New Sales Presentation Everyone
- 2. Welcome
- 3. WHAT IS ABN?A COMMUNICATION PLATFORMCommunicate, Educate, Market
- 4. WHAT IS ABN?Only Private Dealership TV Network
- 5. Unique to Each Dealership – ‘Their Own Network’
- 6. Primary Focus on the Service Waiting Area
- 8. Founded April ‘07 – Launched March ’08
- 9. Currently Installed in 33 States / Turn Key
- 10. Our Partners: Current SituationDealers Spend $8,000,000,000 in Advertising Annually (not including manufacturer’s)GOAL - Drive Traffic from the living room to the Showroom!Sophisticated Demographics to determineAge, Income, Geography, Propensity to Buy your product, etc.Q. Where are the Dealerships Best Prospects?Pre-Disposed to buy your Products and ServicesA. In your Service Waiting Area!
- 11. "You can have anything you want in life if you'll just help enough other people get what they want"!Zig Zigler
- 12. HERE IS WHAT YOUR CUSTOMERS ARE SEEING IN DEALERSHIPS TODAY!Average wait time is 1 hour and 32 minutes
- 13. Three Questions1. Is this environment conducive to conducting business? (up-sells)2. Is it acceptable to allow competing dealers and brands to advertise in your facility?3. Shouldn’t you be taking advantage of the time these customers are spending inyourDealerships to Communicate and Educate them?
- 14. Here’s The OpportunityWith your Private Television Network you can now deliver:The Right Message To The Right Prospects In The Right Place At The Right TimeBest Possible Marketing Scenario!
- 15. The Right MessagesCBS Entertainment (Must entertain 1st)70/30, 12 hour loop, monthly updates, 3-12 min segmentsFixed OperationsTech Tips, ‘Ask J.T.’ , Service ‘Transactional’ SpotsSalesNational and Regional TV SpotsProduct Walk Arounds, Dealer Spots, Time Sensitive LFBrand / EducateLong FormatDid You Know?
- 16. SERVICE
- 17. Service“In fact, during a recent internal study we were able to prove a direct link between a good service and future car sales.” “if a customer comes into a store for service just once, the chance of them later buying a car from that dealership jumps to nearly one third. Even better the percentage increases with each additional positive visit. And, after five visits... the likelihood they will buy a new car from the dealership nearly doubles. “
- 18. So Now What?Finding the ‘Ups’ in a Down Automotive MarketAutomotive Customer Centricity Summit 2009Marina del Rey, CaliforniaJune 16-17, 2009Patrick ReiningerPatrick_Reininger@polk.com© 2008 R. L. Polk & Co. All rights reserved.13
- 19. Strong dealers will drive recovery14
- 21. THE DEALERSHIP
- 22. THE DEALERSHIP
- 23. COMPETITIVE OUTLETSGoodyear Service Centers – 811Jiffy Lube Service Centers – 2,000Pep Boys Service Centers – 560Midas Service Centers – 2,602Firestone Auto Care Centers – 1,500Wal Mart Service Centers – 2,400Auto Value / Bumper to Bumper – 2,500
- 24. “SOLUTION FOR DISENFRANCHISED ٷ鳧”
- 25. RETAIN CURRENT CUSTOMERS / INCREASE SERVICE REVENUEBuild CredibilityTech TipsEducate CustomersASK JTTransactional OffersTires
- 26. Tech Tip
- 27. ASK JT
- 28. WHAT YOUR UP AGAINST5,000 independent service centers
- 30. Sales
- 31. SALESSalesNational TV SpotsRegional TV SpotsProduct Walk AroundsDealer SpotsTime Sensitive Long Format
- 32. MR. OPPORTUNITY
- 33. WALKAROUND
- 35. Custom Dealership MessagesCertified Used ProgramService Loyalty ProgramWebsite IntroductionDealership AmenitiesFacility Tour/IntroductionCommunity Service
- 36. Custom Dealership MessagesVIP VIDEORESULTS
- 37. Dealership and Brand AdvocatesHow can you…Get Customers Emotionally InvolvedEducate Customers
- 38. EMOTIONALLY ENGAGE LONG FORMAT
- 40. EDUCATETotal Cost of Ownership
- 41. Key to Success is the Right ContentWalk AroundsTech TipsTransactional SpotsF & I Air Conditioner A/C Service LoJack Air Filters Vehicle Detailing Extended Service Agreement Batteries Tires Gap Insurance Belts & Hoses In Cabin Air Filter Road Hazard Brakes Certified Body Shop Prepaid Maintenance Fluids Parts and Accessories Gas Cap A/C Deodorizer Sales Transactional Spots Headlights Extended Warranty New Car - Right Now … Oil Change Rotate and Balance Warranty – New Car / New Warranty Tire Pressure Alignment Fuel Economy – Tire Wear Timing Belt Used Cars – Wiper Blades Dent Removal Window Tint Ask JT’s All Makes and Models Independent vs. Dealership Service Batteries Movie FeaturesPremium vs. Regular Octane Windshield Cracks Body Shop Used Cars Importance of Survey Bluetooth Daily News Extended Warranty Brakes RSS FeedsGreen Tips PSA’sRegional Marketing
- 42. Q.WHAT IS THE BEST FORM OF ADVERTISING?
- 44. Used to BeHappy Customer told 3 peopleUnhappy Customer told 10 peopleTodayHappy Customers inform 300 peopleUnhappy Customers inform 1,000 people
- 45. WORD OF MOUTHWord of Mouth has gone DigitalSocial Networking (4th largest – 340M Visitors 08)
- 46. Advertising Age, July 2009“But the question being bandied about in advertising circles is whether that vast experience could work against Bob Lutz in an age in which selling cars is increasingly about amplifying peer-to-peer recommendations and data-driven direct marketing and less about the mass-market commercials that have long been the mainstay of most of GM’s brands”
- 47. ‘WORD OF MOUTH’ABN can assist in getting your customers Emotionally Engaged!ABN Can Educate Your CustomersABN Can Reinforce Key Attributes –Lowest Cost of OwnershipABN Can ‘Educate’ Customers/EmployeesKey Facts - Made in America ABN can communicate complex messages
- 48. © 2008 R. L. Polk & Co. All rights reserved.43Overall Implications Speak to customers in a way that’s meaningful to them
- 49. Owner and DMS databases are an incredible asset, yet underutilized
- 50. Build relationships with older vehicle age owners
- 51. Aftersales retention drives profitability & repurchase consideration
- 52. Loyalty matters much more in this period of extreme competitiveness with declining sales
- 53. If you’re not aggressive on keeping current and orphaned customers, someone will go after them“AS WE SAY AT ABN”“Manufacturers and Dealers can either take control of their customers experience by communicating with them while they’re at the dealershipOR They can continue to ignore them, wait until they go home, and then try to reach them via traditional advertising methods to drive them back to the dealership.”
- 54. How do the Dealers feel about ABN?
- 55. WHAT COMMUNICATES BETTER?1 mail piece24 minutes of multi media messaging
- 56. Subscription PricingMonthly Subscription $1,695 12 Months$1,395 24 Months$1,195 36 MonthsOne Time Hardware and Installation $2,598 ($1,999 Hardware, $599 Installation)Wouldn’t you agree it’s significantly easier to drive a customer from YOUR service waiting area 15 feet to your new car inventory than it is to drive them from THEIR living room to your showroom?
- 57. SpecialPricingMonthly Subscription $999.00 First and Last Month Up front ( 13 months)One Time Hardware and InstallationHardware provided by ABN $599 Installation
- 60. Increase CSI
- 61. Increase Repeat BusinessInstallations Finalized 3rd Week of May (90 day rolling Avg.)
- 62. What’s IncludedContent ProvidedCBS Content
- 63. Daily News
- 64. Walk Arounds
- 65. Tech Tips
- 66. Ask JT’s
- 67. Trivia
- 68. Transactional SpotsUnlimited Uploads i.e.….. Services ProvidedNew ABN Produced Content
- 72. 24 Hour Support