We believe in results. At Harfield & Associates, we see things from our client’s perspective. We believe that we exist only to pursue your company’s, your brand’s or your product’s potential. We believe in relevant communication. We respect budgets. We are relentless in our work ethic. This is the Harfield difference—the distinction that makes us a strong strategic partner to help achieve the full potential of your enterprise. If you need an agency that thrives on hard work, lives for the challenge, has the energy and commitment to your business demands, and finds its biggest reward in hearing your cash register ring, we should talk.
Our Client—the nucleus As our client, you are at the centre of everything we do. This means keeping our eyes focused on your best interests. To us, this is the natural order of things.
Relevant Solutions Our first priority, always, is to solve your communication needs. We do it by creating solutions that are relevant both to your target consumer and to the marketplace.
Brand Action At Harfield & Associates, it’s all about stimulating brand momentum toward a transaction. It’s an aggressive “break away from the crowd” attack designed to augment your bottom line—to realize your potential.
Budget Efficiency We help to address your full potential by overcoming challenges, seizing opportunities and enhancing the efficiency of your marketing budget. And rest assured, we’re accountable for every dollar spent.
relevant
smart, marketing communication solutions with a
commitment relentless to results and budget efficiency by driven client’s needs, goals
and aspirations.
First and foremost we exist to address our client’s potential.
OUR MIND SET
relevantsolutions Before we help you launch a new
Then we analyse trends, study
product, revitalize or reposition
the opposition—do our homework
an older one, or mount a targeted
thoroughly. Only after thorough
promotion; we listen. We get your
research do we integrate your
take on the market, your strengths
goals and arrive at creative,
versus your competition, your
practical solutions that are
thoughts on strategy.
relevant to your target, and achievable within your resources.
Budget efficiency & measurable results drive everything we do.
Most ad agencies talk brand building through creative execution. But at Harfield & Associates, building brand equity is only the beginning. Our mission goes beyond increasing a brand’s potential; it goes directly to realizing that potential.
Brand Action We do this by conceiving, designing and executing strategies to induce the consumer to take action. This is a key distinction we call brand action. It is an aggressive “break away from the crowd” line of attack designed to stimulate a consumer transaction and increase your bottom line.
CREATIVE THINKING
BIG
the idea V
Advertising that works does so
which they can relate, presented
strategic promotional partnerships;
by engaging consumers in an
in a fresh, attention-getting way.
common brand or group
emotionally compelling way.
In other words, The Big Idea.
associations; advocacy marketing
Makes the target audience stop
But that’s only one element.
through social media; budgeting
to consider your message.
Creative communication also
ROI; database mining; and, above
Then, provides them with new
embraces media planning and
all else, what we believe in at
information; a new insight with
selection; co-op optimization;
Harfield & Associates: relevancy.
No matter what that idea is, a well thought out plan is what helps turn that idea into a reality.
Design without strategy doesn’t pull its weight.
CREATIVE EXECUTION
strategicdesign It’s important to understand the
atmosphere for information; design
difference between design and
is a critical and strategic component
ornamentation. In concert with
of successful communication.
The Big Idea, the creative presentation must work equally hard to deliver the message. Whether it’s grabbing attention with an arresting visual element or
From logo development to posters to annual reports, we treat every design challenge with the same high degree of creativity, technical excellence and relevance.
providing an aesthetically pleasing
Strategic design is about an approach to design. Once you get it right it can be applicable on many levels and in many situations.
MEDIA CHALLENGES
the sweet spot Harfield & Associates has the
Harfield has always operated on
Our singular focus is to design
experience and acumen to
a “no commissions, no multiple
the right blend of media that
research, evaluate and create
markups” basis. As such, we are
finds your target, creates the
a strategy and execution en route
a bias-free, media-neutral agency.
greatest voice for your budget,
to the media “sweet spot”—the solution by which your budget is truly optimized.
and makes the strongest impact.
MEDIA LANDSCAPE
junglenavigation In just the last few years, media
web ads and many others.
Our media planners have the skill
alternatives have proliferated
It’s easy to get lost in a virtual
set, the familiarity with the newest
exponentially. Traditional options
forest of possibilities. However,
trends, the deep media experience,
such as print and electronic media
one essential question remains:
the up-to-the-minute knowledge
have been joined by such digital
which media choices, digital or
and analytical expertise to
choices as Twitter, Facebook,
otherwise, are relevant to your
successfully navigate the media
podcasts, viral media, mobile
business, service or product?
jungle and maximize your budget.
billboards, in-game advertising,
Today’s multi-channel marketers need a media ‘sherpa’—we know the terrain.
MEDIA SOLUTIONS
balancingact Here’s the course of action we take in managing the effectiveness of your media plan and developing an integrated media strategy: • Prioritize goals and expectations; • Research and analyse the target’s media habits; • Research and evaluate the relevance, executional and budget efficiencies; • Optimize the budget through research and media mix modeling; • Negotiate the plan, constantly probing for enhanced value; • Traffic the creative to the plan and monitor the execution. Analyse, adjust, analyse and adjust again.
Finding the right balance between budgets and media channels to reach your target is the key to communication success.
SOCIAL MEDIA
developingadvocates From a marketer’s perspective,
Social Media must be conceived
Harfield & Associates determines
Social Media is about getting
and executed with precision, while
relevancy, conceives programs, sets
people to chat about your service,
also being monitored to ensure the
goals and processes, and monitors
product or brand. To have them
marketer is in the same moment as
and analyses social media initiatives
become your advocates. The goal
the target. Most importantly, to have
that work.
is to get them to speak positively
any credibility with the target, the
about their interaction, or about
dialogue must be relevant in order
the appeal of your enterprise.
for the potential advocate to take ownership.
The number of Twitter users increases by 300,000 every day.
MARKETING STRATEGIES
goingguerrilla Inventive. Amusing. Whimsical.
It’s as different from traditional
We once earned newspaper
Puzzling. Outrageous. These are
marketing as guerrilla warfare is
and TV coverage for a client
the hallmarks of guerrilla marketing,
from traditional warfare. Rather
using nothing more unusual
a tactic that turns heads and gets
than marching marketing dollars
than a can of chili con carne.
people talking.
out like infantry divisions, guerrilla
Guerrilla marketing has a power that transcends traditional media. It’s about achieving maximum results from minimal resources—
marketers snipe away at their targets using surprise as their greatest weapon. We understand that power and how to use it.
much more about matching wits than matching budgets.
Guerrilla marketing was initially used by small and medium size businesses, but it is now increasingly adopted by large businesses.
DATA CAPTURE
increaseroi Trade shows, sponsorships, end
At Harfield & Associates, we know
and budget efficiencies.
user intercepts, consumer shows,
how to produce quantifiable results
Maximizing end user touch
contests, direct mail—these are
for these and other end user touch
points delivers outstanding
all solid ways of connecting with
points. Data capture increases
marketing ROI potential.
prospects. But if you come away
the Return On Investment on
from these events without firm
your efforts. Properly managed,
contact data, you’re wasting
this information can yield a wealth
resources.
of new marketing opportunities
The cost saving that can be achieved is likely to be more important than the cost of the method employed.
RETENTION STRATEGIES
maximizingresources The most under-utilized asset for
At Harfield, we turn raw data into
most companies is their customer
meaningful knowledge. We provide
database. Research has repeatedly
you with highly effective retention
shown that retaining an existing
strategies which allow you to seize
customer is far less expensive
new business opportunities and
than acquiring a new one. Yet, few
most importantly, to take the fullest
companies with extensive customer
advantage of the customer
data actually leverage the power
relationships you already have.
of that information.
Each existing client has the power to attract new clients through word-of-mouth or a direct referral.
BUDGET EFFICIENCY
measureableresults We respect what it takes to create
We involve budget in our thinking
Any agency can create momentum
a budget, and the priorities of those
so we have a goal against which to
if given the budget to fund every
responsible to work with it.
measure our efforts and the return.
idea and strategy. Real creativity
We also make budget efficiency a
occurs when the word ‘efficiency’
key point in our thinking to bring
is brought in.
the “bang for the buck” factor into play… strategically, creatively and executionally. The result is clearer thinking in a real world context.
The time has come for you to maximize your advertising dollars.
Are you throwing away free ad dollars?
CO-OP FUNDS
workingharder If you have access to co-op ad
We co-ordinate stakeholder
Well-chosen relationships can
funding from a manufacturer
approval and do all the paper-
be excellent “news” for the
or franchisor, for example, use
work. Do not leave these
social media channels. Harfield
them. Harfield & Associates
dollars—and the ultra-efficient
has extensive experience in
has an enormous depth
exposure you can harness—
assessing, structuring, conceiving
of experience in utilizing
on the table.
and seeking out cross
these funds to the advantage of all stakeholders.
Cross promotions are another avenue that can extend ad
promotions that turbo charge our clients’ budgets.
budgets, enhance target resonance, grab attention and even strengthen the perception of a product, brand or service. Most businesses can attract more customers with less effort through the right cross promotions.
ASSOCIATION OPTIMIZATION
collectiveclout Associations deliver huge market
We have an enormous depth of
We do this while creating strategies
influence. If you’re a member of a
experience in administering and
that enhance the efforts of the
Business Improvement Association,
proactively pursuing funds,
individual stakeholder while moving
a merchant group, a shopping
facilitating steering committees,
the collective group forward.
centre or a brand driven association
executing the full accounting cycle
that pools marketing resources;
and providing important strategic
we should talk.
information that makes efficient use of executives’ time.
We have over 20 years experience successfully working with western Canadian clients.
No matter how diverse your structure, we know how to keep everyone on the same page.
potentialrealized
Our 23 years of experience and expertise in the personal transportation arena—both new and certified used cars & trucks, vehicle financing, motorcycles, atvs and personal water craft—has been based on a solid foundation of experience in branding, sales promotion, advertising, marketing, merchandising, event management, cross-promotions, database development & mining, plus dealer and sales associate support. We have consistently delivered in the face of enormous change, dramatic business fluctuations and numerous shifts in client strategy. From the consumer sales process through transactional interfaces, we believe we have the energy, imagination, drive and background to help activate your brand, product or service and accelerate awareness.
NEW VEHICLE LAUNCHES
It’s all about getting the best mileage Harfield & Associates has undertaken
objective of promoting environmentally
many new vehicle launches for
advanced technology—all the way to
varying Honda stakeholders, ranging
delivering detailed consumer product
from National Sales to National
knowledge in a format that effectively
Advertising, Regional Management
supports the showroom sales process.
to Dealer Association.
This diversity of needs has ignited a wide
In each case, the approach has
range of creative directions and
been crafted to correspond to the
executional options—whatever it takes!
specific objectives of the “client” or “client mix” being served. Goals have been achieved through direct mail to dealership databases; direct mail to national supplied lists; showroom merchandising, traditional and online HTML blasts to client lists; test drive incentives; model relaunches; new model trim differentiation by way of Special Editions and cross-promotions; a model launch with a secondary
NEW VEHICLE LAUNCHES
Making ‘green’ a growing interest Honda Sales Operations came to
To compliment these displays or to stand
Harfield needing ideas on how to
alone, we designed showroom materials
impactfully launch the new Honda
synchronized with Honda’s scheduled
Insight Hybrid. No budget was known
Insight launch on April 22nd—Earth Day.
at the time of the request—just a desire to see ideas that would deliver!
The reality of post-October 2008 budget cutbacks dictated a soft launch for the
To capture the imagination of
Insight, and ultimately, these ideas never
potential buyers, Harfield developed
came to fruition.
numerous concepts to highlight the Insight’s environment-friendly attributes in a creative, thought-provoking way. Harfield developed dramatic showroom display designs and backdrops. One included billboards imprinted with grass seed that would literally ‘grow’ a green message about the new Insight over a period of 2 to 3 weeks!
Based on the thinking and exploring that this direction stimulated, there is much, more “green” thinking ready to deploy whenever the occasion presents itself.
NEW VEHICLE LAUNCHES
Letting the product speak The introduction of the revamped
The major element of the kit
Honda Fit represented Honda’s
was a series of magnetic balloon
aggressive entry into the subcompact
“speech” decals that “talked”
car category with a vehicle that outshone
prospective buyers through the
its competitors in seating configurations,
vehicle’s many unique benefits.
versatility, ride and handling.
In addition, to heighten interest,
Harfield’s challenge was to tie in our
we created a series of teaser ads
dealer association clients with Honda
which appeared in newspapers
Canada’s national Fit introduction, while
leading up to the showroom unveiling.
staying within a tight budget.
We also added a tailored online buy
To drive home the unique core values of the Fit through showroom
to our the media mix to generate more market awareness.
merchandising, Harfield designed
To further enhance the program,
and produced a creatively cohesive
Harfield followed up with email
kit that pin-pointed and described
HTML messaging about the new
the Fit’s key selling features.
Honda Fit which individual dealers could send to prospective buyers in their database.
NEW VEHICLE LAUNCHES
CR-V Laying a national foundation In 2007, the launch of the totally
features with eye-catching vertical fabric
redesigned next-generation Honda CR-V
signage, and with magnetic decals that
was a huge event. To lay the foundation
used both words and graphics to make
for the CR-V to dominate its class, Honda
understanding quick and easy.
National Sales turned to Harfield to support the national advertising in the showroom with product feature materials.
To ensure that sales staff had all the means necessary to fully outline the product improvements, we augmented
Customers visiting their Honda Dealer
the showroom package with a desk top
during the CR-V launch period couldn’t
sales flip chart – in both French and
help but notice a set of tire tracks going
English. This piece was so thorough,
up the showroom wall or windows.
it has seen continued use throughout
The startling graphic proved to be an
the life of this CR-V generation.
attention-getting way to explain the CR-V’s 4 wheel drive system that kicked in seamlessly and only when needed.
Based on the published national sales results, the CR-V mission would appear to have been successful: CR-V accounted
And this was just one component of the
for over 20 percent of the 2010 annual
Canada-wide launch kit we developed.
Honda volume!
On the showroom floor, we drew attention to the new CR-V’s advanced
NEW VEHICLE LAUNCHES
CR-V Building strong regional momentum Working with national initiatives,
In addition, every test driver was entered
the Honda Dealer Associations chose
into a draw to win a Harfield-negotiated
to support the all-new CR-V launch
Fairmont Hotel luxury resort getaway from
through a multitude of media channels.
each dealership. Prospects who acted
Using a nationally-supplied database targeted to each dealer’s trading area,
within 60 days to buy or lease a new CR-V could also win their new vehicle!
Harfield responded with a mailer bearing
Harfield featured the CR-V in a full line
the dealer’s logo that arrived at the homes
glossy 4-colour broadsheet newspaper
of thousands of previous CR-V owners
insert that blanketed dealers’ trading
across Canada, heightening awareness
areas. Harfield also produced an HTML
of the new model.
email message for dealers to mine their
Bolstered by Harfield-produced radio
own databases.
spots, the direct mail piece informed
Covering all the channels by spearheading
readers of a time limited “test drive
the implementation of both national and
challenge” that would record the driver’s
regional marketing programs for the new
impressions and evaluation. Those
CR-V was rewarding. We’re pleased to
accepting the “challenge” received a
have played a role in making the current
Harfield sourced deluxe 140-piece auto
generation of the CR-V one of Honda’s
first aid kit as the dealership’s “thank you”.
strongest sellers
NEW VEHICLE LAUNCHES
Bringing the Civic test drive alive R LET’S GO FO
A TEST DRIVE!
When Honda Canada launched a national Civic test drive initiative, Harfield sprang into action to solidly tie in their dealers. We created eye-catching point of purchase materials that not only mirrored the national creative, but also carried the test drive invitation from the sidewalk to the sales floor with pole signs, window posters, showroom banners, mirror danglers, car toppers—even staff buttons. We were delighted to soon have prospective Civic buyers ‘begging’ to drive one!
VEHICLE RELAUNCH
A new identity stimulates sales Harfield was challenged with a marketing
complimentary brand. The result was a
and tactical sales problem which required
quantifiable value-added sales proposition
strong sales stimulation of a specific Civic
that would resonate with the target when
base model. While the Coupe styling
communicated.
appealed to a youthful market, it needed to resonate more strongly with the target’s known propensity to customize their vehicles after the initial purchase. On the road to developing a new identity that broke away from the perceived sameness of the model line, Harfield created the Civic ‘Street Edition’. This involved naming the special edition vehicle, designing and producing vehicle graphics, and researching and procuring custom sound packages from a
The next step was to communicate the virtues of the new Civic Street Edition in a way that attracted and engaged the target consumer. We contracted a local ‘beatbox’ music artist who performed a radio spot unlike anything on the air. We then created a newspaper ad featuring the Street Edition in front of a graffiti wall rippling under the force of the Civic’s sound system. Simply stated, the results were outstanding and the challenge was met.
Hear the radio spot at http://harfield.com/portfolio
regionalbranding
Harfield & Associates specialized in helping Honda to adapt to rapidly changing local or regional marketing and sales needs. Often, due to short term inventory conditions, or the need for a tactical regional response to a competitor’s offer or marketing premise; highly strategic campaigns are needed to occupy the highest point in the new vehicle terrain and gain sales ground.
REGIONAL BRANDING
A Civic personality refocused In a retail environment awash with
Ads focused on encapsulating a lifestyle
deeply discounted financial offers,
message without foregoing traditional
Harfield was challenged to swim
Honda values (i.e. high resale value,
against the current and stimulate
fuel efficiency, low cost of ownership
dealership traffic by reinforcing and
and, most importantly for this market
re-igniting the appeal of the Honda
segment, a fun-to-drive feeling).
Civic line to a younger target market.
The executions connected with younger
There was no additional tactical ingredient in this plan. To resonate with the urban age 24 to 30 market as targeted by our client, a creative brand reaffirmation strategy was required. Solution: the “Drive Your Life� theme with supporting executions focused on the halo Civic Si Coupe.
urbanites on an emotional level using nightclub, personal fashion and striking architectural visuals. The campaign made a solid case to the demographic for the appeal of adding a Civic Si to their lives.
REGIONAL BRANDING
Live More Rational + emotional = success Armed with a new corporate marketing
This strategy was brought to life at auto
direction to communicate an “extra built-
shows, in magazines and newspaper,
in value” strategy, the fundamental
on radio, on clothing and through an
rational premise was covered. A rational
extensive curb-through-showroom
approach by itself needs to be extreme,
merchandising package – from pole
even predatory to sell product in large
signs to license plates. Even the dealers
volumes. But if a competitive rational
on-hold telephone messaging reflected
premise is paired with an emotional factor
the new concept. We’re proud to say
that resonates strongly, the likelihood of
the dealers recorded one of their most
significant success increases dramatically.
successful sales periods ever!
The “Live More” mantra delivered on both levels; first by leveraging the newlyenhanced value proposition of the Honda brand, and secondly by injecting the “get more out of life” emotional ingredient. “Live More” delivered both performance and value promises.
REGIONAL BRANDING
Taking it to the streets When Honda and the Lower
that were geographically
Mainland Honda Dealers wanted
important to each dealer’s
to increase general brand and
location. Moreover, each bus
dealer awareness, we created
graphic prominently displayed
a massive, memorable, oversized
the dealer’s name, delivering
statement: a fleet of fourteen 40
maximum in-market relevance.
foot-long moving billboards
Feedback from the dealers
featuring an Indy-style race car.
indicated: that awareness of the
These giant wrap-around graphics
design was strong; the strategy
leveraged Honda’s extensive
had propelled the Honda brand
racing heritage to enhance the
to a more top-of-mind position
Association’s regular monthly
with potential buyers; and
promotional offers. Buses were
dealerships enjoyed greatly
chosen according to the routes
elevated community presence.
nationalumbrellas
For over 23 years, Harfield & Associates has occupied the middle ground between national advertising/sales, and regional/local dealerships. It takes skill, commitment and drive to manage this vitally strategic territory where national tactical event branding and image are married to regional brand action. A national umbrella is the broad theme or event under which this ballet of brand promotion and brand action retailing plays out.
NATIONAL UMBRELLAS
Checkered Flag Event In the world of co-op driven initiatives,
This multi-faceted undertaking included
there is always accommodation needed
point of purchase materials, print and
for all stakeholders. Often this takes the
radio advertising, direct mail, e-blast
form of the national brand stakeholder
messages, consumer contests, sales staff
delineating the “umbrella theme”.
incentive programs, sourcing test drive
Fortunately, working with all parties
and purchase premiums, plus online
involved is one of our great strengths.
display, search messages and a search
Example: the Checkered Flag Event,
strategy… all coordinated to deliver a
Honda Canada’s longest-running national
comprehensive synergistic campaign.
sales event. Each year, they developed a logo and a nation-wide TV campaign as an umbrella to work with the Dealers’ tactical executions. Harfield’s task was to build a 60-day campaign around the logo, incorporating it into all media and, thus, bring the Checkered Flag Event to life in 150 showrooms across five provinces.
We Race, You Win.
For each year’s Checkered Flag Event, Harfield executed an extensive customized curb-to-showroom merchandising package. We researched, designed and produced this promotional kit including: pole signs, car toppers, entrance floor ads, window posters, outdoor banners, windshield eyebrows, desk merchandising, racing flags, car window flags and vehicle license plates.
REGIONAL EXECUTION CROSS-PROMOTED
Maximum synergy through regional tailoring With the Indy race in Edmonton,
This added activity helped to
Harfield tailored the Checkered
strengthen the impact of the
Flag Event to maximize the synergy
Edmonton-area Honda Dealers Indy
of the Honda Canada sponsorship
sponsorship, and extend the consumer
and engage the customer at the
attention span in what is essentially a
dealership level.
3-day sales event, driven by new but
To carry the momentum and excitement of the race event onto the sales floor, Harfield created an in-showroom contest for Honda buyers. “Spin to W’Indy” gave customers who purchased, leased or financed a new Honda during the promotion a chance to win tickets to the Indy race, free oil changes, or Honda merchandise. We supported the contest both in newspaper, and with specially produced radio commercials that included the ear-catching sound of the dealers’ prize wheel being spun.
complimentary creative and short term offer enhancements and a high impact media buy.
Hear the original radio spot at http://harfield.com/portfolio
REGIONAL EXECUTION UNDER A NATIONAL UMBRELLA
Get what you really, really want– to stand out! Honda Canada’s “Bring Home A Honda”
which features the line “Tell me what
is the premiere tactical event of the last
you want, what you really, really want”.
quarter. To make 2010’s event not only memorable, but to penetrate the seasonal clutter of sales offers decisively, Harfield & Associates went ‘way outside the box. We reversed the driver! Instead of creating a visual landscape for newspaper ads and showroom p.o.p. and having the electronic creative fall out of that, we worked backwards. Due to the compressed selling days in December, we recommended driving the creative from a highly memorable hit song that would resonate with consumers provided with a cultural, motivational and emotional trifecta of “triggers”. We negotiated the purchase of the lyrics to the song “Wannabe” by The Spice Girls,
We made that lyric the key ingredient in radio commercials, and developed a series of strong, visually compelling designs to portray that call to action in print and p.o.p. executions. The huge recall of the song among 28-44 year olds allowed us to grab the listener’s ear! The “really really want” lyric hit the target of the gift giving and receiving season! The executions created either drove the words or drove the “want” aspect to the point that they could not be ignored in print, pop or HTML emails. Another example of how stepping back and taking a fresh approach reaped big rewards regionally.
EXECUTION USED IN SASKATCHEWAN, MANITOBA & ONTARIO
EXECUTION USED IN ALBERTA & BC
See the online ad for this promotion at http://harfield.com/portfolio
REGIONAL EXECUTION UNDER A NATIONAL UMBRELLA
Moving car buyers from sofa to showroom Working within the framework of national sales events, Harfield & Associates brought regional momentum and (pardon the pun) “drive� to these initiatives with forays into many media channels. When challenged with embracing the full model line and bringing it into the promotion, one of the most effective tools we delivered was a newspaper insert strategy. Invariably an insert would launch a seasonal sales event, a strong multimodel cross-promotion or a new marketing direction. Often it included service and/or Certified Used cars. While the inserts evolved in format, these large, full colour broadsheet pieces worked hard on a number of fronts: to raise awareness of the full Honda line (including niche, lower volume models); to educate and inform potential buyers of product advantages; to leverage the strong critical acclaim Honda vehicles received to reinforce the buying decision; and to be the cornerstone or launch of a multi-month campaign.
In addition to designing, researching, negotiating cross-promotions and writing these pieces, we also co-ordinated the production and multi-channeled distribution of over 2 million pieces, into over 100 markets across five provinces. Reports from the sales floor told us that many prospects arrived with our clients’ newspaper insert in hand—a clear indication of their value in the buying process .
regionalevents
The Honda Dealers are among the most proactive in the country. Where no national umbrella or theme existed for dealers to tie into, Harfield swung into action supporting Honda and its dealers to capitalize on regional or local events—or create their own events—to keep sales momentum high in every season.
REGIONAL EVENTS
Regional razzle dazzle How do you energize sales
We responded with a head-turning
during the dog days of summer?
‘Las Vegas’ style graphic design that
The Civic Long Long Weekend Sale-a-bration was created to capitalize on the occurrence of an Ontario public statutory holiday, and to rev up traffic to the showrooms as the vital “model year end” selling period approached. For this short term event, the Association stimulated the existing offers with additional model-focused incentives – plus, the chance to win a new Honda!
radiated excitement and energy, and thus drove traffic to Honda showrooms! The theme was carried through not only in print and on radio but also throughout dealerships via pole signs, window banners, car toppers and showroom posters, plus province wide sales contests for the sales associates and their managers. We can only conclude that this strategy delivered desired results as events of this nature were repeated many years in a row!
Hear the original radio spot at http://harfield.com/portfolio
Honda
Y O U
C O U L D
WIN YOUR
Honda & TOUR
SWITZERLAND *See us for full details
*
GREAT TOURING EVENT
the
TOURING EVENT
Travel gear put sales in gear After identifying a complimentary cross-
In addition, Harfield designed, fulfilled and
promotional partner in Victorinox (maker
administered ‘Early Bird’ and weekly prizes
of Swiss Army brands), Harfield negotiated
and sales staff updates to keep the
accessory packages exclusive for the
excitement level high and interest piqued
Honda Dealers of Western Canada.
throughout the critical Spring sales period.
These value-added packages delivered
Again, the program delivered the results!
real value to customers, plus incentives for sales staff. A complete Swiss themed promotion was then executed for media and dealer showrooms to kick sales into gear without discounting product. These new Honda ‘Touring Edition’ vehicles (equipped with Victorinox travel gear) provided dealers with a marketing and promotional forum to segment themselves from the competition—and provided customers with a chance to win their Honda and a trip to Switzerland!
REGIONAL EVENTS
Family day Family Day is a February Civic holiday
From a media perspective, radio played
unique to Alberta. This is the day that
a key role in bringing the event to life,
relieves the tedium of the long winter,
supported by revised online offer landing
and it occurred to Harfield and the Alberta
pages, print, p.o.s. and email HTML dealer
Honda Dealers that Family Day was also
announcements.
an ideal time to market Honda’s “familyfriendly” vehicles to drivers throughout the province and deliver some mid-winter sales adrenalin. The “Family Days Celebration” event
This “Family Days Celebration” event has become a mainstay of the Alberta first quarter and has provided an injection of sales energy in the midst of a challenging time of the year.
positioned the holiday as “the best time to choose a Honda for your family”, and featured “Family Days only” enhancements to sales incentives on Honda’s safe, fuel-efficient and fun-to-drive family oriented vehicles.
Hear the original radio spot at http://harfield.com/portfolio
REGIONAL EVENTS
The mall show, activated In single dealership markets the mall auto
Step Two: Secure “opt in” permission
show opportunity arises. It is an event that
from visitors to the mall display, and upon
offers product exposure and helps to keep
receiving it, to give the prospect a linked
a competitive profile. However, this event
web coupon for an additional sum over
requires significant logistical efforts and
and above factory dollars towards the lease
staffing. The event is usually viewed as a
or purchase of a vehicle within the month.
burden by staff because it takes them
The offers were communicated by vehicle
away from the dealership (the “action”).
P.O.S. on the full model line.
Given 2 working days to answer a dealer’s
Step Three: Develop the database structure,
challenge of a mall auto show and derive
the staff training, the P.O.S., the contest
a sales benefit from his commitment,
rules, the coupon tracking mechanism and
Harfield responded with a three step
then attend the event to train the staff and
database and merchandising strategy.
make available staff to troubleshoot by
Step One: Turn the dealer’s on-site draw for a large flat screen TV into a follow-up data
telephone the data collection process throughout the event.
capture scenario that would yield contact
Based on feedback from the dealership,
information and other auto related data.
results were outstanding as far as prospects identified and sales made directly from contacts at the mall.
REGIONAL EVENTS
When opportunity knocks… open the door! With a desire to aggressively kick off
execution to final files of the chosen
a month while in model year clear-out
option for each of three associations;
mode, Honda turned to us to develop
printing and delivering POP; recording
a heavy retail “sale” ad that seized on
radio spots; designing the media plan
the 9-9-9 synchronicity of the ninth day
against budget; completing co-op recovery
of the ninth month of the ninth year—
paperwork; and, delivery of final files to
September 9, 2009.
the media outlets to meet run dates.
This promotion was to be strictly offer
From the time of briefing, Harfield
driven with a short-term opportunity
delivered three campaigns that stood
factor of 4 days only. The offers were
out and delivered the awareness and
structured in such a way that a dealer
fast ramp-up that a four day event
would not be able to honour them after
requires to impact thirty-five markets
the 4 day event, and in doing so would
in six days.
comply with the legal use of the term “sale”. Harfield was given six working days to deliver the promotion which included designing creative options; achieving creative consensus with the zone and individually with three associations;
culturaldiversity
Specialty markets are powerful segments no business can afford to ignore. The purchasing power of the combined South Asian and Chinese segments surpasses $40 billion Cdn. Harfield recognized this important emerging reality early and has been a consistent advocate and facilitator of culturally diverse strategies and executions for over 20 years.
CULTURAL DIVERSITY
Precise tailoring of a targeted sales event The Harfield challenge was to build an
we created posters using the Chinese
event around a culturally significant date:
daily calendar format to drive the one
August 8th, 2008 or “8-8-8”. The power
day nature of the event and to reinforce
of the number 8 is based in Chinese
the offers.
culture and this reality was at the core of our creative and media plans. This event was to deliver a One Day Only opportunity driven by a predatory offer that would stand out, be heard and get noticed in multiple media applications – and do it in 5 working days! For our Honda Dealer Association clients, we created arresting print ad layouts which tied into significant and familiar
Four-colour newspaper ads were placed in both English and Cantonese publications. We supported the print campaign with a high concentration of radio spots in both languages. Finally, we enhanced the sale event impact with HTML eBlast messaging that individual Honda dealers could send to their customer databases.
cultural elements to deliver the theme
To pull together a sales event with
and the offers. The “8-8-8 Sale” used a
this many moving parts, in two languages,
red envelope in newspaper creative—an
in only 5 working days was a challenge—
image closely tied to good fortune, money
the kind at which the Harfield team excels.
and gifts in Asian culture. For showrooms,
CULTURAL DIVERSITY
Serving up the message Early on in our relationship with Honda,
Campaigns targeted to the Mandarin
Harfield identified the Chinese consumer
and Cantonese speaking markets have
as fundamental factor in the Dealers’
been executed in BC, Alberta and Ontario.
growth in Vancouver.
We have delivered campaigns to the
As a result, the BC Honda Dealers Ad
South Asian communities as well.
Association became the first automotive
Harfield & Associates has repeatedly
ad association to consistently address
demonstrated the capability to extend
this market.
campaigns and thus expand reach and
For over 20 years, monthly campaign executions consistently included Chinese radio and print media executed by Harfield & Associates. Other executions included Auto Show Guides, full line inserts, p.o.p., direct mail, cross-promotions and sponsorships.
markets by reaching out to the culturally diverse marketplace.
CULTURALLY TARGETED MARKETING
迎接新年 Harfield has researched, planned, purchased, written and designed culturally specific print & radio media. In addition, Harfield has created and executed cross-promotions, sponsorships, and point of sale materials. This includes the annual Chinese New Year’s campaign themed to the appropriate Chinese zodiac sign and wishing the community success while featuring a specific Honda model. When you consider that Canada’s prosperity depends on immigration to progress, Harfield has the experience to handle executions in English, French, Mandarin and Cantonese. Connecting with New Canadians has been and continues to be part of our repertoire.
datacapture
The key to making event participation pay dividends is data capture. When sponsorship dollars are committed towards participation in a mall show, sporting event or community activity, the client must come away with usable information for follow up. It is our observation that many of these types of expenditures and executions are short-sighted. It makes little sense to expend resources merely to spike traffic or create a product interaction when the opportunity exists to convert those interactions into an actionable database follow up. We believe follow-through is the only way that ROI can ultimately be monetized with respects to these types of expenditures.
DATA CAPTURE
In situ contact: prospect-relevant & sales-generating With the goals of broadening reach,
To establish a definite quantifiable result,
increasing awareness and triggering
Harfield designed and created an
conquest communication and sales,
attention-grabbing interactive kiosk with
Harfield’s “brand action” strategy was to
electronic data collection capacities. The
intercept potential prospects “in situ” as
process was carried out in three stages:
they pursued their niche interests; thereby
first, merchandise the Ridgeline at the
exposing the product to a relevant and
show in a relevant manner complete with
receptive special interest consumer. By
bikes and ATVs; second, engage the
resonating with prospects based on their
prospect with an invitation to enter their
interests, we have proven that this strategy
personal data for a chance to win a dirt
builds profitable, actionable databases
bike; third, after receiving opt-in approval,
and earns a place on the shopping list of
award the prospect an exclusive trackable,
those inexperienced with the brand.
time limited discount coupon towards the
As the first execution, the Calgary Motorcycle Show initiative promoted
purchase or lease of a Ridgeline, thereby creating a follow-up database.
Honda’s motorcycle & ATV-friendly
Product interest was heightened, leads
Ridgeline. We believed that enthusiasts
were identified, an actionable database
would value its hauling and towing
was created—and conquest sales directly
capabilities and unique “in bed” features.
related to this activity were achieved.
13 Cup holders
MEGA Cargo Volume
Class Leading RESALE VALUE
Yes! In-Floor Storage!
Front & Rear
AIR
Conditioning Controls
Inventor of the Stowable 3rd Seat
DATA CAPTURE
In search of conquest Moms, Pops & Tots In the quest to focus on parents, and
Honda brand, and ideally convert them
open a dialogue with non-Honda vehicle
into Honda drivers down the road.
owners for the family-friendly Honda Odyssey minivan, we executed a “take the product to the people” initiative at the Edmonton Mom, Pop & Tot Show. This venue was solely dedicated to products and services that would interest parents with young children. Through participation in this targeted event, we helped the Edmonton Dealers Association to secure a database of opt-in prospects—drivers who said “yes” to receiving further communication from the Honda Dealers. On this opt-in list, a large percentage of “conquest” or non-Honda individuals were registered. Thus, the Edmonton Dealers had the opportunity to familiarize these individuals with the
The key purpose of the Honda Dealers involvement in the show was achieved. Key executional lessons were learned. And an enormous amount of relevant data had been collected for future communication with the target market. That’s called success!
DATA CAPTURE
Dealers endorsed this intercept strategy When Honda asked us to help awaken
Given that the sales staff man hours
the market to the unique benefits of the
expended were invested at a time of day
Ridgeline pickup truck, we responded with
deemed “dead” at most dealerships, the
a cross-promotion that brought the truck
return was outstanding. The conversion
to the truck-users.
rate was incredible, and conquest sales
As a first step, we stationed dealership sales associates and Ridgeline vehicles at several Home Hardware Building Centre locations in Edmonton, the heart of Alberta truck country.
resulted directly from this program. One large urban dealer summarized the effort this way: “This promotion was an excellent idea and should be the path we take in the future with this and other vehicles. Based on the average quality of
Harfield administrated every aspect of the
the prospects our sales people receive
program: reported negotiated access to
from our showroom it would have taken
Home Hardware locations; managed the
2 months from our top sales person and
“thanks for listening” gift card; budgeted
5-6 months from our average sales person
the program; co-ordinated on-site sales
to generate the same amount of leads”
representatives; set-up the post test drive Home Hardware savings incentive and the “I bought a competitor’s truck” gift card.
DATA CAPTURE
Honda Insight… Fan Insights… Process Insights When the chance to use the Vancouver
a home or office computer. Game day
Giants’ playoff games to execute a new
efforts were supported by prominent
vehicle launch and learn much about
on-site signage, plus the presence of
their fans presented itself, Harfield
a new Hybrid vehicle situated on the
seized the opportunity.
Pacific Coliseum concourse and paraded
Harfield & Associates developed the
on ice between periods.
process, trained the product ambassadors,
Based on fan reaction and feedback
executed onsite and scrubbed and
and our learnings , this initiative
analysed data to deliver the insights.
added significantly to the awareness
Highly visible green-shirted event representatives attended Giants home playoff games to meet fans onsite. Armed with notebook computers, these product ambassadors collected data from fans and entered them into a contest to win a new Hybrid automobile. Fans also had the option to enter to win the vehicle by submitting personal data online from
of the all-new Hybrid while delivering valuable insights about Giants’ fans and consumer intercept realities plus an actionable database.
DATA CAPTURE
Honda Pilot Home Depot Challenged to speak directly to potential
set up. Finally, Harfield & Associates staff
prospects for the Honda Pilot, Harfield &
attended as many locations as possible to
Associates found a way for Honda Dealers
assist and monitor dealer execution of the
to start a dialogue with people intending
plan. Based on dealer feedback, they were
to buy or lease a new vehicle in the near
beyond satisfied with number of
term by engaging them at locations to
participating prospects and with the opt-in
which their interests drove them.
database results which would allow the
We pursued Home Depot as an ideal location and partner; negotiated the
opportunity to follow through in building a relationship and potentially a sale.
specifics of the cross-promotional
Dealer feedback indicated that in the
incentives; negotiated the physical
mornings of two weekends, this program
space needed to set up the test drive
delivered a significant number of test
phase; and coordinated dealerships
drives relative to monthly expectations at
with Home Depot store management
the dealerships. Sales and/or leases did
in all participating markets for each of
materialize. As a significant result, many of
the two weekends. Further, we facilitated
the dealers also came away with the
onsite execution by designing vehicle
names of people to follow up with who,
features and benefits merchandising
though interested, did not have time to
complete with plan-o-gram outlining
test drive the Honda vehicle at that time.
DATA CAPTURE
A potential promotion that will drive results
Dipstick headline goes here
One of the greatest assets of any
The visible agenda is simple: to inspire a
the service department to give a bonus
commercial enterprise is the firm’s existing
new model test drive of any model in the
free inspection. This inspection has three
customer base. The value of an historical
line up. Follow up capability is based on
potential outcomes: 1) more service shop
client is usually stated in these terms:
the “opinion card” that not only
revenue; 2) a discussion of service shop
“it is six times more costly to win a new
precipitates a potential sales conversation
costs that could lead the driver to the
customer as it is to keep an existing one”.
during the test drive, but also collects data
conclusion it might be time to buy new;
on the current vehicle and its driver.
3) the client walks away. But after taking
With this in mind, the direct mailer
the test drive and accepting the oil change,
shown here is an example of a visible
The additional agenda evolves from the
agenda with follow up capabilities,
offer of a free oil and filter change on the
plus an additional agenda for another
customer’s existing vehicle while the test
Bottom line: providing one free oil change
department when mining a dealer’s
drive is carried out. This incentive permits
and filter could precipitate a new vehicle
existing customer database.
a significant perceived value while allowing
sale or lease!
the “walk away” outcome is very unlikely.
onsitesupport
A promotional investment is only optimized when the initiative is carried through the last 50 yards by a point-of-purchase plan that delivers an experience synergistic with all other event communications. Implementing this complete circle requires thorough planning and direction to ensure success. In preparing our car dealer clients to succeed, we not only created, produced and delivered materials in a comprehensive kit; we also provided them with a plan-o-gram on how to mount the materials in the most effective and attention-getting way. Our goal: To execute a “follow through� that maximized the impact of the promotion consistently across the dealership network.
ONSITE SUPPORT
Completing the implementation circle Early in our 23 year relationship with Honda, it became apparent that for the best chance of having point of purchase kits optimally utilised in every dealership, Harfield & Associates would need to supply an executional game plan. In our world, we call that document a POP kit plan-o-gram. A plan-o-gram includes an item by item visual usage recommendation and installation guide. Given the churn of staff and the different elements within a given kit, a plan-o-gram is supplied with every kit every time, thus enhancing the likelihood of maximum impact on site.
ONSITE SUPPORT
See the online ad for this promotion at http://harfield.com/portfolio
ONSITE SUPPORT
See the online ad for this promotion at http://harfield.com/portfolio
ONSITE SUPPORT
See the online ad for this promotion at http://harfield.com/portfolio
sponsorshipactivation
Sponsorship activation means taking control of the environment— whether it’s a hockey arena, a race track paddock or a parking lot. This means going far beyond passive participation. It means activating the environment in which your brand and product are being seen and experienced with banners, balloons, give-aways, “street teams”— whatever it takes to be noticed and remembered. Further, the executions of sponsorship activation result in actionable follow up assets that have the potential to be converted from a prospect into a client.
SPONSORSHIP ACTIVATION
This sponsorship works–Hard In the Vancouver sports market, hockey
supported each dealership in its market;
is king! Establishing a cost efficient and
and third, the rights to a high-attendance
effective marketing partnership with
game night as presenting sponsor.
pro hockey for the Honda dealers was impossible, given the local NHL team’s long term relationship with General Motors.
Our primary goal was to execute with such depth and thoroughness that our client “owned the game day experience” from
Then, in the fall of 2001: enter the all-new
the sponsorship perspective. See the
Vancouver Giants Hockey Club, a WHL
following pages for elements executed by
franchise whose fans are passionate
Harfield towards this goal. As you will see,
about the game, and greatly attuned to
this dominance ranged from the pre-game
the Giants’ high entertainment-low price
“Honda Keys to the Game” arena video;
value equation.
to in-game tactical announcements; to
Harfield & Associates helped forge a multifaceted Tier 1 sponsorship agreement for the BC Honda Dealers. The three key goals we were working towards were: first, “game day” sponsorship domination; second, an outreach component that
concourse product displays and signage; to more product appearances on-ice between periods; to web presence when fans looked for results and stats after the game.
DRAPE PANELS (4)
PROGRAM AD—FULL PAGE
EXTERIOR PROJECTION
POCKET SCHEDULE
Oversize signage featured various Honda models & Association I.D.
Program ads focused on family-friendly Honda vehicles.
The Association logo was projected on the arena façade.
A handy aid for checking the Giants’ upcoming home game dates.
CONCOURSE EASEL SIGNS (8)
CONCOURSE VEHICLE
RINKBOARD SIGNAGE (2)
FEATURE EVENTS (2)
Dynamic posters delivered quick facts about the Honda vehicle on display.
Each month, the Association displayed a different Honda vehicle on the concourse.
Rinkboard ads made thousands of impressions at every game.
Honda and its Dealers were title sponsors of the two bestattended games of the season.
SCOREBOARD SIGNAGE
ON-ICE VEHICLE
IN ICE LOGO
KEYS TO THE GAME
Dealer Association I.D. occupied 4 prominent spaces on the scoreboard.
At each home game, a Honda vehicle did a lap on the ice surface between periods.
Embedded in the ice, the Association logo is impossible to miss.
A post-game video “chalk talk” with the coach, with Association I.D.
IN GAME 30 SECOND SPOT
PA ANNOUNCEMENT
GIANTS SUITE 11
MAGNETIC CALENDAR LOGO
A Honda TV spot played on the scoreboard screen
Harfield prepared 4 BC Honda Dealer promo announcements for each game.
Honda Dealers treated community & high school teams at every home game.
Ideal to keep the Giants and the Honda Dealers “top of mind” at home.
SPONSORSHIP ACTIVATION
The third element: high-attendance game sponsorship Another goal with respects to the Giants
Based on attendance of over 12,000 in
sponsorship was to “own” the biggest
recent years, the execution of this initiative
attendance night or nights. From year 1,
really works!
it was established that the client would present Fan Appreciation Night which was to be the last game of the regular season.
Another initiative that has worked in the eyes of the community and the client, is the outreach program. The client’s
In order to build awareness and ultimately,
dealers have hosted a community sports
audience; Harfield & Associates has
team at every regular season Giants game
executed the considerable build up to
since day one. In order to make the
the event via in-arena, newspaper, radio
outreach “turnkey”, Harfield & Associates
and HTML creative. In addition the
orchestrated the “suite use” schedule to
concourse signage creative was changed
keep all stakeholders enthused and to
for the last three weeks of the season to
coordinate the entertainment needs for
highlight the night.
the community teams. This program is
On the evening, Harfield staff attended the draw at ice level to photograph the winner and to made contact with the winner in order that delivery of the actual vehicle could be arranged and releases signed.
strongly supported by dealerships as outstanding community outreach.
SPONSORSHIP ACTIVATION
Sponsorship… making it better year after year In the fall of 2010, Harfield recommended
We are proud to have been able to deliver
and, upon approval, secured title
constantly improved value to our client by
sponsorship of the annual “Teddy Bear
continually exploring ways to ramp-up
Toss”—a pre-Christmas charity event that
client visibility and brand over a ten year
draws, by far, one of the largest crowds of
period, both inside and outside of the
the season. Given the charity focus of the
Giants home, the Pacific Coliseum.
evening and combined with the variable charity fee from the dealers, this title sponsorship put a very human face on the brand and its dealers. Having negotiated this turnkey addition to the client’s presence, Harfield insured that the client was not only the presenting sponsor for the best attended game in the first half of the season but also for the historical “standing room only” attendance winner—Fan Appreciation Night.
SPONSORSHIP ACTIVATION
BC Honda Dealers Vancouver Jazz Festival With over a half-million guests visiting the
Given the education, sophistication and
Vancouver Jazz Festival, Harfield assessed
urban nature of the audience, Harfield
the sponsorship package, negotiated
used the Jazz Festival events as part of the
enhancements and effectively targeted
metro Vancouver launch of an all-new
this demographically well-suited segment.
hybrid vehicle. This included hybrid fact
As the sponsorship evolved, Harfield
sheet hand-outs describing the technology
continually explored channels through
and underscoring the benefits of the
which to gain more value, exposure and
vehicle in terms of the environment and
access to the attendees.
lowering the cost of driving.
In the activation with creative and logistics
To find out more about the attendees,
delivered by Harfield & Associates, “dealer
Harfield orchestrated a data collection
nights” came to life with in-theatre client
strategy using a trip for two to California’s
vehicle displays, on-street displays,
famed Monterey Jazz Festival as the
consumer intercepts enriched by contest-
magnet. The result was a database of
driven data collection microsites, P.O.S. at
dealer specific entrants for follow-up
multiple venues, web strategies, wall wash
contact—a tool that is vitally relevant
outdoor campaigns, plus magazine and
given today’s heightened need for budget
radio creative.
accountability.
salesprocesssupport
Most agencies believe their role in the sales process stops when a customer enters the client’s place of business. Harfield feels otherwise. We believe it is our responsibility to help our clients achieve their goals and aspirations by giving them every tool possible to succeed. Only when the sales associate has entered into a transactional conversation with the consumer, do we feel that we have fully completed the job.
SALES PROCESS SUPPORT
The bite-sized piece with multifaceted impact What do you do when sales staff need a
Then the information was published in
boost because product lifecycles don’t
newsletter form and sent to each dealership.
offer stimulants as an “all new design” or “completely re-engineered model”? Just because your product or model mix are in the doldrums, you can’t suspend selling until easier conditions reappear; you must play the cards you are dealt. All of these factors culminated in “The Insider”, a monthly Honda newsletter we created for the Honda Dealers, their customers, their suppliers, and their sales personnel. News items were compiled and researched daily by Harfield staff. User hints were gathered. Power equipment or motorcycle news was assembled. Corporate initiatives documented. A model of focus was chosen, tactical offers decided, and creative completed.
Each edition was sized to fit a No. 10 envelope so that it could be included with customer account statements and other dealership communication. So, in addition to strengthening the product knowledge of the dealer’s staff; the process of educating the public as to the breadth, diversity and benefits of the Honda product line could also be reinforced. The Dealers found this extra showroom support invaluable in being able to talk confidently about Honda products, and knowing the strengths of Honda versus their competition.
SALES PROCESS SUPPORT
Knowledge delivers gross The foundation of this initiative is that
To assist dealership sales managers
“ups” are arriving at dealer showrooms
and associates in successfully meeting
armed with more information than ever,
the challenge of the knowledgeable
challenging sales associates to be “on
consumer, Harfield researched and
their game” in every conversation. This
created “Up To Speed”. This weekly
reality, combined with Honda vehicles
electronic Honda newsletter was a short
being among the most researched on the
summary of the top articles regarding the
net, dictates that the sales associate has
most significant industry news, trends,
associate to be proactive
to be well informed in order to control
and major automotive press reviews,
and thus control the sales
the transactional conversation, establish
each prefaced with an intriguing lead-in
floor conversation, and in
credibility, and avoid going to “price”
to stimulate interest complete with links
doing so establish value
before establishing value.
to the full article. The package also
before price.
The prospect’s beliefs have been fashioned by third party influences such as blogs, awards, safety tests, comparison tests, automotive editorial reviews, and consumer advocacy publications.
included a sales meeting quiz complete with answers based on the previous week’s newsletter.
This package delivered three benefits: 1) afforded sales associates a new degree of confidence; 2) allowed sales managers to know who is prepared; 3) empowered the sales
All good outcomes.
SALES PROCESS SUPPORT
Bringing the comparison to the floor Using cross shopping data and our
client’s model in question. Charts were
automotive research team, Harfield &
colour coded to allow the sales associate
Associates added another layer of
to easily point out their model’s strengths.
showroom support to the client’s
The complete set of charts for the full lineup
information arsenal with the creation of
consisted of 9 comparison charts, and
annual competitive product comparison
2 awards charts listing current accolades.
charts. These charts measured the client’s vehicles against their most successful and most cross shopped competitors’ models on a category per chart basis. Comparison charts laid out both the clients’ and the competition’s’ models in areas such as: price, warranties, performance, environmental measures, braking and suspension, comfort and convenience, entertainment, safety ratings, and industry awards and accolades. We also included a strong supporting quote from a reviewer or automotive publication about the
This program has been in the client’s dealerships for over 7 years! This work was supplied to Atlantic Canada in addition to Ontario and Western Canada. Harfield & Associates originated the concept by pointing out the need to support the sales associates’ competitive product knowledge and their product’s strengths. Harfield & Associates researched, screened, designed, and executed this package.
SALES PROCESS SUPPORT
Buyer’s Guides Each fall, Harfield developed a full line, all trim new model year Buyer’s Guide—a “one stop” publication which was a cost effective showroom guide for prospects to take away, and for the sale associates’ reference. The Guide mirrored the client’s national positioning for each model while maintaining a regional personality for the each provincial group of dealers from BC through Ontario. A Buyer’s Guide walked readers through each model, showing and describing the various features of the base model, and then “stepping up” features as the line progressed through all models. In addition, we included photo vignettes of vehicle features that showcased the client’s technology, performance or safety breakthroughs.
This piece stated MSRP for both manual and automatic transmission by model (as applicable), in order to allow both the sales associate and the client to discuss the incremental value of each step.
The bottom line value of this strategy was: A) an affordable, full line statement; B) a walk-up tool for sales associates when presenting; C) a client credibility builder based on highlight vignettes; D) a full line piece transferable to an online PDF downloadable application.
SALES PROCESS SUPPORT
FUN
Harfield’s role in the Buyer’s Guide was to design, research, write, produce, print and distribute the entire publication each Fall, then update it for industry awards, fuel efficiency ratings, new test results and any new mid year models and reprint it for March 1st.
hondapowerhouse
Honda Powerhouse was a completely new concept. A Honda Powerhouse offered everything bearing the client’s brand, including cars and trucks at many locations. With its unique services such as overnight parts delivery, highly trained product specific staff, test rides, the Honda Hotel and exceptional product range; a Powerhouse was unlike any other dealership of any brand. Honda turned to Harfield & Associates to power up the concept. We were tasked to communicate the concept and its consumer relevance, to grow awareness market by market and to initiate tactical momentum. So we started at the beginning with the launch of the first Powerhouse in Western Canada!
HONDA POWERHOUSE
Getting traction To raise awareness of the concept and USPs (unique selling proposition) of Powerhouse dealerships throughout western Canada, our initial strategy was to create a commanding four-page glossy broadsheet insert to tell the full story in each Powerhouse market. This insert needed to be large format in order to communicate at least four sets of information: 1) “more Honda under one roof than ever before� 2) exclusive Powerhouse products 3) exclusive Powerhouse services 4) Powerhouse locations by market The insert was reinforced in showrooms with posters that shared a similar design, but which emphasized the unique services and the other advantages to consumers.
HONDA POWERHOUSE
Powerhouse in print Given the high-traffic location and highly
These print ads reinforced and generated
noticeable all new facility and given the
excitement for the “first time in Western
confirmation of the first month’s budget,
Canada” status of the Powerhouse;
Harfield & Associates set out to deliver a
underlined the one-stop-shop nature of
media plan that optimized budget and
the store and then gravitated to the
creative executions that balanced the
introductory offers on motorcycles and
“musts” of all stakeholders. Our media
other “exclusive-to-Powerhouse” products.
attack included radio, outdoor and showroom-based communications in addition to powerful full page print executions that made the Naniamo and the mid-island market take notice. The campaign had frequency and a flow from a pure “opening” to a “now open“ concept ad to a “grand opening sale” which delivered an initial tactical foothold.
Bottom line, the mid-island knew there was a Powerhouse in the market.
HONDA POWERHOUSE
Outdoor geo-targeting: Go big or go home To further stimulate community awareness of the Honda Powerhouse and initiate momentum, strategically located billboards were created using high impact imagery to communicate the name, create excitement and visually set the concept apart from conventional Honda dealerships. The campaigns raised awareness in the immediate vicinity of each Powerhouse, while communicating the uniqueness of the product offerings. A large, powerful statement to establish existence of the new concept in that market. A relevant example of geo targeting!
certifiedusedvehicles
When new car sales slow, a dealer’s inventory of used vehicles can be the difference between black ink and a bleak bottom line. When the task at hand was to build awareness and establish the relevance and value of the Honda Certified Used Vehicle program, Harfield took on the challenge with unique online and print creative that delivered very efficiently!
CERTIFIED USED VEHICLES
Certified peace of mind Research has shown that the greatest
ads that drew attention to the intensive
anxiety about buying a used vehicle is
inspection process and the lengthy
its condition and its ability to perform
warranty that qualified models earn.
cost effectively and well, after purchase. Used vehicles are generally purchased by a more frugal consumer than new. Given this, the fear of a large repair bill is a great concern. The Certified Used Vehicles program addresses this issue through the various inspections and assurances that come with each of
A vehicle purchase can often be a case of heart ruling head. But we helped our clients to see the reverse proposition in a way that made customers feel good about the decision to choose head over heart, and enjoy the peace of mind of owning a solid, warranted pre-owned Honda.
these vehicles. Harfield developed print ads for dealer To emphasize the strict standards that a used Honda must meet in order to qualify as a Honda Certified Used Vehicle, we developed a series of print
pick-up to be used in conjunction with an extensive online program, some of which are depicted on the overleaf.
See the online ad at http://harfield.com/portfolio
CERTIFIED USED VEHICLES
Making a case for the logical choice Having covered the “getting the attention
media drew attention, as did the use of
of the consumer and being relevant
imbedded video.
when the message is delivered� part of the process on the previous page, the media portion was designed to get in front of the shoppers in the last stages of the purchase funnel.
The results of the combination of the buy, the strategy and the creative led to very positive, quantifiable results in every market which could only be interpreted as greater awareness.
The online campaign included display, search and contextual strategies. Although the campaigns ran in five provinces, the buys were all geo-targeted and budgeted to reflect the proportionate investment by market. The use of rich
See the online ads at http://harfield.com/portfolio
motorcycles+atvs
After 18 years of administration, co-op accounting, budgeting, creative, merchandising and championing the Honda new car dealers, Honda Canada turned to Harfield to be their strategic partner in organizing and executing five provincial ad associations for the motorcycle and ATV dealers. The goals were to unify their marketing efforts and market presence, extend the reach of their tactical initiatives, make the messages stand out to the target consumer and merchandise the offers through to the sales floor.
MOTORCYCLES+ATVS
Setting the Association foundation In this, our first campaign, Harfield was
In addition, the combined efforts of the
not required to incorporate a Honda
studio, production managers and media
Canada theme. Instead, the goal was to
departments delivered a unique print
communicate offers on specific models
solution that elevated our glossy inserts
from cruisers to sport bikes to ATVs.
to “impossible to miss” status in the
We created a striking look that delivered the message in a distinct and memorable presentation. Acting with dealer input, this campaign was executed through group print ads in multipoint markets
Auto Trader and similar publications. This innovation was a key element of the future media plans. This creative also was supported by point of sale materials at the dealerships.
and all-market shopping publications.
This first campaign solidified the value of
Due to the collective clout of the
collective clout and tactical consensus,
association media buy, both the reach
and created the foundation for the
and frequency of delivery to the target
Honda Motorcycle & ATV Dealers Ad
prospects was outstanding—far more
Associations across Western Canada.
effective than dealers executing their own co-op ads!
MOTORCYCLES+ATVS
Turning up the heat In one of our next campaigns, Honda
We continually refined our media plan
Canada set the “Red Hot Rides Event�
to reflect the proportionate contribution
title and logo in order to roll out
to the co-op fund of each dealership on
umbrella media support. As a result
a market by market basis.
Harfield was tasked with adding a strong retail presentation that supported specific SKUs and their offers.
Point of sale support and access to print ads for individual dealer use extended the reach of the campaign. As the
The result is strong memorable creative
Association support grew in frequency
that drove home the theme, motivated by
and sophistication, the power and
strong flame graphics and images in the
benefits of forming an ad Association
header and supported by an offer focused
began registering with dealers and
design element with each product.
with the brand.
MOTORCYCLES+ATVS
Time to Ride was a “game changer” In the evolution of any initiative, there
Again a nationally specified campaign
inserts were available to all dealers via
are moments in time that present the
title and logo served as the basis for
the Harfield extranet in order to provide
opportunity for significant decisions..
our regional creative, media strategy
the dealer an easy opportunity to extend
and additional new elements of the
the print frequency and reach.
In the case of the Honda and its motorcycle and atv product in Western
communications mix.
It is this base with elements being added
Using the lessons of previous campaigns,
and changed that increased the Honda’s
Canada, the “Time to Ride A Honda”
the foundation of the “game plan” was
collective clout, and its subsequent
event was a watershed campaign where
to deliver a media plan that reached
relevance to both consumers and dealers.
many elements fell into alignment,
prospective customers where they were
directional decisions were taken and
gathering their information and
horizons broadened.
formulating their “shopping list”.
The following three spreads cover the “Time to Ride” program period which
Thus, print formed the keystone of the media plan with all-market, “trader” publications carrying the bulk of the load.
was definitely a “game changer” for
Strategic production execution of re-
the value and impact of “collective
printed inserts set into the centre fold
clout” in Western Canada.
of these publications assured that the messaging hit the “shopper”. Also, individual ads complimentary to the
Read on…
MOTORCYCLES+ATVS
Establishing a tactical presence on the web The wide number of different motorcycles,
Facing this reality, it was time to cost
The resulting sites were:
scooters and ATVs in the Honda line
effectively go digital to meet and inform
A) featuring all models of motorcycles,
presented a significant communication
customers online. Our first step was to
challenge: delivering the full breadth of
build four dedicated websites
relevant offer information to shoppers.
simultaneously—one for each province in
Without the means to communicate the
Western Canada—including a unique URL
model specifics, it was obvious that the
to allow regional differentiation.
prospective customer could not gather all the information together cohesively to form a final list of options. Also, since a
scooters and ATVs; B) offer-driven by province; C) organic search optimized. These sites linked into the national Honda Canada site for “closest dealer” searches and
Next step: keep the site up to date on
same model year and specifications.
every offer change that might occur on any given model on an ASAP basis.
These sites became a “for all the offers
print or online ad has a limited “canvas”
on all the models in this province visit”
from which to communicate, you can only
destination in all online ads, search
touch on the highlights of the model
strategies and print ads. And thus, for all
group while delivering in-depth detail on
intents and purposes, became the deal
perhaps one or two models.
sites for each province! Next came the plan to deliver relevant traffic to this new deal oasis!
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MOTORCYCLES+ATVS
Driving traffic to the site through media innovation To expand upon the print base and drive
Search was added to increase awareness
With three sets of creative—two motorcycle
to the new offer-driven provincial websites,
via free impressions and, most importantly,
and one ATV—the media plan dictated that
Harfield created a diverse online attack to
to drive relevant prospects to the site. In
Harfield design and program numerous
bring “Time to Ride A Honda” to life and
addition, contextual search was added to
executions with each scheduled for
sustain the program over two months.
enhance relevance based on the Harfield
maximum impact, site by site.
There were three distinct routes to
media department’s key word strategy.
All in all the program broke new ground
awareness and website traffic stimulation:
The Display ad buy strategy called for
extending reach, increasing frequency,
1) roadblock to launch; 2) search; 3) display.
the first use of expandable leaderboards,
delivering strong action performance
Each of these had an executional innovation
allowing us to present 4 times the
while establishing executional
with respect to the Associations.
information of a normal leaderboard as
benchmarks for further campaigns
The “roadblock” was total dominance of the online component of the highest traffic site for motorcycle and ATV buyers. As a result the campaign was well established from Day 1.
it expanded down the screen. This innovation had great results and was a strong compliment to the other display formats in the buy.
Bottom line the strategy reached out… and worked!
financingthedream
Honda Financial Services (HFS) is the vehicle lease and purchase financing arm of Honda Canada. What many prospective customers often fail to realize is that HFS is a key component of the Honda offer strategy to which they may have responded. Harfield’s task was to ramp up awareness of these services and the financing options open to Honda motorcycle, ATV and power equipment buyers.
FINANCING THE DREAM
Making it easier to do the deal In virtually all offers involving subvented
dealerships. The poster campaign was
leases or financing, the source of these
based on the theme: “We make it easier
rates is an arrangement between HFS
to make it yours.” Each poster focused
and Honda. This is true for all Honda
on a specific product in the Honda line-
products: cars, trucks, motorcycles,
up, from motorcycles to snowblowers,
ATVs—even generators and snowblowers.
and invited readers to discover the
As such, HFS plays a critical role in making
benefits of financing through Honda
the deal and delivering the product.
Financial Services.
To remind staff and help prospects
Harfield also created a desktop flip
realize the ease of achieving their dream
chart for use by sales personnel to
purchase, Honda Financial Services
reinforce HFS benefits at the moment
turned to Harfield & Associates to
when the prospective buyer was in
develop a series of thought provoking
“decision mode”.
posters. These were mounted within the showrooms, sales offices and customer lounges of the Honda Powerhouse
This work was used across Canada in French and English.
summation
It takes a lot of skill, passion and determination to not only go beyond what is normally expected of us but also to do it for 23 years while continually embracing the brand and the need for “brand action”. Our ultimate objective is a happy client who knows our relationship moves them forward. This gives us a great degree of satisfaction. To meet that objective, we keep the client’s goals, needs and aspirations in full sight during the entire process.
It sounds simple, but we really do it.
In keeping with our philosophy of being responsibly-minded to all budgets (i.e. clients, as well as our own), this document is printed on demand. This allows us to produce only that which we need and ensures our content is current and up-to-date.
harfield.com