Hello Ag Ello Again

8/14/2019 Hello Ag Ello Again

1/40

Hello again


2/40

The challenge in a nut

JCB? Im afraid I dont really know

na

Actually, Im right in the middle o

businesses, who havWould they

Universal prompted awareness, butunders

Source: MCBD interview

hell

anything about them apart from the

me

a feature about British family-run

gone on to great things.fit the bill?

Alicia Clegg, FT journalist

very low spontaneous awareness oranding


3/40

Ofcourse, this hasnt st

things so far

The companys low profile has been a

to su

pped JCB achieving great

n irritation rather than an impediment

cess


4/40

However, JCB is now se

Sell 70,000 machines by 2010 (+

Achieve 13% share (+ 3.4% point

Deliversales of2.5 billion (+ 76

Become the 2nd largest producer i

These are very ambitious goals even

track

king a step change

55%)

s)

)

n theworld (from 4th)

for a company with JCBs impressive

ecord


5/40

In addition, JCB will b

competitive market

In countries where the brand is le

Using dealers who areless able

In product sectors where JCB ha

Against biggercompetitors who b

In an agewhen technologicallea

Sales will be harder to achiev

operating in a more

s established

mbassadors for thecompany

fewercredentials

enefit from high barriers toentry

ership nolongerlasts

and sustain than in the past


6/40

If left unaddressed, JC

act as a brake on gro

A negative influence, rather tha

B

s low profile could

th

They have done a great job but

I wonder if they are too small and

narrow to do well in the future

Unnamed competitor,

quoted in F.T. (21.11.05)

n just the absence ofa positive


7/40

So theres a clear role

Address key decision

And make them realiseho

or advertising

akers and influencers

big and successful JCB is


8/40

So theres a clear role

However, we believe that JCBs busi

this analysis

Address key decision

And make them realiseho

or advertising

ess challenge is more complex than

ould suggest

akers and influencers

big and successful JCB is


9/40

Theres a more insidio

Its become quite obvious to me, bo

of complacency is setting in. Ifsuccessful, we

iss

s threat to address

th here and overseas, that a degree

this business is going to remainhave to tackle this

e.

John Patterson


10/40

This is the biggest thr

company

The key problem, of course, ishow to avoid complacency how to remain self-disciplinedonce a company has attained

success or become numberone in its field. How can a

company keep alive that firethat burns from within, that

impels people to keep pushing,to never be satisfied, and to

always search forimprovement

at for any successful


11/40


12/40

We suspect that there i

kiddology at play!

Smart organisations wage war on co

to ta

some corporate

placency before it everhas a chance

ke hold


13/40

However, its true that

habit ofcreeping up o

Looking back it

to pinpoint thewhen compla

omplacency has a

companies

is often difficult

exact momentcency sets in


14/40

Its also true that com

especially prone to thi

During periods ofrapid growth

At times when seniorpeopleretir

Where there is an influxofnewre

Ifthere is a move into new produ

In this context, a traditional ches

alienate customers and exacer

anies in transition are

problem

cruits

t sectors

t-beating exercise could actually

ate complacency at a key moment


15/40

Instead, we should sei

define a more ambitio

Not Just

Communicating JCBs scale

Commemorating pastachievements

Rewarding peoplefora job well

done

This has fundamental implications

should

e the chance to

s role for advertising

But also

Demonstrating JCBs ambitions

Paving theway forfuturesuccesses

Challenging people to

doeven betternext time

or the sort ofcommunications that

ensue


16/40

Firstly, this points to a

There is no ultimate finish line in a

no havin

There is no point where they feel

living off the fruit

ongoing campaign

highly visionary company. There is

made it.

hey can coast the rest of the way,

s of their labour

Built toLast


17/40

It also means using ad

JCB has lots ofgreat tactical stories

impact if they are wrappe

ertising strategically

to tell but they will have more lasting

d up in a bigger message


18/40

It means focusing on t

Focusing on one individual would be

positively unhelpful

e collective effort

We need to inculcate an ethos that

runs through the whole company

Everyone has a role to play in stopping

complacencyJohn Patterson


19/40

Most ofall it means ge

founding philosophy

Jamais Content thats very, ve

The ultimate, home-grown a

tting back to the

ry much me. I am never content

Joseph Bamford

tidote against complacency


20/40

We need to restate thi

generation ofcustome

Never boring. Neve

Ambitious, demanding, challen

Pushing the boundarie

Pass the torchfrom senior manage

workforce an

philosophy to a new

rs and employees

dull. Never content.

SirAnthony Bamford

ingnever resting on it laurels.

John Patterson

s is a daily expectation

Gary Major

ent and lifers to every corner of the

marketplace


21/40

Crucially, this is not just

Thecorporatework ethic is a maj

It is attractive tocustomers and m

Therefore it is an important weap

However, in isolation, Hard work

Its doesnt do justice to the ingen

DNA (and which is increasingly p

In the future, JCBs restless spirit sho

(ifnot more) about Ins

about working hard

rpart ofJCBs culture

otivating toemployees

n in thefight against complacency

can be seen as faint praise

uity that is also part of thecorporate

ized by customers)

ld be portrayed as being just as much

iration as Perspiration


22/40

Similarly, this is not ju

innovation

Pride in the machinery will always

Clever inventions and an expand

evidenceofJCBs restless spirit

However, this is only part of the s

Increasingly,companies in this m

people/aftercare servicerather th

In the future, JCBs restless spirit mus

just man

t about product

be at theheart of this brand

d product range are strong

ory

rket will be differentiated by their

n just theirmachines

t be seen to extend to service and not

facturing


23/40

Rather, it is a bigger m

organisation as a whol

A companstand

Always open to new

ways ofworking

Always stretching itsemployees so that

they develop

Always going theextra mileon customer

service Always ex

product ra

customers

essage about the

e

that neverstill

Successful but never

complacent

Always pushing

the boundariesoftechnology

Always lookingfornew Global marketsanding its

ge, to suit

needs


24/40

A bigger message that

circle for JCB

A compa

never sta

A more successfulcompany

More ambitious

targets

A more m

work

will create a virtuous

ny that

nds still

More satisfiedcustomers

Morereceptive

customers

otivated

orce


25/40

Putting it all together:

Develop an idea with the potentia

Capableof inspiringcustomers a

Capableofcommunicating JCBs

But also presenting them as part

in thecompany as a whole

A company that

ur creative brief

l to be an ongoingcampaign

d employees alike

scale and successes

fa continuous quest forexcellence

ever stands still


26/40

Our creative idea


27/40

Our medi strategy


28/40

We need to launch thi

Rally people behind the new approach

Show thecorporatevideo

Distribute internalliterature

Launch an internalcompetition

Big and bold, in keepi

Abig event

for employees

approach with a bang

Takeevery colourad in The Daily

Telegraph

Around 12 ads, in a variety

ofsizes Talk toeditorial staffabout unique

JCB sizes

Hand delivery to key JCB contacts

Media cost c. 275k

g with the JCB ethos

Amedia special for decision-

makers


29/40

We then need an ongoi

Capableofreaching decision-mak

Capableofdelivering multiple mes

Capableofreflecting the scaleof t

Capableofreflecting the quality of

Capableoflending newsworthines

Quality newspapers should for

ng media platform

rs

sages

e business and its ambitions

the brand and its aspirations

s and currency to thecampaign

the backbone of the campaign


30/40

How we would use qu

Use all the quality National daily a

coverage

Achieve minimum 8.0 averageop

Use DPScolour insertions to deliv

- impact

- scale

- stature

Maximum e

lity newspapers

d Sunday titles to maximise

ortunities to see

r maximum

ngagement


31/40

How the schedule mig

Double Page

Insertions

8

8

8

8

8

8

8

8

Anticipated media cost :

Coverage & Frequency:

X X X X X X X X

t look

2.6 million

68% coverageofAB Men (4.3 million)@ 8.0Average OTS

X X X X X X X X

X X X X X X X X

X X X X X X X X

X X X X X X X X

X X X X X X X X

X X X X X X X X

September October November

X X X X X X X X


32/40

The FT certainly reaches some deMen penetration is only 3%)

But wehave severe doubts that it i

JAA qualitativeresearch suggests

- the F.T. is referred tofor inform- thereadergoes straight to spe

- it is not read in the same depth

- most advertising in the FT is pr

At c. 64k percolourpage, its inclwould need muchfurtherconsider

An obvious omission:

ision makers (althoughAB

s actively read in depth

that:

ationific pages

as conventional newspapers

bably not seen

sion on the JCB scheduletion

why no FT?


33/40

Supplementing the qu

Several key weekly titles could add

authoritativeenvironment:-

8 xcolourDPS in each title

Would boost overallUKcoverage

- 71% ofAB Men (4.4m)

- at c. 8.3Ave OTS

Additionalcost c. 380k gross

lity press

useful additionalcoverage in a global

frequency to:-


34/40

Thinking even bigger:

High impact & intrusion

Added stature and authority

Proven success in

- building awareness- enhancing attitudes

Reaches allelements ofthe broad

Where almost allfamous brands a

An ideal additional media vehicle

hat about TV?

JCB audience

re built

for JCB. But could we afford it?


35/40

Afocused, low-cost T

Focus all activity into prime decisio

Mostly on Channel 4 & Satellitech

Lowweekly strikerates

Hand picked programmes would in

F1 Grand Prix:

South Bank Show

Sky News

Sky Sports

Documentary channels

Could deliverc. 200AB Men TVRs acro

Mid December= 60%AB Men coverag

Approx Media Cost 1.4m (40comme

strategy

n-maker programmes

nnels

lude:

Channel 4 News

Documentaries

Selected Dramas

More 4

ss Mid September/

(3.2m) @ 3.3 OTS

rcials)

In-flight TV


36/40

JCB Ideal Media OveSEPTEM

OVERALL SCHEDULE: Media Expenditure:Coverage/Frequency:

QUALITY NEWSPAPERS

WEEKLYMAGAZINES

TELEVISION (40)

DAILYTELEGRAPH SPECIAL

rviewBER OCTOBER NOVEMBER DECEMBER

4.7m Gross

89 % coverage ofAB Men (5.6m) @ 8.8 ave. O.T.S

8 colourDPS

in each title2,600,000 Gross

68% @ 8.0

8 colourDPS

in each title380,000 Gross

Circa 200AB Men TVR

1,400,000 Gross 60% @ 3.3 OTS

71% @ 8.3 OTS

combined

Approx 275k


37/40

Additional media idea

JCB signage and machinery on lo

There are no postersites in Roce

Othercreative media techniques

Ampli

fy th

e campaignseeking out ne

calroads and roundabouts

ster why not build ourown?

oconvey topical/tactical messages

idea by imaginativelyopportunities


38/40

In conclusion

Ifyoure going to hit, hit hard


39/40

Discussion


40/40

Than you

Documents

Hello Ag Ello Again