Agenda

November 27, 2018
11:00 AM
Registration Opens
11:45 AM
Opening Remarks
MC
Ross Fadner , Director, Event Programming, MediaPost
12:00 PM
As a challenger brand, Infiniti has always been looking forward. Case in point: the brand’s ability to attract Gens Y and Z to the 2018 Pebble Beach Concours d’Elegance via the inaugural Japanese Automotive Invitational, one of many successful activations underscoring Infiniti's 2018 in marketing. In this keynote conversation, Phil O’Connor, Infiniti’s Director of Marketing Communications & Media, will walk us through the Infiniti brand's busy year, and discuss how emerging trends will impact 2019 and beyond.
Interviewee
Phil O’Connor , Director Marketing Communications & Media, Infiniti Motor Company Ltd
Interviewer
Tanya Gazdik , Senior Editor, Automotive, MediaPost
12:30 PM

In a world where “Attention Economics” has become a course of study, it makes perfect sense that experiential marketing has become so important to auto brand managers. Driving is, first and foremost an experience; by introducing two-way communication, OEMs can instantly turn events into “experiences”, while drastically improving key brand metrics like awareness and engagement. But how are OEMs measuring these all-important success metrics? Where do branded experiences typically factor in the customer journey, how are they tied to other engagements, and eventually, sales? What does it really mean to deliver a soup-to-nuts branded experience in 2019?

Moderator
Ross Fadner , Director, Event Programming, MediaPost
Panelist
Tyler McBride , Auto Shows and Dealer Events Manager, Toyota North America
Erik Thomas , Senior Group Manager, Experiential Marketing, Hyundai Motor America
1:00 PM
Sponsored by Outfront Media
1:30 PM

Ready or not, here they come: Gen Z, those born roughly between 1995 and 2010, will soon enter the workforce en masse. These voracious consumers of social media in all forms can almost always be spotted holding a mobile device. Self-assured and resourceful, they are especially uncomfortable being placed into traditional identity boxes based on things like politics, religion, gender or sexual orientation. In this presentation, RPA’s SVP Strategic Planning Director, Mia von Sadovszky, will take us through the findings from the Santa Monica-based agency’s just-released study on how marketers should prepare for the coming wave of these “Identity Shifters”.

Presenter
Mia von Sadovszky , SVP, Strategic Planning Director, RPA
2:00 PM
Augmented Reality (AR), Virtual Reality (VR) and Mixed Reality (MR) are still widely regarded as marketing industry buzzwords, but a few national brand advertisers have already successfully incorporated these emerging technologies into broader campaigns. Chief among them is American Honda Motor Co., Inc. which has already combined VR, AR and social platforms in separate campaigns for the Honda Civic Type R as well as the Acura TLX. Join American Honda Social Media Manager Jessica Fini as she walks us through these unique activations and explains why American Honda is bullish on these technologies for the future, too.
Presenter
Jessica Fini , Manager, Social Marketing, American Honda Motor Co., Inc.
2:30 PM
3:00 PM
The mantra “MINI is the only car that comes standard with friends” could not be more apropos to the groups of loyal MINI owners who traveled more than 5,000 miles through 15 cities and 14 states to participate in the biennial MINI TAKES THE STATES road rally. Owing to MINI USA’s incredibly loyal owner base, at times there were more than 1,000 owners and 500 vehicles on each route. In this keynote Q&A, Patrick McKenna, Head of Brand Communications, MINI USA will share stories from the road and elaborate on how the BMW Group brand continues to foster its enviable brand loyalty.
Interviewee
Patrick McKenna , Head of Mini Brand Communications, MINI USA
Interviewer
Tanya Gazdik , Senior Editor, Automotive, MediaPost
3:30 PM

As we know, consumer mobility and location data are game-changers for marketers of all stripes—although, OEMs have a longer and more complicated conversion path than most. How does location strengthen and reinforce important touchpoints along the car buyer’s journey, and do OEMs feel they are taking full advantage? How, for example, does the data gleaned from Out-of-Home, Experiential/Event activations and other IoT/nontraditional sources pair with traditional digital touchpoints to tell a complete story, and how is ROI being measured? What data can be bought/borrowed/exchanged to improve interactions and achieve intended results? Also: with Gen Z on the horizon, how are OEMs altering their approach to the customer journey in both the near and long-term?

Moderator
Ross Fadner , Director, Event Programming, MediaPost
Panelist
Kimberley Gardiner , Director, Marketing Communications, Kia Motors America
Erich Marx , Director of Marketing Strategy & Content, Nissan North America, Inc
4:00 PM
Conference Ends
4:00 PM
Sponsored by Outfront Media

Welcome to the Post-Advertising Era

In the First Quarter of 2018, American adults spent more than 11 hours a day interacting with media, with Internet-connected media accounting for 57 percent of that total for 18-34-year-olds (read: Millennials). For automotive marketers in particular, these stats provide interesting food-for-thought, especially as they make plans for 2019 and beyond.

Why, because now that Millennials (Gen Y) have been fully assimilated into society as adults, marketers must now turn their attention to the incoming Digital Natives (Gen Z), who by some estimates already account for 25 percent of the U.S. population. These mobile/social-first consumers tend to be a fickle, advertising-averse bunch that generally prefers to rent rather than own anything. Traditional methods of advertising simply will not reach them, which could prove problematic for unprepared auto marketers, in particular.

With that in mind, welcome to the Post-Advertising Era. And welcome to MediaPost’s inaugural Marketing: Automotive Forum at the 2018 Automobility LA Conference at the Los Angeles Convention Center on Nov 27, where attendees can expect to learn:

  • Content Marketing strategies for OEMs in 2019 and beyond
  • How to engage Generations Y & Z on their terms
  • The Importance of “Experience” in the Attention Economy
  • The upside of Out-of-Home for OEMs


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