June 8 2016 Strong loyalty among Ford owners is also visible on KBBcom 1 Source KBBcom Omniture Traffic Loyalty measured as the of brand owners who are also shopping for a New Car within the same ID: 732948
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Slide1
Ford OWNER LOYALTY OPPORTUNITY
June 8, 2016Slide2
Strong loyalty among Ford owners is also visible on KBB.com
1. Source: KBB.com Omniture Traffic
*
Loyalty measured as the % of brand owners who are also shopping for a New Car within the same brand2. Source: KBB.com Omniture Traffic, Q1 2016
2 |
OEM loyalty average on KBB.com is
45.3%
2Slide3
How KBB.com measures owner loyalty
KBB.com’s reach among car researchers provides unmatched insight
1: Kelley Blue Book Web Analytics. Visits to Owners Trade-In VDP for the full year of 2014.
4: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
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Brand Owners Seeking Trade-in Value…
…AND Shopping Same Brand in New Car
More people use KBB.com to determine trade-in values than all other sources
combined
4Slide4
6 in 10
Buyers are open to vehicles across makes when they shop
1
64%
Compare different models online during the shopping process2
2ndFord owner loyalty ranking among all makes on KBB.com3Ford’s owner loyalty is a valuable trait
Shoppers are mostly undecided, and owner satisfaction can automatically keep a brand in consideration for the next purchase1. Source
: 2016 Car Buyer Journey provided by Autotrader and Kelley Blue Book
QS10
. Thinking back to when you first considered purchasing a vehicle, which of the following best describes your purchase intention?
2.
Source: 2016 Car Buyer Journey provided by Autotrader and Kelley Blue Book
Q9a
. Which of the following did you do online?
3. Source: KBB.com Omniture Traffic, Q1 2016
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OWNER LOYALTY GATEWAY
Increase the relevance of Ford’s loyalty claims among KBB.com shoppers
5
All-new, KBB.com-built shopping hub revealing brands with the highest owner
l
oyalty, as measured by the site*
Includes exclusive branding presence and increased exposure for Ford
Owner Loyalty information is not available anywhere else on KBB.com
Mocks are concept only. Actual design and layout of product is subject to change upon production
.
*Loyalty measured as the % of brand owners who are also shopping for a New Car within the same brand
Source: KBB.com Omniture Traffic, Q1 2016Slide6
OWNER LOYALTY GATEWAY
Increase the relevance of Ford’s loyalty claims among KBB.com shoppers
6
Mocks are concept only. Actual design and layout of product is subject to change upon production.
*
Loyalty measured as the % of brand owners who are also shopping for a New Car within the same
brand
Source: KBB.com Omniture Traffic, Q1
2016
“Accordion” menu lists top makes in order of Owner Loyalty, as measured by KBB.com*
Ford’s information automatically expanded within the accordion
Ford leaderboard at top of the page
Promotion of Ford content on KBB.com
Most popular models shopped by Ford owners
shown;
m
odels click through to KBB.com pricing page
1
2
3
4
5
1
2
3
5
4Slide7
PRICING PAGE PROMOTION TILE
Capture shoppers who are ripe for finding a new vehicle to research
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All-new, fixed tile on the New Car pricing page that encourages shopping by owner loyalty
Tile remains in-view as user scrolls down the pricing page for maximum viewability
Pricing page is the final step in researching a given vehicle, opening the door to expand the shopper’s consideration set
Mocks are concept only. Actual design and layout of product is subject to change upon production
.
Source: KBB.com Omniture Traffic, Q1
2016Slide8
OWNERS TEXT LINK BUNDLE
Entice Owners to learn about top loyalty makes before deciding which new models to research
Mocks are concept only. Actual design and layout of product is subject to change upon production.
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Integrated opportunity along each page of the Owners trade-in valuation process
Highly visible locations near the top of each page’s main content
Influence shoppers who are likely preparing to shop for a new vehicleSlide9
OWNER LOYALTY GATEWAY – SMARTPHONE EXTENSION
Help shoppers on-the-go discover Ford’s stellar loyalty ranking
Mocks are concept only. Actual design and layout of product is subject to change upon production.
9
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KBB.com-built extension of owner loyalty content and utility to smartphones
300x50 and 300x250 entry points allow for flexible targeting and flighting
Content will live on a dedicated, mobile-optimized page that functions similar to the desktop versionSlide10
appendix
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OWNER LOYALTY GATEWAY: Additional Traffic Drivers
11
Mocks are concept only. Actual design and layout of product is subject to change upon production
.
*Loyalty measured as the % of brand owners who are also shopping for a New Car within the same brand
Featured Content Tab
ToolbarSlide12
OWNER LOYALTY GATEWAY: In-page Ford Enhancements
12
Mocks are concept only. Actual design and layout of product is subject to change upon production
.
*Loyalty measured as the % of brand owners who are also shopping for a New Car within the same brand
Non-Ford OEM Expanded
Only 3 models shown
No brand editorial promotionSlide13
OWNER LOYALTY GATEWAY: Full Smartphone Landing Page
13
Mocks are concept only. Actual design and layout of product is subject to change upon production
.
*Loyalty measured as the % of brand owners who are also shopping for a New Car within the same brand