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Grip : GRIP February 2012
MARKETING GRIP marcH deaLs to proVide HYpe and energY AFTER January’s “The Subaru Event to Start 2012” we have launched “Gear Up with a Great Deal from Subaru” which will continue across March. The campaign is designed to deliver a strong retail message and create a sense of hype and energy that clearly communicates our special edition(s) and value messages. By now everyone should be well aware of our offers: 2012 Forester X - $32,990 (manual) with alloys wheels and fog lights. Added value of over $2,900 RDP. 2012 Liberty 2.5i, now with leather. 2012 Outback 2.5i, now with satellite navigation. 2012 Tribeca - $54,990 (automatic) RDP. These offers will continue to be supported with a strong press, metropolitan and regional TV, digital and web campaigns. Weekly press positions have been secured for March, which will ensure we have a strong and consistent voice in the market. The creative has been developed in various sizes and includes full page, half page and strip formats for retailers’ use. Subaru has a strong online campaign that captures all the key auto websites, as well as geo targeted websites to increase our exposure. This includes both display and text ads for maximum impact, which performed particularly well in January. Our display banners are visually strong and provide the user with two actions: – Click through to “View Current Offers” – Click through to “Find a Retailer” Our “Gear Up with a Great Deal from Subaru” campaign will also be present in Google, Yahoo and Bing Search engines when interested users are searching for Subaru, Subaru models and other relevant keywords such as car offers/prices, great deal, freedom, driveaway, etc. Search extends our campaigns beyond display advertising and drives more people to our website. We are continuing with our placement in the News Limited iPad App. Subaru is one of eight adver tisers only. Toyota is the only other car manufacturer. The creative we are using in this application includes XV, Impreza, Liberty and Outback (EyeSight) on rotation. So the year got off to a great start, February is looking good,anditisuptousall to continue that momentum throughout March to make use of this significant adver tising and marketing investment. January website stats - page visits by model 25-31 Dec 1-7 Jan 8-14 Jan 15-21 Jan 22-29 Jan Visitors 45,497 49,642 55,641 57,845 94,140 Visits 57,577 64,685 63,960 75,912 119,315 Page views 263,882 325,219 374,189 376,471 559,060 Display ad traffic 7716 5403 6264 6872 23,450 EDM traffic 66 653 142 83 1121 Organic search traffic 11,090 14,328 19,047 20,566 26,804 Paid search traffic 17,531 20,029 19,195 20,065 30,163 Direct search 6562 8321 10,836 10,496 14,025 INSIDE GRIP HOME PAGE FROM THE MD IMPREZA COMMENT SMALL WITH IT ALL CUSTOMER EXPERIENCE NEW IMPREZA IMPREZA HIGHLIGHTS MARKETING WHAT’S IN THE PRESS TRENDS DEALER RANKINGS
GRIP January 2012
GRIP March 2012