boštjan sukič @ pomp forum 2016

Škoda integrated communicationwith Content Marketing approach

28.09.2016

Integrirani vsebinski marketing v praksi

PM Activities for ŠKODA: We solve complex communication tasks with content marketing

CONTENT & MEDIA CREATIONSimply Clever print & digital magazine, Simply Clever Business, Video production, simplyclever.si content…

WEB & MOBILE APPLICATIONSWeb portals, web applications, responsive sites,

mobile applications, intranet solutions…

BUSINESS ANALYTICS & INSIGHTSIntegrated system for client digital and other

activities, API data integration, cross platform…

EVENT MANAGEMENTSmall boutique events, big test drive and entertainment events,

experiences, cultural happenings…

LEAD GENERATION Lead generation tactics, lead management, targeting tactics, lead profiling and database management…

DIGITAL DISTRIBUTION/ADVERTISINGIntegrated turnkey digital campaigns for all digital

platforms, and digital television…

(Hey dad, What’s your job?)

Ati, ka pa tij delaš v slüžbi?

How to explain integrated communication with Content marketing thinking to a child?

(Hey dad, What’s your job?)

Integrated communication (tools, activities and media that we manage*)

Magazine Simply Clever

*Legographics explainedWe created this Legographics to explain the complexity of activities and tools for Škoda client. Size and connections between different blocks are not random - they represent actual dependencies and level of complexity.

Newsletter

Youtube Škoda

Facebook ŠkodaOnline videoADWORDSGDN & GSP

Facebook advertising

Customer database

Online display

Campaigns

Native

Eurotax

Loyalty scheme

VIP test drives

Pricelists Test drives and call center

Official portal www.skoda.si

Official Configurator

Portal www.hudobro.si

Content portal www.simplyclever.si

Remarketing

Dashboards

Dad’s day at the office.

Seriously?

Integrated communication (We are ŠKODA Team)

*Legographics explainedWe created this Legographics to explain the complexity of activities and tools for Škoda client. Size and connections between different blocks are not random - they represent actual dependencies and level of complexity.

How does it work in reality?(selected cases)

Integrated communication (tools, activities and media)

Magazine Simply Clever

*Pojasnilo LegografikeTo be abble to present the complexity of integrated communications we played around with lego bricks which represent all crucial activities/tools/media and the nearly exact correlation with others.

Newsletter

Youtube Škoda

Facebook ŠkodaOnline videoADWORDSGDN & GSP

Facebook advertising

Customer database

Online display

Campaigns

Native

Eurotax

Loyalty scheme

VIP test drives PricelistsTest drives and call center


Official Configurator

Portal www.hudobro.si


Remarketing

Dashboards

Emotional reasons

Logic behind building Lego-graphic

Rational reasons

Rational and emotional reasons

Distribution & Control

Own media

Own services

Tools

Push & Pull towards sales

Push & Pull towards content

Brand aware

Product aware

Sales

Portals/own media


Financing & Specials www.hudobro.si


http://www.hudobro.si

Portal has 2 main pillars:‣Content close to the

brand‣Content not close to

the brand

Content oriented portal for all target groups

Diverse exits to all own media.

Content oriented portal for all target groups

Portals/own media





Potencial buyers‣More towards rational ‣ Less “emotional”

Official portal with wide range of information

One of the KEY functions of the portal are “official” materials.

‣Easy to find‣Structured by model

and range‣Relevant financing

CTA to portal hudobro

Official portal with wide range of information

Portals/own media





Škoda offers three different financial products which are connected to different Škoda models.

Sales oriented portal for financial calculations and special offers

What can I get for 150-215 EUR?

Financial calculations based on monthlly payments

Monthly payment calculations are based on official Porsche bank offerings and calculated on daily refreshed prices and interest rates.

It works automatically for all downpayment / duration combinations.


Main CTA button is :“I’m interested in this vehicle” - user can then select a nearest dealer


Second CTA is :“I’m interested how much is my car worth” - user can go on a special lead gen form


Special services and features

Test drives and call center

Eurotax lead generation




RMKT

RMKTRMKT

RMKT

Lead generation and lead forwarding directly to dealersLead generation “Hooks”

Free car evaluation estimate is offered through own media channels.

Lead generation and lead forwarding directly to dealersAuto lead forwarding

All data about leads and vehicles is tranfered directly to nearest dealer based on post number

Lead generation and lead forwarding directly to dealersDealers dashboard app

All dealers receive daily info about newly received leads. They have 48 hours to contact them and specify result or status.




RMKTRMKT

RMKT

Centralised sistem for test drives that enables live checkup of avaliable test drive dates


Range image photo


Selected model image photo



Avaliable DEALERS for that model




Avaliable VERSION for that model




Avaliable DATES for that model



Avaliable HOURS for that model



Avaliable DATES for that model



Input of personal data needed for call center contact


Behind the scenes call center app view

Behind the scenes dealer app view

Dashboard databases and campaigns

Database & Dashboards

Campaign 2

„Fully featured landing page for Superb digital experience“

Superb Campaign‣Content rich for extensive

experience

‣ Integrated central booking system (just for Superb)

‣ Eurotax used car evaluations with direct transfer to dealers

‣Mini Superb configurator with 58 different personalised pdf leaflet outputs

1.

2. 3. 4.

„We challenged people’s curiosity with simple app“

Superbalance app (responsive)‣ Superbalance app

calculates personal profile dedicated to career, family and friends

‣ Series of 10 personal questions about everyday activities, habits and goals

‣ Superbalance result is presented as infographic to share with friends and family

1.

2. 3.

VIP test drives

VIP Test drive

Want some Data?

„Test drive experience like no one before“

VIP EXPERIENCE1. 1.000 carefully selected

executives were qualified to test drive* and experience Superb

1.

* nr. of test drives: 200, estimated duration: 6 months, nr. of vehicles: 5


1. 1.000 carefully selected executives were qualified to test drive* and experience Superb

2. Personal car delivery and pick up service

2.

VIP EXPERIENCE




3. Three day test drive with dinner at selected restaurants with detailed instructions.

3. VIP EXPERIENCE




3. Three day test drive with dinner at selected restaurants…

4. Coordinated centrally with dedicated call centre support and dealers cooperation

4.

VIP EXPERIENCE4.

694 Personaly delivered invitations

1.000 Carefully picked individuals based on personal and company profile

202 Test drive reservations with

confirmations

194 Performed test drives

with delivery and pick up

Brand awaredexecutives

Product awared

Presales Ownership

Sales

Suspects

194 Performed test drives

with delivery and pick up

Brand Awareness

+1.000

Product Awareness

+194

1000+People received a positive

information about Škoda Superb

SUPERBImpact on sales

HIGHValue for Škoda brand among

complex target group

Gospod razmiš¡lja o nakupu Superba, trenutno vozi golfa. Pohvali tako storitev kot tudi vozilo.

Gospod že ima vozilo Superb l.2010. Vozilo bo menjal čez približno eno leto. Pohvali vozne lastnosti novega Superba.

Gospod pravi, da je bil nad vozilom presenečen. Naredil je 600 km, vozilo se je odlično odneslo v vseh pogojih.

Vozilo je fantastičen potovalnik, zelo udobno, prostorno, DSG menjalnik je po mojem mnenju biser tega avta.

G. je bil izredno zadovoljen, pravi, da je celotna izkuš¡nja nad nivojem. Pred 3 meseci je kupil passata karavana, vendar po tej izkuš¡nji pravi, da je nov superb en nivo viš¡ji in bi se zagotovo odločil za nakup slednjega.

G. je bil izredno zadovoljen, pravi, da ga je vozilo presenetilo v pozitivnem smislu. Nikoli ni razmiš¡ljal o nakupu Škodinega vozila, do sedaj. Pravi, da ob bodoči menjavi vozila bi bil Superb ena izmed opcij. Trenutno ima v lasti passata.

Gospod trenutno vozi Hondo. O nakupu novega vozila SUPERB resno razmiš¡lja. Nakup bo opravil v prihodnjem letu.

Trenutno ima gospod eno leto starega Passata. Čez dve leti namerava zamenjati vozilo, zagotovo bo med potencialnimi vozili za nakup tudi š koda.

Gospa je bila zelo zadovoljna, trenutno vozi Mercedes razred A, razmiš¡ljajo o nakupu večjega vozila, med kandidati tudi SUperb.

Gospod trenutno vozi Mazdo 6, pohvali SUperba ker ima več opreme. V drugem letu bo menjal vozilo, razmiš¡lja tudi o superbu.

Z možem sta testirala vozilo nad voznimi lastnostmi sta bila zelo navduš¡ena. Trenutno vozita ford S-MAX.

G. pravi da je bilo odlično, z vozilom je bil zelo zadovoljen. Zato tudi razmiš¡lja o nakupu Superba. Sedaj ima lexusa.

Sedaj vozi Ford, z testno vožnjo je zelo zadovoljen, razmiš¡lja o nakupu Superba.

Govorim z možem, zelo pohvali vozilo. Opiš¡e ga kot ogromen družinski avto s š¡portnim pridihom. Gospod vozi Audi a4, gospa Petra Ford Fokus. O nakupu novega vozila razmiš¡ljala čez eno leto. Nad vozilom Superb sta zelo navduš¡ena.

Trenutno imajo Škodo Octavio, nad Superbom so več kot navduŠeni. Gospod pravi, da je bil prijetno presenečen nad nekaterimi funkcijami vozila. Vozilo Superb opiŠe tudi kot zelo udobno vozilo.

Trenutno vozi TOURAN, PASSAT, vozili sta mlajŠi od 2 let zato o nakupu novega vozila ne razmiŠlja. V kolikor bi kopoval vozilo bi bil superb zagotovo med kandidati, saj za ta denra dobiŠ največ kar lahko.

Gospod je bil zadovoljen, pravi, da je avto primerljiv z audijem 6. V lasti ima Škodo octavio. Zaenkrat ne razmiŠlja o nakupu avtomobila.

Z vožnjo je bil zelo zadovoljen, razmiŠlja o nakupu novega vozila š koda Octavia, pozanimal se je tudi že o ceni pri prodajalcu.

Trenutno vozijo Toyoto in Renault, Škoda jih ne naudihnila. Pravijo, da je bila testna vožnja odlična priložnost za spoznavanje Škode, ker prej si sploh predstavljali niso kako dobra je. Ko bodo kupovali vozilo, bo Škoda zagotovo med kandidati.

Gospod trenutno vozi renault. O nakupu novega vozila razmišlja, z testno vožnjo je bil zelo zadovoljen. Prosi za ponudbo.

Gospod je imel vozilo Octavia rs, trenutno je pred nakupom novega. Superb je med kandidati, Gospod se bo v kratkem oglasil v AvtohiŠi vrtač.

Trenutno vozi Audi A1. Z vozilom Novi Superb je bil zelo zadovoljen.

Gospod je bil pozitivno presenečen. Superb vidi kot pravi poslovni avto, konec leta 2016 bodo kupovali nova službena vozila. Gospod trenutno vozi Ford C max.

Gospod je bil zelo zadovoljen, pohvalil je tudi samo organizacijo in meni v Gostilni na Burji, trenutno vozi š kodo Octavia. V prihodnjem letu bo kopoval novo vozilo, odločal se bo med š kodo Octavia ali š kodo Superb.

Pred kratkim so se odločali za nakup novega službenega vozila, s strani direktorja š koda ni bila odobrena, zato so se odločili za Passata, pred tem so imeli Škodo Rapid, ki je dosegla vsa pričakovanja. Novo menjavo vozila pričakujejo Šele čez 5 let.

O menjavi vozila Še ne razmiŠlja. Trenutno vozi Sharan. Superb je gospoda pozitivno prenesenetil, v koliko bi kupoval novo vozilo, bi bil Superb med potencialnimi vozili za nakup.

Gospod je navduŠen nad vozilom, trenutno vozi BMW.

G. je bil zelo zadovoljen. sedaj ima v lasti tudi Superba. In če bi se odločil za nakup vozila bi zagotovo to bilo š kodino.

Gospod ima že Superba, starega skoraj dve leti. V začetku naslednjega leta ga namerava menjati, najverjetneje se bo odločil za novega Superba.

Gospod zelo pohvali celotno storitev. Trenutno vozi A6. V kolikor bo kupoval novo vozilo, bo med potencialnimi vozili tudi Superb.

Gospod ima starega passata, razmiŠlja o nakupu novega vozila. Superb mu je zelo vŠeč, vendar primerjalno z Passatom je cena visoka. Ceno vozila Superb je preverjal na internetu. Vseeno bi želel, da prodajalec stopi v kontakt z njim.

Gospod je bil z Vip testno vožnjo zelo naduŠen, sedaj ima Ford Focus, če bi se odločal za novo vozilo bi izbral vozilo š koda Octavia.

V družini vozijo Renault (žena) in Audi A6 (g. Jurij), o menjavi Še ne razmiŠljajo. V kolikor bi se pojavila potreba po novem službenem vozilu, bo novi Superb zagotovo med izbiro za nakup.G. je bil z vožnjo zelo zadovoljen, vendar ne razmiŠlja o nakupu.

Trenutno vozi mercedes.

Ima novega VW, zato o menjavi ne razmiŠlja. V prihodnjem letu bodo menjali službeno vozilo, zagotovo bo Superb v ožjem izboru za nakup.

Gospod trenutno vozi Renault, o nakupu novega vozila ne razmiŠlja. Službenih vozil imajo več (Audi,VW) gospod bo zagotovo priporočal vozilo Superb, ko bodo razmiŠljali o nakupu novega.

… + 100 more positive comments

Dashboard databases and campaigns

Customer Database

Campaign 2

BIG SMAL DATA

Databoards

Databoards for:

‣Own media‣Executive view‣Campaigns‣Contacts

Color footprint personal (stage 1) and national (stage 2) resultsFabia Campaign

Stage 1: 17.851 color footprints all with e-mail addresses

52% 48%

39 years old 74% 4% 22%

Stage 2: 9.910 Fabia home locations and habits with 6.500 mobile phone numbers

30 km daily

45 km for weekend

4% off all commute daily 80 km+. Most of them are men (N: 709)

50+ women commute daily 22 km on average (N:1167)

1.200 people (7% of all) commute to work every day from 50 to 80 km. 65% of them are man.

85%

15%

3:15 average time

on site

SUPERB Customers? Yes. Literally.

So we invited them for test drive with the new Superb and 5 of them received a VIP exerience with Superb.

“Through selected data and indicators we can see deeper and answer questions: “Do price lists and catalogues really do have an affect on sales?”

Yes they do. We can see a clear corellation between nr. of downloads and sales figures (just 1-2 months in the future).

What competitors do not seeBut we do - daily

Jan: 359Feb: 449 Mar:472

December:Nr. of downloads: 7.058

January:Nr. of downloads: 13.428

February:Nr. of downloads: 11.343

March:Nr. of downloads 10.329

Dec: 214

For those who dig deep enough on Hudobro portal Škoda offers a possibility to order printed materials.

Škoda Special offers - secret feature

Thank you.