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AdvertisingOn-PremiseByGilbert ChavezCEODealer Signage Inc

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Dealership AdvertisingTraditional AdvertisingNewspaperRadioTVMagazinesTrade ShowsMailing ListsBillboardsFreebiesNon-Traditional AdvertisingDigitalCustomer Retention CampaignsBlogging and Soc MedMobileVehicle WrapsEventsIndoor LCD / Digital Signage

2Before we get into the number ofways digital signage can improvethe look, feel and overall effi ciencyof your showroom, it might help toclearly defi ne what we mean when wesay digital signage.Put simply, digital signage refers to asystem through which content is portrayedon a digital fl at-panel display usually a plasma screen or liquidcrystal display (LCD).There are generally three componentsto digital signage: hardware,which consists of the display and aplayer device of some sort; software,which manages the system andfeeds the content to the display; andcontent, the material that appearson the display. Industry analystsgenerally agree that its the thirditem the content that playsthe most vital role.There is an optional fourth componentthat bears some mention: the network.Though intangible, the networkcan play a vital role in your systemand its benefi ts are very real. Its thenetwork that links your digital displaystogether, either through hard-wiredor wireless connectivity. The networkcan enable you to feed or modifycontent on all of the signage in yourdealership or in dealerships acrossthe country. It also can provide ameans of monitoring the performanceof your displays and performing remotemaintenance and diagnostics onany displays or system componentsthat might be malfunctioning.Why is digital signage effective?Why is so much attention being paidto this new form of advertising? Andwhy are so many companies investingin integrating digital signage intotheir corporate marketing strategies?One reason is corporate executivesare quickly coming to the realizationthat many of the more traditionalforms of advertising are no longereffective.In the world of communication,dollars are moving from traditionalmedia like TV and print and newspapersand radio, to these more nontraditionalmedia where people aremore actively engaged, whether it bethe Internet or digital signage, saidDon Lenehan, senior vice presidentof marketing, alliances and content

On-Premise Advertising MethodsBalloonsDealer ApparelFreebiesVehicle WrapsBannersDealer Television NetworkIndoor LCDMobile AdvertisementsInteractive Media Screens

On-Premise Advertising Methods

The Basics

First we will discuss non-digital advertising methods. Balloons, gorillas, air dancers dont work. Much like the online world, people are bs-radar detectors and steer clear of any advertispeak that attempts to lure them in under false pretenses.4

Dealer Apparel

If Not dressed in suits or shirts and ties, ensure there is some semblance of professionalism with one unified look and logo.

Business CardsEvery Customer that you speak to, even if waiting for service.At your desk.In the window of your demo.On your favorite Service Writers desk.In the Parts Department.

Include your email address, cell, a picture of yourself and your own work hours.

Business Cards ContinuedAfter the customer leaves, make a giant copy of your business card on the copier and mail them a brochure with the sheet of paper inside.Make it full-size 8x10 and obnoxiously bigOn the paper card, it should read:

In Case You Lost the Small One

Freebies / GiveawaysWhen they buy a carWhen they leave your dealership w/out buyingSend them one when they email you and tell you they bought elsewhere.When they purchase a Service ContractWhen they have their vehicle detailed.

Vehicle WrapsShuttles, Parts Trucks, Delivery Trucks,Loaners

Think outside the box

BannersIn the car windowsIn the windows of the dealershipHanging from the ceiling

If you are still hanging paper banners, remember, It is YOUR dealership.Dont just hang OEM banners.Make sure you have your own banners, branding your Own DBA.

Window Stickers are Ads too.

Get a Text Number on there

Mention carfax as an ad, gas mileage, email address on window stickers. Window stickers are their own ads.14

Mobile AdvertisementsSupport your online mobile efforts by having your text numbers prominently located on your vehicles window stickers. Still on-site advertising for those Sunday shoppers.

Dealer Television NetworksHave an inexpensive yet robust tool to deliver your own advertisements, videos, and commercials to your own loyal customer base while they are in your house

Post sales specials, incentives, and finance rates throughout your showroom and service waiting rooms televisions

Deliver vibrant video and audio to the monitors throughout your dealership while framing in live television

Describe the different viewports. Mention, as a consultant, the best practice of playing movies in the primary viewing area and having the ability to cut it up, edit them, and create your OWN commercials. Flash ads on the right or static ads to make it not too busy. Brand it your OWN dealership at the top and have scrolling text messages across the screen. Incentives.16

Digital Signage for DealersA multi-media enriched digital signage displayConnected to your current television/computer/flat panel monitors within your dealershipA digital signage solution providing you full-scale control of the media displayed within your own departments

Online ad networks save money, target in seconds, cross-promote departments and convert service to sales, etc.

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The Word is OutAccording to Nielsen Study:

More than 75% of all viewers agree that digital signage is an easy way to promoteand sell your products.

More than 65% agree that digital signage would influence their decision to buyadvertised product in the future.

Nearly 50% agree that advertisings on digital TV networks would influence them tobuy the advertised product instead of the original product they planned to buy.

More than 65% agree that digital signage would make them think more positivelyabout products being advertised.

In store television is maturing as an advertising medium and getting morewidespread attention than ever before. - Beth Cobert, Vice President of new media research for Nielsen Media Research.

More people see Walmart TV than see Primetime TV.18

Digital Signage Screencasts

Increase your ad revenue by using the screen multi-field options

Far too many businesses that embarkon a digital signage project for thefi rst time are instantly mesmerized bythe technology. This is not surprising,as digital signage is meant to serveas an attention-grabber to begin with.The problem comes when the dealershipbecomes so obsessed with allthe bells and whistles that it forgetsabout the message it is trying to conveyto the customer. In essence, thedealership sacrifi ce its content to thegods of technology.When youre considering a digitalsignage network, you have to understandthat the most importantaspect of that is not the technology19

Digital Signage Media Network(your dealers name here above all live TV)

Live, regular programming continues to play on your televisions while still giving you the ability to control and advertise your own dealer initiatives at your discretion.2006 Toyota Corolla LE, low miles, Certified only $12,980 ask to speak to John E..

Display your own in-house digital display ads and promote parts and service specials

DiGITal Signage Media Network(your dealers name here above all live TV!)

Just imagine the impact of utilizing your existing television monitors already in place throughout your dealership and offering specials and in-house videos and commercials to your customers when you have their undivided attention.If you acquire any of your own local advertising for this network Some companies let YOU MAKE MONEY! How many providers can offer you a platform to make money selling ads? Only DIGITal Signage.

To advertise on Digital Signage television network Call (555)555-55550% available on all Chevy Impalas Walk upstairs and get approved today!

One common mistake when it comesto content occurs when companieslackadaisically run their televisioncommercials back-to-back in the playlistand settle for that.We typically dont recommend that,Kinney said.One problem with this approach isthat television commercials typicallyrely heavily on audio as a means ofpromoting their message. Kinneysays that works great in a home environment,but when consumers arewalking purposefully through a dealership,they often consider audio tobe an annoying disturbance. Repetitiveaudio can also be distracting foremployees of the dealership.You want people to be able to lookat the video, get information from itand understand the message, butnot necessarily with a soundtrack,Kinney said. So what we suggestinstead is repurposing the assetsthat are in your car commercials thatare broadcast and repurposing themspecifi cally for digital signage so thatthe message is conveyed in a silentmanner.But there may be a more fundamentalproblem with running regular televisioncommercials on digital displays. The good news is that the automotiveindustry has a leg up on other industrieswhen it comes to having readilyavailable digital content. Most automobilemanufacturers have a libraryof such content and would be morethan willing ecstatic, in fact toshare it with your dealership. Afterall, its going to help you sell theirvehicles.The new-car dealers in particularhave a wealth of branding and drivingexperience and car model informationcontent a wealth of that at theirdisposal, both in the form of dynamicmedia such as full-motion video andsuch, and also a lot of static mediasuch as product shots and featuresets and that sort of thing,21

Service Zone AdvertisingAlert service customers in your own waiting room to:New car specialsUsed car inventory salesFinancing SpecialsEvents

Showroom Zone AdvertisingOffer interactive displays featuring model information, video walk-arounds, and vehicle test-drives details right from a kiosk or display in front of the ACTUAL vehicle

In a world where newspapers aredownsizing and all television commercialscan be blocked at the pushof a button, it became time to searchfor new advertising options. Consumersno longer tolerate random,unbidden content thats aimlesslyhurled at them. They want targeted,useful information and they want itwhen they need it at the point ofsale.Even as this discovery was slowlybeginning to dawn on the mindsof advertisers, digital signage wasemerging as a viable platform. Newtechnology brought about highqualitydisplays with sharper, brighterimages. At the same time, the cost ofthose displays was falling to a levelthat was affordable to the companiesthat needed it.More importantly, consumers seemedto be looking at it.When theres high-defi nition, interestinggraphic content on thosescreens and that content is reallyrelevant to what youre engaged inat that moment, meaning that its notprogramming thats being pushedat you that youre not interested in,it can be a real attention-grabber,Lenehan said. If youre in a cardealership and the programming onthe signage is all about the cars thatyoure considering buying and itsall really relevant content and on aninteresting piece of hardware itcatches your eye. You pay attentionto it. And thats really what the nameof the game is.Seeing the applicationsEvery time a new technology isdeveloped, it takes a while for businessesto recognize its true potential.The rise of the popular site YouTubeIf youre in a car dealership andthe programming on the signage is allabout the cars that youre consideringbuying it catches your eye. Youpay attention to it. And thats reallywhat the name of the game is. Don Lenehan, senior vice president of marketing,alliances and content services, Symon Communications23

Showroom Interactive DisplaysFree-standing Kiosks or Beside VehiclesNew Vehicle Video Test DrivesTest drives with action footage, voice over narration, informative graphics, and overlapped with music.

Multi-view, Color-matched Extensive Image LibraryUtilized with Interactive touch-screen in showroom

Vehicle Research, Rebates, Configuration, and Comparison Tool

This type of technology can be used for both engaging customers and training sales staff.

Mention training staff. Salespeople walking away from customers and keeping them entertained until you coral someone for them. Salespeople finding answers in a jiffy and increasing CSI. Each of these interactive features hasa subtle but profound effect. You maynot notice it at fi rst, but once you installinteractive digital signage, youllslowly see the relationship betweenyour sales team and your customersbegin to change.Many customers may have a distinctdistrust of automotive salespeople.This uneasiness likely springs froma recognition of the fact that thesalespeoples only job is to sell vehiclesand, while they may have thecustomers best interests at heart,theyre eager to earn their commission.Consequently, the approach of asmiling salesperson who, more oftenthan not, is going to pressure theminto buying a car can strike dread intothe heart of a prospective customerand detract from the showroom experience.So what can we do to improve therelationship? Modify it entirely. Turnyour salespeople into consultants.And thats exactly what interactivedigital signage accomplishes. By fl ippingthrough the options and learningabout the vehicles themselves likethey would from home on the Internet customers can sell themselves onthe vehicles they want. If they haveany questions and they inevitablywill they can approach a memberof the sales team.It will change the role of the salesmanfrom saying You need to buythis clear coat protection to Well, Idont know, how long are you goingkeep the car? How many kids do youhave? He becomes a consultant,24

Finance Waiting Rooms or DesktopsEducate your sold customers waiting for finance with a video from the Finance Director.

Scrolling new and used vehicle finance rates available from the manufacturer.

Increase penetration25

Advertising is generally used as a type of sales pitch for products or services in the retail and private sectors. These days, retailers are adopting various means of advertising any product through print, broadcast, online, outdoor, etc. The sustainability of any business largely depends on the way you have adopted to lure the customers. In-store signage is one of the easiest and most noticeable ways to distinguish any store from other retail establishments. To state it simply, in-store signage turns any retail outlet into easy-to-read retail space and conveys a powerful message that can turn passers-by into customers. Besides, in-store signage is a good medium to generate revenue for any retailer.

The in-store signage tool has many features and benefits that billboards and TV commercials generally cannot offer. To acquire a feel of the industry view on this comparison, last week IndiaRetailing posted a poll on the statement: When it comes to retail marketing, is in-store signage more effective than billboards, TV commercials and other advertising. Over 71.05 per cent of the total respondents endorsed the view that in-store signage boosts retail marketing more effectively than the other tools, whereas 15.79 per cent negated the statement and 13.16 per cent of the respondents preferred to stay neutral.

There is no hard and fast rule what should be highlighted on in-store signage, it depends on the individual retailers marketing strategy. Some retailers try to give more focus on the brand, while some others on products. Some retailers want their brand to be famous while some others want their products. Gagan Gandhi, director, GH Graphics, says, In-store signage, billboards and TV commercials have their own identity, advantages and disadvantages. If you compare the effectiveness of in-store signages with billboards, the former is more successful because it helps the retailer to disseminate information about various products among shoppers inside the store.

To state it simply, in-store signage turns any retail outlet into an easy-to-read retail space and conveys a powerful message that can turn passers-by into customers.Amit Saha, brand manager, Turtle believes that in-store signage has actually gone further and now falls under the ambit of visual merchandising. So, it has a bigger and wider perspective area and in that case it enhances the theme of the campaign a brand wants to communicate through TV commercials or billboards. It also influences the consumers purchase behaviour significantly, he notes.

So, besides taking care of visual merchandising, we at Turtle put up campaign posters inside our stores and display information about discount offers regularly to entice customers to our products when they are inside the store, he adds.

Anup Jain, head-marketing, Pizza Hut thinks that both kinds of advertisements are important, be it is in-store signage or billboards. Advertisements generate demand and recognition for the brand logo. But ultimately, at the retail locations, in-store communications play a critical role in converting awareness of the brand into a purchase decision. On this, he further notes, The job that TV advertising or out-of-store advertising perform is very different from the in-store advertising but they are complementary. So, both channels are required. You cannot do one without the other or compare one with the other.

The impact of in-store signage in retail marketing can be summed up thus:Promotes sales by pushing specific products within the storeHigh likelihood of impulsive purchase of the product with in-store signageDisplays daily discounts and promotionsLaunches new productsCreates product awareness and instill brand recall

Again, a brand that is mature and consumers are aware of, can lay more emphasis on in-store advertising, if the transactions are healthy. But if the transactions are not healthy, then the emphasis should be shifted to out-of-store advertising, Jain opines.

Without the cost and logistical nightmare of printing, distributing and ensuring the reach of a traditional point of sale campaign; in-store signage is accessible and offers the ability to change promotions on-the-fly, for across multiple products and categories, or to focus on specific target customers. These days 3D signage is always a welcome option among the retailers. Most are looking more dynamism in their in-store communications, often using bright lights on the signage illuminated by neon and LED.26

Indoor LCDs and Displays

27Engage the customers. The Internet had been around for roughly a decade before anyone ever thought of creating a Web site where users couldview and upload videos from aroundthe world. But when three PayPalemployees started YouTube out oftheir garage offi ce, the notion took offimmediately. In October 2006, Googlepurchased YouTube from the trio forroughly $1.7 billion.Theres a valuable lesson learned inthis story. Anyone could have startedYouTube. In fact, almost 10 yearswent by before anyone tried. It tookcreativity and a willingness to takerisks on the part of YouTubes threeco-founders for the site to get off theground. The tools had been thereall along. But it was only when thefounders were able to recognize thepotential applications of the Internetthat they were able to launch a megasite.The same holds true for digital signage.Like the Internet, the technologyis new and unexplored. We stilldont fully know what we can dowith it yet. Already, innovative entrepreneurs,retail establishments andbusinesses are creating uses for thesignage with growing success.You can, too. You just have to fi ndthe right application. And the truth is,there are a lot of applications for digitalsignage in your showroom. Digitalsignage can provide a catalog of eachof the vehicles on your lot. It can bean interactive tool that enables yourcustomers to review specifi cationson a particular vehicle. It even canserve as a means of reminding yourcustomers about special servicingdiscounts or of various ways in whichyour dealership has served the community,such as the recent sponsorshipof a middle-school softball team.Over the next few chapters, well takean in-depth look at these and otherapplications for digital signage.Getting startedSo youve made up your mind. Youresold on the benefi ts that digital signagehas to offer and youre ready togive your showroom a digital makeover.How do you get started?The way you choose to plunge intothe digital revolution will depend onyour companys technical knowledge,confi dence and the resourcesat your disposal. Are you a large orsmall dealership? Do you have an ITdepartment or any employees whooversee the technological aspects ofyour dealership?If you are a large dealership with asignifi cant IT staff, you might chooseto purchase, install and maintain thedigital signage system on your own.Interactive media is one of the mosteffective marketing developmentsof the 21st century. What wouldyou have said 20 years ago if someonesuggested that you could walkup to a kiosk at a bookstore, touch afew icons on the screen and view alist of books written by your favoriteauthor? Or check to see how manyof those books were available at thatbookstore? Or, even more amazing,special order one of those books tobe delivered to your home?The baby boomer generation wasnew to interactive media. Todaysgeneration demands it. In elementaryschool, they read choose yourown adventure books that enabledthem to make decisions on behalfof the books main characters andwrite their own endings. As they gotolder, many of them learned the artof interactive video-game play andspent much of their time surfi ng fromsite to site on the Internet.In short, they like interaction. Theywant to be able to fi lter through the informationthemselves, so they can getthe unique, customized informationthey need without going to someonethey view as a pushy salesperson.Were fi nding that customers almostseek refuge with interactive kiosks,said Mike Abbott, vice president ofADFLOW Networks, Inc. Everyoneis so PC and computer and digitallyChapter 4: Shaping the showroom experiencewith interactivityliterate now, that interactive kioskswith some content that is playing on asmall screen at eye level or shoulderlevel is very welcome to them.Build-a-carOne of the best applications for digitalsignage interactivity in automobiledealerships is the build-your-owncarapproach.Lets say a customer comes in andwants to talk about Model No. 7, saidDon Lenehan, senior vice presidentof marketing, alliances and contentservices, Symon Communications.You go up to the screen, it askswhich vehicle youre interested inlearning about, you touch the screenand a beautiful shot of that vehiclecomes up.The interactive experience shouldntend when customers pull up the modelthey are interested in.

Window Media ScreensInteractive and non-interactive media screens offer you the amazing option of literally changing the face of your dealership with Video Screen TechnologyDisplay interactive, motion-sensing, or rich-captivating digital video film screen in your storefront, warmly inviting walk-bys to take notice of your own commercials, manufacturer commercials, or a game-changing interactive display enticing potential buyers to SEE YOU FIRST!.

Walk-bys to Walk-ins? Drive bys to Drive ups? How? Interactive or non-interactive. 28

State-of-the-ArtScreen TechnologyHolographic Technology - Surprise customers with astonishing images

Daylight Technology - When Sunlight affects the installation there is no other screen capable of capturing all the light projector emits.

Adhesive Technology - Transform your store front windows into a dynamic screenMedia Screens can help you maximize the impact of your Digital Media Network with several screen technology options,

Insert Scion Dealership Video

Insert Lexus Dealership Video

Insert Acura Dealership Video

Events

Developing a 'live' themedactivity, occasion, display, orexhibit, or show topromote a brand, model, sale or event.

Event Sales allows you to:Introduce yourself and your staff to the community.Hold New Owner ClinicsDebut a new model or buildAnswer questions to guests in a relaxed format.Demonstrate productsGive back to the community through sponsorships

I had my Scion dealership hold two of the largest events in the midwest (car shows) every year and we had tremendous word-of-mouth that allows us to be No. 1 in Scion in the area. Sold parts and cars. Talk about customer retention of new owner clinics. Holding dinners to ask past customers for their advice (like a focus group) on new sales approaches and vehicles. If you are sponsoring Little Leagues, give them a treat by having food and entertainment vendors on the lot for a day. 34

Advertising On-Premise AdvantagesTraditional AdvertisingCost for normal media?Significant

More Conquest Business

Success is in hands of the few

Advertising in different mediums doesnt make the store.Non-Traditional AdvertisingCost for in-house advertising?Minimal with time

More Customer retention

Success is in hands of the masses

Creating a cultural shift in focusing on the point of sale yields endless credibility.

AdvertisingOn-PremiseByGilbert Chavez

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