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Grip : GRIP December 2011
RETAIL MARKETING GRIP 2012 set for fast start By Amanda Leaney Marketing Manager - National Retail and Network FAST Start, as the name implies, is designed to ensure Subaru creates a huge boost in sales over the first quarter of 2012, and to provide maximum momentum moving into the second quarter of the year. Four key areas we will be promoted in the Fast Start program: Demonstrator sale event, December 26 to January 31 New car offers, January and March - featuring Forester X with alloy wheels and fog lights - Liberty 2.5i with leather seats - Outback 2.5i with satellite navigation - Tribeca at great drive away value XV retail support for launch, January to March Impreza retail for launch in March A strong, robust and competitive media plan will support these offers. Metro and regional television advertising is booked on Seven, Ten, Fox tel and the new secondary HD channels throughout January, providing wide reach and frequency. In February and March the focus will be primarily on regional TV. To complement the TV advertising, we will be in all Carsguide sections nationally, promoting specific offers for each region, we will have 10-second radio placements during the Australian traffic broadcasts, and a strong online campaign that captures key auto websites, as well as geo-targeted websites to increase our exposure. The strong media plan is certainly matched by the creative! In January it’s all about the ‘event’. What better way to start the year than with ‘Subaru’s event to start 2012’? It’s the event that lets you get behind the wheel of a brand new Subaru. Press ads will showcase both the demonstrator offer as well as the four key new car offers. Online display banners are completely event focused to ensure our message is clear and succinct. The banners click straight through to our current offers page on subaru.com.au and encourage our customers to view our full suite of offers. Subaru TV will promote the offers through specific model billboards, and an eDM will go out to all current owners from 26 months to five years. And finally, we have developed a 30 second TVC featuring all four models, promoting their specific offers as well as the demonstrator sale, and we have four individual model 15 second TV versions. These commercials have been developed to give retailers the flexibility to up weight certain models according to each market. We want to ensure you can ‘plug and play’ of fers that are relevant and maximise your oppor tunity. So that is January... let’s take a sneak peak at the February and March campaign. February and March sees us focus completely on our new models and the great value that they represent. let’s meet: amanda What are your thoughts on the new models? It’s been a long journey, so its quite exciting to see these two new models launch. They will definitely set a new benchmark among our competitors. Favourite Subaru? The Liber ty 2.5i Sports models. They look great and handle well. Tell us about your job? I work with the team on all co-op and national retail adver tising plans and marketing communication. As all our new models now come with more features. The theme of “Gear Up” is a great place to start. This campaign is still in development, and we will have more to share with you in the coming weeks. All the templates and tools are loaded into the Marketing Community on Subaru Central. Be sure to check it out! INSIDE GRIP HOME PAGE MARKETING AFTERSALES PRODUCT PLANNING PARTS & ACCESSORIES LEGAL FINANCE & FLEET SUBARU ASSURED BRAND COMPARISON DEALER RANKINGS SPORT
GRIP January 2012