Post on 16-Apr-2017
Marketing Performance
Auto Expo ‘09 – Presented by Jim Gurieff
Copyright ABN 23 123 977 189
Marketing Performance – Auto Expo ‘09
Copyright ABN 23 123 977 189
Jim Gurieff Started in the automotive aftermarket in 1984 Sales and marketing roles with Fuel Miser, Kelray,
Whiteline Automotive*, Redranger* and Nolathane*. Jim and Enform Networks consult to a number of
companies and brands. Specialising in social media, viral and electronic
marketing. What’s possible? 50% of brand sales outside of Australia
with no advertising outside of Australia.*Director or shareholder
Marketing Performance
The Brands
Marketing Performance – Auto Expo ‘09
Copyright ABN 23 123 977 189
To show you what is possible and do-able.
Why Performance?
Marketing Performance – Auto Expo ‘09
Copyright ABN 23 123 977 189
Performance as a % of Total Market
10.00%11.00%12.00%13.00%14.00%15.00%16.00%17.00%18.00%
1999 2000 2001 2002 2003 2004 2005 2006 2007
US Data - SEMA 2009
Compact Performance market trends in the USA
Why Performance?
Marketing Performance – Auto Expo ‘09
Copyright ABN 23 123 977 189
Performance as a % of Total Market
10.00%11.00%12.00%13.00%14.00%15.00%16.00%17.00%18.00%
1999 2000 2001 2002 2003 2004 2005 2006 2007
US Data - SEMA 2009
Compact Performance market trends in the USA 47%of total
Why Performance?
Marketing Performance – Auto Expo ‘09
Copyright ABN 23 123 977 189
Performance, Racing & Tuning Council 2007 Survey
Why Performance?
Marketing Performance – Auto Expo ‘09
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Performance, Racing & Tuning Council 2007 Survey
Represented here today
Clutch Industries
Marketing Performance – Auto Expo ‘09
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What is Social Media?Social media is online content created by people or groups of people. Connections
Marketing Performance – Auto Expo ‘09
Copyright ABN 23 123 977 189
◦Social = society or people, not “party”◦Two-way, C2C or “Customer 2 Customer”◦Internet & mobile have lead to exponential growth◦Share opinions, experiences, news & information◦Viral marketing = viral replication of information◦Web 2.0 is tag for social media enabling technology
What is Social Media?
Marketing Performance – Auto Expo ‘09
Copyright ABN 23 123 977 189
Predicted to rule
Social media is online content created by people or groups of people. Connections
◦Social = society or people, not “party”◦Two-way, C2C or “Customer 2 Customer”◦Internet & mobile have lead to exponential growth◦Share opinions, experiences, news & information◦Viral marketing = viral replication of information◦Web 2.0 is tag for social media enabling technology
EcuTek
Marketing Performance – Auto Expo ‘09
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Why is Social Media important? 6.5 mil Australians belong to an online social network in 2008* 75% used YouTube, up from 64% in 2007* 69% used Facebook, up from 37% in 2007* 57% used online video to help with purchase decision* 52% think companies need to find news ways to allow consumers
to connect with them* Top Sales Influencers – 35% Broadcast (1-way) Media vs 39% for
Social (2-way) Media. Also word-of-mouth#
Gen Y (18-25 year old) – average 12 hours per week on internet vs 10 hours watching TV #. What do they read, watch or listen to?
Connection, ripple effect and viral replication. Promoting word of mouth and connecting with the “usomer”
Marketing Performance – Auto Expo ‘09
Copyright ABN 23 123 977 189
*Nielsen Online research reported in Australian Feb ’09# Online Marketing Connect – via SEMA Webinar Jan ‘09
You, Performance & Social Media
Social Media and Performance Markets are growing Main target market (18-45 yo) is more tech savvy and online An essential component (not the only one) of your advertising &
promotion strategy. Ideal for small business, very cost effective. Customers tell an average of 3 people about a product or service
they like and 11 about one they don’t*
Marketing Performance – Auto Expo ‘09
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*Viral Marketing – Wikipedia
“.... the leading venues for buying parts are retail store websites (42.15% of all purchases). Much of the research they do is conducted online through websites, forums (specifically tech forums), chat rooms and other online communities.” 2006 Compact Performance Market Report – SEMA USA
What should I do now? Follow your interests, get online, connect and join
the community(s) and associations like PRTC Take it seriously, when do you answer the phone? Get a web page, maintain content & use it. Think Content and Connection not Bling. Connect with these brands, talk to them regularly. Use word-of-mouth, doesn’t have to be online. Build connections with customers and potential
influencer’s.
Marketing Performance – Auto Expo ‘09
Copyright ABN 23 123 977 189
The job is the same, the tools are just better.
Ferodo
Marketing Performance – Auto Expo ‘09
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Go Fast Bits
Marketing Performance – Auto Expo ‘09
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Redranger
Marketing Performance – Auto Expo ‘09
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eEMOTIV.com
Marketing Performance – Auto Expo ‘09
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The Brands
Marketing Performance – Auto Expo ‘09
Copyright ABN 23 123 977 189
“The demand for conversation with and by brands and organizations is being initiated by consumers. 85% of Americans believe that in addition to being present, companies should interact with customers via social media It is those brands that react, activate and engage that will benefit, especially in tough times.” Cone Consulting, 2008 Business Social Media Study.
The Brands and Your Business
Marketing Performance – Auto Expo ‘09
Copyright ABN 23 123 977 189
“The demand for conversation with and by brands and organizations is being initiated by consumers. 85% of Americans believe that in addition to being present, companies should interact with customers via social media It is those brands that react, activate and engage that will benefit, especially in tough times.” Cone Consulting, 2008 Business Social Media Study.
Your business is a brand