Introducing Ron JenkinPrincipal of Jenkin Advertising and Marketing

Perth, Western Australia

Our Auto One TeamRon Jenkin – Team Leader/Creative Director/ Writer/Media Specialist

Sharon Bai – Auto One Account ManagerCost Controller/Strategic Marketing Specialist/Media Specialist

Bill Green – Senior Writer/Visualiser/Art Director

Julian Bond – Graphic Designer/Mac Operator

Keith Hammond – Art Director/Graphic Designer/Mac Operator

Lisa Wright – Auto One Coordinator/Bookkeeper

Our ExperienceRon Jenkin - Auto One, Allphones, Mitsubishi WA, Kresta Curtains & Blinds, Red Rooster,

Pizza Hut, Furniture Spot, Ansett WA, Jeans West, WA Tourism Commission – Previously State Chairman Advertising Federation of Australia – National Board for 5 years

Bill Green – Retravision, Enjo, Western QBE Insurance, Mercedes, Goundrey Wines, Metro Brick, Quit, Toms Tyres, Trivett Automotive group [Sydney], Mitre 10, Ian Diffen World of Tyres, John Hughes Motor Group

Sharon Bai – Auto One, Procter & Gamble (UK), - Pringles, Easyliving, Furniture Spot, Gateway Duty Free, Hugall & Hoile, Murdoch University, Peet & Co, The Moorings (Lester Group), Wentworth Mutual

Keith Hammond – Auto One, Allphones,Furniture Spot, Hugall & Hoile,Kestral Computing, Lightingales, OBO Surfware, Peet & Co, Moorings, Wentworth Mutual

Julian Bond - Auto One, Bunnings, Furniture Spot, Hugall & Hoile,Nedlands Park Hotel, Peet & Co, Water Corporation

Lisa Wright - Auto One, Easyliving, Gateway Dutyfree, Lightingales,Nedlands Park Hotel, Peet & Co

• Have got work samples for you to have a look through

We have won numerous creative awards

• Nationally as well as locally• Over 30 in all (listed in agency document)• We’re not just another art studio• We have considerable strategic marketing expertise,

qualifications and experience• We plan our own media nationally – press, magazine,

television, radio and outdoor• We have our planning and costing reanalysed and

confirmed through powerful media buying house, Starcom before we instruct them to implement on our clients and our behalf (as explained in document)

What does it all mean to Auto One?Where’s the benefit to Auto One in using JAM?

• Auto One will be our biggest and most important client

• You get personalised – hands on attention from everyone – incl business owner

• We’re vastly more cost-efficient in WA. Lower salaries, rents and cost of living

Benefits continued

• We can provide:– a high level of service & experience- a high level of creativity/expertise- all for much less- we’re also good listeners/eager learners

• We will take the time to TOUR East Coast shops, getting to know more about your stores, your locations, your customers and your opinions on what's right for Auto One

We have already made a difference –We will continue to make a difference• We know our catalogue (& artwork) charges

have saved you thousands on previous editions• We understand the Fathers Day catalogue was

a successful one• We are determined to continue to UP the quality

and standard of Auto One catalogues• We are determined to continue to STREAMLINE

the communication process and checking systems

• We are determined to continue to REDUCE your costs

Here’s a sample of reducing your costings

• By guaranteeing the printer all 5 catalogues next year, and by locking in the dates really early, we can take a minimum (maybe more) of 1.5% OFF per catalogue

• That means a further $1207 OFF a 1 million run 16 pg of $80,460 and a further $405 OFF a 600,000 run 8pg catalogue at $27,000

• Then JAM will give you back $5000 ($1000 per catalogue) once all catalogues have been completed

• A total financial windfall to Auto One of AT LEAST $9,431

Costings

64gsm LWC Freight – 64gsm

Total

1 million

Each 16 page

Catalogue $80,460 $7,755 $88,215

10,000 r/ons $782

600,000

Each 8 page

Catalogue $26,985 $2,380 $29,365

10,000 r/ons $409

Specifications - 260 x 210mm but can be 275 x 210mm

59.2gsm LWC Freight – 59.2gsm

Total

1 million Each 16 page

Catalogue $77,150 $7,755 $84,905

10,000 r/ons $748

600,000 Each 8 page

Catalogue $26,050 $2,380 $28,430

10,000 r/ons $394

Artwork Costings

Concept, design, layouts, computer artwork, proofing, production management and sundries/airbags (if required)

16pg - $8,550

8pg - $5600

Poster Costings

Based on 76 stores plus 4 bundles for head office.

Each store will receive 12 A1 posters

Artwork

$2170 $320

Price card Costings

A4 Price cards Artwork

Printing of 104 kinds, 200gsm for 77 stores plus 3 to head office

$3560 $860

DL Price cards Artwork

Printing of 170 kinds, 200gsm for 77 stores plus 3 to head office

How we plan to Streamline the catalogue process

• Since the Fathers Day catalogue we have upgraded our technology and will do so again before the next catalogue

- new G4, new software for pdf’ing

• We will work with Alex to develop a template for him and his suppliers to input data to make the catalogue process more efficient

Our Progress So Far

• Getting to know Auto One• Not wishing to “rock the boat” until we learn more• Have been concerned with demonstrating:

- Competence- Organisation- Cost Control/Savings- Ability to meet deadlines- Ability to deal with printers- Ability to provide good service- That we’re TRYING HARD for Auto One

Our understanding of Auto One requirements of an

ad agency/art studio

• Good quality creative, mainly catalogues

• Top level of ‘hands-on’ service/communication

• Cost savings without affecting good quality

• Innovative thinking and recommendations

Current preferred slogans by Auto One

• “get into the right gear”• “a great range of parts is worth so much

more when it comes with the right advice”• “you can’t put a price on the right advice

but you know where you can find it”• Auto One want to be known for ‘quality

products, often reduced, always good value, and always with the advantage of professional advice for no extra’

Lets try to understand consumer likes & dislikes & their expectations

• The avg person is confronted with 3,500 advertising messages of one type or another per day

• Remember they watch TV & listen to the radio for entertainment and news, they read newspapers for news and information (the exception being classifieds, which are sought for bargains)

• If we advertisers are going to be arrogant enough to force our message onto people WHO ARE NOT LOOKING FOR IT – we must

- Make it news and information- Have offers, competitions, benefits- Provide good advice- Provide good use of colour

Lets confirm what constitutes ‘good catalogue covers’ and contents

• Consumers expect them to announce/show BARGAINS & SAVINGS

• They expect them to be SALE, SELLOUT, CLEARANCE types of events. They expect OFFERS

• They want to know WHATS NEWS & INFORMATION

• Why should they go out of their way to come to Auto One?

• What can they WIN or LEARN or ACHIEVE or DISCOVER or otherwise BENEFIT?

From an Auto One perspective, these factors are necessary

• Large, clear logo• Use of wording (not necessarily headline) of:

- “get into the right gear”

- “no more cost for the right advice”- “Auto One stand for quality products”

• Newsworthy headlines/events• Good use of colour• Must be ‘unique’ – clearly Auto One, not like

competition

Good covers (and contents) from our perspective

• Logo was designed to go at base, not float in mid air – it should be returned to base

• The Auto One name (text) can still appear at top

• The lines to do with “right gear”, “right advice” should appear

• Each catalogue should be an event• There should be something

NEWSWORTHY attached

Good covers (and contents) continued

• Products on front should be:- Lost leaders (price)

- Sought after products

• Contents guide should appear (see inside for…)

• A ‘quality seal’ should appear• If possible – each catalogue might include

a COMPETITION• Helpful Hints – good advice panel inside