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Ed Martin 2013

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Anne Holden

on 6 July 2015

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Transcript of Ed Martin 2013

Growing your market share in 2013
"Creativity is thinking up new things. innovation is doing new things."
Why Consumers choose a dealership?
Who Are your customers?
Top 7 Reasons Consumers Chose Dealer for Last New Vehicle Purchase/Lease:
Selection of makes/models
Price-value
Reputation of dealer
Locations
Service
Financing through dealer
Warranty
Your baby Boomer customer
your millennial customer
A recent story in Automotive News focused on what it is that Millennials want out of the car-buying experience. Millennials or members of Gen Y, who came of age with online shopping and Twitter, want things to happen fast.
They want details about model options, pricing, financing, and more to be instantly available online
.
Milliennials currently make up two out of every five vehicle purchases and may comprise of 75% of the car buyers by 2025!
Source: “Will Millennials Change How Cars Are Being Bought and Sold?”, Brad Tuttle, TIME, 8.9.12. http://business.time.com/2012/08/09/will-millennials-change-how-cars-are-bought-and-sold/#ixzz2Aov5efdk
Source: “What Will Baby Boomers Drive?”, cars.com, Jim Mateja, 7/1/12
At more than 70 million strong, Baby Boomers (55+) as a group buy the most vehicles: Ford F-Series, Chevy Silverado, Toyota Camry, Honda Accord, Toyota Corolla, Dodge Ram, Honda Civic, Chevy Impala, Nissan Altima and Honda CR-V.
When it comes to make, the brands whose largest percentage of buyers are Boomers are Jaguar, Lincoln, Mercedes-Benz, Mercury, Cadillac, Acura, Toyota, Audi, Lexus, Porsche, Buick and Chrysler.
Ed Martin Locations
Acura zones
Acura Competitors
Acura Customer profile
Source: USA Plus-Mosaic, 2012, Scarborough, Total Survey Area, Adults 18+, Census region: Midwest. Target: {Make Of Last Vehicle-HH: Acura} Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.
1Target: ( ( # Vehicles Leased By Household: 1+ ) OR ( # New Vehicles Owned By Household: 1 to 3 ) ) AND ( Make Of Last Vehicle-HH: Acura)
53% are Men
80% are ages 25-54
62% make $75,000+
They Watch Networks Like:
70% of your Acura sales this year to date have come from three zones; Carmel/Zionsville, Noblesville & Northeast
Buick customer profile
Buick zones
buick Competitors
Source: USA Plus-Mosaic, 2012, Scarborough, Total Survey Area, Adults 18+, Census region: Midwest. Target: {Make Of Last Vehicle-HH: Acura} Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.
1Target: ( ( # Vehicles Leased By Household: 1+ ) OR ( # New Vehicles Owned By Household: 1 to 3 ) ) AND ( Make Of Last Vehicle-HH: Acura)
58% are Women
57% are ages 55+
40% make $25,000-50,000
They Watch Networks Like:
63% of your Buick sales this year to date have come from three zones; Carmel/Zionsville, Northwest & Noblesville.
GMC Customer Profile
Source: USA Plus-Mosaic, 2012, Scarborough, Total Survey Area, Adults 18+, Census region: Midwest. Target: {Make Of Last Vehicle-HH: GMC} Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.
1Target: ( ( # Vehicles Leased By Household: 1+ ) OR ( # New Vehicles Owned By Household: 1 to 3 ) ) AND ( Make Of Last Vehicle-HH: GMC)
65% of your GMC sales year to date have come from the top three zones; Carmel/Zionsville, Noblesville & Northwest.
Honda Customer Profile
honda zones
54% of your Honda sales this year to date have come from three zones, Northeast, Indy Proper & South.
Nissan Zones
Nissan Competitors
Nissan Customer profile
Source: USA Plus-Mosaic, 2012, Scarborough, Total Survey Area, Adults 18+, Census region: Midwest. Target: {Make Of Last Vehicle-HH: Nissan} Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.
1Target: ( ( # Vehicles Leased By Household: 1+ ) OR ( # New Vehicles Owned By Household: 1 to 3 ) ) AND ( Make Of Last Vehicle-HH: Nissan)
58% of your year-to-date Nissan sales have come from three zones; share is down in five of your top 10 zones.
61% are ages 25-54
57% are Men
They Watch Networks Like:
37% make $75,000+
GMC Zones
GMC Competitors
Source: Indianapolis, IN-Syndicated-Mosaic, Fe11-Ja12, Scarborough, Total DMA, Adults 18+, All Respondents. Target: {Make Of Last Vehicle-HH: Honda} Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.
1Target: ( ( # Vehicles Leased By Household: 1+ ) OR ( # New Vehicles Owned By Household: 1 to 3 ) ) AND ( Make Of Last Vehicle-HH: Honda
honda Competitors
They Watch Networks Like:
42% make $75,000+
52% are Men
54% are ages 25-54
50% are Women
67% are ages 25-54
They Watch Networks Like:
41% make $75,000+
Toyota/scion competitors
Toyota Customer Profile
Source: Indianapolis, IN-Syndicated-Mosaic,, Au11-Jul12, Scarborough, DMA, Adults 18+, All Respondents. Target: {Make Of Last Vehicle-HH: Toyota} Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.
1Target: ( ( # Vehicles Leased By Household: 1+ ) OR ( # New Vehicles Owned By Household: 1 to 3 ) ) AND ( Make Of Last Vehicle-HH: Toyota)
55% are Men
54% are ages 25-54
They Watch Networks Like:
36% make $75,000+
60% of your year-to-date Toyota/Scion sales come from Anderson and Noblesville; share is up across the board.
Toyota/scion zones
Chevrolet customer profile
Chevrolet zones
Chevrolet competitors
57% are ages 25-54
51% are Women
They Watch Networks Like:
32% make $25,000-50,000
Source: Indianapolis, IN-Syndicated-Mosaic, Fe11-Ja12, Scarborough. Target: {Make Of Last Vehicle-HH: Chevy} Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.
1Target: ( ( # Vehicles Leased By Household: 1+ ) OR ( # New Vehicles Owned By Household: 1 to 3 ) ) AND ( Make Of Last Vehicle-HH: Chevy)
77% of your Chevy sales this year to date have come from the Anderson zone. Protecting your backyard here is vital, while increased messaging to potential customers in surrounding zones can help take share from your competitors.
Cadillac Customer profile
54% are Men
52% are ages 55+
They Watch Networks Like:
37% make $75,000+
Source: USA Plus-Mosaic, 2012, Scarborough, Total Survey Area, Adults 18+, Census region: Midwest. Target: {Make Of Last Vehicle-HH: Cadillac} Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.
1Target: ( ( # Vehicles Leased By Household: 1+ ) OR ( # New Vehicles Owned By Household: 1 to 3 ) ) AND ( Make Of Last Vehicle-HH: Cadillac)
cadillac zones
Cadillac competitors
57% of your Cadillac sales this year to date have come from the Anderson zone. Protecting your backyard here is vital, while increased messaging to potential Cadillac customers in surrounding zones can help take share from your competitors.
Chrysler Competitors
chrysler zones
Chrysler Customer profile
Source: Indianapolis, IN-Syndicated-Mosaic, Fe11-Ja12, Scarborough, DMA, Adults 18+, All Respondents. Target: {Make Of Last Vehicle-HH: Chrysler} Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.
1USA Plus-Mosaic, 2012, Scarborough, Total Survey Area, Adults 18+, Census region: Midwest. Target: ( ( # Vehicles Leased By Household: 1+ ) OR ( # New Vehicles Owned By Household: 1 to 3 ) ) AND ( Make Of Last Vehicle-HH: Chrysler)
54% are Women
51% are ages 25-54
They Watch Networks Like:
36% make $25,000-50,000
Two-thirds of your Chrysler sales year to date have come from the Anderson zone. Protecting your backyard here is vital, while increased messaging to potential customers in surrounding zones can help take share from your competitors.
Dodge/Ram customer profile
Dodge/ram Zones
Dodge/ram Competitors
Source: Indianapolis, IN-Syndicated-Mosaic, Fe11-Ja12, Scarborough, DMA, Adults 18+, All Respondents. Target: {Make Of Last Vehicle-HH: Dodge} Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.
1USA Plus-Mosaic, 2012, Scarborough, Total Survey Area, Adults 18+, Census region: Midwest. Target: ( ( # Vehicles Leased By Household: 1+ ) OR ( # New Vehicles Owned By Household: 1 to 3 ) ) AND ( Make Of Last Vehicle-HH: Dodge)
67% are ages 25-54
64% are Women
They Watch Networks Like:
41% make $25,000-50,000
Six of every 10 Ed Martin Dodge/Ram sales year to date have come from the Anderson zone
Jeep Customer Profile
60% are ages 25-54
59% are Men
49% make $50,000-75,000
They Watch Networks Like:
Jeep Zones
Jeep competitors
Nearly three-quarters of your year-to-date Jeep sales have come from the Anderson and Noblesville zones.
Source: USA Plus-Mosaic, 2012, Scarborough, Total Survey Area, Adults 18+, Census region: Midwest. Target: {Make Of Last Vehicle-HH: Jeep} Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.
1Target: ( ( # Vehicles Leased By Household: 1+ ) OR ( # New Vehicles Owned By Household: 1 to 3 ) ) AND ( Make Of Last Vehicle-HH: Jeep)
Every day, your customers access information and entertainment through a variety of media. Comcast Spotlight’s targeted, integrated advertising opportunities allow you to reach and interact with consumers wherever they’re watching, browsing or clicking. Count on our experienced team to develop multi-platform advertising solutions that give you unprecedented access to your customers.
click here
Meet your digital household
Comcast Spotlight puts your message on BOTH screens!
Launch your success thru xfinity.com
Audience
Appeals to entire household
Portal site for A25-54
Benefits:
Geo-Targeted by DMA & Zone
Low Clutter Environment
Guaranteed Impressions
Qualified and Engaged Audience
Consumers often use tv and online simultaneously
Source: Yahoo! Survey of Nielsen Convergence Panel – 2010
December 2011 Ominture Reporting U.S. DMA Report for Comcast.net
Source: COMET, Internal Comcast Data, July12.
Frequency of Simultaneous Use in the Past Month
Better ad recall with multi-screen viewing
Source:  Nielsen. Google Cross-Platform Ad Effectiveness Study 2011. *Multiplatform = Ad Exposure on PC, Phone & Tablet
Why It Works
Online Source: Open Ad-Stream, 2nd Qtr 2011 (4/1/2011-6/30/11), XFINITY.com (formerly Comcast.net) Impressions.
TV Source: Nielsen Media Research, Arianna Daypart Analysis, Indianapolis DMA, Comcast Spotlight Insertable Network Impressions, 2nd Qtr (4/1/2011-6/30/11). Extrapolated by Strata Marketing.
TV and XFINITY.com % of Total Available DMA Imps Throughout the Day
Broadcast daypart analysis
74% of your total broadcast buy – falls within M-Sat Morning News or Saturday Morning non-news programming
Increase your reach
Your current broadcast commercials that air during the morning news are missing the adults 25-54 who do not watch morning television.
reallocate your TV budget and Your reach will increase!
"An idea that is developed and put into action is more important than an idea that exists only as an idea."
- Buddha
DISCLOSURES:  The number of subscribing homes receiving advertisements on any cable network is an estimate and may vary by geographic areas and other factors.  Any statement of (1) the number of subscribing homes receiving an advertisement and (2) audience estimates are based either on the NCC methodology which utilizes either Nielsen carriage & insertion Universe Estimates or adjusts internal carriage/insertion sub counts by the Nielsen full footprint Interconnect Universe Estimate.  Zone estimates are generated by using Nielsen Interconnect Universe Estimates,  adjusted on a pro rata basis by internal subscriber counts by zone.  Nielsen Universe Estimates are derived:   in Telephone Frame set-meter and diary-only markets, from a rolling average of the prior four major sweep periods of diary sample;  in LPM and Area Probability set-meter markets, from a rolling average of the prior four periods of meter sample, when available.  These 4 periods each consist of 4 weeks of meter sample that lie prior to the measurement cycles of May, May, July and November.  Estimates may contain impressions outside the home DMA. [See also Nielsen ViP Report].  The number of homes capable of accessing VOD and interactive TV advertising content is an estimate and may vary by the number of homes actually subscribing to digital cable service and other factors.  Current Nielsen audience reporting methodology does not provide the ability to adjust audience estimates for HD simulcast programming for non-insertion. The company may not have the capability to insert on HD simulcast networks or to enable interactive overlays on HD simulcast networks.  Audience estimates for HD programming have not been adjusted for non-insertion. The information provided will be periodically updated by the Company.  For more information please contact your Advertising Sales Executive.
Oct11-Sept12
aligning your media plan with consumer Consumption
Source: eMarketer, March 2011. Time spent figures based on per day, U.S. Adults.
Women
Men
Share Sourcing: Nielsen, Indianapolis, DMA Live+7, Jul’12. Stations: WISH, WRTV, WTHR, WTTV, WXIN. Dayparts: M-F 5a-7a, Sat 5a-1p. Extrapolated by Strata Marketing.
Broadcast TV= WISH, WRTV, WTHR, WTTV, WXIN
By reallocating some of your broadcast dollars, you can maximize your advertising by targeting the adult 25-54 viewer with Comcast Spotlight.
Source: KANTAR, MarketAdvisor, Indianapolis, 12/26/2011-9/30/2012.
Broadcast Source: Nielsen, Indianapolis, DMA Live+SD, Jul’12. Stations: WISH, WNDY, WRTV, WTHR, WXIN. Dayparts: all. Extrapolated by Strata Marketing.
Cable Source: Nielsen, Indianapolis, C-DMA Live+7, Jul’12. Networks: AEN,BET, DISC, FOOD, HIST, TNT, USA. Dayparts: M-Su 7p-12m. Adjusted to DMA universe using Nielsen Media Research Jul'12 Indianapolis DMA Interconnect Universe Estimate. Extrapolated by Strata Marketing
broadcast, newspaper and other
comcast spotlight
current Advertising share
Comcast spotlight
Broadcast and newspaper
proposed advertising share
So How is comcast spotlight going to get you there?
Increase Interactive Component
Advertising Budget Diversification
Add in AT&T U-verse Impressions
High Profile Sporting Events
Cover your footprint with u-verse
Source: CableTrack, as of 9-18-12, Reported by Alteryx SpotKnowledge; Comcast U-Verse Deployment Q2 2012 Zip Code Counts
On average, 15% of Adults 25-54 watch Broadcast TV Mon-Fri 5a-7a and 6% watch Broadcast TV on Saturdays 5a-1p!
Share Sourcing: Nielsen, Indianapolis, DMA Live+7, Jul’12. Stations: WISH, WRTV, WTHR, WTTV, WXIN. Dayparts: M-F 5a-7a, Sat 5a-1p. Extrapolated by Strata Marketing.
wasteful? yes!
Growth by Comcast Zones with u-verse subscribers
so who is a u-verse subscriber?
Source:  Scarborough Data, Indianapolis DMA, Syndicated-Mosaic, Feb11-Ja12.  Adults 18+. Target: Type TV Service HH Subscribes To: Cable:Telco. Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc.  Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.
What's in it for you?
More Coverage + More Homes + More Eyeballs = More Impact & Better Results
Did we mention we have the top Sporting events on tv?
Comcast Spotlight reaches ALL of your target demographics vs. broadcast!
Spotlight offers award-winning programs that deliver broadcast-size ratings!
Source: HH ratings based on Nielsen Arianna Overnights, Indianapolis C-DMA, Live + 7; Programming: Sports; Networks: ESPN, ESPN2, BTN, NBCS, TNT, TBS; Dates: 1/1/12 - 10/11/12 .
...and programs that originate on cable!
addendum
Spotlight has 40% of the overall rating points for the entire Indy market!
Source: HH ratings based on Nielsen Arianna Overnights, Indianapolis C-DMA, Live + 7; Programming: Sports; Networks: ESPN, ESPN2, BTN, NBCS, TNT, TBS; Dates: 1/1/12 - 10/11/12 .
2013 recommended advertising spending
2012 advertising spending
Broadcast stations only reach a fraction of your viewers
Why?
Because more viewers choose cable over broadcast!

*Comcast Cable includes HIST, USA, TNT, TBS, DISC, AEN, FOOD, ENT, BET, HGTV, FX, SPK, CMD, SYFY, ESPN
Cable Source: Nielsen, Indianapolis, C-DMA Live +7, Daypart: M-Su 7p-12m, Networks: All Comcast insertable networks in Indiy, Demo: A25-54, Jul’12, adjusted to DMA universe. Extrapolated by Strata Marketing.
Broadcast Source: Nielsen, Indianapolis, DMA Live +7, Daypart: M-Su 7p-12m, Stations: WTHR, WISH, WXIN, WRTV, WTTV, Demo: A25-54, Jul’12. Extrapolated by Strata Marketing.
Source: CableTrack, as of 9-18-12, Reported by Alteryx SpotKnowledge; Comcast U-Verse Deployment Q2 2012 Zip Code Counts
Women
Men
Broadcast/Newspaper Demographics
Source: Scarborough, Indianapolis, IN-Syndicated-Mosaic, Au11-Jl12. Total DMA, Adults 18+, All Respondents. Target 1: Broadcast Nets/Stats.Watch Pst7Dy. Target 2: Read average issue of Indy Star. Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.
Source: Scarborough, Indianapolis, IN-Syndicated-Mosaic, Au11-Jl12. Total DMA, Adults 18+, All Respondents. Target: Cable Nets.Watch Pst7Dy-Hardwired. Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.
13% Share
87% Share
50% Share
50% Share
Who's Reading the Indianapolis Star?
Year over Year, daily Star viewership is declining.
Comcast Spotlight Demographics
Comcast Spotlight provides access to the media where consumers are spending over 2/3 of their time!
2012 Spending Breakout
Source: Kantar Market Advisor, Oct11-Sept12
Share Sourcing: Nielsen, Indianapolis, DMA Live+7, Jul’12. Stations: WISH, WRTV, WTHR, WTTV, WXIN. Dayparts: M-F 5a-7a, Sat 5a-1p. Extrapolated by Strata Marketing. Source: Kantar Media, 7.25.12; Nielsen Indianapolis Jul12 DMA Live+SD extrapolated by Strata Marketing.
Source: CableTrack, as of 9-18-12, Reported by Alteryx SpotKnowledge; Comcast U-Verse Deployment Q2 2012 Zip Code Counts
Source: Alliance for Audited Media (formerly Audit Bureau of Circulations), Newspaper Publishers Statements for September 2008-12, The Indianapolis Star, core newspaper figures only.
Exclusive High Profile
Sports Package

264 Local
Commercials Includes:
Indiana Pacers
Indiana Basketball
Purdue Basketball
Butler Basketball
The Big Ten Tournament
NCAA March Madness
Indiana Football
Purdue Football
NCAA Bowl Games
2013 NFL Draft
Colts MNF Game(s)
Monday Night Football
Thursday Night Football
Colts TNF Game(s)
Cincinnati Reds
Sunday Night Baseball
MLB Playoff Games
NASCAR Sprint Cup Races
Brickyard 400
Nationwide NASCAR Races
IZOD Indy Car Races
Month of May Programming
Source: “Local Account Intelligence Report: Category .” Admall, n.d. Wed 10.30.12.
Who's watching TV on Saturdays from 5a-1p:
Households 35%
P2+ 15%
A18+ 39%
A25-54 13%

Source: Nielsen, Indianapolis, Nov12 DMA, Live+SD. Extrapolated by Strata Marketing
Advertising Expenditures by medium (nada)
NADA Data - State of the Industry Report 2012
Increase Interactive Component
Advertising Budget Diversification
Add in AT&T U-verse Impressions
High Profile Sporting Events
So How is Comcast Spotlight going to get you there?
-Theodore Levitt
Nielsen Media Research, Strata View Audience Composition Report, Nov12 Indianapolis DMA. Audience Comp base = A18+.
See last page for Comcast Spotlight disclosures regarding information found on this page.
Local news audience skews older
Indianapolis DMA Local News Age Composition
Typical Morning News Break Structure: Cluttered with local auto dealers and national manufacturer ads. Spotty ratings means that unless your spot falls within a “good” quarter-hour, your message is going unseen and unheard by most viewers.
Break Analysis: Morning news
Source: Kantar Media, 7.25.12; Nielsen Indianapolis Jul12 DMA Live+SD extrapolated by Strata Marketing
68% of XFINITY Cable Subscribers are
ALSO
Internet Subscribers!
Full transcript