I Test Drive Gen V2

[email protected]: +447851667616

RESEARCH | STRATEGY | IMPLEMENTATION

i-test driveOwning the communication, promoting the test drive



i-test drive

• 86% of car buyers have access to broadband• 80% use the internet when researching vehicle purchases• Increasing reference to VM websites - 70% of consumers• Dealer websites steady at ~50%• 29% also use Customer2Customer sites such as Web forums, Blogs, andinternet discussion groups• 84% of visitors to web sites click through to Video content³

ZDnet UKCAPGemini Cars on line 07/08³ eMarketeer 2008



i-test drive

Objective – Own the communication and create the consumer’s desireto test drive… and to buy

• Compelling audio/visual content to create ‘emotional attachment’ and desireto test drive

• ‘Brand managed’ video content• Celebrity driver/presenter - perceived as impartial endorser• Information rich• Impactful 4 ~ 5 minutes• Promotes the features and benefits• Positive feed for unregulated media• Cost effective, multi channel approach



i-test drive… 3 audiences, 1 goal

i-Test Drive

CreateAdvocates/Influencers

CreateEnthusiasts/

Experts

Journalists Dealers

Consumers

Attraction

Emotional Attachment

Desire to try

Video

Test Drive

Sale



Next steps

o Strategy, event horizon and appropriate modules

o Model launches and appropriate celebrity

◊ Proposal costs and time plan

Brand, model positioning and interface with Brand brand agency

Liaison with other functions (Training, CRM Lead generation, Publications etc)

Liaison with material suppliers

o Daily milestone plan, Brand gatekeepers, sign-off



Consumers

i-Test Drive

Consumers

Desireto try

Video

TestDrive Sale

Brand web-site/micro sites

Leasing Companies Web-sites

i-pod/i-phone/xda

Viral… UTube/Google Video etc

EmotionalAttachmentAttraction

Generate test drives



Dealers

i-Test DriveVideo

Dealer web-site

i-training

Showroom display screen

Dealer Marketing Material

Secure Test DrivesDealers

Video test drive link on Dealer web-site

Extended video for product training

In showroom rolling video

Video test drive for pre-test drive/post-test driveInvitation to test drive etc

Penny Mallory

Video test drive<CLICK>



Journalists

i-Test DriveVideo

Brand Media web-site

Press pack

Create Advocates/InfluencersJournalists

Road-test material for media sites



Example of web page with i-test drive

| i 30 |

Brand Kabura

Penny Mallory

Video test drive<CLICK>

Video prominently featured … we want all visitors to view video



| i 30 |

Brand Kabura

Web page with i-test drive playing

Video of 4 ~ 5 minutes, with ability to view all or by section



| i 30 |

Brand Kabura

Brand Kabura, on the road from £15,800

Only Brand can offer a 205 bhp sports car with less than180 gm CO2 . Fun for the environment

Want more information ?

Click here to communicatewith chat host

“It’s a really great car, fun and goodfor the environment…book a localtest drive or talk to our web chat

host”

Book a local test drive ?

Click here for on-line testdrive booking

Celebrity presenter ‘talking head’ test drive invitation at end of video

On-line ‘chat host’ to answer questions – ends with test drive invitation

Test drive invitation at end of video



Brand Kabura

Celebrity presenter ‘talking head’ test drive invitation at end of video

On-line ‘chat host’ to answer questions – ends with test drive invitation

Test drive invitation at end of video

| i 30 |

Brand Kabura, on the road from £15,800

Only Brand can offer a 205 bhp sports car with less than180 gm CO2 . Fun for the environment

Want more information ?

Click here to communicatewith chat host

Book a local test drive ?

Click here for on-line testdrive booking



The use of i-test drive for Press promotion

Positions benefits with journalists, makes it easy for them to create positive review

Press pack could include..

• Video i-test drive• Snapshot review (word & PDF)

• Summary review (word & PDF)

• In-depth review (word & PDF)

• Technical specification

• Photo Gallery

• Could be loaded with additional launch

information up-dates from web-site

Data stick

orMP3 player



i-test drive featured on leasing company web sites

Leasing companies provide vehicle information already - this seen as editorial

i-test drive creates greater company car driver benefit awareness > consideration > test drives

Kabura

Penny Mallory

Video test drive <CLICK>



i-test drive DVD for Dealer Marketing

Direct MarketingUsed for pre-test drive ‘warm-up’orAs post test drive family show/tell

Could include links to Brand web site for• Games

• Tax/CO2 calculator

• Finance calculator

• Motoring guide

• Access to Brand special offers

Dealer TV screen – Rolling test drive

• Showroom

• Waiting area/lounge

Brand KABURADVD Road TestPenny Mallory put the sexy new Kabura though its paces

Fun for the environment



Dealer Product i-Training

• Based around i-test drive

• Interspersed with multi choice questions

• Web-response with salesperson awards/prize lotteryto ensure full independent participation

• Website league table/live participation

• Enhanced salesperson knowledge, sales coachingand enhanced customer conversion

Product Knowledge Challenge

Date post:	15-Jun-2015
Category:	Documents
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I Test Drive Gen V2

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