60 second interview: Honda's Ian Armstrong

Honda customer communications manager Ian Armstrong on the importance of events.

Honda customer communications manager Ian Armstrong
Honda customer communications manager Ian Armstrong

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.

Click here to read the full interview with Armstrong, plus interviews with brand leaders from Peugeot, Sony Ericsson, Yahoo!, Domino's, Sainsbury's and Astrazeneca.

 

 

 

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
7 lessons for event planners from... the John Lewis Christmas ad

7 lessons for event planners from... the John Lewis Christmas ad

Everyone's nightmare is a fire-breathing dragon near a highly flammable Christmas tree, isn't it?

Biggest food and drink trends of 2020 revealed by hotel group

Biggest food and drink trends of 2020 revealed by hotel group

Black pepper ice cream, fermented foods and Levantine cuisine are among the culinary treats predicted to be popular.

What are Generation Z's top travel destinations?

What are Generation Z's top travel destinations?

In-depth analysis unearths the future of travel in a global survey of 10,000 young people in the US, UK, Europe and China.

Case study: Nickelodeon Kids' Choice Awards

Case study: Nickelodeon Kids' Choice Awards

Pop star Jason Derulo hosted the televised award ceremony at Abu Dhabi National Exhibition Centre.

Influx of association conferences for ACC Liverpool

Influx of association conferences for ACC Liverpool

Venue is set to host three major association conferences for the first time, while confirming return of several others.

3 simple ways to disrupt events

3 simple ways to disrupt events

Many planners mistakenly over-complicate their events, according to Scott Stratten, co-author of UnMarketing.

Answer our corporate event planner survey and win a luxury hotel stay

Answer our corporate event planner survey and win a luxury hotel stay

Complete our quick 10-minute survey to win a stay for two with Iconic Luxury Hotels and inform our State of the Industry report.

Profit and turnover up for Freeman EMEA

Profit and turnover up for Freeman EMEA

Most recent financial year included acquisition of Comotion Consulting and a new managing director for the event agency.

8 things to look out for at IBTM World

8 things to look out for at IBTM World

With the countdown on, what brand new features and events can attendees expect when they descend on Barcelona next week?

'I could have screamed' - the ongoing war against events waste

'I could have screamed' - the ongoing war against events waste

Putting the environment first doesn't have to cost more, says Karen Sutton, CEO and founder of the Global Good Awards.

LATEST JOBS