Russian market entry, automotive tires content strategy in modern media types

2. The Brand
• Nitto Tires
- Founded in 1979.
• Products:
- Extreme Terrain Light Truck Tires
- Trail Terrain Light Truck Tires
- Desert Terrain Light Truck Tires
- All Terrain Light Truck Tires
- Highway Terrain Light Truck Tires
- All Season Truck & SUV Tires
- Max Performance Tires
- Luxury Sport Ultra High Performance Tires
- Summer Ultra High Performance Tires
- All Season Ultra High Performance Tires
- Entry Level All Season Ultra High Performance Tires
- D.O.T. Compliant Competition Road Course Tires
- D.O.T. Compliant Competition Drag Radial
•Properties
- Owned media
- Brand Ambassador programm
- Social/Mobile
•Goals
- Russian market entry
- Retail management
- Sales support

6. Russian market
• SEO - most consumers are internet
oriented (all dealers are competing for
search ranks)
• B2b - many small regional distributors
• Trade promo - no sale stimulation
programs
• Sales motivation program - no
programs stimulating trade stuff
• The tire market is stabilized
• Russian customers regards market as over
saturated and continue to save on tire costs

8. Auto media channels
Everyone will propose the same
handred
200 p.
Auto press
several
20 p.
Auto radio
several
50 p.
Auto journalists
thousand
1000 p.
Auto internet
several
50 p.
Auto events
several
10 p.
Auto celebrities
Russian customer
BRAND BRAND BRAND

9. Auto content types
• Official information
• Direct advertising
• Reviews
• Expert opinions
• Sport eents
• Lifestyle events
• Celebrity PR
• Auto blogs sponsorship

10. Conclusions

11. Proposal
• We can insert the brand into
already segmented market using
another communication
channels.

12. Russian auto tires
social media map
NO TIRE BRAND IN RUSSIA USING SOCIAL MEDIA

13. Conclusions
• The market is served
• All competitors are doing the same
(seasonal information flow in
traditional media channels
• Don't use social media channels full
advantage
• Not recognizing the MEANING of
content
• Maximum emphasizing of Nitto's
strong sides
• Branded content
• Social program
• Unikcom & partners

14. Normal strategy (what others will propose)
Content strategy (from Unicom & Partners)
Automotive
content
Auto content
channels
Russian
customer
Automotive
content
Auto content
channels
Russian
customer
Customer
channels
Partners
Rich
media
Rich
media
Rich
media
Rich
media
Rich
media
Rich
media

15. MEANING of content
• Even the most creative program will be delivered using content in
automobile channels, while the types of content are limited, thus the
difference between brands will only depend on advertising
communication intensity.
Automotive
content
Auto content
channels
Russian customerRich
media
Rich
media
Creating and
publishing content
on the site
Content is placed
using our instruments
in all auto channels

16. Strategy

17. Areas of work
★ Content
strategy
★ Social
★ Trade
promo
★ Mobile
★ B2B
★ CRM
★ SEO
★ Event
PR
- Key message, key visuals, posmFirst
steps

18. Content strategy
Corporate
NITTO
blog
Social
embassies
Facebook
Ambassador
blog
Ambassador
vlog blog
Ambassador
blog
Vkontakte
Automotive
websites
Automotive
forum
forum
Youtube
• Unified content strategy -
"Strategy of promoting a
content - not a product"
• Fore building a managed
community of loyal
customers, the TA must
engage with information
system for auto content
circulation
Interesting automotive content with NITTO rich-media banners
Influence ripple
websites

19. All format supported
Owned
properties
DIGITAL PROPERTIES
• Catalog
• Websites
• Blog
• Mobile
• Email
EMBASSIES
• Facebook
• Youtube
• Vkontakte
• Twitter
• Odnoklasniki
• Instagram
Social
platforms
Earned
media
Paid
media
OUTPOSTS
• Relevant message board
• Blogosphere
• Automotive forums
INCENTIVE
• Affiliate
• Brand ambassador
ADVERTISING
• Banners
• Display
• Raid
• Endorsements
PARTNERSHIPS
• Charities
• Co-branding
• Celebrities
CONTENT
• Build trust
• Educate
• Curate
• UGC
• Reviews
• Location-based
services
INFLUENCER ENGAGEMENT
• Response
• Advocacy
• Loyality
automotive
content by
NITTO

20. Landing pages - owned
properties
Interstishials rich media
• Big Audience
• Max Conversion
• Max dimensions
• Behavioral
Targeting
• All mechanics &
Key Messages
+
Publishing automotive content on the
Owned, Paid, Earned, Social
1
All branded content
shows RICH media
banners
2
3

21. Deep Social
• understanding of social behavior and
demographics
• social actions and analytics platform
Russian BUDDY MEDIA
(buddymedia.com) with benefits...
Michael Lazerow
as Chairman and CEO of Buddy Media
http://www.deepsocial.ru
http://brandoscope.ru/

22. DalBeri
• DalBeri – а customer-friendly system for
purchasing and distribution of advertising
campaigns in social networks
• With a help of DalBeri we connect brands with
social networking users who spread information
essential for the campaign.
• Users' endorsements go out to their followers and
friends on social network. We track the results
and report them back to the advertiser
Mobile version of AD.LY in Russia

23. Scheme
• Long term strategy is targeting
sustainable growth along immediate
results versus fast growth and later
stagnation
• Long term strategy is based on constant
data analysis and fast reaction to
changes in analysis results. We use tools
like DeepSocial for deep understanding
of social behavior and demographics.
• All content types and formats must
funnel into brand properties creating a
uniform system in which the content and
intensity of its delivery are a message as
well as a curation mechanism
1. Editor is responsible for content creation
2. Content teasers are seeded into social networks:
Facebook, Вконтакте, Однокласники, (foto/video
Instagram, Youtube )
3. All links are automatically shortened before seeding
and each seeding event is registered, tracked and
analyzed in real time - all traffic is thus interlinked
with brand content, delivery mechanism, distribution
channel and consumer action (like buying)
4. Rich media banners are used in every transition
(between a seeded link and a content) prolonging
the exposure and enlarging the brand dimension
5. SEO optimization is achieved as a by product of this
strategy

24. Work in progress
Owned
properties
automotive
content by
NITTO
Evangelist
Trandsetter
Ambassador
Partner
★$
Info / %
Info / %
platforms
Earned
media
Social
media
Paid
Russian
customer
Rich
media
Rich
media
Rich
media
Rich
media
Rich
media
Rich
media
Rich
media
Rich
media
Rich
media
Rich
media
Rich
media Rich
media
Target audience
Target content

25. Social
• + Mobile Dalberi + rich-media interstitials
• We have already realized BuddyMedia-like platform in Russia. DalBeri Social
Capital is measuring real influence in dollars (rubles)
AMBASSADOR PROGRAM - adapted
350
SHARE EARN INFLUENCE

26. SEO
• Content is seeded on auto resources with links to Nitto properties showing
full screen rich media
• Traffic + registration + indexing which leads to better SEO
promoted link
first position
AD
AD
AD
First position
promoted link

27. B2B
• Your audience is a large group of loosely related business people. Therefore your B2B
content should be geared towards that unifying factor, business-style, business content
for marketing your business to other businesses. It makes sense doesn’t it?
B2B
Automotive
content
B2B auto
content
channels
Russian customerRich
media
Rich
media
Creating and publishing B2B
autovotive content on the Owned,
Paid, Earned and Social
B2B content is placed
using our instruments in
all auto channels

28. data
Costumer
Computer
Social
data
data
data
Mobile
BIG
DATA
CRM / Loyality
• Data is collected on every step of
consumer interaction
• Content interaction
• Banner display and click
• Brand site visits
• Registrations on brand properties
• Actions (forms, questioners,
buying)
Russian customer
★

29. Event PR
• Integrated and information sponsorship
of auto-events
• 2013 in Russia there are 80 main
industry events
• Design of a creative brand exposure
during each of the selected events
• Design of a unique KV POSM

30. DalBeri + Brand
• Unique mobile solution for increasing customer and
trade personnel brand enabling the most effective
way to engage the TA creating sustainable
engagement, guarantees increase in brand loyalty.
• Users are downloading Nitto Russia DalBeri app
• Receiving periodic tasks based on Nitto tires
content
• Getting points for successful accomplishments
• Using points to buy Nitto products or discounts

31. Trade promotion
• Design of a unique
instore KV POSM
• Trade stuff brand engagement
motivation program - sales up

32. Earned
media
Full contact
properties
Owned
consumption
Product
platforms
Social
Mobile
app
automotive
content by
NITTO
media
Paid
points
Trade
PR
EVENT
Trade stuff
AMBASSADOR
AMBASSADOR
Earned
media
AMBASSADOR
properties
Owned
AMBASSADOR
Russian Customer
★
Rich
media
Rich
media
Rich
media
Rich
media
Rich
media
Rich
media
Rich
media
Rich
media
SEO

33. Applied Tools
• Unikcom & partners -
• DeepSocial – social instruments and
analytics (russian buddymedia)
• Beri.me – Interstishials richmedia in
social networks
• Dalberi.com - mobile motivation
framework

34. Thank you