November 17 th November 27 th Ford Black Friday Sales Event Success Guide

Transcription

1 November 17 th November 27 th Ford Black Friday Sales Event Success Guide

2 Ford Black Friday Sales Event Success Guide WHAT S IN THIS SUCCESS GUIDE: 1. Introduction 2. Black Friday Timeline 3. Black Friday Media Plan (to come) 4. Black Friday POS Material Car/SUV/Truck 5. Black Friday Print Assets Car/SUV/Truck 6. T2 Print Car/SUV/Truck 7. Black Friday Digital Assets Car/SUV/Truck 8. Black Friday Social Assets Car/SUV/Truck 9. Black Friday Radio Scripts Car/SUV/Truck 2

3 Ford Black Friday Sales Event The Ford Black Friday Sales Event has arrived just in time to capture the attention of shoppers with its unbeatable cash offers on selected 2017 and 2018 Cars, SUVs and Trucks, effective from November 17 th to November 27 th. To push for a strong close to November, we re making every day Black Friday for ELEVEN DAYS, but that s not all, Black Friday customer cash combined with the current No-Extra Charge Winter Safety Package will give the shopper every reason to drive away in a FORD! POS materials are complimentary to existing POS, and will start arriving the week of November 13 th. Black Friday POS materials should be installed during November 17 th to November 27 th, featured vehicles include: $3 500 Black Friday Cash Offer on 2017 Escape, Focus, Fusion or Edge $6 500 Black Friday Cash Offer on 2018 F-150 We will be updating all creative to support Black Friday in all media, including: Car/SUV and Truck 30-second TV spot Car/SUV and Truck 15 second internet pre-roll Car/SUV and Truck 30-second radio spots In addition to TV, pre-roll and radio, all print and digital creative will be updated with a fresh look and feel (featuring only black vehicles, of course) for Black Friday, including all co-opable assets. Black Friday and November Co-op Advertising Program All Dealers will receive a 50% top-up to their November monthly allocation to support Black Friday and all November advertising initiatives Black Friday Co-op assets are now live on Toolbox IMPORTANT NOTE: Black Friday advertising is not to be in-market until November 17 th. Ads that run outside of the eleven days will not be paid. NEW!: 2017MY F-150 with $10,000 DA assets are now available on Toolbox, and will be co-opable until the end of the program period. 3

4 Timeline Date(s) To-Do Complete? Review Black Friday Event Co-op Advertising Starting November 10 th Review 2017 Black Friday Event Success Guide Start planning advertising, including website and social media channels, to feature Black Friday Event creative for the last half of November. Note: Black Friday Sales Event advertising cannot be in-market until November 17 th November 17 th Install your new Black Friday pointof-sale (POS) materials by adding them to the existing 2017 No-Extra Charge POS materials Turn on advertising, including website and social media channels, to feature Black Friday Event creative November 27 th End of Business Day Remove your Black Friday point-of-sale (POS) materials and all Co-op advertising relating to the Black Friday Sales Event 4

5 Channel Media Activity Television Radio Online Print 5

6 Point-of-Sale Car/SUV & Truck (1/1) Important: Black Friday POS is complimentary to existing October-November POS and does not require the removal of advertising elements currently in place. POS material arriving the week of November 13 th. Poster Pole Sign 4

7 Point-of-Sale Car/SUV Important: Black Friday POS is complimentary to existing October-November POS and does not require the removal of advertising elements currently in place. POS material arriving the week of November 13 th. Window Cling Windshield Cling Magnetic Skins 4

8 Point-of-Sale Truck (1/1) Important: Black Friday POS is complimentary to existing October-November POS and does not require the removal of advertising elements currently in place. POS material arriving the week of November 13 th. Windshield Cling Window Cling 4

9 Co-op Print (1/2) Lock-Up Generic Ad Block 5

10 Co-op Print (2/2) Banner Ad Mat Customizable Ad Block 5 Half-Page Ad Mat

11 T2 Print Car/SUV (1/2) Full-Page Ad Mats 5

12 T2 Print - Car/SUV (2/2) Third Page Ad Mats 5

13 T2 Print - Truck (1/2) Full-Page Ad Mats 5

14 T2 Print Truck (2/2) Third Page Ad Mat 5

15 Co-op Print - Truck (1/3) Generic Ad Blocks Lockup 5

16 Co-op Print - Truck (2/3) Banner Ad Mat Customizable Ad Block 5

17 Co-op Print - Truck (3/3) Full-Page Ad Mats (Dealer Bottom) Half-Page Ad Mat (Dealer Top) 5

18 Co-op Digital Car SUV (1/5) Conquest (Big Box) Conquest (Leaderboard) Conquest (Skyscraper) 18

19 Co-op Digital Car SUV (2/5) Customizable (Big Box) Customizable (Leaderboard) Customizable (Skyscraper) 19

20 Co-op Digital Car SUV (3/5) Retargeting (Skyscraper) 20

21 Co-op Digital Car SUV (4/5) Retargeting (Big Box) 21

22 Co-op Digital Car SUV (5/5) Retargeting (Leaderboard) 22

23 Co-op Digital Truck No Offer Banners Offer Banners 23

24 Co-op Social TWITTER NO OFFER 24 FACEBOOK NO OFFER

25 Co-op Radio Car/SUV Car/SUV :20 Option 1: At <INSERT DEALER HERE> Black Friday is 11 days long, so there s no need to rush. From November 17 th to 27 th, get $3500 in Black Friday Cash on a new 2017 Focus, Fusion, Escape, or Edge. When you can get a simply great deal on Black Friday, it s easy to get into a Ford. Details at <DEALER URL>. Option 2: At <INSERT DEALER HERE>, Black Friday is here. And it s 11 days long. Get Black Friday value on vehicles to get you ahead of cold weather. From November 17 th to 27 th, get $3500 Black Friday Cash on a new 2017 Focus, Fusion, Escape, or Edge. When you can get a simply great deal on Black Friday, it s easy to get into a Ford. Details at <DEALER URL>. Option 3: At <INSERT DEALER HERE>, Get Black Friday value on vehicles to get you ahead of cold weather. From November 17 th to 27 th, get $3500 in Black Friday Cash on a new a 2017 Focus, Fusion, Escape, or Edge. 11 days will go by quickly, so act now. With a simply great Black Friday deal, it s easy to get into a Ford. Details at <DEALER URL>. Car/SUV :10 Option 1: At <INSERT DEALER HERE>, from November 17 th to 27 th you can get $3500 Black Friday Cash on a new 2017 Focus, Fusion, Escape, or Edge. Details at <DEALER URL>. Option 2: Get $3500 Black Friday Cash on a new 2017 Focus, Fusion, Escape, or Edge from November 17 th to 27 th at <INSERT DEALER HERE>. Details at <DEALER URL>. 25

26 Co-op Radio - Truck Truck :20 Option 1: At <INSERT DEALER HERE>, you can get great Black Friday value on the new 2018 F-150. From November 17 th to 27 th, get $6,500 Black Friday Cash on the most capable F-150 yet. Details at <DEALER URL>. Option 2: At <INSERT DEALER HERE>, you can get great Black Friday deals on the new 2018 F-150, a truck that s the most capable F- 150 ever.. For 11 days only, get $6,500 Black Friday Cash on most new 2018 F-150s. From November 17 th to 27 th only. Details at <DEALER URL>. Truck :10 Option 1: At <INSERT DEALER HERE>, we make Black Friday easy. From November 17 th to 27 th, get $6,500 Black Friday Cash on most new 2018 F-150s. Details at <DEALER URL>. Option 2: At <INSERT DEALER HERE> we deliver Undisputed Black Friday value. From November 17 th to 27 th, get $6,500 Black Friday Cash on most new 2018 F-150s. Details at <DEALER URL>. 26

27 APPENDIX

28 November 1 st November 30 th 2017 Winter Safety Package Program Success Guide - Updated

29 2017 Winter Safety Package Program Success Guide WHAT S IN THIS SUCCESS GUIDE: 1. Introduction 2. WSP Timeline 3. October Media Plan 4. WSP POS Material 5. WSP Print Assets Car/SUV/Truck 6. T2 Print Car/SUV/Truck 7. WSP Digital Assets Car/SUV/Truck 8. WSP Social Assets National Offers 10. WSP Radio Scripts 11. Easy Test Drive Program (non co-op) 29

30 2017 Winter Safety Package Program This fall, we re pleased to announce the return of our Winter Safety Package Program designed to help get customers into a new vehicle and be ready for the winter all at the same time! Continue to capitalize creative across all media featuring the Winter Safety Package (Winter Tires, Rims and Pressure Sensors), along with our 0% financing message for 72 months on the 2017 Escape. We will also have all-new 15 second pre-roll videos that will be airing throughout YouTube that focus directly on the Fusion and WSP. New Easy Test Drive option on Ford.ca Phase II launched towards the end of August, the assets you see on page 18 are being used to reach auto intenders who are in the mid-to-late stages of their shopping journey. In addition, users who have completed the following Key Buying Activities (KBAs) on ford.ca will be retargeted with the test drive message. Build & Price Search Inventory Estimate a Payment Trade in Value Take this opportunity to re-familiarize yourself with MBG N and the New Easy Test Drive option on Ford.ca November Co-op Advertising Programs 2017 Winter Safety Package Co-op Assets: November Co-op Claims deadline is January 10 th, You can find the Winter Safety Package Co-op assets by visiting: FD ToolBox > National Advertising >> October/November Winter Safety Package Program OR FDA ToolBox > National Advertising >> WE Scare Hunger Note: At the top right of the InFord page, dealers have the option to add an icon. There should be the availability to add the Toolbox icon. Once it has been added, dealers should be able to access the Toolbox directly from InFord. 30

31 Updated Banner Page Timeline Date(s) To-Do Complete? Nov. 1 ST to Nov. 30 Review the Winter Safety Package Program Launch Success Guide Review November co-op advertising program bulletin Plan advertising and media to be inmarket in November, featuring No- Extra-Charge Winter Safety Package launch creative Hold staff meeting to review the November incentives (as detailed in C&I bulletins) Update advertising, including website and social media channels, to feature No-Extra-Charge Winter Safety Package creative 31

32 October Media Plan Channel Television Radio Online Print Activity Planned TV program highlights: English Canada: Blue Jays, NHL Playoffs, NBA Raptors, Yukon Gold, Cardinal, The Path, The Magicians, Six, Timber Kings, Supergirl, Jade Fever, Diesel Brothers, Colony, Jimmy Kimmel Live, Fargo, Full Frontal with Samantha Bee, The Expanse, Bear Grylls, Survivorman, Shameless French Canada: L Arbitre, Les détestables, Et si?, Perdus en Alaska, Les Simpson, Au pays des Cajuns, Infiltration, Antichambre, 24CH, Hockey 360 Stations are selected based on listenership composition against target audience and the station s market ranking. FDAAs planned always on radio, weight levels vary by region Continue Spotify Audio and Video initiative which will feature a :30s spot for both Focus and Escape, with a companion banner (driving to Ford.ca) will be accessible through desktop, mobile and tablet Always On campaign will feature: All intender tactics in market (Brand Block, Conquest, Search, Programmatic, Video, Shopping Tools & High Impact.) Call back strategy with digital and video retargeting Heavy Up in select regions to support Canada s Best with awareness and purchase intent tactics FDAAs planned media strategy to ensure representation in all markets Major dailies, weeklies and commuter papers in new 1/3 page size are planned and will run throughout the month Heavy Up in select regions to support Canada s Best 32

33 Window Clings Point-of-Sale (1/2) Pole Signs 33

34 Magnetic Skins Point-of-Sale (2/2) Poster 34

35 Point-of-Sale TRUCK (1/2) Pole Sign Window Cling 35

36 Point-of-Sale TRUCK (2/2) Poster 36

37 Co-op Print (1/3) Lock-Ups Generic Ad Blocks 5

38 Co-op Print (2/3) Banner Ad Mat Customizable Ad Block 5 Half-Page Ad Mat

39 Co-op Print (3/3) Full-Page Ad Mats 5

40 T2 Print CAR/SUV (1/2) Full-Page Ad Mats 5

41 T2 Print - CAR/SUV (2/2) Third Page Ad Mats 5

42 T2 Print - TRUCK (1/2) Full-Page Ad Mats 5

43 T2 Print TRUCK (2/2) Third Page Ad Mats 5

44 Co-op Print TRUCK (1/3) Generic Ad Blocks 5

45 Co-op Print TRUCK (2/3) Banner Ad Mat Customizable Ad Block 5 Half-Page Ad Mat

46 Co-op Print TRUCK (3/3) Full-Page Ad Mats 5

47 Co-op Digital CAR/SUV Conquest (Big Box) Conquest (Skyscraper) Conquest (Leaderboard) 47

48 Co-op Digital TRUCK 48

49 Co-op Social Twitter No Offer Facebook No Offer 49

50 2017 NATIONAL OFFERS: Overview Our EASY advertising platform is designed to assist customers throughout their shopping journey and to drive traffic to your showrooms One of the key elements of the platform is to differentiate from the competition by featuring representative vehicles that most customers buy As previously announced (MBG N ), in collaboration with your National FDAA chairpersons, the SMNAT dealer committee and Regional FDAA s, we are continuing to feature the following hero vehicles in National and Regional advertising through 2017 MY Model Trim Rapid Spec Free Standing Options 2017 Focus SE 200A Automatic (44W) 2017/2018 Fusion SE 200A None 2017 Escape SE 201A None 2018 Escape SE 200A None (Note: SEL Walk-Up Strategy) 2017/2018 F-150 SuperCrew 4x4 XLT 300A 5.0L V8 / Trailer Tow Package (53A) 50

51 2018 F-150 Vehicle Spec & Equipment Group XLT SuperCrew 4x4 300A Enhanced 5.0L V8 Free Standing Options Included 5.0L V8 / 53A Trailer Tow Pkg. Crew Cab Space and Utility Lease Payment Advertised $199 Every 2 Weeks 4x4 Functionality Payment Details 10-Speed Automatic Term 36M 17" Alloy Wheels Rate 0.99% Cruise Control Down Payment $3,350 Power Tailgate Lock Dealer Participation $3,520 SYNC (Bluetooth in-car connectivity system). Dealer Margin Remaining $2,272 Fog Lamps Residual (Oct 2017) 49% Auto Start/Stop HALO OFFER / NATIONAL OFFER PAYMENT 51

52 CAR/SUV OFFER :20 Co-op Radio CAR/SUV OPTION 1: Cold weather is right around the corner. At <INSERT DEALER HERE>, we have the vehicles you want with the features you need to get ahead of the cold weather. Plus, when you lease or purchase select 2017 Ford vehicles, they come with a No-Extra-Charge Winter Safety Package, which includes tires, rims, and pressure sensors. When you can get ahead of the cold weather, it s easy to get into a Ford. Details at <DEALER URL> OPTION 2: The cold weather is almost here. Right now you can warm up to great vehicles and great financing at <INSERT DEALER HERE>. Get the vehicle you want loaded with the cold weather features you need, plus get 0% APR Purchase Financing for up to 84 months on select 2017 models. When you can get ahead of the cold weather, it s easy to get into a Ford. Details at <DEALER URL>. CAR/SUV :10 OPTION 1 Purchase or lease Select 2017 Ford vehicles at <INSERT DEALER HERE> and get a No-Extra-Charge Winter Safety Package, which includes winter tires, rims, and pressure sensors. Details at <DEALER URL>. OPTION 2 <INSERT DEALER HERE> has the vehicles you need to get you ahead of the cold weather. Plus, get 0% APR Purchase Financing for up to 84 months on select 2017 models. Details at <DEALER URL>. OPTION 3 <INSERT DEALER HERE> has the <INSERT VEHICLE NAMEPLATE HERE> you need to get you ahead of the cold weather. Plus, get 0% APR Purchase Financing for up to <INSERT MONTHLY TERM HERE> on select 2017 models. Details at <DEALER URL>. 52

53 TRUCK: 20 SECS Co-op Radio TRUCK OPTION 1. The new 2018 F-150 has arrived at <INSERT DEALER HERE>. The most capable F-150 ever. With more powerful engines in the only military-grade aluminum-alloy body in its class, you can do more than ever before. Get great lease and finance offers with a noextra charge winter safety package valued at 2300 MSRP. For details, visit <DEALER URL> OPTION 2. The new 2018 F-150 is here now. The most capable F-150 ever. Visit <INSERT DEALER HERE> to lease the 2018 F-150 XLT Super Crew 4x4 for only 199 every 2 weeks for 36 months at 0.99% APR with 3350 down. Plus, get a no-extra-charge winter safety package valued at 2300 MSRP. For details visit <DEALER URL> OPTION 3. The new 2018 F-150 is here and right now, you can <LEASE/FINANCE> the <INSERT MAKE & MODEL> for only <INSERT LEASE/FINANCE OFFER>. Plus, get a no-extra-charge winter safety package. No matter what the challenge bring it, here at <INSERT DEALER HERE>. Details at <DEALER URL> TRUCK: 10 SECS OPTION 1. The new 2018 F-150 is here now. The most capable F-150 ever. Get great lease and finance offers at <INSERT DEALER HERE>. <END TAG> OPTION 2. The new 2018 F-150 is here. Tow more, haul more and do more than ever before. Check out our special offers on the Ford F-Series lineup at <INSERT DEALER HERE>. <END TAG> OPTION 3. We re determined to bring you the best offers on your favourite Ford F-150 truck here at <INSERT DEALER HERE>. Whatever the challenge, bring it. <END TAG> 53

54 Reminder: Easy Test Drive Program on Ford.ca Tier III Easy Test Drive Program Assets (non-co-op) For full program details refer to MBG N 54

55 Schedule a Test Drive Form (Landing page 1) 55

56 Schedule a Test Drive Form (Landing page 2) 56