WHY TO JOIN IMPLEMENTATION GUIDELINES V October 2014

Transcription

1 WHY TO JOIN & IMPLEMENTATION GUIDELINES V October 2014

2 ABOUT THIS DOCUMENT This document is about the benefits of airpop. First part names seven good reasons to join the initative. Part two shows the messages which are currently available. Part three gives inspiration how you can make best use of airpop. The evolution of airpop is an ongoing process. Hence, this document will be updated regularily. Please ask for the most recent version by contacting

3 PART I. SEVEN TOP REASONS TO BECOME PART OF THE AIRPOP COMMUNITY

4 Representatives from the entire European EPS industry cooperated with the communication agency Ogilvy & Mather. No. 1: TAKE ADVANTAGE OF A TAILOR-MADE COMMUNICATION CONCEPT very convincing Task was to develop a common European brand for EPS. The result is a modern, appealing, unique and European communication strategy. As member of the airpop community you can enrich your individual company s communication with airpop visuals and slogans.

5 airpop is a co-branding concept. No. 2: It allows showing your dedication the product without giving up your corporate identity. We are not aiming for a uniform industry. We want you to keep up your individual style and brands. CUSTOMIZE YOUR COMMUNICATION How do we manage to combine? airpop is the generic name of the material: airpop inside. No problem to place the airpop logo along with your companies logo on your collaterals. The toolbox provides motifs and templates for nearly everything you need for efficient communication. And if you have special requirements, Ogilvy & Mather will to be by your side.

6 The airpop concept is unique, young and easy going. No. 3: COMMUNICATE AT EASE The texts and motifs are catchy and touch emotionally. Use the strategy for your communication and your company will come across very likeable! We believe that it is worth a try to get away from the very technical arguments the industry usually uses.

7 All airpop motifs and messages in the toolbox are ready for use, including copyrights. No. 4: SAVE MONEY This saves money as you only pay your agency for individual adaption of the templates, such as translation. Or, you use the competence of one of our independent graphic designers. The price-list is available for download in the toolbox.

8 We all know that airpop is the smartest way of engineering air. It s only: none of us has a communication budget to spread the good news to the world. heard. No. 5: BE AN ACTIVE PART OF THE IMAGE-TURN AROUND OF EPS Together we can make the difference. We constantly communicate to a lot of people out there, let s use this precious source! The plan is as simple as efficient: if the entire industry uses the airpop brand we will be That is what sustainable communication is about.

9 600 companies, people and one goal: convince customers that airpop offers maximum value to a reasonable price. No. 6: BE PART OF A STRONG EUROPEAN BRAND All together we are strong enough to establish a public understanding for the good airpop is about. We want to give airpop a likable, emotional and reliable image. This image will help to raise its acceptance and improve market shares.

10 Remember: No. 7: ADD VALUE TO YOUR PRODUCT You are not only selling moulded parts or insulation boards to your customers, you are selling engineered air! you are selling a comfort cover & a trouble shooter! You are selling emotions! With the airpop communication scheme we deliver many more good reasons why to choose your product. Use them!

11 Part II: The Messages

12 1. General Messaging

13 1. Power Parts Messaging

14 2. Constuction Messaging

15 Part III: How to make best use of airpop

16 1. BASIC IMPLEMENTATION this chapter gives examples on how to make use of the logo and of the key visual. the tools can easily be implemented with low costs by every member of the airpop community, national associations or individual companies. the target of the basic implementation is to increase the visibility of airpop in the market.

17 NECESSARY TOOLS FROM THE TOOLBOX KEY VISUAL POSTCARD & POSTER & STICKER available in different variations LOGO available in different color variations BROCHURE MANIFESTO ICON PRESS RELEASE

18 TELL THE PRESS ABOUT airpop

19 GIVE REGULAR UPDATES ON THE PROGRESS OF airpop TO THE LOCAL INDUSTRY

20 TELL THE airpop STORY ON YOUR WEBSITE

21 REPLACE THE WORD EPS WITH airpop ON YOUR WEBSITE

22 CO-BRAND YOUR WEBSITE BY INTEGRATING THE LOGO AND THE KEY VISUAL

23 PUT A LINK TO THE MANIFESTO MOVIE ON YOUTUBE. ALSO LINK TO

24 MAKE THE BROCHURE AVAILABLE FOR DOWNLOAD. MAKE THE PRESS RELEASE AVAILIABLE

25 CO-BRAND YOUR CONTACT DETAILS BY INTEGRATING LOGO AND KEY VISUAL AND A LINK TO THE MANIFESTO VIDEO ON YOUTUBE

26 CO-BRAND YOUR COMMUNICATION BY PUTTING LOGO AND ON first page second page

27 INTEGRATE LOGO AND KEY VISUAL IN YOUR NEWSLETTER

28 INTEGRATE LOGO AND KEY VISUAL IN YOUR FACT SHEETS OR PRICE LISTS

29 CO-BRAND YOUR TRUCKS

30 CO-BRAND YOUR CARS

31 EMBOSS YOUR PRODUCT WITH airpop

32 PRINT airpop ON THE PACKAGING OF YOUR PRODUCT

33 BRAND YOUR GIVE AWAYS, SUCH AS UMBRELLAS, USB-STICKS, POCKETBOOKS OR GIFT BOXES

34 LAST BUT NOT LEAST: SET A GOOGLE ALERT AIRPOP, DOCUMENT THE RESULTS AND SHARE IT WITH THE BRAND MANAGEMENT

35 2: ADVANCED IMPLEMENTATION This chapter gives examples on how to make use of the airpop visual style and of the airpop in your individual communication instruments. You will need assistance of a professional graphic designer to best adapt these ideas to your corporate identitiy or product. The targets of the advanced implementation could be to to add value to your products, to differentiate from your competitors or simply to increase the visibility of airpop in the market.

36 NECESSARY TOOLS FROM THE TOOLBOX KEY VISUAL We have to confess: since 1952 our industry sold you nothing but air. MESSAGES LOGO available in different color variations MANIFESTO MOVIE MOTIFS EXHIBITION CONCEPT

37 TRANSLATE THE WEBSITE TO YOUR LOCAL LANGUAGE

38 TRANSLATE THE MANIFESTO VIDEO TO YOUR LOCAL LANGUATE (EXISTING LANGUAGE EN,D,PL,NL)

39 USE airpop FOR YOUR INDIVIDUAL COMPANIES CO- BRANDING; SUCH AS BUSINESS STATIONARY

40 USE airpop FOR YOUR INDIVIDUAL COMPANIES CO- BRANDING; SUCH AS PRODUCT IMPRINTS Thanks to: IK (D)

41 USE airpop FOR YOUR EXHIBITIONS AND TRADE SHOWS

42 USE airpop FOR YOUR EXHIBITIONS AND TRADE SHOWS

43 PLACE CHAIRS IN YOUR EXHIBITION BOOTH

44 PLACE BEANBAGS IN THE EXHIBITION S RELAXING ZONE.

45 HOSTESS WITH BALLOON FOR THE EXHIBITION BOOTH OR FOR A PRESS EVENT

46 USE airpop MESSAGES AND MOTIFES IN ADVERTISEMENTS Thanks to: IK (D)

47 USE airpop MESSAGES ON YOUR PRODUCTS

48 USE airpop MESSAGES FOR YOUR PRESS WORK

49 LAUNCH airpop WITH AN ADVERTISEMENT IN A REGIONAL NEWSPAPER

50 3: PERFORMANCES This chapter gives you ideas on performances to promote airpop. These activities will raise the attention of a large audience. So, they need a good planning. Have a proper plan on what you want to archieve. Elaborate a clear message. Present it professionally. Be prepared that your audience challenges you. Have good answers in place. The targets of performances are to raise awareness for airpop and to give answers to relevant questions.

51 RENOVATE A KINDERGARDEN WITH airpop AND INVITE THE LOCAL PRESS

52 ORGANIZE OPEN DOORS IN AN airpop CONVERTING COMPANY IN YOUR AREA AND INVITE THE LOCAL PRESS AND POLITICANS.

53 PLACE AN IGLOO MADE OF airpop WITH AN ICE BLOCK INSIDE YOUR NATIONAL PARLIAMENT This is the documentation of a performance by CasaClima Network Lombardia from 09/ /2014. A similar performance on a European level by airpop N.A. s is feasible.

54 QUESTIONS? LET ME KNOW: