james wilson - revised marketing campaign for gm holden

GM HOLDEN – A REVISED MARKETING CAMPAIGN

JMW Marketing Solutions

JMW MARKETING SOLUTIONS

• Established in 1995, quickly grown to one of the most respected marketing companies in Australia.

• Broad and extensive knowledge in marketing frameworks and practices.

• Prior experience of working with major companies.• Tailor made marketing solutions that are effective and get results.• Use of marketing tools that resonate with potential consumers in

the target market.• Creativity. Strategy. Results.

HOLDEN’S CURRENT CAMPAIGN

• Target market consists of families and vehicle/sporting enthusiasts.

• Vehicles are technologically savvy, spacious, safe and powerful.

• Marketing media channels used are TV, magazines, newspapers, social media, the Holden website, sporting events, various sponsorships and ‘grass roots’ campaigns.

• Holden’s message – A strong correlation between Holden and Australian families, communities and vehicle/sporting enthusiasts.

ISSUES WITH CURRENT CAMPAIGN

• Only the top of the line VFII (VF2) commodore being marketed.• No information on the features of the car in any

advertisements.• ‘Let tomorrow know you’re coming’, ‘Go against the grain’.• Focuses on the exterior of the car, not the interior.• Social media not being utilized to it’s full potential.• Shows no connection to Holden’s racing background in

Australia. • Certain reach and frequency issues.

2016 TELEVISION ADVERTISEMENT

REVISED CAMPAIGN

• Advertise the rest of the VFII line e.g. utility vehicles and V6 models.• Provide information on the aspects of the vehicle on all ads. i.e. the

interior, engine specifications, technological features and safety rating.• Connecting the Holden racing team to the more powerful commodores

as to target the car racing enthusiasts; pulsing during sport events (reach).

• Radio advertising. i.e. integrated with televised ads, 100% cars, homes.• Other forms of supportive advertising i.e. transit, cinema, magazines

(gatefolds)• Better utilize social media i.e. ‘grass roots’, V8 supercars.

RATIONALE

• Opens the range of vehicles to more of the target market.• Supplies information rather than just visual features.• Fans that go for Holden will have a strong correlation for

buying a Holden for themselves.• Radio is intimate, has large reach and frequency.• Transit advertising; Gatefolds differentiate from other ads/

flexible/ reach's target markets; Cinema is high exposure, creates mood.

• Connecting social targets consumers in their day to day lives.

COMMUNICATION TOOLS

• Continue to advertise on television.• Advertise particularly during family shows, peak times,

sporting events.• Utilize all social media sites.• Support media i.e. transit advertising, cinema, radio, outdoor

advertising, billboards (mobile and immobile).• Synchronise major media channels with support media i.e. one

message.

THANK YOU