ŠTUDIJA PRIMERA: ŠKODA – CELOSTNI POGLED V PRAKSI – VSEBINSKO IN DIGITALNO Možnosti in nove priložnosti integriranega vsebinskega marketinga so neskončne in, kar je najlepše, … dejansko delujejo (= prodajajo)!

1. Škoda integrated communication
with Content Marketing approach
28.09.2016
Integrirani vsebinski marketing v praksi

2. PM Activities for ŠKODA: We solve complex
communication tasks with content marketing
CONTENT & MEDIA CREATION
Simply Clever print & digital magazine, Simply Clever
Business, Video production, simplyclever.si content…
WEB & MOBILE APPLICATIONS
Web portals, web applications, responsive sites,
mobile applications, intranet solutions…
BUSINESS ANALYTICS & INSIGHTS
Integrated system for client digital and other
activities, API data integration, cross platform…
EVENT MANAGEMENT
Small boutique events, big test drive and entertainment events,
experiences, cultural happenings…
LEAD GENERATION
Lead generation tactics, lead management, targeting
tactics, lead profiling and database management…
DIGITAL DISTRIBUTION/ADVERTISING
Integrated turnkey digital campaigns for all digital
platforms, and digital television…

3. (Hey dad, What’s your job?)
Ati, ka pa tij delaš v slüžbi?

5. How to explain integrated
communication with
Content marketing
thinking to a child?
(Hey dad, What’s your job?)

6. Integrated communication
(tools, activities and media that we manage*)
Magazine
Simply Clever
*Legographics explained
We created this Legographics to explain the complexity of activities and tools
for Škoda client. Size and connections between different blocks are not
random - they represent actual dependencies and level of complexity.
Newsletter
Youtube Škoda
Facebook Škoda
Online videoADWORDSGDN & GSP
Facebook
advertising
Customer
database
Online display
Campaigns
Native
Eurotax
Loyalty scheme
VIP test drives
Pricelists
Test drives and
call center
Official portal
www.skoda.si
Official
Configurator
Portal
www.hudobro.si
Content portal
www.simplyclever.si
Remarketing
Dashboards

7. Dad’s day at
the office.
Seriously?

8. Integrated communication
(We are ŠKODA Team)
*Legographics explained
We created this Legographics to explain the complexity of activities and tools
for Škoda client. Size and connections between different blocks are not
random - they represent actual dependencies and level of complexity.

9. How does it work in
reality?
(selected cases)

10. Integrated communication
(tools, activities and media)
Magazine
Simply Clever
*Pojasnilo Legografike
To be abble to present the complexity of integrated communications we played around with lego bricks
which represent all crucial activities/tools/media and the nearly exact correlation with others.
Newsletter
Youtube Škoda
Facebook Škoda
Online videoADWORDSGDN & GSP
Facebook
advertising
Customer
database
Online display
Campaigns
Native
Eurotax
Loyalty scheme
VIP test drives Pricelists
Test drives and
call center
Official portal
www.skoda.si
Official
Configurator
Portal
www.hudobro.si
Content portal
www.simplyclever.si
Remarketing
Dashboards
Emotional
reasons
Logic behind building Lego-graphic
Rational
reasons
Rational and emotional
reasons
Distribution & Control
Own media
Own services
Tools
Push & Pull towards
sales
Push & Pull towards
content
Brand aware
Product
aware
Sales

11. Portals/
own media
Official portal
www.skoda.si
Financing & Specials
www.hudobro.si
Content portal
www.simplyclever.si

12. Portals/
own media
Official portal
www.skoda.si
Financing & Specials
www.hudobro.si
Content portal
www.simplyclever.si

13. Portal has 2 main pillars:
‣ Content close to the
brand
‣ Content not close to
the brand
Content oriented
portal for all target
groups

14. Diverse exits to all own
media.
Content oriented
portal for all target
groups

15. Portals/
own media
Official portal
www.skoda.si
Financing & Specials
www.hudobro.si
Content portal
www.simplyclever.si

16. Potencial buyers
‣ More towards rational
‣ Less “emotional”
Official portal with
wide range of
information

17. One of the KEY
functions of the portal
are “official” materials.
‣ Easy to find
‣ Structured by model
and range
‣ Relevant financing
CTA to portal hudobro
Official portal with
wide range of
information

18. Portals/
own media
Official portal
www.skoda.si
Financing & Specials
www.hudobro.si
Content portal
www.simplyclever.si

19. Škoda offers three
different financial
products which are
connected to different
Škoda models.
Sales oriented
portal for financial
calculations and
special offers

20. What can I get for
150-215 EUR?
Financial
calculations based
on monthlly
payments

21. Monthly payment
calculations are based on
official Porsche bank
offerings and calculated on
daily refreshed prices and
interest rates.
It works automatically for
all downpayment / duration
combinations.
Financial
calculations based
on monthlly
payments

22. Main CTA button is :
“I’m interested in this
vehicle” - user can then
select a nearest dealer
Financial
calculations based
on monthlly
payments

23. Second CTA is :
“I’m interested how much
is my car worth” - user
can go on a special lead
gen form
Financial
calculations based
on monthlly
payments

24. Special services
and features
Test drives and call center
Eurotax lead
generation

25. Special services
and features
Test drives and call center
Eurotax lead
generation
RMKT
RMKTRMKT
RMKT

26. Lead generation and lead forwarding directly to dealers
Lead generation “Hooks”
Free car evaluation
estimate is offered
through own media
channels.

27. Lead generation and lead forwarding directly to dealers
Auto lead forwarding
All data about leads
and vehicles is
tranfered directly to
nearest dealer based
on post number

28. Lead generation and lead forwarding directly to dealers
Dealers dashboard app
All dealers receive daily
info about newly
received leads. They
have 48 hours to
contact them and
specify result or status.

29. Special services
and features
Test drives and call center
Eurotax lead
generation

30. Special services
and features
Test drives and call center
Eurotax lead
generation
RMKTRMKT
RMKT

31. Centralised sistem for
test drives that
enables live checkup
of avaliable test drive
dates
Test drives and
call center
Range image photo

32. Test drives and
call center
Selected model image
photo

33. Test drives and
call center
Selected model image
photo
Avaliable DEALERS for
that model

34. Test drives and
call center
Selected model image
photo
Avaliable DEALERS for
that model
Avaliable VERSION for
that model

35. Test drives and
call center
Selected model image
photo
Avaliable DEALERS for
that model
Avaliable DATES for
that model
Avaliable VERSION for
that model

36. Test drives and
call center
Avaliable HOURS for
that model
Selected model image
photo
Avaliable DEALERS for
that model
Avaliable DATES for
that model
Avaliable VERSION for
that model

37. Test drives and
call center
Input of personal data
needed for call center
contact

38. Test drives and
call center
Behind the scenes call
center app view
Behind the scenes
dealer app view

39. Dashboard
databases and
campaigns
Database &
Dashboards
Campaign 2

40. „Fully featured landing
page for Superb digital
experience“
Superb Campaign
‣ Content rich for extensive
experience
‣ Integrated central booking
system (just for Superb)
‣ Eurotax used car
evaluations with direct
transfer to dealers
‣ Mini Superb configurator
with 58 different
personalised pdf leaflet
outputs
1.
2. 3. 4.

41. „We challenged
people’s curiosity with
simple app“
Superbalance app
(responsive)
‣ Superbalance app
calculates personal profile
dedicated to career, family
and friends
‣ Series of 10 personal
questions about everyday
activities, habits and goals
‣ Superbalance result is
presented as infographic to
share with friends and family
1.
2. 3.

42. VIP test drives
VIP Test drive
Want some Data?

43. „Test drive experience
like no one before“
VIP EXPERIENCE
1. 1.000 carefully selected
executives were qualified to
test drive* and experience
Superb
1.
* nr. of test drives: 200, estimated duration: 6 months, nr. of vehicles: 5

44. „Test drive experience
like no one before“
1. 1.000 carefully selected
executives were qualified to
test drive* and experience
Superb
2. Personal car delivery and
pick up service
2.
VIP EXPERIENCE

45. „Test drive experience
like no one before“
1. 1.000 carefully selected
executives were qualified to
test drive* and experience
Superb
2. Personal car delivery and
pick up service
3. Three day test drive with
dinner at selected
restaurants with detailed
instructions.
3. VIP EXPERIENCE

46. „Test drive experience
like no one before“
1. 1.000 carefully selected
executives were qualified to
test drive* and experience
Superb
2. Personal car delivery and
pick up service
3. Three day test drive with
dinner at selected
restaurants…
4. Coordinated centrally with
dedicated call centre support
and dealers cooperation
4.
VIP EXPERIENCE4.

47. 694
Personaly delivered invitations
1.000
Carefully picked individuals based
on personal and company profile
202
Test drive reservations with
confirmations
194
Performed test drives
with delivery and pick up
Brand awared
executives
Product
awared
Presales Ownership
Sales
Suspects

48. 194
Performed test drives
with delivery and pick up
Brand
Awareness
+1.000
Product
Awareness
+194
1000+
People received a positive
information about Škoda Superb
SUPERB
Impact on sales
HIGH
Value for Škoda brand among
complex target group

49. Gospod razmiš¡lja o nakupu
Superba, trenutno vozi golfa.
Pohvali tako storitev kot tudi vozilo.
Gospod že ima vozilo Superb l.2010. Vozilo bo menjal čez približno eno
leto. Pohvali vozne lastnosti novega Superba.
Gospod pravi, da je bil nad vozilom presenečen. Naredil je 600
km, vozilo se je odlično odneslo v vseh pogojih.
Vozilo je fantastičen potovalnik, zelo udobno, prostorno, DSG menjalnik je
po mojem mnenju biser tega avta.
G. je bil izredno zadovoljen, pravi, da je celotna izkuš¡nja nad nivojem.
Pred 3 meseci je kupil passata karavana, vendar po tej izkuš¡nji pravi,
da je nov superb en nivo viš¡ji in bi se zagotovo odločil za nakup
slednjega.
G. je bil izredno zadovoljen, pravi, da ga je vozilo presenetilo v
pozitivnem smislu. Nikoli ni razmiš¡ljal o nakupu Škodinega vozila,
do sedaj. Pravi, da ob bodoči menjavi vozila bi bil Superb ena
izmed opcij. Trenutno ima v lasti passata.
Gospod trenutno vozi Hondo. O nakupu novega vozila SUPERB resno
razmiš¡lja. Nakup bo opravil v prihodnjem letu.
Trenutno ima gospod eno leto starega Passata.
Čez dve leti namerava zamenjati vozilo,
zagotovo bo med potencialnimi vozili za nakup
tudi š koda.
Gospa je bila zelo zadovoljna, trenutno vozi Mercedes razred A,
razmiš¡ljajo o nakupu večjega vozila, med kandidati tudi SUperb.
Gospod trenutno vozi Mazdo 6, pohvali SUperba ker ima več opreme. V drugem letu bo menjal vozilo, razmiš¡lja tudi o superbu.
Z možem sta testirala vozilo nad voznimi lastnostmi
sta bila zelo navduš¡ena. Trenutno vozita ford S-MAX.
G. pravi da je bilo odlično, z vozilom je bil
zelo zadovoljen. Zato tudi razmiš¡lja o
nakupu Superba. Sedaj ima lexusa.
Sedaj vozi Ford, z testno vožnjo je zelo zadovoljen, razmiš¡lja o nakupu Superba.
Govorim z možem, zelo pohvali vozilo. Opiš¡e ga kot ogromen družinski avto s š¡portnim
pridihom. Gospod vozi Audi a4, gospa Petra Ford Fokus. O nakupu novega vozila razmiš¡ljala
čez eno leto. Nad vozilom Superb sta zelo navduš¡ena.
Trenutno imajo Škodo Octavio, nad Superbom so več kot navduŠeni. Gospod pravi, da je bil
prijetno presenečen nad nekaterimi funkcijami vozila. Vozilo Superb opiŠe tudi kot zelo udobno
vozilo.
Trenutno vozi TOURAN, PASSAT, vozili sta mlajŠi od 2 let zato o nakupu novega vozila ne
razmiŠlja. V kolikor bi kopoval vozilo bi bil superb zagotovo med kandidati, saj za ta denra dobiŠ
največ kar lahko.
Gospod je bil zadovoljen, pravi, da je avto primerljiv z audijem 6. V lasti ima Škodo
octavio. Zaenkrat ne razmiŠlja o nakupu avtomobila.
Z vožnjo je bil zelo zadovoljen, razmiŠlja o nakupu novega vozila
š koda Octavia, pozanimal se je tudi že o ceni pri prodajalcu.
Trenutno vozijo Toyoto in Renault, Škoda jih ne naudihnila. Pravijo, da je bila testna vožnja
odlična priložnost za spoznavanje Škode, ker prej si sploh predstavljali niso kako dobra je.
Ko bodo kupovali vozilo, bo Škoda zagotovo med kandidati.
Gospod trenutno vozi renault. O nakupu novega vozila
razmišlja, z testno vožnjo je bil zelo zadovoljen. Prosi za
ponudbo.
Gospod je imel vozilo Octavia rs, trenutno je pred nakupom novega. Superb je med kandidati, Gospod se bo v kratkem oglasil v AvtohiŠi vrta
Trenutno vozi Audi A1. Z vozilom Novi Superb je bil zelo zadovoljen.
Gospod je bil pozitivno presenečen. Superb vidi
kot pravi poslovni avto, konec leta 2016 bodo
kupovali nova službena vozila. Gospod trenutno
vozi Ford C max.
Gospod je bil zelo zadovoljen, pohvalil je tudi samo organizacijo in meni
v Gostilni na Burji, trenutno vozi š kodo Octavia. V prihodnjem letu bo
kopoval novo vozilo, odločal se bo med š kodo Octavia ali š kodo
Superb.
Pred kratkim so se odločali za nakup novega službenega vozila, s strani direktorja š koda ni bila odobrena,
zato so se odločili za Passata, pred tem so imeli Škodo Rapid, ki je dosegla vsa pričakovanja. Novo menjavo
vozila pričakujejo Šele čez 5 let.
O menjavi vozila Še ne razmiŠlja. Trenutno vozi Sharan. Superb je
prenesenetil, v koliko bi kupoval novo vozilo, bi bil Superb med pote
nakup.
Gospod je navduŠen nad vozilom, trenutno vozi BMW.
G. je bil zelo zadovoljen. sedaj ima v lasti tudi Superba. In če bi se
odločil za nakup vozila bi zagotovo to bilo š kodino.
Gospod ima že Superba, starega skoraj
dve leti. V začetku naslednjega leta ga
namerava menjati, najverjetneje se bo
odločil za novega Superba.
Gospod zelo pohvali celotno storitev.
Trenutno vozi A6. V kolikor bo kupoval
novo vozilo, bo med potencialnimi vozili
tudi Superb.
Gospod ima starega passata, razmiŠlja o nakupu novega vozila. Superb mu je zelo vŠeč, vendar
primerjalno z Passatom je cena visoka. Ceno vozila Superb je preverjal na internetu. Vseeno bi želel, da
prodajalec stopi v kontakt z njim.
Gospod je bil z Vip testno vožnjo zelo naduŠen, sedaj
ima Ford Focus, če bi se odločal za novo vozilo bi izbral
vozilo š koda Octavia.
V družini vozijo Renault (žena) in Audi A6 (g. Jurij), o menjavi Še ne razmiŠljajo.
V kolikor bi se pojavila potreba po novem službenem vozilu, bo novi Superb
zagotovo med izbiro za nakup.G. je bil z vožnjo zelo zadovoljen, vendar ne razmiŠlja o nakupu.
Trenutno vozi mercedes.
Ima novega VW, zato o menjavi ne razmiŠlja. V prihodnjem letu bodo menjali službeno vozilo, zagotovo bo Superb v ožjem izboru za nakup.
Gospod trenutno vozi Renault, o nakupu novega
vozila ne razmiŠlja. Službenih vozil imajo več
(Audi,VW) gospod bo zagotovo priporočal vozilo
Superb, ko bodo razmiŠljali o nakupu novega.
… + 100 more positive comments

50. Dashboard
databases and
campaigns
Customer
Database
Campaign 2
BIG SMAL
DATA

51. Databoards
Databoards for:
‣ Own media
‣ Executive view
‣ Campaigns
‣ Contacts

52. Color footprint personal (stage 1) and national (stage 2) results
Fabia Campaign
Stage 1:
17.851 color footprints
all with e-mail addresses
52% 48%
39 years old 74% 4%22%
Stage 2:
9.910 Fabia home locations and habits
with 6.500 mobile phone numbers
30 km
daily
45 km for
weekend
4% off all commute daily 80 km+.
Most of them are men (N: 709)
50+ women commute daily 22 km
on average (N:1167)
1.200 people (7% of all) commute
to work every day from 50 to 80
km. 65% of them are man.
85
%
15
%
3:15
average time
on site
SUPERB Customers?
Yes. Literally.
So we invited them for test drive
with the new Superb and 5 of them
received a VIP exerience with
Superb.

53. “Through selected data and
indicators we can see
deeper and answer
questions:
“Do price lists and
catalogues really do have
an affect on sales?”
Yes they do. We can see a
clear corellation between nr.
of downloads and sales
figures (just 1-2 months in
the future).
What competitors
do not see
But we do - daily
Jan: 359
Feb: 449 Mar:472
December:
Nr. of
downloads:
7.058
January:
Nr. of
downloads:
13.428
February:
Nr. of
downloads:
11.343
March:
Nr. of
downloads
10.329
Dec: 214

55. For those who dig deep
enough on Hudobro portal
Škoda offers a possibility to
order printed materials.
Škoda Special
offers - secret
feature

58. Thank you.