2. Loyal Volkswagen Owners. Drive hard.
• Campaign theme: treat these customers as insiders . For
example, send podcast of CEO speeches
(e.g., speecheshttp://video.foxbusiness.com/v/1279615908001/volksw
agen-ceo-introduces-new-beetle/)
• Creative idea: send press releases with the option of receiving them in
the original German, or translated to English.
• Key Performance Indicators (KPI) are upgrades to more features or
luxury models. Another KPI is the number of referrals from this group
to others.
• The competition here is not other car companies, but past standards of
VW
3. Stay in control.
• Campaign theme: VW is dependable, durable, and flexible to meet
your lifestyle.
• Creative idea: use Pinterest to share photos of VWs being used to
transport precious cargo.
• KPIs come from requests for info either from VW website or calls to
dealerships. The goal is to increase the quantity of inquiries over last
year’s numbers.
• The competition for this group comes from other auto companies
4. To those that have never owned a VW.
Have fun.
Campaign theme: VW is a fun, affordable and an adventurous car to drive.
The setup: masked man enters convenience store, store clerk gets nervous,
customers get scared
Store clerk to masked man: “I don’t want any trouble.”
Friend to masked man: “You know you forgot to take your mask off, right?”
Friends drive off to continue their winter adventure in a VW convertible.
5. A Quick Glance at AdWords Durable car
what is the most dependable car
best car for the money Good road car Affordable car
slug bug
Summer car Precision engineering
Passat
Reliable car
most affordable electric car
Cars with flexibility seating
Fun car
Dependability Performance engineering
Utility vehicle Gas Mileage
Most reliable car best gas mileage vehicles Jetta
volkswagen jetta mpg
best cars for road trips
herbie the love bug most affordable new cars
dependable used cars German engineering
Beetle
6. The “sometimes” and “never” VW owners receive
these messages
Best summer road trip car
Enjoy fun and freedom this summer in a Volkswagen Beetle Convertible
Great mileage = less stops for gas and more stops at the beach
What is the most reliable car?
A Consumers Digest BEST BUY
Volkswagen for peace of mind
7. 85% of the Marketing budget is for Pay-Per-
Click, Social Media, and Search Engine Optimization
Monthly
Budgeted Percent of Yearly Percent of Yearly
Amount 6-Month Total Marketing Budget Sales Revenue
Search Engine Optimization $ 20,152 $ 120,911 10% 0.048%
Pay-Per-Click $ 120,911 $ 725,467 60% 0.288%
Social Media $ 30,228 $ 181,367 15% 0.072%
Email $ 10,076 $ 60,456 5% 0.024%
Mobile $ 10,076 $ 60,456 5% 0.024%
Content $ 10,076 $ 60,456 5% 0.024%
$ 201,519 $ 1,209,112
8. An advertising firm will take care of the “artsy” stuff
• We have the budget for 120 weeks (based on a 40-hour
week.
• The proposed timing of this campaign is for the 6 months
between tax return time and summer road
trips/vacations, as that is when car sales start to climb.
