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Grip : GRIP November 2012
MARKETING GRIP NEW FORESTER MARKETING BEGINS Check out the Subaru website subaru.com.au interest and encourage registration. Following the international and local news release that is being picked up around the country, we made “Register Your Interest” live on subaru.com.au to start creating a bank of customer leads for our retail network. Prospects will also be encouraged to tick an optional checkbox to pre- book a test drive. Leads will be held until you have more information on the new Forester, these will then be allocated to the network through Prospect Central, based on the prospect’s postcode. As well as the marketing strategy, the PR department has not one, but two launches planned for Forester. This is a first, with a domestic preview scheduled for late November and the full launch in January. The long-lead launch is fully subscribed and we expect the same for the January event, that will offer the first drive of the new Forester XT. Major events coming In January, Subaru will be hosting a business meeting, dealer launch and national training event. The dealer launch event, to introduce the new Forester and outline important plans for 2013, will be held in Sydney on January 18, for DPs and partners only. National sales and product launch training will be at Riverside Oaks, NSW, from January 21 to 24. The training program will be jam packed with information on the car’s specs and features. Travel details will be communicated early next month. INSIDE GRIP HOME PAGE NEW FORESTER MARKETING AWARDS BRZ NEWS AFTERSALES GENUINE PARTS AMBASSADOR TRENDS DEALER STATS SPORT Andrew Caie General Manager - Marketing SUBARU in Australia is about to enter an extremely exciting time with the launch of the new generation Forester. Following the world premiere of the new Forester on November 13 in Japan, our pre-launch media plan has commenced, targeting people who are actively looking to purchase a medium SUV in the New Year. As Nick Senior has said, in Australia, new Forester will draw on the theme of smarter, safer, further - smarter, thanks to a wide array of new technology; safer, in line with Subaru’s long-term commitment to occupant protection and further, thanks to a wide range of engine and transmission efficiencies, and its ability to traverse all roads. In late-November a Forester pre-launch POS kit, which will include product flyers and point of sale material, will be distributed to retail centres to help you create interest in your showroom. eDMs will also be sent to prospects and current Forester owners (18 months – five years), to create CONTACT GRIP
GRIP October 2012
GRIP December 2012