1. INTRODUCTION 3. SEGMENTS AND ... - Soweto Toyotasowetotoyota.co.za/wp-content/uploads/2014/02/MH-Corolla-Dealer... · The all-new Toyota Corolla boasts features and specifications

DEALER LAUNCH GUIDE

02 3

1. INTRODUCTION

2. MARKETING PILLARS

3. SEGMENTS AND COMPETITORS

4. TARGET MARKET

5. SPECIFICATIONS

6. COMMUNICATIONS PLAN

7. THE LAUNCH EVENT

8. POST EVENT

MODEL SHOWN 1.6 COROLLA PRESTIGE

04 5

THE ALL- NEW TOYOTA COROLLA

A CAR TO BE PROUD OF


It’s the Corolla your customers have been waiting for. The perfect balance between the reliable efficiency everyone expects from a Corolla, combined with a bold and distinctive new design that gives drivers something to be proud of.

Inside, luxury and comfort haven’t been compromised. The interior is spacious and stylish. Enjoyment extends to the driving experience. There are also two new engines added to the range: the 1.8 litre petrol and 1.4 litre diesel. Buyers can now choose from a range of four engine: the 1.3 litre, 1.6 litre, 1.8 litre petrol engine and 1.4 litre diesel engine.

MODEL LINE-UP

· 1.3 Esteem· 1.3 Prestige· 1.4 D Esteem· 1.4 D Prestige· 1.6 Esteem· 1.6 Prestige· 1.6 Prestige Multidrive S · 1.6 Sprinter · 1.8 Prestige· 1.8 Exclusive · 1.8 Exclusive Multidrive S

06 7

PRIDE AND JOY

2. MARKETING PILLARS

South Africans have loved the Corolla for decades and it is now better than ever before. The all-new Toyota Corolla boasts features and specifications which would make any customer proud. But to keep it simple when promoting the all-new Corolla to your potential customers, focus on the four marketing pillars.

2.1 BOLD STYLE

Front The front of the all-new Corolla boasts an assertive lower grille design. This has been designed to improve aerodynamics and the bold style is accentuated by the 3D layout of the headlamps.

Side Crisp design lines run from the front to the back, making the vehicle look more modern and sophisticated. The side profile also reveals vertically asymmetrical door handles. They have been sculpted into the body in order to align with the character lines that link the top of the front wheel arches to the rear lamp clusters. This is a first for Toyota when it comes to design.

RearAt the back of the vehicle there is a chrome handle finish and aero stabilising fins on the rear combination lamps. The fins are incorporated to assist with aerodynamics and flow of air along the vehicle.

2.2 PURE DRIVING ENJOYMENT

To enhance drivability, there are a number of upgrades; the suspension is supported by a MacPherson system at the front and a Torsion Beam suspension system at the rear. These systems make for a sporty and dynamic driving experience. The new Corolla is also available in a Multidrive S (CVT) transmission. This Multidrive system has a number of gear options, so that the engine is always in the right gear. Offering smooth and efficient acceleration.

2.3 COMFORTABLE

The interior was designed to be as comfortable as possible, while still remaining highly functional. An increase in the wheelbase has allowed for more rear legroom (best in class). On selected models there are luxurious finishes such as a leather interior*, and a touch screen audio system* that sports up to six speakers and a DVD player.

2.4 RELIABLE AND SAFE

We take safety very seriously. That’s why when we designed the body of the all-new Corolla, we considered more than just looks. The impact-absorbing body structure will help protect you and your passengers in the event of a collision. We’ve spared nothing when it comes to safety features on the new Corolla.

Safety features include:- Anti-lock Braking System (ABS)- Electronic Brake-Force Distribution (EBD)- Brake Assist System (BAS) - Vehicle Stability Control (VSC)* - Hill Start Assist Control (HAC)* - Seven airbags* - Back monitor*

*Available on selected models


08 9

TARGET MARKET

TOP OF CLASS

COMPETITORS Chevrolet Cruze, Hyundai Elantra, VW Jetta and Kia Cerato

The Corolla competes against other C-segment sedans. Since 2009, the Corolla has been losing market share competitors in the segment. The new Corolla has been designed to address this challenge: new, modern styling means that the Corolla driver can now get a vehicle that is not only functional, but also looks fantastic.

CHEVROLET CRUZE HYUNDAI ELANTRA VW JETTA KIA CERATO

AVERAGE MONTHLY VOLUME (AMV) 450 720 estimated 380 150 estimated

PRICE RANGE R226k - R296k R240k - R280k R255k - R291k R234k - R307k

LAUNCH DATE Minor Change (MC) Oct 2012 Minor Change (MC) Aug 2011 Minor Change (MC) Sep 2011 Minor Change (MC) Sep 2009

NEXT ACTION New, Q4 2014 Minor Change (MC) Q3 2014 Minor Change (MC) Q4 2014

OVERARCHING BRAND MESSAGE Where will Chevrolet take you? New Thinking, New Possibilities Das Auto The Power to Surprise

CREATIVE PLATFORM Where will Cruze take you? The Next Level For the Driver in You Various

INTENDED COMMUNICATIONS MESSAGE

Cruze is a sensible vehicle that can take my family anywhere

Elantra has evolved and is now a well-advanced, luxury sedan

New Jetta is a beautifully designed car that is a pleasure to drive

Cerato is packed with features(one feature per execution)

UNIQUE SELLING POINTS (USPS) safety/design/space safety/feature filled/convenientdesigner/comfort/intuitive engineering

safety/design/performance

3. SEGMENT AND COMPETITORS 4. TARGET MARKET


Race: AllAge: 35 - 49Marital status: Married with childrenGender: Male

Young to middle-aged men and women who are forward-thinking people and are serious about their future. They know that their vehicle says something about them and reflects who they are – they would like to drive a vehicle that is reliable, but they also seek status and style. They are also interested in durability, practicality, functionality and versatility. They enjoy a good lifestyle and wish to maintain it.

MEDIA CONSUMPTIONTV and movies: 70% of our customers have access to DStv. They enjoy watching films, drama series, sports and music shows.

Newspapers: Daily Sun, Sunday Times, Beeld, The Citizen and Sowetan.

Magazines: You, Huisgenoot, Drum, Move and True Love.

10 11

ENGINE AND DRIVETRAIN Four engines to choose from:

1.3 litre petrol engine, available in a 6-speed manual transmission (73 kW @ 6000 r/min)1.6 litre petrol engine, available in either a 6-speed manual transmission or Multidrive S (CVT) (90 kW @ 6000 r/min)1.8 litre petrol engine, available in either a 6-speed manual transmission or Multidrive S (CVT) (103 kW @ 6400 r/min)1.4 litre diesel engine, available in a 6-speed manual transmission (66 kW @ 3800 r/min)Multidrive S (CVT) has been adopted for better efficiency MacPherson system at the front and the Torsion Beam suspension system at the rear to improve handling and driving enjoyment

VEHICLE EXTERIOR DESIGN 16” alloy wheels (Prestige and Exclusive models)

Rear spoiler (Sprinter model)

Front fog lamps (1.6 Sprinter and Exclusive models)Colour-coded electrically adjustable exterior mirrorsRear design: Chrome luggage door garnish and design lines that create a seamless rear design connectionFront design: Assertive lower grille design to ensure improved aerodynamics

INTERIOR Cruise control (Execlusive models only)Display audio with DVD player and 6 speakers (Prestige and Exclusive models only)Leather seats (Prestige and Exclusive models only)Automatic air conditioner (1.6 Sprinter and Exclusive models only)Audio jack and USB port Rain sensing windscreen wipers (Exclusive models only)Electro-chromatic interior rear view mirror (Exclusive models only)Push Start system (Exclusive models only)Automatic light control system (Exclusive models only)Steering wheel switches (MID, Bluetooth and audio) on Prestige, Sprinter and Exclusive models only

SAFETY AND SECURITY Up to seven airbags: driver, front passenger and side airbags (On all models)Driver-knee and curtain-shield airbags (1.6 Sprinter and Exclusive models only)Vehicle Stability Control (VSC) and Hill-start Assist Control (HAC) (1.6 Sprinter and Exclusive models only)Back Monitor (new feature) Prestige and Exclusive models onlyFollow Me Home systemSmart Entry System (Exclusive models only)

FUEL CONSUMPTION

Changes from previous modelOLD COROLLA NEW COROLLA No back monitor With back monitor* (Prestige and Execlusive models only)Radio and CD player Display audio with 6-speakers (Prestige and Execlusive models only)No DVD player Audio system with DVD player (Prestige and Execlusive models only)No Hill-Start-Assist-Control Hill-Start-Assist Control (1.6 Sprinter and Execlusive models only)Wheelbase: 2600 mm Wheelbase: 2700 mmRear leg room 614 mm Rear leg room 706 mm (best in class)

Luggage capacity 450 l Luggage capacity 452 lWithout light control system Light control system

5. SPECIFICATIONS

1.3 Esteem

1.3 Prestige

1.4D Esteem

1.4D Prestige

1.6 Esteem

1.6 Prestige

1.6 Prestige

Multidrive S1.6

Sprinter1.8

Prestige1.8

Exclusive1.8

Exclusive Multidrive S

Fuel consumption (l/100 Km) 6.0 6.0 4.5 4.5 6.6 6.6 6.3 6.6 7.0 7.0 6.4

CO2 emissions 139 139 119 119 157 157 150 157 165 165 152


*Available on selected models

12 13

FEBRUARY 2014

- 3 February: Launch guide available on e-toyota

- 6 - 7 February: PR Launch

- 17 February: Dealer Business Session Begins

- 21 February: Delivery of brochures and Point of Sale (POS) items

MARCH 2014

- 3 March: Release to dealer

- 3 March: Digital campaign goes live

- 5 March: Launch of television campaign

- 25 March: Mall campaign begins

May 2014

- 13 - 16 May: NAMPO

June 2014

- 2 - 6 June: Royal Show

COROLLA - DID YOU KNOW?

- Corolla has been a part of South Africans’ lives for the last 39 years.

- The first Corolla introduced to the South African public 1975.

- 1982 marks the year when Corolla first became South Africa’s best selling vehicle.

- To date, Corolla has sold more than 1 000 000 units in South Africa alone.

- Globally, over 40-million units have been sold since its initial introduction.

6. COMMUNICATIONS PLAN


14 15MODEL SHOWN 1.6 COROLLA PRESTIGE

COROLLA LAUNCH EVENT

THEME 1: OVER-SHARE

THE IDEA

THE MECHANICS

REFRESHMENTS

ENTERTAINMENT AND DÉCOR

DRESS

POINT OF SALE

COROLLA MERCHANDISE

EMAIL INVITATION

COROLLA TIMELINE AND CHECKLIST

THE DAY OF THE LAUNCH

POST EVENT

16 17

THEME 1:

OVER-SHARE THE IDEA The basic theme centres around the idea of “Sharing”, and in the case of social media OverSharing! This is not a negative term – we want the guests at the launch event to share their experience. Create an event where they are so impressed with the all-new Corolla and the idea of owning it that they share pictures, information and more about the all-new Corolla. Some of the sharing will happen on social media platforms. You can then reward them for doing this.

FACEBOOK & OTHER SOCIAL MEDIA PLATFORM TIPSAs you know, almost everyone is on Facebook these days. This is great for business as it allows you to build up and share with a community through your own dealership Facebook page. Add pictures and interesting facts about the vehicle that you are promoting. Details of the launch can also be sent out as a Facebook invite. Encourage staff members to get involved by sharing and liking content. The more likes your posts get, the more people will come across the information. Facebook is a fun and an easy way for you to drive sales in a friendly space. Once you’ve got the hang of this, Twitter, Tumblr and other platforms can be added to your social media presence. If you don’t know how to set up a Facebook page, or if you have any other questions, ask your IT person to help out. Enjoy!

THE MECHANICSFor the event, guests should be encouraged to take pictures of the vehicle (exterior, interior or their favourite features). By doing this, each guest can express how much they love the vehicle in their own unique way. A big screen should be set up so that the photographs are displayed in real-time. Hire an IT professional to help set up the cables (it would be better for safety purposes not to have cables all over the dealership). You can also use your LCD screen in your dealership. All pictures taken by customers should also be uploaded to your dealership’s Facebook page where winners can be chosen and prizes could be won.

HOW DO YOU DO THIS- Display the all-new Corolla in the most visible area in the dealership.- Display the various ‘POS elements’ to help guide guests to the all-new Corolla. (A disc will be supplied to demonstrate how all the elements should be displayed.) - Guests will use their phones to take pictures of the all-new Corolla. - Photos will be emailed by the dealer to an address given on the day.- Set up a big screen and display the photos on the screen in real-time. (you can also use your LCD screen in your dealership) - Hire an IT professional to help set up the cables and upload the photos. - The photos should also be uploaded to dealership’s Facebook page.- The photos should be judged at the event.- First prize goes to the person with the most original and/or best photo. - Second prize can be awarded to the person who uploads the most photos of themselves with the Corolla to your dealership’s Facebook page. - By encouraging guests to post live images on their Facebook profiles, the all-new Corolla will be seen by thousands of people who wouldn’t usually see inside your dealership.

COMPETITION/PROMOTIONS The most shared/most liked photo will be awarded first prize. The guest who uploads the most photos should win the second prize. Suggested prizes should remain within the OverSharing theme or be a device that can facilitate oversharing (e.g. smartphones, tablets, laptops and smaller cameras). Prizes can be awarded immediately.

CHOOSE A THEME

18 19

REFRESHMENTSWe suggest you set up a beautifully laid out table. Everything must be elegantly displayed. Hire a local caterer to help with the food. They will also be able to supply tables, tablecloths, glasses,crockery and cutlery.

MENU IDEAS- Savoury snacks served in twos so they can be shared (mini savoury pies, mini burgers, samoosas, spring rolls, etc)- Cheese straws and roasted nuts- Dessert platters - e.g. chocolate tartlets

DRINKS IDEAS- Crushed ice mocktails: a little flag sticks out: ‘I’ve got a Corolla Crush’ (we will suply this)- Sparkling grape juice- Various cold drinks and fruit juices

FOOD, DRINKS, ENTERTAINMENT, DÉCOR AND DRESS CODE

DÉCORColour palette: Silver, bronze, black, cream. Tablecloths and napkins/serviettes should stay within this colour theme.

The POS must be set up pointing towards the vehicle.

A red carpet can be laid out at the entrance to create a more glamourous feel.

SILVERPA N TO N E 87 7 CC M Y K C0 M0 Y0 K35

METALLIC BEIGEPA N TO N E 8 0 0 2 CC M Y K C35 M30 Y40 K8

BLACKPA N TO N E PROCESS BLACKC M Y K C0 M0 Y0 K100

IVORYPA N TO N E WA R M G R E Y 1CMYK C25 M25 Y40 K0 30%

ENTERTAINMENTThis event is designed to be elegant and classy. If possible, hire a musician or DJ and ask them to choose songs that relate to the sharing theme. They will need to play for about an hour. Find out who would be the best person for the job. Choose someone who is easy to work with, reliable and has a good track record. Contact them as early as possible. Good musicians/DJs are in high demand and are often booked up months in advance.


20 21

CAP PART NO. WU957

R41.84

MENS’ SHIRT

PART NO. SMALL YMW898S R216.60

PART NO. MEDIUM YMW898M R216.60

PART NO. LARGE YMW898L R216.60

PART NO. XTRA LARGE YMW898XL R239.54

PART NO. 2 X XTRA LARGE YMW898XXL R239.54

PART NO. 3 X XTRA LARGE YMW898XXXL R255.60

PART NO. 4 X XTRA LARGE YMW898XXXXL R255.60

LADIES SHIRT








DRESS CODEThe Corolla is a neat, good-looking vehicle. Ask staff members to dress stylishly. Each member should wear the black woven Corolla shirt (this can be ordered through the NPDC) and chinos or jeans.

POINT OF SALEFOOD, DRINKS, ENTERTAINMENT, DÉCOR AND DRESS

Item Quantity

A0 Poster 2

Printed PVC Mesh finished fence banner with eyelets all round Size: 2000mm x 3000mm

1

Standees (2 per set) 1

A frame floor board (talk to these guys about the Corolla) 1

Dealer ask me how button badges 8

Brochures and leaflets (10 brochures and 50 leaflets) 1

X-banner skins (2 per set) 1

Total (excluding delivery) R3 180.00

Item Quantity

A0 Poster 3


1







Item Quantity

A0 Poster 3


1







Item Quantity

A0 Poster 2


1







Mega Dealers Large Dealers

Medium Dealers Small Dealers

A0 Poster

Fence Banner

Standees

Frame Floor Board

Standees

Button Badges

Street Poles (optional)X-Banner

Toyota SA

THEALL-NEWCOROLLA

• Up to seven airbags

• Display audio with DVD player

• Back monitor

• Leather interior

Model shown 1.6 Corolla Prestige

Toyota SA

A CARTO BEPROUD OF

• Up to seven airbags

• Display audio with DVD player

• Back monitor

• Leather interior

Model shown 1.6 Corolla Prestige

Supplier Details:

Donovan Kerr082 452 0425011 608 2118

Wit-Color Digital Printer & Flighters42 Angus Crescent, Longmeadow Business Park East, Modderfontein

22 23

START GETTING ORGANISEDProject Manager: Appoint a project manager from your dealership to organise the event. The team need to have regular meetings to ensure that everything runs smoothly on the day.

Caterer/local promotions company: Brief them on Corolla themed food and drink. You can ask them for tables and tablecloths and chairs to dress the room, a carpet if you’d like to create a red-carpet entrance, crockery, cutlery and other necessities. Ask them to quote and decide accordingly.

Entertainer: Find out who would be the best person for the job. Choose someone who is easy to work with, reliable and has a good track record. Contact them as early as possible. Good musicians/DJs are in high demand and are often booked up months in advance.

Prizes: Smartphone, laptop, tablets or cameras. Shop around to find the best deal. Prizes are a huge incentive and more people will attend the launch if they know they might win something. For the second prize, an instant camera might be fun. Decide who will judge the photographs, will it be someone from the dealership or a local photographer.

Décor: You will need to set up a table where the food will be displayed. Ask your catering company to help with this. Brief your caterer on the colour scheme. Organise a red carpet.

POS: Start giving some thought as to where the all-new Corolla will be displayed, and where the POS will be positioned.

FACEBOOK & TWITTER - HOW TO GET STARTEDHow to set up your dealership’s Facebook page:- Visit facebook.com and log in or create an account (if you do not have an account) by completing the fields and clicking ‘Sign Up’.- Find the ‘Pages’ section on the left-hand side and click on ‘Create a Page’ (https://www.facebook.com/pages/create/). - Select ‘Local business or place’ and complete the fields with your dealership’s information. (Facebook will guide you through the process.) How to set up your dealership’s Twitter account:- Visit twitter.com and log in or create an account (if you do not have one) by completing the fields and clicking ‘Sign Up for Twitter ’. (Twitter will guide you through the process.)- Personalise your account by adding a bio, a profile photo and a header photo. Click on the ‘Edit profile’ button to do this.- If you are having trouble, ask your local IT person to help you out.

GETTING CUSTOMERS INVOLVED If customers come to test drive before the event they can also take a picture of themselves, share through the dealership’s Facebook page, join the team on the event day and stand a chance to win one of the prizes on the day.

DATESSet a date close to the launch of the all-new Corolla any Saturday after the 3rd of March launch should be okay.

EVENT PLANNING MERCHANDISE

GIVEAWAYS

MERCHANDISE Corolla merchandise is available

to order. It is also a good opportunity to reward customers who test drive the all-new Corolla

with branded merchandise.

CAP PART NO. WU957

R41.84

MENS’ SHIRT








LADIES SHIRT








BRANDED BAG PART NO. YUN013

R68.20

KEY RING PART NO. KH7077

R13.80

STORAGE PART NO. YUN014

R234.95

BOTTLE PART NO. YU1051

R55.00

2524

MARKET THE EVENT

With its bold new styling and updated features, the all-new Corolla is a vehicle so inspiring, owners go out of their way to show their pride, information and more. Join our event, take pictures of the all-new Corolla and share them with others. The person who takes the best picture will stand a chance to win first prize. The person who uploads the most photos on Facebook will also stand a chance to win.

SHARE THIS INVITE

SHARE &SHARE ALIKE

DATE: VENUE/NAME OF DEALERSHIP: FOR MORE INFO/RSVP:

EMAIL Subject Line

SHARE THIS INVITATION

Insert dealer Facebook page or Twitter handle

YOUR COROLLA TIMELINE UNTIL LAUNCH DAY4 WEEKS BEFORE LAUNCH DATE

3 WEEKS BEFORE LAUNCH DATE


1 WEEK BEFORE LAUNCH DATE

2 DAYS BEFORE LAUNCH DATE

Confirm dates of launch event

Inform staff of the Corolla launch and inform them of what’s expected

Make sure staff understand the key specs of the vehicles,and understand the agenda for the launch event

Create a team at work to run the event

Get sizes for the staff shirts so that you can order the Corolla woven shirts

Order the Corolla shirtsand Corolla merchandise

Make sure staff know what to wear and that they have their shirts

Send out email/SMS invites to press and database customers

Send out email reminder to database customers about the launch

S e n d o u t e m a i l re m i n d e rs o n ce a g a i n

Book advertising space for the following 2 weeks in local as well as regional newspapers

Print adverts, flyers and leaflets. Notices to go on bulletin boards, at shops, schools and churches inviting the public to the launch day

Hand out leaflets to the public at traffic lights and stop streets

S ta r t e n q u i r i n g a b o u t c ate re rs, DJ ’s a n d p h oto g ra p h e rs

Book and pay your suppl iers on t ime

Confirm with suppliers via email

Check entertainment and confirm date and t ime with al l the planned suppl iers

Find suppl iers of equipment l ike chairs, tables, etc… place your order

B o o k a n d p ay yo u r s u p p l i e rs o n t i m e

C o nf i rm w i t h s u p p l i e rs v i a e m a i l

Confirm date and time,and all orders Check with suppliers that they have the correct address

Check and confirm date and time of delivery of supplies

Delegate someone to source the prizes

Decide who wil l judge the photographs

M a ke s u re y o u h a v e t h e p r i ze s

Order Corol la merchandise Make sure you have the merchandise

P u t t h e P O S u pa n d co nf i rm t h e p os i t i o n to d i s p l ay t h e C o ro l l a

Set up payment schedule Pay s u p p l i e rs i f yo u h ave n’t d o n e so a l rea d y

Delegate someone to uploadal l photographs and leads

YOUR COROLLA LAUNCH GUIDE CHECKLISTTO DO LIST

Confirm dates and book for the launch dates

Create awareness via:

- email invitations

- print

- SMS

- leaflets

- notices on bulletin boards

- flyers

Have you organised a caterer?

Have set up your Facebook Page?

Have you set up a Twitter account?

Have you found an IT specialist to help you?

Have you organised a DJ?

Have you ordered the red carpet?

Have you organised a photographer?

Have you organised the prizes?

Have you organised the POS?

Have you briefed your sales staff on all the Corolla features?

Have you ordered Corolla woven shirts for the staff?

p x

2726

-



ARRIVE EARLY- Phone the musician/DJ and check what time you can expect him.- Phone the caterers to check everything is on track for the day. - Phone the IT specialist to come early and check that everything is working.- Ensure the dealership is sparkling clean. - Set up the vehicle. - Set up POS. - Make sure staff know the details and specifications of the all-new Corolla. - Print test drive forms.

GOOD LUCK Remember! The Corolla is our flagship sedan and is an important launch in our passenger vehicle segment. The new Corolla should be one of your bestsellers going forward. It’s a reliable, sophisticated vehicle that now looks as stylish and modern as it feels – a vehicle that customers will be proud to drive, own, be seen in and tell their friends about.

POST EVENT

SOMETHINGTO BE PROUD OF

The launch of the all-new Corolla wasa huge success.

Thank you for attending and making the event what it was. Visit our Facebook page (link to Facebook page) and view all the photographs from the evening, and pictures of the winners.

For more information, contact xx To book a test drive, contact xxx

THANK YOU EMAILSubject Line

Thank you for attending the launch of the all-new Corolla!

All the images taken can be used to create a post-event email and an advert in the local paper, inviting customers who missed the day to come and test drive the all-new Corolla.

PHONE CALLSDon’t forget to call the people who have shown interest. In this day and age of online communication, a phone call adds that personal touch.

2928

COROLLA LAUNCH EVENT

THEME 2: PREMIERE NIGHT

THE IDEA

THE MECHANICS

REFRESHMENTS

ENTERTAINMENT AND DÉCOR

DRESS

EMAIL INVITATION

COROLLA TIMELINE AND CHECKLIST


POST EVENT


30 31

COMPETITION/PROMOTIONS Place a goodie bag under each seat with prizes, these can be various Corolla merchandisegiveaways (key rings, water bottles, caps, etc) and sweets like Kit Kats and Bounty Barsto enjoy during the film. Each seat should have a number on it that can be used to hold a lucky draw and the lucky seat number wins a bigger prize (e.g. Smartphones, tablets, laptops and small cameras).

HOW THIS WILL WORK- Display the all-new Corolla in the most visible area in the dealership and cover with a gold or black cloth.- Display the various ‘POS elements’ to help guide guests to the all-new Corolla. (A disc will be supplied to demonstrate how all the elements should be displayed) .- Set up a red carpet and velvet ropes at the entrance.- Set up a cinema, you will need comfortable chairs and a big screen and speakers.- Popcorn can be served to enjoy during the screening of the Corolla ads.- Place a number under each seat.- Nominate an MC who should thank the guests for coming before playing the ads.- After the premiere one or two lucky numbers should be drawn and winners will recieve prizes.- The MC will reveal the all-new Corolla to guests.- With the assistance of a DJ, select a theme song for the reveal.- Hire a photographer to take photos during the evening. - Photographs of the evening can be uploaded on to the dealerships Facebook or Twitter Page.

ENTERTAINMENTThis event is designed to be elegant and classy. If possible, hire a musician or DJ and ask them to choose songs that relate to the premiere night theme (soundtracks from classic movies etc). They will need to play for about two hours, an hour before the reveal and an hour after the reveal. Find out who would be the best person for the job. Choose someone who is easy to work with, reliable and has a good track record. Contact them as early as possible. Good musicians/DJs are in high demand and are often booked up months in advance.

CHOOSE A THEME

THEME 2:

PREMIERE NIGHT THE IDEA The Corolla launch will take the form of a Hollywood-style movie premiere, a fun way to add style and excitement to the launch.

A red carpet will adorn the entrance with a photographer taking photos of guests as they arrive. Velvet ropes will line the carpet. Inside there will be seating arranged in front of the dealership TV. Guests will be invited to take their seats and will be shown a short film on the history and legacy of the Corolla. As the film ends the new generation Corolla will be revealed.

HOW THIS WORKSSet the scene with a red carpet and velvet ropes outside your dealership. Set up chairs in a neat and orderly fashion in a good location and covered and decorated so the fit the theme of a Hollywood style premiere night. You will be supplied a DVD ad reel along with a Corolla presentation as well as the new Corolla advert. This will be the main event leading up to the reveal of the new Corolla. A big screen should be set up so that the film can be played on it. Hire an IT professional to help set up the cables (it would be better for safety purposes not to have cables all over the dealership) for this. You can also use your LCD screen in your dealership.

32 33


REFRESHMENTSWe suggest you set up a beautifully laid out table. Everything must be elegantly displayed. Hire a local caterer to help with the food. They will also be able to supply tables, tablecloths, napkins, glasses, crockery and cutlery.

MENU IDEASSnacks during movie- Popcorn (served in a beatiful bowl to match the theme of the evening)- Roasted nuts - Biltong - Cheese straws Snacks after movie- Savoury snacks served in twos so they can be shared (mini savoury pies, mini burgers, samoosas, spring rolls, etc)- Cheese straws and roasted nuts- Dessert platters - e.g. chocolate tartlets

DRINKS IDEAS- Crushed ice mocktails: a little flag sticks out: ‘I’ve got a Corolla Crush’ - Sparkling grape juice - Various cold drinks and fruit juices

DÉCORColour palette: Silver, bronze, black, cream

The POS must be set up pointing towards the vehicle.

Set the scene for a movie premiere.

- Red carpet- Velvet ropes- Velvet cloth to cover the Corolla- High cocktail tables and chairs- Tablecloths and napkins/serviettes should stay within this colour theme - Cinema seating, make sure they are the same colour, you can cover the

chairs in cloth to create a sense of occasion (refer to colour palette)

SILVERPA N TO N E 87 7 CC M Y K C0 M0 Y0 K35

METALLIC BEIGEPA N TO N E 8 0 0 2 CC M Y K C35 M30 Y40 K8

BLACKPA N TO N E PROCESS BLACKC M Y K C0 M0 Y0 K100

IVORYPA N TO N E WA R M G R E Y 1CMYK C25 M25 Y40 K0 30%

34 35MODEL SHOWN 1.6 COROLLA PRESTIGE

START GETTING ORGANISEDProject Manager: Appoint a project manager from your dealership to organise the event. The team needs to have regular meetings to ensure that everything runs smoothly on the day.

MC/Host: Decide who will be the host for the event, who will introduce the Corolla movie and reveal the Corolla, draw the lucky numbers and thank guest for coming.

Local promotions company: Brief them on the ‘Movie Premiere’ concept, they will need to source a big screen, a sound system, seating and the red carpet in the entrance. Brief them on your catering requirements; Corolla themed food and refreshments. You can ask them for table/s and table cloths to dress the room, crockery, cutlery and other necessities. Ask them to quote and decide accordingly.

Entertainer: Find out who would be the best person for the job. Choose someone who is easy to work with, reliable and has a good track record. Contact them as early as possible. Good musicians/DJs are in high demand and are often booked up months in advance.

Prizes: Smartphone, laptop, tablets or cameras. Shop around to find the best deal. Prizes are a huge incentive and more people will attend the launch if they know they might win something. For the second prize, an instant camera might be fun. Decide who will draw the lucky numbers. Corolla merchandise is also ideal for spontaneous giveaways.

POS: start giving some thought as to where the all-new Corolla will be displayed, and where the POS will be positioned.

FACEBOOK: Create a Test Drive Invite as part of your dealership Facebook Page. Once people have joined your page, invite them to take a test drive and encourage them to share the invite with friends. If you don’t know how to do this, ask your local IT person to help you out.

GETTING CUSTOMERS INVOLVEDIf customers come to test drive before the event, be sure to invite them to the Corolla Premiereand remind them that they could win a prize for attending. Customers can be rewarded for taking a testdrive with Corolla merchandise.

FACEBOOK & TWITTER - HOW TO GET STARTEDHow to set up your dealership’s Facebook page:- Visit facebook.com and log in or create an account (if you do not have an account) by completing the fields and clicking ‘Sign Up’.- Find the ‘Pages’ section on the left-hand side and click on ‘Create a Page’ (https://www.facebook.com/pages/create/). - Select ‘Local business or place’ and complete the fields with your dealership’s information. (Facebook will guide you through the process.) How to set up your dealership’s Twitter account:- Visit twitter.com and log in or create an account (if you do not have one) by completing the fields

and clicking ‘Sign Up For Twitter ’. (Twitter will guide you through the process.)- Personalise your account by adding a bio, a profile photo and a header photo. Click on the ‘Edit profile’ button to do this.- If you are having trouble, ask your local IT person to help you out.

DATESSet a date close to the launch of the all-new Corolla any Saturday after the 3rd of March should be okay.

ORGANISING THE EVENT

CAP PART NO WU957

R41.84

MENS’ SHIRT

PART NO SMALL YMW898S R216.60

PART NO MEDIUM YMW898M R216.60

PART NO LARGE YMW898L R216.60

PART NO XTRA LARGE YMW898XL R239.54

PART NO 2 X XTRA LARGE YMW898XXL R239.54

PART NO 3 X XTRA LARGE YMW898XXXL R255.60

PART NO 4 X XTRA LARGE YMW898XXXXL R255.60

LADIE’S SHIRT

PART NO SMALL YMW893S R216.60

PART NO MEDIUM YMW893M R216.60

PART NO LARGE YMW893L R216.60

PART NO XTRA LARGE YMW893XL R239.54

PART NO 2 X XTRA LARGE YMW893XXL R239.54

PART NO 3 X XTRA LARGE YMW893XXXL R255.60

PART NO 4 X XTRA LARGE YMW893XXXXL R255.60

DRESS CODEThe Corolla is a neat, good-looking vehicle. Ask staff members to dress stylishly. Each member should wear the black woven Corolla shirt (this can be ordered through the NPDC) and chinos or jeans.


36 37

CHOOSE A THEME MARKETING THE EVENT

With its bold new styling and updated features, the all-new Corolla can’t keep out of the spotlight.

Join us for an exclusive Premiere Night where we will unveil the all-new Corolla.

There will be food, prizes and much more on the night for guests to enjoy.

EMAIL Subject Line

The Corolla Premiere Night approaches

SHARE THIS INVITE

DATE MARCH 1, 2014, VENUE XXXXXXX RSVP 011 566 6379

LAUNCH OF THE ALL-NEW COROLLA

With its bold new styling and updated features, the all-new Corolla can’t keep out of the spotlight.

Join us for an exclusive Premiere Night where we will unveil the all-new Corolla.

There will be refreshments, prizes and much more on the night for guests to enjoy.

Insert dealer Facebook page or Twitter handle

YOUR COROLLA TIMELINE UNTIL LAUNCH DAY

YOUR COROLLA LAUNCH GUIDE CHECKLISTTO DO LIST

Confirm dates and book for the launch dates

Create awareness via:

- email invitations

- print

- SMS

- leaflets

- notices on bulletin boards

- flyers

Have you organised a promotions company to set up the Corolla premiere movie set?

Have set up your Facebook Page or Twitter account?

Have you found an IT specialist to help you?

Have you organised a caterer?

Have you organised a DJ?

Have you ordered the red carpet and velvet ropes, and the cover for the Corolla?

Have you organised a photographer?

Have you organised the prizes?

Have you organised the POS day?

Have you briefed your sales staff on all the Corolla features?

Have you ordered Corolla woven shirts for the staff?

Have you selected a host for the night?

p x




1 WEEK BEFORE LAUNCH DATE

2 DAYS BEFORE LAUNCH DATE

Confirm dates of launch event

Inform staff of the Corolla launch and inform them of what’s expected

Make sure staff understand the key specs of the vehicles,and understand the agenda for the launch event

Create a team at work to run the event

Get sizes for the staff shorts so that you can order the Corolla woven shirts

Order the Corolla shirtsand Corolla merchandise

Make sure staff know what to wear and they have their shirts

S e n d o u t e m a i l / S M S i n v i t e s t o p r e s s a n d d a t a b a s e c u s t o m e r s

Send out email reminder to database customers about the launch

S e n d o u t e m a i l re m i n d e rs o n ce a g a i n

Book advertising space for the following 2 weeks on local as well as regional newspapers

Print adverts, flyers and leaflets. Notices to go on bulletin boards, at shops, schools and churches inviting the public to the launch day

Hand out leaflets to the public at traffic lights and stop streets

S ta r t e n q u i r i n g a b o u t p ro m ot i o n s co m p a n i es/c ate re rs, DJ ’s a n d p h oto g ra p h e rs

Book and pay your suppl iers on t ime

Confirm with suppliers via email

Check entertainment and confirm date and t ime with al l the planned suppl iers

Find suppl iers of equipment l ike chairs, tables, etc… place your order

B o o k a n d p ay yo u r s u p p l i e rs o n t i m e

C o nf i rm w i t h s u p p l i e rs v i a e m a i l

Confirm date and time,and all orders Check with suppliers that they have the correct address

Check and confirm date and time of delivery of supplies

Delegate someone to source the prizes

Decide who wil l judge the photographs

M a ke s u re y o u h a v e t h e p r i ze s

Order Corol la merchandise Make sure you have the merchandise

P u t t h e P O S u pa n d co nf i rm t h e p os i t i o n to d i s p l ay t h e C o ro l l a

Set up payment schedule Pay s u p p l i e rs i f yo u h ave n’t d o n e so a l rea d y

Delegate someone to uploadal l photographs and leads

38 39

THE DAY OF THE LAUNCH ARRIVE EARLY- Phone the musician to check what time you can expect him.- Phone the caterers to check everything is on track for the day.- Phone the IT specialist to come early and check that everything is working. - Ensure the dealership is sparkling clean. - Set up the vehicle. - Set up POS. - Make sure staff know the details and specifications of the new Corolla. - Print test drive forms.

GOOD LUCK Remember! The Corolla is our flagship sedan and is an important launch in our passenger vehicle segment. The new Corolla should be one of your bestsellers going forward. It’s a reliable, sophisticated vehicle that now looks as stylish and modern as it feels – a vehicle that customers will be proud to drive, own, be seen in and tell their friends about.

MARKETING THE EVENT


POST EVENT

SOMETHINGTO BE PROUD OF

The launch of the all-new Corolla wasa huge success.

Thank you for attending and making the event what it was. See the pictures we took at the premiere, (link to Facebook page)Thank you! .

For more information, contact xx To book a test drive, contact xxx

THANK YOU EMAILSubject Line

Thank you for attending the launch of the all-new Corolla!

All the images taken can be used to create a post-event email and an advert in the local paper, inviting customers who missed the day to come and test drive the all-new Corolla.

PHONE CALLSDon’t forget to call the people who have shown interest. In this day and age of online communication, a phone call adds that personal touch.

Documents

1. INTRODUCTION 3. SEGMENTS AND ... - Soweto Toyotasowetotoyota.co.za/wp-content/uploads/2014/02/MH-Corolla-Dealer... · The all-new Toyota Corolla boasts features and specifications