BEST DRIVE IN THE GAME

Volvo trucks North America with Carmichael lynch Spong

 

INTERGRATED MARKETING

COMMUNICATION(imc)

JCO 4109

Okello Peter Gideon

Presented by;

The case give adequate background information because; most of the information was on the problems they were facing with trucks. This is evidenced by, drop in market sales revenue from 11.1% to 9.1%

RESEARCH

Volvo needed to demonstrate that their trucks were a smart choice for today’s business savvy trucking professional.

To reach its highly mobile customer base.

Major reason for conducting this program

It was Reactive

Reacting to the worst company performance in 17 years Other truck manufacturers were growing while Volvo

trucks struggled.

Market shares dropped from 11.1% to 9.1% in 1996

Volvo’s ranking was poor because it was 6th of the 8 class manufacturers

Was the program pro-active or reactive

Volvo’s new VN series sales was lagging Perceived high and expensive maintenance

vehicles and difficulty to access dealers.

Reactive Cont…

3 million truck drivers 229 motor garage- Volvo trucks dealership 3000 Volvo tucks employees The general public

Should other audiences also have been targeted?

No because all other audiences were considered in the general publics

Audience targeted

Interview truck drivers Perceptual mapping by CLS Identified and studied news articles about

truck manufacturing Super Bowl game Gathered information from the company

data base search.

How was research data about each target obtained ?

Yes,

Data was complete because of the strategies that were used after data was successfully analyzed from the interviews, super Bowl game promotions and the perceptual mapping w.

Were data as complete as necessary ?

The test drive conducted by CLS (PR) firm during a visit because they should have used qualified drivers.

Fixed numbers of targeted audience

Anything unusual?

Adequate information

Managed to compare competitors success

Research managed to identify most of watched event among trucking professionals

Strength of the research

Test drive done by PR firm Few drivers were interviewed according to

targeted audience

Weaknesses research

IMPACT objectives Increase awareness-information by 98% Sales leads Ratings by Volvo drivers Sales shares Change attitude /perception Interests in Volvo’s Super Bowl sport

OBJECTIVES CATEGORIES

General trials for Volvo trucks Opportunities for Volvo dealers to interact

with their customers and drivers Increased print adverts Improved sales Schedule five special events

Output objectives

Numbers make it confusing and less qualitative

*Should they have used time frame? yes

They should have used time frame to give them guidance to hit their targets

People would get tired/bored of their advert Costs are easily determined

*Should they have been more Quantity? NO

Because they used more research News/feature editorial coverage Super Bowl sport Website

Test drive

Were output objectives used when ultimate goal was really impact? Yes

Most objectives were impact. That is, instead of using impact strategies, they used output strategies to meet the impact objectives

Overall assessment of objectives using this case

PROGRAMMETHEME:

“BEST DRIVE IN THE GAME”

It was short memorable catchy To the point and simple

Evaluate the theme

Volvo is the best truck to drive “theme” Volvo tracks are affordable. Volvo trucks are the best choice of todays

trucking professionals.

Major messages communicated in this case ?

Test trials/drives Super Bowl sport Game day activities Win prizes during super Bowl match Oil change program Super Bowl parties (40) at selected flying J

trucks stops

Evaluate central actions or special events

Prominence Interesting

Pseudo event ? NO

Because this was interesting, strategic and real

News worthy

CONTROLLED

Television Commercials

Radio broadcast Billboards Newspaper Website

UNCONTROLLED

Interpersonal communication

Evaluate types of controlled and uncontrolled media used

Dealers met their customers and drivers Employees were equally met The company interacted with the public

during the drive There was feedback during Super Bowl

parties

Adequate use made of interpersonal; Yes

No forms of communication was omitted.

The company did not over rely on the media through out the test drive, parties, interviews of drivers, and also got information about Volvo meaning there was a grassroots involvement.

Did the communication achieve sense of grassroots involvement?

USE Credibility. There was authentic information got direct

from the manufacturers Interacted directly with customers during

the parties and test drives Dealers participation and employee

meetings Media, website, humorous print ads

Discuss the use of communication principles;

SALIENT Oil changing program Super Bowl Tv sport/ parties Tracking radio shows National test drive

Communication principles cont’d…

Verbal cues Tv show Radio Meeting Volvo customers and owners

Non verbal cues Posters Billboards Press inserts and website

Communication principles cont’d

Two-way communication; Meetings Super Bowl feedback Parties

Communication principles cont’d

Opinion leaders; Opinion leaders were not used during the

study

Group influence There was majorly group influence like of

truck drivers, employees and motor dealers

Communication principles cont’d…

Salient; Once something is salient, people would love to associate with it hence

increasing awareness and sales of the Volvo trucks. Products that are salient generate more gross impression. It generates interest in Volvo trucks.

Non verbal and verbal cues. Verbal cues allows feedback since there is interaction with the masses. Non verbal cues helped in promoting cues for example the websites. Both verbal and non verbal cues helped in creating awareness. The verbal cues creates opportunities for interaction between the

dealers, customers, employees and general public

Effectiveness of principles

Two way communication; Creates multiple opportunity for interaction. Helps in getting immediate feedback from the

public.

Opinion leaders: Opinion leaders were not used but however they

help in generating interest towards a product because people usually trust them

It creates credibility toward the product. Creates a desired brand perception.

Effectiveness of principles cont’d;

Group influence: It helps in creating band wagon since people usually

associate with a product because their friends are using it.

Creates interaction among group members. Creates awareness.

Selective exposure: Easier to reach the targeted audience It is less costly since a small group of people are

selected. It creates interest because the means used to advertise

usually match the interests of the selected audience.

Effectiveness cont’d…

Audience participation; Increases sale leads since the audiences

easily associate with the product. Creates a desired brand perception among

the audience. It generates awareness since the audience

takes part in the events.

Effectiveness of principles cont’d;

Each of the objectives was evaluated separately:Objective 1;

Awareness 1.4m(45%) truck drivers actively viewed the commercial surpassing the company goal of 1million drivers. Among consumers, Volvo trucks super bowl campaign resulted into 98% growth in total awareness of Volvo truck brand.

Total gross impression campaign generated more than 220m gross impression between new/ feature editorial coverage and paid media.

News/feature editorial coverage, CSL generated 91.1m gross impression by placing more than 231 news print articles and broadcast segments.

Super bowl was the top rated commercial for a rockier super bowl advertiser.

The website accounted for 22% of the sweepstake entries.

Evaluation of the objectives;

Objective 2 Drivers rated Volvo trucks as their preferred

choice. There was significant improvement of the publics

perception of Volvo drivers.

Objective 3 More than 2500 truck drivers took test drives in

the Volvo 770. The sweepstakes generated the lead goal of

48,000 Orders increased by 111% in the U.S during 1997.

Evaluation of the objectives;

Objective 4:

70% of Volvo trucks dealers participated in the sweepstakes promotion.

85% /95% of the mangers and dealers were very satisfied with the super bowl parties.

4000 truck drivers watched the super bowl at the Volvo trucks super bowl parties.

Evaluation of the objectives;

Selective approach where by each objective was coined to ascertain the goal achieved.

Comparison of originally targeted audience against the achieved audience(1m-1.4m drivers.)

Statistical data analysis. Segmentation of audience and events. Market analysis since there was comparison

of Volvo truck brand to other brands.

Evaluative methods use;

They help in credibility due to the use of figures. It is easier to evaluate data since it was

segmented. The methods helped in the planning process. Help in measuring the achievements of the

sweepstakes program. Makes measuring the success of the set goals

and objectives. Helps in measuring the effectiveness of the

strategies used.

Effectiveness of the methods used.

Yes because of the following: Awareness of the Volvo trucks brand was

increased. The campaign generated more total gross

impression Super bowl sport was a hit. The website increased the sweep stakes

entries. Sales were increased. Volvo trucks became the preferred choice of

drivers.

Were the objectives achieved?

There was significant improvement in the publics perception of Volvo drivers.

The Volvo test tour was successful. Sales revenue increased. Dealer participation in the sweep stakes

promotion increased. The super bowl parties lead to gratification.

Objectives achieved cont…

The case used the objective to evaluate the success the campaign.

Link between case objectives and evaluation.

The public relations program was very effective because they achieved the set objectives and goals and reached their targeted audience.

Strength of the Campaign: It dealt more with the public/audience They used all media plat foams hence reaching

a wider audience. They used cooperate social responsibility for

example oil changing activities

Judgment of the campaign.

It didn’t use opinion leaders in their mass awareness.

Weakness of the program

Involve the public in public relations campaign. Good media relations helps in driving a successful campaign. Cooperate social responsibility is important in creating brand

identity and image. Advertising is key in creating brand awareness. Two way communication is essential while caring out a

campaign since it allows for more feedback. Stake holders are a great part of a great P.R campaign since

they help in changing peoples mind set. Cooperate events helps to attract audience to your brand. Market research/ environmental scan is key before caring out

a P.R campaign. Sales promotion help in brand marketing.

P.R lessons learnt.

we would use social media since it is a great tool of marketing.

we would use brand ambassadors like actors, musicians and comedians.

We also use opinion leaders since they influence peoples perception.

Other P.R strategies we would use.

The campaign was successful because it was able to create awareness, improve sales, change perception towards Volvo trucks.

The IMC tools were effectively used to achieve these results

Conclusion;

God Bless you Good day

Thank you