Marketing to modern, tech-savvy consumers will be the focus of a panel discussion at the Automotive News World Congress on Wednesday afternoon, Jan. 23.|
Five panelists will discuss how to connect with highly mobile texting, blogging and downloading car buyers — consumers who require a more personalized marketing approach. The panelists are:
-- Scott Keogh, chief marketing officer, Audi of America Inc.
-- Dave Schembri, president, Smart USA.
--Russ Sapienza, senior partner, PricewaterhouseCoopers.
--Kim McCullough, corporate manager of marketing communications for Toyota Motor Sales U.S.A. Inc.
-- Liz Vanzura, Cadillac's global marketing director.
At Audi of America, Keogh launched an advertising campaign this year with the tag line "Truth in engineering."
Schembri is responsible for nearly every aspect of Smart's U.S. business. He sent three 38-foot tractor-trailers across the United States this year to give potential customers a "mini dealership" experience, including test drives of Smart's pint-sized city car.
Sapienza brings 29 years of experience in media, entertainment, communications and finance to his post at PricewaterhouseCoopers.
Toyota's McCullough has set out to reach 140,000 consumers with ride-and-drive events in 350 markets. She also has concentrated on event sponsorships to promote the Tundra pickup.
Vanzura recently paired Cadillac with the online video community YouTube.com, selecting videos posted on the Web site by amateurs telling their Cadillac tales. See www.mycadillacstory.com for examples.
Jan. 21-24 Where:
Detroit Mariott Renaissance Center Cost:
$1,395 early registration fee by Nov. 30. Daily fee $975 For information:
866-374-6227 (U.S. only) or 734-929-0798, autonews.com/worldcongress Exclusive lead sponsors:
IBM and Pricewaterhouse Coopers