MKT 7430 North American International Auto Show

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MKT 7430North American International Auto Show

• Presentation By
• Mr. Mark Fairless
• Ms. Shalonda Fowler
• Ms. Erika Lee
• Ms. Sarika Milhoutra
• Mr. Joseph C. Marion

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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 dautmobiles
  (OICA), a Paris based alliance of automotive
  trade associations and manufacturers from around
  the world

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2002 NAIAS

• The official ribbon cutting ceremony took place
  on the 11th 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

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Security at the Show

• The events of September 11, 2001 made it
  essential to beef up the auto shows 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

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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
  dautomobiles (OICA), a Paris-based alliance of
  automotive trade associations and manufacturers
  from around the world

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Interesting Facts (contd.)

• The Detroit show is in its 86th year
• More than 210,000 people attended the 2002 shows
  opening weekend
• The total attendance during public days reached
  759,907
• This years Industry Preview days, held on Jan
  9th and 10th, 2002, resulted in a 25 increase in
  ticket sales over last year, selling 23,000
  tickets (compared with 17,170 sold in 2001)

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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 shows annual
  security force by 30

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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 events total contributors to local charities
  to more than 38m since 1976, more than 20m has
  been raised in the past four years alone

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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 consumers psychological, social, or
  symbolic needs
• The Auto Dealers combine their effort to draw
  people using Exhibitive media

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Emotional Appeal Festival-Like Atmosphere
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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

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Freedom and Independence
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SO GOOD YOU MAY NOT WANT TO LEAVE YOUR VEHICLE
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BMW Fast and Cool
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Electronic Media Radio

• Achieve advertising objectives
• WOW ads
• Advertise in multiple states
• Target audience
• Advertising message

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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

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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

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Internet and the Auto Show

• http//www.vw.com/autoshow/index.htm
• http//www.ford.com/en/ourVehicles/autoShows/defau
  lt.htm
• http//www.nissandriven.com/

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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

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The Concept Cars

• Long-term Vision of the Company
• Lure the Crowd With the Future Car
• Show Them the Current Seasons
• Ford GT40

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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)

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Northwest Airlines

• Northwest Airlines was marked as this years
  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

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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

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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

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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

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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

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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

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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

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BIG THREE AUTOMAKERS

• FORD
• GM
• CHRYSLER

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Fords Strategies

• Fords 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

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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

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DaimlerChryslers Strategies

• Daimler Chrysler automotive strategy is diversity
• Performance vehicle operations
• North American international auto show on line

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Domestic Advertising For Automakers

• Brand bags sent to targeted consumers with new
  car information
• Valassis works with the nations top advertisers
• Types of advertising

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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

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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

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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

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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

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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

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Questions?