north american international auto show
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MKT 7430MKT 7430North American International Auto ShowNorth American International Auto Show
Presentation By:
Mr. Mark Fairless
Ms. Shalonda Fowler
Ms. Erika Lee
Ms. Sarika Milhoutra
Mr. Joseph C. Marion
IntroductionIntroduction
The Detroit show is one of the longest running shows, running every year since 1907
The NAIAS has ushered in the debut of almost 700 new concept and production vehicles since the show became International in 1989
It is the only auto show in the U.S. to earn the distinguished sanction of the Organization Internationale des Constructeurs d’autmobiles (OICA), a Paris based alliance of automotive trade associations and manufacturers from around the world
2002 NAIAS2002 NAIAS
The official ribbon cutting ceremony took place on the 11th of January and marked the opening of the 2002 NAIAS
The auto show had a “Sept 10” look and feel as most of the extravagant displays were ordered before the terrorist attacks of September 11, 2001
The auto show exhibits, theatrical lighting and sound equipment used enough electricity to power a 360-home subdivision for six months
The GM display used more electricity each day than the city of Pontiac
Security at the ShowSecurity at the Show
The events of September 11, 2001 made it essential to beef up the auto show’s security
Consumers experienced the tightest security in history..backpacks, camera bags and other large parcels were subject to random searches
Security guards were at every entrance checking items with electronic metal detectors
Dogs trained to sniff out explosives, patrolled the display hallways
Interesting FactsInteresting Facts
The Detroit show is one of the longest running auto shows in the country
In 1965, the Detroit Auto Show moved to its present location at Cobo Conference/Exhibition Center, which offers one of the largest single-floor showrooms in the world
It became increasingly popular as the demand and interest for automobiles grew
It is the only auto show in the United States to earn the distinguished sanction of the Organization Internationale des Constructeurs d’automobiles (OICA), a Paris-based alliance of automotive trade associations and manufacturers from around the world
Interesting Facts (contd.)Interesting Facts (contd.)
The Detroit show is in its 86th year
More than 210,000 people attended the 2002 show’s opening weekend
The total attendance during public days reached 759,907
This year’s Industry Preview days, held on Jan 9th and 10th, 2002, resulted in a 25% increase in ticket sales over last year, selling 23,000 tickets (compared with 17,170 sold in 2001)
Interesting Facts (contd..) Interesting Facts (contd..)
The show has been running every year since 1907 (with the exception of four war years)
Fourteen years ago, the Detroit Auto Show officially became the NAIAS
Auto show (2002) exhibits, theatrical lighting and sound equipment used enough electricity to power a 360-home subdivision for six months
The events of September 11, 2001 made it essential to beef up the auto show’s annual security force by 30%
Interesting Facts (contd…)Interesting Facts (contd…)
A total of 2800 companies were represented this year (a 150% increase over the 1100 companies represented in 2001)
The show 2002 featured more than 700 vehicles, including 48 new vehicles and 27 concept cars and trucks, worth more than $200m
The event raised an additional $6.125m, bringing the event’s total contributors to local charities to more than $38m since 1976, more than $20m has been raised in the past four years alone
Auto Show and IMCAuto Show and IMC
Car manufacturers are utilizing the cutting edge in marketing technology - integrated marketing communications (IMC)
Strategic communications programs, with radio, TV, the Internet, as well as booths and exhibits
Strategy is a type of marketing that is directed at the consumer’s psychological, social, or symbolic needs
The Auto Dealers combine their effort to draw people using
Exhibitive media
Emotional AppealEmotional Appeal Festival-Like Atmosphere Festival-Like Atmosphere
Integrated AdvertisingIntegrated Advertising
The use of a variety of media with a single message
A campaign with continuity to reduce a key theme to a brief idea
Packaging related items, by different manufacturers, to capitalize upon target market
The partnership involves an idea of freedom and independence
Freedom and IndependenceFreedom and Independence
““SO GOOD YOU MAY NOT WANT SO GOOD YOU MAY NOT WANT
TO LEAVE YOUR VEHICLE”TO LEAVE YOUR VEHICLE”
BMW: Fast and CoolBMW: Fast and Cool
Electronic Media: RadioElectronic Media: Radio
Achieve advertising objectives
“WOW” ads
Advertise in multiple states
Target audience
Advertising message
Elements of Message StrategyElements of Message Strategy
Verbal and Nonverbal
Segments the Crowd
Message and Theme
Power, Futuristic Styling, and High Gas Mileage Are the Underlying Message
Adults With Kids vs. Young and Single
Internet Advertising StrategyInternet Advertising Strategy
Fast and Effective Way to Create an Interactive Medium
Direct Links to Auto Show From Home Pages with live web cams
Microsoft Network Portal (Msn.Com)
Great Site for the Auto Show Is NAIAS.Com
Internet and the Auto ShowInternet and the Auto Show
http://www.vw.com/autoshow/index.htm
http://www.ford.com/en/ourVehicles/autoShows/default.htm
http://www.nissandriven.com/
Market SegmentationMarket Segmentation
Dealers segmented the displays
Kia company had one of the low cost models
Rolls Royce Park Ward was one of the costliest $262,000.00
Mercedes 600: 128k
The Concept CarsThe Concept Cars
Long-term Vision of the Company
Lure the Crowd With the Future Car
Show Them the Current Seasons’
Ford GT40
IntroductionIntroduction
Northwest Airlines and Carlson Marketing Group
United States Army Tank-Automotive and Armaments Command (TACOM)
Local Car Dealers (General Motors, Daimler-Chrysler & Ford)
Casinos (Greektown, MGM Grand & MotorCity)
Northwest AirlinesNorthwest Airlines
Northwest Airlines was marked as this year’s official airline for NAIAS
Established an on-site World Club at Cobo Hall for corporate executives and journalists
World Club was an office center that provided executives and journalists with Internet, fax & copying services
World Club allowed NW to promote the Grand Opening of the Edward McNamara Terminal
Carlson Marketing GroupCarlson Marketing Group
CMG was designated by the NAIAS Committee to provide airline, travel and ground accommodations for NAIAS participants
Communicated with its audience via mailings and the Internet
Posted employees at Cobo Hall and the surrounding hotels
Both Northwest &CMG should follow up with customers using either surveys or questionnaires
United States ArmyUnited States Army United States Army Tank-Automotive & Armaments
Command (TACOM)
First debut at the Auto Show
National Automotive Center displayed the SmarTruck
SmarTruck is heavy duty Ford-350 that was designed to integrate , test & showcase technologies that will make it more versatile, agile & deployable during war
“Infantry Band” was also present at the Auto Show. They have the responsibility of creating patriotic spirit within the civilian community
U.S. Army also set up a rock climbing wall in the food court for patrons
Local Car DealersLocal Car Dealers Daimler-Chrysler
“Auto Show Afterglow”
Local DC car dealerships used Internet, radio, TV, & print mediums to promote its special offers
Incentives included 0% financing,matching down payments of up to $1000
During the Auto Show printed promotions in color in newspapers using full page ads
After the Auto Show switched to black & white ads that emphasized the facts
Supporting information and examples
How it relates to your audience
General MotorsGeneral Motors
Popular themes were “Keep America Rolling”, “GM Overdrive”
Used the 0% APR & $2002 cash back to lure customers into local area car dealer showrooms
TV, Internet, radio & print to advertise during pre & post Auto Show
Consistently promoted the top seller vehicles Corvette and Escalade as being #1 in car and truck sales
Promoted the 0% APR longer than the other automotive companies
Ford Motor CompanyFord Motor Company
Utilized the Auto Show as a mechanism to revamp its image
Ford dealers promoted the 0% APR and an additional $1000 down for trade in vehicles if Auto Show patrons brought tickets stubs into dealerships
Chairman William Clay Ford Jr. gives personal testimonies of quality provided in Ford products
Ford has received positive feedback since William Clay Ford began making appearances in advertisements
CasinosCasinos Greektown Casino was the exclusive sponsor of the food
court Provided entertainment & expanded the food court to
accommodate 800 patrons Provided live entertainment for patrons of all ages. Hung posters and banners of Greektown Casino around the
food court Dispensed window scrapers, trinkets and brochures
advertising The Alley Grille & highlights of the casino. Shuttle service to and from Cobo Hall Utilized the Internet, radio and one-on-one advertisements
to reach target audience MGM MotorCity Casino Summarize any follow up action items required of you
BIG THREEBIG THREE
AUTOMAKERSAUTOMAKERS
FORD
GM
CHRYSLER
Ford’s StrategiesFord’s Strategies
Ford’s automotive strategy is to maintain leadership in pick-up truck sales
Mighty F-350 Tonka Truck
Climate Control Seat (CCS)
Rewriting rules for SUVs
Turnaround plan
General Motors’ StrategiesGeneral Motors’ Strategies
General Motors’ (GM) automotive strategies attempt to demonstrate the automakers ability in producing “must have” products
Production vehicles
Integrated navigation radio
Back to the basics approach
Keep America rolling
DaimlerDaimler
Chrysler’s StrategiesChrysler’s Strategies
Daimler Chrysler automotive strategy is diversity
Performance vehicle operations
North American international auto show on line
Domestic Advertising For Domestic Advertising For AutomakersAutomakers
Brand bags sent to targeted consumers with new car information
Valassis works with the nations top advertisers
Types of advertising
Foreign Auto Advertising And The Foreign Auto Advertising And The 2002 NAIAS2002 NAIAS
Large presence of foreign automakers at the Auto Show
29 of the 52 exhibitors were foreign
Attributed to increasing popularity of imports
Types Of Media Used For Types Of Media Used For Advertising At The ShowAdvertising At The Show
Slick handouts and brochures containing direct response mailers
– Small and compact in size for visitor convenience
– Promote environmental awareness by using less paper
Interactive Media
– CD-ROMs
Auto Show Awards And RecognitionAuto Show Awards And Recognition
Newspaper association of America (NAA) presents DANDY Awards
Each year recognizes creative newspaper advertising work for the automotive industry
Best ad campaign by a new car manufacturer – Infinity Division of Nissan winner for “The New Q Campaign”
Auto Show Awards And Recognition Auto Show Awards And Recognition (Contd.)(Contd.)
North American Car of the Year
Given to vehicle receiving most votes from a group of 50 top automotive journalists from the U.S. And Canada
Vehicles are judged based upon innovation, design, styling, handling, driver satisfaction, and value
2002 Nissan Altima wins at this years show
Auto Show Awards And Recognition Auto Show Awards And Recognition (Contd.)(Contd.)
Nissan was quick to put the accolade to work in advertisements for the Altima
Nothing spurs consumer interest like a prestigious industry
award
Questions?Questions?
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