| |
|
|
Project Consulting & Execution...to get Total value from your Marketing Dollars |
|
|
|
|
...an example
Release of Yokohama's new C.drive tyre across Australia
|
An overview of our
approach to Launching
Yokohama's new
tyre included :-
We set out to release the new tyre in a manner
different and better
than the industry
is used to - we not only did that, we had Competitor
Branded Stores, who
had been to a recent
release, saying that what
we did was more effective
and they would range
our product in their
store instead of their groups brand. The Competitor
took
the usual multi-media
'Event Management'
show approach with
dancers, while we won the
Dealers over with
more relevant
to them strategy.
|
 |
 |
It is harder today
than it has ever been to get the mind-time of the B2B
Customer. Price and rebates are no longer guaranteed
to be strong enough
enticement.
|
| Consulting |
- |
Defining the exact market segments for the tyre, Customer
Profiles and Retailer
attitudes etc.
|
| |
|
| Project Design |
- |
Directing of the Test Team to create the most appropriate Drive Day tests to show the differences.
|
| |
- |
Creating the Launch Day run sequence and actual content - unique methodology.
|
| |
- |
Vetting of the Presentation material to ensure total Sell-in.
|
| |
- |
Creating the invitation to be used to entice the Dealers to attend the Release.
|
| |
|
| Project
Execution |
- |
Briefing the Driver Instructors.
|
| |
- |
Briefing the Yokohama Reps.
|
| |
- |
Presenting the Sell-in segment at each event and obtaining the Dealers 'Buy-in' of the product.
|
| |
- |
De-briefing the Yokohama Reps.
|
| |
|
| Follow-up |
- |
Obtaining Success Stories from the field and developing a Newsflash to further Sell-in the product to the Customer Profiles !.
|
| |
|
Colin creates innovative and cost effective Strategies and provides the execution.
A delegates story as a result of this 'Total Approach'...
I had a Customer come in a few days prior to the C.drive
launch. I told him
I was off to
test a new tyre next
week - maybe we could
wait 'till after that
- He said - "I
know you Bruce - you will
have a Race Day at the
track, just some fun" -
my reply - "I don't think so this time, I feel it's going
to be different from any
other I have been to."
Well, the testing we did was very easy to relate
to the Customers, it
was done in a way
to show the full
potential of the
tyre and car.
|
When he came back in I explained the road noise would
almost be eliminated
with C.drive, so we
put them on for him
to test drive for one
week...with this promise,
due to my confidence
"Don't even pay for them 'till you are satisfied." He
actually came back just
2 days later to pay for them...totally
satisfied ! He took the
car for a good drive
down the coast and said "It is better now than when I
bought the car - I enjoy
driving it now." |
|
|
|
Making Marketing Work
by providing the
often underutilised
critical Application
Strategy & Execution
with follow through
phases.
|
|
|
|
|
|
|
|
