High Image Trucks

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2008 Marketing ROI Communications Effectiveness
Audit Sources of Information That Influence
Purchase
Published November, 2008
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2008 Marketing ROI Communications Effectiveness
Audit

• ROI How Many Cars Did it Sell
• The Foresight Research Marketing ROI
  Communications Effectiveness Audit measures the
  influence each marketing communication channel
  (and other information sources such as word of
  mouth) has on driving vehicle purchases.
  Specifically, what influences new car shoppers
  awareness/consideration for a brand or model
  what influences the shopping process and finally
  what influences the final vehicle purchase
  decision. For each of the marketing
  communications measured, the impact on these
  three stages of the purchase is quantified.
• These measures provide the user with objective
  input to marketing program decisions, improve
  allocation of marketing funds, help plan the most
  effective combination of communications to
  influence a specific target customer or, simply,
  to see what works.
• This study is not a forecast tool utilizing the
  number of web hits, impressions, favorable
  opinions or future buying intentions. It is
  instead the detailed study of actual customer
  behaviors as they recently completed the new
  vehicle buying process. Each area of
  measurement is analyzed in terms of its
  contribution to vehicle purchase decisions. In
  short, what percentage of retail sale decisions
  were influenced by each of these communications
  and how did they work together to generate the
  sale?

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2008 Marketing ROI Communications Effectiveness
Audit

• Sample Size and Profile
• 3,985 new vehicle buyers and lessees
• Respondents are primary or shared decision maker
• National sampling among new owners of 38 Asian,
  Domestic and European manufacturers
• 2007 and 2008 model year vehicles
• Fleet customers excluded

• Integration of Communications
• Customers use multiple sources of communication
• How do they work together key information
  received
• Specific publications, web sites, events, etc.
  used
• How are the communications used awareness and
  consideration, shopping or purchase decision

• Word of Mouth
• Word of mouth influence quantified
• Influencer profiles / influenced profiles
• Messages communicated
• Influencing the influencer

• Influence on the Vehicle Purchase
• On Awareness/Consideration
• On Shopping
• On Purchase Decision

• Reach of Communications
• For each form of communications how many people
  are reached
• Who is reached and who is not reached

• ROI How Many Cars Did it Sell
• Share of purchase influence attributable to each
  different form of communication (ROI)?
• A comparison of the effectiveness of TV versus
  internet versus direct mail versus auto shows,
  etc.
• Differences in effectiveness by major brands,
  vehicle segments or customer targets and profiles

• Intensity of Influence
• For all communications how intense is the
  influence (not very influential, somewhat
  influential, secondary influence or primary
  influence)?

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Sampling By Brand
Brand Count Acura 69 1.73
Audi 41 1.03 BMW 128 3.21 Buick 51 1.28 C
adillac 47 1.18 Chevrolet 309 7.76 Chrysler
100 2.51 Dodge 225 5.65 Ford 341 8.56 GMC
85 2.13 Honda 491 12.33 Hummer 7 0.18 Hy
undai 168 4.22 Infiniti 39 0.98 Isuzu 1 0.0
3 Jaguar 8 0.20 Jeep 100 2.51 Kia 64 1.61
Land / Range Rover 6 0.15
Brand Count Lexus 120 3.01
Lincoln 40 1.00 Mazda 107 2.69 Mercedes-Ben
z 57 1.43 Mercury 42 1.05 Mini -
Min-Cooper 26 0.65 Mitsubishi 36 0.90 Nissan
234 5.88 Pontiac 73 1.83 Porsche 4 0.10 S
aab 19 0.48 Saturn 102 2.56 Scion 31 0.78
Subaru 79 1.98 Suzuki 18 0.45 Toyota 582 1
4.62 Volkswagen 94 2.36 Volvo 38 0.95 Other
11 0.28
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Overall.How The Industry Influences Purchase
High Influence (4 and 5 rating on 5 point
scale)?
Prior brand experience, the Internet, seeing
vehicles on the road, brochures and word of mouth
(recommendations) are the highest rated
influencers through the entire vehicle shopping
and purchase process.
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When Communications Influence Most
At which of these three stages did that source
influence you?
Purchase
Awareness/Consideration
Shopping
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Profile Comparison

• Male
• Age 55
• Household Income more than 100,000

• Female
• Age 18 - 34
• Household Income less than 50,000

• Vehicle purchased / leased
• Sport Utility 23
• Luxury Car 18
• Midsize Sedan 16
• Full size sedan 10
• Pickup Truck 9

• Vehicle purchased / leased
• Small / Compact car 50
• Midsize sedan 17
• Sport Utility 17
• Full size sedan 4
• Crossover 3

• Automotive Behaviors
• Leased vehicle 24
• Recommendations given 6.4 /yr.
• Attend an auto show 30
• Brand Loyal 64

• Automotive Behaviors
• Leased vehicle 14
• Recommendations given 4 /yr.
• Attend an auto show 21
• Brand Loyal 42

• Top Sources of Influence
• Prior Experience 67
• Seeing on Road 45
• Internet 43
• Vehicle Brochure 34
• Specialty Vehicle 28
• Word of mouth 25
• Dealership Personnel 23
• Print Article 22

• Top Sources of Influence
• Internet 53
• Prior Experience 49
• Word of Mouth 48
• Seeing on Road 45
• Vehicle Brochure 36
• Dealership Personnel 35
• Specialty Vehicle 19
• Print Article 17

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Select 2006 Marketing ROI Study Findings
How could this information help improve your
communications efficiency?

• In 2006, the Internet accounted for (16.1) of
  the purchase influence among all manufacturers.
  The other influences of the purchase decision
  include print and TV advertising (18.7) and non
  traditional media (auto shows, motorsports and
  events (17.8). Public relations activities and
  articles accounted to 11.9.
• These facts when combined with sales numbers show
  the ROI of marketing communications.

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Contact Us
Availability Pricing
Report Available November 2008 Subscription
Price 29,000 Partial Subscription
Available
Ron Hein Exec. Vice President Foresight
Research 640 West University Drive Rochester, MI
48307 Phone [phone] x 18 Fax
248-608-1871 ronh_at_foresightresearch.com http//www
.foresightresearch.com/