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
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.
Slide1
ADsmith Communications
Youngblood Automotive Presentation
Slide2Objectives
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
Slide3Intelligence 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.
Slide4Automotive
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
Slide5More 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
Slide7Summary of Likely Purchases/Activities
Next 12 Months
(Very or Somewhat Likely)
Source: 2010 Thoroughbred Research
Base: Christian and Greene Counties
Slide8Sources 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
Slide9Sources 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
Slide10A Powerful Marketing Partner
Slide11Sunday 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
Slide12Guidon
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.
Slide13Nixa / 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.
Slide14ShopLocal
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
Slide15Cars.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.
Slide16Pennypower
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
Slide17The 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
Slide18Source:
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!
Slide1913%
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
Slide20Yahoo! 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)
Slide21Yahoo! 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
Slide22Search
Ad Clicks
Content
Search
Clicks
How Yahoo! Behaviorally Targets
Yahoo! Proprietary and Confidential. ©2010 All Rights Reserved
Slide23Yahoo! 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
Slide242010 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
Slide252010 Kia Performance
85% of Kia’s sold in 10 county area come from 5 counties
Slide262010 Nissan Performance
85% of Nissan’s sold in 10 county area come from 5 counties
Slide272010 Chrysler Performance
78% of Chrysler’s sold in 10 county area come from 5 counties
Slide282010 Jeep Performance
85% of Jeep’s sold in 10 county area come from 5 counties
Slide292010 Total New Car Sales Performance
Slide302010 Pre-Owned Performance
74% of pre-owned sales in 10 county area come from 5 counties
Slide312010 Youngblood Pre-Owned Performance
91% of pre-owned sales in 10 county area come from 5 counties
Slide322010 Total Pre-Owned Sales Performance
Slide33Regional Distribution Comparison
Nixa/Ozark
News-Leader
Branson
Shop-Local
Guidon
Slide34Neighborhood Distribution vs. Youngblood Pre-Owned Sales
32% Match in Sales vs. Investment
Slide35Youngblood New Vehicle Investment Breakdown
25% Match in Sales vs. Investment
Slide36Springfield 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
Slide37Springfield, MO DMA Top Counties
Source: 2010 Nielsen Claritas
44.9% Match with Broadcast Investment
Slide38Springfield, MO DMA – Top 10
Source: 2010 Nielsen Claritas
62% Match with Broadcast Investment
Slide39NLMG Saturday Distribution vs. Youngblood Sales
93% Match in Sales vs. Investment
Slide40Recommendations