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WEBINAR
Le Salon de l’Auto 2021Het Autosalon 2021
09.07.2020 – 12h
Cindy LegrosFebiac
Dominique BrigéMediahuis
Frank DuyckMediahuis
Questions ? Use the Q&A!
Intro Febiac
1 32
Communicatingduring difficult
times
Mediahuis Commercial Offer
Agenda
VIDEO
SALON AUTO / MOTO / VAN / MOBILITY 2021
1. FACTS& FIGURES 2019
6
VISITORS’ PROFILE
9%
17%
18%
27%
21%
8% -1%
AGE
18-24
25-34
35-44
45-54
55-64
65-74
75+
34%
14%
6%5%
9%
8%
8%
8%
8%
PROFESSIONS
Employees
Retirees
Public servants
Workers
Executives
Self-employed
Students
Other
No profession
PROVENANCE
9%
50%
41%
REGIONS
Brussels Capital Region
Flanders
Wallonia
16%
7%
12%
8%
13%
6%
14%
6%
15%
3%
PROVINCES
Antwerp
Limburg
East Flanders
West Flanders
Flemish Brabant
Walloon Brabant
Hainaut
Namur
Liège
Luxembourg
87,3
31,9
10,4
33,6
3,9 4,6
4,7
14,6
1,5 3
,1
28
37,9
8,7
20,8
O N D A Y I T S E L F
D A Y B E F O R E
F E W D A Y S
B E F O R E
F E W W EE KS
B E F O R E
F E W MO N T H S B E F O R E
V I S I T E V E R Y Y E A R
Motivation Of The Visit Decision To Visit
0,3
5,2
16,8
1,9
21,3
5,7
9,3
4,9
3,2
1,5
Length Of The Visit
1,4
1
2 1,8
4,4
8,6
24,5
36,4
14,1
5,8
1 2 3 4 5 6 7 8 9 10
Explicit Net Promoter Score is very good.
2,6
1,4 2
,2
1,6
0,4
7,7
19,5
7,4
3
16,4
1 2 3 4 5 6 7 8 9 10
Explicit Net Promoter Score is excellent.
Satisfaction Level Intend To Recommend
2. PRACTICALINFORMATION 2021
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CHALLENGES 2021
○ Mass event mgmt
• Will mass events be allowed (2nd wave) ? Permitted (but with restrictions) ?
• Economic impact corona-crisis on exhibitors ?
• Psychological impact on visitors : will people be afraid to participate ?
• Impact on purchasing power visitors & potential buyers ?
o Potential buyers are still confused…
o Importance B2B-public (it’s a Auto / Moto / Van-edition)
o Leverage the power of Dream Cars
o Integration of #WeAreMobility
o Digitalization
3 KEY ELEMENTS
1. HEALTH & SAFETY PLAN
o Precautionary measures aimed at protecting health & safety of exhibitors & visitors, including social distancing (= restricted
number of visitors at all times!). Brussels Expo is installing UV-lamps. Worst case : masks and fever checks
o Organisation of visits via time slots or controlled drip feed (Yield management = max 324.000 visitors)
o No overtourism, that creates a negative experience – We go in 2021 for a VIP Salon experience !
2. DATA MANAGEMENT
o Ticket sell only via online platform (e-shop as from 05/12)
o Business intelligence with automated data collection
3. EXEPTIONAL FINANCIAL CONDITIONS FOR OUR MEMBERS/EXHIBITORS
→ We are confident that the Show will take place but with less square meters exhibitors (cost
cutting), less visitors (social distancing) & special measures
Agenda
PRESS
OPENING NIGHT
Late night opening Late night opening
14.01 > 24.01
14.01
○ Press day
○ Opening Night
○ Dream Cars Gala
15.01 > 24.01
○ Public Days
○ Late night opening
18/01 and 22/01
AUTO / MOTO / VAN / MOBILITY +
Halls (most optimistic scenario)
MOTO
AUTO
VAN
CASINO
AUTO
VAN
AUTO
VAN
MOTOACC
AUTO
VAN
AUTO
VAN
AUTO
VAN
NEW LOGO & POSTER
Please use this material. It’s available on
https://www.autosalon.be/en/journalists/
3. OUR MEDIACAMPAIGN
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CAMPAIGN GOALS
○ Awareness & traffic generationInform as much people as possible about
the new Motor Show concept & comfort them
→ KPI : # impressions landings page with all the info
○ Conversion & sales Push to e-shop to sell e-tickets for the different time slots
→ KPI : # of tickets sold online on the e-shop
19
FOCUS TARGET GROUPS
Broad 18>64
Majority male, but not only
SC 1 > 4
Belgium, slightly more weight on the North
CAMPAIGN CHANNELS
○ Classic media : TV, Radio, Newspapers, Magazines, …
○ Digital media : social media, YouTube, Google ads, native, …
→ no classic display
• Multiplicity of messages regarding new measures
• Explain the concept for 2021
• The ‘classic’ poster doesn’t give enough info
21
CAMPAIGN TIMING
22
1. CONTENT & PR Strategy
• To bring qualitative traffic to the website
• To reach “hard to find” target groups
• To pass the message that the Motor Show will take place & to comfort people
• October / November (TBC)
2. SEE - Awareness campaign
• The Motor Show will take place + dates
• We need to inform the people about the new concept
• Offline + online campaign
• As from the opening of the e-shop (> 07/12)
3. THINK / DO - Activation & Conversion
• Digital campaign with focus on the target groups
• Generate traffic to the e-shop
• December > January
4. CARE
• Retargeting campaign on people that visited the website and the e-shop
• Those who bought a ticket : Practical info visit
• Those who aren’t converted yet :
Reminder info + help about new concept
4. FREE VISIBILITY(FOR EXHIBITORS)
23
FREE VISIBILITY
○ BMS catalog• Each Auto/Moto/Van exhibitor will be mentioned in the official catalog,
distributed
• at the entrances of the Show (print and/or digital)
• In January with Het Nieuwsblad, La DH, La Libre et L’Avenir
○ BMS Floor plan• With the location of the stands of all exhibitors
• Available at the entrances and at various locations during the Show (print
and/or digital)
• Integrated in the Motor Show catalog
• Download option on the Motor Show website
24
FREE VISIBILITY
○ Autosalon website : renewed for the BMS 2020
• Practical information
• News & advice
• Animations & events
• Access to the e-shop
○ Facebook (+ 62.000 fans) / Instagram page, YouTube
channel• Posts
• Pictures & animated GIF’s
• Video’s
o Autosalon newsletter (+110.000 contacts)
25
THANKS!
Any questions?Anja HelsenMedia & Communication Manager
02 778 64 02
Gilles Van AudenhaegeMedia & Communication Assistant
02 778 64 87
Cindy LegrosSales & Account Manager
02 778 64 84
Intro Febiac
1 32
Communicatingduring difficult
times
Mediahuis Commercial Offer
Agenda
2020 has not been easy so far, but…
28
“A crisis can be a brand opportunity for a positive moment of truth because it puts a specific social relevance and contribution in the spotlight.”
- Jan CallebautCallebaut Collective
How can we help brands in theircommunication?
30
A strong message only createsimpact when there’s reach.
715.130 readers/day
1.626.100readers/day
628.790readers/day
538.400readers/day
CIM Press 2018-2019, Total Brand, RLP
Newsbrandsare consideredto be one of the most trustworthy.
newsbrands TV
The corona crisis proves that.
52% of the people worldwide believe that traditional media are among the top 3 most
reliable sources of information about the corona virus, followed by government
websites.
Kantar, Covid 19 Barometer wave 1, March 2020
Advertising in premium newsbrands show a brand uplift in
Mediahuis & DPG Media, Halo Study, March 2020
Even more, our newssites are certified with the digital ad trust label
And newsbrands are engagingand impactfulThe attention to digital and print advertising has been higher than usual. Print advertising is currently generating 21% more attention. This increase in attention to advertising is driven in part by increased engagement with articles concerning coronavirus.
Lumen research, March 2020
So let’s bring reach, trust and impact together in an interesting Motor Show offer to keep your brand Top of Mind
37
Brand awareness and ad retention
To keep in touch with your customers during these difficult timesThere’s little alternative to advertising in media
There’s no more direct conversion (e.g. test drives), make sure you stillhave soft leads
People keep consuming and they will have to make choices
Why should I keep advertising?
Intro Febiac
1 32
Communicatingduring difficult
times
Mediahuis Commercial
Offer
Agenda
Interesting facts
We provide the only official guide
It is the only guide that’s distributed in the palaces
6 out of 10 of our newspaper readers read the official catalog
Digital catalog through all our newspapers
Brussels Motor Show 2021
On January 15, 2021 the Brussels Motor Show will open its doors for the 99th time.
As a premium partner and the only distributor of the official Brussels Motor Show catalog for cars, motorcycles, light commercial vehicles and new mobility equipment, Mediahuis is proud to present many possibilities to put your brand in the spotlight.
Where? Date? (2021) Copies?
Saturday 9 january392.500 copiesMonday 11 January
Tuesday 12 January
During the motorshow 15-24 January12.000 copies(provisional)
Option 1: Catalog
Format Price Technical cost Total price
3 pages € 64.000 € 12.100 € 76.100
Gatefold
Format Price Technical cost Total price
12 pages € 40.450 € 16.000 € 56.450
Insert
2/1 page 1/1 page Cover 2 Cover 4
€ 32.000 € 22.000 € 28.600 € 33.000
Other formats
National offerin collaboration
with IPM
Option 2: Combination +
Catalog Magazines PopularDe Standaard
Magazine+ OR
1/1 page€ 22.000
1/1 page€ 12.200
1/1 page€ 10.900
Upsell+ € 6.500+ OR =
Option 3: Retargeting
Package 1A
Newssites nieuwsblad.be, gva.be, hbvl.be, standaard.be
Format Medium rectangle & Halfpage capping 2
Audience Re-targeting visitors of the Brussels Motor Show websiteTargeting surfers with car buying intent & targeting IZI: car lovers
Impressions/ week 1.559.600
Value € 17.160
Promo€ 14.000
Promo€ 3.000
Promo€ 8.000
Package 1B
Newssites nieuwsblad.be, gva.be, hbvl.be, standaard.be
Format Medium rectangle & Halfpage capping 2
Audience Re-targeting visitors of the Brussels Motor Show websiteTargeting surfers with car buying intent & targeting IZI: car lovers
Impressions/ week 1.000.000
Value € 11,000
Option 4: Mobile
Promo€ 10.000
Mobile only
Newssites nieuwsblad.be, gva.be, hbvl.be, standaard.be
Format Flipbook is an outstream video format for mobile web.
Audience Re-targeting visitors of the Brussels Motor Show websiteTargeting surfers with car buying intent & targeting IZI: car lovers
Impressions/ week
674.100
Value € 12.475
Option 5: Video
Video
Newssites nieuwsblad.be, gva.be, hbvl.be, standaard.be
Format Instream 15” adInstream 6” ad
Audience ROS on nieuwsblad.be, gva.be, hbvl.be, standaard.be
Impressions/ week 15” ad: 500.0006” ad: 300.00
Value 15” ad: € 12.5006” ad: € 4.500
PRICE€ 10.000
or€ 3.750
Option 6: B2B
B2B
Newssites nieuwsblad.be, gva.be, hbvl.be, standaard.be
Format Halfpage
Audience IZI Business
Impressions 1.000.000
Value € 11.000
Promo€ 10.000
MADE IN LIMBURG | KEMPEN | ANTWERPEN | MECHELEN | VLAAMS-BRABANT | OOST-VLAANDEREN |WEST-VLAANDEREN
And last but not least….
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27
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24
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21
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KOR
SPA
IRE
USA
SWE
POR
AUT
NOR
ITA
SUI
CAN
AUS
FIN
FRA
DEN
BEL
JPN
GER
NLD
UK
Did you know almost 1 out of 4 Belgianslistened to a podcast last month?
Source: Reuters Institute – Digital News Report 2019
And people trust podcast ads
Trust Brand and message recall Enjoyment
Podcast ads read by host Radio ads
Source: Acast “People Trust Podcast Ads”, July 24, 2018
Option 7: Audio
Podcast
Newssites standaard.be and/ or nieuwsblad.be
Format Sponsored message
Campaign period 2 weeks
Listens 100.000
Value € 7.500
Promo€ 6.000
Q&A
