introducing ron jenkin principal of jenkin advertising and marketing perth, western australia
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Introducing Ron JenkinPrincipal of Jenkin Advertising and Marketing
Perth, Western Australia
Our Auto One TeamRon Jenkin – Team Leader/Creative Director/ Writer/Media Specialist
Sharon Bai – Auto One Account ManagerCost Controller/Strategic Marketing Specialist/Media Specialist
Bill Green – Senior Writer/Visualiser/Art Director
Julian Bond – Graphic Designer/Mac Operator
Keith Hammond – Art Director/Graphic Designer/Mac Operator
Lisa Wright – Auto One Coordinator/Bookkeeper
Our ExperienceRon Jenkin - Auto One, Allphones, Mitsubishi WA, Kresta Curtains & Blinds, Red Rooster,
Pizza Hut, Furniture Spot, Ansett WA, Jeans West, WA Tourism Commission – Previously State Chairman Advertising Federation of Australia – National Board for 5 years
Bill Green – Retravision, Enjo, Western QBE Insurance, Mercedes, Goundrey Wines, Metro Brick, Quit, Toms Tyres, Trivett Automotive group [Sydney], Mitre 10, Ian Diffen World of Tyres, John Hughes Motor Group
Sharon Bai – Auto One, Procter & Gamble (UK), - Pringles, Easyliving, Furniture Spot, Gateway Duty Free, Hugall & Hoile, Murdoch University, Peet & Co, The Moorings (Lester Group), Wentworth Mutual
Keith Hammond – Auto One, Allphones,Furniture Spot, Hugall & Hoile,Kestral Computing, Lightingales, OBO Surfware, Peet & Co, Moorings, Wentworth Mutual
Julian Bond - Auto One, Bunnings, Furniture Spot, Hugall & Hoile,Nedlands Park Hotel, Peet & Co, Water Corporation
Lisa Wright - Auto One, Easyliving, Gateway Dutyfree, Lightingales,Nedlands Park Hotel, Peet & Co
• Have got work samples for you to have a look through
We have won numerous creative awards
• Nationally as well as locally• Over 30 in all (listed in agency document)• We’re not just another art studio• We have considerable strategic marketing expertise,
qualifications and experience• We plan our own media nationally – press, magazine,
television, radio and outdoor• We have our planning and costing reanalysed and
confirmed through powerful media buying house, Starcom before we instruct them to implement on our clients and our behalf (as explained in document)
What does it all mean to Auto One?Where’s the benefit to Auto One in using JAM?
• Auto One will be our biggest and most important client
• You get personalised – hands on attention from everyone – incl business owner
• We’re vastly more cost-efficient in WA. Lower salaries, rents and cost of living
Benefits continued
• We can provide:– a high level of service & experience- a high level of creativity/expertise- all for much less- we’re also good listeners/eager learners
• We will take the time to TOUR East Coast shops, getting to know more about your stores, your locations, your customers and your opinions on what's right for Auto One
We have already made a difference –We will continue to make a difference• We know our catalogue (& artwork) charges
have saved you thousands on previous editions• We understand the Fathers Day catalogue was
a successful one• We are determined to continue to UP the quality
and standard of Auto One catalogues• We are determined to continue to STREAMLINE
the communication process and checking systems
• We are determined to continue to REDUCE your costs
Here’s a sample of reducing your costings
• By guaranteeing the printer all 5 catalogues next year, and by locking in the dates really early, we can take a minimum (maybe more) of 1.5% OFF per catalogue
• That means a further $1207 OFF a 1 million run 16 pg of $80,460 and a further $405 OFF a 600,000 run 8pg catalogue at $27,000
• Then JAM will give you back $5000 ($1000 per catalogue) once all catalogues have been completed
• A total financial windfall to Auto One of AT LEAST $9,431
Costings
64gsm LWC Freight – 64gsm
Total
1 million
Each 16 page
Catalogue $80,460 $7,755 $88,215
10,000 r/ons $782
600,000
Each 8 page
Catalogue $26,985 $2,380 $29,365
10,000 r/ons $409
Specifications - 260 x 210mm but can be 275 x 210mm
59.2gsm LWC Freight – 59.2gsm
Total
1 million Each 16 page
Catalogue $77,150 $7,755 $84,905
10,000 r/ons $748
600,000 Each 8 page
Catalogue $26,050 $2,380 $28,430
10,000 r/ons $394
Artwork Costings
Concept, design, layouts, computer artwork, proofing, production management and sundries/airbags (if required)
16pg - $8,550
8pg - $5600
Poster Costings
Based on 76 stores plus 4 bundles for head office.
Each store will receive 12 A1 posters
Artwork
$2170 $320
Price card Costings
A4 Price cards Artwork
Printing of 104 kinds, 200gsm for 77 stores plus 3 to head office
$3560 $860
DL Price cards Artwork
Printing of 170 kinds, 200gsm for 77 stores plus 3 to head office
How we plan to Streamline the catalogue process
• Since the Fathers Day catalogue we have upgraded our technology and will do so again before the next catalogue
- new G4, new software for pdf’ing
• We will work with Alex to develop a template for him and his suppliers to input data to make the catalogue process more efficient
Our Progress So Far
• Getting to know Auto One• Not wishing to “rock the boat” until we learn more• Have been concerned with demonstrating:
- Competence- Organisation- Cost Control/Savings- Ability to meet deadlines- Ability to deal with printers- Ability to provide good service- That we’re TRYING HARD for Auto One
Our understanding of Auto One requirements of an
ad agency/art studio
• Good quality creative, mainly catalogues
• Top level of ‘hands-on’ service/communication
• Cost savings without affecting good quality
• Innovative thinking and recommendations
Current preferred slogans by Auto One
• “get into the right gear”• “a great range of parts is worth so much
more when it comes with the right advice”• “you can’t put a price on the right advice
but you know where you can find it”• Auto One want to be known for ‘quality
products, often reduced, always good value, and always with the advantage of professional advice for no extra’
Lets try to understand consumer likes & dislikes & their expectations
• The avg person is confronted with 3,500 advertising messages of one type or another per day
• Remember they watch TV & listen to the radio for entertainment and news, they read newspapers for news and information (the exception being classifieds, which are sought for bargains)
• If we advertisers are going to be arrogant enough to force our message onto people WHO ARE NOT LOOKING FOR IT – we must
- Make it news and information- Have offers, competitions, benefits- Provide good advice- Provide good use of colour
Lets confirm what constitutes ‘good catalogue covers’ and contents
• Consumers expect them to announce/show BARGAINS & SAVINGS
• They expect them to be SALE, SELLOUT, CLEARANCE types of events. They expect OFFERS
• They want to know WHATS NEWS & INFORMATION
• Why should they go out of their way to come to Auto One?
• What can they WIN or LEARN or ACHIEVE or DISCOVER or otherwise BENEFIT?
From an Auto One perspective, these factors are necessary
• Large, clear logo• Use of wording (not necessarily headline) of:
- “get into the right gear”
- “no more cost for the right advice”- “Auto One stand for quality products”
• Newsworthy headlines/events• Good use of colour• Must be ‘unique’ – clearly Auto One, not like
competition
Good covers (and contents) from our perspective
• Logo was designed to go at base, not float in mid air – it should be returned to base
• The Auto One name (text) can still appear at top
• The lines to do with “right gear”, “right advice” should appear
• Each catalogue should be an event• There should be something
NEWSWORTHY attached
Good covers (and contents) continued
• Products on front should be:- Lost leaders (price)
- Sought after products
• Contents guide should appear (see inside for…)
• A ‘quality seal’ should appear• If possible – each catalogue might include
a COMPETITION• Helpful Hints – good advice panel inside
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