Presented to: Grant Gernhardt General Manager. Smile Meade Internet Sales Director

Transcription

1 Presented to: Grant Gernhardt General Manager Smile Meade Internet Sales Director

2 Creating a trackable, tangible result Selling more new and used vehicles for Defouw Automotive in 2018 and beyond Presented by: Hollie Hughes and Chris Fleming This content is protected by Neuhoff Media Lafayette

3 Current Situation Long History in Greater Lafayette Great Brands in Chevrolet and BMW, strong in Used Cars Strong Brand Identity Strong people, strong personal relationships Competitive business category Desire for more efficiency and return on advertising Setting yourself apart from others 3 areas of opportunity New to the market/new buyers, Trucks, Pre-Owned The opportunity to grow all of these buckets - efficiently

4 To Drive More Sales- THREE Elements Are Needed 1. THE RIGHT AUDIENCE Target your core. Don t chase extremes. Put your first and last dollar here. A Core Z

5 2. THE RIGHT MESSAGE ONE IDEA. Creative. Consistent. Memorable THINK LONG TERM

6 3. SUPER HIGH FREQUENCY IN FEWER PLACES The principle of the glasses.

7 3. SUPER HIGH FREQUENCY IN FEWER PLACES This is the tendency. but, THIS IS WHAT WORKS!

8 The Three Things 1. THE RIGHT AUDIENCE Stay with your core. 2. THE RIGHT MESSAGE One message, long term. 3. SUPER HIGH FREQUENCY IN FEWER PLACES The Principle of the Glasses. Concentration is the key to all economic success. Peter Drucker, business visionary

9 Recommended Strategy #1 2 Minute Test Drives Using K-105, WKOA-FM, and WXXB-FM, B-1029 personalities and Smile as the Hosts to do 2 minutes test drives of new Chevy vehicles. Create a library of two minute test drives Use Radio to drive customer engagement to all the new models Use on-line lead generation to build a database of potential buyers, delivered to Defouw from the on-line/on-air campaign Update frequently, weekly in the beginning, monthly as the seasons change Call to Action to test drive the vehicle yourself Design the video to showcase the cool factor in each vehicle Discover the features and benefits of all the new models - to drive sales

10 Creative Direction AUDIO SCRIPT The 2019 s have arrived at Defouw Chevrolet we would love to show them to you go to wkoa.com right now and you can step inside the new Next-Gen 2019 Silverado take the two minute test drive on-line we will show you every thing new for 2019 More Leg room, more storage space, enhanced climate control all in the new 2019 Next Gen Silverado ride along with us and you will want to schedule your own test drive as you experience the Defouw difference at Defouw Chevrolet.Sagamore Parkway, Lafayette

11 Reach: The Way to Move the needle for Defouw Automotive

12 Reach: The Way to Move the needle for Defouw Automotive

13 Reach: The Way to Move the needle for Defouw Automotive

14 Reach 80% of YOUR prospects 12 Months!

15 Source: Nielsen Audio 2018 Neuhoff Media Lafayette at a Glance Station: B102.9 WXXB-FM 98.7 WASK-FM K-105 WKOA-FM The Hammer 93.5 WKHY Format Top 40 Classic Hits Country Sports Rock Who Listens 60% Female 40% Male 55% Female 45% Male 50/50 Male Female split 90% Male 10% Female 65% Male 35% Female What are they like On-The-Go Women Working Adults leaning female Working people across multiple sectors Team Associated Sports Fans Majority Gen X How old are they Median age is 29 Median age is 48 Median age is 37 Median Age is 52 Median Age is 34 How Much money do they have Women make 80% of family purchasing decisions ($445 Million) 90% of audience works in our community ($356 Million) Consistent, loyal audience ($518 Million) 73% of audience has income of $50K or better ($75 Million) Consumers of goods and services in Lafayette ($357 Million)

16 Monthly Radio Campaign Program Days Time Commercials WKOA-FM (K-105) Monday-Saturday M-F 6am-8pm, Saturday 9a-3pm 100 WXXB-FM (B 102.9) Monday-Saturday 6am-8pm, Saturday 9a-3pm 100 Summary 200 Commercials Per Month!

17 Summary of the Plan 200 commercials per month on K-105, B Hosted Video Lead Gen Tool Radio Hosts to shoot test drive videos $6245/ month

18 Recommended Strategy #1 No Salesman Sunday Using K-105, WKOA-FM, and WXXB-FM, B-1029 a monthly sales event to drive pre-owned car sales This event will take place the first Sunday of every month from 1-5pm Use Radio to direct people to Defouw Chevrolet on a day when there are no salespeople on the lot There are specific vehicles available during this sale period They are all on display in a specific area the audience is invited to come and look at what is offered The activation point is the following week the deal expires on Wednesday Drives traffic and sales in the first part of the month Discover the feature and benefits of all the new models - to drive sales

19 Creative Direction AUDIO SCRIPT Defouw Automotive introduces another Lafayette exclusive No Sales Person Sunday. It has been said the most popular day at most car dealerships is Sunday you get to look without interruption. At Defouw Automotive this Sunday is no Sales Person Sunday Browse our select group of pre-owned vehicles specially priced to be yours - see one you like that deal is good until August 9 th. No Sales Person Sunday is just one more way you can experience the Defouw difference at Defouw Automotive.Sagamore Parkway, Lafayette

20 Monthly Radio Campaign Program Days Time Commercials WKOA-FM (K-105) Monday-Sunday M-F 6am-8pm, Saturday 9a-3pm Sunday 1pm-5pm WXXB-FM (B 102.9) Monday-Sunday M-F 6am-8pm, Saturday 9a-3pm Sunday 1pm-5pm Summary Commercials Per Month!

21 Summary of the Plan 110 commercials per month on K-105, B Sunday Broadcasts 1-3pm and 3-5pm Remote Set-up Customer sign in sheet $5174/ month

22 How do you feel so far? 1. Proceed 2. Proceed with changes 3. Stop the process

23 Projected Timeline for 12 Month Campaign Copy Deadline: 7/25/2018 Production Deadline: 7/27/2018 Meet with Staff to Launch Campaign: 7/31/2018 First Air Date: 8/1/2018 Evaluate Initial Results: 12/27/2018

24 Thank You!