Reaching dealers with valuable content, usable strategy and approachable marketing is the foundation to our Dealer Outreach.
Kawasaki is already harnessing the power of social media. It's lifestyle-driven message is the perfect backdrop to an even more personal experience. For both dealers and their customers.
OUTREACH
Regular content, celebrating the brand, it's dealers and it's customers, brings the brand focus to eye-level. Story-driven photos, video and text highlighting successes, excitement and rewards that come from being part of the Kawasaki family.
HISTORY
While many dealers know the history of the Kawasaki brand, many of their customers don't. Having been around for over 140 years, the company has great stories to tell. Story is the secret to our Dealer Outreach.
STORY
The Kawasaki story is multi-faceted ... pioneering manufacturing processes, forming authentic engagement with customers, providing a community to share, learn and enjoy the Kawasaki life—Dealer Outreach is story.
WHAT DOES THAT MEAN ?
Regular communication that adds value to dealers' lives. Real life situations. Real people. Their ups and their downs. How did other dealers deal with this ? How did we leverage Facebook ? What can we share that helps us communicate with our audience ?
FORMAT
An electronic newsletter ... call it a blog, or a marketing blast ... we want to SHARE, SORT, TAG and EXPOSE the collective Kawasaki story ... and we want your dealers and their customers to begin telling their stories, too.
STORY PLATFORM
The Story Platform will allow dealers and customers to SHOW n' TELL their Kawasaki toys. A simple but powerful place online, allowing your dealers and customers to create and publish their own content. Photos. Videos. Audio. They put it out there. It's shared. It's shared again ... it's a Kawasaki world.
CONTENT ?
Stories, advertising, features and press of all kinds will be published, republished, repurposed and recycled to get the best possible bang for the buck.
PAINT IT GREEN
Generating relevant content is key to marketing penetration. Making it accessible, showing dealers how to use it, how to generate it ... exposure is the reward. Lifestyle is everywhere ... it's the new testimonial. People want to see it, watch it, touch it. They want to know what goes on back-stage. Let's show them. Kawasaki-style.
CONTESTS . PROMOTIONS . CUSTOMER OUTREACH
Dealer Outreach takes many forms. Engagement is the goal.
Using photo contests, tips, promotions and dealer and customer stories, a community will emerge around the content, more content will be generated ... building brand loyalty.
CONNECTING WITH INFLUENCERS
Engaging influencers Jump starts efforts ... why ?
92% trust recommendations from people they know
72% trust consumer opinions
15% trust brand messages
INFLUENCERS
Share content.
Blog or write about you, your products and your brand.
Generate stories, testimonials, authentic content.
MEASURE RESPONSE
Efforts will be measured ... track Facebook fans, Twitter followers, in-bound links, mentions, impressions, search engine rank ... we'll know where they came from, where they went. We'll know what time and for how long.
WHAT HAPPENS AS A RESULT ?
We'll give customers a place to tell their story.
We'll give dealers the same.
We'll watch the Kawasaki family grow exponentially through self-published and prompt-published content. Material others find valuable and engaging. Material others believe.
We will teach dealers how to use social media. How to build traffic and sales.
How to leverage the Internet using easy search engine optimization tips.
We'll begin to see personalities emerge ... stories develop.
We will build brand exposure using the existing infrastructure ... by simply amplifying the activities that make Kawasaki great. It's people. And, the fun they are living.
LINKS TO EXAMPLES
Example Story
Example Influencer
Example Fan Site
