hummer2
TRANSCRIPT
Primary Target• Male
• 35-64 years old
• College-educated
• $175,000+ income
• Successful entrepreneurs, doctors, executives
• Car enthusiasts
Secondary Target
The Discerner
The Adventurer
The Conqueror
The Realist
Situation Analysis
SWOT Analysis
Media Plan
Objectives
Two main goals of this campaign will achieve:
1. Triple wholesales of “XXX” Hummer vehicles
2. Replace the shrinking demand for military vehicles with equal to or more than commercial sales
1. Raise top of mind awareness among target audience to 50%
2. Build on the image/mystique of the Hummer
3. Differentiate Hummer from any vehicle on or off the road
4. Re-enforce Hummer’s off-road capabilities
5. Deliver qualified, preconditioned leads to dealers
MarcomM Objectives
1. Consumer magazines to deliver the “lifestyle” message
2. Through these initiatives, our media impact is estimated to result in:
1. Average R of 54% 2. Average F of 3.6 times 3. Total gross impressions of 1,556,240
MEDIA Tactics
Publications
Dealer CooperativeObjectives• Increase the quality and impact of local dealer advertising
• Create more user-friendly Marketing Communications Planner
• Empower dealers with tools to generate new leads and maintain contact with hot prospects
• Continually refine and improve our co-op program
• Enhance communication between the dealers, the agency, and AM General
• Involve dealers in national marketing programs
• Increase dealer awareness of the increase in quality leads
Dealer CooperativeDealer Planner
Vol. I: National Marketing Communication Plan
Vol. II: Local Marketing Communication Plan• Guidelines for implementing direct
marketing, print buys and PR strategies at local level
Vol. III: Co-op Programs• Camera-ready dealer ads, postcard
samples, wide array of slides and photographs to
Dealer CooperativeHummer Marketing Tips• Keeps dealers on track and National
Campaigns
• One new marketing tip per month• Cost included in “Agency Service Fee”
Direct MailCurrent Hummer Owners
Hummer Adventure MagazineNew product enhancements and how to sections• Upcoming coming rallies• Road Test results• Testimonials• Stories of Hummer
Adventures• Hummer merchandise
for sale
Direct MailProspective Hummer Buyers
Invitation to Test Drive a Hummer• Objective: Generate
qualified leads and establish a reasonable cost-per-lead benchmark
• Brochure Mailing: “Invitation” to test-drive the Hummer mailed in March, May, July and October
THOMAS
PICTURE FROM 1996
Talk about other sections by referencing visual
Creative Strategy
Promotions and Merchandising Programs
Forbes Magazine Business Week The Broward Marine Summer Cruise
Additional Marketing Tactics
Additional Marketing Tactics
Public Relations and Trade ShowsAutomotive Magazines
Additional Marketing Tactics
Public Relations and Trade ShowsAutomotive MagazinesLifestyle-oriented Publications
Franco Public RelationsPublication relations
EventsNorth American International Auto ShowNational Auto Dealers Association
MeetingSafari Club International ShowArnold Schwarzenegger’s Fitness Expo
Budget Summary