Transcript Slide 1

Strategic Advertising & Marketing Engagement
Submitted to:
Gary Christensen
Christensen Auto Sales
Digital Marketing Resources
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SOCIAL MEDIA | SEO & SEM | EMAIL | DIRECT MAIL | MOBILE
Overview
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Owner: Gary Christensen
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Started: November 2013
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Overview: Start-up car lot. 25/30 car inventory. Vehicles below $5K. Needs help
planning Grand Opening Event, get word out, branding, generate buzz, etc.
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Services: Budget Car Buyer, low income car buyer, poor credit
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Goals: Grand opening event, generating buzz, branding of new budget car lot.
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Value of Sale: $1,000+
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Service Locations: McMinnville, OR
Project Summary
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Christensen Auto Sales is a local business needing ongoing advertising consulting
recommendations to generate new customers
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4 Local Media will help Christensen Auto Sales utilize Digital Advertising Solutions to
increase business
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4 Local Media will provide recommendations to increase new customer leads, brand
awareness and direct phone calls
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4 Local Media will provide Ideas & Solutions from other businesses across the country
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Consulting: Personal Advertising Consultant (Rick Watson)
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Goals: Promote Grand Opening Event | Branding for New Lot
Project Scope
Engagement Overview:
4 Local Media & Rick Watson will provide a complete advertising and marketing
review, recommendation and ongoing resource. Depending on engagement needs
and desired timeline, we will focus on immediate objectives.
Key Objectives:
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Detailed review of project requirements and core deliverables (depending on
advertising medium)
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Configure and customize targeted lead generation program, delivering ROI goals
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Drive revenue through new solutions from case studies from other non-competitive
markets / clients.
Education
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Social Media: Social Media Ads have emerged as a popular and cost-effective way to promote a
small business online. 22% of small businesses have used Facebook Ads, and 65% say they would
use Facebook Ads again, citing ease and flexibility as the top reasons to run another campaign. Geo
& Demo targeted ads work, but a creative compelling message must be used to garner RESULTS!
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SEO | SEM: When paid and organic search channels work together, marketers get maximum
revenue from both programs. Identifying holes in paid and organic search campaigns using the
method described above should help improve overall performance. Ideally, this model works best if
you intend to slowly scale back your SEM efforts and push deeper into SEO. SEM will show you
where your assumptions are correct and incorrect, which then allows you to intelligently tweak your
SEO campaigns. Once you see your natural search results starting to prominently spell success,
that’s a good time to stop the AdWords spending and start focusing solely on SEO instead.
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Email Solutions: Even the most relevant, well-designed email isn’t effective unless it gets to the
inbox. 4 Local Media develops highly personalized automated triggered campaigns—and generate
higher rates of revenue per send across multiple channels. Easily augment and leverage offline,
online, social, mobile, purchased and other types of data. Leverage a full suite of analytics, ratings
or reviews, social media, testing and digital coupon partnerships that support all local business
owners needs.
Education
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Direct Mail: The success or failure of any direct response marketing effort completely hinges on the
quality of the mailing list. That’s why you need to use 4 Local Media for all your direct mail and email
list needs. 4 Local Media offers a comprehensive, one-stop resource for literally tens of thousands of
specialty and compiled mailing lists. Our certified list vendors offer local and national mailing lists
from responder, lifestyle, and interest lists to activities and membership lists.
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Mobile Solutions: Whether building awareness, increasing engagement or driving purchase intent,
our experience executing mobile campaigns enables you to deliver the most innovative and successful
mobile programs. Use mobile to reach consumers on-the-go as they increasingly turn to their devices
for online content. We develop smart media management software to help advertisers streamline
and scale digital campaigns. With a unified, holistic platform, marketers can access 100% of all digital
inventory, across all channels and devices.
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Lead-Gen Micro Sites: Microsites or Mini Sites are a great way to attract new leads for a targeted
product or service. They are often used for contextual keyword advertising and to rank for specific
keywords that are relevant and profitable to a business or person selling those products or services.
Microsites can also be used for PPC landing pages, and as a network of relevant web properties that
are related to a certain topic. Mini sites and microsites are heavily used in the search engine
marketing field and are great for website marketing.
Project Scope
Very Competitive
SEM (paid search) advertising
Very Competitive
SEO (organic search) websites
SEM Solution
Use competitive “promotional” landing page to
take competitors prospects
SEO Solution
Best Option using dedicated vendor updating
website daily with targeted software.
Project Scope
Marketing Review:
Based on the CORE services for Christensen Auto Sales, we will recommend a simple, targeted
digital solution. The recommendation will include a multi-media digital approach. The delivery
will produce event awareness & branding.
Details:
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Budget: $1,000 - $2,000 per month
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Suggestions: Based on the listed budget, it is going to be best to utilize a geo-targeted option in
the McMinnville, OR area.
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Options: Targeted Email Marketing List (Client User Account), SEM/PPC campaign (Yahoo / Bing),
Local Radio Station (KKJC 93.5 FM, KSLC 90.3 FM-Linfield College, KLYC 1260 AM, KKJC 96.3 FM)
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Recommendations: Providing a full service Idea Expert (Rick Watson), helping with ongoing
campaigns and upcoming business solutions. Our Lead Generation micro-sites deliver immediate
customers and most importantly will build the Christensen Auto Sales internal email / phone
marketing database!
Project Scope
Recommendation:
First step in our recommendation would be for a consultive meeting to ask some specific
questions and start a business partnership. 4 Local Media has determined based on a
limited budget, we will need to utilize strategic online digital solutions.
Details:
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Partners: Christensen Auto Sales needs to work with 2-3 other similar car sales
companies. Rick Watson will research and find these companies, but needs a consultive
commitment from Christensen Auto Sales.
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Targeted Lists: Purchase list for Adults (demo?) in geo-targeted area. Either direct mail or
electronic mail. Email is less than half the investment and delivers almost the same ROI.
See Referral List – during consult meeting
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Podcasting Program: We highly recommend Christensen Auto Sales to produce a highly
professional thirty minute program. Audio program will run on the website (recorded
loop). Program can be aired on small local radio stations (paid programming) in off
inexpensive (evening, overnight, weekend) times. See Referral List
Project Scope (continued)
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SEO: Christensen Auto Sales needs to OWN this space in the geographic area. Q&A on current
website needs to happen first. Are there ANY current ongoing SEO services on the website? Are
there any backlinks or citations currently running on website? Website indexing needs to
communicate with search engines. See Referral List
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Reputation Management: IS there any reputation management function for current customers?
Building an inexpensive micro-site with quality reputation management will help drive SEO for the
marketplace.
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SEM / PPC: Highly recommended. However, very confusing and fragmented space. If budget is
under $250 per month, best option is study, learn and use in-house person, or do it yourself. 4
Local Media has a full service “certified” provider starting at $1,500 per month.
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Targeted Lead-Generation: This is a “perfect” industry / product to utilize “competitive” online
promotion marketing. Rick Watson along the 4 Local Media team, will design a micro-site with
demographic targeted promotional giveaways. Example: $500 VISA / GAS Card giveaways, enter to
win promotions, including 2 targeted questions. Are you interested in purchasing a new vehicle?
Detailed time & date. Leads delivered directly into Christensen Auto Sales email In-Box!
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Social Media WOM: Entice local consumers to provide referrals and recommendations. Invest in
an ongoing “Word of Mouth” social media campaign, estimate budget $2,500 per month. MUST be
compelling, designed and managed “professionally” by third party vendor. Recommendation: Rick
Watson
Project Scope
Ongoing Expertise:
4 Local Media provides 24/7 advertising solutions and marketing advice. We offer a
Marketing Academy at the CMS website. We also offer a complete list of dedicated
consultants available to answer questions.
Details:
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CMS Resource: $799 annual membership / Password: Provided with CMS
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Questions and marketing resources, please use the VMC “Virtual Consultant”.
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Urgent questions or help, call your local representative first, local manager second,
local strategic partner third. See contacts
Partner Consultants / Referrals
For all contacts and referrals; Email, Text, Call (in that order)
Rick Watson – National Sales Manager
Email: [email protected] | Phone: (503) 883-3552
Jeff Carrier - Founder & Vice President
Email: [email protected] | Phone: (503) 750-2277
Kevin Martinelli - Founder & Vice President
Email: [email protected] | Phone: (602) 319-3867
Damon Balch - Founder & President
Email: [email protected] | Phone: (360) 601-7422
Next Steps
1. Use the CMS Marketing Blueprint Academy
www.4localmedia.com | Password: (with $799 membership)
2.
Set up Business Overview “follow up” call with National Sales Manager.
2.
Commit to reasonable “timeline” for advertising campaign(s), make sure and let
Rick Watson know those dates.
3.
Share all (outside vendors) proposed advertising campaigns with 4 Local Media.
When a local sales representative tries to sell you “anything”, please run it by us
first. Send through the VMC 24/7 Consultant, usually an immediate response, no
longer than 1 business day.
4.
Remember to forward all advertising sales requests to your “IN HOUSE
ADVERTISING AGENCY”. This helps you with a built in gate keeper.
5.
Take a 15% discount on ALL MEDIA BUYS! Talk to your 4Lm Representative
We look forward to providing
Christensen Auto Sales future Ideas & Solutions!
Damon E. Balch
President & Founder