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Audi
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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