Online Applications That Work and Produce Incremental Revenue

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Online Applications That Work and Produce
Incremental Revenue

• 2009 Roundtable on Strategic Marketing
• Monetizing the Transformation
• Geeks, Gadgets Digital Media

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Overview

• Classified Renewal Email Messaging
• TEXT2DRIVE
• Special Section B2B Email Communications

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Classified Renewals
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Classified Ad Renewal
Non-Renewal Satisfaction Survey
Advertisers meeting the criteria (Ad Expiration
Date Today 3 days) are dropped into email
campaign
?
NO
Multi-step email campaign driven by ad
expiration date and advertiser response
Classified Advertisers
Sales Notice Email
Ad Renewal Email Trackable Link to Ad
Renewal Sign-Up Form
Renew With or Without Changes
YES
Please Call
Not Interested In Renewing
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Classified Ad Renewal E-mailPaid Ad Footer with
Track-able Link
Bundle this footer as an upsell with one of
your special sections to make incremental
revenue.
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Online Ad Renewal Form Renew Ad WITH Changes
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Ad Renewal E-mail Sales Notice Immediate
Reporting to Ad Rep
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Classified Advertiser Satisfaction Survey
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Classified Ad E-mail Renewal Sample Campaign
Results
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Click-Through Classified Ad Renewal
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Form Completion Classified Ad Renewal
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Renewed Ads by Ad Category
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Average Value of Ad By Category
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Summary
Participating Newspapers generate annual
incremental revenues up to 330,000 This channel
is more welcome and successful than outbound
calling.
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TEXT2DRIVE
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Leveraging Text Messaging Grow your Automotive
Revenue
anytime! anywhere! anyplace!
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How can you find a car, contact a dealer
download photos of the car in less than 90 sec.
without using the Internet or making a phone
call?
anytime! anywhere! anyplace!
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with
anytime! anywhere! anyplace!
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FACT There are 263 million Cell Phone
Subscribers in the U.S. 176 million DO NOT have
Internet Subscriptions Why prevent 2 out of 3
mobile phone users from shopping your
inventory? with TEXT2DRIVE NO
INTERNET REQUIRED
anytime! anywhere! anyplace!
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The most powerful marketing campaigns ever
created, understand the importance of having a
short code that consumers can will remember.
During the 2008 presidential campaign, the
Barack Obama team used text messaging
extensively. Their text short code is 62262
which spells O-B-A-M-A on the traditional
telephone keypad.
The most successful search engine in the
world, uses the short code G-O-O-G-L-E or
466453.
Google
anytime! anywhere! anyplace!
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• No short code is easier to remember and more
  relevant to finding a vehicle than DRIVE(37483).
• For anything automotive, it is the true power of
  using the short code DRIVE, that is obvious.

anytime! anywhere! anyplace!
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4 Unique Compelling features set TEXT2DRIVE
apart from any other mobile marketing program
in the U.S. today.
anytime! anywhere! anyplace!
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• The short code DRIVE (37483).
• ActiVchat live consumer to dealer real time
  text messaging system.
• Photos2U totally text based vehicle photo
  delivery system.
• 4. No INTERNET required

anytime! anywhere! anyplace!
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ActiVchat offers car shoppers a very quick, easy
and hassle free method to find out information
about the car they are looking for. They can opt
out at any time by simply replying Stop.
NO INTERNET REQUIRED!
anytime! anywhere! anyplace!
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Photos2U 3 quality photos are text directly to
car shoppers cell phones using text technology.
NO INTERNET REQUIRED!
anytime! anywhere! anyplace!
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• Text Jargon
• Keyword Message or Dealers Name
• Short code Phone
• In our next example
• Keyword GO
• Short code DRIVE

anytime! anywhere! anyplace!
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Keyword Search
AutoNation in Denver, CO uses the keyword GO
on all of their print advertising. Viewers
simply text GO to DRIVE (37483) then they can
search all 17 GO stores inventory.
anytime! anywhere! anyplace!
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Stock search
Classified ads come alive with TEXT2DRIVE
Car buyers can text to a stock and then view
vehicle photos, receive text special offers
text directly to the dealer.
NO INTERNET REQUIRED!
anytime! anywhere! anyplace!
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R E S U L T S
with TEXT2DRIVE
In Jan. 09 GO / AutoNation only ran the text
option on vehicles listed in AutoGuide Magazine
in Colorado.
anytime! anywhere! anyplace!
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R E S U L T S
with TEXT2DRIVE
Now 923 in March, 1011 in April, 1200 in May
In Feb. 09 GO / AutoNation added the text option
on vehicles listed in The Denver Post as well as
AutoGuide. Their text leads more than doubled!
anytime! anywhere! anyplace!
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Benefits to the Newspaper Grow your Revenue!

• You can now offer an additional means for your
  advertisers to sell more cars.
• There is a revenue share on the monthly cost to
  the dealer for listing their cars.
• The best sales approach is a bundled package that
  provides a pricing model for the dealership to
  promote their entire inventory through the
  newspapers multi media offerings.

anytime! anywhere! anyplace!
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• Advertising Special Section
• Email Communications

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Campaigns Executed
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Better Living Section Campaign March 2009
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Golf Guide June 2009
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Golf Guide July, 2009
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Golf Guide August 2009
16
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Best of The City May 15, 2009
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Best of The City May 29, 2009
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College Football Preview August 6, 2009
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Email Messages Deployed with Unique Open Rate
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Email Messages Clicked Thru to Sales Requests
Sales Requests include clicks to Book My Ad
and Please Contact Me to book my Ad
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Overall Summary

• A total of 7,259 email messages have been
  deployed to advertising clients over eight
  campaigns since March 31, 2009.
• The campaigns executed since May 15th are fully
  trackable and total 5,590 messages sent
• Of these messages sent, an average of 94 were
  successfully delivered.
• Of the messages delivered an average of 19 were
  opened, and of these
• 0.11 opted out of future emails (6 individuals
  in total)
• 9.46 Clicked Through (95 individuals in total)
• 60 individual clients clicked through to book an
  ad
• 17 individual clients clicked through to have a
  sales rep contact them
• At a cost of 0.01 per email, the total
  incremental cost of deploying all of these
  campaigns was less than 100

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Thank you
March 11, 2009