/
ADsmith  Communications Youngblood Automotive Presentation ADsmith  Communications Youngblood Automotive Presentation

ADsmith Communications Youngblood Automotive Presentation - PowerPoint Presentation

nullitiva
nullitiva . @nullitiva
Follow
342 views
Uploaded On 2020-08-28

ADsmith Communications Youngblood Automotive Presentation - PPT Presentation

Objectives Review new CNW research and current automotive purchase funnel Review NewsLeader Media Group products and capabilities Use Polk data to match sales with newspaper distribution to produce the highest ROI ID: 809067

source 2010 research yahoo 2010 source yahoo research sales counties leader news total area stage performance springfield media distribution

Share:

Link:

Embed:

Download Presentation from below link

Download The PPT/PDF document "ADsmith Communications Youngblood Autom..." is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.


Presentation Transcript

Slide1

ADsmith Communications

Youngblood Automotive Presentation

Slide2

Objectives

Review new CNW research and current automotive purchase funnel.

Review News-Leader Media Group products and capabilities

Use Polk data to match sales with newspaper distribution to produce the highest ROI

Outline recommendations and discuss next steps

Slide3

Intelligence Sources

R. L. Polk & Co.

is the premier provider of automotive information and marketing solutions to the automotive world and its related industries.

CNW Marketing Research

performs research into consumers motivations and decisions in automotive purchases for marketing forecasting.

Thoroughbred Research Group

is an expert in all types of data collection, web-enable research, qualitative and quantitative methodologies, analysis and consulting, providing market-wide data on media usage, shopping habits and media brand preferences.

Slide4

Automotive

Purchase Funnel

Timeline

Models Under Consideration

Needs Stage

Features Stage

Price

Stage

Consideration

Stage 1

Stage 2

Stage 3

Stage 4

Stage 5

Stage 6

Stage 7

Needs, Models available, styling

Needs, Models available

Needs, Models available

Models available, Features

Price, Features

Price, Features, Selection, Location

Intender Focus

Interval

Models on shopping list

3.54

3.53

3.42

3.21

2.86

2.38

1.97

Priorities

Acquisition

Models available, Features

Source: 2008 CNW Research

Slide5

More Car Buyers Use Local Newspaper as Primary Information Source

Source: 2010 CNW Research

Slide6

% of Buyers Say Newspaper Responsible for Visiting a New Car Dealership

Source: 2010 CNW Research

Slide7

Summary of Likely Purchases/Activities

Next 12 Months

(Very or Somewhat Likely)

Source: 2010 Thoroughbred Research

Base: Christian and Greene Counties

Slide8

Sources Relied on for Advertising/Sales Information About Used Vehicles

(Base: 29% of adults who have actively looked for a used vehicle)

Source: 2010 Thoroughbred Research

Base: Christian and Greene Counties

Slide9

Sources Relied on for Advertising/Sales Information About New Vehicles

(Base: 15% of adults who have actively looked for a used vehicle)

Source: 2010 Thoroughbred Research

Base: Christian and Greene Counties

Slide10

A Powerful Marketing Partner

Slide11

Sunday News-Leader

Every Sunday more than

73,531 readers

turn to the

News-Leader

for news,

information and

valuable advertising inserts.

Advertisers

reach readers looking for real estate,

autos and employment, as well as sales events and coupon savings.

More about Sunday News-Leader readership:

63% of females63% of males54% of ages 18-34

62% of ages 35-4967% of ages 50-6474% of ages 65+

63% of HHI $35k-$49k63% of HHI $50k-$74k74% of HHI $75k-$99k70% of HHI $100k+

66% of married adults60% of adults w/ children at home65% of working women

58% of newcomers59% of college graduates

68% of adults w/ graduate degreesNews-Leader Sunday past 4 Sundays

Source: 2007 Thoroughbred Research Group

Slide12

Guidon

Publishes: Weekly Thursday

More about Guidon

10,000+ copies are distributed to all family housing, solider barracks, community buildings,

offices,

and duty

stations

. Additional distribution points include area hotels, attractions and high traffic areas in nearby communities.

Average Annual Incomes

Officers: Primary rank Major $65k-$75k

Enlisted: Primary rank Staff Sergeant $33k-$35k

Civilian $41k medianDemographics67% male; 33% female

74% age 18-4489% family households

Source: Fort Leonard Wood Public

Affairs Office: 2008 Claritas, Inc.

Guidon

is the authorized post newspaper for Fort Leonard Wood, Mo. Located in central Missouri, Fort Leonard Wood, Mo diverse training programs and officer academies continually cycle fresh prospects with guaranteed incomes into the market.

Slide13

Nixa / Ozark News-Leader

Publishes: Weekly Wednesday

More about

Nixa / Ozark

Total Distribution

23,300

Readership

Average

issue

readership

15,900 Nixa News-Leader

84% of total population

11,800 Ozark News-Leader

60% of total population

Source:

2010 Thoroughbred Research GroupPast 4 weeks

The Nixa / Ozark

News-Leader is a free paper mailed directly to residents in zip codes 65714 and 65721. These community newspapers cover events, school and neighborhood news business

and people profiles for Nixa, Ozark and Christian County.

Slide14

ShopLocal

Branson

ShopLocal Branson

can help you reach area residents and build your local brand recognition. ShopLocal Branson is mailed to every

household in

the three zoned areas, making it a cost effective way to obtain total market coverage.

More about

s

hopLocal

Branson

Total distribution:

37,500

West Zone: 11,652 Zip codes 65611, 65624, 65656, 65681, 65686, 65737

Branson Zone: 13,470 Zip codes 65615, 65616

East Zone: 12,438 Zip codes 65614, 65627, 65653, 65672, 65673, 65679, 65680, 65731, 65733, 65739, 65740, 65744

, 65759, 65771, 72662Opportunities include:

RetailPreprints/Weprints

Classifieds

Publishes: Wednesdays

Slide15

Cars.com Auto Guide

Publishes: Bi-monthly

More about

Cars.com Auto Guide

6,000 Cars.com

Auto Guide

are

distributed bi-monthly in 280+

high-traffic

locations

Reader

profile

26% of adults in Greene and Christian Counties are very or somewhat likely to purchase a used car, truck or van in the next 12 months

Source:

2010 Thoroughbred Research Group

Cars.com

Auto Guide is Southwest Missouri’s #1 automotive guide. With over 130+ pages and 3,090+ vehicles for sale, Cars.com Auto Guide is a must have for used car buyers and sellers. The publication contains more than

2,000 full color photos of used vehicles, boats, RV’s, and motorcycles.

Slide16

Pennypower

More about Pennypower:

Reader profile

As

an advertiser, you have the opportunity

to cost-effectively

reach consumers with your advertising message. Get the exposure your ad needs by advertising in the area’s best local coupon shopper. Pennypower is the FREE weekly local residents love to browse when searching for services and products.

Distributed to

86,500 homes

weekly

Carrier delivered on Tuesday &

Wednesday

57% female43% male

35% age 18-39 65% age 40+38% household income $50k+

40% of adults read Pennypower (last 30 days)50% of North Springfield read in the last 30 days

Source: 2007 Thoroughbred Research Group

Read Pennypower in the past 7 days

Publishes: Weekly Tuesday

Slide17

The Baxter

Bulletin

The

Baxter Bulletin, located in Mountain Home, serves Baxter and Marion

Counties

in

Northern

Arkansas. Located just 110 miles from Springfield, this growing area is home to retirees and

families

who travel to Springfield for shopping, travel and entertainment.

More about The Baxter

Bulletin9,000 total distribution

Demographics59,487 total population48% male52% female

79% family households44.8 average age$43,234 average household income

$101,491 median household valueBaxterBulletin.com

1.3 million average monthly page views108,000+ average monthly unique visitors

Source: 2008 Claritas, Inc.2010 Omniture

Publishes

Monday – Saturday

Slide18

Source:

comScore

Media

Metrix

, June 2010 (for Internet); Assumes 95% of newsleader.com.com site users overlap with Yahoo (per

comScore

, June 2010)

Total Online Users In Springfield, MO

655,000

Y! + Newsleader.com Unduplicated Reach

531,340

81%

With the News-Leader and Yahoo!, you can reach

81%

of the total online audience in

Springfield.

Unmatched Reach In Springfield!

Slide19

13%

Compared to…

3.3 hrs for Google

3.0 hrs for AOL

2.1 hrs for Fox Interactive Media (MySpace)

56 minutes for Microsoft Sites (MSN)

An average of 4 hours are spent on Yahoo!

per person / per month

Compared to…

6.8% for Fox Interactive Media (MySpace)

9.1% for Microsoft Sites (MSN)

9.9% for AOL

10% for Google

Yahoo! Unsurpassed Engagement

13.3% of all time online is spent

on Yahoo

!

Source:

comScore

Media

Metrix

, AUGUST

2010;

comScore

Media

Metrix, Jan 2010

Slide20

Yahoo! is a Leader

Yahoo! is ranked among the top 3 sites in 23 key categories

Base: P2+ U.S. data, Note: Homepages is not a traditional category in

comScore’s

service

Source

:

comScore

Media

Metrix

, June 2010

Monthly

figures unless otherwise

indicated

Note

: Rankings are based on unified data (hybrid)

Slide21

Yahoo! Targeting

Yahoo! Proprietary and Confidential. ©2010 All Rights Reserved

3

12

13-17

18-24

25-34

35-44

45-54

55-64

65+

Benefits:

Large Locally Targeted Audience

Accuracy

Efficiency

Types:

Demographic

Age

Gender

Geographic

Time Based

Behavioral

Slide22

Search

Ad Clicks

Content

Search

Clicks

How Yahoo! Behaviorally Targets

Yahoo! Proprietary and Confidential. ©2010 All Rights Reserved

Slide23

Yahoo! Behavioral Targeting

Purchase Life Cycles Factored In

Heavier Weight to Recent Behaviors

Intense Activity Counts Most

Yahoo! Behavioral Targeting

Each category has its own defined

purchase cycle

.

We weigh how

recent

and

relevant

the behavior is, as well as the

intensity

of behavior.

Yahoo! tracks this information daily and applies predictive models.

Yahoo! Proprietary and Confidential. ©2010 All Rights Reserved

Slide24

2010 Performance Overview

Review sales potential for 10 county area for Nissan, Kia, Chrysler, Jeep, and pre-owned

Match investment with potential

Review News-Leader distribution and HH reach by county

Outline recommendations and discuss next steps

Slide25

2010 Kia Performance

85% of Kia’s sold in 10 county area come from 5 counties

Slide26

2010 Nissan Performance

85% of Nissan’s sold in 10 county area come from 5 counties

Slide27

2010 Chrysler Performance

78% of Chrysler’s sold in 10 county area come from 5 counties

Slide28

2010 Jeep Performance

85% of Jeep’s sold in 10 county area come from 5 counties

Slide29

2010 Total New Car Sales Performance

Slide30

2010 Pre-Owned Performance

74% of pre-owned sales in 10 county area come from 5 counties

Slide31

2010 Youngblood Pre-Owned Performance

91% of pre-owned sales in 10 county area come from 5 counties

Slide32

2010 Total Pre-Owned Sales Performance

Slide33

Regional Distribution Comparison

Nixa/Ozark

News-Leader

Branson

Shop-Local

Guidon

Slide34

Neighborhood Distribution vs. Youngblood Pre-Owned Sales

32% Match in Sales vs. Investment

Slide35

Youngblood New Vehicle Investment Breakdown

25% Match in Sales vs. Investment

Slide36

Springfield Market DMA

31 Counties

(25 in Missouri; 6 in Arkansas)

2010 Population: 1,056,699 Households: 427,808

Median Age: 38

Median HH Income: $38,996

Source: 2010 Nielsen

Claritas

, Inc.

Benton

St. Clair

Cedar

Lawrence

Dade

Barry

Camden

Hickory

Polk

Dallas

Pulaski

Laclede

Wright

Webster

Greene

Dent

Shannon

Texas

Christian

Douglas

Stone

Taney

Carroll

Boone

Marion

Newton

Baxter

Ozark

Fulton

Howell

Oregon

ARKANSAS

MISSOURI

Slide37

Springfield, MO DMA Top Counties

Source: 2010 Nielsen Claritas

44.9% Match with Broadcast Investment

Slide38

Springfield, MO DMA – Top 10

Source: 2010 Nielsen Claritas

62% Match with Broadcast Investment

Slide39

NLMG Saturday Distribution vs. Youngblood Sales

93% Match in Sales vs. Investment

Slide40

Recommendations