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Textron Marketing Proposal
- 2. Meet the Team Bob Schultz VP of Marketing Adam Mott Business Development EJ Corporan Product Marketing Service Mike Haenggi Propeller Marketing Sarah Gunnar Pieper Emmy Tyler
- 4. Positioning Statement For owner/operator/users segment, Textron Aviation is able to provide a unique and personalized lead nurturing process in which leads can continue to be connected, engaged and charged by the business development team back in Wichita.
- 5. Connected 636 leads Engaged 315 leads Charged 305 leads Software to manage communication Data courtesy of Textron Email campaign Card campaign Virtual Reality EAA Event Big Event Aviators
- 6. Meet Hybrid Person • Sarah Potempa • 36 years old • From Chicago, IL • Mother of 2 • Celebrity hairstylist • Business owner • Product owner
- 7. Business •High net worth clients ⚫Lea Michele ⚫Reese Witherspoon •Travels for business ⚫LA, CHI, NY, International • Product available through many channel
- 8. Leisure
- 9. Timeline of Action Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec First holiday card First email sent Attend Aviation Event Virtual reality send out Oshkos h BBQ event Football game event Item from event Textron demo flight Send aviator glasses Lead to sales team
- 10. “With rich profiles of your customers all in a single place, create relevant conversations with each of them, based on their individual behaviors, preferences, and demographics, in real time. You can generate segments of one… at scale.”
- 11. Marketo • Marketo is an easy tool for email campaigns • Functionality to segment leads into different profiles • In-depth reporting of impact and ROI of each email sent Jan Feb Mar Apr May Jun Jul Aug Sep Oct
- 14. Card Campaign • Part of family • Top of mind • Send to 636 connected
- 15. Email Campaign • Inspiration came from Chubbies email • Sent out every Friday at noon • Emailed to ALL leads • Sent through Marketo • Promoting upcoming events • Aviation events • Non-aviation events Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
- 17. EAA Events ⚫200,000 members ⚫Invite 315 engaged leads ⚫“Community of aviation enthusiasts who promote and support recreational flying.” Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
- 19. • Virtual Reality (VR): utilize to stimulate a lead’s physical presence in a TXTAV product • Bringing the experience back home • Outsource production of VR videos to SubVRsive • Start up company by Miami grad • Low-cost • Portfolio includes: P&G, MTV, ShowTime, US Foods, Budweiser Textron Aviation: where vision meets virtual reality Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
- 20. • To view VR use Google Cardboard Glasses • Low cost, average $7 • Can be designed to an aviation feel Textron Aviation: where vision meets virtual reality
- 21. Lead Experiences VR Mail, Scan, Push Mail customized Google Cardboard Glasses to 315 engaged leads 1. Scan QR code on mobile device to activate experience Continually push new QR codes to leads 2. 3.
- 22. Card Campaign • Top of mind • Send to 315 engaged leads • Invite to Oshkosh BBQ
- 24. Oshkosh BBQ • Attendance at Oshkosh: 590,000+ people • Invite 315 engaged leads • Catered by BeBoppin BBQ foodtruck • Casual environment for families ⚫ Frisbee, cornhole, paper airplane contest Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
- 25. Partnerships
- 26. New Partnerships
- 28. Visit to Wichita 11:00am Wichita Tour 12:00pm Lunch at Newport Grill 2:00pm Facility Tour 3:00pm View Citation M2 mockup 4:30pm Demo Citation M2 5:30pm Dinner with Rob Scholl & Scott Ernest October 12, 2018
- 29. Textron Aviation: aviation looks good on you Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
- 31. Connected 636 leads Engaged 315 leads Charged 305 leads Software to manage leads Data courtesy of Textron Aviation Email campaign Card campaign Virtual Reality EAA Event Big Event Aviators $63,650 $172,680 $122,000 $534 $553,616 $10,000 $200