your playbook for engaging influential
TRANSCRIPT
Your playbook for engaging influential
owner-operators
Media Kit 2021
To say that 2020 was a year of transformative change would be an understatement. The pandemic caused every facet of our industry to change. When it comes to marketing and sales, the social distancing, travel restrictions and embargo on events has made engaging with prospects and clients even more challenging.
But 2020 has taught us three valuable lessons:
1. Lead gen is key, but retaining and growing existing business is critical
2. Shifting from a sales funnel to lifecycle marketing mindset is a must
3. Learnings from market and behavior shifts help maintain business agility
With those lessons in mind, the following pages are going to cover how we can support your efforts to identify, target, engage and get prospects and clients to “raise their hands.”
We have the largest audience datasets in the industry, but we’ll show you how to reach YOUR specific audience. You’ll see how we can target your audience with geofencing and the most advanced media technologies. We’ll show you how you can engage your audience with Overdrive, including newsletters with content that specifically targets by job function. And finally, we’ll share how we can leverage content marketing, video and Facebook e-commerce to nudge them closer to a decision.
This year marks our departure from print and a shift to how today’s user has shown us they want to consume their content: targeted newsletters, video and eBooks.
We’re excited to be introducing new ways to help you engage with your clients and prospects to have a successful 2021!
Table of Contents
Trucking Market Overview ............................3
Trucking Audience Overview ....................4-5
Overdrive Brand ...................................................6
Overdrive Website ..............................................7
Overdrive Newsletters ......................................8
Webinars ...............................................................9
Overdrive Audience Overview ...............10-11
Data and Digital Marketing ..........................12
Geofencing ........................................................13
Video Marketing ...............................................14
Content Marketing ..........................................15
Facebook e-commerce .................................16
Digital Specs ...............................................17
Newsletter Positions & Pricing ................18
Overdrive Staff ..........................................19-20
2021 Overdrive Media Kit 2
Trucking: A Vital Part Of Our Economy
Carriers By Fleet Size
1 - 4 5 - 9 10 - 19 20 - 49 50 - 99 100 - 249 250 - 499 500 and over
Number of Class 3-8 trucks operated
Analysis of active fleets from RigDig® Business Intelligence. Active fleets with an estimated fleet size of one or more are grouped into RigDig®’s estimated fleet size category. The chart displays the count of fleets and the estimated number of Class 3-8 trucks in each group.
Number of Trucks
1,538,200
1,445,344
586,372
681,503
482,396
490,701
332,761114,346
44,075 22,996 7,029 3,259 971 720
NOTE: These are just some of the segments captured by RigDig®. For a complete look at all entities in the RigDig database, contact your sales representative.
The importance of trucking and the role it plays in our well-being and economy was underscored in the early days of COVID-19. According to the American Trucking Associations, more than 1 million fleets move 11.4 billion tons of freight valued at nearly $800 billion in one year. Trucking also accounts for 8 million jobs throughout the economy, including 3.6 million truck drivers.
Analysis provided by RigDig® Business Intelligence gives insight into active fleets operating in the United States by operating segment. Operating segments are defined by RigDig® Business Intelligence as: 1. For-Hire: 10+ Fleet - an entity with 10 or greater power units operating as For-Hire. 2. Private: 10+ Fleet - an entity with 10 or greater power units and operating as a private fleet. In addition to operating as a private fleet, the entity may also operate as For-Hire. 3. Owner-Operator - a For-Hire entity with less than 10 power units and operating at least one verified class 8 unit or one tractor. Segment excludes entities in construction, manufacturing, and financial services industries, and leased owner-operators. 4. For-Hire: <10 Fleet - an entity with less than 10 power units that operates For-Hire and does not have at least one verified class 8 unit or one tractor. (e.g. landscaping company, courier) 5. Private: <10 Fleet - an entity with less than 10 power units that operates as Private. 6. Other - entities in RigDig® that are not primarily fleets but own class 3-8 equipment; such as shippers, brokers, cargo tank facilities, Indian tribe, non USDOT entities, etc.
Private: <10 Trucks
Private: 10+ Trucks
OtherFor-Hire:<10 Trucks
For-Hire:10+ Trucks
Owner-Operator
469,991
336,292
187,791
36,977 32,779
159,518
Carriers By Operating Type
728,139
932,339
2021 Overdrive Media Kit 3
Randall-Reilly: Largest Audiences In The Industry
We have the largest, most robust audience data sets in the industry:
• RigDig offers insights from a base of 2.1M contacts, which helps predict replacement/maintenance cycles, brand loyalty and much more.
• Our media brands, driven by award-winning content, have a large following, offering significant opportunities to engage and influence your target.
• The sweet spot for many clients is leveraging RigDig data on our media platforms and external platforms.
+
575KOWNER-OPERATOR
CONTACTS
87KPARTS/SERVICES
CONTACTS
1.4MFLEET
CONTACTS
19K DEALER
CONTACTS
777KUNIQUE DRIVER
APPLICANTS
2.1M TRUCKING CONTACTS
Tagged Audience
1.4MEmail Addresses
235KWebsite Pageviews
535KSocial Followers
444KNewsletter Subscribers
123K
Our Overdrive Audience
Learn more at randallreilly.com/rig-data
2021 Overdrive Media Kit 4
Getting To YOUR Specific Audience Before The CompetitionThe ability to hone-in on your specific audience is critical for both effectiveness and budget efficiency, as proven by our case studies.
Your specific audience can be customized by number of pieces of equipment, brand, haul type, geography and more.
Online Behaviors
Equipment Owned
Location MuchMore
Equipment Age
FleetSize
Violations Type ofHaul
MilesDrive
General Owner-Operator Contact
General Owner-Operator Target Your Specific Owner-Operator Target
Customize Your Audience By
vs
Read our geofencing case study
Read our Facebook e-commerce case study
Owner-Operator
Used Equipment Preference
1-9 Trucks
State of Georgia
Average Age of Equipment
1-9
2021 Overdrive Media Kit 5
Website 290K Unique Monthly VisitsWhen it comes to staying on top of up-to-the-minute industry news, business tips and the latest equipment, owner-operators turn to Overdrive online. The immediacy of this content provides opportunities to continually engage with your target audience, support conversion-based campaigns and drive traffic to your website.
overdriveonline.com
Daily Newsletter123K recipientsOverdrive’s daily email newsletter targets an exceptionally engaged owner-operator audience. Overdrive’s Custom Rigs, a separate newsletter, has weekly distribution tailored to fans of customized trucks.
EventsOverdrive editors produce annual competitions like the Small Fleet Champ award, that drive reader engagement and provide advertisers with opportunities for added visibility.
Across web, email, newsletters, events, social media and ad networks, Overdrive provides the most ways in the industry to move your audience from consideration to decision.
Buyers Go Through 70% Of The Decision-Making Process Without Speaking To You
Sources: 2020, Act-On, Growth Marketing Automation: The Next Wave. Ovations Sales Group.
87% of buyers begin their product searches online
79 days of research prior to purchase
50% of sales go to the first salesperson to contact the prospect
2021 Overdrive Media Kit 6
Targeting By Topic Interest Just Got Easier
Based on best practices, our newly redesigned websites enhance your engagement with our audience using higher performing ad positions, larger ads and the ability to target around specific topics across brands, industry and our network. So, reaching users interested in specific topics like Business, Economic Trends, Equipment, Regulations and more, just got easier.
What does this mean to advertisers? Higher performing ad positions and larger ad sizes in a relevant environment that will drive more engagement with your message.
>> COMING IN 2021! <<
Newly redesigned websites
2021 Overdrive Media Kit 7
Targeting By Topic Interest Just Got Easier
New Overdrive brand extension newsletters align directly with the target market you want to reach
Regulatory RundownTrucking is one of the nation’s most highly regulated industries and staying on top of these issues is critical to an owner-operator’s success. Regulatory Rundown digs deep into safety, equipment, environmental and labor issues to help fleets remain compliant.
New EntrantsPut your message in front of prospects as soon as they enter the business! Each month, we’ll help new trucking businesses get up to speed on best practices in business, equipment, regulations and much more.
Source: 2020 Overdrive Connectivity Report
This sounds terrible, but a way that takes me the least amount of time. If you send it to me in an email, you’re 97% sure I’ll see it.
To me, emails are the best, when I can grab some down time, I can look over my emails and relax and get caught up at the same time.
I get emailed a few editions that bring me the basics of what’s happening. Don’t have time to lounge and read as I’m busy.
>> COMING IN 2021! <<
2021 Overdrive Media Kit 8
Lead Generation With Webinars
Get Qualified LeadsOur webinars are hosted and developed by our award-winning editors. The content is created around topics that drive the deepest engagement with your prospects. We will develop a custom targeted list to launch email and Facebook campaigns and drive registrations and post-webinar downloads for lead generation and more!
of B2B marketers say a webinar is the best way to
generate high-quality leads
of webinar attendees turn into qualified leads*
73% 40%
*Up-to 40%, Outgrow: 18 Eye-Opening Statistics on Webinars: 2020
Best practices in dealing with brokers and how to spot a scam
For owner-operators working load boards with multiple brokers for freight, assessing a broker’s credibility is key. Tools and best practices abound to assess credit risk and guard against growing business ID theft scams.
Determining when it’s time to trade A truck’s age alone doesn’t dictate the most cost-effective way to determine a trade cycle. We’ll consider how to weigh factors such as yearly maintenance expenses and fuel efficiency.
Pitfalls in going independent The drawbacks can easily outweigh the advantages in moving out of a leased operation. Here’s what leased operators need to know about the responsibilities of compliance, the cost of insurance and other realities of going independent, especially if they plan to add trucks.
Roadside inspection mistakes Overdrive has amassed a wealth of insight from law enforcement and readers when it comes to passing inspection. We’ll discuss the latest trends in enforcement as well as all the basics about inspector/operator interactions.
Before adding a second truckThere’s big potential for growth and more profit when owner-operators add a second truck to their operation. This webinar will ensure they know the new responsibilities -- and headaches -- before they take that step. Make sure you know the new responsibilities – and headaches – before you take that step.
Small-fleet driver benefits It’s hard for a small fleet to do, but offering health insurance and retirement better positions them to recruit and retain the best drivers. We’ll talk with small-fleet owners who’ve made it work.
Topics
2021 Overdrive Media Kit 9
Ninety-five percent of our readership is comprised of entrepreneurial owner-operators. Given their mobility, their frequency of trucking media usage is shifting to digital, including email newsletters.
Overdrive: Access To An Influential Audience
Top Source for Industry InformationRanked 8, 9 or 10 based on a 0-10 frequency of use scale
Source: Overdrive Connectivity Report
Printed magazines
Email newsletters
Digital magazines
Magazine/Trucking industry websites
Supplier websites
In-person meetings and conventions
Webinars
Social Media
Podcasts
Radio/satellite radio
Virtual meetings and conventions
Video
Audience by Classification
2020 2016
Owner-operator under own authority
55%
Owner-operator leased or assigned
to a carrier
40%
4% Fleet Executive
38%
41%54%
35%
42%
23%
23%
24%
22%
6%
4%
N/A
4%
13%
38%
36%
23%
20%
14%
11%
6%
3%
3%
23%
2021 Overdrive Media Kit 10
Overdrive readers are more likely to have newer trucks than the overall owner-operator market. Vehicle maintenance violations are also slightly lower, but HOS violations are higher – critical insights when marketing equipment, parts, services and maintenance plans.
Overdrive Readers: New Equipment Owners
Average Age of Truck Operated Inspection Violations by Category
Analysis provided by RigDig® Business Intelligence grouping active fleets with a verified vehicle by the average age of a given fleet’s Class 3-8 vehicles operated in the past 24 months.
Analysis provided by RigDig® Business Intelligence of the percent of total inspection violations in the past 24 months by CSA category.
Less than 5 years
5 to under 8 years
8 to under 12 years
12 to under 20 years
20 years and older
Overdrive SubscribersRigDig®
12%
10%
17%
37%
25%
19%
12%
18%
33%
18%
Overdrive SubscribersRigDig®
Vehicle Maintenance
Other
Hours of Service
Unsafe Driving
Hazmat
62%
15%
9%
10%
1%
15%
11%
11%
1%
61%
2021 Overdrive Media Kit 11
Leveraging Our Data And Digital Marketing Services
795KTOTAL CALLS GENERATED FOR CLIENTS
581KTOTAL
UNIQUE CALLS
1.3MTOTAL LEADS
761KTOTAL UNIQUE SHORT FORMS
1.5B 2019 TOTAL
DIGITAL CAMPAIGN IMPRESSIONS
Randall-Reilly is a proud Google Premier Partner and Facebook Marketing Partner
Need to bolster your digital marketing resources?Choosing the right team makes the difference. Our 150 certified digital professionals offer the deepest level of expertise you’ll find in the industry. They’ll harness the power of our proprietary data and industry knowledge to bridge the gap between you and your goal:
Campaign recommendations based on your objectives
Custom audiences for targeting
Audience data matched with Google, Facebook and advanced media technology partners
Campaign reporting for optimization and proof of performance
2021 Overdrive Media Kit 12
Consideration/Decision: Advanced Media Technologies
How do you reach prospects and clients during the consideration phase?
How Geofencing Works
Our Client Achieved These Results
Your custom audience
RigDig® verified data
Prospects enter one of the predetermined
geofenced areas
Prospects view ad on their
mobile phones
Live ad drives prospects to the desired location
+We can develop a custom audience designed to your specifications and then your physical locations (or competitor locations) can be used to create “conversion zones” for serving up ads to your custom audiences.
Watch our one-minute geofencing case study to see how our client achieved a 295% ROI.
10 LOCATIONS
$59K TOTAL SALES
95% NEW BUSINESS
295%ROI
2021 Overdrive Media Kit 13
Lead Nurturing/Client Engagement
Eighty-percent of video marketers say that videos directly helped them increase sales. Whether your goal is new revenue or revenue from existing clients, the power of video driven by our audience data can play a key role.
Research has shown that video will represent 82%
of IP traffic by 2021.
People spend 5x more time with video content than
static content.
Viewers retain 95% of a message when they watch
a video, compared to 10% when
reading it in text.
Brand Awareness
High Level of Memory Retention
Inform & Influence Prospects
Increase Conversion Rate
Facebook videosCTV/OTT video ads
YouTube pre-rolls
2021 Overdrive Media Kit 14
Decision: Getting Prospects & Clients to “Raise Their Hands”
Moving your audience from consideration to decision can be challenging. Most of them only “raise their hand” when they’re ready to discuss price. The ideal is to engage them before then. But you need to give them a reason to respond.
Let our award-winning team develop form-gated content that will influence your audience and trigger a response.
Source: Contentmarketinginstitute, Curata. *Available in print, ** Digital available
Content marketing provides conversion rates about 6X higher than other digital marketing methods.
According to 74% of companies surveyed, content marketing has increased their marketing leads, both in quantity and quality.
6X
73% of B2B marketers say a webinar is the best way to generate high-quality leads
Get Qualified Leads
40% of webinar attendees turn into qualified leads*
*Up-to 40%, Outgrow: 18 Eye-Opening Statistics on Webinars: 2020
Content OfferingsArticles and topics include: industry issues, customer testimonials,
legislation, driver and equipment operator safety, fuel economy, and equipment maintenance/leasing/sales/technology, business,
dealer management, parts and service, and more.
Newsletters* Custom content included in your branded newsletter to digitally targeted audience.
ResearchYour queries will be sent to your custom audience and form-gated, with results presented in a summary report.
Creative Assets Videos and customer testimonials and photography for your products or services.
Print Publications** Content creation, creative implementation, and printing.
Form-gated Content Downloadable e-books white papers*
Influencers Setup and management of industry influencers
Webinars Execution and management of pre-recorded or live webinars
2021 Overdrive Media Kit 15
Decision: Getting Prospects & Clients to “Raise Their Hands”
Facebook e-commerceWhen your prospect or client is at that crucial consideration/evaluation stage, providing a catalyst to propel the sale your way can make the difference.
Increase engagement
Boost sales
Maximize brand awareness
Your custom audience
Verified RigDig® data
CAMPAIGN LENGTH
3 MonthsTOTAL SALES
$70KROI
15.5X
A client’s recent campaign achieved these results.
Read our Facebook e-commerce case study to find out why one client said, “Randall-Reilly is the first
company to deliver the results I have been looking for.”
2021 Overdrive Media Kit 16
2021 Digital Specs
Digital PricingOur website ads are priced on a cost-per-thousand (CPM) basis. This allows you to pay only for the performance you need. Once your monthly budget is set, your ads will display until your budget is at capacity.
CPM: $35
Ad Specifications*
Geofencing OptionYou have the option to set geofencing parameters on your ads. That means your ads will only display for the location you set, whether that is a radius, state or route.
Desktop• 970 x 90• 728 x 90• 970 x 250
• 640 x 480• 300 x 250• Large banner 16:9
Mobile• 300 x 600• 320 x 100
• 300 x 250• 16:9 flex
*1 MB maximum file size
2021 Overdrive Media Kit 17
Brand Newsletter Ad Positions & Pricing
Ad type Specs Format
‘From our Partner’Top text ad
• Logo image: 115x86 • Sponsor name• Text: 120 character limit• CTA Text and Link
JPG or PNG
Premium text ad • Logo image: 115x86• Image: 500x334• Sponsor name• Text: 150 character limit• CTA Text and Link
JPG or PNG
Native articles • Title• Teaser: 175 character limit• No thumbnail image in the newsletter
N/A
Large display ad 640x480 (standard interstitial size) JPG or PNG
1
2
3
4
Ad Specifications
Newsletter Circulation Top Position* Rotating Position*
Overdrive Daily Report 5x per weekOverdrive’s daily email newsletter targets an exceptionally engaged owner-operator audience.
128K $6K $3K
Custom Rigs Weekly 4x per monthTailored to fans of customized trucks.
9K $1.5K $750
*Top position sold exclusively. Weekly rates shown for daily newsletters and monthly rates shown for weekly newsletters. Rotating ads ensure equal exposure between 5 ad positions for dailies and 4 ad positions for weeklies.
4
3
2
2
1
2021 Overdrive Media Kit 18
Equipment Editor Jason Cannon800-633-5953 [email protected]@By_Jason_Cannon
Overdrive Staff
Editorial DirectorMax Heine800-633-5953 [email protected]@MaxHeine
Senior EditorTodd Dills800-633-5953 [email protected]@channel19Todd
Executive EditorJames Jaillet800-633-5953 [email protected]@trucknewsJJ
Max is Editorial Director of Overdrive and writes regularly for the Overdrive Extra blog. A former CDL holder, he joined Overdrive in 1998 after more than two decades of newspaper work. Max received a degree in communications from the University of Tennessee in 1975.
Todd frequently covers business, regulatory and lifestyle topics. Todd was awarded a Grand Neal for his work on the “CSA’s Data Trail” series in Overdrive about the federal CSA program. Todd’s Channel 19 blog covers a grab bag of on-highway hearsay, owner-operator news and driver views.
James is Senior Editor for Overdrive and Commercial Carrier Journal. He has covered regulatory, economic and business news and analysis for Overdrive. He holds a Bachelor’s Degree in Journalism from The University of Alabama.
Jason, Editor of Commercial Carrier Journal, joined Randall-Reilly in 2012 as Online Editor for Hard Working Trucks, Successful Dealer and Truck Parts & Service, sister brands to Overdrive. He focuses on Class 8 trucks, trailers and related components.
Going the extra mile.Overdrive’s mission is to provide thought-provoking perspectives and deep analysis of the issues affecting owner-operator truckers. Our team of professional journalists is committed to creating the engaging, focused and trusted editorial content that will help recipients manage their business.
2021 Overdrive Media Kit 19
Mike Reilly Chairman Emeritus
Brent Reilly President & CEO
Kim Fieldbinder CFO
Prescott Shibles EVP & GM, Equipment Divison
Nick Reid EVP, Internal Consulting Services
Linda Longton SVP Audience & Editorial
Robert Lake SVP Acquisitions
& Business Development
Michael Salicco SVP Sales
William Ortiz VP, Brand & Sales Marketing
Jeff Crissey Content Director,
OEM & Aftermarket
Overdrive Staff
News Editor Matt Cole800-633-5953 [email protected]
Matt is News Editor for Overdrive and Commercial Carrier Journal. He started his career in journalism writing and editing news for The Demopolis Times. He holds a Bachelor’s Degree in Journalism from The University of Alabama.
Find Overdrive online: overdriveonline.com
facebook.com/overdrivetrucking
twitter.com/overdriveupdate
youtube.com/overdrivemag
Overdrive’s Trucking Pro
instagram.com/overdrivetrucking
In her current role as the Director of Trucking Sales, she manages over ten people selling data and digital services. Formerly, Emily worked at Meredith Publishing in Des Moines, running events for Successful Farming Magazine. Emily has over 20 years of trucking industry experience holding various positions with Randall-Reilly in sales, marketing and media operations.
SVP Sales, Equipment Michael Salicco(704) 814-1418 [email protected]
Director Of Trucking Sales Emily Larson (205) [email protected]
He was most recently the Head of Automotive for Gannett/USA Today Network, where he developed their go-to-market strategy. Prior to that, he held executive level positions with Cox Automotive and CitiFinancial Auto. Michael resides in Charlotte, with his wife and five sons.
2021 Overdrive Media Kit 20
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Randall-Reilly is the leading B2B data company in trucking, construction, agriculture and other industrial markets. Their proprietary data, with equipment-level intelligence, builds exclusive market insights and drives exceptional outcomes. More than 4,400 clients in sales, marketing and recruiting utilize Randall-Reilly’s data-driven platforms, services and media to reach their audiences. Headquartered in Tuscaloosa, Alabama the company also has offices in Charlotte, North Carolina, Anniston, Alabama and Draper, Utah.
LAST UPDATED 11-3-2020