Audi Channel Strategy September, 2011 - Virbmedia.virbcdn.com/files/13/01e2a6b3e76c6e2b-ChannelStrategy10_03-1.pdfAudi Channel Strategy September, 2011 . 2 Title or name, division,

Audi Channel Strategy September, 2011

2 Title or name, division, Date

Defined Steps

Define the channel landscape

Determine priorities for each channel

Map channels relative to consumer journey

Connect to 2012 initiatives and KPI’s


Purpose and Benefit

Inform the primary use, and most advantageous connections, for each channel

The Benefits •  Consistency •  Orchestration (not duplication) •  Maximized experience per channel •  Improved integration


Marketing Tool Box in Development

Who are we talking to?

What should we tell them?

Where should we tell them?

Channel Strategy

Campaign Messaging Strategy

Creative Brief

Audi Profiles & Journeys

Owner

Model Specific Insights

Prospect


A “Progressive” Methodology

What can we distill from inherent channel strengths and related consumer behavior?

What’s planned for 2012 that will bring these priorities to action?

How we will measure our 20102 initiatives?

Input Filter

Channel Priorities

2012 Initiatives

2012 KPI’s


Channel Landscape Definition

Sites Audiusa.com DAG Sites Dealer Sites Audi TV

Audi Collection Audiusanews.com

Social Flickr Facebook YouTube Twitter

Foursquare Blogs

Online Media Tier 1 Advertising DAG Advertising Dealer Advertising Tier 1-3 Paid/Natural Search Mobile

Site Apps Dealer Apps

Advertising QR Codes

Mobile Notifications

Brand Partnerships/Events Sponsorships Events Co-branded Promotions ASCE

CRM eMail DR Mail eNewsletter Owner Kits

Tier 1 TV Tier 2 TV Print

Outdoor Radio

Offline Media

Collateral Brand Collateral eBrochures POS Audi Magazine


Align with the Business Objectives

Build Desire Build the Worth of the Audi Brand

Increase Demand

Higher Volume at Higher Prices

Drive Acquisition Convert Leads

Improve Retention Increase Loyalty

Overall: Accomplish these goals in the smartest possible ways – the biggest splash with the smallest rock.


Map Against the Consumer Journey

•  Become aware •  Consider models

relative to competition

•  Decide on an Audi •  Evaluate needs •  Compare Audi

products

•  Choose model and configure

•  Contact dealership •  Schedule test

drive •  Visit dealership •  Explore stock /

Order •  Arrange financing •  Take delivery

•  Maintenance/ service

•  Repairs •  Continued

interaction with Audi and dealer

•  Sharing the experience

•  Audi/auto community participation

•  Begin re-purchase process

Loyal Brand Nomads

Brand Desire (Dream & Explore)

Demand (Assess & Evaluate)

Acquisition (Decide & Purchase)

Desire (Own & Advocate)


Offline Advertising

Channel Priorities ► Elevate the opinion of the Audi brand ► Generate “Authentic Consideration” ► Create brand excitement ► Drive showroom traffic ► Drive online participation

TV Radio Print OOH

2012 KPI’s ► Awareness – 81% ► Opinion – 82% ► A6 & A8 model awareness ► Audiusa.com visitation ► NADA bi-annual survey ► Sales (126k) ► Showroom traffic ► Online leads – 240k

► Intentions

2012 Initiatives ► Super Bowl ► Ambush Olympics ► Emmy’s ► Progress Plan ► S models ► C/D continued support – nat & retail ► Retail campaign ► Quattro

► CPO





TV

Radio Print

OOH DAG Advertising

Dealer Advertising


Online Media

Channel Priorities ►  Better target our most promising

customers through Audience Buying

►  Cultivate authentic consideration ►  Transition interested shoppers to the

audiusa.com ►  Create useful shopping aids

Advertising DAG Advertising Dealer Advertising Paid/Natural Search

2012 KPI’s ► Click-through rate ► Length of engagement/exposure ► # of tools used ► # of dealer contacts

2012 Initiatives ► Audience buying initiative ► Endemic site placements for lower funnel STS messaging ► Integrated sponsorships ► Leveraging of Tier 1 sponsorships at Tier 2 and 3 levels for continuity





Advertising

Paid/Natural Search: Tier 1 Search: Tier 1-3

DAG Advertising

Dealer Advertising

Online sponsorships Sponsorships

Paid/Natural Search: Tier 2 Search Tier 3


Sites

Channel Priorities ► Focus the functionality of audiusa.com to serve as primary/ultimate shopping tool

► Close the gap between site and dealer ► Create deeper understanding and engagement of the brand ► Foster loyalty through added-value digital tools

Audiusa.com Audi TV Audi Collection Tier 2/Tier 3 Sites Audi Connect

Audiusa.com

Audi TV

2012 KPI’s ► # of site visitors ► Time spent on sites ► # of configurations ► # of RAQ’s ► # of registered users

Audi TV Audi Collection Audi Collection

2012 Initiatives ► Completing a full redesign of audiusa.com

► Creating an added-value digital service ecology (Audi Connect 2.0)

► Better integrating peripheral sites with .com

► Better aligning content and experience between sites/tiers

DAG sites Tier 3 Dealer Sites Tier 3 Dealer Sites

My.audi.usa.com/Audi Connect

Audiusanews.com Audiusanews.com






Social Media

Channel Priorities ► Build our fan base ► Leverage influencers ► Create “you were there” media events ► Support campaign efforts ► Cultivate owner pride and involvement ► Integrate dealer efforts

Facebook YouTube Twitter Blogs Flickr Foursquare

2012 KPI’s ► Engagement per impression ► Advocacy (Motive Quest) ► Views per video/photo ► Conversation volume ► Community growth ► Cost per social action ► Referrals to Audiusa.com ► Leads from Twitter

► Levels of UGC

2012 Initiatives ► Drive engagement by arming fan base and followers

► “You were there” ► Amplification of campaigns ► Influencer programs ► Configurator in social spaces ► Owner-only content ► Dealer engagement





Facebook Twitter Twitter

YouTube YouTube

Blogs Blogs Foursquare

Flickr Flickr

Facebook

Aggregator


Mobile

Channel Priorities ► Develop a robust, state-of-the-art mobile site

► Create targeted and timely utility-infused mobile ads to aid the shopping process

► Use QR and AR to deepen brand/product involvement at events and in dealer

► Expand in-dealer apps to better aid the sales process

Mobile Site Notifications Consumer Apps Advertising QR/AR Dealer Apps

2012 KPI’s ► # of site visitors ► Time spent on mobile site ► # of dealer contacts ► # of apps downloaded ► Duration of app engagement ► # of saved configurations (via apps) ► Click-through rate: mobile advertising

2012 Initiatives ► Constructing an all-new AudiUSA mobile site – September ‘11 launch

► Clean up of all app stores and app protocols (complete)

► Development of comprehensive mobile strategy

► Mobile shopping tools ► Aftersales notifications/utilities





Advertising

Notifications Notifications Apps Consumer Apps

Mobile Site Sites QR/AR QR/AR

Dealer Apps


Collateral

Channel Priorities ►  Strengthen consideration ►  Elevate the dealer experience ►  Build the perception that Audi is the

progressive choice ►  Tell the Audi brand story ►  Drive qualified dealer leads

Brand collateral eBrochures POS Audi Magazine

2012 KPI’s ► Dealer satisfaction (survey) ► Re-purchase (brochures’ ► Audi Owners Circle feedback ► Subscriptions, downloads, requests ► QR metrics ► Dealer feedback (Cheat Sheet) ► Post-purchase owner survey

2012 Initiatives ► Brand Book ► Audi Magazine ► POS program ► Brochure program ► Project cheat sheet





eBrochure Brochure

eBrochure

POS Audi Magazine Audi Magazine


Brand Partnerships/Events

Channel Priorities ►  Generate excitement for the brand ►  Be newsworthy ►  Elevate opinion and consideration ►  Drive dealer leads

Sponsorships Event Integrations Co-branded Promotions Audi Sports Car Experience

2012 KPI’s ► Awareness ► Opinion ► Event attendance ► NADA bi-annual survey ► Registrations ► Dealer leads ► Units of RS and R8 products sold ► Social media sharing

2012 Initiatives ► USSA Events ► AFI Fest ► Students of Progress ► Quattro Cup – S models ► ASCE product refresh ► RS5 launch event ► Limited S6/S7/S8 event ► ASCE Challenge

► Winter Driving Experience





Sponsorships

Event Integrations Co-Branded Promotions

Event Integrations

Promotions Audi Sports Car Experience ASCE


CRM

Channel Priorities ►  Strengthen consideration ►  Drive qualified leads ►  Bolster conversion ►  Improve retention

Email Direct Mail eNewsletter Owner Kits

2012 KPI’s ► Sales conversion

►  Conquest: 1800 ►  Lapsed: 960 ►  Hand-raiser: 1200 ►  Off-lease: 6,836 ►  Retail: 427 ►  Non-captive: 2780

► Survey responses

2012 Initiatives ► C/D Conquest stream ► Lapsed Owner stream ► eNewsletter ► Prospect/Hand-raiser stream ► Enhanced Retention stream ► Welcome/onboarding kits





Email

Direct Mail

Email

Direct Mail eNewsletter eNewsletter

Owner kits


Appendix


DETAILED KPI STRATEGY


Measurement & KPIs

Click Response

Ad Engagement Ad Engagement

Site & App Visits

Configurations

Finance

Test Drive

Share of Audience

Reach & Frequency Reach & Frequency

Site & App Engagement Site & App Engagement

Inventory

Med

ia

Site

& A

pps

Atti

tudi

nal Awareness / Perception

Authentic Consideration

Sales Satisfaction

Audi Loyalty

Service Satisfaction

Site & App Visits

Awareness / Perception






KPI Definition: Media

KPI What is it How to Apply

Reach/Frequency How many people reached with media at what frequency

•  TV: Audience GRP •  Online: Unique Reach * Frequency •  Social: (Fans + Friend)*(Posts)

Ad Engagement How many users engaged and responded with the ad unit

•  TV: Attitude, follow up visits, Searches

•  Online: Engagement Rate, Time Spent with Ad, Searches

•  Social: Comments, Likes, Shares Share of Audience For key audiences what is Audi’s share of

voice in the relevant media. With online audience buying how many impressions per user per month have we bought against luxury auto intenders.

•  TV: Share of key shows and total GRP against target vs. competitor

•  Online: Endemic Share of Voice + R/F against BlueKai/etc audience segments

•  Social: Comparative Fan Numbers & Shares to Target Audience

Click Response The total volume of users who clicked on ad as well as the click through rate

•  TV: N/A •  Online: CTR on DAG/Dealer

banners •  Social: Clicks to 3rd party and Audi

Assets


KPI Definition: Site & Apps


Visits How many unique visitors and visits arrived at an Audi site or application

•  TV: Incremental online impact •  Online: Traffic to Audiusa.com and

Dealer/DAG sites; app usage •  Social: Fan page visits

Engagement How engaged are users with the site or app?

•  TV: Associated content usage •  Online: Time spent, page views per

video, videos per session •  Social: Likes, comments, shares

Configurations How many users successfully completed the configuration of a new Audi

•  TV: Incremental lift •  Online: All configuration steps •  Social: N/A

Inventory How many users have explored dealer inventory

•  TV: Walk in traffic to dealer •  Online: Exploration of car inventory •  Social: N/A

Test Drive Scheduled a test drive or RAQ •  TV: Phone Calls to dealer •  Online: Test Drive / RAQ Forms •  Social: N/A

Finance How many users have explored financial payment options

•  TV: Promotional incentives •  Online: Financial calculator •  Social: N/A


KPI Definition: Attitudinal


Awareness / Brand Perception

Qualified awareness of Audi brand truth and messaging

Qualified research for target audience brand perception of Audi

Authentic Consideration

True consideration of Audi in luxury shopping segment

Cross shopping validation and behavioral indicators of authentic consideration

Sales Satisfaction Audi prospect and owner satisfaction with the sales process

Audi sales survey to quantify satisfaction with dealer and buying process

Service Satisfaction

Audi owner satisfaction with car service and Audi relationship

Audi service survey and customer support feedback on satisfaction with being an Audi owner

Audi Loyalty Preference for Audi brand both for return purchase and recommendations

Qualified research on existing Audi owners likelihood to purchase again and recommend. Also, brand fan health regardless of Audi ownership

*** As customers will experience multiple touch points on the journey to purchase and during their tenure of owning an Audi, attitudinal brand research must be done to measure full response regardless of marketing channel. Predictive models and in channel surveys can help understanding of the relative channel impact but the total brand perception is the sum of the parts


SOCIAL MEDIA STRATEGY


Social Channel Insights


Facebook

Channel Strengths ►  Fans wear the brand as a badge

and get a feeling of belonging ►  Multi-media content performs

optimally in this space and fuels the community vibe

Channel Truths ► Two –way dialogue

►  Engaging the influencers should yield more reach

► Nearly 3.8 MM fans

► 92% are International ► Over 300,000 US-based fans

► 60% of US-based fans are owners ► All fans have been earned via natural growth and engagement

Channel Opportunities ►  Invest in a two-way dialogue by

putting a higher premium on our own responses to fans

►  Increase the number of US-based fans

►  Increase the number of Auto Enthusiast fans

►  Write posts that are interesting and shareable. Give fans an easy intro to the things we know they want to talk about.


Twitter

Channel Strengths ►  A almost instantaneous source

for breaking news ►  Responsiveness to real-time

events ►  Ability to sustain a conversation

over days, weeks

Channel Truths ►  People follow us to be the first to hear ►  The Audi’s Twitter handle is a trusted

source of information that won’t exist anywhere else at that specific moment in time

► 45% are U.S.-based ► Social influencers, Bloggers, Fans (Enthusiasts, Aspirational and Car Buffs) ► Owners ► Interested 3rd parties

Channel Opportunities ►  Capitalize on opportunities to be relevant

(news-related) ►  Cultivate relationships with other channel

influencers ►  Extend the duration of conversations ►  Create “matchstick moments” and let

Twitter lead off other comprehensive marketing initiatives

►  Invest in hashtags that will attract participation and on which we can sustain a conversation over time

►  Establish hashtags that serve a true purpose: to hang a conversation on, to draw people in, to use as a campaign device, to use as a marketing tool

►  (provide guardrails / filters around types of activity and brand voice)


YouTube

Channel Strengths ►  Dominant platform for viewing and

sharing video content. ►  People go to YouTube to watch

videos about cars before they buy

Channel Truths ►  YouTube is not the social network it

once was back in 2005. It has evolved into a lifestyle and entertainment platform that views much more like television

►  35% viewership is U.S. based ►  79% Male ►  60% of audience is older than 35; 80%

older than 25 ►  Audi Driver’s Circle indicates 12%

owners follow Audi on YouTube

Channel Opportunities ►  Treat YouTube like a network that we run ►  Produce and populate compelling car

content

•  Model-specific videos that go deep on the details

•  Model-specific technology tutorials

•  Interactive content – virtual showroom ►  Drive viewership

•  Tune fans in to the YouTube channel via other platforms and network messaging

•  Increase channel subscribers and friends so that each video gets more built-in viewership


Flickr

Channel Strengths ►  Dominant platform for photo

sharing (and storage) ►  A reliable resource for some pretty

stunning hi-res images

Channel Truths ►  Flickr is not a destination social network ►  There is a demand for high-resolution

vehicle imagery ►  17.7M monthly users in the U.S. and

51.7M monthly visits to Flickr.com ►  Demographics include 53% Male/47%

Female with the 65% of users in the 18-49 age bracket

Channel Opportunities ►  Expand the content currently available to

include:

•  Complete Audi model line-up •  Event streams

•  Auto show streams •  Branded entertainment streams

•  Exclusive images viewable only by selected auto influencers

►  Make our platform portable

•  Within the aggregator and influencer blogs

•  Share embed codes generously


Foursquare

Channel Strengths ►  Pocket enabled and travels with

you everywhere ►  Takes advantage of emerging

technology trends ►  Share functionality is

phenomenal

Channel Truths ►  Neither fan nor owner looking to

discover cool driving spots in USA ►  Scale is not tremendous ►  Would be more effective on the retail

side of the business at current state ►  17,000 followers

►  Social influencers ►  Fans (Enthusiasts, Aspirational, and

Car Buffs) ►  Owners

Channel Opportunities ►  Foursquare represents an opportunity

to incorporate acquisition and sales tactics in to the social media repertoire

►  Increase the number of tips left at locations around the country; targeting frequently checked into venues – thereby driving the number of tips our tips are ‘done’ by users

►  Support check-ins at Audi events with giveaways and badges

►  To give Audi more presence in the cutting-edge space

►  More visibility as a thought leader

Note: Foursquare is going to be the sole dominant player in location based social networks now that Facebook places is going through an overhaul. As smartphone penetration continues to rise, adoption of Foursquare should as well. We need to stay ahead of the curve.


CHANNEL-SPECIFIC CONSUMER BEHAVIOR


Sites – Channel Truths


Sites – Channel Truths


Mobile – Channel Truths


Offline Advertising – Channel Truths


CRM – Channel Truths

Documents

Audi Channel Strategy September, 2011 - Virbmedia.virbcdn.com/files/13/01e2a6b3e76c6e2b-ChannelStrategy10_03-1.pdfAudi Channel Strategy September, 2011 . 2 Title or name, division,