MKT 7430MKT 7430North American International Auto ShowNorth American International Auto Show

Presentation By:

Mr. Mark Fairless

Ms. Shalonda Fowler

Ms. Erika Lee

Ms. Sarika Milhoutra

Mr. Joseph C. Marion

IntroductionIntroduction

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

2002 NAIAS2002 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

Security at the ShowSecurity 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

Interesting FactsInteresting 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

Interesting Facts (contd.)Interesting Facts (contd.)

The Detroit show is in its 86th 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 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)

Interesting Facts (contd..) 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%

Interesting Facts (contd…)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

Auto Show and IMCAuto 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

Emotional AppealEmotional Appeal Festival-Like Atmosphere Festival-Like Atmosphere

Integrated AdvertisingIntegrated 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

Freedom and IndependenceFreedom and Independence

““SO GOOD YOU MAY NOT WANT SO GOOD YOU MAY NOT WANT

TO LEAVE YOUR VEHICLE”TO LEAVE YOUR VEHICLE”

BMW: Fast and CoolBMW: Fast and Cool

Electronic Media: RadioElectronic Media: Radio

Achieve advertising objectives

“WOW” ads

Advertise in multiple states

Target audience

Advertising message

Elements of Message StrategyElements 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

Internet Advertising StrategyInternet 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

Internet and the Auto ShowInternet and the Auto Show

http://www.vw.com/autoshow/index.htm

http://www.ford.com/en/ourVehicles/autoShows/default.htm

http://www.nissandriven.com/

Market SegmentationMarket 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

The Concept CarsThe Concept Cars

Long-term Vision of the Company

Lure the Crowd With the Future Car

Show Them the Current Seasons’

Ford GT40

IntroductionIntroduction

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)

Northwest AirlinesNorthwest 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

Carlson Marketing GroupCarlson 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

United States ArmyUnited 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

Local Car DealersLocal 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

General MotorsGeneral 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

Ford Motor CompanyFord 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

CasinosCasinos 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

BIG THREEBIG THREE

AUTOMAKERSAUTOMAKERS

FORD

GM

CHRYSLER

Ford’s StrategiesFord’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

General Motors’ StrategiesGeneral 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

DaimlerDaimler

Chrysler’s StrategiesChrysler’s Strategies

Daimler Chrysler automotive strategy is diversity

Performance vehicle operations

North American international auto show on line

Domestic Advertising For Domestic Advertising For AutomakersAutomakers

Brand bags sent to targeted consumers with new car information

Valassis works with the nations top advertisers

Types of advertising

Foreign Auto Advertising And The Foreign Auto Advertising And The 2002 NAIAS2002 NAIAS

Large presence of foreign automakers at the Auto Show

29 of the 52 exhibitors were foreign

Attributed to increasing popularity of imports

Types Of Media Used For Types Of Media Used For Advertising At The ShowAdvertising 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

Auto Show Awards And RecognitionAuto 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”

Auto Show Awards And Recognition Auto Show Awards And Recognition (Contd.)(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

Auto Show Awards And Recognition Auto Show Awards And Recognition (Contd.)(Contd.)

Nissan was quick to put the accolade to work in advertisements for the Altima

Nothing spurs consumer interest like a prestigious industry

award

Questions?Questions?