How important is event marketing to Honda?
Event marketing is a core part of our relationship with dealers, though compared with TV and digital it remains one of the smallest parts of our marketing spend. Our main event types include quarterly promotional activity and a meeting for managers in which we forecast business for the following year.
How do you use events to engage with staff?
We have around 200 dealers spread across the country and there are often times in the year when we have to deploy a message and control it in a certain way. Event marketing allows us to do that logically and is, therefore, of huge importance to Honda's communications strategy.
How important are events when launching new models?
When we are launching models it gives us an unprecedented ability for theatre and razzmatazz, which has additional incentive and motivational benefits. We join forces with our European offices and host a programme within Europe, inviting dealers and appropriate journalists to sell the benefits of the model
What are your plans for 2010?
We have no major launches planned for 2010 and are instead likely to repeat a similar programme of activity to this year.