Nada@2014 people driven marketing will drive your sales

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People-Driven Marketing Will Drive Your Sales Kass Dawson Global Head of Automotive Facebook Menlo Park, CA 650-739-9654 [email protected]

Transcript of Nada@2014 people driven marketing will drive your sales

Page 1: Nada@2014 people driven marketing will drive your sales

People-Driven

Marketing Will Drive

Your Sales

Kass Dawson

Global Head of Automotive

Facebook

Menlo Park, CA

650-739-9654

[email protected]

Page 2: Nada@2014 people driven marketing will drive your sales

5x increase in traffic to Ford.com on

reveal day

22% uplift in

awareness from core

demographic

17% incremental

audience over TV across target

markets

24x ROI on

Facebook Offer

1.3M unique people

reached

1.5M unique people

reached

Explorer Australia

EMEA

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How Do I Have Results Like That?

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People-Driven Marketing Will Drive Your Sales

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Use data and insights to drive my business objectives: -My CRM Data -Media Partner’s Data -Third-Party Data

How Do I Have Results Like That?

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The Lifecycle Approach is Necessary for

Success

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People Buy

People Shop

People Own

and Care

Leverage Consumer Insights Throughout Their Lifecycle

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People Buy

People Shop

People Own

and Care

Leverage Consumer Insights Throughout Their Lifecycle

Build Awareness

and Consideration

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People Shop

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Reality: Only Five to Ten Percent of the

Population is In-Market, and Most of Them Are

Shopping Online…

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In the digital era, consumers control

their path to purchase and

ownership

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Source: “Branding in the Digital Age,” Harvard Business Review, December 2010

Initial Consideration Purchase Active evaluation

Num

ber

of vehic

les in c

onsid

era

tion

People Are Considering More Vehicles Than

Ever During the Shopping Process

Then

Now

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Communications Have Been Based on the

Funnel… … but it ends!... and repeat purchasers are critical for auto business

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Online Shopping/Research

Source: Polk

3.75 hrs offline

10 hrs online

New-vehicle

buyers

Used-vehicle

buyers

11.75 hrs online

3.5 hrs offline

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Most Influential Media

Most influential sources leading to the dealer

0%

5%

10%

15%

20%

25%

30%

35%

40%

Source: Polk

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Online Site Usage

16

65%

60%

51%

60%

0% 10% 20% 30% 40% 50% 60% 70%

3rd Party Sites

Dealer Sites

Search

OEM Sites

Usage by Site Type - New Shoppers

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Online Site Usage

17

2.5

2.3

2.3

2.0

0.0 0.5 1.0 1.5 2.0 2.5 3.0

3rd Party Sites

Dealer Sites

Search

OEM Sites

Usage by Site Type - New Shoppers

Hours

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Millenials

18

For Millenials (ages 18 to 34), over

90 percent use only the Internet for

automotive shopping and research.

Forty-five percent of Millenials used

a tablet/smartphone during the

shopping process versus 29 percent

of all buyers.

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The Internet is Shifting to

Mobile

-

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

2010 2011 2012 2013 2014 2015 2016

Worldwide smart connected device shipments (M)* Smartphones PCs Tablets

45% of the world

population

will have a

smartphone

in 2016**

Source: *IDC, **IC4D 2012 Maximizing Mobile, World Bank, July 2012

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Optimize Ad Placements to Meet

Performance Goals

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Target Together

Channel Data

type

Purchase based

Psychographi

c

Geographic

Intent/interest

Demographic

Lifestyle/life-stage

Partner

Categories

Segment

s

Interested in luxury car

Shopping for

truck

Considering

sports car

Researching

SUVs

In market for entry

level car

Looking for family

van

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Retarget Your Dealership Site’s

Visitors Wherever They Go

Online

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Tailor Your Message

by Your Key Target

Audience Personas M 18–34 Sedan

Fun

M 18–55 Convertible

Sporty

$18K

W 18–45 Utility

Moms

$18K

“Top rated in

safety: the all

new XYZ”

“On road or

off-road: the

all new XYZ’s

got it”

“Built like a

tank to give

you peace of

mind” “XYZ can do 36 mpg in its

sleep”

Other

sites

Facebook

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People

Buy

People Shop

People Own

and Care

Capture In-market

Shoppers

Leverage Consumer Insights Throughout Their Lifecycle

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People Buy

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Discovery

98% better

ad

recall 31% higher

brand

awareness

Source: Nielsen Brand Effect, May 2012; average based on 500 camapaigns

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Conversion

2X greater

reach to

vehicle

buyers 5.5X greater

efficiency

of

conversion

Source: Datalogix Analysis, including all transactions among DLX-Polk Matched Households from July 1, 2012 - December 31, 2012

and Datalogix Analysis, including all transactions and site visitors from January-March 2013

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Loyalty

16+% higher

loyalty

among fans

Source:

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Ethnic Buyers

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12% Hispanic

9% African-American

5% Asian

Source: Polk

26%: Ethnic buyers % of total

New U.S. vehicle retail registrations through May, 2013

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Ethnic Buyers

30

8.5% Industry growth

Source: Polk

12%: Ethnic buyers y-o-y % growth

New U.S. vehicle retail registrations through May, 2013

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Younger Buyer

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11.5%: Millennial buyers % of total

Source: Polk New U.S. vehicle retail registrations through May, 2013

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Younger Buyer

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11.5%: Millennial

buyers % of total

Percent of Total New Vehicles Registered

Ages:18-34

0%

2%

4%

6%

8%

10%

12%

14%

16%

2008 2009 2010 2011 2012 2013

Source: Polk New U.S. vehicle retail registrations through May, 2013

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People Shop

33

Source: Polk New U.S. vehicle retail registrations through May, 2013

People Care People Buy

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Electric Vehicle Penetration

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52%: % of all EVs registered

nationally in top five markets

Source: Polk

New U.S. vehicle retail

registrations Jan–May, 2013

• San Francisco: 19.5%

• Los Angeles: 15.4%

• Seattle: 8.0%

• New York: 4.6%

• Atlanta: 4.4%

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Hybrid Vehicle Penetration

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32%: % of hybrids registered

nationally in top five markets

Source: Polk

New U.S. vehicle retail

registrations Jan–May, 2013

• Los Angeles : 13.1%

• San Francisco: 6.6%

• New York: 5.6%

• Washington DC: 3.4%

• Chicago: 3.0%

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Pickup Truck Penetration

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35%: % of pickups

registered nationally in

top five states Source: Polk

New U.S. vehicle retail

registrations Jan–May, 2013

• Texas: 13.1%

• California: 6.6%

• Oklahoma: 5.6%

• Florida: 3.4%

• Michigan: 3.0%

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People Buy

People Shop

People

Own and

Care

Build loyalty and

generate

revenue from owners

Leverage Consumer Insights Throughout Their Lifecycle

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People Care

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Drivers

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Cars

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Age of Vehicles in Operation

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11.4: Average age of vehicles in operation in U.S.

Source: Polk

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Age of Vehicles in Operation

0

2

4

6

8

10

12

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Cars Trucks Average Age

Average Age in Years

Source: Polk

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Length of Ownership

Source: Polk

New

buyers

Used

buyers

Total (new and

used)

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Sweet Spot = Under Four Years

Source: Polk

Brand loyalty rates are among new U.S. vehicle

owners returning to market to acquire another

new vehicle between June 2012 and May 2013

Overall

average

industry

brand

loyalty:

49.8% Bra

nd L

oyalty

Age of Vehicle When Returning to Buy Again

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U.S. Vehicles in Operation

Source: Polk

History Forecast

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Declining U.S. “Sweet Spot”

0

20

40

60

80

100

120

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Mil

lio

ns

“Sweet Spot” = Vehicles between 6 and12

years old

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History Forecast Source: Polk

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Declining U.S. “Sweet Spot”

0

20

40

60

80

100

120

140

2008 2009 1010 2011 2012 2013 2014 2015 2016 2017

Mil

lio

ns

47

Population of vehicles over 11 years old

History Forecast Source: Polk

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Targeting Matters

Media

Partner

Your

CRM

databa

se

Matched

targets

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Brand

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People Buy

People Shop

People Own

and Care

Leverage Consumer Insights Throughout Their Lifecycle

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Build awareness

and consideration

Segment Owners

Make/model Owners

In-market Shoppers

Near-market Shoppers

Your Customer Database

Capture in-market

shoppers

In-market Shoppers

Your Customer Database

Your Site Visitors

Build loyalty and

generate

revenue from owners

Make/model Owners

Your Customer Database

Your Site Visitors

Available

targeting Objective

Reach the Right People Based on Your Objectives

Page 52: Nada@2014 people driven marketing will drive your sales