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Defouw Automotive in 2018 and Beyond

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Defouw Automotive in 2018 and Beyond Presented to: Grant Gernhardt General Manager Smile Meade Internet Sales Director Creating a trackable, tangible result Selling more new and used vehicles for Defouw Automotive in 2018 and beyond Presented by: Hollie Hughes and Chris Fleming This content is protected by Neuhoff Media Lafayette Current Situation • Long History in Greater Lafayette • Great Brands in Chevrolet and BMW, strong in Used Cars • Strong Brand Identity • Strong people, strong personal relationships • Competitive business category • Desire for more efficiency and return on advertising • Setting yourself apart from others • 3 areas of opportunity – New to the market/new buyers, Trucks, Pre-Owned The opportunity to grow all of these buckets - efficiently To Drive More Sales- THREE Elements Are Needed 1. THE RIGHT AUDIENCE Target your core. Don’t chase extremes. Put your first and last dollar here. A Core Z 2. THE RIGHT MESSAGE ONE IDEA. Creative. Consistent. Memorable THINK LONG TERM 3. SUPER HIGH FREQUENCY IN FEWER PLACES The principle of the glasses. 3. SUPER HIGH FREQUENCY IN FEWER PLACES This is the tendency. but, THIS IS WHAT WORKS! The Three Things 1. THE RIGHT AUDIENCE Stay with your core. 2. THE RIGHT MESSAGE One message, long term. 3. SUPER HIGH FREQUENCY IN FEWER PLACES The Principle of the Glasses. “Concentration is the key to all economic success.” – Peter Drucker, business visionary Recommended Strategy #1 2 Minute Test Drives • Using K-105, WKOA-FM, and WXXB-FM, B-1029 personalities and Smile as the Hosts to do 2 minutes test drives of new Chevy vehicles. • Create a library of two minute test drives • Use Radio to drive customer engagement to all the new models • Use on-line lead generation to build a database of potential buyers, delivered to Defouw from the on-line/on-air campaign • Update frequently, weekly in the beginning, monthly as the seasons change • Call to Action to test drive the vehicle yourself • Design the video to showcase the “cool factor” in each vehicle Discover the features and benefits of all the new models - to drive sales Creative Direction AUDIO SCRIPT The 2019’s have arrived at Defouw Chevrolet– we would love to show them to you – go to wkoa.com right now and you can step inside the new Next-Gen 2019 Silverado – take the two minute test drive on-line – we will show you every thing new for 2019 – More Leg room, more storage space, enhanced climate control all in the new 2019 Next Gen Silverado – ride along with us – and you will want to schedule your own test drive as you experience the Defouw difference at Defouw Chevrolet ….Sagamore Parkway, Lafayette Reach: The Way to Move the needle for Defouw Automotive Reach: The Way to Move the needle for Defouw Automotive Reach: The Way to Move the needle for Defouw Automotive Reach 80% of YOUR prospects 12 Months! Source: Nielsen Audio 2018 Neuhoff Media Lafayette at a Glance B102.9 98.7 K-105 101.7 Station: 93.5 WKHY WXXB-FM WASK-FM WKOA-FM The Hammer Format Top 40 Classic Hits Country Sports Rock Who 60% Female 55% Female 50/50 Male 90% Male 65% Male Listens 40% Male 45% Male Female split 10% Female 35% Female Working people Team Associated What are On-The-Go Working Adults across multiple Sports Fans Majority Gen X they like Women leaning female sectors How old Median age is 29 Median age is 48 Median age is 37 Median Age is 52 Median Age is 34 are they Women make Consumers of 90% of audience 73% of audience How Much 80% of family Consistent, loyal goods and works in our has income of money do purchasing audience services in community $50K or better they have decisions ($518 Million) Lafayette ($356 Million) ($75 Million) ($445 Million) ($357 Million) Monthly Radio Campaign Program Days Time Commercials WKOA-FM (K-105) Monday-Saturday M-F 6am-8pm, 100 Saturday 9a-3pm WXXB-FM (B 102.9) Monday-Saturday 6am-8pm, Saturday 100 9a-3pm Summary 200 Commercials Per Month! Summary of the Plan • 200 commercials per month on … K-105, B 102.9 • Hosted Video • Lead Gen Tool • Radio Hosts to shoot test drive videos $6245/ month Recommended Strategy #1 No Salesman Sunday • Using K-105, WKOA-FM, and WXXB-FM, B-1029 a monthly sales event to drive pre-owned car sales • This event will take place the first Sunday of every month from 1-5pm • Use Radio to direct people to Defouw Chevrolet on a day when there are no salespeople on the lot • There are specific vehicles available during this sale period • They are all on display in a specific area – the audience is invited to come and look at what is offered • The activation point is the following week –the deal expires on Wednesday • Drives traffic and sales in the first part of the month Discover the feature and benefits of all the new models - to drive sales Creative Direction AUDIO SCRIPT Defouw Automotive introduces another Lafayette exclusive …No Sales Person Sunday. It has been said the most popular day at most car dealerships is Sunday …you get to look without interruption. At Defouw Automotive – this Sunday is no Sales Person Sunday – Browse our select group of pre-owned vehicles specially priced to be yours - see one you like – that deal is good until August 9th. No Sales Person Sunday is just one more way you can experience the Defouw difference at Defouw Automotive….Sagamore Parkway, Lafayette Monthly Radio Campaign Program Days Time Commercials WKOA-FM (K-105) Monday-Sunday M-F 6am-8pm, 50 Saturday 9a-3pm Sunday 1pm-5pm WXXB-FM (B 102.9) Monday-Sunday M-F 6am-8pm, 50 Saturday 9a-3pm Sunday 1pm-5pm Summary 110 Commercials Per Month! Summary of the Plan • 110 commercials per month on … K-105, B 102.9 • 2 Sunday Broadcasts 1-3pm and 3-5pm • Remote Set-up • Customer sign in sheet $5174/ month How do you feel so far? 1. Proceed 2. Proceed with changes 3. Stop the process Projected Timeline for 12 Month Campaign Copy Deadline: 7/25/2018 Production Deadline: 7/27/2018 Meet with Staff to Launch Campaign: 7/31/2018 First Air Date: 8/1/2018 Evaluate Initial Results: 12/27/2018 Thank You!.
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