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Kim McCullough Corporate Manager, Marketing Communications

Engaging Consumers in a New Media World. Kim McCullough Corporate Manager, Marketing Communications. The Reality of Media Today. The expanding definition of “media” is creating more content choices…. The ability to create your own content…. Create a blog or a website.

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Kim McCullough Corporate Manager, Marketing Communications

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  1. Engaging Consumers in a New Media World Kim McCullough Corporate Manager, Marketing Communications

  2. The Reality of Media Today The expanding definition of “media” is creating more content choices… The ability to create your own content… Create a blog or a website And block unwanted content… *not tech only

  3. Overriding Driver and Motivation:Gain Understanding of the Customer • Yields Actionable Insights • Drives Relevancy and Innovation • Ultimately Engages the Consumer • 17 Models = 17 Different Answers

  4. Not Just When & Where - But How & Why • Created a new tool for deeper insight • Consumer context research is used to influence • More relevant media planning • Match the right content with the right context • Shape creative decisions

  5. Unexpected Traditional Tundra’s At The Line of Scrimmage Show VIRAL / COMMUNAL on Our Own Video Game Unexpected Two Roads to Baja The Hybrid Synergy Drive message on gas pumps :30 TV / Print “The first car with an immune system” Camry floor decal Traditional CVS

  6. The Result = NO TWO PLANS ARE ALIKE

  7. All-New TUNDRA • INSIGHT • Keep it real – Cut to the chase • Media consumption follows his passions • Not a techno-early adapter – rather an invaluable tool • ACTION • Deep into key passion areas • Stay authentic and meaningful • Present information quick and digestible

  8. Authentic & Relevant in Digital Media

  9. Provide Meaningful Product Experience

  10. RESULTS In 3 months, the all-new Tundra has established positive momentum with Truck buyers, posting significant increases in key attributes • Brand Personality • Tough +10.3% • Rugged + 9.9% • Imagery • Is Authentic +12.6% • Powerful +11.8% • Is Durable +11.4% Source: Hall & Partners

  11. All-New FJ Cruiser • INSIGHT • Establish credibility with the audience! • Off-road, 4x4 Enthusiasts • Adrenaline and youth, extreme sports • ACTION • Build relevant content to share this authentic experience • Use multi-media platforms to reach the target where he is

  12. Results Print TV Online Two Roads to Baja FJ Brochure Events Toyota.com Mobile DVD TiVO

  13. All-New YARIS • INSIGHT • Young adults consume media! • Pop divers – use media as social currency • Community is important to them – in life, online, with the media they let in • ACTION • Use traditional media in non-traditional ways

  14. Toyota - Smallville Content Wrap #2 Video

  15. [ Program ] [ Program ] [ Commercial Break / Content Wrap ] +28% Results: Relevant Content Engages Viewers Source: Nielsen

  16. Results: Key Brand Measures Increase Source: IAG

  17. Conclusions • Focus and understand the consumer • Embrace change and take risks - don’t be afraid of what you don’t know • Kaizen!

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