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Transcript

  • 1. Scott Keogh :: Audi of AmericaTHE POWEROF THEINDIVIDUAL
  • 2. Agenda Individualized: Brand Products Experiences Marketing Audi’s 5 Rules of Individualized Marketing Opportunities/Challenges
  • 3. Power of Individuals
  • 4. August Horch
  • 5. Auto Union
  • 6. quattro®
  • 7. Motor sports : Le Mans
  • 8. Individual Thinking is Audi
  • 9. Individualized Products
  • 10. Audi Exclusive
  • 11. Custom Order
  • 12. IndividualizedExperiences
  • 13. Audi Dealerships : Hangar Concept
  • 14. Audi Dealerships : Terminal Concept
  • 15. Audi Design Languageis a Gateway
  • 16. AUDI’S5 RULES OFINDIVIDUALIZEDMARKETING
  • 17. I.Tone and Manner
  • 18. No repetition
  • 19. Not obvious
  • 20. Smart Audi Luxury Microsite
  • 21. Not talking dumb or downbut intelligently Audi Technology Microsite
  • 22. II. Experiences Count Audi Driving Experience
  • 23. On a real track
  • 24. With real cars
  • 25. Completely transparentproduct experience
  • 26. III. No False Promises
  • 27. Audi is a “do” brand
  • 28. Our racing leads to realconsumer innovation
  • 29. Our design is rooted in function
  • 30. IV. Audi empowers the ownership experience
  • 31. We are not afraid to let peopleinto the details of the brandand product
  • 32. Audi VodcastsTells the entire brand story120 units 1.2 million downloads
  • 33. Education Vodcasts enable usage17 vodcasts 3,000,000 downloads
  • 34. V. Validation
  • 35. 3rd party editorial
  • 36. JD Power IQS ranking
  • 37. R8 Car of the Year
  • 38. Owner Validation: Online/CRM
  • 39. OPPORTUNITIESANDCHALLENGES
  • 40. Opportunities
  • 41. The Audi customeris an individual Intelligent : Make smart, informed choices Independent : Listen to others, trust own judgment Innovative : Progressive, like fresh thinking Impassioned : Love to drive
  • 42. Old Luxury New Luxury
  • 43. Individualization
  • 44. Individualization benefits
  • 45. Individualization benefits Margin gain
  • 46. Opportunity for a newluxury leader
  • 47. Challenges
  • 48. Managing Complexity
  • 49. Managing Complexity Communications Products Operations
  • 50. Commercial Discipline