Upload
the-page-group-successfully-building-brand-value-in-competitive-markets
View
403
Download
0
Tags:
Embed Size (px)
Citation preview
Indian Motorcycle• The Page Group
• Established Brand Concept for Event Marketing Big Rig
• Designed & established functionality required for project
• Lead fabricators in the building of the rig
• Worked with Indian to design the point of sale collateral, signage, kiosks’, displays, merchandise, etc.
• Was responsible for working with mobile markeitng company in the operation of campaigns.
• Beginning with identifying client needs
• Evolving to cross departmental functionality & benefit
• Moving on to brand integration
• Finally into design & Build
Indian BRanding
• Projects Purpose: To support the historical brand attributes of an Iconic Brand, while projecting the future of Indian Motorcycle to Dealers & Customers.
• Ease of set-up & Display…Must be capable of show within 1 hour.
• Help Sell New Dealers• Support Dealer Events• Show consumers
breadth of Indian Brand & Products
Indian Merchandising• Focus on showing all Indian
has to offer both dealers & consumers alike.
• Create mobile shop concept
• Quick to set-up & Display
Indian Museum & Heritage Exhibit
• The King Pin Slideout was the First Ever Built
• Display focused on Brand Heritage as it related to current models.
• Helped show why this model relates to Indian Brand Values.
• Became Mobile showroom
Museum & Heritage Artifacts that related to program
Indian Motorcycle Co Identified Goals: Designed for increased frequency of use and efficiency of
set-up/display.Display a minimum of 10 motorcycles w/ rig, all merchandise, & POP.Make Dealer Day’s more effective.Engage Consumers in Indian Motorcycle Brand Experience.
Teach both Dealers & Consumers about the brand.Showcase Indian Motorcycle Product Experience.Reflect on the Heritage of the Brand
Customer Service – Repairs, installs, warranty, etc. done on site. (rig was built
with air compressor lines, oil lines, and tool kits for onsite installs & repairs)
Inventory & Ordering – meet needs of consumers.Dealer Development tools for sales staff. Data Access for staff & Sales Dept. Customer Loyalty w/ Hospitality areaEntertainment: Video, Audio, Continuing loop marketing
Recognized by the Builder “Featherlite Trailers” as the finest mobile marketing rig they had ever built. Featured on TV – “The Art of the Car” as a exceptional example of design & function. The Page Group