market driver is delivered to customer contacts. · clicking any coupon will open a window for...

www.SubaruCareConnect.com • [email protected] • Phone 877-273-3783 V.06© 2014 SUBARU CARE CONNECT. ALL RIGHTS RESERVED. 1/10

MARKET DRIVER OVERVIEW

Market Drivers are one-off marketing communications, requested by you, and sent on demand. They allow you to send unique communications to targeted lists of customers using email, mail, or both!

CONSIDERATIONS AND GUIDELINES FOR REQUEST

There are just a few items to consider prior to requesting a Market Driver.

Launch Delay If you would like to launch a Market Driver within the next 11 business days, you will only be able to select email. Print mail requires the launch date to be at least 11 business days from the date of the request.

Email-only Market Drivers can be launched as early as two business days from the date of request.

Request Cutoff Requests made before 1:00 PM EST will receive a proof back that same day.

Requests made after 1:00 PM EST will receive a proof by the following business day.

SAF Pre-Approval All Sales Market Driver orders will require SAF pre-approval. SAF pre-approvals will be turned around within 24 hours of the request unless changes are requested or Motor Trend approval is required. SAF pre-approval will not be requested until final retailer approvals are received.

Custom Requests There will be a creative fee for customizing an existing template and for fully custom requests. BASIC REQUEST PROCESS

Quick-Start Guide

MARKET DRIVER SALES REQUEST

1 Store chooses and requests a Market Driver. 2 Care Connect Market

Driver team reviews and makes any requested changes to the Market Driver. They also build the list of customer contacts.3 Market Driver is delivered to

Store for review and approval.

4 Store-assigned Market Driver Approver either sends back to Care Connect for further changes, or approves the Market Driver.

5 SAF Pre-Approval

6 Care Connect Market Driver team launches the Market Driver on the date requested.


FINDING A MARKET DRIVER (The Market Driver Gallery)

To begin your Market Driver request, you’ll first need to get to the Market Driver Gallery and select one.

From the Care Connect Home screen, under the Market Driver section, click Gallery.

Quick-Start Guide



Quick-Start Guide


BROWSING MARKET DRIVERS

On the left of the Gallery are several category tabs which give you easy access to Market Drivers under specific categories. The categories available will change over time as new Market Drivers are added and old ones are taken away.

There are also links to Subaru Profit Boosters Online via the Wholesale Parts and Traffic Builders categories.

You can navigate the Gallery with the search console just below the category tabs. Words entered into the search field will search titles, descriptions, and any keywords associated with any given Market Driver, and then display only those that match.

You are able to further refine your search with the media type drop-down and the department selection.

The bottom of the gallery will show you how many pages and how many total Market Drivers are available, based on your selection. You can also choose how many Market Drivers are displayed per page.

Click any Market Driver thumbnail image to open a larger preview display window.

Simply click the Request button to begin the request process.


REQUESTING A MARKET DRIVER

Step 1: Media Selection

After the initial Getting Started section, you’ll come to Media Selection. This step allows you to choose which media types you would like to associate with the Market Driver you’ve selected.

If you’ve decided to use both Email and Mail as a media type, a new checkbox will appear that reads, “Do not send mail to customers with valid email addresses.” This will be selected by default. This means the customers targeted by this Market Driver will receive either direct mail or email, but not both.

Deselecting the, “Do not send mail to customers with valid email addresses” checkbox means that when the Market Driver launches, it will send direct mail to all customers targeted. Any customer with a valid email address on the target list will receive both email and direct mail. If supported on the selected Market Driver, there will also be an option to upgrade to First Class Postage.

Step 2: Target Customers

In Step 2, you will indicate the customers that should be targeted with the selected Market Driver. Each Market Driver comes with three recommended target lists built around Subaru Segmentation Rules.

If you need a quick refresher on what each of the segmentation rules mean, the Segmentation Glossary button at the top offers a concise explanation.



You may also request a custom list to target your customers. Choose the Custom tab, then enter a description of the customers you’d like to target.

Clicking the calendar button next to the Launch Date field will display a calendar menu, with the first available date to launch a Market Driver, depending on media selection: Two business days for email only and eleven business days for direct mail.

Quick-Start Guide


Step 3: Launch Details

The next section only requires the Launch Date and the Reply To Email.

The Launch Date is the date you would like to launch the Market Driver.

The Reply To Email is simply the email address you would like to use whenever a customer replies to an email Market Driver.


Step 4: Market Driver Content

In this step, you will be editing the content of the Market Driver.

First is the Callback Number. This is simply the phone number that should be included in the email and print mail pieces.

Next is the Email Subject Line. You will be able to edit this if you wish, though a subject line designed to match the Market Driver will be populated by default.

The Market Driver Approver is the person or persons at the Store who can give the final approval on the Market Driver prior to its launch. Generally, this is the same person who requested it. When the Market Driver is ready for approval, an email is sent to the designated approvers for that Market Driver at the email address on file in Care Connect.

The Dealer Amenities section allows you to select which amenities will appear in the email and print pieces. The amenities selected during the setup of the Store will appear by default. Click an empty space in the Preconfigured field to select an amenity from a drop-down list. Click on the “X” on the amenity in the Preconfigured field to remove it.

The Custom Amenities field allows you to enter any amenity you wish.

Quick-Start Guide



The Email Proof section allows you to make on-the-fly changes to your Market Driver. Any section in the body of the email that is highlighted yellow is editable. Clicking it will open a text field where you are able to edit the text or enter entirely new copy.

Clicking any coupon will open a window for coupon selection and editing.

Occasionally, you will see text with a dollar sign preceding it. These are variables that will be replaced with data once the Market Driver is launched. Editing these can have unintended consequences for the text in the body of the email, print piece, or coupon. !

Quick-Start Guide


Click any highlighted text to begin editing.

Click to add optional write-your-own retailer disclaimer.

Click to add lockup pricing/select different sales offer.

See next page for additional details on how to swap out your offer.


DYNAMIC SALES OFFERINGS

You may now select the model/trim of choice for a template, rather than being limited to a default model/trim in the template. The Dynamic Sales Offer has been implemented in all new Market Drivers.

Select the vehicle offer you want to use in your Market Driver Request.

• Subtitle – This is the title of the offer.

• Amount – The amount of the offer. The amount can be presented as Total Price, Monthly Price or Amount Off.

• Amount Details – Enter any details regarding the offer amount.

• Disclaimer – Enter the disclaimer details of the offer.

To view the Print version of the Market Driver, click View Print. The View Print button appears on the left below the email proof. This will generate an example of the print version of the Market Driver, including the edits made to the email version.

Enter the terms of the offer. Click Finish to return to the campaign.


MARKET DRIVER APPROVAL

Email Notification

Once your Market Driver has been edited and reviewed by a designer, the Market Driver Approver will receive an email informing them that it is available for final approval.

The email contains a link to the final proof, where you will be able to make further edits or give approval to the Market Driver creative and budget.

If you are already logged in to the Care Connect program, you may also access your proof by clicking Pending Market Drivers in the upper right of the Market Driver Dashboard.

Quick-Start Guide

Step 5: Additional Information

In the final section, you’re able to provide any additional information or attachments that are relevant to your Market Driver Request.

After you click Continue here, you will have a final step to review some final notes, then finish and submit the Market Driver request.



MARKET DRIVER RECORD

Opening the Market Driver through the notification email or the Pending Market Driver tab will bring you to the Market Driver Record.

On this page you will see a progress bar across the top that lets you know the exact status of the Market Driver.

There are four tabs along the left for navigation.

• Details – The details tab contains basic information about the Market Driver such as Launch Date, Designated Approvers and Notes. An important section of the details page is the budget section. This will display a breakdown of all costs associated with the Market Driver and will allow you to set a maximum budget for the Market Driver. Clicking “Recalculate Budget” after entering a budget at a lower cost than the total cost of all print will reduce the number of print pieces being sent. Customers removed from the list are removed at a random order. This section also allows for selection of print customization, such as a packet of print samples or upgrading to First Class Postage.

• Target Customers – The Target Customers tab shows the current contact list as well as a history of any changes made to the contact list.

• Content – The Content tab has a proof of the Market Driver as it will display for a customer for your review.

• Summary and Approval – The Summary and Approval page contains some of the most important information regarding a Market Driver, such as the Total Estimated Cost, Notification Counts and the reply-to information for the Market Driver.

There are also a few available actions on this page:

• Approve – If the Market Driver meets your requirements, this button will move it on to the launching step. Only click Approve if you do not need to make any further changes to the Market Driver.

• Cancel – Cancels the Market Driver and deletes the request.

• Make Changes – If anything on the Market Driver doesn’t look quite right, you can click this button to revert it back to the request stage and make any changes you’d like.

• Test Launch – Allows you to test the Market Driver to any email address so you can see what it will look like in email form.

Once you click Approve, the Market Driver design team will give the print and email pieces a final quality assurance review, and then launch the Market Driver on the requested launch date.

Quick-Start Guide


market driver is delivered to customer contacts. · clicking any coupon will open a window for...

Documents