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Strategic Advertising & Marketing Engagement Submitted to: Gary Christensen

Strategic Advertising & Marketing Engagement Submitted to: Gary Christensen Christensen Auto Sales. Digital Marketing Resources

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Strategic Advertising & Marketing Engagement Submitted to: Gary Christensen

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  1. Strategic Advertising & Marketing Engagement Submitted to: Gary Christensen Christensen Auto Sales

  2. Digital Marketing Resources If you’re looking for a snapshot of 4 Local Media’s best digital marketing resources, you’ve come to the right place. We’ve assembled our most popular pieces on topics like list growth, Social Media marketing, mobile marketing strategy, customer lifecycle marketing, and more! SOCIAL MEDIA | SEO & SEM | EMAIL | DIRECT MAIL | MOBILE

  3. Overview • Owner: Gary Christensen • Started: November 2013 • Overview: Start-up car lot. 25/30 car inventory. Vehicles below $5K. Needs help planning Grand Opening Event, get word out, branding, generate buzz, etc. • Services: Budget Car Buyer, low income car buyer, poor credit • Goals: Grand opening event, generating buzz, branding of new budget car lot. • Value of Sale: $1,000+ • Service Locations: McMinnville, OR

  4. Project Summary • Christensen Auto Sales is a local business needing ongoing advertising consulting recommendations to generate new customers • 4 Local Media will help Christensen Auto Sales utilize Digital Advertising Solutions to increase business • 4 Local Media will provide recommendations to increase new customer leads, brand awareness and direct phone calls • 4 Local Media will provide Ideas & Solutions from other businesses across the country • Consulting: Personal Advertising Consultant (Rick Watson) • Goals: Promote Grand Opening Event | Branding for New Lot

  5. Project Scope Engagement Overview: 4 Local Media & Rick Watson will provide a complete advertising and marketing review, recommendation and ongoing resource. Depending on engagement needs and desired timeline, we will focus on immediate objectives. Key Objectives: • Detailed review of project requirements and core deliverables (depending on advertising medium) • Configure and customize targeted lead generation program, delivering ROI goals • Drive revenue through new solutions from case studies from other non-competitive markets / clients.

  6. Education • Social Media: Social Media Ads have emerged as a popular and cost-effective way to promote a small business online. 22% of small businesses have used Facebook Ads, and 65% say they would use Facebook Ads again, citing ease and flexibility as the top reasons to run another campaign. Geo & Demo targeted ads work, but a creative compelling message must be used to garner RESULTS! • SEO | SEM: When paid and organic search channels work together, marketers get maximum revenue from both programs. Identifying holes in paid and organic search campaigns using the method described above should help improve overall performance. Ideally, this model works best if you intend to slowly scale back your SEM efforts and push deeper into SEO. SEM will show you where your assumptions are correct and incorrect, which then allows you to intelligently tweak your SEO campaigns. Once you see your natural search results starting to prominently spell success, that’s a good time to stop the AdWords spending and start focusing solely on SEO instead. • Email Solutions: Even the most relevant, well-designed email isn’t effective unless it gets to the inbox. 4 Local Media develops highly personalized automated triggered campaigns—and generate higher rates of revenue per send across multiple channels. Easily augment and leverage offline, online, social, mobile, purchased and other types of data. Leverage a full suite of analytics, ratings or reviews, social media, testing and digital coupon partnerships that support all local business owners needs.

  7. Education • Direct Mail: The success or failure of any direct response marketing effort completely hinges on the quality of the mailing list. That’s why you need to use 4 Local Media for all your direct mail and email list needs. 4 Local Media offers a comprehensive, one-stop resource for literally tens of thousands of specialty and compiled mailing lists. Our certified list vendors offer local and national mailing lists from responder, lifestyle, and interest lists to activities and membership lists. • Mobile Solutions: Whether building awareness, increasing engagement or driving purchase intent, our experience executing mobile campaigns enables you to deliver the most innovative and successful mobile programs. Use mobile to reach consumers on-the-go as they increasingly turn to their devices for online content. We develop smart media management software to help advertisers streamline and scale digital campaigns. With a unified, holistic platform, marketers can access 100% of all digital inventory, across all channels and devices. • Lead-Gen Micro Sites: Microsites or Mini Sites are a great way to attract new leads for a targeted product or service. They are often used for contextual keyword advertising and to rank for specific keywords that are relevant and profitable to a business or person selling those products or services. Microsites can also be used for PPC landing pages, and as a network of relevant web properties that are related to a certain topic. Mini sites and microsites are heavily used in the search engine marketing field and are great for website marketing.

  8. Project Scope Very Competitive SEM (paid search) advertising Very Competitive SEO (organic search) websites SEM Solution Use competitive “promotional” landing page to take competitors prospects SEO Solution Best Option using dedicated vendor updating website daily with targeted software.

  9. Project Scope Marketing Review: Based on the CORE services for Christensen Auto Sales, we will recommend a simple, targeted digital solution. The recommendation will include a multi-media digital approach. The delivery will produce event awareness & branding. Details: • Budget: $1,000 - $2,000 per month • Suggestions: Based on the listed budget, it is going to be best to utilize a geo-targeted option in the McMinnville, OR area. • Options: Targeted Email Marketing List (Client User Account), SEM/PPC campaign (Yahoo / Bing), Local Radio Station (KKJC 93.5 FM, KSLC 90.3 FM-Linfield College, KLYC 1260 AM, KKJC 96.3 FM) • Recommendations: Providing a full service Idea Expert (Rick Watson), helping with ongoing campaigns and upcoming business solutions. Our Lead Generation micro-sites deliver immediate customers and most importantly will build the Christensen Auto Sales internal email / phone marketing database!

  10. Project Scope Recommendation: First step in our recommendation would be for a consultive meeting to ask some specific questions and start a business partnership. 4 Local Media has determined based on a limited budget, we will need to utilize strategic online digital solutions. Details: • Partners:Christensen Auto Sales needs to work with 2-3 other similar car sales companies. Rick Watson will research and find these companies, but needs a consultive commitment from Christensen Auto Sales. • Targeted Lists: Purchase list for Adults (demo?) in geo-targeted area. Either direct mail or electronic mail. Email is less than half the investment and delivers almost the same ROI. See Referral List – during consult meeting • Podcasting Program: We highly recommend Christensen Auto Sales to produce a highly professional thirty minute program. Audio program will run on the website (recorded loop). Program can be aired on small local radio stations (paid programming) in off inexpensive (evening, overnight, weekend) times. See Referral List

  11. Project Scope (continued) • SEO:Christensen Auto Sales needs to OWN this space in the geographic area. Q&A on current website needs to happen first. Are there ANY current ongoing SEO services on the website? Are there any backlinks or citations currently running on website? Website indexing needs to communicate with search engines. See Referral List • Reputation Management: IS there any reputation management function for current customers? Building an inexpensive micro-site with quality reputation management will help drive SEO for the marketplace. • SEM / PPC: Highly recommended. However, very confusing and fragmented space. If budget is under $250 per month, best option is study, learn and use in-house person, or do it yourself. 4 Local Media has a full service “certified” provider starting at $1,500 per month. • Targeted Lead-Generation: This is a “perfect” industry / product to utilize “competitive” online promotion marketing. Rick Watson along the 4 Local Media team, will design a micro-site with demographic targeted promotional giveaways. Example: $500 VISA / GAS Card giveaways, enter to win promotions, including 2 targeted questions. Are you interested in purchasing a new vehicle? Detailed time & date. Leads delivered directly into Christensen Auto Sales email In-Box! • Social Media WOM: Entice local consumers to provide referrals and recommendations. Invest in an ongoing “Word of Mouth” social media campaign, estimate budget $2,500 per month. MUST be compelling, designed and managed “professionally” by third party vendor. Recommendation: Rick Watson

  12. Project Scope Ongoing Expertise: 4 Local Media provides 24/7 advertising solutions and marketing advice. We offer a Marketing Academy at the CMS website. We also offer a complete list of dedicated consultants available to answer questions. Details: • CMS Resource: $799 annual membership / Password: Provided with CMS • Questions and marketing resources, please use the VMC “Virtual Consultant”. • Urgent questions or help, call your local representative first, local manager second, local strategic partner third. See contacts

  13. Partner Consultants / Referrals For all contacts and referrals; Email, Text, Call (in that order) Rick Watson – National Sales Manager Email: 4localrick@gmail.com | Phone: (503) 883-3552 Jeff Carrier - Founder & Vice President Email: jcarrier@cloudone.com | Phone: (503) 750-2277 Kevin Martinelli - Founder & Vice President Email: kevinmartinelli@gmail.com | Phone: (602) 319-3867 Damon Balch - Founder & President Email: damon@4localmedia.com | Phone: (360) 601-7422

  14. Next Steps 1. Use the CMS Marketing Blueprint Academy www.4localmedia.com | Password: (with $799 membership) 2. Set up Business Overview “follow up” call with National Sales Manager. • Commit to reasonable “timeline” for advertising campaign(s), make sure and let Rick Watson know those dates. • Share all (outside vendors) proposed advertising campaigns with 4 Local Media. When a local sales representative tries to sell you “anything”, please run it by us first. Send through the VMC 24/7 Consultant, usually an immediate response, no longer than 1 business day. • Remember to forward all advertising sales requests to your “IN HOUSE ADVERTISING AGENCY”. This helps you with a built in gate keeper. • Take a 15% discount on ALL MEDIA BUYS! Talk to your 4Lm Representative

  15. We look forward to providing Christensen Auto Sales future Ideas & Solutions! Damon E. Balch President & Founder

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