Keynote & Workshop Topics:
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Advertising & Marketing
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Car Retailing 2.0: The Future of Marketing in the Retail Automotive Industry
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For many car dealers, marketing consists of traditional media, such as newspaper ads, plus some push-marketing techniques like fax and email. But these are, at best, today’s media, and at worst, dying horses that have no chance of reaching tomorrow’s consumers. Young buyers, many of whom will soon be entering into the family formation stage of their lifecycles, don’t use most of these media, and often consider even email to be out-of-date and out-of-touch with their reality. And almost all active consumers routinely use Google to find consumer reviews of cars and dealerships, which can negate a carefully orchestrated advertising campaign. Dealers who intend to survive into the 2010’s and beyond need to be looking at so-called Web 2.0 media – things like Facebook and Twitter, which truly represent a new form of “word of mouth” advertising.
In this presentation, Richard Worzel, one of today's leading futurists, provides an overview of the future of car retailing, including:
• The prospects for traditional media – where they can be useful, and where they are going;
• The interests and attitudes of consumers of all ages – how their thinking differs, how to apply the “Platinum Rule” of sales in approaching them;
• The Web 2.0 media emerging, how to use it, and how NOT to use it; and
• Why some technologies make it, and some – like satellite radio – don’t, and how to tell the difference.
You’ll walk away with a new appreciation of what’s possible, and what to do next to carry you into the very different future of auto retailing.
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The Elusive Echoes: Marketing to the Next Generation
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The Next Big Thing demographically is the echo boomers, children of the baby boom. But who are they, and why do they behave the way they do? They're notoriously difficult to reach through traditional media as they watch much less live TV and read fewer newspapers than earlier generations. They spend more time online, downloading music, playing computer games, chatting with each other, and blogging and podcasting, whereas in an earlier day would have represented time spent with traditional media. This makes them difficult to buy as a target demograph. And not only are they hard to reach, they're hard to convince, and harder to satisfy. Yet, with their steadily growing buying power they can make or break consumer product companies, they have little brand loyalty, and can change their minds about products and fashions seemingly overnight. So how do marketers sell to this crucial, but elusive group? This keynote presentation identifies what makes this generation unique, and explains the new tools and technologies emerging that a hold the only promise of success and survival for marketers who mean it. This is a don't-miss presentation for those who plan to be in business five years from today.
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Liberating or Lethal: The Future Hangs in the Balance for Advertisers
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Whether we like it or not, the advertising industry is changing, both in underlying techniques, and in the perceptions of the general public. New technologies and emerging developments in mass customization are altering the way we can and must advertise products and services, and simultaneously engendering fear and suspicion in the minds of our customers. Richard Worzel addresses these developments, and gives you a map of tomorrow's landscape, discussing what brands are becoming; how technology is changing what, when, and how we advertise; and how you can avoid the land mines and booby traps in a world where personal privacy is seen to be under attack. The future is approaching us at full throttle - and those who are unprepared will lose both clients and public esteem.
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