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Bentley Motors Objectives

The Bentley Plan: Tactics #2

** Part 5 of an 8-part Bentley Motors Campaign Plan**

-Objective two: To increase Bentley vehicle video sharing and feedback 120% by June 2012 at a cost of $400,000.

1)    Launch a user-generated video contest for aspiring owners to describe, in three minutes or less, the Bentley brand and the status vehicle ownership would bring to their lives. The winner would receive a brand new Bentley Continental GT for a month. The contest would run from April to May 2012. The restrictions include: no profanity or violence, three-minute maximum and single-camera production. Those who submit videos would receive votes on a specially-designed contest website and the winners after one month win the grand prize. The top five videos get the car for a month while the five runners-up get VIP passes to the 2012 Concours D’Elegance show at Pebble Beach in California. This tactic encourages the primary target audience to share their submissions with friends, vote on the Bentley website and comment on videos. Essentially, the only costs for Bentley are the prizes.

2)    Designate a team of three people to operate Bentley’s social networking profiles and engage with both secondary audiences via Twitter, Facebook, YouTube and other networks. With targeted engagement, Bentley can reach out to its audience that spends hours each day on social networks. This is a great opportunity for Bentley to become a thought-leader in the niche of vehicle technology and luxury manufacturing. From the Twitter account, Bentley can share its latest activity, answer customer questions publicly, share interesting bits of information about what goes into building a Bentley, educate consumers about auto industry trends and communicate its history as a brand. From its YouTube account, Bentley can make brief videos with exclusive interviews with upper-management and engineers. From its Facebook page, the brand can hold minor contests and help cultivate the brand’s image through testimonials, etc. The only cost to Bentley is staffing the community management team, yet the digital engagement rewards are vast.

3)    Launch the event: “Build a Bentley Challenge.” Students from the leading engineering programs across the U.S. will compete to design a new Bentley to current luxury, safety and design expectations in two weeks. Bentley Motors would fly five teams of ten students from Stevens College, Massachusetts Institute of Technology, Stanford University, Georgia Institute of Technology and UC Berkeley (US News, 2011). For two weeks, these teams would learn how Bentley engineers design and build the models. Then, the two-week contest would begin to build the next great Bentley model. Winners would receive $200,000 in funding for their engineering program. All expenses would be paid for the participants. By recording the contest and offering video logs online to the public, Bentley would receive great publicity and the videos would circulate quickly. Though this initiative wouldn’t come cheap, Bentley would receive attention from its primary and secondary audiences through digital interaction and publicity. The span of the event would be February 1st to March 1st 2012.

**What Does Bentley’s Social Media Need To Drive Engagement?**

Sources:

“Top Engineering Schools In The U.S.” US News. 2011. Web. 5 Dec. 2011. <http://grad-schools.usnews.rankingsandreviews.com/best-graduate-schools/top-engineering-schools/eng-rankings>.

Miles Branman

Miles Branman is the Content Manager and Writer for Fast Lane Daily, the longest running automotive news show on the internet.

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Thursday, March 1st, 2012 MilesPerHr No Comments

The Bentley Plan: Tactics #1

TACTICS

            -Objective one: To increase interaction with primary and secondary audiences by 20% within the mobile communication arena by January 2012, at a cost of $10,000.

1)    Build a mobile application which features a beautiful UI interface and interactive features. Bentley will outsource the app development to VentureFizz, a database of Boston area mobile app developers who will bid on the project. As more of Bentley’s target consumers spend hours each day on their smartphones, Bentley can capitalize on this trend by developing a sleek, free application that allows users to build their dream Bentley model and share it with friends or learn about Bentley’s heritage from brief, in-app videos (Mashable, 2011). The app will be easy to use, so the secondary audience can enjoy it, while offering cutting-edge graphics and video to appeal to the primary audience. Developed to operate on iPhone and Android platforms, this application will reach the majority of smart phone users. To spread the news about the app, Bentley PR will speak with Boston tech. publications like Boston Innovation to reach the primary audience initially.

2)    At the March 2012 Geneva International Auto show, place QR code platforms around the show that, when scanned with a smart phone, offer an exclusive bit of information about the new model that will be revealed that day. This tactic is a good way to generate buzz about the new model reveal and encourage smart phone interaction (Korhan, 2011). Exclusive information is a great way to reach the target audience and the new communication QR tactic shows Bentley has a contemporary approach (Korhan, 2011). Bentley will not announce the QR code tactic at the event, to raise the sense of exclusivity. The only other way people could find out about the information is to check into the Bentley booth on Foursquare, which will have a hint placed by Bentley PR about where to find the QR code stations. To develop the QR code, Bentley will recruit contentdeveloper for a customized interface.

3)    For Bentley dealerships, hire MacroSolve to create a mobile phone tool that functions as remote vehicle lock, engine ignition and alarm trigger. Surprisingly, this is a very inexpensive tool to develop, though the technology is very innovative (Maxwell, 2011). To increase the digital communication goal with the secondary audience, any Bentley consumers who come into the dealership to receive service on their vehicle or purchase a new Bentley can get this tool on their mobile device for free. Unlike the mobile application discussed above, this tool is kept within the Bentley owner pool and is a great way for current owners to be personally shown (by dealership staff) how innovative and accessible Bentley has become. Within the tool, there will be a quick link to interactive customer service. Any questions owners have could be answered without ever having to dial a number or drive to the nearest dealership. Obviously, this tactic doesn’t extend brand presence beyond current owners, but it is a great way for consumers to show off Bentley tech. and for brand interaction through mobile devices. Auto industry publications would pick up on this tool and generate buzz online as well.

**Are there some better tactics for this objective that I’ve missed?**

 

Sources:

11, July. “More U.S. Adults Own a Smartphone Than Have a Degree.” Mashable. 11 July 2011. Web. 04 Dec. 2011. <http://mashable.com/2011/07/11/one-third-of-us-adults-owns-a-smartphone/>.

Maxwell, Aaron. “Is Developing a Mobile App Worth the Cost?” Mashable. 24 Feb. 2011. Web. 04 Dec. 2011. <http://mashable.com/2011/02/24/mobile-app-dev-cost/>.

Korhan, Jeff. “How QR Codes Can Grow Your Business | Social Media Examiner.” Social Media Examiner: Social Media Marketing How To, Research, Case Studies, News and More! 7 Feb. 2011. Web. 04 Dec. 2011. <http://www.socialmediaexaminer.com/how-qr-codes-can-grow-your-business/>.

Miles Branman

Miles Branman is the Content Manager and Writer for Fast Lane Daily, the longest running automotive news show on the internet.

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Sunday, February 12th, 2012 MilesPerHr No Comments

The Bentley Plan: Objectives & Evaluations

OBJECTIVES & EVALUATIONS

1)    To increase interaction with primary and secondary audiences by 20% within the mobile communication arena by March 2012, at a cost of $10,000. Bentley understands smart phone use and general mobile activity is surging year after year, so the automaker must forage into the mobile environment to dominate luxury auto brand presence. The most effective way to evaluate the success of this objective is to track web site traffic now and immediately after the March 2012 deadline. Results should reveal a 20% increase in mobile-driven site traffic. With more than a third of U.S. adults using smartphones, it is critical that Bentley capitalize in mobile communication soon (Mashable, 2010).

2)    To increase Bentley vehicle video sharing and feedback by 120% by June 2012 at a cost of $400,000.  Besides show room and auto show visits, Bentley has a difficult time engaging with its target audience. It has done well with getting Facebook “like’s” but needs to boost its interaction (Facebook, 2011). In addition, it hardly uses its Twitter account, and when it does, the tweets are not interesting (Twitter, 2011). By optimizing social media engagement, the automaker can cheaply and effectively link itself to consumers’ online engagement practices. By tracking mentions, comments and Bentley-branded video online, the automaker can see before and after figures that should reflect the objective’s success by June 2012.

3)    To heighten brand visibility from televised content by 80% by December 2012, at a cost of $500,000. Most of the U.S. population rarely see a Bentley on the streets, but are almost as unlikely to see a Bentley in an advertisement. The automaker relies on word of mouth and exclusivity to sell vehicles (Gibson, 2011). This has been a successful business model for the brand, though it is time to adapt to the changing communication landscape, scrap the print ads and assert the brand in more communication channels. Instead of relying on ads, Bentley should look into hybrid messaging like product placement or develop and inspire its own video content. For this objective, it would be best to track which and how many online destinations generate Bentley’s brand mentions now and after the December 2012 date. With more people watching TV shows online from sources like Hulu, there is an opportunity to assert the Bentley brand on televised programming (Newsline, 2011). Then Bentley should encourage online interactivity like chat forums and social networks.

**What would you suggest for Bentley’s Objectives and Evaluations?**

sources:

11, July. “More U.S. Adults Own a Smartphone Than Have a Degree.” Mashable. 11 July 2011. Web. 04 Dec. 2011. <http://mashable.com/2011/07/11/one-third-of-us-adults-owns-a-smartphone/>.

Gibson, Ken. “La-la Land (Rover).” The Sun | The Best for News, Sport, Showbiz, Celebrities | The Sun. 18 Nov. 2011. Web. 04 Dec. 2011.

“Online Video – TV but Smaller?” Newsline. 8 June 2011. Web. 04 Dec. 2011. <http://mediatel.co.uk/newsline/2011/06/08/online-video-tv-but-smaller/>.

 

Miles Branman

Miles Branman is the Content Manager and Writer for Fast Lane Daily, the longest running automotive news show on the internet.

More Posts - Website

Follow Me:
TwitterFacebookLinkedInGoogle PlusYouTube

Tags: , , , , , , , , , , ,

Monday, January 30th, 2012 MilesPerHr No Comments
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