Kim McCullough Corporate Manager, Marketing Communications Engaging Consumers in a New Media World.

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Presentation 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

Unexpected Traditional Unexpected Traditional on VIRAL / COMMUNAL Tundra’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 / Print The Hybrid Synergy Drive message on gas pumps

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

RESULTS In 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

FJ Video

Results Two Roads to Baja TV FJ Brochure Print 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 [ Program ][ Commercial Break / Content Wrap ] [ Program ] +28% Source: Nielsen

Results: Key Brand Measures Increase Source: IAG

Conclusions Focus and understand the consumer Embrace change and take risks - don’t be afraid of what you don’t know Kaizen!