Published on October 1, 2013
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
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 Rich media Rich media Rich media Rich media Rich media Rich media
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 customerRich media Rich media Creating and publishing content on the site Content is placed using our instruments in all auto channels
Areas of work ★ Content strategy ★ Social ★ Trade promo ★ Mobile ★ B2B ★ CRM ★ SEO ★ Event PR - Key message, key visuals, posmFirst steps
Content strategy Corporate NITTO blog Social embassies Facebook Ambassador blog Ambassador vlog blog Ambassador blog Vkontakte Automotive websites Automotive forum 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 Owned properties DIGITAL PROPERTIES • Catalog • Websites • Blog • Mobile • Email EMBASSIES • Facebook • Youtube • Vkontakte • Twitter • Odnoklasniki • Instagram Social platforms Earned media Paid media 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 Lazerow as Chairman and CEO of Buddy Media http://www.deepsocial.ru http://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 Owned properties automotive content by NITTO Evangelist Trandsetter Ambassador Partner ★$ Info / % Info / % platforms Earned media Social media Paid Russian customer Rich media Rich media Rich media Rich media Rich media Rich media Rich media Rich media Rich media Rich media Rich media 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 AD AD First 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 channels Russian customerRich media Rich 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
data Costumer Computer Social data data data Mobile BIG 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
Earned media Full contact properties Owned consumption Product platforms Social Mobile app automotive content by NITTO media Paid points Trade PR EVENT Trade stuff AMBASSADOR AMBASSADOR Earned media AMBASSADOR properties Owned AMBASSADOR Russian Customer ★ Rich media Rich media Rich media Rich media Rich media Rich media Rich media Rich media SEO
Applied Tools • Unikcom & partners - • DeepSocial – social instruments and analytics (russian buddymedia) • Beri.me – Interstishials richmedia in social networks • Dalberi.com - mobile motivation framework
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