2. 2006/2007 HAS REALISED EXCELLENT RESULTS FROM A FINELY-TUNED
COMMUNICATION PLATFORM
THE PROMOTIONS THAT WE PRESENTED TO ALL TARGET MARKETS SEEMED TO HAVE
BEEN WELL RECEIVED (BOTH BY THE MARKETS AND THE FRANCHISEES)
RESPONSE MECHANISMS FOR THE COMPETITIONS YIELDED EXCELLENT RETURNS
ALL PROMOTIONS WERE BACKED QUALIFYING PURCHASES
TWO MAJOR PROMOTIONAL CAMPAIGNS WERE UNDERPINNED BY GENERIC/BRANDED
ADVERTISING
PROMOTIONAL ADVERTISING’S OBJECTIVE WAS TO DRAW FEET THROUGH DOORS
GENERIC ADVERTISING’S OBJECTIVE WAS TO GROW AND MAINTAIN BRAND
AWARENESS, AS WELL AS ‘SELL THE BRAND’S OFFERINGS’ THROUGH DETAILED
COMPETENCIES
CAMPAIGNS WERE MEASURABLE, VIA THE FOLLOWING CRITERIA:
ENTRY FORMS
SALES ATTACHED TO ENTRY FORMS
3. Corsa Bakkie Competition
Summer 2005/2006
6 497 entries
Generated R7.6 Million in sales
4. LG Home Theatre System Competition
Winter 2006
4 323 entries
Generated R5.6 Million in sales
5. Referral programme/
Hungarian Grand Prix Competition
Summer 2006/2007
2 000 entries to date
Ends March 31 2007
6. 2006/2007, FOR THE FIRST TIME IN MANY YEARS, HAS REVEALED
A SOUND COMMUNICATION PLATFORM, THAT WAS BALANCED BY
SYNERGISTIC CHANNELS, I.E.:
GENERIC ABOVE THE LINE
FOUR TARGETED PUBLICATIONS
FACILITATION TO ENTRY
NATIONAL YELLOW PAGES LISTING
PROMOTIONAL ABOVE THE LINE
PROMOTIONAL MESSAGING CONSISTENT WITH GENERIC PUBLICATIONS
BELOW THE LINE
TARGETED DIRECT MARKETING CAMPAIGNS (TO UNDERPIN ATL PROMOTIONS)
POINT OF SALE
8. THE MAIN MESSAGE DRIVER FOR THIS YEAR IS TO POSITION THE PI WORKSHOPS AS:
ESTABLISHED
MODERN
TECHNOLOGICALLY-ADVANCED (OR ON PAR)
SUBSTANCE
YET, STILL REINFORCE SPECIALIST CAPABILITIES
GRAPHIC ELEMENTS:
THE BACKGROUND WE HAVE SELECTED FOR THE GENERIC CAMPAIGN IS BRUSHED
STEEL PLATING (SENSE OF STRENGTH, RESILIENCE AND ‘FORCE’)
EACH TARGET MARKET’S PUBLICATION TO FEATURE RELATIVE VISUALS
NEW PRODUCT PICS TO BE INCLUDED, AS REPRESENTATION OF THE SPECIALITY
9.
10. WE HAVE ESTABLISHED A WINNING FORMULA OF REACHING THE MARKET, IN A COST-
EFFECTIVE WAY, COMPLETELY TARGETED TO THE CORRECT CUSTOMER AND WITH THE
RIGHT MESSAGING MIX, AND WE PROPOSE TO MAINTAIN THE MOMENTUM OF THIS
FORMULA
WE WILL IMPLEMENT 2 MAJOR PROMOTIONAL CAMPAIGNS FOR THE YEAR:
WINTER: MAY – JULY 2007 (PROPOSED)
SUMMER: NOVEMBER 2007 – FEBRUARY 2008 (PROPOSED)
THE MIX FOR PROMOTIONAL CAMPAIGNS ARE:
ATL MEDIA (TO MIRROR GENERIC MIX)
BTL DIRECT MARKETING
RMI DATABASE
‘TOP 10 MIDAS CUSTOMER’ LIST
BTL STORES
POSTERS
LEAFLETS
ENTRY FORMS
11. THE THEME IS ‘AUTOMOTIVE’ IN NATURE…
THE 1ST PRIZE IS A TRIP FOR TWO TO AN ‘ADVENTURE DESTINATION & A VDO DAYTON
MS210 PORTABLE NAVIGATIONAL SYSTEM, I.E.:
4X4 SAFARI
WHITE WATER RAFTING
TRAIL SAFARI, ETC
PLUS… 10 ADDITIONAL WINNERS OF A VDO DAYTON MS210 PORTABLE
NAVIGATIONAL SYSTEM
THE PORTABLE NAVIGATIONAL SYSTEMS ARE VALUED AT R6 000 EACH (HIGH
PERCEIVED VALUE)
THIS WILL BE NEGOTIATED AS A BARTER DEAL
WE WILL PAY FOR THE 1ST PRIZE GETAWAY
THE THEME REVOLVES AROUND THE NAVIGATIONAL SYSTEM, AND “FINDING YOUR
WAY… TO THE SPECIALISTS!”
12. WIN A RIVER RAFTING ADVENTURE FOR TWO AND A MS2110 PORTABLE NAVIGATIONAL SYSTEM, VALUED AT R12 500
EXPERIENCE AN EASYGOING TOUR DOWN AN AFRICAN RIVER. IF EVER YOU HAVE FELT THE NEED TO BE SUSPENDED IN TIME, THE
ORANGE RIVER IS THE PLACE TO DO IT. A RELAXING, YET AWESOME TRIP WITH A FEW CHALLENGING RAPIDS. (COST R6399)
PLUS…
10 LUCKY WINNERS STAND THE CHANCE OF WINNING A MS2110 PORTABLE NAVIGATIONAL SYSTEM, VALUED AT R6 000 EACH
(BARTER DEAL)
13. THIS EXPERIENCE IS AN ADVANCED RALLY DRIVING COURSE. IT IS A COMPACT RALLY INSTRUCTIONAL COURSE THAT
WILL HAVE YOU AT THE END OF IT STRAPPED INTO A SERIOUSLY FAST, HIGH-SPEED RALLY SELF-RIDE. GET YOUR
KNUCKLES WHITE WHILE DRIVING AND WHILE BEING DRIVEN AROUND THE SPECIALLY PREPARED RALLY STAGE
WHEREYOUR HOST WILL BE A PROFESSIONAL RALLY DRIVER. EVEN THOUGH THERE WILL BE PLENTY OF SPEED
YOUR SAFETY WILL NEVER BE COMPROMISED. BE PREPARED TO LEAVEYOUR COMFORT ZONE AND EXPERIENCE
THIS INTOXICATING EXPERIENCE OF A LIFETIME. (COST R2999)
PLUS… 10 LUCKY WINNERS STAND THE CHANCE OF WINNING A MS2110 PORTABLE NAVIGATIONAL SYSTEM,
VALUED AT R6 000 EACH (BARTER DEAL)
14. IMAGINE DRIVING A RACING-SPEC FERRARI, COMPLETE WITH F1-STYLE PADDLE-SHIFT GEARBOX, ROLL CAGE AND
RACING BUCKET SEATS ON A REAL RACETRACK. BEYOND IMAGINATION? NOT ANY MORE. FERRARI 360
CHALLENGE AFFORDS YOU THE OPPORTUNITY TO SLIP BEHIND THE WHEEL OF A CAR OFFERING PERFORMANCE
AKIN TO THAT ACHIEVED BY FORMULA ONE RACERS. YOU WILL REACH 100 KM/H FROM A STANDING START IN
JUST 4.1 SECONDS - THE TIME IT TAKES TO READ THIS SENTENCE. THE BLACK HORSE IS SADDLED UP AND
WAITING. ISN'T IT TIME YOU TOOK THE REINS? (COST R12499)
PLUS… 10 LUCKY WINNERS STAND THE CHANCE OF WINNING A MS2110 PORTABLE NAVIGATIONAL SYSTEM,
VALUED AT R6 000 EACH (BARTER DEAL)
15. WE PROPOSE TO MAINTAIN A SIMILAR THEME, WHICH IS ‘AUTOMOTIVE’ IN NATURE…
WE WILL SOURCE RELEVANT, ‘WANTED’ PRIZES THAT WILL EXCITE OUR TARGET
MARKET
WE SUGGEST THAT WE CREATE ONE BIG PRIZE AND LOTS OF SMALLER ONES
LATEST LOYALTY RESEARCH SHOWS THAT (ESPECIALLY IN THE MASS MARKET) THAT
MANY ‘SMALLER’ PRIZES APPEAL, RATHER THAN ONE LARGE PRIZE (MORE
CHANCES TO WIN, MORE ACHIEVABLE… GREATER MOMENTUM)
POSSIBILITIES FOR ‘DRIVING’ TYPE PRIZES ARE LIMITLESS
THESE TYPES OF PRIZES, E.G. THE FERRARI EXPERIENCE, ALSO ASSIST IN HELPING US
TO ‘LIFESTYLE’ THE BRAND AND REPOSITION THE COLLECTIVE BRAND AS MORE A
LITTLE MORE TO ASPIRE TO
THIS ONE OF THE KEY FACTORS THAT WE NEED TO ADDRESS IN THE NEAR FUTURE, IN
ORDER TO LEND THE BRANDS A PERSONALITY AND CREATE SOME ‘EMOTIVE’
TRIGGER MECHANISMS
