events

Home › Events › IAB NZ presents…Kia Motors: a case study ›

IAB NZ presents…Kia Motors: a case study

sponsored by 

IAB NZ presents...Kia Motors: a case study – presented by Graeme Perry, Strategic & Corporate Affairs Manager, Kia Motors

The economic recession created many challenges for the auto industry. However, Kia Motors jumped out of the blocks with a record start to 2010 new vehicle sales in New Zealand.

The 252 new models registered during January represent a 166% increase on the same month a year ago, which completely shadows the 6% growth by the whole industry in January, and is the highest total recorded by Kia since it entered the market a decade and a half ago.

According to reports by Google and Ispos MORI, the internet plays a dramatic role in the purchase of a new or used car. In 2009, Google announced that 80% of new car buyers start their search on the internet and from this, 69% started that search using a search engine.

Join us as Graeme Perry, Strategic & Corporate Affairs Manager, Kia Motors New Zealand shares the details behind their success and how online has been a big part of it.

Automotive Online Marketing Trends in 2010 – presented by Michael Gregg, Head of Advertising at Trade Me and Chairman, IAB.

As audiences continue to shift online, automotive ad spend will follow, according to a recent study from The Kelsey Group where they predict that annual revenues in the automotive advertising market will hold steady at $40 billion globally through 2011.

In the US, there has been a structural shift to automotive online advertising.
Total Advertising Spending by US Auto Manufacturers, by Media Compound Annual Growth Rate (CAGR) for 2005-2007:

• Television -5.2%
• Magazines -7.5%
• Internet* 48.0%
• Newspapers -31.1%
• Radio -0.4%
• Outdoor 0.3%

Source: eMarketer, “Automotive Marketing Online: Negotiating the Curves”, June 2008

While in New Zealand, figures released by IAB/PwC for online adspend in the automotive category show Q1, 2010 to be the highest quarter since 2008.

Michael Gregg, Head of Advertising at Trade Me, will share his thoughts on online marketing trends and experiences in the automotive sector, from New Zealand’s biggest automotive website, Trade Me Motors.

Who should attend?
Directors, managers and professionals in charge of Marketing & Communications, Digital Marketing, Online Media. Agency buyers & planners.

COST
IAB, ANZA & CAANZ members: $65 + gst ($73.13 incl gst)
Non members: $95 + gst ($106.88 incl gst)

Date: Wednesday 30 June
Time: 4.00 - 5.00pm followed by networking drinks until 6.00pm
Location: Juice Bar | 144 Parnell rd, Parnell, Auckland

Graeme Perry, Strategic & Corporate Affairs Manager, Kia Motors

Graeme Perry is the Strategic and Corporate Affairs Manager for Kia Motors New Zealand Limited, responsible for Kia’s Social Media and Website, along with the respective interfaces with other marketing tools.

Graeme joined Kia Motors in January 2010 from a background as a Fleet Consultant and motoring writer, his involvement with the motor industry stretches back nearly 30 years both in New Zealand and the UK.

In recent years Graeme has been responsible for the development of several websites, including Road-Tests.com, developing an understanding that websites are increasing one of the most powerful interactive tools for most businesses.

  Michael Gregg, Head of Advertising at Trade Me and Chairman, IAB.

Michael (known as MG) has been hanging out at Trade Me for the past three years, overseeing the establishment of their rockstar advertising team.  MG was previously Head of Interactive at Clemenger BBDO and has over 15 years of local & multinational agency and publisher experience.

Event Details

0 comments:

Leave your comment

Only available to logged-in IAB Members.