TACTICAL MARKETING · 2015-09-14 · Content marketing is storytelling and puts the needs of the...

HEAD OFFICE Suite 13, 19 Enterprise Drive, Bundoora VIC, 3083

PHONE (03) 9467 9988 EMAIL [email protected]

TACTICAL MARKETING

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Great ideas but short of resources? Need to increase sales but not sure how?

Tactical Marketing at DBC2 involves the day-to-day rollout of marketing ideas and strategies. This includes the execution of existing marketing plans, developing sales tools, generating leads, placing media, creating marketing collateral and implementing follow-up systems.

We specialise in the delivery of a vast array of marketing activities, including sales flyers, catalogues, direct & electronic mail campaigns, promotions, PR, merchandise, market research and campaign measurement tools.

Even the best ideas need action! Whether the budget is big or small, DBC2’s Tactical Marketing Team provide real actions and real results.

• Catalogue Coordination

• Media Buying (Television, Radio, Print)

• Campaign Management

• Mini Marketing Plans

• Local Area Marketing

• Design, Print & Distribution

• Quoting & Sourcing

• Event Display Management

• Merchandise

WHAT WE DO



CONTENT MARKETINGYep, it’s no longer a fad! Content Marketing is a now critical component of any marketing strategy.

Do you read as many magazines today as you did 5 years ago? How about newspapers? Do you have a set top box and fast forward through the ads?

How many times today have you used your phone, tablet or computer to access content (news, stories, information, reviews, social media etc)?

Content is simply the best and most cost effective way to communicate and engage with customers to build trust and earn repeat sales.

DBC2 plan, produce, publish and promote great content and grow a valuable digital presence for our clients. The value comes from;• Stronger brand awareness and reputation, • Enhanced visibility on search engines (SEO Ranking), • Improved social media performance • Higher quality sales leads.

Content marketing is storytelling and puts the needs of the customer first. The focus of the content is on solving customer’s problems by suggesting relevant products and services. It solves problems in a way that engages consumers not by forcing or interrupting them. Effective content marketing leaves a longer lasting impression and builds stronger, more respected brands.

DBC2 is passionate about all things automotive. It’s all that we know and we know it well! When it comes to content marketing, most importantly we know the audience and how to speak to them. We understand where they are, what they want to know and how they want to consume information.

• Content Strategy

• Content Production (Copy, Video, Images, Infographics, Whitepapers, E-books)

• Content Placement

• Content Promotion

WHAT WE DO



DIGITAL MARKETINGGo where the eyeballs are going!

Websites, Email Campaigns, Facebook, YouTube, LinkedIn, Forums, Blogs, Digital Advertising, Adwords, Analytics, SEO…..all a bit much?

DBC2 is here to help.

DBC2 is at the forefront of the introduction of digital marketing for some of Australia’s leading automotive brands.

The use of web based research and social media has dramatically changed the way customers interact with products, services and brands. Customers now expect to engage directly with the brands they use on a daily basis.

Digital Marketing is significantly different to traditional marketing. It allows brands to talk directly with their potential customers and to use real-time analytical tools to keep activities laser-focused and accountable to every dollar spent.

DBC2 provides the full suite of digital services. More importantly, as specialists in the automotive industry, we have the overall strategic marketing knowledge to co-ordinate these activities and keep them tuned in to business objectives.

• Digital Strategy and Consultancy

• Website and Mobile Application

• Development and Management

• Social Media Management

• SEO Analysis and Improvement

• Content Distribution and Amplification

• Social Media Training and Mentoring

• Email Marketing

WHAT WE DO





Competitors shown are subject to change. © 2013 Feld Motor Sports, Inc.

KIDS’ TICKETS FROM $25 AT

OCT. 19TH 7PMTerms & conditions apply. Additional transaction & credit card fees may apply.

FIRST TIME EVER

Your Road Safety Store

National NetworkNational Network

Your Road Safety Store

SPONSORSHIP MANAGEMENTWe don’t sell sponsorship – we get results from it. Real results!Ever wondered what you are getting from a sponsorship? Think sponsorship might be a good fit for your brand?

DBC2 is the only marketing company in Australia that features a specialised motorsport sponsorship division. We have over 15 years’ experience at the forefront of motorsport sponsorship and teams and have the track record to back our claim as Australia’s leader in the industry. Sit down with us and see the benefits we provide from rights activation to leveraging and achieving real bottom line results from effective sponsorship management.

DBC2 has worked with the biggest names, teams and categories in motorsport and have Australia’s best overall knowledge of motorsport sponsorship.

There is simply no better company in Australia than DBC2 when it comes to managing sports sponsorship. I have been involved in elite sports for over 20 years and have seen the good and the bad when it comes to sponsorship leveraging. In motorsport, where commercial investment is so high, businesses have to demand more from their sponsorship spend and DBC2 are the only company that I have seen deliver the results. For any business that currently invests money into sports sponsorship, I would thoroughly recommend DBC2 to produce results and ensure the sponsorship is maximised.

– John Bowe, V8 Supercar Great

• Integrating & Fit in your Marketing Mix

• Leveraging & Activation

• Leveraging Entitlements

• Develop Actions that are realised in your Bottom Line

• On-Site Staffing

• Leveraging Business Development & Networking

WHAT WE DO



STRATEGICMARKETING

Fresh set of eyes who are

experts in reading the road

(Opportunities / Hazards /

Resources)

Focused on the plan so you

can stay focused on driving

your business

Have a crew of experts

with all the tools who

are up to speed with the

latest innovations

Looking for that market edge? Need help to go to the next level? Is it time to think outside the box?

DBC2 produce the marketing results you’ve always wanted but have never had the time or resources to achieve.

Whether it’s help with just one stage, executing a campaign, or assistance from start to finish, DBC2 have the experience and resources at our disposal.

Many of our clients have great products and/or services that need an “outside” view to reach their full potential. DBC2 use our experience with tens of clients to develop marketing strategies that work.

Don’t accept mediocre marketing results any longer – DBC2 will create targeted, planned and strategic actions that take our clients to the next level.

Rare Spares’ relationship with DBC2 has developed over a number of years and during that time, we have had a significant increase in both brand awareness and product sales, which I strongly believe has been a direct influence of DBC2. I would highly recommend DBC2 to any business that is interested in maximising their visibility within their chosen market and achieving the most out of their business.– David N Rayner, General Manager, Rare Spares

• Marketing Strategy & Development

• Cost Effective Outsourcing of

• Marketing

• Market Analysis

• Opportunity Analysis

• Strategic Marketing Plans

• Campaign Development

• Full Implementation of Marketing

• Activities

WHAT WE DO



EXPERIENTIALMARKETINGSTOP PRESS! Physical marketing is more effective than virtual marketing.

There’s few more effective ways to market products and services than having potential customers see, touch, smell and interact with them.

When you consider the amount of messages sent out to consumers everyday by virtual means, breaking through the clutter has never been so important.

Experiential marketing is quickly becoming a very popular way of getting consumers engaged with brands and products – by giving them the opportunity to experience it before they buy; whether that’s by sampling, demonstrations or just having a bit of fun.

We’re not afraid to be different, or to try things others shy away from. We do the research, we do the planning and we think of the best ways to achieve the results. Our methods may surprise you, but they are sure to work.



PUBLICRELATIONS“Any PR is good PR”…incorrect!

Good PR is simply the most cost effective marketing activity and is one of the best ways to communicate, inform, engage and sell.

Bad PR shuts down businesses…if not handled by experts.

It’s never been more important to build and maintain positive communication between your stakeholders, brands and products; whether that’s with customers, media, investors or staff.

The media landscape is rapidly changing and social technology is becoming increasingly advanced and ubiquitous. Keeping up-to-speed can be daunting.

DBC2’s 15 years of experience ensure cutting-edge communications and public relations. From keeping clients up-to-date, liaising with the media (on positive or negative issues) or the launch of a new product, we have the skills and resources to get the job done.

No business wants the unthinkable or the unsavoury to happen to their brand or in their workplace but for some, it becomes a reality. For expert advice on dealing with sensitive issues, DBC2 have an impeccable record in minimising the PR fall-out from the toughest of environments and situations.

DBC2 have extensive media contacts in the automotive and motorsport industries, derived from many years of building successful relationships, so we know who to speak to and just as importantly, how to speak to the media to get the right results.

Personally speaking, my working relationship with the DBC2 PR team was above expectations. And my expectations are always very high. On site, the team was superb. They were thoroughly prepared at each media conference, and always had a strong and relevant message for me to put forward. We’ve come a long way. 100,000 plus crowds, over 1800 cars, and a fantastic TV show. DBC2 has had a big hand in all of that.

– Andy Lopez, Summernats Co-owner

FEATURESTORY

ith the imminent demise of sedan-based ute vehicle sales, coupled with the emerging 4x4

ute market experiencing all-time high vehicle sales, DBC2 has taken on the challenge to redefine vehicle modification for the future. With most of the auto aftermarket targeting sedan-based utes, DBC2 decided it was time to explore a new market.

NEW THINKINGPartnerships were formed with some of Australia’s leading aftermarket brands and Project DeBaCle was born.

Based on a Volkswagen Amarok, the lifestyle ute was developed with the city and the surf in its sights and is designed for the ex-sedan-based ute owner who wants to personalise their 4x4 vehicle and have it stand out from the swathe of standard vehicles on the road.

Concept creator and Managing Director of DBC2 Dale Brittain is passionate about the DeBaCle project and what it could mean for the Australian automotive scene.

“The Commodore and Falcon V8 ute segment has been one of the most prolific vehicle categories for aftermarket enhancements,” said Brittain. “A recent survey suggested 83 per cent of these are modified in some way, shape or form

in the first year of ownership. With the possibility of this vehicle type coming to an end, it’s time we start looking at what consumers are now buying instead, and are they modifying them, to ensure we don’t lose millions of dollars in the performance and accessory sector.”

With a huge variety of vehicles available

in the segment – like the VW Amarok, Ford Ranger, Toyota Hilux, Nissan Navara and Holden Colorado – there’s great scope for individualisation of these vehicles; however, until now, modifying a dual-cab 4x4 hasn’t been on the modification radar of most owners.

“The reality is that the auto aftermarket

WWORDS BY TOM FOSTER | IMAGES BY DBC2

A revolutionary automotive vision has been brought to life by the most progressive brands in the automotive market in conjunction with leading automotive marketing agency, DBC2. The lifestyle ute could well be a huge factor in the future of aftermarket accessories.

DeBaClePROJECTSHIFTING AUSTRALIAN PERFORMANCE

Narva daytime running lights keep the road lit.

ATX Wheels will take on the road.

Designer Wraps by 3M supplied the apple green vinyl for this striking transformation.

Leading aftermarket brands pitched in to help create Project DeBaCle.

ACM_debacle.feature.2015.indd 2-3 10/06/2015 2:52 pm



GRAPHIC DESIGNAND PRINT“DBC2 just gets it!”

There’s something special about DBC2 that sets us apart; it’s our uncompromised approach to high impact. Simply put, we deliver graphic design and print materials that put Australia’s biggest brands on the map. It’s little wonder why a range of Australia’s leading organisations trust DBC2 as their graphic design and printing team.

From corporate identity creation, point of sale materials, catalogues, posters, stationery, trade displays, vehicle signage, store signage or press ad design, all the bases are covered, with style.

From concept to final sign-off, we offer second to none service right through to the delivery of your materials to your door step. After all, our work is a representation of our brand and we don’t compromise on that.

July 2015ENZED MANAGEMENT – MATTHEW GRAY

ENZED TARANAKI – N.Z

HARRY KUSTER: ENZED SOUTH EASTName: Harry KusterLocation: South East Service CentreHow long working as a Hose Doctor:

Nearly 15 years. Best thing about being a Hose Doctor: The freedom associated with being your own boss. It provides great flexibility and I think it is a good lifestyle.

Favourite Hobbies: I am a classic car racing fan. I enjoy

watching the Touring Car Masters and head to the International Island Classic every year as a bit of a pilgrimage.

Tips & Tricks: Don’t take the operators word for it; make

sure you check out the problem yourself as it can save you

issues and time. Moment: I replaced an air-line on a dentists chair once!

start a new thread for any new idea that you have, or any assistance that you’re looking for from someone who has done it before. Maybe post a picture and some comments on your latest merchandising effort, or ask for assistance from the network with regards to improvements on what you currently have. If you’ve done something that has made you more money, more profit, grow quicker, or kick a competitor’s ass, then as the old saying goes… ’sharing is caring‘. The ENZED Conference is drawing nearer, so if you haven’t booked, get in quick... lock some time out of your calendar and book your travel to save some costs. You’ll hear more as we get closer to the date, however I’ll tease you with this: “You have to be in it to win it, however further to that, you really

want to be a star”. That’s it. No more hints from me!

The market is still tough in both countries, however as we hit the streets, we are constantly finding new opportunities. We are targeting ‘step change’ growth in our Distribution this year; a whopping 20% in fact. However it’s quite simple to achieve if we break it down into bite size chunks and if we complete each of those chunks. ’White Spacing’ to identify market gaps, or product gaps at each Distributor, or rolling out new HD operational models, copying New Zealand’s Regional Service Centre models into Australia, adding in new services or complimentary products, and in some cases calling out underperforming or network-uncooperative franchisees etc.

Our Marketing priorities are still the same: dominate the electronic space; use motorsport as an avenue to TV exposure and un-prompted top-of-mind recall; and grass roots engagement between every franchisee and their communities, and local businesses.

Drag your Territory Manager into your business, as eagerly as they will be pushing you to be included. Target customers and growth. Without growth we’re standing still, and if we stand still in today’s market, we’re losing the race. Every one of our franchisees and employees are change agents. With your ongoing assistance, and commitment to ENZED, your ENZED network will flourish and dominate. Happy hunting…

Welcome to another year. In recent months, I’ve personally been approached by a number of Franchisees from both New Zealand and Australia with some really great ideas. These ideas just need more rounded discussion and details on pros & cons or opportunities & consequences. It’s rare that one solution is always the best solution for every franchisee in a network as diversified as ours – however your feedback and engagement is what makes new programmes or initiatives either flop or fly. I strongly encourage each of you to jump onto ENZED Central (into the Forum) and

EHL Group have owned ENZED Taranaki since 2002.

With a total of 45 staff and 5 Hose Doctors, ENZED Taranaki is a large operation and service a huge variety of industries including: food manufacturing, dairy, agriculture, oil and gas, petrochemical, industrial manufac-turing, port services, marine, local council, civil contractors and also the New Zealand defence force.

For the team at Taranki, it is the interesting work and interesting people they meet along the way that they enjoy the most. The work they conduct in the oil and gas industry and

large projects always provide different and challenging issues for the team to solve.ENZED Taranaki is proud of the fact they are responsible for the servicing of the newly commissioned HMNZS Canterbury Gangways.

Another interesting project has been the Azura Wave Energy Device, which sounds like something from science fiction, but is a cutting edge wave based electricity generation device – currently deployed off the cost of Hawaii. Check out www.ehltd.co.nz/np – and navigate to the portfolio page to learn more.

The EHL Group/ENZED Taranaki is involved in a huge number of community and sponsorship programs. The wide ranging list is found here. http://www.ehltd.co.nz/np/about-us/who-do-we-support/

ENZED Taranaki is part of the EHL Group, and that wider business helps grow the ENZED side of the business, and vice ver-sa. EHL undertake a significant amount of R & D, of which they always uses ENZED hose and fittings.

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FEATURE

The Construction division has endured widely divergent trends in downstream markets over the past five years. Building activity has struggled to return to pre-financial crisis levels. However, while commercial and industrial property investors and new home buyers were discouraged from investing in new construction projects, demand conditions

surged to record levels in the non-building construction market. This was driven by unprecedented private investment in mineral and energy developments and robust public investment in telecommunications and infrastructure.

The number of construction enterprises is projected to decline by an annualised 0.9% over the five years through 2015-16 to 337,000 businesses, well below the cyclical peak at 351,995 enterprises in 2010-11. This reflects the exit of many small-scale specialised construction contractors servicing the non-residential building market. Over the next five years, improving market conditions (including low interest rates and rising consumer and business confidence) are expected to benefit the building construction industries. Investment into new housing construction is projected to drive growth in the building market, as should the upswing in commercial building activity due to stronger business confidence and profitability. In contrast, engineering construction activity is expected to contract sharply over the short term. This is due to investment on resource developments (such as liquefied natural gas processing plants) being wound back due to project completion. The division is expected to grow by an annualised 1.2% over the five years through 2020-21 to be worth $360.3 billion, influenced by the divergent trends in the building and non-building infrastructure markets.

INDUSTRYUPDATE

www.rarespares.net.au

• 2 x V.I.P Tickets to Summernats 29

• Burnout with Burnout Champion Peter Gray

• A seat with Rare Spares during the Supercruise

• Backstage VIP passes during the concert

• $500 Travel Voucher

• Rare Spares Gift voucher worth a massive

$1000 to be spent on any Rare Spares Products in

store at any Distributor throughout AustraliaSummernats V.I.P

CODE: SVIP29• A Hot Lap in the Team BOC Car including 2 tickets

to a V8 Supercar round in 2016

• Team BOC Biante Model Car Signed by Jason Bright

• $500 Travel Voucher

V8 Supercars V.I.PCODE: V8SS16

Rare Spares VoucherCODE: RVR1000

Like us on Facebookfacebook.com/rarespares

Follow our Blogblog.rarespares.net.au

Head over to www.rarespares.net.au/prizeorproduct

and enter the unique code of your choice for your chance to WIN ONE of these prizes:



MEDIA PLANNINGAND BUYING

Retargeting

Asics Digital | 4

Examples of retargeting on Huffington Post & WGC website

“TV advertising is the new print”

The electronic media marketplace has changed significantly in recent years. Where buying advertising like TV and radio was once out of reach, it’s now become very affordable. And very targeted! Second tier TV channels like 7Mate and ONE have made targeting automotive enthusiasts much easier and much more cost effectively.

The key to exceptional electronic advertising is planning. It’s the WHO – WHERE – WHAT- WHEN principle. Who is the target market, where are they consuming media, what should the ad say and at what time. Know the answer to these questions before starting an advertising campaign and success is assured.

That’s where DBC2 come in! We not only do we have the knowledge but also the buying power to maximise any advertising campaign.

• Development of Media Campaigns that are Directly Suited to Target Markets

• Analysis of the Right Mediums for Each Campaign

• Buying Media/Advertising Space at the most Cost Effective Price

• Post Advertising Reporting & Measurement

• Print Design

• Audio/Video Production – TV Commercials, Radio Ads, Corporate DVD’s, etc

• Scripting, Storyboarding & Concept Development

WHAT WE DO



PROMOTIONSAND EVENTSCostly?…can be! Time consuming?…potentially! Effective?…definitely!

Promotions and events are a great way to expose brands to new opportunities and attract a target audience to a product and service.

In many cases coming up with the concept, the entry mechanics and the logistics get in the way.

‘So, who do you call?’…DBC2!

We literally have hundreds of successful promotions and events under our belt and understand what it takes to pull them together. From concept, planning, advertising, collateral, trade permits, right through to high fives at the end, DBC2 knows how to get this right.

But we don’t like to brag. We prefer our clients do that for us.

• Concept Development

• Promotion Construction & Execution

• Event Management

• Marketing Collateral

• Legals & Permits

• Full Administration

• Campaign Tracking

• Media Management

WHAT WE DO

TACTICAL MARKETING · 2015-09-14 · Content marketing is storytelling and puts the needs of the...

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Transcript of TACTICAL MARKETING · 2015-09-14 · Content marketing is storytelling and puts the needs of the...