Marketing communication: principles and practice

Internet
An Internet microsite was established
where the car could be viewed. The use of
a microsite ahead of launch gave visitors a
sense that this was a special preview of the
Yaris
A final launch mailing was sent to all respondees from these two streams to drop on the
launch date of 8 April 1999 and was designed to create a link with the above-the-line launch
campaign. This provided the final pieces of information to the prospects and generated
showroom activity for each dealership.
Following this mailing, respondees from the pre-launch communications who had indicated a
particular replacement date were sent Yaris information packs ahead of that date

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Phase One: First Three Weeks – Introduce the Yaris
The initial launch phase for the Yaris mainly used the traditional media of TV and press in a
large-scale launch to build familiarity with the new Yaris name, establish its segment
credentials and raise awareness of the new Toyota small car
Phase Two: The Next Five Weeks – Nurture the relationship
After the initial-awareness phase, the task was to build the involvement of the target
audience with Toyota and the Yaris by further establishing the character of the car and
providing more in-depth communication
Phase Three: The Next Six Months – Develop consideration
Six months is the average time it takes for a new car to establish its position in the market.
After the large-scale activity at launch, the Yaris was kept front of mind during this vital
period with a continuous presence in high-profile, high-quality media. Specific TV
programmes and specific press titles were chosen to reach the two target audiences. This
activity was supplemented with cinema advertising and promotions to create a varied and
integrated campaign