60 second interview: Peugeot marketing director UK Christian Stein

Peugeot marketing director UK Christian Stein on events

Peugeot marketing director UK Christian Stein
Peugeot marketing director UK Christian Stein

How have you adjusted your marketing strategy to the recession?

In an economic downturn, it's about finding a different way to demonstrate your brand and that's why we are doing more events as part of our marketing strategy right now.

What types of events does Peugeot run?

At Peugeot we have three types of event activity - motivation events such as trips and dinners, product placement and special events for PR. Product-placement events are becoming more and more important because they are a good way to target potential customers, rather than through broadcast media.

What prominence does Peugeot give events?

About 7% of our marketing budget is allocated to events. In 2010, we will probably do more events than in previous years because it's the best way to get people to experience the cars.

What are your event plans for 2010?

We're not committed to many events yet for 2010, but we plan to carry on our partnership with Alton Towers, where we have previously held a family fun day for customers. We are planning one incentive travel event for our dealer principals - we've not yet chosen a destination but it will probably go ahead.

 

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