Download - Hello Ag Ello Again
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Hello again
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The challenge in a nut
JCB? Im afraid I dont really know
na
Actually, Im right in the middle o
businesses, who havWould they
Universal prompted awareness, butunders
Source: MCBD interview
hell
anything about them apart from the
me
a feature about British family-run
gone on to great things.fit the bill?
Alicia Clegg, FT journalist
very low spontaneous awareness oranding
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Ofcourse, this hasnt st
things so far
The companys low profile has been a
to su
pped JCB achieving great
n irritation rather than an impediment
cess
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However, JCB is now se
Sell 70,000 machines by 2010 (+
Achieve 13% share (+ 3.4% point
Deliversales of2.5 billion (+ 76
Become the 2nd largest producer i
These are very ambitious goals even
track
king a step change
55%)
s)
)
n theworld (from 4th)
for a company with JCBs impressive
ecord
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In addition, JCB will b
competitive market
In countries where the brand is le
Using dealers who areless able
In product sectors where JCB ha
Against biggercompetitors who b
In an agewhen technologicallea
Sales will be harder to achiev
operating in a more
s established
mbassadors for thecompany
fewercredentials
enefit from high barriers toentry
ership nolongerlasts
and sustain than in the past
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If left unaddressed, JC
act as a brake on gro
A negative influence, rather tha
B
s low profile could
th
They have done a great job but
I wonder if they are too small and
narrow to do well in the future
Unnamed competitor,
quoted in F.T. (21.11.05)
n just the absence ofa positive
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So theres a clear role
Address key decision
And make them realiseho
or advertising
akers and influencers
big and successful JCB is
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So theres a clear role
However, we believe that JCBs busi
this analysis
Address key decision
And make them realiseho
or advertising
ess challenge is more complex than
ould suggest
akers and influencers
big and successful JCB is
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Theres a more insidio
Its become quite obvious to me, bo
of complacency is setting in. Ifsuccessful, we
iss
s threat to address
th here and overseas, that a degree
this business is going to remainhave to tackle this
e.
John Patterson
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This is the biggest thr
company
The key problem, of course, ishow to avoid complacency how to remain self-disciplinedonce a company has attained
success or become numberone in its field. How can a
company keep alive that firethat burns from within, that
impels people to keep pushing,to never be satisfied, and to
always search forimprovement
at for any successful
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We suspect that there i
kiddology at play!
Smart organisations wage war on co
to ta
some corporate
placency before it everhas a chance
ke hold
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However, its true that
habit ofcreeping up o
Looking back it
to pinpoint thewhen compla
omplacency has a
companies
is often difficult
exact momentcency sets in
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Its also true that com
especially prone to thi
During periods ofrapid growth
At times when seniorpeopleretir
Where there is an influxofnewre
Ifthere is a move into new produ
In this context, a traditional ches
alienate customers and exacer
anies in transition are
problem
cruits
t sectors
t-beating exercise could actually
ate complacency at a key moment
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Instead, we should sei
define a more ambitio
Not Just
Communicating JCBs scale
Commemorating pastachievements
Rewarding peoplefora job well
done
This has fundamental implications
should
e the chance to
s role for advertising
But also
Demonstrating JCBs ambitions
Paving theway forfuturesuccesses
Challenging people to
doeven betternext time
or the sort ofcommunications that
ensue
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Firstly, this points to a
There is no ultimate finish line in a
no havin
There is no point where they feel
living off the fruit
ongoing campaign
highly visionary company. There is
made it.
hey can coast the rest of the way,
s of their labour
Built toLast
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It also means using ad
JCB has lots ofgreat tactical stories
impact if they are wrappe
ertising strategically
to tell but they will have more lasting
d up in a bigger message
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It means focusing on t
Focusing on one individual would be
positively unhelpful
e collective effort
We need to inculcate an ethos that
runs through the whole company
Everyone has a role to play in stopping
complacencyJohn Patterson
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Most ofall it means ge
founding philosophy
Jamais Content thats very, ve
The ultimate, home-grown a
tting back to the
ry much me. I am never content
Joseph Bamford
tidote against complacency
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We need to restate thi
generation ofcustome
Never boring. Neve
Ambitious, demanding, challen
Pushing the boundarie
Pass the torchfrom senior manage
workforce an
philosophy to a new
rs and employees
dull. Never content.
SirAnthony Bamford
ingnever resting on it laurels.
John Patterson
s is a daily expectation
Gary Major
ent and lifers to every corner of the
marketplace
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Crucially, this is not just
Thecorporatework ethic is a maj
It is attractive tocustomers and m
Therefore it is an important weap
However, in isolation, Hard work
Its doesnt do justice to the ingen
DNA (and which is increasingly p
In the future, JCBs restless spirit sho
(ifnot more) about Ins
about working hard
rpart ofJCBs culture
otivating toemployees
n in thefight against complacency
can be seen as faint praise
uity that is also part of thecorporate
ized by customers)
ld be portrayed as being just as much
iration as Perspiration
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Similarly, this is not ju
innovation
Pride in the machinery will always
Clever inventions and an expand
evidenceofJCBs restless spirit
However, this is only part of the s
Increasingly,companies in this m
people/aftercare servicerather th
In the future, JCBs restless spirit mus
just man
t about product
be at theheart of this brand
d product range are strong
ory
rket will be differentiated by their
n just theirmachines
t be seen to extend to service and not
facturing
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Rather, it is a bigger m
organisation as a whol
A companstand
Always open to new
ways ofworking
Always stretching itsemployees so that
they develop
Always going theextra mileon customer
service Always ex
product ra
customers
essage about the
e
that neverstill
Successful but never
complacent
Always pushing
the boundariesoftechnology
Always lookingfornew Global marketsanding its
ge, to suit
needs
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A bigger message that
circle for JCB
A compa
never sta
A more successfulcompany
More ambitious
targets
A more m
work
will create a virtuous
ny that
nds still
More satisfiedcustomers
Morereceptive
customers
otivated
orce
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Putting it all together:
Develop an idea with the potentia
Capableof inspiringcustomers a
Capableofcommunicating JCBs
But also presenting them as part
in thecompany as a whole
A company that
ur creative brief
l to be an ongoingcampaign
d employees alike
scale and successes
fa continuous quest forexcellence
ever stands still
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Our creative idea
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Our medi strategy
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We need to launch thi
Rally people behind the new approach
Show thecorporatevideo
Distribute internalliterature
Launch an internalcompetition
Big and bold, in keepi
Abig event
for employees
approach with a bang
Takeevery colourad in The Daily
Telegraph
Around 12 ads, in a variety
ofsizes Talk toeditorial staffabout unique
JCB sizes
Hand delivery to key JCB contacts
Media cost c. 275k
g with the JCB ethos
Amedia special for decision-
makers
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We then need an ongoi
Capableofreaching decision-mak
Capableofdelivering multiple mes
Capableofreflecting the scaleof t
Capableofreflecting the quality of
Capableoflending newsworthines
Quality newspapers should for
ng media platform
rs
sages
e business and its ambitions
the brand and its aspirations
s and currency to thecampaign
the backbone of the campaign
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How we would use qu
Use all the quality National daily a
coverage
Achieve minimum 8.0 averageop
Use DPScolour insertions to deliv
- impact
- scale
- stature
Maximum e
lity newspapers
d Sunday titles to maximise
ortunities to see
r maximum
ngagement
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How the schedule mig
Double Page
Insertions
8
8
8
8
8
8
8
8
Anticipated media cost :
Coverage & Frequency:
X X X X X X X X
t look
2.6 million
68% coverageofAB Men (4.3 million)@ 8.0Average OTS
X X X X X X X X
X X X X X X X X
X X X X X X X X
X X X X X X X X
X X X X X X X X
X X X X X X X X
September October November
X X X X X X X X
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The FT certainly reaches some deMen penetration is only 3%)
But wehave severe doubts that it i
JAA qualitativeresearch suggests
- the F.T. is referred tofor inform- thereadergoes straight to spe
- it is not read in the same depth
- most advertising in the FT is pr
At c. 64k percolourpage, its inclwould need muchfurtherconsider
An obvious omission:
ision makers (althoughAB
s actively read in depth
that:
ationific pages
as conventional newspapers
bably not seen
sion on the JCB scheduletion
why no FT?
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Supplementing the qu
Several key weekly titles could add
authoritativeenvironment:-
8 xcolourDPS in each title
Would boost overallUKcoverage
- 71% ofAB Men (4.4m)
- at c. 8.3Ave OTS
Additionalcost c. 380k gross
lity press
useful additionalcoverage in a global
frequency to:-
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Thinking even bigger:
High impact & intrusion
Added stature and authority
Proven success in
- building awareness- enhancing attitudes
Reaches allelements ofthe broad
Where almost allfamous brands a
An ideal additional media vehicle
hat about TV?
JCB audience
re built
for JCB. But could we afford it?
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Afocused, low-cost T
Focus all activity into prime decisio
Mostly on Channel 4 & Satellitech
Lowweekly strikerates
Hand picked programmes would in
F1 Grand Prix:
South Bank Show
Sky News
Sky Sports
Documentary channels
Could deliverc. 200AB Men TVRs acro
Mid December= 60%AB Men coverag
Approx Media Cost 1.4m (40comme
strategy
n-maker programmes
nnels
lude:
Channel 4 News
Documentaries
Selected Dramas
More 4
ss Mid September/
(3.2m) @ 3.3 OTS
rcials)
In-flight TV
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JCB Ideal Media OveSEPTEM
OVERALL SCHEDULE: Media Expenditure:Coverage/Frequency:
QUALITY NEWSPAPERS
WEEKLYMAGAZINES
TELEVISION (40)
DAILYTELEGRAPH SPECIAL
rviewBER OCTOBER NOVEMBER DECEMBER
4.7m Gross
89 % coverage ofAB Men (5.6m) @ 8.8 ave. O.T.S
8 colourDPS
in each title2,600,000 Gross
68% @ 8.0
8 colourDPS
in each title380,000 Gross
Circa 200AB Men TVR
1,400,000 Gross 60% @ 3.3 OTS
71% @ 8.3 OTS
combined
Approx 275k
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Additional media idea
JCB signage and machinery on lo
There are no postersites in Roce
Othercreative media techniques
Ampli
fy th
e campaignseeking out ne
calroads and roundabouts
ster why not build ourown?
oconvey topical/tactical messages
idea by imaginativelyopportunities
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In conclusion
Ifyoure going to hit, hit hard
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Discussion
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Than you