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Grip : GRIP October 2011
MARKETING GRIP CamPaign aims to build momentum ANDREW CAIE GENERAL MANAGER - MARKETING THE 2011 Subaru Spring Run Out Sale ends on October 31, but there is plenty of activity planned that will keep the marketing momentum going through the rest of the year and well into 2012. It is all about finishing the year on a high note, ready for the launch of the exciting XV and new Impreza early in the new year. In dealer meetings and training in December, we will roll out the full details of the marketing plan and sales plan for these exciting new products, as well as for EyeSight, which will be available on Liberty and Outback. These meetings will also reveal full product details, so will be a vital event for key staff to attend. The XV and new Impreza have already been revealed in the United States to its media, with many positive reviews following. Subaru Australia took a number of our leading motoring journalists to Japan on October 22 to give them a drive of both the XV and new Impreza. This will result in significant media coverage in papers, magazines, and on websites in the coming weeks. But we’ve held a few additional surprises up our sleeve for later in the year, with a number of additional surprises to be revealed at the Tokyo Motor Show media day on November 30. This will add another level of impetus in establishing the credibility of our new product offerings. In January and February we will be giving an even broader group of media the chance to see, and drive, the first Australian specced XV and Impreza models. Two separate media launches are planned, for XV in Tasmania and for Impreza in South Australia, as the product arrives in showrooms around the country. How we plan to take advantage of all of this activity will be revealed in our marketing plans, to be unlocked at our December dealer meetings. Our new website is cer tainly having an impact. Twelve months ago we were only attracting 75 per cent of the traffic we are seeing now. Our exposure to our market is significantly higher as we continue to find more interesting ways to interact with our customers and potential buyers. Talking to our customers in a way that engages them is vital. One way we intend to do that is through a series of new por tals on our website. Motorsport, for example, has been a big part of the Subaru heritage in this country, and a new section on our website will start to re-engage with this fan base fresh for the 2012 season and beyond. Not only will our motorsport portal record the brand’s past achievements, it will track Subaru activity in motorsport wherever we are involved, right around the globe. If there is a Subaru racing and winning anywhere, you’ll be able to read about it at our website. It will also give us a forum to get the news and views from Cody Crocker and Dean Herridge, who remain important brand ambassadors. So if you have local clubs looking for publicity, or doing things you think others might be interested in, tell our motorsport media manager, Ian Chesterman, who will post them on the site. It’s all about finding new ways to talk to and engage with our customers. What they had to say in the USA ... The redesigned 2012 Subaru Impreza’s most compelling at tributes are evident before you even star t the engine. Take a glance and you’ll see more mature styling in both the sedan and four- door hatchback. Get inside and you’ll find excellent sightlines, roominess and improved quality. Joe Wiesenfelder, Cars.com Subaru let automotive journalists flog the Impreza over 250 miles in three states, including a stop at Camp Hi-Rock in Mount Washington, Mass., which had an impressive, twisty gravel road that just made you want to throw the rear end sideways. For tunately, the all-wheel-drive and electronic stability control stepped in at the right time. Keith Griffin, Boston Overdrive Value is sort of the overall theme of the 2012 Impreza, and it will give its competitors, the Mazda3 and Jetta, a run for their money. You get the fuel economy of a compact car with the cargo capacity and standard AWD you typically find in a larger vehicle class. Liane Yvkoff, NET Car Tech The run out event has added sales and built momentum for the brand for the remainder of 2011. INSIDE GRIP HOME PAGE AFTERSALES MARKETING ECONOMY RUN PARTS & ACCESSORIES FINANCE AMBASSADOR NEW PRODUCT BRAND COMPARISON DEALER RANKINGS SPORT
GRIP September 2011