can the selection of media influence your customer portfolio? (irena kocjan goodyear dunlop sava...
Post on 22-Oct-2014
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Imagine a successful budget brand, with limited available investments, whose target group is way over 50 years old, trying to rejuvenate their customers portfolio. How to do that? With brand rejuvenation? Media selection? Redefinition of key touch points? Clear differentiation in communication? Find out, how Sava, leading budget brand in Goodyear's brand portfolio is successfully targeting new customers in a modern and effective way.TRANSCRIPT
Can the selection of media influence your customer portfolio?
Irena Kocjan
1
GOODYEAR BRAND PORTFOLIO
Premium Value / Budget
WHO ARE SAVA BUYERS?
SAVA BRAND REPOSITIONING
Media
Touch points
Communication
“ I don’t want 500 TV channels. I just want the one channel that gives me what I want to see.” Nicholas Negroponte, Media Lab
GENERATION Y
Mates on a Mission European Facebook Project Pilot countries : CZ, RO, SER, DE
B2B B2C
WHO ARE THEY?
Two guys with one mission: MAKE THE WORLD A MORE FUN PLACE !!!
“ Humor can break up log-jams in both personal relationships and in business.” Kevin Roberts, Saatchi & Satchi
ACTIVATION : TRAFIC, PRESS, TRADE • Natural viral effect
– Videos (Facebook, Youtube) – Offer content that is appealing to target group
• Viral seeding – GoViral campaign
• Facebook – Contests with FUN! as common theme – Engagement – Car give-away – FaceBook advertising
• PR activities – Press kit – PR stories and cooperation with target magazines and on line
SOME NUMBERS FACEBOOK Number of likes (15.8. – 19.11.2012)
– Serbia ..................... 11 409 – Romania ................. 7 634 – Czech Republic ...... 7 482 – Germany ................. 1 919
VIRALS
Human beings are powered by emotion, not by reason.
?
How do you create positive emotions – intimacy, without being invasive or insincere?
BE PASSIONATE INVOLVE CUSTOMERS CELEBRATE LOYALTY
FIND, TELL & RETELL STORIES ACCEPT RESPONSIBILITY