Arma presentation tonino lamborghini

1. TONINO LAMBORGHINI
COMMUNICATION APPROACH 2015
….

2. Content
■ About us
■ PR Management Services
■ About mattress sector
■Target Audience
■Sector Brands
■ Tonino Lamborghini SWOT Analysis
-Strenghts/ Weaknesses
-Opportunities / Threats
■ Target of PR Communication
■ PR Methods
-Media Relations
-Examples Of Press Coverages
-Examples Of Our Events
■ Our Clients

3. In our agency, which was established in 2004,we offer
integrated communication solutions to companies and brands.
In line with the goals and strategies of the persons, companies
and brands we serve, we prepare and implement
communication programs for corporate image, brand
recognition and for increasing purchases and contribute to the
realization of their business goals.
In our agency, we provide our services on the basis of academic
knowledge rather than predictions and intuitions with our team
members highly trained and experienced in their own
profession.
About Us

4. Our mission is to help our clients improve their brand value by
offering solution oriented consultancy service to them.
We establish long-standing collaborations with our clients on
the basis of the principle of sincerity and honesty. We work to
differentiate the companies and brands which we regard as our
“business partners” from their competitors, to increase their
recognition within the target audience and to ensure that they
are trusted and preferred.
Furthermore, we also assume a significant role in the
achievement of their marketing, planning and sales goals.
Our Mission

5.  In the fields we serve, we always act with the aim of introducing new
perspectives to our clients.
 With a dynamic, rapid and close teamwork, we work by focusing on
familiarizing ourselves with our client company at least as much as its
executives.
 We approach public trends as well as our clients’ needs and
expectations from a proactive perspective.
 In addition to our role as consultant, we value being service oriented
on the operational side.
Our Approach

6. PR Management Services
1
Strategy and
Planning
PRMANAGEMENT
PR
3
Marketing
Communicaiton
2
Media
Communication
4
Social Media
Communication
6
Crises
Communicaiton
5
Social
Responsibility
7
Media Planning
and Buying
9
Graphic Design
8
Promotion
Production

7. PR Management Services
1 – Strategy and Planning
■ Marketing PR
■ Events
■ Organizations
■ Sponsorships
■ Exhibitions, Competitions
■ İnaugurations, parades,
launches
■ Market and Customer
Analysis
■ Brand Identiy
■ Brand Positioning
■ Brand Architecture
■ Customer Segmentation
■ Communication Strategy
■ Strategic Marketing Mix
3 – Marketing
Communication
2 – Media Communication
■ Special News
■ İnterviews
■ Press Conferences
■ Press Visits
■ Media Reportage

8. PR Management Services
zarlama Yönetim Sistemi
4 – Social Media
Communication
■ Preparing and avoiding to
crisis
■ Planning the crisis
management
■ Conducting the crisis with
accucarte communication
■ Regulating the crisis process
■ Returning to normal,
■ Learning and evaluation
■ Building social responsibility
strategy
■ Developing the project,
matching to the vision of the
corporation/brand
■ Preparing and implementing
project plan
■ Evaluation of the projects
6 – Crisis Communication5 – Social Responsibility
■ Digital PR
■ SEO - SEM
■ Social Media
■ Digital Campaigns
■ Mobile Marketing
■ Online Reputation
Management

9. PR Management Services
7 – Media Planning 9 –Promotion/Production8 – Graphic Design
■ Analysing of Target
Audience
■ Planning of timing
■ Medya Planning and
Buying
■ Building visual identity and
image
■ Design tasks of campaing
visuals
■ Point of sale visuals
■ Catalog, brochure
■ (Web, Photograph, Video,
3D, Graphic)
■ Choosing, designing and
creating promotion
materials
■ Corporate promotion film
■ Web, Photograph, Video, 3D

10. About Mattress Sector
 Three millions mattresses are sold at classical channels and one million of them
are sold at stores and modern channels that in total 4.2 millions mattresses are
sold in a year Turkey. Growing 7 percent per annum, the market volume has
reached worth 2-2,5billion TL in the sector. As for the share of the sector in the
foreign market is worth 60 million dollars.
 90 percent of the market comprised of spring mattresses, 10 percent sponge
mattresses in Turkey. Investments by the mattress manufacturers varies between
$ 40 million and 40 thousand dollars.
 USA, China and Brasil are ranks the top 3 countries for the most manufacturing
and consuming mattresses in the world. Germany, France and USA are top 3
countries for mattresses import; Poland, China and Belgium are top 3 countries
for mattresses export in the world. Turkey among the countries which are not yet
in the top 10 ranking import&export.

11. Target Audience
 AB + C1 audio group has a large potential target groups.
 Men and women between 20-65 ages
 Newly-wed couples, the people that renovate their houses
 Consumers who care their healths ( having problem about
sleeping, back, neck, spine)
 People who are aware of the effects of sleep on our health
and life
 Mattress manufacturers, pillow manufacturers, home textile
manufacturers, distributors, point of sales, furniture brands
and interior designer,purchasing department of hotels,
hospitals and touristic (the number of 3 million of 4 million
mattresses sold to the individual consumers as for the rest 1
million sold to the establishments such as hotels, dormitories
and hospitals)

12. Sector Brands
MATTRESS
Yatsan-Tempur
Yataş
İstikbal
Mondi
Doğtaş
Altın Yatak
İdaş
İşbir
Laressa
Hastens
Pierre Cardin
Magniflex
BRN
Doctor-Bed
HOUSEHOLD LINENS
Taç
Linens
Sarev
Özdilek
Monev
English Home
Homteks
Madame Coco
Home Store
Chakra
Penelope

13. SWOT Analysis
s
 Well-established brand in the internationally,
 High quality products with affordable price,
 Turkey's largest importer of mattress,
 Design strength of the brand,
 Innovative approach to production,
 High vacuum technology,
 Produced by using natural materials, being
environment friendly,
 Having the feature of medical products,
 The 12-year warranty of the product,
 The feeling of satisfaction of using positive
reflection of sales Tonino Lamborghini brand,
 Export to 17 countries such as Azerbaijan, Dubai,
Kazakhstan, Italy etc.
 Contribute to Turkey's economy in the
production of home textile,
 Well determine the sector and clear working
with correct analysis,
 Production of special collections that appeal to
the Turkish people.
Strengths Weaknesses
High brand awareness but low awareness of
the Tonino Lamborghini branded mattress and
home textile category.
Despite the growing importance of branding in
the mattress industry, it is not done by a
planned and effective communication.
There are no mattresses with the range of
affordable prices for A+ and lower segment
group.

14. SWOT Analysis
SOpportunities Threats
Changing the mattress period of about 2 years
in Europe, otherwise 10 years in Turkey.
However, growing market of healthy life would
shorten this period and play more effective role
in the sector.
Mattress and Technologies Fair, Sleep Well
Expo signals to become one of the quickest
developing sectors.
Turkey have features about made production,
Nearly the number of 1000 hotels construction
being underway including 800 thousand bed
capacities and the private sector’s investments
in hospitals foreseen as an indicator of the
growth in the sector.
Home textiles in reaching its current situation
with increasing purchasing power of domestic
consumption growth and the consumption of
home textiles fast fashion trends affecting the
market positively.
 Increasing global competition,
 Make an unfair competition of unregistered
production in hometextile sector that is low input
costs
 Existence of strong and common brands that
effective communication in the sector
 The risk of economic crisis in Turkey and World
could affect negatively the sector
 Despite the growing importance of sleeping in
terms of health, it is not having awareness about
it in Turkey.
 The risk of civil war and prevent the export of
our neighbors.

15. Target of PR Communication
Those who want to enjoy a nice sleep…
Those who know the value of sleep ...
Those who enjoy the life...
Turkey’s accessible luxury brand;
Tonino Lamborghini

16. Target of PR Communication Messages
To take attention for create an awareness the healthy and quality
sleeping ;
Importance of functional product design
Criterias of mattresses,pillows and quilt selections
Products that bring up with healthy and comfortable
Using of high quality and natural materials,
The problems caused by insomnia
Different sleeping solutions
The usage of medical products etc.

17. Consultancy
and Planning
Media
Relations
Event
Management
Customer
Relations
Content
Production
PR Methods

18.  In media relations, we create messages in line with the company’s
communication requirements and goals and enable these messages to
be efficiently delivered to the target audience through the media.
Media relations cover the following:
 Organizing press conferences and trips,
 Organizing special news and interviews,
 Preparing press releases and sharing them with the media,
maintaining communication with relevant members of the press,
 Preparing press files (Press releases, brochures, speech texts,
visuals),
 Maintaining daily media follow-up.
Media Relations

19. By developing strategies specific to the company and brand,
We enable you to
communicate efficiently
with your stakeholders.
Right
Message
Right
Channel
Right
Time
Media Relations

20. Media Relations
We will be based on; particularly the effective usage of decoration and
economy media and promote the relations with these people in our
all promotional events. Speacial occasions will be considered as a
opportunities.Christmas, Valentine's Day, Mother's Day, Father's Day
and so on. The announcement of the campaign)
PRESS
Magazines:
We will considered a wide range of magazines in accordance with our
target audience. Additionally, we'll continue to communicate with
effectively on Monthly magazine, Women's,Shopping,Teen's,Magazine,
Life style, Marriage magazines, Economy and News magazines also
Sectoral magazines.

21. Media Relations
Monthly Women’s, Shopping, Magazine, Life stlye , Marriage
Magazines
Press releases contents:
We will be provide the most relevant content our collection releases are as
mention on title.The brand that consist of mattress and home textile
collections, become prominent by its product range will provided to take part
in the monthly and weekly magazines. In addition to these magazines; it will be
remarkable that product's reported in the news to the Men's, Mother&baby
and sectoral magazines as well.

22. Media Relations
News:
Other press organ that we use for media communication will be
newspapers . Also, pages of daily newspaper releases and special
supplements will be contribute to the collection promotion.
We will be take part with exclusive interviews in economy newspaper
and magazines. We can be present Tonino Lamborghini's goals of 2015
years in monthly and weekly economy magazines at first. We can
provide information about investment in Turkey, design and sectoral
assessments in the home textile and mattress sector

23. Media Relations
Audiovisual Media
Televisions: We are going to planning to, participate of founders or
managers in economic programs as a private guest Channels that is
containing national design-decoration can be used with both
advertorial and sponsorship.
Radios: We can make use of radio as a sponsorship at prime time
especially morning and evening time. Also it can be take part of dj-talk
and "present by" of radio programs
Portals: Decoration, architecture, design, life style, news, women,
shopping, building portals are suitable media to reach our target
audience.Internet media is very important field for reaching both
experts and target audience.So, we are aim to reach wider audience for
taking place our web portal with our news.

24. Event Proposals
Meeting Breakfast with Magazine Editors:
Aim;
We are aim to plannig, media meeting with the participation of Tonino
Lamborghini Turkey distributor speaker different multicast group every
month.New products and targets can be explained here. We are going
to established close contact with brand representative to give general
advertise about Turkey's invesment of Lamborghini which present
special collection and brand power.

25. Event Proposals
•Point of sale activities
•Mini gifts with sweepstake
•Competitions on social media
like‘’Sleeper Of The Year’
World Sleep Day

26. Event Proposals
Sleep Training
With the participation of bloggers "Good night" chats
Information provided by the expert
Experience sharing about sleeping problems/stories by a famous person
Repeated of similar events with the participation of clients in the stores.

27. Event Proposals
Events At Stores
Activities in different concepts in different stores
Promotion of mattres,pillows and quilt by a famous person
Flash Mob show in shopping mall.
(Suddenly a men and women that wearing lingerie and pyjamas will be
mingle in with guest. Some of them lay quilt over and lie down, some
other perch on the edge of table with his pillow and the other one walk
around with cardboard that written with sleep messages. etc.)

28. EXAMPLES OF
PRESS COVERAGES

29. Examples Of Press Coverages
Magazine Newspaper

30. Examples Of Press Coverages
Magazine

31. Examples Of Press Coverages
Magazine
Newspaper

32. Examples Of Press Coverages
MagazineMagazine

33. Examples Of Press Coverages
Magazine

34. Examples Of Press Coverages
Newspaper

35. Examples Of Press Coverages
Newspaper Newspaper Newspaper

36. EXAMPLES OF OUR
EVENTS

37. Premiere of the movie ‘Ayaz’

38. Fashion Show of Akay Wedding Dresses
at Istanbul Wedding Fair

39. Award Ceremony of Tiyatro Magazine

40. Press Conference of Bulut İnşaat at Cyprus

41. “Beyoğlu Smells Rebul” Photography Competition

42. Greyder Rhythm Show/ Beyoğlu and Cevahir Mall
Shopping Mall

43. Privenuptia Fair Organization at Izmir

44. Tekin Seyrekoğlu Fair Organization

45. Organization of the Fair’s Opening Ceremony
Istanbul
Wedding
Fair

46. Fresh’n Soft Activities

47. 2M Kablo Inauguration

48. Corporate Communication
We conduct corporate communication activities under two categories:
Inside and outside the company.
As Arma PR, we prepare strategic communication plan in order to
manage the company’s corporate reputation which covers its
commercial, social and industrial responsibilities, in line with the
company’s business objectives. We carry out public relations activities
for its target person, audience, companies, stakeholders and
personnel by tailoring the applications to each target audience.

49. Our Clients

50. Our Credentials

51. www.armapr.com Thank you…