Jim Gurieff of Enform Networks presents "Marketing Performance" seminar at the Sydney Auto Expo 2009 - Darling Harbour. An intoduction to Web 2 and social media and how it relates to the automotive performance aftermarket.

1. Auto Expo „09 – Presented by Jim Gurieff
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2. Jim Gurieff
Started in the automotive aftermarket in 1984

Sales and marketing roles with Fuel

Miser, Kelray, Whiteline Automotive*, Redranger* and
Nolathane*.
Jim and Enform Networks consult to a number of

companies and brands.
Specialising in social media, viral and electronic

marketing.
What‟s possible? 50% of brand sales outside of

Australia with no advertising outside of Australia.
*Director or shareholder
Marketing Performance – Auto Expo ‘09
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3. To show you what is possible and do-able.
Marketing Performance – Auto Expo ‘09
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4. Compact Performance market trends in the USA
Performance as a % of Total Market
18.00%
17.00%
16.00%
15.00%
14.00%
13.00%
12.00%
11.00%
10.00%
1999 2000 2001 2002 2003 2004 2005 2006 2007
US Data - SEMA 2009
Marketing Performance – Auto Expo ‘09
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5. Compact Performance market trends in the USA
Performance as a % of Total Market
18.00%
17.00%
16.00%
15.00%
14.00%
13.00%
12.00%
11.00%
10.00%
1999 2000 2001 2002 2003 2004 2005 2006 2007
US Data - SEMA 2009
Marketing Performance – Auto Expo ‘09
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6. Performance, Racing & Tuning Council 2007 Survey
Marketing Performance – Auto Expo ‘09
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7. Represented here today
Performance, Racing & Tuning Council 2007 Survey
Marketing Performance – Auto Expo ‘09
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8. Marketing Performance – Auto Expo ‘09
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9. Social media is online content created by
people or groups of people. Connections
Social = society or people, not “party”
◦
Two-way, C2C or “Customer 2 Customer”
◦
Internet & mobile have lead to exponential growth
◦
Share opinions, experiences, news & information
◦
Viral marketing = viral replication of information
◦
Web 2.0 is tag for social media enabling technology
◦
Marketing Performance – Auto Expo ‘09
Copyright ABN 23 123 977 189

10. Social media is online content created by
people or groups of people. Connections
Social = society or people, not “party”
◦
Two-way, C2C or “Customer 2 Customer”
◦
Internet & mobile have lead to exponential growth
◦
Share opinions, experiences, news & information
◦
Viral marketing = viral replication of information
◦
Web 2.0 is tag for social media enabling technology
◦
Predicted to rule
Marketing Performance – Auto Expo ‘09
Copyright ABN 23 123 977 189

11. Marketing Performance – Auto Expo ‘09
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12. 6.5 mil Australians belong to an online social network in 2008*

75% used YouTube, up from 64% in 2007*

69% used Facebook, up from 37% in 2007*

57% used online video to help with purchase decision*

52% think companies need to find news ways to allow consumers to

connect with them*
Top Sales Influencers – 35% Broadcast (1-way) Media vs 39% for

Social (2-way) Media. Also word-of-mouth#
Gen Y (18-25 year old) – average 12 hours per week on internet vs

10 hours watching TV #. What do they read, watch or listen to?
Connection, ripple effect and viral replication.

Promoting word of mouth and connecting with the “usomer”

*Nielsen Online research reported in Australian Feb ‟09
# Online Marketing Connect – via SEMA Webinar Jan „09
Marketing Performance – Auto Expo ‘09
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13. “.... the leading venues for buying parts are retail store
websites (42.15% of all purchases). Much of the research
they do is conducted online through websites, forums
(specifically tech forums), chat rooms and other online
communities.”
2006 Compact Performance Market Report – SEMA USA
Social Media and Performance Markets are growing

Main target market (18-45 yo) is more tech savvy and online

An essential component (not the only one) of your advertising &

promotion strategy.
Ideal for small business, very cost effective.

Customers tell an average of 3 people about a product or service

they like and 11 about one they don‟t*
*Viral Marketing – Wikipedia
Marketing Performance – Auto Expo ‘09
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14. Follow your interests, get online, connect and join

the community(s) and associations like PRTC
Take it seriously, when do you answer the phone?

Get a web page, maintain content & use it.

Think Content and Connection not Bling.

Connect with these brands, talk to them regularly.

Use word-of-mouth, doesn‟t have to be online.

Build connections with customers and potential

influencer‟s.
The job is the same, the tools are just better.
Marketing Performance – Auto Expo ‘09
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27. “The demand for conversation with and by brands and
organizations is being initiated by consumers. 85% of
Americans believe that in addition to being
present, companies should interact with customers via
social media It is those brands that react, activate and
engage that will benefit, especially in tough times.”
Cone Consulting, 2008 Business Social Media Study.
Marketing Performance – Auto Expo ‘09
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28. “The demand for conversation with and by brands and
organizations is being initiated by consumers. 85% of
Americans believe that in addition to being
present, companies should interact with customers via
social media It is those brands that react, activate and
engage that will benefit, especially in tough times.”
Cone Consulting, 2008 Business Social Media Study.
Marketing Performance – Auto Expo ‘09
Copyright ABN 23 123 977 189

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