Gm 2


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The Grounding of GM

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Gm 2

  1. 1. Gm? Meet People. People? Meet GM
  2. 2. Executive Summary <ul><li>The Concept </li></ul><ul><ul><li>Socializing, Personalizing, Humanizing GM as a whole </li></ul></ul><ul><li>The Opportunity </li></ul><ul><ul><li>Reduced overhead directly & indirectly related to marketing costs </li></ul></ul><ul><ul><li>Increased market penetration and consumer identity </li></ul></ul><ul><li>The Potential </li></ul><ul><ul><li>To do the same all over the world with the same highly localizable message. “We’ll be here”. </li></ul></ul>
  3. 3. What We’ll Cover Today <ul><li>A overview of the “Grassroots Campaign” </li></ul><ul><li>Media “Theme &quot;Examples (a cross-brand template) </li></ul><ul><li>Proposed new products </li></ul><ul><li>Strategies: Co-Branding & Synergistic Product Placement </li></ul><ul><li>Who is GM </li></ul><ul><li>Terms and conditions </li></ul><ul><li>Sales and marketing needs </li></ul><ul><li>Questions and answers </li></ul><ul><li>Trevor . L Cutrer </li></ul><ul><li>Sr. Solutions Alchemist </li></ul><ul><li>Future Designs Ltd </li></ul>
  4. 4. Welcome to the neighborhood… <ul><li>Primary focus of 1 st Commercial is “neighbor-to-neighbor” </li></ul><ul><li>“ Welcome to neighborhood, I’m Bill, I work @ [ insert Dealer name & any position BUT sales ], My wife, kids. Hey nice [any GM vehicle any model or age ]…ANY appropriate dialog..No sales pitch. </li></ul><ul><li>Voice over: We’re Americans* . We’ll Be here. </li></ul><ul><li>Superimpose GM logo </li></ul><ul><li>Fade to Black. End </li></ul><ul><li>*This Format is adaptable for ANYWHERE in the WORLD! In ANY Language/Lingo/ dialect or idiom or regional culture. </li></ul><ul><li>GM has an extensive internal diversity program. Lets see it in action. </li></ul>Gm? Meet People. People? Meet GM
  5. 5. GM, Meet people. People Meet GM <ul><li>In addition to “social and viral media”. GM should reassess its Print media portfolio. </li></ul><ul><li>Magazine I subscribe to: </li></ul><ul><li>Wired </li></ul><ul><li>Robb Report </li></ul><ul><li>Game Informer </li></ul><ul><li>Economist </li></ul><ul><li>… don’t have any GM ads. Why? Does GM “assume” this market doesn’t own, drive, or desire GM products and services? </li></ul><ul><li>Escalade, Buick, Cadillac, Denali, and On star, and GM Card Services could not “swim” in this stream? I beg to differ. </li></ul>
  6. 6. Proposed New Products <ul><li>GM Branded: Sold on GMs Site and used for viral/social and in-dealer promotions: </li></ul><ul><ul><li>Laptops by Gateway in Sunset Orange Metallic, etc (genuine PPG finishes </li></ul></ul><ul><ul><li>Cell phones; iPhone, Android, G-Phone </li></ul></ul><ul><ul><li>Recycled Material IPod Covers </li></ul></ul><ul><ul><li>Off-road bicycles </li></ul></ul><ul><ul><li>Employee Shirts (“We’re GM. We’ll Be here”) </li></ul></ul><ul><li>Outerwear </li></ul>
  7. 7. Remember your First Chevy? <ul><li>Voice Over: The world was your Oyster. Freedom was more than just a word. Wind in your hair, eyes to the horizon, there was no telling where you might go today…Do You remember your first Chevy? </li></ul><ul><li>Video: of Dogs!... </li></ul><ul><li>slow-mo running ahead of young new owner toward car </li></ul><ul><li>Hanging out of windows </li></ul><ul><li>Looking at other dog in foreign car at stop sign with pity </li></ul><ul><li>Riding joyously in back of pick up </li></ul><ul><li>Each dog-centered shot frames all GM models/makes/years </li></ul><ul><li>Fade to GM logo </li></ul><ul><li>Chevy Buick Cadillac & GMC </li></ul><ul><li>Voice: “We’ll be here” </li></ul><ul><li>This is also adaptable to other off-shore brands </li></ul>
  8. 8. Costs of Return on Investment Projections* <ul><li>With partnerships/strategic agreements I see 350-400million “saved” In the 1 st 18mos. Wall St? We’ll take our Blue Chip Status back, thank you for holding it for us. </li></ul>
  9. 9. Strategy Co-Branding & Synergistic Product Placement to increase penetration and reduce ad production costs <ul><li>Built-in Synergy </li></ul><ul><ul><li>In each commercial there is room for co-branded sponsored ($$)involvement. </li></ul></ul><ul><ul><li>Moving truck Brands (GM chassis of course) </li></ul></ul><ul><ul><li>Watercraft, Motorcycle, Mower Mfrs </li></ul></ul><ul><ul><li>Garage storage systems mfrs. </li></ul></ul><ul><ul><li>Beverage Co./ Beverage Distributors (Wives bring cake/guys bring beer) </li></ul></ul><ul><li>Strategy </li></ul><ul><ul><li>With strategic partnerships for each commercial and marketing campaign series, production costs can be reduced up to 30+% on top of the already lower cost highly leveragable, pared-to-the-core style presented in this proposal. </li></ul></ul>
  10. 10. “ WHO” is GM? General Motors Company, one of the world’s largest automakers, traces its roots back to 1908. With its global headquarters in Detroit, GM employs 235,000 people in every major region of the world and does business in some 140 countries. GM and its strategic partners produce cars and trucks in 34 countries, and sell and service these vehicles through the following brands: Buick, Cadillac, Chevrolet, GMC, GM Daewoo, Holden, Opel, Vauxhall and Wuling. GM’s largest national market is the United States, followed by China, Brazil, the United Kingdom, Canada, Russia and Germany. GM’s OnStar subsidiary is the industry leader in vehicle safety, security and information services. -Taken directly from Ok, but Who is GM?
  11. 11. <ul><li>The EDR Safety initiative. Somebody is going to have to step forward and show, not just explain, how this is better for the driving /car buying public. I say let it be GM with its own vehicles. Yes, GM, out front leading again. Oh, be sure to pass the hat around to the large insurers and NTSB, it wont come back empty. </li></ul><ul><li>Publicize strategic partnerships such as with NASA. NASA, (i.e. the US Gov.) will probably split the cost and agree to discrete but strategic GM links on website? NASA could use the boost so to speak, wouldn’t you say? And GM and its new fans will be there for every launch and milestone for humanity. How tough is a GM truck? Can it tow a shuttle? </li></ul>This Is GM
  12. 12. <ul><li>Spin off On Star after its equipment is featured and optioned in EVERY GM model line globally. POST spin-off announce an agreement to offer On-Star in another car manufacturer’s units. I say approach in order; Fiat, Mercedes, Lexus , and BMW. Tip?: relocate ON-star to North Carolina, Texas, Denver, or California with no less than 75% of the existing employees. Pay for their moves and buy an entire apartment complex so they can be close to each other during the transition. Tip 2: Retain at least 19-22%, distribute same to ESOP. </li></ul><ul><li>The credit market is showing life signs lately, why not get into the game with more GM bucks, Car points, or Miles or whatever it is. If a customer’scredit is good enough to purchase a car, isn’t it good enough for a GM Visa/MC? How many credit consumers are you letting drive away from your “stores” per day/week/year? Tip1: Get a gas brand on board with exchanged incentives and why wouldn’t anyone take a few extra minutes to apply? OR just check a box on the credit form? Tip2: How bout an addition 1000 off MSRP if you transfer existing balance (s) ? If this doesn’t double your web and dealer traffic I will eat a Toyota. </li></ul>This is GM
  13. 13. GM has an Ego <ul><li>Commercial: </li></ul><ul><li>-Voice: “No, we didn’t invent the Automobile….” </li></ul><ul><li>-Open to Image: group of top model of each GM brand </li></ul><ul><li>-Cut to Video: Low riders, Classics, Scrapers, “Donks” 50’s and 60s originals and hotrods with owners. Rockford’s Pontiac, Nightrider/KITT, and other TV/Movie GM autos (corvette summer) end montage with GM NASCARs & Trucks crossing finish lines under checkered flags </li></ul><ul><li>-Music; mix of rock, rap, classical, country, fade to silence </li></ul><ul><li>-Voice: “But sometimes it feels like it” </li></ul><ul><li>-Fade to ½ screen size GM Logo </li></ul><ul><li>-Voice: We’ll be here </li></ul><ul><li>End </li></ul>GM is just like us, punched hard in the gut by the economic meltdown. GM got up dusted itself off and got back to work! Just like we did. Aren’t we proud of ourselves as well? Embrace not avoid GM’s global placement b y showing the same ads everywhere with the same message. “We’ll be here”
  14. 14. Sales and Marketing Needs <ul><li>A singular congruent message that comes from the people at GM to the people who buy/use/need/ and live by GMs products and services </li></ul><ul><li>Open GMs marketing channels to synergistic co-branding. </li></ul><ul><li>Both of these will save money, time, and resources better used toward advancing GMs Products and services. </li></ul>
  15. 15. Leverage Data Information <ul><li>Each Consumer market will have different secondary tier brand tastes, which opens tour co-branding strategy to a wide arena for choices. i.e. no exclusives </li></ul><ul><li>GM can further determine penetration of each campaign with satellite websites ( and feedback vehicles such as twitter traffic gauging, polls, voting/rating commercials, etc. </li></ul>
  16. 16. <ul><li>Improve GMs Image and public persona by streamlining and “socializing” its marketing program </li></ul><ul><li>Improve Corporate Identity by Branding GM as a whole. Run GM ads listing its brands and services as GE once did. </li></ul><ul><li>Take the SELL, SELL, SELL out of its marketing effort. </li></ul>Key Points
  17. 17. Terms and Conditions <ul><li>That is be acknowledged that this is the intellectual property of Trevor L. Cutrer and that it NOT be released/distributed in whole or part from John L. Sullivan without prior agreed permission and declared purpose for specific result. </li></ul>
  18. 18. Questions and Answers Who is GM: GM is made up of people. Parents, neighbors, Friends, People making the best of what they have…JUST like GM That’s it. Simple. As long as GM keeps that in mind where their marketing rubber hits the road, the people will always gather to protect their own. GM has spent millions on its internal diversity efforts why not leverage that effort and use it where it may count even more.
  19. 19. The End <ul><li>All excerpts clipped from articles available: </li></ul><ul><li>See email for additional information </li></ul><ul><li>Thank you 1 st and foremost for this opportunity </li></ul><ul><li>All brands and logos presented here-in are the property of their perspective owners whom reserve all rights. </li></ul><ul><li>Trevor Cutrer </li></ul><ul><li>Sr. Solutions Alchemist </li></ul><ul><li>916-224-4200 </li></ul><ul><li>[email_address] </li></ul>