Mini Presentation Group Final

Click to edit Master title style
Presented by: Meghan

Dering, Leah Kelley, Christina Mieszczanski
Joseph Nelly, Gregg Ruais, & Alicia Temoche
Agency
Click to Information
edit Master title style
Ideal Image LLC
Team Structure
– 3 Account Executives
– 3 Creatives
Founded in 1993
Previous advertising campaigns
Automotive Industry
Investment Services
Information Technology
Agenda
Click to –edit
Presentation
Master title1style
Brand Overview & Background
Market Segmentation Process
Target Marketing Process
Need for Research
Proposed Research Plan
Socially Responsible Advertising
Recent Advertising Overview
Ideal Image’s Position Strategy
Agenda
Click to –edit
Presentation
Master title2style
Recap/Follow-ups
Competitive Positioning
• Types of Media
• Primary IMC Research
• Target Audience
Creative Brief
Our Big Idea(s)
Next Steps
Recap/Follow-ups
Click to edit Master– title
Presstyle
2
Target Market …
Trendsetting Opinion Leaders, Progressive Modern Mainstream, Upper Liberals
Geographic Segmentation …
Northeast, California, Florida
Market Positioning …
Exciting, Extroverted, Chic, Integrative, Substantive
Marketing Objective …
Continue to grow the brand without compromising core values through like customers
Follow up Questions …
Competitive Positioning
Transverse Engine?
Target Females?
Research Budget
Reference: Mark Smith, Motoring Advisor, MINI of Fairfield County; MINIUSA.com

Click toCHAPTER
edit Master1-7
title style
Brand Overview
MINI is …
A British automotive brand owned by the
BMW Group
A symbol of independence and
spontaneity
• Unique combination of style at a low-cost, small
size and nimble handling
– Fun to drive and promotes personal style
http://www.creativeabandon.com/CA_Brand_overview.pdf
Evolution of the
Click to edit MINItitle style
Master
In 1956, amid fuel shortages in a number of
countries created a pressing need to design a
fuel-efficient car
British Motor Corporation designed and

produced the first Classic Mini which made its
debut on August 26, 1959
The Classic Mini was the first mass-produced

automobile with a transversally placed engine
http://www.miniusa.com/#/contactFaq/faq/history-i
Evolution of the
Click to edit MINItitle style
Master
In 1961, legendary British race driver John
Cooper re-tooled the Classic Mini to create a
higher performance, racing version marking the
launch of the MINI Cooper
Between 1960 and 1967 about 10k Classic Minis
were sold in the US
In 1968, the US Government issued new Safety
and Emissions Regulations, that, at the time,
MINI was not prepared to implement, which
forced them to leave the US
MINI
ClickCooper Today title style
to edit Master
• Making its US debut at the Paris Auto Show in
October 2000, the new MINI is bigger, stronger
and faster than ever. It first became available in
the US March 22nd 2002
There are currently more than 80 US Mini
dealers. They are located primarily in major
metros and other selected cities
MINI is built at the BMW Group Plant near
Oxford in the United Kingdom
Currently you are building about 50% MINI
Coopers, and 50% MINI Cooper S
Product
Click to Life
edit Cycle
Master title style
Still in growth stage:
US sales grew 30% last year
Worldwide sales grew 8% last year
Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Models
Click toof MINI
1959 1963 1968
1976 1991 2009
http://en.wikipedia.org/wiki/Mini
Design
Click to&edit
Customization
Master title style
"The MINI Cooper is not a retro design car, but an evolution of
the original. It has the genes and many of the key characteristics
of its predecessor, but is larger, more powerful, more muscular
and more exciting than its predecessor ever was", says Frank
Stephenson, the Chief Designer of the MINI
Based on the original design-to-

space concept, MINI lives up to its
reputation as the one-off small car
that creates space on the inside
and saves space on the outside
Today, you can choose from

options such as the car’s paint
color, performance, and style of
the cockpit
http://www.mwerks.com/artman2/publish/mini/MINI_COOPER_A_Modern_Interpretation_Of_An_Automoti_177.shtml
Safety
Click toFeatures
The combination of an extremely strong passenger
safety cell, crumple zones front and rear and side impact
door beams means occupants are extremely well
protected in an accident
Passive safety is further enhanced with a full array of
airbags, including front and side airbags for the front
passengers including head protection airbags too
http://www.mwerks.com/artman2/publish/mini/MINI_COOPER_A_Modern_Interpretation_Of_An_Automoti_177.shtml
Market
Click toSegmentation
Old School (“Me-Too” products and mass market
segmentation strategy)
New School (Smaller segments, more profits)
Mini is a Low-Volume, Niche Brand
Pitch to a certain buyer
Two-Step process:
Identifying groups of people with shared needs
and characteristics
Aggregating into market segments
Shared
Click toCharacteristics
Behavioral:
User-Status
• Sole Users, Semi-Sole Users & Repertoire
Users
Usage-Rate
• Heavy Users
Purchase-Occasion
• New Look
Benefits-Sought
Sporty, Adventurer, Risk Taker, Retro
http://miniusa.com/
Shared
Geographic:
Concentration: City/Urban
Regions: Northeast, Florida, California
http://miniusa.com/
Shared
Demographic:
Age: Young Adults (20-34), Mid-Aged (35-50)
Family Size: 1-2
Gender: Male
Income: $50 - $100k
Occupation: Corporate Professional
Generation: Baby Boomers
Social Class: Upper Middles
Vera Martínez, Jorge, "MINI Cooper Brand Equity Profile and the Measurement of its Components" March 2006.
Shared
Psychographic:
VALS
SPORTY
FU
N
SPEE
D

Shared
Psychographic:
MindBase

Aggregating
Click to edit Market
Master Segments
title style
Bubbling it up:
Risk Takers
Loyalists
Young Adults
Urban/City
Repertoire
Expressive
Geographic

Key
ClickCore Target
to edit Groups
Master title style
Trendsetting Opinion Leaders
Progressive Modern Mainstream
Upper Liberals
Reference: Mark Smith, Motoring Advisor, MINI of Fairfield County

Trendsetting Opiniontitle
Click to edit Master Leaders
style
Demographics: Car buying considerations:
60% Male / 40% Female Enjoyment
Originality
1 in 3 under 25 years old
Individuality
Well educated Style
Medium to high income $55k +
Values:
Authenticity/Honesty
Thirst for experience
Flexible in work, life and relationships
Antiauthoritarian
Non-nationalistic

Progressive
Click to editModern
Master Mainstream
title style
60% Male / 40% Female Enjoyment
Environmental awareness
Most are < 35 years old
Flexibility and style
Often single
Generally well educated
Medium to high income $55K +
Values:
Individuality
Mobile and flexible
Cosmopolitan way of thinking
Tolerance and openness
• Interests include fashion and lifestyle

Upper Liberals
63% Male / 37% Female Individuality
Enjoyment
25 – 40 years old
Substance (appreciates
Often single customization)
Well educated Generally buys the MINI as a
High earners $100k + 2nd or 3rd car
Values:
Authenticity
Honesty
Cosmopolitan way of thinking
Interested in technological innovation
Open and flexible understanding of life

Perceived Image
Click to edit of MINI
Master title style
Sporty
Commuter
Surprising
Vehicle
Mischievous Quick
Crazy Frugal
MINI
Unpredictable Premium Brand
Compact Fun
Nimble Stylish
Eye catching
Four
ClickP’s - Product
to edit Master title style
Reinvention of a classic design
Four
MINI COOPER MINI COOPER S

Engine: 1.6-liter inline four Engine: 1.6-liter turbocharged inline four
Horsepower/Torque: 118 hp @ 6000 rpm/114 Horsepower/Torque: 172 hp @ 5500 rpm/177
lb-ft @ 4250 rpm lb-ft @ 1600 rpm
Transmission: 6-speed manual or automatic Transmission: 6-speed manual or automatic
with manual mode with manual mode
Length/Width/Height: 145.6 x 66.3 x 55.4 in. Length/Width/Height: 145.6 x 66.3 x 55.4 in.
Cargo volume: 5.7-24.0 cu. ft. Cargo volume: 5.7-24.0 cu. ft.
Fuel economy: 32 mpg city/40 mpg highway Fuel economy: 29 mpg city/36 mpg highway
Starting:$18,700 Starting:$21,850
http://www.edmunds.com
Four
MINI COOPER Convertible MINI COOPER S Convertible

Engine: 1.6-liter inline four Engine: 1.6-liter supercharged inline four
Horsepower/Torque: 115 hp @ 6000 rpm/111 Horsepower/Torque: 168 hp @ 6000 rpm/162
lb-ft @ 4500 rpm lb-ft @ 4000 rpm
Transmission: 6-speed manual or automatic Transmission: 6-speed manual or automatic
with manual mode with manual mode
Length/Width/Height: 143.0 x 66.5 x 55.5 in. Length/Width/Height: 143.9 x 66.3 x 55.4 in.
Cargo volume: 5.8-21.4 cu. ft. Cargo volume: 5.8-21.4 cu. ft.
Fuel economy: 26 mpg city/35 mpg highway Fuel economy: 24mpg city/31 mpg highway
Starting:$22,600 Starting:$26,050
http://www.edmunds.com
Four
ClickP’s - Pricing
Four
ClickP’s - Promotion
Four
ClickP’s - Place
Distribution:
Only 1 manufacturing facility in England
Selective Distribution
– Dealerships concentrated in the Northeast, Florida and
California

Four
ClickP’s - Place
Less is more – MINI’s Premium
Brand
Limited dealerships (83)
Exclusive showrooms and floors
Marketing on the web

Necessity of Master
Click to edit Research
title style
• Marketing Research
Recruit, Regain, Retain
• Advertising Research
Product Concept, Target Audience
Selection, Media Selection, Message
Element Selection
Examples: ThoughtWorks, Charles Schwab

Advertising
Click to editStrategy
Master title style
Product Concept
• Q: How are we perceived? Why are MINI buyers
loyal?
Target Audience Selection
• Progressive Modern Mainstream
Media Selection
• Q: What are our customers’ habits? How will we
best reach them?
Message Element Selection
• Q: What are our customers’ likes/dislikes?
Pre-Testing
Merchandise benefit testing
Market segmenting
Identify motives and needs
Improve current messaging/ads
Select media (class, subclasses,
vehicles, units)
Evaluate consistency across outlets
Post-Testing
Measure changes in:
MINI.com web traffic
Showroom visits
Consumer awareness, attitudes,
perception, brand interest,
aided/unaided recall
Sales
Market share
Research Objectives
Confirm current positioning, challenge, and target
consumer prior to advertising development process
Who are the current MINI buyers?

Evaluate current consumer satisfaction
• Appreciate relationship owners have with their MINI
• Understand product features most important to consumers
• Uncover any dissatisfiers among current owners
Evaluate consumer of competing cars
Determine changes needed to attract new consumers

Suggested
Click to editResearch Plan
Master title style
Qualitative:
Gain insight into current MINI owner
and competitive car owners (possibly
use IDI and/or Focus Groups)
Quantitative:
Execute a benefit screen or promise
test to determine most powerful
combination of benefits/attributes for
communication

Advertising
Click to editResearch Plan
Master title style
Pre-Testing Plan:
Qualitative
Conduct focus groups with concept ideas to filter to strongest ideas
If multiple rounds of creative ideas produce, research can be repeated
Quantitative
• Expose consumers to strongest 1 or 2 ideas to determine likeability,
comprehension, branding, etc (via CLT)
Post-Testing Plan:
Attitude Tests (IAG, Tracking)
• Brand Recall
• Understanding
• Likeability
• Purchase Intent
• Both Pre-testing and Post-testing have challenges

Interpreting
Click to editThe Results
Master title style
Team effort (MINI Marketing and Research

teams, Agency, Research Vendors)
Reputable suppliers to achieve:

Validity
Reliability

Socially
Click toResponsible
edit Master Advertising
title style
Ideal Image LLC …
Avoids manipulative advertising for both
ethical and business reasons
Is aware of scrutiny by Consumer Reports,
the media, and government of each model
Knows consumers conduct extensive
research prior to making a purchase
Recognizes “cool ads” alone will not close
many sales
Socially
Click toResponsible
title style
Ideal Image LLC …
Realizes the ethical fine line between
promoting a sporty, fun-to-drive car without
encouraging reckless driving
• Sportiness is displayed in movie scenes and skits
that are “unbelievable” and obviously not to be
replicated
• Create a fun personality for the brand –
customization on the website, humor in advertising
Socially
Click toResponsible
title style
MINI Cooper is …
• Ranked 8th in the American Council for
an Energy-Efficient Economy
• A combination of greenness and fun
factor touted CarFun Footprint
campaign
• #1 out of 197 cars in the CarFun
Footprint rankings
http://www.carfunfootprint.com; http://www.aceee.org
Socially
Click toResponsible
title style
How can MINI support its claim as the most
fun vs. environmental impact?
All green score ratings can be verified at
www.epa.gov/greenvehicles
Fun-to-Drive Factor comes from Strategic
Vision’s New Vehicle Experience Study
MINI’s advertising informs consumers of a
fun, green car choice
http://www.epa.gov/greenvehicles; http://www.strategicvision.com
Recent
Click toMedia Channels
Word of Mouth
Web
Print
Billboards
MINI Covert
Concerts/Amusement Parks
Movie appearances
Click Integrated
Recent to edit Master
Marketingtitle style
Campaigns
MINI Covert was an interactive campaign

designed “exclusively” for MINI owners to
create “buzz”
Direct Mail distributing “A Dizzying Look at

the Awesomeness of Small”
Placed ads that could only be read with

specially-issued Covert glasses
http://www.bssp.com
Click Integrated
Campaigns
Covert ads led people to a special website

where rewards could be earned
Special “Motorby” key chain contained RFID

tags: MINI billboards actually “spoke” to MINI
drivers passing by
People who completed the Covert game

received a medallion for their rear-view
mirrors
http://www.bssp.com
Click Integrated
Campaigns
Hired Todd Phillips to direct the “Hammer

& Coop” short film series
A series of six humorous five-minute action
films featuring the MINI
Enhanced the brand’s fun reputation
Frequent viral advertising through

YouTube
http://www.bssp.com
Click Integrated
Campaigns
MINI.com: Billboard:
Find out why a MINI handles the way Let’s Motor Campaign
it does at MINI.com
http://inventorspot.com/articles/mini_cooper_no_small_advertising_6530
Click Integrated
Campaigns
Print:
Let's take it off. Let's take it all off.
Movies:
The Bourne Identity
Click Integrated
Campaigns
Television:
http://minicooper.tv/watch_video.php?v=2e111541598d561
Success Rates of Recent IMC’s:

Advertising-related MINI conversations increased by 75% in July 2006 vs. the
previous month (53% higher than any other month in the previous year)
Consumer engagement increased by 21% in July 2006 vs. the previous month
Record participation online and at events:
Visitors spent an average of 5 to 8 minutes on Covert websites
Over 3,500 owners participated in MINI Takes the States (surpassing participation goals by 200%)
The ad campaign for the new MINI - "ZUG. THE OTHER MINI" also won the
agency a 2009 Effie award (a big award in the world of advertising)
http://www.bssp.com/#/28
MINI
ClickBrand
to editValues
Master title style
• Excitement is core brand value

Extroverted
Chic
Integrative
These have all been communicated in past MINI Ads

MINI
ClickPositioning
Exciting/Extroverted/Chic/Integrative/Substantive
– Anyone who purchases a MINI knows exactly

what to expect
– The MINI stands for top quality and innovative
technical solutions – in short: product substance
– The MINI conveys a particular lifestyle and exerts
a defining influence on the spirit of its time
– It arouses emotions
Ideal Image, LLC

Marketing Challenge
Continue to grow the brand without
compromising core values
Excitement
Uniqueness
Fun
Style
Ideal Image, LLC

Click to CHAPTER
edit Master 8title style
The
ClickMarketing Plan title style
to edit Master
Consists Of …
Mission Statement: “To be the most successful
premium niche brand for our customers in the
industry”
Strengths Weaknesses
Situation Analysis: SWOT - Brand Equity - Size Perception
- Loyal Following - Service
Marketing Objectives - Premium Brand - Smaller footprint than

competition
DAGMAR (Defining Goals) Opportunities Threats

-Younger following - Hybrids & alternate fuel
-Urban Cities automobiles
Action -Word of Mouth - Competition (VW
-Rising fuel prices Beetle)
Conviction
Comprehension Critical To Quality Measurement

Awareness
http://miniusa.com
The
ClickMarketing Plan title style
to edit Master
Marketing Strategy:
Target Market(Should we restate)?
Product Positioning(Is our marketing positioning)?
• Attributes, Price/Quality, Use/Application,
Class, User, Competitor, Cultural Symbol
Determining Marketing Mix
• Product, Price, Distribution, Communications
Marketing Tactics

Relationship Marketing
Click to edit Master title&style
IMC
Importance Of:
Cost of lost Cost of acquiring Value of loyal

customers new customers customers
(LTCV)
Costs 5 to 8 times Invaluable to MINI

Most Critical
more to acquire a
Aspect to MINI.
new customer than
Our Customers are
to keep an existing
our best advertisers
one

Advertising
Click to editPlan
Master title style
Target
Audience –
Our Three Target Markets
Advertising Product
Message – Concept –
New Tag Lines through MINI’s
Communications Media “bundle of values”
Communications
Media –
TV, Print, Online, OOH, Radio, Word of Mouth

Allocating Funds
Click to edit - Advertising
Master title style
Is this required since we already have our budget?
Reference
Click to CHAPTER
edit Master 9title style
Media Planning
Media Planning – directing our message to
the right people in the right place at the
right time
Five questions for MINI media planning:
• Which media vehicles are our trend
setting opinion leaders using?
• When during the year will our ads be
most effective?
• How often should we run our ads?
• Can we integrate our ads with other
communication tools?
Media Planning
Advertising Objectives:
• Position the MINI brand in the minds of
trendsetting opinion leaders as an
affordable and fun means of self
expression and uniqueness
• Achieve historic sales growth plus
growth in proportion to 2010 dealership
expansion
• Reinforce current owners’ enthusiasm
for the brand so that their passion for
MINI rubs off on others like them
• Potential owners should feel the
Media Planning
Distribution Objectives:
The strategy in the past has been to
reach a small target audience with a
high number of impressions
Due to dealership expansion, in 2010
MINI should continue to focus on a high
number of impressions but to a wider
audience
Expansion is primarily geographic
Media Planning
Distribution Objectives:
Maximize “Opportunities to See” by
creating buzz that leads people to seek
MINI on the Web
Focus on the exposure value and
attention value of MINI ads rather than
pure gross impressions and gross rating
points
Ratings points are meaningless when
the audience leaves the TV during
breaks
Stay away from channels where
Media Planning
Maximizing Exposure Value of Ads:
Choose high involvement mediums
where the audience is engaged
• TV – where the viewers do not leave
their seats or change the channel
• Internet – an interactive website vs.
casual reading
• Magazine – where audience is reading
vs. “flipping through”
Media Planning
Maximizing Attention Value of Ads:
Appeal to the specialization of the
audience (i.e. in Motor Trend, get
technical; in Playboy, be entertaining)
Keep ads within a campaign consistent
so that the audience becomes familiar
with it and builds a “relationship” with
the message
Click toCHAPTER
edit Master10
title style
The
ClickCreative Team title style
to edit Master
Creative Team:
Copywriter
Create the words and concepts for ads and commercials
• Art Director
• Determines how the ad’s verbal and visual symbols will fit
together
• Creative Director
• Heads a creative team of agency copywriters and artists that is
assigned to a client’s business who is ultimately responsible for
the creative product
• Creatives
• Work in the creative department, regardless of their specialty

What
Click Makes
to edit Great
MasterAdvertising?
title style
The Resonance Dimension:
A good ad rings the audiences chimes, echoes in their
ears, reverberates and gives them good vibes
Negatively originated motives provide the foundation for
many great ads. These resonate with the audience by
being highly informational
Positively originated motives provide consumers sensory
gratification, intellectual stimulation, or social approval.
These ads may achieve greatness by being
transformational
The Relevance Dimension:
An ad that must be relevant to the sponsor’s strategy

Formulating
Click to editAdvertising Strategy
Master title style
Creative Brief:
Serves as the creative team’s guide for writing
and producing the ad
Who?
Why?
What?
Where and when?
What style, approach, or tone?

Formulating
Click to editAdvertising Strategy
Master title style
Message Strategy:
A simple description and explanation of an ad
campaign’s overall creative approach
Verbal
• Guidelines for what the advertising should say
Nonverbal
• Overall nature of the ad’s graphics
Technical
Preferred execution approach and
mechanical outcome

Creativity andMaster
Click to edit Advertising
title style
Creativity …
Helps Advertising Inform
Helps Advertising Persuade
Helps Advertising Remind
Puts the “Boom” in Advertising

title style
Styles of Thinking:
Hard
• Refers to concepts like logic, reason, precision,
consistency, work, reality, analysis, and specificity
• Things are right or wrong, black or white
Soft
• Refers to less tangible concepts: metaphor, dream,
humor, ambiguity, play, fantasy, hunch
• There may be many right answers and many
shades of gray

title style
Theories of Thinking:
Fact-Based
• Tend to fragment concepts into components and to
analyze situations to discover the one best solution
• Tend to be linear thinkers and prefer to have facts
and figures
Value-Based
• Make decisions based on intuition, values, and
ethical judgments
• Better able to embrace change, conflict, and
paradox

title style
The Explorer
• Searches for new information, paying attention to unusual
patterns
The Artist
• Experiments and plays with a variety of approaches,
looking for an original idea
The Judge
• Evaluates the results of experimentation and decides which
approach is most practical
The Warrior
• Overcomes excuses, idea killers, setbacks, and obstacles
to bring a creative concept to realization

Click toCHAPTER
edit Master11
title style
Big Idea
Click Visual
Nonverbal aspects of an advertisement help to position the
product and create personality for the brand
It creates the mood; determines the way it feels to the audience
• The style of an advertisement, or manner in which a thought or

image is expressed, is set by the designer
• The creative and approval process include several steps, such

as:
• Creation of thumbnails, or very small, rough drawings
• Rough layout drawn to actual size
• Comprehensive layout is close to finished
• Dummy present the look and feel for certain ads, such as brochures
• Mechanicals are a step in the production process sometimes used
• The approval process depends on size of agency and client

Design
Click toPrinciples
Seamless integration of balance, unity, proportion, emphasis
and sequence drives strong design
• Design should command attention, hold the attention, facilitate
understanding and lead to a call to action
Print ad visuals need to capture attention, clarify claims, and
emphasize product’s unique features
The use of music occurs in both radio and television ads
• The entire message can be sung
• A donut in the middle of the jingle being sung is a hole for the message
• Musical logo is use of consistent musical themes
Internet principles suggest content is king, over visuals
• Internet readers “scan”
• Web pages need to be organized
• Web sites should be interactive

Design
Click toPrinciples
The role of the headline is to attract attention and get the
audience engaged in the ad to deliver the selling message.
Headline types include:
• Benefit - promises audience product experience will be rewarding
• Informational – delivers news
• Provocative – drives curiosity
• Question – encourages reader to search for answer
• Command – directs the reader to do something
Subheads and body copy allow the advertiser to tell a complete

story about product or service
There is a variety of body copy styles, including straight sell,
institutional, dialogue/monologue, picture caption, and device

Design
Click toPrinciples
Slogans or taglines are an important aspect to the design of
the advertisement
• Provide continuity to series of ads
• Reduce advertising message strategy to a brief and memorable
positioning
Radio and Television formats include:

Straight announcement when one person drives the sales message via
voiceover
Presenter commercial uses one person to deliver message such as
celebrity spokesperson
Testimonial from satisfied users
Demonstration provides a visual representation of product

Click toCHAPTER
edit Master12
title style
Click toCHAPTER
edit Master13
title style
Pageto
Click rate
editformula
Master title style
Page Rate
Circulations / 1000 = CPM
Arens, Contemporary Advertising, 12th edition

Pros
Click&toCons of Magazine
edit Master Adv.
title style
PROS: CONS:
• Flexibility • Lack of immediacy
• Color • Shallow geographic
• Authority & believability coverage
• Permanence • Inability to deliver mass
• Cost efficiency audience at a low price
• Inability to deliver high
• Selling power frequency
• Reader loyalty • Long lead time
• Extensive pass-along • Heavy advertising
readership competition
• Merchandising assistance • High cost per thousand
• Declining circulations

Pros
Click&toCons
edit of Newspaper
Master Adv.
title style
PROS: CONS:
• Mass medium • Lack of selectivity
• Local medium • Short life span
• Comprehensive in scope • Low production quality
• Geographic selectivity • Clutter
• Timeliness • Lack of control
• Credibility • Overlapping circulation
• Selective attention
• Creative flexibility
• An active medium
• A permanent record
• Reasonable cost

What works
Click to best in print
• Use simple layouts
• Always put a caption under a photograph
• Don’t be afraid of long copy
• Avoid negative headlines
• Don’t be afraid of long headlines
• Look for story appeal
• Photos work better than drawings
• Look at your ad in its editorial environment
• Develop a single advertising format
• Before-and-after photos make a point better than words
• Do not print copy in reverse type
• Make each ad a complete sale

Competitive
Click to editPositioning
Master title style
MINI Cooper Competitors (“Pretenders”):
Competitive
Master title style
Competitors’ Ad-to-Sales Ratios (2008):
Nielsen Monitor; Business Week; Manufacturer’s Annual Reports

Competitive
Master title style
Where are our competitors advertising?
Nielsen Monitor
MINI
ClickCooper
to editCompetition
Master title style
Smart Car:
Strengths:
• Trendy green car
• Inexpensive
• High MPG
Weaknesses:
• 0-60 in more than 12 seconds
• No back seat and limited storage space
Edmunds.com
MINI
ClickCooper
to editCompetition
Master title style
VW Beetle:
Strengths:
Safety
Uniqueness
Weaknesses:
• Small interior
• Boring to drive
• Limited option choices
Edmunds.com
MINI
ClickCooper
to editCompetition
Master title style
Scion xB:
Strengths:
• Toyota quality
• Customization
• Inexpensive
• Interior room
Weaknesses:
• Lacks the fun-to-drive factor
Edmunds.com
MINI
ClickCooper
to editCompetition
Master title style
Honda Fit Sport:
Strengths:
• Honda quality
• Good handling
• Interior room
Weaknesses:
• Interior is cheap
• Limited power despite “Sport” name
Edmunds.com
MINI
ClickCooper
to editSMaster
Competition
title style
Honda Civic SI:
Strengths:
Performance
Inexpensive
Brand name
Weaknesses:
• Limited options
Edmunds.com
MINI
ClickCooper
to editSMaster
Competition
title style
Mazda 3 Wagon:
Strengths:
• Fun to drive
• Interior space
Weaknesses:
Down scale interior
Station Wagon has limited appeal
Edmunds.com
MINI
ClickCooper
to editSMaster
Competition
title style
Scion TC:
Strengths:
• Value
• Toyota quality
Weaknesses:
• Fewer options than Scion xB
• Looks sportier than it drives
Edmunds.com
ClickCHAPTER
to edit Master
14 &title
15 style
Types ofedit
Click to MediaMaster title style
Television (TV) Print
Radio
Out of Home (OOH) Internet

TV Competitive
Click Landscape
TV Advertising
(May 2007 - April 2009)
24,151
25,000
TV HH GRPs
20,000
15,000
10,000
4,507
5,000 426
0
MINI Cooper Scion VW
Proprietary and Confidential

Recent
Click toTV
editAdvertising
Master title style
Last TV Ad
TV Advertising
(1 ½ yrs
3,000 ago)
2,500
2,000
TV HH GRPs
VW
1,500 Scion
Mini Cooper
1,000
500
0
M 3
M 4
M 6
M 7
M 8
09
M 5
Se 3
Se 4
Se 5
Se 6
Se 7
Se 8
04
05
07
03
06
08
-0
-0
-0
-0
-0
-0
-0
0
n-
n-
n-
n-
n-
n-
p-
p-
p-
p-
p-
p-
n
ay
ay
ay
ay
ay
ay
Ja
Ja
Ja
Ja
Ja
Ja
Ja

The
ClickMedium of TV title style
to edit Master
MINI Cooper Scion
4% 4% 1%
96% 95%
Volkswagen
4%
17%
54%
25%
* Based on 5/07 - 4/09 Cable Network Spot Syndicated

activity

TV Audience
Click Measurement
Dayparts:
MINI Cooper Scion
8% 12% 5% 0%
18% 19%
11%
8%
35%
12%
14%
28%
15% 2% 5% 2% 6%
Volkswagen
6% 16%
10%
37%
11%
* Based on 5/07 - 4/09
5% 4%
activity 11%
Daytime Early Fringe Late Fringe Late New s
Morning Overnight Prime Time Prime Time Access

Recent
Click toMagazine Advertising
Magazine Advertising for People 18+
(May 2007 - April 2009)
450 417
400 362
Magazine TRPs
350
300
250
200
150
100
50 2 7
0
Mini Cooper Scion Smart Car VW

Magazine TRPs
12
/
1/
20
0
50
100
150
200
250
4/ 02
1/
20
8/ 0 3
1/
2
12 003
/1
/2
0
4/ 03
1/
20
8/ 04

1/
2
12 004
/1
/2
0
Recent
4/ 04
1/
20
8/ 0 5
1/
2
12 00 5
/1
/2
0
4/ 05
1/
20
8/ 0 6
1/
2
12 00 6
/1
/2
0
4/ 06
1/
20
8/ 07
1/
2
Click toMagazine
12 00 7
/1
/2
0
4/ 07
1/
edit Master
Magazine Advertising for People 18+
20
8/ 0 8
1/
2
12 00 8
/1
/2
0
4/ 08
1/
20
09
Advertising
VW
Increased MINI
Scion
Smart Car
title style
Advertising
Mini Cooper
Recent Supplementary
Click to edit Master Advertising
title style
Out of Home:
Bulletins, Poster Panels,
Speculators, & Kiosks
Radio:
White Roof Radio &
Local Dealer Promotions
Internet:
Web site, Micro-Sites,
& Landing Pages

Primary
Click to IMC Research
Getting to know MINI Owners
Survey Channels:
Online (SurveyMonkey) distributed via …
Email
MINI Blogs
North American Motoring Club
Facebook MINI Groups
Snail Mail (Northeast/60) distributed via …

In Person Handouts
Car Windows
Survey Monkey
Primary
Click to IMC Research-Online
http://www.surveymonkey.com/s.aspx?sm=iJTwltxqXigKuFVzjkPCsQ_3d_3d
Primary
Click to IMC Research-Mail
60
Surveys
MINI
ClickOwners – Survey
to edit Master Results
title style
• When asked to name single most importance factor that led to the
purchase, 1 in 4 said FUN
• The top 3 factors influencing MINI purchase (aided): Fuel Efficiency
(75%), Performance (73%), Uniqueness (63%)
• 54% said FUN is the first word that comes to mind when thinking of their
MINI
53% created their MINI online
75% said the ability to customize their MINI was extremely/very important
62% belong to a MINI Club
92% would purchase a MINI again
98% would recommend MINI to friends/family
72% Male / 28% Female
Nearly 60% have annual income of $75k or more
Survey Monkey, 40 respondents

MINI
ClickOwners
to edit –Master
Verbatims
title style
you I love
s t f u n the ca
e mo r; is
It ' s t h
it h your fun to
d
ve w
can ha ! Seriously
. reliab rive,
le, ver
l o t h e s on cool,
make
y
c
Why would you statem s a
ent
purchase another
MINI in the future?
o nths d d i e d , you
, 3 m t frien
We did cause I If yo u r b e s
m e o n e w ho
later b
e
h are l d n ' t f i nd so him to
ant t o s w ou ts ju s t l ik e
n ' t w n d! a n d a c l d you?
di d s b a lo o k s th, w o u
h m y hu u n d w i
w it hang aro

Results
Click toIndicate … So title
edit Master Far style
The growth target for MINI is someone who:
Likes to have FUN
Has a BIG personality
Is passionate!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Is an individual but likes the sense of community (MINI Clubs)
• That advertising should express the elements of MINI that the target
admires:
• Fun
• Customization
• Uniqueness
The Web site and opportunity to create the car online is an important
element that leads to purchase
Environmental factor was NOT a important product differentiator
98% would recommend MINI to friends/family

Target’s Media
Click to edit Habits
Master title style

Target’s Media
Click to edit Habits
Master title style

DMAs - TV
SRDS Media Solutions

MINI
ClickCreative Brief title style
to edit Master
• Marketing Objective: After a sales increase of 28% in 2008, MINI has
suffered a decline in sales in Q1 2009 of 16%. The goal is to achieve sales
growth for the brand without compromising core values through like
customers
• Brand Essence: MINI Cooper has a big personality. It exudes fun,
youthfulness, confidence and individuality
• Marketing Challenge: Brand competition provides customers with many
different choices. Young professionals have many priorities when choosing
a car and don’t realize that MINI can provide a fun, affordable way to
express their individuality
• Communications Goal: Inspire the target to express their personality
through their car
AP Article, by D. Kurylko
Proposed 2010
Click to edit IMC title
Master Planstyle
Suggested Channels:
TV Print Internet
Word of
Radio Outdoor
Mouth
Suggested IMC Budget:

$40.5MM (3% of MINIUSA sales)
Up 0.5% from previous year
http://www.bmwgroup.com/annualreport2008/nav/index.html?http://www.bmwgroup.co
m/annualreport2008/start.html
Proposed 2010
Master Budget
style
http://www.orwig.net/articles/ad_budget/ad_budget.html
Proposed 2010
Master Timeline
style
Ideal Image, LLC

Our
ClickBig
to Idea(s) … So
edit Master Farstyle
title
Tag Line…
Option A:
“Express Yourself”
Option B:
“It’s what you make it”
Option C:
“Share/Join the Fun”
Option D:
“Join the Revolution”
TV Spot …
http://www.youtube.com/watch?v=6hWypJBt3cQ
Ideal Image, LLC

Our
ClickBig
to Idea(s)
Ideal Image, LLC

Our
ClickBig
to Idea(s)
Ideal Image, LLC

Our
ClickBig
to Idea(s)
Ideal Image, LLC

Here’s the
Story
about a car
named
References
Here’s the
Story
about a car
named
References
Next
ClickSteps
to edit–Master
Presentation 2
title style
Further Develop our Creative Ideas
Test with consumers through central

location testing
Final Presentation with complete IMC

Campaign
Ideal Image, LLC

Click toCHAPTER
edit Master16
title style
Previous OutMaster
Click to edit Of Home
title style
MINI’s previous Out of Home campaigns
include:
Billboards
• Personalized “talking” billboards that
utilize RFD technology
• Car placement/exhibits
• Building art
• Out of Home advertising increases

MINI’s visibility, awareness
Previous OutMaster
title style
Interactive Billboard Building Art
Previous OutMaster
title style
Outdoor Exhibit Billboard
Click toCHAPTER
edit Master17
title style
Direct Marketing
Any direct communication to a consumer or business recipient that is designed to
generate a response in the form of order, a request for more information, or the
visit to a store for the purpose of a purchase i.e. “Traffic Generation”
Types Of …
Direct Sales
Telemarketing
Direct Mail
Catalog Sales
Direct-Response (Print & Broadcast)
Through …
Database Marketing (Mining)

Personal Selling
Types Of …
Dealership Sales Representatives
• Very Knowledgeable (Primary Research)
• Sales Guide
Regional Sales Team
• Designed to train dealerships
• Update dealerships with latest marketing materials
National Sales Team
• Decide dealership promotions
Gathering Providing Fulfilling Building Client

Information for Information to Customer Relationships
Company Customers Orders

Sales Promotion
Click to Strategies

Click toCHAPTER
edit Master18
title style
Relationship
Click to editBuilding
Master title style
MINI Public Relations:
Stakeholders other than consumers
include environmental groups, safety
groups, government regulators and
anyone who may influence potential
customers’ opinions of MINI
MINI’s publicity often comes from its
creative ad campaigns (i.e. “talking”
billboards led to news articles)
MINI often sends “house organ”
materials to customers (i.e. “The Covert
Campaign”)
Relationship
Click to editBuilding
Master title style
MINI Public Relations:
One PR effort saw MINI “donate” half of
a page of a full-page ad to an
environmental group
Facebook page for MINI enthusiasts
MINI Sponsorship and Events:

Hosts MINI owner gatherings that
include MINI displays, fun activities for
families and MINI races
Auto shows provide a perfect venue to
show customization options and
Sponsorships and Events
MINI Sponsorships and Events:
Most people who buy a MINI say they
first saw it on the road, therefore venue
marketing at malls and events may be
effective
Carfun Offset Program:
• The customer donates to one of three
carbon offset programs
• MINI matches any donation up to $30
(multiple donations are allowed)
Sponsorships and Events
MINI Sponsorships and Events:
MINI donates to numerous charitable
foundations, like Susan B. Komen
Foundation
On MINI fan club website, owners post
their own charitable events and causes,
a great opportunity for MINI to directly
participate in causes important to their
most loyal customers

Mini Presentation Group Final

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Mini Presentation Group Final

Uploaded by

Copyright:

Available Formats

Click to edit Master title style

Presented by: Meghan

Reference: Mark Smith, Motoring Advisor, MINI of Fairfield County; MINIUSA.com

– Fun to drive and promotes personal style

British Motor Corporation designed and

The Classic Mini was the first mass-produced

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

1959 1963 1968

1976 1991 2009

Based on the original design-to-

Today, you can choose from

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Trendsetting Opinion Leaders

Progressive Modern Mainstream

Reference: Mark Smith, Motoring Advisor, MINI of Fairfield County

Reference: Mark Smith, Motoring Advisor, MINI of Fairfield County

Reference: Mark Smith, Motoring Advisor, MINI of Fairfield County

Reference: Mark Smith, Motoring Advisor, MINI of Fairfield County

MINI COOPER MINI COOPER S

MINI COOPER Convertible MINI COOPER S Convertible

Reference: Mark Smith, Motoring Advisor, MINI of Fairfield County

Reference: Mark Smith, Motoring Advisor, MINI of Fairfield County

Examples: ThoughtWorks, Charles Schwab

Who are the current MINI buyers?

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Team effort (MINI Marketing and Research

Reputable suppliers to achieve:

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

MINI Covert was an interactive campaign

Direct Mail distributing “A Dizzying Look at

Placed ads that could only be read with

Covert ads led people to a special website

Special “Motorby” key chain contained RFID

People who completed the Covert game

Hired Todd Phillips to direct the “Hammer

Frequent viral advertising through

Success Rates of Recent IMC’s:

• Excitement is core brand value

These have all been communicated in past MINI Ads

Reference: Mark Smith, Motoring Advisor, MINI of Fairfield County

– Anyone who purchases a MINI knows exactly

Ideal Image, LLC

Ideal Image, LLC

Marketing Objectives - Premium Brand - Smaller footprint than

DAGMAR (Defining Goals) Opportunities Threats

Comprehension Critical To Quality Measurement

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Cost of lost Cost of acquiring Value of loyal

Costs 5 to 8 times Invaluable to MINI

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill