PROJECT: Dealer Connection and Brand Advocate Development
Audi Club Creates Brand Advocates on the Racetrack
As a high-performance automobile brand, a core focus of Audi’s marketing and sales program is engaging owners to become members of Audi Club. Audi Club’s mission is to connect owners with the unique Brand values, to demonstrate the performance of the cars, and to create owner-Ambassadors for the Brand. Audi Club asked MPW Marketing and Image 4 to design a program for membership development, Brand Experience, and Dealership connection.
Web and PR firm MPW Marketing and Image 4 teamed up to develop a rich program to drive membership and Brand Affinity for Audi Club. Creative directors for both firms collaborated to conceive a multi-prong outreach and experiential program that connected owners with the Brand and one another, to encourage members to explore the performance capabilities of their automobiles, and to improve their personal driving capabilities.
On the Owner side, MPW developed an existing-member and new-owner monthly email outreach program, featuring localized stories of owner experiences, reviews of optional and add-on equipment, and Audi Club events. Audi Club’s website was refreshed with new content, videos, stories and a world-wide feed from Audi Corporate. SEO and content were managed, and a blog was incorporated. The Club’s Facebook page was refreshed, and weekly updates added to the editorial calendar.
Meanwhile, Image 4 developed an Experience Map for Audi Club events, and designed collateral and wayfinding to welcome and guide participants in the many annual Club events. Complete branded Event Kits were produced including tents, banners, flag signs and A-frames.
On the Dealer side, Audi Club conducted interviews with franchise owners to learn how the Club could add value to the owner experience. Image 4 absorbed the data and charted an Experience Map, wrote copy and designed a “take one” program as an introduction to Audi Club to be placed in all dealerships within the program area.
Audi Club members who opt-in are email updated and invited to events including rallies, social interactions and High Performance Driving Experiences on racetracks, in conjunction with Audi’s world-class Performance Driving Instructor Corps. As the program extends, a common script is being developed for existing Audi Club Brand Ambassadors, and a more robust event schedule is anticipated.