WHY VERTICAL SELLING?

Transcription

1 VERTICAL SELLING

2 WHY VERTICAL SELLING? Clients expect more than just a snapshot of Programmatic Competition is fierce separate yourself from the herd Customize your pitch, find ways to grow the budget intelligently

3 3 HOW WE BUILD A VERTICAL PITCH: STEPS FOR SUCCESS Facts Up Front 2. Identify Vertical Benchmarks 3. Recommend Specific Tactics

4 1. FACTS UP FRONT Use 3 rd -Party Resources Where to find them Tips for easy sourcing Setting expectations

5 3 RD -PARTY RESOURCES Establish Your Expertise Up Front Start with a Google Search on the vertical auto dealership mobile statistics

6 3 RD -PARTY RESOURCES Establish Your Expertise Up Front Search on emarketer Identify the source, Google it Mobile-first Auto Consumers and Ipsos Site the true source and quote it

7 3 RD -PARTY RESOURCES Establish Your Expertise Up Front 8% BROWSER Browser 8% Facebook 19% 92% APP Set Expectations of your Recommendation Find data points that validate your forthcoming recommendation Overcome likely objections - ex. Nobody uses anything other than Facebook Find spend budgets / thresholds / media mix Other 8% Sports 2% News & Weather 3% Productivity 9% Lifestyle & Shopping 5% Utilities 9% 5 HOURS Snapchat 2% Messaging/Social 12% YouTube 3% Gaming 11% Music, Media & Entertainment 15%

8 2. SIMPLI.FI BENCHMARKS Benchmarks provided on a vertical level Benchmarks pulled monthly or quarterly/based on volume

9 SIMPI.FI VERTICAL BENCHMARK REPORT Request the vertical from your Client Service Lead This is a manual exercise; use your best judgment in frequency of requests (recommend quarterly)

10 3. RECOMMEND SPECIFIC TACTICS Customize the Program Based on Benchmarks We recommend X Rename tactics to fit the vertical

11 CUSTOMIZE THE PROGRAM BASED ON BENCHMARKS Utilizing the Vertical Benchmark Report, build the tactical plan FLIGHT DATES TACTIC BUDGET Showrooming aka Conquesting 20% Contextual 11.11% Site Retargeting 4.68% Geo Optimized 51.10% CRM Targeting aka Geo-targeting 31% Search Retargeting 33% Contextual Targeting 11% Site Retargeting 5% Search 33.10%

12 CUSTOMIZE THE PROGRAM BASED ON BENCHMARKS Update the Name of Tactics to Resonate with the Customer Your 3 rd -party research will teach you common terms to use redefine these in the world of Simpli.fi tactics. FLIGHT DATES TACTIC BUDGET Showrooming / aka Conquesting 20% CRM Targeting / aka Geo-targeting 31% Search Retargeting 33% Contextual Targeting 11% Site Retargeting 5%

13 Getting the Car Buyer on Your Lot Simpli.fi Auto Insights YOUR AUTO DEALERSHIP Programmatic Performance. Localized.

14 Campaigns integrating 4 or more digital channels will outperform singleor dual-channel campaigns by 300% Car Buying Journey, Gartner Research

15 24 AVERAGE TOUCHPOINTS, 19 ARE DIGITAL Searched on Google In-market auto shopper Visited OEM website Inquired family, friends colleagues Looked at photos Watched video on YouTube Browsed newspaper ads Influenced by online ad Visited a brand s social page Saw a TV ad Loan calculator on 3rd party site Watched video ad Searched on Mobile Built and priced on OEM site Read professional review Visited dealer website Located a dealer from mobile Search dealer inventory on Tier 2 Requested a quote online Clicked display ad Visited newspaper site Filled out a form Use model comparison tool Read consumer reviews Used mobile on lot Test drove a vehicle Visited a dealership

16 THERE IS MORE TO MOBILE THAN FACEBOOK AND GOOGLE 8% BROWSER Browser 8% Facebook 19% 92% APP Other 8% Sports 2% News & Weather 3% Productivity 9% Lifestyle & Shopping 5% 5 HOURS Snapchat 2% Messaging/Social 12% Utilities 9% Gaming 11% YouTube 3% Music, Media & Entertainment 15% Source: Flurry Analytics, ComScore, Facebook, NetMarketShare

17 On average, auto dealerships see a cost per visitor below $ $14.00 Simpli.fi Benchmark Report Feb 18

18 SIMPLI.FI AUTO INSIGHTS What Works Now?

19 GEO-FENCING WITH SHOWROOMING Serve ads to potential customers who have recently visited your competitor s location and choose the correct recency.

20 GEO-FENCING SUB-ZIP CRM TARGETING, DIRECT MAIL OVERLAY, BIRDS OF A FEATHER Address, ZIP, neighborhood based targeting enables highopportunities area.

21 SEARCH RETARGETING Target users who have recently searched for keywords and phrases relevant to your retail products. AutoDealer.com CarReviews.com EXAMPLE: A potential customer is online and searches for new car, family sedan, or even safest minivan. Because these keyword searches indicate an interest in auto, we will show your ads to this user as they surf the web. We would serve your ads to users who have searched for a competitor by brand (Honda) or business name (Superior Toyota). CarMax.com CarReviews.com Good Car

22 SITE RETARGETING Target users who have recently visited your site but have left and gone to a new site. EXAMPLE: A potential consumer visits your site and looks at your cars. Unfortunately, 97% of first-time visitors don t take action. As he surfs the web, he is served your ad a few days or even minutes later, reminding him of your cars and your dealership. Use special offers to bring him back to your site or to your showroom. AutoDealer.com CarReviews.com

23 4 TACTICS ALL DEALERSHIPS NEED TO BE RUNNING Showrooming (Mobile) Conquest your competitors with 1 hour - 1 day recency. Reach the 23% of car buyers who research while on the lot. CRM Targeting (Mobile/Desktop) Utilize the dealership CRM data (address, ZIP, neighborhood) and match up the target neighborhoods, utilizing a 30-day recency on mobile. Keyword Search Retargeting (Mobile/Desktop) You can target potential car buyer based on the terms they searched for across the internet. KWLCAT Site Retargeting Utilize the same display partner to retarget your shoppers across the web. By consolidating this, you are not diluting the value of your primary display partner.

24 RECOMMENDATION AUTOPLEX

25 AUTO VERTICAL PROPOSAL PRICING SUMMARY TACTICS PLACEMENT dcpm IMPRESSIONS TOTAL Mobile Showrooming Mobile/tablet $ ,000 $ Mobile CRM Targeting Mobile/tablet $ ,000 $ Mobile CRM Targeting / Video Mobile/tablet $ ,000 $ Omni-Screen Search Retargeting Mobile/tablet $ ,000 $ Omni-Screen Contextual Targeting Desktop $ ,000 $ Omni-Screen Search Retargeting / Video Desktop/Mobile $ ,000 $ Omni-Screen Contextual Targeting / Video Desktop/Mobile $ ,000 $ Total $ ,000 $2, dcpm Dynamic CPM / Total campaign will be at least as efficient as dcpm * Budget fluid across all tactics

26 AUDIENCE INSIGHTS Demographics Gender Index Age Index % 10% 55% 15% 20% 50 45% 0 Male Female 18% 15% Marital Status Index Education Index 100 5% 17% 7% 6% 36% 13% 7% 50 59% 0 Single Married Divorced % 35% 0 Associate Degree Bachelor Degree Graduate Degree Doctorate Degree High School Degree GED No Degree Income Index % Income Index % 29% 13% 15% 12% 50 0 $150,00+ $125,00+ $100,00+ $75,00+ $50,00+ Target based on user intent. Report on demographics of audience reached. Simpli.fi Audience Insights Within The UI GENDER AGE MARITAL STATUS EDUCATION HOUSEHOLD INCOME

27 THANK YOU Programmatic Performance. Localized.