WDA 2012 Portfolio by WDA Automotive Marketing

WDA PORTFOLIO WINTER 2012 EDITION

Creating and marketing Brilliant Brands within the Automotive, Cycle and Leisure sectors www.buildingbrilliantbrands.com

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WDA credentials

WDA exists to out-think and out manoeuvre our clients competition using award winning creative thinking, strategic marketing and campaign creation. WDA build brilliant brands through a combination of core market knowledge, research, creative thinking, strategic marketing and engaging communications. We devise new brands, develop and promote existing brands, protect established ones and we're always focused on the 'Return On Investment' (ROI) for our clients not merely the method of delivery or execution. At WDA we believe firmly in the power of the idea. Media on its own never sold anything. It is ideas which create differentiation, drive brands and return and build profits.

BDN Award Winners: Best trade advertising 2004, 2005, 2006 and 2011, Merited consumer advertising 2009 Best consumer advertising 2010

WDA PORTFOLIO WINTER 2012 EDITION

We do it for BIG BRANDS....and small brands with BIG IDEAS! We have SME clients within our portfolio who want WDA to create differentiation and ‘stand-out’ for their brand, whether through brand repositioning, implementation of an advertising campaign or a new web site. We also have ‘blue chip’ companies with well established and highly valuable brands who entrust fully fledged integrated marketing campaigns to WDA.

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WDA Building Brilliant Brands Full service capability

Who’s behind our big ideas? marketeers creatives account managers web developers copy writers media buyers seo experts photographers

A team of highly motivated marketing experts who have specialised within the automotive sector for over ten years. As enthusiasts and consumers the chances are we’re probably already familiar with your products or services. As marketing professionals we’ll certainly understand the markets you are trying to reach and know the most effective way to do so. As creatives we’ll engage your target audience with memorable and punchy communications that deliver the desired results. We also have great contacts and can bring companies together to create synergies, facilitate deals and make things happen for you.

film makers Social media managers

BDN Award Winners: Best trade advertising 2004, 2005, 2006 and 2011, Merited consumer advertising 2009 Best consumer advertising 2010

WDA PORTFOLIO WINTER 2012 EDITION

Our Brand Management Wheel Getting the idea to market

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BDN Award Winners: Best trade advertising 2004, 2005, 2006 and 2011, Merited consumer advertising 2009 Best consumer advertising 2010

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WDA PORTFOLIO WINTER 2012 EDITION

Taking the idea to market Wherever your customers areâ&#x20AC;Ś Ideas drive the Worlds biggest businesses and most successful brands. Smart brand owners understand that a great idea is the single most valuable asset they can own; and are at the core of any great integrated marketing campaign.

online email mobile

Media channels and consumption are an ever moving target, often driven by advances in technology, behavioral shifts or passing trends. Put simply, media channels are â&#x20AC;&#x2DC;touch pointsâ&#x20AC;&#x2122; places where your target audience happen to be looking. WDA will advise on which channels your brand should be marketed through, how to test response and gauge ROI. We will then implement an integrated campaign or assist with just one area of delivery as required depending entirely on the specifics of what we are tasked with achieving.

in print broadcast outdoor social networks in store

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Marketing consultation services

Strategy By always applying creative thinking WDA aim to tactically outmaneouver (rather than out spend) your competition. After all, If the ideas are exciting the strategy should be too! WDA believes marketing strategies should not stifle the idea, but be dynamic and adaptable to take advantage of the changing market landscape and capitalise on opportunities as they arise and create them where they dont. Effective strategy is the glue which holds all the component parts of an integrated marketing plan together, ensuring that the â&#x20AC;&#x2DC;big Ideaâ&#x20AC;&#x2122; is delivered in the most effective and efficient manner with measurable goals and trackable KPIs. business strategy brand strategy marketing strategy product strategy communications strategy promotional strategy development strategy

BDN Award Winners: Best trade advertising 2004, 2005, 2006 and 2011, Merited consumer advertising 2009 Best consumer advertising 2010

WDA PORTFOLIO WINTER 2012 EDITION

WDA conducted a thorough Market review

and created a strong platform for Scorpions new marketing strategy which supports the

companies wider 5 year plan. In addition WDA devised a well thought out and integrated

campaign centred firmly around our new web site and planned online activities. Shaun Leonard Director Scorpion Exhausts

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Online communications

Online strategy is critical because the new media landscape is constantly evolving with new technologies and channels emerging all the time. Our key role for clients is to advise and keep them abreast (and ideally ahead) of the curve in a continually evolving and developing online landscape. At the heart of that advice are strategic and tactical recommendations that drive traffic and new customers to clientsâ&#x20AC;&#x2122; web sites through a targeted mix of online communications including social media, PR, micro sites, viral activity and much more besides.

web sites social networking media e-commerce video & animation SEO and PPC viral campaigns email marketing (E-moto) social media mobile advertising

BDN Award Winners: Best trade advertising 2004, 2005, 2006 and 2011, Merited consumer advertising 2009 Best consumer advertising 2010

WDA PORTFOLIO WINTER 2012 EDITION

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Online communications

Web site design

BDN Award Winners: Best trade advertising 2004, 2005, 2006 and 2011, Merited consumer advertising 2009 Best consumer advertising 2010

WDA PORTFOLIO WINTER 2012 EDITION

WDA transformed Renntecs unique paddock stand system from great product to great brand in just a few short weeks. Including the video viral everyone is talking about. www.youtube.com - search for moovamoto

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Offline communications

Social Media PR

Social Media and PR Communications PR used to be about sending out a press release to targeted media publications hoping they would publish an article based on the release; then hoping that readers of the publication would see it. Social networking media has changed the game for ever with individuals being selective over not just what they want to see/hear but who they trust/want to see/hear that from. In the social arena the consumer is now in control and they are on the look out for what they want to hear not what companies want to tell them.

We help clients tap into online conversations relevant to their brand, products, competitors and sector. Using social media monitoring systems we help clients understand not just the topics being discussed (and the volume of discussion) but more importantly any underlying issues, views or sentiments (both positive and negative), the influencers driving those conversations are feeding through - and critically how that information should shape subsequent marketing strategy.

+82% Global Time Spent on Social Media Sites up 82% Year over Year. Time on site for Facebook has also been on the rise, with global users spending nearly six hours per month on the site. The Nielsen Company January 2010

95% Word of Mouth and experiential communications generate 95% recall. MGHWOM.com April 2008

77% Of UK customers would use information from blogs and forums to influence their consumer decisions E-Consultancy Report, January 2009

BDN Award Winners: Best trade advertising 2004, 2005, 2006 and 2011, Merited consumer advertising 2009 Best consumer advertising 2010

WDA PORTFOLIO WINTER 2012 EDITION

Remember your BRAND is what your customers say it is Only by listening in and participating in real conversations can we understand the true sentiments of the market. The viral nature of social media means that clients incorporating it into a balanced integrated marketing strategy get true feedback - fast; and are able to immediately react to threats or opportunities.

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Online communications

Digital video

Digital Video Production Professionally produced video adds another dimension to your marketing programme and represents a valuable investment in terms of the wide audience you can reach. Digital video can be used in a multitude of applications including web streaming, outside broadcast, show loops, DVD mailers, instructional films and television. Our team consists of editors, directors, cameramen, designers and 3D artists capable of delivering an integrated video production service. We can see a project through from storyboard, scripting and casting through to filming and post production editing including VO work and CGI graphic integration. We will then master and deliver your programme in a format to suit the brief.

BDN Award Winners: Best trade advertising 2004, 2005, 2006 and 2011, Merited consumer advertising 2009 Best consumer advertising 2010

MILLTEK | Concept | Storyboard | Filming | Post production & Animation | Mastering Stills from the Milltek Sport digital video produced to promote their flagship Audi R8 exhaust system. Shot by WDA over two days, enhanced with extensive compositing and effects work, the film included 3D modelling to create the illusion that the exhaust itself had crawled into the car. The film was created for the Autosport show, but WDA were able to leverage more marketing capital from the shoot by producing a cut for the trade which gave detailed fitting instructions, a streaming version for the web; and another which was posted to YouTube; the latter which was promoted virally through various forums - the clip quickly becoming the most viewed on YouTube with over 20,000 views in 30 days. The speed and degree of this exposure was critical and the video campaign quickly stimulated interest, demand and healthy sales.

WDA PORTFOLIO WINTER 2012 EDITION

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Online communications

Digital video

WDA are really approachable, quick to respond to any brief and very

proactive. The creative produced is considered and original; they certainly make my working life easier!

Moto Marketing Support Manager Pirelli Tyres

BDN Award Winners: Best trade advertising 2004, 2005, 2006 and 2011, Merited consumer advertising 2009 Best consumer advertising 2010

WDA PORTFOLIO WINTER 2012 EDITION

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e-moto email marketing system

emarketing

email marketing Despite ever increasing new media channels and methods of communicating (e.g. Facebook, Twitter, blogs, forums etc.), properly executed and managed e-mail marketing campaigns still remain one of the most important, successful, cost-effective and analysable ways to get in front of potential customers.

Create and send professionally crafted emails Upload a campaign to your own on-line client area and use our integrated testing tools to make sure they look great in all the major e-mail programs.

With WDA’s own proprietary E-moto e-mail marketing tools, you can easily and instantly assess response/click-through rates using the built-in stats. You can also use the simple reporting tools to obtain virtually any campaign metric you might need. Data management is fully automated and you can simply sign in and administer your mailing lists at any time from anywhere.

http://www.wda-automotive.com/emoto Call for a demonstration

Manage lists and subscribers automatically E-moto takes the pain, time and cost out of list management by handling the messy stuff such as ‘bounces’ and ‘unsubscribes’ automatically. Whether you’ve got a small list, or need to get really specific with segmenting and personalisation, E-moto has it covered. No data? WDA is a data reseller and can search multiple sources based upon your criteria to find you the data you need to get started.

BDN Award Winners: Best trade advertising 2004, 2005, 2006 and 2011, Merited consumer advertising 2009 Best consumer advertising 2010

WDA PORTFOLIO WINTER 2012 EDITION

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E-moto is the preferred email marketing system of: Reporting and analytics Neatly laid out and easy to understand reports let you see and measure the effectiveness (and value) of each campaign you send. Go beyond just opening and link clicks data to measure your campaign related sales, conversions and overall ROI with Google Analytics integration. We can even show you what e-mail clients your subscribers are using.

E-moto is a cost effective and efficient way of communicating with our large customer

base. The system allows us to react very quickly to marketing opportunities and send targeted messages through to some or all of our database in one broadcast. The design and spam

screening tools allow us to test and preview content rich emails so that we know how they will reproduce in all the major email clients; and the real time stats show me how many recipients

are opening - I can even see who is clicking which links. The system also automatically handles unsubscribes and de-dupes new records as they are added to lists. Charles Grain Online marketing manager, Micheldever

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Branding

Building Brilliant Brands Building Brilliant Brands is more than convincing your audience to choose you over the competition; it’s about getting them to see you as the only one that provides a solution to their need. WDA’s brand consultancy services broadly involves:

Brand Positioning (where the brand sits within its market) Brand Positioning defines the brand’s points of differentiation within its competitive environment. Positioning is about identifying or creating an empty ‘slot’ within your market; then laying claim to and owning it in customers minds. The objective is that your audience clearly understands why they should choose your brand over the competition - and ideally that they believe there is no alternative. Brand Identity (how the brand is communicated to the target audience)

The Brand Platform defines a foundation and rationale for the brand becoming the blueprint for every subsequent brand building activity. The platform should define brand vision, differentiation, promise and personality.

In today’s crowded marketplace choosing the right name is critical. We’ll help you choose a memorable name that connects with your customers (and is available). Then we’ll establish the visual identity, which usually starts with a logo - the icon of the brand. Brand identity will ensure immediate recognition through visual elements such as font, colour and graphical elements and layouts.

Brand Messaging (how the core values are communicated)

Brand Protection (brand integrity and IP)

A messaging framework adapted for all brand stakeholders whether employees, investors, partners or customers. Messaging consists value proposition, reasons to believe, and evidence to support each message.

For consistency WDA can create brand guidelines ensuring uniform representation globally, and allowing other agencies or even inhouse artworkers to create marketing collateral ‘on brand’. We can also register your trademark to add value and give legal protection against infringements (passing off).

Brand Platform (core values of the brand)

Brand Architecture (relationship with other brands) The relationship between master brands and sub-brands is critical and can become complicated and confusing if not correctly created and managed. WDA organise existing and future brands so that a clear structure is in place to establishes the relationships.

BDN Award Winners: Best trade advertising 2004, 2005, 2006 and 2011, Merited consumer advertising 2009 Best consumer advertising 2010

Building Brilliant Brands W D A portfolio summer 2 0 1 0 edition

Sakura is a car accessories brand aimed at the mass market and retailed in the UKâ&#x20AC;&#x2122;s major supermarket chains. Sakura sits in our clients impressive portfolio alongside brands such as Turtle Wax, JVC and Stoplock. Prior to our involvement the brand consisted no more than a name and a range of products. Hereâ&#x20AC;&#x2122;s what we didâ&#x20AC;Ś

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Branding

Brand guidelines (top and right) ensure faithful and consistent reproduction of the Sakura brand. Key packaging was also created by WDA (left). The strong Sakura brand WDA created is retailed by major UK supermarket chains and motor accessory dealerships (above).

BDN Award Winners: Best trade advertising 2004, 2005, 2006 and 2011, Merited consumer advertising 2009 Best consumer advertising 2010

WDA PORTFOLIO WINTER 2012 EDITION

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Photography

studio photography location photography art direction vehicle supply model casting retouching & manipulation library licensing

WDA PORTFOLIO WINTER 2012 EDITION

Photography From the initial concept and storyboard, through detailed shot list, props and model casting, to art direction, photography, and skillful post production re-touching. Our objective is to create stunning images which will differentiate and elevate your brand above your competitions, whilst using our experience to manage the logistical aspects of the process. Ultimately our vision is to produce images which no other company could have created.

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Photography

BDN Award Winners: Best trade advertising 2004, 2005, 2006 and 2011, Merited consumer advertising 2009 Best consumer advertising 2010

WDA PORTFOLIO WINTER 2012 EDITION

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Offline communications

Offline

“The arrogant army will lose the battle for sure”

communications

Our BIG IDEAS are successfully communicated through a range of traditional media from multi-award winning advertising to packaging, promotional literature and direct mail pieces. The objective is always the same - to create captivating collateral which connects directly with your audience, and stimulates the desired response. advertising PR print collateral packaging direct mail exhibition print and media buying point of sale display

www.ls2helmets.com

www.xtechdesign.com

Designed in Europe. Created in China. Distributed by LS2 UK.

Paul Haskins Tel 07932 725119 East Midlands, Birmingham, Coventry, Lincolnshire, South Yorkshire, Stoke and Leeds/Wakefield in West York’s. Dave Priddle Tel 07900 682775 South West, South Wales, Isle of Wight, Portsmouth, Herford, Worcester, Southampton. Terry Rymer Tel 07590 554555 and Donna Stickler Tel 07976 280089 South East, London, East Anglia, Northants, Cambs, Herts. Neil McVitie Tel 07713 637081 Scotland, Northern Ireland, North East, North West. John Roberts Tel 07889 813199 West Yorkshire ex Leeds and Wakefield, York, Greater Manchester, Stockport, Oldham, Bolton. Gareth Sloane Tel 07595 190084 North Wales, Cheshire, West Midlands, Mid Wales, Shrops. Simon Armstrong 07969 422557 House Accounts and Eire plus general enquiries.

LS2 AD amends oct'09 - army.indd 4

21/5/10 09:49:54

BDN Award Winners: Best trade advertising 2004, 2005, 2006 and 2011, Merited consumer advertising 2009 Best consumer advertising 2010

WDA PORTFOLIO WINTER 2012 EDITION

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Offline communications

Advertising

WE’RE TIGHTENING OUR GRIP THE ONLY THING BRIDGESTONE WON’T STICK TO ARE YOUR SHELVES When you stock Bridgestone you are carr ying the world’s premier tyre brand. One born out of a Passion for Excellence utilising technologies transferred from the pinnacle of World Championship motorsports such as F1 and MotoGP; and specified by the manufacturers as original equipment on more new bikes than any other brand. However, our Passion for

Racer, dealer, manufacturer or customer?

Excellence is not just limited to our products. As a Bridgestone dealer

Whichever way you look at it Bridgestone already has a firm grip on the motorcycle market.

you will experience an unrivalled level of ser vice backed with superb

As the tyre of choice for the world’s fastest racers in MotoGP, Bridgestone is also specified

technical support, huge stock availabilit y and ultra rapid deliver y.

by the manufacturers as original equipment on more new bikes than any other brand. A

Good to know when the world’s premier tyre also becomes your fastest selling tyre.

passion for excellence makes Bridgestone number one for the road rider too - with ground breaking products such as the new BT-023 driving demand allowing you the dealer to reap the benefits of stocking the UK’s most popular tyre brand.

www.bridgestonebik er sclub.co.uk

www.bridgestonebikersclub.co.uk

Bridgestone Trade BDN Advert April 10.indd 2

Bridgestone MT Advert B5 April 10.indd 1

28/4/10 09:18:15

Bridgestone | Advertising | Copy writing | Photography | Media Placement (This page) Trade advertising examples created for Bridgestone running in British Dealer News summer 2010 Churchill | Advertising (Facing page) Churchill bike insurance advertising artwork versions created for multiple UK consumer press titles

BDN Award Winners: Best trade advertising 2004, 2005, 2006 and 2011, Merited consumer advertising 2009 Best consumer advertising 2010

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WDA PORTFOLIO WINTER 2012 EDITION

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Offline communications

Advertising

DIAMONDBRITE | Advertising | Copy writing (Above left) Full page advertising created for UK consumer magazine placement HEL | Advertising | Copy writing (Above right) Full page advertising running in all UK specialist motorcycle press titles throughout 2010 DEVITT INSURANCE | Campaign Creation | Advertising | Copy writing | Photography (Facing page) Part of WDA’s integrated ‘Keep Britain Biking’ campaign for Devitt

BDN Award Winners: Best trade advertising 2004, 2005, 2006 and 2011, Merited consumer advertising 2009 Best consumer advertising 2010

WDA PORTFOLIO WINTER 2012 EDITION

WDAâ&#x20AC;&#x2122;s understanding of the market helps us really engage with our target audience. They have created a strong visual identity for Devitt, and I would be happy to recommend their services.

Marketing Manager Commercial & Intermediaries, RBS

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Offline communications

Magazine

BDN Award Winners: Best trade advertising 2004, 2005, 2006 and 2011, Merited consumer advertising 2009 Best consumer advertising 2010

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Offline communications

Literature

BDN Award Winners: Best trade advertising 2004, 2005, 2006 and 2011, Merited consumer advertising 2009 Best consumer advertising 2010

WDA PORTFOLIO WINTER 2012 EDITION

Oâ&#x20AC;&#x2122;NEAL | (Facing page) Range guide produced for Oâ&#x20AC;&#x2122;Neal comprising brand evolution also created by WDA VALEO | Design and Production | Copy writing | Printing (Below) Driving aids literature produced for one of the Worlds largest automotive components manufacturers

Great service, friendly team; and very knowledgeable about our products and marketplace. First class all round. New Channels Marketing Manager Valeo UK

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Offline communications

Literature

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MOTORCYCLES

mEGELLI | Advertising | Copy writing | Media Buying | PR Trade launch materials for LS2 - own brand of the Worlds largest helmet Pengcheng Helmets Ltd.

BDN Award Winners: Best trade advertising 2004, 2005, 2006 and 2011, Merited consumer advertising 2009 Best consumer advertising 2010

WDA PORTFOLIO WINTER 2012 EDITION

NORTON | Design and Production | Copy writing (Facing page) WDA were asked to design and produce â&#x20AC;&#x2DC;new Nortonsâ&#x20AC;&#x2122; first piece of literature for its stunning come back bike - the Commando 861SE Megelli | Design and Production | Copy writing | Printing (Above) Sales literature produced for an all new small capacity motorcycle brand, Megelli.

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ROI Return On Idea

Return on idea An approach unique to WDA

Great Ideas drive the Worlds biggest businesses and most successful brands. Smart brands understand that a great idea is the single most valuable asset it can own. So at WDA we a) Sell them, and b) encourage clients to adopt them!

Buy the Idea Why do we offer clients the option to buy ideas? Because often we have a great idea for a brand who cannot commission WDA. Maybe because they are contracted to using agencies from a roster. Maybe because they have an in-house department. Perhaps they just have a great working relationship with an existing supplier. So we simply sell the IP rights for the concept. Then we leave the execution to the client.

Share the risk So what about the ‘return’ part of ROI? Well WDA is big on measurements and results, and our ROI process is also about sharing risk and reward with our clients. The process involves agreeing KPIs for your campaign, then reducing our fee (reducing risk to you) in return for the same % ‘reward’ should we exceed target!

BDN Award Winners: Best trade advertising 2004, 2005, 2006 and 2011, Merited consumer advertising 2009 Best consumer advertising 2010

WDA PORTFOLIO WINTER 2012 EDITION

Buying ideas Sharing the risk.

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Challenge WDA Call us for a chat

BDN Award Winners: Best trade advertising 2004, 2005, 2006 and 2011, Merited consumer advertising 2009 Best consumer advertising 2010

WDA PORTFOLIO WINTER 2012 EDITION

Challengeus Youâ&#x20AC;&#x2122;ve seen what we have done for Automotive Companies around the World, just imagine what WDA could do for you. Call us for an informal, impartial conversation about any project, large or small. We look forward to creating with you!

Creating and marketing Brilliant Brands within the Automotive, Cycle and Leisure sectors www.buildingbrilliantbrands.com Podium House, 20a Friar Gate, Derby DE1 1BX Telephone: +44 (0)1332 372 728 Fax: +44 (0)1332 295 607 BDN Award Winners: Best trade advertising 2004, 2005, 2006 and 2011, Merited consumer advertising 2009 Best consumer advertising 2010