| The annual global advertising and marketing spend of | | | | download content to your iPad, Mobile phone or |
| the motor industry runs into billions of pounds and even | | | | notebook or alternatively take all of the content away |
| though there was a dip in 2009 the sector is still a | | | | in a digitised format on a branded memory stick. |
| gorilla in terms of its overall expenditure. With sales of | | | | Branded memory sticks or fully customised flash |
| cars in 2010 expected to grow and exceed 53 million** | | | | drives (for example made in the shape of a car or |
| its perhaps no surprise that the sector has continued | | | | key-fob) are becoming increasingly popular at shows |
| to put its faith and money in advertising. | | | | because they are an innovative and fun way to |
| Whilst ad spend continues to be high the mix of media, | | | | engage with customers, to draw people onto the |
| promotional tools and techniques used is changing. | | | | stand(s) and to send them away with lots of |
| Today far more money is pumped into on-line | | | | electronics brochures, specifications, prices, video clips, |
| advertising than ever before with the internet now | | | | reviews and web links but without the need to print or |
| being seen by many leading car manufacturers as not | | | | carry anything. |
| only the start of a consumers search for a new car | | | | The reduction in printed material is great for the |
| but in many cases they will also end their search | | | | environment, great for the car manufacturer as it |
| on-line by buying a car over the web. | | | | reduces print and transportation costs and great for |
| Dramatic changes in research and buying patterns by | | | | the consumers as they are not burdened with lots of |
| the consumer means that the manufacturers have | | | | heavy brochures to lug around all day at the shows. |
| had to respond and respond with multi-channel and | | | | Custom flash drives are particularly popular for press |
| multi-platform adverts. Its no longer possible to rely on | | | | events and new car launches because they are a |
| TV and Print advertising, today its critical that car | | | | fantastic way to send the journalists away armed with |
| manufactures have a broad mix of advertising that | | | | something memorable and something easy to carry |
| fully embraces on-line advertising, social network ad | | | | and use that contains all of the press pack information, |
| placement, Twitter, and mobile phones. | | | | web links, video clips etc. |
| At motor shows and car showrooms things are | | | | On-line advertising and promotion is clearly set to be |
| changing as well so don't expect to walk away with | | | | with us for some time to come but branded memory |
| armfuls of glossy brochures in future. Instead you'll be | | | | sticks also have a place in the overall mix. |
| able to hook up to the manufacturers web sites, | | | | |