Hummer

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Hummer

  1. 1.
  2. 2. Primary Target<br /><ul><li>Male
  3. 3. 35-64 years old
  4. 4. College-educated
  5. 5. $175,000+ income
  6. 6. Successful entrepreneurs, doctors, executives
  7. 7. Car enthusiasts </li></li></ul><li>Secondary Target<br />The Discerner<br />The Conqueror<br />The Adventurer<br />The Realist<br />
  8. 8. Situation Analysis<br />
  9. 9. SWOT Analysis<br />
  10. 10. Media Plan<br />
  11. 11. Objectives<br />Two main goals of this campaign will achieve:<br />Triple wholesales of “XXX” Hummer vehicles<br />Replace the shrinking demand for military vehicles with equal to or more than commercial sales <br />
  12. 12. MarcomM Objectives<br />Raise top of mind awareness among target audience to 50%<br />Build on the image/mystique of the Hummer<br />Differentiate Hummer from any vehicle on or off the road<br />Re-enforce Hummer’s off-road capabilities<br />Deliver qualified, preconditioned leads to dealers<br />
  13. 13. MEDIA Tactics<br />Consumer magazines to deliver the “lifestyle” message<br />Through these initiatives, our media impact is estimated to result in: <br />Average R of 54% <br />Average F of 3.6 times<br />Total gross impressions of 1,556,240<br />
  14. 14. Publications<br />
  15. 15. Dealer Cooperative<br />Objectives<br /><ul><li>Increase the quality and impact of local dealer advertising
  16. 16. Create more user-friendly Marketing Communications Planner
  17. 17. Empower dealers with tools to generate new leads and maintain contact with hot prospects
  18. 18. Continually refine and improve our co-op program
  19. 19. Enhancecommunication between the dealers, the agency, and AM General
  20. 20. Involve dealers in national marketing programs
  21. 21. Increase dealer awareness of the increase in quality leads</li></li></ul><li>Dealer Cooperative<br />Dealer Planner<br />Vol. I: National Marketing Communication Plan<br />Vol. II: Local Marketing Communication Plan<br /><ul><li>Guidelines for implementing direct marketing, print buys and PR strategies at local level</li></ul>Vol. III: Co-op Programs<br /><ul><li>Camera-ready dealer ads, postcard samples, wide array of slides and photographs to </li></li></ul><li>Dealer Cooperative<br />Hummer Marketing Tips<br /><ul><li>Keeps dealers on track and National Campaigns
  22. 22. One new marketing tip per month
  23. 23. Cost included in “Agency Service Fee”</li></li></ul><li>Direct Mail<br />Current Hummer Owners<br />Hummer Adventure Magazine<br />New product enhancements and how to sections<br /><ul><li>Upcoming coming rallies
  24. 24. Road Test results
  25. 25. Testimonials
  26. 26. Stories of Hummer Adventures
  27. 27. Hummer merchandise for sale</li></li></ul><li>Direct Mail<br />Prospective Hummer Buyers<br />Invitation to Test Drive a Hummer<br /><ul><li>Objective: Generate qualified leads and establish a reasonable cost-per-lead benchmark
  28. 28. Brochure Mailing: “Invitation” to test-drive the Hummer mailed in March, May, July and October</li></li></ul><li>THOMAS<br />PICTURE FROM 1996<br />Talk about other sections by referencing visual<br />Creative Strategy<br />
  29. 29. Additional Marketing Tactics<br />Promotions and Merchandising Programs<br />Forbes Magazine <br />Business Week <br />The Broward Marine Summer Cruise<br />
  30. 30. Additional Marketing Tactics<br />Public Relations and Trade Shows<br />Automotive Magazines<br />
  31. 31. Additional Marketing Tactics<br />Public Relations and Trade Shows<br />Automotive Magazines<br />Lifestyle-oriented Publications<br />Franco Public Relations<br />Publication relations<br />Events<br />North American International Auto Show<br />National Auto Dealers Association Meeting<br />Safari Club International Show<br />Arnold Schwarzenegger’s Fitness Expo<br />
  32. 32. Budget Summary<br />

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