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“The New Marketing Mix:Integrating Digital into Traditionaland Vice-Versa”Stephen Malbon, CEO of BON-USAstephen@bon-usa.com
Creating the Scion Brand• An automotive brand targeting the youth market• A point of entry to the Toyota Motor Sales famil...
The Challenges“The Fuel behind a Brand has always been Product Launches”
The Consumers“In a fragmented media landscape, young consumers absorb media from infinite sources”
The Advocates“There is an „influence‟ shift from celebrities to cutting edge industry leaders”
Pop-up Locations and Events• San Francisco• Chicago• Los Angeles
Content-Driven Events• Thousands of Videos• Millions of Views
Custom Print Materials• Music Zines• Lifestyle Magazines• Artist-focused Web Brochures
Interactive Materials
Online Videos• Millions of Views• Broadcast Ready Webisodes
Digital Houses Traditional
Results“Scion is no longer just a car company. It is a launching pad for the consumers‟ creative interests.”• 60% of Scion...
THANK YOUStephen Malbon, CEO of BON-USA     stephen@bon-usa.com
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adtech SF 2012 The new marketing mix by Stephen Malbon

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Transcript of "adtech SF 2012 The new marketing mix by Stephen Malbon"

  1. 1. “The New Marketing Mix:Integrating Digital into Traditionaland Vice-Versa”Stephen Malbon, CEO of BON-USAstephen@bon-usa.com
  2. 2. Creating the Scion Brand• An automotive brand targeting the youth market• A point of entry to the Toyota Motor Sales family• A non-traditional lifestyle marketing pioneer
  3. 3. The Challenges“The Fuel behind a Brand has always been Product Launches”
  4. 4. The Consumers“In a fragmented media landscape, young consumers absorb media from infinite sources”
  5. 5. The Advocates“There is an „influence‟ shift from celebrities to cutting edge industry leaders”
  6. 6. Pop-up Locations and Events• San Francisco• Chicago• Los Angeles
  7. 7. Content-Driven Events• Thousands of Videos• Millions of Views
  8. 8. Custom Print Materials• Music Zines• Lifestyle Magazines• Artist-focused Web Brochures
  9. 9. Interactive Materials
  10. 10. Online Videos• Millions of Views• Broadcast Ready Webisodes
  11. 11. Digital Houses Traditional
  12. 12. Results“Scion is no longer just a car company. It is a launching pad for the consumers‟ creative interests.”• 60% of Scion buyers make next purchase within Scion/Toyota family• Scion gains momentum between product launches• Scion has the youngest car buying audience
  13. 13. THANK YOUStephen Malbon, CEO of BON-USA stephen@bon-usa.com
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