VERTICAL SELLING - Simpli.fi · 2019. 1. 17. · In-market auto shopper Inquired family, friends colleagues Searched on Google Visited OEM ... GEO-FENCING WITH ... Utilize the same

VERTICAL SELLING

WHY VERTICAL SELLING?

Clients expect more than just a snapshot of “Programmatic”

Competition is fierce — separate yourself from the herd

Customize your pitch, find ways to grow the budget intelligently

3

1. Facts Up Front

HOW WE BUILD A VERTICAL PITCH: STEPS FOR SUCCESS

2. Identify Vertical Benchmarks

3. Recommend Specific Tactics

1

2

3

Use 3rd-Party Resources • Where to find them • Tips for easy sourcing • Setting expectations

1. FACTS UP FRONT

3RD-PARTY RESOURCES

Establish Your Expertise Up Front

Start with a Google Search on the vertical •  “auto dealership mobile statistics”

3RD-PARTY RESOURCES

Establish Your Expertise Up Front Search on eMarketer •  Identify the source, Google it

“Mobile-first Auto Consumers and Ipsos” •  Site the true source and quote it

3RD-PARTY RESOURCES

Establish Your Expertise Up Front Set Expectations of your Recommendation •  Find data points that validate your forthcoming

recommendation •  Overcome likely objections - ex. “Nobody uses anything

other than Facebook” •  Find spend budgets / thresholds / media mix

8% BROWSER Browser 8%

Other 8%

Sports 2%

News & Weather 3%

Productivity 9%

Lifestyle & Shopping 5%

Utilities 9%

Gaming 11%

Facebook 19%

Snapchat 2%

Messaging/Social 12%

YouTube 3%

Music, Media & Entertainment 15%

5HOURS

92% APP

Benchmarks provided on a vertical level Benchmarks pulled monthly or quarterly/based on volume

2. SIMPLI.FI BENCHMARKS

SIMPI.FI VERTICAL BENCHMARK REPORT

Request the vertical from your Client Service Lead This is a manual exercise; use your best judgment in frequency of requests (recommend quarterly)

https://looker.simpli.fi/dashboards/2939?

3. RECOMMEND SPECIFIC TACTICS

Customize the Program Based on Benchmarks • We recommend “X” • Rename tactics to fit the vertical

CUSTOMIZE THE PROGRAM BASED ON BENCHMARKS

Utilizing the Vertical Benchmark Report, build the tactical plan

FLIGHT DATES TACTIC BUDGET

4.1.18 – 3.31.19 Showrooming aka Conquesting 20%

4.1.18 – 3.31.19 CRM Targeting aka Geo-targeting 31%

4.1.18 – 3.31.19 Search Retargeting 33%

4.1.18 – 3.31.19 Contextual Targeting 11%

4.1.18 – 3.31.19 Site Retargeting 5%

Geo Optimized 51.10%

Search 33.10%

Contextual 11.11%

Site Retargeting 4.68%

Geo Optimized 51.10%

Site Retargeting 4.68%

Contextual 11.11%

Search 33.10%

CUSTOMIZE THE PROGRAM BASED ON BENCHMARKS

Update the Name of Tactics to Resonate with the Customer

FLIGHT DATES TACTIC BUDGET

4.1.18 – 3.31.19 “Showrooming “/ aka Conquesting 20%

4.1.18 – 3.31.19 “CRM Targeting” / aka Geo-targeting 31%

4.1.18 – 3.31.19 Search Retargeting 33%

4.1.18 – 3.31.19 Contextual Targeting 11%

4.1.18 – 3.31.19 Site Retargeting 5%

Your 3rd-party research will teach you common terms to use – redefine these in the world of Simpli.fi tactics.

Getting the Car Buyer on Your Lot Simpli.fi Auto Insights

Programmatic Performance. Localized.

YOUR AUTODEALERSHIP

2016 Car Buying Journey, Gartner Research

Campaigns integrating 4 or more digital channels will outperform single- or dual-channel campaigns by 300%.

In-marketauto shopper

Inquired family, friends colleagues

Searched onGoogle

Visited OEMwebsite

Visited a brand’ssocial page

Browsednewspaper

ads

Influenced byonline ad

Watched video onYouTube

Watchedvideo ad

Looked at photos

Built and pricedon OEM site

Search dealerinventory on Tier 2

Saw a TV adLoan calculator on

3rd party site

Read professionalreview Visited

dealer website

Located a dealerfrom mobile

Searchedon Mobile

Read consumerreviews

Visiteda dealership

Test drovea vehicle

Used mobileon lot

Use modelcomparison tool

Clickeddisplay ad

Requested a quoteonline

Visitednewspaper site

Filled outa form

24 AVERAGE TOUCHPOINTS, 19 ARE DIGITAL

THERE IS MORE TO MOBILE THAN FACEBOOK AND GOOGLE

8% BROWSER Browser 8%

Other 8%

Sports 2%

News & Weather 3%

Productivity 9%

Lifestyle & Shopping 5%

Utilities 9%

Gaming 11%

Facebook 19%

Snapchat 2%

Messaging/Social 12%

YouTube 3%

Music, Media & Entertainment 15%

5HOURS

92% APP

Source: Flurry Analytics, ComScore, Facebook, NetMarketShare

On average, auto dealerships see a cost per visitor below

$3.00 - $14.00

Simpli.fi Benchmark Report Feb 18’

What Works Now? SIMPLI.FI AUTO INSIGHTS

GEO-FENCING WITH “SHOWROOMING”

Serve ads to potential customers who have recently visited your competitor’s location and choose the correct recency.

GEO-FENCING SUB-ZIP “CRM TARGETING, DIRECT MAIL OVERLAY, BIRDS OF A FEATHER…”

Address, ZIP, neighborhood based targeting enables high-opportunities area.

SEARCH RETARGETING

Target users who have recently searched for keywords and phrases relevant to your retail products.

EXAMPLE: A potential customer is online and searches for “new car,” “family sedan,” or even “safest minivan.” Because these keyword searches indicate an interest in auto, we will show your ads to this user as they surf the web. We would serve your ads to users who have searched for a competitor by brand (Honda) or business name (Superior Toyota).

CARAUTOMOTIDEALERSLOCALLY

CarReviews.com

CarReviews.comCarMax.com

Good Car

CarReviews.com

CarReviews.com

CRMDATA

CarReviews.comGoodCar.com BestAutos.com

AutoDealer.com

SITE RETARGETING

Target users who have recently visited your site but have left and gone to a new site.

EXAMPLE: A potential consumer visits your site and looks at your cars. Unfortunately, 97% of first-time visitors don’t take action. As he surfs the web, he is served your ad a few days or even minutes later, reminding him of your cars and your dealership. Use special offers to bring him back to your site or to your showroom.

CARAUTOMOTIDEALERSLOCALLY

CarReviews.com

CarReviews.comCarMax.com

Good Car

CarReviews.com

CarReviews.com

CRMDATA

CarReviews.comGoodCar.com BestAutos.com

AutoDealer.com

4 TACTICS ALL DEALERSHIPS NEED TO BE RUNNING

Showrooming (Mobile) Conquest your competitors with 1 hour - 1 day recency. Reach the 23% of car buyers who research while on the lot. CRM Targeting (Mobile/Desktop) Utilize the dealership CRM data (address, ZIP, neighborhood) and match up the target neighborhoods, utilizing a 30-day recency on mobile. Keyword Search Retargeting (Mobile/Desktop) You can target potential car buyer based on the terms they searched for across the internet. Site Retargeting Utilize the same display partner to retarget your shoppers across the web. By consolidating this, you are not diluting the value of your primary display partner.

KWLCAT

A U T O P L E X

RECOMMENDATION

TACTICS PLACEMENT dCPM IMPRESSIONS TOTAL

Mobile Showrooming Mobile/tablet $4.00 100,000 $400.00

Mobile CRM Targeting Mobile/tablet $4.00 150,000 $600.00

Mobile CRM Targeting / Video Mobile/tablet $14.00 50,000 $700.00

Omni-Screen Search Retargeting Mobile/tablet $3.50 100,000 $350.00

Omni-Screen Contextual Targeting Desktop $3.50 50,000 $175.00

Omni-Screen Search Retargeting / Video Desktop/Mobile $14.00 25,000 $350.00

Omni-Screen Contextual Targeting / Video Desktop/Mobile $14.00 25,000 $350.00

Total   $5.85 500,000 $2,925.00

AUTO VERTICAL PROPOSAL PRICING SUMMARY

dCPM – Dynamic CPM / Total campaign will be at least as efficient as dCPM * Budget fluid across all tactics

AUDIENCE INSIGHTS

Simpli.fi Audience Insights Within The UI

Demographics

100

13%

Income Index

50

100

0

AssociateDegree

GED NoDegree

BachelorDegree

GraduateDegree

DoctorateDegree

High SchoolDegree

17%

35%

13%7%

15%

7%6%

Education Index

50

100

0

18-24 25-34 35-44 45-54 65+55-64

22%

18%

15%

10%

20%

15%

Age Index

50 1000

Male Female

55%

45%

Gender Index

50 1000

Single Married Divorced

36%

59%

5%

Marital Status Index

50

100

0

$150,00+ $125,00+ $100,00+ $75,00+ $50,00+

15%

12%

31%

29%

13%

Income Index

Target based on user intent. Report on demographics of audience reached.

GENDER • AGE • MARITAL STATUS • EDUCATION • HOUSEHOLD INCOME

Programmatic Performance. Localized.

THANK YOU