MKT 7430 North American International Auto Show - PowerPoint PPT Presentation


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MKT 7430 North American International Auto Show


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Title: MKT 7430 North American International Auto Show

MKT 7430North American International Auto Show
  • Presentation By
  • Mr. Mark Fairless
  • Ms. Shalonda Fowler
  • Ms. Erika Lee
  • Ms. Sarika Milhoutra
  • Mr. Joseph C. Marion

  • 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

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,
  • 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 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

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

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
  • 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)

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

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

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

Emotional Appeal Festival-Like Atmosphere
Integrated Advertising
  • The use of a variety of media with a single
  • 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

Freedom and Independence
BMW Fast and Cool
Electronic Media Radio
  • Achieve advertising objectives
  • WOW ads
  • Advertise in multiple states
  • Target audience
  • Advertising message

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

Internet Advertising Strategy
  • Fast and Effective Way to Create an Interactive
  • 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 Show
  • http//
  • http//
  • http//

Market Segmentation
  • Dealers segmented the displays
  • Kia company had one of the low cost models
  • Rolls Royce Park Ward was one of the costliest
  • Mercedes 600 128k

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

  • 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 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

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
  • Both Northwest CMG should follow up with
    customers using either surveys or questionnaires

United States Army
  • United States Army Tank-Automotive Armaments
    Command (TACOM)
  • First debut at the Auto Show
  • National Automotive Center displayed the
  • 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 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 Motors
  • Popular themes were Keep America Rolling, GM
  • 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 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
  • 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

  • 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
  • Hung posters and banners of Greektown Casino
    around the food court
  • Dispensed window scrapers, trinkets and brochures
    advertising The Alley Grille highlights of the
  • 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

  • FORD
  • GM

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

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

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

Domestic Advertising For Automakers
  • 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 2002 NAIAS
  • Large presence of foreign automakers at the Auto
  • 29 of the 52 exhibitors were foreign
  • Attributed to increasing popularity of imports

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
  • Interactive Media
  • CD-ROMs

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

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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

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