2. Accessories communication
1. HACE accessory tools 2. HME tools & accessory
integration
•Marketing deliverables developed by •Marketing deliverables developed by Honda
Honda Access Europe with accessory Motor Europe with an integrated selection of
information only. accessory information.
•Providing an overview of packs and •Main focus on Euro-Options.
single options.
•Accessories are referred to as “Packs &
single options”.
3. 1) HACE accessory tools
2WS compared
2WS compared
to Civic &
to Civic &
based on
based on
survey results
survey results
similar
similar
similar
similar
No more leaflet
No more leaflet
similar
similar
similar
similar
Facebook in co-
Facebook in co-
operation with
operation with
HME
HME
similar
similar
Questions regarding marketing tools?
Contact your marketing responsible:
•MF = Michiel Fleerackers
•IDB = Isabelle De Bourderé
•BB = Benjamin Bouten
•WDG = Walter De Groof
4. Accessory pictures on BrandCenter
http://cars.honda-works.com
Exterior pictures are
currently available on
BrandCenter.
Interior pictures will be
uploaded after embargo
(July 25th).
5. ss
Point of sales materials ut s in p
rogre
Layo
Eclipse Poster set Lightbox film
+ New lightbox
design !
Week 30: Forecast request
Week 33: Order to supplier
Week 42: Available on stock for delivery to dealers
6. Digital tools in prog ress
Available in week 38 Layouts
movie e-brochure iPad app
••ENG standard available by HACE
ENG standard available by HACE ••ENG standard available by
ENG standard available by
••ENG + FR standard available by
ENG + FR standard available by ••Free translation tool available for
Free translation tool available for HACE
HACE
HACE
HACE genpo & distributor:
genpo & distributor: ••Re-use of e-brochure
Re-use of e-brochure
••Translation possible in your local
Translation possible in your local http://portal.honda-access.net
http://portal.honda-access.net translations possible
translations possible
language -- manual translation
language manual translation ••Access
Access ••Publishing cost per additional
Publishing cost per additional
delivered by Genpo
delivered by Genpo benjamin.bouten@honda-eu.com
benjamin.bouten@honda-eu.com
••Translation and adaptation costs language (when translation
language (when translation
Translation and adaptation costs ••Translation is automatically
Translation is automatically availble in translation tool!) =
availble in translation tool!) =
depending on project
depending on project generated & can be downloaded for
generated & can be downloaded for 600€
600€
local website
local website
••CR-V 2013 accessories & merchandise
CR-V 2013 accessories & merchandise
••CR-Z 2011
CR-Z 2011 ••CR-V 2013 accessories &
CR-V 2013 accessories &
••JAZZ 2011
JAZZ 2011 merchandise
merchandise
••CR-Z 2011
CR-Z 2011
••ACCORD 2011
ACCORD 2011 ••JAZZ 2011
JAZZ 2011
••CIVIC 2012
CIVIC 2012 ••Car merchandise range 2011 ••CIVIC 2012
CIVIC 2012
Car merchandise range 2011
••CR-V 2013
CR-V 2013 ••CR-V 2013 ••Car merchandise 2012 range
Car merchandise 2012 range
CR-V 2013
7. Website
CR-V 5D 2013 to be added to the accessories website*
Available in week 38
*IMPORTANT
• The HACE website www.honda-access.com has changed its URL
to www.honda-accessories.eu to be in line with company & legal regulations.
• The concept has changed from a company website to a genuine accessories website to
accomodate also HME Motorcycle data on the website.
• Note that www.honda-access.com will stay live and all the (deep-)links from any other local
websites will keep working.
8. Social Media
Chatter (salesforce internal social platform) is currently used by HME to inform &
publish social media content towards the Genpo markets.
In chatter a private group is made including the social media managers from each
Genpo, where the assets for CR-V can be published or a discussion can be held.
From there HME & HACE can publish articles.
Genpo can localize and publish to local social media pages.
The facebook actions can be
supported via internet banners
(to be available on Brand Centre)
Available in week 38
9. PR
www.hondanews.eu
An article will be published on
the HME news site and Honda
Network News.
Available in November 2012.
www.hondanetworknews.com
10. 2) HME unit tools & accessory integration
2WS compared to Civic
2WS compared to Civic
& based on survey
& based on survey
results
results
4 pages instead of 2
4 pages instead of 2
EOP & main accessories
EOP & main accessories
part of unit contents
part of unit contents
Detailed accessory info
Detailed accessory info
Accessories = paragraph
Accessories = paragraph
in leaflet (no insert leaflet)
in leaflet (no insert leaflet)
No more link
No more link
accessory page part of
accessory page part of
unit contents
unit contents
similar
similar
similar
similar
Questions regarding marketing tools?
Contact your marketing responsible:
•MF = Michiel Fleerackers
•IDB = Isabelle De Bourderé
•BB = Benjamin Bouten
•WDG = Walter De Groof
11. HME brochure
Including 2 x 2 accessory pages with “Packs & Single Options”.
Currently available on
BrandCenter.
12. HME E-learning
An English course is being prepared for July / August.
Translated versions for Dealers are planned September 2012.
13. HME Dealer sales guide
Including 2 accessory pages in the Dealer sales guide.
ss
rogre
u t in p
Layo
Final layout is planned August 2012.
14. HME Direct mailing (tbc)
Including a paragraph on “Packs & Single
options”.
(<> A seperate optional accessory insert – as done
for Civic and Jazz – will no longer be offered.)
Final layouts are planned September 2012.
Civic example, 2WS layouts in progress
ess
t in progr
Layou
15. HME Microsite
Including “Packs & Single options”.
Accessories will now be part of the microsite contents showing packs and single options.
(<>For Civic a simple link to the accessories website was added.)
ess
y in progr
ut & cop
Layo
Draft on HME Marketing Blog July 2012
Final on August 16th
Launch in markets from Sept to Oct 2012
16. HME European Press Event
est cars: 3 out of 24 test cars will be equipped with EOP packs (Urban, Robust and Illumination Pack).
CR-V merchandise:
Press pack: -HME staff will be clothed in genuine CR-V
including “Packs & Single merchandise.
options”. -Other merchandise will be present at the
event.
20 Aug – 20 Sept 2012 in Munich.
17. Paris Motorshow
Show cars: A CR-V will be equipped with one of the EOP Packs.
Also, 2 cars will be equipped with 19” Orion and 19” Cursa EOP alloy wheels.
ess
progr
ut in
rogre
ss Layo
u t in p Movie animation: in the
Layo accessory corner, including
“Packs & Single options”, as
well as all other accessories.
iPad app: in the
accessory corner, including
“Packs & Single options”,
as well as all other
29 Sept – 14 Oct 2012 in Paris. accessories and CR-V
merchandise.
