Ten Creative Best Practices to Rev Up Your Auto Lending ...
Ten Creative Best Practices to Rev Up Your Auto Lending Marketing
August 19, 2014
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2
Bios
Kris Niblett, Creative Director Harland Clarke Marketing Services
20+ years experience creating strategic, award-winning, multichannel direct marketing communications for financial and other industries
Drives results for major brands, including the largest financial institutions as well as community banks and credit unions
HC creative team has captured 70+ awards, including Hermes Awards, DMA Echo Awards, Graphic Design USA Awards and the London International Advertising Award
Stephen Nikitas, Senior Marketing Strategist
30+ years experience in strategic planning, marketing, and public relations Provides consultative services to banks and credit unions Develops marketing and retail strategies, and campaigns to grow targeted
portfolios
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Today's Agenda
Auto Lending Trends Strong Creative Accelerates Success Direct Marketing Creative Fundamentals Creative Challenges 10 Creative Best Practices for Auto Lending and Refi Key Creative Elements Legal Requirements In-Market Examples Beyond Mail Creative Credentials Q&A
4
Auto Lending Trends
18 16.2
16 14 12 10
8
2007
5
New Vehicles Sales ? U.S. (in millions)
13.2
10.4
11.6
12.9
14.5
15.6
16.2
The total number of existing auto loans stands at 61 million - a 54-month high
2008
2009
2010
2011
Source: R.L. Polk
2012
2013
2014 Forecast
Auto Lending Trends
Average Age of U.S. Vehicles (in years) 12
11.5
11.4 11.2
11
10.9
10.6
10.5
10.3
10 9.6
9.7
9.8
9.8
9.9
10 10.1
9.5
9
8.5
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Source: R.L. Polk
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Auto Lending Trends
$900 $600
Auto Loan Balances
(in billions)
$99 $159
$300
$212 $257
$118 $182 $221
$290
$0
Source: Experian?
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Q1 2013 Banks Captives
Credit Unions
Q1 2014 Finance Companies
Auto Lending Trends
6%
5%
4%
3%
2%
2.08% 1.93%
1%
0% Bank
30-Day Delinquencies
4.88% 4.62%
2.32% 2.23% 1.23% 1.20%
Captive
Credit Union
Q1 2013 Q1 2014
Finance Companies
2.36% 2.24%
Total
Source: Experian
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