Exede Dealer Advertising Guide BEST PRACTICES FOR GETTING THE WORD OUT ABOUT EXEDE AND YOUR DEALERSHIP

Transcription

1 Exede Dealer Advertising Guide BEST PRACTICES FOR GETTING THE WORD OUT ABOUT EXEDE AND YOUR DEALERSHIP

2 Limited Time Offer Up-front Setup Fee Offer for a limited time only. Exede Dealer Advertising Guide 2 Pre-approved Ads Found on the Dealer Portal Choose a pre-approved ad The best way to advertise Exede Internet service is to choose from the pre-approved advertisements and collateral found on the Exede Internet Dealer Portal under the Sales and Marketing tab. Send it to your local printer/newspaper Replace ABC Satellite with your information Have your local printer/newspaper replace ABC Satellite with your business name and contact information. Most newspapers can easily resize our generic ads to fit their specifications, but if not, us at exede.ads@dsisystemsinc.com with the specifications you wish to have the ad resized to, and the ad that you desire attached to the . Submit for approval Send files to exede.ads@dsisystemsinc.com prior to running. HOLY COW That s what I call HIGH-SPEED NOW INTERNET Yeehaw! UP TO 12Mbps download speed * AVAILABLE ALMOST ANYWHERE! HIGH-SPEED INTERNET Mbps $ 99 Downstream Month Call today! ABC Satellite $ 100 off (555) PEOPLE OF EARTH WE BEAM YOU THE SPEED TO CRUSH YOUR ONLINE AUCTION FOES. HIGH SPEED INTERNET FOR ALL MANKIND OUTER SPACE! Call today! (555) Dealer Custom Ads Follow best practices for success If you don t find anything on the Dealer Portal that fits your needs, we accept proposals for custom dealer-created advertisements. If you wish to build your own ads, this guide will help to give you the basics and the do s and dont s to ensure a speedy approval process. All custom ads, including pre-approved ads that have been significantly altered must be submitted to ViaSat at exede.ads@dsisystemsinc.com for approval PRIOR TO RUNNING. To begin creating an effective advertisement, remember it s always best to keep it simple. Simplicity makes an ad more inviting for people to view, easier to digest, and gets the hook in quicker. Don t rely on your ad to make the sale. Think it through: What s the intended purpose of the ad? Are you advertising a special offer? Is it your business anniversary? Are you opening a new location? Do you want phone calls? Do you want them to visit your showroom? Who is the audience? How old are they? Different age groups respond differently to ads. Where do they live? If they live on a farm, imagery of deserts may not resonate with them. Do they have dial-up or slow DSL? Or do they not have any ISP at all? What is the important information? Name of your business Your location & contact info The fact that you sell High Speed Internet!

3 3 Dealer Custom Ads Must-Include Your ad must include the following elements, and must follow any corresponding guidelines, which can be found in our Brand Guidelines (also located on the Dealer Portal). Exede Internet Logo (make sure you have the latest print-ready versions) The word Internet preferably paired with High Speed, Super Fast, or some other descriptive term that indicates high speed. Dealer Custom Ads Proper use of Imagery Eye-catching imagery is a great way to capture the attention of potential customers, but make sure it presents our brand, product, or service in a good light. Avoid imagery that may be misleading, inappropriate, or unrelated to the ad/message. Good Imagery Good imagery is high in quality, portrays our target audience in a good light, or positively displays the lifestyle of our target audience. Here are some examples of good imagery to use in your advertisements: Dealer name & contact information followed by Authorized Dealer HIGH SPEED INTERNET ABC Satellite Authorized Dealer Bad Imagery Avoid using amateur photography. There are plenty of stock photo sites that offer high-quality photos for reasonable prices. Here are examples of photographs to avoid and why they should not be used: Image is of a location that does not reflect an area where our service is offered. We do not offer satellite Internet on a Caribbean Island. Although not very effective, this demonstrates a perfectly acceptable bare-minimum advertisement. Images of people using a wireless device outside of the home implies that our service is a wireless broadband and is not permitted. We do not want potential customers to have incorrect expectations of our service.

4 4 Logo Usage For complete logo usage guidelines, refer to the Exede Internet Brand Guidelines. The Exede logo is a registered mark of ViaSat and is defined as the combined word mark and logotype (including the word Internet ) as one unit with a single registered mark USE PROPER CLEAR SPACE AROUND LOGO ( ) and should never be resized improportionally. The minimum required clear space for the Exede logo is half of the size of the e in the exede logo, shown here. When possible, clear space distances should be increased further than the minimum shown. PROHIBITED USES exede internet It is unacceptable to attempt to recreate the Exede Internet Logo. There are no exceptions. PLACEMENT OF LOGO ON PHOTOGRAPHS Do not distort the Exede Internet Logo. It must retain original porportions. Putting it all Together How to build a successful ad STRONG HEADLINE Clear, catchy headline that is easy to see & read, says what the product is - High Speed Internet. CLEAR MESSAGE Clear purpose of the ad - to advertise a sale. It is the largest part of the ad, and is easy to read. LOGO The correct, official (and unaltered) Exede Internet Logo is used with proper clear space around the logo. DISCLAIMER The complete disclaimer is present and readable (at actual size) - disclaimers can be found in the Brand Guidelines. SECONDARY HEADLINE Subheading answers the question why is this important - because it s available almost anywhere! CONTACT INFO The dealer s name and contact info is present and easy to read, and includes the phrase Authorized Retailer below their info. DO NOT PLACE LOGO ON BACKGROUNDS THAT IMPAIR LEGIBILITY Colors & values similar to color & value of the Exede Logo Exede Logo cannot be placed on busy backgrounds Once you have these basics in place, you can work on a catchy headline or any unique selling propositions you might have. Just don t clutter things up!

5 5 What NOT to do Business Cards as Ads Bootleg Ads HIGH SPEED INTERNET NOW AVAILABLE WHERE YOU LIVE! Call today! Business cards are informative, but don t present a reason to call/visit, are visually boring, and don t make a good ad. Simplicity is ok, just make sure to insert a call to action and make the advertisement more attention-grabbing. Do not try to rebuild our preapproved ads on your own. Submit your ad to your local newspaper or to ViaSat and have it professionally resized. Altered Logos Too Much Clutter Cluttered, image isn t captivating, the repetitive pricing is confusing & unnecessary. The logo cannot be used within a sentence. Use a simpler photograph, include only a few major selling points, and make contact information easy to find. Don t place the Exede logo in a floating box - it would work just as well with a white background or with the entire top section of the ad black. Also, do not alter the Elite Dealer logo. Use the proper logo to keep the ad looking clean and consistent. Use proper Elite Dealer logo without alteration.

6 6 Co-op Overview This is a general overview of the program. For more detailed information about reimbursement rules, accruals, approvals and more, see the full program guidelines document available through your Areas Sales Manger or your distributor. The Co-op Marketing Program is designed to assist dealers with their marketing efforts to increase the acquisition of quality customers. By sharing the cost of marketing, ViaSat hopes to help its dealers extend their marketing budgets and the penetration of the Exede Internet brand name as well as the presence of the dealers in the marketplace. Program Eligibility and General Information ACCRUAL FUND Each eligible dealer will accrue $70 ($80 for Elite dealers and $40 for Exede Internet/DIRECTV bundles) in co-op funds per Qualified Activation of the Exede Internet service. Activation is an activation of the Exede Internet residential service for which dealer qualifies for a commission but excludes activations for upgrades from the WildBlue service to the Exede Service and demo and other non-paying accounts. Approved Marketing Activities Approved Marketing Activities are marketing activities that are either obtained directly from the Dealer Portal, or are developed by the dealer and receive ViaSat s approval prior to publication and comply with ViaSat s Retail Marketing Guidelines. Dealer may use approved materials for six months after the receipt of ViaSat s approval and thereafter must resubmit the materials for further approval. Activation is an activation of the Exede Internet residential service for which dealer qualifies for a commission but excludes activations for upgrades from the WildBlue service to the Exede Service and demo and other non-paying accounts. Back-up Documentation All claims for reimbursement must be accompanied by back up documentation consisting of a sample of the marketing piece; the original invoice for which reimbursement is being sought; and the dates on which the applicable ads ran, the direct mail pieces were dropped or the subject advertising otherwise took place. Reimbursement Rate ViaSat s reimbursement rate for each claim filed by the dealer will be based on the number of different marketing Tactics making up the claim or the amount of the claim, whichever method results in the dealer receiving the highest reimbursement from ViaSat. In general, dealers who employ more tactics will receive a higher reimbursement rate for their efforts. Reimbursement Program With limited exceptions, the ViaSat co-op program is a reimbursement program. Therefore, dealers are expected to pay for marketing activities upfront before filing claims for reimbursement. Pre-Approval Rules Many marketing materials must be submitted to your distributor partner (rather than ViaSat) for pre-approval. ViaSat will not provide co-op reimbursement for any ad for which pre-approval is required but not obtained. If unsure as to whether an item requires pre-approval, the dealer should send a request for pre-approval the distributor. No Pre-Approval Required: Ads that have been developed by ViaSat explicitly for use by dealers Ads that have been pre-approved by ViaSat for use by dealers within the previous six months Ads that are made available on the Dealer Portal via the Sales and Marketing tab unless the ad has been modified beyond adding the Dealer s name and contact information in the designated section.