Andrew Moore. National Marketing & CRM Manager Suzuki Australia

Transcription

1 Andrew Moore National Marketing & CRM Manager Suzuki Australia

2 Segment Marketing How the car industry engages with year olds

3 Change Changing Markets Your Business Changing Customers Changing Technology

4 Make your brand stand out

5 Create an emotional engagement with your brand.

6 Story + Telling

7 Building Customer Relationships Brands to be the chief celebrant, not celebrities, of their customer communities

8 Story + Telling

9 Story + Telling

10 Product Sponsorships Events Ambassadors Awards Journalism Story + Telling

11 Story + Telling Product Sponsorships Events Ambassadors Awards Journalism Facebook YouTube QR Codes Apps Blogs, Twitter

12 Story + Telling Brands to be the chief celebrant, not celebrities, of their customer communities With social media, become constant traders in social emotion

13 Know your segment...to emotionally connect & to reach them to connect..

14 Who are s? Demographics & Media Consumption

15 Who are P35-55 Men 49% Women 51% Retired Looking for Part-time Looking for Full-time work Don't Work Home Duties Employed Part-time Employed Full-time 0% 20% 40% 60% 80% 40% 30% 20% 10% 0% AB Quintile C Quintile D Quintile E Quintile FG Quintile

16 35-55 s more likely to. Big discretionary spenders ix.134 Buy a house in the next 12months ix.185 Rented a car for business ix. 162 Buy an SUV in the next 4 years ix.141 Married with children and earn over $70K+ -ix. 272 I find it difficult to switch off from work ix 120 I need to have security in my job ix 117 Travel by air ix 110 I usually book and arrange all holidays travel my self ix.113 Friends and family seek advice from me on home renovations ix.123

17 35-55 s.media environment insights Always watches rally car racing ix 127 Support an A-league team ix. 111 Attend a motor sports event ix.135 Listen to the radio during breakfast or drive ix.116 Read the newspaper at dinner time ix.137 Research business related content on their mobile ix.141 Research home improvement information via their PC ix. 146

18 P35-55 consumer more TV & online (and light press) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Newspaper Readership excl NIMs Magazines readership incl NIMs Media Consumption % P35-55 Comrcl TV viewership Comrcl Radio Listening Interne Usage Visits to Cinema Out&About Heavy 17.40% 21.40% 26.90% 16.40% 36.60% 22.60% 29.00% Medium 20.10% 19.60% 25.50% 32.10% 27.80% 21.70% 24.10% Light 24.30% 32.70% 38.80% 17.90% 28.80% 19.20% 24.60% None 38.20% 26.30% 8.70% 33.60% 6.80% 36.60% 22.30%

19 Over 65% of P35-55 use the internet more than once a day On Avg. Internet Usage Once a month A few times a year Once a week A few times a month A few times a week Less often than once a month Less often than once a year Once a day More than once a day 0% 10% 20% 30% 40% 50% 60% 70% 19

20 A day in the life... Being in the right place at the right time Time to relax. Prepare for the upcoming day Radio, Press & TV In Transit (work / school or crèche drop off) Radio, Outdoor, Mobile & Gym Demographics & Media Consumption Lunch Time Internet, Radio, Newspaper & Outdoor TV & Internet (Social Media) Transit home. Socialise with friends. Internet, Radio, Outdoor, Mobile & Gym Start the workday Newspaper, Internet (Social) & Radio

21 What about social media? & s

22 Over 5.3M P35-64 visited Facebook in Jan that s 74% 8,000 6,000 4,000 2,

23 P35-55 are highly engaged on Facebook Over 56% are consuming Facebook across both PC and mobile 56% 27% 17% PC only 23

24 Mobile Landscape in Australia 68% smartphone penetration (15-65 year olds. Frost & Sullivan. Nov 12) 129 Minutes a day InMobi/Decision Fuel: Mobile Media Consumption. Oct 12 24

25 Devices used to source information before Auto purchase 25

26 Who are the P35-55 buying new cars? And what appeals to them in the automotive segment?

27 Demographics Work vehicles & Family SUVs skew to male Male 58.6 % 41.4 % Female 3+ adults (with children) 3+ adults (w/o children) Household structure 10.8% 12.3% Two adults (with children) 39.0% Two adults (w/o children) 17.8% Married/ couple 83.5 % 7.4% 9.1% Separated/ divorced/ widowed Single Single adult (with children) Single adult (w/o children) 10.1% 10.1%

28 Demographics Hobbies Travel/ holidays 63.2% Wining and dining 25.4% Music 22.2% Reading 22.2% Football/ soccer/ rugby 22.1% Theatre/ movies/ Art 21.1% Other 20.9% Camping 18.7% Gardening 17.0% Touring/ driving 12.0% Golf 10.3% Motor racing 9.8% Bushwalking 7.3% Off-road driving 6.8% Ski/ snowboard 6.2% Vintage cars 2.5% Over $200k $160k-$199k $130k-$159k $100k-$129k $80k-$99,999 $60k-$79,999 $50k-$59,999 $40k-$49,999 $30k-$39,999 Below $30k Household income 1.8% 1.2% 4.2% 3.1% 9.5% 12.9% 15.7% 13.8% Not employed 1.1% Student Retired Home duties Blue collar 0.3% 0.9% 3.1% 19.0% 18.9% 17.2 % Engagement Work status 77.4 % White collar

29 What segments P35-55 buy Small Cars Pickup & Cab Chassis Light Cars Large SUV Medium SUV Small SUV Medium Cars Large Cars Vans Sports Cars Upper Large SUV People Movers Upper Large Cars Trucks 6.3% 6.1% 3.8% 2.5% 2.0% 1.4% 0.9% 0.1% 0.1% 16.2% 12.5% 12.4% 11.1% 24.6%

30 What models they buy Mazda 3 Toyota Corolla Nissan Navara Holden Cruze Hyundai i30 Toyota Hilux Mazda CX-5 Toyota Prado Ford Focus Mazda 2 Holden Commodore Volkswagen Golf Mazda B Series Toyota Kluger Mitsubishi Triton Holden Barina Toyota Yaris Toyota RAV4 Suzuki Swift Subaru XV 3.5% 2.9% 2.8% 2.7% 2.6% 2.2% 2.1% 2.1% 2.0% 2.0% 1.9% 1.9% 1.8% 1.7% 1.6% 1.5% 1.5% 1.4% 1.4% 5.4%

31 Reasons, Likes and Dislikes Small Cars - Reasons Style/ appearance 29.4% Price/ deal 22.8% Size of car 15.3% Value for money 13.7% Standard features 12.9% Small Cars - Likes Style/ appearance 25.8% Fuel economy 20.3% Easy/ fun to drive 16.9% Comfort (general) 16.5% Performance (general) 14.7% Small Cars - Dislikes Transmission 4.9% Noise (wind/road/etc) 4.2% Navigation (lack of/ no good) 3.5% Storage spaces 3.5% Power/ torque 3.4%

32 Mazda3: Spend by Media 708k, 9% 134k, 1% 9k, 0% 144k, 2% TV Press Radio Online Cinema 7.14mil, 88% TV simply promotes. Style; Value; Features 32

33 Toyota Corolla: 328k 6% 718k 14% 52k 1% 289k 6% 587k 11% Engagement Spend by Media TV Press Radio Online 3,15mil 62% Cinema Magazines Broad media approach focus on lifetime value 33

34 Ford Focus The Voice Sponsorship Ford sought to leverage The Voice FAB Advertising developed around program hosts Engaged consumers socially as a celebrant of The Voice

35 Holden Cruze SEM Small Car Compare Unbranded SEM / SEO for Small Car Compare Put Cruzeon more shopping lists

36 Reasons, Likes and Dislikes Light Cars- Reasons Price/ deal 29.1% Style/ appearance 27.6% Size of car 23.6% Fuel economy 13.9% Economy of operation 11.7% Light Cars - Likes Fuel economy 27.4% Size of car 25.1% Style/ appearance 21.5% Easy/ fun to drive 16.6% Roominess/ space 14.5% Light Cars - Dislikes Power/ torque 6.0% Storage spaces 5.6% Transmission 4.9% Acceleration/ speed 4.6% Boot size 4.1%

37 Story + Telling

38 Suzuki Swift The Block Art Car Challenge

39 Suzuki Swift The Block Art Car Challenge

40 Suzuki Swift The Block Art Car Challenge Objective: Emotionally connect an audience captivated by personalising their vehicle Insight: Introduction of Hotted Up Swift in The Block 2012 generated highest web traffic Which Identified an opportunity to tell a story and emotionally connect.

41 Suzuki Swift The Block Art Car Challenge An opportunity to be a chief celebrant of The Block community. The car s designs were the key focus, not the cars themselves Leading to social media interaction

42 Suzuki Swift The Block Art Car Challenge And a very popular consumer promotion Again, focussed on viewers relationship with The Block contestants

43 The Block enhanced Suzuki Brand Image Brand tracking research highlighted improved brand perception from regular viewers of The Block Suzuki has a Good Reputation up 130% (for regular watchers vsnever Watch The Block) Reliable - up 58% Good Performance up 55% Stylish up 100% Proud to Drive up 200% Innovative up 143% Environmentally Aware up 114% In program product usage seen as Brand Endorsement

44 Nissan Navara: 385k 7% 257k 5% 298k, 6% 280k, 5% Engagement Spend by Media TV Press Magazines Radio Online 3.98mil 77% Highly targeted, Toughest tradie promotion linked to The Footy Show

45 Toyota Hilux: 4k, 0% Engagement Spend by Media 615k 34% 3k, 0% 67k, 4% 61k, 3% 1.08mil 59% TV Press Magazines Online Cinema Out of Home Singled minded Sport focus AFL; NRL; Cricket Distinctive Male Targeting 45

46 Toyota Hilux Toyota AFL Sponsorship In 2004, Toyota undertook AFL sponsorship to address low market share in Victoria Since this time, Toyota have increased share more than 5% to 25% Nationally

47 Toyota Hilux Toyota AFL Sponsorship Sponsorship utilised to target males with prominent Hilux & Camry/Aurion Advertising Humourous Hilux TV prominent through AFL, leveraging Legendary Moments Emotional connection

48 Know your segment...to emotionally connect & to reach them to connect..

49 Story + Telling

50 Building Customer Relationships Brands to be the chief celebrant, not celebrities, of their customer communities With social media, become constant traders in social emotion

51 Questions?