nitto tires
Post on 06-May-2015
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The Brand
• Nitto Tires
- Founded in 1979.• Products:
- Extreme Terrain Light Truck Tires
- Trail Terrain Light Truck Tires
- Desert Terrain Light Truck Tires
- All Terrain Light Truck Tires
- Highway Terrain Light Truck Tires
- All Season Truck & SUV Tires
- Max Performance Tires
- Luxury Sport Ultra High Performance Tires
- Summer Ultra High Performance Tires
- All Season Ultra High Performance Tires
- Entry Level All Season Ultra High Performance Tires
- D.O.T. Compliant Competition Road Course Tires
- D.O.T. Compliant Competition Drag Radial
• Properties
- Owned media
- Brand Ambassador programm
- Social/Mobile
• Goals
- Russian market entry
- Retail management
- Sales support
Russian market
• SEO - most consumers are internet oriented (all dealers are competing for search ranks)
• B2b - many small regional distributors• Trade promo - no sale stimulation
programs• Sales motivation program - no
programs stimulating trade stuff
• The tire market is stabilized
• Russian customers regards market as over saturated and continue to save on tire costs
Auto media channels
Everyone will propose the same
handred
200 p.
Auto press
several
20 p.
Auto radio
several
50 p.
Auto journalists
thousand
1000 p.
Auto internet
several
50 p.
Auto events
several
10 p.
Auto celebrities
Russian customer
BRAND BRAND BRAND
Auto content types
• Official information• Direct advertising• Reviews• Expert opinions• Sport eents• Lifestyle events• Celebrity PR• Auto blogs sponsorship
Conclusions
Proposal
• We can insert the brand into already segmented market using another communication channels.
Russian auto tires social media map
NO TIRE BRAND IN RUSSIA USING SOCIAL MEDIA
Conclusions
• The market is served• All competitors are doing the same
(seasonal information flow in traditional media channels
• Don't use social media channels full advantage
• Not recognizing the MEANING of content
• Maximum emphasizing of Nitto's strong sides
• Branded content• Social program• Unikcom & partners
Normal strategy (what others will propose)
Content strategy (from Unicom & Partners)
Automotive content
Auto content channels
Russian customer
Automotive content
Auto content channels
Russian customer
Customer channels
Partners
Richmedia
Richmedia
Richmedia
Richmedia
Richmedia
Richmedia
MEANING of content
• Even the most creative program will be delivered using content in automobile channels, while the types of content are limited, thus the difference between brands will only depend on advertising communication intensity.
Automotive content
Auto content channels
Russian customerRichmedia
Richmedia
Creating and publishing content on the site
Content is placed using our instruments in all auto channels
Strategy
Areas of work
★ Content strategy
★ Social
★ Trade promo
★ Mobile
★ B2B
★ CRM
★ SEO
★ Event PR
- Key message, key visuals, posmFirststeps
Content strategyCorporateNITTO blog
Socialembassies
Ambassador blog
Ambassador vlog blog
Ambassador blog
Vkontakte
Automotivewebsites
Automotiveforum
forum
Youtube
• Unified content strategy - "Strategy of promoting a content - not a product"
• Fore building a managed community of loyal customers, the TA must engage with information system for auto content circulation
Interesting automotive content with NITTO rich-media banners
Influence ripple
websites
All format supported
Ownedproperties
DIGITAL PROPERTIES• Catalog • Websites• Blog• Mobile• Email
EMBASSIES• Facebook• Youtube• Vkontakte• Twitter• Odnoklasniki• Instagram
Socialplatforms
Earnedmedia
Paidmedia
OUTPOSTS• Relevant message board• Blogosphere• Automotive forums
INCENTIVE• Affiliate• Brand ambassador
ADVERTISING• Banners• Display• Raid• Endorsements
PARTNERSHIPS• Charities• Co-branding• Celebrities
CONTENT• Build trust• Educate• Curate• UGC• Reviews• Location-based
services
INFLUENCER ENGAGEMENT• Response• Advocacy• Loyality
automotive content by
NITTO
Landing pages - owned properties
Interstishials rich media• Big Audience• Max Conversion• Max dimensions• Behavioral
Targeting• All mechanics &
Key Messages
+
Publishing automotive content on the Owned, Paid, Earned, Social
1
All branded content shows RICH media banners
2
3
Deep Social
• understanding of social behavior and demographics
• social actions and analytics platform
Russian BUDDY MEDIA (buddymedia.com) with benefits...
Michael Lazerowas Chairman and CEO of Buddy Media
http://www.deepsocial.ruhttp://brandoscope.ru/
DalBeri
• DalBeri – а customer-friendly system for purchasing and distribution of advertising campaigns in social networks
• With a help of DalBeri we connect brands with social networking users who spread information essential for the campaign.
• Users' endorsements go out to their followers and friends on social network. We track the results and report them back to the advertiser
Mobile version of AD.LY in Russia
Scheme
• Long term strategy is targeting sustainable growth along immediate results versus fast growth and later stagnation
• Long term strategy is based on constant data analysis and fast reaction to changes in analysis results. We use tools like DeepSocial for deep understanding of social behavior and demographics.
• All content types and formats must funnel into brand properties creating a uniform system in which the content and intensity of its delivery are a message as well as a curation mechanism
1. Editor is responsible for content creation
2. Content teasers are seeded into social networks: Facebook, Вконтакте, Однокласники, (foto/video Instagram, Youtube )
3. All links are automatically shortened before seeding and each seeding event is registered, tracked and analyzed in real time - all traffic is thus interlinked with brand content, delivery mechanism, distribution channel and consumer action (like buying)
4. Rich media banners are used in every transition (between a seeded link and a content) prolonging the exposure and enlarging the brand dimension
5. SEO optimization is achieved as a by product of this strategy
Work in progress
Ownedproperties
automotive content by
NITTO
Evangelist
Trandsetter
Ambassador
Partner
★$
Info / %
Info / %
platforms
Earnedmedia
Social
mediaPaid
Russian customer
Richmedia
Richmedia
Richmedia
Richmedia
Richmedia
Richmedia
Richmedia
Richmedia
Richmedia
Richmedia
Richmedia Rich
media
Target audience
Target content
Social
• + Mobile Dalberi + rich-media interstitials• We have already realized BuddyMedia-like platform in Russia. DalBeri Social
Capital is measuring real influence in dollars (rubles)
AMBASSADOR PROGRAM - adapted
350
SHARE EARN INFLUENCE
SEO
• Content is seeded on auto resources with links to Nitto properties showing full screen rich media
• Traffic + registration + indexing which leads to better SEO
promoted link
first position
AD
ADADFirst position
promoted link
B2B
• Your audience is a large group of loosely related business people. Therefore your B2B content should be geared towards that unifying factor, business-style, business content for marketing your business to other businesses. It makes sense doesn’t it?
B2B Automotive content
B2B auto content
channelsRussian customerRich
mediaRich
media
Creating and publishing B2B autovotive content on the Owned, Paid, Earned and Social
B2B content is placed using our instruments in all auto channels
dataCostumer
Computer
Social
data
data
data
MobileBIG
DATA
CRM / Loyality
• Data is collected on every step of consumer interaction
• Content interaction
• Banner display and click
• Brand site visits
• Registrations on brand properties
• Actions (forms, questioners, buying)
Russian customer
★
Event PR
• Integrated and information sponsorship of auto-events
• 2013 in Russia there are 80 main industry events
• Design of a creative brand exposure during each of the selected events
• Design of a unique KV POSM
DalBeri + Brand
• Unique mobile solution for increasing customer and trade personnel brand enabling the most effective way to engage the TA creating sustainable engagement, guarantees increase in brand loyalty.
• Users are downloading Nitto Russia DalBeri app
• Receiving periodic tasks based on Nitto tires content
• Getting points for successful accomplishments
• Using points to buy Nitto products or discounts
Trade promotion
• Design of a unique instore KV POSM
• Trade stuff brand engagement motivation program - sales up
Earnedmedia
Full contact
propertiesOwned
consumptionProduct
platformsSocial
Mobileapp
automotive content by
NITTO
mediaPaid
pointsTrade
PREVENT
Trade stuff
AMBASSADOR
AMBASSADOR
Earnedmedia
AMBASSADOR
propertiesOwned
AMBASSADOR
Russian Customer
★
Richmedia
Richmedia
Richmedia
Richmedia
Richmedia
Richmedia
Richmedia
Richmedia
SEO
Applied Tools
• Unikcom & partners -
• DeepSocial – social instruments and analytics (russian buddymedia)
• Beri.me – Interstishials richmedia in social networks
• Dalberi.com - mobile motivation framework
Thank you
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