THE BACKGROUND. “Jaguar is a
point where it seriously needs to rethink its strategy, starting with its willingness to take calculated but ‘smart’ risks….” “If it cannot redefine itself while still maintaining that proverbial brand DNA, it is in danger of withering away.” -Paul Eisenstein – The Car Connection, 2005
THE GOAL. Company Goal: Revitalize
the brand and introduce the new era of Jaguar design with the all-new 2007 XK and the introduction of the new ‘Gorgeous’ marketing strategy. One car and one plan to save a company.
THE HOMEWORK. • Media advisory
group • Informal interviews • Field reports • Competitor program review • MPG PR Study analysis • Coverage analysis • Media outlet analysis
THE LEARNINGS. • „Key influencer
publications‟ heavily influence other automotive and lifestyle media • Targeted selection of media ensures coverage of dealer needs as well as reaching the right consumers • Media site was inadequate would need something better
THE AUDIENCES. External: • Early
adopters and tastemakers • Automotive enthusiasts • General consumers Internal: • North American Jaguar dealers • Jaguar employees • Jaguar management
THE OBJECTIVES. • Obtain favorable
feature stories in key influencer publications • Minimize the number of negative product or corporate comments • Stagger media coverage to bolster sales activities
THE KEY MESSAGES. • The
all-new XK continues the Jaguar tradition of beautiful, powerful, groundbreaking sports cars. • Behind the all-new XK‟s stunning looks it bristles with practical, intuitive, modern technology, clearly focused on enhancing the driving experience. • The all-new XK delivers significant improvements in dynamics, safety, exterior and interior design and equipment and product quality.
THE STRATEGY: MAKING AN IMPRESSION.
Introduce vehicle with series of Jaguar-hosted events • Tactic: Long Lead One-on-one Preview Program • Tactic: Global Reveal & Technical Deep Dive Program • Tactic: VVIP One-on-one Program – Scottsdale • Tactic: Long Lead Program – South Africa • Tactic: Short Lead Program – Mexico
THE STRATEGY: CONSISTENT COMMUNICATION. Consistently
reach larger media audience Tactic: Early VIP opportunities Tactic: VNR/B-roll distribution Tactic: Press kit distribution Tactic: Regular press release distributions Tactic: Dedicated media site Tactic: JaguarInsider refocus on XK Tactic: Auto show co-op SMTs
THE STRATEGY: DEALER COMMUNICATION Inform
and energize dealers about the XK: Tactic: Press kit distribution Tactic: Monthly newsletter refocus on XK Tactic: Dealer launch kit Tactic: Program update and PR 101 seminar at NADA annual meeting Tactic: Weekly XK clip report distribution
THE STRATEGY: INTERNAL COMMUNICATION Inform
and energize employees about the XK • Tactic: Press kit distribution • Tactic: Monthly newsletter refocus on XK • Tactic: Internal launch kit • Tactic: Weekly XK clip report distribution
THE COMMENTS. “Thank you so
much for the most amazing week of my life…I will never ever forget this trip or that fabulous fabulous car!” -Celeste Atkinson, Hollywood Life “The event was fabulous and the new Jaguar even more so...” -Ken Gross, Edmunds.com “Just wanted to drop you a note congratulating you on what I think may be the best press launch I‟ve ever been on – first, from a writer‟s perspective because we had plenty of time in the cars on good roads, lots of executive access with engineers and Ian to get individualized stories, and third for the functionality – can‟t believe you arranged for a whole media suite in the middle of Africa.” -Marty Padgett, TheCarConnection.com “To say it was an incredible experience would be a somewhat underwhelming description. Incredible location, amazing group of people, and a spectacular car-I couldn't have asked for more.” - Karl Funke, European Car
“It’s drop-dead gorgeous…all aggressive haunches
and beautifully surfaced sheetmetal pulled drum-tight over the mechanicals.” “So here’s the bottom line on the new XK: Pay half as much as you would for a new Asgon Martin DB9, and drive away in a car that’ll turn heads just as fast.”
OBJECTIVE #2 Minimized the number
of negative product or corporate comments, keeping them to less than 5% of overall messaging. Positive/negative/neutral ratio for all toned XK statements from January – October 2006: – Positive - 53.77% – Neutral - 41.48% – Negative - 4.76%
Impact of Jaguar and Land
Rover Product Coverge by Month August 2005 to October 2006 Media Influence Index 1800 1600 1400 1200 1000 800 600 400 200 0 05 05 t0 5 5 c0 5 6 6 06 06 06 06 6 06 06 6 g p v0 n0 b0 r r y n l0 g p t0 Au Se Oc No De Ja Fe Ma Ap Ma Ju Ju Au Se Oc Jaguar Product Land Rov er Product 11 3/ 6 /1 200 Source: Millward Brown Precis
THE ADVICE. • Do your
homework. Research every journalist – know their last couple of stories and a little about their role at the media outlet BEFORE you call. • Role play. Put yourself in the shoes of your journalist and their publication. What do they need to be successful with their editor/readers/publisher/etc. • Give them an angle. It doesn‟t have to be exclusive, but give them an angle to work with that will make their story different (Note: this is where that homework comes in handy!) • Be human. When you do call/email/tweet a journalist, be respectful, courteous and professional. • Make their job easy. Do as much as you can to make their life simple and create the best environment for them to create a great story. • Don’t take it personal. If they choose not to bite on your pitch, don‟t take it personal. Ask if they would still like to receive pitches and if they say yes, try again. • Use tools to stay in touch. Become their friend or a fan on Facebook. Follow them and their publication on twitter. Share their information, particularly when they write about YOU!