Cvta.sangsland presentation final
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The document discusses the evolution of marketing in response to connected vehicles, highlighting the importance of understanding new business models and the implications of NHTSA policy. It emphasizes the need for cost reduction in electronics and service marketing approaches, while exploring opportunities created by telematics and digital advertising. Marketers are encouraged to innovate iteratively and maintain customer relationships beyond the point-of-sale to adapt to these changes.
Cvta.sangsland presentation final
- 1. Opportunity Mapping the Evolution of Marketing in Response to the Connected Vehicle:
- 2. Why?• Discuss infrastructure... • Understand implications of NHTSA policy… • See new possibilities for business models…
- 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
- 10. 287.8• In billions, this is the value of the global advertising market.
- 11. 14%• The automotive industry’s share of advertising expenditure within the U.S.
- 12. Freemium • Make more money • Delight customers • Creates a lot of new possibilities
- 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.
- 23. Reading Resources Freemium 101 http://www.freemium.org/wp-content/ebook-101.pdf Primer on Services Marketing http://www.marketingteacher.com/introduction-to-services-marketing Reinventing Automotive Communications http://airfoilgroup.com/wp-content/uploads/2014/02/auto_pov-FINAL.pdf He is
Editor's Notes
- #2: 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.
- #5: 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/
- #7: 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. CLICK
- #9: Why could this work?
- #16: Create utility and satisfaction for the lifespan of the equipment – the disruption for the industry marketer will
- #17: Create utility and satisfaction for the lifespan of the equipment – the disruption for the industry marketer will