campaign pitch
TRANSCRIPT
CAMPAIGN PITCH
PAMELA MACE
KICKSTART PROMOTIONS
ABOUT US
Focus on satisfying our clients' needs and building lasting relationships
Worked alongside leading companies such as Apple and Coca Cola We have been recognized for our efforts through receiving The
Australian Customer Service Award (2014) and The Fastest Growing Companies Award (2015 and 2016)
Let Holden become part of our success story!
ABOUT YOU
You have done many things well!
Over 200 dealers, Australian testing facilities and a design studio Over 150 years of brand history Sponsor to a variety of sporting codes, teams and athletes Support local sporting clubs with grants to upgrade facilities Use a wide range of communication channels to promote your products
ISSUES
Our focus for improvement in on your marketing of the Holden Colorado
Humour used inconsiderately Need for better communication Not enough emphasis on features Wrong target market
REVISED STRATEGY
Our proposal consists of three main changes
Revised execution technique and communication Focus on customer education Altered target market
STEP ONE: EXECUTION TECHNIQUE AND COMMUNICATION
Ensure the use of humour is executed responsibly and the message appeals to the target audience in the way that is intended
Consider the use of celebrity endorsement e.g. professional fisherman towing boat/gear
Increased use of internet channels such as social media
STEP TWO: EDUCATE CONSUMERS AND CREATE DIFFERENTIATION
Promote awareness of features and stand out from competitors
Take advantage of brand history and remind consumers of Holden's reliability
Use the wide range of advertising channels already being utilized to educate consumers of Colorado specifications and features that make it the best
Show consumers why they should buy your car Differentiate Colorado from the competitors such as Ford
Ranger or Isuzu D-Max
STEP THREE: RE-DEFINE TARGET MARKET
Consider the most profitable area of the market to target
Who needs this product? Who wants the product? Consider who competitors are serving Find a niche Tradesmen using Colorado for work versus families/young couples for lifestyle activities
Target marke
t
Served marketTotal
market
IN SUMMARY
Allow Kickstart Promotions to help you achieve marketing success!
Tools and integration
Education and
differentiation
Define target market
You gain:Customer loyalty
Increased awarenessBrand growth
and more!