This document provides recommendations for Triumph Motorcycles to harness digital media to drive sales and brand awareness. It recommends (1) using paid search advertising and retargeting, (2) partnering with print publishers for cross-media promotions, and (3) initiating social media listening to understand brand perceptions. The goal is to engage customers across online and offline touchpoints during their research and purchasing process.

1. harnessing digitalPractical Steps to Drive Incremental Sales and Awareness For Triumph MotorcyclesSeptember 14th, 2011

2. backgroundwho am I?

3. backgroundwho am I?what have I been asked to do?the approach I’ve takenthe big picturemotorbike examples where possible, otherwise automotive as best proxy

4. contentsthe changing face of media consumptionthe benefits of a modern approach to ‘web 1.0’think traditional AND digitaldigital’s ongoing evolutionunderstanding how ‘web 2.0’ impacts your business and what you can do about ithow blue chip brands are evolving, FASTyour digital checklist

5. the changing face of media consumption

6. ups and downs in europe…

7. US consumer magazine declines

8. UK bike magazines – a decade of declineSource: Audit Bureau of Circulation, 2001-10

9. global internet user growth

10. variation between markets but all on the riseSource: EIAA Media Landscape Report. (weekly internet use)

11. age profile suggests online’s rise set to continue

12. where did you / will you look for information before buying your car?Source: FreshMinds Research / BearingPoint survey

13. but dangerous to treat online in isolation

14. for example, offline display advertising generates searchesSource : IPA Touchpoints 3. Rank order within age-group of def/tend to agree “<medium ads> often lead me to search the internet for information on products and services”

15. however...as print circulations shrink and time spent online increases, it’s worth (re)considering online advertising

16. the benefits of a modern approach to ‘web 1.0’

17. what do I mean by web 1.0?a retrofitted name to the era before web 2.0 (AKA the social web)“one-way flow of information, through websites which contain read-only material” Wikipediaa way of thinking about neoclassical digital advertising

18. neoclassical (or just smart) digital advertisingpaid-for searchperformance displayattribution modelling

19. role of online in automotive purchasing (4 years ago!)Source: Google Gearshift automotive research, 2007

20. 57% of consumers are undecided on an auto brand at the start of their purchase path and approximately two thirds switch brands. Google Gearshift auto research, June 2007the average visits to a dealer prior to purchase reduced from 7 in 2000 to 1.5 in 2005. Network Q, April 2005

21. search marketingcogent have Triumph website SEO under control, but what about paid-for search?you pay for performance (clicks) not impressionsyou can test PPC for different parts of the purchase funnel, and tailor to individual models (and their competitive set)

22. the new Speed and Street Triples

23. target by keywords...‘first motorbike’‘most fun motorcycle’‘naked bikes’‘best motorbike’‘best commute bike’Source: Google Gearshift automotive research, 2007

24. “why buy a xxx when you could have a new Speed Triple?”...‘FZ1’‘CB1000R’‘Z1000’‘Ducati Monster’‘2010 Speed Triple’Source: Google Gearshift automotive research, 2007

26. retargetinga form of online advertising that enables brands to remarket to users who have previously demonstrated interest in their product or service.

27. behavioural retargeting

28. search retargetingretarget based on users who have come into your site via searchretarget based on users who have searched for your target keywords

29. digital attribution modelling

31. beyond display

32. think traditional anddigital

33. but... a decade of bike magazine declineSource: Audit Bureau of Circulation, 2001-10

34. your media partners have diversified...“the world’s leading motorcycling media brand, incorporating a newspaper, website, and events”

35. have you talked to your media partners about this?can you leverage your relationship as a print advertiser?

36. your competitors are diversifying...

37. digital’s ongoing evolution(or how standing still is going backwards)

38. “A smartphone today would have been the most powerful computer in the world in 1985”Horace Dediu, former Nokia Executive In fact, today's phones have about the same raw processing power as a laptop from 10 years ago. And every year they close the gap.Source: The Guardian

39. smartphone sales have overtaken PCSource: RBC Capital Markets

41. wifi – unleashes laptops (and smartphones)Source: Percentage HH, Touchpoints 3 (2010) vsTouchpoints 2 (2008)

42. social overtakes searchSource: Monthly share of visit, Experian Hitwise UK

43. understanding how ‘Web 2.0’ impacts your business and what you can do about it

44. what do I mean by web 2.0?the social web“websites and software designed and developed in order to support and foster social interaction”participatory, collaborative, peer-to-peer

45. not just platforms...

46. a vastly complex network of sites, people and interactions

47. consumers trust manufacturers for empirical evidenceSource: FreshMinds Research / BearingPoint survey

48. but turn to other consumers when it comes to the experienceSource: FreshMinds Research / BearingPoint survey

49. the single most important thing to do

50. make great bikes

51. then make sure nothing detracts from the experiencebecause the bikes and everything surrounding them will be written about, read, recorded, viewed, shared and discussedby official and unofficial, professional and amateur sources

52. how can you prioritise? listen... brand profile (head & heart)model strengths & weaknesses (real & perceived)emergent competitor models (Tuono V4, new Z1000, Ducati Streetfighter 848)dealer service levels

53. software can help!

54. how blue chip brands are evolving, FAST

55. Burberry

56. K-Swiss

57. your digital checklist

58. a three step plan...test, review & optimise smart digital advertisingpay per click searchperformance display (retargeting)digital attribution talk to your key bike magazine publishers about cross media, added value dealsdiscuss opportunities for offsetting declining circulations with print+live+online partnershipsconsider in-kind (exclusive) added value for the publisher and their readersmake sure activity is measurable!initiate phase one of social media exercise: listeningselect and trial social media monitoring software (vendor list can be provided)decide whether to do this domestically or internationallyconsider language issue/opportunity

59. Audi effectiveness awards entryOur campaigns were planned to engage across multiple touchpoints: from television ads, print and digital channels, right through to retail communications.Ten years ago, the average prestige buyer would think seriously about cars only once every three years, when their car needed replacement. We now found that prestige new car buyers were 'always on': always aware of the market, always researching their options, and using a plethora of media to do it. We were now in an age of casual consideration.'Always on' car buying had two big implications for our channel thinking.We were now in a world where brand image could be equally influenced by product placement in movies, user generated content on YouTube, Jeremy Clarkson's latest rant – as brand communications. We couldn't just be an advertiser. Our communications would need to lead popular culture: to inviteparticipation and create debateWe also needed to lead buyer behaviour. With no significant increases in overall communications budgets, and an increasingly fragmented media environment, we would need to pull people through from consideration to conversion more efficiently.