Communication strategy

1
Communication strategy
CITROEN SLOVENIJA

• Advertising
• Classical medias
• TV
• Radio
• Outdoor
• Press
• Magazines
• Internet

• Communication
• PR
• Events
• Sponsoring
• Motorshows/fairs
• Internet

2
How we define

• EVENTS are
• Public relations communication tools
• TRADE FAIRS are
• Sales promotion tools
• two different tools.

3
Events

• Press conferences (new product, annual results)
• Sponsoring (concerts, sport, rally)
• Corporative promotional events
• Dealers promotional events
• Web events

4
Events vs. advertising are gaining in impact

• Events are becoming strong communication tools
• persuasive can be more convincing than a classic
  commercial ad
• Subtile the message is delivered to the customer
  through an event and not through a promotional
  offer
• Impactive can have a bigger impact on a target
  group than an advertising campaign

5
Trade fairs

• Traditionnaly important tool in car industry
• Reinforces the brand image
• Improves the links with the customers
• Promotes the sales
• Competitors (benchmarking)
• New products placement
• Concept cars (product strategy, developpement)
• Media coverage...

6
Event or trade fair?

• For car industry, a trade fair remains an
  important connection place between the custommer
  and the brand.
• Nevertheless the size and the impact of the
  motorshow, will strongly influence on the
  investment decision

7
The motorshow is a tool among the others

• Traditional international big motorshows are
  covered by Automobiles Citroen
• They have international media coverage
• They are well promoted
• They attract customers from abroad/larger
  geografical area
• Usually they introduce new products/trends
• Local motorshows are covered by subsidiaries
  is the local trade fair a sales promotion
  tool, able to insure the sufficient impact on the
  visitors and by that incourage the different car
  makers to participate? (Ljubljana motorshow)