Focusing on activities through channels to achieve marketing activities of FAW Toyota Driving School

In this age of information fragmentation and dissemination, both the corporate brand communication and product promotion are eager to be closer to the consumer, closer, and closer, so that consumers can breathe brand-new emotions to the product. Can be within reach, and ultimately to personal experience and practical experience to achieve the perception of the brand and product awareness. And such heavy burdens can only be undertaken by campaign marketing, or they can't be said.

The marketing value of driving school activities

In activity marketing, the first element is the accuracy of the target population. The role of the channel is obvious. That is to focus on the target audience through the channels that meet the characteristics of the target population, and lay a solid foundation for the subsequent marketing process. This is followed by the impact of the target group, which is to use face-to-face zero-distance activities to achieve the ultimate goal of marketing.

In driving the entire marketing system in China, first of all, it is through the driving school channel that the most important part of the potential group of car consumption - the prospective car owner realizes the communication focus, and then drives the school through the "opening of the 4S shop to the driving school". In-house static activities focusing on product display and function explanation, and test drive activities conducted outside school or in 4S stores, to achieve zero-distance contact between brands or products and consumers; Take the initiative to participate; Let companies face those consumers who already have corresponding needs; ultimately allow companies to personally feel the value and effectiveness of the activities, and can make the most direct judgment for the effectiveness of the activities. Therefore, it also makes it possible to control almost all of the customers in China when they drive schools to purchase the corresponding proportion of dynamic and static activities. Even some customers choose the activities, and then choose the appropriate proportion of media and database marketing methods to match the release of specific Activity time, limited time offer content and other information.

We take the event marketing of FAW Toyota's 2011 and 2012 for two consecutive years as an example to interpret and appreciate the value and effectiveness of driving marketing campaigns in China.

FAW Toyota Driving School Campaign Marketing

Theme: RAV4 driving school, test ride with good manners

Purpose of the event: To cope with FAW Toyota's large-scale thematic activities during the same period, to expand the driving school channel, to demonstrate the perfect appearance and superior performance of RAV4, to strengthen the brand, product awareness, change the buying trend, and ultimately stimulate regional sales.

Activity strategy: to strengthen the brand and product output as a strategy-oriented, integrated use of channel tools as a means to drive school outdoor media for information output focus. At the same time, combining dynamic and static activities to influence interactions and other content affect their purchasing decisions. To make it change its buying tendency, it finally achieves the effective combination of media transmission and static display, and achieves the best effect of triple exposure with high exposure, high reach, and high efficiency.

Media Format: Users outside the big brands to release product and event information; truss release product function information.

Activity form: static display, dynamic skills activities (test drive)

Scale of activity: A total of 20 driving schools in Beijing, Guangzhou, Shenzhen, Hangzhou, Chengdu and Changchun

Covering the crowd: There are nearly 160,000 drivers and owners of the project, and 10,000 people directly participate in the test drive.

Event scheduling: warm-up period, warm-up period and high tide period

Event Category:

Relying on the distribution of networked resources for driving the media, the driving school site activities will be carried out with the media release.

l Static display: RAV4 Driving School - "Enchant you and fall in love with you"

l Dynamic Activities: RAV4 Driving School - "All Freedom Follows" Test Drive

Activity effect:

1. Static display: Because of the full preparation, the two sides cooperate closely and the activities are always carried out smoothly, mainly in:

(1) Driving School Leaders took the lead to visit the auto show. The coach helped organize and recommend trainees to look at the car.

(2) The site layout standard is high, gifts are practical, and the flow of people exceeds expectations

(3) Use the paper bags provided by dealers to load various DM orders, 4S shop introductions and gift umbrellas, and the students will actively search for better results.

(4) The still life display intuitively deepened the impact of the trainees on the brand vision, and the sales staff enthusiastically and patiently explained the brand effect of Toyota.

(5) Trainees and coaches have a better understanding of the handling and performance of the RAV4.

(6) More information is collected for effective trainees, and the degree of traineeship is higher.

(7) Trainees have a clear intention of buying cars and more accurate information screening.

Static show activity effect evaluation chart

2. Test drive:

A major feature of this event is the combination of static and dynamic activities, with the test ride test drive, and achieved very good results, mainly in:

(1) The location of the venue is good, the number of exhibitors is large, and new models attract coaches

(2) Through the on-site explanations and demonstrations, participants were given a preliminary understanding of RAV4

(3) Randomly lead it to complete the test drive, so that participants have a deeper understanding of the handling and comfort of RAV4.

(4) Set up multi-level prizes. The lucky draw is very popular.

Return visits

After the event was over, the executive team that drove China also paid a special visit to Beijing Kabailong Toyota Motor Sales Service Company and other units to understand the customers' satisfaction with the driving school activities. Customer thinks -

(1) Driving school environment is better, the venue is large, it is very suitable for static and dynamic activities

(2) The driving school activities are more closely coordinated

(3) The number and scale of student participation have reached the expected level

(4) The number of visits to the store has increased significantly. In particular, the number of A-card customers for the RAV4 has also increased significantly.

(5) Acquiring passengers through activities, and tracking according to car purchase plan

(6) Driving school activities are very necessary, with more pertinence and accuracy

Summary of activities:

In 2011, Dentsu designed about 20 RAV4 models of FAW Toyota in about 20 driving schools for FAW Toyota's RAV4 model. The theme activity was "RAV4 ​​Driving School." Participated in test drive and test drive activities, this activity led to a substantial increase in the number of stores participating in the implementation of the 4S store, especially RAV4 A card customers (in the driving school activities filled out the data, the future intentions of the car purchase) collected on-site In 2000, the number of orders for this model also increased significantly.

Follow-up effect:

Formally because of the satisfactory results of the 2011 event, in 2012, Dentsu again led the event with a new topic and goal in the driving school channel, and implemented heavy deployment, in addition to the continuation of the promotion in 2011. In RAV4, in 2012, small cars (Corolla and VOIS) were added. At the same time, the resources allocated to 25 cities, 64 driving schools, and 250 static and dynamic activities, starting from May to the end of November, are expected to be covered. 110 million people. All of the above shows that the activities play a crucial role in the integrated marketing of driving school channels.