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

48 hours in... Istanbul

48 hours in... Istanbul

From a boat tour on the Bosphorus Strait to rooftop belly dancing, here are our top picks for two days in the Turkish city.

ILEA UK's new board announced

ILEA UK's new board announced

The International Live Events Association says it aims to be an inclusive and inspiring global community during a 'challenging time'.

LIVE UPDATES: Morocco to start reopening borders

LIVE UPDATES: Morocco to start reopening borders

Find out which countries are on partial or national lockdown, what travel restrictions are in place and what size gatherings are allowed.

Smyle appoints new managing director

Smyle appoints new managing director

Creative agency reshuffles its senior leadership team to support its new virtual and hybrid events business.

Hospitality industry welcomes VAT reduction in chancellor's summer statement

Hospitality industry welcomes VAT reduction in chancellor's summer statement

MICE sector continues to wait for further clarification on financial support and a date for restarting live events.

How have event apprenticeships been affected by coronavirus?

How have event apprenticeships been affected by coronavirus?

A group of apprentices share their experiences of learning about the industry during lockdown.

RSVP podcast Ep6: Jessica Rabbit, fraudsters and sleeping in army trucks

RSVP podcast Ep6: Jessica Rabbit, fraudsters and sleeping in army trucks

This week's special guest is Julia Charles, managing director of Julia Charles Event Management.

'Working on the inaugural Invictus Games was amazing'

'Working on the inaugural Invictus Games was amazing'

A-List 2020: Rachel Douglass is a senior event manager at Yellow Fish.

Venues #LightItInRed to show support for events industry

Venues #LightItInRed to show support for events industry

Campaign to draw attention to struggling events businesses and employees lights iconic buildings red.

Dear C&IT: Graphs and data are useful but they can’t measure feelings

Dear C&IT: Graphs and data are useful but they can’t measure feelings

Metrics are great but don't forget to create a memorable experience, says Phil Staines from FIRST.