Free Marketing Ideas for GPS brands

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Just my ideas on GPS market and brands

Just my ideas on GPS market and brands

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  • I think brand car gps is worth to buy , although the cottage is more cheap, but brand car gps are with high quality and won't lead to the wrong way, go to see http://www.jewellet.com
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  • I think GPS brands like Garmin and TomTom should just focus on building good products. When you do that, you'll get focused on sites like http://www.cnet.com, http://www.consumersearch.com, and http://www.bestgpstobuy.org
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  • 1. Questa presentazione è basata solamente su informazioni reperite in Internet, su considerazioni personali e di blogger che hanno contribuito con i loro pareri. Nessuna informazione o supporto sono stati forniti dai marchi citati. Non utilizzatela per investimenti personali o decisioni di acquisto o qualunque cosa importante della vostra vita. Siete liberi di divulgarla, usarla anche in parte e in qualunque modo, ma per favore citate la provenienza, cioè www.minimarketing.it
  • 2. Free Marketing Ideas for Garmin www.minimarketing.it
  • 3. My assumptions
    • “ A good marketer is a good listener and encourage (right sort of) conversations” (S. Godin)
    • Ok, although I have several years of experience in ICT markets, I know only basics of navigators’ market
    • I have one of most visited marketing blogs in Italy
    • So, “why don’t ask for unrefined observations to blog readers in a dedicated post”?
    • PS: This presentation is mainly targeted interactions between Garmin and final user, setting trade (and OEM) marketing slightly aside, within just italian marketplace.
  • 4. Me and Garmin, before
    • I’m male, medium income, 30-40 something
    • I never got a navigator, but I’d like to have, a day or another
    • I didn’t recall much of Garmin brand. My collegue here, too. ( Tom Tom? Yes, I did )
    • Yes, I like MP3 and DIVX, pics and other things ( wow, could I really get them in a navigator ?)
    • My information sources are internet and big malls ( no, I never thought to “tune” my car at a local shop, I’m really busy ; )
    • So, I consider me in your extended target ( see after )
  • 5. How my blog friends see and say about Garmin
    • Hey , once upon a time they were kings! Where have they gone?
    • Really they asked to candidates a PPT about their brand and strategy? They are serious or trying to get a free consultancy?
    • Ok, let’s stop with these stupid and dusty Press Releases, and go in the real word!
    • Uhm , I never heard about Garmin before, but their logo and website are poor stylish and old-fashioned, they should do more on that, something more web 2.0…
    • Oh, my G., their italian website…
    • They should renovate and increase communication and adv before it’s too late
  • 6. […Continued]
    • They should position better and clearlier, other competitors cost less and their perception on mass market is similar. They are just n.4 in italian rank.
    • Uhm , I guess if this blog post isn’t actually a guerrilla marketing operation, to generate buzz on a new launched product or a brand revamping (Well, this is not a bad idea, actually ;-)
    • This is no more a little lake . And in this navigator ocean you need something to emerge ( stop! don’t think a new feature, think about usability o something cool in accessories or fashion, or…)
    • Hey, your communication seems to be targeted to a wannabe-explorer business man, you need a refresh!
    • They have to throw out the mental link with cars!
    • Maybe something ad-different?
  • 7. Geek friends told me on Garmin
    • Yes, a specialized player
    • Well, a expensive player
    • So many features ( but I really need them?)
    • Not-so-cool brand ( uhm, better iPod this xmas?…)
    • Why don’t you buy a handheld PC GPS enabled, instead?
    • Great if they partner with Google Maps (or similar) and his API system, to take advantage of users’ content in the maps!
  • 8. What I think
    • “ Unless you have infinite resources, your target is not everyone”
      • But ‘target’ in this market is steady growing (lake VS ocean)
      • So, you should choose a ‘enlarged target’ to keep up now with the future
    • “ Clients want either the best or the least expensive; there is (almost) no in between.”
    • “ Clients increasly assume that all products are essentially and technically the same”
  • 9. What I would do
    • Supposing that
    • you want to be the first choice product player in the playground
    • and talking about product development-
    • you’re yet looking through your customer’s “real life” eyeglasses
      • ( pss pss: “it’s so simple!”, “wow, MP3 & DIVX!”, “hear this cool female voice!”, “oh, women shopping version map (navigator)!”, “oh, look this cool design! And what a wonderful display!” )
    • you ( maybe ) need to:
      • Raise brand awareness (even out of the little lake, see first )
      • Strenghten trust & love (as we are the best!)
      • Go cool e reach coolest people and mavens
      • Ease shoppers
      • Take the risk
  • 10. Raise brand awareness
    • Garmin should be feel as a one-brand , giving less focus on ‘internal division border inside’ and association with automotive
    • A little less “division & product specialized” media
    • A bit more “targeted age, life and class” associations of media + your dedicated products (discounted fashionwear hunters, wine enthusiasts, etc)
    • Internet, internet, internet! ( and go deep into micro segments, and not just selling, also add valuable contents )
    • Not forget specialized Sat TV Channels ( few people, greater attention )
  • 11. Strengthen trust & love
    • Be someone:
      • a more personal and see-through company brand, also in website ( and double check that also garmin.it be consistent with central one ; )
      • We (and not others) made (and we’ll make) GPS history & stories
      • Focus PR on blogosphere and forums
      • Garmin Club Members
        • Special online and offline events
        • first sight & try right
        • ( ahem , this club is for women, also)
    • Be open and connected:
      • Collect people suggestions ( and discuss them in a multiskill internal team )
      • Give your backing to users interactions (experiences and employs of the products, true life tales) and publish them
      • Set up relations from other websites (or printed magazines!) ( click here to download how get to us and what to do while you are here ), touristic places ( go to http… and download the guide of [this city] or enable bluetooth to download the map now !)
      • “ Maps content should be opensource and bottom-up, content user generated!”
  • 12. Go cool and reach coolest people and mavens
    • Shocking with alternative uses of product ( outdoor navigator in urban atmospheres…)
    • Encourage external accessories/maps/tools/design(it’s pure power! )/places/skins/anything from other companies
    • Promote product placement (ATL (in TV movies/documentaries?) and BTL (to cool people?)
    • Go alternative and remarkable in new media opportunities ( a viral video/commercial where a blind man walks in a city, guided by a navigator, or a sardinian shepherd who leads her sheeps with a navigator, ecc .)
  • 13. Ease shoppers
    • reflect on customers’ “When”, not just “Where”
    • think about “Why” and not just “What”
    • Let the customer choose how and where to buy ( he’s not a sheep )
    • Real shopping is experience, Virtual shopping is information, they should be consistent
    • Retailer persuasion is worth 10 ads on TV
    • Few (P.O.S.) is often much (focus)
    • Think about customer space-in-mind, not only about space in shelf
  • 14. Take the risk
    • You’re no more top in mind, in Italy.
    • Do not even think like you are
    • You don’t have much time
    • You have to take risks
      • go provocative
      • go personalized
      • go weird
      • go trendy
      • go funny
  • 15.
    • End of Free Trial Presentation ;-)
    • Subscribe to my services for more
  • 16. Special Thanks to:
    • Errepi www.italovignoli.com
    • Tacus http://www.filmindustries.it/blogpp
    • Arnesco http://www.icecards.it/blog
    • La casalinga di Voghera www.lacasalingadivoghera.it
    • Elmanco http://www.elmanco.com/
    • Commeurope http://www.commeurope.com/