an all-new AudiUSA mobile site – September ‘11 launch
► Clean up of all app stores and app protocols (complete)
► Development of comprehensive mobile strategy
► Mobile shopping tools ► Aftersales notifications/utilities
Brand Desire (Dream & Explore)
Demand (Assess & Evaluate)
Acquisition (Decide & Purchase)
Desire (Own & Advocate)
Advertising
Notifications Notifications Apps Consumer Apps
Mobile Site Sites QR/AR QR/AR
Dealer Apps
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Collateral
Channel Priorities ► Strengthen consideration ► Elevate the dealer experience ► Build the perception that Audi is the
progressive choice ► Tell the Audi brand story ► Drive qualified dealer leads
Brand collateral eBrochures POS Audi Magazine
2012 KPI’s ► Dealer satisfaction (survey) ► Re-purchase (brochures’ ► Audi Owners Circle feedback ► Subscriptions, downloads, requests ► QR metrics ► Dealer feedback (Cheat Sheet) ► Post-purchase owner survey
2012 Initiatives ► Brand Book ► Audi Magazine ► POS program ► Brochure program ► Project cheat sheet
Brand Desire (Dream & Explore)
Demand (Assess & Evaluate)
Acquisition (Decide & Purchase)
Desire (Own & Advocate)
eBrochure Brochure
eBrochure
POS Audi Magazine Audi Magazine
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Brand Partnerships/Events
Channel Priorities ► Generate excitement for the brand ► Be newsworthy ► Elevate opinion and consideration ► Drive dealer leads
Sponsorships Event Integrations Co-branded Promotions Audi Sports Car Experience
2012 KPI’s ► Awareness ► Opinion ► Event attendance ► NADA bi-annual survey ► Registrations ► Dealer leads ► Units of RS and R8 products sold ► Social media sharing
2012 Initiatives ► USSA Events ► AFI Fest ► Students of Progress ► Quattro Cup – S models ► ASCE product refresh ► RS5 launch event ► Limited S6/S7/S8 event ► ASCE Challenge
► Winter Driving Experience
Brand Desire (Dream & Explore)
Demand (Assess & Evaluate)
Acquisition (Decide & Purchase)
Desire (Own & Advocate)
Sponsorships
Event Integrations Co-Branded Promotions
Event Integrations
Promotions Audi Sports Car Experience ASCE
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CRM
Channel Priorities ► Strengthen consideration ► Drive qualified leads ► Bolster conversion ► Improve retention
Email Direct Mail eNewsletter Owner Kits
2012 KPI’s ► Sales conversion
► Conquest: 1800 ► Lapsed: 960 ► Hand-raiser: 1200 ► Off-lease: 6,836 ► Retail: 427 ► Non-captive: 2780
► Survey responses
2012 Initiatives ► C/D Conquest stream ► Lapsed Owner stream ► eNewsletter ► Prospect/Hand-raiser stream ► Enhanced Retention stream ► Welcome/onboarding kits
Brand Desire (Dream & Explore)
Demand (Assess & Evaluate)
Acquisition (Decide & Purchase)
Desire (Own & Advocate)
Direct Mail
Direct Mail eNewsletter eNewsletter
Owner kits
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Measurement & KPIs
Click Response
Ad Engagement Ad Engagement
Site & App Visits
Configurations
Finance
Test Drive
Share of Audience
Reach & Frequency Reach & Frequency
Site & App Engagement Site & App Engagement
Inventory
Med
ia
Site
& A
pps
Atti
tudi
nal Awareness / Perception
Authentic Consideration
Sales Satisfaction
Audi Loyalty
Service Satisfaction
Site & App Visits
Awareness / Perception
Brand Desire (Dream & Explore)
Demand (Assess & Evaluate)
Acquisition (Decide & Purchase)
Desire (Own & Advocate)
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KPI Definition: Media
KPI What is it How to Apply
Reach/Frequency How many people reached with media at what frequency
• TV: Audience GRP • Online: Unique Reach * Frequency • Social: (Fans + Friend)*(Posts)
Ad Engagement How many users engaged and responded with the ad unit
• TV: Attitude, follow up visits, Searches
• Online: Engagement Rate, Time Spent with Ad, Searches
• Social: Comments, Likes, Shares Share of Audience For key audiences what is Audi’s share of
voice in the relevant media. With online audience buying how many impressions per user per month have we bought against luxury auto intenders.
• TV: Share of key shows and total GRP against target vs. competitor
• Online: Endemic Share of Voice + R/F against BlueKai/etc audience segments
• Social: Comparative Fan Numbers & Shares to Target Audience
Click Response The total volume of users who clicked on ad as well as the click through rate
• TV: N/A • Online: CTR on DAG/Dealer
banners • Social: Clicks to 3rd party and Audi
Assets
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KPI Definition: Site & Apps
KPI What is it How to Apply
Visits How many unique visitors and visits arrived at an Audi site or application
• TV: Incremental online impact • Online: Traffic to Audiusa.com and
Dealer/DAG sites; app usage • Social: Fan page visits
Engagement How engaged are users with the site or app?
• TV: Associated content usage • Online: Time spent, page views per
video, videos per session • Social: Likes, comments, shares
Configurations How many users successfully completed the configuration of a new Audi
• TV: Incremental lift • Online: All configuration steps • Social: N/A
Inventory How many users have explored dealer inventory
• TV: Walk in traffic to dealer • Online: Exploration of car inventory • Social: N/A
Test Drive Scheduled a test drive or RAQ • TV: Phone Calls to dealer • Online: Test Drive / RAQ Forms • Social: N/A
Finance How many users have explored financial payment options
• TV: Promotional incentives • Online: Financial calculator • Social: N/A
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KPI Definition: Attitudinal
KPI What is it How to Apply
Awareness / Brand Perception
Qualified awareness of Audi brand truth and messaging
Qualified research for target audience brand perception of Audi
Authentic Consideration
True consideration of Audi in luxury shopping segment
Cross shopping validation and behavioral indicators of authentic consideration
Sales Satisfaction Audi prospect and owner satisfaction with the sales process
Audi sales survey to quantify satisfaction with dealer and buying process
Service Satisfaction
Audi owner satisfaction with car service and Audi relationship
Audi service survey and customer support feedback on satisfaction with being an Audi owner
Audi Loyalty Preference for Audi brand both for return purchase and recommendations
Qualified research on existing Audi owners likelihood to purchase again and recommend. Also, brand fan health regardless of Audi ownership
*** As customers will experience multiple touch points on the journey to purchase and during their tenure of owning an Audi, attitudinal brand research must be done to measure full response regardless of marketing channel. Predictive models and in channel surveys can help understanding of the relative channel impact but the total brand perception is the sum of the parts
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Channel Strengths ► Fans wear the brand as a badge
and get a feeling of belonging ► Multi-media content performs
optimally in this space and fuels the community vibe
Channel Truths ► Two –way dialogue
► Engaging the influencers should yield more reach
► Nearly 3.8 MM fans
► 92% are International ► Over 300,000 US-based fans
► 60% of US-based fans are owners ► All fans have been earned via natural growth and engagement
Channel Opportunities ► Invest in a two-way dialogue by
putting a higher premium on our own responses to fans
► Increase the number of US-based fans
► Increase the number of Auto Enthusiast fans
► Write posts that are interesting and shareable. Give fans an easy intro to the things we know they want to talk about.
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Channel Strengths ► A almost instantaneous source
for breaking news ► Responsiveness to real-time
events ► Ability to sustain a conversation
over days, weeks
Channel Truths ► People follow us to be the first to hear ► The Audi’s Twitter handle is a trusted
source of information that won’t exist anywhere else at that specific moment in time
► 45% are U.S.-based ► Social influencers, Bloggers, Fans (Enthusiasts, Aspirational and Car Buffs) ► Owners ► Interested 3rd parties
Channel Opportunities ► Capitalize on opportunities to be relevant
(news-related) ► Cultivate relationships with other channel
influencers ► Extend the duration of conversations ► Create “matchstick moments” and let
Twitter lead off other comprehensive marketing initiatives
► Invest in hashtags that will attract participation and on which we can sustain a conversation over time
► Establish hashtags that serve a true purpose: to hang a conversation on, to draw people in, to use as a campaign device, to use as a marketing tool
► (provide guardrails / filters around types of activity and brand voice)
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YouTube
Channel Strengths ► Dominant platform for viewing and
sharing video content. ► People go to YouTube to watch
videos about cars before they buy
Channel Truths ► YouTube is not the social network it
once was back in 2005. It has evolved into a lifestyle and entertainment platform that views much more like television
► 35% viewership is U.S. based ► 79% Male ► 60% of audience is older than 35; 80%
older than 25 ► Audi Driver’s Circle indicates 12%
owners follow Audi on YouTube
Channel Opportunities ► Treat YouTube like a network that we run ► Produce and populate compelling car
content
• Model-specific videos that go deep on the details
• Model-specific technology tutorials
• Interactive content – virtual showroom ► Drive viewership
• Tune fans in to the YouTube channel via other platforms and network messaging
• Increase channel subscribers and friends so that each video gets more built-in viewership
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Flickr
Channel Strengths ► Dominant platform for photo
sharing (and storage) ► A reliable resource for some pretty
stunning hi-res images
Channel Truths ► Flickr is not a destination social network ► There is a demand for high-resolution
vehicle imagery ► 17.7M monthly users in the U.S. and
51.7M monthly visits to Flickr.com ► Demographics include 53% Male/47%
Female with the 65% of users in the 18-49 age bracket
Channel Opportunities ► Expand the content currently available to
include:
• Complete Audi model line-up • Event streams
• Auto show streams • Branded entertainment streams
• Exclusive images viewable only by selected auto influencers
► Make our platform portable
• Within the aggregator and influencer blogs
• Share embed codes generously
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Foursquare
Channel Strengths ► Pocket enabled and travels with
you everywhere ► Takes advantage of emerging
technology trends ► Share functionality is
phenomenal
Channel Truths ► Neither fan nor owner looking to
discover cool driving spots in USA ► Scale is not tremendous ► Would be more effective on the retail
side of the business at current state ► 17,000 followers
► Social influencers ► Fans (Enthusiasts, Aspirational, and
Car Buffs) ► Owners
Channel Opportunities ► Foursquare represents an opportunity
to incorporate acquisition and sales tactics in to the social media repertoire
► Increase the number of tips left at locations around the country; targeting frequently checked into venues – thereby driving the number of tips our tips are ‘done’ by users
► Support check-ins at Audi events with giveaways and badges
► To give Audi more presence in the cutting-edge space
► More visibility as a thought leader
Note: Foursquare is going to be the sole dominant player in location based social networks now that Facebook places is going through an overhaul. As smartphone penetration continues to rise, adoption of Foursquare should as well. We need to stay ahead of the curve.