Case 4 automotive p26 nl cover

Automotive sanitized Funnel Impact survey April 2006

Communication within automotive sector…

In Automotive, there are several important communication moments… On-going brand campaigns (New) makes/ models Open doors (entire dealer network) Initiatives of dealers (new showroom, opening, …) Auto-fair (big –small) Addressed Unaddressed ATL ++ + +++ *customers prospects ++ +++ +++ ++ +++ + + ++ +++ + +++ +++ Recurrent customers relation campaigns (e.g. winter promotion) Current media pressure +++* -* -*

Every communication needs a clear objective… ,[object Object],[object Object],[object Object],[object Object],GET GROW AVOID LOST ,[object Object],[object Object],[object Object],Reinforce impact of ATL campaigns

Automotive pilot campaign and market research setup ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Media Objectives Market research Methodology Target group Market research

Key messages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Key message 1: addressed has 76% higher recall rate than unaddressed "Do you remember seeing a make X ad?" "Where did you see the ad?" Percentage of respondents ,[object Object],[object Object],21 ,[object Object],[object Object],[object Object],[object Object],[object Object],21 37 +76% 26 +42%

Key message 2: Addressed Mail leads to highest consideration to buy Percentage of respondents Unaddressed Product funnel Familiarity "Do you know make X?" "Are you familiar with make X? Could you name some models?" "Would you consider buying an make X?" 99 65 28 66 99 70 31 71 99 73 24 74 18 +17% 22 17 +24% ,[object Object],[object Object],[object Object],Addressed ATL only Awareness Consideration

Key message 3 : addressed and unaddressed improve X brand perception on most attributes tested Percentage of respondents Reliable make Make for people like me Wide offering of models Great design Sport car Innovative make Young and modern make Make I know well Good value for money " To which extent do you agree with the following statements concerning make X?" Rating on a scale 1 to 4*; Percent completely agreeing (Percent of 4) ATL only Addressed Unaddressed ,[object Object],[object Object],[object Object],[object Object],[object Object]

Key message 4 : Addressed and Unaddressed have better media perception than ATL Percentage of respondents* I like the ad/mailing The ad/mailing was credible The ad /mailing was interesting The ad /mailing was convincing The ad /mailing was creative ,[object Object],[object Object],[object Object],[object Object],[object Object],Addressed Unaddressed ATL "To which extent do you agree with the following statements concerning the ad for make X?" Rating on a scale 1 to 4*; Percent completely agreeing (percent of 4)

Approach to assess media return on investment Key principles of ROI calculation ,[object Object],[object Object],[object Object],[object Object],[object Object],Objective ,[object Object],[object Object]

Addressed mail has higher ROI and net margin impact than Unaddressed mail 3.5 ,[object Object],[object Object],[object Object],185% 245% Margin impact Campaign cost* Net margin impact 23,8 8,3 15,5 71 29 100 ROI = Net margin impact / campaign cost Media impact on profit margin All values are normalized assuming margin impact addressed = 100 ,[object Object],[object Object],Unaddressed (+ ATL) Addressed (+ ATL)

Conclusion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Case 4 automotive p26 nl cover

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Case 4 automotive p26 nl cover

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