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North American International Auto Show

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North American International Auto Show

  1. 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. 2. Introduction <ul><li>The Detroit show is one of the longest running shows, running every year since 1907 </li></ul><ul><li>The NAIAS has ushered in the debut of almost 700 new concept and production vehicles since the show became International in 1989 </li></ul><ul><li>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 </li></ul>
  3. 3. 2002 NAIAS <ul><li>The official ribbon cutting ceremony took place on the 11 th of January and marked the opening of the 2002 NAIAS </li></ul><ul><li>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 </li></ul><ul><li>The auto show exhibits, theatrical lighting and sound equipment used enough electricity to power a 360-home subdivision for six months </li></ul><ul><li>The GM display used more electricity each day than the city of Pontiac </li></ul>
  4. 4. Security at the Show <ul><li>The events of September 11, 2001 made it essential to beef up the auto show’s security </li></ul><ul><li>Consumers experienced the tightest security in history..backpacks, camera bags and other large parcels were subject to random searches </li></ul><ul><li>Security guards were at every entrance checking items with electronic metal detectors </li></ul><ul><li>Dogs trained to sniff out explosives, patrolled the display hallways </li></ul>
  5. 5. Interesting Facts <ul><li>The Detroit show is one of the longest running auto shows in the country </li></ul><ul><li>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 </li></ul><ul><li>It became increasingly popular as the demand and interest for automobiles grew </li></ul><ul><li>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 </li></ul>
  6. 6. Interesting Facts (contd.) <ul><li>The Detroit show is in its 86 th year </li></ul><ul><li>More than 210,000 people attended the 2002 show’s opening weekend </li></ul><ul><li>The total attendance during public days reached 759,907 </li></ul><ul><li>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) </li></ul>
  7. 7. Interesting Facts (contd..) <ul><li>The show has been running every year since 1907 (with the exception of four war years) </li></ul><ul><li>Fourteen years ago, the Detroit Auto Show officially became the NAIAS </li></ul><ul><li>Auto show (2002) exhibits, theatrical lighting and sound equipment used enough electricity to power a 360-home subdivision for six months </li></ul><ul><li>The events of September 11, 2001 made it essential to beef up the auto show’s annual security force by 30% </li></ul>
  8. 8. Interesting Facts (contd…) <ul><li>A total of 2800 companies were represented this year (a 150% increase over the 1100 companies represented in 2001) </li></ul><ul><li>The show 2002 featured more than 700 vehicles, including 48 new vehicles and 27 concept cars and trucks, worth more than $200m </li></ul><ul><li>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 </li></ul>
  9. 9. Auto Show and IMC <ul><li>Car manufacturers are utilizing the cutting edge in marketing technology - integrated marketing communications (IMC) </li></ul><ul><li>Strategic communications programs, with radio, TV, the Internet, as well as booths and exhibits </li></ul><ul><li>Strategy is a type of marketing that is directed at the consumer’s psychological, social, or symbolic needs </li></ul><ul><li>The Auto Dealers combine their effort to draw people using Exhibitive media </li></ul>
  10. 10. Emotional Appeal Festival-Like Atmosphere
  11. 11. Integrated Advertising <ul><li>The use of a variety of media with a single message </li></ul><ul><li>A campaign with continuity to reduce a key theme to a brief idea </li></ul><ul><li>Packaging related items, by different manufacturers, to capitalize upon target market </li></ul><ul><li>The partnership involves an idea of freedom and independence </li></ul>
  12. 12. Freedom and Independence
  13. 13. “ SO GOOD YOU MAY NOT WANT TO LEAVE YOUR VEHICLE”
  14. 14. BMW: Fast and Cool
  15. 15. Electronic Media: Radio <ul><li>Achieve advertising objectives </li></ul><ul><li>“ WOW” ads </li></ul><ul><li>Advertise in multiple states </li></ul><ul><li>Target audience </li></ul><ul><li>Advertising message </li></ul>
  16. 16. Elements of Message Strategy <ul><li>Verbal and Nonverbal </li></ul><ul><li>Segments the Crowd </li></ul><ul><li>Message and Theme </li></ul><ul><li>Power, Futuristic Styling, and High Gas Mileage Are the Underlying Message </li></ul><ul><li>Adults With Kids vs. Young and Single </li></ul>
  17. 17. Internet Advertising Strategy <ul><li>Fast and Effective Way to Create an Interactive Medium </li></ul><ul><li>Direct Links to Auto Show From Home Pages with live web cams </li></ul><ul><li>Microsoft Network Portal (Msn.Com) </li></ul><ul><li>Great Site for the Auto Show Is NAIAS.Com </li></ul>
  18. 18. Internet and the Auto Show <ul><li>http://www.vw.com/autoshow/index.htm </li></ul><ul><li>http://www.ford.com/en/ourVehicles/autoShows/default.htm </li></ul><ul><li>http://www.nissandriven.com/ </li></ul>
  19. 19. Market Segmentation <ul><li>Dealers segmented the displays </li></ul><ul><li>Kia company had one of the low cost models </li></ul><ul><li>Rolls Royce Park Ward was one of the costliest $262,000.00 </li></ul><ul><li>Mercedes 600: 128k </li></ul>
  20. 20. The Concept Cars <ul><li>Long-term Vision of the Company </li></ul><ul><li>Lure the Crowd With the Future Car </li></ul><ul><li>Show Them the Current Seasons’ </li></ul><ul><li>Ford GT40 </li></ul>
  21. 21. Introduction <ul><li>Northwest Airlines and Carlson Marketing Group </li></ul><ul><li>United States Army Tank-Automotive and Armaments Command (TACOM) </li></ul><ul><li>Local Car Dealers (General Motors, Daimler-Chrysler & Ford) </li></ul><ul><li>Casinos (Greektown, MGM Grand & MotorCity) </li></ul>
  22. 22. Northwest Airlines <ul><li>Northwest Airlines was marked as this year’s official airline for NAIAS </li></ul><ul><li>Established an on-site World Club at Cobo Hall for corporate executives and journalists </li></ul><ul><li>World Club was an office center that provided executives and journalists with Internet, fax & copying services </li></ul><ul><li>World Club allowed NW to promote the Grand Opening of the Edward McNamara Terminal </li></ul>
  23. 23. Carlson Marketing Group <ul><li>CMG was designated by the NAIAS Committee to provide airline, travel and ground accommodations for NAIAS participants </li></ul><ul><li>Communicated with its audience via mailings and the Internet </li></ul><ul><li>Posted employees at Cobo Hall and the surrounding hotels </li></ul><ul><li>Both Northwest &CMG should follow up with customers using either surveys or questionnaires </li></ul>
  24. 24. United States Army <ul><li>United States Army Tank-Automotive & Armaments Command (TACOM) </li></ul><ul><li>First debut at the Auto Show </li></ul><ul><li>National Automotive Center displayed the SmarTruck </li></ul><ul><li>SmarTruck is heavy duty Ford-350 that was designed to integrate , test & showcase technologies that will make it more versatile, agile & deployable during war </li></ul><ul><li>“ Infantry Band” was also present at the Auto Show. They have the responsibility of creating patriotic spirit within the civilian community </li></ul><ul><li>U.S. Army also set up a rock climbing wall in the food court for patrons </li></ul>
  25. 25. Local Car Dealers <ul><li>Daimler-Chrysler </li></ul><ul><li>“ Auto Show Afterglow” </li></ul><ul><li>Local DC car dealerships used Internet, radio, TV, & print mediums to promote its special offers </li></ul><ul><li>Incentives included 0% financing,matching down payments of up to $1000 </li></ul><ul><li>During the Auto Show printed promotions in color in newspapers using full page ads </li></ul><ul><li>After the Auto Show switched to black & white ads that emphasized the facts </li></ul><ul><li>Supporting information and examples </li></ul><ul><li>How it relates to your audience </li></ul>
  26. 26. General Motors <ul><li>Popular themes were “Keep America Rolling”, “GM Overdrive” </li></ul><ul><li>Used the 0% APR & $2002 cash back to lure customers into local area car dealer showrooms </li></ul><ul><li>TV, Internet, radio & print to advertise during pre & post Auto Show </li></ul><ul><li>Consistently promoted the top seller vehicles Corvette and Escalade as being #1 in car and truck sales </li></ul><ul><li>Promoted the 0% APR longer than the other automotive companies </li></ul>
  27. 27. Ford Motor Company <ul><li>Utilized the Auto Show as a mechanism to revamp its image </li></ul><ul><li>Ford dealers promoted the 0% APR and an additional $1000 down for trade in vehicles if Auto Show patrons brought tickets stubs into dealerships </li></ul><ul><li>Chairman William Clay Ford Jr. gives personal testimonies of quality provided in Ford products </li></ul><ul><li>Ford has received positive feedback since William Clay Ford began making appearances in advertisements </li></ul>
  28. 28. Casinos <ul><li>Greektown Casino was the exclusive sponsor of the food court </li></ul><ul><li>Provided entertainment & expanded the food court to accommodate 800 patrons </li></ul><ul><li>Provided live entertainment for patrons of all ages. </li></ul><ul><li>Hung posters and banners of Greektown Casino around the food court </li></ul><ul><li>Dispensed window scrapers, trinkets and brochures advertising The Alley Grille & highlights of the casino. </li></ul><ul><li>Shuttle service to and from Cobo Hall </li></ul><ul><li>Utilized the Internet, radio and one-on-one advertisements to reach target audience </li></ul><ul><li>MGM </li></ul><ul><li>MotorCity Casino </li></ul><ul><li>Summarize any follow up action items required of you </li></ul>
  29. 29. BIG THREE AUTOMAKERS FORD GM CHRYSLER
  30. 30. Ford’s Strategies <ul><li>Ford’s automotive strategy is to maintain leadership in pick-up truck sales </li></ul><ul><li>Mighty F-350 Tonka Truck </li></ul><ul><li>Climate Control Seat (CCS) </li></ul><ul><li>Rewriting rules for SUVs </li></ul><ul><li>Turnaround plan </li></ul>
  31. 31. General Motors’ Strategies <ul><li>General Motors’ (GM) automotive strategies attempt to demonstrate the automakers ability in producing “must have” products </li></ul><ul><li>Production vehicles </li></ul><ul><li>Integrated navigation radio </li></ul><ul><li>Back to the basics approach </li></ul><ul><li>Keep America rolling </li></ul>
  32. 32. Daimler Chrysler’s Strategies <ul><li>Daimler Chrysler automotive strategy is diversity </li></ul><ul><li>Performance vehicle operations </li></ul><ul><li>North American international auto show on line </li></ul>
  33. 33. Domestic Advertising For Automakers <ul><li>Brand bags sent to targeted consumers with new car information </li></ul><ul><li>Valassis works with the nations top advertisers </li></ul><ul><li>Types of advertising </li></ul>
  34. 34. Foreign Auto Advertising And The 2002 NAIAS <ul><li>Large presence of foreign automakers at the Auto Show </li></ul><ul><li>29 of the 52 exhibitors were foreign </li></ul><ul><li>Attributed to increasing popularity of imports </li></ul>
  35. 35. Types Of Media Used For Advertising At The Show <ul><li>Slick handouts and brochures containing direct response mailers </li></ul><ul><ul><li>Small and compact in size for visitor convenience </li></ul></ul><ul><ul><li>Promote environmental awareness by using less paper </li></ul></ul><ul><li>Interactive Media </li></ul><ul><ul><li>CD-ROMs </li></ul></ul>
  36. 36. Auto Show Awards And Recognition <ul><li>Newspaper association of America (NAA) presents DANDY Awards </li></ul><ul><li>Each year recognizes creative newspaper advertising work for the automotive industry </li></ul><ul><li>Best ad campaign by a new car manufacturer – Infinity Division of Nissan winner for “The New Q Campaign” </li></ul>
  37. 39. Auto Show Awards And Recognition (Contd.) <ul><li>North American Car of the Year </li></ul><ul><li>Given to vehicle receiving most votes from a group of 50 top automotive journalists from the U.S. And Canada </li></ul><ul><li>Vehicles are judged based upon innovation, design, styling, handling, driver satisfaction, and value </li></ul><ul><li>2002 Nissan Altima wins at this years show </li></ul>
  38. 40. Auto Show Awards And Recognition (Contd.) <ul><li>Nissan was quick to put the accolade to work in advertisements for the Altima </li></ul><ul><li>Nothing spurs consumer interest like a prestigious industry award </li></ul>
  39. 41. Questions?

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