A DISCUSSIONWITH BRPAUGUST 27TH 2012
ABOUT RAZORFISH
WE’REHONOREDTO HAVE BEENRECOGNIZED INTHE INDUSTRY                RAZORFISH / BRP   7
A GLOBAL FOOTPRINTWE ARE   2,500 PROFESSIONALS IN 21 CITIES IN 10 COUNTRIES                                               ...
A GLOBAL FOOTPRINTAND A FAMILY OF   43,000 PEOPLE IN 104 COUNTRIES WORLDWIDE                                              ...
THE ASSIGNMENT
YOUR CHALLENGE TO US Our view of the digital ecosystem... and how we’d create a cohesive online strategy Our proposed digi...
STRATEGIC APPROACHDISCOVERY
FIRST, WE TOOK A LOOK ATWHERE YOU’RE SHOWING UP...                             RAZORFISH / BRP   15
MECHANICS               1 wheel in front / 1 or 2 in back               Leaning turns               No cabin              ...
MECHANICS               2 wheels in front / 2 in back               Steering turns               Convertible cabin        ...
MECHANICS                Various wheel configurations                Steering, leaning or gyroscope turns                Va...
WE REALIZE THE ROADSTERTRANSCENDSSUCH SIMPLE CATEGORIZATION                             RAZORFISH / BRP   19
SO WE SHIFTED OURFOCUS FROM THEPRODUCT TO THEPERSON WHO BUYS IT                RAZORFISH / BRP   20
STRATEGIC APPROACHCUSTOMERINSIGHT
PEOPLE LOVE THEIR SPYDER,AND HERE’S WHY.                            RAZORFISH / BRP   24
COMFORTABLE                           “   It’s not like a 2-wheel                               bike where you get tired“ ...
SAFE                             “Antilock brakes on                              all 3 wheels is a   “   I was surprised ...
COMMUNITY                                       “  ...I heard there are                                          Spyder cl...
THESE MODES EXIST IN ALL OWNERS AT VARIOUS                   LEVELS AND WILL HELP INFORM OUR TARGETING                    ...
BUSINESS RATIONALE
We also believe in astructured measurement framework                          AWARENESS   Awareness + Research            ...
PRIMARY LEVER:TARGETED ADVERTISING                                                        YOUTUBE                         ...
EXAMPLE MEDIA TACTICSAWARENESS   Awareness media flighted for maximum impact utilizing higher            impact units (larg...
PRIMARY LEVER:SITE EXPERIENCEAWARENESSVISITS      2M uniques   3M uniquesLEADSSALESOWNERSHIPADVOCACY                      ...
PRIMARY LEVER:CALL TO ACTIONAWARENESSVISITS            1.1%   visitor                   conversion   1.8%   visitor       ...
PRIMARY LEVER:CHANNEL SUPPORTAWARENESSVISITSLEADSSALES       13,252 sales 21,572 salesOWNERSHIPADVOCACY                   ...
DEMAND GENERATION OVERVIEWAWARENESS            121,136,667               IMPRESSIONS        $0.008 cost per ad            ...
AWARENESS
THE RIDESPEED, OPEN ROAD, FUN, THRILLING, FREEDOMLOOKING FOR: A FUN WEEKEND RIDE
THE TOYADVANCED, HIGH-TECH, NEW, INNOVATIVELOOKING FOR: AN IMPRESSIVE GADGET
ENGAGEMENT
SOCIAL ENGAGEMENT
CAMPUS
OFFICE PARK
LA DÉFENSE
HOW ITCOMESTOGETHERTHE ECOSYSTEM
CURRENT ECOSYSTEM                    AWARENESS                    PROGRAM                SOCIAL SEO                       ...
PROPOSED ECOSYSTEM                        AWARENESS                        PROGRAM                SOCIAL SEO + SEM        ...
AWARENESS                       PROGRAM                SOCIALSEO + SEM                                 DISCOVERY          ...
SEA-DOO                   SKI-DOOCAN-AM         SPYDER
SPYDER           CROSS                    CAN-AMSKI-DOO           BRAND          MARQUEE           EVENTS          SEA-DOO
SWIM                              SWIM                         RUNRUN             RIDERIDE                                ...
THANK YOUAUGUST 27TH 2012
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Brp pitch hong-sample

  1. 1. A DISCUSSIONWITH BRPAUGUST 27TH 2012
  2. 2. ABOUT RAZORFISH
  3. 3. WE’REHONOREDTO HAVE BEENRECOGNIZED INTHE INDUSTRY RAZORFISH / BRP 7
  4. 4. A GLOBAL FOOTPRINTWE ARE 2,500 PROFESSIONALS IN 21 CITIES IN 10 COUNTRIES RAZORFISH / BRP 9
  5. 5. A GLOBAL FOOTPRINTAND A FAMILY OF 43,000 PEOPLE IN 104 COUNTRIES WORLDWIDE RAZORFISH / BRP 10
  6. 6. THE ASSIGNMENT
  7. 7. YOUR CHALLENGE TO US Our view of the digital ecosystem... and how we’d create a cohesive online strategy Our proposed digital strategy for increasing dealer leads and sales... and how we’d create the most compelling digital campaign in your history Our proposed strategy for engaging consumers and creating and sustaining a passionate social community Our recommendations to support your multi-brand dealer network RAZORFISH / BRP 13
  8. 8. STRATEGIC APPROACHDISCOVERY
  9. 9. FIRST, WE TOOK A LOOK ATWHERE YOU’RE SHOWING UP... RAZORFISH / BRP 15
  10. 10. MECHANICS 1 wheel in front / 1 or 2 in back Leaning turns No cabin APPEALS TO The gearheadWE LOOKED AT The adventurer The rebelBIKES LEADING COMPETITORS Harley Honda BMW RAZORFISH / BRP 16
  11. 11. MECHANICS 2 wheels in front / 2 in back Steering turns Convertible cabin APPEALS TO Empty nesterWE LOOKED AT Roadtripper Motor Trend ReadersAUTOS LEADING COMPETITORS Mazda Miata MINI RAZORFISH / BRP 17
  12. 12. MECHANICS Various wheel configurations Steering, leaning or gyroscope turns Various cabin configurations APPEALS TO The hobbyistWE LOOKED AT The powersport enthusiast The techieTOYS LEADING COMPETITORS Segway Go-karts ATVs RAZORFISH / BRP 18
  13. 13. WE REALIZE THE ROADSTERTRANSCENDSSUCH SIMPLE CATEGORIZATION RAZORFISH / BRP 19
  14. 14. SO WE SHIFTED OURFOCUS FROM THEPRODUCT TO THEPERSON WHO BUYS IT RAZORFISH / BRP 20
  15. 15. STRATEGIC APPROACHCUSTOMERINSIGHT
  16. 16. PEOPLE LOVE THEIR SPYDER,AND HERE’S WHY. RAZORFISH / BRP 24
  17. 17. COMFORTABLE “ It’s not like a 2-wheel bike where you get tired“ It’s probably the most comfortable ride that I’ve ever been on. after so many miles... you can ride these things all day long. ” ” “ It’s different than a bike. It’s very comfortable. ” RAZORFISH / BRP 26
  18. 18. SAFE “Antilock brakes on all 3 wheels is a “ I was surprised how stable it was going 75 miles an hour in wonderful thing... ” the rain on the interstate. ” “ I feel like there’s more stability with two wheels in front. ” RAZORFISH / BRP 27
  19. 19. COMMUNITY “ ...I heard there are Spyder clubs... I like“The fact that I’ve met all these other people that ride Spyders... it’s just made my life full. all that kind of stuff. ” ” “ I’d like to find out more about trips... One I liked was 100 miles to PA and back and then a BBQ after. That stuff I’m interested in. RAZORFISH / BRP 29
  20. 20. THESE MODES EXIST IN ALL OWNERS AT VARIOUS LEVELS AND WILL HELP INFORM OUR TARGETING RIDE LIFE TOY Appeal: THE RUSH Appeal: THE ATTITUDE Appeal: THE TECHLOOKING KEYWORDS speed, open road, fun, new, intriguing, original, advanced, high tech, new, thrilling, exciting, freedom distinct, bold, young innovative a fun weekend drive a bold adventure an impressive gadgetFOR 50%EXAMPLE Motor Trend Outside WiredMEDIA Edmunds Travel Engadget Motorcycle.com Discovery Techcrunch 35%FEATURED RS, RT RT RS 15%MODEL RAZORFISH / BRP 32
  21. 21. BUSINESS RATIONALE
  22. 22. We also believe in astructured measurement framework AWARENESS Awareness + Research VISITS Education, Access + Trial LEADS SALES Delivery, Possession + Use OWNERSHIP Maintenance + Service Repurchase, Relationship, ADVOCACY BRP Ambassador RAZORFISH / BRP 36
  23. 23. PRIMARY LEVER:TARGETED ADVERTISING YOUTUBE $25K Budget 425,000 Impressions UNBRANDED SEM 1% CTR; 4,250 Clicks $75K Budget .01% Conversion; 0 Leads 1,870,000 ImpressionsAWARENESS 48% 68% 3.5% CTR; 65,450 Clicks .35% Conversion; 229 Leads FACEBOOKVISITS $25K Budget 35,000,000 Impressions DISPLAY MEDIA: BRAND .05% CTR; 16,310 Clicks $250K Budget, $15 CPM .01% Conversion; 2 LeadsLEADS 16,666,667 Impressions .25% CTR; 41,667 Clicks .10% Conversion; 42 LeadsSALESOWNERSHIP BRANDED SEM DISPLAY MEDIA: DR $375K BUDGET $250K Budget, $4 CPM 4,675,000 Impressions 62,500,000 Impressions 16% CTR; 748,000 ClicksADVOCACY .15% CTR; 93,570 Clicks 1.6% Conversion; 11,968 Leads 1.6% Conversion; 1,500 Leads $1,000,000 MEDIA SPEND RAZORFISH / BRP 37
  24. 24. EXAMPLE MEDIA TACTICSAWARENESS Awareness media flighted for maximum impact utilizing higher impact units (large / rich media)VISITS DR Media evergreen to capture shoppers year roundLEADS Fully fund first party re-targeting subject to performanceSALES Purchase third party in-market and interest proxies Develop look-alike targeting profiles (social and cookie based)OWNERSHIP Test search re-marketing (not Google) for conquestingADVOCACY Test performance based pricing and Real-Time Bidding RAZORFISH / BRP 38
  25. 25. PRIMARY LEVER:SITE EXPERIENCEAWARENESSVISITS 2M uniques 3M uniquesLEADSSALESOWNERSHIPADVOCACY RAZORFISH / BRP 39
  26. 26. PRIMARY LEVER:CALL TO ACTIONAWARENESSVISITS 1.1% visitor conversion 1.8% visitor conversionLEADSSALES 20K leads 28K leadsOWNERSHIPADVOCACY RAZORFISH / BRP 40
  27. 27. PRIMARY LEVER:CHANNEL SUPPORTAWARENESSVISITSLEADSSALES 13,252 sales 21,572 salesOWNERSHIPADVOCACY RAZORFISH / BRP 41
  28. 28. DEMAND GENERATION OVERVIEWAWARENESS 121,136,667 IMPRESSIONS $0.008 cost per ad servedVISITS 1,592,760 ENGAGEMENT $0.63  Video Views + Interactions + ClicksLEADS 969,427 CLICKS $1.03 media driven visits to site $73.78 score-able and de-SALES 13,741 LEADS duped:1.42% Visitor ConversionOWNERSHIP 6,870 DEALER VISITS $145.55 visitor onsite $436.66 media cost /ADVOCACY 2,290 SALES vehicle sold $1,000,000 TOTAL MEDIA SPEND RAZORFISH / BRP 42
  29. 29. AWARENESS
  30. 30. THE RIDESPEED, OPEN ROAD, FUN, THRILLING, FREEDOMLOOKING FOR: A FUN WEEKEND RIDE
  31. 31. THE TOYADVANCED, HIGH-TECH, NEW, INNOVATIVELOOKING FOR: AN IMPRESSIVE GADGET
  32. 32. ENGAGEMENT
  33. 33. SOCIAL ENGAGEMENT
  34. 34. CAMPUS
  35. 35. OFFICE PARK
  36. 36. LA DÉFENSE
  37. 37. HOW ITCOMESTOGETHERTHE ECOSYSTEM
  38. 38. CURRENT ECOSYSTEM AWARENESS PROGRAM SOCIAL SEO DISCOVERY PRODUCT COMMUNITY PLATFORM PLATFORM EVENTS & DEALERS
  39. 39. PROPOSED ECOSYSTEM AWARENESS PROGRAM SOCIAL SEO + SEM DISCOVERY PRODUCT COMMUNITY PLATFORM PLATFORM EVENTS & DEALERS
  40. 40. AWARENESS PROGRAM SOCIALSEO + SEM DISCOVERY PRODUCT COMMUNITY PLATFORM PLATFORM EVENTS & DEALERSSHARING EXPERIENCE TOOLS PUBLISHING OWNER PLATFORM
  41. 41. SEA-DOO SKI-DOOCAN-AM SPYDER
  42. 42. SPYDER CROSS CAN-AMSKI-DOO BRAND MARQUEE EVENTS SEA-DOO
  43. 43. SWIM SWIM RUNRUN RIDERIDE THE SPYDER TRIATHLON THE WORLD’S FIRST MOTORIZED TRIATHLON WWW.THEULTIMATERIDE.COM WATCH LIVE JUNE 1ST 2013
  44. 44. THANK YOUAUGUST 27TH 2012

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