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• The Power of Complementary Media
Agenda
• CarSeeker Solution
• Cross Media Promotional Plan
• Harnessing the Power
The Power of Complementary Media
Why the Bristol Herald Courier and WJHL?
• WJHL covers 17 counties
• Bristol Herald Courier covers from Sullivan County,TN to Bland County, VA
• Together, they reach nearly 360,000 households regularly
• Together, they bring you the best in internet advertising for Northern TN and Southwest VA
Why the Internet?
• The affluence of its audience
• Its ability to expand reach and coverage
• It effectiveness as the prime marketing vehicle to reach consumers at work:– The internet is 5 times more effective than television at
reaching consumers during the day
• Fortune 500 companies accounted for half of the top 20 online advertisers in 2002
Automotive shoppers continue to turn to the Internet when looking for a vehicle.
Why the Internet?
Source: J.D. Power and Associates 2000 New Autoshopper.com Study
40%
54%
62%
1999
2000
2001
Percent of Internet users visiting at least one automotive Web site.
Why the Internet?
42%
75%
89%
Dealer Sites
ManufacturerSites
IndependentVehicle Info. Sites
2000
1999
Source: J.D. Power and Associates 2000 New Autoshopper.com Study
Why the Tri-cities Online Audience?
• 76% of those surveyed use the internet to acquire info on merchandise they’re looking to purchase
• 28% are looking to purchase a new/used vehicle in the next twelve months
• Over 40% are willing to travel up to 60 miles to purchase a vehicle
Source: Media General Readership Survey
Why TriCities.com?
Source: Site Catalyst - Jan ’03 to April ‘03
– wjhl.com• Average Monthly Page Views – 500,000
• Average Monthly Unique Visitors – 32,264
• Average Page Views per Unique – 9.5
•Combines the power of two sites into one portal:
–bristolherald.com• Average Monthly Page Views – 600,000
• Average Monthly Unique Visitors – 55,459
• Average Page Views per Unique – 11.4
•COMBINED: OVER 1,100,000 Page Views MONTHLY
AND 110,000 UNIQUE USERS PER MONTH
It’s all about the Auto Dealers…
What Is CarSeeker?
• Providing more than leads• Driving qualified, local buyers to your dealership in four ways:
• Phone
It’s all about the Auto Dealers…
What Is CarSeeker?
• Providing more than leads• Driving qualified, local buyers to your dealership in four ways:
• Phone• Email
It’s all about the Auto Dealers…
What Is CarSeeker?
• Providing more than leads• Driving qualified, local buyers to your dealership in four ways:
• Phone• Email
• Web Site
It’s all about the Auto Dealers…
What Is CarSeeker?
• Providing more than leads• Driving qualified, local buyers to your dealership in four ways:
• Phone• Email
• Web Site
• Walk in
• Providing easy access to dealer inventory and local classifieds
It’s all about the customer...
What Is CarSeeker?
It’s all about the customer…
What Is CarSeeker?
• Providing 3 ways to search for their next car:
1) By dealer
It’s all about the customer…
What Is CarSeeker?
• Providing 3 ways to search for their next car:
1) By dealer
2) By make/model
It’s all about the customer…
What Is CarSeeker?
• Providing 3 ways to search for their next car:
1) By dealer
2) By make/model
3) By price
It’s all about the customer…..
What Is CarSeeker?
• Providing the tools to make an educated decision or to get more information
Search results allow you to sort by…
The CarSeeker Solution
1) Year2) Seller3) Make/Model4) Price5) Color6) Mileage7) Distance the dealership is
from your starting zip code.8) You can even select your
favorites for side by side comparison
The CarSeeker Solution
Dealer Reporting
• Monitor Your ROI
• Measure your:– Top models
– Top zip codes
– Top price categories• Monitor total traffic to your dealership
through:– Phone Leads– Email Leads– Dealer Web Site– Walk ins
Accessibility Comfort
Trust
It’s All About Relationships
Cross Media Promotional PlanAdvertisements in the Bristol Herald Courier and on
WJHL promoting CarSeekers online!
Cross Media Promotional PlanWeekly Internet banners on TriCities.com promoting CarSeeker Online.
WJHL TV Bristol Herald Courier
BillboardsTriCities Movie Theatres
Harnessing the Power
2004 CarSeeker Rates - $299 per *Dealership with a one year contract
• Multi Dealer Discounts Available• $350 with 6 month contract• $425 month to month
*A Dealership equals an inventory pull.
