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Nitto tires

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Russian market entry, automotive tires content strategy in modern media types

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Page 1: Nitto tires
Page 2: Nitto tires

The Brand

• Nitto Tires

- Founded in 1979.• Products:

- Extreme Terrain Light Truck Tires

- Trail Terrain Light Truck Tires

- Desert Terrain Light Truck Tires

- All Terrain Light Truck Tires

- Highway Terrain Light Truck Tires

- All Season Truck & SUV Tires

- Max Performance Tires

- Luxury Sport Ultra High Performance Tires

- Summer Ultra High Performance Tires

- All Season Ultra High Performance Tires

- Entry Level All Season Ultra High Performance Tires

- D.O.T. Compliant Competition Road Course Tires

- D.O.T. Compliant Competition Drag Radial

• Properties

- Owned media

- Brand Ambassador programm

- Social/Mobile

• Goals

- Russian market entry

- Retail management

- Sales support

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Russian market

• SEO - most consumers are internet oriented (all dealers are competing for search ranks)

• B2b - many small regional distributors• Trade promo - no sale stimulation

programs• Sales motivation program - no

programs stimulating trade stuff

• The tire market is stabilized

• Russian customers regards market as over saturated and continue to save on tire costs

Page 7: Nitto tires
Page 8: Nitto tires

Auto media channels

Everyone will propose the same

handred

200 p.

Auto press

several

20 p.

Auto radio

several

50 p.

Auto journalists

thousand

1000 p.

Auto internet

several

50 p.

Auto events

several

10 p.

Auto celebrities

Russian customer

BRAND BRAND BRAND

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Auto content types

• Official information• Direct advertising• Reviews• Expert opinions• Sport eents• Lifestyle events• Celebrity PR• Auto blogs sponsorship

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Conclusions

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Proposal

• We can insert the brand into already segmented market using another communication channels.

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Russian auto tires social media map

NO TIRE BRAND IN RUSSIA USING SOCIAL MEDIA

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Conclusions

• The market is served• All competitors are doing the same

(seasonal information flow in traditional media channels

• Don't use social media channels full advantage

• Not recognizing the MEANING of content

• Maximum emphasizing of Nitto's strong sides

• Branded content• Social program• Unikcom & partners

Page 15: Nitto tires

MEANING of content

• Even the most creative program will be delivered using content in automobile channels, while the types of content are limited, thus the difference between brands will only depend on advertising communication intensity.

Automotive content

Auto content channels

Russian customerRichmedia

Richmedia

Creating and publishing content on the site

Content is placed using our instruments in all auto channels

Page 16: Nitto tires

Strategy

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Areas of work

★ Content strategy

★ Social

★ Trade promo

★ Mobile

★ B2B

★ CRM

★ SEO

★ Event PR

- Key message, key visuals, posmFirststeps

Page 18: Nitto tires

Content strategyCorporateNITTO blog

Socialembassies

Facebook

Ambassador blog

Ambassador vlog blog

Ambassador blog

Vkontakte

Automotivewebsites

Automotiveforum

forum

Youtube

• Unified content strategy - "Strategy of promoting a content - not a product"

• Fore building a managed community of loyal customers, the TA must engage with information system for auto content circulation

Interesting automotive content with NITTO rich-media banners

Influence ripple

websites

Page 19: Nitto tires

All format supported

Ownedproperties

DIGITAL PROPERTIES• Catalog • Websites• Blog• Mobile• Email

EMBASSIES• Facebook• Youtube• Vkontakte• Twitter• Odnoklasniki• Instagram

Socialplatforms

Earnedmedia

Paidmedia

OUTPOSTS• Relevant message board• Blogosphere• Automotive forums

INCENTIVE• Affiliate• Brand ambassador

ADVERTISING• Banners• Display• Raid• Endorsements

PARTNERSHIPS• Charities• Co-branding• Celebrities

CONTENT• Build trust• Educate• Curate• UGC• Reviews• Location-based

services

INFLUENCER ENGAGEMENT• Response• Advocacy• Loyality

automotive content by

NITTO

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Landing pages - owned properties

Interstishials rich media• Big Audience• Max Conversion• Max dimensions• Behavioral

Targeting• All mechanics &

Key Messages

+

Publishing automotive content on the Owned, Paid, Earned, Social

1

All branded content shows RICH media banners

2

3

Page 22: Nitto tires

DalBeri

• DalBeri – а customer-friendly system for purchasing and distribution of advertising campaigns in social networks

• With a help of DalBeri we connect brands with social networking users who spread information essential for the campaign.

• Users' endorsements go out to their followers and friends on social network. We track the results and report them back to the advertiser

Mobile version of AD.LY in Russia

Page 23: Nitto tires

Scheme

• Long term strategy is targeting sustainable growth along immediate results versus fast growth and later stagnation

• Long term strategy is based on constant data analysis and fast reaction to changes in analysis results. We use tools like DeepSocial for deep understanding of social behavior and demographics.

• All content types and formats must funnel into brand properties creating a uniform system in which the content and intensity of its delivery are a message as well as a curation mechanism

1. Editor is responsible for content creation

2. Content teasers are seeded into social networks: Facebook, Вконтакте, Однокласники, (foto/video Instagram, Youtube )

3. All links are automatically shortened before seeding and each seeding event is registered, tracked and analyzed in real time - all traffic is thus interlinked with brand content, delivery mechanism, distribution channel and consumer action (like buying)

4. Rich media banners are used in every transition (between a seeded link and a content) prolonging the exposure and enlarging the brand dimension

5. SEO optimization is achieved as a by product of this strategy

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Work in progress

Ownedproperties

automotive content by

NITTO

Evangelist

Trandsetter

Ambassador

Partner

★$

Info / %

Info / %

platforms

Earnedmedia

Social

mediaPaid

Russian customer

Richmedia

Richmedia

Richmedia

Richmedia

Richmedia

Richmedia

Richmedia

Richmedia

Richmedia

Richmedia

Richmedia Rich

media

Target audience

Target content

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Social

• + Mobile Dalberi + rich-media interstitials• We have already realized BuddyMedia-like platform in Russia. DalBeri Social

Capital is measuring real influence in dollars (rubles)

AMBASSADOR PROGRAM - adapted

350

SHARE EARN INFLUENCE

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SEO

• Content is seeded on auto resources with links to Nitto properties showing full screen rich media

• Traffic + registration + indexing which leads to better SEO

promoted link

first position

AD

ADADFirst position

promoted link

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B2B

• Your audience is a large group of loosely related business people. Therefore your B2B content should be geared towards that unifying factor, business-style, business content for marketing your business to other businesses. It makes sense doesn’t it?

B2B Automotive content

B2B auto content

channelsRussian customerRich

mediaRich

media

Creating and publishing B2B autovotive content on the Owned, Paid, Earned and Social

B2B content is placed using our instruments in all auto channels

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dataCostumer

Computer

Social

data

data

data

MobileBIG

DATA

CRM / Loyality

• Data is collected on every step of consumer interaction

• Content interaction

• Banner display and click

• Brand site visits

• Registrations on brand properties

• Actions (forms, questioners, buying)

Russian customer

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Event PR

• Integrated and information sponsorship of auto-events

• 2013 in Russia there are 80 main industry events

• Design of a creative brand exposure during each of the selected events

• Design of a unique KV POSM

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DalBeri + Brand

• Unique mobile solution for increasing customer and trade personnel brand enabling the most effective way to engage the TA creating sustainable engagement, guarantees increase in brand loyalty.

• Users are downloading Nitto Russia DalBeri app

• Receiving periodic tasks based on Nitto tires content

• Getting points for successful accomplishments

• Using points to buy Nitto products or discounts

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Trade promotion

• Design of a unique instore KV POSM

• Trade stuff brand engagement motivation program - sales up

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Earnedmedia

Full contact

propertiesOwned

consumptionProduct

platformsSocial

Mobileapp

automotive content by

NITTO

mediaPaid

pointsTrade

PREVENT

Trade stuff

AMBASSADOR

AMBASSADOR

Earnedmedia

AMBASSADOR

propertiesOwned

AMBASSADOR

Russian Customer

Richmedia

Richmedia

Richmedia

Richmedia

Richmedia

Richmedia

Richmedia

Richmedia

SEO

Page 33: Nitto tires

Applied Tools

• Unikcom & partners -

• DeepSocial – social instruments and analytics (russian buddymedia)

• Beri.me – Interstishials richmedia in social networks

• Dalberi.com - mobile motivation framework

Page 34: Nitto tires

Thank you