Triumph digital media presentation 14092011-2

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  • The 10 markets as follows – UK, France, Germany, Italy, Spain, Netherlands, Belgium, Denmark, Sweden, Norway.
  • 54 percent of UK television viewers access the Internet while watching television. Source: Deloitte / YouGov surveyThird of social networking in front of telly“increased usage of social media is definitely driving the ratings,” Jon Gibs, a vice president at NielsenDTT TMT predicts that efforts to converge two of the biggest media distribution platforms - the Web and TV - will intensify in 2010. By year-end, more than 30 percent of broadband-enabled households are likely to interact occasionally or regularly with what they are watching on television through some form of computing device.However they anticipate that the most popular approach to delivering a converged Web and television experience won't be technology enabled. "Instead a more pragmatic approach is likely to dominate: consumers are likely to fuse standard television sets with existing browser-enabled devices, such as WiFi enabled laptops, netbooks, MP4 players and portable games consoles and smartphones. The convergence of televison and the Web will be driven by the user.Although 2010 is likely to see increased penetration of internet-enabled TVs, DTRs and set top boxes and also the further development of Web-based "TV widgets" that such kit can display, Deloitte says that most consumers are unlikely to justify a brand-new television just to have additional access to the Web, or wait until they have to buy a new TV. "They want to combine the Web and TV today. They want to discuss a television program with friends (or strangers), read movie reviews before deciding what to watch, search out gossip on a current show or series, or check sports statistics while the game is under way. And they do not want to wait for devices to catch up."
  • 57% of consumers are undecided on an auto brand at the start of their purchase path and approximately two thirds switch brands. (Google Gearshift auto research, June 2007)Google research from 2007 reveals how online resources have overtaken car dealerships as the initial point of reference for car buyers – with a total of 86% of UK car buyers using online sources for research during the car purchasing process. (Google Gearshift auto research, June 2007)The consumer is finding the internet an integral part of the car research and decision making process. So much so that the average visits to a dealer prior to purchase have reduced from 7 in 2000 to 1.5 in 2005. (Network Q, April 2005)Despite the internet’s important role in the car buying cycle, consumers still prefer to include an extensive offline element in their decision making. The majority of consumers, for example, book a test drive offline with only 12% of consumers who visit an auto site actually booking their test drive online. (Google Gearshift, June 2007)
  • 57% of consumers are undecided on an auto brand at the start of their purchase path and approximately two thirds switch brands. (Google Gearshift auto research, June 2007)Google research from 2007 reveals how online resources have overtaken car dealerships as the initial point of reference for car buyers – with a total of 86% of UK car buyers using online sources for research during the car purchasing process. (Google Gearshift auto research, June 2007)The consumer is finding the internet an integral part of the car research and decision making process. So much so that the average visits to a dealer prior to purchase have reduced from 7 in 2000 to 1.5 in 2005. (Network Q, April 2005)Despite the internet’s important role in the car buying cycle, consumers still prefer to include an extensive offline element in their decision making. The majority of consumers, for example, book a test drive offline with only 12% of consumers who visit an auto site actually booking their test drive online. (Google Gearshift, June 2007)
  • 57% of consumers are undecided on an auto brand at the start of their purchase path and approximately two thirds switch brands. (Google Gearshift auto research, June 2007)Google research from 2007 reveals how online resources have overtaken car dealerships as the initial point of reference for car buyers – with a total of 86% of UK car buyers using online sources for research during the car purchasing process. (Google Gearshift auto research, June 2007)The consumer is finding the internet an integral part of the car research and decision making process. So much so that the average visits to a dealer prior to purchase have reduced from 7 in 2000 to 1.5 in 2005. (Network Q, April 2005)Despite the internet’s important role in the car buying cycle, consumers still prefer to include an extensive offline element in their decision making. The majority of consumers, for example, book a test drive offline with only 12% of consumers who visit an auto site actually booking their test drive online. (Google Gearshift, June 2007)
  • A no-brainer for merchandise but also worth considering for bike test rides…
  • Search retargeting allows advertisers to combine the brand impact of static or flash banners with the targeting capability and precision of search.
  • digital media attribution solutions that help major marketers achieve their search marketing goals quicker and spend their advertising budgets smarter. The company's media management technology offers an advanced suite of tools to manage, optimise and report on paid search campaigns in one central dashboard, as well as gather insights into the relationship between media channels including PPC, SEO and display.http://www.ignitionone.com/en/press/golley-slater-searchignite-develop-step-attribution-methodology-successfully
  • Things continue to evolve – standing still is going backwards
  • These have a role keeping the brand front of mind and for promotions but...Noticed unofficial UK Triumph site has twice as many fans as official!
  • Triumph digital media presentation 14092011-2

    1. 1. harnessing digitalPractical Steps to Drive Incremental Sales and Awareness For Triumph MotorcyclesSeptember 14th, 2011<br />
    2. 2. background<br />who am I?<br />
    3. 3. background<br />who am I?<br />what have I been asked to do?<br />the approach I’ve taken<br />the big picture<br />motorbike examples where possible, otherwise automotive as best proxy<br />
    4. 4. contents<br />the changing face of media consumption<br />the benefits of a modern approach to ‘web 1.0’<br />think traditional AND digital<br />digital’s ongoing evolution<br />understanding how ‘web 2.0’ impacts your business and what you can do about it<br />how blue chip brands are evolving, FAST<br />your digital checklist<br />
    5. 5. the changing face of media consumption<br />
    6. 6. ups and downs in europe…<br />
    7. 7. US consumer magazine declines<br />
    8. 8. UK bike magazines – a decade of decline<br />Source: Audit Bureau of Circulation, 2001-10<br />
    9. 9. global internet user growth<br />
    10. 10. variation between markets but all on the rise<br />Source: EIAA Media Landscape Report. (weekly internet use) <br />
    11. 11. age profile suggests online’s rise set to continue<br />
    12. 12. where did you / will you look for information before buying your car?<br />Source: FreshMinds Research / BearingPoint survey<br />
    13. 13. but dangerous to treat online in isolation<br />
    14. 14. for example, offline display advertising generates searches<br />Source : IPA Touchpoints 3. Rank order within age-group of def/tend to agree “<medium ads> often lead me to search the internet for information on products and services”<br />
    15. 15. however...<br />as print circulations shrink and time spent online increases, it’s worth (re)considering online advertising<br />
    16. 16. the benefits of a modern approach to ‘web 1.0’<br />
    17. 17. what do I mean by web 1.0?<br />a retrofitted name to the era before web 2.0 (AKA the social web)<br />“one-way flow of information, through websites which contain read-only material” <br /> Wikipedia<br />a way of thinking about neoclassical digital advertising<br />
    18. 18. neoclassical (or just smart) digital advertising<br />paid-for search<br />performance display<br />attribution modelling<br />
    19. 19. role of online in automotive purchasing (4 years ago!)<br />Source: Google Gearshift automotive research, 2007<br />
    20. 20. 57% of consumers are undecided on an auto brand at the start of their purchase path and approximately two thirds switch brands. <br />Google Gearshift auto research, June 2007<br />the average visits to a dealer prior to purchase reduced from 7 in 2000 to 1.5 in 2005. <br />Network Q, April 2005<br />
    21. 21. search marketing<br />cogent have Triumph website SEO under control, but what about paid-for search?<br />you pay for performance (clicks) not impressions<br />you can test PPC for different parts of the purchase funnel, and tailor to individual models (and their competitive set)<br />
    22. 22. the new Speed and Street Triples<br />
    23. 23. target by keywords...<br />‘first motorbike’<br />‘most fun motorcycle’<br />‘naked bikes’<br />‘best motorbike’<br />‘best commute bike’<br />Source: Google Gearshift automotive research, 2007<br />
    24. 24. “why buy a xxx when you could have a new Speed Triple?”...<br />‘FZ1’<br />‘CB1000R’<br />‘Z1000’<br />‘Ducati Monster’<br />‘2010 Speed Triple’<br />Source: Google Gearshift automotive research, 2007<br />
    25. 25.
    26. 26. retargeting<br />a form of online advertising that enables brands to remarket to users who have previously demonstrated interest in their product or service.<br />
    27. 27. behavioural retargeting<br />
    28. 28. search retargeting<br />retarget based on users who have come into your site via search<br />retarget based on users who have searched for your target keywords<br />
    29. 29. digital attribution modelling<br />
    30. 30.
    31. 31. beyond display<br />
    32. 32. think traditional <br />and<br />digital<br />
    33. 33. but... a decade of bike magazine decline<br />Source: Audit Bureau of Circulation, 2001-10<br />
    34. 34. your media partners have diversified...<br />“the world’s leading motorcycling media brand, incorporating a newspaper, website, and events”<br />
    35. 35. have you talked to your media partners about this?<br />can you leverage your relationship as a print advertiser?<br />
    36. 36. your competitors are diversifying...<br />
    37. 37. digital’s ongoing evolution<br />(or how standing still is going backwards)<br />
    38. 38. “<br />A smartphone today would have been the most powerful computer in the world in 1985<br />”<br />Horace Dediu, former Nokia Executive <br />In fact, today's phones have about the same raw processing power as a laptop from 10 years ago. And every year they close the gap.<br />Source: The Guardian<br />
    39. 39. smartphone sales have overtaken PC<br />Source: RBC Capital Markets<br />
    40. 40.
    41. 41. wifi – unleashes laptops (and smartphones)<br />Source: Percentage HH, Touchpoints 3 (2010) vsTouchpoints 2 (2008)<br />
    42. 42. social overtakes search<br />Source: Monthly share of visit, Experian Hitwise UK<br />
    43. 43. understanding how ‘Web 2.0’ impacts your business and what you can do about it<br />
    44. 44. what do I mean by web 2.0?<br />the social web<br />“websites and software designed and developed in order to support and foster social interaction”<br />participatory, collaborative, peer-to-peer<br />
    45. 45. not just platforms...<br />
    46. 46. a vastly complex network of sites, people and interactions<br />
    47. 47. consumers trust manufacturers for empirical evidence<br />Source: FreshMinds Research / BearingPoint survey<br />
    48. 48. but turn to other consumers when it comes to the experience<br />Source: FreshMinds Research / BearingPoint survey<br />
    49. 49. the single most important thing to do<br />
    50. 50. make great bikes<br />
    51. 51. then make sure nothing detracts from the experience<br />because the bikes and everything surrounding them will be written about, read, recorded, viewed, shared and discussed<br />by official and unofficial, professional and amateur sources<br />
    52. 52. how can you prioritise? <br />listen... <br />brand profile (head & heart)<br />model strengths & weaknesses (real & perceived)<br />emergent competitor models (Tuono V4, new Z1000, Ducati Streetfighter 848)<br />dealer service levels <br />
    53. 53. software can help!<br />
    54. 54. how blue chip brands are evolving, FAST<br />
    55. 55. Burberry<br />
    56. 56. K-Swiss<br />
    57. 57. your digital checklist<br />
    58. 58. a three step plan...<br />test, review & optimise smart digital advertising<br />pay per click search<br />performance display (retargeting)<br />digital attribution <br />talk to your key bike magazine publishers about cross media, added value deals<br />discuss opportunities for offsetting declining circulations with print+live+online partnerships<br />consider in-kind (exclusive) added value for the publisher and their readers<br />make sure activity is measurable!<br />initiate phase one of social media exercise: listening<br />select and trial social media monitoring software (vendor list can be provided)<br />decide whether to do this domestically or internationally<br />consider language issue/opportunity<br />
    59. 59. Audi effectiveness awards entry<br />Our campaigns were planned to engage across multiple touchpoints: from television ads, print and digital channels, right through to retail communications.<br />Ten years ago, the average prestige buyer would think seriously about cars only once every three years, when their car needed replacement. We now found that prestige new car buyers were 'always on': always aware of the market, always researching their options, and using a plethora of media to do it. We were now in an age of casual consideration.<br />'Always on' car buying had two big implications for our channel thinking.<br />We were now in a world where brand image could be equally influenced by product placement in movies, user generated content on YouTube, Jeremy Clarkson's latest rant – as brand communications. We couldn't just be an advertiser. Our communications would need to lead popular culture: to invite<br />participation and create debate<br />We also needed to lead buyer behaviour. With no significant increases in overall communications budgets, and an increasingly fragmented media environment, we would need to pull people through from consideration to conversion more efficiently.<br />

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