@FrankDelmelle

CONTENT CARS An Automotive Content Marketing Menu @FrankDelmelle

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http://contently.com/strategist/wp-content/uploads/2013/10/141002_State-of-Automotive-Content-Marketing-2.pdf

“The sales cycle in the automotive industry has lengthened to six years” — Joe Lazauskas Contently Editor in Chief

@FrankDelmelle

http://contently.com/strategist/wp-content/uploads/2013/10/141002_State-of-Automotive-Content-Marketing-2.pdf

“The sales cycle in the automotive industry has lengthened to six years” — Joe Lazauskas Contently Editor in Chief

@FrankDelmelle

http://www.adweek.com/news/technology/future-auto-marketing-could-be-little-creepy-153205

@FrankDelmelle

... Less creepy solution? ...

@FrankDelmelle

http://contently.com/strategist/wp-content/uploads/2013/10/141002_State-of-Automotive-Content-Marketing-2.pdf

“In an industry where the sales cycle has lengthened to six years, auto companies are embracing the power of content to build relationships over time.” — Joe Lazauskas Contently Editor in Chief

@FrankDelmelle

http://contently.com/strategist/wp-content/uploads/2013/10/141002_State-of-Automotive-Content-Marketing-2.pdf

“In an industry where the sales cycle has lengthened to six years, auto companies are embracing the power of content to build relationships over time.” — Joe Lazauskas Contently Editor in Chief

@FrankDelmelle

... What’s ‘the power of content’?

@FrankDelmelle

Remember the Renault R7?

@FrankDelmelle

Aspiration���Entertaining���‘dream content’

1 Inspiration ���Content offering ideas

Participation���Experiential, ���co-creative content

Information���Enlightening���content, news, ...

Opinion���Debatable content,���brand taking a stand

Education���Helpful content

4 3

5 2

6

Congratulation���Rewarding content 7

The power of content is sevenfold:

@FrankDelmelle

Aspiration���Entertaining���‘dream content’

1 Inspiration ���Content offering ideas

Participation���Experiential, ���co-creative content

Information���Enlightening���content, news, ...

Opinion���Debatable content,���brand taking a stand

Education���Helpful content

4 3

5 2

Congratulation���Rewarding content 7

6

Loyalty Lead conversion

Activation Advocacy

Lead generation

Awareness

Consideration

Upselling

... pulling car brands’ targets ��� through their sales cycles

@FrankDelmelle

PRE-SALES SALES AFTER-SALES

“Can we see some examples?”

@FrankDelmelle

1. Aspiration ���(Content that makes people dream of your car)

@FrankDelmelle

JAGUAR - DESIRE

https://www.youtube.com/watch?v=hNcGgGMXXTs

Jaguar’s 13’ –long video is appropriately entitled Desire (...) The song Burning Desire accompanies and plays throughout the film (...) Video, test-drives, celebrity endorsements, ... the entire content marketing effort is designed to inspire ‘desire’.

@FrankDelmelle

CADILLAC & DJ A-Trak

https://www.youtube.com/watch?v=ewvboWTA9Wc

http://www.youtube.com/user/cadillac

DJ presenting a first glimpse of the ATS Coupe on YouTube Cadillac introduces a new look and the 2015 ATS Coupe by paying homage to their heritage, and celebrating their rightful place in the soundtrack of the American Dream. Watch and listen as DJ A-Trak takes us on a musical journey that culminates with the first glimpse of the all new ATS Coupe.

@FrankDelmelle

CHEVROLET Sonic Firsts / LetsDoThis.com

http://www.bloomberg.com/news/2013-08-06/automakers-refuse-to-give-up-on-millennials-who-don-t-buy.html

Chevrolet’s share of buyers under age 25 increased 1.5 percentage points from 2011 to 2012, led by gains among the brand’s compact Cruze, Sonic and Spark. The company has targeted the small cars to millennials through YouTube campaigns and promotions with the Billboard Music Awards and with skateboarder Rob Dyrdek.

@FrankDelmelle

http://www.fastcocreate.com/

3032967/fiat-explores-the-comidic-potential-of-italian-

neightbors-in-new-web-series?partner

FIAT COMEDY SERIES ‘NEIGHBORS’

@FrankDelmelle

2. Information ���(Enlightening content, news, facts, ...)

@FrankDelmelle

MCLAREN OWNER’S MANUAL https://www.youtube.com/watch?v=SUfRNAuPSbw http://sco.lt/8xBQbR

@FrankDelmelle

JEEP - ‘GET LOST’ GPS http://www.pinterest.com/pin/274649277250897303/

@FrankDelmelle

3. Education ���(Helpful how to content, ‘Youtility’, ...)

Congratulation���Rewarding content

@FrankDelmelle

#SMARTOWNERSBELIKE https://www.youtube.com/watch?v=u_cY-QILFxk&list=PLWfQrk87vhnP6lIHD1hXo6wBSRtmvL13B&index=2

@FrankDelmelle

4. Opinion ���(Brand taking a stand: debatable content, conversation)

@FrankDelmelle

TESLA

Effectively, Tesla’s content marketing is a choreography "of epic battles co-producing subsequent media "and business successes. http://www.slideshare.net/frankdelmelle/the-single-lesson-to-be-learned-from-teslas-content-marketing

@FrankDelmelle

ACURA ‘COMEDIANS IN CARS GETTING COFFEE’ http://comediansincarsgettingcoffee.com; http://contently.com/strategist/wp-content/uploads/2013/10/141002_State-of-Automotive-Content-Marketing-2.pdf

@FrankDelmelle

5. Participation ���(Experiential, co-creative content)

@FrankDelmelle

thevanishinggame.wellstoried.com

LAND ROVER THE VANISHING GAME / WELLSTORIED.COM

@FrankDelmelle

“Immerse yourself in the famed author’s latest thrilling adventure, "storytelling presented by Land Rover in a way you’ve never experienced.”

http://www.lincoln.com/dreamride/; http://contently.com/strategist/wp-content/uploads/2013/10/141002_State-of-Automotive-Content-Marketing-2.pdf

LINCOLN DREAM RIDE

@FrankDelmelle

NISSAN & Sim City

http://www.bloomberg.com/news/2013-08-06/automakers-refuse-to-give-up-on-millennials-who-don-t-buy.html

“The digital inhabitants get higher “happiness” levels when players add a Leaf or a charging station to the cities, said Vinay Shahani, Nissan’s U.S. director of marketing communications. The goal is to put positive im<ages of the brand in young consumers’ minds when they are in their teens and 20s so they gravitate toward Nissan models when they get into the auto market in their 30s.”

@FrankDelmelle

6. Inspiration ���(Content offering – shareable – ideas)

Congratulation���Rewarding content

@FrankDelmelle

MINI - ALL THE WRONG PLACES

“MINI and VICE are seeking the brave and the bold, in search of fearless Co-Pilots ready to ride shotgun on a new adventure travel series to All The Wrong Places. (...) We are looking for 5 brave Co-Pilots from the MINI Community on Facebook to ride along as willing accomplices, so get ready to plunge into exciting adventures in far-flung countries around the world.”

http://www.vice.com/allthewrongplaces-2/all-the-wrong-places-trailer

@FrankDelmelle

@FrankDelmelle

PITCHFORK WEEKLY APP POWERED BY LEXUS

http://pitchfork.com/news/52921-download-pitchfork-weekly-our-new-app/;

http://mashable.com/wp-content/uploads/2013/11/pitchfork-mobile-app.jpg

http://sco.lt/6gUSwr;  http://racethesun.landroverusa.com

LAND ROVER RACE THE SUN (interactive film)

@FrankDelmelle

"I characterize it sometimes as “irrational loyalty.” (…) It’s not about pushing out messages, it’s about listening, putting out content that people care about.” Kim McCullough, Brand VP, Land Rover, North America http://www.economistgroup.com/leanback/channels/land-rover-kim-mccullough-automotive-marketing/

@FrankDelmelle

MAZDA ‘LONG DRIVE HOME’ (Instagram) http://instagram.com/mazdacanada; http://www.fastcocreate.com/3029338/mazda-uses-instagram-grid-view-to-create-one-long-road-trip

TOYOTA - FWTHINKING.COM HTTP://WWW.FWTHINKING.COM/VIDEO/

@FrankDelmelle

7. Congratulation ���(Rewarding content: exclusive perks, benefits, congrats, ...)

@FrankDelmelle

LAMBORGHINI MAGAZINE

http://www.gokd.net/lamborghini10-612.html

@FrankDelmelle

“Wie die Marke Lamborghini bietet auch das Lamborghini Magazin authentische Markenerlebnisse, geprägt von den drei Attributen „extrem“, “kompromisslos“ und „italienisch“. Dabei ist jede Ausgabe als solitäres Kunstwerk angelegt. Eine zentrale Idee als Kristallisationspunkt für den von Ausgabe zu Ausgabe wechselnden monothematischen Ansatz, dazu überraschende und mutige Perspektivwechsel, mitunter auch begleitet von scharfen Kontrasten und harten Provokationen. Ein anspruchsvolles Autorenmagazin mit Ecken und Kanten. "Alles integriert in eine multimediale Konzeption mit eigenem Internetauftritt.” (www.lamborghini.com).

“You can’t build a reputation ���on what you are going to do”

Henry Ford http://contently.com/strategist/wp-content/uploads/2013/10/141002_State-of-Automotive-Content-Marketing-2.pdf

@FrankDelmelle

MERCEDES-BENZ mb! MAGAZINE http://mb.mercedes-benz.com/en/15205/in-the-heart-of-the-city/

“You can’t build a reputation ���on what you are going to do”

Henry Ford http://contently.com/strategist/wp-content/

uploads/2013/10/141002_State-of-Automotive-Content-Marketing-2.pdf

@FrankDelmelle

@FrankDelmelle

CONTENT CARS An Automotive Content Marketing Menu @FrankDelmelle

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