Free Marketing Ideas for GPS brands


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Just my ideas on GPS market and brands

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  • I think brand car gps is worth to buy , although the cottage is more cheap, but brand car gps are with high quality and won't lead to the wrong way, go to see
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  • I think GPS brands like Garmin and TomTom should just focus on building good products. When you do that, you'll get focused on sites like,, and
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Free Marketing Ideas for GPS brands

  1. 1. Questa presentazione è basata solamente su informazioni reperite in Internet, su considerazioni personali e di blogger che hanno contribuito con i loro pareri. Nessuna informazione o supporto sono stati forniti dai marchi citati. Non utilizzatela per investimenti personali o decisioni di acquisto o qualunque cosa importante della vostra vita. Siete liberi di divulgarla, usarla anche in parte e in qualunque modo, ma per favore citate la provenienza, cioè
  2. 2. Free Marketing Ideas for Garmin
  3. 3. My assumptions <ul><li>“ A good marketer is a good listener and encourage (right sort of) conversations” (S. Godin) </li></ul><ul><li>Ok, although I have several years of experience in ICT markets, I know only basics of navigators’ market </li></ul><ul><li>I have one of most visited marketing blogs in Italy </li></ul><ul><li>So, “why don’t ask for unrefined observations to blog readers in a dedicated post”? </li></ul><ul><li>PS: This presentation is mainly targeted interactions between Garmin and final user, setting trade (and OEM) marketing slightly aside, within just italian marketplace. </li></ul>
  4. 4. Me and Garmin, before <ul><li>I’m male, medium income, 30-40 something </li></ul><ul><li>I never got a navigator, but I’d like to have, a day or another </li></ul><ul><li>I didn’t recall much of Garmin brand. My collegue here, too. ( Tom Tom? Yes, I did ) </li></ul><ul><li>Yes, I like MP3 and DIVX, pics and other things ( wow, could I really get them in a navigator ?) </li></ul><ul><li>My information sources are internet and big malls ( no, I never thought to “tune” my car at a local shop, I’m really busy ; ) </li></ul><ul><li>So, I consider me in your extended target ( see after ) </li></ul>
  5. 5. How my blog friends see and say about Garmin <ul><li>Hey , once upon a time they were kings! Where have they gone? </li></ul><ul><li>Really they asked to candidates a PPT about their brand and strategy? They are serious or trying to get a free consultancy? </li></ul><ul><li>Ok, let’s stop with these stupid and dusty Press Releases, and go in the real word! </li></ul><ul><li>Uhm , I never heard about Garmin before, but their logo and website are poor stylish and old-fashioned, they should do more on that, something more web 2.0… </li></ul><ul><li>Oh, my G., their italian website… </li></ul><ul><li>They should renovate and increase communication and adv before it’s too late </li></ul>
  6. 6. […Continued] <ul><li>They should position better and clearlier, other competitors cost less and their perception on mass market is similar. They are just n.4 in italian rank. </li></ul><ul><li>Uhm , I guess if this blog post isn’t actually a guerrilla marketing operation, to generate buzz on a new launched product or a brand revamping (Well, this is not a bad idea, actually ;-) </li></ul><ul><li>This is no more a little lake . And in this navigator ocean you need something to emerge ( stop! don’t think a new feature, think about usability o something cool in accessories or fashion, or…) </li></ul><ul><li>Hey, your communication seems to be targeted to a wannabe-explorer business man, you need a refresh! </li></ul><ul><li>They have to throw out the mental link with cars! </li></ul><ul><li>Maybe something ad-different? </li></ul>
  7. 7. Geek friends told me on Garmin <ul><li>Yes, a specialized player </li></ul><ul><li>Well, a expensive player </li></ul><ul><li>So many features ( but I really need them?) </li></ul><ul><li>Not-so-cool brand ( uhm, better iPod this xmas?…) </li></ul><ul><li>Why don’t you buy a handheld PC GPS enabled, instead? </li></ul><ul><li>Great if they partner with Google Maps (or similar) and his API system, to take advantage of users’ content in the maps! </li></ul>
  8. 8. What I think <ul><li>“ Unless you have infinite resources, your target is not everyone” </li></ul><ul><ul><li>But ‘target’ in this market is steady growing (lake VS ocean) </li></ul></ul><ul><ul><li>So, you should choose a ‘enlarged target’ to keep up now with the future </li></ul></ul><ul><li>“ Clients want either the best or the least expensive; there is (almost) no in between.” </li></ul><ul><li>“ Clients increasly assume that all products are essentially and technically the same” </li></ul>
  9. 9. What I would do <ul><li>Supposing that </li></ul><ul><li>you want to be the first choice product player in the playground </li></ul><ul><li>and talking about product development- </li></ul><ul><li>you’re yet looking through your customer’s “real life” eyeglasses </li></ul><ul><ul><li>( pss pss: “it’s so simple!”, “wow, MP3 & DIVX!”, “hear this cool female voice!”, “oh, women shopping version map (navigator)!”, “oh, look this cool design! And what a wonderful display!” ) </li></ul></ul><ul><li>you ( maybe ) need to: </li></ul><ul><ul><li>Raise brand awareness (even out of the little lake, see first ) </li></ul></ul><ul><ul><li>Strenghten trust & love (as we are the best!) </li></ul></ul><ul><ul><li>Go cool e reach coolest people and mavens </li></ul></ul><ul><ul><li>Ease shoppers </li></ul></ul><ul><ul><li>Take the risk </li></ul></ul>
  10. 10. Raise brand awareness <ul><li>Garmin should be feel as a one-brand , giving less focus on ‘internal division border inside’ and association with automotive </li></ul><ul><li>A little less “division & product specialized” media </li></ul><ul><li>A bit more “targeted age, life and class” associations of media + your dedicated products (discounted fashionwear hunters, wine enthusiasts, etc) </li></ul><ul><li>Internet, internet, internet! ( and go deep into micro segments, and not just selling, also add valuable contents ) </li></ul><ul><li>Not forget specialized Sat TV Channels ( few people, greater attention ) </li></ul>
  11. 11. Strengthen trust & love <ul><li>Be someone: </li></ul><ul><ul><li>a more personal and see-through company brand, also in website ( and double check that also be consistent with central one ; ) </li></ul></ul><ul><ul><li>We (and not others) made (and we’ll make) GPS history & stories </li></ul></ul><ul><ul><li>Focus PR on blogosphere and forums </li></ul></ul><ul><ul><li>Garmin Club Members </li></ul></ul><ul><ul><ul><li>Special online and offline events </li></ul></ul></ul><ul><ul><ul><li>first sight & try right </li></ul></ul></ul><ul><ul><ul><li>( ahem , this club is for women, also) </li></ul></ul></ul><ul><li>Be open and connected: </li></ul><ul><ul><li>Collect people suggestions ( and discuss them in a multiskill internal team ) </li></ul></ul><ul><ul><li>Give your backing to users interactions (experiences and employs of the products, true life tales) and publish them </li></ul></ul><ul><ul><li>Set up relations from other websites (or printed magazines!) ( click here to download how get to us and what to do while you are here ), touristic places ( go to http… and download the guide of [this city] or enable bluetooth to download the map now !) </li></ul></ul><ul><ul><li>“ Maps content should be opensource and bottom-up, content user generated!” </li></ul></ul>
  12. 12. Go cool and reach coolest people and mavens <ul><li>Shocking with alternative uses of product ( outdoor navigator in urban atmospheres…) </li></ul><ul><li>Encourage external accessories/maps/tools/design(it’s pure power! )/places/skins/anything from other companies </li></ul><ul><li>Promote product placement (ATL (in TV movies/documentaries?) and BTL (to cool people?) </li></ul><ul><li>Go alternative and remarkable in new media opportunities ( a viral video/commercial where a blind man walks in a city, guided by a navigator, or a sardinian shepherd who leads her sheeps with a navigator, ecc .) </li></ul>
  13. 13. Ease shoppers <ul><li>reflect on customers’ “When”, not just “Where” </li></ul><ul><li>think about “Why” and not just “What” </li></ul><ul><li>Let the customer choose how and where to buy ( he’s not a sheep ) </li></ul><ul><li>Real shopping is experience, Virtual shopping is information, they should be consistent </li></ul><ul><li>Retailer persuasion is worth 10 ads on TV </li></ul><ul><li>Few (P.O.S.) is often much (focus) </li></ul><ul><li>Think about customer space-in-mind, not only about space in shelf </li></ul>
  14. 14. Take the risk <ul><li>You’re no more top in mind, in Italy. </li></ul><ul><li>Do not even think like you are </li></ul><ul><li>You don’t have much time </li></ul><ul><li>You have to take risks </li></ul><ul><ul><li>go provocative </li></ul></ul><ul><ul><li>go personalized </li></ul></ul><ul><ul><li>go weird </li></ul></ul><ul><ul><li>go trendy </li></ul></ul><ul><ul><li>go funny </li></ul></ul>
  15. 15. <ul><li>End of Free Trial Presentation ;-) </li></ul><ul><li>Subscribe to my services for more </li></ul>
  16. 16. Special Thanks to: <ul><li>Errepi </li></ul><ul><li>Tacus </li></ul><ul><li>Arnesco </li></ul><ul><li>La casalinga di Voghera </li></ul><ul><li>Elmanco </li></ul><ul><li>Commeurope </li></ul>