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North American International Auto Show

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  • 1. MKT 7430 North American International Auto Show Presentation By : Mr. Mark Fairless Ms. Shalonda Fowler Ms. Erika Lee Ms. Sarika Milhoutra Mr. Joseph C. Marion
  • 2. Introduction
    • 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
  • 3. 2002 NAIAS
    • The official ribbon cutting ceremony took place on the 11 th 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
  • 4. Security 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
  • 5. Interesting 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
  • 6. Interesting Facts (contd.)
    • The Detroit show is in its 86 th 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 9 th and 10 th , 2002, resulted in a 25% increase in ticket sales over last year, selling 23,000 tickets (compared with 17,170 sold in 2001)
  • 7. 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%
  • 8. 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
  • 9. Auto 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
  • 10. Emotional Appeal Festival-Like Atmosphere
  • 11. Integrated 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
  • 12. Freedom and Independence
  • 13. “ SO GOOD YOU MAY NOT WANT TO LEAVE YOUR VEHICLE”
  • 14. BMW: Fast and Cool
  • 15. Electronic Media: Radio
    • Achieve advertising objectives
    • “ WOW” ads
    • Advertise in multiple states
    • Target audience
    • Advertising message
  • 16. Elements 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
  • 17. Internet 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
  • 18. Internet and the Auto Show
    • http://www.vw.com/autoshow/index.htm
    • http://www.ford.com/en/ourVehicles/autoShows/default.htm
    • http://www.nissandriven.com/
  • 19. Market 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
  • 20. The Concept Cars
    • Long-term Vision of the Company
    • Lure the Crowd With the Future Car
    • Show Them the Current Seasons’
    • Ford GT40
  • 21. Introduction
    • 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)
  • 22. Northwest 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
  • 23. Carlson 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
  • 24. United 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
  • 25. Local 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
  • 26. General 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
  • 27. Ford 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
  • 28. Casinos
    • 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
  • 29. BIG THREE AUTOMAKERS FORD GM CHRYSLER
  • 30. Ford’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
  • 31. General 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
  • 32. Daimler Chrysler’s Strategies
    • Daimler Chrysler automotive strategy is diversity
    • Performance vehicle operations
    • North American international auto show on line
  • 33. Domestic Advertising For Automakers
    • Brand bags sent to targeted consumers with new car information
    • Valassis works with the nations top advertisers
    • Types of advertising
  • 34. Foreign Auto Advertising And The 2002 NAIAS
    • Large presence of foreign automakers at the Auto Show
    • 29 of the 52 exhibitors were foreign
    • Attributed to increasing popularity of imports
  • 35. Types Of Media Used For Advertising 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
  • 36. Auto 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”
  • 37.  
  • 38.  
  • 39. Auto Show Awards And Recognition (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
  • 40. Auto Show Awards And Recognition (Contd.)
    • Nissan was quick to put the accolade to work in advertisements for the Altima
    • Nothing spurs consumer interest like a prestigious industry award
  • 41. Questions?