The Audi talent Awards meet the same logic

A weekend to Chateau-Latour and the basque country with Bixente Lizarazu, four days in the Alps in Kitzbühel at the world ski Championships, a meeting "backstage" with Sting after his private concert at the Olympia Audi or even a dinner after show with comedian Jacques Weber... Invitations regularly proposed to the subsidiary of VW customers. The most exclusive are reserved for some 300 French members of the Audi Excellence club, open to only drivers of larger models or more sports brand. Nothing is free, "which depreciates the thing," explains David Dargaud, marketing communication Director and Audi France, but each time the invitation event is exceptional, "that money cannot buy."

Eclectisme of rigour also on MyAudi.fr, a site open to all customers with its television station which, in addition the mark news and shows, broadcasts of info on movies, music, or design. A way to shine beyond the automobile. The Audi talent Awards meet the same logic. Presented each year by juries composed of recognized professionals, they reward the young talents of four disciplines: art, music, design and short film. "We become influencers in other areas of the automobile." "This change look on the mark", argues David Dargaud. He said that when comes time to change his car "an Audi customer on two said that the concept of service rendered off auto has influence on the choice of the new vehicle". In other words, the only criteria of price, design or image no longer suffice.

Weekends "disposal".

None of this would have been possible without the Internet. With no own distribution network, builders lacked specific information on drivers of their vehicles. Known information of only dealers who are step back to the constructor. "Before Internet, the only information we had, it was the gray card statement mentioning the identity of the owner, in our case often leasing company or a company.". Web has all changed, through including the questionnaires on the tastes and interests of the drivers, which are proven to be a real mine of information operated by Audi. A "profiling" perfectly allowed for users who know that consideration exists (invitations). Brand encourages of elsewhere its dealers to do the same at the level of their catchment area, organizing them as parties or events, for example around games of Olympique Lyonnais or the Cannes Film Festival.

Established three years ago, client relationship management tool focuses on the retention of the existing portfolio. Audi now turn to the next step, the recruitment of new drivers. And builds for this on the community of his followers, transformed into ambassadors for the brand. For example, during evenings or weekends "immersion", where is to meet owners of Audi and "prospects" considered "mature." "The recommendation emanating from a true customer has more weight than all the arguments from a vendor" summarized David Dargaud. Johnny Hallyday excels in the exercise of the word-of-mouth. Not content to be purchased for him a 4 4 Q7 that Audi had him try, he converted his son David, who in turn convinced actor Jean Reno...