SEVEN Marketing Strategy

Executive Summary with Brand Funnel Integration

Objective: To enhance the brand presence of Seven Car Lounge by integrating its three key product lines—Seven Car Lounge, Seven Experiences, and Seven Spa—into a focused marketing strategy leveraging Instagram, Snapchat, and the Seven Blog. The strategy targets the Saudi market first, with a subsequent expansion to the international market, utilizing the current team's expertise in photography, videography, and graphic design. The strategy is structured around the key stages of the brand funnel: awareness, consideration, conversion, and loyalty.

1. Instagram Strategy

• Focus: Showcase the exotic car inventory, experiences, and spa services through high-quality images and engaging reels.
• Team Utilization:
  • Photographer: Captures detailed images of exotic cars at Seven Car Lounge, dynamic shots from road trips, and professional visuals of the spa services.
  • Videographer: Produces engaging reels that highlight the luxury and exclusivity of Seven’s offerings, including cinematic showcases of cars, clips from road trips, and behind-the-scenes content from the Riyadh Car Show and spa.
  • Graphic Designer: Ensures a cohesive visual identity by creating visually engaging story templates and interactive elements, such as quizzes or polls, to enhance user engagement across all product lines.
• Integration of Product Lines:
  • Seven Car Lounge: Feature weekly posts of new arrivals, customer testimonials, and close-up shots of the cars' unique features.
  • Seven Experiences: Highlight road trips, exclusive events like the Riyadh Car Show, and customer experiences through reels and stories.
  • Seven Spa: Showcase before-and-after shots of car restorations, highlights of the maintenance process, and the high-security storage facilities.
• Brand Funnel:
  • Awareness: Build awareness through visually captivating Reels on Instagram that highlight Seven’s offerings and ads on Google Search to drive traffic to the website and blog.
  • Consideration: Provide detailed content about car features, customer experiences, and the benefits of spa services to move potential customers down the funnel.
  • Conversion: Utilize calls-to-action (CTAs) in posts, such as booking a test drive or inquiring about spa services, to drive conversions.
  • Loyalty: Engage existing customers by featuring their testimonials and encouraging user-generated content, building a community around the brand.

2. Blog Strategy

• Focus: Position Seven Car Lounge as a thought leader, offering valuable content related to exotic cars, luxury experiences, and premium car care.
• Team Utilization:
  • Photographer & Videographer: Provide visuals that complement blog articles, with content tailored to each product line.
  • Graphic Designer: Create infographics, comparison charts, and visual elements to support in-depth articles.
• Integration of Product Lines:
  • Seven Car Lounge: Write detailed features on the exotic cars available, focusing on their history, performance, and luxury status.
  • Seven Experiences: Share stories from the road trips, reviews of the Riyadh Car Show, and insider tips on planning luxury automotive experiences.
  • Seven Spa: Offer insights into car maintenance, restoration techniques, and the benefits of professional car storage.
• Chatbot Integration: The Seven Chatbot will be equipped to assist visitors with inquiries related to all three product lines, offering a seamless user experience on the blog.
• Brand Funnel:
  • Awareness: Increase visibility through SEO-optimized blog content that attracts organic traffic.
  • Consideration: Provide in-depth, informative articles that answer potential customers' questions, moving them towards a decision.
  • Conversion: Include clear CTAs within the blog content to encourage inquiries, bookings, or subscriptions to the newsletter.
  • Loyalty: Offer exclusive content or early access to events for blog subscribers, fostering a sense of community and repeat engagement.

3. Snapchat Strategy

• Focus: Increase brand presence among younger, affluent audiences in Saudi Arabia through engaging, daily content that highlights all three product lines.
• Team Utilization:
  • Videographer: Create daily snaps showcasing new arrivals at Seven Car Lounge, highlights from road trips and events, and insights into the spa services.
  • Photographer: Capture visually appealing content for stories and AR filters that reflect the brand's luxury status across all product lines.
  • Graphic Designer: Create visually engaging story templates and interactive elements, such as quizzes or polls, to enhance user engagement while maintaining a consistent visual identity across all product lines.
• Integration of Product Lines:
  • Seven Car Lounge: Daily snaps of the car inventory, including new arrivals and special features.
  • Seven Experiences: Capture live moments from road trips, sneak peeks of the Riyadh Car Show, and exclusive experiences.
  • Seven Spa: Highlight the spa services, including car restoration, maintenance processes, and customer testimonials.
• Brand Funnel:
  • Awareness: Utilize engaging and interactive content like AR filters to capture attention and increase brand visibility.
  • Consideration: Offer behind-the-scenes content and exclusive looks into the experiences and services, helping potential customers consider Seven Car Lounge.
  • Conversion: Use Snap Map to promote special events or limited-time offers, encouraging immediate action.
  • Loyalty: Engage followers with exclusive content and early access to events, driving repeat interactions and fostering loyalty.

4. International Market Strategy

• Focus: Expand the marketing strategy to target international luxury car markets, adapting the content to showcase Seven's global appeal.
• Team Utilization: The team will adapt their content creation to cater to international tastes, with a focus on showcasing the global relevance of Seven’s product lines.
• Integration of Product Lines:
  • Seven Car Lounge: Highlight globally sought-after exotic cars, emphasizing their rarity and exclusivity.
  • Seven Experiences: Promote international road trip opportunities and partnerships for global car shows.
  • Seven Spa: Showcase the spa's premium services as a model for car care excellence worldwide.
• Brand Funnel:
  • Awareness: Leverage partnerships with international influencers and global car shows to increase brand visibility.
  • Consideration: Provide content that speaks to international luxury standards and comparisons to global competitors.
  • Conversion: Utilize targeted ads and region-specific offers to convert international leads.
  • Loyalty: Establish a loyalty program for international clients, offering perks like exclusive access to events or personalized services.

Implementation Timeline

1. Month 1: Launch Instagram and blog strategies, incorporating content from all three product lines and integrating the chatbot. Begin running Google Search ads to increase awareness.
2. Month 2: Roll out Snapchat strategy, highlighting daily content across Seven Car Lounge, Seven Experiences, and Seven Spa.
3. Month 3: Adapt content for international markets, focusing on showcasing Seven's product lines' global appeal.

This integrated strategy ensures that all aspects of Seven Car Lounge's offerings are highlighted, creating a cohesive and compelling brand narrative that resonates with both local and international audiences. Each stage of the brand funnel—awareness, consideration, conversion, and loyalty—is addressed, ensuring a comprehensive approach to driving brand growth and customer retention. The focus on Instagram Reels and Google Search ads will build strong brand awareness, particularly in the Saudi market.