powerpoint-präsentation - automotive news authentically growing an iconic, experiential brand in a...
TRANSCRIPT
38261
Porsche: Authentically Growing An Iconic, Experiential
Brand In A Fragmented World
Andre Oosthuizen – Vice President Marketing
Porsche Cars North America, Inc.
Automotive News Marketing Seminar
September 22, 2015
New York City
September 2015
Slide 3
Andre Oosthuizen
Porsche Cars North America, Inc.
Porsche Started With A Dream
“In the beginning I looked around and could not find quite the car I dreamed
of: a small lightweight sports car which used power efficiently. So I decided
to build it myself”
Prof. Dr. Ing. h.c. Ferry Porsche
September 2015
Slide 4
Andre Oosthuizen
Porsche Cars North America, Inc.
The Dream Has Always Been Fueled By Experiences
September 2015
Slide 5
Andre Oosthuizen
Porsche Cars North America, Inc.
Our Priority: Creating Powerful Experiential Connections
Porsche Experience Center
Atlanta
Porsche Experience Center Los Angeles
Porsche Museum Stuttgart
Porsche World Road Show Auto Shows Porsche Motorsport Enthusiast Communities
One Porsche Drive
September 2015
Slide 6
Andre Oosthuizen
Porsche Cars North America, Inc.
The Role Of Marketing: Amplify Our Efforts By Creating
Inspiring Stories & ExperiencesWhat Do We Want To Be?
What Is Our Role In Getting There?
How Will We Succeed?
The most aspirational brand in the US
Create inspiring stories and experiences that
motivate customers and prospects to engage in
a deeper and lasting relationship with the brand
• The Porsche brand is at the core of everything we
do
• We develop pathways to deeper content
• We are always authentic
• We utilize enthusiasts/VIPs to amplify messaging
• We grow diversity of owners and prospects
• We prioritize quality vs. quantity
• Ensure our approach is fully implemented through
all channels
September 2015
Slide 7
Andre Oosthuizen
Porsche Cars North America, Inc.
We Leverage Technology & Content To Navigate The New,
Dynamic Marketing Landscape
September 2015
Slide 8
Andre Oosthuizen
Porsche Cars North America, Inc.
And We Create…
September 2015
Slide 9
Andre Oosthuizen
Porsche Cars North America, Inc.
• Evolution not Revolution
• Form follows function
• Concept Harmony
• Track proven engineering
• Product-first, engineering company
Porsche Is A Lighthouse Brand: Our Aspirational, “Fueled By A
Dream” Principles Do Not Change
September 2015
Slide 10
Andre Oosthuizen
Porsche Cars North America, Inc.
We Have Seen Dramatic Growth In Our Enthusiast Following:
Sales +239% From 2009 - 2014
Annual Porsche Sales (United States)
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
201420132012201120102009
+29%
+15%
+21%
+21%
+11%
September 2015
Slide 11
Andre Oosthuizen
Porsche Cars North America, Inc.
As Our Brand Is Accessible To More Diverse Audiences, Innovative &
Brand Defining Products Become More Important
September 2015
Slide 12
Andre Oosthuizen
Porsche Cars North America, Inc.
The Explosion Of Media Channels & Technologies Allow Us To Tell Our Story In More Compelling, Relevant Ways
Social
Programmatic
Virtual Reality Digital Video
CinemaContent/Event
Partnerships
September 2015
Slide 13
Andre Oosthuizen
Porsche Cars North America, Inc.
Reaching Consumers On Their Screen And Platform Of Choice
With an increase in
searches occurring on
mobile devices year
over year, we have
engaged hand raisers
with high impact units
such as the Google
mSERP alpha product.
As many platforms like
Facebook and Twitter
have higher rates of
mobile usage than via
desktop devices, we
focus investment in
mobile to drive
engagement with our
content.
Search Social Mobile
The mobile device has
rapidly become the most
personal and most frequently
accessed digital tool.
Porsche has capitalized in
mobile environments like
weather and sports where
our content can rouse
routines.
Programmatic/
Hyper Local Targeting
Enhanced audience
targeting via programmatic
matched with precise
geo-targeting allows
Porsche to address the
right message to the right
consumer in the right
physical and contextual
place.
September 2015
Slide 14
Andre Oosthuizen
Porsche Cars North America, Inc.
Delivering Experiential, Sports Car FascinationCinema
Local Events Experiential
OOH
September 2015
Slide 15
Andre Oosthuizen
Porsche Cars North America, Inc.
Magic Mirror Video
September 2015
Slide 16
Andre Oosthuizen
Porsche Cars North America, Inc.
Emotional
Rational
We Have Increased The Universal Emotionality Of Our Brand
While Growing Rational Drivers