branding yourself for tomorrow

BRANDING YOURSELF
FOR TOMORROW
June 22-23rd, 2015
Hyatt Regency Calgary
Presented by
Doug & Andrew MacIver
Andrew MacIver
Brother Of Bargain
I’ve always
wanted to be in
the car
business!
Started new business with
our father in 2007
Doug MacIver
Brother Of Bargain
We made the
decision to go
completely
digital late 2011
January 20th 2012 –
Launch new website
January 23rd 2012 –
New CRM installation
January 26th 2012 –
Our world changed
forever…
We made a
heavy
investment in
all things
digital.
Changed the
signs on our
buildings from
CanadaWide
Vehicle
Finance LTD.
To Ride Time
in Sept. 2012
• 
• 
• 
• 
Ride Time currently has 33 employees
Increased gross profit per unit the last 5 years in a row
Created a brand that stopped the race to the bottom
We do ZERO event sales, we are the event
TV GAME PLAN
•  6 MONTH BUY
•  NEW COMMERCIAL
EVERY MONTH
•  SPRAY AND PRAY
•  NEWS
•  PRIME TIME
•  DAY TIME
•  LATE NIGHT
•  SPORTS
https://www.youtube.com/watch?v=xMvP_Ezexwo
www.youtube.com/watch?v=hJ9aRh53B0g
www.youtube.com/watch?v=8M3JtpLVE44
https://www.youtube.com/watch?v=zTyjGg3-S-o
https://www.youtube.com/watch?v=WzET4FxBfvQ
https://www.youtube.com/watch?v=a4a_kXmaoM0
WHAT WE LEARNED
1.  WE CREATED A LOYAL FOLLOWING
2.  SUPER CHARGED OUR DIGITAL EFFORTS
3.  FOUND MOST OF OUR CUSTOMERS SAW US ON NHL GAMES
1.  USED GOOGLE’S LIVE ANALYTICS TO BACK THIS UP WITH
DATA
NEW PLAN
1.  RUN COMMERCIALS FOR 2 MONTHS MINIMUM
2.  FOCUS ON NHL GAMES
https://www.youtube.com/watch?v=p4iyHxphrwE
https://www.youtube.com/watch?v=osAxzZ8miEU
https://www.youtube.com/watch?v=Wvy3DcZoAPc
WHAT WE LEARNED
1.  WE HAD A LARGE FOLLOWING (LOVERS & HATERS)
2.  ONE NEW COMMERCIAL PER MONTH GOT US A LOT OF
ATTENTION
3.  ALLOWING THE COMMERCIALS TO RUN A MINIMUM OF 2
MONTHS GAVE PEOPLE A CHANCE TO HEAR OUR MESSAGE
http://www.bnn.ca/shows/bargain-brothers.aspx
SHOW TIMELINE
1.  ANDREW SAW AD ON BNN MARCH 13TH 2013
2.  ASKED DOUG TO EMAIL
3.  PHONE CALL FROM TV PRODUCER
4.  SHOT SIZZLE REEL IN APRIL OF 2013
5.  ROLLER COASTER OF EMOTIONS
6.  PILOT WAS BOUGHT AND SHOT AUGUST OF 2013
7.  SHOW WAS BOUGHT EARLY 2014
8.  SHOT EPISODES 2-6 FROM FEBRUARY TILL JUNE 2014
1.  ENDING WITH EPISODE 6 IN LAS VEGAS
9.  SHOW PREMIERED OCTOBER 21ST 2014
1.  BNN STILL RUNS MARATHONS ON HOLIDAYS
2.  ALL EPISODES CAN BE SEEN ONLINE AT www.bnn.ca
Attention Span Statistics
Data
The average attention span in 2015
8.25 seconds
The average attention span in 2000
12 seconds
The average attention span of a gold fish
9 seconds
SOURCE | National Center for Biotechnology Information
SOURCE | Twitter Vertical Profile, Millward Brown, 2014
https://www.youtube.com/watch?v=75NoIAeBDBc
https://www.youtube.com/watch?v=OCegrdlPMOw
https://www.youtube.com/watch?v=8krLYL2s_1s
Thank You!
Doug & Andrew
MacIver
Brothers Of Bargains
Ride Time
June 22-23rd, 2015
Hyatt Regency Calgary
p. 855-595-RIDE
e. [email protected]
t. @dougmaciver
e. [email protected]
t. @_andrewmaciver