Honda Fit Block Party Analysis

1
Honda Fit Block Party Analysis San Diego
County IMC Plans
Presented By
2
Tonights Agenda

• Together
• Discuss the event
• Impressions
• Public Relations
• Event Research
• Pre vs. Post Research
• Individual Presentations of San Diego County IMC
  Plans
• Pappas Partners
• One Voice Marketing

3
Total Impressions
Megan

• Public Relations
• Internet
• Department of Business Newsletter 11,000
• Department of Business Event Posting
• Advertising
• Print
• The Daily Aztec 108,000
• Flyers 7,200
• Banner 27,300
• Posters 520,000
• Internet
• Event Photos 70
• Additional
• Flipbooks 700
• CDs 500
• T-shirts 65,000

• Event
• Number of Attendees 806
• Number of Vehicle Interactions 534
• Total Number of Impressions 728,770

4
Event Public Relations
Nicole

• The 1st Press Release - February 24, 2006
• KPBS, 91.1, 90.3, 94.9, Daily Aztec, SD Reader,
  944 Magazine, City Beat, and the Union Tribune
• The 2nd Press Release - April 13th, 2006
• SDSU business school online newsletter/event
  page, the Daily Aztec and the San Diego Union
  Tribune
• A paragraph was written in SDSUs online business
  school student newsletter under the student
  news link
• A posting was made on the event calendar for the
  business schools event page
• The 3rd Press Release - May 9, 2006
• Daily Aztec, _at_ State, SDSU Universe, College of
  Business student newsletter

5
Event Research
Kyron

• Event Logistics
• Thursday, April 27th, 2006
• 10am-2pm _at_ Aztec Center Free Speech Steps
• Free food, Games, Prizes, Music
• Attendees-806 participants
• Vehicle Interactions-534 participants
• Collected survey results from 493 participants

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Event Day Survey
Kyron
my rules. my

• 1. What are your perceptions of the Honda FIT?
• __________________________________________________
  __________________________________
• 2. Would you consider purchasing the Honda Fit?
• Very Likely
• Likely
• Neither Likely nor Unlikely
• Unlikely
• Very Unlikely
• 3. How easy or difficult does it seem to receive
  finance assistance from Honda?
• Very Easy
• Easy
• Neither Easy nor Difficult
• Difficult
• Very Difficult
• 4. Would you consider using Honda Finance to
  assist you financing a car?
• (check one) _____YES _____NO
• What did you like about the event?
• __________________________________________________
  __________________________________
• What did you like about the Honda Fit?

7
Event Research contd
Kyron

• What are your perceptions of the Honda Fit?
• 1. Compact but spacious
• 2. Fuel efficient
• 3. Nice style
• Would you consider purchasing the Honda Fit?
• 12.6 Very Likely
• 35.5 Likely
• 26.7 Neither Likely nor Unlikely
• 13.5 Unlikely
• 11.6 Very Unlikely
• 0.6 Missing
• How easy or difficult does it seem to receive
  finance assistance from Honda?
• 13.0 Very Easy
• 37.0 Easy
• 34.9 Neither easy nor difficult
• 7.3 Difficult
• 4.1 Very Difficult

8
Kyron
Event Research contd

• Would you consider using Honda Finance to assist
  you financing a car?
• 62.2 Yes
• 37.4 No
• 2.5 Missing
• What did you like about the event?
• The atmosphere (people, setting, décor, etc.)
• Free food
• Giveaways
• What did you like about the Honda Fit?
• Style
• Size
• Fuel efficiency

9
Research
Rebecca

• Pre
• 9am-6pm, February 14th-20th, 285 collected
• Post
• 10am and 6pm, April 28th-May 2nd, 273 collected
• Random order to every 7th person
• Various locations, funneling techniques
• Gender 4 Variance
• Age 5.8 Variance
• Price of next vehicle 6.5 Variance (even dist)

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Research
Rebecca
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Research Opinions
Rebecca
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Research
Rebecca

• Of those aware of the FIT
• City Life 49
• Efficiency 28.6
• Adjustability 21
• Bottom Line Would not typically consider it,
  but would consider it ahead of others.

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San Diego County IMC Plan

• HONDA FIT
• Presented by
• One Voice Marketing
• Nicole
  Turner
• Jenny Christopher
• Mark Burton
• Ashley Esselstrom
• Rebecca Tall
• Laurent Tevenart
• Monica Martinez

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Outline of Presentation

• Situation Analysis
• Target Market
• Communication Objectives
• Campaign Message/Strategy
• Event Marketing/Creative Strategy
• Media Strategy
• Public Relations
• Budget Allocation
• Measuring Effectiveness

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Situation AnalysisStrengths
Jenny

• Hondas Brand Image
• Marketing the FIT under the Honda brand
• Unique Selling Attributes
• Paddle shifters
• Magic seats

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Weaknesses
Jenny

• Management
• Honda is targeting a new audience metro-funky
  that is different from their traditional image
• Offerings and Design
• The unique spaciousness of the Fit is not easily
  recognizable from the outside
• Features on the Fit can be easily imitated (i.e.
  the iPod hook-up)
• Price
• More expensive than some of the competition
• Nissan Versa (12,000) and Toyota Yaris (11,850)

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Opportunities
Jenny

• The current condition of the U.S. auto industry
  is declining
• Compact cars are currently a hot market
• The recent rise in oil/gas prices
• Generation Y

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Threats
Jenny

• Competition from the U.S. auto industry
• Concerns about the safety of small vehicles being
  released into the market

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Target Market
Mark

• Males and females who are currently attending
  college in San Diego County, with an annual
  income less than 30k per year, who are
  considering buying a new vehicle in the next 2
  years

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Why Did We Expand Our Target Market?
Mark

• We wanted to include as many potential customers
  as possible
• Defining metro funky personalities is more
  qualitative than quantitative
• Honda Financial Services participation in our
  campaign is crucial based upon our research and
  at the request of our client

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Communication Objectives

• To increase awareness of the Honda Fit by our
  target market through use of our media strategy
  from 0 to 20, over a 12 month period
• To create interest of the Honda Fit within our
  target market from 0 to 10 by the use of our
  media strategy, over a 12 month period
• To induce trial and evaluation of the Honda Fit
  within our target market from 0 to 3, over a 12
  month period
• Use of event marketing
• Use of local radio/publications/internet event
  listings
• Use of general advertising

22
Campaign Message
Mark

• Our campaign slogan is It Fits
• This is based on the versatility of the FIT and
  its ability to provide a unique experience for
  its owners
• Ultimately, it fits your friends, your stuff,
  and your lifestyle

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Campaign Strategy
Mark

• Event Marketing is key
• Two general categories of advertising
• A variety of media used
• Advertisements drive traffic to the fit.honda.com
  web site

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Why Event Marketing?
Mark

• A Car is a High-Involvement Product
• events give the public an opportunity to
  interact with the vehicle
• a fun atmosphere at the event will create
  positive feelings about the vehicle
• based on the Scion report, Gen Y responds well
  to personal interactions and free merchandise
• interaction with the vehicle will help push our
  targets through the Adoption Model

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Adoption Model
From Belch Belch Advertising and Promotion 6th
edition
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Creative Strategy
Mark
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General Print Ads
Mark
28
General Print Ads
Mark
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Event Specific Advertising
Mark
Print Ad / Flyer
Banner
30
Web and Claim Ticket
Mark
Web Banner Ad
Event Claim Ticket
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Media Strategy
Nicole

• Event Specific Advertising
• College newspapers
• Radio
• Internet (local online event listings)
• Outdoor Support Media
• General Advertising
• Print
• Radio
• Internet
• Local Event Sponsorships

• Media Usage the following were rated likely
  to see for advertising
• 74.4 TV
• 52.3 Radio
• 43.9 Magazine
• 39.3 Events/Promotions
• 36.8 Outdoor boards
• 35.4 Internet
• 25.6 Personal Websites

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Event Specific Advertising
Nicole

• Utilize college campus newspapers to target
  students at each campus about their upcoming
  Honda Fit Block Party
• 12 major colleges in the San Diego region
• 5 universities
• 7 community colleges
• total population of approx. 209,925
• Including only 7 of these college newspapers
• established media outlet
• College newspapers not included
• Grossmont Community College
• Palomar Community College
• San Diego Mesa College
• San Diego Miramar College
• Cal State San Marcos

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Event Specific AdvertisingPrint
Nicole

• City Times
• San Diego City College
• 15,000 students
• CPM 35.00
• distribution free - twice
• monthly on Tuesdays at key
• campus locations
• The Sun
• Southwestern College
• 19,000 students
• CPM 11.25
• distribution free - bi-monthly
• The Vista
• University of San Diego
• 7,548 students
• CPM 44.00
• distribution 12 times per semester on
  Thursdays

• Coyote Express
• Cuyamaca Community College
• 8,000 students
• CPM 90
• distribution free - 5 times per semester
• The Chariot
• Mira Costa Community College
• 15,800 students
• CPM 42.66
• distribution free - key campus locations
• CPM cost of ad space/circulation x 1000
• cost per thousand people reached

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Event Specific AdvertisingPrint
Nicole

• The Guardian
• University of California at San Diego
• 25,000 students
• CPM 8.60
• distribution 38 per quarter or 100 for one
  year (ads only in Thursday issue
• The Daily Aztec
• San Diego State University
• 32,693 students
• CPM 11.25
• distribution free at more than 30 high traffic
  locations and more than 15 off campus location

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Event Specific AdvertisingRadio
Nicole

• On campus events and the event sponsorship
  possibilities in San Diego
• 52.3 of respondents were likely to see/hear
  commercials on the radio
• 94.9, 91.X and 93.3
• the demographic age range of listeners (same
  target as the FIT)
• Advertise at different times of the day
• based on the Scarborough Research that shows
  greater than average index numbers for those
  times of the day
• An average index number is 100
• Scarborough is a market analysis program that
  provides demographic, geographic, and
  psychographic and product/media use information
  that can be used for media planning

36
Event Specific AdvertisingRadio
Nicole

• FM 94.9/KBZT
• 18-34 listenership
• CPP 125
• Monday thru Friday
• 6am-10am 121
• 10am-3pm 186
• 3pm-7pm 228
• 7pm-12am 298
• CPP cost of commercial time/ program rating

• FM 93.3/KHTS
• 12-34 listenership
• Pricing 200 per 30 second spot
• Monday thru Friday
• 6 am-10 am 128
• 3pm -7pm 122
• FM 91.1/XTRA
• 18-49 listenership
• CPP 200
• Monday thru Friday
• 6 am-10 am 181
• 10am -3pm 264

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Event Specific AdvertisingInternet
Monica

• Sandiegoclubs.com
• Placement of ad in the week prior to each event
• Circulation 25,000 weekly e-newsletter
• Pricing 75.00/ week

• EventVibe.com
• Local event listing site
• Pricing- free

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Event Specfic AdvertisingOutdoor
Monica

• Banner advertisements on San Diego campuses
• wide coverage of local markets
• Exposure to banner advertisements numerous times
• result in high frequency among the college market
• Creative banner advertisements
• can attract positive attention
• Banner advertisements
• create high levels of awareness
• Innovative use of banner advertisements with
  technology
• to direct the target market to the Honda FIT
  website

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General AdvertisingPrint
Monica

• San Diego Reader
• CPM 4.46
• Circulation 120,000 Weekly
• Distribution Free

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General AdvertisingPrint
Monica

• San Diego City Beat
• Is published every Wednesday
• Circulation of 50,000
• Is available over 1,000 locations in San Diego
• Readership age 18-34
• 1304 (open)
• CPM 26.08 with open price cost per page

41
General AdvertisingInternet
Monica

• myspace.com
• Primary Age Demo 16-34
• 66.3 million registered users
• Targeting is available for confirmation pages 430
  X 600 Large Button 2.00 -4.00 CPM
• 14 million logins
• Page specific placements on user home page

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Why Local Event Sponsorships?
Nicole

• Take advantage of continuous year long
  advertising
• Campus populations diminish during summer
• Opportunities to piggyback with the music
  industry
• relaxed, non-intrusive environment
• Grass roots marketing
• Gen Y responds well
• Scion research

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General AdvertisingLocal Event Sponsorships
Nicole

• Street Scene- Aug 4th and 5th
• www.street-scene.com
• Coachella- April 29th and 30th
• www.coachella.com
• Karl Straus Beach to Brewery Music Fest- May 13th
• www.karlstrauss.com

• 91.1 X-Fest- June 9th
• www.91x.com
• Media effect - the following media were rated as
  very likely or likely to influence purchase
  decision
• 53.9 Television commercial
• 34.2 Event sponsor
• 23.2 Television placement
• 22.8 Movie placement
• 14.5 Music video placement

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General AdvertisingLocal Event Sponsorships
Nicole

• Vans Warped Tour- July 6th
• http//www.warpedtour.com
• Bob Marley Roots Rock Reggae Fest- August 10th
• http//rastaites.com/events/bobmarleyday.htm
• FM94.9 Miller Lite Independence Jam - May 24th
• Scion is a sponsor this year
• http//www.fm949sd.com
• FM 94.9 Its About the Music concert series -
  Monthly shows
• Dodge is a sponsor this year
• http//www.fm949sd.com

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Public Relations Goal
Nicole

• Increase awareness, improve opinions/attitudes
  about the Honda Fit and to receive
  attendance/participation at the promotional
  events by our target audience through positive
  media coverage

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Media Contacts
Nicole

• College campus newspapers
• Campus event calendars in print/online
• Academic department/student newsletters in
  print/online
• Faulty/staff newsletters

• Daily Aztec-college newspaper
• _at_ State-a monthly electronic student newsletter
• SDSU Universe-an electronic news source for
  faulty and staff
• College of Business student newsletter

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Public Relations Tools
Nicole

• Press Releases
• Press Kits
• The 1st Press Release
• first week of classes at each college-create
  awareness
• The 2nd Press Release
• a month before each colleges on campus event in
  a personalized PR kit-create interest and
  visualize sequence of events
• The 3rd Press Release
• after the event has taken place-event details and
  thanks

48
Media Schedule
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Budget Allocation

• Publications 8,000
• City Beat
• 1,980
• 55 per week
• 9 months
• The Reader
• 5,625
• Once a month
• 9 months

• Internet 1,500
• Sandiegoclubs.com
• 675
• 75 per week
• 9 weeks
• MySpace.com
• CPM 2.00-4.00

50
Budget Allocation

• Flyers and Handouts 600
• 50 per event for 2,000
• 12 events
• Outdoor 1,608
• 134 per banner
• 12 events (1 banner each)
• Events 60,000
• 5,000 per event

• Radio 13,000
• Approx. 4,300 per radio station
• Salaried Employees 15,000
• For 12 weeks
• Grand Total 99,708
• Event costs include the event itself, street
  team labor, rentals, promotional material and
  event specific newspaper advertising

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Budget Allocation
52
Measuring Effectiveness
Rebecca

• Internet Control Evaluation
• Honda Block Parties Control Evaluation
• Event Control Evaluation
• Knowledge
• Program Implementations
• Follow Up
• Attainment of Objectives
• Public Relations Control Evaluation

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Thank You for a Great Semester!

• Professor Belch
• Honda and RPA
• EdVenture Partners and Corinne Casebeer
• From all of us at
• One Voice Marketing