1 Understanding - ProduPress Advertising · New car buyer 743 249 992 Occasion car buyer 119 63 182...

1 Understanding

New car buyers: Touchpoints - Study conducted by Profacts - Target group: buyers and future buyers of a

new car who are free in their choice - Methodology: online research on the Profacts

panel, and additional via a pop-up on Immoweb.

- Field: novembre 2012 - Research Objectives:

- Understand ‘all’ information sources - The role of the Produpress media - The importance of each source

- Sample:

- Already the 10th edition

Source

Total Panel Pop-up

New car buyer 743 249 992

Occasion car buyer 119 63 182

New car buyers: the Customer Journey - Study conducted by Profacts - Target group: idem

- Methodology: online research on the AutoGids,

AutoWereld & Moniteur Automobile “consumers”

- Field: decembre 2013 - Research Objectives:

- Understanding the purchase process - Understanding the touchpoints - Understanding the used content - Understanding the power of ‘persuasion’

- Sample:

- 1st edition

3 brands Mag Web Newslttr Fbpages Overall

AutoGids 7% 17% 5% 4% 33%

AutoWereld 4% 5% 3% 3% 15%

Moniteur Automobile 5% 23% 5% 19% 52%

Overall 15% 45% 14% 27% N=1398

4 channels

1 2

1 Understanding

1 83% search for a lot of information in

the context of their new car purchase

1 Understanding

1

Unduplicated: 68% consults car sites or car magazines

7 out of 10 consult

specialized car magazines and sites

1 Understanding

1 Moniteur Automobile, AutoGids & AutoWereld

are best known brands

1 Understanding

1 Moniteur Automobile, AutoGids & AutoWereld

are best known brands

1 Understanding

New car buyers: The Touchpoints (2013)

83% search for a lot of information in the context of their new car purchase

7 out of 10 consult specialized car magazines and sites

Moniteur Automobile, AutoGids & AutoWereld are best known brands (amongst car magazines and sites)

The power of persuasion of specialized car sites and magazines

1

2 The Purchase Process

2 The Purchase Process

2

2 The Purchase Process

2

2 The Purchase Process

2

3 The Touchpoints

2

3 The Touchpoints

2

5 Convince

2

5 Convince

2

6 Adapt your message

2

Conclusion

• Car Buyers remain influencable until the signature of the purchase order

• Car Buyers are in touch with several touchpoints over the different buying phases

• The type of searched information varies depending the buying phase

• An ad in the adequate context (car content) will increase it’s credibility, impact and attention

7 Success

Moniteur Automobile, AutoGids & AutoWereld

#1 Belgian Car Magazine 679.800 RLP TB; 95.000 print run 87% men; 56% 1-4; 67% actives

The most credible Car Content on the Web 1.088.726 PR/week (Jan-Feb ‘14)

60% 18-44; 73% 1-4; 70% actives

7 Success

Moniteur Automobile, AutoGids & AutoWereld

100% of readers are “Car Interested”

62% of readers are “Car lovers”

38% of readers are “Car Buyers”

Act

Michel Mabille Mmabille@produpress.be

02 333 47 27

Myriam Merckx mm@produpress.be

02 333 32 16