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Grip : GRIP August 2011
MARKETING GRIP STRONG ADVERTISING CAMPAIGNS FOR AUGUST A HIGHLY energised marketing campaign continues from Subaru Australia, endeavoring to drive customer interest to retailers around the country. The Columbia campaign has certainly sparked a good response, but during the first week of August the associated TV and press adver tising program was paused, allowing a greater concentration on the Demonstrator Sale campaign, which runs through until August 14 with press, radio, ATN and digital activity (see online display below). However, it’s not that the Columbia advertising has ceased completely. The on-line activity has remained, and on August 7 and 8 the TV activity resumes nationally, with the messaging changed to “Limited stock available, order yours today”. In the weeks commencing August 14 and 21, ATN spots have been secured nationally for Columbia (with a Wednesday to Saturday skew). This will be supported with resumed Columbia press activity with updated messaging from August 15 through until August 31. Subaru Australia General Manager Marketing, Andrew Caie, says the feedback from the Demonstrator Sale has been good. “This sale is always important to the brand and comes at a good time to really provide momentum which we expect to last to the end of the year. “Of course, once 2012 arrives, we will have more strong stories to tell with some exciting new product, and I’m sure many of the supply issues that have troubled everyone this year will be behind us. “The creative for both the Demonstrator Sale and Columbia offers are really strong. “We have focused strongly on getting things right for SUBARU DEMONSTRATOR SALE MREC WE START on An IMAGE PAnnInG fRoM RIGHT To LEfT... WHEn THE IMAGE IS CEnTERED THE “SubARu DEMo SALE” LoCK uP APPEARS A TRAnSPAREnT WHITE boX DRoPS bETWEEn THE bACKGRounD AnD THE foRESTER. “DEMoS CoME WITH fREE...” THE TRAnSPAREnT WHITE boX REMAInS bETWEEn THE bACKGRounD AnD THE foRESTER. fInISH on THE CALL To ACTIon. Hurry, WHILE STOCKS LAST. FIND OUT MORE AND UP TO 5 YEARS WARRANTY OF ACCESSORIES FREE. PLUS $750RRP TV, press and online, so I urge everyone to ensure they are working with the latest artwork to maximise the effect of adver tising.” INSIDE GRIP HOME PAGE PARTS & ACCESSORIES AFTERSALES NEW PRODUCT MARKETING NEWS WHO’S WHO SALES BY STATE BRAND COMPARISON DEALER RANKINGS SPORT
GRIP July 2011
GRIP September 2011