Promo for “Toyo Tire Corporation”
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. 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.
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.
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.
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.
The client was satisfied with the work done and the result achieved:
- 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.
- 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.
- A huge number of people in Veliky Novgorod and the region found out about the company.
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!