new sales presentation everyone

Welcome

WHAT IS ABN?

A COMMUNICATION PLATFORM

Communicate, Educate, Market

WHAT IS ABN?

• Only Private Dealership TV Network• Unique to Each Dealership – ‘Their Own Network’• Primary Focus on the Service Waiting Area

• Subscription Based• Founded April ‘07 – Launched March ’08 • Currently Installed in 33 States / Turn Key• Our Partners:

Current Situation

• Dealers 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 determine

• Age, Income, Geography, Propensity to Buy your product, etc.

• Q. Where are the Dealerships Best Prospects?– Pre-Disposed to buy your Products and Services

A. In your Service Waiting Area!

Three Questions

1. 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 in your Dealerships to Communicate and Educate

them?

Here’s The Opportunity

With your Private Television Network you can now deliver:

The Right Message To The Right Prospects In The Right Place At The Right Time

Best Possible Marketing Scenario!

The Right Messages• CBS Entertainment (Must entertain 1st)

– 70/30, 12 hour loop, monthly updates, 3-12 min segments

• Fixed Operations– Tech Tips, ‘Ask J.T.’ , Service ‘Transactional’ Spots

• Sales– National and Regional TV Spots– Product Walk Arounds, Dealer Spots, Time Sensitive LF

• Brand / Educate– Long Format– Did You Know?

SERVICE

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. “

So Now What? Finding the ‘Ups’ in a Down Automotive Market

Automotive Customer Centricity Summit 2009Marina del Rey, CaliforniaJune 16-17, 2009

Patrick Reininger

Patrick_Reininger@polk.com

© 2008 R. L. Polk & Co. All rights reserved.13

Registration data based on Polk’s standard segmentation

Strong dealers will drive recoveryStrong dealers will drive recovery

14

Registration data based on Polk’s standard segmentation

Service Retention RatesService Retention Rates

THE DEALERSHIP

THE DEALERSHIP

COMPETITIVE OUTLETS

• Goodyear Service Centers – 811• Jiffy Lube Service Centers – 2,000• Pep Boys Service Centers – 560• Midas Service Centers – 2,602• Firestone Auto Care Centers – 1,500• Wal Mart Service Centers – 2,400• Auto Value / Bumper to Bumper – 2,500

“SOLUTION FOR DISENFRANCHISED DEALERS”

RETAIN CURRENT CUSTOMERS / INCREASE SERVICE REVENUE

• Build Credibility– Tech Tips

• Educate Customers– ASK JT

• Transactional Offers– Tires

Sales

SALES

• Sales– National TV Spots– Regional TV Spots– Product Walk Arounds– Dealer Spots– Time Sensitive Long Format

Custom Dealership Messages • Certified Used Program• Service Loyalty Program• Website Introduction• Dealership Amenities• Facility Tour/Introduction• Community Service

Custom Dealership Messages

VIP VIDEO

RESULTS

174 Total Test Drives

Sales Trades VIP Other Diff VIP Other %New 13 10 $2,004 $1,666 $337 13 125 9.42%Used 1 1 1 0

Trades Sold 6 N/A $2,668 $2,806 -$138 6 98 6.67%Total 20 11 20 223 8.23%

78.57%

Total Gross Profit Generated $44,721.00

VIP Test Drive Pilot Results (March 16 2009 through May 14 2009)

Avg. Gross Compairson Volume Comparison

Dealership and Brand Advocates

• How can you…

– Get Customers Emotionally Involved

– Educate Customers

EMOTIONALLY ENGAGE LONG FORMAT

Key to Success is the Right Content

Walk Arounds

Tech Tips Transactional Spots F & IAir Conditioner A/C Service LoJackAir Filters Vehicle Detailing Extended Service AgreementBatteries Tires Gap InsuranceBelts & Hoses In Cabin Air Filter Road HazardBrakes Certified Body Shop Prepaid MaintenanceFluids 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 WarrantyTire 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 Features Premium vs. Regular Octane Windshield Cracks

Body Shop Used Cars

Importance of Survey Bluetooth Daily NewsExtended Warranty Brakes

RSS Feeds

Green Tips PSA’s Regional Marketing

Q.

WHAT IS THE BEST FORM OF ADVERTISING?

ANSWER

Word of Mouth!

Used to Be

• Happy Customer told 3 people• Unhappy Customer told 10 people

Today

• Happy Customers inform 300 people• Unhappy Customers inform 1,000 people

WORD OF MOUTH

• Word of Mouth has gone Digital– Social Networking (4th largest – 340M Visitors 08)

‘WORD OF MOUTH’• ABN can assist in getting your customers Emotionally

Engaged!• ABN Can Educate Your Customers• ABN Can Reinforce Key Attributes –

– Lowest Cost of Ownership

• ABN Can ‘Educate’ Customers/Employees– Key Facts - Made in America

• ABN can communicate complex messages

Registration data based on Polk’s standard segmentation© 2008 R. L. Polk & Co. All rights reserved.43

• Speak to customers in a way that’s meaningful to them

• Owner and DMS databases are an

incredible asset, yet underutilized

• Build relationships with older vehicle age

owners

• Aftersales retention drives profitability &

repurchase consideration

• Loyalty matters much more in this period

of extreme competitiveness with declining

sales

• If you’re not aggressive on keeping

current and orphaned customers,

someone will go after them

Overall Implications

“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 dealership

OR 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.”

WHAT COMMUNICATES BETTER?1 mail piece 24 minutes of multi media messaging

Subscription Pricing• Monthly Subscription

– $1,695 12 Months– $1,395 24 Months– $1,195 36 Months

• One 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?

SpecialPricing• Monthly Subscription

– $999.00 First and Last Month Up front ( 13 months)• One Time Hardware and Installation

– Hardware provided by ABN – $599 Installation

Increase CSI

JAN FEB MAR APRIL MAY JUNE JULY AUG SEPT

84

84.5

85

85.5

86

86.5

87

87.5

88

DEALERS AMENITIES

Cum

ulati

ve A

ll 3

Stor

es

JANFEB

MARAPRILMAY JUNEJULYAUGSEPT

86.5 87.5 88.5 89.5 90.5 91.5

DEALERS OVERALL CSI

OVERALL AVERAGE Cum

ulati

ve A

ll 3

Stor

es

JAN FEB MAR APRIL MAY JUNE JULY AUG SEPT

86

86.5

87

87.5

88

88.5

89

89.5

90

DEALERS CONVENIENCE INDEX

Cum

ulati

ve A

ll 3

Stor

es

Installations Finalized 3rd Week of May

Increase Repeat Business

JAN FEB MAR APRIL MAY JUNE JULY AUG SEPT74

76

78

80

82

84

86

88

% Definitely Returning to Dealer For Service

Dea

ler 1

JAN FEB MAR APRIL MAY JUNE JULY AUG SEPT74

76

78

80

82

84

% Definitely Returning to Dealer For Service

Dea

ler 3

JAN FEB MAR APRIL MAY JUNE JULY AUG SEPT58

63

68

73

78

83

% Definitely Returning to Dealer For Service

Dea

ler 2

JAN FEB MAR APRIL MAY JUNE JULY AUG SEPT6466687072747678808284

% Definitely Returning to Dealer For Service

Cum

ulati

ve A

ll 3

Stor

es

Installations Finalized 3rd Week of May (90 day rolling Avg.)

What’s Included

• Content Provided CBS Content Daily News Walk Arounds Tech Tips Ask JT’s Trivia Transactional Spots Unlimited Uploads i.e.…..

– Services Provided New ABN Produced Content Procure Manufacturer Content ABN Managed Services Delivery Via Satellite 24 Hour Support Lifetime Hardware Support Lifetime Hardware Replacement

Dealer/Sponsor/Association Spots