Question

Topic: Advertising/PR

360 Degree Campaign For Promoting Lcv(light Commercial Vehicle) Tyre Brand

Posted by Anonymous on 8/21/2008 at 7:59 AM ET 100 Points
Hi! Everybody
My client is one leading name in tyre industry..
They manufacture different tyres for different categories. eg. construction,transportation,mining etc.
They wanted a 360 degree campaign to promote one of their product which is a LCV(Light Commercial Vehicles) categoy mainly used in transportation,these are small trucks which are seen on roads and rural places.

So please help what kind things we can do under BTL activites and every possible advertising.

Praveen
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RESPONSES

  • Posted by Jay Hamilton-Roth on 8/21/2008 at 9:38 AM Accepted
    Manufacture tyres in very different colors (or with colored sidewalls) to attract attention on the road.

    Common BTL activities: price discounting, coupons, gifts with purchase, competition, refund, loyalty incentive, point of sale displays. How many of these have you considered?

    Also, fleet discounts, fleet guarantee (if you get a flat with our tyre, we provide free roadside assistance).
  • Posted on 8/21/2008 at 1:55 PM Accepted
    Have you tried any BTL activities in the past for this client? Different campaigns might appeal to different customers. You can also look at what the competition has done to see what may have been most effective. Don't limit yourself to other manufacturers; look at what other providers have done who also service the LCV industry.

    Regardless of the activity you choose, you want it to highlight, and be consistent with, the overall brand positioning strategy. Anything that would be inconsistent could potentially undercut the overall brand image.
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