Mini Presentation Group Final

Click to edit Master title style

Presented by: Meghan Dering, Leah Kelley, Christina Mieszczanski

Joseph Nelly, Gregg Ruais, & Alicia Temoche

Click to edit Master title styleAgency Information

Ideal Image LLC

Team Structure3 Account Executives3 Creatives

Founded in 1993

Previous advertising campaignsAutomotive IndustryInvestment ServicesInformation Technology


Brand Overview & Background

Market Segmentation Process

Target Marketing Process

Need for Research

Proposed Research Plan

Socially Responsible Advertising

Recent Advertising Overview

Ideal Image’s Position Strategy

Agenda – Presentation 1


Recap/Follow-ups

Competitive Positioning

Types of Media

Primary IMC Research

Target Audience

Creative Brief

Our Big Idea(s)

Next Steps

Agenda – Presentation 2

Click to edit Master title styleTarget Market …

Trendsetting Opinion Leaders, Progressive Modern Mainstream, Upper Liberals

Geographic Segmentation …Northeast, California, Florida

Market Positioning …Exciting, Extroverted, Chic, Integrative, Substantive

Marketing Objective …Continue to grow the brand without compromising core values through like customers

Follow up Questions …Competitive PositioningTransverse Engine?Target Females?Research Budget

Recap/Follow-ups – Pres 2

Reference: Mark Smith, Motoring Advisor, MINI of Fairfield County; MINIUSA.com

Click to edit Master title styleCHAPTER 1-7


MINI is …

A British automotive brand owned by the BMW Group

A symbol of independence and spontaneity

Unique combination of style at a low-cost, small size and nimble handling

Fun to drive and promotes personal style

http://www.creativeabandon.com/CA_Brand_overview.pdf

Brand Overview


In 1956, amid fuel shortages in a number of countries created a pressing need to design a fuel-efficient car

British Motor Corporation designed and produced the first Classic Mini which made its debut on August 26, 1959

The Classic Mini was the first mass-produced automobile with a transversally placed engine

Evolution of the MINI

http://www.miniusa.com/#/contactFaq/faq/history-i


In 1961, legendary British race driver John Cooper re-tooled the Classic Mini to create a higher performance, racing version marking the launch of the MINI Cooper

Between 1960 and 1967 about 10k Classic Minis were sold in the US

In 1968, the US Government issued new Safety and Emissions Regulations, that, at the time, MINI was not prepared to implement, which forced them to leave the US

Evolution of the MINI



Making its US debut at the Paris Auto Show in October 2000, the new MINI is bigger, stronger and faster than ever. It first became available in the US March 22nd 2002

There are currently more than 80 US Mini dealers. They are located primarily in major metros and other selected cities

MINI is built at the BMW Group Plant near Oxford in the United Kingdom

Currently you are building about 50% MINI Coopers, and 50% MINI Cooper S

MINI Cooper Today



Still in growth stage:US sales grew 30% last year

Worldwide sales grew 8% last year

Product Life Cycle

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill


1959 1968

1976 1991

1963

2009

Models of MINI

http://en.wikipedia.org/wiki/Mini

Click to edit Master title style"The MINI Cooper is not a retro design car, but an evolution of

the original. It has the genes and many of the key characteristics of its predecessor, but is larger, more powerful, more muscular and more exciting than its predecessor ever was", says Frank Stephenson, the Chief Designer of the MINI

Based on the original design-to-space concept, MINI lives up to its reputation as the one-off small car that creates space on the inside and saves space on the outside

Today, you can choose from options such as the car’s paint color, performance, and style of the cockpit

Design & Customization

http://www.mwerks.com/artman2/publish/mini/MINI_COOPER_A_Modern_Interpretation_Of_An_Automoti_177.shtml

Click to edit Master title styleThe combination of an extremely strong passenger safety cell, crumple zones front and rear and side impact door beams means occupants are extremely well protected in an accident

Passive safety is further enhanced with a full array of airbags, including front and side airbags for the front passengers including head protection airbags too

Safety Features

http://www.mwerks.com/artman2/publish/mini/MINI_COOPER_A_Modern_Interpretation_Of_An_Automoti_177.shtml

Click to edit Master title styleOld School (“Me-Too” products and mass market segmentation strategy)

New School (Smaller segments, more profits)

Mini is a Low-Volume, Niche Brand

Pitch to a certain buyer

Two-Step process:

Identifying groups of people with shared needs and characteristics

Aggregating into market segments

Market Segmentation

Click to edit Master title styleBehavioral:

User-Status

Sole Users, Semi-Sole Users & Repertoire Users

Usage-Rate

Heavy Users

Purchase-Occasion

New Look

Benefits-Sought

Sporty, Adventurer, Risk Taker, Retro

Shared Characteristics

http://miniusa.com/


Geographic:

Concentration: City/Urban

Regions: Northeast, Florida, California


http://miniusa.com/


Demographic:Age: Young Adults (20-34), Mid-Aged (35-50)

Family Size: 1-2

Gender: Male

Income: $50 - $100k

Occupation: Corporate Professional

Generation: Baby Boomers

Social Class: Upper Middles


Vera Martínez, Jorge, "MINI Cooper Brand Equity Profile and the Measurement of its Components" March 2006.


Psychographic:

VALS

SPEED

SPORTY

FUN




Psychographic:

MindBase




Bubbling it up:

Loyalists

Repertoire

Risk Takers

Urban/City

Geographic

Young Adults

Expressive

Aggregating Market Segments



Trendsetting Opinion Leaders

Progressive Modern Mainstream

Upper Liberals

Key Core Target Groups

Reference: Mark Smith, Motoring Advisor, MINI of Fairfield County

Click to edit Master title styleDemographics:

60% Male / 40% Female

1 in 3 under 25 years old

Well educated

Medium to high income $55k +

Values:Authenticity/Honesty

Thirst for experience

Flexible in work, life and relationships

Antiauthoritarian

Non-nationalistic

Trendsetting Opinion Leaders

Car buying considerations:EnjoymentOriginalityIndividualityStyle




Most are < 35 years old

Often single

Generally well educated

Medium to high income $55K +

Values:Individuality

Thirst for experience

Mobile and flexible

Cosmopolitan way of thinking

Tolerance and opennessInterests include fashion and lifestyle

Progressive Modern Mainstream

Car buying considerations:EnjoymentEnvironmental awarenessFlexibility and style




25 – 40 years old

Often single

Well educated

High earners $100k +

Values:AuthenticityHonestyCosmopolitan way of thinkingInterested in technological innovationOpen and flexible understanding of lifeThirst for experience

Upper Liberals

Car buying considerations:IndividualityEnjoymentSubstance (appreciates

customization)Generally buys the MINI as a

2nd or 3rd car



Surprising

Mischievous

Crazy

Unpredictable

Compact

NimbleEye catching

Stylish

Fun

Premium Brand

Frugal

Quick

Commuter Vehicle

Sporty

MINI

Perceived Image of MINI


Reinvention of a classic design

Four P’s - Product


MINI COOPER SEngine: 1.6-liter turbocharged inline fourHorsepower/Torque: 172 hp @ 5500 rpm/177 lb-ft @ 1600 rpmTransmission: 6-speed manual or automatic with manual modeLength/Width/Height: 145.6 x 66.3 x 55.4 in. Cargo volume: 5.7-24.0 cu. ft. Fuel economy: 29 mpg city/36 mpg highwayStarting:$21,850

MINI COOPER Engine: 1.6-liter inline fourHorsepower/Torque: 118 hp @ 6000 rpm/114 lb-ft @ 4250 rpmTransmission: 6-speed manual or automatic with manual modeLength/Width/Height: 145.6 x 66.3 x 55.4 in. Cargo volume: 5.7-24.0 cu. ft. Fuel economy: 32 mpg city/40 mpg highwayStarting:$18,700


http://www.edmunds.com


MINI COOPER S ConvertibleEngine: 1.6-liter supercharged inline fourHorsepower/Torque: 168 hp @ 6000 rpm/162 lb-ft @ 4000 rpmTransmission: 6-speed manual or automatic with manual modeLength/Width/Height: 143.9 x 66.3 x 55.4 in. Cargo volume: 5.8-21.4 cu. ft. Fuel economy: 24mpg city/31 mpg highwayStarting:$26,050

MINI COOPER ConvertibleEngine: 1.6-liter inline fourHorsepower/Torque: 115 hp @ 6000 rpm/111 lb-ft @ 4500 rpmTransmission: 6-speed manual or automatic with manual modeLength/Width/Height: 143.0 x 66.5 x 55.5 in. Cargo volume: 5.8-21.4 cu. ft. Fuel economy: 26 mpg city/35 mpg highwayStarting:$22,600


http://www.edmunds.com

Click to edit Master title styleFour P’s - Pricing

Click to edit Master title styleFour P’s - Promotion


Distribution: Only 1 manufacturing facility in England

Selective DistributionDealerships concentrated in the Northeast, Florida and California

Four P’s - Place


Click to edit Master title styleLess is more – MINI’s Premium

Brand

Limited dealerships (83)

Exclusive showrooms and floors

Marketing on the web

Four P’s - Place



Marketing Research Recruit, Regain, Retain

Advertising ResearchProduct Concept, Target Audience Selection, Media Selection, Message Element Selection

Examples: ThoughtWorks, Charles Schwab

Necessity of Research

Click to edit Master title style Product Concept

Q: How are we perceived? Why are MINI buyers loyal?

Target Audience SelectionProgressive Modern Mainstream

Media Selection Q: What are our customers’ habits? How will we best reach them?

Message Element Selection

Q: What are our customers’ likes/dislikes?

Advertising Strategy


Merchandise benefit testing

Market segmenting

Identify motives and needs

Improve current messaging/ads

Select media (class, subclasses, vehicles, units)

Evaluate consistency across outlets

Pre-Testing


Measure changes in: MINI.com web traffic

Showroom visits

Consumer awareness, attitudes, perception, brand interest, aided/unaided recall

Sales

Market share

Post-Testing


Confirm current positioning, challenge, and target consumer prior to advertising development process

Who are the current MINI buyers?

Evaluate current consumer satisfactionAppreciate relationship owners have with their MINI

Understand product features most important to consumers

Uncover any dissatisfiers among current owners

Evaluate consumer of competing carsDetermine changes needed to attract new consumers

Research Objectives



Qualitative:

Gain insight into current MINI owner and competitive car owners (possibly use IDI and/or Focus Groups)

Quantitative:

Execute a benefit screen or promise test to determine most powerful combination of benefits/attributes for communication

Suggested Research Plan


Click to edit Master title stylePre-Testing Plan:

Qualitative Conduct focus groups with concept ideas to filter to strongest ideas

If multiple rounds of creative ideas produce, research can be repeated

QuantitativeExpose consumers to strongest 1 or 2 ideas to determine likeability, comprehension, branding, etc (via CLT)

Post-Testing Plan: Attitude Tests (IAG, Tracking)

Brand Recall

Understanding

Likeability

Purchase Intent

Both Pre-testing and Post-testing have challenges

Advertising Research Plan



Team effort (MINI Marketing and Research teams, Agency, Research Vendors)

Reputable suppliers to achieve:Validity

Reliability

Interpreting The Results



Ideal Image LLC …Avoids manipulative advertising for both ethical and business reasons

Is aware of scrutiny by Consumer Reports, the media, and government of each model

Knows consumers conduct extensive research prior to making a purchase

Recognizes “cool ads” alone will not close many sales



Ideal Image LLC …Realizes the ethical fine line between promoting a sporty, fun-to-drive car without encouraging reckless driving

Sportiness is displayed in movie scenes and skits that are “unbelievable” and obviously not to be replicated

Create a fun personality for the brand – customization on the website, humor in advertising



MINI Cooper is …Ranked 8th in the American Council for an Energy-Efficient Economy

A combination of greenness and fun factor touted CarFun Footprint campaign

#1 out of 197 cars in the CarFun Footprint rankings


http://www.carfunfootprint.com; http://www.aceee.org


How can MINI support its claim as the most fun vs. environmental impact?

All green score ratings can be verified at www.epa.gov/greenvehicles

Fun-to-Drive Factor comes from Strategic Vision’s New Vehicle Experience Study

MINI’s advertising informs consumers of a fun, green car choice


http://www.epa.gov/greenvehicles; http://www.strategicvision.com


Word of Mouth

Web

Print

Billboards

MINI Covert

Concerts/Amusement Parks

Movie appearances

Recent Media Channels


MINI Covert was an interactive campaign designed “exclusively” for MINI owners to create “buzz”

Direct Mail distributing “A Dizzying Look at the Awesomeness of Small”

Placed ads that could only be read with specially-issued Covert glasses

Recent Integrated Marketing Campaigns

http://www.bssp.com


Covert ads led people to a special website where rewards could be earned

Special “Motorby” key chain contained RFID tags: MINI billboards actually “spoke” to MINI drivers passing by

People who completed the Covert game received a medallion for their rear-view mirrors

http://www.bssp.com



Hired Todd Phillips to direct the “Hammer & Coop” short film series

A series of six humorous five-minute action films featuring the MINI

Enhanced the brand’s fun reputation

Frequent viral advertising through YouTube

http://www.bssp.com



MINI.com: Find out why a MINI handles the way

it does at MINI.com

Billboard: Let’s Motor Campaign

http://inventorspot.com/articles/mini_cooper_no_small_advertising_6530



Print: Let's take it off. Let's take it all off.

Movies: The Bourne Identity




http://minicooper.tv/watch_video.php?v=2e111541598d561Television:

Success Rates of Recent IMC’s:Advertising-related MINI conversations increased by 75% in July 2006 vs. the

previous month (53% higher than any other month in the previous year)

Consumer engagement increased by 21% in July 2006 vs. the previous month

Record participation online and at events:Visitors spent an average of 5 to 8 minutes on Covert websites

Over 3,500 owners participated in MINI Takes the States (surpassing participation goals by 200%)

The ad campaign for the new MINI - "ZUG. THE OTHER MINI" also won the agency a 2009 Effie award (a big award in the world of advertising)

http://www.bssp.com/#/28



Excitement is core brand value

Extroverted

Chic

Integrative

These have all been communicated in past MINI Ads

MINI Brand Values



Exciting/Extroverted/Chic/Integrative/Substantive

Anyone who purchases a MINI knows exactly what to expect

The MINI stands for top quality and innovative technical solutions – in short: product substance

The MINI conveys a particular lifestyle and exerts a defining influence on the spirit of its time

It arouses emotions

MINI Positioning

Ideal Image, LLC


Continue to grow the brand without compromising core values

Excitement

Uniqueness

Fun

Style

Marketing Challenge

Ideal Image, LLC

Click to edit Master title styleCHAPTER 8


http://miniusa.com

The Marketing PlanConsists Of …

Mission Statement: “To be the most successful premium niche brand for our customers in the industry”

Situation Analysis: SWOT

Marketing Objectives

DAGMAR (Defining Goals)

Strengths Weaknesses- Brand Equity- Loyal Following- Premium Brand

- Size Perception- Service- Smaller footprint than

competition

Opportunities Threats-Younger following-Urban Cities-Word of Mouth-Rising fuel prices

- Hybrids & alternate fuel automobiles

- Competition (VW Beetle)

Awareness

Comprehension

Conviction

Action

Critical To Quality Measurement

Click to edit Master title styleThe Marketing PlanMarketing Strategy:

Target Market(Should we restate)?

Product Positioning(Is our marketing positioning)?

Attributes, Price/Quality, Use/Application, Class, User, Competitor, Cultural Symbol

Determining Marketing Mix

Product, Price, Distribution, Communications

Marketing Tactics



Importance Of:

Relationship Marketing & IMC

Value of loyal customers

Cost of acquiring new customers

Cost of lost customers

(LTCV)

Most Critical Aspect to MINI.

Our Customers are our best advertisers

Costs 5 to 8 times more to acquire a

new customer than to keep an existing

one

Invaluable to MINI


Click to edit Master title styleAdvertising Plan


TargetAudience –

Our Three Target Markets

ProductConcept –

MINI’s “bundle of values”

CommunicationsMedia –

TV, Print, Online, OOH, Radio, Word of Mouth

AdvertisingMessage –

New Tag Lines through Communications Media

Click to edit Master title styleAllocating Funds - Advertising

Reference

Is this required since we already have our budget?



Media Planning – directing our message to the right people in the right place at the right timeFive questions for MINI media planning:

Which media vehicles are our trend setting opinion leaders using?When during the year will our ads be most effective?How often should we run our ads?Can we integrate our ads with other communication tools?

Media Planning


Advertising Objectives:Position the MINI brand in the minds of trendsetting opinion leaders as an affordable and fun means of self expression and uniquenessAchieve historic sales growth plus growth in proportion to 2010 dealership expansionReinforce current owners’ enthusiasm for the brand so that their passion for MINI rubs off on others like themPotential owners should feel the excitement

Media Planning


Distribution Objectives:The strategy in the past has been to reach a small target audience with a high number of impressionsDue to dealership expansion, in 2010 MINI should continue to focus on a high number of impressions but to a wider audienceExpansion is primarily geographic

Media Planning


Distribution Objectives:Maximize “Opportunities to See” by creating buzz that leads people to seek MINI on the WebFocus on the exposure value and attention value of MINI ads rather than pure gross impressions and gross rating pointsRatings points are meaningless when the audience leaves the TV during breaksStay away from channels where competitors dominate ; MINI’s message could get drowned out

Media Planning


Maximizing Exposure Value of Ads:Choose high involvement mediums where the audience is engaged

TV – where the viewers do not leave their seats or change the channelInternet – an interactive website vs. casual readingMagazine – where audience is reading vs. “flipping through”

Media Planning


Maximizing Attention Value of Ads:Appeal to the specialization of the audience (i.e. in Motor Trend, get technical; in Playboy, be entertaining)Keep ads within a campaign consistent so that the audience becomes familiar with it and builds a “relationship” with the message

Media Planning


Click to edit Master title styleCreative Team:

CopywriterCreate the words and concepts for ads and commercials

• Art Director• Determines how the ad’s verbal and visual symbols will fit

together

• Creative Director• Heads a creative team of agency copywriters and artists that is

assigned to a client’s business who is ultimately responsible for the creative product

• Creatives• Work in the creative department, regardless of their specialty

The Creative Team


Click to edit Master title styleThe Resonance Dimension:

A good ad rings the audiences chimes, echoes in their ears, reverberates and gives them good vibes

Negatively originated motives provide the foundation for many great ads. These resonate with the audience by being highly informational

Positively originated motives provide consumers sensory gratification, intellectual stimulation, or social approval. These ads may achieve greatness by being transformational

The Relevance Dimension:An ad that must be relevant to the sponsor’s strategy

What Makes Great Advertising?


Click to edit Master title styleCreative Brief:

Serves as the creative team’s guide for writing and producing the ad

Who?

Why?

What?

Where and when?

What style, approach, or tone?

Formulating Advertising Strategy


Click to edit Master title styleMessage Strategy:

A simple description and explanation of an ad campaign’s overall creative approach

VerbalGuidelines for what the advertising should say

Nonverbal

Overall nature of the ad’s graphics

Technical

Preferred execution approach and mechanical outcome


Formulating Advertising Strategy

Click to edit Master title styleCreativity …

Helps Advertising Inform

Helps Advertising Persuade

Helps Advertising Remind

Puts the “Boom” in Advertising

Creativity and Advertising


Click to edit Master title styleStyles of Thinking:

HardRefers to concepts like logic, reason, precision, consistency, work, reality, analysis, and specificity

Things are right or wrong, black or white

Soft Refers to less tangible concepts: metaphor, dream, humor, ambiguity, play, fantasy, hunch

There may be many right answers and many shades of gray



Click to edit Master title styleTheories of Thinking:

Fact-Based Tend to fragment concepts into components and to analyze situations to discover the one best solution

Tend to be linear thinkers and prefer to have facts and figures

Value-Based Make decisions based on intuition, values, and ethical judgments

Better able to embrace change, conflict, and paradox



Click to edit Master title styleThe Explorer

Searches for new information, paying attention to unusual patterns

The ArtistExperiments and plays with a variety of approaches, looking for an original idea

The JudgeEvaluates the results of experimentation and decides which approach is most practical

The WarriorOvercomes excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization




Click to edit Master title styleBig Idea VisualNonverbal aspects of an advertisement help to position the product and create personality for the brand

It creates the mood; determines the way it feels to the audience

• The style of an advertisement, or manner in which a thought or image is expressed, is set by the designer

• The creative and approval process include several steps, such as:• Creation of thumbnails, or very small, rough drawings• Rough layout drawn to actual size• Comprehensive layout is close to finished• Dummy present the look and feel for certain ads, such as brochures• Mechanicals are a step in the production process sometimes used• The approval process depends on size of agency and client


Click to edit Master title styleDesign PrinciplesSeamless integration of balance, unity, proportion, emphasis and sequence drives strong design

Design should command attention, hold the attention, facilitate understanding and lead to a call to action

Print ad visuals need to capture attention, clarify claims, and emphasize product’s unique featuresThe use of music occurs in both radio and television ads

The entire message can be sung A donut in the middle of the jingle being sung is a hole for the messageMusical logo is use of consistent musical themes

Internet principles suggest content is king, over visualsInternet readers “scan”Web pages need to be organizedWeb sites should be interactive


Click to edit Master title styleDesign PrinciplesThe role of the headline is to attract attention and get the audience engaged in the ad to deliver the selling message. Headline types include:

Benefit - promises audience product experience will be rewardingInformational – delivers newsProvocative – drives curiosity Question – encourages reader to search for answerCommand – directs the reader to do something

Subheads and body copy allow the advertiser to tell a complete story about product or service

There is a variety of body copy styles, including straight sell, institutional, dialogue/monologue, picture caption, and device


Click to edit Master title styleDesign PrinciplesSlogans or taglines are an important aspect to the design of the advertisement

Provide continuity to series of adsReduce advertising message strategy to a brief and memorable positioning

Radio and Television formats include:Straight announcement when one person drives the sales message via voiceover Presenter commercial uses one person to deliver message such as celebrity spokespersonTestimonial from satisfied usersDemonstration provides a visual representation of product




Click to edit Master title stylePage rate formula

Page Rate

Circulations / 1000 = CPM

Arens, Contemporary Advertising, 12th edition

Click to edit Master title stylePros & Cons of Magazine Adv.

• Flexibility• Color• Authority & believability• Permanence• Cost efficiency• Selling power• Reader loyalty• Extensive pass-along

readership• Merchandising assistance

• Lack of immediacy• Shallow geographic

coverage• Inability to deliver mass

audience at a low price• Inability to deliver high

frequency• Long lead time• Heavy advertising

competition• High cost per thousand• Declining circulations

PROS: CONS:


Click to edit Master title stylePros & Cons of Newspaper Adv.

• Mass medium• Local medium• Comprehensive in scope• Geographic selectivity• Timeliness• Credibility• Selective attention• Creative flexibility• An active medium• A permanent record• Reasonable cost

• Lack of selectivity• Short life span• Low production quality• Clutter• Lack of control• Overlapping circulation

PROS: CONS:


Click to edit Master title styleWhat works best in print

• Use simple layouts• Always put a caption under a photograph• Don’t be afraid of long copy• Avoid negative headlines• Don’t be afraid of long headlines• Look for story appeal• Photos work better than drawings• Look at your ad in its editorial environment• Develop a single advertising format• Before-and-after photos make a point better than words• Do not print copy in reverse type• Make each ad a complete sale



MINI Cooper Competitors (“Pretenders”):



Competitors’ Ad-to-Sales Ratios (2008):


Nielsen Monitor; Business Week; Manufacturer’s Annual Reports


Where are our competitors advertising?


Nielsen Monitor


Smart Car:

Strengths:

Trendy green car

Inexpensive

High MPG

Weaknesses:

0-60 in more than 12 seconds

No back seat and limited storage space

MINI Cooper Competition

Edmunds.com


VW Beetle:

Strengths:

Safety

Uniqueness

Weaknesses:

Small interior

Boring to drive

Limited option choices


Edmunds.com


Scion xB:

Strengths:

Toyota quality

Customization

Inexpensive

Interior room

Weaknesses:

Lacks the fun-to-drive factor


Edmunds.com


Honda Fit Sport:

Strengths:

Honda quality

Good handling

Interior room

Weaknesses:

Interior is cheap

Limited power despite “Sport” name


Edmunds.com


Honda Civic SI:

Strengths:

Performance

Inexpensive

Brand name

Weaknesses:

Limited options

MINI Cooper S Competition

Edmunds.com


Mazda 3 Wagon:

Strengths:

Fun to drive

Interior space

Weaknesses:

Down scale interior

Station Wagon has limited appeal


Edmunds.com


Scion TC:

Strengths:

Value

Toyota quality

Weaknesses:

Fewer options than Scion xB

Looks sportier than it drives


Edmunds.com

Click to edit Master title styleCHAPTER 14 & 15

Click to edit Master title styleTypes of Media


Television (TV) Print

Out of Home (OOH)Radio

Internet

Click to edit Master title styleTV Competitive Landscape

Proprietary and Confidential

426

4,507

24,151

0

5,000

10,000

15,000

20,000

25,000

TV

HH

GR

Ps

MINI Cooper Scion VW

TV Advertising(May 2007 - April 2009)

Click to edit Master title styleRecent TV Advertising


TV Advertising

0

500

1,000

1,500

2,000

2,500

3,000

TV H

H G

RP

s

VW

Scion

Mini Cooper

Last TV Ad (1 ½ yrs

ago)

Click to edit Master title styleThe Medium of TV


MINI Cooper

96%

4%

Scion

95%

1%4%

Volkswagen

54%

25%

17%4%

Cable Network Spot Syndicated* Based on 5/07 - 4/09 activity

Click to edit Master title styleDayparts:

TV Audience Measurement

MINI Cooper

12%

11%

12%

5%2%15%

35%

8%

Volkswagen

16%

10%

11%

4%11%

37%

6%

5%

Daytime Early Fringe Late Fringe Late New s Morning Overnight Prime Time Prime Time Access

Scion

0% 19%

8%

2%28%

18%5%

6%14%

* Based on 5/07 - 4/09 activity


Click to edit Master title styleRecent Magazine Advertising


362

2 7

417

0

50

100

150

200

250

300

350

400

450

Mag

azin

e T

RP

s

Mini Cooper Scion Smart Car VW

Magazine Advertising for People 18+(May 2007 - April 2009)

Click to edit Master title styleRecent Magazine Advertising


Magazine Advertising for People 18+

0

50

100

150

200

250

12/1

/200

2

4/1/

2003

8/1/

2003

12/1

/200

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12/1

/200

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12/1

/200

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4/1/

2009

Mag

azin

e T

RP

s

VW

Smart Car

Scion

Mini Cooper

Increased MINI Advertising


Out of Home:Bulletins, Poster Panels,

Speculators, & Kiosks

Radio:White Roof Radio &Local Dealer Promotions

Internet:Web site, Micro-Sites,

& Landing Pages

Recent Supplementary Advertising



Getting to know MINI Owners

Survey Channels:

Online (SurveyMonkey) distributed via …Email

MINI Blogs

North American Motoring Club

Facebook MINI Groups

Snail Mail (Northeast/60) distributed via …In Person Handouts

Car Windows

Primary IMC Research

Survey Monkey

Click to edit Master title stylePrimary IMC Research-Online

http://www.surveymonkey.com/s.aspx?sm=iJTwltxqXigKuFVzjkPCsQ_3d_3d

Click to edit Master title stylePrimary IMC Research-Mail

60 Surveys

Click to edit Master title styleMINI Owners – Survey ResultsWhen asked to name single most importance factor that led to the purchase, 1 in 4 said FUN

The top 3 factors influencing MINI purchase (aided): Fuel Efficiency (75%), Performance (73%), Uniqueness (63%)

54% said FUN is the first word that comes to mind when thinking of their MINI

53% created their MINI online

75% said the ability to customize their MINI was extremely/very important

62% belong to a MINI Club

92% would purchase a MINI again

98% would recommend MINI to friends/family


Nearly 60% have annual income of $75k or more

Survey Monkey, 40 respondents

Click to edit Master title styleMINI Owners – Verbatims

If your best friend died, you

wouldn't find someone who

looks and acts just like him to

hang around with, would you?

It's the most fun you

can have with your

clothes on! Seriously.

We did, 3 months

later because I

didn't want to share

with my husband!

Why would you purchase another MINI in the future?

I love the car; is fun to drive, reliable, very cool, makes a statement


Click to edit Master title styleResults Indicate … So FarThe growth target for MINI is someone who:

Likes to have FUN

Has a BIG personality

Is passionate!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

Is an individual but likes the sense of community (MINI Clubs)

• That advertising should express the elements of MINI that the target admires:• Fun

• Customization

• Uniqueness

The Web site and opportunity to create the car online is an important element that leads to purchase

Environmental factor was NOT a important product differentiator

98% would recommend MINI to friends/family


Click to edit Master title styleTarget’s Media Habits


Click to edit Master title styleTarget’s Media Habits


Click to edit Master title styleDMAs - TV

SRDS Media Solutions

Click to edit Master title styleMINI Creative Brief

Marketing Objective: After a sales increase of 28% in 2008, MINI has suffered a decline in sales in Q1 2009 of 16%. The goal is to achieve sales growth for the brand without compromising core values through like customers

Brand Essence: MINI Cooper has a big personality. It exudes fun, youthfulness, confidence and individuality

Marketing Challenge: Brand competition provides customers with many different choices. Young professionals have many priorities when choosing a car and don’t realize that MINI can provide a fun, affordable way to express their individuality

Communications Goal: Inspire the target to express their personality through their car

AP Article, by D. Kurylko

Click to edit Master title styleProposed 2010 IMC PlanSuggested Channels:

Suggested IMC Budget: $40.5MM (3% of MINIUSA sales)Up 0.5% from previous year

OutdoorOutdoor Word of Mouth

Word of Mouth

InternetInternetPrintPrint

RadioRadio

TVTV

http://www.bmwgroup.com/annualreport2008/nav/index.html?http://www.bmwgroup.com/annualreport2008/start.html

Click to edit Master title styleProposed 2010 IMC Budget

http://www.orwig.net/articles/ad_budget/ad_budget.html

Click to edit Master title styleProposed 2010 IMC Timeline

Ideal Image, LLC

Click to edit Master title styleTag Line…

Option A:“Express Yourself”

Option B:“It’s what you make it”

Option C:“Share/Join the Fun”

Option D:“Join the Revolution”

TV Spot …

http://www.youtube.com/watch?v=6hWypJBt3cQ

Our Big Idea(s) … So Far

Ideal Image, LLC

Click to edit Master title styleOur Big Idea(s)

Ideal Image, LLC


Ideal Image, LLC


Ideal Image, LLC


References

Here’s the Story

about a car named


References

Here’s the Story

about a car named


Further Develop our Creative Ideas

Test with consumers through central location testing

Final Presentation with complete IMC Campaign

Next Steps – Presentation 2

Ideal Image, LLC



MINI’s previous Out of Home campaigns include: Billboards

Personalized “talking” billboards that utilize RFD technology

Car placement/exhibits Building art

Out of Home advertising increases MINI’s visibility, awareness

Previous Out Of Home


Interactive Billboard Building Art




Outdoor Exhibit Billboard




Click to edit Master title styleDirect MarketingAny direct communication to a consumer or business recipient that is designed to generate a response in the form of order, a request for more information, or the visit to a store for the purpose of a purchase i.e. “Traffic Generation”

Types Of …

Direct Sales

Telemarketing

Direct Mail

Catalog Sales

Direct-Response (Print & Broadcast)

Through …

Database Marketing (Mining)


Click to edit Master title stylePersonal SellingTypes Of …

Dealership Sales Representatives

Very Knowledgeable (Primary Research)

Sales Guide

Regional Sales Team

Designed to train dealerships

Update dealerships with latest marketing materials

National Sales Team

Decide dealership promotions

Building Client Relationships

GatheringInformation for

Company

FulfillingCustomer

Orders

Providing Information to

Customers


Click to edit Master title styleSales Promotion Strategies




MINI Public Relations:Stakeholders other than consumers include environmental groups, safety groups, government regulators and anyone who may influence potential customers’ opinions of MINIMINI’s publicity often comes from its creative ad campaigns (i.e. “talking” billboards led to news articles)MINI often sends “house organ” materials to customers (i.e. “The Covert Campaign”)

Relationship Building


MINI Public Relations:One PR effort saw MINI “donate” half of a page of a full-page ad to an environmental groupFacebook page for MINI enthusiasts

MINI Sponsorship and Events:Hosts MINI owner gatherings that include MINI displays, fun activities for families and MINI racesAuto shows provide a perfect venue to show customization options and encourage creativity

Relationship Building


MINI Sponsorships and Events:Most people who buy a MINI say they first saw it on the road, therefore venue marketing at malls and events may be effectiveCarfun Offset Program:

The customer donates to one of three carbon offset programsMINI matches any donation up to $30 (multiple donations are allowed)

Sponsorships and Events


MINI Sponsorships and Events:MINI donates to numerous charitable foundations, like Susan B. Komen FoundationOn MINI fan club website, owners post their own charitable events and causes, a great opportunity for MINI to directly participate in causes important to their most loyal customers

Sponsorships and Events

Documents

Mini Presentation Group Final