kim mccullough corporate manager, marketing communications
DESCRIPTION
Engaging Consumers in a New Media World. Kim McCullough Corporate Manager, Marketing Communications. The Reality of Media Today. The expanding definition of “media” is creating more content choices…. The ability to create your own content…. Create a blog or a website. - PowerPoint PPT PresentationTRANSCRIPT
Kim McCullough
Corporate Manager,
Marketing Communications
Engaging Consumers in a New Media World
The Reality of Media Today
The expanding definition of “media” is creating more content choices…
And block unwanted content…
The ability to create your own content…
Create a blog or a website
*not tech only
Overriding Driver and Motivation:Gain Understanding of the Customer
• Yields Actionable Insights • Drives Relevancy and Innovation • Ultimately Engages the Consumer
• 17 Models = 17 Different Answers
Not Just When & Where - But How & Why
• Created a new tool for deeper insight• Consumer context research is used to
influence • More relevant media planning• Match the right content with the right context• Shape creative decisions
Un
exp
ecte
dT
rad
itio
nal
UnexpectedTraditional
on
VIRAL / COMMUNALTundra’s At The Line of Scrimmage Show
Our Own Video Game
“The first car with an immune system” Camry floor decal
Two Roads to Baja
CVS
:30 TV / PrintThe Hybrid
Synergy Drive message on gas
pumps
Broadcast Broadcast
Digital
Digital
Digital
1:1
1:1
1:1
TDA TDA
TDA
Digital
TDA
Tundra Yaris FJ Avalon
Broadcast Print Digital 1:1 Other TDA
The Result = NO TWO PLANS ARE ALIKE
All-New TUNDRA• INSIGHT
• Keep it real – Cut to the chase • Media consumption follows his passions• Not a techno-early adapter – rather an
invaluable tool• ACTION
• Deep into key passion areas• Stay authentic and meaningful• Present information quick and digestible
Authentic & Relevant in Digital Media
Provide Meaningful Product Experience
RESULTSIn 3 months, the all-new Tundra has established positive momentum with Truck buyers, posting significant increases in key attributes
• Brand Personality• Tough +10.3%• Rugged + 9.9%
• Imagery• Is Authentic +12.6%• Powerful +11.8%• Is Durable +11.4%
Source: Hall & Partners
All-New FJ Cruiser• INSIGHT
• Establish credibility with the audience!• Off-road, 4x4 Enthusiasts• Adrenaline and youth, extreme sports
• ACTION• Build relevant content to share this authentic
experience• Use multi-media platforms to reach the target
where he is
Results
Two Roads to Baja
TV
FJ Brochure
Online
Events
Toyota.com
TiVO DVD
Mobile
All-New YARIS• INSIGHT
• Young adults consume media!• Pop divers – use media as social currency• Community is important to them – in life,
online, with the media they let in
• ACTION• Use traditional media in non-traditional ways
Toyota - Smallville Content Wrap #2 Video
Results: Relevant Content Engages Viewers
1.40
1.50
1.60
1.70
1.80
1.90
2.00
2.10
2.20
1 2 3 4 5 6 7 8 9 10 11
Minutes
Av
era
ge
Ra
tin
g
Smallville Content Wrap Smallville Program Avg Average Commercial Rating
[ Program ] [ Commercial Break / Content Wrap ] [ Program ]
+28%
Source: Nielsen
Results: Key Brand Measures Increase
65%
31% 31%
63%
43%
25% 24%
77%
0%10%20%30%40%50%60%70%80%90%
Memorability BrandCommunication
Brand Opinion Seamless Fit
Toyota, Smallville Content Wrap Toyota, Smallville Commercial
Source: IAG
Conclusions
• Focus and understand the consumer
• Embrace change and take risks - don’t be afraid of what you don’t know
• Kaizen!