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A DISCUSSION WITH BRPAUGUST 27TH 2012
ABOUT RAZORFISH
RAZORFISH / BRP
WE’RE HONORED TO HAVE BEEN RECOGNIZED IN THE INDUSTRY
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RAZORFISH / BRP
A GLOBAL FOOTPRINT
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WE ARE 2,500 PROFESSIONALS IN 21 CITIES IN 10 COUNTRIES
RAZORFISH / BRP
A GLOBAL FOOTPRINT
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AND A FAMILY OF 43,000 PEOPLE IN 104 COUNTRIES WORLDWIDE
THE ASSIGNMENT
RAZORFISH / BRP
YOUR CHALLENGE TO US
Our view of the digital ecosystem... and how we’d create a cohesive online strategy
Our proposed digital strategy for increasing dealer leads and sales... and how we’d create the most compelling digital campaign in your history
Our proposed strategy for engaging consumers and creating and sustaining a passionate social community
Our recommendations to support your multi-brand dealer network
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DISCOVERYSTRATEGIC APPROACH
RAZORFISH / BRP
FIRST, WE TOOK A LOOK AT WHERE YOU’RE SHOWING UP...
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RAZORFISH / BRP
WE LOOKED AT
BIKES
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1 wheel in front / 1 or 2 in back
Leaning turns
No cabin
The gearhead
The adventurer
The rebel
Harley
Honda
BMW
MECHANICS
APPEALS TO
LEADING COMPETITORS
RAZORFISH / BRP 17
2 wheels in front / 2 in back
Steering turns
Convertible cabin
Mazda Miata
MINI
WE LOOKED AT
AUTOS
Empty nester
Roadtripper
Motor Trend Readers
MECHANICS
APPEALS TO
LEADING COMPETITORS
RAZORFISH / BRP 18
MECHANICS
APPEALS TO
LEADING COMPETITORS
Various wheel configurations
Steering, leaning or gyroscope turns
Various cabin configurations
Segway
Go-karts
ATVs
WE LOOKED AT
TOYS
The hobbyist
The powersport enthusiast
The techie
RAZORFISH / BRP
WE REALIZE THE ROADSTER
TRANSCENDS
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SUCH SIMPLE CATEGORIZATION
RAZORFISH / BRP
SO WE SHIFTED OUR FOCUS FROM THE PRODUCT TO THE PERSON WHO BUYS IT
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CUSTOMERINSIGHT
STRATEGIC APPROACH
RAZORFISH / BRP 24
PEOPLE LOVE THEIR SPYDER,AND HERE’S WHY.
RAZORFISH / BRP 26
”“It’s probably the most
comfortable ride that I’ve ever been on. ”
“It’s not like a 2-wheel bike where you get tired after so many miles... you can ride these things all day long.
”“It’s different than
a bike. It’s very comfortable.
COMFORTABLE
RAZORFISH / BRP 27
”
“I was surprised how stable it was going 75 miles an hour in the rain on the interstate.
”“Antilock brakes on
all 3 wheels is a wonderful thing...
”“I feel like there’s
more stability with two wheels in front.
SAFE
RAZORFISH / BRP 29
“The fact that I’ve met all these other people that ride Spyders... it’s just made my life full.”
COMMUNITY
”“...I heard there are
Spyder clubs... I like all that kind of stuff.
”
“I’d like to find out more about trips... One I liked was 100 miles to PA and back and then a BBQ after. That stuff I’m interested in.
RAZORFISH / BRP
THESE MODES EXIST IN ALL OWNERS AT VARIOUS LEVELS AND WILL HELP INFORM OUR TARGETING
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TOY
Appeal: THE TECH
advanced, high tech, new, innovative
KEYW
OR
DS
LOOK
ING
FOR
EX
AM
PLE
MEDIA
RIDE
Appeal: THE RUSH
speed, open road, fun, thrilling, exciting, freedom
a fun weekend drive
Motor TrendEdmundsMotorcycle.com
LIFE
Appeal: THE ATTITUDE
new, intriguing, original, distinct, bold, young
a bold adventure
OutsideTravelDiscovery
an impressive gadget
WiredEngadgetTechcrunch
FEATU
RED
MO
DEL RS, RT RT RS
50%
15%
35%
BUSINESS RATIONALE
RAZORFISH / BRP
We also believe in a structured measurement framework
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AWARENESS
VISITS
LEADS
SALES
Awareness + Research
Education, Access + Trial
Delivery, Possession + Use
Maintenance + Service
Repurchase, Relationship, BRP Ambassador
OWNERSHIP
ADVOCACY
RAZORFISH / BRP
PRIMARY LEVER:
TARGETED ADVERTISING
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48% 68% AWARENESS
VISITS
LEADS
SALES
OWNERSHIP
ADVOCACY
$1,000,000 MEDIA SPEND
DISPLAY MEDIA: BRAND$250K Budget, $15 CPM
16,666,667 Impressions
.25% CTR; 41,667 Clicks
.10% Conversion; 42 Leads
DISPLAY MEDIA: DR$250K Budget, $4 CPM
62,500,000 Impressions
.15% CTR; 93,570 Clicks
1.6% Conversion; 1,500 Leads
BRANDED SEM$375K BUDGET
4,675,000 Impressions
16% CTR; 748,000 Clicks
1.6% Conversion; 11,968 Leads
FACEBOOK$25K Budget
35,000,000 Impressions
.05% CTR; 16,310 Clicks
.01% Conversion; 2 Leads
YOUTUBE$25K Budget
425,000 Impressions
1% CTR; 4,250 Clicks
.01% Conversion; 0 Leads
UNBRANDED SEM$75K Budget
1,870,000 Impressions
3.5% CTR; 65,450 Clicks
.35% Conversion; 229 Leads
RAZORFISH / BRP 38
EXAMPLE MEDIA TACTICS
Awareness media flighted for maximum impact utilizing higher impact units (large / rich media)
DR Media evergreen to capture shoppers year round
Fully fund first party re-targeting subject to performance
Purchase third party in-market and interest proxies
Develop look-alike targeting profiles (social and cookie based)
Test search re-marketing (not Google) for conquesting
Test performance based pricing and Real-Time Bidding
AWARENESS
VISITS
LEADS
SALES
OWNERSHIP
ADVOCACY
RAZORFISH / BRP
PRIMARY LEVER:
SITE EXPERIENCE
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AWARENESS
VISITS
LEADS
SALES
OWNERSHIP
ADVOCACY
2M uniques 3M uniques
RAZORFISH / BRP 40
PRIMARY LEVER:
CALL TO ACTION
AWARENESS
VISITS
LEADS
SALES
OWNERSHIP
ADVOCACY
visitor conversion
visitorconversion1.1% 1.8%
20K leads 28K leads
RAZORFISH / BRP 41
PRIMARY LEVER:
CHANNEL SUPPORT
AWARENESS
VISITS
LEADS
SALES
OWNERSHIP
ADVOCACY
13,252 sales 21,572 sales
RAZORFISH / BRP
$1,000,000 TOTAL MEDIA SPEND
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IMPRESSIONS
ENGAGEMENT
CLICKS
LEADS
DEALER VISITS
SALES
121,136,667
1,592,760
969,427
13,741
6,870
2,290
$0.008 cost per ad served
DEMAND GENERATION OVERVIEW
$0.63 Video Views + Interactions + Clicks
$1.03 media driven visits to site
$73.78 score-able and de-duped:1.42% Visitor
Conversion
$145.55 visitor onsite
$436.66 media cost / vehicle sold
AWARENESS
VISITS
LEADS
SALES
OWNERSHIP
ADVOCACY
AWARENESS
THE RIDESPEED, OPEN ROAD, FUN, THRILLING, FREEDOMLOOKING FOR: A FUN WEEKEND RIDE
THE TOYADVANCED, HIGH-TECH, NEW, INNOVATIVELOOKING FOR: AN IMPRESSIVE GADGET
ENGAGEMENT
SOCIAL ENGAGEMENT
CAMPUS
OFFICE PARK
LA DÉFENSE
HOW IT COMES TOGETHERTHE ECOSYSTEM
CURRENT ECOSYSTEM
EVENTS& DEALERS
PRODUCTPLATFORM
COMMUNITYPLATFORM
AWARENESS PROGRAMSEO
SOCIALDISCOVERY
EVENTS& DEALERS
PRODUCTPLATFORM
COMMUNITYPLATFORM
AWARENESS PROGRAMSEO + SEM
SOCIALDISCOVERY
PROPOSED ECOSYSTEM
EXPERIENCEPUBLISHING
SHARINGTOOLS
OWNER PLATFORM
EVENTS& DEALERS
PRODUCTPLATFORM
COMMUNITYPLATFORM
AWARENESS PROGRAMSEO + SEM
SOCIALDISCOVERY
SPYDER
CAN-A
M
SEA-DOO
SKI-DOO
111
SPYDER
CAN-A
M
SEA-DOO
SKI-DOO CROSS
BRANDMARQUEEEVENTS
SWIM
RUN
RIDETHE WORLD’S FIRST MOTORIZED TRIATHLON
WWW.THEULTIMATERIDE.COM WATCH LIVE JUNE 1ST 2013
THE
SPYDER TRIATHLON
SWIM
RUN
RIDETHE WORLD’S FIRST MOTORIZED TRIATHLON
WWW.THEULTIMATERIDE.COM WATCH LIVE JUNE 1ST 2013
THE
SPYDER TRIATHLON
THANK YOU
AUGUST 27TH 2012
