Bentley Motors Objectives
** 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.
–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.
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).