Welcome to the Trade-In Marketplace program.

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1 August 2012

2 TABLE OF CONTENTS (Navigate to page by clicking on the section title or page number) Getting the Most out of your TIM Advertising 02 Advertising Guidelines 03 Logos 07 Creative Samples Point of Sale 08 Print 11 TV & Radio 12 Welcome to the Trade-In Marketplace program. If you re a participating dealership, you have the option of creating your own TIM marketing materials to support the program in your market. To make it as easy as possible, AutoTrader.com has created the TIM Marketing Toolkit a 24/7 automated online solution that provides pre-approved co-branded templates you can use to integrate TIM into your advertising campaigns. If you prefer, you may produce other marketing materials as long as they follow the Advertising Guidelines herein. All Trade-In Marketplace marketing materials must be submitted to TIMMarketingRequests@AutoTrader.com for approval, with the exception of any pre-approved, ready-to-print files generated by the TIM Marketing Toolkit.

3 GETTING THE MOST OUT OF YOUR TIM ADVERTISING Follow these helpful tips to ensure the fastest approval from AutoTrader.com on your Trade-In Marketplace advertising. All Trade-In Marketplace marketing materials, whether original or based on provided templates, must be submitted to AutoTrader.com at for approval before they are produced. (Reference section 1.2 on page 3) Instant Trade-In Offer backed by AutoTrader.com is the approved term for the offer that is generated; do not use terms such as guarantee or guaranteed. (Reference section 3.3 on page 4.) Offers should not be referenced as minimum trade-in value or an offer amount that can only increase when a seller brings their car in. (Reference section 3.4 on page 4.) Teamed with or teamed-up with are the approved wordings to be used when describing the dealer s relationship with AutoTrader.com (Reference section 3.5 on page 4.) We ask that you do not separate or otherwise alter any element of the Program Identifier in any advertising without approval from AutoTrader.com. This is to ensure the integrity of AutoTrader.com, Trade-In Marketplace and your dealership. (Reference section 5.4 on page 6.) 2

4 All dealers that participate in AutoTrader.com s Trade-In Marketplace program (the Program ) are required to adhere to the following guidelines (as they may be amended from time to time) when producing TV, radio, print, online, outdoor, signage or other advertisements that promote their association with the Program. Compliance with these guidelines and the receipt of approval from AutoTrader.com for any dealer-created advertisements does not relieve participating dealers of their obligations to ensure that their advertising complies with all applicable federal, state and local laws and regulations. Section 1: Advertising Approval Requirements 1.1 All advertisements that reference AutoTrader.com and/or the Program must be submitted to AutoTrader.com, Inc. for written approval before they are produced. Television and radio ads should be submitted as scripts or storyboards. If an advertising agency or media outlet creates your dealership s advertisement, it must still be submitted for prior approval. 1.2 All requests for approval must be submitted by to: TIMMarketingRequests@AutoTrader.com or by regular mail to: Chris Evans Manager Consumer Marketing AutoTrader.com, Inc Summit Blvd. Suite 200 Atlanta, GA Section 2: Advertising Claims About the Program Required Disclosures 2.1 Advertisements that contain a call-to-action to use the Program to obtain an online offer or that otherwise refer to the ability of a private seller to obtain an offer online must describe all 3 steps necessary to trade in or sell a vehicle through the Program. Generally stated, those three steps are: 1. Use AutoTrader.com s Trade-In Marketplace program to obtain an offer. 2. Take the offer to a participating dealership for a free vehicle inspection. 3. If the free inspection verifies the information you entered, use the offer as the trade-in value for your car or walk away with a check. If your dealership is not a Buying Center and is not prepared to purchase any vehicle that qualifies for an offer for cash, your ads must not refer to the cash sale option of the Program. 3

5 2.2 Advertisements that contain a call-to-action to use the Program or otherwise refer to the ability of a private seller to obtain an offer online must clearly and conspicuously present the following disclaimer: Offers not available for all vehicles and are contingent on results of a free vehicle inspection. Some offer requests may require up to 1 business day to review. Visit for complete program details. Section 3: Advertising Claims About the Program Prohibited Language and Concepts 3.1 Advertisements may not suggest that trade-in offers made through the Program represent the best or most favorable price that a private seller could obtain for his or her car. Nor may advertisements imply that Program offers represent an estimate of what a vehicle would be worth on the open market. For example, your dealership s advertisements must not refer to the offer value as a fair market price or imply that the offer is the best offer or a top-of-the-market price. 3.2 Advertisements may not use any specific dollar amounts or range of dollar amounts when describing Program offers. (E.g., do not say Use the Trade-in Marketplace today to get an offer for up to $20,000 for your used Toyota car or truck. ) 3.3 Advertisements may not use the terms guarantee or guaranteed to describe Program offers. The phrase Instant Trade-In Offer backed by AutoTrader.com is an appropriate and recommended alternative. 3.4 Advertisements may not suggest that the online offers available through the Program represent a minimum trade-in value or an offer amount that can only increase when a seller brings his or her car to your dealership. Online offers can be adjusted downwards if a vehicle inspection reveals that the seller did not provide complete or accurate information about the condition of a car. Advertising messages that are inconsistent with this possibility are prohibited. 3.5 Advertisements may not use the term partnered to describe your dealership s relationship with AutoTrader.com. Alternative phrases such as teamed with, or teamed-up with, are appropriate and recommended. 3.6 Advertisements may not state or imply that the Program can be used to obtain an offer for any car, regardless of its make, model year, history or condition. Although most vehicles qualify for offers under the Program, the following units do not qualify: current model year (or newer) vehicles; commercial vehicles; vehicles with a police, fire, livery or taxi history; reconstructed or salvage vehicles; vehicles without a valid VIN; gray market vehicles; vehicles older than 17 model years; vehicles with altered drivelines or bodies or illegal or non-functioning emissions equipment; vehicles registered at an auto auction or offered for sale on a wholesale website within 45 days of an offer request and vehicles that the Program would value at less than $1,000. 4

6 Section 4: Advertising Claims About the Program General Requirements 4.1 All advertising messages for the Program must project a high-quality brand image. 4.2 All advertising that promotes your dealership s participation in the Program must comply with all applicable federal, state and local advertising laws, rules and regulations. 4.3 All advertising that promotes your dealership s participation in the Program must be truthful and non-misleading, and your dealership must have a reasonable basis for all factual claims conveyed in its advertisements. 4.4 All disclosures made in advertisements that promote your dealership s participation in the Program must be legible, clearly and conspicuously presented and stated in language that is easy to understand. 4.5 Your dealership must be prepared to sell all advertised vehicles at the prices, and under the conditions, described in your advertisements. Section 5: Use of the AutoTrader.com Name, Trademarks and Program Identifier 5.1 Use of the AutoTrader.com word mark must be confined to advertising copy that expressly promotes the Trade-In Marketplace program and/or your dealership s participation in the Program. Any use of the AutoTrader.com mark to suggest that AutoTrader.com, Inc. is endorsing, sponsoring or connected with any other aspect of your dealership s operations including, without limitation, its vehicle sales operations or any related promotions, incentives, discounts or financing offers, is prohibited. 5.2 Except for uses authorized by Section 5.3 below, all references to AutoTrader.com made in your dealership s advertising copy and headlines must appear in plain text, not logotype and, where practicable, should be followed by the federal registration symbol ( ) as follows: AutoTrader.com In addition, except for uses authorized by Section 5.3 below, all references to Trade-In Marketplace made in your dealership s advertising copy and headlines must appear in plain text, not logotype and, where practicable, should be followed by the designation SM, as follows: Trade-In Marketplace SM or TRADE-IN MARKETPLACE SM 5

7 5.3 Unless your dealership has received prior specific written approval from AutoTrader.com, it may only use the AutoTrader.com logo when reproducing the following graphical Trade-In Marketplace identifier (the Program Identifier ) in its entirety: 5.4 Your dealership may not separate or otherwise alter any elements of the Program Identifier in any advertising without AutoTrader.com s prior specific written approval. For example, your dealership may not use the AutoTrader.com logo standing alone in any advertisement. Nor may your dealership combine the AutoTrader.com logo with your dealership s name or display it in combination with your dealership s logo as an element of a composite trademark. 5.5 The Program Identifier may not be used as the primary branding for your dealership. For example, the Program Identifier may only be used on outdoor signage for your dealership in close proximity to signage that more prominently displays your dealership name. 6

8 TRADE-IN MARKETPLACE LOGOS Only the standard Trade-In Marketplace logo or the Official Dealer logo may be used in your advertising materials. Using the AutoTrader.com company logo alone is prohibited. This logo is print-ready and should not be altered in any way. This logo file may be produced up to 48 wide. 7

9 CREATIVE SAMPLES - POINT OF SALE A wide selection of pre-approved marketing materials are available through the Merchandising tab on your Admin Tool. New assets are always being developed, so be sure to check for updates on a regular basis. The TIM Marketing Toolkit gives you the ability to add your dealership s high-res logo to create co-branded materials. Individual dealers handle printing, either by using your own printer of choice or by ordering through the Toolkit using our recommended vendors. READY TO TRADE IN YOUR OLD CAR? EASY. GET AN INSTANT OFFER BACKED BY AUTOTRADER.COM AND USE IT TOWARD ONE OF OUR NEW CARS. 96 x 36 Horizontal banner. One-sided, with grommets (CO-BRANDED) 8

10 CREATIVE SAMPLES - POINT OF SALE We want your car! Thinking of selling your vehicle? Get an instant offer that s 100% backed by AutoTrader.com that you can redeem for cash, right here at our dealership. See one of our associates or visit our website to receive your offer online x 36 Poster (CO-BRANDED) 4.25 x 11 Bi-fold Brochure (CO-BRANDED) 9

11 CREATIVE SAMPLES - POINT OF SALE 36 x 80 Retractable banner with stand. One-sided, for display beside Trade-In Marketplace kiosks (CO-BRANDED) 14.5 Large teardrop banner with stand. For display on dealership lot to attract drive-by traffic (CO-BRANDED) 10

12 CREATIVE SAMPLES - PRINT 7 X 5 Direct Mail Postcard (CO-BRANDED) 1/8 page Tabloid Newspaper Ad (CO-BRANDED) 11

13 CREATIVE SAMPLES - TV & RADIO Animated TV Tags These scripts are provided so you can include the name of your dealership in the end tags of any of your commercials. However, please be advised that all Trade-In Marketplace marketing materials, whether original or based on the scripts provided, must be submitted to AutoTrader.com at TIMMarketingRequests@AutoTrader.com for approval before they are produced. (Reference section 1.2 in the Dealers Advertising Guidelines.) TRADE-IN MESSAGE TAGS The following scripts are written so you can include your dealership name and use these to tag the end of any of your dealership commercials. :05 Option 1: Hometown Auto is your official AutoTrader.com Trade-In Marketplace dealership. Option 2: We re your official AutoTrader.com Trade-In Marketplace dealership. Get your offer today. :10 Ready to trade in your old car? Hometown Auto is your official Trade-In Marketplace dealership. Ask us about getting an instant offer that s 100% backed by AutoTrader.com :15 Ready to trade in you old car for something new? Hometown Auto is your official Trade-In Marketplace dealership. Ask us about getting an instant offer that s backed by AutoTrader.com. You can use the offer toward a trade-in or just walk away with a nice check. Please be advised that prior to producing these or any other Trade-In Marketplace marketing materials for your dealership, whether original or based on the scripts provided, they must be submitted to AutoTrader.com at TIMMarketingRequests@AutoTrader.com for approval. (Reference section 1.2 in the Dealers Advertising Guidelines.) TRADE-IN MESSAGE TV SCRIPT :30 Voice Over: Ready to trade in your old car for something new? Well now that HomeTown Auto has teamed up with AutoTrader.com, trading in your car has never been easier. Welcome to the Trade-In Marketplace, where you get an instant offer that s 100% backed by AutoTrader.com Just fill out some information about you car and within minutes you ll get a free offer. Then bring it over to HomeTown Auto and once we verify the offer, you can use it toward your trade-in. HomeTown Auto Your official Trade-In Marketplace dealership. On Screen Disclaimer: Offers not available for all vehicles and are contingent on results of a free vehicle inspection. Some offer requests may require up to 1 business day to review. Visit tradein.autotraer.com for complete program details. SELL MESSAGE TAGS The following scripts are written so you can include your dealership name and use these to tag the end of any of your dealership commercials. :05 Option 1: We ll buy your car! Visit our website and click the AutoTrader.com Trade-In Marketplace link. Option 2: Selling your Car? Start by clicking the AutoTrader.com Trade-In Marketplace link on our website. Option 3: We re your official AutoTrader.com Trade-In Marketplace dealership and we ll buy your car. :10 Selling your car? Hometown Auto is your official Trade-In Marketplace dealership. Ask us about getting an instant offer that s 100% backed by AutoTrader.com :15 Do you want to sell your car? Hometown Auto is your official Trade-In Marketplace dealership. Ask us about getting an instant offer that s 100% backed by AutoTrader.com. We ll use the offer to buy your car and there s no purchase necessary. SELL MESSAGE MESSAGE TV SCRIPT :30 Voice Over: Want to sell your car? Well now that HomeTown Auto has teamed up with AutoTrader.com, it s never been easier. Welcome the Trade-In Marketplace, where you get an instant offer that s 100% backed by AutoTrader.com Just fill out some information about you car and within minutes you ll get a free offer. Then bring it over to HomeTown Auto and once we verify the offer, you ll walk away with a nice check. Or if you d like, you can use it to get something new. HomeTown Auto Your official Trade-In Marketplace dealership. On Screen Disclaimer: Offers not available for all vehicles and are contingent on results of a free vehicle inspection. Some offer requests may require up to 1 business day to review. Visit tradein.autotraer.com for complete program details. Radio and TV tag scripts (CO-BRANDED) :30 TV scripts (CO-BRANDED) 12