can the selection of media influence your customer portfolio? (irena kocjan goodyear dunlop sava...

Can the selection of media influence your customer portfolio?

Irena Kocjan

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GOODYEAR BRAND PORTFOLIO

Premium Value / Budget

WHO ARE SAVA BUYERS?

SAVA BRAND REPOSITIONING

Media

Touch points

Communication

“ I don’t want 500 TV channels. I just want the one channel that gives me what I want to see.” Nicholas Negroponte, Media Lab

GENERATION Y

Mates on a Mission European Facebook Project Pilot countries : CZ, RO, SER, DE

B2B B2C

WHO ARE THEY?

Two guys with one mission: MAKE THE WORLD A MORE FUN PLACE !!!

“ Humor can break up log-jams in both personal relationships and in business.” Kevin Roberts, Saatchi & Satchi

ACTIVATION : TRAFIC, PRESS, TRADE •  Natural viral effect

–  Videos (Facebook, Youtube) –  Offer content that is appealing to target group

•  Viral seeding –  GoViral campaign

•  Facebook –  Contests with FUN! as common theme –  Engagement –  Car give-away –  FaceBook advertising

•  PR activities –  Press kit –  PR stories and cooperation with target magazines and on line

SOME NUMBERS FACEBOOK Number of likes (15.8. – 19.11.2012)

–  Serbia ..................... 11 409 –  Romania ................. 7 634 –  Czech Republic ...... 7 482 –  Germany ................. 1 919

VIRALS

Human beings are powered by emotion, not by reason.

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How do you create positive emotions – intimacy, without being invasive or insincere?

BE PASSIONATE INVOLVE CUSTOMERS CELEBRATE LOYALTY

FIND, TELL & RETELL STORIES ACCEPT RESPONSIBILITY