UNPACKED:
11 Unthink
- AUTOMOTIVE -
By Alex Goh,
Associate Strategic Planning Director,
M&C Saatchi, Kuala Lumpur.
Marketi...
Strategic Opportunities
Page 2
We travelled the world. And studied various categories.
For the best learnings.
United Stat...
1. Responding to evolving car shopping behavior.
Page 3
Online and social media are key information sources:
• 82% visits ...
Page 4
On content marketing – interest first, product second.
1. Responding to evolving car shopping behavior.
How Chevrol...
Page 5
Defining a brand 3rd space – between the online space and dealerships.
1. Responding to evolving car shopping behav...
Page 6
Seek-and-respond – Brand as an active participant of online conversations in
relation to the brand and its products...
2. Increasing brand stickiness by nurturing the
brand community.
Page 7
Tapping into the “pass-around-power of everyday pe...
Page 8
Identify and managing the brand’s most influential brand fans and owners.
2. Increasing brand stickiness by nurturi...
Page 9
Identify and managing the brand’s most influential brand fans and owners.
2. Increasing brand stickiness by nurturi...
Page 10
Design and define a suite of owner lifestyle privileges and experiences.
2. Increasing brand stickiness by nurturi...
Page 11
Design and define a suite of owner lifestyle privileges and experiences.
2. Increasing brand stickiness by nurturi...
Page 12
Design and define a suite of owner lifestyle privileges and experiences.
2. Increasing brand stickiness by nurturi...
Page 13
Design and define a suite of owner lifestyle privileges and experiences.
2. Increasing brand stickiness by nurturi...
Page 14
Adoption of the concept of “relationship managers”/brand concierge.
2. Increasing brand stickiness by nurturing th...
3. Augmenting the “service” layer to products.
Page 15
Rising complexities to compare on product features – now, the littl...
Page 16
Innovating the test drive experience.
3. Augmenting the “service” layer to products.
How Ford gave
test drives a n...
How Chevrolet is
unifying its
“responsible”
product education
initiative.
Page 17
Taking the leadership stance through a b...
How Starbucks
integrated
education into the
buying
experience.
Page 18
Taking the leadership stance through a better desig...
Page 19
Finding opportunity in separating the sale of “ownership” vs. “access.”
3. Augmenting the “service” layer to produ...
How UK auto
brands helped
customers avoid
servicing “bill
shocks.”
Page 20
Adding on a greater level of certainty to the t...
How Perodua
uses after-sales to
strengthen
customer affinity.
Page 21
Innovating after-sales for greater convenience and s...
Now, go be the
best version of you.
By Alex Goh,
Associate Strategic Planning Director,
M&C Saatchi, Kuala Lumpur.
alex.go...
Upcoming SlideShare
Loading in …5
×

UNPACKED: 11 Unthink Marketing Tips (to inspire marketing strategy and ideas)

415 views

Published on

"UNPACKED" is a series of work developed but which never saw the light of day, or was work developed long ago. All content has been edited to remove sensitive client data/information/proposals where necessary.

But why? "UNPACKED" is based on the belief that, like books, the true value of content is manifested only when it's for public benefit, rather than kept in private - on shelves or buried in one's digital device.

This slide deck specifically was created to help inspire the development of new marketing ideas within the automotive space. However, as some of the best ideas happen through cross-pollination across categories, you may very well find this useful for ideation in a non-automotive category.

Published in: Marketing
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
415
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • To enable the brand to take the leadership stance in the automotive segment.Categories: Automotive, Finance, Sports, FMCG, Telecommunications, F&B, Entrepreneurship
  • Chevrolet – OK GO: http://youtu.be/MejbOFk7H6c
  • IDEO/State Farm: “Next Door” Like cars, financial products tend to see a very long gap between intent and action (purchase/subscription)A pilot project - positioned as a free financial advisory centreProvides financial coaching in a “no-cheesy-sales-pitch” environmentTakes a leadership stance within the consumer’s buying cycle by prioritising the building of trust/relationship over the building of product understandingConcept features: Café area, a main lounge, a smaller “creative” area,community chalkboard calendar that promotes all kinds of monthly events, 2 conference rooms with flat-screen TVs and whiteboard wall dividers
  • Gatorade Mission Control: http://youtu.be/cFN8ezZmBRE
  • Nike+ referencecommercial:http://youtu.be/upuoJ7lTsTs
  • The O2 Priority: One of the most successful CRM programs in the telecommunications industry
  • O2 Priority reference video: http://youtu.be/iS8uSVNk3gM
  • O2 Priority Moments and supporting small businesses: http://youtu.be/9Iy_ipd4Aas
  • Relationship Managers/Brand ConciergeAlternative to retraining all service staff within the brand ecosystem: Among owners, to introduce a brand layer between dealers and customers (in the same way that relationship managers are assigned to “high net worth” customers in banks)The automaker has partnered with Les Clefs d’Or (pronounced “lay clay door”), the international professional organization of luxury hotel concierges.The treatment will include 24-hour online concierge service for Lincoln shoppers and ownersThe online interaction will include guided walkthroughs of new Lincoln models and services as well as comparisons with rival luxury models. Lincoln will create personalized portfolios for buyers that they can access on their laptop, iPad or smart phone (customers then can opt to share their profiles with dealers)The little things: Celebrating ownership anniversaries
  • Google search: “Ford Focus Gamified Test Drive”
  • ECOLOGIC – Auto Environmental LabelAll vehicles sold in the United States will have Ecologic environmental labels on the windowsEach claim on the Chevrolet-created labels is audited by Two Tomorrows, an independent third-party sustainability agency that provides auditing and assurance services to companies for environmental initiatives.
  • STARBUCKS ESPRESSO JOURNEY, by NENDODesigned like a library, where customers ordered drinks by taking books to the counter Nine different drinks, represented by nine different booksCustomers were invited to read about different types of coffee from the cover sleeves of the otherwise empty books, before exchanging one at the counter for a corresponding drink.Opened for 3 weeks
  • “Own Mutually” is a new platform, with an emphasis on users sharing items they’d like to part-own through their social networks in order to encourage their friends to join them – with the company playing a role in managing the process of joint ownership.
  • FIXED PRICE SERVICE PLANSVarious mileage vs. time packages / age of car (new vs. second-hand)Includes parts, labour and VATKey benefit: Transparent pricing and the option to include the cost of servicing in the finance payment (or alternatively to pay a lump sum, or spread the cost with monthly direct debit payments)Volkswagen Australia just started to introduce this scheme in Australia to address the common perception that its servicing is expensiveServicing every 15,000km or 12 monthsPrices locked for 6 years
  • UNPACKED: 11 Unthink Marketing Tips (to inspire marketing strategy and ideas)

    1. 1. UNPACKED: 11 Unthink - AUTOMOTIVE - By Alex Goh, Associate Strategic Planning Director, M&C Saatchi, Kuala Lumpur. Marketing Tips
    2. 2. Strategic Opportunities Page 2 We travelled the world. And studied various categories. For the best learnings. United States United Kingdom Canada Malaysia Australia Bahrain 1. Evolving buying behavior 2. Nurturing brand community 3. “Service” layer to products Japan
    3. 3. 1. Responding to evolving car shopping behavior. Page 3 Online and social media are key information sources: • 82% visits at least 6 websites pre-purchase • 59% rely on social media • Only 20% of shoppers buy the first vehicle they research* INSIGHT Source: Accenture Automotive Survey 2013, Malaysia; *“Constant Consideration: Brand Choice on the Path to Vehicle Purchase”, 2013, Google Think Insights On content marketing – interest first, product second. Seek-and-respond – Brand as an active participant of online conversations. Defining a brand 3rd space – between the online space and dealerships. ENTRY-POINTS
    4. 4. Page 4 On content marketing – interest first, product second. 1. Responding to evolving car shopping behavior. How Chevrolet got millions to see the new Chevrolet Sonic in just days.
    5. 5. Page 5 Defining a brand 3rd space – between the online space and dealerships. 1. Responding to evolving car shopping behavior. How State Farm bank brought the “personal” back to banking.
    6. 6. Page 6 Seek-and-respond – Brand as an active participant of online conversations in relation to the brand and its products. 1. Responding to evolving car shopping behavior. How Gatorade humanised the brand for social media.
    7. 7. 2. Increasing brand stickiness by nurturing the brand community. Page 7 Tapping into the “pass-around-power of everyday people” by creating opportunities for the emergence of “remark-able” brand stories. INSIGHT Identify and managing the brand’s most influential brand fans and owners. Design and define a suite of owner lifestyle privileges and experiences. Adoption of the concept of “relationship managers”/brand concierge. ENTRY-POINTS
    8. 8. Page 8 Identify and managing the brand’s most influential brand fans and owners. 2. Increasing brand stickiness by nurturing the brand community. How Nike made it not-about-selling- shoes. Clockwise from top-left: Nike Human Race, Global Ekiden Relay, “Help for Haiti” Run and Niketown Runners
    9. 9. Page 9 Identify and managing the brand’s most influential brand fans and owners. 2. Increasing brand stickiness by nurturing the brand community. How Nike made it not-about-selling- shoes.
    10. 10. Page 10 Design and define a suite of owner lifestyle privileges and experiences. 2. Increasing brand stickiness by nurturing the brand community. How O2 did more, with less.
    11. 11. Page 11 Design and define a suite of owner lifestyle privileges and experiences. 2. Increasing brand stickiness by nurturing the brand community. How O2 did more, with less.
    12. 12. Page 12 Design and define a suite of owner lifestyle privileges and experiences. 2. Increasing brand stickiness by nurturing the brand community. How Scotiabank did more, with less.
    13. 13. Page 13 Design and define a suite of owner lifestyle privileges and experiences. 2. Increasing brand stickiness by nurturing the brand community. How O2’s owner privileges program did more than provide discounts.
    14. 14. Page 14 Adoption of the concept of “relationship managers”/brand concierge. 2. Increasing brand stickiness by nurturing the brand community. How Lincoln intends to revolutionize service in the auto industry.
    15. 15. 3. Augmenting the “service” layer to products. Page 15 Rising complexities to compare on product features – now, the little things count. Even product brands could benefit from a dose of “hospitality.” INSIGHT Adding on a greater level of certainty to the total cost of ownership. Innovating after-sales for greater convenience & simplicity for owners. Finding opportunity in separating the sale of “ownership” vs. “access.” ENTRY-POINTS Innovating the test drive experience. Taking the leadership stance through a better designed product education effort.
    16. 16. Page 16 Innovating the test drive experience. 3. Augmenting the “service” layer to products. How Ford gave test drives a new spin.
    17. 17. How Chevrolet is unifying its “responsible” product education initiative. Page 17 Taking the leadership stance through a better designed product education effort. 3. Augmenting the “service” layer to products.
    18. 18. How Starbucks integrated education into the buying experience. Page 18 Taking the leadership stance through a better designed product education effort. 3. Augmenting the “service” layer to products.
    19. 19. Page 19 Finding opportunity in separating the sale of “ownership” vs. “access.” 3. Augmenting the “service” layer to products. How companies are coming up to cater to the idea of “fractional ownership.”
    20. 20. How UK auto brands helped customers avoid servicing “bill shocks.” Page 20 Adding on a greater level of certainty to the total cost of ownership. 3. Augmenting the “service” layer to products.
    21. 21. How Perodua uses after-sales to strengthen customer affinity. Page 21 Innovating after-sales for greater convenience and simplicity for owners. 3. Augmenting the “service” layer to products.
    22. 22. Now, go be the best version of you. By Alex Goh, Associate Strategic Planning Director, M&C Saatchi, Kuala Lumpur. alex.goh@mcsaatchi.com.my UNPACKED: 11 Unthink - AUTOMOTIVE - Marketing Tips

    ×