TOYOTAHow can digital help build brand preference?
Enrich society through car makingand make the earth a better place to live
TOYOTA’S BRAND IDENTITYTECHNOLOGICAL RELIABILITY INNOVATION & SAFETY RESPECT FOR THE PLANET
THE TREE METAPHOR always a better way lead the way enrich lives challenging goals future of mobilityengaging talent & passion safety & responsibility rewarded with smiles commitment to quality exceed expectations constant innovation respect for the planet
BRAND ARCHETYPES RATIO INDIVIDUAL ENERGY SAGE MAGICIAN JESTER GUARDIAN WARRIORCONTROL FREEDOM PATRIARCH EXPLORER COMPANION LOVER OERMOEDER MAIDEN VERLEIDSTER MATERIAL EMOTION SOCIAL
BRAND ARCHETYPES INDIVIDUAL ENERGYMAGICIAN SAGE JESTER MAGICIAN‘it can happen‟CHARACTER‣ Smart‣ Mysterious WARRIOR‣ Talent FREEDOMCORE IDEA‣ Transformation LOVER‣ Empowerment MAIDEN SOCIAL
TOYOTA’S LARGEST TARGET MARKET Educated working adults in developed urbanized areas where there is a subculture ofenvironmental concerns and issues which are relatively more active compared with the rest of the world This environmentally conscious consumer would be attracted to Toyota‟s „green‟ innovations such as energy and fuel savings as well as automatic battery recharging technologies Motivations for purchase is lifestyle. Largely influenced by social needs which in turn shape their own beliefs and attitudes. Withconstant reminders of depleting energy resources and global warming, people‟s attitudes are changing as they become more willing to adopt new approaches to conserve energy.
INSIGHTSNot only do electric motors save energy and fuel, it also allows for a smoother drive in urban areas with greater road congestion Consumers worry that specially designed green technology might be expensive. They tend not to like paying a price premium for green products. “Green” as a deciding attribute is not prioritized yet when making purchase decisions The stereotype of hybrid owners as treehuggers is far from the truth: in fact, they are high income, mainstream consumers
TOYOTA’S TARGET MARKET 5 MAINSTREAM & 4 TRADITIONAL 3 2 1Average -1 -2 -3 -4 ASPIRER MAINSTREAM TRADITIONAL SUCCEEDER EXPLORER REFORMER STRUGGLER Base: The Netherlands 2011. Total population (18+)
BRAND PREFERENCE ˈbrandpre-fərn(t)s Brand preference is the selective demand for a companys brand rather than a product the degree to which consumers prefer one brand over another
BRAND PREFERENCEThe consumer will typically have four or five brands they‟d consider when making a purchase The goal is to first get on the consumer‟s preference list and then to move up and become the most preferred brand
BUILDING BRAND PREFERENCE brand advocacy LOYALTY reinforcing attaining and sustaining quality + brand values brand preference PREFERENCE constant revaluation great storyRELEVANCE AWARENESS high investment TIME
BUILDING BRAND PREFERENCE MEMORABLEhow easily is the brand recalled? how easily is it recognized? MEANINGFUL is there a point of difference within a brand set? is there a common identity PREFERENCE between the brand and the consumer? LIKEABLE How aesthetically appealing do consumers find the brand element? Is it instantly likeable visually as well as verbally?
BRAND PREFERENCEGaining and maintaining consumer preference is a battle that is never really won “We are what we repeatedly do. Excellence is not an act, but a habit.” ARISTOTLE Hello Digital
HOW DIGITAL HELPS products do something, advertising tells something digital integrates these two into one single activity,so there is no gap between what you say and what you docall it engagement, brand utility, service design, it is all about what can I do for you?
HOW DIGITAL HELPS TOO MUCH ADVERTISNG WITH TOO LITTLE MEANING? CUSTOMER VALUE CUSTOMER VALUE BRAND MEANING BRAND MEANINGBRAND ADVERTISING BRAND ADVERTISING
SOLVING A PROBLEMfind free, clean public Track your own pizza Who’s on your flight and restrooms book a seat next to them Domino Pizza‟s Pizza TrackerCharmin‟s Sit or Squat KLM‟s Meet & Seat
A CAUSE WORTH JOININGMake running fun again A collective goal Prove in acts, not in adsNike‟s reclaim the streets Ben & Jerry‟s Givolution KLM‟s Surprise
AN ENGAGEABLE CAMPAIGNMake your own TV ad Your portrait on a plane Finish your own storyCadburys It‟s no Picnic KLM‟s Tile & Inspire Tippex‟s Hunter Shoots a Bear campaign campaign
A SHAREABLE CAMPAIGNExaggerate product features Exaggerate Persona’s Don’t judge a book by it’s cover LG‟s Thief – The World‟s Dos Equis‟ The Most Interesting Slimmest TV Man in the World campaign Dermablend
HOW DIGITAL HELPSDIFFERENT LAYERS OF BRAND MEANING SOLVING A PROBLEM A CAUSE WORTH JOINING AN ENGAGEABLE CAMPAIGN A SHAREABLE CAMPAIGN
BRAND PREFERENCE FOR TOYOTA‣ The iterative nature and real-time feedback of digital campaigns will increase the chances of truly reaching the right target group and perhaps the real brand ambassadors (Toyota fans)‣ The Toyota brand can become a continuous part of consumers‟ daily lives when providing social services on social media. The service the Toyota brand provides must be an authentic part of the brand‟s USP. Most online conversations are about sharing these useful phenomena.‣ Target the younger generations on their lifestyle. Brands are a form of self expression for most Millennials. In fact, brand preference is the number one identifier that they‟re willing to share online.‣ Since brands are a form of self expression, this generation tends to be overwhelmingly brand loyal and expect brands to play an important role in their lives- to help them learn about new trends, achieve their personal goals and will likely switch brands if those brands help them in other areas of their lives.‣ This is an opportunity for Toyota, since they are already tapping in on „A Networked Society‟ providing benefits to consumers in an entire ecosystem instead of the car itself.
BRAND PREFERENCE FOR TOYOTA Advertising is not dead. But one should go back to the basic rule: communication Letting people know something useful is available. Digital can stimulate a long term relationship by offering a recurring addition to a product. This can turn buyers into „subscribers‟ (fans)Because of digital, one can create personal relationships, initiatedialogues, create experiences and share context with consumers. Just like the little bakery around the corner.