audi
DESCRIPTION
TRANSCRIPT
Scott Keogh :: Audi of America
THE POWER OF THE INDIVIDUAL
AgendaIndividualized:
Brand ProductsExperiencesMarketing
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 downbut intelligently
Audi Technology Microsite
II. Experiences Count Audi Driving Experience
On a real track
With real cars
Completely transparentproduct experience
III. No False Promises
Audi is a “do” brand
Our racing leads to realconsumer innovation
Our design is rooted in function
IV. Audi empowersthe ownershipexperience
We are not afraid to let people into the details of the brandand product
Audi VodcastsTells 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
OPPORTUNITIESANDCHALLENGES
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