Video - 2017 J.D. Power AMR
 

2017 AMR Speaker Presentations

Tuesday, 10/24/2017

Headliners

21:14

State of the Industry

Thomas King, Senior Vice President, Data and Analytics Division, J.D. Power
10/24/2017, 10:15 AM PDT

The current state of the automotive industry sales cycle resembles the Salar de Uyuni – the world’s flattest place, roughly the size of Connecticut. This recent sales plateau comes after reaching a new-vehicle all-time record sales year in 2016 that accounted for 14.02 million retail sales, according to the Power Information Network® (PIN) from J.D. Power. Unfortunately, the plateau looks like it’s here to stay … for now.

Dealers’ lots are flush with inventory carrying hefty incentives, while dealers today face greater competition and shrinking margins. At the same time, consumers are living an always-connected lifestyle where, using a finger tap or voice command on a smartphone instantly delivers information to them. This contrast is forcing automotive marketers to rethink how they engage and build relationships with customers.

With the 2018 sales cycle forecast not looking much better than recent years, the AMR was designed with the intention to give you tools you can leverage in order to succeed in this environment. Over the course of the event, you will learn from inside and out of the auto industry on how Brand Power, Customer Experience and Loyalty & Advocacy will drive your success.


10:45

Media Marketing Review

Amit Aggarwal, Digital Marketing Analyst, J.D. Power
10/24/2017 10:15 AM PDT


10:30

Intro to Brand Power

Bernardo Rodriguez, Chief Digital Officer, J.D. Power
10/24/2017 10:15 AM PDT


23:05

BRAND POWER: Amazon Media Group

Seth Dallaire, VP, Global Advertising Sales, Amazon
10/24/2017 11:20 AM PDT

Building brand power – perception, familiarity, loyalty and advocacy – is a crucial step in turning shoppers into buyers. Brand power begins with giving consumers a reason to have a positive emotional connection with your company. Brands that clearly deliver on their promise at every touchpoint of the customer journey are able to capture market share from competitors. This is no easy feat in today’s growing digital environment. Consumers are able to interact with brands in a plethora of places and ways, as well as see what others have experienced.

To kick off the AMR we are excited to introduce experts from some of today’s most recognizable brands: Amazon, Ford Motor Co. and MGM. They will discuss how the perception consumers have of your company can confirm your credibility, connect prospects emotionally with your products and motivate buyers to buy.


24:42

BRAND POWER: MGM

Michael Dominguez, SVP and Chief Sales Officer, MGM Resorts International
10/24/2017 11:20 AM PDT

Building brand power – perception, familiarity, loyalty and advocacy – is a crucial step in turning shoppers into buyers. Brand power begins with giving consumers a reason to have a positive emotional connection with your company. Brands that clearly deliver on their promise at every touchpoint of the customer journey are able to capture market share from competitors. This is no easy feat in today’s growing digital environment. Consumers are able to interact with brands in a plethora of places and ways, as well as see what others have experienced.

To kick off the AMR we are excited to introduce experts from some of today’s most recognizable brands: Amazon, Ford Motor Co. and MGM. They will discuss how the perception consumers have of your company can confirm your credibility, connect prospects emotionally with your products and motivate buyers to buy.


34:54

BRAND POWER: Ford Motor Co.

Mark LaNeve, VP, U.S. Marketing, Sales and Service, Ford Motor Company
10/24/2017 11:20 AM PDT

Building brand power – perception, familiarity, loyalty and advocacy – is a crucial step in turning shoppers into buyers. Brand power begins with giving consumers a reason to have a positive emotional connection with your company. Brands that clearly deliver on their promise at every touchpoint of the customer journey are able to capture market share from competitors. This is no easy feat in today’s growing digital environment. Consumers are able to interact with brands in a plethora of places and ways, as well as see what others have experienced.

To kick off the AMR we are excited to introduce experts from some of today’s most recognizable brands: Amazon, Walt Disney Studios and Ford Motor Co. They will discuss how the perception consumers have of your company can confirm your credibility, connect prospects emotionally with your products and motivate buyers to buy.


Tuesday, 10/24/2017

Breakout Sessions

41:57

CROSS-CHANNEL MARKETING: Hop In: Cross-Screen Addressable Advertising Is Here

10/24/2017 1:50 PM PDT

It's becoming more and more evident that addressable advertising is a must-do for automotive brands. On this panel, industry experts explain why addressable TV and cross-screen advertising should be a part of every media plan. Spoiler alert: because it works.


41:16

DIGITAL TRANSFORMATION: Smart Homes and Connected Cars: Peas in a Pod

10/24/2017 1:50 PM PDT

The Smart Home and Connected Cars are the next big thing, but what will it take for integration to officially take off? In this session, Tim Stevens, Roadshow’s Editor at large, will reveal proprietary research from CNET and Harris Interactive (formerly Nielsen) that highlights how consumers feel about the convergence of the two realms, as well as discuss what the future holds.


42:45

Hey Siri, Where's My Closest Car Dealer?

10/24/2017 1:50 PM PDT

According to Comscore, 50% of all search will be voice-based by 2020, meaning that as car buyers conduct searches on devices like Google Assistant and Siri, they'll receive one direct, intelligent answer. In this session, automotive marketers will learn tips and skills for increasing dealer showroom traffic, service, and parts sales, as well as customer engagement and satisfaction by understanding this shift in consumer search behavior and the rise of AI and intelligent search devices.


38:14

DATA-DRIVEN MARKETING: Go Beyond the Data: How to Influence Behavior Through Psychological Principles to Drive Growth

10/24/2017 3:15 PM PDT

Behind marketers’ endless supply of data are people consciously making decisions driven by personal motivation and predispositions. How do you influence this behavior? Incorporating psychological principles into your optimization strategy to reveal exactly which content, design, and positioning gets into users’ heads and motivates them to convert.


40:08

PROGRAMMATIC ADVERTISING: How Mazda Jump-Started its Strategy with a Unified Programmatic Approach

10/24/2017 3:15 PM PDT

In this session, Mazda, Garage Team Mazda and The Trade Desk explain how programmatic transformed Mazda’s digital advertising strategy, allowing them to align their message closely to the customer journey.


3:28

SOCIAL MEDIA: More Than A #Hashtag - Creating Meaningful Auto Brands For The Social Age

10/24/2017 3:15 PM PDT

Why are we so addicted to social media? Why do we act so irrationally online? Social is rapidly becoming the primary way that humans express themselves - and this is having a profound impact on relationships, culture and branding. How must the auto industry adapt in order to remain relevant in the social age?


44:22

ADVANCED TV AUDIENCE BUYING: OpenAP and the Promise of Advanced TV Advertising

10/24/2017 4:15 PM PDT

The demand for targeting custom audiences within the premium context of television has been growing steadily over the past few years. But unlike traditional TV buying, which trades on a common currency and agreed upon audience standards, advanced TV currency and targets have meant something different at each media company, a fact that has impeded its growth and adoption. In an effort to advance the practice of TV audience buying, meet growing client demand for precision and improved ROI in television, and provide a viable, brand-safe alternative to big digital, three strange bedfellows united in development of a solution: OpenAP. Founded by Viacom, Turner and FOX, OpenAP is the industry's first-ever open platform for cross-publisher audience buying that will allow for data flexibility united around a common set of data quality standards and target definitions. Join us less than a month after OpenAP’s official launch for the insider view of its early days, how competitors are making it work in a compliant way, and how FOX AIM, the linear optimization solution that underpins FOX’s Open AP participation, is improving the performance of automotive client buys.


28:36

CUSTOMER LIFECYCLE: Be What’s Happening: Win Customers With Culture, Conversation, and Data

10/24/2017 4:15 PM PDT

As marketers, we compete for our customers' attention and mindshare. What differentiates our brands hinges on how effective our strategies are. Chad Rumminger, Managing Director at Twitter, will share insights into the latest innovations—including best-in-class case studies— that empower marketers to cultivate brand loyalty and drive action throughout the purchase funnel.


41:25

SOCIAL MEDIA: Social Saturation or Social Salvation? How to Make Social Media Work For You

10/24/2017 4:15 PM PDT

In this panel, we’ll take on hotly contested (and sometimes controversial) topics surrounding social media, focusing on the question: Ten years in, can the sales attribution be found? And, after investing in many platforms and approaches that are no longer around, or can’t be valued, is it worth it?


Wednesday, 10/25/2017

Headliners

27:56

CUSTOMER EXPERIENCE: NFL

Jaime Weston, SVP, Marketing, Creative and Branding, NFL
10/25/2017 9:30 AM PDT

Successful companies have created a customer service “edge factor” by paying extra attention to the entire customer ecosystem. Brands leading the way are experts at taking a total immersion approach to make customers feel valued. Digital channels are growing exponentially in importance and has a dramatic impact on a brand’s ability to amass market share.

In this session you will hear how the NFL, Microsoft and Mercedes are leading the charge when it comes to immersing consumers within their brand. Take away tips on how these experts are using experiences to general awareness. We guarantee you will leave inspired.


36:30

CUSTOMER EXPERIENCE: Microsoft USA

Grad Conn, GM & CMO, Microsoft
10/25/2017 9:30 AM PDT

Successful companies have created a customer service “edge factor” by paying extra attention to the entire customer ecosystem. Brands leading the way are experts at taking a total immersion approach to make customers feel valued. Digital channels are growing exponentially in importance and has a dramatic impact on a brand’s ability to amass market share.

In this session you will hear how the NFL, Microsoft and Mercedes are leading the charge when it comes to immersing consumers within their brand. Take away tips on how these experts are using experiences to general awareness. We guarantee you will leave inspired.


25:43

CUSTOMER EXPERIENCE: Mercedes-Benz USA

Harry Hynekamp, GM, Customer Experience, Mercedes- Benz USA
10/25/2017 9:30 AM PDT

Successful companies have created a customer service “edge factor” by paying extra attention to the entire customer ecosystem. Brands leading the way are experts at taking a total immersion approach to make customers feel valued. Digital channels are growing exponentially in importance and has a dramatic impact on a brand’s ability to amass market share.

In this session you will hear how the NFL, Microsoft and Mercedes are leading the charge when it comes to immersing consumers within their brand. Take away tips on how these experts are using experiences to general awareness. We guarantee you will leave inspired.


38:02

LOYALTY & ADVOCACY: Twentieth Television

Michael Teicher, EVP, Media Sales, 20th Television

Gary Newman, Co-Chairs, 20th Century Fox Television
10/25/2017 11:00 AM PDT

The perception of your brand and the experience you give customers will drive loyalty. Advocacy will come through cultivating excitement and passion about the products or services a company provides. As brand loyalty becomes more tenuous, this session offers you the chance to hear from three disparate brands—Ritz-Carlton, 20th Television and Honda—that believe a commitment to building and maintaining brand loyalty helps them achieve both short-term and long-term goals.


18:38

LOYALTY & ADVOCACY: Honda

20 min: Tom Peyton, AVP, Marketing Operations, American Honda Motor Co. Inc.
10/25/2017 11:00 AM PDT

The perception of your brand and the experience you give customers will drive loyalty. Advocacy will come through cultivating excitement and passion about the products or services a company provides. As brand loyalty becomes more tenuous, this session offers you the chance to hear from three disparate brands—Ritz-Carlton, 20th Television and Honda—that believe a commitment to building and maintaining brand loyalty helps them achieve both short-term and long-term goals.


Wednesday, 10/25/2017

Breakout Sessions

32:57

ACCOUNT-BASED MARKETING: The Real Deal or Simply a New Fad?

10/25/2017 3:50 PM PDT

Wait, wasn’t inbound supposed to be the best thing for marketing? Or was it social media marketing? No, no, it was definitely marketing automation. You know what? It’s definitely Account-Based Marketing.

I’m not sure about you, but I’m pretty skeptical of marketers telling other marketers that there’s a new marketing method and it’s the best thing since word-of-mouth (our equivalent of sliced bread). That being said, as a self-proclaimed early adopter, I had to find out: Is Account-Based Marketing the next best thing or is it just a remix of something we’ve done in the past.

Join Sangram Vajre, Co-Founder & CMO of Terminus, author of Account-Based Marketing For Dummies and founder of #FlipMyFunnel to learn about the pros, cons, pitfalls and, of course, the new acronyms that go into making a successful account-based marketing campaign.

Key Takeaways:

  1. Which scenarios would ABM work best for you
  2. How much message customization you really need for your ICPs
  3. Marketing and Sales alignment: how much is sufficient.
  4. What’s the minimum amount of software you need to get started?
  5. What ABM really is and how we got here.


41:01

AUGMENTED & VIRTUAL REALITY: VR for Good – Moving Past the Novelty

10/25/2017 3:50 PM PDT

Please stop creating VR just for the sake of creating it. Immersive video production techniques are often an expensive distraction from brand storytelling. This session will provide a guide for leaders in automotive marketing to better decide when a message can be effectively carried through this medium, or when you should stick with other storytelling devices, such as linear video. VR creators from brand marketing (Honda), production (Psyop) and technology (Oculus) perspectives will debate when a project can benefit from immersive video production techniques, the future of our industry’s use of VR and the challenges and opportunities presented by the very new VR distribution infrastructure.


44:58

CONTENT MARKETING: A Decade of Local Ad Content - What Wins Consistently?

10/25/2017 3:50 PM PDT

Have you ever wondered how much shouting about savings or using mascots in local TV ads increases consumers likelihood to buy? For the past 10 years Magid has conducted hundreds of in-market focus groups, quantitative research and ad receptivity studies and uncovered consistent, predictable trends in consumer behavior and sentiment for automotive advertising. We'll share those findings and help you identify content that consistently out performs.


40:02

DATA-DRIVEN MARKETING: If You Build It, Will They Come? And More Importantly, Will They Buy?

10/25/2017 2:30 PM PDT

Auto marketers often assess the impact of digital advertising through online metrics, but understanding who visited a dealership and ultimately purchased a vehicle has been a challenge. Carolyn and Ken will leverage learning and insight from a summer 2017 domestic minivan campaign as they discuss best practices for creating, measuring, and improving data-driven advertising programs.


33:52

EMOTIONAL ADVERTISING: Using Psychology and Emotion to Dramatically Improve Advertising

10/25/2017 2:30 PM PDT

Emotional advertising is an important component in affecting consumer behavior. While the mediums for information have changed over the years, the way humans process information and make decisions has not changed in recorded history. Yet, most marketers’ understanding of how consumers make decisions is simply wrong. We have been trained that consumers make mostly rational decisions, even though research shows that this isn’t true. Instead, we make emotional and other non-rational decisions for nearly all purchases. This session will review Nobel Prize-winning research on how consumers make decisions and the implications for dramatically improving marketing using those insights. Real-world examples of successful psychological principles will be used to ensure attendees can immediately apply what they have learned.


49:52

PERFORMANCE-ORIENTED MEDIA: Connected Media: The Data-Driven Revolution

10/25/2017 2:30 PM PDT

Media is changing, driven by the growing number of connected devices, the increasing connectedness and changing habits of consumers, and the sheer volume of data being generated by it all. The real-time access to this data is allowing marketers to be far more sophisticated and active in how they assess and manage the performance of their media investments.


45:28

ALIGNMENT ACROSS TIERS: Alignment and Attribution Across Tiers

10/25/2017 1:35 PM PDT

What if you could leverage data to target consumers across the entire sales funnel to be as efficient as possible across tiers? Discover how a foreign auto manufacturer successfully leveraged NBC Universal’s Audience Studio to optimize their Tier 1 upfront investment and then worked with Comcast Spotlight using that same data to support their Tier 2 spot investments.

Key Takeaway: In this session,NBC Universal and Comcast Spotlight will delve into insights on planning, optimizing and measuring ROI across tiers and you will learn how data will continue to serve as the link between programmer and distributor to strategically support the automotive industry across their two largest tiers of business.


36:36

AUDIENCE TARGETING: Intent is Greater Than Binders Full of Women - Evolving In Market Targeting

10/25/2017 1:35 PM PDT

Cars are one of the most heavily researched purchases a consumer makes. With all of the information digital collects during the consumer's researching, we have a better understanding of car buyers' intent at each step. And with the better undestanding can evolve our targeting beyond "in market" into three distinct, actionable audiences.


44:50

MOBILE IS THE FUTURE, STILL: Shaping Strategy and Budget to Meet the Next-Generation Consumer

10/25/2017 1:35 PM PDT

Mobile has been and will continue to be the future for brands and marketing. The quest, however, for highly contextualized, increasingly personalized, and even anticipatory moments of mobile inspiration is a challenge to be sure. In this session, Verve presents new research that shows the state of strategy and budget among brands that are reaching for this location-powered mobile prize — unpacking new findings around the strides key players are making and what they need to achieve next when it comes to location data and technology partnerships. Verve also looks at what success means when it comes to the attention and loyalty of next-generation mobile consumers — specifically looking at Millennial and Gen Z shoppers that are responding in powerful ways to relevant and meaningful mobile interactions.

Key Takeaway: In this session, Verve presents new research that shows the state of strategy and budget among brands that are reaching for this location-powered mobile prize — unpacking new findings around the strides key players are making and what they need to achieve next when it comes to location data and technology partnerships.


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