UNPACKED: 11 Unthink Marketing Tips (to inspire marketing strategy and ideas)

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Marketing

Published on March 18, 2014

Author: AlexGoh1

Source: slideshare.net

Description

"UNPACKED" is a series of work developed but which never saw the light of day, or was work developed long ago. All content has been edited to remove sensitive client data/information/proposals where necessary.

But why? "UNPACKED" is based on the belief that, like books, the true value of content is manifested only when it's for public benefit, rather than kept in private - on shelves or buried in one's digital device.

This slide deck specifically was created to help inspire the development of new marketing ideas within the automotive space. However, as some of the best ideas happen through cross-pollination across categories, you may very well find this useful for ideation in a non-automotive category.

UNPACKED: 11 Unthink - AUTOMOTIVE - By Alex Goh, Associate Strategic Planning Director, M&C Saatchi, Kuala Lumpur. Marketing Tips

Strategic Opportunities Page 2 We travelled the world. And studied various categories. For the best learnings. United States United Kingdom Canada Malaysia Australia Bahrain 1. Evolving buying behavior 2. Nurturing brand community 3. “Service” layer to products Japan

1. Responding to evolving car shopping behavior. Page 3 Online and social media are key information sources: • 82% visits at least 6 websites pre-purchase • 59% rely on social media • Only 20% of shoppers buy the first vehicle they research* INSIGHT Source: Accenture Automotive Survey 2013, Malaysia; *“Constant Consideration: Brand Choice on the Path to Vehicle Purchase”, 2013, Google Think Insights On content marketing – interest first, product second. Seek-and-respond – Brand as an active participant of online conversations. Defining a brand 3rd space – between the online space and dealerships. ENTRY-POINTS

Page 4 On content marketing – interest first, product second. 1. Responding to evolving car shopping behavior. How Chevrolet got millions to see the new Chevrolet Sonic in just days.

Page 5 Defining a brand 3rd space – between the online space and dealerships. 1. Responding to evolving car shopping behavior. How State Farm bank brought the “personal” back to banking.

Page 6 Seek-and-respond – Brand as an active participant of online conversations in relation to the brand and its products. 1. Responding to evolving car shopping behavior. How Gatorade humanised the brand for social media.

2. Increasing brand stickiness by nurturing the brand community. Page 7 Tapping into the “pass-around-power of everyday people” by creating opportunities for the emergence of “remark-able” brand stories. INSIGHT Identify and managing the brand’s most influential brand fans and owners. Design and define a suite of owner lifestyle privileges and experiences. Adoption of the concept of “relationship managers”/brand concierge. ENTRY-POINTS

Page 8 Identify and managing the brand’s most influential brand fans and owners. 2. Increasing brand stickiness by nurturing the brand community. How Nike made it not-about-selling- shoes. Clockwise from top-left: Nike Human Race, Global Ekiden Relay, “Help for Haiti” Run and Niketown Runners

Page 9 Identify and managing the brand’s most influential brand fans and owners. 2. Increasing brand stickiness by nurturing the brand community. How Nike made it not-about-selling- shoes.

Page 10 Design and define a suite of owner lifestyle privileges and experiences. 2. Increasing brand stickiness by nurturing the brand community. How O2 did more, with less.

Page 11 Design and define a suite of owner lifestyle privileges and experiences. 2. Increasing brand stickiness by nurturing the brand community. How O2 did more, with less.

Page 12 Design and define a suite of owner lifestyle privileges and experiences. 2. Increasing brand stickiness by nurturing the brand community. How Scotiabank did more, with less.

Page 13 Design and define a suite of owner lifestyle privileges and experiences. 2. Increasing brand stickiness by nurturing the brand community. How O2’s owner privileges program did more than provide discounts.

Page 14 Adoption of the concept of “relationship managers”/brand concierge. 2. Increasing brand stickiness by nurturing the brand community. How Lincoln intends to revolutionize service in the auto industry.

3. Augmenting the “service” layer to products. Page 15 Rising complexities to compare on product features – now, the little things count. Even product brands could benefit from a dose of “hospitality.” INSIGHT Adding on a greater level of certainty to the total cost of ownership. Innovating after-sales for greater convenience & simplicity for owners. Finding opportunity in separating the sale of “ownership” vs. “access.” ENTRY-POINTS Innovating the test drive experience. Taking the leadership stance through a better designed product education effort.

Page 16 Innovating the test drive experience. 3. Augmenting the “service” layer to products. How Ford gave test drives a new spin.

How Chevrolet is unifying its “responsible” product education initiative. Page 17 Taking the leadership stance through a better designed product education effort. 3. Augmenting the “service” layer to products.

How Starbucks integrated education into the buying experience. Page 18 Taking the leadership stance through a better designed product education effort. 3. Augmenting the “service” layer to products.

Page 19 Finding opportunity in separating the sale of “ownership” vs. “access.” 3. Augmenting the “service” layer to products. How companies are coming up to cater to the idea of “fractional ownership.”

How UK auto brands helped customers avoid servicing “bill shocks.” Page 20 Adding on a greater level of certainty to the total cost of ownership. 3. Augmenting the “service” layer to products.

How Perodua uses after-sales to strengthen customer affinity. Page 21 Innovating after-sales for greater convenience and simplicity for owners. 3. Augmenting the “service” layer to products.

Now, go be the best version of you. By Alex Goh, Associate Strategic Planning Director, M&C Saatchi, Kuala Lumpur. alex.goh@mcsaatchi.com.my UNPACKED: 11 Unthink - AUTOMOTIVE - Marketing Tips

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