The R.O.I. Group
Return On Imagination.
Isuzu Trucks A Brand Awareness and Positioning Story. Product Commercial Trucks (classes 3-7) Problem Isuzu suffered from low brand awareness and no brand preference among non-owners. There was also a stigma of being an import. Strategic Insight Commercial trucks are purely a rational purchase. Buyers and owners are no-nonsense business people concerned with four specific product attributes: • Reliability • Payload capacity • Resale value • Turning radius Strategy • Develop a fact-based integrated marketing and communication campaign leveraging Isuzu’s superior design and performance attributes. • Reposition the brand as the most reliable and ''One Less Thing To Worry About''. Tactics Print ads in fleet pubs, small- and medium-business pubs, vertical trade pubs, outdoor, direct marketing and collateral materials all feeding a comprehensive CRM program. Target Audience Fleet buyers, owners of small- and medium-sized businesses in a variety of vertical markets. Budget $4 million Results • Brand awareness up 23%. • Brand image and perception up 17%. • Sales up 19%. • Isuzu remained #1 commercial truck import. About This Ad This ad describes how an outfit called Quality Motors depends on Isuzu’s NPR model trucks to help local transit authorities clear up roadside calamities. The new tag line, ''One Less Thing To Worry About'', reinforced the new reliability positioning. To view more campaign samples, click “Gallery” at bottom, left. |
