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VGICVWBrandRetailMarketingVGICVWBrandRetailMarketing–RetailGuidancePresentationbyPicoTBAConsultingApril,byPicoTBAConsultingPageCriticalsuccessfactors–Retail?ToabilitytoCriticalsuccessfactors–Retail?ToabilitytoovercomethechallengesofgrowthfromtheexpansionofthedealertoYoYgrowthinsales?Transparencytotrueresultsandneedsofdealersandother?Continuetoup-liftVGICVWbrandtoaperceptionofapremium?Theabilitytobeabletorespondquicklytochange–threatidentification,response,dealerenablementand?Bettercollaborationacrossalllayersinplanning&executiontoensureweresourcesandcreate?SupportnewdealersintheirinfancytoensurefaststartsandabilitytoactquicklyplaceresourceswheretheyareneededthecreatemaximumretailbyPicoTBAConsultingPageCriticalsuccessfactors–AgencyInbuildingCriticalsuccessfactors–AgencyInbuildingourresponse,wehavecarefullyassessedthechallengesweneedtoovercome,theon-goingimprovementsthatweneedtomakeandoutcomesthatweneedtoachieve:?Therightmixofresourcepositioninasystemwhichcontinuetofocusonbuildingpremiumbranddifference,butwhoareconstantlydrivingsales?Fasterandcleareraccesstoregionalanddealerinsightstodriveon-goingvalueacrossalllayersofretailmarketing–Central,SBU&?Moreemphasisontrafficcreationtosupportgrowingsalestargetsandimprovedagency?Don?tliveinaproblem,butbeavocalandconfidentstakeholderandbreak-downbetteradapttoVGICVWbrandculturalbyPicoTBAConsultingPageOurretailOurretailphilosophyissimple,createOurretailOurretailphilosophyissimple,createmorevaluethroughdrivingDemandAnapproachthatbuildsthebrand,yetissquarelyfocusoncreating?Isinsightdrivensowecancreaterelevance,pointsofdifferenceandroll-outvalue?Thatassistsmarketingatalllayerstoimplementretailmarketingactivitythatreachandtrafficinsupportofgrowth?ThatassistssalesbyprovidingtherightretailbrandplatformsthatdifferentiateVGICbrandandprovidebetterplatformsforsales?IssupportedbyoperationexcellenceinchannelmarketingandbyPicoTBAConsultingPageAnapproachthatchangesthewayweAnewapproach,systemandteamthatAnapproachthatchangesthewayweAnewapproach,systemandteamthatensureslearning?sarecreatedandintegratesplanningacrossalllayersandoptimisestheexecutionofRetailHub&2DProgram/NEWSYSTEM,NEWbyPicoTBAConsultingPageAnapproachthatbuildontheWeaimtobuildAnapproachthatbuildontheWeaimtobuilduponthepositivesfromthefirstyearofPicoTBAconsultinggroupssupporttoVGICVWbrand:?AgencysupporthascreatedvalueanddeepknowledgedevelopedattheSBUanddealerlevelviatrustbased?Ahardearnedunderstandingofthegrowth,structuralandculturalchallengesbeingfacedandwhatweneedtodoachieveinsuchacomplexandhigh-tempobyPicoTBAConsultingPageTrust&Intimacy–bothgood&DrivingcontinuousWhetheritbethroughcontributiontothedevelopmentofnationalstrategiesorDrivingcontinuousWhetheritbethroughcontributiontothedevelopmentofnationalstrategiesoradvisingonhowchallengeddealerscanimprove,allnewactionsarejustifiedbyassessmentandinsight:Theinsightcheck-points,providinginsightattheright?Whataretheconsumerneedsandcompetitivethatweneedto?Whatarethespecificcausesoftheregionalandchallengesandhowcanweovercome?WhatarethesimpleactionsthatweneedtooperationalrigorandexecutionbyPicoTBAConsultingPageActivatingresourceswherethey?reScenario20Activatingresourceswherethey?reScenario20lowperformingdealershavebeenidentifiedandneedingdirectbyPicoTBAConsultingPage Activatingresourceswherethey?reScenarioEastregionsPhaetonsalesaredownandneedtoconductregionalActivatingresourceswherethey?reScenarioEastregionsPhaetonsalesaredownandneedtoconductregional&dealerledbyPicoTBAConsultingPageStaffingWerequestvalidationbyVGICStaffingWerequestvalidationbyVGICVWbrandofourstafftwo-ExperienceforthedefinedGeneralindustryknowledge&byPicoTBAConsultingPageInitialAccountSVPOperationsLimChiewProgramLeadDevelopmentDirector(50%)ONOFFERRegionalInsights&InitialAccountSVPOperationsLimChiewProgramLeadDevelopmentDirector(50%)ONOFFERRegionalInsights&Planning(100%)JohnsonLiuPolina/TrinityDigitalCreativeRosleeYusof3DCaiXuKai2DKuangYanNaCopyJackyRetailHubEilyLiProgramKevinZhangResearchAnalystJasonOperationsRogerXieProgramJoshSheng(100%)CaciaChen(100%)ChenMengProgramCassyLei NorthRegionalTracyCaoEastRegionalMaoLingRegionalTrumanLiRegionalPaulZhengRegionalManagerTammiLi(100%)RegionalManagerZhongZhuoHongRegionalTBHRegionalSeamanRegionalZhaoJinWestRegionalJerryZhouSouthRegionalRegionalDengZhiQiangVALUEOPERATIONALbyPicoTBAConsultingPageCreative&ConceptPatrickLarsenPicoChiefCreativeStrategy&ActivationGM,Brand&StrategyAmandaKraljHillPicoKnowledgeMgmtbyPicoTBAbyPicoTBAConsultingPageNotjustdata,informationNotjustdata,information&“ItisnotjustenoughtoprovideWeneedtoindentifywhataretheopportunitiesforVGICVWbrand!”byPicoTBAConsultingPageCase-4Marketresearchon200storesacrossFrance,Switzerland,Spain,UnitedKingdom,ChinaandHongKongconducted.40CTFstoreneedsauditedinMacau,HongKong&China.RETAILCase-4Marketresearchon200storesacrossFrance,Switzerland,Spain,UnitedKingdom,ChinaandHongKongconducted.40CTFstoreneedsauditedinMacau,HongKong&China.RETAILPYSCHOLOGISTSDRIVINGBrandNEWDISPLAYKITSDISPLAYGUIDELINESPROTO-TYPESEASONALPROMOTIONQuantityandMysteryshopperIN-ChowTaiFookcase-study:MovingtoapremiumbrandexperiencethroughaflexiblestorebyPicoTBAConsultingPageCreatingAninsightisarelevantandandCreatingAninsightisarelevantandandwewilllooktoleveragefollowingsourcesandconsiderhowweshouldrespondtoasituationinourplanning:?Analysisofmarketing?Competitive?Ad-hocField?PicoglobalknowledgebyPicoTBAConsultingPageInsightbyPicoTBAConsultingPageScope-of-Field/competitorresearch&InsightbyPicoTBAConsultingPageScope-of-Field/competitorresearch&Operationstandardsenforcement,leveragingexistingDMAT,DMER,mysteryshoppingandotherConsumerresearch,resultsanalysisandtrendInsight&0.5Weekly“sound-bite”QuarterlyProjectleadforfocusedRegularcheck-pointswithSBU&Dealer2.0Mysteryshoppertours&reports–VGIC–WeeklyDMATanalysis.-Competitoraudits-SBUReports-0.5Monthlydealerscore-Campaignscore-card–Ad-ResultcorrelationwithDMER-Monthlybest-practiceDealer&campaignscore-cards:Sales–Targetsvs.TrafficReport&ConversionDMAT&byPicoTBAConsultingPageStillDealerQ4Q4SBUTOTALInboundTestCompareRateDealer&campaignscore-cards:Sales–Targetsvs.TrafficReport&ConversionDMAT&byPicoTBAConsultingPageStillDealerQ4Q4SBUTOTALInboundTestCompareRateofRateofRateofTestNo.of62RateofOrderMonthlydealerperformancescore-marketingsuccess.MeasureabilitytodeliveronsalestargetsMeasureifspendMeasurequality&brandWeight/Analysis&byPicoTBAConsultingPageDMAT&Traffic&Conversion>25%thanbenchmark=15pts10-25%>benchmark=10pts0-10%>benchmark=5<thanbenchmark=0pointsSales–Budgetvs.Overallsalesvolumeachieved=15Pressureproductsalesvolumeachieved=15?MarketingAchievelevelsofoverallbudgetspend=4AchieveATLbudgetspend=4AchieveBTLbudgetspend=PassDMERlastauditMonthlydealerperformancescore-marketingsuccess.MeasureabilitytodeliveronsalestargetsMeasureifspendMeasurequality&brandWeight/Analysis&byPicoTBAConsultingPageDMAT&Traffic&Conversion>25%thanbenchmark=15pts10-25%>benchmark=10pts0-10%>benchmark=5<thanbenchmark=0pointsSales–Budgetvs.Overallsalesvolumeachieved=15Pressureproductsalesvolumeachieved=15?MarketingAchievelevelsofoverallbudgetspend=4AchieveATLbudgetspend=4AchieveBTLbudgetspend=PassDMERlastaudit=8-DMAT–90%-100%=20-DMAT–80%-89%=15-DMAT-70-79%=10-DMAT–60%-69%=5-DMAT<60%=0-Score-cardsinsightdrivingInsightCreation:5LowestPerformingDealersperregionsassessedtoisolatecoremarketingplanningissues(monthly).ActionPlan:AssignedScore-cardsinsightdrivingInsightCreation:5LowestPerformingDealersperregionsassessedtoisolatecoremarketingplanningissues(monthly).ActionPlan:AssignedtoPicoTBAregionalplannersfordeepsupportforup-comingAdditional:Workwithtraining/empowermentMonthlyDealerScore-InsightCreation:10LowestPerformingDealersperquarterassessedtoisolatecorecampaignplanningandexecutionissues.Identifiedbest-ActionPlan:AssignedtoPicoTBAregionalplannerstogetherwithadditionalcreativeandoperationstosupportplanningandexecutionofnextkeycampaign.Sharebest-practice.QuarterlyCampaignScore-byPicoTBAConsulting50-70-50-WeeklySound-biteReport–ForDealerWeeklySound-biteReport–ForDealerCampaignBestPractice–4perInsightSharing:Keyreportswillbeproducedtosharespecificinsightsintodealermarketingbest-practice(distributedviahub)andashortCentral“sound-bite”reporttokeepexecutivesintouchwiththepulseoftheregions/dealers.byPicoTBAConsultingPageCompetitorTheauditmixcompetitorCompetitorTheauditmixcompetitorBTLNationally10%BTLRegion&DealerShowRoomPOSM10%ShowRoomExperience10%Secondary,Paid,MysteryShopperandType&??Landscapereviewwithstrategicrecommendations:.QuarterlybyPicoTBAConsultingPageConsumerOpportunitytosustainsalesofCross,Variant,Sharan&Touaregthroughthetargetingofsecondcar/firstcarsalesbyaddressingmodernfamilyneedsviax-salesSource:EastRegionresearchintoGolfVariantCrossownersconductedbyPicoTBATobetterunderstandVGICVWbrandconsumers,ad-hocanalysiscanbeconductedoncustomersandgeneralconsumerstoConsumerOpportunitytosustainsalesofCross,Variant,Sharan&Touaregthroughthetargetingofsecondcar/firstcarsalesbyaddressingmodernfamilyneedsviax-salesSource:EastRegionresearchintoGolfVariantCrossownersconductedbyPicoTBATobetterunderstandVGICVWbrandconsumers,ad-hocanalysiscanbeconductedoncustomersandgeneralconsumerstobetterunderstandpurchasebyPicoTBAConsultingPage性年e高爾夫旅行g(shù)olf職)客戶(Ownerofothermodel？）男1是是女1是公司是女1是公司是男1是私營業(yè)女1是公司是女1是老是女1是公司是男1是公)女1是公司是AccessingourglobalknowledgeFerragamoPre-AccessingourglobalknowledgeFerragamoPre-Infinityroad-OurnewglobalknowledgemanagementplatformwentliveatDedicatedplanning,creativeandindustryresourcesareavailableforourteamstoaccessanduseintheirFordsocialbyPicoTBAConsultingPageAccessingourglobalknowledgeAccessingourglobalknowledgebyPicoTBAConsultingPageValuebyPicoValuebyPicoTBAConsultingPageAreasthatweneedtoAreasthatweneedtoWherewecanPlanningReach&trafficConsumerinterest/dwelltime/shareinsupportofSupportregionalorspecific“pressure”byPicoTBAConsultingPageDDB&OgilvyPicoDDB&OgilvyPicoIntegrationisnotjust360-degreemarketing,butalsoclearlydefiningtheroleeachlayerofmarketing(VGICVWbrand&agency)playtodeliveronthemarketingobjectivesathand.WeneedtobreakdownWeneedtopush/pullourexperiencetolayerswhichwillincreaseexcellenceinplanningfordealerneeds,applicationofbest-practice,excellenceincreativedesignandconsistencyinVGICVWbrandbrandSBUbyPicoTBAConsultingPagePlanningbyPicoTBAConsultingPageScope-of-RetailstrategyandNational,quarterlyandseasonalretailcampaignconcept,theme,guidelines,PlanningbyPicoTBAConsultingPageScope-of-RetailstrategyandNational,quarterlyandseasonalretailcampaignconcept,theme,guidelines,R&Rdevelopment,creative,toolkitdesign,monitoring,feedback&analysis,reportingProductlaunchguidelines,POSM,ATLBTLtoolkit(Large/smallpackage)concept,design,implementationmonitoring,DigitalshowroomexperienceconcepttoenhancecustomerexperiencetoVGICVWbrand&Strategy0.5ATL&DigitalagencyPresentationofplansforInsights&0.5LiaisewithregionalVGICVWbrandandPicoteamsProgram3.0Modelspecificinputonfeatures,experiencesformessage4.0Translationofcorecommunicationsidea&strategyintoregionspecificSBU&dealercampaignplans/proposals.0.5Experience0.153D,2D&2.2Designofassets/Focusareasofbrand&BetterSalesMarketingFocusareasofbrand&BetterSalesMarketingDriving-upsalesCreatebetterCreatemorereachandtrafficPoweredbybetterleveragingcommunication,byPicoTBAConsultingPageReach&NationalMediaChannelExpensesAnalysis(Jul.-Reach&NationalMediaChannelExpensesAnalysis(Jul.-QuickwinMediacomSBUDataOOH&RadioHotspotSocialWhiletherearecoreissuesbeingfacedwithcomplianceondealermarketingspendonmediaactivity,thefocusfromretailguidanceshouldbeontherightcampaignsanddesigningtherightbyPicoTBAConsultingPageTieredplanningMarketingIn-Program??PRTemplate??Guidelines&Kitsshowstops.C/DAuto-?Guidelines&????ATL&PRtemplateGuideline+toolkitMediabuyTieredplanningMarketingIn-Program??PRTemplate??Guidelines&Kitsshowstops.C/DAuto-?Guidelines&????ATL&PRtemplateGuideline+toolkitMediabuy&1+1???Specialsupport(e.g.???LEDinCityLiftmediainrichresidenceLocal?Regional???RegionalLaunchRegionalHotspot??Dealer?DealerLaunchDealerco-brand????????SocialMedia???RetailmarketingagencyplanningsupportbyPicoTBAConsultingPageRegional/HotspotPromotionalOfferRegional/HotspotPromotionalOffer&GuidanceEvent/Test-driveKits&POSbyPicoTBAConsultingPageExperiencesthatassistacrosstheExperiencesthatassistacrosstheEvolutionfromdevelopmentofsingletouchPOSMtomulti-touchstoriesacrosstheentireshopperjourneythatcreatesinterestsandencouragesexploration(i.e.dwelltime).byPicoTBAConsultingPageDealerhubcampaign?Sustain/Dealerhubcampaign?Sustain/pressureproductsalesWoman?sValentinesCustomerCare/Tosupportgrass-rootdealerdrivenactivity,providearangeofeasytoexecutecampaigns.Eachtoolkitwillprovidethenecessaryguidance&assets.byPicoTBAConsultingPageNewretailPurchasebehaviourischangingrapidlyduetotechnologyadvances.Tocreatebetterexperiences,retailmarketingactivityneedsNewretailPurchasebehaviourischangingrapidlyduetotechnologyadvances.Tocreatebetterexperiences,retailmarketingactivityneedstoconsiderhowwecanleverage“high-value”andmobilewebenabledcontent.byPicoTBAConsultingPage“Sustain”campaignby“Sustain”campaignbyPicoTBAConsultingPageAnexample85%ofpeoplewhoownaAnexample85%ofpeoplewhoownaGolfVariantorCrossGolfuseittheirsecond??However,only15%ofcasesisthefirstcaraVGICVW?ThosethatdoowntwoVGICVWbrandmodelstendtoeitheraPhaetonorTouaregastheirfirstOpportunitytosustainsalesofCross,Variant,Sharan&throughthetargetingofsecondcar/firstcarsalesbyaddressingmodernfamilyneedsviax-salesplay.Source:EastRegionresearchintoGolfVariant/CrossownersconductedbyPicoTBAbyPicoTBAConsultingPagePurchasedecisionfora2ndcarinPurchasedecisionfora2ndcarintheAnbriefsurveyamong(marriedw/kidsw/2cars)inourofficestobetterunderstandtheWhendidyoubuy2ndcar&why?Whatcartype&rationale?SummaryofourCarpurchaseappearstobetriggeredbychangeoflifeEnteringdifferentstagesrequiredifferentmobilityneeds,however,on2ndcarchoicethere?snosetHowtocapitalizesalesopportunityatthedealerTypeB1.1stpurchasecararoundbirthofchild2.Affordability&functionalityaspriority3.2ndpurchasereason:workrelated;habit/routinechange4.ChoicesvarybutlikelysmallerTypeA1.1stcarpurchasebeforeoraftermarried2.Affordability&gettingaround–midrangebrand&modestmodel3.2ndcarpurchasekeyreasons:thechildgetsolder,changeofproximity,habit/routine4.BetterbutnotnecessarilyCommunicationsThecommonlinkCommunicationsThecommonlinkbetweenmodelsisthefamily.ThedifferencesisinspecificmobilityneedsoftheChinesefamilies.Goingtowork,droppingthekidsoffatschoolandoutingsontheweekendtonamejustaTheideaofourcampaignistoconvey“roomforimprovement”implyingthatafamilylifeandtogethernessbeimprovedwiththeextra“room”orasecondcar.Theresult,anemotionalofgatheringfamilymemberswhichbringshappinesstolife,canthenbeinterpretedintoourcampaigntheme.“AModernbyPicoTBAConsultingPageProgrambyPicoTBAConsultingPageProgrambyPicoTBAConsultingPageTheme:Exhibitingmodernfamilyneedsfor2ndcarandversatilitytosustainnon-launchmodelsinQ3.City:36keylocationsincommuter1.LeadCapture&Sales:HotspotDisplayatmajorshoppingmallswithparent-childengagementtodemoinnovativeuseofspaceofVGICVWbrandvehicles.Engagementencouragevia“familyDealersprovideon-siteincentive&qualifyleadstofamilyroadSupported:SBUMedia-OOH,Radio&2.Sales:CRMInvitetoTest-drive@Centralprovidethemedesign,creative,POSM+CRMassets/Flexible,PlugandPlay(Campaignatdealershipduringfamily-day/weekend.3. 4..tHotspotdisplaylocationsduring OOH,Radio,Leadgenerationviaqualificationforfamilyincentives(talentenrichmentprograms)inDealeron-siteCurrentPressureoncarsales(fullTargetCreatemoreawareness&interestamongstconsumersoftheVGICVWbrandoptionsforamodernfamily.Provide2ndcaroptionstocurrentFeaturedSharan,GolfVariant,CrossGolf,SuggestedKPI-AwarenesscampaignfamilyroadSuggestedKPI-Awarenesscampaignfamilyroad36citiesHotspot40leads/dayx2x36288(2,880xbyPicoTBAConsultingPageLeadSpecialsalesSustainingsalesonSharan,MontagonVariant,GolfVariant&CrossGolf withfamilythemeTargetSuggestedKPI–Follow-upAwarenesscampaignSuggestedKPI–Follow-upAwarenesscampaignfamilyroadshow–Primarilydatadriveninvitation–10,000-75%fromexistingdatabase/customer-25%fromhotspot100dealerevents100qualified1000(10,000xbyPicoTBAConsultingPageEventSpecialsalesSustainingsalesonSharan,MontagonVariant,GolfVariant&CrossGolf withfamilythemeTargetProgram??????APPdevelopmentATL&PRGuideline+toolkit&POSMDelayedincentiveProgram??????APPdevelopmentATL&PRGuideline+toolkit&POSMDelayedincentive1+1program?Campaignauditoninitialtest/piloteventsandbest-practice&guidancecommunication.?Dealernomination&validationviainvestment&proposalPresskit&MediasupportforAPP??Productionofcampaignkits.Allocation&transportationoftoolkitforhotspot&showroomeventsamongregion(9cities/region)??KPIsummarycollectionDealerratingforbestpractice??????VenuerentalOn-sitelogistic??ArrangeUtilizecallcentersupportonleadsgatheredfromhotspotFollowupleadsintoOwnerofhotspot???LogisticmgmtImmediateincentiveforon-data/newleads.from??MediaBuy&1+1byPicoTBAConsultingPagePre- Post-Keyvisual–AKeyvisual–AmodernfamilyAchild?sdesiretospendtimewithfamilytogetherisextendedinthesebyPicoTBAConsultingPageCommunication?CommunicateamodernChinesedynamicthanviaCommunication?CommunicateamodernChinesedynamicthanviaachild?Achild?sdrawingreflectshis/herthoughts&?Ridingonthefreeimageryofachild,brandbenefitsfromendlesspossibilitiesonusagesthatleadtolifestylebenefits?Further,theseimagesgeneratefromotherchildren&parentsalike–ourtargetmarketbyPicoTBAConsultingPageHotspotbrandwithHotspotbrandwiththematicReceptionPlasmaTVlive“Draw”gameplayedonsiteChildrenplaygroundbyPicoTBAConsultingPagePlay,win&?DrawingcompetitionPlay,win&?Drawingcompetitionwherefamiliesneedtoguesswhatisbeingdrawninreturnforpointsanddealerprovidedincentives(e.g.familymoviepass,ticketstoDisneyland,purchasediscountetc..).Sharingandinviteotherstoplaythegamealsocreate?byPicoTBAConsultingPage“Drawsomething”–Digitalapp&socialChildpicksamatching Anengaging“Drawsomething”–Digitalapp&socialChildpicksamatching Anengaginggamebetweenparent&Drawnitems=triggerkeywordsonproductbenefits,e.g.luggage,sunshine,smile,beachball…etc.Accumulatedscore(fueltank)entitlesincentivesfromdealers,e.g.levelsofdiscountorincetive(optionaltodealer)byPicoTBAConsultingPageMotherdrawsanThefueltankwillbefilledafterwinningafewrounds>HotspotbyPicoHotspotbyPicoTBAConsultingPageOn-goingsustainatdealership“Family”test-driveOn-goingsustainatdealership“Family”test-driveSomedealersmaychoosetoholdafamilydayattheshowroomtosupportadditionalsalesactivity:????AsimplifiedsetupturnPOSMcanGeneratingtrafficwillrelyheavilyoninvitationofpreviousbuyers2half-dayrundowntogetherwithF&BGames(minihighway&drawsomething)withSupportedbydealerATL(Radio),Web,Social&DatabyPicoTBAConsultingPageAlternateFamilyoptions–AlternateFamilyoptions–WhichcarbyPicoTBAConsultingPageMix&DealersMix&Dealerscanflexiblycontrolthemodelcombinationaccordingtotheirmarketunderstanding(1stcarvs2ndcar)ortheiractualsalessituation(pressurecars)Familyoptions–WhichcarbyPicoTBAConsultingPageOperationalbyPicoOperationalbyPicoTBAConsultingPageEnsuringoperationalAcoreagencyEnsuringoperationalAcoreagencyteamwillensureoperationalrigorin:?????BrandmanagementAgencyAgencybyPicoTBAConsultingPageOperationsbyPicoTBAConsultingPageScope-of-DealertrainingsachievingDealerMarketingAuditOperationsbyPicoTBAConsultingPageScope-of-DealertrainingsachievingDealerMarketingAudit&TrackingDealertraining/consultingtopicsKeydealersconsulting/on-sitemonitoringofnationalandquarterlyretailcampaignsRetailhubcontent/templatesdevelopment,maintenance,retailmarketingassetNewdealeropeningsupportconcept&guidelines&DealersatisfactionRetailmarketingmanagementworkingOtherreportingsupporttoCentralandDealerworkshopandconferenceDirectorof1.0QuarterlyagencyperformanceQuarterlyDealersatisfactionimprovementIntegrationandcollaborationwithotherretailmarketingGeneralaccountmanagementandissue1.0CentralmarketingDealerworkshop/conferenceHub0.5WeeklycommunicationtodealersmarketingKeycampaignHubcontentandassets8.0SBUcampaign,DMATandresultsCampaignDealertrainingonDealerneedsNewdealerPlanningCheckpoint:Milestones&Productinfo&Firstdraftsubmit&totalthree-roundrevisionPlanningCheckpoint:Milestones&Productinfo&Firstdraftsubmit&totalthree-roundrevisionPOSM,brochure,andothermaterialsNewproductNewproductdealerlaunchandfirstdratupdatingtrainingonguideline&accordingtosendingoutEnsureclearapprovalofbriefandcampaignplanningbyPicoTBAConsultingPagePlanningCheckpoint:RegionalValidateregionalcontributionPlanningCheckpoint:RegionalValidateregionalcontributiontoandcommunicatecampaignplans–CompileRegional(Quarterly)and“problem”Dealer(Monthly)reportsandsubmitplans–Checkregionaland“problem”dealerplansforalignmenttocampaignguidance-byPicoTBAConsultingPageReporting:TrafficSupporttoSBU?sandreportssubmittedviaMonthlyBTLreachreportsbyregion,byMonthlytrafficreportsbyMonthlysalesreportsbymodel,bybyPicoTBAConsultingPagePotentialInboundTestVisitorsReporting:TrafficSupporttoSBU?sandreportssubmittedviaMonthlyBTLreachreportsbyregion,byMonthlytrafficreportsbyMonthlysalesreportsbymodel,bybyPicoTBAConsultingPagePotentialInboundTestVisitorsCompareRateofRateofRateofTestNo.of62Reporting:CampaignCampaignauditsconductedforvarioustactics–dealeropenings,regionallaunches,test-drives,auto-shows,etc.Reporting:CampaignCampaignauditsconductedforvarioustactics–dealeropenings,regionallaunches,test-drives,auto-shows,etc.Belowisjustasampleauditcheck-listforamock-up“NewBeetle”regionalevent.byPicoTBAConsultingPageMOCK-UPLOGISTICALFLOWFORTHETEST-DRIVEOFNEWReporting:CampaignEachsequencewillbetestedReporting:CampaignEachsequencewillbetestedandevaluatedagainstchecklistExample:SEETHENEWHowwastheplacementofthecarsdone?IsitinaccordancetotheguidanceHowistheentirebrandenvironment?OnbrandwithVGICVWbrand?Howwasthehostessesandsalesappointedforgreetings?Rating?Werethereproperbrochuresandvideosthatweremadeavailable?byPicoTBAConsultingPageReporting:CampaignEachsequencewillbetestedandReporting:CampaignEachsequencewillbetestedandevaluatedagainstchecklistExample:EXPERIENCETHENEWHowlongdoyouhavetowaitbeforetheWhilewaitingwherethereeffortsmadetokeepyouengaged?HowwastheoverallattitudeofthesalesWerethereF&Bservedduringtheeventandifso,weretheyuptothestandardHowwasyourtest-drivingDidyouseequalifiedtest-driversonhandtoassist?byPicoTBAConsultingPageReporting:CampaignAudits–RegionalSharanReporting:CampaignAudits–RegionalSharanLaunchValidationofinviteversusOn-siteprogramflowbyPicoTBAConsultingPageReporting:CampaignAudits–RegionalReporting:CampaignAudits–RegionalSharanLaunchHighlightsandFinalevaluationofQualityofMediaQualityofInteractiveCustomerCustomerAlignmenttoVWbyPicoTBAConsultingPageRetailMarketingHowtheplatformshouldlooktocreatevalue:EnsureRetailMarketingHowtheplatformshouldlooktocreatevalue:Ensure?Userswantoknow:howisthisgoingtoimprovemyworkandmylife?UserswanttounderstandhowthebusinessdriversandteamdriversforusingthisplatformtranslateinameaningfulwaytomakeitpersonallyYouwantittomovefrom“asystemoutthere”toa“systemIaminvolvedwith”?Consistencyininformation,news,updates,materials,datacaptureandEfficiencyinhavingrepeatableprocessesandtemplates.Feedbacklooponwhatishappeningontheground.RecognizepatternsandAgilitytomakedecisionsongathereddatarapidlyandcommunicatechangesRecognitionofpeoplewhoareparticipatinganddoingajobwelldoneandexposuretowhatishappeningindifferentlocations.??????byPicoTBAConsultingPageRetailMarketingAdoption?Mustaugmentwithothercommunicationchannels–email,SMS,phone,IM,videoRetailMarketingAdoption?Mustaugmentwithothercommunicationchannels–email,SMS,phone,IM,videochat–topromoteandinform.NOTtoreplacetheprocessesanddocumentationontheplatform.Mustshowhowitwillmakethemmoreefficientand?byPicoTBAConsultingPageMakeitNootherwaystoaccomplishthework–cutoffotherchannels(noexceptions).Oktopromoteviaotherchannels,butnottodotheprocesses.andrepeatableforeaseofuseandShowitsShowhowitappliestothem,theirteam,theirhasandhasnotAllowforideasharingforhowtomakethingsworkbetterAllowforquestionsTeachtherecordeddemos,HelppageswithsocialGetTheirrealpeople,realotherchannels:email,SMS,newsletters,updates,narratives.RetailMarketingAreasofRetailMarketingAreasofCreationofdifferentwaystoaccessretailhubwithaddedPropagationofDMATresultsthroughhandhelddevicesModulecreationfordataintegrationwithupcomingCRMtoolsReal-timefeedbacksolicitationfromdealer-levelbyPicoTBAConsultingPageCommunication,Enablement&AgencyoperationsDealerengagementhubCommunication,Enablement&AgencyoperationsDealerengagementhubCommunicationplanning.Content&assetWorkshopcontentdevelopment/Drivinggreaterbusinessefficienciesthrougheffective2-waycommunicationEnablementofdealers,facilitatingbetterbrandmanagementandincreasemarketingImprovingsalesperformanceandservicesbyPicoTBAConsultingPageMock-upofVGICVWbrandDealerHub(Off-existingplatform)WorkingwithotherbyPicoTBAWorkingwithotherbyPicoTBAConsultingPage1.ConceptandProcedureDefine& SupportonDMERprogramtailoredconcept2.WorkingProcessOptimization Basedonunderstandingaboutdealers,workwithDMERagencytodefinea“3S”SOPamongKick dealers/SBU/agency/central.(Standardized,Simple Proactivelyorganizetrainer-training,forecastquestionsco-workwithagencytodefine Dealerssubmitsupportingmaterialsand Exceptworkshoptraining,DMERguideline,FAQ,regionalbeingreviewedbyagency teamsconductsub-trainingsessionatQ2whenteamsFly-incheckandproblemdealeronsite conductdealervisitoractivityReviewresultcommunication Beforeagencystartsfly-incheckandonsitereview,regionalteamsharesthebackground&know-howontheirproblems.3.UltimateObjective Givemoreguidancetodealersonhowandwhattheyspendtheirmarketingexpenditurestodrivedevelopmentofbrandingand BringDMERexecutionproblemstoagencyandcentralwhentheyfaceintherealitytofine-tunepolicy.byPicoTBAbyPicoTBAConsultingPageThankbyPicoThankbyPicoTBAConsultingPagebyPicoTBAbyPicoTBAConsultingPageOurbyPicoOurbyPicoTBAConsultingPageExecutiveLimChiewSeniorExecutiveLimChiewSeniorVicePresident,PicoAfterrunningthePicoBeijingand