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Grip : GRIP July 2011
subaru embraCes digital age MARKETING GRIP THE new Subaru website is just the latest example of how the company is embracing the digital age. Andrew Caie is General Manager Marketing at Subaru, and he is in no doubt that the company must embrace the latest technologies, and must dosoasaleaderinthe industry. “The latest development of our website has come at a critical time because it coincides with the change to the way we will, or are, communicating with our customers,” Caie said. “It has also come at a time when our customers consumption of media is changing, and if we don’t respond to that change we won’t have anybody to talk to, or anyone listening to our brand and what we want to tell them. “Newspapers were overtaken in 2007 by the Internet as the most used form of media in purchasing a car - not just thinking about purchasing a car, but actually purchasing it. “So there is a real retail relevance in our digital strategy. “We also know that people who are thinking about buying a car now, or in a month or two, are using the internet more than newspapers. “This does not mean that we can move out of newspapers, but what it does mean is we need to use them both. If you go to any newspaper or any form of traditional media they also have a website. And they’ll actually be able to show you that more people visit their website than read their newspapers. “It’s a bit scary, but it’s true.” The recent launch of the Subaru stand at the Australian International Motor Show coincided with the launch of the latest Subaru website. Caie’s team at Subaru spent a great deal of effort to link the two projects, providing extensive on the spot coverage of the launch and unique access to the stand via the web. Nick Senior did a walk around the site, informing people of just what they’d find at the show. “That live material is video, not lots of pictures or static stuff - it’s video of a preview that Nick is giving to our customers to make sure that they get the information before anybody else, even before anyone from the media can write a story and get it out on the world wide web. “It is pretty exciting. It is giving our customers, and even people who are not our customers, the chance to know that our brand is vibrant, and it is relating to them in an environment they know and use.” Interestingly, the digital age is communicating with key markets, not just the young. “The 55 plus age group is among the fastest in the uptake of website and other digital use in Australia,” Caie said. “These are Subaru’s traditional customers. So going digital is not about going young, it’s about broadening the brand’s appeal. The new website is a real industry leader. “It enables you, within a couple of clicks, to get to the car and the price that you want, so from a functionality point of view it is beyond anything that I have ever seen. “It is market leading in terms of horizontal navigation and how that is applied across every page.” “ N E WSPAPERS WERE TAKEN OVER IN 2007 BY THE INTERNET AS THE MOST USED FORM OF MEDIA....” Subaru Managing Director, Nick Senior, is filmed during an introduction to the Motor Show, which was available on the website even before the Motor Show was opened. THIS month’s letter of the month comes from Joshua and Natalie Raabe, who recently purchased a car from Wippells Auto in Toowoomba. So impressed were they with the service they received from Tom Fuller, that they wrote singing his praises; “We recently purchased a 2011 Subaru WRX from Wippells Auto and we would like to take the time to thoroughly compliment one of your salesmen, Tom Fuller. We found Tom incredibly knowledgeable on the different cars we were looking at. Letter of the Month INSIDE GRIP HOME PAGE PARTS & ACCESSORIES AFTERSALES MOTOR SHOW MARKETING SALES DEALER NEWS JARVIS SUBARU NEWS SALES TRENDS SPORT
GRIP August 2011