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i-test drive                     Owning the communication, promoting the test drivemalcolm.earp@m2tac.com                 ...
i-test drive• 86% of car buyers have access to broadband• 80% use the internet when researching vehicle purchases• Incre...
i-test driveObjective – Own the communication and create the consumer’s desireto test drive… and to buy• Compelling audio/...
i-test drive… 3 audiences, 1 goal                Journalists                                        Dealers               ...
Next stepso Strategy, event horizon and appropriate moduleso Model launches and appropriate celebrity◊ Proposal costs and ...
Consumers Consumers                                                                         Generate test drives          ...
Dealers   Dealers                                                                                Secure Test Drives       ...
Journalists Journalists                                                Create Advocates/Influencers                       ...
Example of web page with i-test drive                                                                                     ...
Web page with i-test drive playing                                                                                        ...
Test drive invitation at end of video                                                                                     ...
Test drive invitation at end of video                                                                                     ...
The use of i-test drive for Press promotion                     Data stick                                          Press ...
i-test drive featured on leasing company web sites                               Kabura                                   ...
i-test drive DVD for Dealer Marketing                                                                  Direct Marketing  B...
Dealer Product i-Training                      Product Knowledge Challenge                     • Based around i-test drive...
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I Test Drive Gen V2

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i-testdrive
Digital video road tests filmed for auto brands using celebrity to endorse car and generate customer testdrives at dealers

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Transcript of "I Test Drive Gen V2"

  1. 1. i-test drive Owning the communication, promoting the test drivemalcolm.earp@m2tac.com RESEARCH | STRATEGY | IMPLEMENTATIONTel: +447851667616
  2. 2. i-test drive• 86% of car buyers have access to broadband• 80% use the internet when researching vehicle purchases• Increasing reference to VM websites - 70% of consumers• Dealer websites steady at ~50%• 29% also use Customer2Customer sites such as Web forums, Blogs, andinternet discussion groups• 84% of visitors to web sites click through to Video content³ ZDnet UK CAPGemini Cars on line 07/08 ³ eMarketeer 2008malcolm.earp@m2tac.com RESEARCH | STRATEGY | IMPLEMENTATIONTel: +447851667616
  3. 3. i-test driveObjective – Own the communication and create the consumer’s desireto test drive… and to buy• Compelling audio/visual content to create ‘emotional attachment’ and desire to test drive• ‘Brand managed’ video content• Celebrity driver/presenter - perceived as impartial endorser• Information rich• Impactful 4 ~ 5 minutes• Promotes the features and benefits• Positive feed for unregulated media• Cost effective, multi channel approachmalcolm.earp@m2tac.com RESEARCH | STRATEGY | IMPLEMENTATIONTel: +447851667616
  4. 4. i-test drive… 3 audiences, 1 goal Journalists Dealers Video i-Test Drive Create Create Advocates/ Enthusiasts/ Influencers Experts Consumers Attraction Emotional Attachment Desire to try Test Drive Salemalcolm.earp@m2tac.com RESEARCH | STRATEGY | IMPLEMENTATIONTel: +447851667616
  5. 5. Next stepso Strategy, event horizon and appropriate moduleso Model launches and appropriate celebrity◊ Proposal costs and time plan Brand, model positioning and interface with Brand brand agency Liaison with other functions (Training, CRM Lead generation, Publications etc) Liaison with material supplierso Daily milestone plan, Brand gatekeepers, sign-offmalcolm.earp@m2tac.com RESEARCH | STRATEGY | IMPLEMENTATIONTel: +447851667616
  6. 6. Consumers Consumers Generate test drives Video i-Test Drive Brand web-site/micro sites Leasing Companies Web-sites Emotional Desire Test Attraction Sale Attachment to try Drive i-pod/i-phone/xda Viral… UTube/Google Video etcmalcolm.earp@m2tac.com RESEARCH | STRATEGY | IMPLEMENTATIONTel: +447851667616
  7. 7. Dealers Dealers Secure Test Drives Video i-Test Drive Dealer web-site Video test drive link on Dealer web-site Video test drive <CLICK> Penny Mallory i-training Extended video for product training Showroom display screen In showroom rolling video Dealer Marketing Material Video test drive for pre-test drive/post-test drive Invitation to test drive etcmalcolm.earp@m2tac.com RESEARCH | STRATEGY | IMPLEMENTATIONTel: +447851667616
  8. 8. Journalists Journalists Create Advocates/Influencers Video i-Test Drive Brand Media web-site Press pack Road-test material for media sitesmalcolm.earp@m2tac.com RESEARCH | STRATEGY | IMPLEMENTATIONTel: +447851667616
  9. 9. Example of web page with i-test drive | i 30 | Brand Kabura Video test drive <CLICK> Penny MalloryVideo prominently featured … we want all visitors to view video malcolm.earp@m2tac.com RESEARCH | STRATEGY | IMPLEMENTATION Tel: +447851667616
  10. 10. Web page with i-test drive playing | i 30 | Brand KaburaVideo of 4 ~ 5 minutes, with ability to view all or by section malcolm.earp@m2tac.com RESEARCH | STRATEGY | IMPLEMENTATION Tel: +447851667616
  11. 11. Test drive invitation at end of video | “It’s a really great car, fun and goodi 30 | for the environment…book a local test drive or talk to our web chat host” Brand Kabura Brand Kabura, on the road from £15,800 Only Brand can offer a 205 bhp sports car with less than 180 gm CO 2 . Fun for the environment Book a local test drive ? Want more information ? Click here for on-line test Click here to communicate drive booking with chat hostCelebrity presenter ‘talking head’ test drive invitation at end of videoOn-line ‘chat host’ to answer questions – ends with test drive invitationmalcolm.earp@m2tac.com RESEARCH | STRATEGY | IMPLEMENTATIONTel: +447851667616
  12. 12. Test drive invitation at end of video | i 30 | Brand Kabura Brand Kabura, on the road from £15,800 Only Brand can offer a 205 bhp sports car with less than 180 gm CO 2 . Fun for the environment Book a local test drive ? Want more information ? Click here for on-line test Click here to communicate drive booking with chat hostCelebrity presenter ‘talking head’ test drive invitation at end of videoOn-line ‘chat host’ to answer questions – ends with test drive invitationmalcolm.earp@m2tac.com RESEARCH | STRATEGY | IMPLEMENTATIONTel: +447851667616
  13. 13. The use of i-test drive for Press promotion Data stick Press pack could include.. • Video i-test drive • Snapshot review (word & PDF) • Summary review (word & PDF) • In-depth review (word & PDF) or MP3 player • Technical specification • Photo Gallery • Could be loaded with additional launch information up-dates from web-sitePositions benefits with journalists, makes it easy for them to create positive reviewmalcolm.earp@m2tac.com RESEARCH | STRATEGY | IMPLEMENTATIONTel: +447851667616
  14. 14. i-test drive featured on leasing company web sites Kabura Video test drive <CLICK> Penny MalloryLeasing companies provide vehicle information already - this seen as editoriali-test drive creates greater company car driver benefit awareness > consideration > test drivesmalcolm.earp@m2tac.com RESEARCH | STRATEGY | IMPLEMENTATIONTel: +447851667616
  15. 15. i-test drive DVD for Dealer Marketing Direct Marketing Brand KABURA Used for pre-test drive ‘warm-up’ DVD Road Test Penny Mallory put the sexy new Kabura though its paces or As post test drive family show/tell Could include links to Brand web site for • Games • Tax/CO2 calculator • Finance calculator Fun for the environment • Motoring guide • Access to Brand special offers Dealer TV screen – Rolling test drive • Showroom • Waiting area/loungemalcolm.earp@m2tac.com RESEARCH | STRATEGY | IMPLEMENTATIONTel: +447851667616
  16. 16. Dealer Product i-Training Product Knowledge Challenge • Based around i-test drive • Interspersed with multi choice questions • Web-response with salesperson awards/prize lottery to ensure full independent participation • Website league table/live participation • Enhanced salesperson knowledge, sales coaching and enhanced customer conversionmalcolm.earp@m2tac.com RESEARCH | STRATEGY | IMPLEMENTATIONTel: +447851667616
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