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Scott Keogh :: Audi of America

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.

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Scott Keogh :: Audi of America

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  1. Scott Keogh :: Audi of America THE POWER OF THE INDIVIDUAL

  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. Individualized Experiences

  13. Audi Dealerships : Hangar Concept

  14. Audi Dealerships : Terminal Concept

  15. Audi Design Language is a Gateway

  16. AUDI’S 5 RULES OF INDIVIDUALIZED MARKETING

  17. I.Tone and Manner

  18. No repetition

  19. Not obvious

  20. Smart Audi Luxury Microsite

  21. Not talking dumb or down but intelligently Audi Technology Microsite

  22. II. Experiences Count Audi Driving Experience

  23. On a real track

  24. With real cars

  25. Completely transparent product experience

  26. III. No False Promises

  27. Audi is a “do” brand

  28. Our racing leads to real consumer innovation

  29. Our design is rooted in function

  30. IV. Audi empowers the ownership experience

  31. We are not afraid to let people into the details of the brand and product

  32. Audi Vodcasts Tells the entire brand story 120 units 1.2 million downloads

  33. Education Vodcasts enable usage 17 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. OPPORTUNITIES AND CHALLENGES

  40. Opportunities

  41. 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

  42. Old Luxury New Luxury

  43. Individualization

  44. Individualization benefits

  45. Individualization benefits Margin gain

  46. Opportunity for a new luxury leader

  47. Challenges

  48. Managing Complexity

  49. Managing Complexity Communications Products Operations

  50. Commercial Discipline

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