Auto Shows are a vital part in the automotive companies marketing of their automobiles to consumers and to the media. A lot of weight is placed upon auto shows by the various automobile manufactures to launch their new line of autos and concepts for future autos. Our communication teams concept for the DaimlerChrysler brand is to be utilized as an “umbrella” for all of DaimlerChrysler’s products. The same concept should be utilized for the auto shows to build the brand.
Research has been conducted on the various auto show floor plan layouts throughout the world. It has been concluded that the automobile divisions of DaimlerChrysler are divided and placed in different areas of an auto show. For example, that the Mercedes-Benz venue is placed in an opposite end of an auto show arena from the Chrysler venue. The placement of these vehicles on such opposite areas of the shows provides little brand recognition towards the DaimlerChrysler umbrella concept.
It is the view of the communications team that DaimlerChrysler consolidate its auto show venues into one. DaimlerChrysler is in need to enhance brand identity and because auto shows are usually where the public and the media first witness the automobile manufactures new line of autos and concept cars, the auto show is an excellent place to introduce a homogenous DaimlerChrysler. Starting in the year 2002 and continuing through 2004 and possibly further, the communication team suggest that DaimlerChrysler place each of its automobile divisions at auto shows under one DaimlerChrysler “roof” or venue. By placing Mercedes-Benz, Chrysler, Jeep, Dodge, Smart and commercial vehicles in one venue of an auto show under the name of DaimlerChrysler, brand identity will become established.
A second effort in building the DaimlerChrysler brand in the auto show venue is the use of the tagline "For the places you go." The team suggests that the new tagline be used in many aspects of the auto shows. The tagline could be used in many aspects of the auto show such as: the promotions for the show in local advertisements, a main backdrop for some of the cars, display signs in the back of the pick-up trucks, etc. By using the tagline in many parts of the show the message conveyed will allow potential customers to remember DaimlerChrysler as one company allowing the brand to become stronger.
In building brand recognition during auto shows, the ability to showcase many products and not just autos should be explored. This would include showcasing cellular phones to financial services that encompasses the DaimlerChrysler umbrella. As potential customer walk around the DaimlerChrysler "one roof" concept at the auto shows information on many of the products should be available. By seeing this type of information together DaimlerChrysler will be enhancing the brand identity.
The DaimlerChrysler venue showcasing all of its vehicles should consist of a grand backdrop displaying the DaimlerChrysler logo along with a large video screen. The video screen will display an energetic, entertaining and technical video production of all the DaimlerChrysler products. This will reiterate the perception that all of the products fall under the homogenous logo of DaimlerChrysler (A production team should be established to create said auto show video). Further, marketing representatives for DaimlerChrysler will be present at the auto shows to promote this idea of homogeny of DaimlerChrysler to the public and the media.
Autoshow Information
