1 / 10

Chevy Marketing Objective

Chevy Marketing Objective. Connect shopper/buyers to Chevy dealers. How do you connect? Offer something they can not find or buy anywhere else. The Chevy Locker Room. The Concept

owen
Télécharger la présentation

Chevy Marketing Objective

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chevy Marketing Objective • Connect shopper/buyers to Chevy dealers. • How do you connect? • Offer something they can not find or buy anywhere else.

  2. The Chevy Locker Room The Concept • Chevy will reach the eagles fans beyond the stadium by owning Eagles coverage on Philadelphia Inquirer, Daily News and Philly.com. • The Chevy Locker Room will kick off with a chance to shadow a sports writer at training camp. Chevy Eagles fans can enter the "The Chevy Locker Room" on Philly.com (on the Sports Channel) to find exclusive training camp coverage, photo galleries, fan blogs, exclusive videos, opt in newsletters, as well as weekly chances to win Eagles tickets and other Eagles merchandise.  • Fans can enter the “combination” to the Locker Room through the registration process.  Fans are required to enter their name, address, as well as answer some auto-focused questions (for re-marketing purposes for dealers).  • Every home game Eagles suite tickets will be awarded to fans and 2 suite tickets to Chevy Dealer Group. Each week fans will come back to see if they have the winning “combination”. Every week there will be a featured fan of the week chosen by their friends through a viral voting campaign. The fan of the week will receive the ultimate prize pack, tickets to the game and shadowing of sports reporter to the next home game.

  3. The Chevy Locker Room • Excitement and participation will be kept strong throughout the season with the weekly Eagles tickets and Chevy Locker room giveaways. • Participants will be invited to the Chevy Locker room party. We will host the event at an agreed upon location and bring the shoppers/buyers to the dealer reps. Dealers will be one on one with the customer in a fun and exciting environment. Winners will be able to test drive the vehicles at the event with dealer representatives. We will provide exit bags with Chevy locker room gifts and execute the event as well. • This is Chevy’s opportunity to interact with shoppers and buyers and greatly impact sales of Chevy vehicles.

  4. Program Elements - Online Philly.com • Own 100% SOV of Chevy Locker Room section throughout the football season on Sports (July -Dec) • Sports Updates Newsletters/ Sports Alerts- 1/week- Chevy exclusively owns 2 weeks/mo throughout season • Chevy Buyers/shoppers will be enticed to visit Chevy Locker Room with strong call to action messaging –one day per week 300x600 on homepage. • 5 Homepage Takeover’s- 1 per month during season (Aug-Dec)-High Impact; Ideal for highlighting special dealer sales/ incentives • Season long Sports Channel Front Sponsorship (July -Dec)- 50% SOV; Connecting to car buyers/ shoppers as they check out the Sports Channel • Season long Eagles Channel Front Sponsorship (July -Dec)- 50% SOV; Complimenting and reinforcing print efforts with supplemental branding all over Eagles content • Celebrity “Rovion”:  “Hello and welcome to Chevy Locker Room”- spokesperson will direct visitor to the Chevy Locker room with strong call to action messaging

  5. Program Elements - Online • Exclusive sponsorship of Philly.com Cars front page (Half Page, one-day/wk Sliding Billboard) • “Chevy Locker Room” tab on Philly.com Cars navigation at all times. Assuring car buyers/shoppers that Chevy Locker Room is the destination! • “Find a Car” - all local Chevy dealers’ inventory will be included within a Find a Car search • Spotlight Deals - will exclusively feature local Chevy dealers’ cars*. All dealers will receive equal rotation. • Virtually experience Chevy cars with “Chevy Video Showcase” on Philly.com Cars • Interactive Chevy Locker Room video game built for Chevy Example 1: Sports Page Example 2: Registration Page Example 3: Chevy Locker-room Page

  6. Program Elements - Print • Inquirer Eagles Extra - publishes the day after Eagles game • Front page “L” shaped ad with color $3,010.55/wk. 16 week total $48,168.80 • Back page w/color $8,985.88/wk. 16 week total $143,774.08 • Inquirer Inside Eagles Nest – Training camp preview 7 day series runs 8/24 through 8/30. • Center spread double truck strip with color $1747.88 per day. Weekly total $15,641.84 • Inquirer Eagles Game Preview – every Sunday in Sports ad would run under center spread preview. • Center spread double truck black and white strip $4,955.34 per day. 16 week total $79,285.44

  7. Program Elements - Print • Daily News Eagles Camp Guide – section published on 7/18/08. -- Front page strip ad with color = $931.88 -- Full page with color inside = $2,266.10 • Daily News NFL Preview – section appears on 8/28/08. -- Front page strip ad with color = $931.88 -- Full page with color inside = $2,266.10 • Daily News Eagles Game Day – published 16 weeks every Friday or Monday in season. -- Front page strip ad with color = $931.88 • -- Full page with inside = $1,736.10 • 16 week total $42,687.68

  8. Chevy locker room Exclusive Prizes Connecting consumers with buyers • Eagles Suite tickets 2 for Potential buyer and 2 for Chevy seller, 8 home games. Value:$80,000 • Eagles Merchandise: Throwback jerseys, hats and other memorabilia Value $10,400 • To shadow a sports reporter to training camp and to home games Value: Priceless • Chevy Locker Room event: Value: $150,000

  9. Chevy Locker Room Success Approximate Timeline • Chevy will provide commitment to program 6/30/08 • Chevy will provide logos. 7/5/08 • Philadelphia Media Holdings, LLC will create Chevy Locker Room mock up for the site and Print advertising 7/15/08 • Chevy will provide feedback or approval 7/18/08 • Training Camp 7/21/08 Campaign Begins • Eagles season begins Eagles Preview Guide 8/13/08 Accountability Each week will provide research from the Media Research Lab reviewing the results and effectiveness to execute the most successful campaign connecting buyers to sellers Total Investment: $1, 250,000 Thank you for the opportunity.

More Related