Marketing People: Louise Murphy
With new car sales down 10.4pc in 2017, this year will be another challenging year for the automotive industry as Louise Murphy, marketing director of Citroen & DS Ireland explains to John McGee.
What does your role entail?
My primary responsibility is taking the brand guidelines, identity and values from the global team and applying them throughout our marketing communications in Ireland. This crosses digital, CRM, advertising, public relations, events and lead management. Adapting these to the local market requirements involves applying our localised product strategy, sales strategy, being mindful of the current challenges and the realities of our market.
What specific challenges do you face and how do you overcome them?
The Citroen brand, at a global level, has a very clear identity that is based on the two pillars of comfort and design which are both synonymous with the brand for decades. The heritage of the Citroen brand is rich with a history of iconic models from our past such as the 2CV, the Traction Avant and of course the DS. There is a strong emotional connection with these heritage vehicles. The challenge is to bring this to life for the current range.
In 2019 at Citroen we will celebrate our centenary year since André Citroen established this brand. The key challenge is with a relatively small marketing budget to tell people the story behind this brand and to celebrate what these cars deliver in terms of innovative and sometimes audacious design, with the technical expertise in delivering the most comfortable cars on the road.
The key for us is to be brave in our decisions and to be comfortable trying new things that are not in line with the typical activities in the market. If we operate in the same manner as the larger brands with larger budgets we will not be noticed. We need to consider our marketing choices wisely. Citroen’s brand values are ‘feel good, be different’, so we always look at how our communications can brighten people’s day and how we can step away from the typical modus operandi so that we are recognised as being an alternative choice.
How has sterling’s decline and the subsequent flood of imports from the UK impacted the market?
This is a very significant challenge right now. However, it is likely to be a short-term challenge. The way we see it, every additional Citroen car that is on Irish roads is an extra car for us to welcome into our network. Our trained technicians are the best people to look after your Citroen whether you purchased it new, used or imported it.
What media channels work best for Citroen?
This is a difficult question to answer as it depends on the objective of the campaign and the budgets available. For the challenge of building the brand and telling the story of the brand the key medium remains TV, and supporting this with VOD and social media activation. Outdoor is key for new product launches, as on-road visibility is very important.
Campaign of the week: Londis plays the local card in new campaign
Londis is kicking off a new multi-platform advertising campaign next week which will run across TV as well as digital and social-media channels.
The retailer, which is owned by BWG Foods and has 136 stores, is investing around €600,000 in the new advertising campaign which was created by In the Company of Huskies.
As all the retailers' stores are owned and managed by locals, the campaign leads with the tagline "We know what locals want because we're local like you". It represents a more contemporary take on previous campaigns which used the tagline "Local like you".
The campaign goes live on Wednesday.
Sunday Indo Business