Public Relations - What it really matters, Now!
by Michael Pistol
When talking automotive Public Relations today, what really
matters now may surprise many industry players unfamiliar with recent
developments. Despite the obvious definition - managing the public's
perception of a company, PR professionals are increasingly finding
themselves holding the key end of their company's marketing and
advertising stick. The subtle shift is part of a communications
undercurrent that for the last several years has been constantly
reshaping the dialogue between the consumer and the automotive product
or service provider.
Repositioning
The shift is driven mostly by an unstoppable fragmentation of the
traditional advertising-supported media: It's no longer a secret that
consumers are increasingly abandoning generalized media formats built
around ad and marketing bombardment (driven by revenue per eyeballs),
favouring a more localized, specific-to-my-interests type of media -
such as the Internet. The rub is that in this process, the much needed
dollar support is also diminishing... Hence, the marketers are
repackaging their messages to fit the ever-shifting media landscape:
now we're talking viral and guerilla marketing in the same breath with
the word of mouth and product placement. As
such, for the automotive sector - where relevant product information
goes hand in hand with branding, it's increasingly important to
seamlessly integrate the desired message within the new media conduits.
Managing such responsibility is increasingly falling under the
responsibilities of PR departments, and nowhere is the trend more
evident than within the OEMs. It's
not uncommon to hear now that entire product launches are pivoting
around PR - which is not unusual in itself, but the fact that in some
instances there are minimum or even no advertising budgets to go with
it, is. Therefore, considering the exceptionally high competitive
marketplace, a product launch event requires much more than just the
usual hoop-la, crossed fingers and pep-talk.
For the PR departments organizing such events/ launches, the issue at hand revolves around its ability to translate the OEM's message to the consumer in the most efficient way - finally generating sales and as such, partnering with an expert service provider is crucial.
One of the best-known Canadian players in this field is Integrated Automotive Group Inc. and recently we had the opportunity to talk with Shane Bennett, the group's Managing Director.
Located in Mississauga, Ontario, Integrated Automotive Group is one of
this industry's leaders in organizing automotive-related events in
North America, and one of its latest achievements was the successful
launch of Hyundai Canada's 2009 model of the Sonata nameplate.
This event provided the background for our conversation with Mr. Bennett.
It's interesting to note that Integrated - as a business, understands best the OEM's relationship with the media: "Integrated
spends a great deal of time understanding what is important to the
automotive journalists. Based on this information, we put together a
memorable event experience that is unique and different, to create a
positive brand impression with the media. We also ensure the media
members have all of the data, in an easy to use electronic format so
they are able to incorporate and analyze product and technical
information in their stories. These concerted efforts result in
published articles that provide better quality analysis and
comparisons, which in turn provides a high quality and informative
story to the end consumer - a valuable tool to use when considering
their purchase decision. At the end of the day, everything we do is
focused on facilitating the selling of more cars for our clients."
The begining: Integrated was involved in organizing the Blue Jays Parade after the World Series win in October 1993
In the Sonata launch case, which used the Hyundai-developed "The best
got better for less" tag-line, media was presented with media kits
consisting of an entire Sonata PowerPoint business presentation, along
with a collection of the company's newest press releases, pricing
guides, reference materials, as well as high resolution pictures - all
available in the USB stick format, one of the most easy to use
electronic formats available.
Robert Marner - Director, Marketing and PublicRelations, and John Vernile - V.P Sales and Marketing, Hyundai Canada, during the launch of the 2009 Sonata.
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This is an oft-forgotten time management tool, invaluable to
journalists pressed by punishing deadlines, declining resources, but on
the hook for better and relevant content, pertinent to an increasingly
demanding and knowledgeable consumer. One of Integrated's unique
strengths centres on its ability to deliver clear messaging
instructions, aided by quality and complete materials, solely focused
OEM's message, product characteristics, marketplace realities, yet
flexible to the media's orientation and capabilities: print/Internet,
video, interviews, photography, etc.
From Planning to Execution
Another fundamental differentiator is the ability to execute: in the
Sonata launch case, special circumstances dictated tight timeframe for
the project planning process. The three-day event, featured a
three-wave series of presentations, highly synchronized to accommodate
journalist groups selected from the GTA area, West coast and the
Eastern provinces. Over 35 journalists were present at this event,
entirely organized and managed by Integrated - from booking
journalists' flights to fueling and detailing the vehicles.
High-end events - Gary Moyer, President of Jaguar Land Rover Canada, speaking to the media and selected guests during the Toronto launch of the 2008 Jaguar XF
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The vehicle's appearance is exceptionally important to Mr. Bennett: "At
Integrated we understand the products are the stars. All vehicles at
the events and media fleets at our office are presented in the highest
standard to contribute to a high quality experience. This also ensures
the vehicles are camera ready for product shots that, in many cases,
are incorporated into the stories which are written about the drive
experience."
How is all this possible? "All accounting, project management,
detailing and sales - all the key departments are involved in each
project. Beyond that, we have an extensive network of
suppliers/partners, and freelancers that provide a seamless and secure
business support for our undertakings," says Mr. Bennett.
Early days: 1998, Montreal Auto Show
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Since 1997, when the company acquired the automotive assets and
portfolio of another marketing entity, Integrated Automotive Group has
grown its business throughout North America: "Our recent US event
opportunities include the Nissan Business Conference in Chicago and
Volkswagen City Golf and Jetta press launch in Orlando, Florida. With
extensive resources throughout the US, we're continuing to expand our
US project portfolio throughout major centres such as Atlanta, Los
Angeles, Las Vegas, Chicago, Pheonix, Philadelphia, San Diego and
Orlando."
The expansion, not only assures access to diversified resources but it
also expands the company's expertise and organizing capabilities,
fundamental qualities needed to successfully operate in this
competitive marketplace. As such, correctly understanding the product's
most successful selling points related to a specific market is
paramount, and from this perspective, Integrated's long-established
experience is an asset of outmost importance to any OEM.
Next: VW Jetta launch, July 2008
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As one can imagine, this unique combination of extended and complete event management expertise and execution capabilities is propelling Integrated to the forefront of this business segment. As such, Integrated has just been awarded the opportunity to execute the Kia Borrego and VW Jetta Canadian media event launches taking place in July 2008.The Message or the Messenger - A Final Word
The automotive business is a highly visual business where product is king:
"Integrated understands the importance of the first impression by the consumer of our clients' brands," says Mr. Bennett. "We execute over 300 projects on an annual basis, which consists of auto shows, press events, ride and drives, automotive displays and VIP consumer experiences. We understand how important it is to represent the client's products to the absolute highest level to be able to instill a positive brand presence with the customer."
What really matters now, is that the successful automotive event management company is the one that is focused on the message rather then the messenger. As Integrated Automotive Group helps facilitates media workers to do their jobs properly, in a fast and competitive way, in return they will increase the quality and accuracy of the message - which once again, is the prerequisite of any successful PR/marketing campaign.
To quote a widely used medical analogy, in a market environment where there is simply not any room left for any mistakes, why would you go to your foot doctor for eye surgery? Both are medical professionals, but only one has the proper expertise.
The choice is yours...
