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Automotive Digital Marketing Tier 3 (Dealer) Advertising
Automotive Digital Marketing Tier 3 (Dealer) Advertising
Automotive Digital Marketing Tier 3 (Dealer) Advertising
David Schoonover
02/22/10
TABLE OF CONTENTS
1. Executive Summary
12. KMA Coordination
2. Objectives
13. Current Publishing Partners
3. Budget
14. Billing Process
4. Timeline
15. Measurement
5. Program Benefits
16. Creative Development
6. Strategy
17. Dealer Package
7. Current State
18. Field& Dealer Training
8. Competition
9. Case Studies
10. Dealer Process Flow
11. Communications Plan
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1. EXECUTIVE SUMMARY
3
2. OBJECTIVES
4
3. BUDGET
• Assumptions:
– 30% dealer participation (Kia Responsible)
– $4,200 Avg Monthly Dealer Ad budget
5
4. TIMING
6
5. PROGRAM BENEFITS
7
6. STRATEGY
Fix Dealer Site and Paid Search Display Ads Social Media
SEO Optimize
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7. CURRENT STATE
• AUTOTRADER
• ELEADS TRAINING AND CLOSE RATES
• DEALER ACTIONS AND REQUESTS
• KIA DEALERS ARE LARGELY ON THEIR OWN
• DEALER DIGITAL SPEND BY OEM
• eMarketer.com “Cross-channel online marketing used to target different
areas of the purchase funnel makes an effective combination.”
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7. CURRENT STATE
• Dealer Feedback:
– “Digital Advertising dollars are the best money we spend.” Large Midwest
Group Marketing Director
– “My problem is I just don’t have the right guys for all this stuff, I’m trying to run
a business here and if I fall behind by 60 days…I’m lost. I need this help.”
General Manager of a Market Leading Ford Dealership
8. COMPETITION
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8. COMPETITION con’t
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APPENDIX
1. Case Studies
2. Dealer Process Flow
3. Communications Plan
12. KMA Coordination
13. Current Publishing Partners
14. Billing Process
15. Measurement
16. Creative Development
17. Dealer Package
18. Field& Dealer Training
13
9. CASE STUDIES
Dealership Digital Advertising Case Study
Digital Advertising Campaigns using 2 types:
1. Site Placement Targeted Campaigns
2. Keyword Search Advertising Campaigns
3 Month Campaign
PLEASE NOTE: Case Study, your results will vary because no two advertising campaigns generate identical results!
BEFORE Digital Advertising
PHONE VOLUME
Previous Month before
Digital Ad Campaigns
(Nov 21-Dec 29) = Same Days Tracked
Website 800 Sales Line = 272 Total Calls
AFTER Digital Advertising Implemented
PHONE VOLUME
Digital Advertising Campaigns
(Jan 21-Feb 29) = Same Days Tracked
Website 800 Sales Line = 476 total Calls
10. DEALER PROCESS FLOW
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11. COMMUNICATIONS PLAN
• Internal
– Introduce the field team in a Field Communication
(Regional Digital Dealer Training Managers)
– KIA District Manager Conference Calls and Meetings
– Emphasize the need for their support
– Introduce the KIA DA Launch Kit including presentations and support
materials
• Roll Out
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12. KMA COORDINATION
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13. PROPOSED PUBLISHING PARTNERS
– The billing rate will be 1:1, thus except for startup costs, KMA
budgets will reflect a $0 net cost.
– ADP will retain in a Kia ‘bank account’ a 10% credit (from ad
buys only, not the monthly dealer admin fee). That credit will
be used to fund the RDDTM’s.
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15. MEASUREMENT
Kia Digital Advertising Program for Dealers; KMA Cost Recovery Analysis and Proforma
Kia Advertising Co-Op will require that Digital Advertising be purchased by dealers through the Kia Digital
Advertising Program in order for campaigns to be Co-Op Program Eligible. ADP currently works directly with, and
Assumption recommends NSI for KMA Dealer Advertising Co-Op program management services.
s
30% Dealer Participation
$4,200 Average Monthly Digital Ad Media Budget (current ADP DA average for 500+ dealers)
Kia Motor America responsible for enrolling 30% of dealer network into program participation.
Average Monthly Monthly KMA
Eligible Kia Dealer Network Net Participating Dealer DA Monthly DA Earn-Back Annual KMA
Dealers Participation Dealer Count Budget Media Buy Total Credits Earn-Back Credits
642 29% 186 $2,425 $451,487 $5,417,838 $45,149 $541,783.80
Kia First Year Program Costs from "Breakdown" Worksheet
Kia Regional Digital Marketing Consultant Annual Cost (year 1): $543,200.00
Kia Digital Advertising Program Development and Set Up Costs (one time): $78,980.00
Total Year 1 Costs (from ADP): $622,180.00
Less - Annual KMA Earn-Back Credits: $541,783.80
Net KMA Cost for Year 1 of Program: $80,396.20
© Copyright 2009 ADP Dealer Services - Kia Motor America Confidential
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16. CREATIVE DEVELOPMENT
– Virtual Marketing Representative (VMR) & Advertising Campaign Administrator
– Approved campaign services and templates
– Keyword Lists
– Text based Search Advertising sponsored links
– Dealer specific geo-targeting for campaigns
– Up to 5 animated display advertisements per month
– Extensive library of Kia dealer advertisement templates
– Customization for dealer specific text, messaging and links
– At KMA request, creative will be generated and added to the KDAP ad
template library.
– Kia Sales Region based resources; Digital Marketing Consultants (DMCs)
– Visit dealerships to consult, implement & execute to immediately impact Digital
Marketing and Lead Management effectiveness
– Attend KMA Sales Region’s relevant meetings, provide training to KMA Region staff
and become their KMA Sales Region’s “Go To” resource
– Facilitate KMA Sales Region planning, scheduling, dealer participation and
execution of quarterly Kia Dealer Digital Marketing Summits
– Educate and guide dealers towards transitioning an appropriate portion of their
monthly advertising budgets into KMA endorsed digital advertising solutions
– Execute direct phone contact and email communications with targeted dealers
– Process Map, timing
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17. DEALER PACKAGES
Conceptual Packages
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18. FIELD AND DEALER TRAINING
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ABOUT ADP
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ISSUES
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