Mapping the Evolution of Marketing in Response to the Connected Vehicle:
The automotive industry and its broad ecosystem of OEMs, suppliers, dealers and other affiliates is one of the largest marketing engines in the world. Technology has a storied history of disrupting marketing models and the revenue streams they drive and the connected vehicle has all the hallmarks of triggering a major watershed era. Who will control the new marketing channels? What new revenue stream could change enable? How will these new models change talent requirements within the marketing function?
Speaker: Kevin Sangsland, APR and vice president of Airfoil.
3. If everyone is moving
forward together, then
success takes care of itself.
- Henry Ford
Read more at
4. Sell New Cars
• Electronics represent more than 30% of the
automobile’s cost
• Gen Y consumers plan to buy high-tech cars
• Average residents in the U.S. can’t afford the
average price of a new car or truck...
5. How?• Drive down the cost of electronics?
• Drive down the cost of sale?
• Diversify the business model?
6. If you’re going to change the game,
you have to understand how does
that play out, where does the money
flow, who needs to participate,
what’s their slice of the pie, and how
do they monetize their participation.
- Steve West, vice president,
emerging technology and media,
Alcatel-Lucent.
7. Sell Services
• Offset lower profit margins
• Create new revenue streams
• The role of the supplier is OEM
enablement
8. Why?• Creates new centers for profit
• Offsets the cost of marketing new product
• Strengthens the customer relationship
14. Change
• Service marketing differs from product
marketing
• Services are created at the point of
consumption
15. New mindset
• Iterative innovation from marketing
• 7P’s of the extended marketing mix –
product, prices, promotion, place
packaging, position and people.
16. Happening
• Owning the customer relationship after the
point-of-sale
• Relationship between performance and
reliability.
17. Success is a lousy teacher.
It seduces smart people
into thinking they
cannot lose.
- Bill Gates
21. Janet Tyler, APR
Co-CEO of Airfoil
@janet_tyler
Kevin Sangsland, APR
Vice President
Kevin leads market strategy and
business development at Airfoil.
Using his marketing expertise in
automotive, enterprise and
healthcare technology, Kevin helps
Airfoil clients – from start-ups to
Fortune 500 companies – achieve
their objectives through ruthlessly
executed corporate, brand and
product communications programs.
Speaker’s Bio:
22. Airfoil is a creative marketing and public relations
firm serving innovative, fast companies in the
technology, consumer, healthcare, automotive,
manufacturing sectors. With talented pros in NYC,
Detroit and Silicon Valley, plus partners in London,
Sao Paulo and Hong Kong, Airfoil is trusted by top
brands to help their products, services and reputations
soar.
Airfoil drives results with a fusion of digital and real-
world, social and traditional media, pixel-to-pixel and
face-to-face techniques. Market leaders, challenger
brands and startups trust Airfoil to help them be
positively impossible to ignore.
Mapping the Evolution of Marketing in Response to the Connected Vehicle:
The automotive industry and its broad ecosystem of OEMs, suppliers, dealers and other affiliates is one of the largest marketing engines in the world. Technology has a storied history of disrupting marketing models and the revenue streams they drive and the connected vehicle has all the hallmarks of triggering a major watershed era. Who will control the new marketing channels? What new revenue stream could change enable? How will these new models change talent requirements within the marketing function?
Speaker: Kevin Sangsland, APR and vice president of Airfoil.
While young consumers may not be as passionate about cars as their parents, most still plan to buy or lease one within the next three years, according to a new study. And they would like it to be a fully connected hybrid. “Gen Y consumers across the board also want safety technology, especially features that mitigate the risks of distracted driving.”
http://www.bloomberg.com/news/2014-01-16/most-gen-y-consumers-plan-to-buy-high-tech-cars-survey-shows.html
Most average residents in the U.S. can’t afford the average price of a new car or truck – and that includes Dallas.
A survey by financial web site Interest.com looked at median household income in the top 25 metro areas in the U.S. and compared that with the average new-car price of $32,086.
Only residents of Washington,D.C., were theoretically able to afford the cost of an average new vehicle with a 20 percent down-payment and four-year financing – a $633 monthly payment, Interest.com said.
To be affordable, that amount could not exceed 10 percent of an average household’s gross monthly income.
http://bizbeatblog.dallasnews.com/2014/03/most-average-consumers-cant-afford-typical-new-car-prices.html/
Today I hope to convince you that bold moves that MIGHT result in failure are OK. This is a mindset change for most. In technology, start-ups come and go. If you are a CEO of a few flops – it’s a badge of honor. This is a lesson the technology industry can teach the rest of us! Failure is our best teacher in fact. What you take away from every failure is as important – if not more important, that the task itself.
What is key? Allowing yourself – as well as your employees, permission to fail.
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Why could this work?
Create utility and satisfaction for the lifespan of the equipment – the disruption for the industry marketer will
Create utility and satisfaction for the lifespan of the equipment – the disruption for the industry marketer will