1 / 29

Kim McCullough Corporate Manager, Marketing Communications

Engaging Consumers in a New Media World. Kim McCullough Corporate Manager, Marketing Communications. Know the Customer …Personally. Actionable insights Brand Relevance Engagement 17 models = 17 different answers. The reality of media today….

wardah
Download Presentation

Kim McCullough Corporate Manager, Marketing Communications

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. Engaging Consumers in a New Media World Kim McCullough Corporate Manager, Marketing Communications

  2. Know the Customer…Personally • Actionable insights • Brand Relevance • Engagement 17 models = 17 different answers

  3. The reality of media today… The expanding definition of “media” is creating more content choices… The ability to create your own content… eBlogger Create a blog or a website And block unwanted content… *not tech only

  4. Personalization; Not Generalization MEDIA CREATIVE CONTEXT CONTENT

  5. The Result = NO TWO PLANS ARE ALIKE

  6. Unexpected Traditional Tundra’s At The Line of Scrimmage Show VIRAL / COMMUNAL on Our Own Video Game Unexpected Two Roads to Baja The Hybrid Synergy Drive message on gas pumps :30 TV / Print Traditional “The first car with an immune system” Camry floor decal CVS

  7. Use the Right Tools • Do your own research • Guarantee engagement • Take Risks Don’t be first – be the first to do it right

  8. Not Just When and Where WHEN WHERE HOW WHY

  9. Tundra

  10. All-new TUNDRA Keep it real!

  11. Tundra Prove it Tour

  12. GIANT GRILL

  13. Significant Increases in Key Attributes

  14. Tacoma

  15. TACOMA Thrill Them

  16. World of Warcraft Rocks! • Over 4 million views on YouTube • All time favorite • Over $3 million in free media value

  17. Yaris

  18. YARIS Dive deep

  19. Toyota-Smallville, Contentwrap #2

  20. Results….Relevant content engages viewers! +28%

  21. ADVERTISING Toyota’s Latest Commercial Is Not on TV. Try the Xbox Console.

  22. Yaris Got Game • Over 500K downloads • Over 700K play sessions • Over 30 years of play time and counting….

  23. Matrix

  24. MATRIX Give them control

  25. Matrix Launch Experience

  26. CONCLUSIONS • Know the customer intimately • Embrace change • Take Risks • Kaizen!

More Related