new sales presentation everyone
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ABNTRANSCRIPT
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
© 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