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INTEGRATED BRAND PROMOTIONAL STRATEGY OVERALL STRATEGY………………………………………..1 MINI COOPER SWOT ANALYSIS……………………….2 IBP OBJECTIVES……………………………………………….7 MARKETING MIX STRATEGY…………………………….8 TARGET AUDIENCE………………………………………….9 IBP PROGRAMS……………………………………………….11 MEASUREMENT & EVALUATION…………………….21 ADDITIONAL REMARKS……………………………………22 FINAL PITCH………………………………23
OVERALL IBP STRATEGY In the creaNon our core message, we wanted to play on the contrast between the words MAX and MINI. Though the vehicle itself may be known for its small stature, the vehicle itself is a pla[orm for all of life’s adventure and experiences. Due to MINI’s deeply rooted history in luxury driving experience and racing, we saw the need to encompass these coveted ideals through the core of this campaign. Our overall idea is “Your MAX experience in a MINI.” Every detail in our campaign can be Ned back to this phrase, as every effort was carefully thought through with this in mind and backed by our research. Our reasoning? Millennial are self-‐expressive, upbeat and technologically savvy. Approximately 75% of Millennial, meaning 57,750,000 of the 77 million, have created a profile on a social media site and use it. Most of all, Millennial highly value the social experience. CreaNng, sharing and capturing experienNal moments is what leads to a happy life in the minds of our acNve target market – THAT is the insight that drives our campaign idea.
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MINI SWOT ANALYSIS Strengths • Affordable • Iconic brand with world recogniNon • Strong social media presence • Luxurious design
Weaknesses • Mini drivers are stereotyped • Poor safety inspecNon history • Small interior space
OpportuniNes • Millennial are moving to ciNes • Millennial are looking for cost-‐ efficient, compact and green cars • Women are more interested in compact cars
Threats • Student loans are financial burdens • Millennial prefer public transits • Strong compeNNon in compact car
market • Decreasing fuel price in the States 2
MINI STRENGHTS The MINI Cooper has stood out in the market for several different reasons. MINI was the first car to have a front wheel drive system that allowed 80% of the floor plan to be available for passengers. Following their early compeNNve edge, the Mini was tailored to ajract urban Millennial. A 2014 Mintel report, “Compact Cars and Crossovers,” found that the size, the price and the luxurious designs appeal to young, urban professionals with a 48 to 51 percent preference.
“Millennial are also looking for a small car that has a luxurious
looking exterior and vehicles with leather upholstery.” – Mintel Report
Secondly, the price is a major decision point for millennial. According to the 2014 Mintel report, millennial are less inclined to buy cars that are costly to purchase and maintain with increased student debt and higher urban cost of living. The MINI Cooper developed a strength in the automobile market by designaNng an affordable price with a high mile per gallon average to create a lower cost for their target market. ” The MINI Cooper has allowed itself an edge in both customizability and technological innovaNon in the automobile industry. The customer can decide between mulNple colors for the body and the trim, 5+ different packages that best suit your lifestyle, and everything else from the engine to the wheels.
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MINI WEAKNESSES The branding and posiNoning of MINI ooen create stereotype on what kind of person drives a mini. This stereotype is a threat because it pushes many potenNal customers away from considering MINI as his or her future car.
Automobile consumers rank safety as a top concern when purchasing a vehicle. In addiNon to being MINI’s greatest threat, the experienced failures in passing the safety standards for MINI is also a large weakness. A report by Phoenix MarkeNng InternaNonal (PMI) and Infegy revealed that new automobile purchasers are 50-‐60% more aware of car recalls in 2014. This informaNon impacts the new audience MINI hopes to ajract for future purchases.
“ Is mini cooper a gay car ?” “Is mini cooper a chick car? ” - Google Search
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MINI OPPORTUNITIES There are three different criteria that stand out in Millennial automobile purchases for Mini to capitalize on. There is a notably heightened social expectaNon and desire by many Millennial to maintain environmental sustainability through “going green”. In addiNon, the college-‐aged target market, 18-‐24 year olds, are going into or coming out of college with lijle money to spend and Nght budgets. This results in an opportunity to profit from the cost and fuel efficiency that Mini has to offer. The final but crucial point of capitalizaNon is on their compact size. there is a steady increase of Millennial moving to the city in which a compact car is bejer suited for work acNviNes such as driving to and from.
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MINI THREATS
Mini is no longer the only company that invest in compact cars. Mini faces many challenges from compeNtors alike, such as Volkswagen Beetles, and popular car services these days like Uber, Lyo, and other public transportaNons. The recent decrease in fuel prices in the States also poses a threat to Mini because saving money on gasoline may no longer majer to some potenNal buyers. One of the greatest threats for Mini comes from the media that reported on Mini’s failure in passing the car safety standards. Not too long ago, 91,800 Mini Coopers were recalled in Germany on May 1, 2015 due to safety issues with the airbags that caused injury to one person .
“90,000 Minis were also recalled in 2012 due to poor circuit board problems that could start vehicle fire.”
-The Wall Street Journal
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IBP OBJECTIVES CommunicaNon • Increase brand awareness & purchase consideraNon by 11 % Business • Increase sales by 7% • Increase unit sold by 1% ( approx. 305k MINIs in one year) Social Media • 5.2% increase on Facebook 11 million fans • 1.35% increase on Instagram 220k followers • 10.5% increase on Twijer 220k followers
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MARKETING MIX STRATEGY Product MINI’s range of models can appeal to a wide range of demographics, but is especially appealing to millennials because of their emphasis on creaNng compact, environmentally friendly, customizable and fuel efficient vehicles. In addiNon to MINI’s go-‐kart handling and the wide selecNon of models, from the MINI Cooper to the Roadster, MINI has established itself as a car brand that cares about your individual experience with their product and how well it will fit into its owner’s life. MINI also offers addiNonal car accessories, services conducted by MINI
Place MINI availability is heavily concentrated along the eastern seaboard. Dealerships are primarily located in major metropolitan ciNes. With over 100 dealerships, MINI is conNnuing the growth to more ciNes very frequently. The landscape isn’t just limited to dealerships, but MINI has an extensive availability on their website where specials, services, and all the answers to the consumer are in one place. ^^MINI website is citaNon
Price The Kelley Blue Book website explains that most compact cars costs under $18,000. However, the average price on a MINI ranges between $20-‐35K. The current pricing allows MINI to remain a premium vehicle and keep profits stable. The pricing strategy jusNfies the quality and consumers are comfortable with this price for this compact car.
PromoNon MINI is present on a number of social media pla[orms, including Facebook, Twijer, Instagram, and Pinterest. There is definitely room for improvement with MINI’s social media promoNon by creaNng a synergisNc campaign among Facebook, Twijer, Instagram and incorporaNng Snap chat into the mix. These pla[orms are key in reaching the target audience while maintaining MINI’s already large base of followers.
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TARGET AUDIENCE Our millennial are makers and experiencers. They walked into this generaNon comfortably with their parents’ guidance and support. Throughout the 18-‐22 age range they developed a strong sense of community and defined what it is to mulNtask. During this frame, our millennial also began the road to self discovery and finding ways to connect with their cohorts and idenNfy with the Nmes, especially through technology. Technology has shaped this generaNon by encouraging creaNvity and innovaNon as well as giving them many opportuniNes to share their life experiences. Most of their world is accessed through the internet and creaNng the ulNmate experiences indoors and outdoors for them to enjoy as well as their friends. They crave uniqueness, fun, and durability for all the acNons they plan to get into. In the lasts years of this generaNon, ages 23-‐24, millennial are maturing more rapidly and everything they have now defines the person they hope to be in the next 10 years. They will make the most economical choices, embrace their individuality, all while unveiling their youth.
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STATEMENT OF CREATIVE STRATEGY
“Your maximum experience in a MINI” is the theme of this campaign. This is rooted from the in-‐person interviews with sales representaNves, owners, and
MINI direct employees about brand percepNon. Also, informaNon from the survey and secondary research about the acNviNes the target audience acNvely engage in have shaped our creaNve strategy around gevng people in the atmosphere of
MINI.
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This secNon reveals the strategies that will run concurrently throughout the campaign. AjempNng to integrate media and creaNve across several pla[orms, we address the naNonality and experienNal tacNcs for the consumer to have the maximum experiences.
IBP PROGRAMS
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EVENT: MINI CREATIONS Facts and Insights MINI has at least 4 dealers in every region. According to AdAge, the millennial boomtowns of AusNn, Chicago, and New York combined have over 7.1 million millennial in our target market ages 18-‐26. According to Vision CriNcal, the best strategies of engaging millennial is directly through social media, establishing presNge, and adapNng to their lifestyles by providing spaces that sNmulate fun and visuals. Idea These 5 geographic regions represent where our target audience lives. ALL OVER. By strategically placing 5 all white MINIs in these areas, we are able to directly subject the target audience to experiencing the MINI where they can individualize. The MINIs will be placed at 5 dealerships (East Bay MINI, MINI of AusNn, MINI of Chicago, Orlando MINI, and MINI of Manhajan). Each of these dealerships are strategically placed in Metropolitan ciNes that have at least two colleges in the larger areas as well as a substanNal millennial populaNon. During the months of this campaign current MINI owners, like owners in the MINI car clubs, would become brand ambassadors in each city to host these events. They would provide expert knowledge about the MINIs. Each MINI dealership would have art supplies, signage, a MINI dealership employee, and security to control the crowd as well as an intern to document the event in conjuncNon with the social media.
Outcome The main purpose of this event is to drive home the versaNlity of what the MINI could be to each of our consumers. It generates plenty of consumer content, raises brand awareness, and gets the people we want purchasing the MINIs to a dealership where the deal can be sealed. Success The success of this event will be measured by the amount of waivers we receive from each parNcipant, increases in followings across the selected social media pla[orms, and the increased percentage of test drivers of MINIs at that dealership within the following week.
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EVENT: #MINIROADTRIPS
When thinking about what MAX experiences are for our target market, we kept coming back to road trips. In college, driving down to the beach for spring break, piling in a car with all your friends to go for a weekend camping trip, tailgaNng at the big football game and traveling across America in your MINI are the most exciNng memories. These are the experiences that we want to highlight in the #MINIroadtrip segment of our campaign.
These adventurers will be lent a MINI to embark on individual routes across the USA. Each Instagram blogger will go on tour to different universiNes in their region. They will also make appearances at events such as AusNn City Limits and the Albuquerque InternaNonal Balloon Fest. There will be a MINI brand ambassador at each university visited to inform students of the specific MINI event during the blogger’s visit. The bloggers will document their road trip on Twijer and Instagram. There will also be advertorials on Buzz feed about the adventure linking it back to college experiences and the MINI brand. The bloggers will post daily about their travels, what they have seen, where they will be next and the advantages of being in a MINI. When the bloggers host MINI events, students and others in our target market will be incenNvized to take photos and share them with the #MINIroadtrip hash tag. The goal with this sponsorship is to focus on the MAX experience in a MINI by meeNng the Millennial where they are -‐ on social media -‐ and encourage them to embrace and follow along with the MAX experiences that are right outside their door. By allowing this target to idenNfy directly with the blogger through their social media adventures, top-‐of-‐mind awareness will be culNvated. 13
SOCIAL MEDIA CREATIVE EXECUTION Facebook
Facts & Insights Facebook likes have valuable equity in a brand’s online presence. Research shows that 35% of Facebook fans like a page so they can parNcipate in contests and 42% of fans like a page to get a coupon or discount. As the age of content sharing conNnues to peak, Facebook has become a vital player in photo sharing. Facebook posts with photos get 39% more engagement than posts with only text.
Idea In order to engage with our target audience of ages 18-‐22, throughout the course of our campaign, our social media team will post a, “What defines the ‘MAX Experience in Your MINI’ photo, and will ask fans to post pictures of themselves having a “MAX Experience in Your MINI”. The idea is that because Facebook posts with pictures get 39% more engagement, and as a result, fans will either post their own photos of them having the “MAX Experience in Your MINI” or share what their fellow MINI community is doing online.
Outcome MINI’s Facebook page has approximately 10.5 million fans. Periodically posNng a succession of these photo-‐induced quesNonnaires challenges avid MINI drivers to demonstrate what is means to have a “MAX Experience in YOUR MINI” via photo. As such, these photo posts will have 39% more engagement than an average Facebook post with text, thus gevng one step further to reaching our markeNng objecNve of obtaining 11 million Facebook fans, a 5.2% increase, by the end of our campaign. Success The success of this content will be measured by the number of people who become new fans throughout the course of the campaign and by how many people are engaging with the photo content posts.
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Facts & Insights In order to drive up MINI sales, we have to create online presence. 37% of our target audience7 use Twijer. Twijer is an important part of our campaign because 47% of people who follow brands on Twijer are more likely to visit the company’s website and 85% of Twijer users feel more connected to a brand aoer they begin following them. Idea As a part of the MINI Twijer kick off campaign for the month of September, we will recruit five different Instagram bloggers and have them represent the five regions within the naNon. Each Instagram blogger will go on tour to different universiNes in their region. There will be a MINI brand ambassador at each university visited to inform students of our kick off Twijer event. These Instagram bloggers will make stops along the region and students will have the opportunity to take a photo with them. The incenNve to take a photo with these Instagram bloggers is to not only have a photo for keepsake, but to insinuate to our target audience that MINI is a fun and adventurous way to live your life to the max. The campaign will run with the hash tag of #MINItotheMAX, in order to resonate to audiences of what life could be like while driving a MINI. Outcome This is an interacNve and experienNal way to get online buzz for MINI in addiNon to garnering potenNal brand advocates. This type of event harnesses shareable content for MINI in order to reach more of their target audience. MINI Twijer followers and future followers will be more likely to start an online conversaNon by either favoring, retweeNng, or menNoning the #MINItotheMAX hash tag within their tweets. As a result, future MINI followers will be 72% more likely to make a MINI purchase, thus reaching the markeNng objecNve goal of increasing Twijer followers by 10.5% to equate too 181k followers in addiNon to increasing MINI sales. Success The success of this content will be measured by the number of people who begin following MINI at the end of the campaign versus the start in September. Further measurements of success include social monitoring of posiNve and negaNve senNment in addiNon to tracking the usage of the hash tag #MINItotheMAX.
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INSTAGRAM Facts & Insights The main insights for choosing to use Instagram within our social media campaign were that 45.6% of Instagram users are more likely to remember a brand markeNng themselves on the social network over television commercials and other tradiNonal media. Our target audience is millennial ages 18-‐22 and Instagram’s main audience is millennias who are 18-‐24-‐years-‐old and earn $50,000 to $74,000.
Idea As a conNnuaNon of MINI’s Facebook campaign, Instagram will run a similar campaign with the intent of gevng the target audience to appreciate MINIs arNsNc capabiliNes by showcasing different scenarios where MINI advocates are spending quality Nme in their cars. The difference with Instagram vs. Facebook is that we will run the Instagram campaign with the same hash tag as Twijer, #MINItotheMAX, in order to keep consistency throughout the enNre social media campaign.
Outcome The main purpose of this Instagram campaign is to garner engagement on posts and to increase MINIs overall Instagram followers. By posNng picturesque imagery, MINI will establish itself as a brand with arNsNc capabiliNes, thus earning posiNve feedback from followers and fostering brand equity. Success The success of the Instagram campaign will be measured by the number of people who begin following MINI at the end of the campaign versus the start in September. Further measurements of success include social monitoring of posiNve and negaNve senNment in addiNon to tracking the usage of the hash tag #MINItotheMAX.
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Snapchat Facts & Insights Snapchat is an up and coming social pla[orms that most brands are not capitalizing on. According to November 2014 polling by Cowen and Company, 18 -‐ 29-‐year-‐olds accounted for 71% of US internet users who had accessed Snapchat in the past 30 days. Including Snapchat in MINIs social media campaign will further propel its brand presence in addiNon to resonaNng with it’s millennial target audience of ages 18-‐22. Idea Create a MINI Snapchat that shows followers the what it is like to have a MAX experience in a MINI. Outcome Snapchat is unique in that you have to create content day by day to maintain an ongoing presence. MINI can compel users to follow them or watch their videos and photos by humanizing the brand in a way that resonates with the target audience. Success The success of incorporaNng Snapchat into the social media creaNve strategy includes determining how many followers MINI obtains in addiNon to the views each snap receives throughout the enNre duraNon of the three month campaign and the maintained presence on Snapchat in the following months.
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OOH Facts and Insights: With the majority of Millennial moving to the city (Maney, 2015), it became apparent that there was a large compeNtor that is responsible for a migraNon away from compact cars -‐ public transportaNon. According to a 2014 Mintel report, “Compact Cars and Crossovers,” Millennial, more than any other generaNon, are using public transportaNon, bikes or even carpooling. On top of compeNNon with other compact cars, we needed to come up with strategy to urge Millennial to buy their own car, specifically a MINI, rather than use public transit. Idea In order to combat this, we decided to place bus shelter takeovers in a direct compeNNon strategy. We placed 15 takeovers in 15 major ciNes across the United States in order to reach the most of target market where they are using public transit the most. Outcome According to Clear Channel and Outdoor Assets, as well as Blue Line Media, bus shelter takeovers in ciNes have daily impressions that range from 9,000 to 17,000. We chose the ciNes with the highest impression average of 17,000 across 56 days with 15 placements. This totals to 14,280,000 impressions.
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SEO AdWords Due to the 100% of Millennial on the internet and the growth of the second screen, the implementaNon of AdWords within the campaign is imperaNve. Keywords such as “MINI,” “compact car,” “feisty,” and “customizable” will trigger our ad to show on search sites. This will aid in online sales growth and website interacNon through reaching our relevant customers when and where it’s most salient. AdWords will center as an overall indicator for the success of the campaign’s enNrety, as well as work individually targeNng specific consumers daily via the internet.
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COLLEGE/ GAS PROGRAM MINI Financial services currently offers exclusive $500 off deals for future MINI owners. This College Grad Program requires applicants to prove that they have graduated from an accredited college or university within the past 12 months, or will have graduated in the next four months along with an employment offer. They must provide a copy of diploma or official transcript, proof of income, or employment lejer staNng applicant’s income and posiNon with the HR representaNve’s contact informaNon. Applicants must also have at least 24 months of credits on file with no bad credits. Because MINI offers this program to the exact target audience with collegiate experience, we recommend another program that will avoid excluding the target audience who took a different route. These offers cannot be combined. The Gas Program is an alternaNve to engage buyers with one of the most expensive parts of having a car. MINI financial services can offer a $500 gas card to those who meet the criteria with a bit of ease. To qualify for the gas program, applicants have to provide proof of employment that covers regular expenses and a car note, proof of insurance, and 12 months of credit without any discrepancies. Applicants must also be first Nme MINI purchaser who plan on leasing the newest models of MINI. The purpose of these programs is to celebrate those who have an educaNon and those who are making it through life while increasing units sold and making more MINI lovers. This program directly advances the business objecNves and projects an increase in ROI.
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MEASUREMENT & EVALUATION Social Media Because there are several social pla[orms, we recommend measurement through two metrics: audience growth and engagement. Although likes are not a true indicator of future acNons of each person, the first step can be an indicator of the types of audiences we’re ajracNng and other behaviors. We can manage engagement by paying ajenNon to social media fixtures like re-‐tweets, replies, and comments. Through Google AnalyNcs, we can track what MINI current has in the scope of engagement and aoer our campaign, track the differences.
OOH Usually out of home tacNcs are measured by demographic and psychographic informaNon in order to understand who is seeing the adverNsing instead of the amount of people viewing it. However it would be best to measure this secNon by the number of impressions. We intend to get about 950,000 impressions across the country. This doesn’t guarantee more insight into the target audience, but ensuring almost 1 million millennial see our brand is going to increase brand awareness.
AdWords AdWords allows the client to select the amount of the budget they want to spend on good adverNsing. By uNlizing this service, click-‐through rates will indicate if our PR, social media, and other parts of the campaign are successful in creaNng trust and interest in the MINI brand.
Event It can be said that event success is measured by how the planner feels they impacted the audience. However, in order to see actual results, we recommend using waivers and surveys among the parNcipants about the experience and to gage consumer avtudes toward the brand. The survey can be about 10 quesNons long with quesNons such as: “Did this event make you think MINI is car you would consider buying?” or “Did you know anything about MINI before ajending this event?” Another recommended measurement metric is the amount of test drives we get in comparison to our goal of 10,000. The insights gained are invaluable consumer details that can change future design or markeNng objecNves. 21
ADDITIONAL REMARKS In the future, there are a few recommendaNons that might benefit MINI. A report done in 2014 by Claritas states that millennial are infecNous music admirers, social networkers, and Ne[lix/Hulu heavy and app users. In order to conNnue engaging millennial by relaNng to their lifestyle, we recommend a musical fesNval sponsorship such as AusNn City Limits, sponsored Instagram Ads, and a partnership with Ne[lix. Backed by Nielsen research, 76% of fesNvalgoers say they feel more favorable toward brands that sponsor a tour or concert. This type of sponsorship gives MINI the opportunity to get in front of the target audience again to present them an experience with MINI.
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FINAL PITCH The objecNves of this campaign are to gain 11% increase in brand awareness across the target market, increase units sold by approximately 1%, successfully implement the Gas program and push the College Grad program, and finally gain 10,000 test drives. We believe the recommendaNons in this plan book for the enNre campaign will help MINI change the landscape of how compact cars should be presented to this target audience. The insights gained and opportunity to gain financial tracNon in the compact car market above immediate compeNtors. We want MINI to use this plan to get the MAX experience out of the MINI brand.
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Thank you -‐ Longhorn Agency
