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Promo for “Toyo Tire Corporation”

12.10.2020

The choice of marketing tools depends on goals that company wants to achieve. If we are talking about creating a positive brand image in eyes of client, then we use such mechanics as PR. You can influence people’s opinions in various ways, including through image events.

 

In 2016, we became part of a large-scale automobile festival in Veliky Novgorod. We’ll tell you more about the client and their goals later.

 

Project goals and objectives

 

The main activity of Toyo Tire Corporation is manufacture and sale of tires for vehicles (cars, SUVs, trucks). The company has branches in 100 countries around the world. The brand has been on the market for 75 years, and regularly maintains its status through various advertising tools, including through the organization of promotions.

 

Period: July 2016.

 

The main goal was to increase customer awareness and increase the number of loyal customers.

 

To achieve this goal, we set the following tasks:

 
  1. 1. Attract attention to brand’s products by creating a series of activities and a zone for product presentations.
    2. Strengthen audience’s positive image of the company.
    3. Increase the number of regular customers.
 

Next, we will tell you more about the process of organization.

Realization

 

Veliky Novgorod was chosen as the main place for event. On July 30 and 31, a major automobile festival was held, which was also organized by the team of CLEVER marketing.

We were responsible for the area dedicated to Toyo Tire Corporation. We were faced to the following challenges:

 

Lease of a place

 

The event was held at Yurievo cartodrome, which provided a suitable place for transport, recreation, entertainment, etc. Various brands were represented at the festival, including our customer, so we organized a special area where people could come to study the assortment in more detail.

 

Development

 

The show was attended by both йmateur motorists and representatives of street culture, professional racers, bikers, and just citizens who wanted to have fun on the weekend. Among the activities were: performances of drift pilots from different cities of Russia, a motorcycle show, an exhibition of cars, an auto sound competition and a prize draw from the organizer. Also, all the spectators could fly in a balloon. We also took part in the development of the scenario, being responsible for our area of work – promotion of customer services.

 

Equipment and branding

 

When holding such events, it is extremely important that the logo is always in front of visitors, so we have developed ыouvenirs and t-shirts with the company’s distinctive signs.

 

We also installed high-quality equipment for good sound and hired video operators to shoot the process. The specific feature of the car show is the increased noise level, so it was extremely important to adjust the sound so that all visitors could hear important information.

 

Personnel search

 

We found and trained promo models who told guests about the brand, product advantages, and favorable offers on the spot. Managers communicated with the guests who came to our area and provided the most detailed information about how and where to buy the products they were interested in.

Installation of initprinter

 

A separate area of work was the search for and installation of special devices – initprinter. This device allows you to instantly print photos uploaded from social networks. All guests could use it and get an unlimited number of images.

 

After the show, we summed up the results.

 

Results

 

The client was satisfied with the work done and the result achieved:

 
  1. 1. Event lasted 2 days in a row (from 11 am to 21 PM), and during this time it was able to attract more than 5 thousand people!
    2. The guests visited a number of entertainment activities and participated in contests for valuable prizes. We have planned our time correctly, taking into account the overall festival schedule, so that people have more chances to learn about the customer and products. 3. We constantly monitored the timing, which helped to get rid of possible hitches.
  2. 4. After end of the show, there was an increase in the number of regular customers who started buying tires only from Toyo Tire Corporation.
  3. A huge number of people in Veliky Novgorod and the region found out about the company.
 

Conclusion

 

Agency works with both local firms and businesses that have international recognition in the market. We will organize a presentation for you, a holiday, develop and hold a promo campaign as part of a large-scale festival!

Targeted advertising in Instagram for dealer and manufacturer of medical equipment

Our agency has a large experience in setting up targeted advertising in various social networks. Before launching a campaign, we will analyze the audience, create relevant ads and develop creatives based on the customer’s wishes.   In 2020, we set up targeting for Endomed – a distributor of medical equipment.   Read more in the article.   Goals and objectives   The goal of the project was to increase the number of orders for products.   To achieve it, the following tasks were set:   1. Analysis and parsing of the target audience2. Creating the concept of advertising publications (texts, creatives)3. Launching and tracking campaigns4. Summary of results, preparation of reports   Before we share the project, let’s have a few words with the company.   About the customer   Endomed is a dealer and manufacturer of endoscopic and electrosurgical equipment, endoscopic systems and systems for the diagnosis of osteoporosis, as well as devices for video capsule endoscopy. In addition, the company is a service center – repairs devices, provides advice on their operation for medical personnel and conducts training sessions.   The brand has been cooperating with private and public hospitals for 24 years, providing them with high-quality equipment.   Over the years, Endomed has managed to serve more than 3,000 customers.We started working with the organization in 2020, and one of the areas of promotion was setting up targeting in the social network Instagram.   Implementation   Analysis and parsing of the audience   The company has a website, and is also promoted through Instagram. The page contains news, information and sales posts.   When collecting the audience, the following parameters were taken into account: gender, age, social status, field of activity and interests.   We used several sources for parsing:   1. Subscribers to the pages of your competitors 2. People interested in these topics: medicine, endoscopy, gastroenterology, rheumatology and osteoporosis3. Medical organizations (selected addresses based on the “medicine” interest).   Using the collected categories and selected parameters, we created a look alike audience.   A Facebook pixel was also installed to collect visitors from the client’s site.   After collecting and segmenting the database, we started preparing texts and visualizations.   Development of advertisements   Images and videos play a key role in Instagram. They should be attractive, bright and catchy. We have created a number of creatives in the corporate style (red and white colors). Examples of announcements We had several campaigns, so the creatives changed every week.   We also wrote sales texts taking into account the wishes of the customer and the needs of customers, described the characteristics and advantages of the products. Examples of announcements The last stage was summing up the results and preparing reports.   Analytics and reporting   We provided the client with both interim reports and full-month totals. During the operation we monitored the reaction of users.   Each individual campaign was analyzed by performance parameters, which helped to make changes in time and offer ideas that…

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Many clinics in Europe and USA are popular in Russia. Also the amount of the monthly searched keywords, regarding medical services or medical centres, is huge. So, an active online advertising of medical services would definitely attract more Russian patients.   Due to the situation with COVID-19, of course, less of them will be able to use the services of medical centers in the nearest future, but if you start your advertising campaigns now, it will be a good contribution for your company, a sort of investment.   Why do Russians choose foreign private clinics?   Unfortunalitely, the level of service and medicine, by and large, in Russia isn’t very high. There are also a lot of private medical centers where people can get tested or use some other services, but the prices are really too high. So if there is a choice between foreign clinic and Russian with the same price list, it is better to choose the first ones.   Moreover, there are some services and medical supplies that people cannot simply find in Russian hospitals. That’s the reason why they are obliged to go to the other counties to get them.   Other reasons are better standards, high technology, more research and medical experiences in the foreign medical centers.   Usually, Russian patients prefer clinics in Germany and Israel due to the geographical position and high level of medicine in general. More popular, but also in demand the following countries – Turkey, Singapore, Swiss, France, USA, Poland, Hungary, Czech Republic, Lithuania and further Eastern Europe.   What services and domains are the most popular?   There are some services and domains that are especially in demand among Russian patients. For example:   1. Cardiology and cardiac surgery.2. Oncology.3. Eye surgery.4. Orthopedics.5. Plastic surgery.6. Neurosurgery.7. Check up programs.8. and medical rehabilitation.   As you can see, these fields require high-end technology for medical treatments and diagnostics so it’s a reason why people choose them. To attract attention to these services and to clinics in general, it’s important to know how to build a marketing strategy.   How to promote medical centers in Russia?   First thing that you should do is to translate your website in Russian and create communities in Russian Social Media. It is really indispensable because even people with high income in CIS countries don’t speak English or other languages and it’s more comfortable and easier for them to read information in their native language.   When you finish with translation and creation of new groups in Social Media, you could start your marketing.   There are many methods to attract patients to your clinics, but the most effective are SEO, contextual advertising, ORM/SERM, SMM.   SEO Yandex   Yandex is the biggest search engine in CIS region so you should start promotion there. In our other articles we have already told about this method.   In general, there are several parts, how to make the website optimized for search engines:   1. Onpage SEO.2.

Beauty-marathon in “Rive Gauche”

We have been cooperating with Rive Gauche for a number of years. The company is our regular customer and partner. We have already held more than 10 promotions for the brand, including festive openings of new outlets in different regions of the country.   In March of this year, representatives again approached us to organize events dedicated to International Women’s Day. In the framework of the event visitors were able to receive gifts, free makeover and discounts on products.   From March 1 to 9, events were held in a number of cities. We were responsible for holding “Client Days” in St. Petersburg, Rostov-on-Don, Yekaterinburg and Kazan.   Goals and objectives   The customer has set 4 goals for us:   1. To hold a festive event in the retail outlets.2. Announce current and future discounts.3. Increase store traffic.4. Strengthen the positive brand image in the selected regions.   To achieve the goals, the following tasks were set::   1. Development of mechanics and scenario.2. Search, hiring and training of staff.3. Technical support and design of the zone.4. Summarizing results, providing reports.   Period: March 7-8, 2020.   Implementation   We organized an event that lasted 2 days in a row.   Next, we will tell you more about each area of work:   Script development   We have worked out the plan taking into account the timing. It was important for us to calculate the time to have time to install the equipment, create a festive decoration and coordinate the staff. The host had to tell visitors about the history of the creation and favorable offers from Rive Gauche, timed to coincide with the holiday. At the same time, he moved around the hall, communicated with visitors, learned their mood and the purpose of visiting the store.   In addition, he had to offer visitors to use the free services of a make-up artist and make-up using a certain brand of cosmetics. On March 7, products from Chanel were used, and on the 8th – Giorgio Armani.   Finding and hiring employees   We found the host, who was instructed in advance and prescribed the text.   We were also responsible for coordination, introduced him to consultants and make-up artists with whom he needed to communicate and interact.   Additional instruction was given by makeup artists, who told the guests about cosmetics, its advantages and application methods.   On-site consultants worked to tell customers about the best offers, offered to buy certain cosmetics and perfumes.   Additionally, photographers and a video operator were hired to film the process.   Technical support   Our task was to prepare the site and bring all the necessary equipment.   We found and installed microphones, speakers, and checked the sound quality.   Previously, the location of zones in the store was studied so that the staff could quickly navigate the places (photo zone, make-up stations, sections, etc.).   In addition, we have installed advertising materials: a press release, a banner, a design (balls).