kim mccullough corporate manager, marketing communications engaging consumers in a new media world
TRANSCRIPT
Kim McCullough
Corporate Manager,
Marketing Communications
Engaging Consumers in a New Media World
The Reality of Media Today
The expanding definition of “media” is creating more content choices…
And block unwanted content…
The ability to create your own content…
Create a blog or a website
*not tech only
Overriding Driver and Motivation:Gain Understanding of the Customer
• Yields Actionable Insights • Drives Relevancy and Innovation • Ultimately Engages the Consumer
• 17 Models = 17 Different Answers
Not Just When & Where - But How & Why
• Created a new tool for deeper insight• Consumer context research is used to
influence • More relevant media planning• Match the right content with the right context• Shape creative decisions
Un
exp
ecte
dT
rad
itio
nal
UnexpectedTraditional
on
VIRAL / COMMUNALTundra’s At The Line of Scrimmage Show
Our Own Video Game
“The first car with an immune system” Camry floor decal
Two Roads to Baja
CVS
:30 TV / PrintThe Hybrid
Synergy Drive message on gas
pumps
Broadcast Broadcast
Digital
Digital
Digital
1:1
1:1
1:1
TDA TDA
TDA
Digital
TDA
Tundra Yaris FJ Avalon
Broadcast Print Digital 1:1 Other TDA
The Result = NO TWO PLANS ARE ALIKE
All-New TUNDRA• INSIGHT
• Keep it real – Cut to the chase • Media consumption follows his passions• Not a techno-early adapter – rather an
invaluable tool• ACTION
• Deep into key passion areas• Stay authentic and meaningful• Present information quick and digestible
Authentic & Relevant in Digital Media
Provide Meaningful Product Experience
RESULTSIn 3 months, the all-new Tundra has established positive momentum with Truck buyers, posting significant increases in key attributes
• Brand Personality• Tough +10.3%• Rugged + 9.9%
• Imagery• Is Authentic +12.6%• Powerful +11.8%• Is Durable +11.4%
Source: Hall & Partners
All-New FJ Cruiser• INSIGHT
• Establish credibility with the audience!• Off-road, 4x4 Enthusiasts• Adrenaline and youth, extreme sports
• ACTION• Build relevant content to share this authentic
experience• Use multi-media platforms to reach the target
where he is
Results
Two Roads to Baja
TV
FJ Brochure
Online
Events
Toyota.com
TiVO DVD
Mobile
All-New YARIS• INSIGHT
• Young adults consume media!• Pop divers – use media as social currency• Community is important to them – in life,
online, with the media they let in
• ACTION• Use traditional media in non-traditional ways
Toyota - Smallville Content Wrap #2 Video
Results: Relevant Content Engages Viewers
1.40
1.50
1.60
1.70
1.80
1.90
2.00
2.10
2.20
1 2 3 4 5 6 7 8 9 10 11
Minutes
Av
era
ge
Ra
tin
g
Smallville Content Wrap Smallville Program Avg Average Commercial Rating
[ Program ] [ Commercial Break / Content Wrap ] [ Program ]
+28%
Source: Nielsen
Results: Key Brand Measures Increase
65%
31% 31%
63%
43%
25% 24%
77%
0%10%20%30%40%50%60%70%80%90%
Memorability BrandCommunication
Brand Opinion Seamless Fit
Toyota, Smallville Content Wrap Toyota, Smallville Commercial
Source: IAG
Conclusions
• Focus and understand the consumer
• Embrace change and take risks - don’t be afraid of what you don’t know
• Kaizen!