Presentation Transcript

Scott Keogh :: Audi of America THE POWER OF THE INDIVIDUAL Agenda Individualized: Brand Products Experiences Marketing Audi’s 5 Rules of Individualized Marketing Opportunities/Challenges Power of Individuals August Horch Auto Union quattro® Motor sports : Le Mans Individual Thinking is Audi Individualized Products Audi Exclusive Custom Order Individualized Experiences Audi Dealerships : Hangar Concept Audi Dealerships : Terminal Concept Audi Design Language is a Gateway AUDI’S 5 RULES OF INDIVIDUALIZED MARKETING I.Tone and Manner No repetition Not obvious Smart Audi Luxury Microsite Not talking dumb or down but intelligently Audi Technology Microsite II. Experiences Count Audi Driving Experience On a real track With real cars Completely transparent product experience III. No False Promises Audi is a “do” brand Our racing leads to real consumer innovation Our design is rooted in function IV. Audi empowers the ownership experience We are not afraid to let people into the details of the brand and product Audi Vodcasts Tells the entire brand story 120 units 1.2 million downloads Education Vodcasts enable usage 17 vodcasts 3,000,000 downloads V. Validation 3rd party editorial JD Power IQS ranking R8 Car of the Year Owner Validation: Online/CRM OPPORTUNITIES AND CHALLENGES Opportunities The Audi customer is an individual Intelligent : Make smart, informed choices Independent : Listen to others, trust own judgment Innovative : Progressive, like fresh thinking Impassioned : Love to drive Old Luxury New Luxury Individualization Individualization benefits Individualization benefits Margin gain Opportunity for a new luxury leader Challenges Managing Complexity Managing Complexity Communications Products Operations Commercial Discipline