Mobile Marketing - Inland Press Association

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12 Νοε 2013 (πριν από 3 χρόνια και 8 μήνες)

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Mobilize

Your Automotive ROP

to Regain Dealer Revenue






Agenda

1.
Introductions

2.
Our background

3.
AutoPlus

story

4.
Internet Challenge

5.
Mobilized ROP

6.
Demonstration

7.
Revenue Models

8.
Questions




Introductions


Mike
Hollihan




General
Manager



Wisconsin Automotive Publishing


Nick Wood



Operations
Manager



Wisconsin Automotive Publishing


Kristen Collins


Director of Business
Development


DealerFire


*
Mobile commerce showed 86% year over year growth from 2010
-
2011

Source:
Scanbuy

Audience Introductions


Name


Organization, location


Title


Why you’re interested in mobile

Our Story
--
Newspaper Roots


Started in 1953 with one weekly paper






Our Story
--
Newspaper Roots


Started
in 1953 with one weekly paper


Grew to regional publishing and printing
company


Our Story
--
Newspaper Roots


Started
in 1953 with one weekly paper


Grew to regional publishing and printing
company


M
ore
than 30 titles including one daily
newspaper, a half dozen paid weekly
newspapers and more than a dozen shoppers,
magazines and niche publications


Our Story
--
Newspaper Roots


Started
in 1953 with one weekly paper


Grew to regional publishing and printing
company


M
ore
than 30 titles including one daily
newspaper, a half dozen paid weekly
newspapers and more than a dozen shoppers,
magazines and niche publications


Sold all titles except Auto Plus in 2004


AutoPlus

Story


Daily paper losing ROP to competing daily and
Internet


Launched
AutoPlus

modeled on a Chicago
niche publication


Began to recapture lost Automotive revenue


Internet Challenge


National websites gained foothold with
unlimited inventory, monthly pricing and
heavy marketing budgets


Hammered dealers with “Print is dead”
mantra


Print budgets shrank

First Response


Launched
goautoamerica.com


Used generic web company


Spent thousands on site that didn’t work well


Switched companies and repeated same
mistakes


No revenue model

The Bridge


Found web company that specializes in
creating automotive websites and hosting
automotive inventory


Leveraged print product to build synergy with
online
product


Created value that allowed us to develop a
revenue model


Gave us universal electronic foundation to
seamlessly react to rise of mobile web





Who is using mobile?


96% of Americans (302.9 million) have a
mobile. Nearly
30%
(63.2 million) of these are smart phones.


50% of consumers between the ages of 25
-
34 have smart
phones.


In the fourth quarter of 2009, 23% of US consumers had
smart
phones
. In 2010 alone,
smart phone
penetration grew to
31
%... This number is expected to double by 2013


Currently 25% of time spent online is by phone
.


By 2013 50% of web traffic will come from mobile
devices,
m
aking
mobile the No. 1 Internet access
device.


Soon
-
to
-
be seniors adopting smartphones faster than any
other age group
.


How are people using these devices?



91% of mobile users consume social media


82% have used their mobile phones in a store


45% check their phone first thing in the morning.


55% in a doctor’s office


33% while watching
tv


22% while reading a newspaper


17% during a movie


14% during flight


7% in church




Intent


95% look for local information



88
% use information they find in the same
day



60
% call and visit a local business


What is Mobilized ROP?


Leverages broad reach of print with rich
content and instant access of the mobile web


Synergizes
with print
by allowing
direct links
to content they want with no drilldown


Utilizes SMS (texting) technology to quickly
link readers to web wherever they are



Static
vs

Mobilized ROP

Static ROP

Mobilized ROP









Close up

ROP Ad or Classified Liners

Static ROP


Mobilized ROP

How it works

Mobilized ROP

Rich content just a text away








How it works

1.
Reader finds a vehicle
in the Paper that
interests them, but
they want more
information

How it works

1.
Reader finds a vehicle
in the Paper that
interests them, but
they want more
information

2.
Reader Creates a new
text message to 66245
(MOBIL) and sends the
stock
number printed in
the paper
as the
message


How it works

1.
Reader finds a vehicle in
the Paper that interests
them, but they want
more information

2.
Reader Creates a new
text message to 66245
(MOBIL) and sends the
stock number as the
message

3.
Reader receives message
with link to details page


How it works

1.
Reader finds a vehicle in
the Paper that interests
them, but they want
more information

2.
Reader Creates a new
text message to 66245
(MOBIL) and sends the
stock number as the
message

3.
Reader receives message
with link to details page

4.
One
-
click to multiple
pics
, full description,
directions, and similar
vehicles.


Mobile
Web


.
mobi

sites have shown a
two year growth of
more than
2,000% (150k to over 3 mil.)


.
mobi

site has full functionality on the go; no
need to go home and fire up the desktop.


Offers all the desired mobile functionality:
click to call, save to phone, send to friend,
email dealer,
google

map driving directions…


Rich content of mobile web

Interactive

Dealer Perspective

Trackable

How will this increase my ROP?


Attracts
n
ew advertisers



How will this increase my ROP?


Attracts
n
ew advertisers


Retains
c
urrent advertisers



How will this increase my ROP?


Attracts new
a
dvertisers


Retains
c
urrent
a
dvertisers


Re
-
energizes former
a
dvertisers



How will this increase my ROP?


Attracts
n
ew advertisers


Retains
c
urrent advertisers


Re
-
energizes former advertisers


Boosts reader response



How will this increase my ROP?


Attracts
n
ew advertisers


Retains
c
urrent
a
dvertisers


Re
-
energizes former advertisers


Boosts reader response


Shows
q
uantifiable
n
umbers/tracking



How will this increase my ROP?


Attracts new
a
dvertisers


Retains
c
urrent
a
dvertisers


Re
-
energizes former advertisers


Boosts reader response


Shows
q
uantifiable
n
umbers/tracking


Increases lineage while adding value



How do I sell it?

Some Revenue Models:


Increased ROP (St. Louis)


How do I sell it?

Some Revenue Models:


Increased ROP (St. Louis)


Per Rooftop (Minneapolis)


How do I sell it?

Some Revenue Models:


Increased ROP (
S
t.
L
ouis)


Per Rooftop (
M
inneapolis)


Per Vehicle (Green Bay)




How do I sell it?

Some Revenue Models:


Increased ROP (
S
t.
L
ouis)


Per Rooftop (
M
inneapolis)


Per Vehicle (Green Bay)


Hybrid models

room for innovation




Elements of a Mobilized platform


Collect/Digitize Inventory




(3
rd

party feeds, in
-
house data entry)


Elements of a Mobilized platform


Collect/Digitize Inventory




(3
rd

party feeds, in
-
house data entry)


Mobile site platform


Elements of a Mobilized platform


Collect/Digitize Inventory




(3
rd

party feeds, in
-
house data entry)


Mobile site platform


Backend management tool


Elements of a Mobilized platform


Collect/Digitize Inventory





(3
rd

party feeds, in
-
house data entry)


Mobile site platform


Backend management tool


SMS Gateway


Secure a Short code and enough Keywords to handle
inventory (4
-
5 digit phone number)



Manage text traffic


Supply Mandated National Guidelines


*
all components must work together seamlessly


Give it a try

1.
With your mobile phone, create a new text
message

1.
To: 66245

2.
Message: AP????


Questions?

v


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