audi brand love Audi Brand Love Page 1
70% of Blacks, Latinos and Asians say
AUDI
IS A BRAND I LOVE But among them, nearly 9 out of 10 do not feel your love in return. The brand does not speak to their heritage, race or ethnicity; lacks diversity and is not culturally representative. Source: Multicultural Market Analysis Conducted by Veronica Marshall, USA September 2017 –October 2017
Audi Brand Love
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THE NEW General Market A strong core of white (mostly male) brand advocates has brought you this far. But the multicultural marketplace has gone from niche opportunity to mainstream imperative. And when it comes to loyalty, multicultural consumers give as much as they get; they seek brands who speak to their culture, self-image and aspirations.
So, what’s the barrier for Audi?
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Lexus and Buick are outpacing Audi as top luxury vehicle picks because they are authentically connecting with multicultural consumers Audi is not top-of-mind (aided recall primarily) because brand ads and communications do not speak to the culture or language of diverse audiences
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Your emphasis on technology, innovation and performance, while important to people of color, they are secondary factors during path to purchase Lack of diversity on marketing and communications teams may prevent you from systemically changing how you do business, limiting your ability to connect with diverse markets
1. Source: National Association of Minority Automobile Dealers, January 2017 2. Source: Multicultural market analysis. Lexus, BMW and Mercedes-Benz beat Audi in the following categories: reflects heritage; strong multicultural connection; inclusive of race/culture 3. Source: Multicultural market analysis. Key Factors in Path to Purchase Blacks: Price, Reliability, Quality Latinos: Quality, Reliability, Features Asian-Pacific-Islanders: Features, Quality, Price 4. Source: Audi USA; http://media.audiusa.com/
Audi Brand Love
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MEET THE New General Market JAMES BAILEY A purveyor of the culture through music. Beats are how he expresses himself and the society around him. Self-made but doesn’t forget where he came from and is ever reminded that where he wants to go takes hard work, perseverance and a steadfast belief in himself. His other goal: reach back to those behind him to ensure the culture continues.
DEMOGRAPHICS:
ATTRIBUTES:
ACTIVITIES:
• 30-35
• Entrepreneur
• Music
• African American
• Progressive
• Basketball
• Male
• Influential
• Happy Hour
• College Educated, Street Groomed
• Game elevator
• Networking
• Role Model
• Mentorship
• Urban
Audi Brand Love
• Philanthropy
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AMARA YOUNG A first generation college graduate, her parents always told her that with hard work comes great reward. And after 15 years of putting in her time, she’s finally made it – a partnership seat at a male-dominated, all-white, highly-coveted real estate firm. It is not lost on her how many people helped her get to where she is, but she knows to stay here she must remain at the top of her game. She’s up for the challenge and for whatever the future brings.
Audi Brand Love
DEMOGRAPHICS: ATTRIBUTES:
ACTIVITIES:
• 40-45
• Independent
• Dancing
• Afro Latina
• Change agent
• Food/wine
• Female
• Conscientious
• Reading
• College Educated
• Proud of Heritage
• Self-help/Learning
• Suburban (living), Urban sensibilities
• Trendsetter
• Sponsorship
• Groundbreaker
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DAVID AWAN Food is how his mother showed her love for her family. So, it’s no surprise you’ll find David at a farmer’s market at 5:30 a.m. looking for the freshest ingredients for his James Beard award-winning Malaysian fusion restaurant. The best ingredients equal good food and good food means love. Being recognized as the youngest chef to win such a high honor wasn’t easy. It took vision. It took resilience. It took an unshakeable spirit. It meant being invisible wasn’t, and still isn’t, an option.
DEMOGRAPHICS: ATTRIBUTES:
ACTIVITIES:
• 25-30
• A hustler
• Food
• Malaysian-American
• Uncompromising
• Friends/family
• Male
• Visionary
• Technology
• Go Getter
• Travel
• “No” is not an answer
• Environmentalist
• Culinary Trained, no college • City (Korea Town)
Audi Brand Love
• Minimalist
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CHANGING the narrative For years, humans have attempted to decode life’s biggest mysteries. Big Foot, the Bermuda Triangle, people who eat hot Cheetos with milk, and the question you never want to ask aloud, “Is he really into me?” I know what you’re thinking. “Dating isn’t rocket science!” You are correct. It’s much more confusing. In fact, if the U.S. multicultural market were single and dating you would think she would have a long list of suitable admirers. With over $3.4 trillion in collective buying power and comprising 38% of the U.S. population, she is the proverbial catch by any brand’s standards. But if you aren’t including her in your major life moments; taking months to engage her in meaningful conversation; or dismissing her feelings, you are bound to hear, “I’m just not that into you.” But you don’t need a couple’s counselor to know that from beginning to end, all healthy, mutually beneficial relationships come down to three simple, observable acts – trust, authenticity and communication.
NOW YOU’RE SPEAKING Audi Brand Love
MY LANGUAGE
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isn’t just a powerful shift in strategy; it’s the framework you need to tell compelling stories and project relatable images that endear people to experience Audi brand love. In a world full of hot-button issues, racially insensitive rhetoric, and culturally tone-deaf advertisements, to connect with today’s new super consumer, you have to remember:
CULTURE
IS A HUMAN TRUTH, NOT AN APPROPRIATION
RACE
IS AN IDENTITY, NOT A COSTUME
DIALECT
IS AN EXCHANGE, NOT A TRANSLATION
SO, HOW CAN AUDI BEGIN TO SPEAK THE LANGUAGE OF THE NEW GENERAL MARKET?
Audi Brand Love
Why It Works
NOW YOU’RE SPEAKING MY LANGUAGE
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BRINGING IT to life To be visible is to be human. But brands only see binary – zeroes and ones. Multicultural boxes to be checked.
NOW YOU’RE SPEAKING MY LANGUAGE Is about more than insert brown face here or translating English into Spanish. It is about redefining the ubiquitous, normative standard used to address multiculturalism in marketing, advertising and public relations, and creating authentic connections by celebrating our culture, race and dialect. BECAUSE PEOPLE OF COLOR ARE: …GROUND BREAKERS, not background …ROLE MODELS, not role players …VISIONARIES, not invisible
Audi Brand Love
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BRINGING IT to life: Visual Storytelling
Audi Brand Love
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BRINGING IT to life: Industry Recognition
Audi Brand Love
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MEDIA results
Audi Brand Love
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SOCIAL MEDIA chatter
Audi Brand Love
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HACKING ATTENTION
HANDWRITTEN LETTER TO EXECUTIVES In the hierarchy of unforgivable sins, lying to the one you love ranks just above driving their car and leaving them with a near-empty tank of gas. But on this special day, no matter how much it may hurt, I want to share with you a priceless gift – the truth. Why? Because you know someone loves you when they are willing to tell you the unvarnished truth in love. And because I have an almost unhealthy obsession with all-things Audi, I am the perfect person to tell you that you have a love-hate relationship with black, Latino and Asian luxury car buyers. In fact, 70% of blacks, Latinos and Asians say Audi is a brand they love. But, nearly 9 out of 10 do not feel your love in return. You see, they want you to put a ring (or four) on it. But all you want to do is Netflix and chill. Don’t believe me? I have the research to prove it. Contained in this box is my – along with 400 respondents – love letter to you. In it, I reveal multicultural consumers’ deepest desires to connect authentically with your brand and how you can accomplish just that. My name is Veronica Marshall and I want to help you solve one of the biggest challenges limiting your bottom line. You are on the verge of being left behind in a market place driven by the New General Market – multicultural consumers with $3.4 trillion in collective buying power, making up 38% of the U.S. population. So, let me help you become the New General Market’s #whipcrushwednesday. Hire me to join your Brand Communications team at Audi North America. From your adoring fan and not-so-secret admirer, Veronica Marshall
Audi Brand Love
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“This is how you hustle. This is how you grind to get noticed.” - Scott Keogh, Audi North America CEO
“You got my attention. Your provocative approach was authentic and intriguing.”
“
To land my dream job, I needed to hack attention. So, I sent a proverbial love letter, and possibly hate mail (meh, perspective), to top executives at Audi in the form of a Valentine’s Day mailer, complete with campaign brochure, notes from real brand loyalists, a letter from me, and all of the accoutrements you’d expect a gift to have – Sweethearts candies, love tokens and more.
- Loren Angelo, Vice President and Chief Marketing Officer
“We need your passion, diversity of thought and valuable experience. I would love for you to be a part of the team!” - Ahmed Iqbal, Chief of Staff to the President
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An interactive digital companion site used to house all components of Audi Brand Love, including additional research nuggets and background on why the project was created.
“84%
of multicultural consumers describe Audi as lacking diversity; not speaking to their heritage/race/ethnicity and not being culturally representative.
of Blacks, Latinos and Asian consumers agree that Audi doees not advertise to them.
Source: Multicultural Market Analysis Conducted by Veronica Marshall, USA. September - October 2017.
“68%
of black, Latino and Asian luxury car buyers were somewhat likely to not at all likely to purchase an Audi after watching the brand’s advertisements.
“
“70%
Source: Multicultural Market Analysis Conducted by Veronica Marshall, USA. September - October 2017.
“
“
“70%
“
AUDI BRAND LOVE microsite
of Blacks, Latinos and Asian consumers agree that Audi doees not advertise to them.
Source: Multicultural Market Analysis Conducted by Veronica Marshall, USA. September - October 2017.
Source: Multicultural Market Analysis Conducted by Veronica Marshall, USA. September - October 2017.
Audi Brand Love
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VERONICA MARSHALL 15 YEARS
OF EXPERIENCE
5 AWARDS WON
12 FORTUNE 500 BRANDS
20 PRODUCTS LAUNCHED
MASTER’S DEGREE COMMUNICATIONS (NYU)
ABOUT ME I love to move the needle. Whether it’s using research and insights to arrive at the big “a-ha;” sharing stories that fuel passions; or turning a brand’s worst enemy into its very best friend, I believe in creating powerful ideas that incite feelings, thoughts and actions. I’ve spent 15 years in a variety of industries connecting people with brands for the benefit of both. My specialties include tapping the power of media and influence to change perceptions, building and protecting a company’s reputation, and measuring how people react and optimizing for what comes next. So, if you’re looking for someone who is an original - not a carbon copy; can think up big ideas (and not-so-big ones); reach different audiences (regardless of where they’re engaging with you); and collaborate with a smorgasbord of people on your team (from digital storytellers to paid media to designers—even the C-suite), then we might make a good team.
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MY SPECIALTIES:
CREATIVE IDEATION
RESEARCH & INSIGHTS
GLOBAL COMMUNICATIONS
MULTICULTURAL MARKETS
STRATEGIC PLANNING
BRAND COMMUNICATIONS
GOING BIG OR GOING HOME
BRANDS I’VE WORKED WITH
Audi Brand Love
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HACKING ATTENTION A two-page feature in one of the communications industry bibles, The Holmes Report, highlighting Audi Brand Love and how I hacked the attention of the top leaders at Audi North America.
“
My pitch was an attempt to help them solve one of the biggest challenges limiting their bottom line. In my opinion, they are on the verge of being left behind in a market place driven by the new general market—multicultural consumers with $3.4 trillion in collective buying power, comprising 38% of the US population.
“
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YEAH, WHAT THEY SAID I could tell you how great I am but that’s weird. So, I thought I’d have some former colleagues tell you themselves.
She is always thinking two steps ahead and can hit any curveball out of the park. During my time working with Veronica, I was consistently impressed with her ability to motivate teams to deliver impactful results for clients. Whether she was planning a media event for 50+ journalists or working on short and long term media strategies, Veronica took the time to understand the business problem and the best way to solve the issue with an effective communications strategy. In addition to her commitment to client service, Veronica was an outstanding manager. While never my “direct” manager, Veronica worked with me to really develop and hone my media skills and would ask questions to take plans and results to the next level. If you’re looking for a communications strategist and leader who can work across all levels to ensure goals are met - Veronica is it!
“
Veronica’s strong strategic guidance was exceptional. She was always one step ahead, and this foresight was essential to achieving actionable, measurable results for clients.
Veronica has a keen ability to partner at all levels of the organization and is relentless in her work, and our partnership led to many successful client initiatives.
She’s curious, creative, witty and smart and would be a no-brainer addition to any team! - Jonathan Sullivan, Global Director, Digital Experience & Commerce at PPG
- Patrick Messenger, Corporate Communications, Amazon
“
I had the opportunity to work with Veronica at AARP and get a first hand perspective on her work. I was very impressed by her ability to protect AARP’s reputation; leading proactive earned media efforts around some of our key communications priorities.
She was very effective in understanding the many challenges that communicating through print, broadcast, digital and social media pose in an enterprise as large and complex as AARP.
“
With almost 38 million members, it is no small feat to stay focused on individual members and their needs while simultaneously protecting the AARP brand. Veronica did an exceptional job in this regard. - Jeff Davis, SVP, Media Relations, AARP
Audi Brand Love
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Veronica is a strategic leader who isn’t scared to try new ideas or challenge the status quo.
It was an absolute honor and pleasure working under Veronica during my time at Weber Shandwick. She has a confident and comfortable sense of leadership. She offers clear expectations, simultaneously providing enough creative space to tackle a project in a way that’s comfortable for me but still gets results. She is a leader who inspires you to do even better because you can.
It is evident in Veronica’s work her profound experiences and knowledge of the industry and people-handling skills, and the hard-work and diligent efforts she has put into paving her career to arrive at where she is. Veronica is a risk-taker who takes appropriate chances even in moments of crisis. I’ve witnessed firsthand her flexibility and sharp thinking when faced with challenging decisions that impact her client’s business. Veronica never ceases to offer me guidance, support and advice with my work, career and life. She’s a natural educator who is generous in wanting to help you in any way she can. I feel very fortunate to have the opportunity to work under Veronica and learn all the things I did. - Jenny Chang, Weber Shandwick
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FOR MORE AUDI BRAND LOVE AND INFORMATION ABOUT THIS CAMPAIGN, CHECK OUT: WWW.AUDIBRANDLOVE.COM #AUDIBRANDLOVE
Data: Multicultural market analysis conducted by Veronica Marshall using aytm™. Responses were collected in September 2017 from 500 U.S. black, Latino and Asian respondents 18+ years old and balanced by gender, income and region according to U.S. Census. Copyright © 2018 Veronica Marshall. All rights reserved. All content, data and creative are the property of Veronica Marshall. #whipcrushwednesday™ Audi Brand Love™