   2006/2007 HAS REALISED EXCELLENT RESULTS FROM A FINELY-TUNED
    COMMUNICATION PLATFORM
   THE PROMOTIONS THAT WE PRE...
   Corsa Bakkie Competition
       Summer 2005/2006
       6 497 entries
       Generated R7.6 Million in sales
   LG Home Theatre System Competition
       Winter 2006
       4 323 entries
       Generated R5.6 Million in sales
   Referral programme/
    Hungarian Grand Prix Competition
       Summer 2006/2007
       2 000 entries to date
     ...
 2006/2007, FOR THE FIRST TIME IN MANY YEARS, HAS REVEALED
  A SOUND COMMUNICATION PLATFORM, THAT WAS BALANCED BY
  SYNER...
 GENERIC ABOVE THE LINE
    FOUR TARGETED PUBLICATIONS
       FLEET (HEAVY-DUTY)
         FLEETWATCH, CIRCULATION – 5 ...
   THE MAIN MESSAGE DRIVER FOR THIS YEAR IS TO POSITION THE PI WORKSHOPS AS:
     ESTABLISHED
     MODERN
     TECHNOL...
   WE HAVE ESTABLISHED A WINNING FORMULA OF REACHING THE MARKET, IN A COST-
    EFFECTIVE WAY, COMPLETELY TARGETED TO THE...
   THE THEME IS ‘AUTOMOTIVE’ IN NATURE…
   THE 1ST PRIZE IS A TRIP FOR TWO TO AN ‘ADVENTURE DESTINATION & A VDO DAYTON
 ...
WIN A RIVER RAFTING ADVENTURE FOR TWO AND A MS2110 PORTABLE NAVIGATIONAL SYSTEM, VALUED AT R12 500
EXPERIENCE AN EASYGOING...
THIS EXPERIENCE IS AN ADVANCED RALLY DRIVING COURSE. IT IS A COMPACT RALLY INSTRUCTIONAL COURSE THAT
    WILL HAVE YOU AT ...
IMAGINE DRIVING A RACING-SPEC FERRARI, COMPLETE WITH F1-STYLE PADDLE-SHIFT GEARBOX, ROLL CAGE AND
      RACING BUCKET SEAT...
WE PROPOSE TO MAINTAIN A SIMILAR THEME, WHICH IS ‘AUTOMOTIVE’ IN NATURE…
 WE WILL SOURCE RELEVANT, ‘WANTED’ PRIZES THAT WI...
Communication Plan
Communication Plan
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Communication Plan

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Communication Plan

  1. 1.  2006/2007 HAS REALISED EXCELLENT RESULTS FROM A FINELY-TUNED COMMUNICATION PLATFORM  THE PROMOTIONS THAT WE PRESENTED TO ALL TARGET MARKETS SEEMED TO HAVE BEEN WELL RECEIVED (BOTH BY THE MARKETS AND THE FRANCHISEES)  RESPONSE MECHANISMS FOR THE COMPETITIONS YIELDED EXCELLENT RETURNS  ALL PROMOTIONS WERE BACKED QUALIFYING PURCHASES  TWO MAJOR PROMOTIONAL CAMPAIGNS WERE UNDERPINNED BY GENERIC/BRANDED ADVERTISING  PROMOTIONAL ADVERTISING’S OBJECTIVE WAS TO DRAW FEET THROUGH DOORS  GENERIC ADVERTISING’S OBJECTIVE WAS TO GROW AND MAINTAIN BRAND AWARENESS, AS WELL AS ‘SELL THE BRAND’S OFFERINGS’ THROUGH DETAILED COMPETENCIES  CAMPAIGNS WERE MEASURABLE, VIA THE FOLLOWING CRITERIA:  ENTRY FORMS  SALES ATTACHED TO ENTRY FORMS
  2. 2.  Corsa Bakkie Competition  Summer 2005/2006  6 497 entries  Generated R7.6 Million in sales
  3. 3.  LG Home Theatre System Competition  Winter 2006  4 323 entries  Generated R5.6 Million in sales
  4. 4.  Referral programme/ Hungarian Grand Prix Competition  Summer 2006/2007  2 000 entries to date  Ends March 31 2007
  5. 5.  2006/2007, FOR THE FIRST TIME IN MANY YEARS, HAS REVEALED A SOUND COMMUNICATION PLATFORM, THAT WAS BALANCED BY SYNERGISTIC CHANNELS, I.E.:  GENERIC ABOVE THE LINE  FOUR TARGETED PUBLICATIONS  FACILITATION TO ENTRY  NATIONAL YELLOW PAGES LISTING  PROMOTIONAL ABOVE THE LINE  PROMOTIONAL MESSAGING CONSISTENT WITH GENERIC PUBLICATIONS  BELOW THE LINE  TARGETED DIRECT MARKETING CAMPAIGNS (TO UNDERPIN ATL PROMOTIONS)  POINT OF SALE
  6. 6.  GENERIC ABOVE THE LINE  FOUR TARGETED PUBLICATIONS  FLEET (HEAVY-DUTY)  FLEETWATCH, CIRCULATION – 5 500 (6 READERS/COPY)  COST/REACH R0.33  FLEET (LIGHT-DUTY)  AUTO NEWS, CIRCULATION - 10 000 (4.5 READERS/COPY)  COST/REACH R0.33  TRADE  AUTOMOBILE, CIRCULATION – 16 000 (4 READERS/COPY)  COST/REACH R0.18  AGRICULTURAL  FARM TECH, CIRCULATION – 28 500 (2.5 READERS/COPY)  COST/REACH R0.08
  7. 7.  THE MAIN MESSAGE DRIVER FOR THIS YEAR IS TO POSITION THE PI WORKSHOPS AS:  ESTABLISHED  MODERN  TECHNOLOGICALLY-ADVANCED (OR ON PAR)  SUBSTANCE  YET, STILL REINFORCE SPECIALIST CAPABILITIES  GRAPHIC ELEMENTS:  THE BACKGROUND WE HAVE SELECTED FOR THE GENERIC CAMPAIGN IS BRUSHED STEEL PLATING (SENSE OF STRENGTH, RESILIENCE AND ‘FORCE’)  EACH TARGET MARKET’S PUBLICATION TO FEATURE RELATIVE VISUALS  NEW PRODUCT PICS TO BE INCLUDED, AS REPRESENTATION OF THE SPECIALITY
  8. 8.  WE HAVE ESTABLISHED A WINNING FORMULA OF REACHING THE MARKET, IN A COST- EFFECTIVE WAY, COMPLETELY TARGETED TO THE CORRECT CUSTOMER AND WITH THE RIGHT MESSAGING MIX, AND WE PROPOSE TO MAINTAIN THE MOMENTUM OF THIS FORMULA  WE WILL IMPLEMENT 2 MAJOR PROMOTIONAL CAMPAIGNS FOR THE YEAR:  WINTER: MAY – JULY 2007 (PROPOSED)  SUMMER: NOVEMBER 2007 – FEBRUARY 2008 (PROPOSED)  THE MIX FOR PROMOTIONAL CAMPAIGNS ARE:  ATL MEDIA (TO MIRROR GENERIC MIX)  BTL DIRECT MARKETING  RMI DATABASE  ‘TOP 10 MIDAS CUSTOMER’ LIST  BTL STORES  POSTERS  LEAFLETS  ENTRY FORMS
  9. 9.  THE THEME IS ‘AUTOMOTIVE’ IN NATURE…  THE 1ST PRIZE IS A TRIP FOR TWO TO AN ‘ADVENTURE DESTINATION & A VDO DAYTON MS210 PORTABLE NAVIGATIONAL SYSTEM, I.E.:  4X4 SAFARI  WHITE WATER RAFTING  TRAIL SAFARI, ETC  PLUS… 10 ADDITIONAL WINNERS OF A VDO DAYTON MS210 PORTABLE NAVIGATIONAL SYSTEM  THE PORTABLE NAVIGATIONAL SYSTEMS ARE VALUED AT R6 000 EACH (HIGH PERCEIVED VALUE)  THIS WILL BE NEGOTIATED AS A BARTER DEAL  WE WILL PAY FOR THE 1ST PRIZE GETAWAY  THE THEME REVOLVES AROUND THE NAVIGATIONAL SYSTEM, AND “FINDING YOUR WAY… TO THE SPECIALISTS!”
  10. 10. WIN A RIVER RAFTING ADVENTURE FOR TWO AND A MS2110 PORTABLE NAVIGATIONAL SYSTEM, VALUED AT R12 500 EXPERIENCE AN EASYGOING TOUR DOWN AN AFRICAN RIVER. IF EVER YOU HAVE FELT THE NEED TO BE SUSPENDED IN TIME, THE ORANGE RIVER IS THE PLACE TO DO IT. A RELAXING, YET AWESOME TRIP WITH A FEW CHALLENGING RAPIDS. (COST R6399) PLUS… 10 LUCKY WINNERS STAND THE CHANCE OF WINNING A MS2110 PORTABLE NAVIGATIONAL SYSTEM, VALUED AT R6 000 EACH (BARTER DEAL)
  11. 11. THIS EXPERIENCE IS AN ADVANCED RALLY DRIVING COURSE. IT IS A COMPACT RALLY INSTRUCTIONAL COURSE THAT WILL HAVE YOU AT THE END OF IT STRAPPED INTO A SERIOUSLY FAST, HIGH-SPEED RALLY SELF-RIDE. GET YOUR KNUCKLES WHITE WHILE DRIVING AND WHILE BEING DRIVEN AROUND THE SPECIALLY PREPARED RALLY STAGE WHEREYOUR HOST WILL BE A PROFESSIONAL RALLY DRIVER. EVEN THOUGH THERE WILL BE PLENTY OF SPEED YOUR SAFETY WILL NEVER BE COMPROMISED. BE PREPARED TO LEAVEYOUR COMFORT ZONE AND EXPERIENCE THIS INTOXICATING EXPERIENCE OF A LIFETIME. (COST R2999) PLUS… 10 LUCKY WINNERS STAND THE CHANCE OF WINNING A MS2110 PORTABLE NAVIGATIONAL SYSTEM, VALUED AT R6 000 EACH (BARTER DEAL)
  12. 12. IMAGINE DRIVING A RACING-SPEC FERRARI, COMPLETE WITH F1-STYLE PADDLE-SHIFT GEARBOX, ROLL CAGE AND RACING BUCKET SEATS ON A REAL RACETRACK. BEYOND IMAGINATION? NOT ANY MORE. FERRARI 360 CHALLENGE AFFORDS YOU THE OPPORTUNITY TO SLIP BEHIND THE WHEEL OF A CAR OFFERING PERFORMANCE AKIN TO THAT ACHIEVED BY FORMULA ONE RACERS. YOU WILL REACH 100 KM/H FROM A STANDING START IN JUST 4.1 SECONDS - THE TIME IT TAKES TO READ THIS SENTENCE. THE BLACK HORSE IS SADDLED UP AND WAITING. ISN'T IT TIME YOU TOOK THE REINS? (COST R12499) PLUS… 10 LUCKY WINNERS STAND THE CHANCE OF WINNING A MS2110 PORTABLE NAVIGATIONAL SYSTEM, VALUED AT R6 000 EACH (BARTER DEAL)
  13. 13. WE PROPOSE TO MAINTAIN A SIMILAR THEME, WHICH IS ‘AUTOMOTIVE’ IN NATURE… WE WILL SOURCE RELEVANT, ‘WANTED’ PRIZES THAT WILL EXCITE OUR TARGET MARKET WE SUGGEST THAT WE CREATE ONE BIG PRIZE AND LOTS OF SMALLER ONES LATEST LOYALTY RESEARCH SHOWS THAT (ESPECIALLY IN THE MASS MARKET) THAT MANY ‘SMALLER’ PRIZES APPEAL, RATHER THAN ONE LARGE PRIZE (MORE CHANCES TO WIN, MORE ACHIEVABLE… GREATER MOMENTUM) POSSIBILITIES FOR ‘DRIVING’ TYPE PRIZES ARE LIMITLESS THESE TYPES OF PRIZES, E.G. THE FERRARI EXPERIENCE, ALSO ASSIST IN HELPING US TO ‘LIFESTYLE’ THE BRAND AND REPOSITION THE COLLECTIVE BRAND AS MORE A LITTLE MORE TO ASPIRE TO THIS ONE OF THE KEY FACTORS THAT WE NEED TO ADDRESS IN THE NEAR FUTURE, IN ORDER TO LEND THE BRANDS A PERSONALITY AND CREATE SOME ‘EMOTIVE’ TRIGGER MECHANISMS

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