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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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

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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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