Automotive News - May 26, 2008 - (Page 38B)

38B • MAY 26, 2008 marketing Here’s the next big thing: Ads tailored to you What’s the next big thing in auto marketing? One expert says it’s customized advertising messages, pegged to personal information consumers provide through online media. Tim Longnecker, automotive industry executive for the data services provider Acxiom, says the massive transfer of industry ad spending from traditional to online media over the past decade reflected the first big shift in marketing strategies. “The second shift is from the generic everybody-sees-the-same message to a very targeted online model, across multiple online channels,” Longnecker told Automotive News. Acxiom collects data from consumers who share details about themselves with about 300 automotive and other sources. They include online sites devoted to vehicle sales and parts and accessories, service shops and warranty providers. Longnecker says an Acxiom database has information provided voluntarily by one of every five U.S. vehisumer’s computer — files that include his or her Web browsing habits and other personal information. Acxiom projects from its database the preferences of consumers who won’t divulge personal information. If a 45-year-old single woman in Boston says she likes compact SUVs, Longnecker says, chances are that other women like her will have similar preferences. “For every consumer, we’re going to build a score,” he says. “Are they in the market? Are they just looking? We’re also going to build a score on your affinity to purchase every brand and every vehicle segment.” Automakers will use those scores to determine which consumers they especially want to contact, Longnecker says. Acxiom’s Tim Longnecker: “We’re also going to build a score on your affinity to purchase every brand.” An online survey of America’s wealthiest households, conducted for American Express by the Harris Group, also reports that about onefourth of well-heeled consumers say their children have a say in the family’s auto purchases. And more than four out of five affluent wives have equal — or sole — decision-making authority when their families buy a car or truck, the survey says. Respondents identified the Internet and magazines as the media that have the greatest influence on their purchases. The survey included more than 1,800 Americans whose households have more than $100,000 a year in discretionary income. In other words, they have that much money to spend once they meet their basic needs. The survey was conducted late last year. Working stars New ad campaigns from Ford and Toyota brands tap the trend of using employees to speak for their companies. In Ford’s new “Drive One” campaign, Ford Motor employees talk about ergonomics, environmental issues and the company’s engine and airbag technology. Toyota is running a commercial in several Southern and Southwest states that shows workers building Tundra pickups at the company’s assembly plant in San Antonio. The soundtrack for the spot is a country song by Brooks and Dunn, “Hard Workin’ Man.” You may e-mail Laura Clark Geist at autonews@crain.com Laura Clark Geist cle owners. Consumer information from other sources, such as department stores, also can provide auto marketers with useful insights, he says. Marketers can use that information to tailor advertising messages. For example, Longnecker says, two visitors to a magazine Web site could see different ads from an automaker “based on life stage, ownership experience and what vehicles and brands they have an affinity to purchase.” Automakers know which ad to display because of the cookies on a con- Wealth effect The rich aren’t different from you and me, after all. They, too, use the Internet to compare car prices, quality and value, a new study says. Auto ads go to the movies Jean Halliday jhalliday@adage.com With the arrival of the summer movie season, auto advertisers are going after the blockbuster crowd. Moviegoers are seeing big-screen commercials for the Dodge Journey, Saturn Vue and Aura, Honda Pilot, Acura TSX and Lexus IS-F. The big draw of the big screen is a captive, younger audience, auto marketers say. “You’re in an uncluttered environment where you have a dedicated audience in their seats,” says Mark Spencer, Dodge brand’s senior communications manager. Dodge is marketing the new Journey crossover to young singles and couples with small children. The brand is showing a 60-second com- mercial in movie theaters that portrays the Journey’s ability to stow a giant water slide. Saturn’s Vue crossover and Aura mid-sized sedan will appear in commercials on more than 30,000 movie screens in June, says Dave Koziara, the brand’s advertising manager. In some markets, he says, Saturn dealers will display vehicles at theaters and conduct related promotions. “With schools out for the summer and TV going from new programming to repeats, we believe June is a great time to be in theaters,” Koziara says. “Not only do we get to reach a captive audience, but this June there are many new releases that we believe have the potential to be blockbuster hits.” c CNW Marketing Research estimates that 53 percent of the principal drivers of the GMC Acadia are women. GMC courts women with Acadia Laura Clark Geist autonews@crain.com Dodge is showing this 60-second commercial in movie theaters illustrating the Dodge Journey’s ability to stow a giant water slide. Although the Acadia crossover is helping GMC attract female buyers, the truck brand’s overall progress at building its female customer base appears to have stalled. The GMC Acadia went on sale at the end of 2006. CNW Marketing Research estimates that 53 percent of principal drivers of the Acadia are women, compared with 40 percent for crossovers generally. Said Acadia marketing manager Hugh Milne: “We’re clearly getting there with the females with Acadia.” Of all vehicles GMC sold last year, CNW says, women were principal drivers of 44 percent, up from 43 percent in 2006 and 37 percent in 2005. Through April, GMC’s U.S. sales were down 10.8 percent from the first four months of 2007, at 131,058 units. GMC dealers say they hope the Acadia will cause more women to look favorably on the brand. “Women don’t want to be the minivan mom anymore,” says Phil Parker, sales manager of Village PontiacGMC in suburban Chicago. “The Acadia gives them something upscale and stylish, while giving them what they need to do day to day.” Parker says about 70 percent of his dealership’s Acadia sales are to women. Some trade in import vehicles for the crossover, he says. Milne said GMC cut back on TV advertising of the Acadia last year after demand exceeded production capacity. Instead, he said, GMC promoted the Acadia in magazines and on Web sites and TV shows that attract large female audiences. This year, the “Ellen” talk show featured four women driving an Acadia from New Orleans to Los Angeles. Host Ellen DeGeneres also did an infomercial for the Acadia on her show, Milne said. Making GMC more appealing to women prepares the brand for other family-oriented vehicles, Milne told Automotive News. “There’s going to be additional crossovers added to the portfolio,” Milne said. “They are going to appeal to women and family buyers.” GMC is expected to introduce a crossover smaller than the Acadia by 2011. Andrea Hoffman, a marketing consultant and former Mercedes-Benz USA executive, says GMC should focus on getting women into its dealerships through test drives and other events. “Word-of-mouth referral is three times as likely for a woman as a man,” Hoffman says. “Women talk more — that’s just how we are.” c

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Automotive News - May 26, 2008 Bad times? Not for CEO paychecks GM seeks Volt tax break to avoid $40k sticker Ford's big cuts aim for a Honda-sized lineup Automotive News gets new marketing communications director Toyota pushes N.A. suppliers to match offshore prices VW predicts 5% U.S. sales gain Toyota plans 3 plants for hybrid batteries GM's American Axle strike tab: $2.82 billion Lawsuit in Florida targets congressman's dealership Orbiting the blogosphere Kia to build small cars in U.S. plant VW Mexico exec will run North American purchasing Fiat mulls 500 minicar for U.S. GM scraps big rwd sedans for Chevrolet and Buick Hyundai spends like never before to launch Genesis luxury sedan Surprise: Suzuki slides as fuel prices rise GM paid Walter Chrysler a whopping $600,000 a year Chrysler sends mystery shoppers to dealerships Toyota owes royalties on some hybrids GM, American Axle to resume output Ford predicts bigger demand for smaller engines in Escape This is Volvo? Ads sell chic, not just safety An overnight success in 50 years Obama's comments were out of line Japan does it; why shouldn't we? 25% is high, but Chrysler is wise to revisit SCORE Safety efforts must focus on the driver Blame the dealer for poor service Don't judge Ford quality by just one car Ford quality is best in many years Mitsubishi considers piggybacking with Caterpillar suppliers to cut costs Nissan to make lithium ion batteries 'Boss Ket,' Connery inspire Tim Jackson Germany leads rise in Europe sales Court: Buyers must act in good faith to win lemon law damages Nissan wants suppliers to reduce utility bills Bajaj: From scooters to autos The next $2,500 car? Infiniti will look different, add engine power in Europe Lamborghini boss wants to keep the big engines Lamborghini ups ante in 'entry' supercars Continental exec: We're done selling VDO assets Honda plans Fit hybrid Outgoing Visteon CEO to receive $2.5 million Audi production chief: Cooperation with Porsche will grow Picture this RV shipments fall in March M-B will buy Chrysler studio Supplier personnel VW expects to reap big share of U.S. diesel market Valeo CEO Morin: Pass rising costs to consumers Suppliers to the 2008 Nissan Altima Dealers Auction workshops demystify Web buying April used-vehicle prices: Light trucks fall and cars rise Volvo certified plan offers free satellite radio Mulally: Full speed toward smaller Toyota plans credit card Sanfilippo switches agencies International idles plant Honda Pilot starts at $28,230 Plastech plans assets auction What counts GM's 2-pronged strategy for Calif. rules: If you can't beat 'em . . . meet 'em New wheels for the cop shop The cost of luxury? For Hyundai, it would have been $2.5 billion New tools allow early design input from consumers Lexus in the sky with carbon: How ex-Beatle's PR effort tanked Buy an '08 . . . get a .44 $4 gasoline gives new cachet to aging econo-beaters Time tips its hat to Tata Car marketers: Magazines must widen ad reach Automakers seek 'one-to-one' approach to magazine ads Auto ads go to the movies Here's the next big thing: Ads tailored to you GMC courts women with Acadia

Automotive News - May 26, 2008

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